What's hitting the shelves? New product launches: January

By Rachel Arthur

- Last updated on GMT

New beverage launches around the world: January 2021

Related tags Npd

From hard seltzer lemonades to CBD beverages, we take a look at some of the new products hitting the shelves around the globe.

Michelob Ultra Organic Hard Seltzer

Michelob ULTRA Organic Seltzer, the first national USDA certified organic hard seltzer, hits shelves across the US this month in three flavors: cucumber lime, spicy pineapple and peach pear.

It contains zero carbs, zero sugar, 80 calories and is filtered six times to remove impurities.

The Anheuser-Busch brand is targeting the more mature hard seltzer drinker, aged 35-54 years old, who is driving half of growth in the hard seltzer segment.

Ricardo Marques, Global Vice President of Michelob ULTRA, said: “We believe that Michelob ULTRA is uniquely positioned to win in the hard seltzer segment, not only because it’s one of the hottest brands in the country, but also because it has unmatched equity as a high-quality brand.​”

This hard seltzer (pictured above) will be available in 12-pack 12oz cans, 24-pack 12oz cans, and a 25oz can wherever Michelob ULTRA is sold. A second variety pack and additional flavors will be launched later this year.

Bud Light Seltzer Lemonade

Following the launch of Bud Light Seltzer last year, the brand is introducing the new seltzer-based lemonade.

bud light lemonade

Starting Monday, January 18, Bud Light Seltzer Lemonade will be available in 12 oz. slim can variety 12-packs with four new flavors of Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade.

The 5% ABV drink uses real lemonade and is brewed with cane sugar and natural fruit flavors, coming in at 100 calories with 1 gram of sugar.

"After launching Bud Light Seltzer last year, it quickly became one of the top innovations in the entire category and in the history of the brand. We are excited to continue expanding our portfolio with the new Bud Light Seltzer Lemonade variety pack,"​ said Andy Goeler, Vice President of Marketing, Bud Light.

"Our Seltzer Lemonade marries the bold flavors of lemonade with the refreshing bubbliness of seltzer; this new offering is perfect for both established seltzer fans and those who are looking to give seltzer a try."​ 

Truly Iced Tea Hard Seltzer

Truly Iced Tea Hard Seltzer 2

Truly has launched Truly Iced Tea Hard Seltzer, a ‘first-of-its-kind mix of refreshing hard seltzer, real brewed tea and fruit flavor’.

Available across the US in golden cans, the Truly Iced Tea Hard Seltzer Variety Pack offers four styles — Lemon, Raspberry, Peach and Strawberry. Each flavor has a hint of fruit. real brewed iced tea, 1 gram of sugar, 100 calories and comes in at 5% ABV like the rest of the Truly line-up.

The launch follows the debut of Truly Hard Lemonade last year.

“As the hard seltzer category continues to explode, we’re excited to bring another first-to-market product to our drinkers and fuel their discovery through new flavors,” ​says Lesya Lysyj, CMO of The Boston Beer Company. “Truly Iced Tea is another testament to the mega-brand we’re building and our relentless innovation, and trust us, it will be your cup of tea.”

Collaboration brews

UK alcohol-free brewer Big Drop Brewing Co has teamed up with four breweries from Iceland, Finland, Sweden and Norway, to launch a limited-edition range of collaboration brews.

big drop

Available as of this week, the ‘World Collab Series’ features a Coconut Stout, an Elderflower IPA, a Juniper Rye IPA and a vegan-friendly Peach Melba Pastry Sour, all of which are 0.5% ABV.

Rob Fink, founder and CEO of Big Drop, said: “These are all world-class breweries with whom we’ve had great fun conjuring-up big-flavoured beers and brewing them naturally without the need for any artificial nonsense to remove the alcohol. The result isn’t just excellent tasting alcohol-free beer… it’s excellent beer that just happens to be alcohol-free.

"We’re all about innovation and hope that these special editions will bring the joy of new experiences to people who love great beer.”

The beers are:

  • Arctic Beach Coconut Stout with Einstök Brewery of Iceland
  • Fläderlätt Elderflower IPA with Hop Notch Brewery of Sweden
  • Rye’d Said Fred Juniper Rye IPA with Fat Lizard Brewing of Finland
  • Rush Rider Peach Melba Pastry Sour with  Amundsen Brewery of Norway

Flow Vitamin-Infused Water


Flow Alkaline Spring Water has started the new year with a focus on immune system support with the launch of Flow Vitamin-Infused Water in the US.

The beverages come in three flavors: cherry, citrus and elderberry.

The drinks are made with natural organic flavors and a vitamin and nutrient blend including vitamins C, B3, B5, B6, B7, B1, zinc and folic acid.

The drinks will be available at retailers including Sprouts Farmers Market from March/April 2021.

Cider brand expands 

French cider brand Galipette Cidre is launching in Spain and Andorra.

Galipette Cidre is made from cider apples from orchards in Northwest France and made according to traditions of the region.

The cider is naturally gluten-free, vegan-friendly, and available in three variants: rich Brut (4.5% ABV), the naturally sweeter Biologique (4% ABV) and a non-alcoholic version (0.0% ABV).

The brand will be distributed in these markets by Sibbaris Privee of Spain.

galipette cidre

Ramon Garcia Fernandez, director of Sibbaris Privee, said: “Spain is the fifth largest cider market in the world with more than 100 million liters consumed annually and growing.

