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 Michelob ULTRA is celebrating the FIFA World Cup 2026 with the launch of its limited-edition U.S. Soccer Jersey Pack.

Oskar Blues is expanding its portfolio with two new offerings: Dale’s IPA Mix Pack and Neon Rodeo Slightly Sour.

Molson Coors Beverage Co., Chicago, announced the acquisition of Atomic Brands Inc., maker of Monaco Cocktails, a ready-to-drink (RTD) brand known for combining bold flavors and quality with convenient packaging.

Athletic Brewing Co., Milford Conn., and San Diego, unveiled Clock End, a UK-exclusive non-alcohol red brew launched in collaboration with Arsenal. 

Beer Girl, Laguna Beach, Calif.-based, announced that co-founder Caroline Foulk will appear on ABC's Emmy Award-winning show “Shark Tank.”

Simply Spiked, a brand of Molson Coors Beverage Co., Chicago, is expanding its portfolio with the launch of Simply Spiked Bolder.

Dogfish Head and the Grateful Dead are back for a repeat performance with Grateful Dead Citrus Daydream Lager. 

Pabst Blue Ribbon officially brought back its famous 99 Pack, designed for when PBR drinkers show up to own the moment, and this time it is getting the full Godzilla treatment courtesy of artist ATTACK Peter. 

With beverage alcohol consumption down across all major markets, the U.S. beer market is embracing premium, flavorful and non-alcohol options to reach consumers. For domestic beer, brands, not segments, hold the future to engaging legal drinking age consumers.

TailGate Brewery is releasing a new year-round IPA: Wizards’ Order, crafted from krush and citra hops with flavors of mango, passionfruit and fresh orange zest.