(Photo: Cotswolds)

A war of words between English and Scottish distillers erupted over the weekend following the creation of a new legally protected whisky category.

On Friday, the UK’s Department for Environment, Food and Rural Affairs recognized the terms “English Whisky” and “English Whiskey” with a geographical indication status. Much as tequila can only be made in Mexico and Champagne in France, English whisky is now a protected category that can only be made in England using specific production methods.

The English Whisky Guild submitted its application for the recognition over six years ago and calls the long-awaited approval a “landmark achievement” for “the quality and innovation across our growing industry.”

Not everyone was quite as enthusiastic. Days after the category was approved, the Scotch Whisky Association told The Telegraph that it was “profoundly concerned” about the decision, doubling down on previous comments that it would “robustly defend itself against any devaluation of the Single Malt category.”

For a brand to qualify as English whisky, all of its cereal grain must be grown in the UK, distilled at a single distillery and aged in England for at least three years. Maturation must occur in wooden casks with a maximum capacity of 700 liters, and if distillers choose, whisky can be transported in bulk containers for bottling in export markets.

Notably, British regulators have extended leeway for the mashing and fermentation of grain, which is allowed to occur at locations other than the primary distillery.

This step differs from single malt whisky regulations in Scotland, where it’s required that liquid be mashed, fermented and distilled at a single site. Mark Kent, chief executive of the Scotch Whisky Association, believes that England’s rules are inconsistent with the reputation of single malt whisky, effectively undermining the standard of excellence that Scotch enjoys worldwide. The organization reportedly plans to meet with ministers this week to raise its concerns about the newly minted category.

“This is something which our counterparts in Wales and Northern Ireland agree with,” Kent added. “Following discussion with the Department for Environment, Food and Rural Affairs this week, we will further consider our position and next steps.”

England is the fourth and final UK nation to receive protected status for its whisky, following the example set by Scotch whisky, Single Malt Welsh Whisky and Irish Whiskey.

Andrew Nelstrop, the inaugural chairman of the English Whisky Guild and owner of England’s oldest registered whisky distillery, says that there’s no need for infighting. He maintains that the status of one category cannot be conflated with the status of another, adding that Scotch’s single malt status is unique even within the UK.

“Suggesting that Wales are with them in their stance is odd, given the vast majority of maturing Welsh whisky was made using wort from a brewery separate from the distillery and so follows our rules – not those of Scotch,” Nelstrop told The Telegraph.

“Any suggestion that English whisky in some ways may be inferior due to these rules is of course nonsense. English whisky, having won world’s best single malt three times in the last four years, paints a fairly accurate picture of who is perceived to be making a quality product.”

There are around 70 registered whisky distilleries in England, over 40 of which are currently selling fully matured whisky that abides by the three-year aging requirement. The total value of maturing stocks held in casks across England is estimated to be worth around £1 billion ($1.35 billion USD), and is focused primarily around the southwest of the island.

(Photo: Sazerac)

The spirits juggernaut behind Buffalo Trace and Pappy Van Winkle is reviving a historic name in Kentucky bourbon at a fraction of the price of its contemporaries.

On Tuesday, Sazerac announced the launch of Glenmore Kentucky Straight Bourbon and Glenmore Kentucky Straight Rye, a pair of whiskeys that pay homage to one of the oldest distilleries in the spirits firm’s ever-expanding portfolio.

Glenmore — not to be confused with Old Glenmore, or any number of other Scotch whisky brands that begin with “Glen” —  was a distillery founded in Owensboro, Kentucky, in the late 19th century. Throughout its over 120-year production history, the facility earned its reputation with flagship brands like Kentucky Tavern and Yellowstone Bourbon, and at one point became one of the few licensed distilleries to bottle medicinal whiskey during Prohibition.

The distillery wound down operations in 1973, exchanged hands to Guinness in 1991 and was eventually purchased by Sazerac in 2009. Though it’s still operated under the Glenmore name, the facility is nowadays used mainly as a bottling plant and the unexpected home of a corporate art collection. The name nonetheless lives on. Collectors can purchase original-era Glenmore bottles for as much as $7,000, with even the brand’s standard six-year bourbon reselling for around $700, at minimum.

