The holidays are nearly here, and consumers and beverage brands also are getting in the "spirit."

Wishing you a safe and memorable holiday season, and remember to “enjoy responsibly.”

Augmented reality and artificial intelligence are propelling more than 500 wineries across the globe into futuristic marketing that cleverly connects wine-labels with millennial wine lovers.

With the holidays soon to be upon us, several beverage brands are releasing new products like an Advent Calender with 24 single-serve wines, or Ripples, an innovative device that enables brands to boost on-premise sales by enabling brands such as Guinness to write messages on foam-based drinks.

D.G. Yuengling & Son Inc. announced its first-ever beer collaboration with chocolate brand Hershey’s. LifeFuels integrates a three-part hydration system. Belfour Spirits launched its ultra-premium whiskey brand and family of products, The Spirit of Champions.

Although influencer partnerships are becoming more commonplace for brand owners, some still question the effectiveness of this medium.

Busch launched Busch Latte. Bombay Sapphire unveiled a new collaborative art installation. Pepsi announced its Always be Celebrating campaign in support of 100 years of the NFL. Pedialyte announced NFL wide receiver Odell Beckham Jr., is serving as an ambassador for the brand.

When media began covering the horrific event, many companies and organizations announced donations and other assistance to help disaster relief and recovery.

Larceny Kentucky Straight Bourbon Whiskey launched a new augmented reality app. Atay Ice Tea unveiled its Cleansing Spicy Lemon Ginger. Busch Beer and Big Buck Hunter are teaming up to support wildlife conservation.

Sacramento, Calif.-based Drinjk Wines co-founders Brett and Alexa Bayda announced the addition of a Wine Advent Calendar to their collection.