Research suggests that consumers are more eager to participate in Dry January than Sober October. With an increasing number of non-alcohol offerings, brands and retailers will need to analyze their strategies as this peak season approaches.

Treasury Wine Estates’ 19 Crimes, Napa, Calif., added a new face to its lineup of boundary pushing and culture molding characters: Martha Stewart. An American businesswoman known for her entrepreneurial skills and ever evolving lifestyle, Stewart adds another bullet to her resume: winemaker. 

Global pop superstar Katy Perry, in partnership with Los Angeles-based AMASS and its Master Distiller Morgan McLachlan, launched De Soi, a line of sparkling ready-to-drink non-alcoholic apéritifs with natural adaptogens.

Loverboy, New York, continues to expand its robust product roster of Sparkling Hard Teas, Spritzes and Canned Cocktails with the release of its limited-edition holiday Espresso Martinis in two festive flavors: Peppermint Mocha and Salted Caramel.

Sugarlands Distilling Co., Gatlinburg, Tenn., announced a multifaceted partnership with platinum-selling recording artists O.A.R. The collaboration will celebrate O.A.R.’s 25th anniversary and include two specialty products from Sugarlands bearing the band’s name.  

Legendary rock band KISS debuted its award-winning spirits portfolio: Drink It Up by KISS, in the United States. Drink It Up by KISS is a collaboration between the legendary band, their licensing agent, Epic Rights, Santa Monica, Calif. and the Sweden-based spirits producer Brands for Fans. 

The Los Angeles Lakers named El Segundo, Calif.-based G.O.A.T. Fuel as the official energy drink of the team. G.O.A.T. Fuel is a health-focused energy drink, founded by NFL Hall of Famer and noted G.O.A.T. Jerry Rice, his daughter Jaqui Rice Gold and Trevion Gold. 

Matthew McConaughey and Wild Turkey, a brand of New York-based Campari America, have teamed up to recognize individuals who kept their local music scenes alive with a series of $10,000 donations to community-based music initiatives of their choice. 

INDOGGO Gin, a spirits brand developed by multi-faceted entertainer and hip-hop legend Snoop Dogg, in partnership with Princeton, Minn.-based Prestige Beverage Group and Trusted Spirits, New York, announced its first nationwide bus tour across the United States.