Sazerac’s revival takes things in a different direction. For one, Glenmore Rye and Glenmore Bourbon are inspired by, not produced at, the Glenmore Distillery, and are not made from an original-era mashbill or recipe. What’s more, both of the whiskeys are bottled at 100 proof, both are non-age-stated and both cost a mere $20 per bottle.

Glenmore Bourbon is said to balance notes of crème brûlée, toasted marshmallow, vanilla custard, caramelized sugar and toasted pecan, while the Rye reportedly offers classic rye spice balanced by black pepper, toasted grain and subtle sweetness. The Bourbon is now available at retailers, bars and restaurants in the Sazerac distribution network, while the Rye is expected to hit shelves sometime this month.

“The Glenmore name has an incredible history, and we’re honored to help write its next chapter,” Lauren Selman, Global Growth and Innovation Director at Sazerac, remarked in a news release. “There is an entrepreneurial spirit and willingness to innovate that define the Distillery’s history, and we saw an opportunity to give those qualities new life. We’re excited to whiskey fans to try this release and celebrate this new era with us!”

(Photo: Jameson)

Two-time Super Bowl MVP Eli Manning is joining forces with Jameson Irish Whiskey for an up to $5 million nationwide bar tab. It’s the first — and likely not the last — football-shaped initiative from Jameson, which recently signed a multiyear agreement to become the Official Spirits Sponsor of the NFL.

The giveaway is running from now until Nov. 30, giving drinkers plenty of time to hit the bar before the end of the year. That said, there are a few important details that you’ll want to read up on before you order your next Irish Old Fashioned or Jameson Whiskey Sour.

In participating rebate states, consumers who order a cocktail or shot made with Jameson whiskey can upload their receipt online to receive up to $20 cash back via PayPal or Venmo. The rebate is limited to one drink per customer, so there’s no sense in ordering a couple of happy hour cocktails unless you’re willing to pay up for the second tipple.

The online receipt portal can be found here. If you’re interested in cashing in, be warned that the program excludes the following states: AZ, HI, IN, KY, LA, MD, MA, MS, NH, NC, OR, PA, TN, TX, UT and VA.

If you live in one of those states, fret not! Jameson has also launched a sweepstakes program that will run alongside the rebate, giving fans a chance to win $20 towards their next cocktail. As long as you’re 21 or older and live in one of the above-mentioned states, feel free to apply here.

“The spirit of fandom and community at a local bar on gameday is really unique,” Manning remarked in a news release. “I’m excited to partner with Jameson as they buy America’s Biggest Round, celebrating the die-hard fans who bring the passion every single week, make the trip to their local spot, and keep the gameday tradition alive.”

Manning is no stranger to the world of whiskey. The Louisiana native has joined forces with Kentucky’s Knob Creek for not one but two single-barrel bourbon releases, both of which we thought were excellent.

Jameson, however, is a whole other animal. While Knob Creek is stewarded by spirits giant Suntory Global Spirits, Jameson is owned and operated by Pernod Ricard, the French firm behind Absolut Vodka, Chivas Regal, The Glenlivet and Malibu.

“For generations, neighborhood bars have brought people together, turning strangers into friends and gamedays into lasting memories,” Colin Kavanagh, Chief Marketing Officer at Pernod Ricard North America, added. “As the Official Spirits Sponsor of the NFL, Jameson is pouring America’s Biggest Round with a $5 million bar tab to celebrate the fans who show up, raise a glass, and make gameday happen at their local spot.”

(Photo: MGP)

Big news for American whiskey fans!

On Wednesday, Indiana’s bulk distilling juggernaut MGP announced that it’s expanding its in-house spirits portfolio with a namesake American whiskey series. The first release in the collection, dubbed MGP Chapter One: Out of the Shadows, pays homage to the distillers’ famed high-rye bourbon mashbill and is slated to hit shelves nationwide this fall at a suggested retail price of $69.99.

