– Click to see new products in Q1
– Click to see new products in Q2
*This article was originally released in February 2025 and updated with additional material in June 2025.
As the beverage alcohol industry prepares for the peak summer season, brands are strategically launching products that blend seasonal appeal with innovative production techniques and cultural storytelling. From Suntory’s revolutionary -196 vodka seltzer utilizing Japanese freeze-crush infusion technology to Spirit of Gallo’s heartwarming collaboration with viral pup Miss Peaches, this month’s releases demonstrate the industry’s ability to merge cutting-edge craftsmanship with authentic brand narratives. Below is Park Street University’s recap of beverage alcohol product launches in May, along with a comprehensive list of noteworthy alcohol beverages introduced in 2025 so far.
Jack Daniel’s Country Cocktails Added Strawberry Punch
Jack Daniel’s introduced Strawberry Punch, a new flavor and the latest addition to its Country Cocktails lineup. This new 6-pack debuted nationwide this spring, offering a blend of strawberries, citrus notes, and light carbonation. The 4.8% ABV Strawberry Punch is also featured in the Party Pack, along with Watermelon Punch, Downhome Punch, and Southern Peach. (Source)
Plymouth Gin Debuted Honey Flavor
Pernod Ricard brand Plymouth Gin introduced a honey-infused gin featuring a blend of natural honey essence with the original gin recipe, which dates back to 1793. The flavor profile includes notes of vanilla, juniper, and a citrus finish with a touch of sweetness. Plymouth Gin’s honey variant has an ABV of 41.2% and is offered at a suggested retail price of $47 at select retailers and online platforms. (Source)
Truly Pool Party Pack Rolled Out for the Summer
Boston Beer Company’s brand, Truly, released the Pool Party Pack, a seasonal collection featuring four hard seltzer flavors for summer. The limited-edition lineup includes “Red, White, & TRU,” Strawberry Kiwi Splash, Blood Orange Bliss, and Peach Plunge. The Truly Pool Party Pack contains only 100 calories, 1 gram of sugar, and has 5% ABV. It is available at major retailers and online stores throughout the sunny season. (Source)
Spirit of Gallo and Viral Pup Miss Peaches Debuted New Vodka Lemonade
Spirit of Gallo announced the release of Lucky One Lemonade, a vodka-infused hard lemonade created in collaboration with viral pup Miss Peaches, also known as America’s favorite pit bull. The launch supports animal rescue efforts through LifeLine Animal Project and Best Friends Animal Society. Lucky One Lemonade is available in several flavors, including Original, Peach, Blueberry, and Raspberry. Each can is gluten-free, contains only 100 calories, and is free from added sugar, artificial flavors, and high fructose corn syrup. The product is available in single-flavor 4-packs for $10.99 and mixed 8-packs priced at $19.99.
“Hard lemonade is having a moment—and we saw an opportunity to bring something new to the table,” said Brandon Lieb, Vice President at Spirit of Gallo. “With vodka lemonade on the rise and malt-based options losing steam, Lucky One Lemonade is our answer: a premium, spirits-based RTD that delivers on flavor, fun, and cultural relevance. Partnering with Miss Peaches brings even more heart to the brand, letting consumers enjoy summer with purpose.” (Source)
Campari America Entered the Non-Alc Category with the Introduction of Crodino
Campari America announced the U.S. debut of Crodino, a non-alcoholic drink that has been a staple of Italian culture since 1965. Crafted in Italy through a six-month infusion process, it offers warm notes of clove, cardamom, nutmeg, and coriander seeds, complemented by over 10 other herbs and spices. This ready-to-serve spritz is available in 175ml glass bottles for a suggested retail price of $14.99 for a pack of four. It is initially launching in select states such as California, Texas, and Florida, with plans for nationwide distribution.
“What’s been particularly exciting is how both consumers and our on-premise partners have embraced iconic Italian brands, creating vibrant social experiences centered around the Spritz,” said Allison Varone, Campari America’s Head of Marketing. “With the launch of Crodino, we’re expanding the joy of Spritz to even more consumers who seek a sophisticated and flavorful non-alcoholic option.” (Source)
Jawbox Introduced Apple and Ginger Gin Liqueur
Kirker Greer Spirits announced the latest flavor addition to its Jawbox collection: the Apple & Ginger Gin Liqueur. Infused with the flavor of Echlinville apples and crafted from Jawbox’s small-batch London dry gin—which features 11 botanicals, including Belfast Black Mountain heather. The Apple & Ginger Gin Liqueur can be paired with ginger ale, Indian tonic water, or used in cocktails such as The Apple Southside, The Apple Collins, and The Apple Fizz. This 20% ABV spirit is priced at $34 for a 700ml bottle and is available from both on- and off-trade retailers across the UK and Ireland. (Source)
Crown Royal Unveiled Rum-Finished Marquis
Canadian whisky brand Crown Royal announced the launch of its latest creation, the Marquis Blend, a whisky finished in Caribbean rum casks, which will soon be available in Georgia, Maryland, Washington D.C., and select military bases. This expression offers a blend of honey, brown sugar, and vanilla flavors, with a fruity finish of dates and figs. Marquis Whisky comes in a purple-hued bottle, with an ABV of 40%, and a suggested retail price of $39.99.
