Lunar beer 

To celebrate the fall equinox, Dogfish Head Craft Brewery brewed a beer that is out of this world — literally. Named Celest-jewel-ale, the beer is made with lunar meteorites that have been crushed into dust then steeped like tea in an Oktoberfest-style beer. The certified moon rocks, obtained by ILC Dover, are made up primarily of minerals and salts, which aid in the yeast-induced fermentation process and lend a subtle but complex earthiness (or in this case, mooniness) to the traditional German-style beer, the company says. The beer was available exclusively on draught at Dogfish Head’s Rehoboth Beach brewpub in Delaware.

Why consumers don’t recycle

In the last decade, the recycling rate in the United States has risen less than 6 percent, according to consulting firm The Ashkin Group. When researchers set out to learn why the rate wasn’t higher, their findings revealed an unexpected answer. Although the researchers might have expected to learn that consumers do not recycle because recycling bins are not handy enough or recycling options are too confusing, they determined instead that psychology plays a role in recycling. Consumers tossed items in the trash instead of the recycle bin if the items looked damaged, incomplete, small, ripped, shredded or deformed, according to the study’s authors, Jennifer Argo of the University of Alberta School of Business and Remi Trudel of Boston University. However, if the item was in whole form, such as an undented can, it was usually sent to the recycling bin. These psychological findings were published in the Journal of Electronic Commerce Research.

For bartenders’ eyes only

Hendrick’s Gin, a brand of William Grant & Sons Ltd., released just more than 4,000 bottles of its new Quinetum quinine cordial to two dozen bars in major U.S. markets. Quinine, also known as cinchona succirubra, is found in the bark of the cinchona tree and is said to be responsible for the bitter taste in tonic. In addition to quinine, Quinetum features lavender and orange distillates with extracts of orange blossom, wormwood and holy thistle for a more rounded
and workable liquid, the company says. With 4 percent alcohol by volume,

 the cordial was designed to complement cocktails made with Hendrick’s Gin, encouraging bartenders to experiment with new concoctions. Adding to the character of the product, the cordial is packaged in a glass container modeled after a 1940s poison bottle discovered in an old London bric-a-brac shop.

Tailgate tour

To spread the word about the relaunch of Chicken Cock Whiskey, the brand set out on a three-month Ultimate Tailgate Tour ending Nov. 30. Chicken Cock restored a vintage 1970s Airstream trailer and turned it into a rolling speakeasy complete with a backroom bar and password entry. In total, the trailer will visit 19 popular tailgate stops throughout the country, including college and professional football games and concerts, as well as bars and beverage retailers. The brand also hired musicians to serve as brand ambassadors for its flavored whiskeys and is documenting its tour on social media.

Save a cork

This holiday season, Gallo Family Vineyards is making it easy for Americans to help fight senior hunger while continuing their holiday traditions of enjoying family, friends and wine. The wine label is partnering with the Meals On Wheels Association of America (MOWAA) for their Every Cork Counts campaign with the goal of raising up to $100,000 to benefit the organization’s efforts to deliver meals to seniors in need. Consumers are encouraged to mail the used corks from bottles of Gallo Family Vineyard wine back to the company. In turn, Gallo Family Vineyards will make a $5 donation to MOWAA for every cork received by the end of the year.

Fueled by chocolate milk

As part of this year’s “Refuel: got chocolate milk?” campaign, former NFL wide receiver Hines Ward, along with three everyday athletes, competed in this year’s Ironman World Championship on Oct. 12 in Hawaii. Chocolate milk played an integral role in his recovery between workouts and in helping him prepare for the competition, according to The Milk Processor Education Program (MilkPEP). In addition, chocolate milk served as the official refuel beverage of the Ironman competition. MilkPEP’s Refuel campaign was designed to showcase the power of chocolate milk as a recovery beverage.

Honoring the ancestors

Nestlé’s Abuelita and Nescafé Café de Olla brands encouraged consumers to celebrate Dia de los Muertos “a su manera,” meaning “in their own way,” through their various Day of the Dead promotions. At the 14th annual Dia de los Muertos event at the Hollywood Forever Cemetery on Nov. 2 in Los Angeles, the brands attempted to establish the Guinness World Record for the largest Day of the Dead altar in the United States. The altar design portrayed “catrinas,” or skeleton women, enjoying cups of Abuelita and Nescafé Café de Olla in the afterlife. On the same day, the brands encouraged consumers to participate in their costume contest and sample the hot chocolate and coffee served with “pan de muertos” or “bread of the dead.” In addition, Abuelita posted celebratory tips on its Facebook page to help consumers enhance their celebrations.

Nothing like the great outdoors

The Double Cola Co.’s Double Cola brand launched “The Great Outdoors Sweepstakes,” a promotion encouraging consumers in Chattanooga, Tenn., and the surrounding areas to celebrate outdoor activities. The sweepstakes was hosted in partnership with L2 Boards, an outdoor retailer also based in Chattanooga.  Fans could visit participating Bi Lo stores as well as L2 Boards to enter. “The Great Outdoor Sweepstakes” grand prize included a paddle board valued at $899, an L2 Boards stand-up paddleboard excursion for four, as well as Double Cola products and merchandise. One first prize winner received a $100 Bi Lo gift card and $75 worth of Double Cola products and branded merchandise.