The Boston Beer Co., Boston, announced leadership changes effective April 1. Dave Burwick will retire as president and CEO and member of the Board of Directors, with Michael Spillane to assume the president and CEO role effective upon Burwick’s retirement. Spillane is currently the lead director of The Boston Beer Co. and has been a board member since 2016.

2023 was a banner year for American spirits exports, with total U.S. spirits and American whiskeys topping new records following the lifting of retaliatory tariffs on American whiskeys, according to an American Spirits Export Report released by the Distilled Spirits Council of the United States, Washington, D.C.

Coca-Cola, a brand of Atlanta-based The Coca-Cola Co., introduced the newest addition to the Coca-Cola Creations lineup and the second drop for 2024: Coca-Cola K-Wave Zero Sugar.

In honor of Black History Month, Pronghorn Co., New York, introduced the #AllBlackBar platform to amplify Black-owned spirits brands to consumers and the culture.

Purchase, N.Y-based PepsiCo’s Pepsi brand is collaborating with Shaq on the Pepsi ‘SNEAK’ER, custom built Reebok PUMP Shaq Attaqs courtesy of the Shoe Surgeon. These size 22 Reeboks are tailor made for Shaq, who loves Pepsi Minis so much he wanted a ‘SNEAK’ER to be able to bring them with him to enjoy wherever he goes.

Purchase, N.Y.-based PepsiCo’s STARRY, the official soft drink of the NBA, WNBA and NBA G League in North America, signed Milwaukee Bucks superstar Giannis Antetokounmpo to its roster of NBA and WNBA talent.

Suja Life, a Paine Schwartz Partners portfolio company and the parent company of Suja Organic and Vive Organic, announced the appointment of Maria Stipp as its new CEO, effective Feb. 20. Stipp succeeds Bob DeBorde who will retire and remain an active member as Chair of the Board of Directors.

Musical and cultural icons Dr. Dre and Snoop Dogg kicked off the rollout of Gin & Juice By Dre and Snoop, the first ready-to-drink product from their new premium spirits company, with a surprise performance at the Super Bowl after party in Las Vegas. 

Experts share that Gen Z is changing the standard on what beverages they enjoy, the companies they value, and how companies can market to this younger generation.

Absolut, a brand of Pernod Ricard USA, New York, is entering the ready-to-serve (RTS) category with its new Absolut Cocktails line with flavors Vodka Mojito and Raspberry Lemonade.