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Drink sales increased by 2.9% across Europe's six biggest grocery markets last year, as shoppers continued to cut back on alcohol but paid more for a new generation of beverages competing for social occasions and catering to healthier lifestyles.

Twisted Tea Hard Iced Tea and Realtree are teaming up for a limited-edition fall collaboration that gives Twisted Tea’s bright yellow cans a camo makeover.

Oskar Blues Brewery announced it is bringing Deviant Dale’s Imperial IPA back from the beyond. 

Shock Top has teamed up with Spirit Halloween for a limited-edition collaboration: the all-new Shock Top Candy Corn Wheat Ale and a Wedgehead Costume.

Tilray Brands in partnership with The Magnum Ice Cream Co., announced that Popsicle Hard Firecracker will transition to a permanent, year-round flavor in the Popsicle Hard portfolio.

Southern Glazer’s Wine & Spirits released its inaugural Raise the Bar: H2 2026 Edition, a new trends report from the company’s Commercial Intelligence team examining the forces reshaping beverage alcohol and where opportunities for growth are emerging. 

Representing more than 1,000 brands and employing more than 1,300 people across Alabama, Florida and Mississippi, Gulf Distributing Company has developed a family-owned business that embraces history and innovation.
 

Pabst Blue Ribbon (PBR) and Horror Inc. announced an autumn collaboration, unleashing a limited-edition run of wearable Jason Voorhees-themed packaging and premium merchandise.

The Fighting Irish and Guinness are teaming up again as Guinness extends its partnership with Notre Dame Athletics. Guinness also is reintroducing its limited-edition Notre Dame can, featuring the Football Leprechaun mark.

BERO is marking the release of Sony Pictures’ Spider-Man: Brand New Day with a limited-edition collection of Spider-Man: Brand New Day-inspired cans available exclusively at berobrewing.com and select movie theaters nationwide.