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Viral Moment: Woman Bids Farewell with Signature US Open Cocktails
There’s no better way to impress a lady at the U.S. Open than with a signature Honey Deuce cocktail—or so one hopeful gentleman thought.
A video capturing the moment has tennis fans buzzing.
On Monday at Louis Armstrong Stadium, a man eagerly made his way to his seat, double-fisting two iconic Honey Deuces, ready to watch American star Frances Tiafoe in action. However, just as he was about to sit next to a lady, someone else swooped in and handed her a drink first.
This is cinema. pic.twitter.com/gU3anzQtdM
Clearly distressed by the situation, the man was left holding two $23 U.S. Open cocktails—and no lady.
It wouldn’t be a viral moment without fans chiming in on the interaction, or lack thereof.
“Good thing he has two drinks for himself now to numb the pain,” one user took to X. While another said, “$23 dollars and a crushed ego.”
Fans are also speculating whether the man knew the woman — or if it was in fact their first meeting.
The official drink of the U.S. Open, the Grey Goose Honey Deuce, has taken the tournament by storm.
Dubbed “the season’s hottest accessory,” the cocktail has become a crowd-favorite (450,000 cocktails sold during the 2023 tournament) among tennis fans, whether they’re soaking in action or hoping to mix and mingle, apparently.
Full Circle in FOSS: Microsoft’s Surprising Donation of Mono to the Wine Project
– Aug 28, 2024 5:15 pm UTC
Microsoft has donated the Mono Project, an open-source framework that brought its .NET platform to non-Windows systems, to the Wine community. WineHQ will be the steward of the Mono Project upstream code, while Microsoft will encourage Mono-based apps to migrate to its open source .NET framework.
As Microsoft notes on the Mono Project homepage, the last major release of Mono was in July 2019. Mono was “a trailblazer for the .NET platform across many operating systems” and was the first implementation of .NET on Android, iOS, Linux, and other operating systems.
Mono began as a project of Miguel de Icaza, co-creator of the GNOME desktop. De Icaza led Ximian (originally Helix Code), aiming to bring Microsoft’s then-new .NET platform to Unix-like platforms. Ximian was acquired by Novell in 2003.
Mono played a crucial role in de Icaza’s initiative to port Microsoft’s Silverlight, a plugin aimed at running rich-media applications akin to Flash, to Linux platforms. Novell advocated for the use of Mono to create iOS applications using C# and other .NET languages. In 2009, Microsoft extended its “Community Promise” to the .NET frameworks, thereby ensuring that Mono could thrive independently of Microsoft’s direct oversight.
By 2011, however, Novell was nearing its end, being absorbed and effectively becoming obsolete. During this period, de Icaza initiated Xamarin to promote Mono’s use on Android. Following this change, Novell (via its SUSE subsidiary) and Xamarin entered into an agreement allowing Xamarin to assume control over the intellectual property and clientele, integrating Mono within Novell/SUSE.
What implications does this development have for Mono and Wine? Initially, not much. Wine, which facilitates the operation of Windows applications on POSIX-compliant systems, already incorporates Mono in its fixes and features a custom Mono engine. By transferring Mono to Wine, Microsoft has effectively dispelled any lingering doubts regarding its influence over Mono. While today’s Microsoft, more conversant with open-source norms, has made this transition, it remains a significant, positive gesture regardless.
Iconic US Beverage Brand Set to Launch New Vodka Line in the UK
A well-known American vodka brand is soon to hit UK stores.
This acclaimed label is gearing up to introduce four distinct varieties to the UK market.
Enthusiasts of spirits can look forward to buying White Claw Vodka in its premium (unflavoured), Black Cherry, Pineapple, and Mango options, aiming to foster social connections among people.
These variants are intended to perfectly complement any of White Claw’s invigorating hard seltzer selections.
Michael Dean, Marketing Director UK at White Claw, expressed his enthusiasm about their latest product launch by stating: “We are so excited to introduce White Claw Vodka to the UK market and give consumers a new, fresh option in the vodka space to bring new flavour to your social occasions.”
He emphasized the distinctive quality of their product, mentioning, “Our Triple Wave Filtering process sets a new standard in the spirits industry, delivering a level of smoothness and clarity that is truly unparalleled.”
Dean further explained the innovative aspect of their vodka, “By harnessing the power of the ocean, we’ve created a vodka that not only complements our existing range of hard seltzers but also offers a fresh and exciting way for consumers to elevate their cocktail experiences.”
