The ready-to-drink cocktail category is experiencing growth as it meets consumer demand for convenience. According to Nielsen data, the RTD spirit-based cocktail category grew 40.7% over the last year. Spirit and wine-based RTD cocktails sales reached $62 million and $83 million respectively, while malt-based cocktail sales accounted for $4.7 million. Nielsen stated that the recent RTD growth can be attributed to brands that are experimenting with new and interesting flavors. RTD cocktails give drinkers the ability to enjoy a drink that is typically only found in bars at the location of their choice. Reports show that young adults are opting for RTD cocktails at social gatherings and outdoor activities. Common RTD activities include outdoor picnics (32%), the beach/pool (28%), and traveling/holidays (23%).
Innovation and emerging markets hold the key to the global RTD alcoholic beverage sector. Trends and industry innovation have been accelerating in recent years so producers will need to be mindful in order to stay on top of the market. New trends and new products are expected to drive the market such as hard ciders, premium products, low-calorie, low-alcohol, and low-sugar products.
In the recently published IWSR Magazine just-drinks GLOBAL RTD & Cider Insights 2018 report they note that RTDs are expected to grow by over 30 million liters in the next 5 years, with the largest growth expected in Asia, South/Central America and the Caribbean. That growth is expected to slow however, with the CAGR (compound annual growth rate) from 2012 to 2016 falling from 3.5 percent to 1.6 percent. The three largest markets for RTDs remain Japan, the United States and Australia which combined account for roughly 60 percent of volume and 62 percent of value of the overall sector.
*This article was originally released in February 2026 and updated with additional material in April 2026.
March delivered blockbuster merger talks and accelerated consolidation across the beverage alcohol industry, as major players pursued transformative deals while the distribution tier continued to be reshuffled at an unprecedented pace. The month was dominated by Pernod Ricard and Brown-Forman’s confirmation of early-stage merger discussions that could create a $30 billion spirits giant. At the same time, Reyes Beverage Group expanded its RNDC purchase to include five additional markets spanning from Arizona to Texas. Below is Park Street University’s full recap of the top stories for March, as well as a comprehensive roundup of stories for the year-to-date in 2026.
Top Industry News Stories in March
Pernod Ricard and Brown-Forman Announced Merger Talks
Pernod Ricard and Brown-Forman confirmed early-stage talks about a potential merger that could create one of the world’s largest spirits companies with a combined market value of around $30 billion, publicly acknowledging discussions described as “akin to a merger of equals” that would unite Jack Daniel’s, Woodford Reserve, Chivas Regal, The Glenlivet, Absolut, and Jameson under one roof. The deal would bring together two family-controlled businesses that have long guarded their independence and offer significant cost savings, particularly in U.S. distribution, with minimal brand overlap to concern competition regulators, while addressing the prolonged sales slump both companies have faced in the post-pandemic premium spirits market with added pressure from China’s effective Cognac ban and Canada’s American whiskey boycott. Both sides stressed that talks remain at an early stage with no deal guaranteed. (Source)
Reyes Beverage Group Added Five Additional RNDC Markets
Reyes Beverage Group expanded its acquisition of Republic National Distributing Company operations to include five additional markets (Arizona, Colorado, Louisiana, Oklahoma, and Texas) according to internal communications reviewed by VinePair, bringing the total transaction to 11 markets after adding these states to the previously announced Florida, Hawaii, Maryland, South Carolina, Virginia, and Washington, D.C., while removing Illinois from the original proposal. The acquisition, expected to close in May 2026 per a memo from RNDC CEO Marc Sachs, will see Reyes anticipate bringing over members of RNDC’s existing teams as part of the transition, continuing a broader consolidation trend reshaping beverage alcohol distribution with Reyes positioning itself to control an expanded share of the U.S. wholesale market across both coasts and key interior states. (Source)
