Core Insights - Tilray Brands, Inc. is redefining mindful drinking with a new collection that includes hemp-derived delta-9 THC cocktails, zero-proof spirits, and non-alcoholic beers, aiming to make moderation feel indulgent rather than limiting [1][4] - The sober curious movement is driving consumer demand for flavorful and sophisticated drinks, and Tilray's Dry January lineup is positioned to meet this demand with innovative offerings [2][4] Company Overview - Tilray Brands, Inc. is a leading global lifestyle and consumer packaged goods company with operations in multiple regions including Canada, the United States, Europe, Australia, and Latin America, focusing on cannabis, beverage, wellness, and entertainment [5] - The company supports over 40 brands in more than 20 countries, offering a diverse range of products including cannabis offerings, hemp-based foods, and craft beverages [5] Market Trends - Non-alcoholic beer sales increased by over 20% last year, indicating a growing trend towards mindful drinking, with THC-infused beverages also gaining popularity as functional alternatives [4] - The Dry January initiative is not just a seasonal trend but reflects a broader shift in consumer preferences towards healthier drinking options [4] Product Offerings - The Dry January Collection includes: - Happy Flower: Sparkling THC cocktails infused with hemp-derived Delta-9 THC [8] - Fizzy Jane's: THC seltzers with refreshing flavors [8] - Mock One: Premium zero-proof spirits designed to replicate traditional spirits [8] - Runner's High: Non-alcoholic beer for active lifestyles [8] - Montauk Brewing: Non-alcoholic craft brews including N.A IPA and N.A. Golden [8] - 10 Barrel Brewing: NA Apocalypse IPA, a non-alcoholic version of their original IPA [8]

Company Overview - Liquid Death, founded in 2017 by CEO Mike Cessario, is valued at approximately $1.4 billion and is known for its innovative beverage offerings, including water, sparkling water, and iced tea with fruit juice [1][2] - The company achieved scanned sales exceeding $300 million in 2024 and has experienced a compound annual growth rate (CAGR) of 380% since its launch in 2019 [2] Leadership Changes - Ricky Khetarpaul, a former PepsiCo executive, has been appointed as the new CFO, succeeding Karim Sadik-Khan [1][2][3] - Khetarpaul has extensive experience in finance and marketing, having previously served as CFO of Health-Ade and held leadership roles at Lavazza and Walgreens Boots Alliance [3] Market Strategy - Liquid Death's marketing strategy focuses on building strong consumer loyalty, particularly among Gen Z and millennials, who represent over 70% of its customer base [4] - The company has a significant social media presence, with 14.5 million followers across TikTok and Instagram, leveraging entertainment-first marketing to engage young consumers [5] Product Expansion - Liquid Death plans to enter the $23 billion energy drink market in 2026 with a new product, Liquid Death Sparkling Energy, which will be naturally caffeinated from coffee beans [6] - The brand has also launched limited-edition products, such as the Fruity Pebbles sparkling water called Cereal Criminal, available on Amazon [6] Competitive Landscape - The energy drink segment is highly competitive, dominated by established brands like Red Bull and Monster, posing challenges for Liquid Death as it seeks to become a multi-category beverage brand [7]