What's hitting the shelves? New beverage launches - from whiskey to tequila

By Rachel Arthur

- Last updated on GMT

New beverage launches: tequila NPD and tea innovations

Related tags Npd New product development Tequila Tea

There's plenty of celebrity launches this month - from whiskey to tequila - plus much more.

Jamie Foxx whiskey

Spirits incubator WES Brands has joined forces once again with actor, musician, and entrepreneur Jamie Foxx for the exclusive release of BSB Whiskey, an ultra-smooth flavored whiskey (pictured above)

Dedicating two years to the design and development of the new look and flavor, Brown Sugar Blend, dubbed “BSB,” is ready to debut, with Foxx joining as brand owner and creative director. 

Embodying the essence of ‘bolder, stronger, and better’, BSB Whiskey’s 70-proof liquid blends the aromatic spice of cinnamon with the sweetness of brown sugar.  A sleek, matte black bottle has a “BSB” chenille letter patch that glows in the dark: helping the bottle light up any social gathering.

"Last year was a record year for flavored whiskies. U.S. depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019*," said Lauren Kiyak, SVP of Marketing at WES Brands. "We knew we had an incredible opportunity on our hands. With Jamie's creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavors."

BSB Whiskey is sold in 750ml at 70% ABV and is available nationwide online and in limited quantities in the U.S. at select retailers for $24.99.

Lewis Hamilton's non-alcoholic tequila

almave landscape

Almave, a distilled non-alcoholic spirit from blue agave, is releasing its second expression: Almave Blanco.

The innovation is led by Casa Lumbre Master Distiller & PhD biochemist, Dr. Iván Saldaña Oyarzábal, in partnership with seven-time Formula 1 champion, Lewis Hamilton.

Following the debut of Almave Ámbar last year, Almave Blanco offers a ‘balanced, complex expression of pure blue agave’ — this time, crafted specifically for mixing.

Eying up the simultaneous growth the tequila and non-alcoholic categories, Almave ‘caters to a modern and unapologetic drinker who seeks the heritage and hand-crafted detail of their favorite spirit while pursuing a more balanced approach to drinking’.

Almave’s authentic taste comes from the coveted blue agave plant harvested in the highlands of Los Altos, Jalisco. The multi-step, traditional copper pot distillation process captures the freshly milled agave’s delicate aromas and flavors. Where Almave Ámbar was crafted with a bold flavor featuring notes of spice and sweetness for enjoying on the rocks or in spirit-forward drinks, Almave Blanco’s final form strikes a balance between sweetness, herbaceousness, and acidity—resulting in a complex, character-filled expression of pure blue agave, ideal for mixing.

Badger Bevs

Badger Bevs Expressions

US mixer brand, Badger Bevs, has added two new expressions to its portfolio, Sparkling Grapefruit and Ginger Ale.

The two new mixers join Badger’s current line of products which includes Club Soda, Ginger Beer and Tonic Water.

Created by founder David Vogel and in partnership with bartender Jillian Vose (Dead Rabbit, Death & Co), Badger Bevs champions a commitment to quality, recognizing that premium mixers are just as crucial to a good cocktail as the featured spirit. 

The Dreaming Tree's eco-revamp

dreaming tree

The Dreaming Tree, a California wine brand made in collaboration between musician Dave Matthews and winemaker Grayson Stewart, is relaunching its portfolio of wines.

By evolving the winemaking process and updating the packaging design, the relaunch transforms The Dreaming Tree into a more sustainable brand.

Dreaming Tree Wines has brought the winemaking process back to California; with practices for efficient water use, soil management, nurturing habitats for pollinators and beneficial insets, energy efficiency and groundwater protection in the vineyard.

A new packaging design includes a naked cork without capsule, which reduces unnecessary waste. The bottles are 1/3 lighter-weight than the average premium wine bottle, resulting in fewer emissions during production and transportation. Finally, the labels are made from 100% post-consumer recycled content.

Dreaming Tree Wines continue to collaborate with The Nature Conservancy, and their Plant a Billion Trees program (for every bottle of Crush Red Blend or Cabernet Sauvignon sold, Dreaming Tree will help plant a tree across the U.S. with the charity). To date, the brand has helped plant over 365,000 trees, and has contributed over $2m to environmental charities.

Nescafé Gold Espresso and Nescafé Ice Roast


Nescafé has launched two new instant offerings in the US: Nescafé Gold Espresso and Nescafé Ice Roast.

Nescafé Gold Espresso is available in both Blonde and Intense roasts. Consumption of espresso-based beverages has surged 30% since the pandemic, according to the National Coffee Association.

