Betty Buzz and Betty Booze Collabs with Serendipity3
Betty Buzz and Betty Booze, the mocktail and cocktail brands founded by actress Blake Lively, have collaborated with New York City restaurant Serendipity3 on a limited edition holiday menu, “Sip into the Season,” available through December.
The menu offerings – available at the restaurant’s Times Square and Upper East Side locations – include Betty Buzz Frrrozen Hot Chocolate, Betty Buzz “Fizz and Bubbles” Sparkling Grapefruit Float and Betty Booze “Bourbon Blizzard” Frrrozen Hot Chocolate.
“The collaboration with Betty Buzz/Betty Booze and Serendipity3 is a celebration of everything I love about the holidays – coming together, nostalgia, sweet treats and a little bit of sparkle,” said Lively in a statement. “Serendipity3 is a longstanding New York icon itself. Joining forces with them to bring our brands into the magical and intimate world they’ve created […] is a holiday wish come true.”
Launched in 2021, Betty Buzz’s collection of non-alcoholic sparkling mixers includes five flavors: Tonic Water, Sparkling Grapefruit, Meyer Lemon Club Soda, Sparkling Lemon Lime and Ginger Beer. Today, the brand is available in a variety of retailers nationwide, including Whole Foods Market, Total Wine & More and ShopRite.
In 2023, Lively jumped into the booze world with Betty Booze, a line of low-alc, premium sparkling cocktails as part of her company’s strategy to “win new audiences and occasions by challenging conventions in sparkling beverage – and beyond.”
Electrolit Taps Tim Weah
Electrolit – a division of Mexican pharmaceutical giant Grupo PiSA and the fastest-growing sports beverage in the U.S. – has inked a marketing deal with American professional soccer star Timothy Weah, who currently plays for Olympique de Marseille in France’s Ligue 1. Stateside, Weah is a three-time CONCACAF Nations League Champion with the U.S. Men’s National Team.
The partnership will kick off in January 2026 with a national campaign starring Weah, featuring an in-store POS suite. Electrolit will also highlight the soccer star across a variety of brand activations.
“Next year, during my small break between the end of the season and the world’s most-watched soccer event, I’ll be participating in a huge training camp where hydration will be one of the most important pieces in preparation. Having Electrolit in my corner, helping me stay hydrated, will be a crucial step to ensure a successful summer,” said Weah in a press release.
He joins Electrolit’s growing roster of professional athlete partners, including tennis star Aryna Sabalenka and Mexican motorsports racing driver Pato O’Ward.
Mockly Unveils Fresh Look
Non-alcoholic libations brand Mockly has unveiled a new look aimed at “moderniz[ing] the NA drinking experience.”
The refresh includes a new look inspired by the brand’s New Orleans roots, new flavor names and a return to 8.4 oz. cans. The smaller can size aims to better position the brand as cocktail-adjacent and the new product names – Blueberry Floral Spritz, Herbal Tangerine Elixir, Pomegranate Ginger Tonic and Citron Café Noir – better reflect the liquid inside.
“It’s the same taste you love, just dressed up in a new look that emulates the brand we have always been at heart: bold, celebratory and undeniably New Orleans. In New Orleans, we’ll celebrate anything without judgment, and that’s the energy we’re channeling into the rebrand,” said Aimée Sedky, co-founder of Mockly, in a press release.
Seedlip Celebrates 10 Years
Seedlip, which touts itself as the world’s first distilled non-alcoholic spirits brand, is celebrating 10 years in business with a new 15-second ad spot: “Yeah, It’s a Drink.” The video highlights the brand’s Grove 42 citrus blend made with oranges, lemons, ginger and lemongrass.
Seedlip was created in the United Kingdom in 2015 by Ben Branson. In 2019, the business was acquired by international spirits conglomerate Diageo.
The non-alcoholic spirits market has continued to grow, and is expected to reach $624.56 million by 2032, according to market researcher Fortune Business Insights.
Go Brewing Inks Deal with HYROX
Go Brewing has expanded its three-year relationship with global indoor fitness competition HYROX, becoming the official non-alcoholic beer sponsor for U.S. events in 2026. As part of the agreement, Go Brewing will provide branded HYROX GO water to all competing athletes and host a “Beer Mile’ish” activation for the second year in a row.
The partnership comes amid significant growth for Go Brewing. Since launching two years ago, the brand has expanded to over 8,000 stores across 32 states, including chains like Kroger, Wegmans, Costco and King Soopers.
“Because [Go Brewing founder] Joe Chura had participated in HYROX, we knew that he understood our core audience, but as a successful entrepreneur, he continues to bring creativity and value to our partnership,” said Christian Toetzke, founder and CEO of HYROX, in a statement. “Non-alcoholic beers are the perfect complement to an event like ours.”
Pellegrino Explains “Italian Time”
With the holiday season rapidly approaching, premium sparkling water maker San Pellegrino is debuting its latest campaign, “Italian Time.” The new spot stars English comedian Diane Morgan, who encourages consumers to slow down and savor time spent around the table with loved ones.
“For most of us, dinners last three courses, but according to ‘scientists,’ holiday gatherings on Italian time last between four hours and forever,” Morgan deadpans. “If you’re celebrating the Italian way, remember to bring enough San Pellegrino to last you through the meal, the after-meal, the after-after meal and the entire goodbye ritual.”