As football continues to cement its place as a global social ritual, the living room has become the new stadium, with watch parties bringing together friends, family, and fans. Alongside the cheers, debates, and celebrations, beer remains a central part of the match-night experience. Choosing the right brew can set the tone for the evening, whether it’s a tense knockout clash or a casual group stage fixture.  

Carlsberg Elephant stands out for those who prefer a fuller-bodied lager. With roots in Danish brewing heritage, it delivers a bold yet balanced flavour, combining richness with robust character. Recently relaunched with refreshed packaging, it blends tradition with modern appeal, making it a fitting choice for gatherings where intensity is celebrated.  

Carib Premium Strong Beer, meanwhile, offers a smooth and refreshing profile despite its strength. Its easy-drinking character makes it ideal for long evenings of football, where the energy ebbs and flows with every goal. Perfect with snacks or post-match conversations, it adds a spirited touch to the celebratory atmosphere.  

Kingfisher Premium remains a staple among Indian lager drinkers. Brewed with malted barley, roasted wheat, and Saaz hops, it balances subtle malt sweetness with mild hop bitterness. At 4.5% ABV, its light-bodied profile ensures it pairs effortlessly with spicy appetisers and grilled dishes, keeping fans refreshed through extended match nights.  

For those seeking a contemporary twist, Bira 91 Blonde Summer Lager delivers bright, approachable flavours. Brewed with barley malt, rice, wheat, and German noble hops, it offers citrus and tropical fruit aromas with a crisp, dry finish. Its refreshing character makes it a versatile companion for finger foods and game-day snacks.  

Finally, Corona Extra brings a laid-back vibe to the party. Known for its light, crisp taste and smooth finish, it is traditionally enjoyed with a wedge of lime. Its easy-going profile complements grilled bites and light snacks, making it the perfect choice for fans who prefer a relaxed match-night mood.  

Together, these five beers capture the spirit of football watch parties—bold, smooth, and celebratory. Whether the evening calls for intensity, refreshment, or relaxation, each brew offers a distinct character, ensuring that every kickoff, goal, and post-match discussion is accompanied by the right pour.  

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Beyond Meat is extending its reach in the fast-growing functional drinks category with the evolution of Beyond Immerse, a protein beverage that debuted earlier this year. Initially introduced on a limited basis in January, the drink has now been given a refreshed packaging design and expanded distribution, marking a significant step in the company’s ambitions beyond plant-based meat alternatives.  

The updated packaging reflects Beyond Meat’s strategy to sharpen shelf presence and communicate the product’s nutritional credentials more clearly. As consumer interest in protein-rich, convenient formats continues to rise, packaging plays a crucial role in signalling both functionality and lifestyle appeal. By revising the look and feel of Beyond Immerse, the company aims to ensure the drink resonates with health-conscious shoppers while standing out in a crowded beverage aisle.  

Distribution has also been strengthened, with Big Geyser Inc. now handling the product in the New York area. Known for its extensive portfolio of non-alcoholic beverages and strong regional network, Big Geyser’s involvement is expected to accelerate Beyond Immerse’s availability and visibility in one of the most competitive urban markets in the United States. This partnership underscores Beyond Meat’s intent to leverage established distributors to scale its presence in categories adjacent to its core plant-based food offerings.  

The expansion of Beyond Immerse highlights Beyond Meat’s broader diversification strategy. While the company is best recognised for its plant-based burgers and sausages, its move into protein drinks reflects a desire to capture new consumption occasions and appeal to a wider demographic seeking functional nutrition. The beverage format allows Beyond Meat to tap into trends around convenience, wellness, and performance, aligning with consumer demand for products that deliver both taste and health benefits.  

Industry observers note that the timing is significant. With plant-based food brands facing increased competition and scrutiny, extending into beverages provides Beyond Meat with an opportunity to reinforce its innovation credentials and diversify revenue streams. The combination of updated packaging and expanded distribution suggests a deliberate effort to build momentum and establish Beyond Immerse as a credible player in the protein drink segment.  

As Beyond Meat continues to evolve, Beyond Immerse may serve as a test case for how the brand can extend its equity into new categories. By pairing functional nutrition with refreshed design and strategic distribution, the company is positioning itself to compete not only in plant-based foods but also in the broader wellness-driven beverage market.  

