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Refresh Your Energy with Hi*Ball Sparkling Energy Water, a bold new energy drink powered by natural caffeine and functional ingredients, with zero sugar, zero calories, and zero compromise.
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Hi*Ball Debuts at Barcode Festival Ahead of Nationwide UK Rollout
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LONDON, June 18, 2026 (GLOBE NEWSWIRE) — Hi*Ball Energy, the sparkling energy water brand delivering clean, refreshing energy without sugar, calories, or artificial sweeteners, from Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), has officially arrived in the United Kingdom.
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Available now through Amazon UK and www.BrewDog.com, Hi*Ball offers a refreshing alternative to traditional energy drinks and coffee. Each 330ml can combines sparkling water with 100mg of natural caffeine1, B vitamins (B3, B5, B6 and B12), guarana, and ginseng to help consumers power through busy days—while remaining free from sugar, calories, and artificial sweeteners.
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Functional and energy occasions continue to grow as consumers seek more than basic hydration from soft drinks, with health playing an increasingly important role in purchase decisions at the chiller. As a result, Functional Energy and water are among the fastest-growing sectors in the UK soft drinks category. At the same time, over a third of UK energy drink consumers say traditional options contain too much sugar, calories, or artificial ingredients2, driving demand for beverages made with cleaner ingredients and added functional benefits.
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Against this backdrop, Hi*Ball is designed to meet the evolving needs of today’s energy consumer. Whether it’s an early morning commute, an afternoon workout, a demanding workday, or life on the go, Hi*Ball offers a lighter, cleaner source of energy that fits modern lifestyles. Built to meet this growing demand, it delivers a refreshing and functional energy experience. With 78% of energy drink consumers drawn to natural ingredients and 43% saying they would try Hi*Ball as a cleaner alternative energy drink3, the UK launch creates a strong opportunity to premiumise and expand the energy drink occasion.
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Rajnish Ohri, President, International, Tilray Brands, said, “Hi*Ball’s launch in the UK is more than a market entry; it reflects where the energy category is headed. Consumers are moving beyond legacy energy drinks in search of options that deliver refreshment, functionality, and convenience in a cleaner, more modern format. With Hi*Ball, we are helping shape the next generation of energy beverages and raise the standard for what consumers can expect from the category. As we expand across the UK and build shelf presence, our teams are also advancing plans to take the brand across Europe, the Middle East, Africa, and Asia Pacific.”
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Full line-up and recommended retail pricing (available from Amazon and BrewDog.com):
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- Hi*Ball Peach 330ml single can RSP £1.90 (cases of 12)
- Hi*Ball Wild Berry 330ml single can RSP £1.90 (cases of 12)
- Hi*Ball Lemon Lime 330ml single can RSP £1.90 (cases of 12)
- Hi*Ball Vanilla 330ml single can RSP £1.90 (cases of 12)
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To celebrate its UK launch, Hi*Ball will make its debut at Barcode Festival on July 2, where thousands of retail, grocery, convenience, and FMCG professionals will have the opportunity to experience the brand firsthand through sampling and activation experiences. To stay up to date follow Hi*Ball UK on Instagram at Drinkhiball_UK or visit https://www.drinkhiball.co.uk/.
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