This holiday season, HEINEKEN USA, White Plains, N.Y., is helping people celebrate the holidays in creative ways this year through its partnership with Tastemade and Pinterest. Tastemade will create six Holiday Hacks in a video for Pinterest that will showcase the new takes on the three select beer brands through clever ideas and tricks, the company says.

Peace Tea, a brand of Atlanta-based The Coca-Cola Co., is encouraging its fan base to “Speak Your Peace” in the upcoming election through a partnership with Vote.org.

Just in time for the kick-off to the 2020 NFL season, Bud Light, in tandem with the NFL and Twitter, is unveiling Bud Light Showtime Cam, a first-of-its-kind interactive celebratory camera.

Pittsburgh-based GNC Holdings Inc. announced the launch of MAD PONY ENERGY, available exclusively at the retailer and on GNC.com. Featuring nature-based extract NeuroFactor and 200 mg of caffeine, the new beverage is available in Cherry Berry, Orange Mango and Watermelon.

The holidays are nearly here, and consumers and beverage brands also are getting in the "spirit."

This Giving Tuesday, Hugh Jackman's Laughing Man Coffee, Boston, is making every cup (and smile) count by encouraging fans to smile to make a difference. For every smiling selfie shared using the Laughing Man Coffee filter on Instagram Stories on Dec. 3, $1 will be donated toward the Laughing Man Foundation, up to $100,000.

Although influencer partnerships are becoming more commonplace for brand owners, some still question the effectiveness of this medium.

As consumer screen time continuously increases, beverage brands are adapting to this trend and tailoring their strategies to reach them.

More adventurous consumers are demanding luxurious, upscale offerings or traditional favorites offered in new ways.

Because the “connected consumer” now is so prevalent, brands have had to ramp up their engagement in order to stay top of mind in today’s cluttered marketplace.