•Heaven Hill has kicked off “Seize Tonight,” a new ad campaign for Larceny Bourbon. The ad will run on streaming services, connected TVs, and other online video in 30- and 15-second versions and was directed by André Betz. The new campaign follows a branding refresh for Larceny that saw the whiskey receive new labels and updated iconography. In addition, Heaven Hill will promote Larceny through influencer activations from personalities popular in gaming, music, cooking, and cocktail-making. Last year, Larceny was up 14.5% to 158,000 cases in the U.S., according to Impact Databank.

•Anheuser-Busch is introducing Michelob Ultra Zero, the latest alcohol-free option from the U.S.’s largest brewer. The new release will hit shelves in January 2025 with each 12-ounce can containing 29 calories and 0% abv. Upon launch, Michelob Ultra Zero will be available in 12-packs of 12-ounce cans, with 6-packs of 12-ounce bottles to follow in March 2025. On their releases, both packages will be available across the U.S. Michelob Ultra was down 1% to 12.2 million barrels in the U.S. last year, according to Impact Databank.