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Smirnoff Ice collaborates with pop culture icon Kathy Hilton to introduce Smirnoff Ice Smash Tea ahead of the tea sippin' season. The brand continues to innovate with bold flavors, unexpected combinations, and unique experiences. The new Smash Tea combines brewed tea flavor with peach and classic lemon varieties, available nationwide at affordable prices. Fans can enter a sweepstake to win a edition Smirnoff Ice x Arcade1Up Golden Tee arcade machine. Smirnoff's commitment to diversity, inclusion, quality, and affordability remains at the forefront of their offerings.

Lone River introduces the Lone River Collective, a new celebration of the modern West with Miranda Lambert and other country stars. The event features a new flavor, Blackberry Ranch Water, and collaborations with brands like City Boots and Flea Style. The company aims to push boundaries in the western space while offering engaging experiences to its customers. Lone River was recently recognized as one of the Best Hard Seltzers of 2024 by Wirecutter.

Lagavulin and Nick Offerman have collaborated on a new -edition whisky, Lagavulin Offerman Edition: Caribbean Rum Cask Finish Aged 11 Years. This unique release combines flavors from the Caribbean and Western Scotland, resulting in a sweet yet smoky whisky. Crafted with precision, the whisky offers notes of lemon meringue, honey, vanilla, toffee, and more. Offerman's passion for maritime adventure is reflected in the label design and promotional video. The whisky received a double gold medal at the 2024 San Francisco World Spirits Competition and is priced at $89.99.

Diageo PLC announced that Nik Jhangiani will be joining as CFO, replacing Lavanya Chandrashekar. Nik brings over 30 years of finance experience, previously serving as CFO at Coca-Cola Europacific Partners. Lavanya played a key role in driving growth and productivity at Diageo. The company aims to continue investing in its brands and deliver value to shareholders.

In May 2024, George Dickel introduced the George Dickel Bottled in Bond Spring 2011, Aged 12 Years, part of their acclaimed series. The new release received Double Gold at the San Francisco World Spirits Competition, continuing the legacy of the award-winning series. George Dickel's commitment to quality whisky at a great value is evident in this 12-year-old offering, crafted by Director Nicole Austin. With a mash bill of 84% corn, 8% rye, 8% malted barley, this 100-proof whisky offers a bold profile with fruit and nut notes, perfect for enjoying neat or in classic cocktails. Consumers can purchase this whisky starting in May for $44.99.

Smirnoff introduces Spicy Tam, the dancing emoji, as the new face of Smirnoff Spicy Tamarind. Spicy Tam invites people to celebrate sweet, tangy, and spicy moments with the brand. The debut coincides with Cinco de Mayo, showcasing Spicy Tam's vibrant persona through digital content. The ambassadorship aligns with the brand's focus on community, self-expression, and redefining celebration. The interactive campaign includes cocktail recipes, playlists, and fashion inspiration. Tamarind, the Flavor of the Year, is highlighted for its bold flavors in Smirnoff Spicy Tamarind, a hit in the US market since 2020. Spicy Tam promises a summer full of spicy vibes and exciting events, following the brand's success at the San Francisco World Spirits Competition.

Bulleit Frontier Whiskey launches 'Don't Trash Glass' program in Kentucky to improve glass recycling rates. The program expands to collect used glass bottles in collaboration with GlassKing Recovery & Recycling. Bulleit aims to promote sustainability by design and reduce environmental impact. Diageo invests in Kentucky and supports local jobs. Visitors can participate in glass recycling at Bulleit Distilling Co. Glass Recycling Center and win tickets to Bourbon & Beyond Festival. Bulleit showcases sustainable practices in grain sourcing, production, and packaging.