Tilray Inc. (TLRY) stock surged 5.66% in Thursday's pre-market trading following the announcement of an innovative product launch by its subsidiary, Breckenridge Distillery. The company unveiled "Mountain Shot," a new mushroom-infused whiskey elixir, showcasing Tilray's expansion into unique, high-value beverage products.

Mountain Shot, available in both whiskey-based and malt-based varieties, is infused with maitake mushrooms and blends chocolate and mint flavors. This product launch represents Breckenridge Distillery's commitment to challenging conventions in the whiskey industry while honoring its connection to the Rocky Mountain region. The new offering will be available in select U.S. markets in various formats, including 750-milliliter bottles, 1-liter bottles, and portable 100-milliliter pouches.

Investors appear to be reacting positively to this strategic move, seeing it as a potential driver for Tilray's growth in the competitive spirits market. The launch of Mountain Shot not only diversifies Tilray's product portfolio but also demonstrates the company's ability to innovate and tap into emerging consumer trends. As Tilray continues to expand its presence beyond its core cannabis business, such product innovations could play a crucial role in driving future revenue growth and market expansion.