Chicago-based Mike’s Hard Lemonade announced the launch of its Mike’s Hard Freeze. In response to fans’ love for nostalgic flavors, Mike’s Hard Freeze brings back the ’90s, with a throwback of slushy flavors, the company says.

Improved taste profiles, coupled with health and wellness, help non-alcohol beer reach a deeper consumer market.

Amsterdam, Netherlands-based Heineken launched its first, brand new, virtual beer: Heineken Silver. The Heineken virtual beer launched exclusively in its virtual brewery within the immersive digital platform, Decentraland.

In the U.S. beer market, the competition remains fierce as beyond beer products has challenged traditional beer; however, niche markets like hard cider also have experienced the affects from new age beyond beer entrants.

Analysts note that the craft beer market has rebounded following challenging years, but caution the segment still should be wary of competitive segments.

White Claw Hard Seltzer, Chicago, launched White Claw Surf, a full flavor offering from the brand, meticulously crafted with a collision of flavors.

Athletic Brewing Co., Stamford, Conn., announced the release of Athletic Lite, a light non-alcohol beer.