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India’s dynamic retail landscape is preparing to welcome a new global player as lululemon announces its much-anticipated entry into the market. The Canadian-born athletic and lifestyle brand, renowned for its premium performance wear and community-driven ethos, will open its first store in the country at New Delhi’s DLF Promenade later this autumn.  

The launch marks a significant milestone for lululemon, which has steadily built a reputation worldwide for combining technical innovation with a philosophy rooted in wellbeing and connection. The New Delhi store will showcase a wide range of high-performance products for both men and women, designed to support activities such as yoga, Pilates, running, training, tennis, golf, and everyday movement. Beyond retail, the space is envisioned as a hub for engagement, where guests, ambassadors, and local health and fitness communities can come together to share experiences and foster connections.  

In tandem with the physical launch, Tata CLiQ will introduce lululemon to its digital platforms, Tata CLiQ Luxury and Tata CLiQ Fashion. This partnership ensures that lululemon’s innovative athletic and lifestyle products will be accessible to guests across India, extending the brand’s reach far beyond the capital. Tata CLiQ’s platforms will also host community-led experiences, reinforcing lululemon’s mission to inspire movement and wellbeing in everyday life.  

The collaboration between lululemon and Tata CLiQ underscores the growing appetite among Indian consumers for premium international brands that blend performance with lifestyle. With India’s fitness and wellness culture expanding rapidly, lululemon’s arrival is timely, offering products that resonate with both seasoned athletes and those embracing mindful movement as part of their daily routines.  

For lululemon, the India launch is more than a retail expansion; it is an opportunity to embed itself within a vibrant and evolving community. The brand’s emphasis on creating spaces for connection reflects its belief that apparel is only part of the story—the greater value lies in fostering a sense of belonging and shared purpose.  

As anticipation builds for the autumn opening, the partnership with Tata CLiQ positions lululemon to make an immediate impact, combining the strength of a physical presence with the accessibility of digital platforms. Together, they aim to deliver not just products but experiences that inspire, empower, and connect.  

The arrival of lululemon in India signals a new chapter in the country’s retail and wellness journey, one that blends global innovation with local energy. With its first store at DLF Promenade and a nationwide digital presence, lululemon is poised to become a defining force in how Indian consumers experience movement, fashion, and community.  

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Associated Alcohols & Breweries Limited (AABL), the flagship alco-beverage company of the Associated Kedia Group, has made a decisive move into India’s fast-growing hard seltzer and RTD segment with the introduction of Kultur Hard Seltzer. The launch, unveiled in Madhya Pradesh, reflects AABL’s premiumisation strategy and its ambition to capture the attention of younger, aspirational consumers who increasingly favour contemporary, lifestyle-driven drinking experiences.  

Kultur Hard Seltzer arrives in sleek 330 ml cans, designed to resonate with the aesthetics of modern social occasions. The range features five distinct flavours—Cranberry, Watermelon Mint, Mai Tai, Lemon, and Juniper Triple Sec—crafted to deliver a light, refreshing profile that balances convenience with sophistication. By combining bold flavour innovation with stylish packaging, AABL aims to carve out a differentiated position in India’s emerging hard seltzer category.  

The company has outlined a distribution strategy focused on premium retail outlets and HoReCa channels, including hotels, restaurants, cafés, bars and lounges. This approach is intended to maximise visibility and encourage consumer trials, particularly among urban audiences who are shaping new drinking trends. Management emphasised that Madhya Pradesh, with its expanding base of young, aspirational consumers and rising demand for premium beverage choices, provides an ideal launchpad for Kultur’s debut.  

Commenting on the rollout, AABL underscored its commitment to innovation and portfolio expansion. The introduction of Kultur Hard Seltzer is positioned as a natural extension of the company’s premiumisation journey, reinforcing its intent to diversify beyond traditional categories and align with global shifts in consumer preferences. Hard seltzers, which have gained significant traction internationally, are now finding resonance in India as consumers seek lighter, flavourful alternatives to conventional alcoholic beverages.  

Industry observers note that the RTD and hard seltzer segments are among the fastest-growing in the global alco-beverage landscape, driven by demand for convenience, variety and wellness-oriented choices. AABL’s entry into this space signals confidence in the category’s potential to reshape drinking culture in India. By offering a product that blends flavour, functionality and modern design, Kultur Hard Seltzer is expected to appeal strongly to Gen Z and millennial consumers who value experiences as much as taste.  

