Masq founder, Brad Parkes, enjoyed having a few drinks on a Friday or Saturday night but was also striving to make healthier choices and feel better consistently. On a mission to find a better way to drink, he encountered “less bad” options but didn’t see many with ingredients that could make them better, like nutrients and antioxidants.

Brad’s desire for a better-for-you alcoholic beverage initiated the journey that resulted in the creation of Masq Fusions, a line of healthful hard teas. Masq Fusion combines organic Yerba Mate (green-tea base) with fruit juice, herbal extract, monk fruit, blue agave nectar, and a proprietary adaptogen blend. The formula packs in a lot of healthful ingredients but is designed to sell on taste.

Masq Fusions come in brightly colored 12oz sleek cans packaged in convenient 4-packs.

We had the opportunity to sample all three Masq flavors: Dragon Fruit Acai, Lemon Ginger, and Blueberry Lavender.

Dragonfruit Acai – Masq Fusions Dragonfruit Acai opens with a sweet flowery aroma and pours to a soft yellow color. With a smooth, almost creamy texture and light carbonation, the beverage is crisp and just the right amount of sweet. The combination of tropical fruits creates an exotic taste that is enjoyably unique. We love the clean, light texture that is not at all syrupy or heavy.

Lemon Ginger – Masq Fusions Lemon Ginger has a light ginger scent with just a touch of lemon. We enjoyed the well-crafted balance between the bright, sweet citrus taste and the ginger’s warm spice.

Blueberry Lavender – Masq Fusions Blueberry Lavender is a dessert-like beverage with just the right level of sweetness. The bright berry flavors blend with the floral hint of lavender, creating a sweetly mellow blueberry treat. The clean, refreshing finish makes this beverage easy to sip and enjoy.

Summary:
Refreshingly bubbly and flavorful, Masq Fusions are just as light as a seltzer, but with a bigger punch of flavor. With only 110 calories, Masq Fusions pack in both taste and antioxidants and adaptogens, for a healthfully satisfying drinking experience.

To learn more about Masq Hard Tea, visit https://drinkmasq.com/ 

Back to the Backyard

In times of crisis, consumers often look to spirits for comfort. Though the “tried and true” brands belonging to the largest producers have been getting most of the love lately, craft distilleries shouldn’t be counted out just yet. With strong connections to their communities, smaller producers will find success in the New Year by utilizing hyperlocal approaches that spotlight regional expressions.

“It’s something we say all the time in our classes: ‘own your own backyard,’” says Moonshine University’s Director of Spirits Education, Colin Blake. “That’s still the best move for craft distillers. Forget about expansion plans for now— focus on serving your community.”

Craft American whiskey provides a window into how brands are already using local appeal to create success. In Texas, for example, craft distilleries are making whiskey and bourbon with an authentically Texan flair. Dark and bold, these spirits are products of the unique environment in which they are produced. As experimentation across the United States continues, we anticipate more regionally distinctive spirits to crop up in 2021 with craft producers leading the fray.

The Premium Experience

After a year of difficulties and robbed experiences, consumers are more likely than ever to indulge in premium spirits. The premiumization trend that has been seen in many categories over the past few years got a strong boost in 2020 that we expect to continue into 2021 as consumers seek authentic, elevated experiences from the comforts of home.

“Sipping tequilas and mezcals will offer adventurous new taste experiences, while high-end gin and rums will be crucial for re-creating sophisticated bar-and-restaurant-worthy cocktails,” says Blake.

In 2021, consumers will also trend beyond small batch or single barrel releases and begin to take up more interest in experimental expressions of premium positioned products— think “grain-to-glass,” creative secondary maturations, innovative mash bills, unique blends, and the like.

At-Home, But With A Hospitality Appeal

With COVID-related limitations restricting the number of visitors to distilleries, bars, and restaurants, the industry has had to discover new ways to reach consumers— but with change comes fresh opportunities.

“Now we’re almost a year into life under a pandemic, and consumer behavior has shifted,” says Kevin Hall, Corporate Development, Moonshine University. “Habits formed under this shared ‘new normal’ have been cemented. Consumers now expect their favorite businesses to offer curbside and delivery options— including distilleries.”

