Beverage News

Celsius signs endorsement deal with racecar driver Emerson Fittipaldi

New partnership expands brand’s global reach into Brazil
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Boca Raton, Fla.-based Celsius Holdings Inc. announced an endorsement agreement with racecar driver Emerson Fittipaldi. The two-time Formula One World Champion and two-time Indy 500 Race winner will serve as brand ambassador for Celsius’ same-named negative-calorie beverages in Brazil in support of the brand’s continued global expansion.


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Heineken supports reformulated Heineken Light beer with new campaign

Actor Neil Patrick Harris supports the product in “Best Tasting Light” campaign
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After reformulating its Heineken Light beer by adding Cascade hops, Heineken USA Inc. announced that the brand was named the “Best Tasting Low Calorie Lager” at the 2013 World Beer Championships.


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NBWA announces keynote speakers

Annual tradeshow to feature political pundits James Carville, Mary Matalin and former Navy SEAL Rob O’Neill
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The National Beer Wholesalers Association (NBWA), Alexandria, Va., announced the keynote speakers for its 77th Annual Convention, which will take place Sept. 28-Oct. 1 at the Hyatt Regency New Orleans.


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Solemn Oath Brewing announces expansion

Craft brewer to add 7,000 square feet to facility
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Solemn Oath Brewing announced plans to expand its Naperville, Ill.-based brewery to support its growing craft beer portfolio.


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Stone Brewing crowd-funds to support new facilities

Stone Groundbreaking Collaborations craft beers to support new U.S., German facilities
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Stone Brewing Co., Escondido, Calif., is launching its first crowd-participation campaign, which it describes as “the campaign for cross-planetary brewing,” on Indiegogo. Through Aug. 16, the campaign invites fans to join Stone Brewing in “a craft beer revolution” by purchasing special collaboration beers, the purchase of which will be used to expedite the construction of the restaurant and garden components of Stone Brewing’s new facilities in Berlin and east of the Mississippi. Each of the new locations will include a production brewery, packaging and distribution operations, farm-to-table restaurant, gardens, and a retail store.


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Veev Spirits overhauls its flagship brand with Veev 2.0

Brand repositioning includes new formulation, packaging and ad campaign
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Veev Spirits LLC announced the launch of Veev 2.0, a full brand repositioning that includes a reformulated 70-proof spirit, a redesigned bottle, and a strategic focus on the vodka category.


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InterBev, FMI Connect highlight retail channel solutions

Co-located tradeshows bring beverage innovations to Chicago
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This year, NürnbergMesse North America’s Interbev tradeshow co-located with Food Marketing Institute’s FMI Connect for a multi-day food, beverage and retail tradeshow June 10-13 at Chicago’s McCormick Place.


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The Coffee Bean & Tea Leaf launches its largest ad campaign to-date

Summer campaign urges consumers to “Keep Cool and Summer On” with iced drinks
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The Coffee Bean & Tea Leaf, a privately held specialty retailer based in Los Angeles, kicked off the largest advertising campaign in its 51-year history.


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CytoSport launches first organic Muscle Milk line

Muscle Milk Organic RTD shakes available exclusively at Target stores nationwide
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CytoSport Inc., Benicia, Calif., debuted the first organic line for its Muscle Milk brand of ready-to-drink (RTD) protein shakes.


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Cinemark to offer Honest Kids juice drinks

Partnership will feature organic offerings at Cinemark theaters nationwide
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Cinemark Holdings Inc., Plano, Texas, announced that its chain of theaters now offer Honest Kids organic juice drinks. Starting immediately, the beverages are available in all of the company’s 334 cinemas nationwide. Honest Kids organic beverages are available for sale individually as well as in Cinemark’s Movie Snack Packs.


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Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

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Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

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