New beverage launches: tequila NPD, energy drink innovation, and more

Beverage innovation is important. It taps into the evolving tastes and preferences of consumers, responding to trends such as health and wellbeing and sustainability. Secondly, it helps brands differentiate themselves in a highly competitive market, attracting new customers and keeping excitement for existing ones. Innovation also creates opportunities for new products, flavors and packaging solutions: enhancing the overall consumer experience. Olmeca Silver Tequila: Limited edition designs Pernod Ricard’s Olmeca Silver Tequila has released three global limited-edition bottles (pictured above). Created in partnership with Oaxacan workshop "Una Inspiración de Mi Vida", run by acclaimed Tonas y Nahuales artist Victor Fabian – a third-generation artisan from Oaxaca’s Central Valley – the limited-edition artwork for Olmeca Silver spotlights traditional Zapotec craftsmanship through vibrant, quirky interpretations of this Mexican folk art. The ‘Most Fantastic Edition’ bottles feature three curious creatures in bright, bold colorways: the charismatic Xolo Dog, the sociable Chameleon, and the multi-tasking Octopus. "Our new limited-edition line-up combines Olmeca’s playful, party spirit with Mexican tradition and has been designed with fun-seeking, Gen Z and millennial consumers in mind,” says Daniela Via, VP Marketing & S&R at House of Tequila – Pernod Ricard. “This audience is increasingly looking to nightlife and bar spaces as outlets for self-expression, and we want to be the brand to help them embrace this. By spotlighting three distinct Tonas y Nahuales to which shoppers can relate, we’re fostering a deeper emotional connection for Olmeca. “As well as appealing to our core audience, the new limited-edition packaging is also aimed at tapping into the global appeal of Mexican culture. You only have to look at the international prevalence of Mexican cuisine and cocktails to see how popular this trend is.” The limited-edition Olmeca Silver bottles (700ml, 35% ABV) are rolling out in various global markets across both the on and off-trade (€22 RRP, the same as Olmeca Silver), including China, Turkey, South Africa, Zambia, Ukraine and Romania. California Dreamgin' James May, best known as a presenter on TV show Top Gear, has launched JG 05 California Dreamgin’ – a vegan gin made with mushrooms and patchouli. Inspired by the laid-back lifestyle and sunny climate, May decided to work with Downton Distillery to create a brand new flavour to add to the James Gin collection. California Dreamgin’ - distilled with mushroom and patchouli - can be perfectly paired with tonic. It joins a range that includes Asian Parsnip, American Mustard and London Drizzle, (inspired by the smell of rain on London pavements.) However, this is the first time one of James’ creations has been officially certified vegan. Celsius launches in Australia Premium US lifestyle energy drink brand, Celsius, has made its debut in Australia. The drink – which passed the $1bn sales milestone last year thanks to success in its home US market – is now rapidly expanding around the globe and ramping up production . “Celsius is strategically expanding into new markets and we’re thrilled to further widen our global footprint to include Australia,” commented Kyle Watson, Chief Marketing Officer at Celsius. “Australia presents an exciting opportunity to connect with a community that shares our passion for living fit.” Celsius energy drinks arrive in Australia with four dynamic, fruit-forward flavors, including: Sparkling Kiwi Strawberry, Sparkling Watermelon Lemonade, Sparkling Green Apple Cherry, Cosmic Vibe, and Sunset Vibe. Available now at 7-Eleven, the launch is in collaboration with Suntory Oceania, the exclusive manufacturing, sales, and distribution partner in Australia. Non-alcoholic wine American wine brand 90+ Cellars has launched its first non-alcoholic wines. The wines, a Sparkling Brut and Sparkling Rosé, are made using traditional winemaking methods. To finish the wines, the alcohol is removed through reverse osmosis, a technique designed to preserve the aromas and flavors, resulting in fresh, fruit-forward wines. The two sparkling varieties are low in calorie as well as sugar, and are offered at an accessible price point of $12 per bottle. With less than 0.5% ABV and only 25 calories per serving, 90+ Cellars’ non-alcoholic sparkling wines are sourced from a winery partner in the South of France. The Brut is made from Souvignier Gris grapes and has notes of citrus, stone fruit and honeysuckle. The Rosé is made from Grenache grapes and has notes of strawberries and raspberries. “Drinking culture, especially in younger generations, is changing,” Alexandra Shaughnessy, Wine Director at 90+ Cellars, said. “And while the low abv/no alcohol market has been predominantly owned by the beer industry, nonalcoholic wines are gaining popularity, and are expected to rise 7% globally through 2027. This growing interest, in addition to the meteoric rise in sparkling wine consumption in recent years, makes us believe this is the perfect time to enter the market with delicious, everyday-priced dealcoholized sparkling wines.” Four Loko Black Premium vodka-based RTD brand, Four Loko, has released its new limited edition flavor Black – which consists of a ‘surprisingly green serve’. With notes of kiwi and an ABV of 8.4%, Four Loko Black promises to deliver a ‘fresh and fruity blast to excite the senses as never before’, while the black and green can is for high on-shelf visibility. Four Loko has launched in the UK for a limited time only in 440ml cans at a RRP of £3.49. “We know that NPD drives consumer interest in the RTD category so we’re excited to add some more vibrant colour in the run-up to Christmas,” said Clark McIlroy, managing director of Four Loko’s UK distributor Red Star Brands. “Dark Berry Burst launched in May 2024 and is now the number 2 fastest selling SKU behind Four Loko White, so we have high hopes for Black. “The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalize on this popularity.” Kingfisher Ultra Kingfisher drinks has launched Kingfisher Ultra, a super-premium world beer with an ABV of 5%, in the UK. Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20% between 2021-2023. Ultra is ‘crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, and brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue’. The distinct and stylish clear glass bottle and unique pull-crown lid are designed to give a premium look and feel. Ultra responds to the consumer trend of drinking less but better. In India, the brand has built its reputation through premium associations, such as sponsoring premium festivals like the Sunburn festival in Goa, as well as fashion shows and other top end events which typically attract more affluent consumers. Andy Sunnucks, Senior Brand Manager at Kingfisher Drinks, said: “Imported directly from India, Ultra really hits the spot with its light crisp taste and smooth finish and is the perfect addition to our growing Kingfisher portfolio. A year ago, we introduced Kingfisher Zero into the no and low category, so along with the original Kingfisher Premium, Kingfisher Ultra will complete our offer which now suits a wide range of consumer tastes.” LALO Tequila High Proof LALO Tequila has released High Proof, its first limited edition expression. Crafted with just three simple ingredients – mature agave, well-water, and champagne yeast – High Proof elevates blanco tequila to unprecedented heights and boasts a robust 54% ABV. High Proof features a ‘unique flavor profile with tasting notes of cooked agave, delicate floral hints, and a peppery finish complemented by a distinctive minerality’. The production of this expression mirrors that of LALO’s original blanco, using handpicked agave from the Jalisco highlands and a traditional cooking method, undergoing two distillations to preserve the agave's integrity. However, High Proof is undiluted to achieve a bolder flavor profile.

What's hitting the shelves? New beverage launches: from Olmeca to Celsius

From limited-edition tequila to energy drinks, we take a look at some of the latest beverage launches around the globe.

What's hitting the shelves? New beverage launches: from Olmeca to Celsius

From limited-edition tequila to energy drinks, we take a look at some of the latest beverage launches around the globe.

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