– Click to see news stories from Q1
*This article was originally released in February 2026 and updated with additional material in May 2026.
April brought a wave of high-profile celebrity partnerships and heritage brand evolution to the beverage alcohol industry, as iconic names from entertainment and music translated their cultural influence into premium spirits. The month featured Johnny Depp’s long-awaited entry into rum with Three Hearts, Dr. Dre and Snoop Dogg’s expansion of Gin & Juice into the iced tea category, and The Rolling Stones’ relaunch of Crossfire Hurricane rum with refined Jamaican blends. Breaking Bad stars Aaron Paul and Bryan Cranston pushed Dos Hombres beyond mezcal with their debut tequila collection, while established distilleries like Buffalo Trace and Sazerac made strategic category expansions. Below is a comprehensive recap of the product launches in April, as well as the full year-to-date.
April Alcohol Industry Launch Recap
Dre and Snoop Turned Lemons Into a New RTD Line
Dr. Dre, Grammy-winning producer and hip-hop pioneer, along with Grammy-nominated artist Snoop Dogg, the founders of the Gin & Juice label, have expanded their ready-to-drink (RTD) lineup with a new canned beverage crafted using their ultra-premium Still G.I.N. The lineup features non-carbonated beverages and offers a 5.9% alcohol by volume (ABV) content infused with real tea. Available in four varieties: Iced Tea, Peach Iced Tea, Iced Tea & Lemonade, and Pink Lemonade. These offerings are conveniently packaged in an eight-can variety pack with a suggested retail price of $19.99, available across the nation. (Source)
Johnny Depp Moved Into Spirits with Three Hearts Rum
Johnny Depp, known for his character Jack Sparrow in Pirates of the Caribbean, ventures into the spirits industry with the launch of Three Hearts, a Caribbean rum brand co-created with his longtime friend Bobby DeLeon. This debut release is aged for seven years in the Dominican Republic, combining tradition with richness, having matured in ex-Bourbon barrels with an Oloroso touch for five years, followed by two years in ex-Cognac barrels. The first edition, a blend of culture and craftsmanship, is currently available for pre-order on the Three Hearts website at a price of $69.99, with shipments expected by the end of the first quarter of 2026. The bottle design features a skull, a lightning bolt, and three hearts, each representing significant elements of Depp’s life and philosophy. (Source)
Dos Hombres Expanded Beyond Mezcal With Debut Tequila Collection
Dos Hombres, co-founded by actors Aaron Paul and Bryan Cranston, expands its collection with the debut of artisanal tequilas, Blanco and Reposado, in collaboration with Tequilera Tap Distillery in Amatitán, Jalisco.These expressions are crafted using 100% slow-roasted Tequilana Blue Weber agave and pristine volcanic water. Each tequila undergoes open-air fermentation, allowing local wild yeasts to enhance their distinct, approachable flavors. Dos Hombres Blanco Tequila with hints of cooked agave, black pepper, citrus zest, and a creamy finish, while Reposado Tequila’s four-month aging in ex-bourbon barrels from Four Roses imparts a gentle oakiness with a smooth texture.The launch is complemented a new brand design, showcasing vivid colors and elegant typography while retaining iconic elements like the agave plant. Dos Hombres Blanco is available at selected retailers starting May 1, 2026, at a suggested retail price of $39.99, with Reposado following in July 2026 at $49.99 for a 750ml bottle. (Source)
The Rolling Stones Relaunched Crossfire Hurricane Rum
Jamaican rum brand Crossfire Hurricane, co-founded by The Rolling Stones, is making a return with a revamped design and refined blends. The relaunch comes in collaboration with global rum expert Ian Burrell and Kite Drinks, introducing two exceptional expressions: Crossfire Hurricane Gold and Crossfire Hurricane Reserve. Each expression is crafted at 40% ABV. The Gold blend offers a versatile profile, ideal for cocktails or sipping, while the Reserve delivers a more complex character, featuring rich pot-still depth and a high-ester profile. Both rums are carefully produced in small batches, with blends sourced from esteemed Jamaican distilleries such as Hampden Estate, Long Pond, Worthy Park, and Clarendon. Positioned as a super-premium offering, the range is priced at $47 for Gold and $60 for Reserve. Initially available through direct-to-consumer platforms, Crossfire Hurricane will soon expand to select retail outlets in the US, UK, and key European markets, including Germany and France. (Source)
