Heineken® Japan transforms bars into gaming hubs to connect online communities in person

Aiming to bring gamers together, shut down servers were reactivated to create a unique space in which experiences could be shared and connections built

TOKYO, April 9, 2025 /PRNewswire/ -- Monday, March 17 saw Heineken® Japan K.K., which sells and distributes Japan's No.1 imported premium beer, Heineken®, hold a special event for the gaming community at Shot Bar Propaganda in Roppongi. Bringing together gamers, influencers, and game fans, the event saw Heineken® repurpose the bar into a space where the connections of online communities could be extended into the real world. Often, when game servers are shut down, the sense of community that they've built is lost and, as champions of socialization, Heineken® recognized an opportunity to take a venue typically associated with socializing and create a truly unique offering. With multiplayer gaming having long been a powerful way to bond with friends, meet new people, and form lasting friendships, it dispels the stereotype of gamers as isolated individuals. Now, the gap between the digital and physical worlds has been bridged through the use of technology that powers both the beer fridges and game servers, allowing deeper connections to be built and experiences shared. Enjoying Heineken® beers, attendees were treated to a tournament-style Omen of Sorrow game, which featured heated battles, live commentary, and participation from some of the region's top gaming influencers – including winner TAKERA CHANNEL* who went on to comment "I thoroughly enjoyed Heineken®'s unique game event tonight and the opportunity to socialize with many people in a very relaxed atmosphere". Comment from Shin Suda, Marketing Director, Heineken® Japan "Heineken® is delighted to be collaborating with Omen of Sorrow to bring this unique event to Tokyo. With Japan being the world's most creative gaming market, we are proud to have been able to offer something new to our communities. By reviving a multiplayer functions game server, we believe that we have been able to reconstruct a place where friends who share common interests can naturally connect. Games and bars are two of the most important communities where people can connect so blending these worlds felt like a natural setting for socialization." HEINEKEN® is the world's most international beer producer and a leading developer and distributor of premium beer and cider brands. Led by the Heineken® brand, the Group offers more than 300 beers, craft beers and ciders for the international and domestic markets. We are committed to innovation, long-term brand investment, moderate sales, and focused cost management, as well as embedding sustainability into our business through Brewing a Better World. HEINEKEN® has a well-balanced business with leadership in both developed and developing markets. With more than 85,000 employees in more than 70 countries, it operates production facilities such as breweries, moltereries, and cider mills. Heineken N.V. and shares of Heineken Holding N.V. are traded on Euronext in Amsterdam. The share price of common stock is coded HEIA NA and HEIO NA in Bloomberg and HEIN.AS and HEIO.AS by Reuters. You can check it with the code in the HEINEKEN is a subsidiary of Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY) two sponsored Level 1 American Depositary Receipts (ADRs) We have a program. Heineken Official Website: https://www.heineken.com/jp Heineken Official SNS: https://twitter.com/heineken_jp https://www.instagram.com/heineken_jp/

Brewers Association Announces 2025 Industry Award Winners

Ted Zeller of Norris McLaughlin, P.A., Ron Jeffries, Shawn Mullen, and the NC Beer Community to receive honors

