also this issue: inside bevnet`s best of 2007 expo

Transcription

JANUARY – FEBRUARY 2008
BIG
buzz
ALSO THIS ISSUE:
INSIDE BEVNET’S BEST OF 2007
EXPO WEST PREVIEW
FANCY FOODS WEST IN REVIEW
JANUARY – FEBRUARY 2008
vol.
6 :: no. 1
2007
24
30
Cover Story
30 :: DOMESTIC BEER
Departments
8 :: BEVSCAPE
BOUNCES BACK
Kentucky Feud: State Rep. vs.
It’s been two years since “Here’s to
Energy Drinks
Beer,” and the ducks are in a row
12 :: CHANNEL CHECK
for a big domestic surge.
Smooth(ie) Talkin’
Features
14 :: NEW PRODUCTS
24 :: BEVNET’S BEST OF 2007
A look at how the winners did it.
All-City for AriZona.
34 :: NATURAL FOODS EXPO
40 :: PROMOTION PARADE
Nestle Pure Life on the playground.
WEST PREVIEW
Who’s there, and where they’ll be.
36 :: FANCY FOODS WEST
IN REVIEW
Columns
4 :: THE FIRST DROP
Confessions of a wallflower
Enhanced waters by the
San Diego Bay.
6 :: PUBLISHER’S TOAST
It’s the taste
20 :: GERRY’S INSIGHTS
What to watch
Beverage Spectrum is published monthly with combined issues in January/February, May/June, July/
August and November/December by Beverage Spectrum Publishing, Inc., a wholly owned subsidiary
of BevNET.com, Inc. One Mifflin Place, 3rd Floor, Cambridge, MA 02138. Periodicals postage paid at
Boston, MA and additional mailing offices.
POSTMASTER: Please send address changes to Beverage Spectrum Magazine, Subscriber Services, One
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JANUARY – FEBRUARY 08 :: BEVERAGE SPECTRUM
3
THE FIRST DROP
WALLFLOWER CONFESSIONS
his issue couldn’t have come at a worse time
for yours truly.
Here we are, getting showered with products
from all manner of brewers, and I’m beached
like a too-jolly whale on the South Beach Diet,
a victim of a half-decade’s indulgence. The party isn’t stopping here, and when it does, there’s
a big pile of energy drinks to help everyone out.
Except for poor, salad-eating me. Sigh.
Too bad. Because when it comes to all things
beer, times are good. Craft brewers are on a fiveyear winning streak. The big guys seem to have
sharpened their games as a result, establishing
the twin trick of consolidating their marketing
efforts behind their main brands while broadening their offerings through innovation.
In short, they’re thinking about consumers
again, and in a way that recognizes the consumer as an individual who might need to be
convinced and educated as to the merits of a
particular product rather than someone who
will just follow the herd to a trough of whatever
they’re offering.
What a party. But it can end, and easily.
Rising materials costs are hitting craft brewers
4
hard, as are increased transportation costs and,
as of this writing, so are recession-related blows
to the collective consumer wallet. Given the
important role the craft brewers had in pushing
the big guys to start paying attention to quality
again – and to start re-emphasizing the quality
that was already inherent in their portfolios –
blows to the high-end group of brewers could
indeed hurt the entire industry.
So as retailers, even as things start to swing in
the direction of the big brewers, it’s important
to not forget where they’re finding their energy.
Don’t forget to keep higher end stuff in stock –
some of the new faces who are coming into your
stores in search of the “Great American Lager”
or the “Banquet Beer” are going to keep coming
back in search of other varieties.
And if you see a guy in the back of the aisles,
slinking around, looking at all that great stuff,
clutching a stalk of celery, and sobbing, tell me it
looks like the diet is working. That way, I might
be able to re-join the party.
Speaking of parties, we had one of our own
recently, with BevNET’s Best of 2007 awards.
The winners are covered extensively in the pages
BEVERAGE SPECTRUM :: JANUARY – FEBRUARY 08
that follow, as are the possible next generation,
who are pictured in our report from Fancy Foods
West. So get out there and have a great time –
just beware the ol’ freshman fifteen!
PUBLISHER’S TOAST
IT’S THE
TASTE,
STUPID!
any people in the industry consider this a
golden age for beverages.
For decades, it was simply classic carbonated
soft drink flavors, juices, plain and chocolate
milk, full bodied beers and tap water. In the
1980’s we all witnessed the first steps toward
innovation – aside from light beers – taken by
New York Seltzer, Clearly Canadian, Quest and
others who dabbled in adding different flavors
into the tried and true. Following those early
pioneers came some of our most creative and
revolutionary brands, including Snapple and
AriZona. The flood gates had opened.
Soon, hundreds of products were being
launched and consumers were exposed to a
myriad of choices. SoBe, Jones and vitaminwater became headliners for a new generation of
exciting products. And the range and variety has
only increased with the discovery of new fruits
and functions.
So now we are in what should be the best of
times for beverages. Combining years of innovation with functionality should make for beverage nirvana. But I’ve got to tell you, someone
keeps screwing up one of the fundamentals.
See, every day, I speak with beverage marketers who extol the virtues of this brand or that
one that will be the next great thing. They detail
their position, packaging and marketing commitment to making it a success. Frequently, a
picture of Lindsay Lohan sipping the drink in
question is enclosed. Excitedly, I ask to be sent
a sample of their labor of love. I receive the
shipment, immediately put it in my refrigerator,
(note: readers of this column are aware that my
refrigerator is a favorite perk!) and look forward
to tasting it when chilled.
That’s when my anticipation runs smack into
sour, bitter reality.
6
See, more often than not these days, the first
sip, and the next and the next are just plain disappointing. These products, they aren’t drinkable. I cannot tell you how many times I try a
product and say, “what were they thinking?”
I have a simple credo when it comes to beverages, and I can assure you that the consumer
is in lockstep with me on this. THEY MUST
TASTE GOOD. When I look at the brands
that have become standards in the industry, they
all had one thing in common. Taste.
To those of you who actually read my column, you know I constantly promote all the innovation, the functionality, efficacy, the health
benefits, and the natural ingredients that manufacturers are using to invigorate their beverages.
Eventually, I know they will take the industry
to the next level. Yet in their zeal to create the
cutting-edge brand, many marketers are leaving
out the most important part of the equation:
their beverages must be a joy to drink.
I write this column as a beverage magazine
publisher and, more importantly, as a consumer. There is nothing better that a great tasting drink. Create them and we will truly have
a golden age for beverages. Otherwise, we’ll all
just be drinking our medicine.
PUBLISHER
Barry J. Nathanson
[email protected]
EDITOR
Jeffrey Klineman
[email protected]
ASSOCIATE PUBLISHER
John McKenna
[email protected]
ART DIRECTOR
Matthew Kennedy
[email protected]
GRAPHIC DESIGNER
Amadeu Tolentino
[email protected]
STAFF WRITER
Matt Casey
[email protected]
PRODUCTION MANAGER
Adam Stern
[email protected]
BUSINESS MANAGER
John Schinn
[email protected]
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EDITORIAL
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ADVERTISING
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Barry J. Nathanson,
Publisher
BPA Worldwide Member, June 2007
Add “win mon
to Mom’s “to ey”
do” list.
Mom as Chief Health Officer
is the new milk promotion
to help you sell more milk. It’s a May/June event featuring in-store POS and a
sweepstakes giving Moms the chance to win $100,000 by entering online at
whymilk.com. It’s exciting and it’s easy. All you need to do is post the POS materials.
Call your processor or ADA representative now, or call the MilkPEP Hotline
at 1-800-945-MILK.
©2008 America’s Milk Processors.
got milk?® is a registered trademark of the California Milk Processor Board.
S
08
3/01/
BY 0
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Bevscape
WHAT’S HAPPENING ACROSS BEVERAGES
DIET COKE FIGHTS HEART DISEASE – WITH A SUPERMODEL!
Supermodel Heidi Klum is joining Diet Coke
to help raise awareness of women and heart
disease through the Diet Coke Red Dress Program. The program is part of Diet Coke's new
partnership with The Heart Truth, a national
awareness campaign about women and heart
disease, sponsored by the National Heart,
Lung, and Blood Institute (NHLBI), part of
the National Institutes of Health.
Klum will play a key role in the Diet Coke
Red Dress Program by wearing a red dress, the
national symbol for women and heart disease
awareness, to the Academy Awards presentation on February 24, 2008. Beginning January 17, consumers will have the chance to win
Klum's dress through a Diet Coke sweepstakes
at mycokerewards.com that benefits the Foundation for the National Institutes of Health
(Foundation for NIH). Klum's original couture dress will be created by renowned designer
John Galliano of Dior.
Additionally, to celebrate American Heart
Month in February, Diet Coke’s Red Dress
Program will take center stage at high-profile
8
events, including sponsorship of The Heart
Truth’s Red Dress Collection fashion show at
Fashion Week 2008. Diet Coke will also unveil new packaging and programs featuring The
Heart Truth and Red Dress logos and messages
on heart health.
The program will kick off on February 1,
National Wear Red Day, when Diet Coke presents the annual Red Dress Collection Fashion
Show at Mercedes-Benz Fashion Week 2008. In
what’s become one of the hottest tickets at Fashion Week, the Red Dress Collection will feature
one-of-a-kind dresses made by top fashion designers and worn by celebrities on the runway
to show their support of The Heart Truth campaign and the Red Dress – the national symbol
for women and heart disease awareness.
In support of raising awareness of women’s
heart disease Diet Coke will unveil new packaging featuring The Heart Truth and Red Dress
logos on Diet Coke, Caffeine-Free Diet Coke
and Diet Coke Plus products.
Two and a half billion new packages, which
include tips and information on women’s heart
health, will be on shelves from January 22
through May 31. Diet Coke will amplify the
message through a national television, print
and online advertising campaign. Additionally, Diet Coke will be making a contribution to
the Foundation for the National Institutes of
Health, Bethesda, MD, which will be used to
further efforts of women’s heart health awareness and research. Coca-Cola North America
will also launch a nationwide program to help
raise awareness and provide education about
women’s heart disease among its own associates. The month-long campaign will reach
more than 5,000 associates through hearthealth activities such as educational luncheons
and on-site health screenings.
Bevscape
WHAT’S HAPPENING ACROSS BEVERAGES
LEGISLATING LIQUIDS
From a regulation point of view, we’re going through a fairly hot
period when it comes to the beverage industry. Here are some highlights that we’ll be following:
Two Democratic representatives asked the Government Accountability Office to investigate what effect the bottled water industry has on consumer health and the environment. Albert Wynn
(D-MD) and Hilda Solis (D-CA) noted that the bottled water market has exploded while the U.S. has what they called “one of the safest
supplies of tap water in the world.”
