Consumers in the United States are opting to spend more on their drinks in bars and restaurants as premiumization drives the recovery of the on-premise channel after COVID-19. A trend that was paused during the pandemic now is accelerating again, CGA’s exclusive On Premise Measurement (OPM) service shows. The premium price tier of the spirits market took a 40% share of sales by value in February 2022, while super-premium took 18%.

Budweiser, a global brand of AB InBev, Leuven, Belgium, unveiled the global launch of The Energy Collective to help provide renewable electricity to bars, music venues and stadiums around the world. This launch follows and contributes to Budweiser parent company AB InBev's recently announced ambition to achieve net zero emissions across its value chain by 2040.

ZenWTR, Los Angeles, is celebrating Earth Day by announcing the initial distribution of its 1% For the Oceans donation that will go to numerous organizations with missions to protect and preserve our oceans and advance recycling in the United States. As part of the company's 1% For the Oceans initiative, 1% of total sales is committed to ocean conservation and recycling education and advocacy.

Seattle-based Talking Rain Beverage Co., the maker of Sparkling Ice beverages, appointed Ken Sylvia to CEO, effective April 12. As a driven leader, Sylvia will continue to fulfill Talking Rain’s mission of “Creating Connections with Every Sip” by prioritizing employee development, community engagement, product innovation and corporate responsibility, the company says.

Purchase, N.Y.-based PepsiCo’s bubly sparkling water launched a new campaign to show consumers that everyday bummer moments have a silver lining ― or to “see the bubly side.” To help kick off the year-long campaign, bubly is joining forces once again with Michael Bublé, whose serenades bring smiles to people around the world.

AriZona Beverages, Woodbury, N.Y., launched Red Tea in 20-ounce tall boys, bringing the national drink of South Africa to the mainstream market in the United States. AriZona Red Tea is naturally caffeine free, made with real sugar, and only 70 calories in each serving. 

MTN DEW GAME FUEL, a brand of Purchase, N.Y.-based PepsiCo, and Dr Disrespect are taking their relationship to the next level with the release of Championship Citrus Cherry. The fan favorite is finally back and bolder than ever, including a limited-edition can while supplies last on GameFuel.com.

BioSteel Sports Nutrition Inc. announced its athlete partnership with Sergiño Dest, defender for the U.S. Men’s National Soccer Team (USMNT). Dest joins the brand’s team of elite athlete ambassadors that includes fellow soccer star Christen Press, as well as Patrick Mahomes and Luka Dončić.

Happi, Birmingham, Mich., launched its newest flavor ― Pomegranate Hibiscus ― in select provisioning centers. Made with organic pomegranate, lemon, agave nectar and hibiscus, the new flavor is light and fruity, it says.