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Feb/March definitely puts me in a Spring is coming mindset. Everyone is sick of winter. Valentine's Day and St. Pat's hits... The earliest springtime flowers start to arrive in the Southern portions of the US... Depending on the beverage type, I'd definitely lean into Spring.
Depends on the distribution channels and supply chain logistics. Whatever they tell you, add 2-3 weeks as buffer for how long it will take.
For cultural/timing, it depends on the drink you’re introducing. Most companies introduce specific imagery related to holidays at least a month early. If you’re playing into a cultural holiday, make sure it’s authentic and true to your brand. If you’re trying to fit into a specific holiday like 5 de Mayo, make sure your company and your team actually understands what the holiday is, what it means, etc etc.