Tilray Brands, Popsicle to launch hard beverages

Executive Summary

• Tilray Brands Inc. has announced a strategic partnership with The Magnum Ice Cream Company to launch "Popsicle Hard," a line of ready-to-drink adult beverages featuring 5% ABV.
• The initial launch includes non-carbonated hard cherry, hard orange, and hard grape flavors, with a variety pack rolling out in March at select U.S. retailers.
• A special "firecracker" flavor is scheduled for a later launch in May 2026, targeting the summer season.

Key Details

• Partnership: Collaboration between Tilray Brands Inc. and The Magnum Ice Cream Company.
• Product Name: Popsicle Hard (adult-ready beverages).
• Alcohol Content: 5% ABV.
• Initial Flavors: Hard Cherry, Hard Orange, and Hard Grape.
• Launch Timeline:
  • Initial variety packs (four of each flavor) rolling out in March.
  • "Popsicle Hard Firecracker" beverage launching in May 2026.
• Packaging: 12 packs of 12-ounce slim cans.
• Retail Distribution: Major U.S. retailers including Walmart, Kroger, Albertson's, Safeway, Food Lion, Ingles, and Buc-ees.
• Strategic Goal: To translate iconic Popsicle flavors into a new adult refreshment experience, leveraging Tilray's beverage innovation and Popsicle's brand legacy.

Notable Quotes

• Prinz Pinakatt, Chief Growth Officer, Tilray Beverages U.S.: "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 flavours 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."
• Prinz Pinakatt, Chief Growth Officer, Tilray Beverages U.S.: "By bringing the classic flavours 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."