What's hitting the shelves? New beverage launches: July

By Rachel Arthur

- Last updated on GMT

Cupcake Vineyards launches a low-cal variety.
Cupcake Vineyards launches a low-cal variety.

Related tags Npd Innovation

From hard seltzers to low calorie wines, we take a look at some of the new products hitting the shelves around the globe this month.

Grimbergen 0.0%

grimbergen 00

Grimbergen has launched its first beer without alcohol, Grimbergen 0.0%.

The beer will launch in hypermarkets and supermarkets in France next month.

“This new produce responds to a long-term trend in favour of more responsible behaviour and more responsible consummation of alcohol,”​ says the Kronenbourg brand.

“According to a recent study, 82% of French consumers are trying to moderate their alcohol consumption, and alcohol-free beers take more and more space on supermarket shelves.”

In supermarkets, the alcohol-free sector has grown more than 20% in volume each year over the last three years – representing a growth rate 7x higher than the overall beer market.

Kids' drinks

creative roots

Creative Roots, a new beverage for kids from Kraft Heinz, has launched in the US.

The drink is available in four flavors: Watermelon Lemonade, Peach Mango, Orange Pineapple and Mixed Berry.

It sells in singles and four-packs with a nationwide suggested retail price of $1.29 for singles and $3.69 for a four pack. 

According to a study in the American Journal of Public Health, one in two children is underhydrated.

“Today’s beverage market is saturated with products promoting great-tasting hydration for adults. We identified a need to develop a better-for-you kids beverage with 1g of sugar and a taste kids will love,”​ said Rachel Drof, marketing director, Creative Roots.

RTD spirits


Empirical, a Copenhagen-based distiller and flavor company, has released its first RTD spirits in the US.

The launch offers two signature beverages, Can 01 and Can 02, crafted from a base spirit made from beet molasses, Belgian Saison Yeast and flavored with ingredients including oolong tea, gooseberry, sour cherry juice, young pine cones and more.

“Can 01 and Can 02 are unlike anything else currently available, not quite a cocktail nor a beer or cider, these delicious drinks are perfect for no-agenda sipping (no ice, no glass needed!),” says the brand.

“Cans are a great way for us to show another side of what a flavor company can be. In some ways, we‘ve begun to think of our spirits as ingredients, and the cans are more of a finished plate of food.” ​says co-founder, Lars Williams. “We set out to create a lively and energetic beverage that fits into our mission of transporting via taste, and to use alcohol as a vehicle for experimentation. We’ve been asked time and time again how to use our spirits, and these cans are a reaction to that. Layered with flavor, but effortlessly refreshing, our cans are perfect for anytime sipping.”

The drinks are available via the brand’s website for nationwide shipping; and are also distributed via Selection Massale for initial restaurant and brick-and-mortar partners.

Flavored rum

Arlu rum

Alderman’s Drinks has launched two new ‘bold, punchy, flavorsome rums’ in Booths Supermarket in the UK.

Arlu Rum Original Spiced has a slightly sweeter take on classic spiced rum with notes of vanilla fudge and butter while Arlu Rum Passionfruit draws on the trend for passionfruit flavors.

“This expertly crafted rum range capitalizes on ever-growing sales of the dark spirit, which already top £1bn per annum and has seen significant growth during the coronavirus pandemic – sales of spiced rum doubled the week before lockdown," ​says the brand.

"It’s clear the rum-aissance is well under way!”​ 

Described as ‘Caribbean born, Manchester made’, Arlu rum is imported from Demerara Diamond Distillery and blended with flavors and spices in Manchester.

The rums have a RRP of £25. 

Australian gin

kings cross

Kings Cross Distillery is launching its flagship Australian-made gin, KXG Australian Classic Dry Gin.

Inspired by a 1930s recipe, the KXG Australian Classic Dry Gin is made by the single shot method and vapour distillation.

The inaugural gin recipe is a mix of classic London Dry gin botanicals like juniper, coriander seed and cardamom pods, with the addition of fresh Sydney organic lemons, as well as a local mix of Australian native myrtles.

“The resulting gin is sweet, floral and very curvy,"​ says the distillery. "The KXG Australian Classic Dry Gin also boasts notes of juniper, preserved lemon, grapefruit, bakers’ spices with exotic woods.”

The gin is best served with Indian tonic water and a slice of rinsed preserved lemon peel.

The distillery is also launching an ‘ultra chic’ new bar in the heart of Sydney’s Kings Cross.

Hard Seltzer

basic hard seltzer

Phusion Projects has launched Basic Hard Seltzer, following on from the launch of Basic Vodka last year.

Basic Hard Seltzer comes in four flavors; Cranberry, Lemon, Cucumber and Pamplemousse and can be found at retailers, convenience stores, online delivery apps, bars and restaurants in the US. 

“The quality of our products comes from a refined simplicity. Our focus is what’s inside not the branding around it. No impurities, no additives, no artificial flavors to mask the taste,”​ said Samantha Catalina, Marketing Director at Phusion Projects LLC.

“We launched Basic Vodka in 2019 and consumers just seemed to get it. No fluff, just great tasting vodka.

"While there is a time and place for complexity, it shouldn’t be a prerequisite for what’s in your drink. We believe Basic Hard Seltzer will receive the same warm reception.” 

Low cal wine

cupcake wine

Cupcake Vineyards has launched Cupcake LightHearted: a low-cal wine option.

The 8% ABV wine contains 80 calories and <1g sugar per 5oz serving; and has 20% fewer calories than leading hard seltzers, according to the brand. It is vegan-friendly and gluten-free.

Cupcake LightHearted is available in four varietals: Chardonnay, Pinot Grigio, Rosé and Pinot Noir. It is available across the US in 750ml bottles with an SRP of $9.99.

Ninja Melk


US energy drink, Ninja Melk, has launched via the D2C channel in Europe.

The product blends milk with carbonated water and organic flavouring to give a ‘creamy’ and ‘lightly sparkling’ offering that Ninja Melk believes is unique in the canned energy drinks market.

The brand was co-founded by Japanese-American YouTube star Ryan Higa, best known for his comedy ‘ninja’ videos, and launched in the US in May 2019.

Over 80% of Ninja Melk’s customers are males aged between 18 and 34. “The brand aims to attract these health-conscious and athletic consumers with its reduced sugar and natural ingredients, while caffeine and B vitamins bring a boost of dairy energy,” ​​says the brand.

Ninja Melk ships to countries across Europe and is also exploring retail partnerships. It is also adding a new low-sugar, low-calorie product: Ninja Melk Light, with a new Orange Creamiscle flavour.

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