What's hitting the shelves? New beverage launches

By Rachel Arthur

- Last updated on GMT

Vive Organic's new shots
Vive Organic's new shots

Related tags Npd

From Guinness' nitro cold brew coffee beer to the latest RTD launches, we take a look at some of the new products hitting the shelves around the globe.

Guinness: Nitro cold brew coffee beer

guinness nitro brew

Guinness Nitro Cold Brew Coffee beer is the latest US release from the St. James’s Gate Brewery in Dublin.

“As the brewers of the world's most popular nitro stout, Guinness is now combining everything you love about coffee and Guinness into one beer,”​ says the Diageo brand.

“Sweet-smelling with a distinct rich coffee aroma, Guinness Nitro Cold Brew Coffee beer is the perfect balance of bitter and sweet with a roast coffee flavor.

"Brewed using cold brew coffee extract and coffee flavors, it has a rich, smooth and creamy palate with hints of espresso, chocolate and caramel.

At 4% ABV, Guinness Nitro Cold Brew Coffee beer can be enjoyed straight from the can or poured into a clean glass to fully activate the widget inside the can. (The widget infuses nitrogen into the beer upon opening and re-creates the signature surge and settle effect from Guinness Draught on tap).

Guinness Nitro Cold Brew Coffee beer is a permanent addition to the Guinness portfolio and is rolling out across the US. Each pack contains four 14.9 fl. oz. cans, with a suggested retail price of $9.99. The US is the first market to offer the beer; with other markets set to follow over the next 12-18 months. 

BrewDog’s strongest ever beer


Scottish craft brewer BrewDog has announced the return of its strongest beer ever, Strength in Numbers: a 57.8% ABV drink priced at £28.95 for 40ml.

“Ten years on from its epic International battle for the World’s Strongest Beer with Schorschbräu, BrewDog has joined forces with the German brewery to create Strength in Numbers,”​ says the brand.

“Strength in Numbers reaches its colossal ABV through the traditional Eisbock method, which means freezing the beer and removing chunks of ice (water) so that you’re left with the concentrated high ABV liquid. The beer also features a blend of BrewDog’s own Death or Glory, an ice distilled Belgian golden ale that’s been sitting in whisky casks for 10 years.”

Plume & Petal RTD

Plume & Petal has launched its new Spritz Ready-To-Drink cans: a collection of new canned spritz cocktails made from premium vodka infused with natural flavors and sparkling water.


As Bacardi’s first vodka-based RTD in the US, each 100-calorie Plume & Petal Spritz has no artificial sweeteners, is gluten-free, and comes in at 4.5% ABV.

The drinks come in the same three flavors as the original base spirit: Peach Spritz, with notes of white peach, lavender and black tea, Cucumber Spritz infused with lemongrass and chamomile tea, and finally Lemon Spritz with hints of elderflower and white tea. They are available in the US as a variety 6-pack (SRP $17.99) or single flavor 4-pack (SRP $12.99).

“This latest offering meets the ever-growing consumer demand for the RTD category, plus low-abv cocktails and botanical-infused vodkas,”​ notes Bacardi. “In 2020, Drizly saw a 416% increase in share of sales year-over-year for the RTD segment and 83% of bartenders are seeing a high-demand for low-ABV cocktails. Vodka-based RTD options are also projected to represent 50% of the category by 2024.”

The drinks join Bacardi’s family of RTD brands: which include Bombay Sapphire & Tonic, Tequila Cazadores and Bacardi Real Rum Cocktails.

White Claw ramps up alcohol


Hard seltzer White Claw has launched 8% ABV White Claw Hard Seltzer Surge in the US (upping the ABV from its original 5% ABV hard seltzer).

The hard seltzer is available in blood orange and cranberry flavors. “White Claw Hard Seltzer Surge is perfect for consumers looking for a higher alcohol option and the delicious fruit flavor profiles they expect from White Claw,”​ says the brand.

White Claw has also launched a new variety pack: flavor collection no 3. This includes three new flavors: strawberry, pineapple and blackberry; alongside the existing mango flavor.