ALLENTOWN, Pa., April 9, 2025 /PRNewswire/ -- The Brewers Association (BA), the not-for-profit trade organization representing small and independent American craft brewers, is proud to announce the recipients of the 2025 Industry Awards. Since 1987, these prestigious honors have been bestowed upon individuals and groups that have made a significant impact on the craft beer community. This year's award winners will be celebrated for their dedication and contributions during a special ceremony on April 30, 2025, at the Craft Brewers Conference® (CBC) in Indianapolis. "Congratulations to this year's Industry Award winners. Their dedication and advocacy have strengthened the craft brewing community and paved the way for its continued success," said Bart Watson, president and CEO of the Brewers Association. "We celebrate their achievements and thank them for their invaluable contributions." 2025 Industry Award Recipients Russell Schehrer Award for Innovation in Craft Brewing Ron Jeffries (in memoriam), Founder, Jolly Pumpkin Artisan Ales (Dexter, Mich.) This award is presented in honor of Wynkoop Brewing Company's founding partner, Russell Schehrer, to an individual or company for their innovative contributions to the brewing industry. Ron Jeffries (1967-2024), this year's recipient of the Innovation in Craft Brewing award, embodied the spirit of the Russell Schehrer Award for Innovation in Craft Brewing. His passion, dedication to excellence, and commitment to sharing knowledge left a lasting impact on the brewing community. Ron's journey began in the 1980s, sparked by his curiosity for craft beer, which led him to study brewing science and work in the industry. In 2004, he and his wife, Laurie, founded Jolly Pumpkin Artisan Ales, a brewery known for its fun, quirky spirit and pioneering wild, oak-aged sour beers. That same year, Jolly Pumpkin won a gold medal at the Great American Beer Festival. As an early supporter of the Michigan Brewers Guild and a longtime board member, Ron played a key role in shaping the craft beer scene throughout the world and was a mentor to many. His legacy lives on through his commitment to artisan brewing and innovation in craft beer. Brewers Association Recognition Award The NC Beer Community This award is presented to an individual, company, or group whose inspiration, enthusiasm, and support have contributed to the craft brewing movement. Hurricane Helene's devastation on September 27, 2024, brought over 20 inches of rain, extreme flooding, and landslides that destroyed roads, bridges, and entire communities. More than 7,000 roads and 650 bridges were damaged, and 106 lives were lost. In Asheville, Buncombe County's water system failed, leaving residents without potable water for 53 days. With power and cell service down, families were disconnected. Breweries statewide stepped up—taprooms became supply hubs, trucks delivered emergency aid, and impacted breweries served as relief centers. Highland Brewing's Leah Ashburn captured the moment: "We can't brew without water, so each day we adapt to meet new needs." The NC Craft Brewers Guild launched Pouring for Neighbors, raising $250,000 through national brewery support. Its new nonprofit, the NC Craft Brewers Foundation, has distributed $152,000 in grants, ensuring breweries can rebuild and continue serving their communities. The NC Beer Community's collaborative spirit remains unwavering, proving that in times of crisis, the beer community rises stronger—together. F.X. Matt Defense of the Industry Award Ted Zeller, Norris-McLaughlin, and the Brewers of Pennsylvania This award, named for the late F.X. Matt of F.X. Matt Brewing Co., is presented to an individual or company for their contributions and efforts in championing the small brewing industry. "I am completely honored and grateful," says Ted Zeller, Chair of the Liquor Law Practice Group at Norris McLaughlin, P.A. "I really am at a loss for words." Ted Zeller, this year's F.X. Matt Defense of the Industry Award winner, entered beer law in 2006, leading a landmark case against InBev. His work caught Dick Yuengling's attention, sparking ongoing collaboration on legislative and distribution efforts with D.G. Yuengling & Son. In 2009, Ted helped Yuengling fight a wholesaler bill threatening franchise laws. He connected with craft industry leaders, including Bill Covaleski of Victory Brewing Company and Chris Trogner of Tröegs Independent Brewing, playing a key role in forming the Brewers of Pennsylvania, where he currently serves as General Counsel. Among his countless contributions to craft beer advocacy, these stand out as especially significant: Opposing franchise law expansion before the Pennsylvania Senate. Authoring laws streamlining brand registration, packaging, and direct sales. Negotiating a reduced 1.5% beer sales tax. Defending craft brewers in antitrust and licensing cases. Advocating for breweries as essential businesses during COVID-19. "Ted has been the agent of change that turned Pennsylvania into one of the best states for breweries," said Tom Kehoe, Yards Brewing. Brewers Association Mentor of the Year Award Shawn Mullen, Stone Brewing Company Shawn Mullen, this year's Mentor of the Year, joined the Brewers Association's inaugural mentorship cohort in 2021. His dedication to fostering industry talent has helped individuals, companies, and brands grow. Shawn began his career buying beer for a Massachusetts liquor store group, building a craft-focused program centered on quality and education. In 2014, Shawn relocated to Seattle to expand Wallace Brewing's sales territories, later joining The Odom Corporation as National Account Manager to support craft brands in building chain retail business. In 2019, Shawn joined Stone Brewing, where he currently serves as the Director of National Accounts, Off Premise for the East Coast. He earned his Advanced Cicerone certification in 2022 and joined the Brewers Association's Market Development Committee in 2024. "Shawn has been the professor of craft beer I always hoped for," said mentee Chris Housman. "He builds bridges and shows the path forward, empowering others to succeed." Award recipients were nominated by their peers and determined by votes from staff and committees comprised of members of the Brewers Association board of directors, the craft brewing community, and past award winners. Please visit here for more information on past winners and nominations for the 2026 awards. In addition to the individual industry awards, the Brewers Association conducts two prestigious national and international professional brewing competitions: the Great American Beer Festival Competition and the World Beer Cup®. About the Brewers Association The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers, and the community of brewing enthusiasts. The BA represents 5,600-plus U.S. breweries and more than 23,000 homebrewers. The BA's independent craft brewer seal is a widely adopted symbol differentiating beers from small and independent craft brewers. The BA organizes events, including the World Beer Cup®, Great American Beer Festival®, Craft Brewers Conference™ & BrewExpo America®, National Homebrew Competition, and American Craft Beer Week®. The BA publishes The New Brewer® and Zymurgy® magazines, and Brewers Publications® is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com® and about homebrewing via the BA's American Homebrewers Association®. Follow us on Facebook, Instagram, and LinkedIn.  The Brewers Association is an opportunity equal-opportunity employer and does not discriminate based on race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The BA complies with provisions of Executive Order 13672 and the Secretary of Labor's rules, regulations, and appropriate orders. Norris McLaughlin, P.A., is a multi-practice, commercial law firm with offices in New Jersey, New York, and Pennsylvania, delivering legal solutions to clients wherever they conduct their business, including nationally and internationally. The firm's nearly 130 attorneys practice in more than 25 legal disciplines and industry-focused groups and serve a wide range of clients, including small businesses, middle-market companies, and Fortune 500 corporations, as well as the private individuals and families who may own, lead, and/or manage those companies. Norris McLaughlin is a member of Meritas®, a global alliance of leading independent law firms. To learn more, visit www.norrismclaughlin.com.