He concluded with an invitation, “Get ready to ride the wave and experience White Claw Vodka. It’s time to elevate your cocktail game and make some serious waves.”
White Claw Vodka, launched in the US Spirits market in 2023, quickly earned significant recognition, including a Double Gold for its non-flavored Premium variant at the New York International Spirits Competition.
Starting September 20, all four flavors of White Claw Vodka will be available in the UK at uk.whiteclaw.com for £21.
This release of White Claw Vodka occurred shortly after a well-known tequila label launched in the UK. Casa Don Ramon recently introduced 11 varieties of its premium tequila and mezcal, marking the brand’s debut on the British market.
The surge in popularity of the beverage is evident across the UK.
Statistics from the Wine and Spirit Trade Association show that sales of the drink have increased from £24 million in 2022 to £35 million in 2023.
Premium Unflavoured:
Mango:
Pineapple:
Black Cherry:
Consumers can purchase Don Ramon beverages from seven different sellers, with prices beginning at £41.
Alcohol enthusiasts can acquire a 70cl Punta Diamante Plata tequila for £41, featuring a smooth profile suitable for those new to tequila.
The beverage is aged over six months in French and white oak barrels offering notes of wood, herbs and flashes of sweetness.
There is also the 70cl Mezcal Salmiana to choose from, which is matured for eight to 10 years and offers herbal and fruity notes. Prices start from £50.
All 11 varieties from Casa Don Ramon can be picked up from The Bottle Club, Speciality Drinks, Master of Malt and Amazon.
They are also available on The Whiskey Exchange, Threshers and Soho Wine Supply.
Bear in mind, the above prices are just what Casa Don Ramon UK is recommending retailers sell the bottles at and may be cheaper or more expensive depending on where you buy from.
Should You Trust ‘Expert’ Wine Reviews If They Are Often Paid For?
Lecturer, Faculty of Business and Law, School of Business, University of Wollongong, University of Wollongong
Paul Chad does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
University of Wollongong provides funding as a member of The Conversation AU.
Wine is the most popular alcoholic beverage in Australia. The country boasts over 2,100 local wineries, in addition to a substantial variety of imported wines. Given the extensive range available and the vast price spectrum – from under $5 to over $1,000 – even seasoned wine lovers can find selecting the right bottle a challenge.
Does a $1,000 wine necessarily provide 200 times the pleasure of a $5 bottle? The enjoyment of wine is profoundly personal and subjective. However, without the chance to try before buying, one must rely on other indicators of quality.
When purchasing wine, consumers often consider factors such as the brand’s reputation, critiques, ratings (including suggestions from friends), flavor preferences like grape type and sweetness, the occasion for drinking, price, and the attractiveness of the label, packaging, or product name.
Moreover, wineries and alcohol retailers frequently engage in marketing their products by showcasing high ratings from wine reviews and competition results. But the real question remains, how beneficial are these ratings and accolades?
First, what qualifies someone to be a wine reviewer? Although there are no specific qualifications, reviewers will typically have extensive training and experience in wine appreciation and/or winemaking.
Importantly, wine is generally rated based on its quality relative to other wines of the same grape variety and growing region. This means it is problematic to directly compare ratings across different wine varieties and regions.
Robert Parker, one of the world’s top wine critics, developed a 100-point rating system for wine. While variants exist, the 100-point scale typically starts at 50, with points awarded for colour (5 points max), aroma/bouquet (15 points), flavour/finish (20 points) and overall quality (10 points).
In Australia, James Halliday is a legend of the wine industry and founder of the Halliday Wine Companion, which provides tasting notes, ratings based on Halliday’s own version of the 100-point system, winery ratings and annual awards.
Renowned critics such as Huon Hooke and Bob Campbell, who is one of the few with the esteemed Master of Wine title, contribute to The Real Review. This platform provides wine critiques, scores, an annual “top wineries” list, and a “wine classification” scheme for wines from Australia and New Zealand. More on Bob Campbell and The Real Review.
While submitting wines for evaluation at Wine Companion and The Real Review is free for wineries, the control of these reviews remains with the respective platforms. If wineries wish to use the reviews for promotional purposes, they must obtain a membership from Wine Companion or The Real Review.
In addition, Wine Pilot, initiated by Angus Hughson in Australia, levies a $70 fee plus GST for each review, which the winery can then employ freely for marketing. Concurrently, Wine Orbit, under Sam Kim in New Zealand, reviews each bottle of Australian wine for $30, and the reviewed wineries may use these assessments in their marketing without further charge. Details on Wine Pilot’s fees and Wine Orbit’s charges.
