Smirnoff ICE is teaming up with content creator and comedian Boman Martinez-Reid to pay up to $200,000 in Sunsurance throughout the summer, starting with $50,000 to celebrate the summer solstice. 

Revolver Brewing, a craft beer brand by Tilray Brands, unveiled its latest creation: Y’all’s Beer.

Truly Hard Seltzer, a brand of The Boston Beer Co., Boston, unveiled its “Truly Rain Check” program in time for the Fourth of July weekend. Truly will cover fans’ next Truly Pool Party Variety Pack — the brand’s new limited-edition summer lineup, it says. 

Michelob ULTRA is reaffirming its long-term commitment to the world’s most popular sport as the Official Beer Sponsor of the FIFA Club World Cup 2025, including  limited-edition packaging, aluminum bottle and can designs.

Truly Hard Seltzer, a brand of The Boston Beer Co., dropped its latest innovation: Truly Unruly 8% Lemonade Hard Seltzer. 

EIGHT Elite Light Beer, the super-premium light beer founded by Pro Football Hall of Famer Troy Aikman, announced the launch of its new slim can.

For the global beverage market, mergers and acquisitions (M&A) seem to be the new normal. Based on 2024 fiscal year sales, this year’s Top 100 Beverage Companies report, compiled by the editors of Beverage Industry, has seen a collection of long-running entities exit the list as they merged or were part of an acquisition. Through this M&A activity, we have welcomed more thriving innovators across the alcohol and non-alcohol beverage markets.