The News
Tilray Brands has partnered with Popsicle to launch a line of adult beverages called "Popsicle Hard" in flavors such as Hard Cherry, Hard Orange, and Hard Grape. These non-carbonated drinks will have 5% ABV and be available in variety packs starting in March. The collaboration aims to bring the nostalgic appeal of Popsicle into the spirits market.
The Takeaway
Brand Nostalgia Play: Tilray is tapping into the deep emotional connection people have with Popsicle by reimagining its classic flavors as adult beverages. This strategy leverages Popsicle’s household recognition and Tilray’s distribution network to create a familiar yet new product for 21+ consumers. The launch includes three specific flavors—Hard Cherry, Hard Orange, and Hard Grape—with a variety pack that hits shelves in March.
Spirits Market Expansion: By entering the ready-to-drink spirits segment with a non-carbonated formula, Tilray is positioning itself as an innovator capable of quickly bringing cross-industry collaborations to market. This move aligns with the growing demand for convenient, flavorful adult beverages that feel both familiar and modern—something that could appeal to both younger and older demographics.
Strategic Distribution: The press release highlights that Tilray is rolling out these products in select retailers nationwide, suggesting a targeted approach rather than an immediate national rollout. This method allows for testing consumer response before scaling up, which is particularly important in the spirits category where brand perception and trial are key to long-term success.
Original Press Release
(New York, NY) - Tilray Brands, Inc. ("Tilray," "our," "we" or the "Company") (Nasdaq: TLRY; TSX: TLRY), a leading global lifestyle and consumer packaged goods company, is teaming up with The Magnum Ice Cream Company, the world’s largest ice cream company, to give an adult upgrade to a beloved classic. Today, Tilray is announcing its line of exclusive Popsicle® Hard flavored ready-to-drink beverages, inspired by the iconic flavors Popsicle fans grew up with, to bring a nostalgic favorite into a new format for 21+ consumers in the U.S.
By pairing Tilray’s beverage innovation expertise with Popsicle’s beloved legacy and fanbase, Tilray has set out to capture the taste and joy of Popsicle with an added 5% ABV kick, available in non-carbonated Hard Cherry, Hard Orange and Hard Grape. The Popsicle Hard Variety Pack will include four of each fan-favorite flavor and will be rolling out this March in select retailers nationwide.
Prinz Pinakatt, Chief Growth Officer, Tilray Beverages U.S., said, “At Tilray Beverages, we are focused on building a dynamic portfolio of brands that connect with consumers across new occasions. Popsicle is an iconic, nostalgic brand beloved in households everywhere, and we see a tremendous opportunity to translate those familiar flavors into a new adult refreshment experience. This partnership demonstrates how Tilray’s beverage platform can bring innovative brand collaborations to market quickly and at scale.”
Mr. Pinakatt continued, “By bringing the classic flavors of Popsicle into a new format, we’re creating a fun, nostalgic experience for consumers while introducing something entirely new to the adult beverage aisle.”
Because summer wouldn’t be complete without the ever-popular red, white and blue Popsicle ice pop, Tilray’s exclusive Popsicle Hard Firecracker beverage will launch in May 2026—blending consumers’ love for the festive flavor in this new format. Available in 12-packs of 12-ounce slim cans, the Popsicle Hard Variety Packs can be found at major retailers across the country including Walmart, Kroger, Albertson’s, Safeway, Food Lion, Ingles and Buc-ees.
Source: BevNET