Fireball, a brand of Sazerac Co., Louisville, Ky., is set to gallop into this year's classic horse racing events with bespoke, fiery hats dubbed “Hot Lids,” bringing a dash of cinnamon spice to the typical race day experience.

On the heels of Kathy Hilton’s musical debut in SMASH TEA PARTAY: A Smirnoff ICE Musical, the reality TV star and Smirnoff ICE are back to spill the tea on the brand’s latest flavor offerings of Smirnoff ICE SMASH Tea.

In conjunction with National Iced Tea Month, Bethesda, Md.-based JUST ICE Tea announced its summer campaign: Tea Marks the Spot. 

Idris Elba has revealed his latest track, the sky-high summer anthem '”Pushing On” to mark the launch of GREY GOOSE Altius, the new luxury vodka inspired by the rare natural luxuries of the French Alps.

Chicago-based Mike’s Hard Lemonade Co. is partnering with actor Lamorne Morris to host an interactive pop-up event: Mike’s Jobstacle Course. This immersive experience will prove that every job has its hard days. And a hard day deserves a refreshing-tasting Mike’s Hard Lemonade, the company says.

With all the current buzz around brand collaborations, experts highlight some of the opportunities, challenges, and factors to consider when embarking on a licensing partnership.

Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, has teamed up with Soccer United Marketing (SUM) to unveil a new multi-year partnership with the Federación Mexicana de Futbol (FMF), making Keurig Dr Pepper an official partner of the U.S. tours for the Mexican Men’s and Women’s National Teams.

Piper-Heidsieck, Reims, France, announces the launch of its Twist the Script campaign, a tribute to the brand’s creativity and history, it says.

Mango Shotta, a brand of Sazerac, Louisville, Ky., announced its latest initiative, inspired by Arturo, the brand’s eerie skeleton dog mascot. In the spirit of Halloween fun and commitment to shelter dogs, Mango Shotta unveiled its search for the “Scariest Spokesb*tch."

With its complex formulas helping consumers further their pursuit of a healthier lifestyle, the functional beverage market has thrived. Detox drinks have benefited from this interest, but is not without its challenges.

Aplós announced the launch of Aplós Cocktails, a lineup of ready-to-drink non-alcohol canned cocktails.

Fable announced the nationwide launch of its signature line of premium THC/CBD-infused botanical cocktails.

This year’s State of the Industry report on dairy drinks and alternatives notes that total milk, comprised of dairy, plant and all other milks, looks to stabilize volume declines.

Chobani LLC, New Berlin, N.Y., launched its first-ever shelf-stable low-fat dairy milk: Chobani Super Milk. This latest product innovation is nutrient rich and is made specifically to be donated to support people impacted by disasters as well as help some of the most vulnerable in Chobani’s hometowns, the company says.

Following the launch of Complete, Califia Farms announced the launch of Complete Kids, a nutritious plant-based milk for kids.

Forca Foods announced the launch of MILKish Watermelon Seedmilk, a new plant-based milk made from watermelon seeds.

MALK Organics announced the launch of its new Almond Pumpkin Spice, available throughout the fall season while supplies last.

The Los Angeles-based THC beverage brand Nowadays offers alternatives to alcohol with similar buzz.

Mooala, a leading organic plant-based milk brand, announced the launch of its Organic Barista Blend Oatmilk. 

Shifts of consumption preferences from consumers in terms of dairy and dairy alternatives beverages, impact performance of category.

In beverage warehouses, the rise of automation has prompted conveyor manufacturers to continue to make advancements to ensure that the speed and pace are in sync and processes are running efficiently.

From SKU proliferation to employee safety and retention, experts highlight how lift truck solutions are working to transform beverage warehousing.

As operational complexity increases in today’s beverage warehouses, experts highlight how voice picking and guided work solutions are helping to achieve goals in fast-paced environments.

When it comes to beverage operations, the incorporation of automation is laying the ground work to make a case for implementation of robotics.

India’s NV Group and SMOKE LAB Vodka announced the debut of SMOKE LAB Classic Vodka in two new formats: 1 and 1.75 liter. The new 1-liter size has been developed specifically for on-premise establishments, while the 1.75-liter size will help increase the brand’s shelf presence in retail establishments.

