Premiumisation remains a clear theme across new beverage launches, with established alcohol producers extending brand equity into new formats designed to capture value rather than volume. Ready-to-drink continues to evolve beyond convenience into a quality-led, flavour-authentic category.
Functionality is also broadening, as soft drinks brands move away from single-claim propositions towards multi-benefit formulations. Energy, focus, hydration and beauty-support ingredients are increasingly being combined into lighter, everyday formats.
At the same time, sugar reduction is becoming a strategic priority rather than a reactive measure. Ingredient suppliers and manufacturers are developing scalable, natural solutions that allow brands to meet regulatory thresholds without sacrificing taste or label simplicity.
In wine, targeted propositions designed specifically for the UK market are helping suppliers unlock pockets of growth despite broader category pressure. Rosé, in particular, continues to attract younger consumers and incremental spend in the off-trade.
Bruichladdich RTDs
Islay, Scotland, distillery Bruichladdich has entered the UK ready-to-drink category for the first time through a limited-edition collaboration with bartender-founded RTD specialist Whitebox.
The partnership launches four full-strength canned cocktails built around Bruichladdich spirits, positioned at the premium end of the RTD market and designed to replicate classic bar serves rather than simplified, lower-ABV formats.
The range comprises a Dry Martini and a White Negroni made with The Botanist gin, alongside a Whisky Sour using the unpeated Classic Laddie and a Penicillin built on the heavily peated Port Charlotte.
ABVs sit well above typical RTD benchmarks, from 19% to 33.9%, with recipes structured to showcase the flavour profile of each base spirit. The Dry Martini, bottled at 33.9% ABV, is intended for freezer storage, while the remaining serves emphasise balance across citrus, bitterness, sweetness and smoke.
The launch has already secured recognition at the International Wine & Spirits Competition, with the Port Charlotte Penicillin awarded Gold and 97 points.
The initial run is limited to around 5,000 cans per SKU, with distribution via Bruichladdich’s website and distillery shop. Pricing is set at £6 per can in the distillery and £20 for a four-pack online.
Vybey Collagen Energy
UK functional drinks brand Vybey has entered the increasingly crowded better-for-you soft drinks space with the launch of Collagen + Energy, a lightly carbonated proposition designed to address multiple consumer needs in a single format.
Rather than focusing on a single benefit such as energy or hydration, the brand is positioning the range around a combination of clean energy, focus, collagen support and light hydration, reflecting what it sees as the realities of time-poor, highly active consumers.
Available in Mixed Berry and Lemon & Lime, each can delivers 8g of collagen protein alongside 75mg of natural caffeine, supported by Lion’s Mane and L-theanine for focus, plus magnesium and electrolytes for hydration and recovery.
The drinks are manufactured in the UK and are positioned as an alternative to heavy protein shakes and high-sugar energy drinks, targeting use occasions including desk-based work, afternoon energy replacement, pre-workout consumption and more social drinking moments.
Gallo Cabana Rosé
Gallo has expanded distribution of its Cabana California Rosé into the UK off-trade, with the brand now available in UK supermarkets Tesco, Asda, Morrisons and Sainsbury’s.
Created specifically for the UK market, the rosé has an rsp of £8.50 per 75cl bottle and has been developed to target what Gallo describes as an opportunity for a premium, slightly sweeter-styled rosé.
The Californian provenance is a key part of the proposition, aligning with data showing that Californian wines account for one in four bottles sold within the UK rosé category.
Austria Juice sugars
Austria Juice has unveiled a proprietary fermentation technology designed to cut sugars in 100% fruit juice by at least 30%, targeting beverage manufacturers preparing for tighter EU rules.
The patent-pending process uses yeast fermentation to convert sugars, with all processing aids fully removed before the juice is blended back with fruit juice concentrate to achieve the desired reduction.
The resulting product delivers a minimum 30% reduction in both sugar and calories and can be labelled as “reduced-sugar fruit juice from concentrate” under the revised EU Breakfast Directives, which take effect on 14 June 2026.