Knob Creek Debuted Blender’s Edition
American brand Knob Creek, owned by James B. Beam Distilling Co., has unveiled its new Blender’s Edition, a limited series celebrating the art of whiskey blending. The debut release in this collection, crafted by eighth-generation master distiller Freddie Noe, features barrels selected to enhance the sweeter elements of Knob Creek’s signature profile. With notes of vanilla bean, this bourbon delivers a balanced sweetness and a long, smooth finish. Aged for a minimum of 10 years and bottled at 106 proof, Knob Creek Blender’s Edition 01 is priced at $44.99 for a 750ml bottle. It is now available nationwide at select retailers. (Source)
Buffalo Trace Released Two New Whiskeys
Buffalo Trace has announced the addition of two new bourbons in its collection: the Single Oak Rye Bourbon and the Low Entry Proof Wheated Bourbon.The Single Oak Rye Bourbon marks the launch of a permanent line from the 27-year-long Single Oak Project, a series that examines seven variables in whiskey-making. It is bottled at 90 proof and aged for eight years. With notes of caramel, vanilla, and baking spices and offers a toffee- and oak-forward profile. It is priced at $75 for a 375ml bottle and is available in limited quantities nationwide. Meanwhile, the Low Entry Proof Wheated Bourbon joins the Experimental Collection as its 28th innovation since 2006. This wheated bourbon, barreled at 105 proof and aged for 15 years, delivers aromas of caramel, tobacco, and leather, complemented by an oak character and dried fruit notes. It is available at the distillery’s gift shop in Frankfort, Kentucky, and is priced at $47 for a 375ml bottle. (Source)
Sazerac Debuted its First Tennessee Whiskey
Sazerac marks its entry to the whiskey industry with the launch of its first Tennessee whiskey this summer, crafted at the newly named AJ Bond Distillery. The distillery honors master distillers Allisa Henley and the late John Lunn, who collaborated since 2004; its name reflects their longstanding partnership. Established on the foundation of the Popcorn Sutton whiskey portfolio, Sazerac’s Tennessee operation has been relocated to La Vergne and now includes a distillery, bottling plant, warehouses, and a visitor center. The flagship Tennessee whiskey, developed from a unique mash bill created by Henley and Lunn, will feature the traditional Lincoln County Process, in which the spirit is filtered through charcoal before barrel aging. This release marks Sazerac’s formal entry into the Tennessee whiskey category, a move the company has been preparing for since 2016. The AJ Bond Distillery is also set to debut additional expressions and innovative releases, blending traditional craftsmanship with contemporary exploration. (Source)
Belvedere Vodka Took “Dirty Brew” Nationwide
Polish vodka brand Belvedere Vodka has announced the nationwide release of Dirty Brew, its innovative coffee-infused vodka, available in the U.S. starting April 1.This new expression is crafted using Belvedere’s signature organic rye vodka, delivering a smooth texture with a subtle peppery twist. It is infused with roasted organic Robusta coffee beans, known for their higher caffeine content and deep, earthy character, resulting in a bold and well-rounded flavor profile. Dirty Brew carries a suggested retail price of $36.90 and is available at select retailers nationwide, offering a distinctive fusion of vodka and coffee. (Source)
Clase Azul Introduced Spirit of Champions
Tequila house Clase Azul has launched a collectible edition expression, Spirit of Champions, honoring Mexico’s rich cultural heritage and its role in the upcoming FIFA World Cup. This limited-edition tequila celebrates the universal spirit of unity and the transformative moment when intention turns into action, reflecting the global gathering in Mexico. The decanter embodies contemporary luxury and Mexican artistry, featuring an elongated ivory ceramic form adorned with golden trajectories and a striking malachite-inlaid emblem. Crafted by master distiller Viridiana Tinoco, the joven tequila blends 28-month-aged tequila from French oak vats with a touch of unaged tequila, resulting in a rich golden hue and aromas of cooked agave, coconut, and fresh vanilla. On the palate, it reveals notes of toasted coconut, almond, and walnut, complemented by sweet cinnamon and warming spices. Limited to just 10,000 one-liter decanters, this collectible expression is priced at $2,844 and is available at Casa de los Leones in Mexico City. (Source)
