Functional drinks continue to attract investment as brands respond to growing demand for products positioned around mood, wellness and moderation. New launches from Unwind, Hiyo and PRODA highlight how ingredients, convenience and retail partnerships remain central to growth strategies.
The no-and-low category is also evolving beyond traditional alcohol alternatives. Brands are increasingly exploring kombucha, protein beverages and botanical formats to broaden appeal and create new consumption occasions across retail and e-commerce channels.
Meanwhile, premium spirits producers are focusing on storytelling, limited editions and heritage-led innovation to engage enthusiasts. Recent launches from The Macallan, Midleton Very Rare, Compass Box and Meikle Tòir demonstrate the continued importance of collectability and craftsmanship within whisky.
Alongside this, beverage companies are using collaborations and celebrity partnerships to drive awareness and reach new audiences. Examples include MOMO Kombucha’s brewing collaboration, Hive Mind’s expansion of its mead portfolio and Chris Gayle’s entry into beer through the Universe Boss brand.
Unwind
Nowadays founders Justin Tidwell and Adam Puterman have launched Unwind, a new functional beverage brand targeting the relaxation and mood support space. The move follows more than $100m in retail sales generated by THC beverage brand Nowadays since 2023, as the pair expand into non-cannabis functional drinks.
Unwind debuts with a caffeine-free sparkling beverage containing 42mg of Magtein Magnesium L-Threonate and 100mg of L-theanine per 12oz can. Available in Citrus, Cherry, Tropical, Berry and Spicy Lime flavours, the drinks contain 25 calories and 4g of sugar per serving.
The range launches in around 1,000 Walmart stores and on Walmart.com as part of the retailer’s Mood & Mind functional beverage set, with TikTok Shop distribution planned from mid-October.
PRODA Cranberry Cheer
Protein soda brand PRODA has expanded its range with the launch of Cranberry Cheer, a limited-edition seasonal flavour rolling out at Sprouts for the holiday period. The brand, co-founded by Justin Timberlake, Jessica Biel, Matthew Postlethwaite, Joey Gonzalez and Jeff Church, positions itself as one of the fastest-growing players in the emerging protein soda category.
The new flavour combines tart cranberry notes with carbonation and joins the company’s better-for-you soft drink portfolio. Like the rest of the range, Cranberry Cheer contains 10g of complete protein, no sugar and 40 calories per can, targeting consumers looking for functional alternatives to traditional sugary sodas and seasonal beverages.
Cranberry Cheer is available in single cans and 12-packs at Sprouts, as well as through Amazon and the brand’s direct-to-consumer website.
Hive Mind’s Tavern Mead
Hive Mind & Mead Co is expanding its Tavern range with the launch of two new expressions, Hedgerow and Spiced, arriving this November. The additions build on the success of the original Tavern mead, which launched in spring 2026 as a lower-ABV, more accessible take on traditional honey mead.
Hedgerow is inspired by classic British countryside flavours, while Spiced combines ginger and cinnamon and is designed to be enjoyed chilled or warmed as an alternative to mulled wine. Both join the core Tavern line, which is made from 100% British honey and bottled at 8% ABV, below the 14-18% typically associated with the category.
MOMO x Orbit
London-based MOMO Kombucha has partnered with fellow South London producer Orbit Beers to launch MOMO x Orbit Organic Hops Kombucha, a limited-edition collaboration available until February 2027.
Created by husband-and-wife founders Josh and Lisa Puddle, the Soil Association-certified organic kombucha combines MOMO’s traditional fermentation methods with organic Hallertau Blanc and Nelson Sauvin hops sourced through the brewery collaboration.
The alcohol-free drink delivers tropical fruit and gooseberry notes from the hops alongside MOMO’s signature tart kombucha profile, targeting consumers seeking premium alternatives for festive entertaining and Dry January.
The Macallan’s A Night on Earth
The Macallan has unveiled A Night on Earth, The Finale, the fifth and final release in its annual limited-edition whisky series. Inspired by New Year’s Eve celebrations in New Orleans, the single malt Scotch whisky pays tribute to the city’s musical heritage, culture and community through both the liquid and packaging design.