Hadley Schafer, Vice President of Crown Royal, said: “Crown Royal Marquis is a very special innovation for the brand, one that truly brings to life our goal of creating exceptional whiskies for every occasion. Its layered flavors and strikingly unique bottle were crafted with everyday royalty in mind, so consumers over 21 years can enjoy a spirit that makes a delicious cocktail and represents that inviting energy we want to see again in nightlife culture.” (Source)
Suntory Owned Japanese Seltzer Brand -196 Launched in the U.S.
Suntory Global Spirits’ RTD brand -196 made its U.S. debut, featuring a new strawberry flavor in addition to its existing lemon, grapefruit, and peach offerings. Each can of -196 is crafted using a proprietary freeze-crush infusion technique rooted in Japanese tradition. This technique flash-freezes fruit in liquid nitrogen at exactly -196°C before infusing it into vodka. The vodka seltzers have an alcohol content of 5.5% ABV, and consumers can choose between a four-pack of a single flavor for $11.00 or an eight-can variety pack for $20.
Carol Robert, Managing Director of U.S. RTD at Suntory Global Spirits, described it as “not a typical canned vodka seltzer. It’s a celebration of Japanese ingenuity, and a tribute to what’s possible when innovation and intention meet. With our national launch and the addition of Strawberry, we’re audaciously charting new territory within the RTD category in the U.S. and redefining what real fruit-forward refreshments should taste like.” (Source)
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Q1 2025 Alcohol Industry Launch Recap
The first quarter of 2025 began with several notable whiskey brands unveiling distinctive new expressions that showcased creative aging techniques, unique flavor profiles, and collaborative storytelling. The quarter continued to evolve as brands demonstrated creativity through celebrity collaborations, innovative flavor profiles, and unique production techniques. From comedian Chelsea Handler’s ready-to-drink vodka lemonade to Michter’s precision barrel-aging approach.
WhistlePig Teamed Up With Alice Cooper
American rock icon Alice Cooper joined forces with WhistlePig to introduce the Sex, Drugs, Rock & Dry Old Fashioned, an alcohol-free cocktail blended with adaptogens. The ready-to-pour cocktail features non-alcoholic 100% Rye ‘Non-Whiskey’, barrel-aged maple syrup, and adaptogenic ingredients like cordyceps mushrooms, Schisandra berry, and damiana. It delivers notes of summer berries, wild herbs, and a kick of black pepper, and can be purchased at $49.99 per 750ml bottle.
WhistlePig also offers the Go Pig Go Bundle for $199.99, which includes a cocktail and rye-infused vinyl featuring Alice Cooper’s Breadcrumbs album and is limited to just 250 units. (Source)
Buffalo Trace Unveiled its 2025 Prohibition Collection
Sazerac-owned Buffalo Trace Distillery released its second annual limited-edition collection, the Prohibition Collection Series #2, a tribute to the forgotten whiskey brands. This year’s whiskey line features five new expressions, including Mirror Brook, a 50% ABV Kentucky blend that offers notes of ripe cherry and mellow oak, and VOP, a barrel-proof straight Bourbon that features a rye spice, toasted oak, and rich cherry. The collection also includes Anderson’s Belle, a bottled-in-bond classic that delivers oak and dried fruit undertones, while Old Fashioned Mountain Corn, at 55% ABV, has sweet corn and caramel flavors. Concluding the collection is the Silver Wedding Rye Whiskey, which delivers 62.5% ABV with layers of vanilla, toffee, and earthy rye spice.
Each of the five whiskey expressions is bottled in 375ml bottles and comes with a suggested retail price of $999.99 for a set. (Source)
Penelope Released American Light Whiskey
Penelope Bourbon announced the release of American Light Whiskey, its newest whiskey expression, and the latest addition to its Annual Limited Releases collection. Distilled at 189 proof in 2006 at the historic Seagram’s Distillery and matured for 17 years in second-fill oak barrels, the offering reaches a cask strength of 138.8 proof (69.4% ABV). This limited-edition whiskey features a mash bill of 99% corn and 1% malted barley and delivers aromas of butterscotch, cake batter, and cotton candy. American Light Whiskey will be available in select markets starting in February with a suggested retail price of $99.99 per 750ml bottle.
“This release is the result of an innovative chapter in the history of American whiskey,” said Danny Polise, Penelope’s Founder and Master Blender. “The high corn mash bill and long aging really brings out unique character in the batch. It’s truly been a pleasure to watch this whiskey evolve with aging and be able to release this 17-year batch after our prior 13 and 15-year releases.” (Source)
Bob Dylan’s Heaven’s Door Added to its Bootleg series
Heaven’s Door unveiled its sixth release in its Bootleg Series collection, crafted with 12-, 13-, and 14-year-old wheated bourbons, and finished in Limousin cigar barrels. The Bootleg Series Volume VI is bottled at 60.58% ABV with an SRP of $500 and features Dylan’s Favela Villa Candido painting from his 2015 ‘Brazil Series.’ This year’s release delivers spiced oak, dried fruit, and caramelized sweetness with fewer than 5,000 bottles available.
