The buzz of activity is coming from the low- and no-alcohol markets with sober curious, functionality and premiumization helping the segments resonate with consumers.

To celebrate the season, White Claw and Cocktail Courier released the White Claw Super CLAW Holiday Kit, a customizable, festive cocktail bundle.

Two Roads Brewing Co., in partnership with Guy Fieri debuted Flavortown Spiked, a new line of premium, flavored malt beverages.

HOP WTR has partnered with a certified hypnotist to develop a “HOPnotic spell” designed to put consumers into a trance that will help them form healthier habits through the power of hypnotherapy.

Goslings Rum, a brand of Castle Brands, announced the addition to its non-alcohol beverage portfolio with the release of Stormy Peach Ginger Beer, the first flavored extension in the Stormy Ginger Beer line.

Chicago-based White Claw, a brand of Mark Anthony Brewing, announced the launch of its White Claw 0% Alcohol, a premium seltzer for adults. White Claw 0% Alcohol arrives at a time when consumer drinking culture, once synonymous with drinking alcohol, has fundamentally changed, the company notes.

Angry Orchard, a brand of Boston-based Boston Beer Co., is righting the gifting wrongs this holiday season by launching The Angry Swap, it says.

Truly Hard Seltzer, a brand of The Boston Beer Co., Boston, announced that as an extension to the Keep It Light campaign, it will help fans to literally “keep it light” this holiday season by covering the utility bills for festive holiday light enthusiasts through its Truly Keep It Light Holiday Edition contest. 

Miller Lite is putting a festive new twist on Miller Time with a jaw-dropping accessory for the beer lover on your list: the Miller Lite Beercracker, offering a new way to crack open Miller Lite cans and bottles this winter.

Schlafly Beer announced the release of Winter Warm-Up, a variety 12-pack with three exclusive stouts: the returning Mexican Chocolate Stout and Raspberry Coffee Stout, and Irish Cream Stout. Customers can now purchase this pack across Schlafly’s distribution as well as Schlafly’s four brewpubs.