Miracle Holiday Pop-Ups Return to 150 Global Locations

The 2026 season marks a deliberate evolution for the brand, which has grown from a single New York experiment into a global hospitality tradition. While the menu retains staples like the Christmapolitan and the Snowball Old-Fashioned, the development team, led by Vice President Joann Spiegel, has introduced experimental additions such as the Sugarplum Stampede, Sleigh-Saurus, and the Merry Mouse-Tail. These new offerings emphasize a broader commitment to zero-proof drinks, responding to a growing demand for sophisticated low-ABV serves.

Founder Greg Boehm views the expansion as a testament to the brand's ability to maintain its niche appeal while scaling operations. The flagship experience, Miracle on 9th Street at The Cabinet Mezcal Bar in New York, opens its doors on November 6. Beyond the flagship, the company is diversifying its seasonal calendar. This year, the tropical-themed Sippin' Santa celebrates its 10th anniversary, and the company is launching its inaugural Halloween-themed project, The Haunting, at various bars across the globe. By linking these concepts, the team aims to transform seasonal drinking into a year-round immersive destination model.