Southern Glazers Acquired Eagle Rock and Clare Rose
Less than a week after announcing the purchase of Clare Rose in New York, Southern Glazer’s Wine & Spirits reached an agreement to buy substantially all assets of Eagle Rock Distributing Co.’s Colorado operations in a deal expected to close in the summer, while Eagle Rock retains its Georgia presence. The acquisition includes distribution of Anheuser-Busch’s portfolio featuring Cutwater Spirits, NÜTRL Vodka Seltzer, BeatBox Beverages, and beer brands, as well as Tilray Brands, Sazerac Company, and additional supplier portfolios, further consolidating Southern Glazer’s position in key U.S. markets alongside its Clare Rose transaction. (Source)
Molson Coors Acquired Monaco Cocktails RTD Brand
Molson Coors is buying Atomic Brands, the maker of Monaco Cocktails RTD, in an undisclosed transaction expected to close within weeks to advance its “ambition to build a strong portfolio of scaled brands across beer and beyond beer” as part of its Horizon 2030 strategy outlined at a February conference. Monaco Cocktails, launched in 2012, sells vodka-based variants like Citrus Rush and Black Raspberry, tequila options including Lime Crush, and hard lemonades across 70,000-plus U.S. retail stores, with Molson Coors seeing “significant opportunity to further scale Monaco through increased marketing support and expansion through chain retailers” by leveraging existing distributor network overlap. Other brands in Atomic’s portfolio, including Kentucky Coffee RTDs, will remain owned by the company’s founders. (Source)
Constellation Brands Acquired HopWtr
Constellation Brands is acquiring full ownership of HopWtr, the hop-infused sparkling water brand it initially backed in 2021, capitalizing on non-alcoholic beverage momentum that saw 22% dollar sales growth in 2025, according to Circana data. HopWtr, founded in 2020 by Jordan Bass and Nick Taranto, produces calorie-free hop waters formulated with adaptogens and nootropics targeting mindful drinkers beyond moderating beer consumers, supporting Constellation’s strategy to align with evolving preferences and expand premium, better-for-you beverage categories. The transaction, expected to close early April 2026, positions HopWtr for expanded distribution through Constellation’s retail and specialty store networks while signaling further industry commitment to alcohol-adjacent drinks among top suppliers. (Source)
Four Loko Parent Company Exploring $400 Million Sale
Phusion Projects, owner of Four Loko, is exploring a sale that could value the company at approximately $400 million while working with JPMorgan on the process, according to Reuters, highlighting RTD beverages as a growth category amid U.S. RTD sales that surged 16.4% year-over-year in 2025 to near a $4 billion valuation despite declines in other spirits categories, according to DISCUS. Four Loko launched in 2005 as a caffeinated alcoholic beverage, but FDA warnings forced a 2010 reformulation that removed caffeine, guarana, and taurine. The brand rebuilt retail distribution across convenience stores and Walmart, targeting Gen Z and international customers, while maintaining its signature camouflage packaging. (Source)
Sazerac Acquired RTD Brand Dirty Shirley
Sazerac acquired Dirty Shirley, a ready-to-drink canned cocktail brand launched in 2022 and positioned as a vodka-spiked take on the classic Shirley Temple, from Goodwell Brands for an undisclosed sum amid broader RTD momentum that saw pre-mixed cocktails reach $3.8 billion in 2025, up over 16% year over year, with IWSR forecasting RTDs as the only beverage alcohol category expected to grow in 2026. The acquisition deepens Sazerac’s Texas footprint following its purchase of BuzzBallz and other Texas-based brands in recent years, with CEO Jake Wenz noting the brand “has carved a unique space in the RTD category with their bold cocktails and distinct personality” while founder Adam Kost expressed confidence that Sazerac has “the scale, expertise, and vision to take the brand to the next level.” (Source)
Korbel Bought Back Kenwood Vineyards for $4 Million