Their request also asked the GAO – which functions as the
federal government’s internal watchdog – to investigate Environmental Protection Agency
standards and procedures regarding pollutants
in drinking water.
Kentucky state representative Danny Ford (R-Mt. Vernon) introduced
a bill that would ban the sale of energy drinks in his state to anyone
under the age of 18. Ford said a student from Brodhead Ky. inspired the
bill when he submitted his heart-rate-raising experience with an energy
drink for a contest Ford called “It Ought to be a Law.”
Industry professionals said the bill unfairly targets energy drinks.
Ford said he received a positive response to the bill, which has been
assigned to Kentucky’s Health and Welfare Committee, but has not yet
been heard there.
Hawaii may follow the example set by Chicago, which recently instituted
a five-cent per-bottle tax on bottled water. The bill currently before Hawaiian legislators would expand Chicago’s precedent and levy a five cent
surcharge on each bottle of water sold or produced in the state – though
language in the bill would prevent any bottle from being taxed by the
state twice. The IBWA has challenged Chicago’s law in court, and said
Hawaii’s bill, which would take effect Oct. 1, would damage the economy and inhibit consumers’ ability to buy beverages free of sweeteners and
artificial color and flavorings.
OMG: IT’S THE OG’s.
OR MAYBE NOT.
We were all ready to tell you all about
famous running back Jim Brown’s new
beverage venture, OG Nation, but now
we aren’t.
The company has switched over to a
new moniker, Hall of Fame Beverages.
*note: Apparently, there’s some
sort of lawsuit going on between the
pink sheet shell company that backed
OG Nation and OGs themselves.
But anyway, it looks like most of the drinks are the same. Hall of Fame
is still promising a pair of truly Funkadelic energy SKUs in Atomic Dogg
and Atomic Dogg Sugar Free. Most delightfully, however, there’s still the
Larry Johnson Beverage Division, featuring Grandmama at his finest,
dunking into a bottle of sweet tea.
We can’t wait. But we have a feeling we’ll have to.
COSTCO GETS INTO THE BEER BUSINESS
NESTLE AND JAMBA GO FROM
JUICE BAR TO YOUR STORE
Here’s one to watch: Nestle and Jamba Juice have announced a worldwide licensing agreement to produce and distribute a line of RTD
beverages under the Jamba brand name.
The products will launch domestically in the spring of 2008 in a
distinctly New Age package: Smoothies, which include low-fat milk,
and Juicies, which include non-fat milk.
Both will contain vitamin and mineral boosts similar to the ones added in to Jamba Juice products in
their retail stores.
Jamba Juice has nearly 700 stores worldwide,
while Nestle is one of the world’s largest
food companies.
10
Under its Kirkland Signature label, Costco has long sold dry and paper
goods, as well as private label knockoffs of everything from pine nuts to
paper towels.
But now the warehouse giant is moving into the beer game. The company has been approved for sales of amber ale, pale ale and hefeweizen,
along with a pilsner. Domestic brewer Gordon Biersch has signed on to
product the brews.
While store-brand and generic beer has not been
a winner in the past (who can forget generic yellow
cans with “BEER” on the side) the upscale nature
of Costco might be a good fit. The brewer has already made beer for quirky gourmet house Trader
Joe’s for several years.
Costco and Trader Joe’s both also sell private label wines and sodas.
Channel Check
january – february 2008
SPOTLIGHT CATEGORY
SMOOTHIES
52 Weeks ending 12/2/2007
Smoothies grew by leaps and bounds last
year, with sales up more that $30 million,
or nearly 28 percent. But one company
that didn’t seem to be taking advantage
of that share growth was enfant terrible Bolthouse Farms, whose sales dropped nearly
seven percent in the past year. Meanwhile,
being in the Pepsi system seems to have
energized category leader Naked, which
saw big growth in its superfood and
energy smoothies. Among the smaller guys,
Sambazon continues to expand, crossing
the million-dollar mark for mainstream
supermarkets. Expect more in the year
to come.
TOPLINE CATEGORY
VOLUME
52 Weeks ending 12/2/2007
SMOOTHIES
Dollar Sales
Change vs. year earlier
Category Total
$136,122,700
27.6%
Naked Juice
$40,969,040
22.4%
Odwalla
$32,389,370
21.2%
Bolthouse
$17,904,770
-6.9%
Naked Superfood
$11,874,260
35.8%
Naked Energy
$9,980,047
168.9%
Bolthouse Farms Boost
$7,708,826
3.3%
Bolthouse Farms
$5,958,799
514.3%
Tropicana Fruit Smoothie
$3,386,587
-0.9%
Private Label
$2,712,304
91.0%
Sambazon
$1,112,214
67.6%
SunnyD Fruit Smoothie
$634,941
N/A
Naked Well Being
$317,368
82.4%
Naked Fruit Smoothie
$296,324
N/A
Ocean Spray Growers Reserve
$212,344
39,368.1%
Heading Up: Naked Juice
SOURCE: Information Resources Inc.Total food/drug/mass excluding Wal-Mart
CSD’s
ENERGY DRINKS
$13,487,150,000
-1.6%
$806,551,600
25.8%
BOTTLED WATER
SPORTS DRINKS
$5,170,349,000
10.1%
$1,699,440,000
4.8%
BEER
TEA/COFFEE
$9,374,654,464
3.5%
$1,457,521,000
21.5%
BOTTLED JUICES
$3,777,552,000
3.6%
12
SOURCE: Information Resources Inc.Total
food/drug/mass excluding Wal-Mart
RTD TEA
Dollar Sales
ENERGY
Dollar Sales
$338,693,600
22.8%
AriZona
$290,711,500
7.7%
Red Bull
Lipton
$269,189,300
69.4%
Monster
$133,894,200
45.4%
Snapple
$133,621,000
18.4%
Rockstar
$95,535,120
31.3%
Full Throttle
$46,251,620
5.0%
$28,026,250
14.5%
Lipton Brisk
$88,313,440
3.8%
Diet Snapple
$84,132,100
-3.0%
Amp
Nestea
$67,315,620
67.2%
SoBe No Fear
$27,401,500
-20.3%
$15,681,820
-17.0%
Lipton Iced Tea
$50,610,120
-6.8%
SoBe Adrenaline Rush
Private Label
$35,108,360
12.1%
Monster XXL
$12,485,590
120.9%
Nestea Enviga
$30,063,530
13,345.3%
Rockstar Juiced
$12,348,140
642.4%
Tab Energy
$9,922,147
-28.5%
Lipton Pureleaf
$18,628,420
N/A
52 Weeks through 12/2/07
Heading Up: Rockstar Juiced
RTD COFFEE/CAPPUCCINO
Dollar Sales
CONVENIENCE/PET STILL WATER
Frappuccino
$187,857,600
4.0%
Doubleshot
$26,181,220
Heading Up: Enviga
Dollar Sales
Private Label
$649,721,400
23.5%
-8.3%
Aquafina
$513,733,200
2.4%
$453,700,500
5.1%
130.3%
Starbucks Iced Coffee
$13,877,540
76.5%
Dasani
Bolthouse
$11,949,740
56.8%
Glaceau Vitaminwater
$372,248,400
Doubleshot Light
$10,930,870
63.0%
Poland Spring
$253,869,500
0.2%
Propel
$194,594,600
-0.9%
Arrowhead
$187,699,700
9.4%
Godiva Belgian Blends
$9,847,286
417.1%
Cinnabon
$1,836,315
N/A
Private Label
$1,332,450
241.8%
Deer Park
$146,162,600
7.7%
$122,056,000
42.3%
$108,799,300
16.9%
Hillside
$670,822
245.9%
Nestle Pure Life
Caffe D Vita
$369,646
20.1%
Crystal Geyser
Heading Up: Glaceau Vitaminwater
IMPORT BEER
Dollar Sales
SPORTS DRINKS
Corona Extra
$484,947,968
-1.0%
Gatorade
$640,296,800
-8.4%
Heineken
$319,269,792
4.9%
Powerade
$250,239,300
20.7%
Corona Light
$133,845,288
7.6%
Gatorade Rain
$158,661,500
34.3%
Tecate
$94,159,584
10.5%
Gatorade Frost
$142,681,600
-1.5%
Heineken Light
$71,924,640
39.6%
Gatorade All Stars
$131,841,900
21.5%
Modelo Especial
$60,534,940
12.5%
Gatorade Fierce
$92,675,820
-5.2%
Newcastle
$52,665,024
10.0%
Gatorade X Factor
$83,632,610
-14.8%
Guinness Draught
$50,772,548
6.6%
Gatorade A.M.
$67,393,840
32,786.5%
Labatt Blue
$49,490,452
-0.7%
Powerade Option
$20,074,480
24.3%
Becks
$45,360,896
9.2%
Gatorade Xtremo
$12,450,570
-30.9%
Heading Up: Godiva Belgian Blends 52 Weeks through 12/2/07
Heading Up: Heineken Light
Dollar Sales
Heading Up: Gatorade A.M.
13
NEW PRODUCTS
DAIRY
SolMaya Brands, a registered brand of Presto
Food & Beverage, Inc. has launched its new line
of delicious Hispanic-targeted flavored ready-todrink dairy beverages, including a Mexican Style
Horchata, a Horchata Sabor de Morro, a Morir
Sonando (Orange Jubilee) and Avena (Oatmeal
Shake). SolMaya Brands has put these four nostalgic Latin American flavors into modern, shelfstable ready-to-drink packaging, including 9.5 oz.
glass bottles and 12 oz. aluminum cans. For more
information please call (973) 632-9170.
SPIRITS
San Francisco-based Delicious Brands recently
launched White Lotus, the first in a new line of
premium “lifestyle-enhancing” vodkas. White Lotus combines premium vodka with all-natural ingredients. Lotus can now be found in more than
200 select restaurants and lounges in Northern
California and is expected to start appearing in
Los Angeles and other key markets. More formulations of Lotus are soon to follow. A portion of
the proceeds from White Lotus will be donated to
local charities that promote health and the arts.
The vodka is made locally in the Bay Area and the
packaging makes extensive use of recycled materials. For more information, call (323) 337-9042.
Hood River has launched ULLR Nordic Libation, a peppermint cinnamon schnapps named
for the mythical Norse god of skiing, ULLR (pronounced Ooh-ler), a fierce Viking bowman. ULLR
has been introduced in several Western states this
year, primarily in areas where winter sports rule,
like Bend, Mt. Bachelor and Mt. Hood, Ore., Aspen and Breckenridge, Colo., Jackson Hole, Wyo.,
Park City, Utah and Sun Valley, Idaho. Each 750ml
bottle contains 45 percent alcohol by volume and
is about $22.95. Hood River Distillers of Hood River, Ore. is the distributor and marketer of the new
product. For more information, call Hood River at
503-574-3693.