In many states, regulations have been relaxed to allow for formats friendly to current circumstances, but the permanency of these allowances is a matter of state and local governments— either way, our experts anticipate the trend will at least continue into 2021. In the meantime, distilleries are encouraged to be attentive to hospitality, even as their customers enjoy spirits at home.

“Distilleries need to be just as creative with contact-free delivery and to-go cocktails as they are with nurturing relationships between consumers and their brand,” says Blake. “That authentic appeal to hospitality is so important for the longevity of that relationship.”

Of course, if 2020 has taught us anything it’s that no one has a crystal ball. Whatever the rest of this year brings, the educators at Moonshine University will be standing by to help train and prepare spirits businesses for the future.

Source: Moonshine University

Signature Brew is commemorating 2020 with Anthology – an annual time capsule of everything the brewery has achieved this year. This rich, dark Imperial Stout (10% ABV, £8 per 440ml can) celebrates the brewery’s journey through a challenging but heartening 12 months.

The artwork features photos from Signature Brew’s year in beer and music including head brewer Tom Unwin brewing and Rob Lynch from one of his lockdown gigs at the brewery. When this can and future Anthology releases sit next to each other, the stripes on the artwork will begin to build a pattern across all the cans. Each year’s edition of Anthology will have an accompanying barrel-aged beer.

Signature Brew Co Founder Sam McGregor says, “from hosting 35 sold out shows, to brewing 23 new beers with the likes of Sports Team, The Darkness, Dynamite MC & DRS, we are incredibly proud of how we pulled together as a team to bring beer, music & Pub In A Box to the people. Along the way, we also helped musicians, hospitality workers & the NHS. If 2020 has proved anything, it’s that the things we love are worth fighting for. Although we don’t know what next year will bring, we know we’re ready for it. Long live beer & music.”

Led by founders Sam McGregor and Tom Bott, the Signature brewery team is made up of musicians and music fans alike and – with an unwavering commitment to quality – Signature Brew has channelled the spirit and energy of live music into a brewery that stands for craftsmanship, artistry and passion. Brewed in Walthamstow, enjoyed by beer lovers and music superfans globally, their beers are of unrivalled quality, and they were crowned SIBA’s highly prestigious Brewery Business of the Year 2018.

2020’s Covid 19 crisis has seen Signature Brew get creative to keep the beer flowing in people’s homes, creating the Pub in a Box, hand delivered in London by musicians who had their tours cancelled (paid London Living Wage) and delivered via courier nationally. Signature Brew hosted a series of socially distanced gigs at the brewery to keep live music playing, they’re also prepping for the sold out Piss up in a Brewery (when all of this blows over), as well as two Skints gigs (their first in E17 for 10 years) as something for everyone to look forward to – we can all raise a glass to that! Signature Brew are gearing up for a momentous 2021, a year that will see the brewery rally around venues and musicians whilst celebrating their 10th Birthday with many more live shows, exclusive beers and band collaborations.

Source: Signature Brew

“We look forward to working together with the team at BLN to continue to grow in this market, especially in vodka and ultra-premium tequila,” said Damian McKinney, Global Chief Executive Officer at Stoli Group. “With a long history of outstanding quality, and an emerging ultra-premium spirits portfolio, we are primed for rapid growth. Together with BLN, we will win.”

“Strengthening our presence in Mexico is one of our key focuses for the years ahead, and we look forward to working with BLN to help us do so,” said Seymour Ferreira, Chief Executive Officer at Amber Beverage Group. “As BLN works exclusively with third-party brands, the new partnership is a great match. Their portfolio will be extended with several of our premium tequilas, vodkas and other spirits that have gained high recognition in other markets where we are present.”

“BLN continues to establish itself as the best platform for developing premium brands in Mexico. I’m delighted that brands from these two global beverage players will join our portfolio which BLN successfully distributes in Mexico. All this effort is due to expanding the market segment and reaching an audience of adults and young people who identify with the authenticity, creativity, and passion that is part of Stoli’s and ABG’s DNA,” said Jaime Costa, CEO of Bodegas La Negrita.

