What's hitting the shelves? New beverage launches - from gin shots to non-alcoholic rosé

By Rachel Arthur

- Last updated on GMT

New beverage launches: from alcohol-free whisky innovation to tequila NPD

Related tags Npd rose wine Whisky New product development Gin RTD alcohol Cocktails

From gin shots to non-alcoholic rosé, we take a look at some of the latest beverages launching around the globe.

Surfside's new flavors

US canned cocktail brand Surfside has launched five new flavors for the summer months (pictured above).

The new 4.5% ABV drinks are: Raspberry Lemonade + Vodka; Strawberry Lemonade + Vodka; Black Cherry Lemonade + Vodka; Raspberry Tea + Vodka and Green Tea + Vodka. The brand is also launching a new lemonade variety 8 pack.

The Philadelphia company, founded by brothers Matt and Bryan Quigley, and Clement and Zach Pappas, achieved 1.3 million cases sold in 2023, growing 563% on the previous year. 

Surfside is also ramping up distribution nationwide to 48 states, compared to a presence in just seven states at the beginning of 2023.

Surfside is made with premium vodka and real tea, and a can contains 100 calories and 2g of sugar.

“We take enormous pride in crafting the best-tasting ready-to-drink products in the industry," said Surfside President Matt Quigley. "All of our Surfside Iced Tea and Lemonade flavors have been developed in-house with our team, from the formulation to the branding and packaging."

Not A Celebrity Tequila

not another celebrity tequila

In an era of ‘seemingly endless celebrity-backed brands and consumer fatigue’, Not A Celebrity Tequila launches this month.

Developed in Los Altos, Mexico at the Galindo distillery, Not A Celebrity Tequila (NACT) is made only from agave and water.

At a $40 price point, NACT says it wants to serve as a stepping stone from mass-produced, celebrity-endorsed options to a spirit of consistent quality and authentic flavor. 

The premium tequila says it can offer consumers a compelling reason to explore the world of tequila beyond the glitz and glamor, and captivate the burgeoning market of novice consumers: converting them from the allure of celebrity-endorsed spirits to a higher quality spirit. It also hopes to appeal to veteran tequila connoisseurs who recognize the spirit’s heritage and craftsmanship.

Delevingne non-alcoholic rosé

DV-ZERO-Apr24-01 (2)

Della Vite, the brand founded by the Delevingne sisters, Chloe, Poppy and Cara, is launching Della Vite Zero, a non-alcoholic sparkling Rosé, available exclusively at Selfridges in London this June.

Della Vite Zero has set out to fill the gap with a premium non-alcoholic sparkling rosé that appeals to wine connoisseurs and gourmands; a brand evolution that authentically represents where the sisters are currently in their lives.

With the upward trajectory of non-alcoholic drinks growing exponentially, the sober curious movement is increasingly showing a desire for alternatives that prioritise flavor. Crafted with authenticity and togetherness, Della Vite combines jovial passion with celebration in every sip. Expect guilt-free bubbles with fragrant notes of red berry, cherry and blossom on the nose before fresh red apple flavors on the palate finishing with smooth bubbles that mimic the sensation of sparkling wine.  

56.8% of people are dissatisfied with the options available and alongside this, 71% of consumers are also becoming more health conscious, concerned about the long-term effects of alcohol consumption.

Della Vite Zero claims one of the lowest sugar and calorie levels in the market, offering the perfect bridge between those seeking healthier options without compromising on taste or quality.

From one family to another, the Delevingne sisters work closely with a 4th generation French wine-making family in the region of Beziers, France, who cultivate Della Vite Zero using Grenache grapes, which undergo a careful de-alcoholisation process to retain the complex flavour and increase the freshness of the wine.

Gin shots 


Scottish premium shot company WATTSHOT is launching for the first-time in its home market of Scotland, having first debuted abroad in upmarket bars in Ibiza and Delhi as the ‘first and only’ gin shot.

The liquid’s cherry blossom flavor delivers a brand new experience for all gin-lovers; with plans also in place for a full range of premium shots.

Launching in conjunction with Merchant Leisure Group, WATTSHOT’s gin shot is stocked across five of Edinburgh’s top venues: The Piper’s Rest, Jackson The Tailor, The Newsroom, The Railbridge and Burgers & Beers Grillhouse - also listed across the country and available from Inverarity Morton, a Scottish wholesaler. 

