What's new in booze? Alcohol launches for July

By Beth Newhart

- Last updated on GMT

What's new in booze? Alcohol launches for July

Related tags Alcohol Beer Rum non-alcoholic Whisky Gin

Watermelon rum, canned cocktails and new brews - we take a look at some of the new products in the alcoholic beverage category this month.

Budweiser Harvest Reserve


The new Harvest Reserve Deep Golden Lager is a limited-edition beer from Budweiser created in collaboration with the farmers who have grown the barley used to brew Budweiser for generations. The barley is toasted longer for a 'bolder' taste and a crisp hoppy aroma.

Budweiser says it is an all-malt recipe that uses 100% American grains from family farms. It will be exclusively available in Des Moines, Iowa and Omaha, Nebraska, sold throughout the harvest season.

Ricardo Marques, VP of marketing core & value brands at Anheuser-Busch, said "At Budweiser, our farmers are family. While our relationship with many of these farmers goes back generations, Budweiser Harvest Reserve is the first time we've collaborated on a recipe together."

The beer is 5.4% ABV and each bottle features the signature of Jim Dixon, a fifth-generation Budweiser barley farmer who collaborated with brewmasters on the recipe.

Cruzan Watermelon Rum

Cruzan Watermelon_Bottle Image

A limited edition watermelon flavored rum is available this summer from Cruzan. The 42 proof clear spirit is described as having a sweetness from the watermelon fruit, and a slight tart flavor from the rind.

Gary Nelthropp, Cruzan master distiller, said "We are excited to release Cruzan Watermelon Rum, as this new expression demonstrates our dedication to producing high quality and innovative flavored rums.

"This new expression truly captures the spirit of summer and the Island of St. Croix for all to enjoy at their next gathering."

Cruzan will donate $1 from every case of rum sold to the Island Spirit Fund, benefitting victims of 2017's Hurricanes Maria and Irma.

Nine Elms alcohol alternative

nine elms

Nine Elms has debuted its first drink out of London, the alcohol-free No.18. It is positioned as an alcohol alternative and a complement to good food. It was created with botanical infusions from 20 different flowers, herbs and spices, and the juice of four types of berry.

The company says it pairs best with a range of rich, savoury dishes. It will be available in London restaurants like The Clove Club and The Standard hotel.

Simon Rucker, co-founder and CEO of Nine Elms, said “We’re incredibly proud of Nine Elms and everything it stands for. We wanted to create a truly exceptional range of alcohol-free drinks that could be enjoyed by anyone who enjoys good food.”

“We believe Nine Elms successfully bridges the divide between alcoholic and non-alcoholic products and for the first time offers a truly inclusive experience that brings people of all backgrounds and beliefs together.”

Iron Fist Brewing pale ale

iron fist

A new small batch experiment from Iron Fist Brewing is on tap this month. Catalina’s Revenge, a ‘West Coast Pale Ale,’ a “hop-forward Pale Ale, brewed with crystal dark malts, magnum for bittering and Citra for aroma and whirlpool.”

Tom Garcia, Iron Fist Brewmaster, said “It really goes to bat for team Pale Ale rather than team IPA. A great summer beer and it was a great opportunity to use Citra Hops in a slightly malty beer to create a unique flavor profile.”

Iron Fist said they developed Catalina’s Revenge for a return to its California roots following several months of brewing more European-inspired beers. The small batch experiments are released monthly and are available exclusively at Iron Fist taprooms and select events.

Clubtails canned cocktails


Geloso Beverage Group has introduced two new flavors to its Clubtails brand, Lemonade Margarita and Peach Margarita. The malt based 'Cocktail in a Can' has about 15 other flavors, including Long Island Iced Tea, Screwdriver and Strawberry Colada.

Mary Chapman, marketing manager at Clubtails, said "Peach is a flavor that is booming right now. There has been such a high trend for Peach flavored beverages across all categories.”

