For the U.S. on-premise market, the pandemic last year was the equivalent to a season-ending injury as it forced many operations to shut their doors. Although it has been a difficult 15 months for the channel, beverage-makers are stepping up to support the on-premise community as it looks to rebuild.

Finlandia Vodka recently announced a partnership with Living Lands and Waters (LL&W), an “industrial strength” river cleanup organization. 

Pepsi Bottling Ventures, through its Jimmy V vending machines, raised more than $180,000 for cancer research in 2020.

Budweiser, a brand of St. Louis-based Anheuser-Busch, is celebrating American pride all summer long with the release of its bold, new patriotic themed line of cans and summer campaign. 

Fremont, Calif.-based PATH, the refillable bottled water brand on a mission to end single-use plastic, debuts its limited-edition Made in the USA bottle ahead of Memorial Day and Fourth of July. 

In honor of International Family Equality Day May 2nd, LGBTQ+ community ally bubly sparkling water has partnered with nonprofit Family Equality, an organization with a mission to protect, support and connect LGBTQ+ families as they navigate obstacles. bubly will harness its trademark playful personality and positivity in support of Family Equality, with a campaign that puts a bubly twist on the traditional tropes of parenthood to generate wider awareness and critical financial support for LGBTQ+ families.

Purchase, N.Y.-based PepsiCo is celebrating the launch of its newest refreshment beverage: Manzanita Sol, a crisp apple soda. Reminiscent of the flavors of Latin America and the Caribbean, the carbonated soft drink features a lightly sweetened taste, the company says.

SodaStream, a brand of Purchase, N.Y.-based PepsiCo, is on a mission to reduce single-use plastic waste. To kick off Earth Month, SodaStream is partnering with PangeaSeed Foundation, an ocean conservation nonprofit, to create three limited-edition SodaStream “Art for Action” bottles that will help consumers actively reduce their single-use plastic waste.

D.G. Yuengling & Son Inc., Pottsville, Pa., celebrated International Women’s Day by supporting Pink Boots Society, a nonprofit focused on encouraging and inspiring women beer professionals through education.

As part of the brand's ongoing commitment to the Black community, Smirnoff is partnering with Washington, D.C.-based fitness studio, Black women-owned small business SideBarre to give adults (21 and older) across the United States the opportunity to attend a series of complimentary, inspirational virtual bar(re) classes from home in support of Black women entrepreneurs across the country.