WATTSHOT’s gin shot combines a scientific approach with all-natural ingredients; a unique mix of eight rooted botanicals for a herbal flavor combined with cherry juice. Using compatible molecules to remove the need for a mixer, balancing all-natural sugars, amino acids, salts and alkaloids - the key factors that determine taste.  

Developed over 9-years by master taste-maker Stuart Logan, and brought to market by Scottish entrepreneur Doug Everest, WATTSHOT’s first release is carefully engineered to leave a lasting, unique, electric tingle in the mouth with a cherry taste and floral aroma. 

WATTSHOT should be drunk chilled as a shot, but can also be enjoyed over ice, mixed with tonic or in a cocktail.

Four Loko

Four Loko Range

US RTD brand Four Loko has gained its first national retail listing in the UK via distributor Red Star Brands.

Three flavors of Four Loko – Tropical, White and Blue – will be included in the launch with at least one SKU available in 451 Morrisons and 671 Morrisons Daily stores.

Four Loko is a high ABV vodka-based drink in 440ml cans (8.4% ABV) in nine flavors – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz, Sour Apple and new Dark Berry Burst.

The US brand launched into the UK in 2021 and has become the #5 brand in total GB convenience. It is one of the fastest growing RTD brands in the UK adding £7m value growth to the category in the last 52 weeks. [IRI L52wks to 18 February 2024].

With the total flavoured alcoholic beverages market worth £510 million in the UK, Four Loko has the #1 fastest selling SKU & 8 of the top 13 fastest selling SKUs in GB convenience (value).

Four Loko was developed in the USA in 2005 by three friends who met while in college. It has established itself as the leading RTD brand in the US, with its broad range of flavors and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers.

Four Loko flavors include White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz, Sour Apple and new Dark Berry Burst in 440ml cans (8.4% ABV).

Japanese launch for zero-proof whisky alternative

spirits of virtue

Scottish company Spirits of Virtue is launching its Glen Dochus Scottish Blend in Japan.

Flavorists at the firm have crafted a brand-new version of its existing Glen Dochus Scottish Blend whisky alternative for Japan – one of the most important markets for Scotch whisky outside of Scotland.

According to latest figures from the Scotch Whisky Association, 60 million 70cl bottles of Scotch were exported to Japan last year, with a market value of £170m. However, drinks market analysist IWSR cites Japan as one of the top 10 countries driving no- and low-alcohol purchases, with these markets combined accounting for approximately 70% of global no/low-alcohol sales.

“Japanese consumers appreciate quality,” said Spirits of Virtue co-founder Roddy Nicoll. “They view Scotch whisky as a premium product with a rich history and tradition. With this in mind, we’re thrilled to introduce our non-alcoholic alternative to this exciting market. Designed specifically for the Japanese palate, Glen Dochus Scottish Blend offers a mild and complex flavor that reflects the union of Japanese values and our award-winning craftsmanship.”

Glen Dochus Scottish Blend will ship to Spirits of Virtue’s Japanese distribution partners Nichifutsu Boeki and Union Liquors later this month. The shipment will also include popular Spirits of Virtue gin alternatives Pearsons London Botanic and Pearsons Hibiscus & Rose, as well as Seven Giants Blanco, a non-alc take on tequila also made on the banks of the Clyde.

“This is a significant milestone for our family business,” said Nicoll. “It’s the culmination of three years complex work and reformulating recipes to meet the stringent standards set by Japan’s Ministry of Agriculture, Forestry and Fisheries while maintaining the exceptional taste and quality our botanical products are known for around the world. To be among the first non-alc spirits imported into Japan underlines our pioneering spirit and commitment to excellence.”  

Established in 2018 by brothers Roddy and Kerr Nicholl, 2024 marks a ‘springboard year’ for the company​, with production jumping to 750,000 and with the goal to reach 1.5 million in 2025. Spirits of Virtue ships to 17 countries worldwide, produces own-label non-alcoholic spirits for ASDA, and is currently seeking new investors through a Seedrs fundraising campaign to boost its expansion strategy.

More beverage NPD!


ZOA Energy has launched its latest flavor - green apple - and Red Bull has launched Summer Edition Curuba Elderflower.

Find more beverage innovation in last week's roundup here​.

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