Hasta La Creative!

Heineken’s global master brewer Willem van Waesberghe has a masters degree in geochemistry, a diploma in brewing technology and 12 years of experience guiding brewing research for the company. So you can’t blame him for getting excited about the intricacies of beer making, including the fornication habits of yeast.

The sexual tendencies of the single-cell microorganisms come up as van Waesberghe describes Heineken’s newest brew, H41, which makes its U.S. debut in New York on draught in October. It’s part of a new “Wild Lager” series of limited edition beers for which Heineken brewers will experiment with yeast, which it calls the “soul of beer.” H41 will enter other markets in 2018.

The series is an example of how large beer marketers are leveraging the know-how of their brewers to capitalize on the thirst for variety brought on by the craft beer revolution. Diageo’s Guinness brand, for instance, markets new beers under the “Brewers Project” label, for which brewers at its Open Gate Brewery in Dublin explore new creations. (These have included Rye Pale Ale, West Indies Porter, Dublin Porter and Irish Wheat.) Guinness is expanding the concept at a planned brewery in Baltimore called the Open Gate Brewery and Barrel House.

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NBC’s reboot of “Will & Grace” is fetching more than $200,000 on average for a 30-second commercial, according to Ad Age’s survey of media agencies.

The sitcom is costing $211,856 on average, based on the prices paid by at least four agencies. This places it in the top quadrant of prime-time TV shows when it comes to ad cost.

The price tag is in-line with the $238,266 advertisers paid on average during the final season of the show in 2006.

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Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from millions of smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: An empty Folgers coffee can takes on major significance, across generations, in one family. He-Man and Skeletor team up (sort of) with Geico to help you save on your car insurance. And Audible tells the parallel tales of two women who are consumed with laughter while drivingbut only one of them is truly enjoying her laughs (thanks to the hilarious audiobook she’s listening to on Audible).

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Twitter’s 140-character limit died today after a long battle with Facebook. It is survived by brands, publishers and personalities, who will miss its insistence on wit and getting to the point.

That’s right: Twitter is expanding its character limit on text posts to 280 characters from 140, starting with a subset of users. The company is describing the move as a test, but the writing is on the wall for this succinct art form.

“Although we feel confident about our data and the positive impact this change will have, we want to try it out with a small group of people before we make a decision to launch to everyone,” the company said in a blog post Tuesday. “What matters most is that this works for our communitywe will be collecting data and gathering feedback along the way. We’re hoping fewer Tweets run into the character limit, which should make it easier for everyone to Tweet.”

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(TrendHunter.com) ‘Pixels,’ the world’s largest art marketplace and print-on-demand technology company, is enabling consumers to find their “fitspiration.” By offering the biggest…

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