“The shape of this barrel provides more whiskey to wood-to-surface contact, which yields more pronounced flavor notes,” Master Blender Alex Moore said. “Additionally, the Limousin oak is air dried over time versus kiln dried, which makes a big difference in terms of the tannins and sugars that are naturally resident in the oak.” (Source)
Glenlivet Released its Oldest Permanent Whisky Expression
Glenlivet unveiled its oldest permanent expression in its core lineup with the introduction of The Glenlivet 40-Year-Old. This expression is matured over four decades, bottled at a cask strength of 46.9% ABV, and finished in sherry-seasoned Oloroso and Pedro Ximénez casks. The Glenlivet 40-year-old is said to deliver notes of poached plums, dark cherries, and warming spices and is presented in an elongated bottle inspired by its 1824 design for an SRP of $5,704.
“The Glenlivet 40-year-old represents more than four decades of dedication and craftsmanship from our team,” said The Glenlivet Cask Master, Kevin Balmforth. “This release embodies the trailblazing spirit of The Glenlivet while honoring the foresight of those who began this journey 40 years ago.” (Source)
Chelsea Handler Launched Vodka Lemonade
American comedian and actress Chelsea Handler stepped into the ready-to-drink (RTD) cocktail category with the launch of her new Vodka Lemonade line, created in partnership with Owl’s Brew, each made with fresh lemon juice and organic lemon verbena. The all-natural canned cocktail line comes in three flavors, including Classic, which delivers a citrusy taste. Following the line-up is the Pink, which blends rosehips and cranberry for a subtle twist, and Mint, which offers a crisp, cooling refreshment.
The 5% ABV Vodka Lemonade line offers gluten-free, vegan-friendly RTDs with no more than 110 calories per serving. A six-pack is available for $19.99 at select retailers nationwide. (Source)
Absolut Released New Ready-to-Serve and Ready-to-Drink Cocktails
Pernod Ricard USA brand Absolut announced the latest expansion of its ready-to-serve (RTS) line and the newest addition to its ready-to-drink (RTD) cocktail collection. The brand’s latest flavors on the RTS lineup include Espresso Martini and Classic Cosmopolitan, which both offer 20% ABV. The Espresso Martini delivers a blend of Absolut Vodka, Kahlúa rum, and coffee liqueur, resulting in a velvety smooth texture with espresso notes, while the Classic Cosmopolitan has Absolut Vodka with cranberry and citrus flavors.
Meanwhile, Absolut’s award-winning RTD collaboration with Ocean Spray continues to grow by adding two new flavors: Vodka White Cran Peach and Vodka Cran Mango. Crafted at 4.5% ABV, they are available in an Absolut Ocean Spray 12-pack priced at $22.99. Additionally, Absolut is rolling out new RTD options, including Classic Mule, Classic Cosmo, and Half & Half Tea & Lemonade, now available nationwide. (Source)
Kylie Jenner’s Sprinter Vodka Soda Dropped its First Single-Flavor 4 Pack: Peach
Sprinter’s brand founder, Kylie Jenner, announced the new single-flavor Peach 4-Packs of Sprinter Vodka Soda. This latest release rolled out nationwide, offering a 100-calorie, 4.5% ABV vodka soda crafted with real fruit juice and zero added sugar. In celebration of the launch, Sprinter threw a week of special events into the heart of Peach County, Georgia, Atlanta, and Athens. The Sprinter Peach 4-Pack will be available for vodka soda lovers for $9.99 at retailers across the country.
“Sprinter Peach has been our fan-favorite flavor since our launch last spring,” said founder Kylie Jenner. “It made perfect sense to launch our first single-flavor pack with Peach, and to celebrate, we are so excited to head to the Peach State.” (Source)
Michter’s Introduced Its First “Bomberger’s PFG” (Precision Fine Grain) KY Straight Bourbon
Mitcher’s unveiled its newest expression and brand-new bourbon called Bomberger’s PFG Kentucky Straight Bourbon. The offering undergoes a dual barrel aging process, first maturing in traditional American oak before being transferred to a French fine-grain oak barrel. The secondary aging process takes place in barrels made from hand-selected staves seasoned for over 40 months, from the known French forests such as Tronçais, Allier, Nevers, and Vosges. The maturation results in a bourbon that delivers rich layers of caramel, spice, and oak. Bottled at 100.2 proof (50.1% ABV), Bomberger’s PFG Kentucky Straight Bourbon is available at a suggested retail price of $140 per 750 ml bottle.