Chapter One is described as a 110-proof, 10-year-old straight bourbon selectively blended from barrels of the historic LBSV mashbill (60% corn, 36% rye and 4% malted barley). The barrels were aged for a full decade in the facility’s Rickhouse G, imbuing aromas of butterscotch, burnt sugar, molasses and cherry, followed by flavors of cola, raspberries, chocolate, sassafras and leather, according to the brand.

“We’ve been making whiskey and spirits that others have proudly put their names on for decades,” Julie Francis, president and CEO of MGP Ingredients, Inc., remarked in a news release. “Bringing the MGP name back to the distillery and launching MGP Chapter One: Out of the Shadows is an exciting opportunity to share that story directly with consumers.”

The release signals a surprise pivot for MGP, a distiller that — its latest bottle correctly points out — has long worked from the shadows.

For decades, the Lawrenceburg, Indiana-based company has been synonymous with its Distilling Solutions arm, the largest supplier of white-labeled whiskey in the United States. From Bulleit Rye to Redemption Bourbon, MGP is the workhorse distiller behind hundreds of brands, some of which exclusively rebottle MGP juice and others of which mix MGP liquid with in-house distillate.

The once-lucrative business model has taken a hit from industry headwinds. In June, the company reported a 59% drop in whiskey sales for its Distilling Solutions arm. The news came less than a year after MGP revealed that it was scaling down white-label whiskey production “in response to the softening American whiskey category trends and elevated industry-wide barrel inventories.”

Upper management has refocused MGP’s priorities on its Branded Spirits arm, which owns in-house imprints like Penelope Bourbon and Yellowstone whiskey. A recent earnings report revealed that these “premium-plus” whiskey brands outperformed the rest of MGP’s portfolio, growing by 5% in a quarter when several categories dropped by steep double digits.

“These results reflect continued momentum in our premium-plus portfolio, led by Penelope Bourbon and Yellowstone, and an improvement in select mid- and value-priced brands,” Francis said at the time. “As we move through the second half of 2026, we will maintain our strategic roadmap and drive our key growth initiatives, while prioritising our best opportunities for growth, taking decisive actions and executing with discipline.”

Chapter One: Out of the Shadows is the first Branded Spirits whiskey that bears the MGP name. As the historic distiller forges a new path forward, it appears it’ll be leaning harder than ever on the reputation of its three-letter moniker.

(Photos: Johnnie Walker)

Two-time Grammy Award winner Sabrina Carpenter is doubling down on her Scotch whisky partnership with a limited-edition bottling that will gradually make its way across the globe.

On Tuesday, Johnnie Walker unveiled a redesign of its flagship Black Label whisky inspired by the pop star’s most recent album, “Man’s Best Friend.” The reimagining features a bespoke, baby-blue colorway, miniature paw prints on the label, an embossed golden heart and other pint-sized flourishes paying homage to Carpenter’s career.

“I adore creating little surprises for my fans, and this felt like such a cool way to bring the world of ‘Man’s Best Friend’ to life,” Carpenter remarked in a news release. “I love telling stories beyond music, so getting to put my own spin on something as iconic as the Johnnie Walker Black Label bottle was such a fun challenge. I can’t wait for everyone to see all the little details.”

The liquid contained within is standard Johnnie Walker Black Label: A 12-year-old blend sourced from various distilleries, bottled at 86 proof and sold for around $35 to $40 (parent company Diageo assures the Sabrina Carpenter edition will roll out at the same recommended retail price as its regular counterpart). If you’ve never had a chance to try Black Label for yourself, feel free to check out our review here. It’s one of the most widely distributed whiskies in the world, and a ubiquitious right of passage for anyone getting into Scotch for the first time.

The Sabrina Carpenter edition is now available throughout Great Britain in both 700-milliliter and 750-milliliter formats, and is scheduled to roll out across Mexico, India, Europe and Asia Pacific. A Johnnie Walker representative said that the bottle will hit the United States sometime next year, though the brand has yet to provide an exact date.

