This football season, Fireball Whisky, Louisville, Ky., is literally transforming tears into cheers by collecting human tears at big rivalry games to create a game-changing, limited-edition whisky: Crierball.

PepsiCo, Purchase, N.Y., has teamed up with award-winning singer Kelly Rowland to turn local restaurant regulars into hometown celebrities with a chance to be featured in a Pepsi ad and have their favorite menu item renamed in their honor.

Chicago-based Mike’s Hard Lemonade Co. is partnering with actor Lamorne Morris to host an interactive pop-up event: Mike’s Jobstacle Course. This immersive experience will prove that every job has its hard days. And a hard day deserves a refreshing-tasting Mike’s Hard Lemonade, the company says.

Seagram's 7 Crown, a brand of Diageo North America, New York, is toasting timeless American staples with an icon in America – the 7&7— with the launch of its new ad campaign, Timeless Taste.

The highly anticipated Season 3 of FX’s “The Bear” is just days away, and Stella Artois is returning for its starring role at the dining table.

Los Angeles-based ZenWTR, renowned for its premium vapor distilled alkaline water, and Travis Kelce, three-time Super Bowl champion, have joined forces to unveil a new national campaign: Find Yours.

Pernod Ricard USA, New York, announced the power pair behind the Espresso Martini are celebrating the holidays and solidifying their union with the release of Blend No. 83 ― a fragrance by Absolut x Kahlúa. 

Ripon, Calif.-based Franzia Wines, a brand of the Wine Group, launched its Chillable Red Box costume and Red Cup costume to roll up to any Halloween party in style, it says.

Purchase, N.Y.-based PepsiCo and Microsoft’s Xbox, Redmond, Wash., have joined forces to reward fans for the sipping, snacking and gaming they already do.

New York-based Kung Fu Tea (KFT) and Spirit Halloween, Egg Harbor Township, N.J., are joining forces to serve up new treats this Halloween season. The collaboration includes five exclusive costumes and a new, limited-time beverage inspired by all things Spirit, so consumers can fuel up and go code orange all October with a beverage that isn't just pumpkin spice, the companies say.