“The Lemonade flavor has always been an American classic. Adding Lemonade and Peach Margaritas are another way for Clubtails to meet the specific preferences of our consumers."

The Clubtails are available in 16oz and 24oz cans, 11.2oz bottles in a six-pack, and larger variety packs. They are mostly sold at select retailers in the New York City area.

The English Whisky Co. liqueurs

english whisky

Two new varieties from The English Whisky Co. have launched in the UK, The Norfolk Quince Whisky Liqueur and The Norfolk Redcurrant Whisky Liqueur. The spirits are a blend of hand-distilled English single malts and traditional British fruits, redcurrants and quince.

Katy Nelstrop, co-founder of The English Whisky Co., said “We are very excited to launch these two new liqueurs, which bring new innovation to a sector which is often quite stagnant. Whisky makes the perfect base for a delicious liqueur and we've chosen fruits that blend really well to create a delicious, sweet and satisfying drink. They are also fantastic as a base for cocktails.”

The English Whisky Co. operates a distillery and shop in Norfolk and sells its portfolio of products online.

Mandarin and Jasmine gin

barentsz gin

Barentsz Gin is launching a mandarin and jasmine variety in preparation for Christmas. 

Distilled in small batches in London, the gin is 'delicately infused with natural mandarin peel and exotic jasmine flowers for a distinctively smooth and fresh taste'. 

The new product follows the launch of original Barentsz Gin, which was launched in 2016 by founder Michael Claessens. 

Silver Circle Distillery Wye Valley Gin

Wye Valley Gin PR

Silver Circle Distillery, a distillery based in Monmouthshire, UK, is launching Wye Valley Gin, its first product. 

The gin is 'inspired by the enchanting woodland walks and spectacular views of the Wye Valley', an area on the English Welsh border.

The blue-green bottle, designed by Croxsons, includes an abstract map of the valley, a T-shape wooden top and micro agglomerate cork. It has been designed to provide modern and clean visual clues.

The distillery is already planning its next launch, which will be a honey gin. 

Newground Hard Dutch Lattes


A pair of premium, RTD malt beverages has launched from the North Carolina-based Fundamental Beverages’ Newground brand. They are infused with real coffee, tea, Dutch cream and alcohol and are imported from Holland.

The Hard Dutch Cafe Latte and Hard Dutch Chai Latte are brewed with nitro technology and a 5% ABV. It’s rolling out first in Georgia and Pennsylvania at Circle K and Publix stores.

Phil Rooney, CEO of Newground, said "Inspired by the Dutch philosophy of living every day to its full potential, we jumped headfirst into developing a brand that breaks new ground and created an entirely new RTD category."

"Newground Hard Dutch Lattes are versatile enough to be enjoyed anytime, from a post-night-out brunch to a much-needed afternoon kickstart or end of day sweet satisfaction.”

Absolut Juice


Absolut Vodka and natural Strawberry and Apple flavors blend together in the brand’s new alcoholic juice innovation. The two are designed for mixing into summer cocktails, made with no artificial flavors and 5% real fruit juice.

The product is also teaming up with singer Lizzo for a summer campaign that incorporates her single ‘Juice.’

Regan Clarke, brand director at Absolut, said "Absolut Juice is the ripest, juiciest new spirit of the summer – and, in partnership with Lizzo, we're using the song of the summer to prove just how much the 'juice' is worth the squeeze."

Related news

Show more

Related products

show more

What consumers are looking for in alcohol drinks

What consumers are looking for in alcohol drinks

Content provided by ADM | 12-Apr-2024 | Application Note

Are you ready to understand the consumer insights driving the future of the alcoholic beverage market? We've assembled a consumer insights report...

Redefine resilience with IMMUSE

Redefine resilience with IMMUSE

Content provided by Kyowa Hakko (US) | 02-Apr-2024 | White Paper

IMMUSETM is a universal postbiotic — the first of its kind to activate pDC cells for year-round immune support.

Related suppliers

Follow us


View more