What's hitting the shelves? New beverages launches

By Rachel Arthur

- Last updated on GMT

Kombrewcha's new look. Pic: Kombrewcha.
Kombrewcha's new look. Pic: Kombrewcha.

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From cannabis beverages to biodynamic whisky, we take a look at some of the new products launching this month.

Truss' new cannabis beverages

bedfellows higher res

Truss Beverage Co and Two Roots Beverage Co have launched two cannabis beverages under the Bedfellows Liquid Arts brand.

When creating the Bedfellows brand, we were inspired by the notion of two unlikely partners coming together to bring something entirely new and unexpected to the CIB-category​,” said Lori Hatcher, Head of Marketing at Truss Beverage Co.

As experts in creating the best crafted cannabis beverages, we’re thrilled to partner with Two Roots to launch our first collaborative cannabis brand, which we know consumers have appetite for.​”

The two beverages are Bedfellows Indie Pals and Bedfellows Haus Mates, both of which were ‘made for avid cannabis users’. They are available across authorized local cannabis stores and authorized online retailers across Canada from this month.

Truss is a joint venture between MolsonCoors Canada and HEXO Corp.

5-hour Energy launches 16oz beverage can

5_hour_ENERGY_Beverage

Living Essentials, the makers of 5-hour ENERGY shots, has launched a 16oz carbonated energy beverage version.

"5-hour ENERGY is already a top three energy brand, so the addition of the 16-oz carbonated beverage product is a natural progression,"​ CEO and Founder Manoj Bhargava said.

The new beverages are available in three flavors: Berry, Grape and Watermelon. They will be distributed across the US via independent beverage distributors and other channels.

The 2-oz 5-hour ENERGY shot has nearly 90% market share in the category and is available at more than a quarter-million retail locations.  

GURU Guayusa Tropical Punch

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GURU Guayusa Tropical Punch has joined the GURU (pronounced gway-yoo-suh) line-up.

The new drink is a rich, fruity plant-based energy drink, inspired by the Jivaro people of Ecuador and infused with organic, energy-boosting ingredients. “Like its sister products, Guayusa Tropical Punch is completely natural, low in calories and high in energy – it’s an energy drink that makes you feel good and one you can feel good about drinking,”​ explains the brand.

With the addition of Guayusa Tropical Punch, GURU is now available in five flavours, including GURU Original, GURU Lite, GURU Matcha and GURU Yerba Mate which launched last year.  

GURU Guayusa Tropical Punch is now available in most convenience and grocery stores across Quebec, through GURU’s exclusive Canadian distribution partner, PepsiCo Beverages Canada, and will be available in other Canadian provinces in the spring of 2022.  

Biodynamic whisky

Biodynamic Luna Bottle+Box (1)

Speciality Brands, a premium drinks agency, is launching Waterford BIODYNAMIC: LUNA this month: claiming the world’s first whisky distilled from biodynamic barley.

As part of the brand’s quest to unearth whisky's most natural flavors, Waterford Distillery has applied biodynamic farming philosophy to whisky making. The bottling joins the distillery's Arcadian Series, which aims to showcase the flavours produced by resurrected ways of farming methods and rare barley varieties.

For the Demeter-certified BIODYNAMIC: LUNA, three Irish growers – Trevor Harris, John McDonnell and Alan Mooney –  stepped up to the challenge of applying these unusual agricultural practices to growing barley. Each run their farms according to esoteric principles derived from a 1924 series of lectures by the Austrian polymath Rudolf Steiner which draws upon ancient lore of lunar cycles and exotic preparations as it seeks to charge soils with vitality and crops with vibrancy.

BIODYNAMIC: LUNA is matured in a combination of 35% first-fill US oak; 17% virgin US oak; 26% Premium French oak; and 22% Vin Doux Naturel oak.

In addition, a new bottling of ORGANIC: GAIA has been also been released, drawing from the 2016 harvest. This has been matured in a combination of 39% first-fill US oak; 17% virgin US oak; 19% Premium French oak; and 25% Vin Doux Naturel oak.

Waterford BIODYNAMIC: LUNA (70cl) RRP: £89.95 and ORGANIC: GAIA 2.1 (70cl) RRP: £77.00 are now available in the UK.

Captain Morgan Sliced Apple spirit drink

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Diageo’s rum brand Captain Morgan is launching new Captain Morgan Sliced Apple spirit drink in the UK.

“Following a huge surge in the demand for flavored spirits, the Captain has listened and answered with a true crew crowd-pleaser,”​ says the brand.

“The new Captain Morgan Sliced Apple spirit drink marries bold notes of apple carefully balanced with Captain Morgan’s unique signature taste, unlocking a flavor sensation.

"With a variety of easy-to-create serve options, whether mixed with lemonade or simply over ice, it can also be heated up in a hot toddy cocktail on those colder nights.”

The spirit drink is available in Asda and select convenience stores.

New look for Kombrewcha

Kombrewcha Group Shot 1

US hard kombucha brand Kombrewcha is unveiling a new look at feel this fall.

“The Brooklyn-born booch’s new colorful and vibrant packaging is rolling out nationwide now and will aid in helping the product catch the interest of curious consumers on-shelf, while making it easier to find for the brand’s incredible fans,”​ says the company. “The new look reiterates the brand’s playful, yet approachable, personality.

“The brand’s look may be different, Kombrewcha remains the same hard kombucha that fans, old and new, know and love - USDA Certified Organic, gluten-free, made with fair trade black tea, a sessionable 4.4% ABV and available in four unique and delicious flavor combinations, including: Berry Hibiscus, Ginger Lemon, Mango Pineapple and Blood Orange.”

The hard kombucha category enjoyed a 70% YOY increase in dollar sales [IRI 52 weeks ending 9/26/21].

Żubrówka Rosé

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Vodka brand Żubrówka has launched Żubrówka Rosé, a light berry infused drink with ingredients sourced from the primeval Białowieża forest in Poland.

 
“Combining history and heritage with outstanding taste, Żubrówka Rosé is infused with forest raspberries and cranberries, and contains no artificial flavors,”​ says the brand.

“Paying homage to its traditional Polish heritage, dating back over 500 years, Żubrówka Rosé contains a blade of Bison Grass which is placed by hand into each bottle. 

 
“With its clear links to nature and lower 32% ABV, Żubrówka Rosé is the perfect choice for consumers seeking a lighter, more natural and refreshing spirit to create a colorful range of cocktails ahead of the Christmas season.” 

Żubrówka Rosé is available in 430 Sainsbury’s stores across the UK (RRP £20) and online at Amazon.

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