VALR Brand has named former Celsius sales leader Bryan Alesiano as chief revenue officer, signaling plans for national retail expansion. Alesiano previously helped scale Celsius into a global energy brand.

GREATER THAN will debut its Non-GMO Project Verified hydration line for women at Expo West 2026 at Booth N738. Following its February launch, the brand will feature 12oz cans and its GoddessLand platform.

Barrel & Bloom Agency is hiring a Brand Growth Partner to expand its curated beverage and spirits portfolio across U.S. markets. Independent sales professionals and bev-alc brand representatives are encouraged to apply. https://zpr.io/i7DfTWEzXbM9

Lifeway Foods marks 40 years of kefir leadership at Expo West 2026, unveiling Muscle Mates protein and creatine drinks and Probiotic Kefir Butter. The launches highlight continued growth in cultured dairy and functional wellness.

Uncle Nearest founder Fawn Weaver acknowledged transferring $20 million to her holding company as a federal court considers expanding receivership over the defaulted bourbon brand, which carries nearly $108 million in loans. A ruling is pending.

Scuttlebutt Brewing Company, a family-owned independent brewery with more than 25 years of history, seeks a Production Brewer to lead quality, innovation and daily operations at its expanding production facility. https://zpr.io/ExH8VK5eMB4G

Bubly drops Super Mario Galaxy-themed sparkling waters, while Verve Coffee unveils a Grateful Dead collaboration. Plus new soda launches from Nixie and Mr. Pibb, protein RTDs from Starbucks and more beverage releases.

Monster Beverage topped expectations in Q4 and FY2025 with double-digit growth. Full-year net sales rose 10.7% to $8.29B, while Q4 revenue increased 17% to $2.13B and gross margin reached 55.8%. The company also announced leadership changes as alcohol sales fell.

Riverbend Malt House's 2025 Year in Review notes nearly 4M lbs malt produced, new products, Regenified milestones, regional sourcing, and sustainability efforts including diverting 190K+ lbs from landfills.

The Craft Maltsters Guild announced the 2026 Malt Cup winners, honoring leading malts across eight categories from 29 malthouses in five countries. Best in Show went to Parkland Pale by Red Shed Malting of Alberta, made with CDC Churchill barley.

Replenish Genesis blender received a 2026 Kitchen Innovations Award from the National Restaurant Association Show for its automated in-cup beverage system, producing smoothies in about 60 seconds with integrated self-cleaning.

SYSTM Foods will debut REBBL Clear Protein at Expo West 2026. The ready-to-drink beverage delivers 20g whey protein, zero sugar and 80 calories, launching in Q4 in four flavors. The company will also sample its nitrogen-infused Humm Nitro kombucha.

Former Refinery29 founders have launched Esspo, a fizzy espresso RTD designed to sip like soda and caffeinate like cold brew. The 120mg caffeine drinks debut in three flavors, aiming to stand out in a crowded coffee category.

Amber Beverage UK appoints Pavel Verblyudenko as managing director, signaling renewed investment in its UK operations. The former Brown-Forman and P&G executive will lead a strategic turnaround to strengthen premium spirits distribution.

Wrongfully Right Cocktails seeks a Sales Manager to expand its Wine And Cola RTD brand across West Los Angeles. The role focuses on tastings, account strategy, relationship management, and market development. https://zpr.io/m7rhLNnUBUpR

Talking Rain is expanding Sparkling Ice Caffeine with a retro-inspired Soda Shoppe collection featuring Orange Cream, Root Beer and Cherry Cola. The zero-sugar lineup with 70 mg of caffeine per can is rolling out nationwide in 16 oz. cans.

BGPL-USA and Southern Glazer’s Wine & Spirits signed a five-year agreement naming SGWS exclusive distributor in most non-franchise states for Veuve du Vernay, Barton & Guestier, Listel and Patriarche.

Alaskan Brewing Co. is hiring a Sales Representative in the Puget Sound area. Candidates with beverage sales experience and a track record of building craft beer brands in Washington are encouraged to apply. https://zpr.io/JpJhTNNLB3Cr

Smart Juice launches three 100% organic blends—Berry Beet, Super Greens and Sunrise Blend—ahead of Expo West. The shelf-stable juices are available nationwide with further retail expansion planned.

GREATER THAN will debut its Non-GMO Project Verified women’s hydration line at Expo West 2026, featuring 12-ounce cans, four flavors and the GoddessLand platform in the Hot Products section after its February launch.

Starbucks is expanding its protein lineup with new Coffee & Protein RTDs. Launching March 23, the 12 oz bottled drinks contain 22g protein, 5g prebiotic fiber and 2g sugar, rolling out nationwide through its PepsiCo joint venture amid rising proffee demand.

SakéOne introduces Shogun by Momokawa, a limited junmai ginjo genshu crafted with Arkansas-grown Gohyakumangoku rice. Blending Japanese tradition and Pacific Northwest brewing, it is available exclusively to club members and at the company’s Oregon tasting room.

Proper No. Twelve Irish Whiskey has introduced Black Reserve ahead of St. Patrick’s Day. The expression is aged at least four years in heavily charred bourbon barrels, with notes of caramel, vanilla and toasted wood. Suggested retail price is $32.99.

Barsmith’s Bloody Mary Mix ranked #1 in Chowhound’s blind national taste test, topping 14 brands including Zing Zang and V8 🍅🏆 Nashville Hot placed #5 and was named best spicy mix.

Zevia’s 2025 net sales rose 4% to $161.3M as Q4 losses narrowed to $1.3M. The company plans to prioritize marketing, innovation and broader distribution at Walmart, Costco and Albertsons in 2026.

