MillerCoors' product-placement deal with Turner Broadcasting is likely the biggest example of an emerging trend: beer and liquor marketers supplementing their increasing TV ads with content integrations. The new Esquire Network has signed a charter-sponsor deal with Remy Martin and recently highlighted Samuel Adams beer in a "Brew Dogs" episode. "Spirits and beer have never been more intense than right now," said Dean Ferenac, an ad buyer at Initiative who handles the MillerCoors account.

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