The “Espresso” pop star signed on as the face of Johnnie Walker almost exactly a year ago.  The first leg of the campaign set up shop at select locations on Carpenter’s then-ongoing Short n’ Sweet tour, where attendees were invited to try signature cocktails like the Short n’ Sour, the Go Go Highball and the Man(hattan)’s Best Friend.

“Stepping into this next chapter of my music has been such a thrill. It feels more confident and a lot more unapologetic,” Carpenter said at the time. “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”

Or so it would seem.

In truth, the White House’s latest tariff play quietly includes concessions that will allow a handful of recognizable Canadian brands to remain on American shelves. We’ve spent the past few days scrutinizing the annex, an exhaustive list that spans beer, wine, cider, spirits, Scotch and Irish whisky, bourbon, rye whisky, rum, vodka, gin, tequila and mezcal. Our main takeaway? Many brands should be able to circumvent the ban if they have the know-how (and financial resources) to play by the Trump admin’s rules.

Crown Royal

(Photo: Crown Royal)

Verdict: Probably Safe

The undisputed king of all things Canadian alcohol, Crown Royal is the first (and perhaps last) brand most people think of when they imagine spirits north of the border. The blended and flavored whisky juggernaut accounts for a staggering 35% of the total global market share for Canadian whisky, moving between 7 million and 8 million cases per year and generating hundreds of millions in revenue for parent company Diageo.

Here’s where things get interesting. Though the whisky is mashed, aged and distilled at its main facility in Gimli, Manitoba, the company moved its US bottling operations to the United States in early 2026 to cut export costs. This means that Crown Royal ships its whisky in large quantities across the border before bottling locally at a handful of unnamed Diageo-owned facilities.

The Canadian alcohol ban appears to include an apparent omission in the annex’s listed Harmonized Tariff Schedule classifications. The annex specifically includes most non-rye Canadian whisky in containers of 4 liters or less, but does not list the HTSUS classification for other whisky in containers larger than 4 liters. That omission appears to leave bulk shipments of Canadian whisky outside the annex’s listed classifications, though the U.S. Customs and Border Protection would ultimately determine how individual imports are classified.

If that turns out to be the case, it indicates the American government has created a lucrative workaround for brands that bulk import Canadian whisky, among them heavy hitters like WhistlePig, Pendleton and Black Velvet. We’ll have a better idea of what these exemptions mean in the weeks and days leading up to the ban. In the meantime… better safe than sorry to stock up on your favorite Crown Royal whisky flavor.

Crystal Head Vodka

(Photo: Crystal Head)

Verdict: Banned

Founded in 2008 by “SNL” and “Ghostbusters” alum Dan Aykroyd, Crystal Head is a quadruple-distilled vodka produced in Newfoundland, Canada, that makes use of Ontario-grown corn and Newfoundland-sourced water. So the story goes, the brand’s iconic bottle was inspired by Aykroyd’s fascination with the legend of the thirteen skulls — the very same that inspired the fourth installment in the “Indiana Jones” franchise.

Sadly for the comedian-turned-entrepreneur, Crystal Head is one of the first brands that will be decapitated by the Canadian alcohol ban. Standard packaged Canadian vodka appears to fall squarely within the annex, while bulk vodka could raise a different classification question because the annex distinguishes between containers of 4 liters or less and larger packaged containers.

Labatt Beer

(Photo: Labatt)

Verdict: Safe

Labatt is to Canadian beer what Crown Royal is to Canadian whisky. Founded in 1847 by an Irish immigrant with next to no prior brewing experience, Labatt is now the largest brewer in Canada — and its flagship Labatt Blue, the best-selling Canadian beer worldwide.

Much like Crown Royal, however, the technicalities of Labatt’s ownership structure have rendered some parts of its production less Canadian than others. In 2009, brewing titan Anheuser-Busch InBev was forced to sell off the rights and business for Labatt USA following scrutiny from American antitrust officials. The version of Labatt Blue widely available in the U.S. has thereafter been produced at the Genesee Brewery in Rochester, New York, where each of its cans is labeled with the bottom text “Born in Canada, Brewed in the USA.” Look close enough, and you’ll notice this version of the beer isn’t technically a Canadian Pilsner, but a Canadian-style pilsner.

