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LIFEWTR, a brand of Purchase, N.Y.-based PepsiCo, and Bethesda, Md.-based Marriott Hotels announced a new augmented reality (AR) collaboration that invites guests to personalize their hotel rooms with bold, colorful and visual artwork, the companies said.

Smirnoff, a brand of Diageo North America, Norwalk, Conn., and its Smirnoff Seltzer brand announced the launch of a national contest for those traveling via airplane and the “middle seat” this holiday season. Smirnoff Seltzer saw an opportunity to bring its campaign hashtag #FunofaKind experience and take a stand for middle-seaters, it says.

In collaboration with Twitch star Mike "Shroud" Grzesiek, Madrinas Coffee announced the launch of its newest flavor of cold brew coffee: the Shroud Insane Cappuccino. Madrinas Coffee has made this collaborative brew available for purchase via their online webstore.

Gancia Sparkling Wines, a brand of New York-based Roust Americas, announces the launch of its new marketing platform drink beauty, which was created to appeal to millennial consumers. 

In collaboration with South Norwalk, Conn.-based Direct Wines Inc., Virgin Wines, Largo, Fla., is introducing the ultimate club for wine and music fans, the company says. Since the 1970s, Virgin has been a major force in the music world. Through Virgin Wines, the brand is bringing together wines from around the world and curated playlists for each bottle. Additionally, Virgin Wines is releasing an exclusive selection featuring bottles inspired by some of the legends of rock, it says.

Woodford Reserve Distillery, Versailles, Ky., announced that the spirits-makers flagship brand — Woodford Reserve — has released its annual holiday bottle. This year’s bottle features a snowy distillery scene.

The snowy season is officially underway and the readers of Beverage Industry have shown their continued appreciation for functional beverages. In the Readers’ Choice: New Product of the Month poll for October, the readers selected Boom Boom Energy Drink as their favorite new product.

This holiday season, Seattle-based Starbucks Corp. has more surprises in store to share with consumers. The company announced the release of Juniper Latte, a new wintery beverage that features a hint of juniper and sage, an evergreen aroma and citrus notes, it says. Juniper Latte is available at participating Starbucks locations in the United States starting today (Nov. 27) for a limited time, while supplies last.