Korbel & Bros. reacquired Kenwood Vineyards for $4 million on March 26, just one day before the winery closed “until further notice,” after originally selling the 13-hectare operation to Pernod Ricard in May 2014 for close to $100 million following a tangled 30-year relationship that began with Korbel acquiring a 50% stake in 1996 and the remaining 50% in 1999. The buyback came after Pernod Ricard filed a Worker Adjustment and Retraining notification confirming it would permanently close Kenwood Vineyards by March 31 and make all 14 employees redundant, representing the latest divestiture in Pernod Ricard’s ongoing strategy to offload wine assets and focus on spirits following its December 2025 sale of Mumm Napa to Trinchero. (Source)
De Kuyper Sells Mandarine Napoléon to Iconic Nectars
De Kuyper Royal Distillers is selling its Mandarine Napoléon liqueur to French group Iconic Nectars through subsidiary Pagès-Vedrenne, effective next month for undisclosed financial terms, aligning with CEO Leo Evers’ stated “ongoing strategy to streamline its portfolio and concentrate on its core business” of democratizing cocktails with core cocktail liqueurs and innovative premixed solutions. Paris-based Iconic Nectars, which owns Gosset Champagne and Frapin Cognac houses and operates in 80-plus markets globally, will add Mandarine Napoléon to Pagès-Vedrenne’s heritage liqueur portfolio alongside Cognac Paulet, Vedrenne, Izzara, and Vodka Cobalte. (Source)
Tilray Brands Struck a Deal for Brewdog Assets
Tilray Brands entered an asset-purchase agreement to buy certain strategic U.S. assets from UK brewer and bar group BrewDog for an undisclosed value, including the company’s manufacturing and brewing operation in Columbus, Ohio, three owned pubs in the state, a hotel, a flagship pub in Las Vegas, a franchised Denver site, and a licensed Columbus airport venue. The transaction, expected to be completed by the fourth quarter of Tilray’s 2026 fiscal year ending in May, follows Tilray’s acquisitions of BrewDog’s Australia assets and some UK and Ireland operations earlier in March, with Chairman and CEO Irwin Simon noting the deal “strengthens our U.S. beverage platform and advances our regional craft-beer strategy across North America” while positioning Tilray to steward the BrewDog brand worldwide with unified strategy and fully integrated North American brewpub footprint. (Source)
Jackson Family Adds To Oregon Portfolio With Big Salt Acquisition
Jackson Family Wines announced it welcomed Oregon-based winery Big Salt into its family of wineries, acquiring the brand founded in 2016 by John and Ksenija House that has earned a devoted following for vibrant, place-driven wines crafted with minimal intervention and known for their energy, texture, and unmistakable sense of place. The acquisition, rooted in shared values of respect for growers, long-term thinking, and commitment to letting distinctive voices stay distinctive, will keep John and Ksenija deeply involved in both winemaking and brand stewardship with existing growers and vineyard partners remaining unchanged. (Source)
Babco International Acquired Tom Savano Cocktails
UK drinks producer Babco International purchased compatriot RTD brand Tom Savano Cocktails from founder James Kerslake for undisclosed financial terms, taking control of the brand’s range of canned and bottled premix cocktails but not its production facilities, while Kerslake “is currently pursuing a new chapter” and will not remain with the business. Tom Savano’s portfolio, which includes Hot Honey Margarita, Caipirinha, Tommy’s Margarita, and Classic Mojito in cans plus bottled Devon Coastal Negroni, Kentucky Winter Old Fashioned, and Brazilian Sunset Passionfruit Martini available in UK retailer Sainsbury’s and global travel retail with Virgin Airlines, Eurostar, and British Airways, will see Babco scale distribution across all channels. (Source)
Q1 2026 Alcohol Industry News Recap
The year opened with seismic distribution shifts and trade developments, as major players recalibrated operations and ownership structures for the year ahead. The first two months were dominated by RNDC’s announcement to sell operations in seven key markets to Reyes Beverage Group following its California exit. In addition, the Supreme Court struck down emergency tariffs, only for President Trump to announce a 10% global replacement within hours. Below is Park Street University’s full recap of the first quarter of 2026.
