Drinks industry plays April Fool's

April Fool’s Day this week saw a flurry of hoaxes from the drinks industry. From protein-enriched Champagne to lickable wine labels, this year’s pranks have blended creativity with almost enough plausibility to fool even the savviest wine lovers.

One standout joke came from Protein Works, which unveiled ‘Doms Proteinon’, a luxury alcohol-free Champagne infused with 20g of protein per glass. Marketed as “bubbles with benefits,” it played on the rising health-conscious trend, claiming searches for ‘protein Champagne’ had surged by 580%.

Majestic also joined the fun, announcing ‘lickable labels’ for its Definition range, allowing customers to taste wines before purchasing.

Finally, Donald Trump set April 2 as the date for reciprocal tariffs on a range of imports that could include wine, beer and spirits.

In his first address to a joint session of Congress since returning to the White House, Trump joked about the timing of the tariff imposition and said he was initially planning to enact the tariffs on April 1.

However, he decided to delay them by one day to avoid any confusion.
I wanted to make it April 1, but I didn’t want to be accused of April Fool’s Day,” he said.