How mayors, money, and eco-mania are creating a

Transcription

MARCH 30, 2009
How mayors, money, and eco-mania are
creating a bottled water bottleneck.
ALSO THIS ISSUE:
EXPO WEST REVIEW
RECOVERY DRINKS
2009 ENERGY DRINK GUIDE
· See page 31 for details ·
Hoegaarden grew 56% in 2007*
Hoegaarden is one of the more
profitable brands in the wheat
and import beer categories.
Hoegaarden (who-gar-den) is an
authentic Belgian white beer with
a brewing heritage dating back
to 1445.
Brewed with real Curacao orange
peel and coriander, this refreshing,
unfiltered wheat beer is rapidly
becoming a favorite among wheat,
craft and import brand consumers.
Always Enjoy Responsibly.
© 2008 Import Brands Alliance, Importers of Hoegaarden Beer, St. Louis, MO
* Source: IRI Supermarkets 52 weeks Ending December 31, 2007
®
GOLD AWARD WINNER
2008 WORLD BEER CUP
®
4 CONSECUTIVE GOLDS
‘02, ‘04, ‘06, ‘08
THE ONLY BEER TO PLACE IN
EVERY WORLD BEER CUP
®
CATEGORY: BELGIAN-STYLE WHITE
(OR WIT)/BELGIAN-STYLE WHEAT
MARCH 2009
vol.
7 :: no. 2
cover story
74 Under Pressure
But Bottled Water Won’t Give In
special section
31 Energy Drink Guide
26
The 2009 Beverage Spectrum Energy
Drink Guide, our 4th edition
features
TRENDS • MONEY
BRANDS • STRATEGY
DISTRIBUTION
EXPERIENCE
MAY 14, 2009
New York City
www.bevnetlive.com
24 Natural Products Expo West
No deals, but still dealing
28 Brands in Transition
No toeing the line at Redline
72 In Search of Recovery
Detox drinks search for stimulus
columns
6 First Drop
SPECIAL SECTION
Crunchy and Strong
8 Publishers Toast
28
Beverage Moments
26 Gerry’s Insights
Bombilla in Review
2009
departments
THE BEVERAGE INDUSTRY’S GUIDE
TO ENERGY DRINKS, ENERGY SHOTS,
POWDERS, TABLETS, AND SUPPLIERS
TO THE ENERGY DRINK CATEGORY.
10 Bevscape Innovation
ENERGY GUIDE
31
Smart Shiner Bock
12 Bevscape Business
Inside the Rockstar Switch
SPONSORED BY:
14 Channel Check
Smoothie Sailing
18 New Products
SPONSORED BY
Stevia-sprinkled Sprite
82 Promo Parade
PHOTO COURTESY OF WIKIMEDIA, BY DSW4
guide.indd 31
3/20/09 11:52:47 PM
Have No Fear, MMA is here
74
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May/June, July/August and November/December by Beverage Spectrum Publishing, Inc., a wholly owned
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72
MARCH.09.BEVERAGESPECTRUM.5
THE FIRST DROP
By Jeffrey Klineman
GREEN IN
BLOOM
Lifestyles Of Health And
Sustainability
GREEN TEA
every morning,
yerba mate in the afternoon. Yoga every other day.
Weekly pickups from the vegetable co-op, and a monthly drop-off from
my organic meat supplier.
Jeez, have I gone crunchy. I even spent the
winter pondering a “cleanse” – and I didn’t
feel weird about it at all.
It’s a big change from my Bud Light and
Taco Bell days; to have known me then,
you’d have never guessed where my diet and
personal habits were headed. You probably
wouldn’t have wanted to, either.
But habits change, both for me and for the
rest of the country. And while I now happen
to sit at the unique junction of a profession
that constantly exposes me to new product
marketing blitzes and a home in Cambridge,
Mass., one of the home bases for the Lifestyles of Health and Sustainability (LOHAS)
movement, it’s pretty obvious that even in
the flyover states, America is fully on a natural products roll.
That’s the reason there weren’t too many
people complaining about the turnout at the
Natural Products Expo West show earlier
this month. Despite an economic downturn,
the brands looked strong, the mood was
upbeat, the good vibes were everywhere,
the Dudes were abiding. Of course they
6.BEVERAGESPECTRUM.MARCH.09
were – with Duane Reade, the ubiquitous
Manhattan drug store (and source for cheap
Budweiser) now a hub for natural soda and
coconut water, and every supermarket extending its produce section to make way for
more juices and smoothies, the greens seem
to be weathering the storm.
