Jägermeister, imported exclusively by Mast-Jägermeister US, White Plains, N.Y., and American Rapper Post Malone have joined forces to launch a fully integrated global campaign to help bring life back to nightlife, including a short film tribute to the multitude of local businesses and communities that have been affected over the past year titled "Night Lights."

Last summer, Jones Soda Co. partnered with Chrysler Group LLC’s Fiat automobile brand to host a photo contest in which consumers could submit pictures of the new Fiat 500e for a chance to win the electric car as well as surf lessons with Jones-sponsored professional surfer Brianna Cope.

Sunny Sky Products LLC, a Houston-based manufacturer and distributor of specialty dispensed beverages, completed the acquisition of Turbo Energy Drink LLC, Redmond, Wash., in an all-cash transaction. According to Sunny Sky, the acquisition will expand distribution of its beverage offerings further into the on-premise channel — particularly into bars and nightclubs.

 Whether it’s the ambiance, celebrity sightings, exclusivity, cocktails or a combination of all of the above that attract consumers to nightclubs, it’s clear that the “cool factor” is a must-have for success.  

The 27th edition of the Nightclub & Bar Convention and Trade Show, March 12-14, plans to take Las Vegas by storm — yet again. This year’s event includes a conference program, exhibit hall and, last but not least — parties.