News briefs for october 21, 2026. - Pernod Ricard has announced a new two-year partnership with pop star Charli XCX, promoting Absolut vodka. The collaboration will cover "limited-edition drops, collectible items, custom glassware, and fan events," according to Pernod, with the partnership teased by Charli and her dancers at the star's recent shows in Los Angeles. In addition to the photographs of Charli and her team wearing Absolut-branded shirts, the partnership kicks off with Charli's recipe for a Dirty Martini. Further content from the partnership will appear on both Charli XCX's and Absolut's social media channels. Last year, Absolut was at 2.58 million cases in the U.S., according to Impact Databank. - Brown-Forman has announced the latest addition to Jack Daniel's Single Barrel Special Release series, Coy Hill Rye. The whiskey - coming in between 64.35% and 74.25% abv, depending the barrel - is made from a mash of 70% rye, 18% corn, and 12% malted barley and sourced from 10-year-old barrels aged in Barrelhouses 1-13 on the release's namesake hill. Jack Daniel's Single Barrel Special Release Coy Hill Rye is rolling out now in limited quantities across the U.S. and carries a suggested price of $90 a 700-ml. bottle. Last year, Jack Daniel's (including flavors, excluding RTDs) was at 5.8 million cases in the U.S., according to Impact Databank. - The Dalmore, handled in the U.S. by Gallo, has expanded its Cigar Malt Reserve bottlings in the U.S., adding a new 18-year-old single malt. The whisky was aged for 16 years in ex-Bourbon barrels before finishing in a combination of Matusalem Sherry, Marsala, Cabernet Franc and Cabernet Sauvignon for a final two years before bottling at 46% abv. The Dalmore Cigar Malt Signature Reserve Aged 18 Years carries a suggested price of $400 a bottle and will launch in the U.S. on November 1.

Brown-Forman and Simply Good Foods have each fallen about 65% to 70% from their highs, yet both keep investing in their futures. Brown-Forman, maker of Jack Daniel's, is down roughly 65% from its November 2020 peak. Jack Daniel's sales were flat last quarter, and its ready-to-drink range grew 20%. Free cash flow rose $32 million to $161 million, and the dividend has been raised for 42 straight years. Simply Good Foods, which owns Quest, Atkins, and OWYN, is down about 70% from its 52-week high. Atkins sales fell 24.6% last quarter, and the company wrote down Atkins and OWYN by $331 million. Quest still grows, and brought in $230 million of $357 million in quarterly sales. The company bought back $213 million of its stock in nine months.

News briefs for october 16, 2026. - Brown-Forman has announced a new limited edition line of whiskies from Old Forester, the Tribute Series. The collection kicks off with 2026 Old Forester Tribute Series, a 12-year-old Bourbon bottled at 57.5% abv and presented in a special decanter, unique to the series inspired by Christmas decanters released by the brand in the 1950s. Going forward, Brown-Forman says, the Tribute Series will focus on presenting some of Old Forester's best well-aged stocks drawn from across the brand's rick houses, as opposed to release single barrel or individual lot bottlings. The first release in the Tribute Series is now available in select retailers across the U.S. for a suggested price of $300. Last year, Old Forester was at 479,000 cases in the U.S., according to Impact Databank. - Azúcar Tequila has expanded with a new line of spirits-based RTDs, initially launching in Texas. The canned Margaritas come in three flavors - Classic Lime, Spicy Lime and Passion Fruit - all at 5.5% abv and 180 calories per can, and made with Blanco Tequila, fruit, and agave nectar. Currently, the RTDs are available at retail in Austin and Dallas with fuller Texas distribution to come. In addition, the brand is available for DTC ordering, where available. - Bacardi is celebrating Halloween with a new limited-edition, glow-in-the-dark bottling of the company's namesake white rum. The release, the Bacardi Superior Ghost Bottle, is available nationwide and is the anchor of the brand's wider Halloween programming, which includes a presenting sponsor partnership with AMC's Fearfest and serving as the Official Spirits Partner of Janelle Monáe's imaginative Wondaween Festival. Last year, Bacardi was at 5.64 million cases in the U.S., according to Impact Databank.