The focus is to be precise at every step of Bomberger’s PFG production process. Michter’s Master of Maturation, Andrea Wilson, remarked, “The result is a medley of engaging aromas from confectionary to floral, a palate of beautifully integrated fruits and herbaceous notes with a full body and a luxurious, creamy texture that lingers with soft spice and chocolate.” (Source)
Sazerac’s A. Smith Bowman Distillery Announced Fourth Cask Strength Bourbon Release
Virginia’s oldest distillery, A. Smith Bowman Distillery, announced the return of its Cask Strength Virginia Straight Bourbon Whiskey for its fourth annual release. Crafted by distiller David Bock, this bourbon expression has been aged for at least ten years and is non-chill filtered with a 139.7 proof. Cask Strength #4 delivers a layer of soft raspberry and chocolate, blended with stone fruit and a touch of cinnamon. Available for $99.99 retail price through an online lottery, running from February 24 to March 3. Outside of the lottery, limited quantities will be available at select bars, restaurants, and retailers through Sazerac’s U.S. distribution network. (Source)
Bulleit Announced its Bottled in Bond Bourbon
Diageo and Kentucky brand Bulleit Frontier Whiskey has announced the debut of its first-ever Bottled-in-Bond bourbon, distilled and aged at the Bulleit Distilling Company. Bulleit Bottled-in-Bond was distilled in the spring of 2017 and has spent seven years maturing in federally bonded warehouses. This limited-time release bourbon was bottled at 100 proof and delivers an aroma of spice and toasted oak layered with maple sweetness and nutmeg, infused with butterscotch. Bulleit Bottled-in-Bond is available nationwide with a suggested retail price of $54.99 for a 750-ml bottle.
“With our signature high-rye mash bill and seven years of aging under Bottled-in-Bond standards, this bourbon delivers a richness and complexity we’re excited to share. It’s a whiskey that truly showcases the best of what we do here in Shelbyville — bold, balanced, and crafted with care,” said Delicia James, Lead Whiskey Blender at Diageo. (Source)
Avaline Introduced Italian Bianco
Italian organic wine brand Avaline has relaunched its Italian Bianco white wine for a limited time with a suggested retail price of $28. The 11.5% ABV wine is crafted from Falanghina grapes and aromas of peach rings, white peach, and yellow and white flowers with notes of apricot and tangerine zest. This year’s release is produced by Cantine Losito, a family-run organic winery located in the Puglia region of Italy. (Source)
Lux Row Unveiled Small Batch Albariño Cask Finish
Lux Row Distillers unveils a new liquid innovation with the release of Lux Row Small Batch Albariño Cask Finish. This expression is a blend of wheat and rye bourbons, aged four years before undergoing a six-month finishing process in Albariño wine casks. This release will roll out for $59.99 for a 750-ml bottle with 52.5% ABV at Lux Row Distillers. The Albariño offering showcases notes of nectarine, lime, and grapefruit with lemon zest blended with honeydew.
“We wanted to combine the fruity citrus flavors of Albariño wine with the corn-influenced sweet notes of our wheated and ryed bourbons,” said Lux Row Master Distiller John Rempe. “The outcome is a delicious combination of two opposing flavors that results in a truly unique expression.” (Source)
Deep Eddy Vodka Introduced Pineapple Flavor
Heaven Hill-owned brand Deep Eddy Vodka has announced the release of Deep Eddy Pineapple Vodka, the newest flavor in its vodka collection. Crafted with all-natural ingredients that deliver a genuine pineapple taste, it is distilled ten times and filtered eight times. Deep Eddy Pineapple Vodka is available nationwide for $17.99 for a 750-ml bottle or a 50-ml mini version for $1.49. The pineapple-infused vodka is made in small batches and joins the lineup of flavors like lemon, ruby red grapefruit, sweet tea, lime, cranberry, orange, and peach.
“This new release reflects the brand’s dedication to high-quality, natural ingredients and authenticity, bringing a refreshing burst of island-inspired flavor that’s ideal for any cocktail or occasion,” said Julie Cole, Brand Director for Deep Eddy Vodka. (Source)
Baileys Launched New Non-Dairy Liqueurs Made With Oat Milk
Baileys Irish Cream unveiled its latest innovation, a dairy-free product lineup made and infused with oat milk, which marks the brand’s first non-dairy launch in a decade. This non-dairy liqueur offering has two flavors: coffee toffee and cookies and cream. Crafted with an Irish whiskey base, Coffee Toffee delivers a fusion of coffee and buttery caramel, while Cookies and Cream blends chocolate cookie crumbles with vanilla cream. These two flavors have 17% ABV and can be purchased at $24.99 for a 750 mL, $11.99 for a 100 mL 3-pack, and $2.99 for a 50 mL mini bottle. (Source)
Beefeater Elevated its Line-Up with Grapefruit
Pernod Ricard-owned and London-based brand Beefeater Gin released a new addition to its lineup, Beefeater Grapefruit. This gin infuses the brand’s London Dry recipe with natural grapefruit flavors and lemon and bitter orange botanicals. Beefeater Grapefruit has 37.5% ABV and is distilled in traditional copper stills. Initially launched in Norway, the brand soon expanded the product’s reach across the Czech Republic and Slovakia among others, as it will join the other flavors in the brand’s collection: Beefeater Blood Orange and Beefeater Pink Strawberry.
