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Building on its longstanding partnership with the NFL and a season-long activation for its food and beverage brands, Purchase, N.Y.-based PepsiCo Inc.’s North America Beverages division will be out in full force on air, online and on the ground during Super Bowl LI, which takes place Feb. 5 at NRG Stadium in Houston. The company will spotlight two zero-calorie products during this year’s game — LIFEWTR and Pepsi Zero Sugar, it says.

New Haven, Conn.-based FreshBev, producers of RIPE Craft Juices, announced that it is expanding its portfolio of fresh juices while also bringing them to new markets.

Strongbow Hard Apple Ciders, a brand of White Plains, N.Y.-based Heineken USA, announced its newest flavor, Strongbow Orange Blossom. The new flavor delivers a fresh, spring-like orange blossom aroma with a touch of sweetness and a juicy apple finish, the company says. Like all Strongbow products, Strongbow Orange Blossom contains no artificial flavors or colors, it adds.

Heineken Light, a brand of White Plains, N.Y.-based Heineken USA, launched “Hypnotize,” its first TV commercial of 2017 in partnership with award-winning actor and brand spokesperson, Neil Patrick Harris. The new commercial kicks off a series of three spots, which showcase Heineken Light’s one-of-a-kind flavor through Neil’s signature wit and lighthearted humor, the company says. 

In celebration of National Green Juice Day — Jan. 26 — Evolution Fresh, a brand of Seattle-based Starbucks Corp., is offering veggie-centric ways to join the fun.

In 1997, Sparta, Mich.-based Old Orchard Brands expanded beyond its frozen juice business and began bottling various fruit juice beverages from its family-owned and run operations in rural Michigan, the company says. This year marks the 20th anniversary of Old Orchard’s bottled juice business. 

The Beach Whiskey Co., Carmel, Ind., announced its acquisition of American Harvest Vodka, an American-made organic vodka.

Mountain Dew, a brand of Purchase, N.Y.-based PepsiCo Inc., is kicking off 2017 with a new global Do the DEW campaign centered on the belief that there’s no feeling like doing, the company says. 

Heineken, a brand of White Plains, N.Y.-based Heineken USA, is strengthening its longstanding support of soccer by maintaining its partnership with the UEFA Champions League (UCL) and Major League Soccer (MLS), to ensure soccer fans stay engaged and refreshed throughout the 2017 season, it says. Beginning March 1, brand Heineken’s fully-integrated, 360-degree retail and on-premise They Score. You Score program will encourage legal drinking-age consumers to choose Heineken for all their soccer viewing occasions, while offering chances to win prizes with every goal scored during UCL and MLS matches, the company says.