What's hitting the shelves? New product launches

By Rachel Arthur

- Last updated on GMT

Non-alcoholic spirit Lyre's expands its RTD range. Pic:Lyre's
Non-alcoholic spirit Lyre's expands its RTD range. Pic:Lyre's

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From Ranch Water to relaxation drinks, we take a look at some of the new products hitting the shelves around the globe.

Dos Equis Ranch Water

dos equis

Heineken USA’s Dos Equis is launching Dos Equis Ranch Water Hard Seltzer, inspired by the classic West Texas drink of tequila, sparkling mineral water and lime.

“Dos Equis ​Ranch Water is a hard seltzer with country soul, carefully crafted for those bone-dry summer days, when a regular refreshment just won’t cut it,”​ said Hannah Dray, Brand Director.

“The Dos Equis brand, with +16.1% growth in the past year, is the 2nd​ largest Import brand in Texas and outsold the largest Hard Seltzer brand franchise, making our Dos Equis ​Ranch Water innovation an easy decision, as both Dos Equis ​Lager and Ranch Water were established in Texas with roots in Mexico.

“Hard Seltzers alone drove 36.6% of category growth in the past year. We believe Ranch Water to be the next big opportunity within the seltzer category, as Ranch Water 6 packs represent 25.1% of Hard Seltzer 6 packs and drove 49.1% of growth,” ​continues Dray. “Dos Equis® ​Ranch Water Hard Seltzer offers something unique within a seltzer category that is quickly becoming oversaturated.”

Dos Equis Ranch Water will be available in the classic lime flavor in 6-pack 12 oz. cans at 90 calories, 4.5% ABV, and 0g carbs, and 24 oz. single serve cans at 180 calories, 4.5% ABV, and 0g carbs. Launching in Texas this spring, the innovation will expand to additional US markets in September 2021, including AZ, NM, CO, CA, NV, LA, OK, NY, NJ, and MA.

HUN goes alcohol-free

hun alcohol free wine

UK canned wine brand Hun is launching an alcohol-free wine.

HUN Alcohol Free (AF) (0.5% ABV, 200ml) is a vegan sparkling white wine made from single origin South African Chenin Blanc grapes, presented in gold cans. The alcohol free is the fifth canned wine in the HUN collection, which also includes low-ABV 5.5% sparkling rosé and a new Shiraz red wine.

“With 26% of adults saying they are actively looking to moderate their drinking, HUN AF is designed to be the ‘wine between wines’ with drinkers able to enjoy 100% of the wine’s original aromas and flavour thanks to an innovative de-alcoholisation process,”​ says the brand. “The result is a complex medium-bodied white blend with a pale straw colour that is rich with citrus and slight apricot aromas, supported by very subtle oak and hints of vanilla.”

HUN was founded by millennial entrepreneur Mark Woollard alongside a Board of Directors consisting of drinks industry leaders: Waitrose CEO, James Bailey; former Brewdog CEO and Red Bull UK MD, Andy Shaw; former Red Bull Racing F1 CMO, Dominik Mitsch; and CCO of Banijay Group, Owain Walbyoff. HUN has also received private investment from the former Formula 1 driver-turned-presenter David Coulthard.

OHMG Magnesium


UK company OHMG Brands has launched a new beverage, designed as a ‘challenger product in the relaxation drinks category’.

OHMG Magnesium (MG) Water has been ‘created to aid relaxation with each 330ml recyclable can providing 15% of the Recommended Daily Allowance of Magnesium’ – about the same amount as an avocado.

“The delicious range of OHMG Magnesium Water drinks contain pure water that has been naturally infused with a bioavailable Magnesium, natural fruit flavours and extracts; and functional botanicals that help reduce tiredness and fatigue and contribute to normal psychological function,”​ said Stuart Walsh, co-founder of OHMG Brands. 

“The Relaxing drinks category is growing fast, predominately led by CBD Drinks. We’re going in a completely different direction by using a high quality, bioavailable Magnesium as it’s an incredibly important nutrient that plays a role in more than 300+ functions in our body including regulating the nervous system, improving cognitive/psychological balance as well as contributing to energy-yielding metabolism.”

The new zero sugar, zero sweetener and zero calorie range includes a plain still and sparkling Magnesium Water plus three flavor combinations: Raspberry & Lemon Balm + L-Theanine, Peach & Rosemary + Ashwagandha and Blackcurrant & Echinacea + Vitamin C.

Mijenta tequila


Mijenta tequila launches the UK this month, following its launch in the US in September.

Mijenta was founded in 2020 by a team including former CEO of Bacardi, Mike Dolan, mixologist and entrepreneur Juan Coronado and sustainable designer and environmental activist Elise Som. 

The 40% ABV tequila enters the UK with its Blanco expression, distributed by Maverick Drinks. The company plans to roll out the Reposado expression during the second half of 2021.

“We are exceptionally pleased to be launching Mijenta in the UK as our first step towards realising our global aspirations for the brand. Mijenta distinguishes itself with its outstanding flavour profile created by our Maestra Tequilera Ana Maria Romero who works in tune with the land to create a tequila with provenance and phenomenal taste,”​ shares Mike Dolan, Co-Founder and lead investor in the brand.  

