Drinks
Between
DINK, a ready-to-drink pickleball recovery beverage, announced entering into a multi-year partnership with USA Pickleball. The three-year partnership, with DINK serving as the Official Isotonic Beverage of USA Pickleball, began this spring. As part of the sponsorship, DINK will be featured at all national and regional tournaments, both for professional and amateur players, as well as on marketing promotions and other key moments, it says. “DINK, from the premium beverages to our lifestyle line, is formulated specifically for pickleballers,” said Joe Feerrar, co-founder of DINK, in a statement. “As avid pickleball players and fans, it was important for Abby and me to create a product that celebrates the camaraderie and upbeat energy of the game, while providing delicious beverages that meet the needs of this growing sport. We are thrilled to partner with USA Pickleball and the Inaugural Pickleball Slam to introduce DINK to the pickleball community.” Having taken place April 2, the 2023 Inaugural Pickleball Slam featured American tennis icons — John McEnroe, Andre Agassi, Andy Rodick and Michael Chang — competing live on ESPN, for a $1 million purse, from the Hard Rock Live at Seminole Hard Rock Hotel & Casino in Hollywood, Fla.
Meet DINK:
The Official Drink of USA Pickleball
‘Definitely Over 21’
Tapping into its flavor roots, HARD MTN DEW Livewire brought its launch party to where drinkers are “Definitely Over 21” — the retirement capital of the world — Florida, it says. Taking place at the 55-plus community, Cypress Falls at the Woodlands, North Port, the “Definitely Over 21” partygoers celebrated the launch by playing floating games of bridge, ping pong, and throwing it back to the musical stylings of local band Tropical Avenue. HARD MTN DEW Livewire is a new twist on the classic soft drink with a jolt of orange citrus flavor, 5% ABV, no caffeine, no added sugars and 100 calories in each serving. HARD MTN DEW Livewire now is available in 24-ounce cans where HARD MTN DEW is sold.
To celebrate the launch of its newest flavor, Livewire, HARD MTN DEW turned spring break on its head this March — throwing a blowout spring break bash specifically for the young-at-heart.
Sean “Diddy” Combs and the makers of CÎROC Ultra-Premium Vodka announced the launch of its newest flavor-infused innovation, CÎROC Honey Melon just in time for summer. The limited-edition flavor launched with the “No Reservations Needed” campaign, featuring visuals that portray a reimagined country club experience explored through the lens of a diverse group of young adults that challenge the concept of class and exclusivity in a modern world where everyone is invited. To kick off the arrival of the new flavor, CÎROC invited consumers to experience the newest flavor innovation first-hand in Palm Springs during the Coachella Valley Music and Arts Festival. The weekend experience featured unlimited food and beverage offerings and a lineup of special guest DJs to reimagine the country club at Soho Desert House. “From developing the flavor and making sure it has a taste that’s undeniable, to perfecting every detail of the packaging and design, our focus with CÎROC Honey Melon was to deliver a special premium product that is truly innovative in the category,” Combs said in a statement. “We have established a history of excellence and with the launch of this limited flavor, we will continue setting the standard as a luxury spirits brand.”
Reimagining the country club experience
With Hadid as the centerpiece of the creative film, Bolognese, shot and produced by Cartwright, the campaign is a global effort, featuring OOH, films and local activations across segments, the company notes.
“In fact, the North American unit has a little something up its sleeve this spring and summer — more to come there,” it says.
Did you know?
Americans are technically more connected than ever before — yet the abundant online, non-stop world has given birth to feelings of disconnect and loneliness.
While over 80% wish they could share a meal more often with loved ones, this favorite pastime isn’t nourishing them, according to The Coca-Cola Co. That’s why Coca-Cola released its newest global platform — A Recipe for Magic, it says.
“The iconic beverage is urging everyone across the globe to partake in the ritual of sharing a meal with friends and loved ones — in a disconnected world, it’s time to connect with one another and celebrate meal occasions that bring us together,” the company says. “As part of the campaign, fashion mogul, model and TV personality Gigi Hadid is partnering with Coke to inspire a dinner table renaissance.”
May 2023 | bevindustry.com