Reyes to Acquire RNDC Operations in Seven Key Markets
Republic National Distributing Company (RNDC) is set to sell portions of its operations in seven markets (Florida, Hawaii, Illinois, Maryland, South Carolina, Virginia, and Washington, D.C.) to Reyes Beverage Group, the nation’s largest beer distributor, following its withdrawal from California less than a year earlier. In a memo to employees, newly appointed CEO Marc Sachs confirmed alignment on key economic terms for the deal, with Reyes planning to operate the acquired businesses separately from its existing ones, though the transaction still requires final steps and financial terms remain undisclosed. (Source)
New U.S. Dietary Guidelines Remove Specific Alcohol Limits
The 2025-2030 U.S. Dietary Guidelines abandon specific alcohol recommendations, replacing them with general advice to “limit consumption” for health. Previous guidelines recommended two alcoholic beverages per day for men and one for women. The U.S. Dietary Guidelines influence medical advice, federal programs, and public health policy. The change eliminates widely used serving descriptions that defined moderate drinking. Federal officials assert this represents no major shift from previous guidance, though the guidelines no longer provide consumers with specific consumption benchmarks for moderation. (Source)
Heineken CEO Steps Down After Six Years
Heineken announced that CEO and Chairman of the Executive Board Dolf van den Brink will step down from his role on May 31, 2026, after nearly six years leading the company and more than 28 years with Heineken. Having guided the brewer through challenging economic and political conditions, completed the EverGreen 2025 transformation, and launched the EverGreen Strategy 2030, van den Brink, in agreement with the Supervisory Board, believes now is the appropriate time for a leadership transition to best support the company’s next phase. The Supervisory Board expressed gratitude for his contributions and will begin a search for his successor, while van den Brink has agreed to serve in an advisory capacity for eight months starting June 1, 2026. (Source)
Robb Report Invested in Cygnet Gin
American luxury lifestyle magazine Robb Report has acquired a minority stake in Cygnet, the Welsh ultra-premium gin brand founded in 2022 by classical singer Katherine Jenkins OBE and professor Andrew Levitas. Cygnet’s portfolio features the flagship Cygnet 22 Gin (crafted with 22 botanicals, including manuka honey), the whisky-barrel-aged Cygnet 77, a more accessible Welsh Dry Gin, and an alcohol-free option called Cygnet Infinity. The strategic investment, announced in early 2026 with undisclosed financial terms, was hailed as a “major milestone” and “groundbreaking partnership” by Cygnet’s partner and chairman, Matteo Fantacchiotti, former CEO of Campari Group, who noted it would leverage Robb Report’s global influence to position Cygnet as a leader in the luxury spirits sector. (Source)
Supreme Court Strikes Down IEEPA Tariffs, But 10% Replacement Tariff Announced
The U.S. Supreme Court struck down most of the Trump administration’s emergency tariffs in a 6-3 ruling, finding that the International Emergency Economic Powers Act does not grant the president unilateral authority to impose them. However, within hours, President Trump announced a 10% global replacement tariff under a separate legal statute set to take effect in three days, with officials signaling rates could go higher once new trade investigations are complete. Distilled Spirits Council President and CEO Chris Swonger urged the administration to use the reset as an opportunity to pursue permanent zero-for-zero tariff agreements with major trading partners, warning that tariffs on EU spirits alone could result in $1 billion in lost U.S. sales and the elimination of 12,000 American jobs, while spirits suppliers and brands expressed hope the administration would secure more favorable and lasting trade conditions for the industry. (Source)
Gallo Acquires Four Roses Bourbon In $775 Million Deal
E & J. Gallo agreed to purchase Four Roses Bourbon from Japan’s Kirin for up to $775 million, marking a major expansion in American whiskey for the wine and spirits giant by acquiring a well-established super-premium bourbon brand with 1 million cases in global sales and 425,000 cases in the U.S. market. The acquisition significantly bolsters Gallo’s whiskey presence, which had been limited to its Horse Soldier Bourbon stake. It fits squarely into the company’s upscale strategy of building a premium spirits portfolio, including The Dalmore Scotch and Don Fulano Tequila alongside its 24-million-case High Noon RTD brand, while bringing the eighth-largest bourbon brand globally by volume into its holdings. For Kirin, the sale represents a strategic retreat from a brand it owned since 2002 as the Japanese conglomerate refocuses on businesses that better align with its core capabilities. (Source)
New Lawsuit Aims to Increase Out-of-State Wineries’ Access to California Retail Market
Premier California alcohol attorney Gillian Garrett and Sean O’Leary, known as the “Irish Liquor Lawyer,” filed a lawsuit under Section 1983 against California’s Department of Alcoholic Beverage Control and the Attorney General, challenging laws that violate the Commerce Clause and Privileges and Immunities Clause by allowing in-state wineries to sell directly to retailers while requiring out-of-state wineries to go through the wholesale tier. The complaint targets California for discriminatory applications that deprive out-of-state wineries of access to the multibillion-dollar California market or force them to incur higher costs due to mandated wholesaler markups. The attorneys seek to strike down protectionist interpretations that unfairly exclude out-of-state producers and bring California statutes in line with U.S. Supreme Court precedent to ensure freer markets and equal access for small wineries nationwide. (Source)
Tilray Brands to Brew for Carlsberg in the U.S.
