– Click to see news stories from Q1
*This article was originally released in February 2026 and updated with additional material in March 2026.
February 2026 showcased the industry’s ability to blend heritage with innovation, as brands unveiled releases spanning premium spirits collaborations to accessible ready-to-drink offerings. The month featured notable entertainment partnerships, including Barrel Global’s Peaky Blinders bourbon and Cincoro’s Lakers Añejo, while established brands like Hendrick’s Gin made waves with their first permanent release in nine years. The ready-to-drink category continued its expansion with multiple new flavors from Surfside, Topo Chico Hard, and Sun Cruiser, while Heineken 0.0 demonstrated the growing sophistication of alcohol-free alternatives with botanical-inspired innovations. Below is a comprehensive recap of the product launches in February, as well as the full year-to-date.
February Alcohol Industry Launch Recap
Peaky Blinders Launched an Official Bourbon
Barrel Global introduced its debut Peaky Blinders Kentucky Straight Bourbon Whiskey in collaboration with the entertainment company behind the Peaky Blinders TV series. The whiskey was distilled at Green River Distilling Company. Crafted in Kentucky, this bourbon captures the essence of the Prohibition era and features a 45% ABV. It blends elements inspired by both Irish and traditional bourbon styles, with notes of cherries, stone fruits, and honey.
Leila Loumi, Senior VP of Licensing and Merchandising at Banijay Rights, said: “We were drawn to partner with Barrel Global because of its ability to act as a one-stop shop for creating the bottle from start to finish, while retaining the creativity and craftsmanship that we needed to bring the story to life. We can’t wait to see how the fans respond to this beautiful bottle.” (Source)
Hendrick’s Gin Debuted Its First Permanent Release in 9 Years
Hendrick’s Gin has unveiled an exciting addition to its lineup after a nine-year hiatus with the launch of Another Hendrick’s, marking its first permanent portfolio expansion in nearly a decade. This new expression blends the velvety richness of chocolate with bright notes of orange zest, diverging from the brand’s classic rose and cucumber profile. The release comes in a striking lily-white bottle, representing a visual departure from its traditional dark purple presentation.
“Another Hendrick’s is the complete opposite of what we’ve been doing for the past 25 years, and the delectable combination of orange blossom and cacao beans is really rather unusual,” says Lesley Gracie, Hendrick’s Gin’s Master Distiller, in a press release. (Source)
Sun Cruiser Debuted its Blueberry Lemonade & Vodka
Ready-to-drink vodka brand Sun Cruiser unveiled its newest flavor, Blueberry Lemonade & Vodka, a crisp blend of juicy blueberry notes layered into tangy lemonade that is rolling out nationwide. Crafted at 4.5% ABV, it contains just 100 calories and only 1 gram of sugar per can and is a still, non-carbonated beverage. The new Blueberry Lemonade & Vodka joins the brand’s Lemonade Variety Pack, creating a lemonade-only lineup that also includes Pink Lemonade, Strawberry Lemonade, and Classic Lemonade. The variety packs are available in convenient 8-pack and 12-pack cans at major liquor stores and retailers across the country. (Source)
On the Rocks Released a New Jim Beam Whiskey Sour RTD
Suntory-owned brand On The Rocks Bartender Created Cocktails announced the debut of its On The Rocks Jim Beam Whiskey Sour, the newest addition to its portfolio and a ready-to-serve cocktail crafted in collaboration with Jim Beam. This marks the first time the brand has partnered with Kentucky bourbon. Crafted and bottled at 20% ABV by mixologist Joaquín Simó, it features Jim Beam’s signature vanilla-caramel notes blended into a well-balanced whiskey sour with bright citrus and subtle spice. The On The Rocks Jim Beam Whiskey Sour is available nationwide in both 375mL and 750mL bottles.
