Diageo, the world’s No 1 sprites maker, announced today the launch of the new innovation programme called Diageo Technology Ventures that will select eight technology startups that will have to work on four briefs on smart technology to control excessive drinking and theft of alcohol drinks at retail.

Jack Daniel’s Australia is going to celebrate its birthday in September with a crowd-sourced bar, and it’s seeking creatives that will help the company implement the idea. Fans are called to donate their precious time as well as enthusiasm, equipment and materials for the future “world’s first crowd sourced bar” that will carry Jack Daniel’s DNA.

Bacardi is capturing its unique 150-year history with a graphic novel that illustrates “The Spirit of Bacardi.” For this project, the legendary company tapped two of the most iconic contemporary graphic novelists—writer Warren Ellis and artist Michael Allred—who visualized the milestones in the brand’s odyssey to success.

Advanced technology allows beer-lovers to watch a movie using a Grolsch beer bottle. This bottle has a special embedded device, which accepts radio signals and transmits them from the Bluetooth beacon under the bottle top directly to the device a person wants to watch the movie on. The online cinema is available at www.movieunlocker.com.

Dom Pérignon is explaining the audience what food  tastes best with its rosé champagne variety. The brand has recently hosted an exclusive tasting event for enthusiasts and now it’s bringing its unique atmosphere online, letting consumers recreate the menu of the event. The range of best-fitting foods that allows to understand the rosé 2003 was developed by 10 recognized chefs.

Budweiser is forming a true street band with the help of established musicians as part of its ongoing global campaign “’Budweiser Made for Music.” The beer brand is searching talent on the streets and subways of such big cities as London and New York with a goal to find the best musicians for its “ultimate busker band.”

Following the launch of the global “Where is Next” social compass that is designed to help people discover some hottest clubs and pubs in their city, Heineken is rolling out the “Routine Interruptions” effort in the USA to help urban dwellers re-discover their area. The new experience comes as part of an ongoing “Cities of the World” campaign, launched this spring.