Heaven Hill Distilleries, Inc., producers of the
Burnett’s Gin and Vodka franchise, have addedStrawberry as the 16th flavor to one of the industry’s largest portfolios of flavored vodka. Burnett’s
Strawberry Vodka is available in PET 1.75 L and
glass 1 L and 750 mL sizes. It is bottled at 35 percent alcohol by volume (70 PROOF). The launch of
the new flavor will be supported by POS for both
floor displays and shelf facings, as well as sales
14
education materials. The Burnett’s website (www.
burnettsvodka.com) will also provide information
and appetizing drink recipes for all the flavors. For
more information, contact Heaven Hill Distilleries,
Inc. at (502) 413-0219.
Hiram Walker, the diverse line of premium liqueurs made with all-natural flavors, continues
its long tradition of innovation with the introduction of Hiram Walker Melon Liqueur. This product
is a delicious honeydew melon flavored liqueur
made with all-natural flavors. The launch of Hiram
Walker Melon Liqueur capitalizes on the continued popularity of flavored cocktails and reinforces
Pernod Ricard USA’s commitment to solidifying
Hiram Walker’s position as a leading player in the
dynamic liqueurs category. The launch of Hiram
Walker Melon is being supported with pre-packed
recipe neckers. Melon will be available in 750 mL
and 1 L sizes and will be sold – along with other
top Hiram Walker Liqueur flavors – at a suggested
retail price of $9.99 for the 750 mL.
Stolichnaya Vodka, the genuine Russian vodka,
has announced the addition of two new size offerings for its ultra-luxury vodka, Stoli elit. As of
November, 2007, Stoli elit is available in a 1.75 L
and 50 mL trial size in addition to the 750 mL and
1 L sizes currently available, Stoli elit 1.75 L and
50ml are available for a suggested retail price of
$129.99 and $8.99 respectively. For more information, call 203.254.8225
Coole Swan is a new spirit that uses the best
cream from Irish dairies, real Irish Single Malt
Whiskey, and cocoa instead of sugar. It is an all
natural cream liqueur with no artificial colors,
flavors or preservatives. Coole Swan is currently
available in New York in 750 mL and 1 L at an average retail price of $24.99 and $34, respectively.
For more information, call (646) 329.9355.
Tullamore Dew Irish Whiskey is unveiling a new
crock just in time to celebrate St. Pat’s this year.
With its deliciously smooth taste, Tullamore Dew
boasts an impressive 20 international awards and
medals. Distilled three times for maximum purity
and aged in high-quality oak casks, Tullamore Dew
comes in a range of blends. The SRP is $32.99 for
the 750 mL crock. Distribution is nationwide. For
more information, call (212) 477-8090.
BEER
Crown Imports will begin shipping the new Corona Extra can 12-pack from Mexico in mid-January
for March placement at retail. The 12-pack was
developed in large part a response to sales of the
new blue Corona Extra 12 oz. can, which launched
earlier this year. The 12-pack design complements
the can design and features bold logo and can
graphics. POS materials including case cards,
shelf strips, static stickers, floor graphics and displays will help retailers to increase Corona Extra
can 12-pack sales and garner additional shelf/
display space. For more information, call Crown
Imports at (312) 873-9279.
MALT BEVERAGES
Diageo has added three products to its fast-growing Progressive Adult Beverages (PAB) category:
Smirnoff Ice Light, Smirnoff Ice Strawberry Açai
and Captain Morgan Parrot Bay Mojito. Smirnoff
Ice Light is the latest addition to the Smirnoff Ice
line of flavored malt beverages, bringing together
the top selling PAB brand with the fast-growing
luxury light segment. One bottle contains only
110 calories and offers consumers a crisp-tasting
alternative to light beer. It is available in 6-packs
and variety packs at the suggested retail price of
$7.49; 12-packs will also be available. Smirnoff Ice
Strawberry Açai has a hint of Brazilian fruit açai.
Available in 6-packs at the suggested retail price
of $7.49; it will also be included in new Smirnoff
Ice variety packs and will be offered in 24 oz. bottles. The Captain Morgan Parrot Bay Mojito brings
consumers the island flavor of the hugely popular
Mojito. It will be available at the same price point
and in the same package sizes as the Smirnoff Ice
line. For more information, contact Diageo at (646)
223-2040.
ENHANCED WATER
NEW DRINK REVIEWS
ToniX Energy Soda
Vignette Rosé Soda
Steaz Decaf Sparkling Green Teas
Bing Energy
XS Black Cherry Cola Energy
Purple
Howling Monkey Energizing Elixir
Antimatter Energy
Hint Inc. has unveiled four new flavors: Hibiscus
Vanilla, Watermelon, Honeydew Hibiscus and
Blackberry will be joining Hint’s nine other popular flavors. These four new enticing flavors are a
great addition to the all-natural and sugar-free line
and will help expand Hint’s message of simple,
great tasting water without all the junk. Each 16
oz. bottle is $1.79, with 24-bottle cases available
for $44.00. All of Hint’s flavors can be found in fine
grocery stores and major retailers, such as Whole
Foods and Stop & Shop, all over the United States.
For more information, call 212) 584-4299.
Gatorade G2
A&W/Sunkist Floats
Nurture by Nature
bot Fortified Water
Flavorbrazil Açai Energy
RAGE Energy
Snapple Super Premium Juice Drinks
Skin Ultimate Performance Energy
Brawndo: The Thirst Mutilator
Opta Energy
O Water Infused
Playboy Energy
From December 17, 2007 to press time.
To see reviews, visit www.BevNET.com
16
TEA
Bigelow Tea and AriZona Beverages are teaming
up to offer retailers and tea drinkers a new line of
bottled ready-to-drink chai teas. Bigelow Tea’s new
ready-to-drink flavors are available in Mocha Chai
Latte and Vanilla Chai Latte. These 10 oz. bottles
offer consumers a convenient, on-the-go beverage choice with an MSRP of $1.79 per bottle. After
initial testing in New York and Florida, a national
rollout will follow and continue throughout early
2008 in grocery stores and convenient stores. For
more information, please call AriZona at (513)
357-4750.
Honest Tea will be expanding its reach to consumers by introducing two brand new teas: Citrus
Decaf Spice Tea and Jasmine Green Energy Tea.
The company has also added two new varieties
to its line of 64 oz. bottled teas: Mint Green Tea
& Mango Acai White Tea. Jasmine Green Energy
Tea earned its name not only because it’s a naturally invigorating blend of green and white teas,
but because Honest Tea buys renewable energy
credits to offset the CO2 emissions generated
from the production of the tea. Lightly sweetened,
Jasmine Green Energy contains just 17 calories
per serving. Citrus Decaf Spice Tea takes Honest’s
traditional smooth black tea and spices it up with
everything from tangy cinnamon to an Amazonian
superfruit called cupuaçu. A member of the cocoa
family, cupuaçu has a creamy, citrus taste and is
loaded with antioxidants. A hint of agave and a
low glycemic sweetener creates a perfect balance
between great taste and good health. Citrus Decaf
Spice with Cupuacu contains 17 calories per serving. For more information, call Honest Beverages
at (651) 228-9141.
SPARKLING JUICES
Apple & Eve has launched of Fizz Ed, an all-natural fruit juice and sparkling water beverage, as a
healthy alternative to traditional sodas on the market. Available in four great tasting varieties – Red
Raspberry, Orange Mango, Pomegranate Cherry
and Green Apple – Fizz Ed contains none of the
high fructose corn syrup or artificial ingredients
found in carbonated soft drinks. Each single-serving 8 oz. can contains 70 percent pure fruit juice.
Fizz Ed will retail for $3.99 for a four-pack. Fizz Ed
will be widely available in supermarkets and club
stores nationwide beginning January 2008. For
more information about Fizz Ed, call Apple & Eve
at (516) 222-0236.
CSDs
More than 110 years after the ice- cream float was
first consumed, A&W and Sunkist Floats are being
introduced to recreate all the rich creamy frothiness of a real ice cream float in a bottle. Available
in convenient 11.5 oz., vintage soda-shop-inspired
glass bottles with twist-off tops, A&W and Sunkist Floats’ rich, creamy flavor can be found at
major retail, grocery and convenience stores nationwide. The suggested retail price is $1.79 for
a single serve bottle and $5.99 for a 4-pack. For
more information, call Cadbury Schweppes at
(646) 935-4082.
Anticipating demand for single serve sizes for
entertaining, Reed’s is debuted its new 7 oz. long
neck bottles of Reed’s Extra Ginger Brew at the
2008 Fancy Food Show in San Diego. The mini-
versions of the popular handcrafted and natural
brewed ginger ales will be sold in 8-packs nationwide in retail stores and select bars and restaurants
in major metropolitan areas as a premium and
healthy mixing alternative. Each 7 oz. bottle packs
15 grams of fresh ginger, known for its health-promoting properties like cancer-fighting and soothing upset stomachs. The 8-packs will feature drink
recipes on the packaging and retail for $8.99. For
more information, call (651)789-1268.
Vignette Wine Country Soda, the sparkling artisanal soda made with juice from premium California wine grapes, has just bottled and released a
new Rosé variety made from a blend of Grenache
and Sauvignon Blanc juices. The newest addition, with a hint of pink, is whimsical in appearance while offering a refined taste profile. Vignette
Wine Country Soda is an all-natural, effervescent
artisanal soda lightly sweetened with the juice
of premium California varietal grapes. Currently
available in Pinot Noir, Chardonnay and Rosé varieties, the sodas have a sophisticated, vine inspired
label and are presented in either single-serve, 12
oz. glass bottles or a newly introduced 4-pack.
Vignette Wine Country Soda is now available at
select restaurants and gourmet stores. For more
information, call (323) 481-0451.
The Healthy Beverage Company, creators of
Steaz Sparkling Green Tea beverages, has introduced a line of new Sparkling Green Teas in 12
oz. cans. These products are now available nationwide through food service and Direct Store
Delivery channels. Lightly carbonated and decaffeinated, the new cans come in four popular flavors – Raspberry, Orange, Root Beer and Green
Tea With Lemon. Each can of decaffeinated Steaz
Sparkling Green Teas is sweetened only with pure
organic cane juice and contains the same beneficial antioxidants and polyphenols as a cup of
green tea. Additionally, the new cans contain organic acerola juice, a tropical cousin of the cherry
famed for its high vitamin C content. To learn more
about Steaz call (215) 321-8330.
MIXERS
Innovative cocktailing brand Stirrings launched
super-premium Red and White Sangria Mixers at
the Winter Fancy Food Show in January. These
new varieties offer an easy and unique solution
for at-home entertaining – just pair with a bottle of
wine for an upscale take on the classic wine punch.
