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New York-based Wat-aah! announced a marketing and long-term equity partnership with pop artist Ariana Grande.

The National Beer Wholesalers Association (NBWA), Alexandria, Va., kicked off the first full day of its 77th Annual Convention on Sept. 29 in New Orleans. The first full day of the convention focused on the regulatory, commercial and economic value of distributors.

Market research firm Euromonitor International, Chicago, released new data on the health-and-wellness industry, which it reports has grown by 6.75 percent in current value terms to reach $774 billion this year.

Minneapolis-based Phillips Distilling Co. released UV Salty Caramel Apple vodka nationwide for the fall season.

Sprite, a brand of Atlanta-based The Coca-Cola Co., is bringing back its limited-edition Sprite Cranberry and Sprite Cranberry Zero holiday beverages in response to consumer requests. Both beverages will become available in late September and remain on shelves through the end of the year.

Friends Fun Wine, a brand of Aventura, Fla.-based Friends Beverage Group, launched a new commercial just in time for National Coffee Day on Sept. 29 to promote its soon-to-be released coffee-wine beverages. The 30-second spot invites consumers to give a new meaning to breakfast in bed by adding a romantic element to the occasion by serving the coffee-wine drinks with the meal.

At BrauBeviale 2014, which will take place Nov. 11-13 in Nuremburg, Germany, KHS GmbH, Dortmund, Germany, plans to present a wide range of innovations and product improvements. The particular focus of its tradeshow booth will be on filling, keg and decorating technology, and KHS' comprehensive consulting and other services. Specific innovations include the following pieces of equipment and services:

Lotus Elixirs North America, Indian Wells, Calif., launched its new Lotus Botanical Elixirs in 12-ounce Sleek cans from Rexam.

Diageo North America, Norwalk, Conn., extended its Smirnoff vodka brand with a new Sours line.

Jones Soda Co., Seattle, released its new Jones Sparkling Water line in response to consumer demand for healthier products. The sparkling waters are made with only water and natural flavors and do not contain any added sweeteners, colors or artificial preservatives.