Tilray Brands Collaborates with Magnum Ice Cream to Launch Popsicle Hard
Tilray Brands has joined forces with the Magnum Ice Cream Company to introduce Popsicle Hard, a new ready-to-drink cocktail inspired by the beloved frozen treat brand’s classic flavors.
The noncarbonated beverages are now hitting shelves nationwide in convenient 12-can variety packs. Popsicle Hard boasts a 5% alcohol-by-volume content and comes in three enticing flavors: cherry, orange, and grape.
Tilray is responsible for producing these innovative drinks through a licensing agreement with Magnum Ice Cream, which recently separated from Unilever. This collaboration allows Tilray to bring a fresh twist to a familiar taste, as noted by Prinz Pinakatt, the craft brewer’s chief growth officer.
Pinakatt expressed excitement about the partnership, stating, “Popsicle is an iconic, nostalgic brand cherished in households everywhere, and we see a fantastic opportunity to reinterpret those beloved flavors into a refreshing adult beverage experience.”
Elevating Nostalgic Flavors with Popsicle Hard
Popsicle Hard taps into a current trend of reviving childhood flavors and transforming them into sophisticated adult indulgences. This trend has been particularly evident in the beverage industry, with products like Life Savers Sparkling Ice and various innovative Shirley Temple concoctions.
Moreover, the collaboration between Popsicle and Tilray will introduce a red, white, and blue beverage inspired by the Firecracker Popsicle, set to launch in May.
Diversifying Tilray’s Portfolio
Popsicle Hard marks a significant expansion of Tilray’s product range, introducing canned cocktails to the mix. This move comes at a time when beer consumption is on the decline, and there is regulatory uncertainty surrounding hemp-derived products. Tilray has been strategically investing more in the alcohol sector, recently acquiring craft brewer BrewDog and securing a licensing agreement to distribute Carlsberg beer in the U.S.
Overall, the collaboration between Tilray Brands and Magnum Ice Cream is set to captivate consumers with a unique blend of nostalgia and adult refreshment, making Popsicle Hard a must-try for those looking to indulge in a refreshing and innovative beverage experience.