In his inaugural column for Drinks International, Branson takes a wider look at the overall non-alcoholic spirits sector to identify which brands will thrive and which won’t survive.

Living Souls, a new Scottish spirits brand specialising in small batch and single cask releases, has announced its launch.

Michter’s has retained its title as The World’s Most Admired Whiskey brand in the fourth edition of the annual top 50 list released by Drinks International.

Beverage brand Three Cents has added a Fig Leaf Soda to its range of carbonated premium mixers.

Diageo North America has announced its acquisition of Ritual Zero Proof Non-Alcoholic Spirits (Ritual).

Fords Gin, the London Dry Gin created by Simon Ford and tenth generation master distiller Charles Maxwell, has announced the opening of its new bar and brand home.

RTD and hard seltzer brand, White Claw, has released its first vodka in the UK, launching nationwide next month.

RTD brand Whitebox Cocktails has collaborated with Irish airline Aer Lingus to offer three varieties to business class passengers.

Skrewball peanut butter whiskey liqueur has entered Australia and New Zealand in partnership with Pernod Ricard.

Anora has reached an agreement to acquire the Blomberg glögg brand, along with its recipes and intellectual property rights, from Orkla Denmark.

Treasury Wine Estates and rapper Snoop Dogg have expanded their collaborative wine portfolio with the launch of Cali Blanc.

Panther M*lk, an oat milk ready-to-drink cocktail has launched a new bottle design and extended its range of flavours to include Crema, Rosa, Cafe, and Menta.

Patrón tequila has announced it is bringing back Patrón XO Cafe to the US having discontinued the product three years ago.

Altamura Distilleries is set to launch into Australia this April, marking further expansion of the brand's global distribution, as it recently launched into India.

Spanish wine producer Familia Torres has been named The World’s Most Admired Wine Brand 2024 in the 14^th edition of the ranking.

Label 5 Scotch Whisky plans to reinforce its ‘Glocal’ marketing campaign throughout 2024 with a wide range of activations in its priority global markets.

Danish whisky Stauning has launched the ‘Stauning Drinks Kollektive’, a global cocktail competition which aims to shine a light on bartenders from Denmark, Germany, France, the UK, US and Australia.

Campari Group has launched the Vermouth Society, a new global bartender engagement programme designed around Vermouth Del Professore and 1757 Vermouth di Torino.

Actor Cate Blanchett has joined Toku Saké as creative director where she will direct the strategy of the brand, including new product development and innovation.

Ready-to-serve cocktail brand Whitebox Cocktails has partnered with brand-building agency, Artisan Spirits, to expand its international distribution.

Schweppes has announced the launch of its European-wide brand ambassador programme.

US Beverage LLC (USB) has signed an agreement with German wheat beer brand Erdinger to be the exclusive US importer for its portfolio.

US Beverage LLC (USB) has signed an agreement with German wheat beer brand Erdinger to be the exclusive US importer for the brand’s portfolio.

Whisky producer, The Artisanal Spirits Company (ASC), and owner of The Scotch Malt Whisky Society (SMWS), has acquired US-based independent bottling brand, Single Cask Nation.

UK RTD brand Moth (Mix of Total Happiness) is launching in the US this week.

Drinks International can exclusively reveal that non-alcoholic spirits brand, Lyre’s, has appointed DJ David Guetta as global brand ambassador.

Altamura Distilleries has introduced Lorenzo Di Cola, formerly of the Experimental Cocktail Club group, to its team as international head of brand across all key global markets, including Italy, the US, UK and India.

Malibu has partnered with anti-spiking charity Stamp Out Spiking to train 2,000 on-trade staff and consumers about dealing with a dangerous spiking situation.

Drinks distributor Speciality Brands has signed an agreement with Chopin Vodka, to exclusively distribute the Polish brand in the UK from this October.

The Lost Explorer Mezcal has appointed Alan Uresti Silva, previously of Annabel’s, as UK brand ambassador.

Stock Spirits Group has announced the finalisation of two acquisitions including Clan Campbell from Pernod Ricard and the purchase of the Société Dugas.

Edrington UK has announced the appointment of its latest UK brand diplomat for Maker’s Mark bourbon, Charlotte Pederson.

Spanish gin brand Puerto de Indias has announced its partnership for distribution in the UK with Love Drinks.

Australia-based Cherubino Wines has announced the acquisition of winery and spirits brand, Margaret River Winemakers.

Desolas Mezcal has announced a new distribution partnership with Renaissance Wine Merchants to expand its footprint into Canada.

Mixed martial arts star Conor McGregor has announced the launch of his Irish stout brand Forged into the UK market through 350 ASDA stores on August 5.

Former Big Brother contestants, Sukhvinder and Imran Javeed, have founded a new tequila brand called Sphynx. 

The IWSR has recognised Trivento winery as the world’s top-selling Argentine wine brand.

Korean soju brand Jinro has launched the first of three activations in Europe planned for 2023 after breaking 100m 9-litre cases.

While they put a focus on the spirit, some experts believe the explosion of brands backed by famous faces does the category and quality expectations no favours.

Outcast Brands, the company behind Blood Monkey Gin and Two Shores Rum, has announced their partnership with bbb drinks for the distribution and brand activation of their premium spirits in the UK market. 

High Point, the fermented non-alcoholic aperitif and digestif brand, has changed its name to Wavelength and unveiled a new logo. 

Mixer brand The London Essence, Calvados brand Avallen and low carbon, low waste spirits distribution technology ecoSpirits, have joined together to create ‘The Sustainable Spritz’, a low waste serve that eliminates single use glass.

Korean Soju brand Jinro has once again topped the list of Drinks International’s The Millionaires’ Club having sold more than 100m 9-litre cases in 2022.

Norwegian cocktail bar Himkok, will be hosting ten international cocktail bars for two nights of takeovers in celebration of Himkok’s eight year anniversary and the 2023 Norse Bar Show, on Sunday 4 and Monday 5 June.

The Macallan has revealed the next instalment in its series celebrating the classic advertising campaigns of the brand, Folio 7.

Everleaf non-alcoholic aperitif has become B-Corp certified, marking a major milestone in the brand's sustainability journey, which has been key to the business since its launch in 2019.

Antinori has been named The World’s Most Admired Wine Brand 2023 and it is the first Italian winery in history to top the list.