Ménage à Trois announced the Sweet Collection, a new lineup of sweet, semi-sparkling California wines. The collection ― launching with Dolce Sweet Red Blend and Moscato Sweet White Blend ― is the first new line from the brand since the sparkling collection debuted in 2014. These 9.5 percent alcohol-by-volume (ABV) wines are inspired by consumer desire, and now are available nationwide for a suggested retail price of $15. Consumer support for the collection was validated with research showing strong interest in a sweeter offering from the indulgent wine brand. The lineup's launch sees support from Sweet Utopia, a vibrant and energizing campaign reflective of a younger and more diverse audience. This creative campaign depicting a captivating wine experience is expected to garner 35 million digital impressions within its first six months, complementing the more than 200 million impressions that the brand's TV campaign secured during the holiday season, it says.

BIG3, a three-on-three pro basketball league founded by Ice Cube featuring All-Stars, Hall of Famers and World Champions, announced Monster Energy as the official energy drink of the league. As the BIG3 prepares to return for its fourth season, fans will notice a series of enhancements to the league thanks to this new partnership with Monster Energy. Each week, the beverage company will highlight the most impressive play — the “Monster Moment” — in the BIG3 slate of games across its broadcast partners and owned social channels. Additionally, Monster Energy branding will be visible both on and off the court, as BIG3 players and coaches will be featured in Monster Energy point of sale promotions at key retailers across the country. "This partnership has been in the works for a long time and we're thrilled to see it come to fruition as we're gearing up to bring the fire this summer. We see this as the perfect partner for our league ― we are huge fans of Monster Energy and the work they've done in sports and entertainment," said BIG3 Co-founders Ice Cube and Jeff Kwatinetz, in a statement.

As part of Smirnoff’s ongoing commitment to the Black community, the vodka and flavored malt beverage brand partnered with Washington, D.C.-based fitness studio and Black women-owned small business SideBarre to give adults (21 and older) the opportunity to attend a series of complimentary inspirational virtual bar(re) classes from home. Throughout March, a series of classes were hosted by SideBarre founder Jillian Carter, and her two founding instructors Maya Dennis and Alexis Miller, but these won't be just any typical barre class. Attendees virtually worked out alongside some of their favorite stars including actor and producer Laverne Cox; actor, activist and author Diane Guerrero; and professional soccer player Megan Rapinoe, for a guided inspirational barre classic, cardio, stretch combination session. After the class, participants will hydrate (responsibly with water) before joining Smirnoff, SideBarre and their celebrity friends at the Smirnoff Bar for a Q&A session followed by a virtual happy hour. During the cocktail portion of the session, Cox, Guerrero and Rapinoe will join a local mixologist behind the bar to show at-home viewers how to mixup some easy-to-make cocktails using Smirnoff Zero Sugar Infusions including the new Smirnoff Zero Sugar Infusions Lemon & Elderflower, as well as some alcohol-free mocktail options.

Organic hydration drink HALO is ramping up efforts to get people hydrating the right way as it welcomes professional tennis player Andy Murray to the team as a brand ambassador and investor. “To perform at your best, every detail matters and something as fundamental as hydration can dramatically affect your performance,” Murray said in a statement. “Importantly, HALO's products are free of artificial sugars, unlike many of the competing brands. I'm looking forward to working with them on the development of other products.” Established in 2019, HALO has built a robust direct-to-consumer business with an ever-expanding online community as well as a targeted presence across its launch cities of New York and Los Angeles. Speaking of the partnership, Chief Executive Officer and Co-founder Anshuman Vohra said: “As an avid tennis player myself, it is a huge honor to welcome Andy to the team. HALO is blessed to have a roster of celebs and astute global investors on board, and Andy's incredible successes and commitment to HALO's mission are sure to complement that. I look forward to his involvement in catapulting HALO's growth.”