In this week’s Last Call: Boston Beer CEO’s 2018 compensation hits $20 Million; New Belgium opens remodeled pub at Denver airport; 7-Eleven tests upscale store; Amazon seeks alcohol policy manager; New York State Liquor Authority fines Shmaltz; and more industry news.

In February, Elevation Beer Company hosted Athens, Georgia’s Terrapin Beer Co. for a conceptual collaboration brew that pays homage to the progression of the hop. The collaboration, Turtles All the Way Up, is now available in six packs and on draft while supplies last.

In a crowded beer marketplace, a quality product, vivid packaging or an active social media presence often are not enough for a company to capture consumers’ attention. Now more than ever, both established companies and early-stage craft breweries are turning to new technology to help them cut through the noise.

In this week’s Last Call: Patagonia sues Anheuser-Busch for trademark infringement; Stanford researchers find consumers more negatively view beer made by women; Maryland lawmakers pass franchise law reform and modernization bill; and more industry news.

MillerCoors today announced the launch of its newest innovation: a sparkling cocktail that offers all the flavor without the compromise.

In the latest Press Clips: Lion acquires Magic Rock Brewing in the UK; Allagash founder Rob Tod makes James Beard finals; Russian River’s Pliny the Younger generates more than $4 million in impact; the Cleveland Indians name Great Lakes and Miller Lite official beers; and more industry news.

Stone Brewing’s initial attempt to prevent MillerCoors from selling rebranded Keystone Light products has come up short. On Tuesday, a federal judge denied Stone’s motion for a preliminary injunction as well as the San Diego-based craft brewery’s attempt to dismiss MillerCoors’ counterclaims.

Around this time last year, the Beer Institute (BI), a national trade association representing the American brewing industry, warned that President Donald Trump’s aluminum and steel tariffs would cost the beer industry $347 million annually. Well, as it turns out, the BI’s worst fears are coming true. The Washington, D.C., lobbying group tapped Harbor Aluminum — a research firm that specializes in the global aluminum industry – to study and estimate the cost of aluminum tariffs under section 232 of the Trade Expansion Act of 1962 since they were imposed on March 8, 2018.

Big beer’s “corntroversy” is moving from television screens to the courtroom. MillerCoors today filed a lawsuit in the U.S. District Court for the Western District of Wisconsin that claims Anheuser-Busch’s Bud Light Super Bowl ads and its subsequent “transparency” ads are part of a “false and misleading advertising campaign” aimed at deceiving health-conscious consumers.

The NCAA men’s basketball tournament officially tips off on Thursday, and several major beer manufacturers are already jockeying for fans’ attention. MillerCoors, Anheuser-Busch InBev, Craft Brew Alliance (CBA) and D.G. Yuengling are among the beer companies hoping consumers will want to catch a buzz with their products while watching for buzzer beaters this month.

Sol, the beer founded in the heart of Mexico in 1899, is bringing an iconic Mexican flavor to fans and new drinkers with the introduction of its newest release, Sol Chelada.

Crispin Cider Co., known for its portfolio of ciders made with fresh-pressed apples and pears, continues to innovate with the debut of a new variety pack of 12 oz. slim cans, available now nationwide.

The fragile alliance among the United States’ largest beer producers is at risk following Anheuser-Busch InBev’s Super Bowl ads for Bud Light that highlighted its ingredients and the use of corn syrup in competitor offerings Coors Light and Miller Lite, made by MillerCoors.

Much like San Diego, Mexican-style lagers are known for their laid back and easy drinking vibes, and this March San Diego-based Saint Archer Brewing Company will be launching the newest addition to their core lineup, the Mexican Lager.