Dallas-based G.O.A.T. Fuel, the health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T. Jerry Rice, announced its partnership with San Francisco 49ers Quarterback Trey Lance — the brand’s first NFL ambassador. 

Sugarlands Distilling Co., Gatlinburg, Tenn., announced a multifaceted partnership with platinum-selling recording artists O.A.R. The collaboration will celebrate O.A.R.’s 25th anniversary and include two specialty products from Sugarlands bearing the band’s name.  

Just in time for the season of giving, and in celebration of the 10-year anniversary of his iconic, chart-topping holiday album “Christmas” as well as new holiday music videos for hits “Let It Snow” and “It’s Beginning To Look a Lot Like Christmas,” bubly is giving a very special gift to singer Michael Bublé: his very own, limited-edition holiday flavor: merry berry bublé.

Q Mixers, Brooklyn, N.Y., announced the launch of its newest innovation: Tropical Ginger Beer. After a year of measurable growth and strong retail performance from its classic Ginger Beer and Hibiscus Ginger Beer variation, the carbonated mixer brand is fueling its innovation pipeline with this tropical twist on the classic flavor, it notes.

Old Tennessee Distilling Co., Kodak, Tenn., has released Sid’s Select, a limited-edition, Premium Tennessee Butcher’s Bourbon as the culmination of a seven-year dream. 

Small Brewery Sunday, the national beer holiday created by the Boulder, Colo.-based Brewers Association (BA), returns for its third year on Nov. 28. The annual celebration encourages beer lovers to support their local breweries, brewpubs, and taprooms — small businesses that contribute to local communities and economies during the holiday season and beyond.

DRY Soda Co., Seattle, announced the debut of a new sophisticated sparkling beverage: Botanical Bubbly Reserve. 

Stone Distributing Co. (SDC), Escondido, Calif., announced the addition of Ashland Hard Seltzer and El Segundo Brewing Co. to its Southern California portfolio of craft beers. The two new partners began distribution from Stone effective Nov. 8.

Almost half (47%) of American consumers say they enjoy holiday food advertising, with one-third (33%) saying it puts them in the right mood for the season, according to a new holiday-focused consumer sentiment survey from New York-based NCSolutions (NCS), a leading company for improving advertising effectiveness for the consumer packaged goods (CPG) industry.

On Nov. 24, Budweiser Zero is hosting “Zero Hour” at participating bars across the United States, giving consumers the option to try a complimentary Budweiser Zero from midnight to 1 a.m. local time.