Stirrings Red Sangria is a pulpy rich mixture of allnatural strawberry, orange, Key lime and blood
17
orange juices along with white peach purée. Stirrings White Sangria is a light blend of fruit juices
including apple, white grape, Key lime, pineapple
and white peach puree, and is best served cold
with ice. As with all of Stirrings’ products, the Red
and White Sangrias highlight the company’s philosophy that “better ingredients make better cocktails.” All Stirrings products are made with natural
ingredients, including real fruit juice, triple-filtered
water and cane sugar. Stirrings Sangria Mixers
will retail for $9.99 - $10.99. For more information,
call (212) 754-1400.
ENERGY SHOTS
The Jolt Endurance Shot enters the fast growing
“extended energy” category behind a brand that
literally means energy, Jolt, which launched Jolt
cola in 1985. The Jolt Endurance Shot contains a
heaping dose of amino acids, electrolytes, vitamins, enzymes plus caffeine. Jolt Endurance shots
are sugar-free, so there’s no crash after just a few
hours. Profit per inch is unusually high on Jolt En-
18
durance Shots. At just 1.5” wide, Jolt Endurance
Shots have an SRP of $2.49 on 2 oz.. single bottles,
with twin packs and merchandising shippers also
available. For more information, call Jolt at (585)
381-3560.
ENERGY DRINKS
AriZona has added All City NRG to its line of green
tea-based energy drinks. All City NRG is a noncarbonated, balanced blend of vitamins, minerals
and herbs and contains no preservatives, no artificial colors and no artificial flavors, with a green
tea and pomegranate flavor. The product is being packaged in a 16 oz. can with three separate
“street art” inspired can designs. All City NRG is
the fourth addition to the Company’s Green Tea
Energy line. The product is being test marketed in
New York, Florida and Chicago with plans to distribute nationally after the first of the year. The
suggested retail is $1.99-$2.49. For more information, please call AriZona at (513) 357-4750.
GIVE YOUR SHELF
SOME MUSCLE.
®
Muscle Milk is the on-the-go shake that’s packed with protein, nutrients and
essential fats to provide sustained energy for today’s active lifestyle.
Muscle Milk is arguably the best-tasting, fastest-growing nutritional drink in the category.
It’s no secret that poor diets and obesity are becoming national concerns.
Muscle Milk products are made to satisfy the needs of today’s active lifestyles.
Whether your customers are looking for an exercise supplement, a nutritious meal replacement
or a quick, healthy, great-tasting snack, we believe there’s no substitute for products that taste
as good as they are good for you.
The products you want and need, for a healthier, happier tomorrow for all of us.
For more information on
the Muscle Milk family of products,
please contact your sales representative
at 888-298-6629.
©2008 CytoSport, Inc., Benicia, CA 94510
GERRY’S INSIGHTS
WHAT TO WATCH
1
2
s we get into the new year and retailers start
to prep their shelf sets for the crucial summer selling season, it’s always fun to try to scope
out what segments are the innovation hotbeds.
So here’s my take on some areas to watch. Interestingly, you can get to more or less the same
spot from a different direction by analyzing
what brands the astute minds at Bevnet have bestowed with their “best of ” accolades for 2007,
so I’ll weave some of that into the mix, too. And
I’ll offer a couple of mini-trends that also could
bear watching.
For starters, with Coke and Pepsi ready to
open the next front of the cola wars in enhanced
waters with a Vitaminwater-SoBe Life Water
battle, functional beverages should be a hot spot
for retailers seeking the next high-margin, valueadded niche. On that score, Function Drinks
would seem to have it all going for it: a telegenic,
working young doctor as creator, a murderer’s
row of finance, marketing, packaging and flavor
talent as investors and advisors, a sales force that
has earlier worked wonders for brands like SoBe
and Fuze, and a proposition that goes Vitaminwater one further on the efficacy scale. I have
no problem with Bevnet’s crowning it as launch
of the year, with one caveat: it’s still a work in
progress. With the distribution void created by
Coke’s acquisitions of Fuze and Glaceau having
accelerated the brand’s rollout plan by a year, the
Function crew in essence is building its airplane
as it takes it on its first transcontinental flight.
Going to be fun to watch this one!
On the energy drink side, there’s healthy energy – drinks devised to appeal to the estimated two-thirds of American consumers who’re
weirded out by the ingredients or macho posturing of conventional energy drinks. So far, we’ve
seen lots of action here, but no single brand has
ignited, meaning it hasn’t been demonstrated yet
that this category really exists. Still, Bevnet’s two
picks, Syzmo and Steaz, both are well-thought-
20
3
out, appealingly formulated brands that have
garnered traction in the natural-foods channel
and now are aiming more for the general market. Another brand that would seem perfectly
positioned to crack this segment is Glaceau’s Vitamin Energy. So far it hasn’t set the world on
fire, maybe because the packaging is too little
distinguishable from the core Vitaminwater
brand, but the company is far from giving up
on the concept.
Kids’ drinks also seem ripe for an explosion, both at the retail and school level. As with
healthy energy, no brands seem to have yet
ignited here, meaning the game is still wide
open, and we’re seeing a multiplicity of approaches, from diluted juices to essence waters
to nutritionally reinforced juices. Bevnet pick
Bot – a lightly sweetened Vitaminwater for
kids – is a beaut, but it’s still way too early to
handicap this one.
Though the recent outpouring of concern
about carbon footprints came as something of
a ringer, high-end bottled water continues to be
a rich segment driven by trade dynamics. Essentially, every distributor who doesn’t have Fiji
would like to have something like it to get out
of the profitless morass of mass-branded waters,
while beer and booze wholesalers increasingly
view an elite water brand in a killer package as
a way to strengthen their presence on-premise.
Icelandic Glacial, another of Bevnet’s winners,
was snagged fairly quickly after its U.S. launch
by Anheuser-Busch for its wholesaler network,
but other entries are on the way. An intriguing
one that’s still in the works is Equa, sourced
from an exceptionally pure aquifer in the Brazilian rainforest, thereby twinning exotic appeal
with a better claim on purity than a water from
the tropics. Expect lots more along those lines.
Now on to a pair of mini-trends. One gambit
we’re seeing is marketers’ attempts at their own
ingredient branding – RightSize employs App-
4
emine, Crayons employs SugarGuard Protection. Get the picture? These are clearly efforts to
offer a value-added differentiator, but they also
comprise a second brand that has to be built
from scratch. It’s hard enough to establish the
core brand! Still, as consumers grow more skeptical of the questionable goodness claims emanating from many brands, these endorsements
could find a receptive audience.
I’m also struck by the interesting efforts we’re
seeing from total novices to the beverage segment at a time that the major players, for all
their strained innovation efforts, hardly ever
bring anything with real personality to market.
Bevnet designee Bombilla Gourd, launched by
three 23-year-olds with little life or business experience – let alone beverage experience – has
offered a more accessible take on RTD mate
than leader Guayaki. Equa is from a guy who
made his mark in the Brazilian freshwater fish
business. Hint and Ayala’s Herbal Water each
come from a couple that made their fortune in
the tech business. Memo to retailers: if the person who just showed up on your doorstep is an
utter beverage novice – invite him or her in. You
really never know.
Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter
covering the nonalcoholic beverage sector.
“Where Energy and Wellness Flow Together”
ANTIOXIDANTS. VITAMINS. ORGANIC ENERGY.
ANTIOXIDANTS. VITAMINS. ORGANIC JUICES.
).&).)4%º%.%2'9
Come visit us at EXPO WEST booth # 5217, and see why
Kaboom Infinitely Better is...
1.800.745.2180 or visit us online @ kaboominfinite.com
the premiere
Independent Organic-Only Beverage Company
would like to congratulate
Honest Tea® and Coca-Cola®
on their recent announcement.
Bombilla Gourd® Inc. is seeking hard-working,
“honest” distributors to launch the following
products:
TEA
TE
A
www.bombillagourd.com
maté tea™: organic yerba maté
pure tea: organic
unsweetened
the superfruits™: organic hydration™
Expo West Booth #: 4365 • For distribution inquiries, please contact:
Ed Newman, Executive VP of Sales • (609) 213-4300 • [email protected]
Function Drinks
H
ere’s a problem with the whole
brewed-in-the-kitchen-sinkby-a-doctor mentality for Function Drinks: the doctor is picking
up and leaving the building.
Not for good, of course, but
at a time when Dr. Alex Hughes
is already basically splitting his
time between performing orthopedic surgery and beverage alchemy,
having him take off for a year to
New York to practice spinal surgery can’t be the best timing for the
growing company.
Still – and maybe it’s the result
of overexposure to the fine Los Angeles weather – Hughes can’t help
but keep his attitude sunny.
“We did think it would be important to have somebody on the
ground in the New York market,”
he said. “It just ended up being far
ahead of what we’d planned.”
Regardless, it seems that bad
timing has not been a major problem for Function, which has spread
quickly from a few LA bodegas to
more than 150 distributors in just
a few years. Last year, the company
finalized what had been a slowly
changing lineup of functions and
packages into a lineup so strong
it took two of BevNET’s Best of
2007 awards: Best Functional Beverage and Best New Product.
Frequently, the word “heir”
is thrown around with regard to
Function; its surface similarities in
appearance and orientation have
placed it squarely in the same operational space as Glaceau’s vitaminwater, the product that many
independent distributors believe
it might someday replace in their
product lineups. Others are think-
24
ing about it as a likely successor to
new age-y Fuze, while still more
consider it a possible alternative to
some fading tea brands.
But there’s definitely another level to Function that isn’t touched on
by its predecessors. While they have
all been sold from healthy benefit
point of origin, Function is coming
from a denotative, rather than connotative point of salubriousness: its
products employ functional additives that are backed by medical or
scientific research rather than that
promoted by company sponsored
research or folk knowledge.
In fact, Hughes isn’t afraid to
take issue with the growth of the
latter, decrying “the explosion of
functional or healthy products in
the marketplace by people who, if
you had any conversation about
physiology or science with them,
their knowledge would end at a
rote definition of antioxidants.”
“Everyone should be wary when
a food or beverage company says
we spent $20 million proving the
efficacy of a product,” he adds. “I
don’t even have to open my mouth
after that statement, it’s so crazy.”
What’s different about Function’s approach? According to
Hughes, it’s their constant attention to medical research. From his
position in the hospital, he says,
he always wondered at the potential to use many of the non-drug
products they employ or study for
consumer benefit.
“It’s important for consumers
that someone for them on their behalf is paying attention to that stuff
(the science),” he says. “We aren’t
doing anything that is not main-
stream or is not widely accepted
professionally by doctors and nutritionists. And if there is any kind
of change in the information about
these ingredients, we are going to
change our products.”
Still, buy-in is always where the
rubber meets the retailing road.
And there have to be concerns that
a selection of functions like “Youth
Trip” – offering skin protection –
and “Brainiac” – which claims to
improve memory and cognitive
function – won’t manifest themselves quickly enough to make consumers happy.