Private label spirits are gaining ground as store brand sales reach $282.8B in 2025. Retailers including Costco and Total Wine are expanding liquor offerings, pressuring margins and shelf space for national distillers.

Icelandic Glacial will debut a 750 mL Sports Cap bottle and refreshed sparkling glass label at Expo West Booth 5411. The slim spill proof design targets on the go hydration, while updated packaging is intended to strengthen shelf presence.

Patricia Heaton and David Hunt have launched SOLUBRAE, a premium nonalcoholic wine made from California Pinot Grigio and dealcoholized using a spinning cone process. Priced at $29.99, it debuts with Daylight white and Sundown rosé.

Susosu Water will launch in ShopRite stores in March through a partnership with Wakefern Food Corp, expanding Northeast distribution. The hydrogen-infused mineral water brand expects to exceed 900 East Coast retail locations.

Celsius calls FY2026 a defining year after record $2.5B FY2025 revenue, up 85.5%, with Alani Nu surpassing $1B. Q4 sales jumped 117% to $721.6M as it integrates Alani Nu and Rockstar into PepsiCo’s system, targeting about 20% of the U.S. energy market.

Aguasol appoints former Gallo exec Brandon Lieb as CEO. The additive-free tequila brand, founded in Austin in 2023, recently earned Best Reposado at the 2025 SFWSC and plans further expansion in 2026. 🥃🏆

Primo Brands says the most complex merger integration phases are complete 15 months after the deal. Q4 net sales increased 11.2% to $1.4B, with Saratoga and Mountain Valley up 39%. FY26 organic growth is projected at 0–1%.

Reviews: Showdown of the Shirleys. BevNET compares Just Call Me Shirley’s non-alcoholic Original Cherry and Stiller’s Shirley Cola, assessing flavor, nutrition and shelf appeal.

Chameleon Coffee introduces USDA Organic Functional Flash Brew RTD cans at Erewhon, formulated with L-Theanine and zinc to support energy, focus and immune health. Available in Nitro, Latte and Double Shot.

Lipton Hard Iced Tea is expanding with a Zero Sugar lineup featuring 95 calories, 0g sugar and 5% ABV. Available in Half & Half, Raspberry, Lemon and Peach, the line targets rising demand for better-for-you alcohol options.

Sarah Wragge Wellness has expanded distribution of its award-winning SWW Alkalize greens powder to Happier Grocery in SoHo after strong demand from New York customers. The product was recently named Best Raw Greens Powder in the 2026 Oprah Self Care O-Wards.

Smart Juice unveiled three organic blends—Berry Beet, Super Greens and Sunrise Blend—ahead of Expo West, expanding its functional lineup with shelf-stable, no-sugar-added juices. The products are available at Lidl and will launch at H-E-B.

Johnnie Walker has launched Black Cask, a permanent blended Scotch aged exclusively in American white oak ex-bourbon barrels. Crafted by Master Blender Dr. Emma Walker, it debuts March 1 in the U.S. at a suggested retail price of $34.99 with 43% ABV.

Young Americans are cutting back on drinking at home and shifting spending to bars, gyms and active hobbies, according to a Bank of America Institute report. Nearly 4 million people ages 21 to 34 have stopped binge drinking over the past decade.

Redwood Empire Whiskey marks one year at Mare Island by expanding distilling capacity and launching Whiskey University to deepen consumer engagement, investing in education and experiences despite broader industry cutbacks.

Protein soda gains momentum as Rise Wellness launches 30g Protein Pop Plus in 607 Costco stores. Zevia adds flavors at Walmart, Edna’s and Be LOVE expand at Target, and Recover 180 rolls out nationwide at Kroger.

Boston Beer is doubling down on teas and RTDs in 2026 after Sun Cruiser’s 300%+ YoY growth made it the No. 5 RTD brand. Sinless Vodka Cocktails will expand to more than 30 states, while Twisted Tea and Truly receive increased investment.

Still Austin Whiskey Co. reports 45% depletion growth in 2025, surpassing 100,000 cases and ranking as the No. 9 highest-velocity premium American whiskey brand, despite distribution in about 5% of U.S. stores.

Barrell Craft Spirits unveils a limited 12-year Bourbon finished in slow-toasted American oak casks. Part of its Red Label Series, the 113.4-proof release blends 12–15-year barrels and retails for $159.99.

American Rebel Light Beer expands to 18 states with more than 30 distribution partners, secures new retail authorizations and on-premise placements, and drives growth through motorsports and music activations.

Paramount Coffee will debut four USDA-certified organic flavored coffees and its farm-direct Aliado Coffee at Expo West. Aliado is sourced from a Chiapas farm, supporting producers and local communities.

Woody Creek Distillers has partnered with the NHL’s Colorado Avalanche on an officially licensed collectible bourbon. The limited release includes 3,000 six-bottle cases of 90-proof whiskey aged over five years, available exclusively in Colorado and via DTC.

Seagram’s Escapes Spiked expands its WWE partnership with limited-time 10% ABV RAW and SmackDown Rotator Packs, featuring new and returning flavors tied to weekly events. RAW is shipping now, with SmackDown arriving in July.

American Rebel Light Beer has secured statewide distribution in Alabama through Gulf Distributing, a MillerCoors wholesaler, completing a key Southeastern market in its Distributor First strategy.

mainelove will expand into Boston and across Massachusetts after a breakout first year in Maine, with Florida planned for year two. The canned water brand is assembling a veteran sales team to drive regional growth and retail partnerships.