Tilray Brands is partnering with the Magnum Ice Cream Company to launch Popsicle Hard, a ready-to-drink cocktail inspired by the frozen treat brand’s classic flavors.
The noncarbonated beverages are beginning to roll out nationwide in 12-can variety packs. Popsicle Hard has a 5% alcohol-by-volume rate and is available in cherry, orange and grape flavors.
Tilray is producing the drinks through a licensing agreement with Magnum Ice Cream, which was spun out from Unilever at the end of last year. The collaboration gives Tilray the opportunity to bring a classic flavor to a new format, Prinz Pinakatt, the craft brewer's chief growth officer, said in a statement.
“Popsicle is an iconic, nostalgic brand beloved in households everywhere, and we see a tremendous opportunity to translate those familiar flavors into a new adult refreshment experience,” he said.
Popsicle Hard taps into a growing trend of elevating nostalgic flavors from childhood and transforming them into more adult experiences. The trend has also played out most prominently in beverages, with launches like Life Savers Sparkling Ice and various Shirley Temple recipes.
The Popsicle and Tilray partnership will also include a red, white and blue beverage modeled after the Firecracker Popsicle, which will launch in May.
Popsicle Hard broadens Tilray’s portfolio to include canned cocktails, which have remained a bright spot amid declining beer consumption and regulatory uncertainty around hemp derived products. The craft beer and cannabis company has recently invested more in alcohol, acquiring craft brewer BrewDog and inking a license agreement to sell Carlsberg beer in the U.S.
