Seasonality is taking centre stage across the latest wave of beverage launches. Celsius and Poppi are tapping into cranberry-led flavour profiles as brands look to festive occasions to drive limited-time interest.
Retail exclusivity is another prominent strategy, with Celsisus using its Costco partnership to give a seasonal energy drink launch added differentiation. Meanwhile, Poppi is extending its UK presence with another limited-edition addition following its market debut earlier this year.
The no and low alcohol category continues to encourage experimentation beyond conventional beer, wine and spirits alternatives. Elixir is bringing the traditional bitters occasion into a convenient alcohol-free RTD format as it expands beyond its original bottled product.
Elsewhere, heritage spirits are being given a contemporary makeover. Bad Appel is targeting the relatively underdeveloped UK Calvados opportunity with a cocktail-focused proposition and branding designed to challenge established category conventions.
Celsius Cheers Pack
Celsius is launching Sparkling Cranberry Apple, a new seasonal core flavour available exclusively at Costco as part of the brand’s limited-edition “Cheers Pack”.
The new flavour combines tart cranberry with crisp apple for a sweet-tart profile designed for the holiday season.
Sparkling Cranberry Apple will be sold alongside Celsius Spritz Vibe Winter Edition in the “Cheers Pack”. The latter is a Shirley Temple-inspired seasonal flavour, giving the multipack two limited-time options positioned around holiday entertaining, celebrations and at-home stocking.
The “Cheers Pack” will be available exclusively at Costco for a limited time, adding a retailer-exclusive seasonal SKU to the Celsius portfolio.
Poppi Cran Fizz
Poppi is expanding its UK range with Cran Fizz, a limited-edition cranberry-flavoured modern soda launching nationwide in selected retailers in October 2026.
Inspired by one of the brand’s seasonal US flavours, Cran Fizz combines cranberry flavour, sparkling carbonation and real fruit juice. The 330ml soda is low in sugar and calories and high in fibre, in line with the positioning of Poppi’s wider portfolio. It joins the brand’s existing UK flavours Strawberry Lemon, Raspberry Rose, Lemon Lime, Wild Berry and Orange, following Poppi’s UK debut earlier in 2026.
Cran Fizz will be available for a limited time from selected retailers nationwide, sold in individual 330ml cans with an RRP of £2. The seasonal launch is aimed at autumn and festive occasions and provides Poppi with a limited-edition extension to its core UK range.
Elixir bitters
London-based Elixir has launched Herbal Bitters & Tonic, its first ready-to-drink product and a 0.0% ABV addition to the no and low alcohol category.
The 200ml canned drink combines Elixir’s alcohol-free herbal bitters with tonic, led by gentian root alongside bitter orange, cardamom and coriander. It is low in sugar, vegan and free from the 14 major allergens.
Herbal Bitters & Tonic has an RRP of £3.50 per 200ml can and a trade price of £1.75. Four-packs retail for £14, with a £7 trade price, while 12-packs are available through Elixir’s website for £38.
Bad Appel
Bad Appel, a new Calvados brand developed with London creative agency Butterfly Cannon, has launched with the aim of bringing younger consumers into the French apple brandy category.
Made in Normandy’s Pays d’Auge, the spirit is positioned primarily for cocktails rather than as a traditional after-dinner serve.
Butterfly Cannon developed the brand strategy and identity, including its name, packaging and bespoke bottle structure. The apothecary-style bottle features a serpent motif and illustrations from artist Steve Noble, referencing the story of Adam and Eve.
The launch is targeting a relatively low-awareness spirits segment in the UK, with the brand citing research that 35% of UK adults have heard of Calvados. It also points to growing interest in modern and new-to-market cocktails, which it says has risen six percentage points to 17%.