What's hitting the shelves? New beverage launches

By Rachel Arthur

- Last updated on GMT

New beverage launched: from hard seltzer to protein shakes

Related tags Npd

From hard seltzers to protein shakes, we take a look at some of the new beverages launching around the globe.

Hard Rock cocktails

hard rock cafe

Hard Rock International is launching Hard Rock 10% ABV Grab ‘n’ Go Cocktails; joining spirit-based Classic Hard Rock Cocktails and Hard Rock Hard Seltzers.

The 19.2-ounce cans are filled with Hard Rock-inspired flavors, including its classic Hurricane and the ever-popular Long Island Iced Tea. Each single serve, gluten-free 19.2-ounce can has a suggested retail price of $2.99.

Kimberly Manna, the Senior Vice President of Retail and Licensing for Hard Rock International, says: “The introduction of our Grab ’n’ Go Cocktails, joining our Classic Cocktails and Hard Seltzers, offer our fan base another opportunity to experience Hard Rock’s expanding spirit-based ready to drink options.”

Pumpkin spice protein shake

premier protein

Premier Protein has announced the return of Pumpkin Spice High Protein Shake in the US.

“With 30g of protein, 160 calories, 1g of sugar and 24 vitamins and minerals including antioxidants vitamins C & E, which help support a healthy immune system as part of a healthy diet and lifestyle, you can enjoy the flavors of fall all season long,”​ says the brand.

Vegan cream liqueur

Luxury vegan cream liqueur Lustre is launching in the UK on-trade this month: eyeing up rising demand for sustainable options and a 36% rise in demand for luxury, easy-drinking shots.


The range consists of three flavors. Pineapple cream with rum has notes of pineapple and lush coconut, with the body of rum. Strawberry cream with tequila contains strawberry paired with classic cream, and underpinned by the earthy warmth of high-quality tequila. Caffe Latte cream with vodka uses subtle coffee notes, swathed in cream and paired with clean vodka to create a silky smooth and sophisticated liquid.

The range champions sustainability, opting for a plant-base rather than dairy which produces 3x fewer CO2 emissions and with 85% of consumers preferring the taste, according to the brand.

Jose Cuervo cocktails

jose cuervo main

Jose Cuervo’s collection of Sparkling Cocktails is getting a rebrand with updated packaging alongside two new flavors: Tequila Mule and Strawberry Lemonade Margarita.

The sparkling cocktail portfolio has also released two new flavors: Tequila Mule and Strawberry Lemonade Margarita: joining existing flavors Sparkling Margarita, Sparkling Paloma, Sparkling Strawberry Margarita, and Sparkling Rosé.

Additionally, Cuervo has also expanded its Playamar Hard Seltzer line with two new flavors: Watermelon and Pineapple (joining  Lime, Grapefruit, Mango, and Black Cherry.)

All of these canned beverages are available now across the US, and all made with real Jose Cuervo tequila.

Nexba Nootropics


Australian all-natural sugar-free soft drinks brand Nexba has added Nexba Nootropics to its expanding portfolio of drinks in the UK.

The sparkling nootropics range is made with natural and active nootropic ingredients; are all sugar free and provide a ‘tasty wellness boost, supporting a healthy body and mind’. 
“With sales in Nootropics forecast to grow by 14% year on year, and Nootropics supplements having accounted for 3 billion dollars in sales in 2021, Nexba’s mission was to create a range that expertly blended the best active and all natural sugar free ingredients, without compromising taste," ​says the brand.

"Supported by targeted vitamins and flavours to deliver in line with their functional benefit, Nexba Nootropics are for everyone, from the health conscious consumer to the person looking to feel good, improve focus and be calm."

The new range includes Zingy Passionfruit Focus (features ingredients including Ginseng, Green Tea and Vitamin D to help fight the fuzzies and aid concentration); Pink Grapefruit Glow (‘the perfect addition to every skin routine, with Aloe Vera and Vitamin A & C to support glowing skin’); and Smooth Blueberry Calm (chamomile, Vitamin B6 and Ashwagandha).

The new drinks are available in Holland & Barrett.

Tequila seltzer


Casatera Tequila Seltzer is rolling out to four new US states next month, aiming to be in 1,000 stores by the end of the year.

The tequila seltzers launched in Florida in January and are currently available in four states (FL, MA, NH, ME). It is now rolling out in NY, NJ, CT, RI.

The 7% ABV tequila seltzers are zero sugar, zero carb and come in at 140 calories per serving.

Limited edition non-alcoholic brew


Non-alcoholic craft beer brand Partake has added an additional limited addition brew to its portfolio.

Mango Gose (SRP $24 for a pack of 12) joins Cherry Gose as part of the summer portfolio.

“Perfectly sweet with a hint of tartness, it will transport you to the tropics with a burst of flavor.​ With only 15 calories and 0 grams of sugar, you can indulge in guilt-free sipping,” says the brand.

Lemon and lime juices

coldpress lime

Juice company Coldpress, which uses HPP tech to treat its cold-pressed juices, has added 1L lime and lemon juices to its range.

Coldpress founder Andrew Gibb said: “Having set ourselves up as HPP juice enthusiasts, it would have been remiss of us to overlook the unique needs of both professional and ‘enthusiastic amateur’ mixologists, barmen, bakers, chefs and smoothie blending maestros who have all been seeking ways to add a little extra tangy zip to their favorite recipes.”

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