PATRÓN 100 Launched
PATRÓN Tequila has unveiled PATRÓN 100, a 100-proof spirit crafted using the traditional tahona stone production method. Distilled to 50% ABV with no dilution, this small-batch tequila reflects PATRÓN’s dedication to heritage craftsmanship and precise production. The tequila delivers a rich, balanced profile, highlighting the sweet, cooked character of 100% Weber Blue Agave, complemented by hints of earthiness and black pepper spice. PATRÓN’s use of the tahona process a time-honored method in which cooked agave is slowly crushed using a volcanic stone contributes to the tequila’s depth and complexity The debut of PATRÓN 100 is supported by the Let’s Roll Tour, a series of 100 pop-ups featuring bartenders across major cities, culminating on National Tequila Day during the Tales of the Cocktail event in New Orleans. Available in the U.S. at bars and select retailers, PATRÓN 100 is priced at $49.99 and can be enjoyed neat or as the base for cocktails such as the PATRÓN 100 Margarita. (Source)
Four Roses Released Its Second Iteration of Its 100-Proof Single Barrel Collection
Four Roses Bourbon has introduced the second release of its Single Barrel Collection, featuring three distinct 100-proof whiskeys aged between 7 and 9 years. Priced at $49.99 per bottle, this curated range showcases flavor profiles tailored to a variety of preferences.The collection includes the OESQ, OESF, and OBSK expressions, with each name reflecting its recipe specifics: “O” denotes Four Roses Distillery origin, “E” and “B” indicate low- and high-rye mashbills, and “S” signifies its straight bourbon designation. OESQ offers a fruit-forward profile, OESF balances candied fruit with oak and spice, and OBSK delivers a bolder, rye-driven character. The collection will be available at select retailers nationwide. (Source)
Diageo Tapped Into Spritz-Serve Trend with Gordon’s RTS Extension
Diageo is expanding its Gordon’s gin lineup with the introduction of two ready-to-serve spritzes, designed to capture growing interest in aperitivo-style cocktails. The new offerings, Elderflower & Citrus and Watermelon & Berry, feature an ABV of 8.4% and are packaged in 75cl bottles, providing approximately five servings per bottle. With a suggested retail price of around $13.51, the spritzes are currently available at Tesco in the UK and will soon roll out to Asda and Sainsbury’s. Diageo plans to expand distribution across additional European markets over the coming year. These new releases join Gordon’s existing portfolio, which includes flavored gins, lemon meringue spirit drinks, and ready-to-drink canned gin and tonics. (Source)March 2026 demonstrated the industry’s continued evolution toward health-conscious innovation while maintaining premium positioning across categories. The month was marked by celebrity ventures into new territories, with George Clooney’s Casamigos team launching Crazy Mountain non-alcoholic beer and comedian Gabriel “Fluffy” Iglesias debuting Pocho Fino Tequila. Established brands expanded their portfolios strategically, as Casamigos entered the premixed margarita space, Licor 43 moved into the spritz category, and Lipton introduced a zero-sugar hard iced tea line. Below is a comprehensive recap of the product launches in March, as well as the year-to-date. (Source)
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)
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)
Stateside Brands Debuted Super Lyte
Stateside Brands entered the better-for-you RTD category with the launch of Super Lyte, a vodka-based canned cocktail inspired by sports drink flavors and designed for health-conscious consumers seeking zero-sugar mixers and lower-ABV options. This non-carbonated Vodka + Ade contains just 4.5% ABV, 90 calories, and zero sugar per can. The Variety 8-pack is priced at a suggested retail of $19.99 which features a no-bubbles formula and includes four flavors: Fruit Punch, Orange, Lemon Lime, and Blue Chill, crafted to appeal to Gen Z and Millennial drinkers. Super Lyte is rolling out to more than 20 states throughout the East Coast and Midwest, making it widely available at liquor stores, bars, restaurants, and major entertainment venues. Beyond in-store availability, consumers can also purchase Super Lyte online through direct-to-consumer channels.