“The whiskey sour is such an iconic American cocktail and what better whiskey to make it with than the most iconic American bourbon,” Simó said in a news release. “The classic version is known for being perfectly balanced, and our On The Rocks Jim Beam Whiskey Sour delivers just that: bright citrus, warm caramel and subtle sweetness to round it out. Each sip invites you into the traditional world of bourbon making while delivering a modern spin.” (Source)
Topo Chico Hard Launched Two New Margarita Flavored Innovations
Molson Coors Beverage Co.’s Topo Chico Hard introduced two exciting new additions to its lineup in celebration of National Margarita Day: the Topo Chico Hard Margarita in six-pack glass bottles and the bold Margarita MAX FAB Strawberry Hibiscus. The Topo Chico Hard Margarita flavor is now available in its signature glass bottle, crafted with real lime juice and natural minerals for a crisp, balanced sweet-tart finish. Each bottle features a playful “Flip Before They Sip” instruction to ensure the real lime juice is perfectly mixed. Complementing the glass debut, the Margarita MAX FAB Strawberry Hibiscus offers 8% ABV in a convenient 24-ounce single-serve can, blending sweet strawberry and floral hibiscus notes. Both the six-pack glass bottles and the new MAX FAB flavor are rolling out nationwide at liquor stores and select retailers. (Source)
Cincoro Teamed Up with the Los Angeles Lakers for a Special-Edition Añejo Tequila
Cincoro Tequila celebrated its partnership with the Los Angeles Lakers with the launch of Lakers Añejo Tequila, a collector’s edition available exclusively in Southern California. This limited-release bottle features a striking purple-to-gold ombre design inspired by the Lakers’ jerseys, complete with embossed logos honoring both Cincoro and the basketball franchise. The Lakers Añejo Tequila is crafted from 100% Blue Weber Agave and aged for over 20 months, Lakers Añejo Tequila offers rich oak and cooked agave notes, delivering a smooth and refined Finish. The batch was hand-selected by Lakers Governor and Cincoro Co-Founder Jeanie Buss, ensuring it reflects the brand’s dedication to quality. Available in 750 mL bottles with a suggested retail price of $139.99, this collector’s edition is offered at select upscale retailers, as well as high-end bars and restaurants across Southern California. (Source)
Proper No. Twelve Unveiled a Charred Barrel Black Reserve
Proximo Spirits-owned Proper No. Twelve Irish Whiskey expanded its lineup with the bold new Black Reserve Irish Whiskey. This expression blends single malt and grain Irish whiskeys matured for at least four years in American oak casks before undergoing a finishing period in deeply charred ex-bourbon barrels for added depth. The influence of the extra-charred wood enhances layers of caramel sweetness, toasted oak, smooth vanilla, and subtle spice, creating a robust yet approachable profile. Proper No. Twelve Black Reserve is bottled at 40% ABV and is available nationwide across the U.S. at major liquor retailers and select online alcohol stores for a suggested retail price of $32.99.
Lander Otegui, Executive VP of Marketing and Innovation at Proximo Spirits, said: “We want Black Reserve to reinforce what Proper No. Twelve has been about from the start: expert craftsmanship, approachability, and more than 400 years of whiskey production and blending expertise. (Source)
Surfside Introduced a New RTD Lineup With New Blueberry Lemonade And Half & Half Flavors
Spirit-based iced tea and lemonade RTD brand Surfside announced the debut of four new canned cocktail flavors, headlined by Blueberry Lemonade + Vodka and the Half & Half Variety 8-Pack. These ready-to-drink cocktails are crafted with vodka, real brewed tea, and real lemonade, and each non-carbonated can contains just 100 calories and 2 grams of sugar. The new Blueberry Lemonade + Vodka delivers a bright citrus base layered with subtle berry sweetness and is now available in convenient 4-packs. Meanwhile, the expanded Half & Half Variety 8-Pack features the original Iced Tea Half & Half alongside new Raspberry, Mango, and Blackberry flavor twists. Surfside’s full portfolio is available nationwide at liquor stores and major retailers, as well as through direct-to-consumer online purchases, with a suggested retail price of $10.99 for a 4-pack and $19.99 for the Variety 8-Pack. (Source)
Heineken 0.0 Added Pressed Lime and Nectarine Juniper Flavors
