After being out for the past few weeks on maternity leave, I am happy to be back at Beverage Industry. The birth of my first child definitely was a time for celebration in our family. However, I still was too exhausted to join in the festivities.

But just last month, I was able to enjoy the celebrations surrounding the Chicago Blackhawks winning the 2015 Stanley Cup. Although being a new mom limited how much I could participate this year, versus when they won in 2010 and 2013, it still was fun to gather with friends and family and enjoy some celebratory beverages.

Moments like these lend themselves to the consumer packaged goods market, but beverage manufacturers are not only trying to help consumers celebrate the great moments in life, many are participating in them.

Bai Brands announced in late May that it is continuing its “bevolution” nationwide this summer as the title sponsor of Zac Brown Band’s 2015 Jekyll + Hyde North American Stadium Tour. In addition to sponsoring the tour, Bai and Zac Brown Band are promoting a drink recipe contest through social media platforms. Participants will be asked to create a Bai-based cocktail or “mocktail” inspired by a song from Zac Brown Band’s newly released “Jekyll + Hyde.” The winner will be chosen by the band and Southern Ground Executive Chef Rusty Hamlin, and will receive a VIP experience that includes meeting the band, the company says.

Brand owners not only are part of already established celebrations, they also are giving consumers a reason to celebrate. Perrier Sparkling Natural Mineral Water, a brand of Nestle Waters North America, launched its Perrier Best Trip Ever promotion. Through Aug. 31 on, users can enter any four words to describe their definition of their Best Trip Ever. These words will be combined to generate a video illustrating their vision to serve as their entry. Users are asked to share this video across social media, inviting their friends to participate and add their own descriptors to build on the video. At the culmination of Best Trip Ever, one grand-prize winner will be selected to receive a travel voucher to make his or her dream trip a reality. Throughout the summer, secondary prizes also will be awarded including customized luggage, cameras, mountain bikes, mini tablets and hotel gift certificates.

Beverage-makers also are reaching out to consumers by appealing to their inner mixologist. In line with the Fourth of July holiday, Viva Diva Wines released a recipe for a red, white and blue Sangria utilizing their Pomegranate Moscato wine. Called the Star Spangled Sangria, the cocktail features the Pomegranate Moscato, triple sec, berry-flavored vodka, lemon juice, simple syrup, strawberry slices, blueberries and pineapple cut into star shapes.

 No matter how consumers decide to celebrate events throughout this summer, beverage brands are doing their part to make those moments more enjoyable.