GUINNESS SPOTLIGHTS 'LOVELY DAYS' ACROSS THE COUNTRY IN NEW CAMPAIGN

Guinness debuts an ad campaign starring real groups of friends and their stories of coming together over shared passions and pints!

NEW YORK, April 10, 2025 /PRNewswire/ -- Fifty states, one truth: when you're with your people, every day is a lovely day. Guinness is unveiling "A Lovely Day," chronicling a 5,057-mile journey to every single state and capturing what unites people over a pint. This campaign is more than just a celebration of Guinness - it's a celebration of the vibrant communities across the country. Today, the first powerful film made in partnership with Uncommon Creative Studio, "Guinness Presents: A Lovely Day," begins rolling out across TV, digital and social media. This anthem focuses on snapshots of Americans finding connection in everyday moments of togetherness, highlighting the simple joy of being with the people who matter most. Some of the 50 communities featured in "A Lovely Day" include: The Treme Brass Band: One of the most soulful groups in New Orleans. Between sets, this multigenerational group sit back and enjoy a meal with a pint of Guinness before taking the stage to deliver another round of foot-stomping sound at their local haunt. Brainerd Jaycees Ice Fishing Extravaganza: The largest ice fishing competition in Minnesota (and the world)! The ice may be thick but the friendships are thicker—and nothing warms the soul quite like a day well spent with each other, fresh grilled fish and a well-poured Guinness. Albuquerque Aardvarks Rugby Team: With a mix of passionate players, the New Mexico team is known for its camaraderie, teamwork and legendary carne asada discos after matches. The heat of the game is matched only by the heat of their parties, where Guinness is served and friendships are cemented in the smoky air of a well-earned feast. Chicago Plumbers Union: In ongoing partnership with Guinness, they've been responsible for dyeing the Chicago River into a shimmering emerald tribute for St. Patrick's Day since 1962. And when the work is done, they gather with a pint of Guinness, reflecting on the legacy they keep alive, one green wave at a time. Newport Run Club: This crew turns every run into a celebration! Their monthly "Guinness Runs" have become legendary as a high-spirited tradition where runners hit the pavement together then toast their efforts after with a well-earned pint of Guinness. It's not just about the miles, it's about the camaraderie, the laughter and the pints together. Throughout the rest of the year, Guinness will release additional content that goes deeper into the dynamic stories and communities thriving across the U.S., all complemented by billboards and digital screens in cities and towns nationwide, recognizing the people and moments that make every day a lovely day for a Guinness. "From a group of ice skaters gliding across the lakes of Alaska, to a baseball team part of Tulsa's sandlot society, to competitive weekly dominoes players in South Florida, and everything in between, we met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," said Joyce He, Vice President, Guinness. "It's a refreshing reminder that we all thrive the most when coming together as communities. Because at its core, a lovely day isn't just about what's in your pint - it's about the people around you, the moments shared and the passions that bring us together." This is the central chapter of the Lovely Day Project, first introduced last month ahead of St. Patrick's Day, when Guinness invited people across the country to share their own celebrations and stories. The response of YOUR photos showcased a powerful tapestry of moments that captured the spirit of connection, one pint at a time. Inspired by the iconic "Lovely Day for a Guinness" ads of the 1930s and 1950s, "A Lovely Day" brings that timeless spirit to the U.S., grounding it in the real stories of Americans and delivering a powerful message of generosity, goodness and community. Indeed, everyone's lovely day looks a little different -- and to celebrate Guinness moments in the warmer months ahead, Guinness is excited to unveil a limited-edition Guinness Draught Stout can, designed by LA graphic artist Sebastian Curi. The eye-catching design adds brightness and creativity to the iconic black can, reimagining the classic Lovely Day toucan art with a modern, American twist -- another nod to the brand's visual legacy, perfect for spring and summer. Follow @GuinnessUS across social media to stay up to date on all the stories and lovely days to come. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the celebrations going. No matter where you are, when you're with your people, it's a Lovely Day for a Guinness. About Guinness The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at www.guinness.com. About Diageo Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

