More and more, traditionally non-alcoholic brands are entering the beverage alcohol space. Experts share how this has affected the market, consumer reaction, and expectations for the trend. 

World Whiskey Society (WWS) announced the launch of a distinguished addition to the Doc Holliday collection: a 16-Year Kentucky Straight Bourbon. 

El Mayor Tequila announced its expanding its award-winning tequila portfolio with the launch of its latest offering: El Mayor Café Reposado Tequila. 

Tequila Ocho introduced its new Barrel Proof Reposado.

Tito’s Handmade Vodka, Austin, Texas, announced it has entered into a definitive agreement to acquire the majority stake in LALO Tequila, one of the fastest-growing tequila brands in the United States.

Penelope Bourbon unveiled its 2025 Estate Collection, a bold array of five distinct expressions with minimum age statements of 10 years.

Tequila Don Julio and Mexican American fashion designer Willy Chavarria reunited to unveil the newest Tequila Don Julio 70 Añejo Cristalino Artist Edition Bottle design inspired by Día de Muertos.