Coming to a (fancy) party near you: premium plus ready-to-serve cocktails. With the innovation cycle in RTDs moving at a rapid pace, companies may be turning to larger formats to find new growth opportunities. While RTD growth was at 7% over the last 52 weeks in off-premise channels ending May 13, the premium plus ready-to-serve segment clocked 105% growth -- representing $298 million in sales, according to NIQ.

The reach towards RTS is part of the evolution of ready-to-drink products, with spirits-based RTDs and soft drink crossovers the latest in the category evolution that was kicked-off by the rapid growth of hard seltzers. One of the most recent releases, Delola Cocktails, comes from Beam Suntory. The global spirits company has also packaged another premium RTD in its portfolio, On The Rocks, in 750 ml formats following its original 375 ml bottle.

“Premiumization is working because people want to drink better,” said Andrew Esstman, Director of RTD strategy for Beam. “That means better quality ingredients and better brands that resonate.”

Ferron Salniker reports from the NIQ C360 conference on the emerging high-end offerings in the format and how Beam Suntory’s director of RTD strategy views innovation in the ready-to-drink and serve space. 

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Our pitch competition for the beverage industry takes place at BevNET Live in just 5 days! Watch up and coming beverage brands present their pitch and compete for the winning spot. See who made it to the semifinals.

No animal blood was used in Kill Cliff’s new Elk’s Blood, the recent addition to its Octane line of caffeinated CBD beverages, but it does provide the benefits of hydration, focus, energy and recovery thanks to green tea caffeine, CBD and plant extracts. The exclusive product launch uses the company’s proprietary capsaicin emulsion to create a spicy cherry flavor that was developed for Kill Cliff’s first release with celebrity podcaster and UFC announcer Joe Rogan, Flaming Joe Spicy Pineapple. Elk’s Blood adds bowhunting and endurance athlete influencer Cameron Hanes as a partner, bringing in more fitness-oriented consumers as the brand tries to clarify the CBD-recovery, energy drink category.

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In the battle between Jack Daniel’s and a poop themed dog toy, the major whiskey producer has won a round. In a unanimous decision Thursday, the U.S. Supreme Court sided with Jack Daniel's Tennessee Whiskey in its legal fight with VIP Products, which produced a a dog toy parodying the whiskey brand. The "Bad Spaniels" toy maker argued that its products are obvious parodies and should therefore be protected as free speech. But the ruling from the highest court said that Jack Daniel’s could pursue a trademark claim against the toy maker. Previously, a lower court threw out the suit reasoning that toy parodying the Jack Daniel’s Old No. 7 line with a label reading “The Old No. 2 on Your Tennessee Carpet,” was protected by the First Amendment. Various corporations filed briefings backing Jack Daniel’s arguing the ruling threatened trademark protections that shield the value of iconic brands. Meanwhile, free speech advocates added support for VIP Products citing the importance of the ability to mock and comment on brands.

This week’s craft acquisition news comes out of Houston, Texas.

8th Wonder Brewery, Distillery and Cannabis has been acquired by Texas cannabis giant Bayou City Hemp Company.

The two Houston-based companies have had a working relationship since 2021, partnering on several projects including a Delta 8 THC non-alcoholic seltzer and the launch of cannabis cultivation company and dispensary 8th Wonder Cannabis. 

Continuing as CEO, Meggs will lead a combined executive team, which includes 8th Wonder brewmaster and co-founder Dr. Aaron Corsi as chief operating officer and 8th Wonder president and co-founder Ryan Soroka as chief brand and marketing officer.

No other staff members will be impacted, “but expect to see an expanded team in all departments,” a spokesperson told BevNET's sister pub Brewbound.

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Energy drinks aren't what they used to be, per a story in yesterday's New York Times. Moving beyond the playbook established by category pioneers like Red Bull and Monster, a new crop of beverages -- encapsulated by the explosive success of Celsius and PRIME Energy, but also featuring rising stars like GHOST, C4 and Alani Nu -- are revamping the space by highlighting the addition of natural ingredients and moving formulations to zero-sugar. What's the trade off? Those "healthy" positionings may mask alarming levels of caffeine (200mg to a staggering 300mg per serving is no longer unusual) in drinks with kid-friendly candy flavors. GHOST's Dan Lourenco, whose company has been scrutinized for its appeal to children, argued to the paper that his company's products were geared toward millennials seeking the nostalgic flavors of their youth.