New Amsterdam Vodka, a brand of Modesto, Calif.-based New Amsterdam Spirits Co., and the NHL announced a multi-year U.S. partnership naming New Amsterdam Vodka the Official Vodka of the NHL. 

Preston, Wash.-based Talking Rain Beverage Co., the maker of Sparkling Ice flavored sparkling waters, announced the brand’s sponsorship of the National Hot Rod Association (NHRA) Top Fuel Dragster driven by Leah Pritchett. 

Michelob Ultra, a brand of St. Louis-based Anheuser-Busch, unveiled the newest innovation to join the Ultra family: Michelob Ultra Pure Gold. Michelob Ultra Pure Gold is made with organic grains and offers a refreshing taste with only 85 calories and 2.5 carbohydrates, the company says. Like Michelob Ultra, the new brew will be free from artificial colors and flavorings. 

Minneapolis-based Caribou Coffee introduced new Bold North Blend. This full-bodied dark roast was created as a tribute to the northern spirit, the company says. The Bold North Blend was designed for the thousands of football fans flocking to Minnesota for Super Bowl LII, taking place Sunday, Feb. 4, 2018, at U.S. Bank Stadium in Minneapolis, it adds.

Birra Moretti, a brand of Five Points Trading Co., a division of White Plains, N.Y.-based Heineken USA, announced it is teaming up with Bocce, Italy’s beloved pastime, to encourage legal-drinking aged consumers to come together and enjoy two Italian classics with friends, family and fellow patrons at their favorite local bar, at home or at other outdoor social gatherings this fall. 

This July, White Plains, N.Y.-based Heineken USA is bringing soccer fans closer to game.