And this change in lifestyle and eating
habits has created many paths to success.
One marketer I spoke with, Zico’s Marc
Rampolla, suggested that by knitting together channels like yoga studios, athletic supply
shops, college campuses and mom-andpops, one could create a mainstream, $100
million brand (nine figures is the entry point
to mainstream, apparently) without having
a large grocery presence. Another, Adina’s
Greg Steltenpohl, was launching a product
line grounded in new age principles –
but with the intent that its biggest area
for growth will be outside the natural
products nursery.
All of this is taking place at a time
when the feeding trough for the whole
LOHAS movement, Whole Foods, is suffering due to the economic downturn, while
McDonald’s, of all
places, is on the
upswing. In a world
where the greens are winning,
how can that be happening?
Easy enough to figure out: McDonald’s has
decided to surf the green wave. The salads
and lighter offerings that the fast-food chain
now offers isn’t the result of them suddenly
deciding to set a trend and lead the pack. It’s
the result of a smart company catching on to
what has been happening for years.
As for Whole Foods, what’s happening
there? With the green mainstream so well established, I wouldn’t bet against them in the
long run. But in the short term, as Americans
are heading for other channels as they try to
pull off the neat trick of staying both healthy
and solvent. And the products they seek to
maintain their new lifestyles are going to be
in those new channels, waiting for them. Just
look at Sambazon.
The company’s acai-berry based products broke through in natural channels and
helped launch search parties for hundreds of
new superfruits. Now?
“I’m in 1,000 Wal-Marts,” Sambazon’s
Jeremy Black told me at Expo West.
Not bad, Dude. I’d go there to pick up a
smoothie or two, myself, but Target’s selling
yoga mats for nine bucks apiece.
PUBLISHER’S TOAST
By Barry J. Nathanson
BEVERAGE MOMENTS
THIS MONTH BROUGHT US
St. Patrick’s Day, and I was delighted to
put on my green sweater and scarf, and
head out to Fifth Avenue to watch the
parade. St. Patrick’s Day is a day of rejoicing in New York and across the country.
Beverages, non-alcoholic and alcoholic, are
involved. Even in tough times, people come
together to celebrate all that is good. We are
a resilient lot, and will overcome the recent
financial meltdown just as we’ve surmounted
every other obstacle that has been thrown
our way over the decades.
Later in the month, March Madness
began. Every year, my son and I attempt to
pick the Final Four. Tracking the tournament
is definitely a beverage occasion with friends.
Baseball season is just around the corner,
with the NBA and NHL playoffs to follow,
beverage occasions all. Soon the holidays
marking summer will be upon us, and we’ll
have dozens of times to party and socialize
at picnics, barbecues, concerts and sporting
events. It’s vacation time, so bring your coolers along for the ride. Fall follows (are you
ready for some football) and with it, more
holidays for family and friends to gather
together. All are beverage moments. These
are times we live for.
Beverages are an integral part of the
American fabric. Our industry holds a vital
role in the health, happiness and well being
of our country. Having that sacred trust is
awesome. It is incumbent upon us to demonstrate our leadership by getting involved in
our communities to support their efforts to
keep businesses and
the economy going.
Retailers, marketers, distributors and
wholesalers, all of
you, don’t stop promoting and sponsoring Little League
teams, music and
art festivals, and
other civic activities. Stay involved
in the communities
that you service.
Contribute to food
banks, fundraising
and other causes
that will benefit those in need.
Devote time and
energy to the drives
that benefit your
towns and cities.
This is not a time
to go into a shell.
Support the people
who have supported
you throughout
the years. You owe
your success to your
customers. Show
them that you’re
there for them.
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]
ASSISTANT EDITOR
Matt Casey
[email protected]
ASSOCIATE PUBLISHER
Adam Stern
[email protected]
JR. DESIGNER
Natalie Iknaian
[email protected]
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BEVSCAPEINNOVATION
THE LATEST IN PRODUCT DEVELOPMENT AND MARKETING
SHOESTRING INNOVATION
BOTTLES AND BINS
Gotta love those crazy cowboys
down at Shiner Beer.