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Miller High Life Creates Beer-Infused Vinyl Record to Launch New Music Platform

The Champagne of Beers is bringing 'Soundtrack to the High Life' to fans through authentic, accessible music experiences throughout 2025

CHICAGO, April 7, 2025 /PRNewswire/ -- Miller High Life is launching The Soundtrack to the High Life, a new, year-long music platform honoring the authentic moments where great music and The Champagne of Beers come together. From the electrified hum of the neon sign to the familiar click of selecting songs on the jukebox, the sounds of everyday celebrations make up the Soundtrack to the High Life. To kick off the platform, Miller High Life is spotlighting where those authentic music moments happen - the dive bar. Every dive bar tells its story through sound - the welcome creak of the door, the familiar clink of High Life, and the low hum of conversations. Now, Miller High Life is bottling up its own Dive Bar Sounds, the first-ever beer-infused vinyl record made with The Champagne of Beers inside. No cover charge needed - just set the record spinning and let High Life bring the soundtrack of your favorite neighborhood spot to you. Dive Bar Sounds comes to life through original tracks that blend the authentic sounds of your favorite dive bar with The Champagne of Beers to tell the story of a night at the dive. Among the eight tracks featured on the vinyl are: Welcome to the Dive– an upbeat rhythm built from the percussive sounds of pool balls, with subtle notes of the classic High Life jingle woven throughout, capturing the energy of game night at your favorite bar. Regular's Remix – a laid-back track where the familiar murmur of regulars and clinking High Life bottles create the soundtrack to a perfect night at the bar. Champagne Nights – an ambient sound led by the signature hiss of The Champagne of Beers being opened and the effervescent dance of bubbles rising to the top. Last Call Symphony – a low-fi melody featuring the hum of High Life neon signs and closing time bell that feels like your final waltz out of the dive bar. Beginning April 10 at 12 p.m. ET, just in time for Record Store Day, fans who are 21+ can pre-order Dive Bar Sounds, the vinyl record made with The Champagne of Beers for $18, the price of a 24-pack of High Life, at millerhighlife.com/divebarsounds while supplies last. A limited quantity will be available for pre-order over multiple days (4/10, 4/11, 4/15, 4/16). Beyond the first-of-its-kind vinyl record, The Soundtrack to the High Life platform will continue throughout 2025 with a range of music experiences. Through sponsorship of Teddy Swims' 2025 North American tour and partnerships with TouchTunes and Fender, the platform will bring authentic live music moments to music lovers everywhere. Soundtrack to the High Life will give music fans access to exclusive tickets and VIP experiences throughout Teddy Swims' North American tour, a custom High Life-branded Fender® Telecaster® guitar giveaway, thousands of credits redeemable for free song plays on over 50,000 TouchTunes digital jukeboxes in bars nationwide, covetable items from a Junk Food merch collaboration and more. "We're thrilled to launch The Soundtrack to the High Life, bringing Miller High Life's celebratory spirit to music fans everywhere," said Frank Cirone, senior director of marketing for Miller High Life. "From our innovative beer-infused vinyl to the exciting sponsorship of Teddy Swims' North American Tour, and partnerships with TouchTunes and Fender, we're creating authentic music experiences that welcome fans to live the High Life through the universal language of music. It's about celebrating those everyday moments where great music and The Champagne of Beers naturally come together." Music fans can visit millerhighlife.com/soundtrack and follow Miller High Life on Instagram at @millerhighlife for more details and upcoming Soundtrack to the High Life announcements. ABOUT MOLSON COORS BEVERAGE COMPANY For more than two centuries, Molson Coors has brewed beverages that unite people for all life's moments. From Coors Light, Miller Lite, Molson Canadian, Carling, Madrí Excepcional and Staropramen to Coors Banquet, Blue Moon Belgian White, Leinenkugel's Summer Shandy, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Simply Spiked Lemonade, ZOA Energy, Blue Run Spirits, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic brands in the beverage industry. While the company's history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle