Chicago-based Beam Suntory and The Boston Beer Co., Boston, have formed a long-term, strategic partnership to extend select iconic brands into some of the fastest-growing beverage alcohol segments. 

Maybe it’s because so many of my friends from college were mechanical engineers, or maybe it’s because it went from being considered a plant to a dwarf-planet, but I was very excited last month when the first photos of Pluto were released.

The beverage industry faces many challenges when it comes to marketing. However, throughout the years, the beverage industry has shown the ability to overcome any obstacle it encounters.

Beam Suntory Inc. recently unveiled its first flavored tequila, Sauza Cucumber Chili Tequila.

Sauza Tequila, a brand of Casa Sauza, Deerfield, Ill., will debut a new, premium look next month. The refreshed brand identity highlights the Sauza family heritage, quality and craftsmanship behind the spirit and elevates its visibility and presence internationally, the company says. The largest rebrand in Sauza history will roll out globally, driving the brand’s continued long-term growth in existing North American markets, as well as expansion efforts in new, emerging tequila markets including Japan, Brazil, Russia and the brand’s first foray into China, it says.

 Sauza 901 Tequila, a brand of Deerfield, Ill.-based Beam Suntory Inc., released its newest TV and digital ad campaign starring brand founder Justin Timberlake. The No Limes Needed campaign highlights the smoothness of Sauza 901 Tequila in a tongue-in-cheek way by chronicling the heyday of the lime as a necessary ingredient for drinking tequila and its ensuing downfall following the launch of Sauza 901. 

Honest Tea, an independent operating unit of The Coca-Cola Co., reported that it recycled 108,704 containers at its Great Recycle events, which took place throughout the country during Earth Month in April.

Timed with the start of the summer season and warmer weather, Deerfield, Ill.-based Beam Suntory Inc.’s Sauza brand added a new Watermelon flavor to its lineup of ready-to-drink Sparkling Margaritas, which made their debut last spring.

Deerfield, Ill.-based Beam Inc.’s Sauza Tequila brand partnered with actor and pop music artist Justin Timberlake to launch Sauza 901 super-premium tequila. The new product builds off of Timberlake’s previously launched 901 Silver Tequila and incorporates the same spirit under the Sauza brand name. The co-branded partnership blends the creativity and personality of the 901 brand’s founder, Timberlake, with the quality and history of Sauza Tequila to craft a lifestyle spirits brand.

As a follow-up to its popular “Make It With a Fireman” YouTube video, Beam Inc.’s Sauza Tequila brand released its new “Make It With a Lifeguard” video.