NewAge, Inc. engages in the development and commercialization of a portfolio of beverages. It operates through the Noni by NewAge and NewAge segment. The Noni by NewAge segment focuses on the development, manufacturing, and marketing of Tahitian Noni Juice, MAX and other noni beverages as well as other nutritional, cosmetic, and personal care products. The NewAge segment markets and sells a portfolio of healthy beverage brands including XingTea, Marley, Búcha Live Kombucha, Coco-Libre, Evian, Nestea, Illy Coffee, and Volvi. The company was founded by Neil Fallon on April 26, 2010 and is headquartered in Denver, CO.