The latest food and beverage industry news and trend analysis

Monster Energy has confirmed its continued sponsorship as the official energy drink partner for X Games Aspen 2026, marking the event's 25th consecutive year at Buttermilk Mountain in Aspen Snowmass, Colorado.

The collaboration will integrate the entire Commerce7 winery portfolio—comprising hundreds of premium brands—into the DRINKS Anywhere supplier network.

By leveraging accessible technologies—specifically microcontrollers and modular components based on platforms like Arduino—the company is building custom solutions tailored to the nuances of tea handling.

Fronting the campaign is Asian-American actor Ross Butler, chosen for his Chinese-Malaysian roots and status as a "Year of the Horse" native.

The collaboration centres on the launch of a new limited-edition flavour, Monster Ultra Red, White and Blue Razz, which has debuted early at Casey’s and CEFCO locations ahead of a wider national rollout.

Luxury tequila brand Chrome Horse Society has officially announced its market entry into Colorado, executing a strategic launch event during Aspen Gay Ski Week.

Red Bull has announced the strategic reintroduction of two highly requested flavour profiles to its permanent portfolio. Starting today, the energy drink giant is rolling out Red Bull Iced Edition and Red Bull Peach Edition to retailers nationwide.

The initiative is debuting with a specific pilot for the Beverage and Brew segment of the Food, Beverage and Agriculture industry, recognised as one of the most water-intensive sectors globally.