The Finnish Long Drink released its new Midnight Sun Variety Pack. Inspired by the natural phenomenon occurring in northern Finland during the summer, where the sun never sets below the horizon for up to four months and remains visible at midnight, this pack showcases flavors that reflect the hues of the Finnish Midnight Sun. 

Teeling Whiskey and Notre Dame Athletics have collaborated on a special, limited-edition bottle featuring Teeling’s Small Batch whiskey.

Hennessy announced new designs for the packaging for Hennessy Very Special (V.S). The updates, which represent the greatest evolution to the V.S packaging in a decade, the company says.

Lewis Cellars unveiled a new look, with a new logo and varietal updates that will help wine lovers discover Lewis, it says. Lewis also launched its first-ever wine club, Lewis Insiders, and a new website elevating the customer experience.

The Busker Irish Whiskey unveiled its new premium bottle designs for its Single Collection: Single Malt, Single Grain, and Single Pot Still. These new designs now are available and highlight the quality of The Busker's highly-awarded whiskey single expressions, the company says. 

Liquid Remedy announced a brand enhancement in its United States market, which includes updating its name, logo and packaging from Remedy Drinks to Liquid Remedy. 

19 Crimes partners with Universal Products & Experiences to release a limited-edition collection of highly sought after Halloween wines, featuring the classic Universal Monsters. 

Johnnie Walker is unveiling a limited-edition bottle design of Black Label with numbers ranging from 001-456, the number of players featured in the series “Squid Game,” which returns to Netflix on Dec. 26

The Kraken Rum has partnered with Black Moon Cosmetics for a new lip combo. Available now, The Emperor Kraken Duo features a uniquely dark, liquid to matte metallic lipstick in a blackened olive gold shade, accompanied by a bottle of The Kraken Gold Spiced Rum.

On The Rocks Premium Cocktails unveiled its latest offering: the Spiced Pear Whiskey Sour, a limited-edition cocktail now available in select markets nationwide.

Now, after five years on the market, Tip Top’s portfolio has grown, now with 16 offerings. Its most recent offering is the Whiskey Sour, which launched earlier this month.

Campbell’s V8 and Grillo's Pickles joined forces to create a fresh take on the classic Bloody Mary cocktail with the launch of V8 Grillo’s Dill Pickle Bloody Mary Mix.

Ingredient companies continue to advance operations with new product launches, facility expansions, as well as a diversified workforces. 

Kyowa Hakko Bio President and CEO Yuki Kanzaki underscored the pivotal role of Cognizin in the company’s future success. 

Ingredient suppliers announce acquisitions and pinpoint consumer trends driving color concepts.

Ingredient suppliers announce headquarter moves, while awareness of Uganda -sourced vanilla grows.

BENEO announces its new CEO while HOWTIAN introduces SoPure Andromeda.

Health considerations have impacted the beverage industry by way of fortified beverages. 

In the bottling world, companies recognize the importance of being proactive members of the communities they operate in and serve. For Buffalo Rock Company, Birmingham, Ala., the company’s culture is centered on investing in its people and communities.

Jones Soda Co. announced a charitable partnership with Folds of Honor. The partnership is launching with a 50% donation of the profits on all sales of a special Fourth of July red, white and blue 12-pack featuring the Folds of Honor's folded flag symbol on Jones 12-ounce bottle labels.

PepsiCo’s Pepsi, Purchase N.Y, and Little Caesars, Detroit. Mich. announced the return of the fan-favorite Pepsi Pineapple, available exclusively at Little Caesars for a limited time only.

This year’s State of the Industry report on carbonated soft drinks explores how flavor and functionality innovations entice consumers. 

PepsiCo, Purchase, N.Y., has teamed up with award-winning singer Kelly Rowland to turn local restaurant regulars into hometown celebrities with a chance to be featured in a Pepsi ad and have their favorite menu item renamed in their honor.

Pepsi, Purchase N.Y., unveiled its Gladiator-themed campaign titled “Make Your Gameday Epic.” As a longtime NFL sponsor, Pepsi is celebrating the start of the 2024 NFL season and the anticipated theatrical release of Paramount Pictures’ “Gladiator II,” with a short-film that will electrify game days for cola-lovers and NFL fans alike.

7UP is bringing a ready-to-drink version of the beloved classic Shirley Temple beverage to retail shelves nationwide this month, for a limited time only and just in time for the holiday season.