Just as Coke’s Enviga has run
into trouble connecting with consumers who don’t see immediate
weight loss – as opposed to those
beverages containing appetite-suppressants they can actually feel –
there’s the possibility that a resultoriented American public won’t
immediately respond to Function.
So it’s Function’s job to train
consumers to think of its effects in temporal stages, which
Hughes terms “short-lead” and
“long-lead.”
“Stiff joints, hangovers – those
are short lead functionalities that
people can grab onto,” Hughes
says. “The ‘longer-lead’ things, like
collagen stabilization, those things
take a lot of time to appear efficacious. If you’re telling consumers
that they’re going to wake up tomorrow and look 20 years younger,
it’s not going to work. But we can
keep them apprised of the studies
showing that this ingredient, as
part of a healthy lifestyle, over a
long term, is something that can
potentially help.”
Long lead claims require a lot of
buy-in. But basing them on what
doctors do in the hospital, rather
than what companies promote
them as doing, might indeed have
a lot of potential for retailers. For
both the short term, and the long.
Dr. Alex Hughes and Josh Simon, co-founders of Function.
bot
C
oming up with a great beverage for kids is hard because you can’t just
trumpet health or great taste. You’ve got to sell it with a helping of personality, the kind that appeals to kids without turning off parents.
There are a flood of low-sugar, fortified, all-juice, little juice, or zerojuice drinks, each using health as the selling point, on the market. But
none of them had the sense of fun of the fledgling brand bot, an enhanced water for kids. Its owners sought a simple yet endearing packaging scheme so attractive it transcends the category’s typical product claim
one-upmanship.
At the heart of the scheme are a trio of adorable critters who practically leap off the label with their aura of fun and whimsy. Resembling the
offspring from a mating of the South Park brats with the denizens of the
Boobah Zone, Orangebot, Grapebot and Berrybot serve as mascots for the
brand, taking a relatively simple product and infusing it with playfulness.
Beverage Spectrum spoke with the founders of bot, New Jersey parents
Brian and Cynthia “Cricket” Allen, about their little critter creations.
Beverage Spectrum: How did you come up with the cute characters?
Cricket Allen: With the characters, we were looking at how we wanted
to brand the product. We wanted something contemporary, friendly,
modern and unique, and we thought the characters sort of stood up to
those goals.
BS: Do they have names?
Brian Allen: Berrybot, Orangebot and Grapebot
BS: What are their personalities like?
Brian: They each, from a personality side – they all have their endearing
qualities. Berry can fly, and that’s really cool. Go to our Web site, and you
can see they have little adventures.
Cricket: We wanted to give life to the brand beyond the bottle. On the site
we wanted them to see the dimension of the characters.
(NOTE: A trip to the site reveals that in one of the adventures, Grapebot
appears to pass gas. In another, he removes his eyes and has them eaten by
a bird. Orangebot blows up like a balloon. Hit by a magic wand, Berrybot
loses all manner of shape and appears to melt. Perhaps they are not such
endearing little imps after all.)
BS: Looks like something out of a Dali painting.
Brian: Well, they are in what’s called “bot land.” There’s
an ethereal side to it, let’s say that. They don’t have an age.
There’s no aging.
BS: Can they, uh, reproduce at all? Will there be more
flavors and more critters?
Cricket: The family will be growing. We’ll be introducing a new member at Expo West. It’ll be the first
new member.
BS: Do you think the line is ready for it?
Cricket: It does become more challenging. There’s the creative
back and forth, the flavor profile, which we’ve (already) had to
tweak quite a bit.
BS: And what about critter acceptance? Do you think
they’ll haze the new guy?
Brian: There might be some of that, yeah. They might have
a break-in period.
Icelandic Glacial
I
t was a big year for Kristjan Olafsson, 30, the CEO of Icelandic Water
Holdings, ehf., which markets Icelandic Glacial water. The brand passed
a pair of major milestones, receiving full carbon-neutral accreditation from
CarbonNeutral Company, Inc. and then welcoming an investment from
brewing giant Anheuser Busch, which will now help distribute the product
throughout the U.S.
Combining those achievements – particularly at a time when bottled
water’s environmental profile is being impinged upon -- with the product’s
impressive packaging and overall quality convinced BevNET to award it
“Best Water of 2007.”
Beverage Spectrum spoke with Olafsson about these achievements, and
what they could mean for the category.
Beverage Spectrum: Did you always plan on running a “green”
company?
Kristjan Olafsson: Our goal was always to be carbon neutral. Iceland has
all green energy, so it’s easy from that standpoint. The problem was always
without having someone monitoring and guiding you, giving you proper accreditation, it’s always a little tricky. The CarbonNeutral Company
– helped us get in line. But beyond power usage, sourcing, trucking to
wholesalers – those all lie in sort of a grey area. Our footprint is tracked all
the way to the warehouse, but when we invest in the little carbon we emit,
we cover it all the way to the consumer. When we first invested into the
project, we didn’t buy carbon credits, we put money into carbon-reducing
projects. When we do our investments, we always go above and beyond.
BS: How much of a role did your
carbon-neutral status play in your
aligning with Bud?
KO: Obviously, they’re very proud
of us for taking these steps. But
we’re still effectively in startup. It’s
the whole mix of things that must
have attracted them to us. They’re an
equity partner, they have board representation, and they’re our master
distributor for the U.S. We still run a
lot of the sales and marketing efforts
for the brand. We’re in with [A-B’s}
the wholesalers, who are helping us
hit the ground in the U.S., but we’re
working with all of these big chain
accounts. We negotiate the deals, but
with their 700 wholesalers, it’s a lot
easier to get in the door.
BS: What’s your evaluation of the
beverage industry’s place in terms
of environmental impact?
KO: I truly hope other beverage
Companies go down this carbon Green Guy: Icelandicʼs Olafsson
neutral path. It’s not rocket science to be environmentally responsible. Obviously, a big part of the carbon is your electricity – in many ways, that’s
outside of these companies’ control, depending on where you are – but I’d
say people should keep it at the front of their mind when they’re doing
things, and eventually they’ll get there.
25
Fred
"Introducing Fred: Humanizing Bottled Water"
At a time when most marketing campaigns involve getting a photo with
Paris Hilton, the folks behind Fred water turned the idea on its head: now,
celebrities, consumers, shopkeepers, want to have their photos taken with
Fred. Building a cult of water personality proved to be a cinch for the crew
at Fred, seasoned marketers all. Here’s their unorthodox approach, which
won Fred “Best Marketing Campaign of 2007.”
BLOGGING:
By setting up Fredspot.com as an online hangout, brand begins to build
identity, including Fred as “cool dude” receiving invites to exclusive parties, like HappyCorp’s LVHRD.
POSTERING:
Fred gets the Andy Warhol treatment on the street.
STARDOM:
Media mention Fred as popular. Mission accomplished! Fred
now rhymes with Celeb! (Kinda.)
26
FREDSPOTTING:
Up the Pacific Coast, all over Boston, at festivals like Burning
Man, photos and videos show the product out and about, on the
scene.
lawn darts bad.
Stop by the bot booth
at Expo West Booth #5760
naturally good fortified water. no artificial flavors,
sweeteners or preservatives. botbeverages.com
NOS 22 oz. Bottle, Fuze Beverages
F
uze didn’t exactly get off to a blazing start after its acquisition by the
Coca-Cola Co. First there was a packaging switch for its core new-age
tea line, then spotty rollouts plagued its Rehab recovery beverage. But
the company-within-a-company had an ace-in-the-hole in its NOS energy
drink, which had long held sway over a small but dedicated group of automotive enthusiasts.
But things have turned around for Fuze ever since it caught nitrous in
a bottle, modeling the NOS 22 oz. container after automotive afterparts
maker Holley’s Nitrous Oxide System tanks. Having already licensed the
drink’s name from the company, moving into the form of the product
seems to have been a brilliant move.
“It’s our number one SKU,” says William Meissner, the chief marketing
officer at Fuze. “It’s been absolutely a game changer for us [at Coke]. If you
think of your company as a brand inside the system, I cannot emphasize
enough that we are with the best system, but there are a million other
things they can do and take to retail. It’s really given us a presence.”
The NOS bottle took a simple licensing ploy and turbocharged it, making it the kind of product any gearhead worth his axle grease would be delighted to see drinking. In fact, the jumbo-sized tank of energy has helped
NOS break into a pile of exciting new channels, like Napa and CSK auto
parts stores, Home Depot, and even NASCAR vending.
“Because it’s iconic to motor sports, it’s really going to be our product for the automotive channel,” Meissner says. “With that valve cover
and the gleaming blue look, it’s become a real… I’m not a fan of the
word novelty. Especially since it’s our number-one package in the
[energy drink] category.”
Fuze has always had a strong emphasis on packaging for its core new age
tea line, but hadn’t yet done major experimentation with the NOS brand.
But one day Meissner was looking at a PET bottle for the drink, and it
got him thinking.
“It just had this
shoulder that reminded me of the
canister. We’ve got
them here in the
office and we use
them in our advertising, and we saw
the bottle and the
shoulder looked
very similar. We
went to [package
designer] Zuckerman Honickman,
they got after it
and came up with the design. We saw it and said, ‘that’s close, is there any
way we could make a closure that would look like the valve top?’”
By the time the design was done, Fuze had a great package – and a
dedicated marketing angle.
“We literally bought every single auto magazine over September and
October, so in that respect, marketing was really simple,” Meissner says.
“And through Coke’s relationships, we now have the ability to serve it at a
lot of racetracks, where we used to guerilla market.”
28
Tie: Steaz & Syzmo
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30
PHOTO COURTESY OF COORS BREWING COMPANY
hey threw the Hail Mary during the 2006
Super Bowl, and it turned the game around.
The Patriots? No. Actually, it was the Brewers.
The Brewers? Wait. Wrong sport.
But the right ad.
It’s been two years since Anheuser-Busch
decided to go long in its role as the domestic
beer industry leader, trying to rally the brew
team from behind in the polls by footing the bill
for an umbrella campaign to raise the profile of
all things beer. The offensive, called “Here’s to
Beer,” arrived in the wake of a widely-reported
poll that showed wine to be the alcoholic beverage of choice among Americans in 2005.
Here’s to Beer started in February, 2006 with
an ad that featured beer-centered toasts in dozens of languages and ended with a reference to
a Web site, www.Herestobeer.com. AnheuserBusch fronted the money for the push after its
competition refused to ante up.
“On initial launch, Here’s to Beer was endorsed by the Beer Institute, but it was paid for
by Bud,” says Bob Lachky, the Executive Vice
President of Global Industry Development for
Anheuser-Busch. “There were some comments
thrown back that we were trying to just drum up
more sales. Well, you’re darn right we’re trying
to build business. If we grow the pie, everybody’s
slice gets bigger.”
