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Genesee Brewing Co. introduced two seasonal beers — Orange Honey Cream Ale and Helles Bock — as part of its Genesee Brew House Pilot Batch series. 

Although category management and merchandising commonly are associated with shelf resets and assortment rationalization, for White Plains, N.Y.-based HEINEKEN USA, it is much more than that. The global beer company works to thoroughly understand its consumers’ beer-drinking occasions while building relationships with retailers that will drive long-term, sustainable customer loyalty, says Vikas Satyal, senior director of category development.

“Shock Top is known for its laid-back, carefree vibe, but this year, we’re growing up without letting go of being young. We’re turning up the volume with a vibrant, new energy and look that’s ready to shake things up,” said Jake Kirsch, vice president of Shock Top, in a statement.

Shock Top rolled out its first major brand refresh. The new look and feel still embodies the carefree spirit of the brand, but with a fresh, youthful optimism, the company says. The new look will be reflected across all brand assets and activations, the company says.

Last month, Yuengling & Son Inc. began rolling out packaging updates for its core brands: Yuengling Traditional Lager, Light Lager and Black & Tan. “We are excited to introduce updated packaging of our core brands, which features our powerful Yuengling Eagle & Barrel icon, a proud symbol of our family owned brewery since 1829,” said Dick Yuengling, owner and president, in a statement.

Constellation Brands Inc. launched Pacficio in 12-ounce aluminum cans for the first time in the United States. Available in 12-packs, the new cans will be available in California, Nevada, Oregon, Washington, Montana, Hawaii, Texas, Arizona and Colorado.

With the return of baseball season, Budweiser introduced customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American Dream, the company says.