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Fireball Whisky, a brand of Sazerac, Louisville, Ky., unveiled Fireball Blazin’ Apple, the brand’s first-ever flavor extension available nationwide now, year-round.

Celsius Holdings Inc. and PepsiCo Inc. announced an agreement to strengthen their long-term strategic partnership. As part of the agreement, Celsius Holdings’ Alani Nu brand will move into the PepsiCo distribution system in the U.S. and Canada.

NHL defenseman Tyson Barrie announced his retirement from professional hockey after 14 seasons. Now, Barrie has launched Chilly Ones Beer, a premium beverage brand built around the spirit of community and good times, it says.

Gold Bar Whiskey, the Official Whiskey of the San Francisco 49ers, has partnered with 49s icon and Hall of Fame quarterback Joe Montana to launch Gold Bar Whiskey “Double Gold,” a twist on a whiskey mule.

Liquid I.V. announced the launch of Energy Multiplier Sugar-Free, an innovation designed for a new generation of consumers who expect more from their energy drinks. 

Keurig Dr Pepper (KDP), Burlington Mass., and Frisco, Texas, and JDE Peet's, Amsterdam, announced they have entered into a definitive agreement under which KDP will acquire JDE Peet's in an all-cash transaction. 

Wine & Spirits Wholesalers of America (WSWA), Washington, D.C., released the SipSource 2025 Q2 Report, with spirits falling 6% in volume and down 5% in revenue, while wine posted sharper drops of -8.7% in volume and -8.5% in revenue.

To celebrate the launch of two limited-edition creamers inspired by Honeyduke, Harry Potter x Coffee mate is presenting the Honeydukes Cafe, a two-day pop-up event in Chicago.

BrewDog USA released its newest Headliner beer: BrewDog IPA. A piney, smooth and hoppy IPA is a tribute to the Chinook hops. 

Trolli and Mountain Dew are launching two limited-edition innovative tangy and sweet products: Trolli x Mountain Dew Sour Brite Crawlers gummi candy and Mountain Dew Zero Sugar x Trolli Cherry Lemon.