Dos Equis is sponsoring a 3-on-3 college basketball tournament within the March Madness tournament to enhance their connection to college sports and millennial fans.

D.G. Yuengling & Son Inc., Pottsville, Pa., announced a collaboration with DraftKings, a digital sports entertainment and gaming company known for its industry-leading daily fantasy sports and mobile sports betting products. The agreement marks the brewery’s first-ever fantasy sports collaboration and merges the love of sports and beer through year-round events, contests and great prizes.

D.G. Yuengling & Son Inc., Pottsville, Pa., celebrated International Women’s Day by supporting Pink Boots Society, a nonprofit focused on encouraging and inspiring women beer professionals through education.

The U.S. beer market remains in a state of flux as consumers move away from historical strongholds for more premium offerings. As a result, domestic beer sees its super-premium sector outpacing the segment.

Healthy beverage choices are influencing the U.S. beer market as non-alcohol beer continues to post strong sales numbers.

With growth outpacing all other beer segments, flavored malt beverages have been the success story of the beer market thanks to the strong performance of hard seltzers.

Import beers have long been known for their dollar sales contributions to the U.S. beer market due to its higher price point; however, volume sales are projected to be on the rise for the beer segment as well.