Since that time, with Anheuser-Busch providing the bulk up front and a deep lineup of craft
beers at the skill positions, the beer industry has
staged a comeback. The same Gallup Poll that
put beer on the defensive has shown it, once
again, to be the most popular alcoholic refreshment in the country for the past two years.
“The gap of growth between beer and wine
and spirits is slowing down,” says Roman Shuster, an analyst with the consumer insight firm
Euromonitor. “Beer is retaking share.”
Nevertheless, the story of domestic beer is
still evolving. As if reflecting the multinational
approach to beer appreciation as shown in that
kickoff commercial, it was, initially, a growing
collection of imports that was the big story;
in 2007, it was crafts and microbrews: the big
houses, particularly A-B, had not yet gained
momentum. Sure, beer edged out wine in 2006,
but it did so astride the shoulders of the growing importance of products like Heineken, Heineken Light and Corona.
Last year, the story was all craft. The tiny –
less than 5 percent – but potent taste leaders
continued to lead the buzz among retailers, with
sales in that segment growing to nearly $700
million, all told, according to the Wall Street
PHOTOS COURTESY OF ANHEUSER-BUSCH
Journal. Three-quarters of those sales benefited
independent brewers (the largest is the Boston Beer Co.) while 25 percent were big-three
owned brands like Blue Moon and Red Hook.
Even as interest in mainstream imports declined
(that segment slowed considerably in 2007),
crafts continued to grow.
This year, with a weakened dollar inflating
wine prices and a recession making the martini
something of an anachronism, it could be time
for consumers to dig into the meat of the domestic category. Big brewers are aiming advertising dollars at sprucing up the image of premium
brands, with the intent of luring consumers
downstream, using tributaries of craft beer to
build the share of Bud and Miller.
“We are focused on our core,” says Lachkey.
“Because of the nature of our size, it’s crucial for
Bud and Bud Light to be growing for our wholesalers to be selling the extensions. We don’t want
them to get distracted be getting too many ideas
out there. The volume potential is moderate
compared to Bud and Bud Light.”
The diversity of craft brewing has been great,
Shuster acknowledges, but if the category is to
continue to grow, “the credit really should go to
Bud, Miller and Coors for stepping up their advertising for their core brands. Prior to 05 and
06, domestic beers really looked all alike to the
consumer,” says Shuster, of the consumer insight
firm Euromonitor. “And you had Heineken really promoting itself as a chic European brand,
Corona on the beach, and the domestic brewers
saw that. So the domestic brewers had to really
figure out how to find their market again.”
Differentiating between Miller, Bud and Coors, he says “really gives consumers the opportunity to identify with the brand. From 2001
to 2005, beer just wasn’t exciting enough. The
brewers fought back and reformulated the way
they brought the product to market.”
But the battle back pitches these brands
not with a follow-the-pack mentality, but as
something that uses craft beers’ popularity as a
springboard. The big brewers are emphasizing
their expertise and care. Coors – whose flagship
brand showed real growth last year – has a new
Web site focusing on its heritage; Budweiser is
now touted as the “Great American Lager.”
Certainly, the big brewers have broadened
their portfolios to include offerings like regional
specialty brews like Bud’s Devil’s Hop Yard
IPA, traditional offerings like Miller-owned
Leinenkugel’s, and fast-growing styles like the
wheat beer exemplified by Blue Moon. Even the
light side – typically the best selling part of the
big houses’ portfolios – is getting a new sheen:
Miller is expanding its light beer portfolio to
include high-end styles like White and Amber,
while Bud continues to market its Select line as
a high-end product.
Nevertheless, the big brewers’ real push isn’t
from sub-brands, which together comprise
perhaps one percent of the total domestic beer
market. It’s in premium brands like Budweiser,
Miller Genuine Draft and Coors Banquet. Michelob will also get the focused advertising treatment, playing on its long tradition as a higherend product.
The big brewers are giving the impression
of optimism. So who is to thank for this turnaround? Is it just the sparking of interest in beer
via a Super Bowl commercial and a marketing
web site? In assessing the revival of the category,
the credit doesn’t belong to Here’s to Beer alone,
Lachkey admits, but also the re-activation of
beer as a high-end product.
“Clearly, I think the craft phenomenon has
been fantastic,” he says. “They’ve been working
at it for so long, minus the hiccup in the mid90s, and the craft brewers really led the way in
bringing new drinkers to the category.”
31
brand news:
DOMESTIC BEER
Miller Brewing Co. – Miller Brewing Company is
testing the Miller Lite Brewers Collection, a trio
of craft styles that are lower in calories and carbohydrates. Miller will test the collection in four markets
– Minneapolis, Charlotte, San Diego, and Baltimore
beginning in February 2008. The Miller Lite Brewers
Collection will feature a Blonde Ale, an Amber and
a Wheat – each with significantly fewer calories and
carbs than a typical beer for that style. Miller Lite
Brewers Collection is targeted to mainstream drinkers
and capitalizes on three trends that are driving much
of the growth in the U.S. beer industry – the shift
toward light beer, a desire for more variety and premiumization. Miller selected three styles that feature a
unique taste profile and are especially popular among
beer drinkers looking to experiment with crafts. Miller
Lite Brewers Collection will initially be available in
6-pack bottles and priced between mainstream light
beer and the typical craft beer.
Boston Beer Co. – As part of the third annual Beer
Lover’s Choice contest, the brewers at Samuel Adams
unveiled two new craft beers and encouraged beer lovers to taste and vote for their favorite. Samuel Adams
Irish Red Ale and Samuel Adams Dunkelweizen
went head to head in bars across the country. The votes
are in and Samuel Adams Irish Red Ale was the winner. This new brew joined the Samuel Adams variety
of more than 21 distinct styles of craft beer in January
2008. Samuel Adams Irish Red Ale will be available in
six-packs and in the Samuel Adams Brewmaster’s Collection, which also includes the first two Beer Lover’s
Choice winners: Samuel Adams Brown Ale and Samuel Adams Honey Porter. Samuel Adams Irish Red Ale
is rich with a deep red color and distinctive caramel
flavor. Originally brewed in Ireland in 1710 in a town
called Kilkenny, Irish red ales were brewed from Pale
Ale malt and roasted barley with English hops such as
Fuggles and Goldings.
Shmaltz Brewing – Shmaltz Brewing is celebrating its second decade with the special release of their
award-winning “extreme” Chanukah beer, Jewbelation Eleven. Brewed with maximum chutzpah for
2007 with the addition of an 11th malt (the ancient
32
wheat species Spelt) and an 11th hop (the exceptional
Amarillo), Jewbelation Eleven seeks an aggressively
elegant symphony of complex flavors, flying high at
11percent alcohol.
Otter Creek – Otter Creek's new Spring Ale Special
Release is a German-style Kölsch: a bright golden ale
originating in Cologne. Craft brewed with 2-row malt
and malted wheat, and hopped with Tettnang and Liberty hops, this beer is crisp and refreshing with a dry
finish. It will be available nationally through April, in
6-packs, 12 packs, and on draft.
Flying Dog – Denver-based Flying Dog Brewery
recently announced their schedule of new styles and
packages that will be released in 2008. The brewery
will continue its tradition of offering award-winning
beers in 2008 with the release of a Biere de Garde as
their new spring seasonal and a Tripel as the 4th member of their Canis Major Series of high gravity beers.
“Garde Dog” Biere de Garde will be unfiltered with a
hazy, deep golden to light copper appearance. It will
be brewed with domestically grown French Hops and
German Pilsner Malts to give craft beer drinkers a very
enjoyable, light bodied, subtlety sweet beer with toasty
malt undertones. “Cerberus” Tripel will be a bottle
conditioned strong Belgian Ale with slightly hazy appearance and mousse-like head. Flying Dog will also be
launching two new and unique packages to their Canis
Major Series in 2008. The first is a Mixed 4-pack featuring one 12 oz. bottle of each Canis Major style. The
second is a Mixed 8-pack of 7 oz. bottles, which will
include two samples of each Canis Major style. The
Canis Major Series includes Gonzo Imperial Porter,
Horn Dog Barley Wine, Double Dog Double Pale Ale
and the new Cerberus Tripel.
Rogue – Rogue is featuring three new beer labels this
year. Rogue’s Chocolate Stout is the perfect gift for
that special beer drinker in your life. Brewmaster John
Maier took Rogue’s World Champion Shakespeare
Stout and added chocolate imported from Holland.
Since its debut, Rogue’s Chocolate Stout has received
world-wide acclaim, including a Gold medal at the
Beverage Industry International Awards in Munich,
Germany; Chocolate Stout is available throughout the
United States in 22 oz. bottles and on draft year-round.
Kells Irish Lager is brewed using seven ingredients:
Great Western Pale, Crystal, Wheat and Acidulated
Malts; Sterling Hops, Free Range Coastal Water and
Czech Pils Yeast. Finally, on Feb. 7, 1990, the Central
Committee of the Soviet Union’s Communist Party
agreed to endorse President Mikhail Gorbachev’s recommendation that the Party give up its 70-year long
monopoly of political power. Rogue is commemorating the historic event by launching Imperial Red on
February 7, 2008. Imperial Red is the newest addition
to Rogue’s award winning Imperial Family of XS products that include Old Crustacean Barleywine, Imperial
Stout, Imperial India Pale Ale, and Morimoto Imperial
Pilsner. Imperial Red is a deep copper chestnut color
with toffee, brown sugar, nuts, and spice aromas.
Abita Brewing Company – The Abita Brewing
Company has added an India Pale Ale to their family of brands. The new Jockamo I.P.A. is a traditional
India Pale Ale made with the best British pale and
light crystal malts that give the beer a bright color
and malty flavor. This full flavored beer is hopped and
dry hopped liberally with Willamette and Columbus
hops from the Pacific Northwest and has a 6.5 percent
alcohol by volume. The newest Abita brew takes its
name and inspiration from the Mardi Gras Indians of
New Orleans. Jockamo is one of the chants heard as
the Tribes march, dance and sing through the streets
of New Orleans.
Anheuser Busch – After introducing it late last year
in markets in California and Texas cities, Arizona, Colorado and Nebraska, Budweiser & Clamato Chelada
and Bud Light & Clamato Chelada has arrived in
convenience stores, supermarkets and grocery stores
nationwide. Latinos, specifically those of Mexican
descent, have been mixing beer with Clamato for decades. Budweiser & Clamato Chelada and Bud Light
& Clamato Chelada honor that tradition by combining Anheuser-Busch’s classic American-style lagers
with the spicy, invigorating taste of Clamato Tomato
Cocktail, made by Cadbury Schweppes Americas Beverages (CSAB). Brewed at Anheuser-Busch’s St. Louis
brewery, Budweiser Chelada contains 5 percent alcohol by volume and Bud Light Chelada contains 4.2
percent alcohol by volume and is available in 24 oz.
single-serve cans and 16 oz., four-pack cans.