Opinions diverge on whether upfront charges for wine reviews are justified, comparing this approach to the model of offering free reviews and then requiring annual memberships for marketing use. Diverse perspectives on wine review payments.
This is a question readers will need to judge for themselves.
There are many discussions about the objectivity of reviewers and their potential financial incentives to provide favorable reviews. If a reviewer consistently rates a winery poorly, it’s possible that said winery might cease to seek their services, impacting the reviewer’s earnings. However, the reviewer’s personal integrity is also at stake.
The Conversation spoke with Sam Kim, who explained that his $30 flat fee assists in the operation of his small business, adding that offering his services for free was not sustainable.
When questioned about his unbiasedness, he remarked, “I would like to say ‘no’, but it’s not up to me to judge. Consumers will ultimately decide that. And given I have been around a while, perhaps I’m doing okay much of the time.”
Angus Hughson of Wine Pilot noted that “various factors could sway opinions of wine reviewers,” including personal relationships with vintners fostered by their profession.
He mentioned that the essence of wine review relies on personal integrity, emphasizing that reviewers who exaggerate their scores for more visibility or recognition might harm their reputation, ultimately “diminishing their impact over time.”
Jacinta Hardie-Grant, Managing Director at Halliday, asserted that the platforms’s subscription-based marketing approach does not affect the neutrality of reviews. She clarified that the reviewers are unaware of whether a winery submitting samples for review holds a subscription.
The Real Review was not available for comment before the deadline.
Let’s now consider wine shows and awards. There are some prestigious wine shows such as the London-based Decanter Awards, as well as various smaller shows.
Show operators typically charge wineries to enter their wines, so you really do “have to be in it to win it”. Some wineries choose not to enter, while others are renowned for repeat entries.
But there is a potential problem with the wine show process. Ideally, a rigid, scientific method would be used to determine the winners – but this is not always possible, or indeed practical.
Wine is judged “blind”, whereby judges are unaware of the brand. This is a positive. However, the judges will typically judge numerous wines, so the order of judging can affect the results, which is a negative.
Wine show results and awards also often compare across wine varieties and regions, or have a “Winery of the Year” award. These results and awards have their own sets of judging criteria and are often viewed with a level of scepticism.
Consumers should remember these results and awards, while they do have some science behind them, are subjective.
Wine reviewers regularly release results of their wine review activities. My inbox subsequently gets bombarded by wineries promoting their winning wines, referring to reviews and award results.
But these reviews and results remain subjective. Just because one person likes a wine, that doesn’t mean someone else (you) will definitely like it!
It’s always wise to sample before making a purchase. To do this, consider attending wine tastings at local shops, visiting wineries for cellar-door experiences, or ordering a glass of wine at various restaurants.
When you decide to purchase a bottle, referring to reviews or awards can still be helpful, but remember to stay within your budget.
Local Flavors Shine: Blind Tiger Brewery’s Latest Beer Exclusively Uses Shawnee Co. Ingredients
TOPEKA (KSNT) – A local brewery is announcing the release date for a new beer produced solely in Shawnee County.
Blind Tiger Brewery announced Tuesday, Aug. 27 that local farmers collaborated with its brewers to produce a “never before brewed”, brand-new beer. Fourth and fifth generation Shawnee County farmers Roger and Jason Hamm worked with Blind Tiger Brewery’s Brewmaster John Dean and Head Brewer Alvaro Canizales to produce the specialty beer, according to a news release from Blind Tiger Brewery.
The original beer is called “Shawnee County Golden Ale.”
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“Talk about hyper-local,” Dean remarked. “Talk about a low carbon footprint. This malt originated within five miles of our brewery. I can assure you, our beer is only as good as our ingredients, and this top-notch barley-malt from the Hamms certainly makes the grade.”
The Hamm brothers, Roger and Jason, own Two Mule Malting, which is credited with both growing the barley and processing it into malt that the brewery uses, as per the press release.
Blind Tiger Brewery announced that, to their knowledge, this is the inaugural occasion of “brewing-quality barley” being cultivated in Shawnee County, along with the malting of the barley itself.
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“Our mission is to provide brewers with malt varieties not currently available on the market as a form of seed conservation,” Roger Hamm said. “We started this journey seven years ago and it is now reaching fruition. So many barley varieties may vanish, so I want to do my part and hopefully those rare varieties can find a place in award-winning beer.”