Don’t let the maple leaf logo fool you — Labatt sold in the US of A is as American as Jack Daniel’s and Freedom fries. Tariffs need not apply.

Other beers won’t be quite as lucky if and when the ban takes effect. The annex takes aim at all Canadian-origin packaged beers made from malt, casting a wide net that will affect historic independent brands like Moosehead Lager and Steam Whistle Pilsner.

Empress 1908

(Photo: Empress 1908)

Verdict: Banned

Empress 1908 is a popular gin brand produced by Victoria Distillers in British Columbia, Canada. The imprint is best known for its flagship Indigo Gin, a distinctly floral, purple-hued spirit that naturally shifts to shades of lavender, pink or fuchsia depending on the mixer. If bright colors aren’t to your liking, we’d also recommend its regular ol’ Original Gin, which pops with an earthy mix of peppercorn, dill, green apple and sarsaparilla on the palate.

Whether or not they contain added colors or flavoring, all forms of Canadian-origin packaged gin are slated to be banned by the end of the month.

Canadian Club, Canadian Mist and All Else Canadian Whisky

(Photo: Canadian Club)

Verdict: Banned

Any Canadian whisky not bottled in the United States is shaping up to get banned under the Trump administration’s latest tariff scuff.  Alas, Canada is a country rich in distillation heritage, laying claim to dozens of major whisky distillers and hundreds of craft labels dotted across the country. With the exception of Crown Royal and Black Velvet, it looks like all of them are about to get the boot.

Prominent names include Canadian Club, a Suntory-owned brand produced in Windsor, Ontario; the Sazerac-owned Canadian Mist; Pernod Ricard’s Lot No. 40; Forty Creek; Alberta Premium; and JP Wiser’s. Some of these brands are owned by international conglomerates that have the means to outsource bottling to the United States. If the Crown Royal business model can turn a profit for parent company Diageo, then we may soon see its competitors copy the same workaround.

Dillon’s Small Batch Distillers

(Photo: Dillon’s)

Verdict: Banned, Banned, Banned

Dillon’s is an up-and-coming Ontario-based distillery that had the enormous fortune of being acquired by Mark Anthony Group — the very same behind White Claw — in 2021.  Just about everything that Dillon’s specializes in is expressly mentioned in the ban. Vodka is a no-go, gin is kaput and bitters “fit for use as beverages” are dead in the water.

Ready-to-drink cocktails, the biggest part of the distiller’s business, are not mentioned by name in the annex. Given the size and scale of today’s pre-mixed cocktail market, this feels like a notable omission.

The annex does not specifically name ready-to-drink cocktails, but that does not necessarily exclude them. Dillon’s canned gin and vodka cocktails could fall under one of the annex’s broader alcohol classifications depending on their customs classification.

(Photo: Athletic Brewing)

NFL Quarterbacks Dak Prescott and Drake Maye are the latest athletes hedging their bets on the fast-growing nonalcoholic beer market.

On Wednesday, the players were announced as the new “athlete-owners” of Athletic Brewing Company, the largest dedicated nonalcoholic brewery in America. The news release announcing the partnership doesn’t dive too far into the specifics of what an “athlete-owner” is, though Prescott and Maye have presumably taken on some level of equity in the company, which was valued at approximately $800 million in 2024.

What we do know is that the Dallas Cowboys and New England Patriots quarterbacks will feature prominently in the brand’s marketing campaigns in years to come. Athletic has hinted at a handful of video concepts which have yet to be released, including one in which Maye transforms a throwing session into a football tailgate and another where Prescott plays second fiddle to zero-proof beer at a backyard cookout.

“Athletic’s growth story and challenger mindset immediately stood out to me,” Maye remarked in a news release. “The company started with an idea that many people doubted, stayed committed to its vision, and built a nationally recognized brand through hard work and determination.”

