A year after launching Unwell Hydration, Alex Cooper, host of the popular podcast “Call Her Daddy,” is expanding the business beyond the category.

The business will rebrand as Unwell Beverages with the upcoming launch of its energy drink line, Unwell Energy. Unwell Energy will make its retail debut through a partnership with Target on Dec. 28, launching with four flavors: Cherry Lime, Passion Fruit Orange Guava, Watermelon, and Pineapple Coconut. The brand’s new energy drink follows other recent product launches for Unwell, including its introduction of Unwell Hydration with Protein in September.

Ahead of the retail launch of Unwell Energy, Unwell Beverages is promoting its expansion with an “Unwell Forever” series of experiential activations in New York City.

This weekend the brand is hosting a pop-up event at in Soho featuring  a series of different “rooms” and culminating with a “Disco Dance Floor x Unwell Energy” activation designed to evoke a retro nightclub, complete with disco ball, checkered dance floor, and DJ booth.

Three of the activations support the flagship Unwell Hydration brand. A “Retro Airport Lounge”promoting Unwell Hydration Stick Packs is designed to evoke vintage air travel, offering samples and “airline-themed giveaways.”

Unwell Beverages is rounding out the event with a gift shop offering both merchandise giveaways (“Unwell Forever” patch baseball cap, branded long-sleeve and short-sleeve T-shirts) and an opportunity to shop an exclusive Unwell capsule collection.

The activations will also leverage Cooper’s celebrity, promising unspecified “notable guest appearances.”  At the time of Unwell Hydration’s launch last December, Cooper’s “Call Her Daddy” podcast was listed as the number two podcast both in the U.S. and globally on Spotify’s year-end ranking.

The “Unwell Forever” campaign will continue rolling out across the brand’s social channels over the course of the next six months.