All drinks are crafted with the brand’s proprietary BrewPure process and are available across the US.

Meanwhile, White Claw has expanded its portfolio in Australia with the introduction of black cherry: the top flavor in the US.

Solar powered mezcal


Mezcal de Leyendas has unveiled Vinata Solar: the world’s first mezcal produced entirely with solar energy.

“This clear, unaged mezcal has been carefully distilled by master mezcalero, Gerardo Ruelas, in a proprietary repurposed tractor turned solar panel-powered still in the state of Durango,”​ says the brand.

“Produced from Agave Cenizo, the resulting spirit is a bright mezcal with herbal aromas and sweet agave flavors.

"Vinata Solar is packaged in a custom yellow hued bottle as a nod to the solar energy that was used in each step of production, from cooking the agave to the distillation.”

Mezcal de Leyenda’s Vinata Solar is rolling out across the US with a suggested retail price of $89.99.

Pricklee Cactus Water

pricklee superfruit water

Pricklee Cactus Water is launching its new brand across natural grocers in NYC and the Greater Boston area.

The brand, founded by five minority healthcare workers, believe that cactus water can take on the coconut water category.

“When I first met my cofounders, we assumed that our dislike of coconut water was just one of those weird facts we all shared,”​ said Kun Yang, CEO of Pricklee. “In the summer of 2018, one of my partners introduced us to Cactus Water  - he grew up in Lebanon, where they would juice real fruits from the cactus (called prickly pears) to cool off in the summertime. It tasted like bubblegum and watermelon, and everyone loved it.

“Packed with Vitamin C, polyphenols, betalains, and flavonoids, prickly pears contain more antioxidants than a cup of green tea. Amongst the many health benefits that it provides, studies show that these antioxidants may help boost immunity, skin health, and recovery.”

Representing a $2B industry, coconut water has steadily risen from inception in 2004 and maintains an expected CAGR of 16.9%. While coming from a small base, cactus water is on the rise, with a category roadmap that mirrors that of coconut water and a predicted CAGR of 20.4%, notes the brand. 

Pricklee is made with premium, sustainably-sourced prickly pears from Mexico, and comes in three flavors – Prickly Pear, Strawberry Hibiscus, and Mango Ginger. Pricklee is sold in cases of 12, 12-oz cans online at $34.95, as well as on Amazon, and as individual 12-oz cans in stores across NYC and New England.

RTD zero-proof cocktails

dry botanical soda

DRY Soda Co, a brand of non-alcoholic, botanical-forward beverages, has launched a line of RTD zero-proof craft cocktails, Botanical Bitters & Soda.

“DRY Botanical Bitters & Soda deconstructs the essence of conventional bitters by blending notes of botanicals, herbs, and citrus for a complex, multi-layered drinking experience,” says​ the brand.

“Whether you want to enjoy the ritual of winding down with a well-made drink at the end of the day without the booze, or are simply looking to drink less alcohol, these beverages hit every area on the palete to awaken the senses. DRY Botanical Bitters & Soda is deliciously enjoyed shaken or on the rocks with an herbal garnish, or mixed as a premium booze-free cocktail.”​ 

Packaged in premium glass bottles and sold in packs of four, Botanical Bitters & Soda is made with zero sugar, non-GMO ingredients, and natural flavors and extracts. There are three flavors:

  • Aromatic – a ‘warm and cheerful blend of orange peel and botanicals with comforting notes of cinnamon and clove for a truly unique bitters profile.’
  • Bright/Herbal – a ‘refreshing and light balance of ginger, lavender, orange, cardamom, sage, lemon and grapefruit that are ideal for spring.’
  • Sweet/Spicy – a ‘bold and spicy fusion of peppers like jalapeno and habanero with citrus and lemongrass for a perfectly balanced sip of sweet and spicy’.

