Musical and cultural icons Dr. Dre and Snoop Dogg kicked off the rollout of Gin & Juice By Dre and Snoop, the first ready-to-drink product from their new premium spirits company, with a surprise performance at the Super Bowl after party in Las Vegas. 

Experts share that Gen Z is changing the standard on what beverages they enjoy, the companies they value, and how companies can market to this younger generation.

Absolut, a brand of Pernod Ricard USA, New York, is entering the ready-to-serve (RTS) category with its new Absolut Cocktails line with flavors Vodka Mojito and Raspberry Lemonade. 

For the first time in more than three years, Coca-Cola is adding a new permanent offering to its portfolio in North America: Coca-Cola Spiced. Additionally the brand revealed its latest Coca-Cola Creations: Happy Tears Zero Sugar.

Torrance, Calif.-based Health-Ade, makers of bubbly beverages with gut health benefits, unveiled its new beverage brand: SunSip by Health-Ade, a prebiotic soda that supports gut health.

Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, announced the expansion of its current partnership with iconic Italian coffee company Lavazza Group to include wider sales and distribution of Lavazza K-Cup pods and the introduction of the company’s Canadian brand, Kicking Horse Coffee, to the K-Cup pod format.

Monster Beverage Corp., Corona, Calif., announced that effective immediately, CANarchy Craft Brewery Collective will operate under the name Monster Brewing Co.

Cupcake Vineyards and Netflix announced the launch of Cupcake Vineyards “Love Is Wine” Chardonnay ahead of the season six premiere of hit reality dating series “Love Is Blind” on Feb. 14.

Chicago-based GHOST, a lifestyle brand of sports nutrition products, energy drinks and dietary supplements, introduced its-first-ever authentically licensed ready-to-drink (RTD) hydration beverage.

New York-based ReserveBar, an eCommerce platform for premium and luxury beverage alcohol, entered into a strategic technology partnership with delivery.com, a pioneer in the restaurant delivery segment.