Coors Light partnered with Univision Deportes, the sports division of Univision Communications Inc., as the official beer sponsor of the Campeon de Campeones and SuperCopa championships. From making it snow in July to creating an icy foosball table, Coors Light is bringing the cold Rocky Mountains refreshment to soccer fans, it says. The doubleheader, brought in partnership by Liga MX and Univision Deportes, will air live on UniMas with a live simulcast on UDN.


Fueling up

Mountain Dew and Doritos once again are teaming up with Activision Publishing Inc. for the latest installment in Call of Duty, Black Ops III, which hits shelves worldwide Nov. 6. For the first time, the ‘Fuel Up for Battle’ program will offer fans exclusive Double XP in the highly-anticipated Call of Duty: Black Ops III Zombies mode, ‘Shadows of Evil.’ Starting in early October, fans in the U.S. can collect codes from specially marked packages of Dew and Doritos products to redeem points and earn as much as 30 minutes of exclusive Zombies Double XP a day as well as the chance to win other prizes. Mountain Dew is bringing back gamer-favorite – Mtn Dew Game Fuel Citrus Cherry – and a new flavor, Mtn Dew Game Fuel Berry Lime – for a limited time. Both products will hit shelves Oct. 5 in the United States and will be available via online retailers all year long.


The Emmy goes to…

Penfolds is proud to make its debut as the official wine partner of the 67th Primetime Emmy Awards season. This is the first time Penfolds has partnered with the Television Academy to provide its wines to Emmy nominees, presenters and members of the Television Academy, the company says. To celebrate, each Primetime Emmy winner will receive a bottle of Penfolds Bin 389 Cabernet Shiraz in a commemorative wooden box, specially engraved with his or her name.

A larger selection of Penfolds wines also will be available to sample at the Penfolds’ bar, as guests mingle at the ultimate Emmy after-party, the Governor’s Ball.


 A darker shade 

Newcastle Brown Ale launched a campaign targeting light beer drinkers. A common misconception about brown ale is that it is heavy and bitter, but Newcastle is looking to change that perception, the company says. The company’s new campaign includes a video that informs those hesitant to try its brown ale that it is better tasting and smoother than they thought. The video features several new-to-Newcastle beer drinkers learning that everything they thought about the beer was dead wrong — specifically, that its flavor was anything less than wonderfully pleasant and smooth, it adds. To encourage consumers to try the brown ale beer, Newcastle is offering coupons, rebates and a contest to win a trip to London.


A country show

 With its long history of promoting a myriad of musical genres, Jägermeister recently announced its partnership with Grammy-nominated country artist Lee Brice for the Jägermeister Presents: Lee Brice country concert series. The multi-city tour will run through October and feature some of today’s brightest up-and-coming stars at the shows as well as Jägermeister sponsored emcee Rick Monroe, the company says. As part of the tour, Jägermeister will enlist renowned illustrator Billy Perkins to create custom, limited-edition artwork that will be featured throughout each venue. Each stop also will feature original artwork from the brands’ 56 Parts: Best as One campaign as well as a custom Jägermeister Lee Brice cocktail inspired by the artist.  


Major league experience 

Chicago Cubs outfielder Dexter Fowler put his coffee-making skills to the test. Fowler made a special appearance at a Chicago Peet’s Coffee on Aug. 6 where he served drinks to consumers. Consumers who purchased $20 or more in a single transaction received a co-branded Chicago Cubs iced tumbler. At the end of the event, Peet’s donated $2,500 of the proceeds from this limited-time offer to Cubs Charities, a nonprofit dedicated to providing increased access to sports opportunities and improvements in health, fitness and education for those at risk.


Tall glass of lemonade   

Calypso, producer of flavored lemonades, limeades and Teamonades, and Terrible Herbst Oil Co. partnered in their attempt to set the Guinness World Record for Largest Glass of Lemonade on Aug. 20 — National Lemonade Day — in Las Vegas. Calypso made its Original Lemonade recipe and filled a giant lemonade glass, which was outfitted with a pouring tap. Free Calypso Original Lemonade was served to event attendees after the World Record was achieved. The event took place at one of Terrible Herbst’s Las Vegas locations.


Crustacean influence   

For the first time, Dogfish Head is releasing Choc Lobster, a new generation crustacean beer, beyond coastal Delaware. Previously a Dogfish brewpub exclusive, the 5.6 percent alcohol by volume. Choc Lobster is a dry porter brewed with basil, dark cocoa and — you guessed it — lobsters. This year, the lobsters are from Ebenecook Oyster Farm on the Sheepscot River. “Choc Lobster provides an amazing, decadent, seaworthy beer-drinking experience,” Dogfish Head Founder and President Sam Calagione said in a statement. “It tastes like summer to me, and we’re happy to be getting some beyond our borders for folks to enjoy.” Choco Lobster is a draft-only beer and is at World of Beer locations in markets where Dogfish Head distributes.