In a first-of-its-kind collaboration to put non-alcohol beer in the spotlight, Heineken has teamed up with Marvel Studios. “Dry January” has gotten more attention as Americans are opting to drink less frequently, and low- and no-alcohol options are becoming more mainstream, the company notes. The partnership between the two industry leaders comes ahead of Marvel’s upcoming movie “Ant-Man and The Wasp: Quantumania.” The campaign will highlight Heineken 0.0 with the message that consumers can drink responsibly, with Ant-Man’s Paul Rudd as Scott Lang enjoying Heineken 0.0, it says. The commercial features Rudd in full Ant-Man costume, having a drink “before saving the day.” The co-branded campaign premiered during the NCAA College Football National Championship Game and is set to run through Feb. 28 of this year, and will include TV spots, in-store promotions, consumer sweepstakes and placements across broadcast, digital and social media.

A partnership between Warner Bros. Discovery Global Consumer Products and International Delight has resulted in a new, limit-edition “FRIENDS”-inspired coffee creamer. The “FRIENDS” Manhattan Hazelnut Mocha creamer was “inspired by Central Perk’s Manhattan Mocha coffee,” the company says, which eagle-eyed super fans might have spotted on the chalkboard menu inside the coffee shop. With creamy tastes of hazelnut and mocha, International Delight wanted to transport coffee lovers from their kitchen tables to the iconic orange couch from the show, the company says. “’FRIENDS’ is one of the most iconic and most-watched TV shows of all time,” said Kallie Goodwin, vice president of marketing for International Delight, in a statement. “On a mission to deliver collaborations our consumers will love, the choice to create a creamer flavor inspired by ‘FRIENDS’ couldn’t have been any clearer. As Americans are looking to recreate their favorite coffeehouse experiences at home more and more, International Delight Hazelnut Mocha creamer is Central Perk approved.” The creamer bottles feature iconography inspired by the show, including the Central Perk sign.

The Koloa Rum Co. recently collaborated with the Las Vegas Raiders in the creation of a commemorative bottle. Koloa Rum has served as “The Official Ultra-Premium Rum of the Las Vegas Raiders” since 2021, it notes. The limited-edition Kauai Reserve Five-Year Single-Barrel Aged Rum bottle and box honors the 45^th anniversary of the team’s first World Championship that took place in January 1977. In January, a pre-game presentation took place at Allegiant Stadium to unveil the commemorative bottle to select Raiders Alumni who played in the championship game, as well as thousands of the fans in attendance. “This exciting collaboration marks our first commemorative product release — momentous for the Koloa Rum Co. — and we’re happy that we can bring The Spirit of Aloha to Raiders fans on the ninth island,” said Bob Gunter, president and CEO of Koloa Rum Co., in a statement. Only 300 Single-Barrel bottles and boxes were sold, available exclusively in the state of Nevada. “The Raiders thank the Koloa Rum Co. for recognizing and honoring our first of three World Championship victories with this commemorative product release,” said Raiders President, Sandra Douglass Morgan, in a statement. “We look forward to continuing to partner with Koloa and celebrate the rich history of the Silver and Black.”

With this year’s Super Bowl taking place at the State Farm Stadium in Glendale, Ariz., Pepsi is offering a one-of-a-kind experience for Arizonans with The Pepsi Big Game Bash. It’s the first-ever “locals only” party for Pepsi and will take place at Walter Studios in downtown Phoenix on Feb. 12. The brand partnered with “a diverse roster of Phoenix artists, mixologists and notable personalities” to transform Walter Studios into a paradise for Valley of the Sun sports fans. The party will feature fan-favorite personalities — from NFL players to creators — as well as cultural muralists, game day sounds, Phoenix food and drinks and, of course, a Pepsi Blue Bar, it says. Locals could enter by Jan. 29 for a chance to win tickets. “When Super Bowl LVII arrives in Phoenix next month, so will thousands of football fans from all over the world,” said Johannes Evenblij, president of PepsiCo Beverages North America’s West Division, in a statement. “As a member of the Phoenix community for more than 50 years with thousands of employees who live and work here, Pepsi knows how to create an authentic, unforgettable experience for locals better than anyone else — and we can’t wait to celebrate this vibrant city with some of its very best people at The Pepsi Big Game Bash.”