Heineken expanded its alcohol-free portfolio with two vibrant additions to the Heineken 0.0 lineup with the launch of Cold Pressed Lime and Nectarine Juniper. Crafted using the same brewing process as the original 0.0, both expressions maintain the brand’s signature character without the alcohol. Cold Pressed Lime delivers a bright citrus profile layered over smooth malt notes, offering a crisp and refreshing finish. Meanwhile, Nectarine Juniper blends subtle stone fruit sweetness with delicate botanical accents for a more nuanced flavor experience. The new variants are rolling out at retailers nationwide, including key markets such as California, Texas, and Florida. They are available at major grocery stores, liquor retailers, and select online platforms, with pricing varying by market. (Source)
Chris Stapleton and Buffalo Trace Distillery Released a Full Proof Line Extension
Singer-songwriter Chris Stapleton partnered once again with Buffalo Trace Distillery to expand their whiskey collection with the bold new Traveller Full Proof. This debut line extension of Traveller Whiskey is a higher-strength expression, bottled at 121 proof (60.5% ABV) while retaining the smooth balance that fans love in the original release. Traveller Full Proof delivers rich, layered flavors of caramelized sugar, baking spice, toasted oak, vanilla, warm toffee, and dark fruit, creating a full-bodied and memorable sipping experience. Released as a limited edition, this small-batch whiskey is available at select liquor stores, bars, and restaurants across the United States, with a suggested retail price of $39.99 for a 750mL bottle. (Source)
Lagavulin Launched a Sweet Peat Whisky
Diageo-owned Lagavulin is redefining its signature smoky character with the launch of Lagavulin 11 Year Old Sweet Peat, a new permanent addition to its portfolio. This expression is matured for 11 years in first-fill American oak ex-Bourbon barrels, imparting notes of toffee apple and creamy vanilla that beautifully complement its signature peat smoke. Bottled at 43% ABV, Sweet Peat stays true to the distillery’s traditional production methods, including heavily peated malt, local Islay water, wooden washbacks, and copper pot still distillation. Lagavulin 11 Year Old Sweet Peat is now available at select retailers across the United States with a suggested retail price of $69.99. (Source)
NBA Star Isiah Thomas Released Two Kosher Champagnes
NBA player and former Detroit Pistons point guard Isiah Thomas stepped into the wine space with the launch of the first celebrity-backed kosher Champagnes in the U.S., created in partnership with Cheurlin Champagne. The Cheurlin Brut Spéciale, a blend of 70% Pinot Noir and 30% Chardonnay, is priced at $75, while the Cheurlin Thomas Célébrité is a zero-dosage Blanc de Blanc crafted from 60% Chardonnay and 40% Pinot Blanc, retailing at $100 in the U.S. market. Both releases are mevushal, meaning they are flash-pasteurized to preserve their kosher status. The kosher wine market is projected to see significant growth in the coming years. (Source)
Sazerac House Created Six Liqueurs for Cocktails
The Sazerac House unveiled the Sazerac House of Cocktails, a collection of six liqueurs inspired by New Orleans’ rich cocktail culture. The lineup includes Curaçao, Triple Sec, Amaro, Elderflower, Coffee, and Aperitivo. Each offering is presented in a 750ml bottle featuring design elements inspired by the architecture of The Sazerac House. The collection is available at the museum, located at 101 Magazine Street, New Orleans, LA 70130, with each bottle carrying a suggested retail price of $19.99.
Thomas Register, The Sazerac House General Manager, said: “With the Sazerac House of Cocktails collection, we wanted to make bar-quality cocktails more accessible at home. We believe this collection gives cocktail enthusiasts the tools to mix cocktails with confidence, and a new reason to visit The Sazerac House.” (Source)
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Q1 2026 Alcohol Industry Launch Recap
2026 kicked off the new year with bold innovation across the beverage alcohol landscape, as brands embraced emerging consumer trends from spicy spirits to functional non-alcoholic alternatives. The month featured high-profile collaborations, including Absolut’s fiery partnership with Tabasco and 19 Crimes’ unexpected tie-up with Liquid Death, as well as celebrity ventures like Elton John’s debut in the zero-proof category. Below is a comprehensive recap of the product launches in January, signaling an adventurous start to the year ahead.