"We are excited to play a role in shaping how cider is perceived in Spain and serve the growing demand for high-quality artisanal ciders by a new generation of quality-seeking consumers.

"As opposed to the industrial concentrate-based ciders, Galipette Cidre returns to traditional values of sustainable cultivation, 100% juice base and artisanal production.”

Mediteranean vibe


Beverage brand Galea is launching in the US this spring, with a collection of 7% ABV drinks.

Crafted in Spain, the Mediterranean drinks are organic wines blended with natural ingredients.

The line-up includes sangria, mimosa and mulled wine.

The brand has launched in Florida, Georgia and Indiana: with 16 additional states to follow in the spring.

Lower calorie IPA 


UK retailer DrinkWell, which specializes in reduced calorie alcohol, has launched its own IPA.

The 4.1% ABV beer contains 99 calories per bottle, which it says it around 30% lower than other IPAs. It is vegan-friendly and gluten-free with 3g carbs.

Mintel research shows that 78% of consumers aged 18-25 years old are conscious of the calories in their drink, and are looking for lower calorie alternatives.

Formerly SkinnyBooze, DrinkWell now offers a collections of lower calorie wine, beer, cider, champagne, hard seltzers, spirits and premixed cocktails.

RTD iced tea

TAZO has launched its newest addition to its RTD iced tea lineup, Calm: which is infused with a unique blend of chamomile, lemongrass, hibiscus and spearmint.

tazo calm

The herbal tea is caffeine-free and low in sugar, with 5g of sugar and 20 calories per 12fl oz serving. Calm is now available in the refrigerated section of grocery retailers in a multi-serve bottle. 

TAZO’s RTD teas are USDA organic, non-GMO and include no artificial colors. They are packaged in 100% rPET bottles, and a multi-serve 42oz bottle retails at $3.79 at major grocery retailers across the US.

TAZO’s other RTD tea flavors include Zen (a green tea featuring an infusion of spearmint and lemongrass); Awake  (a black tea); and Passion (a herbal tea infused with notes of hibiscus, orange peel and cinnamon).

Molson Coors expands hard seltzers

Molson Coors is launching Vizzy Lemonade Hard Seltzer in the US in April: increasing the reach of its Vizzy brand.


Like the flagship Vizzy hard seltzer, which was launched last year, Vizzy will contain antioxidant vitamin C as its point of difference in the increasingly crowded hard seltzer market.

The gluten-free line will be sold in variety 12-packs featuring four flavors: Strawberry Lemonade, Peach Lemonade, Watermelon Lemonade and Raspberry Lemonade. Each 5% ABV 12-ounce can contains 100 calories.

Meanwhile, Molson Coors has also introduced a new hard seltzer brand in the UK: Three Fold Hard Seltzer. Hitting shelves in March, Three Fold Hard Seltzer will come in three flavors: Red Berries, Tropical and Citrus. Each 4% ABV 330ml can contains 93 calories.

Three Fold is currently available online and will be released in retail in the spring. While the UK category is still in its infancy when compared to the US, Molson Coors eyes up the potential of the category to follow.

three fold image_0

“Three Fold has been especially crafted for the legal-age Generation Z audience, with flavor combinations that we know consumers will love,”​ says Jim Shearer, Molson Coors’ category, insight and innovation director for Molson Coors Europe.

“Creating a hard seltzer of our own with mainstream appeal felt like a natural next step given the momentum in this space and the inroads we have already made this year into the ready-to-drink category.”

Chobani RTD coffee

Chobani, the US maker of Greek yogurts, oat milks, probiotic drinks, as well as dairy and plant-based creamers, is launching Chobani Coffee: an RTD coffee made with single origin cold brew and using Chobani’s oat milks and dairy creamers.


The new Chobani Coffee addresses the large and growing $1.6bn RTD coffee category, which, according to Nielsen, has grown 17% year-over-year.

Four new Chobani Coffee flavors are launching this month: Cold Brew Pure Black (no sugar, no dairy); Cold Brew with Sweet Creamer and Cold Brew with Vanilla (each made from farm-fresh milk); and Cold Brew with Oatmilk (made with gluten-free oats).

Chobani Coffee provides the caffeine equivalent to a standard cup of coffee, each containing about 85mg of caffeine per serving.

The products will be available nationwide at grocery and retail stores, with a suggested retail price of $4.49 per 32oz multi-serve or 2/$7 on promotion. 

Molson Coors' CBD beverage launch 

Molson Coors has launched a new line of non-alcoholic, sparkling CBD beverages in Colorado: with each beverage offering ‘a unique blend of CBD and adaptogens’.

Launched under Truss CBD USA – a joint venture with HEXO Corp and majority owned by Molson Coors – Veryvell is a hemp-derived, adaptogenic, CBD water with a ‘crisp taste’, zero calories and zero sugar.

Each 12 oz can contains 20mg CBD. The beverages come in three flavors: Focus (Grapefruit Tarragon), Mind & Body (Strawberry Hibiscus) and Unwind (Blueberry Lavender).

The three drinks are:

  • Focus:​ a combination of grapefruit and tarragon with ginseng and guarana
  • Mind & Body: ​a blend of strawberry and hibiscus with ashwagandha and elderberry
  • Unwind:​ a mix of blueberry and lavender with ashwagandha and L-Theanine

The suggested retail price for a 12 oz can of Veryvell is $3.99; and $14.99 for a four-pack.

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