The three-day weekend has come to define great holidays, particularly those in which food and drink are central to the celebration.

But what Memorial Day and Labor Day has, Cinco de Mayo has not — until now. The folks at Dos Equis think Cinco de Mayo, which falls on a Monday this year, also deserves a span of days for cookouts and parties. It is for this reason Dos Equis is bringing back treasured new holiday Dos de Mayo in a major way, building excitement among fans in stores and across social media.

• DO join the 80 million viewers of the College Football Playoff, one of the biggest sporting events in America. DON’T wear a game jersey with a backwards baseball cap.

One of the biggest events this week has undoubtedly been the US presidential debate. Whoever gets elected in the US –and this is of course a choice of the American people—has geopolitical and economic implications for the rest of the world. So it is no surprise that the world tuned in to the debate, and that in its aftermath even currencies (notably the Mexican peso) reacted. Mexico and the US are two very important markets for Heineken. And the sun belt - the area that covers Northern Mexico and the Southern US- are especially important.

  April is Alcohol Awareness Month and this year’s theme is “Talk Early, Talk Often: Parents Can Make a Difference in Teen Alcohol Use.” HEINEKEN USA is a proud partner in the Health Alliance on Alcohol (www.healthallianceonalcohol.com), which provides resources and tips for parents to talk to their teens about underage drinking. A clear tip is to make sure your actions reflect the integrity of your words. Social hosting – letting your teenagers and their friends drink in your home – should never be an option. HAA’s Dr.

April has arrived, and with it, the very important observance of Alcohol Awareness Month. We’re all about moderation at Heineken USA, and to showcase this, we put together a list of the Five Things Best Enjoyed In Moderation: Whether it’s April, or any month, make moderation part of your lifestyle.

Exercise

The Origin Ben Biron and Jonathan Ofir, the founders of Alcohoot, both served in the Israeli military. They were inspired to create the device when they learned from their commanding officer that more soldiers died from drunk driving than from military operations. “We began our quest early on, at the dawn of the smartphone and app store,” Biron says.  When he and Ofir finished their military service in 2011 and came to the United States to attend college.

The McKittrick Hotel on Manhattan’s west side is a multi-floored labyrinth of rooms, hallways, secret passages and hidden speakers. It has also, for the last several years, been the location of one of the most mind-bending performances in recent New York history. Sleep No More, a wondrous display of immersive theater that gets audiences out of seats, into masks and drops them, without instruction or direction, into a version of Macbeth happening all around them.

How do you imagine the typical brainstorming session goes? There’s a boardroom and a long desk. Perhaps there’s a whiteboard, some “brain energy” snacks, built in breaks to recharge. Now imagine that brainstorming session is about creating new flavors of beer, a market that is growing in size and sophistication—you’d imagine market research, statistics, analytics, and spreadsheets detailing buying trends, drinking habits and revenue per beer style.

When exactly does one choose to drink hard cider over beer? It’s a good question that many cider-neophytes ask when first presented with a friend ordering one. Hard cider is an ideal option for anyone looking for something lighter and sweeter (and often a more refreshing taste) than a beer, along with some of the complexity and flavor beer lovers have come to expect. This week, two new Strongbow flavors were unveiled, offering even more variety for veterans and newbies alike.

His Thank You cards have prompted You’re Welcome cards.

The Dos Equis “Most Interesting Man” iconic campaign continues to provide fresh ways to regale us with amazing feats from the mythical figure’s past and present.