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Smirnoff ICE, a brand of New York-based Diageo North America, is celebrating its 21st birthday by teaming up with actor and host Mario Lopez to give one winner Smirnoff ICE for the next 21 years.

Pepsi, a brand of PepsiCo, Purchase, N.Y., is taking baseball fans out to the ballgame and giving them one more thing to be excited about in October with Pepsi x Cracker Jack. The limited-edition product is only available through the hashtag #PepsiSingToScore program. Pepsi x Cracker Jack follows the release of other limited-edition flavors including PEPSI x PEEPS, Pepsi Apple Pie and more.

Founded by innovators in the beer industry and rival gang leaders of the Bloods, Crips, GD and BD, TRU Colors, with its mission statement to unite communities to stop violence and divisiveness, created a sustainable business model that provides active gang members with economic opportunities, the company says.

The National Beer Wholesalers Association (NBWA) officially launched the Building Relationships and Empowering Women (BREW) initiative at its 84th Annual Convention and Trade Show in Las Vegas. Through the BREW initiative, NBWA is committed to offering a robust forum for women leaders to grow professionally within the beer industry. This initiative has been long in the works, with the official launch put on hold by the COVID pandemic.

Truss CBD USA, a joint venture by Molson Coors Beverage Co., Chicago, and HEXO USA Inc., a subsidiary of Canada-based HEXO Corp., announced the expansion of Veryvell, a line of hemp-derived CBD and adaptogen beverages.

5-hour ENERGY, a brand of Living Essentials, Farmington Hills, Mich., is kicking the football season off by giving fans the opportunity to win the ultimate football experience: fans enter their product receipts for a chance to win $10,000.

The National Beer Wholesalers Association (NBWA) kicked off its 84th Annual Convention and Trade Show at Caesars Palace in Las Vegas. Held annually, the convention brings beer distributors together from across the country to discuss the future of the industry. This year’s event marks the first time NBWA members will be able to assemble in person since the onset of the pandemic. 

Farmington Hills, Mich.-based Living Essentials LLC, the makers of 5-hour ENERGY shots, announces the launch of a new carbonated energy beverage in a 16-ounce can. 

Pittsford, N.Y.-based Karma Culture LLC announced the launch of Karma CBD Water. This is the first CBD beverage to launch under the Karma wellness and probiotic waters beverage portfolio and has been developed in partnership with Smith Falls, Ontario-based Canopy Growth Corp., a world-leading diversified cannabis and hemp company. 

ZenWTR Alkaline Water, Los Angeles, announced that professional golfers Phil Mickelson and Bryson DeChambeau have joined its roster of athlete investors. The two are supporting the brand's mission to help restore the world's oceans and reduce the amount of plastic polluting coastal environments, specifically through ZenWTR's quest to rescue 50 million pounds of ocean-bound plastic by 2025.