“As I’ve become more involved in business, I’ve become increasingly intentional about the opportunities I pursue and the people I choose to work with,” Prescott added. “I really admire what Bill and John have built and their willingness to challenge conventional thinking.”

Founded in 2017 by Bill Shufelt and John Walker, Athletic has charted a rapid ascent within the nonalcoholic beer market. The brand’s facilities in Connecticut and California produce nearly 50 different brews and have garnered high-profile collaborations with the likes of Arsenal FC and country singer Walker Hayes.

During a recent interview at the WSJ Global Food Forum, CEO Bill Shufelt said that his company holds an 18% share of NA beer in the country and a 38% share of on-premise sales in bars and restaurants. Other figures suggest that the brand controls over half of the NA craft beer market share in the United States, outselling the next 100 NA craft beer brands combined and leading its closest competitor by 44 points.

The investment represents a minor pivot for Prescott, who was previously best known in the beverage space for his tequila brand, Volteo (a considerably better spirit than most of its athlete-backed competitors on the liquor aisle).

(Photo: Skrewball)

Call it a liquid lunchbox: Best-selling flavored whiskey maker Skrewball is finally bringing peanut butter & jelly to the liquor aisle.

On Tuesday, the brand announced the launch of Skrewball Peanut Butter & Strawberry Jelly, its first flavor innovation since hitting the market in 2018. The so-called Original Peanut Butter Whiskey will now be sold alongside a 70-proof little brother that it describes as “a natural evolution on one of the world’s favorite sandwiches.”

Usually, this is the point in the article where we’d provide some official tasting notes from the brand. We don’t think that’ll be necessary for this one.

The brand’s new flavored whiskey will be available in the U.S. this month in 100-milliliter cans and 50-milliliter shooters, priced at $3.99 and $1.99, respectively. Like standard Skrewball, the liquid is bottled at 35% ABV.

“Drinkers want big flavor, and we wanted to deliver it in a tiny can,” Steve and Brittany Yeng, co-founders of Skrewball Whiskey, said in a news release. “Throw it in your cooler or back pocket, crack one open with a friend, and enjoy the nostalgic combination. The unexpected is what Skrewball does best, and this sets the stage for where our brand is heading next.”

The announcement comes amid an unexpected boom in flavored whiskey taking the United States by storm. The prolific Jack Daniel’s announced that its recently launched Tennessee Blackberry helped propel parent company Brown-Forman into a better-than-expected sales quarter that topped Wall Street expectations by over $30 million. The sweet cinnamon-flavored Fireball has also caught the innovation itch, releasing its first flavor extensions in Blazin’ Apple and Torch’d Vanilla.

“Skrewball has always challenged expectations around what whiskey can be, and PB&J is a natural expression of that spirit,” added Richard Black, managing director of Pernod Ricard’s North American Distillers. “By taking a flavor combination that consumers know and love and reimagining it through our signature peanut butter whiskey, we’re continuing to push flavored whiskey in unexpected directions. The result is a playful, nostalgic take on a classic pairing that feels unmistakably Skrewball.”

Even in the once ultra-niche world of peanut butter spirits, things have started to get competitive. Skrewball is up for grabs on liquor store shelves alongside similarly flavored products from Ole Smoky, Sheep Dog, Stillhouse and Chica Chida, the latter of which is a Mexican-made peanut butter agave spirit backed by Barstool Sports alum Caleb Pressley.

(Photo: Trip)

Influencer and entrepreneur Kendall Jenner has signed on as the new global brand ambassador for Trip, a non-alcoholic “calming drinks” brand based in the UK. Jenner has reportedly also taken an equity stake in the company, which is set to hit $200 million in revenue in 2026.

The brand specializes in canned beverages mixed with a blend of magnesium, ashwagandha, lion’s mane and L-theanine, placing it in the fast-growing functional drinks category alongside competitors like Kin Euphorics and De Soi. In addition to its range of beverages, Trip also offers adaptogen drink powders and gummies.

