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

By Rachel Arthur

- Last updated on GMT

Coca-Cola launches new line Cappy Burst in South Africa this month. Pic: Coca-Cola.
Coca-Cola launches new line Cappy Burst in South Africa this month. Pic: Coca-Cola.

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From flavored vodka to French sake, we take a look at some of the new products hitting the shelves around the globe this month.

Pabst Blue Ribbon Hard Cold Brew

PBR Cold Brew and Liquid

Pabst Blue Ribbon is launching Hard Cold Brew coffee in the US, building on 2019’s Hard Coffee launch.

“Cold brewed coffee has become a fast favorite with coffee drinkers in America in the last few years, beloved for its sweeter smoother taste. Pabst Blue Ribbon’s Hard Cold Brew delivers a delicious black cold brewed coffee with a kick,” ​says the brand.

“Caffeinated coffee cocktails have seen a surge in popularity of late, and Pabst Blue Ribbon’s Hard Coffee and Hard Cold Brew let you join in the fun without the fuss. Whether kicking off your night, stepping up your brunch game, upping your home cooking creativity or looking to perk up a post-work virtual happy hour with friends, simply pick up a 4-pack and go.” ​ 

Hard Cold Brew also offers a non-dairy alternative to Hard Coffee. Each 4.2% ABV can contains just under 30 mg of naturally occurring caffeine.

Pabst Blue Ribbon Hard Cold Brew will launch in four states this month: Wisconsin, Ohio, Pennsylvania, and Illinois.

White Claw launches in Australia

US hard seltzer phenomenon White Claw hits shelves in Australia this month as part of its global expansion.

Arriving as Australia heads into summer, the drink is being bought to the country by Lion Australia (which counts beer brands XXXX, James Squire, Furphy and Tooheys among its portfolio).

James Brindley, Managing Director, Lion Australia, said: “We’re proud to bring the hottest beverage on the planet to Australia. White Claw has become synonymous with summer in the US and it has also received rave reviews since the brand launched in the UK for its summer season this year.”

Liquor chain Dan Murphy’s launched a pre-order campaign and received ‘unprecedented demand’ for White Claw Hard Seltzer with almost 1,500 customer orders placed within the first 48 hours.

There will be three White Claw Hard Seltzer flavours available at launch: Mango, Lime and Grapefruit. White Claw Hard Seltzer is made using a blend of sparkling water, a gluten-free alcohol base and a hint of natural fruit flavour and contains only 95 calories per can.

White Claw is sold in a four-pack of 330ml cans at an RRP of $23.99 at leading retailers and select on premise outlets.

Cappy Burst

Coca-Cola Africa is introducing Cappy Burst - a new line for its fruit juice blend brand Cappy - in South Africa.

Orange Burst 1.5L

The new line is being launched at retailers, spaza shops and wholesalers nationwide this month.

Cappy Burst comes in two flavors: Cappy Orange Burst and Cappy Apple Burst. It can be bought in a PET plastic bottle or a returnable glass bottle.

Cappy Burst in the returnable glass bottles will retail at a recommended price of R5 for 300ml (excluding a deposit of R1,50) and R10 for a 1.25L bottle (excluding a deposit of R3).  Cappy Orange Burst and Cappy Apple Burst are also available in PET plastic bottles at a recommended price of R5 for 200ml, R9 for 500ml and R19 for 1.5L.

“The Cappy brand has seen phenomenal success in South Africa and steady growth in the two years since we launched the brand as it’s become one of the top ready-to-drink juices,”​ says Luis Avellar, General Manager of Coca-Cola in South Africa.

“Now we’re introducing more variations and packaging so even more people can enjoy the brand for less.”

Flavored vodka

JJ Whitley vodka

JJ Whitley Vodka has launched two new flavored vodka variants in the UK: peach and apricot; and apple and lime.

The two 38% ABV products fuse ‘smooth, crisp vodka with on trend autumnal flavors’.

Peach and apricot vodka can be mixed with peach iced tea; or with Prosecco for a twist on a Bellini. Apple and lime can be paired with a range of mixers such as cranberry juice or lemonade.

“As flavoured vodka continues to see strong growth, with consumers increasingly looking for new and innovative flavour combinations, our versatile Peach & Apricot and Apple & Lime variants with their on trend flavour profiles, smooth vodka and accessible price point, will provide licensees with a strong, premium flavoured vodka portfolio to tap into this growing trend,”​ says Halewood Artisanal Spirits.

Sake made in France


Sake brand Wakaze has launched three new cuvées in France: which put a French spin on the Japanese spirit by sourcing and producing this sake locally.  