Shawnee County Golden Ale is described by the brewery as having a rich, malty flavor and 5.2% ABV and 16 IBUs. The beer will be available on tap starting at 5:30 p.m. Wednesday, Aug. 28 at Blind Tiger Brewery, located at 417 SW 37th St.
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Pennsylvania Grants Permits to Gas Stations and Grocery Stores for Ready-to-Drink Cocktail Sales: What You Need to Know
PHILADELPHIA – Attention Pennsylvania businesses, starting Tuesday you can now apply for a permit to begin selling ready-to-drink cocktails, the Pennsylvania Liquor Control Board (PLCB) announced Monday.
Earlier this summer, Governor Josh Shapiro signed bipartisan legislation that allows the sale of ready-to-drink cocktails at places like grocery stores and gas stations starting September 16th.
“Thanks to our bipartisan budget, you will soon be able to go get ready-to-drink cocktails – some made right here in Pennsylvania – at places like grocery stores and gas stations,” said Governor Shapiro. “Today’s announcement opening the new permit applications means we’re one step closer to making that a reality. This is what real freedom looks like, and we did it in a way that protects taxpayers and supports our state workers.”
If you’re a business that sells alcohol, you can apply for a permit to start selling canned cocktails starting today!
And on September 16th, you can get your favorite hard seltzers and canned cocktails at a grocery store or gas station near you.
We may be the only divided… https://t.co/vv57E7mHnA
— Governor Josh Shapiro (@GovernorShapiro) August 27, 2024
The newly introduced RTDC permit will allow permit holders to offer alcoholic drinks with ABV ranging from 0.5% to 12.5%, in unopened containers of up to 16 ounces for takeaway.
This permit can be obtained by retail liquor license holders with wine expanded permits, such as restaurants, hotels, supermarkets, convenience stores, and also by distributors and importing distributors of malt and brewed beverages, providing they have certification from the Responsible Alcohol Management Program.
The legislation is set to be enacted on Monday, September 16, with the PLCB planning to process and potentially approve applications for early applicants on that day.
The initial application fee for a RTDC permit is $2,500 per establishment. There is also an annual renewal fee which is 2% of the cost of RTDC purchased for off-premises consumption, whether purchased from the PLCB or licensed Pennsylvania manufacturers.
Licensees interested in applying for a RTDC permit can do so through PLCB+.
Unveiling Jim Beam’s Revolutionary Creation: Little Book Bourbon – The Infinite Blend
Since its launch in 2017, Little Book has been a standout whiskey selection from the James B. Beam Distilling Co, the same distillery that produces the famed Jim Beam. The creator of Little Book is Freddie Noe, an eighth generation master distiller, the son of current master distiller Fred Noe and the grandson of the legendary former master distiller Booker Noe. This pedigree ensures that each new Little Book release, like The Infinite: Edition 1, is uniquely impressive. This particular edition is a blend of aged bourbons that will incorporate a new component annually, creating a perpetual infinity blend.
This concept of an infinity blend parallels the solera method used in some whiskey and sherry production, where barrels are never fully emptied and are continually topped off with new spirit, maintaining a blend of different ages. The basis of The Infinite will remain consistent, but each year’s new whiskey addition will enhance and evolve the profile. “Working together as master distillers, my father and I are fortunate,” Noe remarked. “He always hoped to work closely with his father, my grandfather Booker, and this series honors that wish.” He further explained that Little Book The Infinite aims to build on this legacy, laying a multi-generational foundation for future iterations. Each year, Noe plans to bottle and share this evolving creation with the world.
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For the inaugural release of Little Book the Infinite, four different whiskeys were blended together, each inspired by a different family member: 20-year-old Kentucky straight bourbon (Booker Noe’s component), 14-year-old Kentucky straight bourbon (Fred Noe’s component), seven-year-old Kentucky straight bourbon (Freddie’s component), and eight-year-old Kentucky straight bourbon (shared family component). The focus is still on the art of blending, as is the case with the Little Book series overall, but as mentioned before Noe will select a new whiskey to add for every future release. We have not been able to sample the Infinite yet, but official tasting notes describe different flavor components based on each whiskey: Booker’s brings notes of oak, char, and smoke; Fred’s provides dark fruit, cherry, and brown sweets; and Freddie’s offers caramel, vanilla, and spice. The whiskey was bottled at 59.65 percent ABV.
Little Book the Infinite: Edition 1 will be available to purchase nationwide, but it’s a pricy bottle at $200 a pop and is being released in limited numbers. You can also find past releases, like this year’s Path Not Taken blend of rye whiskeys, available to purchase from websites like Total Wine now.