“I’ve been obsessed with TRIP for a while — the product is incredible, and I’ve always loved how elevated and intentional the brand feels,” Jenner remarked in a news release. “It’s my favorite way to stay grounded and present in my daily routine — it tastes great and makes me feel amazing.”

Trip was founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, who discovered the benefits of magnesium and botanicals while Daniel was recovering from knee surgery in the weeks leading up to their wedding. The brand says that it’s currently the fastest-growing sparkling drinks brand in the US and has raked in over a billion impressions across Instagram and TikTok over the past year.

Celebrity benefactors have played a large role in its success. Kendall Jenner is the fifth A-lister turned investor to join the team, following on the heels of musician Joe Jonas, “Vampire Diaries” star Paul Wesley and models Ashley Graham and Alessandra Ambrosio.

“Kendall perfectly embodies the way we think about calm today — not stepping away from a full life, but finding moments within it to reset, feel present and be your best authentic self. She truly connects with our mission,” CEO Olivia Ferdi added. “We’re thrilled to be partnering with her, and now launching our brand new campaign together.”

The Jenners are no strangers to the drinks industry. Kendall was an early figure in the celebrity agave boom when she launched 818 Tequila in 2021. The brand moved over 136,000 cases in its first seven months and recently secured a strategic partnership and financial investment from Sazerac, the Louisiana-based firm that just turned BuzzBallz into a nearly $600 million national best seller.

Kendall’s younger sister, Kylie, has gone on a similar trajectory. In early 2024, the socialite forayed into the ready-to-drink category with Sprinter, a canned vodka soda available in Black Cherry, Peach, Grapefruit and Lime flavors. The brand expanded into functional beauty products less than a year after its debut, launching a range of electrolyte drink packets dubbed k2o by Sprinter. (It’s a sign of the times that both sisters originally launched alcohol brands before pivoting into functional beverages.)

(Photo by Artur Widak/NurPhoto via AP)

British police are on the lookout for approximately 800 barrels of Guinness beer that vanished from an industrial park near Liverpool at the beginning of last week.

Authorities say that thieves made away with two truckloads of dark stout valued at around £115,000 (~ USD $155,00). The trucks were reportedly heisted from a third-party logistics site in the town of Runcorn, where they were intended to be shipped to local pubs.

According to the Cheshire Constabulary, two unidentified inviduals arrived at the logistics site on Monday night and hauled off 70,000 pints worth of the frothy loot. Excluding the beer, the value of the stolen trailers is estimated at 50,000 pounds ($68,000).

“It is famously said that ‘Guinness is good for you,’ but that is only the case when it has been bought and paid for,” Dept. Sgt. Gary McClatchy said. “We will settle for nothing less than full recovery of the stolen items.”

When asked for comment by The Drinks Business, Guinness owner Diageo confirmed that it was aware of the theft. The British alcohol giant is reportedly cooperating with authorities, though it is unable to provide further information to the public in an active investiagtion. The firm did, however, confirm that the theft will not have any impact on supply.

The brazen heist follows on the heels of a similar incident that occurred across the pond less than two weeks earlier. At the end of August, Pabst Blue Ribbon claimed that 50,000 cans of beer had gone missing in California after a shipment disappeared en route to San Diego. The shipment contained 1,602 cases of beer and was valued at about $45,000, according to Montclair police.

Pabst Brewing Company CEO Greig DeBow quickly turned the incident into a marketing opporunity, dubbing it the “Great American Beer Heist” and offering $20,000 to anyone who could provide information leading to its return.

“As many of you know, a great deal of PBR has gone missing,” DeBow said in a video statement. “That’s actually not cool though. … We want it back. We’re going to offer up a $20,000 reward for any new information leading to the lost goods. It’s that simple. There has been a hell of a lot of support thus far, and we really appreciate it.”

Guinness parent company Diageo is one of the largest alcohol firms in the world, reponsible for over 200 brands including Don Julio, Johnnie Walker, Smirnoff and Casamigos. The firm is currently in the midst of a much-reported restructuring plan that aims to cut $1 billion in costs over the next three years through agressive job cuts and distillery closures.