6 Recently Launched Packaged Beverages Promotions

CHICAGO — With the start of football season, some packaged beverage brands are using NFL brands to connect to consumers this fall.

Click through to see six packaged beverage promotions to keep an eye on …

Dos Equis has updated packaging as part of an overall brand refresh to maintain relevance with today’s customer, according to Heineken USA, White Plains, N.Y. The new design incorporates the beer’s Mexican heritage with a progressive fusion of cultures and puts increased focus on the brands colors and XX symbol, the company said.

The new Dos Equis Lager bottles will be in stores in September followed by Lager cans in October and Ambar Especial bottles in November.

“The new packaging draws the consumer in with its bold simplicity and eye-catching detail,” said Ligia Patrocinio, senior brand director with Dos Equis. “A hint of contrasting color conveys pride and confidence while drawing focus to Moctezuma, where the brand has its roots and where its expressive personality was born. Today, Dos Equis is entering a new era; we’re keeping it interesting with a design evolution that’s a progressive and refreshing twist on a proud tradition.”

Bud Light gave fans who select Jacksonville Jaguars quarterback Garden Minshew II in the first round of their Fantasy Football draft can enter to win a free case of Bud Light. Also, any team to win their league’s championship with Minshew as their starting quarterback has the chance to win a season supply of Bud Light.

“Last year, Gardner Minshew II was the unexpected hero of the NFL,” said Joe Barnes, director of Bud Light sports marketing. “Now Bud Light is giving Minshew the spotlight he deserves, encouraging fans to support the Mississippi Mustache in real-life and in fantasy.”

Fans can enter the sweepstakes by sharing a screenshot of their fantasy first round pick of Minshew on social media with #BudLightMinshewDraft and #Sweepstakes. 

The beer brand, made by St. Louis-based Anheuser-Busch (A-B), is also releasing new 2020 team bottles, available beginning Sept. 7, for fans to cheer on their team from home.

PepsiCo, Purchase, N.Y., is launching a promotion with its Pepsi brand for the start of the football season. The new campaign, “Made for Football Watching,” will roll out through TV advertisements, the madeforfootballwatching.com online hub, social filters, Pepsi NFL Laces cans and more.

"Pepsi has always been an endemic part of the football viewing experience—whether it's in a stadium or on your couch. While things may look different this year, fans still share an unapologetic passion for the sport of football through the at-home viewing occasion," said Todd Kaplan, vice president of marketing at Pepsi. 

Pepsi will release team-specific branded 12-packs of Pepsi, Pepsi Zero Sugar and Diet Pepsi cans, in addition to its Laces can.

A Cold Brew BTS special package is set to launch in the U.S. market and feature members of the Korean pop group, according to BNB Global, a wholesaler distributor based in Santa Fe Springs, Calif.

The package has the concept photos of BTS’ album, Map of the Soul:7, which saw great popularity since launched in Korea.

The ready-to-drink cold brew drink has a smooth and refreshing flavor, without a bitter taste, according to BNB Global. The coffee can be stored at room-temperature.

"We have shipped the Cold Brew BTS special package in initial quantities to the East and West Coasts of the United States, and we have been selling mainly in the western part of the United States since July, aiming to expand the sales channels not only to the Korean American market, but expanding to other local medium and large supermarket chains by the end of the year,” Henly Kim, CEO of BNB Global, said.  

A-B’s hard seltzer Bon Viv is rebranding itself and partnering with actress, producer and philanthropist Priyanka Chopra Jonas. She will be the brand’s official creative advisor and has launched a new signature Bon Viv cocktail, Make Me Blush.

The drink is a refreshingly easy and elegant spin on an Arnold Palmer, featuring a hibiscus tea popsicle topped with Bon Viv Pear Elderflower Spiked Seltzer, according to A-B.

Mio, the liquid water enhancer from Kraft Heinz, Chicago and Pittsburgh, has launched a new creative campaign with the tagline: “We Fix Water.”

Mio adds flavor to water and has zero calories and sugar. It’s available in dozens of flavors, including Berry Pomegranate and Black Cherry. Mio lines include Original, Energy, Vitamin and Electrolytes. The product has one standard bottle size of 1.62 fluid ounces, which makes 24 8 fluid-ounce servings.

The “We Fix Water” campaign features a man, lost in the desert and on his last breath when he comes across a cooler full of water. Even in the heat, he’s disappointed at the plain water. A rescuer then appears in a helicopter and tosses down a container of Mio, which fixes the boring water with just a squeeze, leading the stranded man to wave off his rescuer, according to Kraft Heinz.