Nescafé Ice Roast is Nescafé’s first-ever cold-liquid-dissolvable coffee is made to be mixed with cold water or milk. Some 57% of Gen Z are regularly drinking cold coffee beverages, according to Mintel stats.

"The coffee drinking habits of Americans are ever-changing, but we continue to see a growing demand for espresso-based and cold coffee beverages – alongside an increasing interest in making these café-quality beverages from home," said Jonathan Iams, Director of Nescafé U.S. Brand Marketing.

Nescafé Gold Espresso (3.5 oz. bottle, equivalent to 50 cups) and Ice Roast (6 oz. bottle, equivalent to 85 cups) are now available at retailers nationwide for an MSRP of $7.39, prices may vary by retailer.

Ginger kick

monin landscape

Syrup brand Monin has launched a new addition to its concentrates range: ginger concentrate.

The ‘fiery, on-trend flavor’ enters the market in the UK in time for summer, adding a kick to cocktails and mocktails and putting a refreshing twist on ginger beers and lemonades.

The concentrate is made from 39% real ginger juice and containing only natural flavorings, and is vegan-friendly.

Lee Hyde, Senior Beverage Expert at Monin, said: “Spice and spritzes are predicted to be key trends for spring and summer 2024 amongst consumers, 57% of whom are willing to pay extra for a premium quality cocktail. Monin recommends Ginger concentrate for adding flair to the classics of these categories – ginger spicy margaritas are set to be al fresco hits as the weather heats up. We’re positive that the exceptional flavour of Ginger concentrate will help the hospitality industry craft those premium experiences for valued customers, minus the hassle of manual ginger juicing.’

The ginger concentrate is supplied in 70cl glass bottles and is available from importer Bennett Opie as well as across various wholesalers in the UK.

smartwater launches into cans

smartwater land

Coca-Cola’s smartwater has launched into cans.

Both smartwater and alkaline with antioxidant are now available in sleek aluminum cans, with the packaging ‘drawing upon the same branding consumers recognize and love, featuring the same iconic smartwater colors with a modern design’.

The launch is accompanied by activations across out-of-home, radio, digital creative, social media and influencer extensions.

Alcohol-free wines for food pairings

moderato landscape

French de-alcoholized wine brand, moderato, has launched Cuvée Révolutionnaire in the UK. The new line of premium alcohol-free wines pioneers new technology and has been specially designed to be enjoyed with food.

The range is moderato’s second launch, following the debut of its inaugural line in the UK in July 2023.

For this new line, moderato has used a novel technique of aroma recovery, called True2Aroma, during the low-temperature vacuum distillation of the base wines. This is a proprietary method which allows the aromas to be separated from the extracted alcohol and added back to the end product.

Retailing at £13, the new range includes the zesty Colombard, the spiced Merlot-Tannat with notes of black fruits and vanilla, and the 100% merlot Blanc de Noir, with a consistent bubble and hints of almond. All three current SKUs are available through the UK’s home of Low & No, London’s Club Soda Tasting Room, Shop & Bar in Covent Garden, on their website for national delivery, and wholesale via Wise Bartender. Soon to be added is a rosé; a Gros Manseng-Merlot blend with notes of ripe red fruit and a hint of citrus.

Danny Harper, Export Director for moderato says of the launch: “We’re so pleased to be able to announce the addition of our first range of estate wines to our portfolio. Harvested and vinted in our vineyards in Côtes de Gascogne, this range has been praised for its unprecedented elegance and complexity by esteemed wine professionals in France and internationally. We believe the Cuvée Révolutionnaire marks the next generation of alcohol-free wines, and we’re very much looking forward to introducing them to the UK market.”

Cindy Crawford tequila

casamigos landscape

Supermodel and entrepreneur Cindy Crawford and Casamigos Tequila founders George Clooney, Rande Gerber and Mike Meldman have teamed up to introduce Casamigas Jalapeño Tequila.

Inspired by Cindy Crawford’s drink of choice (a skinny, spicy Casamigos margarita), Casamigas is an ultra-premium, 100% blue weber agave jalapeño tequila that is naturally flavored with jalapeños to create a ‘spicy yet balanced tequila with just the right level of heat’. It is best served in spicy margaritas or as a chilled shot.

Casamigas Jalapeño Tequila is now available across the US and offered in key sizes of 750mL and 1L with average MSRPs of $49.99 and 1L $60.99.

Looking for more beverage NPD?

duo rum

BrewDog Distilling's White Rum (pictured right) 'blends Scotland with the Caribbean'; while Ghost Tequila launches a tequila with a pinch of ghost pepper.

Read about more beverage launches here!

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