Matured in a combination of sherry-seasoned American and European oak casks, the expression delivers notes of sweet oak, citrus and warming baking spices, including cinnamon, clove and star anise. The launch is accompanied by a collaboration with New Orleans-born artist Hill Spriggins, whose artwork features across a textured, multi-stage unboxing experience designed to capture the vibrancy and creativity of the city that inspired the release.
Hedonism
Compass Box has confirmed that Hedonism 2026 will be the final release in its annual Hedonism series, bringing to a close one of the Scotch whisky industry’s most influential grain whisky brands. First launched as the company’s debut expression, Hedonism helped elevate the profile of grain whisky among bartenders, collectors and enthusiasts, showcasing the category’s sweetness, texture and complexity through a series of limited-edition releases.
The final edition was released in February and consists of 13,218 bottles at 46% ABV, bottled without chill filtration and with natural colour. The London-based whisky maker said it will now focus on its broader flavour-first strategy, with blended malt Scotch whisky Orchard House taking a leading role in its portfolio.
Remaining stocks of Hedonism 2026 are available through selected retailers, including Master of Malt and the Compass Box online store in the US.
Universe Boss Beer
Powder Monkey Group has partnered with cricket star Chris Gayle to launch a new beer range under his Universe Boss brand, marking the brewing company’s latest step in its international expansion strategy. The range will debut in the UK before rolling out to markets including Australia, India, the US and the Caribbean.
The launch comprises two beers brewed by Powder Monkey Brewing Co: Universe Boss Pilsner (5% ABV), a German-style lager with floral and herbal notes, and Universe Boss Rum Infused Stout (6% ABV), which draws on Gayle’s Caribbean heritage.
Produced at the company’s Hampshire brewery, the beers are now available in cans through the Powder Monkey Brewing Co online shop, with the partnership expected to support the group’s growth ambitions across key international markets.
Hiyo Holidays
Non-alcoholic social tonic brand Hiyo is expanding its seasonal range with two limited-edition holiday launches in US retail.
The company has introduced Apple Cinnamon, its first limited-time flavour, combining apple and cinnamon notes in a functional beverage formulated with adaptogens, nootropics and botanicals.
Following a direct-to-consumer debut, the flavour is rolling out from November 1 at retailers including Whole Foods, Sprouts, H-E-B, Wegmans, Fresh Thyme, Total Wine and The Vitamin Shoppe.
Hiyo has also launched the ‘Tis the Season Sixer, available exclusively at Target from November 1.
Midleton Vintage
Midleton Very Rare has unveiled its 2026 Vintage Release in the US, continuing the Irish whiskey brand’s long-running annual series. The expression is crafted from a blend of five whiskey styles, comprising three single pot still and two single grain whiskeys, selected and matured at Midleton Distillery under the direction of Master Distiller Kevin O’Gorman. The release builds on more than four decades of reserving exceptional stocks for the annual Vintage collection.
The 2026 expression features a higher proportion of lighter pot still whiskeys to enhance citrus characters, alongside grain whiskeys that contribute floral, herbal and sweet notes including butterscotch, toffee, crème brûlée and milk chocolate.
The Turbo 2026
Meikle Tòir has unveiled The Turbo 2026 Edition, the fourth release in its annual limited-edition peated single malt series from The GlenAllachie Distillery. The five-year-old Speyside whisky is the most heavily peated expression in the range, reaching 71ppm, and will launch globally through specialist retailers from November 5. Ahead of the release, a small allocation will be available via an online ballot running from November 2-4.
Matured in a combination of American virgin oak, Oloroso and Pedro Ximénez sherry casks, the 50% ABV whisky offers notes of honey, candied hazelnuts, ginger, plum syrup and salted caramel alongside intense smoke. Produced during a limited six-week annual peated distillation period at GlenAllachie, The Turbo remains one of the brand’s rarest expressions. The release carries an RRP of £62.99 and is bottled at natural colour and without chill filtration.