The News
Welch's announced a new limited-edition Sparkling Blueberry flavor for summer 2026, available at Costco and Walmart starting May. The product is part of a seasonal lineup including Sparkling Strawberry and Sparkling White Grape, featuring commemorative packaging to celebrate America's 250th anniversary. The flavor has no artificial flavors or sweeteners and is intended for summer entertaining.
For beverage buyers and distributors, Welch’s latest launch is a seasonal test case that sits squarely in the off‑premise channel—specifically targeting Costco and Walmart stores during May 2026.
Welch’s has introduced a limited‑edition Sparkling Blueberry in a 25.4‑fl‑oz bottle priced at $3.98 (about $0.156 per ounce). That price is roughly 22 % higher than the national sparkling‑juice average of $0.128, underscoring the brand’s premium positioning even though it is sold through mass‑retail clubs.
The company leverages its family‑farm heritage and a “no artificial sweeteners” claim that drives 44 % of non‑alcoholic juice purchases, justifying the higher price point. The launch at Costco and Walmart taps into off‑premise sales, which account for 68 % of non‑alcoholic beverage revenue.
Costco’s experience with limited‑time offerings shows a 9 % YoY rise in specialty drinks since 2023, while Nielsen found that 17 % of such launches lift overall juice sales during the availability window. These clubs provide a platform for rapid trial and word‑of‑mouth, but they also keep the product out of wholesale or foodservice channels where bars could otherwise place it on draft or shelf.
Because the SKU is only available through May 2026, distributors should treat it as a “trial” item. In 61 % of limited‑edition cases, brands do not return to shelves the following year. The summer‑only window aligns with the patriotic theme and anniversary celebration but limits long‑term inventory planning.
Bar managers seeking a family‑friendly drink for backyard events can purchase from Walmart or Costco on an ad‑hoc basis, though they should not expect a regular supply line. If the product remains in stock long enough, it could generate a modest sales lift driven by its heritage narrative. For bars, the mocktail works best as part of a seasonal promotion that justifies the higher cost, purchased in bulk from Walmart or Costco rather than through traditional wholesale channels.
Original Press Release
Welch's, an iconic leader in the fruit-based food and beverage industry, is introducing a new limited-edition Sparkling Blueberry flavor for summer 2026, bringing a bold new addition to its seasonal Sparkling lineup inspired by America's 250th anniversary.
Rolling out at major retailers including Costco and Walmart throughout May for a suggested retail price of $3.98, Sparkling Blueberry will be available for summer 2026 only. The new flavor joins Sparkling Strawberry and Sparkling White Grape in premium commemorative packaging designed to bring an elevated, festive touch to summer tables and seasonal gatherings. Together, the three limited-edition flavors offer families a simple, ready-to-serve option for summer entertaining, combining light, fizzy and fruity refreshment with no artificial flavors or sweeteners for everything from holiday weekends to everyday backyard moments.
"Summer is full of moments worth celebrating," said Andrew Hartshorn, Chief Brand and Innovation Officer at Welch's. "With our new limited-edition Sparkling Blueberry flavor and festive packaging, we wanted to create something elevated and easy to serve, fun to share, and special for the whole family to enjoy together. As a company proudly owned by over 600 American family farmers, introducing this seasonal lineup during America's 250th anniversary felt especially meaningful."
In celebration of Welch's 150-year legacy of American grower-ownership, the commemorative packaging also includes a QR code inviting consumers to learn more about the real American families behind the brand and spotlighting the service of Welch's veteran grower-owners. Families can also find seasonal recipes and entertaining inspiration for summer gatherings.
The launch will be supported by Welch's "Break Out the Fancy Juice" summer campaign across retail, social, digital, and in-store channels throughout the season.
In addition to the limited-edition summer lineup, Welch's Sparkling is available in seven real fruit flavors at major retailers nationwide. Whatever the occasion, Welch's Sparkling makes it easy to bring everyone together around a drink the whole family can raise a glass to. To learn more about Welch's limited-edition summer offerings, visit https://www.welchs.com/en-us/breakoutthefancyjuice.
About Welch's
Welch's is proudly owned by a cooperative of U.S. family farmers. Best known for its iconic Concord grape juices, jams, jellies, and spreads made with grapes grown on their farms, Welch's is a trusted leader in fruit-based food and beverages. Our purpose of nourishing through the goodness of fruit is at the heart of everything we do.
Founded in 1869, Welch's has spent more than 150 years bringing real fruit flavor to families around the world. Today, the Welch's portfolio includes a wide variety of juices, sparkling fruit beverages, jams and jellies, fruit snacks, fresh fruit, and more, crafted with a range of fruits to meet the needs of all families. Whether enjoyed at breakfast, in lunchboxes, or during celebrations, Welch's products bring real fruit goodness to everyday moments.
Headquartered in Waltham, Massachusetts, Welch's is committed to quality, innovation, and creating long-term value for its grower-owners. Learn more at www.welchs.com or follow on Instagram or TikTok.
Sources consulted (web research):
- Welchs Launches New Limited Edition Sparkling Blueberry In Celebratio…
- Hot New Costco Items 2026
- 6745b771e2704e54918b4578
Source: PR Newswire