Source: Amber Beverage Group

Lockdown saw Signature Brew create the award-winning Pub in a Box, hand-delivered by out of work musicians (now also available in a festive edition). With Christmas coming, and Signature Brew’s venues currently operating as takeaway only, they have collaborated with their friends, joyously bombastic rock idols, The Darkness, to create Bells End, an Extra Seasonal Bitter that’s bound to soften the blow of Lockdown 2.0 and keep winter 2020 festive.

Taking its name from The Darkness’ hit Christmas single, Christmastime (Don’t Let The Bells End), this warming winter beer sees English hops unleash a mouth-watering bitterness to carry you through the season. On pouring out the brew, you’ll find a clear, deep copper beer with medium-low carbonation; on the nose is a little stone fruit, toffee and light, earthy hops and you’ll be greeted with wintery and wild, spicy blackcurrant fruitiness and a firm bitterness which balances the complex rich, sweet toffee flavours of the malt.

Co-Founder of Signature Brew, Sam McGregor, comments:

“We were really excited to brew with The Darkness, we love their music, and the experience didn’t disappoint. The band visited the brewery several times and we collaborated closely with them to find the perfect beer style and the perfect name. 2020 has been a tough one for everyone. We’ve worked with musicians throughout the year, from our socially-distanced brewery shows to enlisting bands to help deliver our now legendary Pub In A Box. As we approach the end of the year everyone needs a laugh and a tasty beer – and Bells End will definitely satisfy both.”

The Darkness’ Dan Hawkins adds:

“The tasting session for Bells End went well, it was a big night and we tried every ale that we could think of. We wanted a beer that’s punchy and drinkable at the same time. Signature Brew really know their stuff and captured exactly what we were after. Bells End has got a bit of oomph to it but it’s something you can drink in the run up to Christmas and throughout the whole season. It’s a very wintery beer, it’s perfect and we can’t wait for everyone to try it.”

Led by founders Sam McGregor and Tom Bott, the Signature brewery team is made up of musicians and music fans alike and – with an unwavering commitment to quality – Signature Brew has channelled the spirit and energy of live music into a brewery that stands for craftsmanship, artistry and passion. Brewed in Walthamstow, enjoyed by beer lovers and music superfans globally, their beers are of unrivalled quality, and they were crowned SIBA’s highly prestigious Brewery Business of the Year 2018.

2020’s Covid 19 crisis has seen Signature Brew get creative to keep the beer flowing in people’s homes, creating the Pub in a Box, hand delivered in London by musicians who had their tours cancelled (paid London Living Wage) and delivered via courier nationally. Signature Brew hosted a series of socially distanced gigs at the brewery to keep live music playing, they’re also prepping for the sold out Piss up in a Brewery (when all of this blows over), as well as two Skints gigs (their first in E17 for 10 years) as something for everyone to look forward to – we can all raise a glass to that! Signature Brew are gearing up for a momentous 2021, a year that will see the brewery rally around venues and musicians whilst celebrating their 10th Birthday with many more live shows, exclusive beers and band collaborations.

Find Bells End at Signature Brew’s venues, currently open for takeaway, in Haggerston and Walthamsow, and here.

Cann Social Tonics come in compact 7.5 oz cans and are sold in 6-packs and 24-packs. Available flavors include Lemon Lavender, Grapefruit Rosemary, Blood Orange Cardamom, and Grapefruit Rosemary Lite. Cann also makes a Pineapple Jalapeno Hi-Boy, and liquid flavor packets called Roadies. You can get Cann Social Tonics at dispensaries across the country in states like California, Nevada, and New Hampshire.

Grapefruit Rosemary Lite

We had the opportunity to sample Cann’s Grapefruit Rosemary Lite Cannabis-Infused Social Tonic. Packaged in a 7.5 oz can is wrapped mostly in white. The clean and crisp label mirrors the light and refreshing liquid inside. The unique combination of grapefruit and rosemary balances the citrusy and earthy flavors well. Not too sweet and just flavorful enough to keep your interest, Cann Grapefruit Rosemary Lite is extremely easy to sip. With just 2mg of THC and 4mg of CBD, the mellow mix provides the perfect blend for a light buzz.