Wakaze was founded in Japan in 2016 and introduced to France in 2019. The Made in France version uses rice from the southern Camargue region; natural mineral water sourced in France, along with aromatic herbs and fruits: which are all bought together at its production facility in Paris.

Wakaze and its founder Takuma Inagawa – who studied in Paris - has set out to ‘introduce the traditional Japanese beverage to the whole world’. In 2019 it raised $1.4m to power its expansion in Europe.

The brand hopes that its ‘Made in France’ tag will help it win over the French market. “From an economic viewpoint, it’s also a wise move: production in France, with French ingredients, avoids transport costs for ingredients and finished products, and eliminates the middle-men and customs taxes,” ​notes the brand.

Organic wine

Wine importer Biagio Cru is launching V2G, a syrah-cabernet sauvignon blend, in the US.


As a USDA certified organic French wine, it is pesticide-free, preservative-free, herbicide-free and sulphite-free: with a shelf life ‘rarely achieved in widely available organic wines’.

The first product from V2F comes form the Languedoc-Roussillon region in France, an area selected due to its increased focus on quality and organic wine production and sustainability.

V2G is comprised of 80% Syrah grown at 50m above sea level with views of the Pyrenees mountains. This area has a unique microclimate and is in a classified appellation zone. The remaining 20% is Cabernet Sauvignon grown in the foothills of the Cévennes mountains, a cool climate zone suitable to the late ripening of these grapes. 

“Unlike most organic wines on the market today, V2G actually gets better with age and can be thoroughly enjoyed today or can be cellared for over 2 years. This differs greatly from the typical 3-6-month shelf life of other certified organic wines,”​ says the brand.

The V2G blend will retail in the US for $15.99 in locations such as BevMo. The brand plans to expand production to other highly regarded wine regions such as Southeast Australia, South America and the US.

Cola with a social mission

Community Cola – a cola with a social mission – has launched in France.

commuinty cola

Created in 2018 in Germany, the brand expanded into France last month.

“This cola differentiates itself by its unique recipe, using natural extracts of fruits and spices, such as the cola nut and real vanilla,”​ says the brand. “Its authentic taste will seduce cola purists and offer a true alternative.”

Community Cola offers two versions in France: the original FairTrade certified version; and a sugar-free version. As well as being a lower sugar version compared to other colas on the market, it is also gluten-free and suitable for vegans.

For each bottle sold, the brand contributes to a selection of local projects. The first two projects in France are Au Tambour in Lyon (an association which helps homeless women) and L’Assiette Migrante (which provides meals to those in need) in Paris.

Mango hard seltzer

Ficks Beverage Co has launched a new craft hard seltzer flavor: mango.

ficks hard seltzer

Ficks hard seltzer is flavored with real fruit juice and has selected mangoes from Ecuador for its newest launch, which is blended with pure lime juice, sparkling water and a proprietary alcohol base made from fermented California oranges.

Outside its home market of California, Ficks is distributed to retailers throughout Texas, Washington and Arizona and aims to continue expansion throughout the Western US in 2021 through a relationship with Kroger and other chain retailers like Albertsons, Target, HEB, Whole Foods, and more. The company also partnered with Drizly to allow for direct delivery to customers this year.

So far, 2020 has marked significant growth for the Bay Area-based Ficks, with 300% growth in same-store revenue. 2020 will also mark the first year in which Ficks exceeds $1 million in revenue.

Agave spirit

Rosaluna – an ‘all natural, handmade agave spirit distilled in the rolling hills of Santiago, Matatlan’ – has launched in the US.

rosaluna jpg

The brand grows, farms, ferments, and distills their own agave from start to finish, ‘ensuring the integrity of mezcal is ever-present from conception to product’. The mezcal is a single-estate operation, creating a certified gluten-free, non-GMO, vegan, zero carb, plant-based, and carbon neutral spirit.

Rosaluna’s founding team consists of four industry figures across the business, creative, and lifestyle spaces: Nate Brown (creative director whose work in the fashion and music space spans Kanye West to Beyoncé to Calvin Klein); Terry Lee (a founder, advisor, and investor of direct-to-consumer brands): MeUndies, Thrive Market, and Magic Spoon; Freddie Martignetti (investor and advisor at Highland Capital) with deep family ties to the beverage industry; and Pepe Mireles, (an entrepreneur in real estate, hospitality services, interior design, and film).

Rosaluna is available for $39.99 / 750mL in the US through Drizly, national retail chains such as Total Wine & More, and other select retailers in New York, Southern California, and Massachusetts. 

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