“We have been ideating and developing Super Lyte for over two years, after identifying a growing trend from consumers who enjoy mixing sports drinks with vodka,” said Stateside Brands President and Co-Founder Matt Quigley. “As Stateside Brands continues to grow into a top-performing national supplier, one thing remains consistent: our commitment to creating best-in-class new-to-world brands. We love how the branding and packaging has come together and cannot wait to get Super Lyte into the hands of consumers across the country.” (Source)
George Clooney & Casamigos Team Debuted Crazy Mountain Alcohol-Free Beer
The trio behind the Casamigos tequila brand George Clooney, Rande Gerber, and Mike Meldman stepped into the non-alcoholic space with the launch of Crazy Mountain, a lager-style brew now available across the United States. This zero-alcohol alternative delivers a crisp, refreshing profile and debuts with two flavor options, offering both a classic beer taste and a citrus-infused twist for added variety. The Crazy Mountain is labeled as “Made in America” where the brand emphasizes a domestic identity while catering the growing demand for non-alcoholic beverages.
“We wanted to create a beer that lets you enjoy the moment, as well as the morning after,” said Gerber. “Something real, refreshing and crafted for the way we actually live today.” (Source)
Teeling Experimented with Carpathian Oak in its Wonders of the Wood Series
Bacardi-owned Irish whiskey brand Teeling unveiled the fourth installment in its Wonders of Wood series, showcasing oak varieties that enhance Irish single pot still whiskey. This limited-edition expression is crafted from a balanced mash bill of malted and unmalted barley, then triple-distilled at the Teeling Whiskey Distillery for added smoothness and depth.
Matured in virgin Carpathian oak sourced from ancient European forests, the whiskey delivers a profile layered with spice, sandalwood, and orchard fruit, bottled at 50% ABV. The Teeling Wonders of Wood Virgin Carpathian Oak Release opens with fragrant notes of rosewater and candied fruit, followed by a rich palate of apples, pears, and warming spice. With a recommended retail price of around $93, it is available in select global markets and through specialty retailers. (Source)
Lyre’s Rolled Out its Classico Rosé
Lyre expanded its portfolio with the launch of Classico Rosé, a sparkling zero-proof alternative inspired by Provence-style rosé. This expression is crafted to deliver a crisp and dry profile, it mirrors the traditional sparkling wines without the alcohol and comes in a 750ml bottle. Classico Rosé is currently available through the brand’s official website via a direct-to-consumer purchase option. The release is also set for a wider rollout across on-premise venues and retail stores offering accessibility for mindful drinkers seeking alcohol-free choices. (Source)
Gabriel “Fluffy” Iglesias Launched Pocho Fino
Next Century Spirits teamed up with comedian Gabriel Iglesias to introduce a new Mexican-American expression, Pocho Fino Tequila. This lineup launched with three expressions, including a smooth Blanco featuring notes of cooked agave, citrus, tropical fruit, and a hint of spice for a balanced finish. The Mexican Candy combines candied watermelon, lime, and jalapeño to create a bold sweet-and-spicy profile, while the Grilled Pineapple delivers caramelized fruit with subtle smoky undertones, all crafted in Mexico’s Tequila region. The brand is stocked at major retailers including Total Wine & More, BevMo, Liquor Depot, Lee’s Discount Liquor, and Walmart. It is currently distributed across California, Texas, Florida, and Arizona, with broader expansion rolling out monthly.