As Kultur Hard Seltzer begins its journey in Madhya Pradesh, AABL is positioning the brand not just as a drink, but as a lifestyle statement. With its bold flavours, contemporary packaging and targeted distribution, the company aims to establish Kultur as a premium RTD choice across India’s evolving beverage market.  

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The Indian Malt Whisky Association (IMWA) has unveiled a landmark initiative with the rollout of a Certification Trademark in the form of a secure hologram, designed to authenticate and standardise Indian single malt whiskies. This move represents a significant milestone in the evolution of India’s premium whisky category, which has been gaining global recognition and experiencing surging domestic demand.  

The Certification Trademark will serve as a visible assurance of authenticity, affixed to qualifying products that meet IMWA’s stringent production standards. These standards are carefully aligned with globally recognised benchmarks while reflecting India’s unique terroir and climatic conditions. The framework requires manufacturers to adhere to strict criteria that define Indian single malt whisky: the use of 100% malted barley with no molasses or neutral spirits; production at a single distillery in India; distillation in copper pot stills; and maturation for a minimum of three years in oak casks not exceeding 700 litres. Crucially, the entire process—from mashing and distillation to maturation and bottling—must take place within India, with no external flavouring agents permitted.  

Maj Gen (Dr) Rajesh Chopra, AVSM (Retd), Director General of IMWA, emphasised the importance of the initiative, stating: “As the Indian single malt category scales both domestically and globally, the need for a credible, industry-owned validation mechanism becomes critical. The certification mark is not just about compliance but about establishing a shared baseline of authenticity and process integrity. It aims to bring clarity in a fragmented market, reinforce consumer trust, and ensure that the category’s growth is built on verifiable standards rather than perception alone.”  

The introduction of the hologram certification is expected to address longstanding concerns around product authenticity in a market where definitions have often been ambiguous. For consumers, it provides a reliable identifier that enables more informed purchasing decisions, while for producers, it reinforces quality benchmarks and elevates the category’s reputation. By creating a transparent and industry-led validation system, IMWA is positioning Indian single malts to compete more effectively on the global stage.  

From an international perspective, the certification framework is likely to strengthen India’s standing in the premium whisky segment. By aligning production practices with global expectations, the initiative enhances export readiness and acceptance in key markets. It also contributes to long-term credibility, ensuring that Indian single malts are recognised not only for their distinct character and craftsmanship but also for their adherence to rigorous standards.  

As Indian single malts continue to carve out a niche in the global spirits landscape, the IMWA Certification Trademark represents a decisive step towards building a structured and competitive ecosystem. It underscores the industry’s commitment to authenticity, quality, and transparency, while reinforcing India’s ambition to be a recognised leader in the world of fine whisky.  

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Monkey Shoulder itself is a whisky designed for versatility. Crafted from a blend of Speyside single malts, it is expertly balanced to deliver smoothness, rich vanilla sweetness, and gentle spice. This approachable character makes it not only enjoyable neat but also particularly suited to cocktails. Unlike whiskies that resist mixing, Monkey Shoulder thrives in the creative environment of mixology, offering bartenders and enthusiasts alike a spirit that adapts while retaining its distinctive personality.

In the Old Fashioned, this adaptability comes to life. The cocktail’s sweetness enhances Monkey Shoulder’s creamy vanilla notes, creating a luxurious mouthfeel that is both indulgent and inviting. The addition of orange oils lifts the whisky’s bright, fruity character, adding a layer of freshness that prevents the drink from feeling heavy. Meanwhile, the slow dilution—an often overlooked aspect of cocktail preparation—gradually reveals the whisky’s malt complexity, allowing drinkers to experience its depth in stages. Each sip evolves, offering new dimensions of flavour that keep the palate engaged.

The result is a cocktail that feels perfectly balanced yet intriguingly dynamic. It is familiar enough to satisfy those who cherish the Old Fashioned’s classic profile, yet refreshingly different thanks to Monkey Shoulder’s modern Scotch identity. This duality makes it a compelling choice for both seasoned whisky drinkers and newcomers exploring the category. It is a drink that respects tradition while embracing innovation, embodying the spirit of contemporary whisky culture.

