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A centuries-old spirit with deep cultural roots is getting a New York makeover. 

SAG is a new craft spirits brand founded by four Iranian friends, and it may be the first U.S.-based arak label to nail a modern take. 

If you don’t know what arak is, here’s a quick drunk history lesson: most often distilled from fermented grapes and aniseed, the clear, high-proof spirit has been a staple in Middle Eastern and Southeast Asian countries for thousands of years. 

After growing up consuming arak behind closed doors in Iran, where it remains outlawed, the SAG team is using its cool branding and industry connections to appeal to the diaspora and curious drinkers, starting with the bars and restaurants of NYC. The striking label design stopped both me and Taste Radio’s Ray Latif at Bar Convent Brooklyn. 

🎁 Gift Link! Read the full story on BevNET by clicking here – even if you’re not yet an Insider.

Can Bloom burst through a super-stacked modern soda category (yes, Pepsi is here now, too)? Can Zenjoy’s teas melt away your stress? And what is Purerista’s “epicurean water,” anyway?

This week at BevNET we rounded up a selection of new sips and chronicled our thoughts while we attempted to answer those tough questions. 

🆓 Check out this week’s review roundup on BevNET to see what stood out.

Between earnings, big-ticket M&A (Health-Ade, Dyla) and fresh batches of consumer data, this week has been thickly packed with news, but less so with new products. 

Arguably the biggest announced product – Coke’s Trump-approved cane sugar cola – is still not ready for its big reveal. 

But fear not: along with a first look at Pepsi Prebiotic, we’ve got the first release from Lucky Energy’s Black Label Collection, a fan-demanded flavor from Magic Cactus and more. 

🆓 Check out the full gallery on BevNET.

Here’s a look at the leading headlines from the beverage business this week…

1. Health-Ade Selling to Generous Brands for $500 Million
2. Pepsi Announces New Prebiotic Cola Launching Online This Fall
3. KDP Buys Drink Mix Maker Dyla Brands
4. Generous Brands Flexes Cold Chain Comfort With Health-Ade Purchase
5. No Cap Closes $3M Round to Fuel Supply Chain, Marketing Growth

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How did GNGR Labs’ organic, cold-pressed wellness shots become a staple in New York City bodegas and land nationwide distribution at Wegmans? Founder Namik Soltan shares a story powered by purpose, product and unrelenting persistence. The hosts also unpack PepsiCo’s unexpected – and gutsy – announcement and explore how excellence fueled Tia Lupita’s acquisition.

Tune into the episode here. Also available on Spotify and Apple Podcasts.