Desmond Payne, Beefeater Master Distiller Emeritus, commented: “The use of grapefruit is certainly not something that is new to me and the team, being used to craft our premium expressions Beefeater 24 and Crown Jewel. It is the perfect complement to juniper, its sharpest collaborator, whilst providing the perfect stage for our iconic citrus profile.” (Source)
Captain Morgan Debuted ‘Sweet and Spicy’ Rum
Diageo-owned rum brand Captain Morgan released a new expression infused with chili-lime-flavored rum. The Sweet Chili Lime is bottled at 35% ABV and crafted as an ice-cold shot or blended into spicy-flavored cocktails. Captain Morgan has teamed up with Pretzelized, pairing the rum with sea salt pretzels for a sweet-and-savory combo. It is available at retailers across the U.S. in 750ml, 50ml, 375ml, 1L, and 1.75L formats.
“With flavor trends heating up, we wanted to create something that defies the rules of traditional rum,” Captain Morgan Vice-President Anne Nosko said. “Captain Morgan Sweet Chili Lime gives fans exactly what they’re craving – the perfect balance of sweet and spicy, and a bold flavor experience with every sip.” (Source)
Lil Yachty Launched New Tequila Seltzer “Yacht Water”
American Rapper Lil Yachty announced the launch of his very own alcoholic beverage brand, Yacht Water. This new line of tequila seltzers is in collaboration with Coach K from Quality Control and Sneaky Pete Spirits. Yacht Water is a no-additive beverage made from only tequila, lime juice, sea salt, and sparkling water. This seltzer has an alcohol content of 5.8% and comes in a 12-ounce can in three different flavors: Jalapeño, Key Lime, and Sunrise. (Source)
Bushmills Bottled the World’s Oldest Irish Single Malt
Proximo-owned whiskey maker Bushmills Distillery has introduced the oldest Irish single malt expression, Bushmills 46-Year-Old ‘Secrets of the River Bush. This single malt expression has been aged for nearly five decades and nurtured by two generations of whiskey makers. Matured in oloroso sherry butts sourced from the Antonio Paez Lobato Cooperage in Spain, it offers a balanced combination of flavors of ripe dark fruits, spiced cinnamon, and lingering roasted coffee notes. Presented in a handcrafted hexagonal walnut case and bottled at 46.3% ABV. Available for a limited 300 bottles and priced at $12,500.
Bushmills Master Blender Alex Thomas said: “This isn’t just a smooth, rare single malt whiskey, this is real history in the making. For 46 years, we’ve patiently watched over this remarkable liquid and witnessed it transform into this rich, dark beauty. This is Bushmills at its best.” (Source)
Lo Siento Launched First of its Kind Cinnamon Infused Tequila
Jalisco tequila brand Lo Siento announced the debut of its new flavored tequila, Caliente, a cinnamon-infused expression crafted to rival Fireball and other spicy cinnamon spirits. Made with 100% Blue Weber agave and bottled at 35%, it delivers a spicy flavor. The new offering rolled out with an SRP of $25, which joins the brand’s tequila lineup, which already includes blanco, reposado, and añejo. Caliente is available in California, Tennessee, Georgia, and Michigan, with other markets in the south and midwest set to launch later this year.
“Launching Caliente has been a long time in the making. As we started to grow our brand the space become increasingly more crowded with the same products. I wanted to create something that didn’t exist in the market. Something that truly was a unique experience that we could easily identify different cultures to attached our product to. Caliente became that product. Caliente is truly a fun unique experience and we intend to have some fun marketing it. Caliente is something that exists inside our portfolio but truly has a life of its own,” said Ryan Tierney, Founder & CEO of Lo Siento Tequila. (Source)
Vizzy Released New Variety Pack Featuring Iconic Orange Cream Pop
Molson Coors brand Vizzy Hard Seltzer rolled out its new Cream Pop Variety Pack, which comes in a trio of flavors: Orange Cream Pop, Raspberry Cream Pop, and Strawberry Cream Pop. This Vizzy’s new variety pack has a 5% ABV, 100 calories, and 1 gram of sugar per can flavor. The Orange Cream Pop flavor delivers the real taste of juicy orange with a creamy vanilla finish. Meanwhile, the Raspberry Cream Pop packs a tart raspberry punch, complemented by rich vanilla cream. Lastly, Strawberry Cream Pop combines the sweetness of ripe strawberries with a creamy vanilla finish. Cream Pop Variety Pack is available in 12-packs of 12-ounce cans at retailers nationwide. (Source)
Yellowstone Introduced Small Batch Bourbon
Kentucky bourbon brand Yellowstone expanded its lineup with the debut of Small Batch 107, a new and permanent addition to the brand’s portfolio. This expression is aged for six years and bottled at 107 proofs with a suggested retail price starting at $44.99 per 750-ml bottle. Small Batch 107 has the flavor profile of caramel, oak honey, and signature cherry notes made by Yellowstone.