For William Grant & Sons, the Monkey Shoulder Old Fashioned is more than just a serve; it is a statement about the future of whisky. By championing a blend that is crafted to be enjoyed in cocktails, the brand challenges outdated notions of how Scotch should be consumed. It positions whisky not as a rigid ritual but as a versatile companion to creativity, connection, and enjoyment. In doing so, it opens the category to a broader audience, inviting more people to discover the richness of Scotch in ways that feel accessible and exciting.

Ultimately, the Monkey Shoulder Old Fashioned is a celebration of balance—between heritage and modernity, simplicity and complexity, familiarity and surprise. It is proof that when a great whisky meets a great serve, the result is more than a drink; it is an experience that resonates with both tradition and today’s evolving tastes.

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As the summer of football approaches, Torres 10, the world’s best-selling Spanish brandy, has unveiled a striking new collaboration with Dragon Rouge’s London studio. The Torres 10 Playmaker Series is a limited-edition packaging range that celebrates the artistry of the game while reinforcing the brand’s own heritage of excellence.

The ten-year-old brandy, sold worldwide, commissioned the award-winning independent agency to design a collection that pays tribute to ten footballing nations. These countries were chosen both for their legendary football heritage and their importance as key markets for Torres. The result is a packaging series that resonates with fans and consumers alike, blending cultural pride with creative innovation.

The Playmaker Series takes its name and inspiration from the iconic number 10 jersey, worn by rare players who redefine the game with vision and flair. Dragon Rouge translated this idea into a distinctive typographic system, ensuring each nation’s label carries its own identity while remaining connected through a shared visual language rooted in football’s global culture. The designs are bold yet cohesive, reflecting the unifying power of the sport.

Each pack channels nostalgia, excellence and mastery—qualities that speak not only to the craft behind Torres 10 but also to the artistry of football itself. The collection captures the emotional resonance of the game, evoking memories of legendary playmakers who made the impossible look inevitable, while simultaneously elevating the stature of the brandy.

By merging football’s cultural symbolism with the premium craft of Spanish brandy, Torres 10 and Dragon Rouge have created a collector’s series that is as much about storytelling as it is about design. It is a celebration of heritage, creativity and the enduring connection between sport and culture—an ode to the beautiful game and the timeless appeal of Torres 10.  

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In 1901, the Gulf Oil story began with a vision that would grow into one of the world’s most trusted energy brands. Today, 125 years later, Gulf Oil continues to write its story every day through the people, businesses, and industries that rely on its name across continents. This anniversary is not just a marker of longevity but a celebration of the enduring values that have defined Gulf’s journey: trust, partnership, and progress.  

As part of the global Gulf Oil family, the brand has chosen to commemorate this milestone with a spirit of gratitude and optimism. Gratitude for the generations of employees, partners, and customers who have been integral to its success, and optimism for the opportunities that lie ahead in a rapidly evolving world. Gulf Oil’s anniversary film captures this sentiment with the powerful message: “125 Years. Together, we’re unstoppable.”  

The campaign reflects Gulf Oil’s belief that its legacy is built not only on innovation and industry leadership but also on the relationships that have sustained it. From the early days of pioneering energy solutions to its present role as a global partner in mobility and progress, Gulf Oil has consistently placed people at the heart of its story. The anniversary is a reminder that trust is not given lightly—it is earned through decades of reliability and shared ambition.  

The celebrations are designed to extend beyond a single moment, unfolding throughout the year with stories, milestones, and events that highlight Gulf’s impact across industries and communities. By inviting audiences to “watch this space,” Gulf Oil signals that its 125th year will be as much about looking forward as it is about honouring the past. The brand’s narrative is one of continuity, resilience, and reinvention—qualities that have enabled it to remain relevant in a changing global landscape.  

For Gulf Oil, the anniversary is also an opportunity to reaffirm its role in shaping the future of energy and mobility. As industries embrace sustainability, digital transformation, and new consumer expectations, Gulf positions itself as a partner ready to evolve while staying true to its core values. The celebration is not only about history but about the promise of progress, underscoring the idea that Gulf’s journey is far from complete.  

The message of being “unstoppable together” resonates deeply in today’s interconnected world, where collaboration and trust are more vital than ever. Gulf Oil’s 125-year milestone is a testament to the power of enduring partnerships and the belief that progress is best achieved collectively. As the brand embarks on its anniversary year, it does so with a renewed commitment to writing the next chapter of its story—one that honours its heritage while embracing the possibilities of tomorrow.  

