Xyience, a zero-calorie energy drink, re-launches today under its new ownership, Austin-based Big Red Inc. The re-launch unveils a new look for the energy drink line and the rollout of an integrated marketing campaign leveraging the college football season.

How to market to millennials? It’s a question that I’ve heard buzzing about the industry since I started four months ago.

The beverage industry faces many challenges when it comes to marketing. However, throughout the years, the beverage industry has shown the ability to overcome any obstacle it encounters.

As beer consumers have been looking to trade up and explore new flavors, the imported beer segment has been enjoying growth. In fact, the imported beer segment grew about 8.4 percent in dollar sales in the 52 weeks ending Dec. 28, 2014, in channels measured by Chicago-based Information Resources Inc.

 Sauza 901 Tequila, a brand of Deerfield, Ill.-based Beam Suntory Inc., released its newest TV and digital ad campaign starring brand founder Justin Timberlake. The No Limes Needed campaign highlights the smoothness of Sauza 901 Tequila in a tongue-in-cheek way by chronicling the heyday of the lime as a necessary ingredient for drinking tequila and its ensuing downfall following the launch of Sauza 901. 

Strongbow Hard Apple Cider, a brand of White Plains, N.Y.-based Heineken USA, is gearing up to hit the refresh button on summer from May through August with a fully integrated 360-degree program that invites shoppers to experience Strongbow at its “bestest” when it is served over ice. 

Atlanta-based The Coca-Cola Co. kicked off its newest teen-focused campaign, “The Ahh Effect” with dozens of new digital experiences that create a multi-dimensional feeling of happiness, satisfaction and refreshment that one experiences after drinking a Coke, the company says.

 Last fall, a team of researchers at Hiroshima University in Japan conducted a study which found that those who looked at pictures of baby animals, such as puppies and kittens, did more productive work afterward, as reported in an article in the Washington Post.