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Smirnoff ICE, a brand of Diageo North America, has partnered with pop star Troye Sivan to unwrap and remix the holidays: less tradition, more vibes. 

Anheuser-Busch, St. Louis, announced that Bud Light, and nine-time RIAA diamond-certified global superstar Post Malone are running it back with a concert during Super Bowl LX weekend. 

Actor and entrepreneur Patrick Schwarzenegger is reprising his role as The Spirit Advisor, with his continuing partnership with Ketel One. 

PepsiCo, Purchase, N.Y., announced a global partnership with Mercedes-AMG PETRONAS F1 Team beginning in 2026, bringing together three of its powerhouse brands — Gatorade, Sting, and Doritos — with the Formula 1 team. 

Canela Media announced the launch of Sprite’s new holiday campaign, bringing Sippin’ Season to life with Sprite Winter Spiced Cranberry, engaging Hispanic American consumers who embrace the “ands” in their identity.

The Original Donut Shop announced its latest flavor innovation: The Original Donut Shop Pop-Tarts Brown Sugar Cinnamon-flavored K-Cup pod. 

Perfetti Van Melle, a global confectionery leader, has partnered with Fire Brands to introduce AIRHEADS Soda, a beverage line inspired by the iconic Airheads candy. 

Liquid Death, Los Angeles, announced its new distribution agreements with Sunset Distributing, a Southern California subsidiary of Hand Family Companies, and with Pacific Northwest distributors: The Odom Corp., Bigfoot Beverages and Summit Beverage Distribution Co. 

Candy Can announced the launch of two new flavors inspired by the sour candy brand Toxic Waste. The collaboration introduces Toxic Waste Sour Apple and Toxic Waste Blue Razz to the Canadian market.

2 Towns Ciderhouse is cranking up the volume with its newest seasonal release: Sled Zeppelin, a 6.9% ABV limited-edition hard cider.