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New 24-oz. Genesee beers to roll out this fall

BY Allison Cerra

ROCHESTER, N.Y. Five beers from Genesee brand will arrive this October at convenience stores and retailers throughout the country in a new 24-oz. can variety.

Genesee, Genny Light, Genesee cream ale, Genesee ice and the original honey brown lager now will come in 24-oz, single-serve cans.

"Having the right product mix will increase sales and build share. We believe the Genny 24-oz. can lineup provides the package size and value that beer drinkers are looking for, which will help our retail partners win," said James Pendegraft, VP sales for North American Breweries, the manufacturer behind Genesee.

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Virgil’s diet line gets natural

BY Allison Cerra

LOS ANGELES Reed’s is reformulating its Virgil’s diet line with a new look and flavor combination.

The Virgil’s diet line now will include stevia, a zero-calorie sweetener, to its all-natural beverage line.

"Reed’s is committed to using only 100% all-natural ingredients in all of our products, including our improved Virgil’s diet line that has a spectacular new look and taste," stated Chris Reed, founder, chairman and CEO of Reed’s. "Consumers are focusing more and more on the origins of the food and drinks they buy, and wanting to know what their food contains. Stevia works great with the traditional spices that we use to brew our Virgil’s line. We’re thrilled to offer dieters our Virgil’s award-winning taste and a healthy alternative to the artificial chemical sweeteners that are being used in many other diet sodas today."

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Dove scores with football party in NYC

BY Allison Cerra

NEW YORK Football and chocolate fans gathered in New York City’s Times Square on Monday, Sept. 13, to celebrate a new campaign from Dove chocolate.

The Dove chocolate football party not only marked the kickoff of football season, but also encouraged football fans to make Dove chocolate part of their game day ritual. The free event featured such games as swing bowling and the Dove Promises match game, as well as free samples of Dove chocolate and tailgate-style dishes for visitors. The Dove chocolate football party was officiated by Holly Robinson Peete, an actress, "The Celebrity Apprentice" finalist and wife of former pro-football quarterback Rodney Peete.

“I am thrilled to help fellow fans kick off the football season by kicking back with Dove chocolate," Peete said. “After all, guys have their victory dance; now we can have ours, with Dove chocolate in hand.”

In addition to the Times Square football party, the brand will be sampling Promises milk bhocolate peanut butter in New York, Chicago and Philadelphia through Sept. 26 and San Francisco and Boston through Oct. 3. Sampling teams dressed in brown Dove football jerseys will be sampling at various areas in the city reminding consumers to make Dove chocolate part of their game day ritual this season.

The brand is supporting this football initiative with print and online advertising as well as with continued PR support through the end of the year, Dove said.

For more photos from the event, click here

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