As we quickly approach another Fourth of July holiday, beer manufacturers are seeing increasing competition when it comes to consumers’ dollars. In a Q&A with Beverage Industry, Kristine Joji at Insite AI offers some insights with how brand owners can position themselves to stay competitive in today’s beverage alcohol market.

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.

Jones Soda Co., Seattle, announced its expansion into the pet category with the launch of Jones Craft Dog Soda. Uniquely formulated for canines in collaboration with veterinarians and dog owners, new Jones Craft Dog Soda combines all-natural human-grade ingredients in flavors that dogs love, it says.

Livermore, Calif.-based Franzia Wines announced the release of a new limited-edition Franzia Cabernet Sauvignon box wrapped in a colorful holiday sweater design. The box pairs with the new matching Franzia holiday sweater, complete with battery-powered holiday lights and an attached wine swirl scarf.

Corona unveiled a limited-edition collaboration with celebrity fashion designer Talia Coles. Coined Feliz Navi-Drip, the exclusive holiday pairing consists of limited-edition holiday cans of Corona Extra and matching robes, both designed by Talia.

Austin, Texas-based Union, a data-driven hospitality engagement platform, has released a new OnPrem Insights report covering consumption trends for the months of October, November and December, known within the beverage industry as the “O-N-D” period.

Corona Extra, a brand of Constellation Brands, Victor, N.Y., is bringing Feliz Navidad festivities directly to consumers in augmented reality with its O’Tannenpalm’s Tree Lot. The immersive and interactive experience transports fans into a Corona-themed winter wonderland full of surprising interactive experiences, helping infuse their homes with “La Vida Más Fina” all season long, it says.

A “Kentucky Hug” is a well-known term among bourbon lovers and Jim Beam fans alike, and this holiday season, the brand is turning the phrase into a reality with a limited-edition holiday pajama set equipped with a built-in “hug simulator” so you can send a cozy hug to anyone you’re missing this season, it says.

The North American Divisions of Purchase, N.Y.-based PepsiCo announced teaming up to launch its Share More Joy campaign, featuring a new holiday commercial: “Melt.” The commercial, which debuted on Thanksgiving Day, marks the first national holiday commercial collaboration between Frito-Lay and PepsiCo Beverages.