“The higher proof brings out more flavors, and by non-chill filtering Small Batch we created a much more full-bodied product than a lower-proof chill filtered bourbon,” said Founder and Master Distiller Stephen Beam. “It’s the perfect addition to our family of offerings. Small Batch delivers on our heritage and tradition, bringing back memories of Yellowstone’s history, while also representing a natural progression in elevating the portfolio.” (Source)
De Kuyper Launched Non-Alcoholic Premixed Cocktails for On-Premise
De Kuyper Royal Distillers entered the non-alc category with its first-ever non-alcoholic spirits collection, the Batched 0.0%, crafted for European on-trade customers. This marks the company’s first venture into the alcohol-free spirit sector, debuting in the Netherlands, UK, and Germany and set to expand globally, featuring Pornstar Martini, Mojito, and Strawberry Daiquiri, all available in 1-liter bottles. The non-alcoholic premixed cocktails lineups will be rolling out this coming June. (Source)
Jack Daniel’s Expanded its Coca-Cola RTD Lineup
Jack Daniel’s introduced another variation in the RTD category with the launch of Jack & Coca-Cola Flavors Pack. This six-pack offering features a trio of mixed drinks: Jack & Coca-Cola, Jack & Coca-Cola Cherry, and the all-new Jack & Coca-Cola Vanilla. Each ready-to-drink cocktail delivers a blend of Tennessee whiskey in a 12 oz. can and is crafted at 7% ABV. The Vanilla variant is only available in a flavors pack and has a touch of creamy vanilla sweetness that complements Jack Daniel’s whiskey. The Jack & Coca-Cola Flavors Pack is available nationwide for a suggested retail price of $17.99.
“We know today’s RTD drinkers are reaching for variety, convenience, and authenticity, and that’s exactly what our new Flavors Pack delivers by blending the bold taste of Jack Daniel’s with the classic notes of three Coca-Cola products,” said Mary Beth O’Mara, Jack Daniel’s RTD Brand Director. (Source)
Maker’s Mark Announced its Wood Finishing Series: The Keepers Release
Maker’s Mark unveiled its new whiskey called The Keepers Release, which is the latest addition to its Wood Finishing Series. This limited-edition whiskey honors the dedicated warehouse team responsible for ensuring every barrel matures to perfection. The latest addition expression is crafted from fully aged cask-strength of Maker’s Mark and undergoes a finishing process using two types of American oak staves. Its first portion is aged for five weeks while the other rests for nine weeks with a different wood profile. The SKU will be rolled out in select stores with a suggested retail price of $74.99 for a 750ml bottle. The 109.2-proof bourbon features tasting notes of oak, caramelized sugar, and rich tobacco and delivers dried fruit and subtle sweetness. (Source)
Old Forester Added to 117 Series with Bottled in Bond Rye
Kentucky bourbon brand Old Forester announced the newest addition to its 117 Series with the debut of Bottled in Bond Rye. This marks the brand’s first-ever Bottled in Bond rye whiskey aged from a single distillation season which bottled at 100 proofs. The whiskey is presented in a 375-ml format in small-batch release and priced at $64.99. Bottled in Bond Rye can be purchased through the Old Forester Distillery Co. retail shop as well as selected retailers in Kentucky that carry a limited-edition release.
“This 117 Series release is unique because it holds a tie to our 1897 Bottled in Bond, our tribute to the Bottled in Bond Act,” said Old Forester Assistant Master Distiller Caleb Trigo. “This release is a first for Old Forester, and stays true to our historical promise of quality, consistency, and balance.” (Source)
Jim Beam Released New Pineapple Flavored Whiskey
Jim Beam announced the release of its latest flavored whiskey, Jim Beam Pineapple. This release infuses Kentucky straight bourbon with the sweetness of pineapple and has notes of oak and caramel. Jim Beam Pineapple is available now at select retailers nationwide with 32.5% ABV for an SRP of $19.99 for a 750 mL bottle. This flavored whiskey can be poured over ice or mixed into cocktails like the Jim Beam Pineapple & Lemon Lime Soda or the Pica y Piña.
“As a brand rooted in Kentucky tradition, we love putting fresh spins on our brands— and Jim Beam Pineapple does exactly that,” Freddie Noe, 8th Generation Master Distiller of the James B. Beam Distilling Co., said in a news release. “This new flavor is our first flavored spirit in four years, and reflects the bold, vibrant spirit of today’s South. It is a celebration of flavor and community, made to be enjoyed with family and friends this summer season.” (Source)
Ocho Aged Tequila in Old Fitzgerald Barrels
Tequila Ocho introduced its latest innovation with the release of Tequila Ocho Añejo Barrel Select Old Fitzgerald, a collaboration with Heaven Hill Distillery’s Old Fitzgerald Bourbon. This release features two 2023 vintages, each crafted from agaves harvested at two different locations. The Rancho Corralillos, with its rich clay-like soil, and Rancho Potrero Grande, the hometown of the agave farmer and third-generation tequilero Carlos Camarena. This añejo undergoes a 12-month aging process that balances the sweetness of wheated bourbon and the authenticity of agave. Tequila Ocho Añejo Barrel Select Old Fitzgerald has only 3,200 cases released in the U.S., with 48% ABV in each 750 mL bottle for $110. (Source)
Q2 2025 Alcohol Industry Launch Recap
So far in the second quarter of 2025, brands are leveraging innovative formulations, celebrity partnerships, and category-expanding ideas to capture evolving consumer tastes. From HARD MTN DEW’s bold move into cherry-flavored malt beverages to Maker’s Mark’s groundbreaking departure from bourbon with its first-ever wheat whiskey, this month’s releases demonstrate the industry’s willingness to challenge traditional boundaries.