Summary: Cann Grapefruit Rosemary Lite is an appealing and refreshing cannabis beverage with a palatable, well-balanced blend of THC and CBD. Free from additives and sugar, Cann Grapefruit Rosemary offers a unique alternative for people who are cannabis curious.

Zing Zang’s new spirits-based canned ready-to-drink (RTD) cocktails feature Bloody Mary, Margarita, and Bourbon Whiskey Sour.

Zing Zang RTD cocktails – initially available in three varieties: Bloody Mary, Margarita, and Bourbon Whiskey Sour – combine Zing Zang’s award-winning cocktail mixes with premium high-quality vodka, silver tequila, and Kentucky bourbon. Each 12-ounce can contains nine percent alcohol by volume, the same ABV of most bartender-made cocktails, and offers the convenience of two servings. The Zing Zang RTDs will be introduced initially in 20 U.S. states, with additional distribution to follow in 2021. Look for Zing Zang cocktails at liquor stores, grocery retailers, bars, and restaurants.

“Consumers want bartender-quality cocktails that are convenient for at-home and on-the-go consumption. That’s exactly what Zing Zang has always been known and trusted to deliver,” says Brent Albertson, CEO at Chicago-based Zing Zang, LLC, who previously spent 30 years in leadership roles at Diageo. “Our new RTDs are real cocktails, made with our bold Zing Zang mixes and high-quality premium spirits, unlike most canned cocktail drinks and hard seltzers which are just watered-down malt or beer-based drinks.”

According to industry analysts IWSR, the RTD category in the U.S. is valued at $8 billion, with volume growth significantly outpacing beer, wine, and spirits. RTD consumption in the U.S. is expected to increase by +72% by 2024, IWSR reports. Though the RTD category is growing rapidly, consumers still have few options for spirits-based, premium quality cocktails like Bloody Marys, Margaritas, or Bourbon Whiskey Sours. Zing Zang RTDs fill an unmet need in the category, just in time for the holidays and tailgating season.

“The mix is the majority of a drink, so the quality of that mix is crucial. Zing Zang is the leading mix brand in the U.S. because we’re committed to only producing bold, premium-quality mixes made with natural ingredients, real fruit and vegetable juices, and no high fructose corn syrup. That same award-winning mix is what gives our new ready-to-drink cocktails their outstanding taste and consistent quality,” adds Albertson.

The new line of Zing Zang RTD pre-mix canned cocktails include:

Zing Zang Bloody Mary: For almost 25 years, consumers and bartenders have trusted Zing Zang Bloody Mary mix, crafted from a proprietary blend of seven real vegetable juices and bold seasoning. The Zing Zang Bloody Mary RTD Cocktail combines that same Zing Zang signature Bloody Mary mix with high-quality gluten-free American vodka (six-times distilled), to create a robust and spicy bartender-quality cocktail.

Zing Zang Margarita: Blending premium silver tequila from Mexico, agave nectar, and Zing Zang’s three-juice Margarita mix made from natural ingredients, the new Zing Zang Margarita RTD Cocktail is a delicious and thirst-quenching citrus-forward drink with just the right amount of sweetness and a honey-like finish.

Zing Zang Bourbon Whiskey Sour: The soft caramel and oak flavors of authentic Kentucky bourbon marry perfectly with Zing Zang Sweet & Sour Mix’s blend of real lemon, lime and orange bitter to create the refreshing fruit-forward Zing Zang Bourbon Whiskey Sour RTD Cocktail.

Source: Zing Zang

With aromas of freshly baked red velvet cupcakes, sweet cream and buttery icing, Baileys Red Velvet features the iconic flavor of Georgetown Cupcake’s number one selling cupcake for a treat straight out of the bakeshop. The liquid first tastes like fresh chocolate cake, topped with a dollop of cream cheese frosting and just a hint of cocoa powder, and on the finish, the rich chocolate and creamy icing flavors combine to create a delectably indulgent liqueur that dreams are made of.

