Tilray Brands Expands Dry January Offerings with Zero-Proof Spirits, Non-Alcoholic Beers and Hemp-Derived THC Beverages
Rhea-AI Summary
Tilray Brands (Nasdaq: TLRY) launched a Dry January product collection on Jan 6, 2026 that includes hemp-derived Delta-9 THC sparkling cocktails and seltzers, premium zero-proof spirits, and multiple non-alcoholic craft beers.
Key SKUs include Happy Flower sparkling THC cocktails, Fizzy Jane’s THC seltzers, Mock One zero-proof spirits, Runner’s High non-alc beer, Montauk Brewing non-alc IPA and Golden, and 10 Barrel NA Apocalypse IPA. Products are available online and at select retailers nationwide.
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News Market Reaction 14 Alerts
On the day this news was published, TLRY declined 2.47%, reflecting a moderate negative market reaction. Argus tracked a trough of -3.0% from its starting point during tracking. Our momentum scanner triggered 14 alerts that day, indicating notable trading interest and price volatility. This price movement removed approximately $27M from the company's valuation, bringing the market cap to $1.05B at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
While TLRY fell 2.31%, key peers like HROW (+6.86%), PCRX (+3.55%) and AMPH (+1.95%) traded higher, pointing to stock-specific pressure rather than a sector-wide move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 22 | Earnings date notice | Neutral | -6.6% | Set timing for Q2 FY26 release and investor call details. |
| Dec 18 | U.S. medical expansion | Positive | -4.2% | Formation of Tilray Medical USA after federal cannabis rescheduling. |
| Dec 11 | Vape product launch | Positive | +2.1% | Launch of Redecan Amped Live Resin Liquid Diamond vape line. |
| Dec 04 | Holiday drink guide | Positive | +2.6% | Holiday beverage gift guide featuring beers, spirits and THC drinks. |
| Dec 04 | Cannabis gift guide | Positive | +2.6% | Cannabis holiday gift guide showcasing leading Canadian products. |
Marketing and product-launch news (holiday guides, new vape line) previously aligned with positive single-day moves, while corporate or timing-related headlines (earnings date, U.S. expansion) saw negative divergence.
Over the past month, Tilray highlighted several brand- and category-building initiatives. On Dec 4, 2025, dual holiday gift guides for beverages and cannabis coincided with +2.61% moves, while the Dec 11, 2025 Redecan live resin vape launch aligned with a +2.06% reaction. In contrast, the Dec 18, 2025 Tilray Medical USA launch after U.S. rescheduling and the Dec 22, 2025 earnings-date notice saw -4.19% and -6.63% drops. Today’s Dry January beverage expansion fits the ongoing focus on branded, consumer-facing innovation.
Regulatory & Risk Context
An effective S-3ASR filed on Oct 9, 2025 includes a forward ATM program to offer up to $51,597,980 of common stock, along with additional registered shares for warrants and resale. This provides capacity for flexible capital raising that could increase the public float and be dilutive if utilized.
Market Pulse Summary
This announcement extends Tilray’s beverage strategy into Dry January with zero-proof spirits, non-alcoholic beers, and hemp-derived delta-9 THC drinks, citing non-alcoholic beer sales growth of over 20% last year. It follows recent holiday guides and product launches that emphasized branding and category breadth. Investors may monitor how these offerings scale across retail channels, how they complement existing cannabis and beverage assets, and any future use of the company’s registered ATM program for growth funding.
Key Terms
delta-9 THC medical
AI-generated analysis. Not financial advice.
NEW YORK, Jan. 06, 2026 (GLOBE NEWSWIRE) -- Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), a global lifestyle and consumer packaged goods company at the forefront of the beverage, cannabis and wellness industries, is redefining what it means to drink mindfully with a collection that blends craft, creativity, and functionality. From hemp-derived delta-9 THC cocktails to zero-proof spirits and non-alcoholic beers, Tilray is making moderation feel indulgent, not limiting.
As the sober curious movement gains momentum, consumers are demanding drinks that deliver flavor, sophistication, and social connection. Tilray’s Dry January lineup answers that call with bold innovation across multiple categories.
The Tilray Dry January Collection
- Happy Flower: Sparkling THC cocktails infused with hemp-derived Delta-9 THC for a relaxing, elevated vibe.
- Fizzy Jane’s: THC seltzers with bright, refreshing flavors and hemp-derived Delta-9 THC for a crisp and calming twist.
- Mock One: Premium zero-proof spirits crafted to replicate the complexity of Breckenridge Distillery’s award-winning whiskey, tequila, rum, and gin for elevated mocktails.
- Runner’s High: Performance-inspired non-alcoholic beer brewed for active lifestyles and wellness-focused refreshment.
- Montauk Brewing: The No Frills Good Life™ is now available in two incredibly delicious non-alc craft brews. N.A IPA is brewed with choice hops and plenty of love for a bright, citrusy IPA experience while N.A. Golden brings easy-drinking to a whole new level with a clean, crisp brew to kick back and enjoy the day.
- 10 Barrel Brewing: NA Apocalypse IPA - This non-alcoholic version delivers the signature punch of pine, citrus, and tropical notes that define our original IPA, minus the ABV
This shift toward mindful drinking is more than a January trend. Non-alcoholic beer sales grew over
Tilray’s non-alcoholic and hemp-derived THC beverage lineup is available online and at select retailers nationwide.
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
For further information:
Media: news@tilray.com
Investors: investors@tilray.com
FAQ
What products did Tilray (TLRY) add for Dry January 2026?
When did Tilray announce the Dry January collection for TLRY investors?
Which Tilray TLRY brands are part of the Dry January lineup?
Does Tilray (TLRY) sell hemp-derived Delta-9 THC beverages in the Dry January range?
Where can consumers and investors buy Tilray (TLRY) non-alcoholic and THC beverages?