HARD MTN DEW Added Code Red to Portfolio
PepsiCo brand HARD MTN DEW announced the addition of HARD MTN DEW Code Red to its lineup. Code Red features a cherry flavor with zero sugar and 100 calories and contains a 5% ABV. It comes in 24-ounce cans and was launched alongside the “Code Red: Save the Redheads” campaign. It is set to join the permanent lineup in the HARD MTN DEW Mix Pack in the coming months.
“HARD MTN DEW goes where few have gone before—whether that’s marrying a fan to a can or attempting to be abducted by aliens—so lending a hand to help the redhead population to launch Code Red was a no-brainer,” said Erica Taylor, Senior Brand Director. (Source)
Chinola Released Pineapple Liqueur
Fruit liqueur brand Chinola unveiled a brand-new flavor and the latest addition to its lineup of tropical liqueurs: Chinola Pineapple. Crafted using 100% MD2 pineapples and featuring 21% ABV, Chinola Pineapple has an SRP of $30.00. Chinola Pineapple is now available in 40 U.S. markets as the third release from the Dominican Republic-based brand, following the Mango flavor, which launched during the same month last year.
“We’ve always been driven by a passion to create liqueurs that reflect the beauty and authenticity of the Dominican Republic,” said Founder and CEO Andrew Merinoff. “Chinola Pineapple brings that vision to life with the bold, tropical intensity of MD2 pineapple, which is renowned for its golden sweetness and rich, full-bodied flavor. (Source)
Kylie Jenner Unveiled Quartet of Sprinter Vodka Seltzer Flavors Inspired By Palm Springs
Vodka soda brand Sprinter released its second variety pack, the Sprinter Palm Springs Pack, featuring four new flavors: Pink Lemonade, Mango, Strawberry, and Pineapple. This 4.5% ABV 8-can pack delivers 100 calories, is gluten-free, and contains no added sugar. Kylie Jenner plans to expand globally through her Calabasas Beverage Company, Co-founded with Kendall Jenner’s 818 Tequila
“After a year of honing our identity with our classic true-to-fruit flavors, Kylie wanted to channel sun-soaked, poolside days with the Palm Springs Pack,” Chandra Richter, Sprinter’s Head of Product Development and Supply Chain, added. “These four new flavors are a mix of nostalgic, bold, and unexpected profiles—each telling its own story, whether it’s a fresh twist on a classic or a bold take on fruit that sets a new standard in the RTD category.” (Source)
Pabst Light Launched as Newest Member of the PBR Lineup
San Antonio-based brewery Pabst Brewing Company announced its latest innovation with the debut of Pabst Light, the newest addition to its PBR lineup. This new 4.2% ABV light lager is a blend of hops and grains, with only 96 calories and 3.5 carbs per 12-ounce can. Pabst Light is available nationwide in various packaging options: 12-ounce cans in 12-packs, 24-packs, and 30-packs; 16-ounce cans in four-packs and six-packs; and 25-ounce cans.
“We developed Pabst Light for people who want a great-tasting light beer without overthinking it — low calories, low carbs, and priced right, when value means so much to today’s shopper,” said Director of Pabst Light, Kim Oakley. (Source)
Patron Tequila Introduced El Alto Mini
Patrón Tequila joined the growing trend of smaller-format packaging with the release of Patrón El Alto in a mini-format bottle. Patrón El Alto Mini is crafted from 100% Weber Blue Agave sourced from the soils of Jalisco, Mexico, and is a blend of Reposado, Añejo, and Extra Añejo tequilas. Originally launched in 2022 in full-sized bottles, the 50ml format is set to roll out nationwide this coming June.
“With the Patron El Alto Mini, we’re sharing our handcrafted prestige tequila in an exciting new way,” said D-J Hageman, VP of Marketing at Patron. “It’s perfect for toasting to the unforgettable moments that define festival season, bringing the extraordinary quality of Patron El Alto to life as the ultimate mini accessory.” (Source)
Maker’s Mark Unveiled its First Non-Bourbon Whiskey
Kentucky-based bourbon whiskey brand Maker’s Mark announced the debut of its first-ever non-bourbon expression: Star Hill Farm Wheat Whiskey. This launch marks a big shift for Maker’s Mark, as it departs from its traditional bourbon lineup to introduce a non-bourbon expression. Star Hill Farm Wheat Whiskey is made from two mashbill recipes, one blending 70% soft red winter wheat with 30% malted barley, and the other crafted entirely from malted soft red winter wheat. It will be available this May in the U.S. and UK, with an SRP of $100 and an ABV of 57.35%.
