January 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)