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A subsidiary of Heineken International BV, White Plains-N.Y.-based Heineken USA’s Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and Major League Soccer (MLS) beginning March 1 for Heineken’s fully integrated, 360-degree retail and on-premise Soccer is Here program. The program encourages legal-drinking-age fans to choose Heineken for all of their soccer viewing activities, the company says. National TV, digital partnerships, social support, account activation and a consumer sweepstakes rewarding shoppers for every minute of every UCL and MLS match, will drive consumer engagement and increase consideration and sales of Heineken throughout the program, it adds.

Anheuser-Busch (A-B), the St. Louis-based subsidiary of Anheuser-Busch InBev, announced that for the 28th consecutive year it will serve as the exclusive category advertiser for the Super Bowl. On Feb. 7, the brewer will use the prominent advertising stage to spotlight Super Bowl veterans Budweiser and Bud Light, along with first-time Super Bowl advertiser Shock Top and returning Super Bowl advertiser Michelob Ultra, it says.

Portland, Ore.-based Craft Brew Alliance Inc. (CBA) and Pabst Brewing Co. (PBC), Los Angeles, announced that the two companies have entered into a brewing agreement that supports strategic growth objectives for both companies. PBC’s subsidiary Rainier Brewing Co. will begin brewing Rainier Pale Mountain Ale among other Rainier brands at CBA’s brewery in Woodinville, Wash. this spring, the companies say. As part of the agreement, PBC has been granted an option to purchase the Woodinville facility at any time during the next three years, they add.

Evans Brewing Co. released four new bottled beers that will constitute the core of its initial year-round packaged offerings. 

Corvallis, Ore.-based 2 Towns Ciderhouse announced the release of its latest limited-release cider — The Dark Currant. The winter cider combines apples and local black currants. The black currants are noted for complex tannins, high acidity and earthy flavor profile, much like a traditional cider apple, the company says. The result is a 6 percent alcohol-by-volume cider rich in tannins with notes of cherry, rose and light wood, it adds.

Following an appearance on ABC’s “Shark Tank” and with support from local investors, entrepreneur Danny Grossfeld launched HOTSHOT, an innovation that makes hot, ready-to-drink (RTD) coffee.

The Boston Beer Co.’s Samuel Adams brand now offers Rebel Grapefruit IPA nationwide. 

La Birra di Capri now is offering its self-titled Italian luxury craft beer in select markets across the United States.