Beer

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Athletic Brewing Co., Milford, Conn., has teamed up with Austin, Texas-based Super Coffee on the world’s first pre-workout brew. Called Suped Up, the new non-alcohol beer was inspired by the power of positive energy and the grind of endless grit, the company says. Brewed with high-quality coffee and spent brewer’s grains, Suped Up is a rich, extra dark brew that is full-bodied and contains 5 grams of protein.

Lone River Beverage Co. is serving up its new Ranch Rita Variety Pack, adding to its portfolio of cocktail-inspired hard seltzers. Made with organic agave nectar and lime juice, the new variety pack tips its hat to America's most beloved cocktail, the Margarita which, like Lone River, is inspired by Texas culture.

Schlafly Beer, St. Louis, announced the release of a new variety pack: Hazed for Days. The canned hazy beer variety pack features three exclusive brews ― Mighty Haze Double IPA, Lightly Hazed Lager, Wavy Hazy Citrus Wheat –― plus the year-round beer Just a Bit Hazy IPA. Each pack will include a QR code that will link to the giveaway drawing of Schlalfy’s limited-edition “Batches Be Hazy” swag.

With a focus on year-round IPAs, Iron Hill Brewery announced the release of a trio of new IPA flavors: Autoplay, Kryptonic Haze and Peaches & Cream.

Dogfish Head Craft Brewery, an operating unit of The Boston Beer Co., announced its upcoming release of Citrus Squall, a double golden ale paloma cocktail brewed with grapefruit juice, blue agave nectar, lime peels and a touch of sea salt. 

Chicago-based Molson Coors Beverage Co. unveiled a Coors Light and Miller Lite “big game” commercial with real money on the line. Through Molson Coors’ agreement with DraftKings, fans have a free chance to win big money by predicting every detail of what will happen during the beer giants’ commercial — the first Super Bowl ad in more than 30 years, the company notes.

2 Towns Ciderhouse announced its The Bad Apple now is available in four-packs of 12-ounce cans in 15 U.S. states for the first time since its original launch in 2010. The Bad Apple is sold in 500-ml bottles, on draft, and now 12-ounce cans. 

Speakeasy Co., San Diego, an eCommerce platform for alcohol brands, has received funding for its third seed round, with $6.8 million raised. The funding was led by InvestBev, an investment firm in the industry, with a portfolio including Siempre Tequila and Fyllo.

Two Roads Brewing Co. unveiled its first-ever, portfolio-wide packaging refresh – one that speaks to a more consumer packaged goods-oriented approach to the brewer's brand, shelf presence and marketing support, the company says. 

Partake Brewing, Calgary, Alberta, announced the incorporation of its Hazy IPA Varietal into the company’s wider portfolio as a result of consumer demand.