DRY Botanical Bitters & Soda is available at an SRP of $39.99 for a 12-pack online at Amazon.com. The brand’s cornerstone line, DRY Botanical Bubbly can be found in over 10,000 specialty, natural and traditional grocers, restaurants and bars nationwide, including Kroger, Safeway, Ralph’s, Raley’s, Fry’s, King Soopers, Fred Meyer, QFC, Giant-Carlisle, Shnucks, H-E-B and many more.

Vive Organic

vive organic

Vive Organic has launched its first-ever single-origin wellness shots: Pure Boost Ginger and Pure Boost Turmeric.

“Made with only the highest quality super roots straight from the source, these new shots are the most potent wellness shots on the market,”​ says the brand.

“Crafted in partnership with holistic doctors, the new shots are designed to maximize function for a daily immunity boosting punch. Made with 60,000 mgs of cold-pressed pure organic Peruvian ginger root, the new Pure Boost Ginger shot is the most potent shot of its kind, featuring up to 15x the amount of fresh ginger of other shots. Ginger root has been used for centuries for its many superfood superpowers and to boost overall immunity.

“The Pure Boost Turmeric shot offers the purest and most concentrated dose of pure Hawaiian turmeric root. Cold-pressed to preserve freshness, these shots feature 30,000 mgs of turmeric, up to 6x more fresh turmeric than other similar products.”

The shots are cold-pressed with zero sugar or additives. The company works with a network of small organic farms to ensure the highest standards of sustainable farming, and uses 'ugly produce' that would otherwise be wasted.

Vive Organic products are certified USDA Organic, Non-GMO, vegan, kosher and packaged in 100% recycled bottles and boxes. Shots are available across the US in retailers including Whole Foods, Albertsons, Vons, Pavilions, Giant Eagle and Giant, and online at Amazon. A case of 12 retails at $46.99 or individual shots at $3.99.

Clipper hemp infusions


Clipper Teas, the natural and organic tea brand owned by Ecotone UK (formerly Wessanen UK), is launching its first range of Organic Hemp infusions in two SKUs: Clipper Organic Karma Mama Hemp and Clipper Organic Groovy Ginger Hemp (RRP: ​£2.80/ 20 tea bag pack​).

Available in selected health food stores and via Amazon, the range has been developed to offer a calming, self-care infusion with functional, natural ingredients. 

Clipper Organic Karma Mama Hemp is infused with hemp seed, chamomile, lavender, lemon balm and tulsi (holy basil). Meanwhile, Organic Groovy Ginger Hemp uses hemp seed and warming ginger extract, alongside lemongrass and chamomile.

Sales for infusions are up 9.5% (IRI: 52 w/e to 31st​​ January 2021): and interest in functional teas with perceived health benefits remains strong as people continue to concentrate on health and wellness, notes the company.

“Functional ingredients such as hemp have grown in popularity with shoppers looking to unwind and take advantage of the natural health benefits," ​said Bryan Martins, Clipper Teas marketing and category director at Ecotone UK. "During a period of high stress and anxiety for many, Clipper wanted to create a calming drink for customers to enjoy. We’re confident the new Hemp innovations will perform well with Health Food customers and will appeal to those interested in ethical and sustainable brands.”

Galaxy Dust Rum

galaxy dust

Firebox – ‘shop for the unusual’ – has launched a shimmering rum-based spirit that ‘looks, tastes and smells just like our galaxy’.

“Galaxy Dust is a 20% ABV white rum that tastes of sweet, tart raspberries, and shimmers as the liquid swirls around the glass,” ​says the company.

“These elements have been combined to capture the scent, flavour and epic appearance of our galaxy in a bottle. According to scientists, our galaxy smells like white rum and tastes of freshly-picked raspberries. Without getting too sciency, it’s due to the presence of a chemical known as ethyl formate that’s also responsible for giving raspberries their unique taste. 

“With rum dubbed as the 'drink of lockdown' by the Wine and Spirit Trade Association, and industry experts predicting it to be the drink of 2021, the team at Firebox wanted to create an exciting and adventurous version for the drinks cabinet.”

Galaxy Dust Rum can be mixed into cocktails or paired with lemonade for a raspberry spritz.

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