As the saying goes, “the sky’s the limit.” When it comes to the beverage market and introducing new products, that saying certainly holds true. However, beverage-makers aren’t just expanding their year-round portfolios to capitalize on their limitless potential, but also are taking a much more “limited” approach.

Blue Moon Brewing Co., a Denver-based entity within MillerCoors’ Tenth and Blake division, is celebrating the grand opening of its newest brewery in Denver's River North (RiNo) Art District, following a soft opening in early July. 

Effective Jan. 1, 2017, White Plains, N.Y.-based Heineken USA will embark on a new era of business for its emerging global Heineken brands with the creation of Five Points Trading Co., a new venture aimed at incubating a range of popular global beers in the United States, the company says. With the development of Five Points Trading Co., Heineken USA will be bringing its emerging premium brands back in-house, while utilizing the resources and expertise of the company’s established distribution network, it says. 

Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, released a feature film-style trailer, titled “Cantina,” that reveals a glimpse of the new Most Interesting Man in the World. Timelessly masculine, the new Most Interesting Man is edgier and more daring, and fans can rest assured this is merely the first look at him, the company says. In October, Dos Equis will release “Challenger,” a full-length commercial that will illuminate how interesting has evolved and how the new character continues to embody the legendary status, it adds. 

Chicago-based MillerCoors, a joint venture between London-based SAB Miller plc and Denver-based Molson Coors Brewing Co., announced it is releasing Zumbida,a beverage inspiredby traditional Mexican aguas frescas with akick, the company says. Zumbida carries a fruit flavor that is characteristic of aguas frescas and can be enjoyed by both fans of the Mexican beverage anddrinkers who want to explore other flavors and styles, it adds. 

Stout Brewing Co. added a Berry Lemonade flavor to its Drink Like a Boss lineup of flavored malt beverages. 

When the NFL season kicks off on Thursday, Sept. 8, Bud Light, a brand of St. Louis-based Anheuser-Busch, will be celebrating the fans that have made football the No. 1sport in America, it says. Bud Light, also the Official Beer Sponsor of the NFL, already has released 720 million of its newly redesigned NFL team cans and will launch a nationwide marketing campaign featuring those cans along with a TV spot starring former NFL players Bo Jackson, Justin Tuck and Tim Couch, the company says.