A NEW DAY HAS DAWNED
BREAKING BEVERAGE INDUSTRY NEWS DELIVERED DIRECT TO YOUR E-MAIL INBOX FROM
BEVERAGE BUSINESS INSIGHTS
s0UBLISHEDTIMESPERYEAR
ABOUTTWICEAWEEK
s)NSTANTEXCLUSIVENEWSANDANALYSIS
ONTHEMOSTVIBRANTSEGMENTSOFTHE
BEVERAGEINDUSTRYINCLUDING
q%NERGY$RINKS
q%NHANCED7ATERS
q4EAS#OFFEES
q&UNCTIONAL$RINKS
q(IGH%ND"OTTLED7ATERS
s.OHYPEANDREWRITTENPRESSRELEASES
BUTINSIDEINFORMATIONONNEWPRODUCTS
CONSUMERTRENDSMERGERAND
ACQUISITIONSDISTRIBUTIONMOVES
ANDOTHERACTIONABLEINFORMATION
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TRY 8 ISSUES FREE!
WWWBEVINSIGHTSCOMPHEBEVINSIGHTS AOLCOM
33
EXPO WEST TRADESHOW PREVIEW
EXHIBITORS
COMPANY NAME
BOOTH NUMBER
COMPANY NAME
BOOTH NUMBER
COMPANY NAME
BOOTH NUMBER
Adagio Teas
2964
Hiball Inc.
4344
Organic Vintners
2139
Allegretto Ventures, LLC
4576
Hint, Inc
4255
Otsuka Foods/Wild Veggie
5425
AMI Brands/Carpe Diem Beverages
5017
Honest Tea
3578
Pinnacle America/Sierra Valley
4342
Apple & Eve
3874
Iceland Spring
2498
POM Wonderful
3978
Appletiser/ Genesis NA
5401
Inko's White Tea
3688
Pure Fruit Technologies
2669
Aquamantra, Inc.
5720
Ito En, Ltd.
2386
Quaker Tropicana Naturals
2750
Bossa Nova Beverage Group, Inc.
2654
Izze Beverage Company
2857
Reed's, Inc.
4808
Brain Toniq, LLC
5667
Java Pop
5473
Republic of Tea, The
3769
Cell-nique
2294
JFC International, Inc.
4810
Royal Pacific Foods/The Ginger People 4821
Clement Pappas & Co., Inc.
2228
Jones Soda Co.
4364
Sanfaustino/CCW Holdings Inc
3970
Crayons, Inc.
2268
Kaboom Infinite
5217
SavorCalifornia.com
5611
Cricket Natural Beverages
5249
Kagome USA
3367
Silk
2236
CurrantC
4166
Keumkang B&F CO., Ltd.
4353
Simply Orange
2955
David Rio San Francisco
2982
Kombucha Wonder Drink
4180
Skylar Haley
4241
Dry Soda Co.
4461
Lakewood Organic and Premium Juices 2320
Small Planet Foods, Inc.
2614
Eden Foods, Inc
3138
Langer Juice Company
4089
Smart Juices LLC
2426
Elite Naturel/Organic Juice USA
2010
LaRocca Vineyards
2038
Smucker Quality Beverages, Inc.
2304
eVamor Products, Inc.
4478
Lassi Drinks
5837
Sol Maté Beverages
2334
Evolution
4245
Le Bleu Corporation
2695
Sonoma Sparkler
5319
Fiji Water
3490
LifeForceV - Functional Brands, LLC
2890
Stanmar International Inc
4239
First Juice, Inc.
5449
Lifeway Foods, Inc.
2656
Steaz Green Tea Soda
2270
Fizzy Lizzy, LLC
5704
Lightfull Foods Inc.
4183
Sweet Leaf Tea Company
2105
Frey Vineyards, Ltd.
2036
Liquid Om, LLC
3166
Tommy's Original Margarita Mix
5618
Frutzzo
2820
Logic Nutrition
1284
Tradewinds Tea House
5447
Fuze Beverage
5565
Maddie's Beverage Company, Inc
4291
TRIMSPA-Goen Technologies
1270
Global Juices and Fruits, LLC
5358
Maine Root Handcrafted Beverages
5352
Vita Coco - All Market
2578
Gloji Inc
5324
Marquis Brands
4489
Vitasoy USA
3356
Guayakí Yerba Maté
2909
Metromint
2572
Voss USA Inc.
5446
GURU Energy
4801
Mutual Trading Co. Inc.
4192
Wild Waters
4836
GuS – Grown-up Soda
2478
Naked Juice
2846
Wyman's
3972
H2Om-Water with Intention
5741
Nestle Waters North America
5586
Yakult USA
5230
H4O Inc.
5513
New Belgium Brewing Co.
2037
Zenergize
4837
Hansen Beverage Company
2140
Noble Juice
3291
Zevia LLC
5578
Havana Beverages
5402
NVE Pharmaceutical
2895
Zico, LLC
2376
Herbal Water/Ayala's Herbal Water
5258
Odwalla
2342
Zola Acai
2573
34
NATURAL PRODUCTS
EXPO WEST
EDUCATION AND EVENTS
MARCH 13 – 16, 2008
TRADESHOWS
MARCH 14 – 16, 2008
ANAHEIM
CONVENTION CENTER
ANAHEIM, CA
MARCH.13.2008
8:00AM – 1:00PM
Retail Store Tour – Meet at the
Anaheim Hilton
8:30AM –10:30AM
Global Business Seminar, 303A
Introduction to the North American
Market
Speakers: Allen Haeger, Carol Kriegel RN, Rob
McCaleb
10:30AM –12:00PM
Education 207B
Naturally Global: Trends in the International Marketplace
12:30PM – 5:30PM
Fresh Ideas Organic Marketplace –
Marriott Tent
1:00PM – 2:15PM
Education 207B
Global Commerce: Opportunities for
Social Responsibility and Fair Trade
Speakers: Anthony Marek, Priya Haji
1:30PM – 3:00PM
Education
Building Community in Your Store
Speakers: Armando Porras, Kevin Edberg,
Michael Kanter
1:30PM – 4:00PM
Global Business Seminar 303A
Getting Your Product Ready for the
Market
Speakers: Jay Jacobowitz, Justin Prochnow, Lauren Clardy, Steven Taormina, Tim Sperry
3:00PM – 5:00PM
Events 213D
Stirring It Up: How to Make Money and
Save the World
3:30PM – 5:30PM
Education 204B
Retailer Idea Exchange
Speakers: Bill Crawford MS, Cheryl Hughes, Jane
Drinkwalter, Janine Underhill, Nancy Hoopes,
Rick Moller
4:00PM – 5:00PM
Global Business Seminar 303A
Sustainable Practices
Speaker: Rob McCaleb
MARCH.14.2008
8:30AM – 10:00PM
Education 207B
Today's Trends, Tomorrow's Market
Speakers: Brent Green, Maryellen Molyneaux,
Steve Preston, Steven French
9:30AM – 6:00PM
Events Hot Products Hall E
9:30AM – 6:30PM
Events New Products Showcase Lobby
10:00AM – 6:00PM
Events – Exhibit Floor Open
10:30AM – 12:00PM
Education 207A
What's Sprouting in Organics
Speakers: Andrea Caroe, Don Burgett, Mark
Mulcahy, Shannon Szymkowiak
12:00PM – 1:00PM
Exhibitor Presented Seminar 205A
Leveraging Interactive Shopper
Marketing to Drive Sales
1:00PM – 2:15PM
Education
Trend Watch: The Future of Naturals
Speaker: Phil Lempert
2:30PM – 3:30PM
Exhibitor Presented Seminar 207D
Kids Need Bugs! Children's Health
and Probiotics
2:45PM – 4:00PM
Education
Retailer Game Show
Speakers: Jay Jacobowitz, Mark Mulcahy,
Phil Lempert, Shannon Szymkowiak
4:30PM – 5:45PM
Education
Featured Speaker: Trend Watch,
The Future of Naturals
Speaker: Phil Lempert
MARCH.15.2008
9:00AM – 10:00AM
Education
Keynote: Defending Food, Searching
for the Perfect Meal, and other Culinary
Dillemas
9:30AM – 6:00PM
9:30AM – 6:30PM
10:00AM – 6:00PM
10:15AM –11:15AM
Education Hall E Theatre
Michael Pollan Unplugged
10:30AM –12:00AM
Education 207B
Greening the Natural Grocer: Tools for
Sustainability
Speakers: David Jaber, Kathy Larson, Tom Dziki
1:00PM – 2:15PM
Education 207A
Digging Deeper: Organic Discussions
Speakers: Joshua Onysko, Kristy Korb
1:00PM – 2:15PM
Education
Presenting Your Healthy Ethnic Foods,
Merchandising Demonstration
Speakers: Debby Eddy, Phillip Arons
1:00PM – 2:15PM
SupplyExpo Seminar 204C
Rev Up Your Business: Sustainable
Packaging as a Driving Force
Speakers: Bruce Cummings,
Kevin Williams, Ron Sasine
3:00PM – 4:00PM
Exhibitor Presented Seminar 205B
Probiotics 101: A Crash Course in Probiotics and Today’s Market
4:30PM – 5:45PM
SupplyExpo Seminar 204C
Probiotics: A Healthy Market for Digestive Health
6:00PM – 9:00PM
Events Anaheim Marriot Ballroom
5th Annual Organic Wine and Beer
Festival
MARCH.16.2008
9:30AM – 4:00PM
9:30AM – 4:00PM
10:00AM – 4:00PM
Speakers: Michael Pollan
35
CONVENTION SCRAPBOOK
FANCY FOOD
lavored/enhanced
waters
were
among the hottest category for new
products at the 2008 Winter Fancy Food
show in January. Talking Rain sampled
its Twist line-up, including four recently
introduced organic flavors (Mango Acai,
West Indies Lime, Mandarin White Tea
and Pomegranate Blueberry). Talking
Rain also introduced actiVwater, a nutritionally-enhanced flavored water with
half the calories of the market leader.
Other waters BevNET found at the
show included four new flavors from
Hint (Hibiscus Vanilla, Watermelon,
Honeydew Hibiscus and Blackberry), a
trio of premium imported still brands,
Valais, Tasmanian Rain and Llanllyr,
Function Water, an unflavored enhanced
water from Function Drinks, Ferrarelle,
Italy’s #1 sparkling water, and Fonte Italia, a premium Italian mineral water in
sparkling, slightly sparkling and still.
The show was also heavy in new coffee and tea products, including a new
premium RTD from Jamaica called Jablum, using Jamaica Blue Mountain Coffee. Also showing new products were
the Hawaii Coffee Company, Honest Tea,
Steaz, Sweet Leaf and Republic of Tea.