“Next Century Spirits is proud to partner with Gabriel Iglesias to debut Pocho Fino Tequila, the first tequila in our award-winning portfolio,” said Next Century Spirits Co-CEO Anthony Moniello. “This is not another celebrity spirits launch, it’s a passion project for all of us that has been years in the making. Rooted in heritage, storytelling and Gabriel’s deep connection to his fans, Pocho Fino Tequila is crafted to honor tradition while delivering exceptional quality in every bottle – a brand we are all incredibly proud of.” (Source)
Licor 43 Entered the Spritz Market
Zamora Company-owned Licor 43 is expanding its RTD portfolio with the launch of Cocktail 43 Lemon Spritz. Moving beyond its previous cream-based offerings, this new release is crafted at 5.6% ABV and blends Licor 43’s signature vanilla and botanical notes with a refreshing citrus twist and a sparkling finish. Packaged in sleek 250 mL cans, it delivers a convenient and modern ready-to-drink option. Currently rolling out across the Benelux region, Cocktail 43 Lemon Spritz is available at select retailers and local markets for a retail price of $2.66 per can. (Source)
Diageo Launched a “More Accessible” Johnnie Walker Scotch
Diageo expanded its Scotch whisky portfolio with the launch of Johnnie Walker Red Soul, a smoother and slightly sweeter expression under the Johnnie Walker Red Label brand. This latest release delivers a softer flavor profile while staying true to the brand’s legacy, offering a modern twist at an affordable price point of approximately $34. Johnnie Walker Red Soul is currently rolling out globally. (Source)
Champagne Dom Pérignon Launched ‘Smallest Blend Ever’
Dom Pérignon unveiled its rare 2017 vintage, marking one of the most limited releases in the brand’s history. An unusually hot and dry summer, followed by late August rains, resulted in the smallest blend ever for Dom Pérignon, producing only about 15% of a standard vintage. Carefully selected grapes from this exceptional harvest have created a Champagne that balances precision and richness, delivering a refined tasting experience. The 2017 Dom Pérignon features a complex profile of delicate fruit, mineral depth, and effervescence. This exclusive vintage is available at select luxury wine retailers and fine dining establishments. (Source)
Casamigos Entered the Premixed Margarita Category
Casamigos stepped into the ready-to-drink category with the launch of its ready-to-serve margaritas. This cocktail is offered in both classic lime and a zesty spicy variety; each 750ml bottle delivers a 20.5% ABV, making it a convenient cocktail option. The Diageo-owned brand introduced limited packaging celebrating the World Cup, with a full nationwide rollout planned for August. Priced at $21.99 per bottle, these margaritas are available at select liquor stores and online retailers.
“What’s most important for consumers is the quality of the liquid,” Hughes said. “The brand [is what] brings that credibility and quality that they’re looking for.” (Source)
Lipton Hard Iced Tea Entered the Better-for-You Alcohol Segment
Lipton Hard Iced Tea is taking its flavor into the “better-for-you” space with the launch of Lipton Hard Iced Tea Zero Sugar. This new release delivers the brand’s signature iced tea taste while keeping calories low at just 95 per serving and containing zero grams of sugar, all with 5% ABV. Made with real brewed tea, natural flavors, and a triple-filtered malt base, Lipton Hard Iced Tea Zero Sugar offers a smooth, balanced taste with a clean finish that mirrors the original lineup. The zero-sugar line is available in Half & Half, Raspberry, Lemon, and Peach flavors. It is now available at select retailers across the U.S., with a wider national rollout planned in the coming months. (Source)