Tilray Brands partners with Popsicle to launch 5% ABV ready-to-drink Popsicle Hard cocktails
Tilray and Popsicle introduce nostalgic flavored alcoholic drinks, expanding into canned cocktails while strengthening Tilray’s beverage portfolio through strategic partnerships and acquisitions.
USA – Tilray Brands has partnered with The Magnum Ice Cream Company to launch Popsicle Hard, a new ready-to-drink (RTD) cocktail range inspired by the frozen treat brand’s classic flavors.
The collaboration combines Tilray’s beverage innovation capabilities with Popsicle’s established consumer base, introducing a non-carbonated alcoholic beverage with 5% ABV.
The initial lineup includes Hard Cherry, Hard Orange and Hard Grape flavors, designed to replicate the familiar taste of Popsicle in an adult beverage format.
The Popsicle Hard Variety Pack, featuring four cans of each flavor, is set to roll out in March across select retailers nationwide. The launch reflects growing interest in nostalgic flavor profiles adapted for adult consumption within the beverage alcohol market.
Prinz Pinakatt, Chief Growth Officer of Tilray Beverages U.S., said the collaboration aligns with the company’s strategy of diversifying its product portfolio and reaching consumers in new drinking occasions.
“At Tilray Beverages, we are focused on building a dynamic portfolio of brands that connect with consumers across new occasions. Popsicle is an iconic, nostalgic brand beloved in households everywhere, and we see a tremendous opportunity to translate those familiar flavors into a new adult refreshment experience,” he said.
“This partnership demonstrates how Tilray’s beverage platform can bring innovative brand collaborations to market quickly and at scale,” Pinakatt added.
The partnership will also introduce a red, white and blue beverage inspired by the Firecracker Popsicle, which is expected to launch in May.
Popsicle Hard marks Tilray’s expansion into the canned cocktail segment, which has shown resilience despite broader declines in beer consumption and ongoing regulatory uncertainty surrounding hemp-derived products.
Tilray acquires BrewDog’s operations
The launch comes amid a series of strategic acquisitions by Tilray aimed at strengthening its global beverage platform.
The company recently completed the acquisition of key assets from BrewDog’s global operations for £33 million, including the global brand, related intellectual property, UK brewing operations and eleven brewpubs across the United Kingdom and Ireland.
Tilray has also acquired BrewDog Brewing Australia Pty Ltd., including its Brisbane-based production facility and a portfolio of bars across Australia.
In the United States, the company entered into an agreement to acquire BrewDog assets, including a brewery, pub and hotel in Columbus, Ohio, along with additional locations in New Albany, Cleveland and Las Vegas.
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