As college basketball fans gear up for March Madness, beverage brands are using their marketing power to bring other hoop dreams to life.

As part of its summer mission to spread refreshment across the country, MillerCoors’ Coors Light brand launched “The World’s Most Refreshing Can” this season.

Red Robin Gourmet Burgers Inc., Greenwood Village, Colo., released two new beer cocktails for the summer that will be available exclusively at Red Robin dining locations. Served in a limited-edition, reusable beer can, these beer and liquor combinations are served in two styles: the Coors Light Can-Crafted Cocktail, which is a mixture of Coors Light beer, ginger liqueur and lemonade topped with fresh squeezed lemon, and the Blue Moon Can-Crafted Cocktail, which is a combination of Blue Moon Belgian White beer, Svedka Clementine vodka, orange juice and lime juice.

Through a partnership with K2 Sports, MillerCoors’ Coors Light and Coors Banquet brands are giving fans of legal drinking age the chance to win a variety of prizes that will make their skiing or snowboarding experiences even more memorable.

Coors Light, a brand of Chicago-based MillerCoors, announced a partnership with multi-platinum country music star Jason Aldean, whose new CD, "Night Train," will be released Oct. 16.

Chicago-based MillerCoors brand Coors Light partnered with 100 Black Men of America Inc., a national organization committed to enhancing educational and economic opportunities for African-American men, for the Coors Light Ice Cold Leader program that will recognize exemplary community ambassadors.