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On Sept. 17, America’s beer distributors joined citizens throughout the country in commemorating Constitution Day, which celebrates the formation and signing of the U.S. Constitution on Sept. 17, 1787.

SABMiller plc, London, and Leuven, Belgium-based Anheuser-Busch InBev (AB InBev) released responses to press speculation regarding a recent approach made by AB InBev to SABMiller about a potential merging of the two companies.

Three trade show leaders joined forces to announce the launch of ProFood Tech, a new event that will focus on processing technologies serving the food and beverage industry. ProFood Tech will make its debut April 4-6, 2017, at McCormick Place in Chicago. 

Temple Turmeric, New York, unveiled two new seasonal offerings: Pure Fire Cider Super Tonic and Holiday Spiced Lassi Culture Blend. Inspired by ancient recipes and powered by the brand’s proprietary Hawaiian Oana Turmeric, both recipes are designed to help support positive inflammation response and balance the body’s digestive system with vegan probiotics, the company says. 

Jim Beam, a brand of Deerfield, Ill.-based Beam Suntory Inc., announced a new partnership with Snapchat, making it the first whiskey brand to leverage the app for marketing efforts, the company says. Currently active, branded Jim Beam video content, targeted exclusively at consumers of legal drinking age, will appear throughout various Snapchat Live Stories. The partnership and branded content will run in the United Sates through the end of October coinciding with existing marketing efforts supporting new Jim Beam Apple, the newest flavored whiskey from the company.

Samuel Adams, a brand of Boston-based The Boston Beer Co., released Time Hop Porter, a limited-edition hopped porter brewed with San Diego-based ChuckAlek Independent Brewers. The collaboration beer is the culmination of a year-long program, Samuel Adams Brewing the American Dream Brewing and Business Experienceship, which annually provides one craft brewer with hands-on brewing and business coaching, the company says. Sam Adams established the program to help small-craft breweries get a leg-up in the industry, it adds.

The majority of sports fans agree that eating and drinking is a big part of watching sports (60 percent), according to Chicago-based Mintel. Nearly all sports fans consume beverages while watching sports at home with at least half reaching for water, soda or beer. 

White Plains, N.Y.-based Heineken USA’s Strongbow Hard Apple Cider is gearing up to make this fall Strongbow Season with a fully integrated, 360-degree program that encourages consumers of legal drinking age to experience Strongbow at its “bestest” when it is served over ice, the company says. The program includes national TV advertising, targeted digital media, social media engagements and point-of-sale (POS) materials designed to drive purchase of Strongbow’s four flavors all season long, it adds. 

In order to attract new consumers, Melbourne, Fla.-based ArKay Beverages released ArKay alcohol-free tasting shots, the company says.

Each shot is a 1.7-ounce bottle sold in a tasting kit containing 15 varieties. 

Bud Light, a brand of St. Louis-based Anheuser-Busch, is teaming up with its partner Google to market unique, premium content directly to football fans through its new Full Season Football program, which features content from the NFL and other properties on Google Search and YouTube. Beginning Sept. 10, the beer brand, sports leagues and video platform will partner to capture football fans on the coveted second screen, the company says.