The drinks industry continues to lean into premiumisation, with brands across categories refining recipes, formats and positioning to appeal to more discerning consumers.
Functional ingredients, craft credentials and elevated flavour profiles are increasingly being used to differentiate in crowded segments.
At the same time, the shift towards moderation and sessionability is shaping new product development.
Lower-ABV serves and lighter drinking options are becoming central, spanning everything from aperitivos to cider and ready-to-drink (RTD) cocktails.
Convenience remains a major driver, with cans, multi-serve formats and ambient options expanding accessibility across retail and on-trade. Brands are also leveraging these formats to reach new occasions, from travel and outdoor consumption to at-home entertaining.
Collaboration and credibility are also key themes, particularly in RTDs, where bartender-led and chef-backed formulations are helping to elevate perception. Meanwhile, distribution strategies are increasingly omnichannel, combining retail rollouts with direct-to-trade and experiential launches.
Toby & Co Red
Toby & Co is expanding its luxury functional soft drinks range with the launch of The Red One, a second expression following the performance of The Green One.
Developed by founder Tobias Gorn, the new UK SKU is positioned around relaxation and evening consumption occasions, combining botanical flavours with functional ingredients targeting calm and restoration.
The Red One features a flavour profile built on cherry, dark grape and pomegranate, layered with English garden botanicals and influences from Mediterranean and Alpine regions, alongside rooibos. Its functional blend includes ingredients commonly associated with calming benefits such as reishi mushroom, chamomile, valerian and passionflower, supported by magnesium, L-theanine and electrolytes. The drink contains no added sugar, artificial sweeteners or colours, and ingredients are ethically sourced.
Gravity Theory cans
Gravity Theory is extending its cider portfolio with the launch of two new fruit variants in can format, Berry Cherry and Hazy Pineapple, following strong on-trade performance in draught.
Available in 330ml and 440ml formats, the SKUs aim to build on growing UK demand for flavoured, lower-ABV cider with broad appeal across retail and hospitality.
Both variants are made using real fruit and single-estate apples including Michelin and Dabinett, fermented and matured for a minimum of six months. Berry Cherry delivers a ruby red serve with raspberry, blackberry and cherry notes, while Hazy Pineapple offers a tropical-led profile with a smooth, naturally sweet finish. At 3.4% ABV, they sit below the brand’s 4.5% core cider, positioning them as more sessionable options suitable for extended drinking occasions.
The launch is supported by early success in venues such as the Hole In The Wall in Waterloo, London, where both lines have performed strongly.
Zacal Zacalita
Zacal has entered the RTD category with the launch of Zacalita, a canned mezcal-based cocktail developed in collaboration with bartenders from London’s Dram Bar.
Positioned as a premium, bartender-quality serve, the 200ml can is priced at £7 and sits at 7% ABV, targeting consumers seeking lower-strength, craft-led alternatives within the growing RTD segment.
The lightly carbonated cocktail is a twist on a classic margarita, combining Zacal’s triple-distilled Manso Sahuayo mezcal with lime, High Fidelity Triple Sec and a black cardamom distillate. The formulation focuses on delivering a smoky, savoury and complex profile, with the mezcal acting as the base spirit to carry the serve. The product has been developed by Dram founder Chris Tanner alongside Rory Shepherd of Paris bar De Vie and Avant agency, with input from chef Ashley Palmer-Watts on the triple sec.
Zacalita marks the brand’s first move into RTD, leveraging increasing demand for premium canned cocktails that replicate the quality of bar-made drinks. Produced using mezcal from Michoacán and designed with fully recyclable packaging, the launch is available for wholesale across both on- and off-trade channels.
Freixenet Solare
Freixenet is expanding into the aperitivo category with the UK launch of Solare, a Mediterranean-inspired serve designed to tap into rising demand for lighter, lower-ABV drinks.
Rolling out initially via Amazon, with retail expansion into Morrisons for RTD cans later in the year, the launch marks a strategic move beyond the brand’s core sparkling wine offering.
Freixenet Solare is made with Spanish lemon, clementine and rosemary, blended with botanicals to deliver a refreshing, citrus-led profile. Bottled at 11% ABV, it is designed for a spritz-style serve, paired with sparkling wine and soda and garnished with lemon. The format targets casual drinking occasions and aligns with growing consumer interest in aperitif culture and accessible mixed serves.