“Mijenta achieves its distinctive flavour profile through traditional methods, ranging from the selection of agaves from the best plots which are grown using zero pesticides and herbicides, to the fermentation of slow-cooked, unfiltered agaves to careful distillation in pot stills.

"Mijenta only uses fully mature, certified 100% Blue Weber Agave from the highlands of Jalisco, with a single plant taking six to eight years to reach maturity for harvest. The higher elevation of the Mijenta agave fields produces a smoother tequila with more fruitiness. Mijenta is also not filtered, which enhances its unique character and each bottle is individually numbered by hand.”

J'aime Original Kombucha

J'aime Original Kombucha

J’aime Original Kombucha, a new sparkling kombucha canned drink, has launched in the UK.

Founded and developed by entrepreneurial duo Martina Angelova and flavour expert Zoe Burgess (founder of drinks consultancy Atelier PIP), J’aime Original Kombucha is a green and white tea-based sparkling dry drink.

“Made using a unique combination of four of the world’s most exceptional white and green teas (Snow Bud, Jasmine Huang Shan Ya, Sencha and Jasmine Ying Zhen Silver Needle), J’aime Original Kombucha is made in small batch production in the UK and brewed in such a way that zero sugar remains (and with no sugar or additives added later), leaving a healthier, flavoursome and balanced liquid that is set to disrupt the popular dry drinks category,” ​says the duo. “It also contains just 2.3 calories per can.”

J’aime Original Kombucha is available to order as a 230 ml six-can case (RRP: £17.70) or a 12-can case (RRP: £29.98) direct from the J’aime website, with the duo seeking further retail partners post launch.

Kefir and coffee

kefir coffee

UK kefir brand Biotiful is expanding into coffee: mixing British cultured milk kefir with cold-brewed Arabica coffee to create a ‘barista style’ beverage.

The new line contains two SKUs: mocha and latte (RRP £1.60 per 250ml bottle).

“We are absolutely delighted to be bringing our expertise to the coffee category as we’re looking to grow penetration beyond our current consumer base,” ​says founder Natasha Bowes. 

“Our new RTD Kefir coffee gives us a significant opportunity to talk to a more millennial audience by offering a luxury RTD product that contains a ‘natural uplift’ alongside all the health benefits of kefir.

“Gut health is now one of the biggest health trends in the UK and the coffee category continues to explode. We know consumers are looking for beverages with a clean and natural ingredient list, and concerns around the downside of high caffeine and other energising ingredients are driving more people towards healthier and balanced products that achieve the same results.”

Shake Me Up


Latvian dairy and ice cream producer Food Union is giving a ‘modern twist to traditional dairy’ in the Baltics with the launch of a range of cross-category drinks, Shake Me Up.

Shake Me Up yogurt cocktails from the Valmiera brand are billed as a drinkable on-the-go snack. The products are ‘gentle in flavor’ with an ‘airy foam’ that is created by shaking the yogurt drink for 15 seconds.

Flavors include pineapple coconut pina colada, bubble gum, green apple, peach and plum.

“Consumers are increasingly searching for nutritious and health products to supplement their diets, but they also prioritize taste, ease of use and excitement the product brings, Valmeira Shake Me up products offer just that – an airy and bubbly moment of enjoyment, rich in taste,”​ says the brand.

Lyre's RTDs

lyres inset

Australian non-alcoholic spirit brand Lyre’s has launched two new dark spirit RTDs: American Malt & Cola and Dark n’ Spicy: in time for ‘Dry July’ and the chillier months in the Southern Hemisphere.

The American Malt & Cola is a blend of Lyre’s American Malt and premium cola.

The Dark n’ Spicy is a mix of ginger beer, lime, Lyre’s Dark Cane and Spiced Cane spirits.

The cans join Lyre’s expanding range of RTDs, which launched at the end of 2020 and to date include classic G&T; Amalfi Spritz; and Classico, a non-alcoholic sparkling-style prosecco.

Fundy Gin

fundy gin

Still Fired – a Nova Scotia distillery on the Bay of Fundy – is entering the US market with Fundy Gin.

The distillery was founded in 2015 by former commercial divers Owen Ritchie and Andrew Cameron, with an aim to produce elevated craft spirits in their native Nova Scotia.

“A one-of-a-kind gin offering a truly authentic Maritime taste, Fundy Gin is double distilled from 100% corn, then blended and proofed into a Vodka at 40% with local spring water,”​ says the brand.

“This is then added back into the Kirby still with eight carefully chosen local botanicals – including hand-picked, sun dried dulse - for its final run. It contains the required minimum 50% basket weight of Juniper, and in distilling, passes over Bay of Fundy beach stone. The result: delightful aromas of fresh rain, seaweed, sea salt, and ocean spray.”

Fundy gin is available for sale in the New York Metro area, with an SRP of $49.99.

Leffe Ruby 0.0%

leffe 00

Leffe has launched Leffe Ruby 0.0% in France this spring.

“This new product is ideal as the temperatures rise," ​says the AB InBev brand.

"Inspired by the growing trend for non-alcoholic alternatives, Leffe Ruby 0.0% is ideal for the aperitif on a terrace or as an accompaniment to a meal, thanks to its fruity taste and refreshing properties."

Leffe Ruby 0.0% follows the launch of Leffe Blonde 0.0% in 2020.

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