Premiumisation and cross‑category collaboration continue to define beverage NPD, with spirits producers partnering with hospitality, fashion and film to extend brand reach. At the same time, traditional categories like sparkling wine are leaning into longer ageing and estate‑driven craftsmanship.
Functional hydration remains a fast‑growing space, with electrolyte and gut‑health products upgraded through cleaner labels and targeted benefits. Natural formulations and family‑friendly positioning continue to drive consumer appeal in this segment.
Heritage alcohol brands are also reformulating core mixers and repositioning them for both cocktail and standalone consumption. Trade‑focused strategies and global relaunches underline how established players are adapting to the premium non‑alcoholic trend.
Across the spirits category, collaborations with restaurants and entertainment franchises are fuelling new formats and limited releases. Producers are using cultural relevance, design and specialty serves to build excitement across on‑premise and digital channels.
Gusbourne Rosé 2020
Gusbourne has released its Rosé 2020, a sparkling wine built on a warm, steady growing season and extended lees ageing.
The wine forms part of the producer’s continuing focus on premium English sparkling expressions crafted from estate-grown fruit.
The vintage draws on hand-picked Chardonnay, Pinot Noir and Pinot Meunier from south-facing vineyards in Kent and West Sussex (England). Steady warmth through spring and summer delivered balanced ripeness, while dry conditions ahead of harvest supported the development of clean, concentrated fruit.
Fermentation took place mainly in stainless-steel tanks, with 11% of the blend aged in French oak for additional weight and texture. The wine was bottled in June 2021 and has undergone 56 months of lees ageing ahead of release, reflecting the producer’s long-maturation approach.
The result is a structured, fruit-led rosé that balances intensity with freshness thanks to its high proportion of Chardonnay. Gusbourne positions the wine as a versatile pairing option for richer seafood, pork dishes and fruit-led desserts. It will be available from 20 April 2026 via gusbourne.com at £55 per bottle, with a member price of £45.
Kinderlyte hydration
Kinderlyte has expanded its ready-to-drink oral electrolyte line with two new variants designed to support immune and gut health.
The drinks are formulated with a balanced mix of sodium, potassium, chloride and glucose to provide everyday hydration for adults and children, and they are free from artificial sweeteners, dyes and flavours.
Kinderlyte Plus Immune Support includes 3.1mg of zinc per bottle and is positioned for on-the-go functional hydration. The variant comes in a raspberry lemonade flavour with a sweet–citrus profile and has an SRP of $32.99 for a six-pack.
Kinderlyte Plus Gut Health incorporates prebiotics for gut support and also contains zinc for immune benefits. It features a crisp apple flavour and smooth finish, and is also priced at $32.99 for a six-pack.
Faccia Brutto Lugermeister
Faccia Brutto Spirits has unveiled Lugermeister, its first restaurant collaboration, developed with Peter Luger Steak House.
The release marks a move beyond the amaro producer’s Italian‑American core range into a German‑style Kräuterlikör reflecting the steakhouse’s heritage.
The spirit is built on a neutral grain base sourced from upstate New York and macerated with botanicals including poppy seed, gentian, juniper berry, kola nut, licorice root and sarsaparilla. After a two‑week maceration, it is sweetened and bottled at 30% ABV, with the final recipe shaped through nearly a year of joint R&D and more than a dozen iterations.
The label combines Faccia Brutto’s Art Deco design with an illustration of Peter Luger’s Williamsburg frontage. Both teams position Lugermeister as a versatile digestif suitable for neat pours, hot coffee serves with schlag (cream) or as a cocktail component such as a Black Manhattan.
Lugermeister is available exclusively on‑premise at Peter Luger locations in New York, with Las Vegas to follow. Bottles are also sold online via Faccia Brutto Spirits and Astor Wine & Spirits, priced at 45 dollars for 750 ml.
Stoli Ginger Beer
Stoli is relaunching its Ginger Beer in 2026 with a revised recipe focused on natural ingredients and upgraded positioning as a premium mixer.
The new formula incorporates ginger, chili, lemon juice and caffeine sourced from coffee beans, with the brand targeting both cocktail use and the growing non‑alcoholic refreshment space.
First introduced in 2014 as a mixer for the Stoli Mule, the product has since expanded into standalone consumption, reflecting demand for spicier, functional non‑alcoholic options. A 2025 test phase saw revised packaging and market activation trials, and strong trade feedback prompted the pivot toward fully natural flavours. The refreshed version will roll out globally between Q2 and Q3 2026.
The liquid is described as naturally cloudy with a light ginger aroma, mild carbonation and a balanced profile combining sweetness, spice and a dry finish. Stoli positions the product as a premium non‑alcoholic mixer with an energy lift, aimed at consumers aged 25 to 40 as well as bartenders seeking a versatile cocktail component. The brand is planning wider distribution, cross‑merchandising with Stoli Vodka and region‑specific menu placements.
The 250ml cans carry a recommended EU price of €1.99, with expansion focused on Southern Europe and APAC after strong 2025 performance in Central America, the Caribbean and Northern Europe.
Grey Goose Prada
Grey Goose has launched a global campaign linked to 20th Century Studios’ upcoming release The Devil Wears Prada 2, arriving in cinemas on 1 May.
The activation spans original content featuring Heidi Klum, limited edition packaging, bespoke cocktails and pop‑ups, with the brand positioning the partnership as an intersection of fashion, film and premium cocktail culture. The activity continues the vodka producer’s long running presence in fashion, including work across major fashion weeks.
The campaign centres on The Devil’s Roast, a twist on the espresso martini crafted with Grey Goose vodka and finished with gold‑dusted coffee beans. Klum fronts the hero content piece created with BBH USA, tying the drink’s precision to the world of Runway Magazine. Grey Goose states the collaboration reflects its strategy to align with culturally resonant global moments while reinforcing its craftsmanship credentials.
Market activations will feature the cocktail on menus in premium bars and restaurants in London, alongside UK events and in‑cinema activity. Canada will carry high‑impact media featuring the film‑inspired serves.
