April 1 is the day when brands tap into their funny side and play a joke on their followers. 2025 is no exception...
Savory Spritzers
Natural Grocers, the largest organic and natural grocery retailer in the US, has introduced a new ‘savory sipping experience’ with its new spritzers.
The drinks are ‘inspired by rustic gardens, friendly farms, the salty sea breeze and the quiet solace of a late night on the couch’.
The spritzers come in four varieties: onion water, roasted chicken water, clam water and mac & cheese fizz water.
“We’re excited to bring these unforgettable flavors to our customers,” said a spokesperson for Natural Grocers. “Trends may come and go, but water is timeless.”
Majestic Wine’s lickable labels
Majestic Wine today announced new ‘Lickable Labels’ on its exclusive ‘Definition by Majestic’ range, with the first bottles now available in store.
“The Definition range brings the world’s greatest wine styles to Majestic customers,” announces the brand. “Lick the designated patch while reading the tasting notes to sample and experience the wine before you pop the cork.”
Hot sauce flavor for lemon water
Atlanta’s lemon water brand Lemon Perfect is teaming up with Zab’s Hot Sauce for a spicy Instagram collab.
The debut of a fake Hot Honey Lemon Perfect flavor — ‘equal parts sweet, sour, and sizzling’ - can be found across the brand’s Insta today.
Dirty Martini Kombucha
California brand Health-Ade Kombucha is teasing a Cozy Night In kombucha pack.
The pack features never-before-seen “flavors” like Dirty Martini, Birthday Cake, and Popcorn.
Heineken skin cream
Heineken Silver is taking the smoothness of the brew beyond beer with the launch of The Heineken Smootheriser: a skin cream as silky as its brew.
The Heineken Smootheriser is a beauty cream, which – ‘blurring the boundaries between beer and beauty’ – draws inspiration from Heineken Silver’s crisp easy drinking formula.
At a time when consumers are engaging with brands in more unexpected ways, Heineken Silver is leading into cultural trends, stepping beyond traditional marketing to create something playful and disruptive.
Launched in Asia, the unexpected creation taps into skincare’s popularity surge.
Incredibly, Heineken insists the Heineken Smootheriser skin cream ‘started as a joke but was just too smooth to not make real’.
“The Heineken Smootheriser is not just about jumping on the latest trends,” said Nabil Nasser, global head of the Heineken brand. “It’s about Heineken’s move to blend humor, innovation, and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both.”
