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The night before having surgery, consumers often savor a full meal and drink in preparation for the next few hours of fasting.

Bacardí, the namesake brand within Coral Gables, Fla.-based  Bacardi U.S.A. Inc.’s portfolio, launched Bacardí Loud & Untameable, a digital content series that showcases collaborations between popular modern artists and a Cuban-inspired ensemble band in all-out, anything-goes studio sessions streamed on the brand's custom Pandora station, www.pandora.com/bacardi.

For the launch of its first global campaign, Lipton partnered with Disney puppet characters the Muppets to encourage consumers to “Be More Tea.”

North American Breweries, Rochester, N.Y., unveiled a new multimedia national advertising campaign and brand image for its Seagram’s Escapes flavored malt beverages.

Fitness water brand Buff Water signed Canadian Football League athlete Hugh Charles, a running back for the Edmonton Eskimos, to its brand team.

Last summer, Jones Soda Co. partnered with Chrysler Group LLC’s Fiat automobile brand to host a photo contest in which consumers could submit pictures of the new Fiat 500e for a chance to win the electric car as well as surf lessons with Jones-sponsored professional surfer Brianna Cope.

Although consumers continue to control their spending on-premise, thereby slowing growth in the channel, premium adult beverages are bringing momentum to the segment, according to Chicago-based Technomic Inc.’s 2013 BarTAB Report.

Best known for its Koma Unwind relaxation drinks and shots, Bebida Beverage Co. (BeBevCo) is taking its expertise into a whole new category: ice cream.

Adding to its popular “No Bollocks” marketing campaign, Heineken USA’s Newcastle brand took the idea of advertising on cabs to a new level in order to promote its new Newcastle Cabbie Black Ale.

Social media platforms like Facebook and Twitter have made it clear that millennials and generation Z have a unique openness to the world around them.