In the aftermath of Hurricane Sandy, a two-day superstorm that left a trail of destruction in New York, New Jersey and Connecticut including snow storms, floods, power outages, fires, billions of dollars in property damage and an estimated 110 U.S. deaths to date, according to a Nov. 4 article on CNN.com, beverage companies are doing their part to send relief aid to the affected Northeast communities.

Dos Equis, a brand of Heineken USA, White Plains, N.Y., is making football and basketball playoff season more “interesting” this year with the launch of its Game Changer marketing initiative. Running through March, Game Changer encourages consumers of legal drinking age to use Dos Equis Lager and Dos Equis Ambar to enhance their in-home and on-premise sports viewing experiences, the company says.

The old saying goes, “There’s no ‘I’ in team.” It’s not too hard to apply that saying to the U.S. beer market as analysts recognize the role different tiers and segments play in the category’s efforts to bring its case and dollar sales positioning back to pre-recession levels.

Among the pumping bass, neon lighting and professional dancers at this year’s nightclub-themed National Distributors Conference for HEINEKEN USA, White Plains, N.Y., a subsidiary of Amsterdam-based Heineken International B.V., the company announced that, for the first time in five years, Heineken Lager is back in the black.

As the city of Chicago prepares, yet again, to dye the Chicago River green in celebration of St. Patrick’s Day, many beer consumers are prepped with a small bottle of green food dye for their beers.

Tecate, a brand of White Plains, N.Y.-based Heineken USA, launched a new advertising campaign targeted at Spanish-speaking men in the United States.