New Products

Productive Health Co. announced the launch of AUTOFOCUS, a functional beverage designed to deliver clean, sustained energy and mental clarity. Formulated with brain-boosting, natural ingredients, AUTOFOCUS pairs upcycled coffee fruit, a natural source of clean caffeine and antioxidants, with l-theanine, an amino acid found in green tea leaves that helps the body more evenly absorb caffeine for smooth, sustained energy, the company says. AUTOFOCUS is available in four formats: The Do More Drink, a 12-ounce canned beverage; The Do More Drink Sparkling, a 12-ounce canned beverage; The Do Now Shot, a 2-ounce shot; and The DIY Pack, a powder to mix on the go. AUTOFOCUS is available to purchase at the company’s website.

Country music superstar Dierks Bentley introduced ROW 94 Full Proof Bourbon, the third expression to join the ROW 94 lineup. Barreled at 120 Proof, featuring notes of vanilla, fresh tobacco, leather and subtle clove on the nose, ROW 94 Full Proof is rich in honey sweetness on the palate, with touches of raisins, black pepper and a smoky oak finish that quickly transforms into toffee and dark chocolate, the company says. Packaged in a 750-ml bottle, ROW 94 Full Proof is available nationwide and online for purchase at the company’s website for a suggested retail price of $54.99.

C4 Performance Energy unveiled its Cereal Killer flavor, inspired by the colorful chaos of a childhood breakfast bowl. With 70% of American households still crunching on cereal (especially Gen Z), this flavor is more than a nod to the morning ritual — it’s a full-blown, collectable energy movement, the company says. From athletes or cereal box lovers to ‘80s true-crime thrillers, Cereal Killer taps into every corner of pop culture: it’s the breakfast of gym legends, the late-night fuel for all-nighters, and the all-time ultimate tribute to the sugary sin we grew up with, it adds. C4 Performance Energy Cereal Killer is available to purchase in a 12-pack for a suggested retail price of $27.99, online at Amazon, as well as by visiting the company’s website.

Mfused announced the launch of Super Fog Burzt, a flavor-forward cannabis-infused lemonade beverage, marking the brand’s entry into the beverage space. Developed by the same innovation-driven team behind the Super Fog vape line, Burzt merges high potency with crave-worthy taste in a sleek, bottle designed for convenience and precision, the company says. Available in 100 mg THC formulations, each bottle features a 6-ml dosing cap for controlled consumption and an all-natural emulsification process that delivers fast, consistent results, it adds. Super Fog Burzt can be purchased across Washington dispensaries, with expansion to Arizona and New York to follow, it notes.

Celt Salt introduced HydroCelt, an electrolyte drink mix designed to redefine clean hydration. Available in two flavors — Citrus Splash and Peachy Twist — HydroCelt is powered by 600 mg of unrefined Celt Salt, delivering 80 plus trace minerals, and is paired with 250 mg potassium citrate and 90 mg magnesium glycinate (two of the most easily absorbed and stomach-friendly forms of electrolytes), the company says. With no sugar, carbs, preservatives or additives, and only 5 calories, HydroCelt offers a clean hydration experience without the aftertaste or GI discomfort common with many electrolyte products, it adds. HydroCelt Citrus Splash and Peachy Twist are available online for a suggested retail price of $24.99 for a 14-pack.

Empress 1908 Gin announced the launch of its first non-alcohol spirit: Empress 1908 0.0 Indigo. The recipe is carefully crafted by the Empress 1908 Gin Master Distiller at Victoria Distillers, one of Canada’s oldest artisan distilleries, the company notes. Empress 1908 0.0 Indigo, made with all-natural flavors, offers notes of citrus and subtle spice, with soft florals from the botanical blend including juniper, grapefruit and butterfly pea flower, the company says. This hand-curated selection of ingredients is expertly blended and balanced with a touch of cane sugar and filtered water, it adds. Empress 1908 0.0 Indigo is available nationwide at select retailers for a suggested retail price of $39.99 for a 750-ml bottle.

Arden’s Garden announced the launch of its newest functional beverage: FOCUS+. The new product marks Arden’s Garden’s entry into the fast-growing functional mushroom beverage market, it notes. Crafted with a combination of mushrooms, herbs and fruits that were selected to support clarity and endurance without sacrificing taste, FOCUS+ has a blend of brain-friendly ingredients like lion’s mane, reishi, cordyceps, ashwagandha and bacopa, along with the caffeine lift of green tea, the company says. Arden’s Garden FOCUS+ retails for $4.99 for an 8-ounce bottle and is available at all Publix locations.

Decoy announced the launch of Featherweight Cabernet Sauvignon, the first red wine in Featherweight’s low-calorie, low-alcohol offerings. This new varietal offers consumers a balanced and smooth red wine with just 80 calories in each 5-ounce serving and 9% ABV. The introduction of Decoy Featherweight Cabernet Sauvignon builds on the success of the Featherweight tier, which was first launched in 2023, it notes. The 2023 Decoy Featherweight Cabernet Sauvignon is available for purchase nationwide.