Heineken, a brand of White Plains, N.Y.-based Heineken USA, announced the launch of a new partnership with CBS’ “The Late Late Show with James Corden,” which will include an exclusive sponsorship of the show’s on-set ba…

Miller Lite, a brand of Chicago-based MillerCoors, is partnering with renowned chef Aarón Sánchez to create original recipes for the summer grilling season. 

Genesee Brewing Co. introduced two seasonal beers — Orange Honey Cream Ale and Helles Bock — as part of its Genesee Brew House Pilot Batch series. 

The Pabst Brewing Co., Los Angeles, announced the official opening of Pabst Milwaukee Brewery, the company’s first craft brewery. A firkin keg tapping and blue ribbon-cutting ceremony took place April 12 with Milwaukee Mayor Tom Barrett, Milwaukee County Executive Chris Abele, Pabst Chairman Eugene Kashper and Pabst Chief Executive Officer Simon Thorpe.

Although category management and merchandising commonly are associated with shelf resets and assortment rationalization, for White Plains, N.Y.-based HEINEKEN USA, it is much more than that. The global beer company works to thoroughly understand its consumers’ beer-drinking occasions while building relationships with retailers that will drive long-term, sustainable customer loyalty, says Vikas Satyal, senior director of category development.

Shock Top rolled out its first major brand refresh. The new look and feel still embodies the carefree spirit of the brand, but with a fresh, youthful optimism, the company says. The new look will be reflected across all brand assets and activa…

Last month, Yuengling & Son Inc. began rolling out packaging updates for its core brands: Yuengling Traditional Lager, Light Lager and Black & Tan. “We are excited to introduce updated packaging of our core brands, which features our powerful Yuengling Eagle & Barrel icon, a proud symbol of our family owned brewery since 1829,” said Dick Yuengling, owner and president, in a statement.