Stella Artois, a brand of Anheuser-Busch Inbev, Leuven, Belgium, and award-winning artist John Legend debuted "Under the Stars," an exclusive holiday single written and performed by Legend, which launched in conjunction with the Stella Artois Give Beautifully holiday campaign, the company says. The duet pays homage to the brand's name, "Stella," which directly translates to "star" in Latin, it adds.

As premiumization continues to impact the beer market, imported beers have found favor with consumers.

St. Louis-based Anheuser-Busch (AB), a division of AB InBev, hosted media members at its headquarters during the fourth quarter of 2014.

For the launch of its first global campaign, Lipton partnered with Disney puppet characters the Muppets to encourage consumers to “Be More Tea.”

When it comes to the overall alcohol market, manufacturers not only are analyzing their own brand sales but also the respective categories in which they compete. For the beer category, hard ciders are offering consumers an entry point into this multibillion dollar industry, experts note.

As the economy stabilizes, consumers are trading up for the premium beer offerings available through the imported beers segment, says Edward Hyseh, U.S. research analyst for Euromonitor International, Chicago.

If consumers “look behind the curtain” of any sponsored event, they’ll find a support system of brands that help to fund the event and reap their own benefits at the same time.

Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev, entered the U.S. cider market with Stella Artois Cidre.