with energy drinks, bottled spirits, ready-to-drink cocktails, cider and more. To learn more about Molson Coors Beverage Company, visit molsoncoors.com. ABOUT TEDDY SWIMS Reigning from Atlanta, GA, Grammy-nominated vocal powerhouse Teddy Swims (born Jaten Dimsdale) has been putting in real work for years. A quiet, yet steady grind brought Swims to the forefront of the music scene with record-breaking songs, sold-out global tours, and iconic performances. With a voice that effortlessly blends genres, including R&B, soul, and pop, Teddy Swims has captivated listeners with his raw emotion. His voice, full of soulful resonance, carries the weight of lived experience and his lyrics delve into themes of love, loss, and self-discovery. 2024 was a record year for Swims, who celebrated the success of his multi-platinum chart-conquering hits "Lose Control" and "The Door" from his debut album, I've Tried Everything But Therapy (Part 1). Swims' breakout single "Lose Control" catapulted his success to new heights, claiming the #1 spot on the Billboard Hot 100 chart and becoming the second-longest running Hot 100 Top 10 song of all time. The track has amassed over 3.3 billion global streams, reached #1 on five radio formats (Top 40, Hot AC, AC, R&B, and Rhythm), and was inducted into Spotify's "Billions Club." With the release of his new album I've Tried Everything But Therapy (Part 2)—featuring his latest hit "Bad Dreams" and standout collaborations with Givēon, Muni Long, Coco Jones, and GloRilla—Swims continues to cement himself as a versatile global hitmaker. Last year's success earned him a 2025 Grammy Award nomination for Best New Artist, as well as a performance at the 2024 MTV VMAs, where he received three nominations, and the 2024 Billboard Music Awards, where he received eight nominations and won two awards: Top Hot 100 Song and Top Radio Song of 2024. His impact has soared across the globe—in 2024 we saw him perform at the MTV EMAs and NRJ Awards, as well as the Los40 Awards, where he took home two trophies: Best International Artist and Best International Album of the Year. With over 8.5 billion career streams to date and a sold-out global headline tour underway, Swims is on track for a record 2025. ABOUT TOUCHTUNES TouchTunes is North America's largest in-venue interactive music and entertainment platform, with its connected jukeboxes featured in more than 65,000 bars, restaurants, breweries, and other social venues across North America and Europe. Following its acquisition of Arachnid 360's preeminent soft-tip electronic darts business in 2024, TouchTunes' expanded network includes over 30,000 connected dart boards in bars and restaurants globally. TouchTunes' platform provides location-based digital solutions that inspire social interactions through shared experiences. TouchTunes supports a highly scalable digital out-of-home activation platform that provides targeted advertising and promotional opportunities for consumer brands and features a network of over 2,500 local operators who install equipment and take responsibility for maintenance, promotion, service, and support. TouchTunes is headquartered in New York City, with offices in Chicago, Montreal and London. For more information, visit https://www.touchtunes.com/ or follow TouchTunes on Facebook, Instagram, and LinkedIn for the latest company news. ABOUT FENDER MUSICAL INSTRUMENTS CORPORATION Since 1946, Fender has revolutionized music and culture as one of the world's leading musical instrument manufacturers, marketers and distributors. Fender Musical Instruments Corporation (FMIC)–whose portfolio of owned and licensed brands includes Fender®, Squier®, Gretsch® guitars, Jackson®, EVH®, Charvel®, Bigsby® and PreSonus® – follows a player-centric approach to crafting the highest-quality instruments and digital experiences across genres. Since 2015, Fender's digital arm has introduced a new ecosystem of products and interactive experiences to accompany players at every stage of their musical journey. This includes innovative apps and learning platforms designed to complement Fender guitars, amplifiers, effects pedals, accessories and pro-audio gear, and inspire players through an immersive musical experience. FMIC is dedicated to unlocking the power of musical expression for all players, from beginners to history-making legends. In 2021, Fender celebrated 75 years of giving artists "wings to fly," carrying on the vision of its founder, Leo Fender, and connecting players through a shared love of music.