This year 7 Up will amplify the electronic dance music (EDM) energy, community and movement with #7x7UP. The yearlong 7Up program, Dr Pepper Snapple Group says, will bring uplifting experiences to seven festivals and events.

Heineken, the official beer sponsor of the Tribeca Film Festival (TFF), announces #15secondpremiere, which the brewer calls "a social call-to-action that challenges people to get outside their comfort zone at TFF."

The Brewers Association board of directors late last week introduced changes to the association’s foundational framework to better serve the not-for-profit trade group’s membership of small and independent American craft brewers.

Maker's Mark announced a $67 million expansion on Thursday to meet booming demand for the Kentucky bourbon known for its iconic red wax top.

Crown Imports LLC, a Chicago-based division of Constellation Brands, announced that its Corona Light brand will expand on draft in more than 35 U.S. markets

Bud Light Lime introduces Mang-O-Rita, Raz-Ber-Rita and four flavor Mix-A-Rita variety pack in time for spring and summer entertaining

Shanghai Disney Resort announced a multi-year strategic alliance today with PepsiCo, Inc. and Tingyi Holding Corp., which recognizes PepsiCo and Tingyi Holding as their suppliers.

Carlsberg is launching a £3 million marketing drive to promote the launch of its Blackcurrant flavored beer in a push to exploit rising demand for the sub-category from younger drinkers.

The Coca-Cola Company has announced that it launching Diet Coke Frost, the first frozen offering in the diet brand’s 31-year history. Diet Coke Frost has natural cherry flavor

Basketball fans can look forward to creating memorable moments at this week’s Central Intercollegiate Athletic Association (CIAA) Tournament, as Coke Zero brings a team of interactive activities to Charlotte, N.C.