Tilray Brands is expanding its US ready-to-drink (RTD) push through a new partnership with The Magnum Ice Cream Company.
In a statement yesterday (26 March), the US-headquartered cannabis and beverage group said it had signed a licencing agreement with The Magnum Ice Cream Company to launch a line of Popsicle-branded alcoholic RTD beverages.
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It said the tie-up looked “give an adult upgrade to a beloved classic”.
The first wave of the Popsicle Hard range of 5% abv flavoured malt beverages will come in three flavours: Hard Cherry, Hard Orange and Hard Grape.
The initial release will be packaged as a variety pack containing four cans of each flavour. The drinks target consumers aged 21 and over.
Tilray said it is pairing its beverage innovation expertise with Popsicle’s “beloved legacy and fanbase” to bring the flavours into a new RTD format.
The products will be available in “select retailers nationwide” from this month. Distribution is expected to include major US retailers such as Walmart, Kroger, Albertson’s, Safeway, Food Lion, Ingles and Buc-ee’s.
Tilray Beverages US chief growth officer Prinz Pinakatt 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.”
The group added that a fourth flavour, Popsicle Hard Firecracker – based on Popsicle’s red, white and blue ice pop – is scheduled to launch in May.
Last month, Tilray struck a deal to brew for Danish beer giant Carlsberg in the US.
The group will brew, sell and distribute Carlsberg brands including Carlsberg and 1664 across the country from January.
Carlsberg presently exports its beers to the US.
Tilray has also just recently finalised a deal to acquire a selection of BrewDog’s assets in the UK, Ireland Australia and the US.
