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For consumers looking to participate in Dry January, beer drinking usually is not part of the equation. However, Heineken USA, White Plains, N.Y., is encouraging consumers to keep their alcohol-free pledge, but still with a beer in hand — Heineken 0.0. To support on-premise partners, the company introduced an integrated marketing program that incorporates the alcohol-free brew.

The editors of Beverage Industry selected five innovators that it saw taking a step to push the boundaries of what today’s beverages can deliver to consumers.

Wynwood Brewing, a brand of the Craft Brew Alliance, released La Rubia Blonde Ale “con sabor.” Created by a Puerto Rican father-and-son duo (Luis and Pops Brignoni) and first launched in Florida, La Rubia is making its way into New York and Connecticut with the new growth.

The brewers at Samuel Adams are exclusively bringing back some classics for the craft beer brand’s Winter Variety Pack including Holiday Porter, Chocolate Bock and Old Fezziwig.