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Three Generations of Craftsmanship: Unveiling Jim Beam’s Latest Whiskey Creation
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The Vodka Pasta Sauce Recipe Going Viral: Why Everyone’s Heading to the Store
Despite the signs of autumn like school buses and the array of pumpkin-flavored treats, it’s technically still summer. The U.S. Open, starting the last Monday of August, signals this with its annual commencement. Over the next two weeks, tennis enthusiasts will flock to the Billie Jean King National Tennis Center in Queens or watch from home to see their favorite tennis stars compete. If you’re attending or tuning in, keep an eye out for the Honey Deuce, the U.S. Open’s official cocktail.
Last year, the tournament sold over 400,000 Honey Deuce cocktails, a blend of raspberry lemonade priced at a hefty $22 each! Fortunately, it’s quite simple to make this drink at home with just three ingredients, allowing you to enjoy it in your air-conditioned living room while saving money. Here’s everything you need to know about crafting the Honey Deuce cocktail at home.
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The Honey Deuce consists of vodka, lemonade, and raspberry liqueur, typically garnished with honeydew melon balls that mimic the appearance of tennis balls. Created by restaurateur Nick Mautone in 2007, this cocktail has been a staple of the tournament ever since.
Grey Goose, a sponsor of the U.S. Open, enlisted him to create a distinctive yet simple cocktail for the high-volume event. During his experiments, a visit to a farmer’s market led him to discover honeydew melon balls, which resembled tennis balls and sparked the idea for the perfect garnish for the Honey Deuce cocktail. The cocktail’s name, Honey Deuce, cleverly refers to the tennis term “deuce,” which represents a 40-40 score.
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This homemade version of the cocktail includes the same ingredients used by the tournament’s bartenders: crushed ice, vodka, lemonade, Chambord (or any other raspberry liqueur), and skewered honeydew melon balls as a garnish.
Related: Homemade Strawberry Lemonade Recipe
In a highball glass, add crushed ice, 1 ¼ oz. vodka, 3 oz. lemonade, ½ oz. Chambord. Stir (or shake in a shaker if you prefer) and pour into your highball glass. Garnish with honeydew melon balls threaded on a drink skewer. For a frozen twist, blend the vodka, lemonade, Chambord, and ice together, then serve in a glass with a garnish.
If you prefer not to make it but still want to try, and you’re in Chicago or New York, good news. DoorDash offers a Honey Deuce kit until September 8, which includes premixed Honey Deuce cocktails in cans, metal straws, melon balls, and a Grey Goose insulated tote bag.
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Courtesy of Jessica Wrubel
This easy-to-make cocktail, bursting with a tart yet sweet flavor, has become my favorite for winding down the warm summer days. Its appealing color paired with the right mix of lemonade sweetness (homemade in my case), raspberry tartness, and the smooth flavor of vodka make it irresistible. The adorable melon ball garnish, resembling tiny tennis balls, adds a fun twist that elevates the entire drink.
Although the official recommendation for the U.S. Open is to use Grey Goose vodka because they sponsor the event, I used my favorite Aspen vodka that I already had at home. Feel free to use whatever vodka you prefer; it will still turn out beautifully refreshing and delicious—no wonder it’s a popular choice.
Many others share this sentiment. One enthusiast commented, “The Honey Deuce cocktail was easy to make, refreshing, and sweet. The melon balls were a fun garnish!” Another remarked, “I love to prepare the Honey Deuce throughout the year. Since I live in Miami where the weather is mostly hot, this drink is perfect for BBQs or a day at the beach.” Indeed, it seems it’s game, set, match with this drink.
Up Next:
Michigan Breweries Embrace Sober Curiosity: Expanding Offerings Beyond Beer
Michigan breweries such as Short’s Brewing Company and Founders Brewing Co. have broadened their offerings by introducing hop water – a non-alcoholic beverage. Charlie Nick | MLive.com
A fresh type of six pack has been appearing in Michigan coolers this summer. It offers the familiar features of being bubbly and hoppy as expected of craft beverages, but comes with a unique twist – it’s non-alcoholic.
Enter: Hop water.
Michigan breweries are joining the trend of non-alcoholic drinks, spurred by the increasing interest in the “sober curious” movement. This shift is influenced by individuals wanting to reduce their alcohol intake or those seeking non-alcoholic alternatives.
Founders Brewing Co., Short’s Brewing Company, and New Holland Brewing each introduced a hop water version on shelves this summer.
