McDonald’s drops 6 new drinks and a surprising fashion collab

McDonald’s has long relied on high-profile collaborations to stay culturally relevant and drive consumer engagement across generations. From celebrity partnerships to limited-edition Happy Meals, these initiatives have become a major part of the company’s marketing strategy.

Now, the fast-food giant is expanding that playbook into new territory.

McDonald’s is stepping into the fashion space through an unexpected collaboration while accelerating investment in beverages, one of its fastest-growing categories.

McDonald’s enters fashion through collaboration with Susan Alexandra

In a surprising crossover, McDonald’s (MCD) has partnered with designer Susan Alexandra to release a limited-edition collection of beaded drink carriers to combine functionality with fashion-forward design.

The collection includes six colorful carriers priced between $42 and $58. Each purchase also includes a $10 McDonald’s Arch Card, encouraging immediate in-store beverage purchases alongside the accessory.

The collection will be available beginning May 6 on SusanAlexandra.com, while supplies last.

Although McDonald’s is not traditionally associated with fashion retail, the collaboration underscores its continued expansion into lifestyle branding, an area increasingly used by consumer companies to deepen engagement and extend brand reach beyond core products.

McDonald’s launches six new drinks designed to complement the drop

The fashion partnership follows McDonald’s nationwide rollout of six new beverages, further showcasing the company’s growing focus on drink innovation.

Starting May 6, participating U.S. locations will offer three new Refreshers and three crafted sodas:

Refreshers

• Strawberry Watermelon Refresher: Lemonade base with strawberry and watermelon flavors, plus freeze‑dried strawberries

• Mango Pineapple Refresher: Lemonade base with mango and pineapple flavors, plus strawberry popping boba

• Blackberry Passion Fruit Refresher: Lemonade base with blackberry and passion fruit flavors, plus freeze‑dried dragon fruit

Crafted sodas

• Sprite Berry Blast: Sprite with blue raspberry syrup and cold foam

• Orange Dream: Hi‑C Orange Lavaburst with vanilla flavor and cold foam

• Dirty Dr Pepper: Dr Pepper with vanilla flavor and cold foam

“Our fans have an obsession with beverages – to them, drinks are more than just drinks,” said McDonald’s USA Chief Marketing and Customer Experience Officer Alyssa Buetikofer in a company announcement. “Soon, our beverages won’t just be a reason you come to McDonald’s, they’ll be the reason.”

A strategic shift toward beverage-led growth

The product rollout reflects a broader, multi-year investment in McDonald’s beverage category, which has emerged as a key growth driver for the brand.

In March 2025, McDonald’s introduced its Restaurant Experience Team, combining operations, supply chain, franchising, development, restaurant design, delivery, and Speedee Labs. According to the company, the goal is to streamline innovation and improve execution across markets.

The fast-food giant also established three global Category Management teams focused on beef, chicken, and beverages/desserts, signaling a more specialized and data-driven approach to menu development.

McDonald’s beverage strategy has evolved over several years. The McCafé platform expanded the company’s coffee and premium drink offerings, while CosMc’s, its dedicated beverage concept, served as a testing ground before all locations were closed in 2025.

Insights from those initiatives are now being incorporated into the broader system.

During McDonald’s fourth-quarter fiscal 2025 earnings call, executives confirmed plans to expand drink offerings across the U.S. and select international markets in 2026. The company also identified beverages as its fastest-growing category.

In 2025, McDonald’s piloted new beverages, including energy drinks, iced coffees, refreshers, and crafted sodas, across approximately 500 U.S. restaurants. According to the chain’s executive team, the test was “highly successful” and exceeded expectations.

“The new beverage offerings drove incremental occasions across different dayparts as well as higher average check,” said McDonald’s Chief Restaurant Experience Officer Jill McDonald during the earnings call.

Why beverages are strategically important in the restaurant industry

Beverages are one of the most profitable categories in the restaurant business.

Restaurants typically operate on thin net margins of around 3% to 6%, according to the latest industry data from Toast.

Drinks, however, can deliver significantly higher margins, often between 60% and 80%, while food generally delivers lower gross margins of approximately 65 to 70%, according to KitchenNmbrs.

This disparity is largely due to low production costs. Fountain beverages, for example, cost only a few cents per serving but are sold for several dollars.

“In a landscape where consumers increasingly perceive grocery stores as offering ‘much better’ value (55 percent) than restaurants, limited-service restaurants must innovate to regain their footing,” said Rich Products Senior Customer Marketing Manager Alyssa Barrett on QSR Magazine. “Specialty beverages offer a way to refresh the value proposition—not just in terms of cost, but in experience, convenience, and customization.”

McDonald’s expands into lifestyle and retail

McDonald’s push into fashion also reflects a broader effort to diversify revenue streams and strengthen brand engagement beyond traditional menu offerings.

The move comes amid ongoing pressures in the restaurant industry.

Prices for food away from home increased 3.8% in the 12 months ending March 2026, according to recent data by the U.S. Bureau of Labor Statistics.

At the same time, overall traffic in the food service industry declined 1% for the quarter ending June 2025, according to Circana.

In response, many fast-food chains are expanding beyond food to remain relevant and drive incremental engagement.

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Merchandise drops, limited-time collaborations, and lifestyle products have become key tools for maintaining cultural visibility and customer loyalty, especially among younger consumers.

McDonald’s has already participated in this trend through its Golden Arches Unlimited merchandise store and past collaborations, such as its 2025 apparel partnership with Pacsun tied to its McDonaldland relaunch.

What this means for McDonald’s future strategy

The Susan Alexander collaboration and expanded beverage lineup show that McDonald’s is strategically evolving from a traditional fast-food operator into a broader consumer lifestyle brand.

Rather than relying solely on food innovation, the company is increasingly integrating product development, collaborations, and experimental branding into a unified growth strategy.

“When executed well, these types of collaborations generate buzz, encourage social sharing, and attract influencers organically,” said Chain CEO Steve Milton on Fast Company. “In these instances, success isn’t just measured by sellouts but by cultural resonance and conversation.”

While execution risks remain, including operational complexity and brand overextension, the strategy signals that McDonald’s is positioning beverages and lifestyle collaborations as central drivers of its next phase of growth.

Related: McDonald’s unveils new Happy Meal in major collab

This story was originally published by TheStreet on May 2, 2026, where it first appeared in the Restaurants section. Add TheStreet as a Preferred Source by clicking here.