NIQ: THC Beverages Hit $239M in Mainstream Retail as Half of Adults Interested in Trying
THC beverages reached $239 million in the 52 weeks ending April 4 2026, up 135% versus the prior year, and despite a looming ban, there’s thirst for more.
Beyond Beer
Read the latest beyond beer news relating to companies involved with RTD cocktails, hard cider, hard seltzer, hard kombucha, spirits, cannabis, and non-alcoholic products. Take a comprehensive look at developments in these evolving sectors, offering valuable insights into the innovations, trends, and market forces shaping the world of beer and beyond.
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Jim Koch: Boston Beer ‘Over the Hump’ and Important to Distributors & Retailers; Sun Cruiser Gains; No Twisted Tea Reset
Boston Beer Company has “gotten over the hump as a supplier” and become an “important” part of its wholesalers’ and retailers’ businesses, founder, chairman and CEO Jim Koch told analysts during the company’s Q1 2026 earnings report Thursday evening.
Stateside’s Super Lyte Depletes 120K Cases in 5 Weeks, Targets 1.5M This Year
Super Lyte, a vodka-infused, sports-drink inspired refresher, from the makers of Surfside, has depleted 120,000 cases in its first five weeks in the market, with a forecast to hit 1.5 million cases this year.
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Delta Beverages Unveils Refresh, Targets C-Stores for Hemp THC Growth
Hemp-derived THC seltzer brand Delta Beverages recently unveiled a new visual identity and a marketing campaign that seek to “humanize” the brand while eliminating the stigma often associated with cannabis use.
Milwaukee Craft Distillery Central Standard Launches THC-Infused Drinks
Are THC-infused beverages the next stage of evolution for craft distillers? The leaders of one Milwaukee distillery believe so.
Judge Allows Class-Action Lawsuit Over Sazerac’s Fireball to Proceed
Sazerac is facing legal heat again for selling malt-based versions of Fireball and Parrot Bay that allegedly misled consumers who believed they were spirits-based products.
Tito’s Handmade Vodka to Acquire Majority Stake in LALO Tequila
Tito’s Handmade Vodka has struck a deal to acquire a majority stake in LALO Tequila, a fast-growing tequila brand often dubbed the “Tito’s of tequila.”
Press Clips: New Belgium Invests $20M in Bell’s Facility, Taproom; Reyes and Infinium Spirits Partner in Florida
New Belgium Brewing is investing $20 million in Bell’s Brewery’s Kalamazoo production facility and Eccentric Cafe taproom, Crain’s Grand Rapids Business reported.
Former White Claw Exec Launches ‘Grown-Up’ Energy Drink
Call it a late career shift or just a beverage-alcohol professional trying something new, but the former brewmaster for White Claw is launching an energy drink.
Charlie Sheen’s Wild AF Non-Alc Beer Coming Soon with Co-Stars Harpoon and The Silent Group
Charlie Sheen is the latest celebrity wading into the non-alcoholic beer business. The Hollywood star has teamed up with Barrel One Collective’s Harpoon Brewery and “innovation brand shop” The Silent Group to create Wild AF Brewing.
Bev-Alc Sales Dip As Spirits and Wine RTDs Offer Bright Spots
Bev-alc sales declined in the two-week period (L2W) ending September 6, although cider, as well as wine and spirits-based ready-to-drink (RTD) continue to buck the trends, according to analysis of NIQ data from Goldman Sachs Equity Research.
Hard Italian Soda Bravazzi Chases 100k Cases in 2025
Hard Italian soda Bravazzi is bucking flavored malt beverages’ fizzling trends.
Kin Euphorics Embarks On Its Next Chapter with Southern Glazer’s
When Kin Euphorics debuted in 2018, the nootropic-infused non-alcoholic alternative was just ahead of its time. Now, the largest U.S. spirits and wine distributor has caught up.
Fever-Tree: U.S. Sales Rise in H1 2025 as Molson Coors Onboards Mixer Brand
British mixer brand Fever-Tree is feeling good about its collaboration with Molson Coors as it posted 4% revenue growth in the U.S. in its first half 2025 earnings results last week.
Dogfish Head Rides Canned Cocktail, Juicy Pale Ale Momentum; Extends Grateful Dead Partnership
Summer ended with Dogfish Head riding momentum in both canned cocktails and its beer portfolio.
How Adult Non-Alc Brand Stursi Built Buzz Before Its First Can
The entrepreneur’s journey is often messy, but in the case of Stursi, publicly sharing the highs and lows may have given its founders an initial sales boost.
Levia THC Seltzer Returns to Original Founders
Three years after the Massachusetts-based THC seltzer brand was acquired by multi-state operator Ayr Wellness in a $20 million deal, Levia is back in the hands of two of its original cofounders, Kristin Rogers and her husband Eric Rogers.