Good morning. Today, a brewer's brand extension prepares to extend again; even a tech giant’s TV bundle can’t abide the streaming era; and an AI cover band sets musicians on edge.

Heineken’s 0.0 non-alcoholic extension has been a hit for the company, fueled by long-term trends toward wellness and moderation. So what does it do now?

It grabs another trend—this time, flavor.

Cold-Pressed Lime and Nectarine Juniper flavored versions of Heineken 0.0 will arrive in the first quarter of next year, Heineken USA CEO Maggie Timoney told the Journal’s CEO Council Summit this week.

“Flavor in the U.S. is a huge growth platform,” Timoney said.

How long until Heineken 0.0 Swicy Matcha? (....I’d try it.)

Heineken will also extend 0.0 with a different, time-honored marketing tactic: turning a concept up to “extreme.” (See also: Rockstar Energy’s 300-milligram Xdurance variety or KFC’s Double Down sandwich, with two pieces of fried chicken standing in for bread.)

To amplify the zero-ness of it all, Heineken 0.0 Ultimate will eliminate the 69 calories that burden the original 0.0.

Watch: See Heineken USA CEO Maggie Timoney’s full interview at the CEO Council Summit. [WSJ Video]

More beverage brand extension: Alex Cooper’s Unwell Hydration is expanding into “better-for-you” energy drinks, promising vitamins such as biotin and 150 milligrams of caffeine from green coffee extract. [Beverage Industry]

Although there are exceptions (online privacy, customer-service chatbots), the digital era continues to swing the balance of power toward consumers.

YouTube TV, the sprawling cable-like service with 10 million subscribers, is splitting up its bundle. Or at least, it plans to complement its big, $82.99-per-month bundle early next year with smaller, cheaper slates of channels.

Pay-TV companies for years were able to resist viewer demand for so-called a la carte shopping, but streaming has made the business so competitive that many providers have finally caved to consumers.

YouTube TV’s new options will include a sports standalone with major broadcasters, FS1, NBC Sports Network and ESPN because sports remain a big draw for many viewers, Isabella Simonetti writes for The Journal. DirecTV this year added a “MySports” package to chase the same fans.

Another offer will let people who don’t watch sports avoid paying for ESPN and its rivals—a longtime demand of the previous age in TV.

More TV news: President Trump said ownership of CNN should change whether parent Warner Bros. Discovery gets sold to Netflix or Paramount. Netflix's $72 billion deal for the company doesn’t include CNN. [WSJ] 

Don’t say King Gizzard & the Lizard Wizard never warned you.

The Australian rock band, which earlier this year pulled its music from Spotify, recently discovered an apparent generative AI impersonator covering its songs on the platform. Spotify says it has removed the faked tracks, but they were convincing enough that musicians could be concerned.

Innovators-slash-boundary pushers are already generating actresses and musicians that are upfront about their digital identities. AI creations that pretend to be humans or specific celebrities are a different kind of competition.  

While there have been some moves to protect musicians, like Tennessee’s bill last year banning AI music mimicry, President Trump is expected to soon sign an executive order meant to penalize states that pass laws restricting artificial intelligence.

“There must be only One Rulebook if we are going to continue to lead in AI,” Trump wrote on Truth Social on Monday. “....You can’t expect a company to get 50 approvals every time they want to do something.”

The theory is that Congress will then implement the necessary regulation on a national basis.

In the meantime, King Gizzard lead singer Stu Mackenzie told The TheMusic.com.au that he was “trying to see the irony in this situation,” then added: “But seriously wtf we are truly doomed.”

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The rebranding of all-inclusive travel continues with adventure resorts that offer canyoneering and off-trail treks. [WSJ]

Steven Spielberg’s unnamed UFO movie put up cryptic billboards in Times Square and Los Angeles. [Vulture] 

Hollywood studio tours are losing their magic as moviemaking in Los Angeles fades. [NYT] 

Marketers at Lionsgate, Doritos and Netflix are chasing Gen Z on TikTok with brand-made “fan” edits. [Ad Age] 

German appliance maker Bosch will advertise again in the Super Bowl this February, saying it wants to build on the brand awareness and retail demand generated by its 2025 debut in the game. [Adweek] 

Ad buyers are giving Google’s AI Max for Search product mixed reviews. [Digiday]

Tristan Meline, the chief marketing officer for Buffalo Wild Wings sports bars, was promoted to brand president as part of wider changes at Inspire Brands. [Restaurant News] 

Steakhouses are striving to raise menu prices enough to absorb some of the higher cost of beef without driving diners away completely. [NYT] 

Formerly cool retail chain Urban Outfitters is using localized store formats, private brands and college outreach to get back in step with young shoppers. [Modern Retail]

Why Walmart doesn’t take Apple Pay. [BI]