Tilray Brands struck a five-year deal with automatic renewal, subject to performance criteria to brew, market, sell, and distribute Carlsberg brands, including Carlsberg and 1664, across the U.S. starting in January 2027. Tilray chairman and CEO Irwin Simon emphasized the partnership combines Carlsberg’s iconic global brands and brewing heritage with Tilray Beverages’ U.S. operational scale, quality standards, and national commercial team to expand Carlsberg’s presence in the premium European segment and drive long-term growth in the American beer market. The agreement reinforces Tilray’s strategy of partnering with best-in-class brands to maximize value from its beverage operations after becoming the fourth-largest brewer in the U.S. following its purchase of craft beer brands from Anheuser-Busch InBev and Molson Coors. (Source)
Constellation Brands Appoints Nicholas Fink as CEO
Constellation Brands appointed board member and former Suntory executive Nicholas Fink as its next CEO, effective April 13, succeeding Bill Newlands, who is retiring after leading the company since 2019 and overseeing Modelo’s rise to the top of the U.S. beer market. The leadership transition arrives as the beverage giant navigates a “hyper-competitive” landscape with Modelo facing stiff competition from Michelob Ultra and potential macroeconomic headwinds like tariffs, tasking Fink with positioning the portfolio for long-term growth by adapting to rapidly shifting consumer preferences and expanding rising stars like Pacifico. Fink brings a decade of executive experience, including leadership roles at Fortune Brands Innovation and extensive alcohol industry background from Suntory, while Newlands will remain as a strategic advisor through the transition to ensure a smooth handover. (Source)
Trump Lowers Indian Tariffs After Deal Reached
President Donald Trump announced the U.S. and India reached a trade deal following a call with Prime Minister Narendra Modi that immediately lowered reciprocal tariffs from 50% to 18%, with India committing to reduce its tariffs and non-tariff barriers against the United States to zero, “buy American” at a much higher level, and purchase over $500 billion of U.S. energy, technology, agricultural, coal, and other products. The 18% tariff brings India closer in line with Asian peers like Vietnam, Thailand, and Bangladesh, who pay duties between 19% and 40% on U.S. exports, improving market access for American spirits dominated by bourbon exports that were valued at $8.8 million in 2024, when India was the 23rd-biggest export market for American whiskeys. The agreement came one week after India closed a major free trade agreement with the EU and follows India’s February 2025 reduction of its 150% bourbon tariff to 100%, with Trump claiming India also agreed to stop buying Russian oil and purchase more from the U.S. and potentially Venezuela. (Source)
WhistlePig Names Alex Roberts New CEO
WhistlePig Whiskey confirmed CEO Charles Gibb’s departure after only eight months, following a five-month executive search that ended with his June appointment, with CFO Alex Roberts assuming the CEO role after bringing seven years of WhistlePig experience since joining in late 2017 and a background in investment banking at Rothschild & Co. The Vermont-based independent craft whiskey producer and Gibb reached mutual consent to part ways “after thoughtful discussions” between the board and CEO, with the leadership change coming as WhistlePig expands beyond ultra-premium rye into bourbon and single malt categories. (Source)
Tabasco Maker Sues Stoli Ahead of Absolut Launch
McIlhenny Company, the family-owned Louisiana producer of the iconic Tabasco hot sauce, filed a trademark infringement lawsuit against Stoli Group USA on January 16, 2026, amid Stoli’s ongoing Chapter 11 bankruptcy proceedings in Texas federal court. The complaint targets Stoli Halapeño Pepper vodka, a jalapeño-infused spirit launched on December 16, 2025, and produced at Stoli’s Louisiana Spirits facility (home of Bayou Rum), alleging that its packaging copies Tabasco’s distinctive, federally protected look and is likely to confuse consumers or dilute the brand’s identity. McIlhenny claims the design mirrors elements proposed during failed 2024 collaboration talks with Stoli, which ended when Tabasco opted for a different direction. The suit coincides with the January 28, 2026, global rollout of the official Absolut × Tabasco chili pepper-flavored vodka collaboration. (Source)
Delicato Family Wines Continues Moves Away From RNDC
Delicato Family Wines announced that it is expanding its distribution partnerships by deepening ties with Johnson Brothers and Breakthru Beverage Group while establishing new agreements with Empire Merchants and Columbia Distributing. These changes involve shifting away from Republic National Distributing Co. (RNDC) in multiple markets across the U.S., following a similar transition in California to Breakthru seven months earlier, when RNDC still handled the portfolio in 25 states. CEO Chris Indelicato described the moves as strengthening relationships with knowledgeable partners and seizing growth opportunities to support long-term brand execution and performance, amid broader industry shifts triggered by RNDC’s California exit. (Source)