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Sydney International Airport has become the latest stage for Tasmania’s pioneering whisky house, LARK, as it invites travellers to pause their journeys and savour a rare collection of single malts. In collaboration with Heinemann Oceania and Azzurra Enterprise, the brand has launched a tasting bar inside Heinemann Tax- & Duty-Free, an activation that runs until early July. For those passing through Sydney, it is a chance to discover whiskies crafted exclusively for the travel retail channel, each expression designed to embody the spirit of exploration and the rugged beauty of Tasmania.  

The line-up is headlined by three travel-exclusive single malts: Cinder Forest No.168, Wild Haven No.172 and Ember Eclipse No.294. Each carries a distinctive character, shaped by Tasmania’s unique climate and LARK’s meticulous approach to cask selection and maturation. Alongside these, visitors can also experience Ruby Abyss No.285 and Devil’s Storm No.183, part of the brand’s newly unveiled Signature Collection. Together, they showcase the breadth of LARK’s creativity, from smoky and bold profiles to layered, fruit-forward notes that appeal to both seasoned whisky enthusiasts and curious newcomers.  

The tasting bar is more than a retail activation; it is a celebration of craftsmanship and discovery. Positioned at the heart of Sydney’s international departures, it offers travellers a rare opportunity to engage with the brand before boarding. For LARK, the collaboration underscores its ambition to elevate Tasmanian whisky on the global stage, while reinforcing the growing importance of travel retail as a platform for storytelling and brand immersion.  

Heinemann Oceania’s involvement ensures the experience is seamlessly integrated into the airport’s luxury retail environment, while Azzurra Enterprise brings operational expertise to deliver a polished activation. Together, the partners have created a space that feels both welcoming and aspirational, encouraging travellers to arrive early and linger over a dram. The timing is deliberate: with the activation running into early July, it captures the peak of the southern hemisphere’s winter travel season, when whisky’s warmth and depth are most appreciated.  

For LARK, this initiative builds on its reputation as a pioneer of Australian single malt. Founded in Hobart, the distillery has long championed Tasmania’s pristine environment as the foundation of its whisky-making. By curating a portfolio of travel-exclusive releases, it signals a commitment to innovation and to offering global travellers something they cannot find elsewhere. Each numbered expression carries a sense of rarity, reinforcing the allure of discovery that defines both whisky appreciation and international travel.  

Ultimately, the LARK tasting bar at Sydney Airport is an invitation: to pause, to taste, and to connect with a story of place and passion. For those who accept, it promises not just a dram, but a memory to carry across continents. Finally, there is a good reason to get to the airport early.  

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“Make it cool” is often described as the hardest creative brief in the world. For Canary Cocktails, a canned cocktail brand determined to stand out, the solution was radical: hand over total creative freedom to the legendary design team Young Jerks. The brief was stripped back to its essence — make the packaging reflect the fun of the drink.  

The result is a brand world that feels immersive, fresh and culturally resonant. Built on custom logotypes and timeless pastel colour palettes, the identity is striking yet approachable, playful yet polished. It is the kind of design that doesn’t just sit on a shelf but commands attention, inviting consumers into a world where cocktails are not only convenient but also aspirational.  

This approach is rare in consumer packaged goods. Most founders are terrified of giving designers such latitude. Instead, they crowd briefs with corporate checklists, feature requests and competitor lookalikes. The creative spark is smothered under layers of caution, resulting in packaging that is safe, predictable and indistinguishable from the background noise of the aisle.  

Canary Cocktails demonstrates the opposite. By trusting specialists to break the rules, the brand has achieved true shelf disruption. It is a reminder that cultural cool cannot be manufactured by committee. It requires confidence in expertise, a willingness to embrace risk, and an understanding that design is not a box-ticking exercise but a language of emotion, aspiration and identity.  

Young Jerks’ work here underscores the value of creative autonomy. Their pastel palette feels timeless yet contemporary, their logotypes are distinctive without being alienating, and the overall system is coherent enough to build recognition while flexible enough to evolve. It is a masterclass in how design can embody the spirit of a product rather than merely decorate it.  

The lesson for the wider industry is clear. If brands want to cut through, they must resist the urge to micro-manage. Packaging is not just a container; it is a cultural artefact, a signal of intent, and often the first touchpoint for consumers. To make it cool, you have to let creativity breathe. Canary Cocktails has shown that when you trust the process, the result is not only beautiful but commercially powerful.  

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