Beverage innovation is crucial because it drives growth and meets evolving consumer demands. Today’s consumers seek healthier options, unique flavors, and functional benefits like energy boosts or immunity support.
Innovation enables brands to differentiate in a crowded market, creating products that align with trends such as clean label, low sugar, and eco-friendly packaging. It also responds to cultural shifts, like the rise of mindful drinking and premium experiences.
For businesses, innovation - if done right - can open new revenue streams and strengthen brand loyalty by staying relevant.
In short, beverage innovation is not just about novelty; it’s about anticipating needs, improving well-being, and shaping the industry’s future.
Our weekly round-up of beverage innovation looks at new launches around the globe.
New Mix launches in the US
American spirit giant, Brown-Forman, has announced the US launch of New Mix: Mexico’s leading ready-to-drink (RTD) tequila cocktail.
Crafted and canned at Casa Herradura in Jalisco, the innovation is made with award-winning El Jimador Blanco Tequila and delivers bold, authentic flavors inspired by Mexican culture and convenience for today’s consumers.
First introduced in 1997 as Mexico’s original premixed tequila RTD, New Mix blends craftsmanship with modern ease. Mary Beth O’Mara, USA&C Brand Director for RTD Portfolio, said: “New Mix is more than just a cocktail; it’s an invitation to celebrate connection, flavor, and Mexican pride.”
The US rollout features two iconic flavors: Paloma and Cantarito. Paloma combines tart grapefruit and smooth tequila with a touch of sweetness, while Cantarito fuses tequila with citrus liqueur and grapefruit concentrate for a fizzy, zesty finish. Each 355ml can contains 5% ABV and will be sold in 4-packs at a suggested retail price of $10.99.
Launching this fall, New Mix will be available in California, Texas, Ohio, Illinois, Nevada, Arizona, New York Metro, New Jersey, and Colorado. With its authentic tequila base and vibrant flavor profile, New Mix aims to set a new standard in the growing spirit-based RTD category.
Coconut water sparkling cocktail
Florida-based beverage company Nirvana has launched what it calls the first coconut water sparkling cocktail, introducing a new sub-category within the fast-growing ready-to-drink (RTD) market.
The debut SKU, Chill, blends pure coconut water with premium spirits into a 5% ABV RTD cocktail, offering a clean finish and subtle sparkle designed to meet rising consumer demand for authenticity and functional indulgence.
The launch comes as spirit-based RTDs surge globally, with US sales up 27% year-over-year and the category projected to hit $57 billion by 2032 (IWSR). Nirvana aims to bridge mindful consumption and modern luxury, positioning itself as a premium alternative to traditional malt-based seltzers.
Founder and CEO Ingrid Smith said: “Nirvana represents a new chapter for the RTD category. We’ve proven that premium and purposeful can coexist. Consumers want products that not only taste exceptional but also reflect how they choose to live: with intention, curiosity, and global influence.”
Initially targeting US coastal metros, Nirvana plans to expand into resort and hospitality channels by 2026, with future growth in Caribbean, Latin America, and select APAC markets. With its focus on cultural connection and low-ABV innovation, Nirvana signals the next evolution in RTDs, blending lifestyle branding with globally inspired flavor architecture.
V8 Energy Pear Ginger
V8 Energy is serving up a flavor twist this season with V8 Energy Pear Ginger. Available at retailers nationwide, the limited-edition product blends juicy pear with a warming splash of ginger flavor: seeking to offer something new for those looking beyond fall staple flavor profiles of apple and pumpkin.
V8 Energy Pear Ginger delivers 80 milligrams of caffeine sourced from black and green tea to help promote steady energy and focus. It also includes one combined serving of fruits and veggies per can.
“With daylight hours fading, we all want to savor every moment and stay energized to do the activities we love. Inspired by the fresh flavor of pear and zest of ginger, V8 Energy Pear Ginger is crafted to deliver bold, energizing flavor with no added sugar, helping you make the most of every moment this season,” said Prabha Cheemalapati, VP, Beverage at The Campbell’s Company.
RTD Spiced Chai Latte
UK chai brand, Drink me Chai, is launching Spiced Chai Latte in an RTD format, targeting the fast-growing grab-and-go market.
The brand, which is traditionally sold in powdered form for mixing into milk or water at home, is now available in 250ml cans: blending the brand’s signature aromatic chai spices with semi-skimmed milk and offering a smooth, authentic chai experience for on-the-go consumers.
Brand Manager Rebekha White said, “Chai has gone from strength to strength in the last five years and is most popular with Gen Z and Millennial customers. This demographic is also fuelling the booming demand for grab-and-go items, so it felt like a natural next step to launch an RTD version of our Spiced Chai Latte.”
Positioned as a premium alternative in the RTD category, the drink combines sweetened black tea with natural spices for a cozy yet refreshing beverage that’s naturally low in caffeine. Best served chilled, the Spiced Chai Latte is ideal for display fridges, enabling operators to offer a trending drink quickly without preparation.
Available in four flavors, the launch reflects growing consumer interest in authentic chai.
Crossip launches in India
UK alcohol-free spirit, Crossip, has launched in India through a strategic partnership with DryDrnks, a premium distributor of alcohol-free spirits and mixers.
The move strengthens Crossip’s global presence, now spanning more than 20 markets worldwide, and taps into India’s fast-growing demand for mindful drinking and elevated cocktail experiences.
India’s alcohol-free segment is accelerating as consumers seek moderation and premium options, while cocktail culture continues to thrive. Crossip’s bold, full-flavored portfolio is crafted using innovative maceration techniques to deliver body, balance, and mixability across no-, low-, and full-strength serves.
Tim Blake, CEO of Crossip, said: “India’s drinks scene is bursting with creativity and ambition. Our liquids give bartenders another tool, something bold, something versatile, something that works across no-, low- and full-strength drinks.”
DryDrnks’ strong presence in premium retail and hospitality ensures Crossip reaches metropolitan markets and high-end venues. With its commitment to craft, versatility, and flavor, Crossip aims to redefine alcohol-free drinking and inspire creativity across India’s vibrant cocktail culture.