Segura Viudas, a Spanish Cava from The Freixenet Group, is pouring itself into the music world by collaborating with Electronic DJ, producer, vocalist and songwriter Anna Lunoe. 

Tanqueray Gin, a brand of Norwalk, Conn.-based Diageo North America, announced the launch of a new strategic partnership with entertainment icon Snoop Dogg. The partnership brings to life the brand's focus on a gin and juice cocktail strategy celebrating the success of Snoop Dogg's 1993 classic hit “Gin & Juice.”

Hamilton, Bermuda-based Bacardi Ltd. and multi-platform artist Swizz Beatz have joined forces to deliver events, marketing and social activations with industry influencers in exciting and new ways, the company says. 

Mike’s Hard Lemonade broke the Guinness World Records’ (GWR) title for most candles on a cake. As the brand celebrated its 17th anniversary, it engaged its Facebook fans and torched the old record of 48,523 candles, set in 2008, by lighting 50,151 total candles.

The Coca-Cola Co.’s Fuze brand is putting an end to the “jibber jabber” and launching a campaign designed to introduce people to its line of bold, flavor-charged iced teas.

The Coca-Cola Co., Atlanta, a founding partner of Special Olympics International, is encouraging fans worldwide to “Reach Up” in support of people with intellectual disabilities as thousands of athletes converge in Los Angeles later this month for the 2015 Special Olympics World Games Los Angeles 2015.

This summer, Los Angeles will welcome 7,000 inspirational athletes from 177 different countries to the 2015 Special Olympics World Summer Games.

To celebrate, The Coca-Cola Co., Atlanta, founding partner of Special Olympics, has assembled a team of artists to record a unified song for the World Games titled “Reach Up.” The new song debuts will be performed during the World Games, the company says.
 

Just before the holidays, Myx Fusions collaborated with its celebrity investor Nicki Minaj for the limited-edition Myx Myxotica Nicki Minaj signature bottle.

Anheuser-Busch InBev’s Beck’s beer brand partnered with eight musical artists for its annual “Live Beyond Labels” promotion, which began in July.

The industry has seen consumers suggest ingredients, flavors, brand names and more for new products; however, Columbia Crest is taking crowdsourcing into new territory — the vineyard, to be specific.