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Effective Jan. 1, 2017, White Plains, N.Y.-based Heineken USA will embark on a new era of business for its emerging global Heineken brands with the creation of Five Points Trading Co., a new venture aimed at incubating a range of popular global beers in the United States, the company says. With the development of Five Points Trading Co., Heineken USA will be bringing its emerging premium brands back in-house, while utilizing the resources and expertise of the company’s established distribution network, it says. 

Chicago-based MillerCoors, a joint venture between London-based SAB Miller plc and Denver-based Molson Coors Brewing Co., announced it is releasing Zumbida,a beverage inspiredby traditional Mexican aguas frescas with akick, the company says. Zumbida carries a fruit flavor that is characteristic of aguas frescas and can be enjoyed by both fans of the Mexican beverage anddrinkers who want to explore other flavors and styles, it adds. 

Stout Brewing Co. added a Berry Lemonade flavor to its Drink Like a Boss lineup of flavored malt beverages. 

When the NFL season kicks off on Thursday, Sept. 8, Bud Light, a brand of St. Louis-based Anheuser-Busch, will be celebrating the fans that have made football the No. 1sport in America, it says. Bud Light, also the Official Beer Sponsor of the NFL, already has released 720 million of its newly redesigned NFL team cans and will launch a nationwide marketing campaign featuring those cans along with a TV spot starring former NFL players Bo Jackson, Justin Tuck and Tim Couch, the company says. 

In evaluating its forecasted growth expectations for beverage alcohol sales at the nation's bars and restaurants, Chicago-based Technomic expects to see modest improvements in 2016, the market research firm says. This comes from research conducted for Technomic's Adult Beverage Planning Program, a membership-based program delivering suppliers with research on key topics and trends related to the adult beverage on-premise industry.

Tecate, a Mexican import beer brand of White Plains, N.Y.-based Heineken USA, is encouraging boxing fans of legal drinking age to elevate their viewing occasions by choosing the bold taste of Tecate for the season’s big fights in its newest marketing campaign, the company says. Running from Sept. 1 through Oct. 31, Tecate’s We’ve Got Your Back program, featuring national TV spots, on- and off-premise activation, digital partnerships and a daily sweepstakes, will bring boxing fans together to celebrate leading up to the main events, it adds.  

Dos Equis, a brand of White Plains, N.Y.-based Heineken USA and the Official Beer Sponsor of the College Football Playoff (CFP), is inviting legal drinking aged consumers and college football fans alike to make Dos Equis their beer of choice throughout the college football season through its new comprehensive, 360-degree retail and on-premise program. The season-long promotion, which includes TV commercials, digital and mobile partnerships, program-specific limited-edition packaging and special offers, will drive consumers to local retail and on-premise outlets to purchase Dos Equis and enter a sweepstakes for a chance to win a VIP experience at the CFP National Championship in Tampa Bay, Fla., the company says.

Angry Orchard, a brand of The Boston Beer Co., announced the addition of a new year-round specialty hard cider: Walden Hollow.