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 Miller Lite, a brand of Molson Coors  Beverage Co., Chicago,  and Livvy Dunne, athlete, actor, model, and proud Miller Lite fan, are joining forces to launch “Legendary Moments with Livvy,” a campaign encouraging fans to log off, show up and say “yes” to making real-life connections.

Crooked Pop, a spiked soda brand designed to bring transparency and clean ingredients to the beverage alcohol category, unveiled its signature lineup of hard sodas.

Pabst Blue Ribbon, San Antonio, Texas, and Grillo's Pickles, Westwood, Mass., have joined forces to drop a limited-edition PBR x Grillo's Pickle Beer, transitioning Grillo's classic pickle from a garnish to the main event.

Wicked Weed Brewing is expanding its innovation portfolio with the debut of Vicious Nectar, a fruit-forward beer designed to deliver vibrant flavor and elevated refreshment, the company says.

The Mark Anthony Group of Companies, Chicago, announced the acquisition of The Finnish Long Drink to accelerate growth and expand availability of the fast-rising ready-to-drink brand across North America.

Truly Hard Seltzer is turning belief into a destination by launching a nationwide search to find one American town that truly believes U.S. Soccer will win — and give it a new name: Believe, USA.

Voodoo Ranger announced the launch of G-Force Supercharged Juicy IPA, an 11% ABV thrill ride engineered with maximum flavor and full throttle intensity, it says. 

The beverage marketplace has gone through repeated cycles of fragmentation, reinvention and rediscovery. Not long ago, the narrative was that big brands were finished and the future belonged to endless niche innovation.

Mike's Hard Lemonade, Chicago, unveiled its new platform “Made with Real Character” that celebrates individuality, imperfection and the power of showing up as you are. 

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