Absolut Tabasco: 2026’s ‘Hottest’ New Vodka
Pernod Ricard-owned Absolut Vodka introduced Absolut Tabasco in collaboration with the hot sauce brand, Tabasco. Absolut Tabasco is infused with fiery flavors and taps into the growing global craze for heat, with spicy vodka sales projected to rise 27% over the next few years. The vodka will debut in over 50 markets starting in February, with 38% ABV. Its launch comes amid a legal dispute in the U.S., where McIlhenny Company, owner of the Tabasco trademark, is in conflict with Stoli Group over branding for its jalapeño vodka. (Source)
Upstate Elevator Launched Its First-Ever THC Spirit
Vermont-based Upstate Elevator entered the cannabinoid beverage category with the launch of its Añejo Lime THC Spirit, an alcohol-free alternative designed for consumers who embrace a mindful drinking lifestyle. This zero-proof spirit features a blend of smoky oak notes and bright citrus flavors, finished with a subtle hint of jalapeño. Each 750 mL bottle contains 166 mg of THC, delivering 10 mg per 1.5 oz serving, and is complemented by 38 mg of L-theanine to promote relaxation and tranquility. Añejo Lime THC Spirit is available for $49.99 on the Upstate Elevator website and at select retailers in Texas, New Jersey, and Tennessee.
“Consumers want alcohol-free options that still feel elevated, intentional, and fun, and this spirit checks every box,” said Dylan Raap, Upstate Elevator’s Founder & CEO. “Our Añejo Lime THC Spirit is crafted for all the moments you’d typically pour a cocktail, just without the next-day drag. This launch represents an exciting new chapter for zero-proof drinking.” (Source)
Elton John Broke into Drinks Sector with 0% Blanc de Blancs
Music icon Elton John entered the beverage industry with the debut of his alcohol-free alternative, Elton John Zero Blanc de Blancs. This non-alcoholic sparkling wine is crafted in Germany using premium Chardonnay grapes sourced from northern Italy and fermented using specialized methods to ensure a 0% alcohol content. Enhanced with green tea extract for subtle tannins, the beverage is gently infused with CO2. (Source)
Sazerac Took a Big Swing with Higher-Strength Ryes
Sazerac unveiled two additions to its portfolio with the release of Sazerac Rye 100 Proof and Sazerac Rye Full Proof, both crafted at Buffalo Trace Distillery. Sazerac Rye Whiskey 100 Proof, launched in July, is bottled at 50% ABV and offers aromas of clove, vanilla, anise, and pepper, followed by candied spice and citrus notes that lead to a licorice-tinged finish. In a follow-up release, Buffalo Trace Distillery introduced Sazerac Rye Whiskey Full Proof, bottled at 125 proof (62.5% ABV). The Full Proof expression highlights the distillery’s recent $1.2 billion expansion and features notes of rye spice, fresh dill, and smoky oak. On the palate, it delivers sweet, floral, and herbal tones, rounded out by a peppery, rye-forward finish. Both expressions are available at select retailers and online shops. (Source)
High West Unveiled a Cask Strength Bourbon
High West Distillery unveiled its latest creation, the High West Cask Strength, which is a limited-edition blend of straight bourbon whiskeys and marks an addition to High West’s core expressions. High West Cask Strength is a blend of straight bourbons aged between six and 20 years and matured in freshly charred American white oak barrels. The whiskey’s complexity stems from a mash bill of 60% corn and 40% malted barley, with grains sourced from distilleries in Kentucky, Indiana, and Tennessee. Bottled at 117 proof and non–chill filtered, High West Cask Strength is available in limited quantities nationwide with a suggested retail price of $69.99 per 750 mL bottle. (Source)
Knob Creek Released Eli Manning’s Bold Pick: 2026 Batch, Cask Strength Bourbon