“Baileys is consistently creating new ways to help our consumers treat themselves and we couldn’t be more excited to bring back Baileys Red Velvet, one of our most beloved flavors, in partnership with Georgetown Cupcake” said Stacey Cunningham, Brand Director of Baileys & Liqueurs, Diageo North America. “Especially in times like these, we hope to bring moments of cheer to people, allowing them to take a break and indulge a little with Baileys.”

To celebrate the return of Baileys Red Velvet, Georgetown Cupcake will also be offering the Baileys Red Velvet Dozen, delicious non-alcoholic Baileys-infused red velvet cupcakes, available online for nationwide delivery now through December. The cupcakes are perfect for treating yourself – or gifting your loved ones – and even feature custom seasonal greetings on special edible fondant toppers, which will change monthly. Additionally, Baileys will be releasing a series of virtual at-home baking content leading up to the Holidays to remind consumers that although things might look a bit different this year, baking with loved ones still brings that sense of tradition and togetherness that is needed now more than ever.

The cupcake queens themselves, Katherine and Sophie shared, “We are absolutely thrilled to be working with our friends at Baileys once again to help bring back Baileys Red Velvet. Our Georgetown Cupcake signature red velvet flavor is so special to us because it was the original offering when we first opened our doors and twelve years later it’s still our most popular one, chosen by our customers nearly ten to one. We couldn’t be happier to partner with Baileys on this amazing flavor that we know consumers adore so much!”

Source: Baileys Irish Cream Liqueur

Lanique Spirit of Rose is offering free, limited-edition Bartender Sample Packs, to bartenders across the UK. Designed exclusively to introduce the brand to UK bartenders and showcase Lanique’s versatility, the sample packs are an effort to work safely during the pandemic, whilst reaching more bars and being kinder to the environment by reducing the brand’s carbon footprint.

Free to order, bartenders can simply visit Lanique’s online shop at Lanique.co.uk to order their sample pack addressed to their bar. Each pack contains two 50ml samples and a cocktail recipe booklet featuring the spirit’s signature serves. Bartenders can discover the versatile, unique and natural flavours of Lanique, experimenting with cocktails such as the Lanique Rose Spritz and the Lanique Rose Negroni – a floral twist on a bitter classic.

Recently awarded Gold by a panel of top industry judges, Lanique is made by steam-distilling thousands of hand-picked rose petals to extract the pure essence of rose. A completely natural spirit, Lanique has delicate rose and raspberry aromas. It can be served simply with tonic, added as a splash in fizz, or used to add a rosy twist to any cocktail.

Lanique’s bartender sample packs are complimentary and available online from Lanique.co.uk.

The Drug Helpline survey found that 10% of Americans want to reduce their alcohol intake into the future. It also found that 85% want to keep their drinking the same, which indicates, reassuringly, that the vast majority have kept their alcohol consumption in check during the pandemic.

Alcohol consumption habits have changed dramatically in the USA during the COVID-19 pandemic, with a shift from drinking in bars to drinking at home. But it is unclear whether consumption overall has increased or decreased. The public health messages on limiting alcohol remain pertinent, and it remains to be seen if there will be long-term health consequences to increased drinking during the pandemic.

A WHO publication on alcohol and COVID-19 highlighted the risks of drinking alcohol, such as a weakened immune system and the development of alcohol use disorders. It recommended limiting or removing alcohol from the diet, avoiding consumption around children, and being aware of false claims that alcohol helps protect against viral infection.

There is broad awareness that alcohol is bad for the immune system, and in a global pandemic people are extra aware of keeping their immune system healthy.

“In my practice, I have encountered patients drinking far more during the pandemic, which is a deeply concerning trend. The latest survey findings show that there has also been a sizeable proportion of the population who have reduced or maintained their drinking levels,” said Dr. Samantha Miller, a physician and spokesperson for Drug Helpline. “In terms of consequences of the pandemic, I anticipate a rise in mental health conditions such as anxiety and depression, various substance misuse disorders, and alcohol-related illnesses as a result of increased drinking.”

The full report is available on the Drug Helpline website.