David Bowman Named CEO of Ste. Michelle Wine Estates
Ste. Michelle Wine Estates announced key leadership changes following its recent acquisition by the Wyckoff family in December from private equity firm Sycamore Partners, marking the first local ownership in over 50 years. David Bowman, who previously served as co-CEO alongside Anna Mosier since joining the company in 2022, has been appointed sole CEO. Mosier will now take on the roles of president and chief financial officer. Court Wyckoff, CEO of Wyckoff Farms and Coventry Vale Winery, praised Bowman’s visionary wine industry expertise and Mosier’s strong operational and financial leadership, stating that their combined guidance will be essential to advancing Ste. Michelle’s portfolio of iconic Northwest wine brands supports the future of Washington’s wine industry. (Source)
Sazerac Enters Exclusive Sales and Distribution Relationship With Midnight Moon
Sazerac has announced an exclusive sales and distribution partnership with Piedmont Distillers for the fast-growing Midnight Moon brand, which includes Moonshines and Moonshakes, a line of moonshine and liqueur products. CEO Jake Wenz expressed enthusiasm for the collaboration, noting the brand’s significant progress in recent years and the potential to unlock further growth opportunities. This agreement adds Midnight Moon to Sazerac’s expanding portfolio of third-party partnerships. (Source)
United Beverages Buys Gin-and-Vodka Brand JJ
United Beverages Group has acquired the JJ gin-and-vodka brand from UK-based Halewood Artisanal Spirits, though financial terms were not disclosed. The JJ brand, which sells over 600,000 nine-litre cases annually and is one of the fastest-growing in the UK, will see Halewood remain its exclusive distributor in the UK market, while United Beverages takes responsibility for international exports. Halewood described the sale as part of its strategy to refine its portfolio and focus on artisanal brands such as Whitley Neill gin, Dead Man’s Fingers rum, and its expanding whisky range. United Beverages CEO William Carey highlighted the acquisition as aligning with the group’s growth strategy for leading brands with strong export potential. (Source)
Jackalope Brewing Company Acquires Black Abbey Brewing Company
Jackalope Brewing Company has acquired Black Abbey Brewing Company, uniting two longstanding Nashville craft beer staples that have shared a decade-long friendship rooted in mutual respect, community values, and a deep connection to Tennessee’s beer scene. The deal allows Black Abbey’s European-inspired beers to retain their distinct identity and brewing quality while benefiting from Jackalope’s expanded production capacity, broader distribution, and resources for long-term growth. Jackalope CEO Steve Barone emphasized the intentional, values-driven nature of the partnership, describing it as a natural next step for brands that grew up together in the market. Black Abbey founder Carl Meier will join Jackalope’s sales team, and both companies aim to preserve their community focus. (Source)
GHF Acquires Fielden Whisky
Brand development agency GHF has acquired the English whisky brand Fielden for an undisclosed sum, with plans to relaunch it in early 2026 under a refreshed identity. Originally launched in May 2024 following the rebranding and relocation of The Oxford Artisan Distillery, Fielden is positioned as a modern English whisky made from regeneratively farmed, diverse grains, earning strong credibility among bartenders, retailers, and enthusiasts for its distinctive flavor and sustainable approach. GHF CEO Tristram Coates praised Fielden as a genuine category challenger with iconic potential, noting it fits perfectly alongside the agency’s mission-led portfolio of British spirits like Sapling, Everleaf, and Nc’nean, and will benefit from GHF’s trade relationships, brand-building expertise, and long-term commitment to growing English whisky with integrity. (Source)
*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)
<
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)
Before you invest in liquid, labels, or a launch strategy, the most important question any founder can ask is: does this brand actually have a viable path to market?
This Expert Talk features Felipe Gonzalez-Gordon, Partner and COO of Colangelo & Partners, delivering a data-driven framework for launching a spirit, wine, or RTD brand in today’s saturated market, drawn from his presentation at Bar Convent Brooklyn 2025. Felipe walks through the financial and strategic groundwork that separates brands that scale from those that stall: how to size your addressable market realistically, how to model capital requirements, and how to allocate marketing spend without burning through runway prematurely. The episode also tackles brand positioning with precision, examining how founders can identify and defend a differentiated position on the shelf in a category where retailer fatigue and distributor consolidation make first impressions increasingly important.
Featured Guests:
Felipe Gonzalez-Gordon, Partner & COO, Colangelo & Partners