Knob Creek introduced its newest bourbon, the limited-edition Single Barrel Cask Strength, personally selected by football icon Eli Manning. The release marks the second of its kind in Knob Creek’s bourbon portfolio and is crafted for dedicated whiskey enthusiasts. Bottled straight from the barrel at the James B. Beam Distilling Co. in Clermont, Kentucky, the expression is uncut and unfiltered, with proofs ranging from 112.2 to 121.6. The bourbon delivers rich notes of vanilla and toasted oak, evolving into layers of roasted nuts and warm spices, complemented by a full-bodied warmth. Priced at $69.99 for a 750 mL bottle, this limited batch is available nationwide. (Source)
19 Crimes Released the Severed Red
Treasury Wine Estates has announced a new limited-edition release from 19 Crimes, created in partnership with the water brand Liquid Death: the Severed Red. This California red blend, with 14.5% ABV, incorporates a single drop of authentic Liquid Death Mountain Water in each bottle, adding a fresh twist to the traditional wine profile. Priced at $15 per 750 mL bottle, Severed Red is available directly from the 19 Crimes website, with broader distribution planned at U.S. retailers. (Source)
Asahi Launched a Japanese RTD in the U.S.
Japanese beer company Asahi unveiled its first ready-to-drink brand manufactured in the United States. This launch marks Asahi’s strategic expansion into beer-adjacent categories and underscores the company’s commitment to beverage innovation. Produced locally at the Octopi production facility in Waunakee, Wisconsin, Zeitaku Shibori is positioned as a health-conscious option, offering just 100 calories per 12-oz can and featuring a blend of vodka and 10% natural fruit juice. The product is available in two flavors, developed through a collaboration between Asahi’s Japanese product development experts and the team at Octopi. (Source)
Cygnet Infinity Created a ‘Third Space’ for Spirits
Welsh brand Cygnet introduces Infinity, its entry into the non-alcoholic and functional drinks category. Infinity delivers a flavor profile built on functional botanicals, offering deep, complex notes without relying on traditional gin tropes or mimicry. Founded by singer Katherine Jenkins OBE, the brand is produced at the Copperworks Distillery in Wales.
Infinity is crafted using Welsh water and features ingredients such as lion’s mane, Siberian ginseng, and Manuka honey, all developed through meticulous extraction methods. With fewer than 20 calories per serving, the product is debuting in 481 M&S Foodhalls across the UK. With plans for a U.S. launch later this year, Cygnet aims to capture a share of the rapidly expanding global alcohol-free category. (Source)
Malibu Launched Malibu Pink and Malibu Dole Ready-To-Drink
Malibu, the Caribbean rum–based liqueur owned by Pernod Ricard, has announced its latest release, Malibu Pink, a new flavor featuring a blend of guava, pineapple, and coconut. As part of Malibu’s spirits lineup, the expression is designed to complement easy mixing, particularly with lemonade. Alongside Malibu Pink, the brand is also introducing Malibu & Dole Ready-to-Drink Cocktails, which combine Malibu’s signature coconut flavor with real rum, Dole pineapple juice, and sparkling water. These low-calorie offerings contain just 130 calories per 12-oz can, include no artificial sweeteners, and are available in a convenient 8-pack. Flavors include Pineapple, Pineapple Mango, Pineapple Strawberry, and Pineapple Dragon Fruit. (Source)
Grey Goose Unveiled its Berry Rouge
Bacardi-owned Grey Goose Vodka unveiled its latest expression, Berry Rouge, the newest addition to its portfolio. This flavored vodka blends the natural tastes of strawberries, blueberries, raspberries, and blackberries. Berry Rouge is crafted from Grey Goose’s Picardy wheat and pristine Gensac-la-Pallue water, with 40% ABV, offering a tangy, vibrant flavor without added sugars, preservatives, or colorings. Now available across the United States, it is offered at a suggested retail price of $25.99 for a 750ml bottle. (Source)