Tilray Brands Announces Partnership with Popsicle(TM) to Launch Popsicle Adult Beverages

Executive Summary

• Tilray Brands announced a licensing agreement with The Magnum Ice Cream Company to launch “Popsicle® Hard” ready‑to‑drink beverages (5% ABV) in the U.S. market.
• The initial product line includes Hard Cherry, Hard Orange and Hard Grape varieties, packaged in 12‑pack slim cans and rolling out nationwide in March 2026.
• A seasonal “Popsicle Hard Firecracker” flavor is slated for launch in May 2026, expanding the portfolio and targeting adult consumers (21+).

Key Details

• Licensing Partner: The Magnum Ice Cream Company – world’s largest ice‑cream company, listed on Euronext Amsterdam, LSE, NYSE.
• Product Format: Non‑carbonated hard malt beverages, 5% ABV, sold in 12‑ounce slim cans (12‑packs).
• Initial Flavors: Hard Cherry, Hard Orange, Hard Grape – each offered in a “Variety Pack” of four cans per flavor.
• Launch Timeline: Variety Packs available March 2026; “Hard Firecracker” seasonal flavor launching May 2026.
• Distribution Channels: Major U.S. retailers including Walmart, Kroger, Albertson’s, Safeway, Food Lion, Ingles and Buc‑ees.
• Brand Positioning: Adult‑focused, nostalgic extension of the iconic Popsicle brand targeting 21+ consumers.
• Executive Comment: Prinz Pinakatt, Chief Growth Officer, Tilray Beverages U.S., highlighted the opportunity to translate familiar Popsicle flavors into a new adult refreshment experience and emphasized rapid market rollout capability.

Notable Quotes

“At Tilray Beverages, we are focused on building a dynamic portfolio of brands that connect with consumers across new occasions… This partnership demonstrates how Tilray’s beverage platform can bring innovative brand collaborations to market quickly and at scale.” – Prinz Pinakatt, Chief Growth Officer, Tilray Beverages U.S.

“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.” – Prinz Pinakatt

Materiality Assessment: Non‑Material – Positive (product launch adds incremental revenue potential but does not constitute a material financial event at this stage).