BevNET was also impressed with the
range of high-end and enhanced mixers
for cocktails. One new brand was Modmix, the first organic premium cocktail
mixer line-up with flavors including Citrus Margarita, French Martini, Lavender
Lemon Drop, Mojito and Pomegranate
Cosmopolitan. Also present were mixer
makers Mixerz, Stirrings, QTonic, Fever
Tree, Stirrings and Hiball.
Also out in force were juice companies, including new premium brand Sun
Tropics, which works in mango and lime
juices from the Philippines. Other new
products came from Kaboom (Infinite
Wellness Juices), Vita Coco (tangerine
coconut water), Mountain Fresh Fruit
Juices (an Australian importer) and
Square Enterprises, with carrot-based
fruit flavored nectar juices.
36
Bill Sipper and Eric Skae,
representin' the Viking.
Kara Goldin and Liz Creelman,
the pride of Hint.
e of Cascade
the fresh fac
Cynthia Tice,
Color-coordinating your shirt wit
h your drinks.
Good planning, Function's Scott
Wu!
Fizzy Lizzy's L
iz and Aaron M
a.
You say Tea's Te
ainikova.
We say Elena Tach
Steaz' Shari Post and Tr
avis Overturf. Come on,
Overturf, you ain't that to
ugh. Smile!
orrill.
Fresh.
Tea and tea-related products to keep you
ahead of changing consumer trends.
Save 40% until February 14th!
off core conferences
www.worldteaexpo.com/beverage
CONVENTION SCRAPBOOK
FANCY FOOD
We're talkin' Talking Rain,
with Bill, Trevor, and Lauren.
Jungle casual with Guayaki's
Mateo Sluder and Tom DeTurk.
O'Brian
ton and Kevin
us
H
k
ar
M
's
d
Ree
r, gingerly.
survey the floo
Q-Tonic's Ben Karlin and Jordan
Silbert.
Hold up the product next time,
fellas.
z of ESSN.
The ever-organic Fernando Vasque
38
It's all love in the Sambazon booth.
Tara Pearson and Paloma Monte
ro.
Kaboom! Indeed.
Turn your name
tag ove
We have no ide r. I mean it.
a who you are.
Yoko Fujii, an emissary from the
Republic of Tea.
APRI
6
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3. What is your primary business type?
(check only one)
A—N Convenience Store
B—N Supermarket/Grocery
C—N Club/Warehouse Store
D—N Mass Merchandiser/Dollar
E—N Drug Store
F—N Liquor Store
G—N Wine Store
H—N Wholesaler/Distributor/Broker
I —N Beverage Only/Beverage Specialty Store
X—N Other (please describe):
4. What is your title? (check only one)
A—N
B—N
C—N
D—N
E—N
X—N
Owner/President/CEO/COO/VP/Director
Buyer
Merchandising Manager
Regional/District Manager
Store Manager/Supervisor
Other (please describe):
5. Do the locations that you are
responsible for sell:
(check all that apply)
A—N Carbonated soft drinks
B—N Non-carbonated soft drinks
C—N Bottled water
D—N Beer
E—N Wine
F—N Liquor
BS0506
BS03O6
BS0406
PROMO PARADE
New St. Pauli Girl Beer Poster
For over a quarter of a century, St. Pauli Girl Beer has chosen a model to represent the beer brand nationally and appear on the popular
St. Pauli Girl poster.
This year, Irina Voronina will adorn the new collectible St. Pauli
Girl poster. She will also represent the brand on a national media
tour throughout the year. Irina was Playboy magazine’s Miss January 2001 and has done print campaign work for the Luxor resort in
Las Vegas, Chevrolet and Ameristar Hotels. Her acting experience
includes roles in recent movies including Reno 911: Miami, Epic
Movie and Balls of Fury, as well as series regular appearances on
Cartoon Network’s Saul of the Mole Men.
The 2008 poster features Irina dressed in an authentic St. Pauli
Girl barmaid’s outfit and holding a tray of St. Pauli Girl beer. Wellknown Hollywood, Calif. director/photographer Jay Silverman shot
the poster image as well as other images to be used on the St. Pauli
Girl website and in national retail promotion materials.
To promote the 2008 poster during the month of March, St. Pauli
Girl will give away 400 free posters each day to consumers on a
first-come, first-served basis on the brand’s website at www.stpauligirl.com. And, due to popular demand from Internet enthusiasts,
a downloadable version of the 2008 poster will be available on the
St. Pauli Girl Beer website as a screensaver. The St. Pauli Girl website will also feature behind-the-scenes photos documenting how
the poster was made. Web surfers can also view past St. Pauli Girl
spokes models in the online poster gallery.
Pepsi Gives Away Music on Amazon
Dr Pepper Makes Art
Pepsi and Amazon.com are teaming up on Pepsi Stuff, a massive
collect-and-get program where consumers can download DRM-free
MP3 music. Four billion specially marked Pepsi packages will allow
people to collect points and redeem them for music from Amazon
MP3 that can be played on virtually any digital portable device, organized in any music management application, or burned to a CD.
Beginning February 1, consumers purchasing Pepsi products can
"bank" their points on PepsiStuff.com and redeem them for music
on Amazon MP3. Amazon MP3 offers Earth's Biggest Selection of
a la carte, DRM-free MP3 music downloads, with over 3.25 million
songs from more than 270,000 artists. Five points earn consumers one MP3 song download from the libraries of EMI Music, SONY
BMG MUSIC ENTERTAINMENT, Warner Music Group and tens of
thousands of other music labels. Pepsi's biggest promotion ever
makes its debut on the Super Bowl.
Participants can also enter a daily sweepstakes for the chance
to win trips to events like the Super Bowl, the MLB All-Star game
and the Daytona 500, as well as for cash and many other big prizes.
Consumers may sign up now to be reminded when the promotion
begins at www.pepsistuff.com. Pepsi Stuff will be executed across
the entire Pepsi trademark.
Through the Sabrosura Art Contest, which began in October 2007,
Dr Pepper encourages Latinos to express their individuality and
their zest for life - characteristics that have been a cornerstone of
the Dr Pepper brand for more than 30 years. Asking consumers to
vote online for their favorite artwork is another way to give Latinos
a voice and the possibility to "own" a piece of the new Dr Pepper
campaign.
In December, contest judges selected the 23 semi-finalists who
best represented the Sabrosura feel, creativity, and originality,
as well as Dr Pepper branding. Each was awarded $2,300. Each of
the semi-finalists' artwork was shown online
for voting through Friday, Feb. 1 at 5 p.m.
PST. The top five finalists and the grand
prize winner will be determined by who
receives the most votes. Voters may
vote once each day for their favorite
piece of art.
Each of the five finalists in the online
voting will receive an additional $2,500.
The grand prize winner will receive an additional $5,000, bringing his or her total
award to $9,800. Best of all, the winning
artist's work will be displayed on Dr Pepper
packaging and promotional materials.
For complete Sabrosura Art Contest
rules and information, and to vote online,
visit www.drpeppersabrosura.com.
40
PROMO PARADE
Nestle Pure Life says “Go Play!”
O’Brien Estate Winery’s
Love Promotion
O’Brien Estate Winery of
Napa, California has brought
together three companies to
make Valentine’s Day very
special: A beautiful gift box
filled with a bottle of O’Brien
Estate 2005 Seduction, two
Bottega del Vino 30 oz. handblown wine glasses and two
four piece boxes of Choclatique’s Taste of Love for $199.00.
For lovers everywhere, and those who want to be, O’Brien’s wine,
crystal and chocolate cupids will hand-pack your order and deliver
to everyone on your list. Each box comes complete with a hand written gift card.
This fall, school administrators
and families can earn school
sports equipment and transportation costs assistance toward hands-on educational
field trips by participating in
the Nestlé Pure Life Go Play!
program. Go Play! is a rewards
program for accredited schools
in the United States with
any grades from K-8, created by Nestlé Waters
North America for its
Nestlé Pure Life bottled waters.
When asked to
grade their schools’
physical education
program and efforts
to keep kids healthy
and active, 67 percent of 1,251 parents
surveyed
graded
their school as average, with a “B” or
“C.” With the growing obesity epidemic
and many schools
eliminating or reducing physical education and recess due to budget
cuts, more than 55 percent of
respondents indicate sports
equipment, playgrounds or
field trips are most needed in
their schools, according to the
recent non-scientific online
survey commissioned by PTO
42
Today and Nestlé Waters North
America.
At the same time, parents are
willing to help their schools:
90 percent of parents surveyed
said they would participate in
fundraisers for essential sports
and playground equipment.
Under Go Play!, Nestlé Waters North Americais offers
a label redemption program to help parents and
teachers earn sports gear
or transportation costs
toward healthy activities. Accredited schools
in the United States with
any grades from K-8 are
eligible to participate in
the Go Play! program.
Between
September
1, 2007 and March 31,
2008, schools can register for the Nestlé Pure
Life Go Play! rewards
program by registering
their school to earn Go
Play! points on goplaylabels.com.
An information packet
and collection box(es) will then
be shipped to the school. Members of the community then remove labels from empty bottles
of any Nestlé Pure Life bottled
water product and drop the
labels in the official collection
box at their registered school.
Milk Rocks With Country Music
CMA, CMT, AMA and People’s Choice-Award-winning, multi-platinum country superstars Rascal Flatts are joining up with the successful Milk Rocks! campaign to promote health and nutrition while
giving their fans a chance to win a once-in-a-lifetime opportunity
to sing with Rascal Flatts live on stage. The “Be a Milk Rockstar”
grand prize also includes a VIP concert experience featuring a private meet-and-greet with the band in the winner’s own “dressing
room” for the night – a fully customized Gibson Guitar tour bus
parked backstage, from where they will host a concert webcast. After the concert, the lucky winner will also score a meeting with a
Lyric Street Records A&R representative.
Beginning
on
March 1, 2008, fans
can register at www.
milkrocks.com
to
pick their favorite of
five available Rascal Flatts songs and
upload their own
karaoke-style video
recording of the
tune, to be voted on
by the Milk Rocks! online community. The Top Ten vote earners will
win the first prize of exclusive signed Les Paul Gibson guitars, plus
Rascal Flatts CDs and posters signed by the band. From the Top
Three, the grand prize winner will be hand-picked by Rascal Flatts
themselves on April 15 to receive the unforgettable, deluxe concert
experience (performance date TBD).
Rascal Flatts’ involvement in “Be a Milk Rockstar” will also include the band’s prerecorded messages to fans explaining the contest rules as well as nutritional facts about milk, which will be displayed online at www.milkrocks.com and on more than 100 million
milk cartons, in excess of 40,000 school lunchroom posters, and at
venues prior to the group’s concerts.

also this issue: inside bevnet`s best of 2007 expo

Transcription

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