Traditional beverage alcohol categories have seen analysts declare doom and gloom or sky high success, but reflection suggest the sun will shine on these categories again.

The Jack Daniel Distillery is celebrating this holiday season bigger than ever with the permanent introduction of its iconic Jack Daniel’s Old No. 7 Tennessee Whiskey in a 3-liter bottle.

Little Saints announced the launch of St. Oak, a zero-proof whiskey that brings the warm notes of a rye with the sweet finish of bourbon to the alcohol-free spirits category.

For the first time, Glenfiddich introduced a trial-size edition of its 14 Year Old Bourbon Barrel Reserve. Additionally, The Balvenie will offer a limited-edition 200-ml bottle of its 14 Year Old Caribbean Cask.

Skrewball Whiskey announced the relaunched of its festive, limited-edition Peanut Butter Whiskey Eggnog.

Smirnoff ICE, a brand of Diageo North America, has partnered with pop star Troye Sivan to unwrap and remix the holidays: less tradition, more vibes. 

1800 Tequila continues to push the boundaries with the launch of two new High Proof offerings of its iconic Reposado and Blanco expressions.