Non-alcoholic labels currently represent only a small fraction of total alcohol sales in the United States — not even a full 1% — but the market has been expanding steadily over the years.
In 2023, non-alcoholic drinks reached $565 million in sales, achieving a 35% increase in dollar sales year-over-year, according to market research firm NielsenIQ.
For breweries, hop water is a new creation that utilizes a well-known ingredient.
Hops themselves don’t contain alcohol – that buzzy feeling is born during the fermentation process. Hop water, in contrast, is infused with hops to add the aromatics – that bitterness made famous by IPA-style beers.
Hop waters are not non-alcoholic beers mimicking a lager, stout or hazy IPA. Hop water is its own beverage.
For breweries, adding non-alcoholic to the product lineup isn’t just about being trendy. They have found real value in re-introducing themselves to new and younger audiences, they told MLive.
RELATED: Alcohol-free drinks flow in Michigan as more businesses enter market
Founders Brewing Co., rooted in the heart of Grand Rapids’ Beer City, garnered its reputation and growth from the fervent support of dedicated fans. This fan base originally grew through personal recommendations from that one friend who was enthusiastic about craft beer.
In recent times, the landscape has shifted, with social media now playing the role of influencer, continually pushing recommendations. The online world buzzes with attempts to sway consumer choices, presenting challenges for businesses to genuinely understand consumer behavior.
With the introduction of their new product, Hoppy Mood, Founders aims to attract a broader audience.
“We see an opportunity with consumers choosing to opt out of alcohol, modify their alcohol preferences, or explore beyond traditional beer. These individuals could potentially become enthusiastic supporters too,” explained Sandy Anaokar, Chief Marketing Officer. “It’s about broadening our community.”
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Gen Z, or those born between 1997 and 2012, is leading the non-alcoholic trend.
The latter half of Gen Z has already reached drinking age, but they only make up 6% of beverage alcohol buyers, according to NielsenIQ’s report. Even more telling, 45% say they’ve never consumed alcohol.
Digging deeper into consumer statistics, NielsenIQ found the 45-54 age group and those with income over $100,000 over index for non-alcohol consumption, meaning it’s not just the younger generations looking for moderation.
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Numbers help, but the secret ingredient to the craft beer industry is its heartbeat, said Kerry Lynch, sales director at Shorts Brewing Company.
“I think the second the craft beer industry starts looking at business trends as its primary source of information is the second that is no longer craft,” she said.
The Bellaire-based brewery had the idea for their hop water, Thirst Mutilator, since 2019.
The concept emerged organically as team members began starting families and sought a non-alcoholic drink that maintained a craft quality, according to Lynch.
However, the timing was not right initially due to market conditions and technological limitations, Lynch explained. Nevertheless, the idea persisted.
During the pandemic, the opportunity for a musical collaboration surfaced.
Shorts collaborated with Michigan bluegrass artist Billy Strings, who began his career performing in Northern Michigan at venues such as Short’s Bellaire Pub and Brewery.
Strings has been sober since 2016 and has publicly shared his experiences in his music and through the media, marking a perfect moment to reintroduce hop water, according to Lynch.
In partnership with Strings, Shorts is launching new hop water variants reminiscent of the Faygo beverages typically found in a garage refrigerator, starting with lemon lime in 2022 followed by grape this summer.
RELATED: Short’s Brewing partners with Grammy-winner Billy Strings to release first non-alcoholic beverage
Last year, the product was introduced at Meijer, leading the expansion of what has become a competitive non-alcoholic beverage shelf.
When Short’s introduced grape hop water this summer, their sales for Thirst Mutilator had already doubled from the previous summer, according to Lynch.
“There is a chance that if we had not launched Thirst Mutilator in 2022, and we waited and launched it in 2025, that it wouldn’t work. We might have already missed the opportunity,” Lynch stated. “I often ask our team, is the effort worth the outcome?”
The beverage industry is known for its volatility, with new trends sparking rapidly.
White Claw was released in 2016, marking the beginning of the canned cocktail trend. Presently, even brands like Mountain Dew and Sunny D are offering seltzers.
Short’s and Founders have both forayed in and out of other beverages: seltzers, hard teas and ginger beers, to name a few.
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The time when you’d only go to a brewery for a beer is over, said Founders Brewmaster Jeremy Kosmicki.
“We have expanded our own facilities to the point where we can house a lot more people and changing palates are going to force us to do some other things which are not that far out of our wheelhouse,” he said.
You can take beer out of the brewery, but innovation is core to craft.
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