Tilray Brands has a busy slate of new products set to hit retail in the coming weeks and months. U.S. beer division president Ty Gilmore and new CMO Prinz Pinakatt shared details on the new products with Brewbound, as well as the company’s overarching business strategy, built on three pillars: - Regional jewels that can win in their home markets;
- National brands, such as Shock Top and 10 Barrel’s category-crossing Pub platform;
- Innovation items that fill whitespace in key segments and flavors.
Gilmore stressed that Tilray will move fast from idea to market execution, with the expectation of getting new products in market in a 90-day window. Several of the new offerings they discussed with Brewbound fit that bill. “We're doing innovation in two or three months, what a lot of companies do in five or six years,” he said. Here are highlights of what’s showing up now from Tilray. 🥭 Shock Top Gets an Infusion of New Life, Hard Tea Line Extension The Shock Top brand needed an injection of “some life” and Tilray is giving it some, Pinakatt told Brewbound. As such, the company is refreshing the brand’s look and adding to its core in an attempt to appeal to new legal-drinking-age consumers. This includes adding Shock Top Mango to the year-round lineup with Shock Top Belgian White, and resuming the brand’s seasonal program with Shock Top Blueberry (out now), Lemon Shandy (later this spring) and Pretzel Wheat (in the fall). Shock Top will also go beyond beer in April with the launch of Shock Top LiiT, a 9% ABV non-carbonated hard tea. Shock Top Liit will be available in three flavors – Peach, Raspberry and Original Lemon – and sold in 12 oz. can 6-packs, variety and 19.2 oz. singles. 🏃♀️ Non-Alcoholic Offerings: Runner’s High, Liquid Love, Montauk NA Tilray is launching Runner’s High, a non-alcoholic (NA) beer brand that will launch in 12 oz. can 6-packs in three flavors: Golden Wheat, Raspberry Wheat and Dark Chocolate. “We think there is a space for a No. 2 player that's going to push the category that's not a me too by just taking a big brand name and throwing that on on a package and saying, ‘Oh, we have a non-alc,’’ Gilmore said. Pinakatt added that the NA beer is aimed at consumers with “a truly athletic mind” who are looking for a post-workout NA beer. He added that some of the offerings feature terpenes and low-calories and low-carbs. Additionally, Tilray is launching a new-to-world canned water brand, Liquid Love, in 19.2 oz. single-serve cans. Pinakatt described Liquid Love as a “water-plus proposition that looks at the world in a more optimistic way than some other players in this space do, that not only has a better taste profile but also some functional benefits,” such as electrolytes or ginseng. Tilray will also leverage the Montauk brand for the release of a NA citrus wheat in 12 oz. can 6-packs. The beer is expected to play into the brand’s sponsorship deal with the New York Mets at Citi Field. Brewbound Insiders can read more about Tilray’s innovation strategy, including expanding the 10 Barrel Pub Beer platform to cerveza and FMBs, a brand refresh for SweetWater and the resurrection of HiBall as a 10% ABV FMB targeted to sports drink consumers. | 