“This release is a complex yet balanced blend of seven- and eight-year whiskeys, bottled uncut at cask strength. The nose captivates with notes of buttery caramel, golden raisins, and gingerbread. On the palate, you’ll find a soft, bright mix of honeyed toffee, chocolate-covered cherries, and a hint of apple pie spice. The finish is smooth and inviting, with toasted pecans and soft cinnamon bringing it all together,” commented Master Distiller Dr. Blake Layfield. (Source)
Foley Family Wines & Spirits Announced Nationwide Release of Tequila El Mexicano
Foley Family Wines & Spirits announced the nationwide rollout of Tequila El Mexicano, which will be marketed in new packaging that reflects the brand’s legacy. Crafted by third-generation tequila artisans from the Bañuelos family in Arandas, it is made from 100% Blue Weber agave, water, and yeast to preserve its original taste. The line features three tequila expressions: an unaged Blanco at 40% ABV for $40; Blanco 90, designed for cocktail lovers, at 45% ABV for $50; and a Reposado, aged for 90 days in a mix of American and French oak, at 40% ABV for $45.
“Premium tequila trends are fueled by consumers and bartenders who are embracing more culturally authentic, superior, and pure quality tequilas that are crafted without additives,” noted Jason Daniel, FFWS CMO. “Tequila El Mexicano is like no other – a family owned and operated gem, backed by three generations of expertise and legacy, made the right way.” (Source)
Captain Morgan Showcased New RTD Flavors
Diageo’s brand Captain Morgan announced the launch of its latest “Sweet vs. Heat” RTD cocktail collection, featuring a blend of sweet and spicy notes. The collection showcases four new flavors—Chili Lime Margarita, Jalapeño Paloma, Blackberry Mojito, and Peach on the Beach—available in a 12-can variety pack with 5% ABV, priced at $18.99.
Justin Faiber, Director of Brand Marketing for FMB and RTDs at Captain Morgan, said: “As the sweet-meets-spicy flavour trend continues to grow, the Sweet vs Heat variety pack brings that dynamic to life in a way that’s elevated and convenient. (Source)
Misunderstood Whiskey Released Orange Blossom Bourbon
Misunderstood Whiskey Co. unveiled its first bourbon offering after its hiatus in the bourbon category in 2017, the Misunderstood Orange Blossom Bourbon. This bourbon expression is a blend of small-batch bourbon and the sweetness of orange blossom honey, crafted without artificial additives or high fructose corn syrup. Distilled at the Ross & Squibb Distillery before being blended and bottled at 80 proofs in Bardstown, KY. Available for $29.99 at a 750ml bottle and $1.99 for a 50ml tasting, it can be purchased nationwide online and in liquor stores across select states, including FL, MA, NJ, NY, TX, CO, MN, SC, CA, and MI.
“We’ve spent the last two years perfecting this release because we believe flavored whiskey deserves a new perspective,” said Chris Buglisi, Co-Founder & CFO of Misunderstood Brands. “Orange Blossom Bourbon embodies our mission to redefine the category – way less sugar, better quality, and a natural flavor profile that enhances rather than overpowers. It’s an approachable bourbon for newcomers and really anyone who enjoys an Old Fashioned, especially in the warmer weather.” (Source)
Veuve Clicquot Unveiled La Grande Dame 2018
Veuve Clicquot announced the release of La Grande Dame 2018, the brand’s 25th vintage since its revered 1962 debut. This year’s edition is made from 90% Pinot Noir, Madame Clicquot’s cherished grape variety, which delivers a mix of lemon, lime, and yuzu aromas. La Grande Dame 2018 is presented in an innovative yellow gift box crafted from sustainable hemp paper, with a suggested retail price of $195 for a 750ml bottle. (Source)
Angel’s Envy Announced Rye Finished in French Oak Extra Añejo
Kentucky-based distillery Angel’s Envy introduced the latest addition to its Cellar Collection Series: Vol. 5 Straight Rye Whiskey Finished in French Oak Extra Añejo Tequila Barrels. This latest expression will be available at the end of May with nationwide distribution. It is crafted from a blend of straight rye whiskey aged up to seven years, which is then finished in French oak extra añejo tequila barrels for up to a year, and layered with an older rye aged over 11 years. The whiskey offers floral and fruity aromas, balanced by toasty vanilla and a touch of clove smokiness. This 104.2-proof (52.1% ABV) whiskey will be available for $269.99 per 750ml bottle. (Source)
White Claw Introduced ClawTails
Hard seltzer brand White Claw announced its latest line of flavored malt beverages crafted using the White Claw Cold Wave Filtered process. ClawTails features four new flavors: Strawberry Cosmo, Mango Margarita, Blackberry Mojito, and Tropical Mai Tai. All of these flavors are made with real juice, no artificial sweeteners, and 7% ABV. ClawTails is available across the U.S. in a variety 12-pack containing 12oz cans, or as convenient 19.2oz single cans available in Strawberry Cosmo and Mango Margarita flavors.
“White Claw has always been at the forefront of the ready-to-drink category by bringing drinkers more of the flavors they love in convenient and delicious varieties,” said Kevin Brady, Vice President of Marketing, Mark Anthony Brands Inc. “ClawTails is an entirely new way to enjoy every social gathering with a line of drinks that offers a fun and refreshing twist on the classics.” (Source)
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