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Busch launched Busch Latte. Bombay Sapphire unveiled a new collaborative art installation. Pepsi announced its Always be Celebrating campaign in support of 100 years of the NFL. Pedialyte announced NFL wide receiver Odell Beckham Jr., is serving as an ambassador for the brand.

When media began covering the horrific event, many companies and organizations announced donations and other assistance to help disaster relief and recovery.

Larceny Kentucky Straight Bourbon Whiskey launched a new augmented reality app. Atay Ice Tea unveiled its Cleansing Spicy Lemon Ginger. Busch Beer and Big Buck Hunter are teaming up to support wildlife conservation.

Sacramento, Calif.-based Drinjk Wines co-founders Brett and Alexa Bayda announced the addition of a Wine Advent Calendar to their collection. 

Tippsy launched its self-titled Sake Box. Bulletproof coffee and Budweiser teamed up for sports event.

With the growing consumer demand for fresh, cold-pressed juices with fewer preservatives, HPP is fast becoming the preferred method of choice for juice producers.

Hint Water partnered with Susan G. Koman Breast Cancer Foundation to donate money. The Rock partnered with VOSS Water as well as became a strategic partner in the company.

SPRiZZi Drink-Co. introduced a new line of flavored craft sodas. Post Brewing Co. launched its first-ever advertising campaign, and Wine Water Ltd. launched O.Vine.

As consumer screen time continuously increases, beverage brands are adapting to this trend and tailoring their strategies to reach them.