Ugly Drinks (2020 Limited Edition Flavors)

Thanks to its playful brand personality and digital-first approach, Ugly has emerged as a rising name in the exploding sparkling water space in recent years. But the brand’s unique voice and place in the category is perhaps best reflected in its limited-edition releases, which this year has seen vintage soda flavors (Cherry Cola, Dr. Ugly) feature alongside some less-than-traditional formulations (Fruit Punch, Candy Cane). Granted, they aren’t the only brand experimenting with flavors, but Ugly’s willingness to successfully either push the envelope (Pumpkin Spice — really) or recalibrate the classics (the chug-worthy Orange Soda), and in the process further its connection with new and longtime consumers, make it worthy of special notice.