For years, Shiner Bock has
been one of the great regional
stories of the domestic beer
scene, selling almost exclusively
to a Texan audience but achieving significant saturation levels.
But at last year’s Austin City
Limits Festival – a massive,
three-day concert extravapalooza featuring hundreds of
bands and nearly 200,000
total attendees – Shiner
found itself shut out of a
beer sponsorship by Heineken,
which had ponied up to be the
exclusive beer sponsor, according to Advertising Age.
So what did Shiner’s ad
agency do? They passed out
Shiner Bock lookalike keepem-cold beer sleeves to 10,000
attendees, many of whom
slipped them right onto
their Heineken cans.
The stars at night aren’t the
only things that are bright in
the heart of Texas, apparently.
Bottled water containers are now the single most recycled
item in curbside recycling programs, according to data from
a pair of new studies from the National Association for PET
Container Resources.
NAPCOR found that the average number of water bottles per
pound of recycle-ready plastic recovered from curbside programs
rose from 12 in 2006 to 13.78 in 2008.
The Association also determined that consumers recycled 23.4
percent of disposable water bottles in 2007, a double-digit increase over the 20.1 percent recycled in 2006. Overall, PET water
bottles now account for 50% of all the PET bottles and containers collected by curbside recycling, NAPCOR said.
GOOD ADVICE FOR A BAD
ECONOMY
By now, everyone’s sick of hearing about
the plunging Dow and escalating unemployment rate. Well, brace for a little
more down-economy talk – but at least it
comes with advice.
IRI has determined that consumers have entered the third phase of the
recession, where those making less than
$100,000 will be keeping a tight grip
on their wallets for a long time to come.
To pry a few Washingtons out of those
clenched fists, IRI had the following advice
that may be helpful to beverage marketers
and retailers.
Shift promotion strategies to the home via
traditional marketing and online promotions. More consumers, IRI said, are planning their purchases before they enter the
store. Therefore, they need to be aware of
promotions before they start shopping.
With tight wallets come tight budgets,
and IRI suggests that manufacturers work
tightly (see a theme?) with retailers to
assure the best possible value for their
mutual customers.
Shoppers are sticking to familiar
products, so if you have a new beverage
idea, now might be a good time to stick
it in your hat and wait for the recovery
to start. Unless you already have an
established brand, in which case, IRI
suggests an enhanced brand-extension
strategy. The firm also suggests that retailers expand shelf
space for existing brands at the
expense of new brands.
IRI said these could be good strategies
for more than the short term, as shoppers
are deeply worried about the future, and
the changes they make now will last until
that worry passes.
PHOTO BY LYZA DANGER GARDNER
GOOD ADVICE FOR A BAD ECONOMY
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herbal elixir
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BEVSCAPEBUSINESS
THE LATEST NEWS ON THE BRANDS YOU SELL
ROCKIN’ PEPSI
Jumping from one multinational beverage company to its fiercest
rival, Rockstar energy drink signed a distribution agreement with
PepsiCo Inc. that will end its deal with The Coca-Cola Company.
PepsiCo spokesman Larry Jabbonsky said the deal will more
than double PepsiCo’s share of the energy category, and he expects Rockstar to mesh well with other PepsiCo energy offerings:
Amp, No Fear and coffee drinks co-marketed with Starbucks.
The agreement, slated to last for 10 years, will put the product
in Pepsi’s core three distributors: Pepsi Bottling Group, PepsiAmericas and Pepsi Bottling Ventures. Their territories cover nearly
80 percent of the U.S. and Canada, and Jabbonsky said discussions with independent Pepsi bottlers are currently under way.
Rockstar’s deal with Pepsi follows the recent introduction
of Monster into the Coca-Cola system. Rockstar had signed
a distribution agreement with Coca-Cola Enterprises in 2005,
and renegotiated the deal last year as Coke courted Monsterparent Hansen Natural. The renewed deal, which extended
through the end of 2009, allowed Rockstar to cancel the
agreement with 30 days’ notice.
Following that agreement, Rockstar found itself in the
precarious position of possibly sharing trucks with a unique
competitor. Both Rockstar and Monster claim to have come
up with many of the energy drink category’s strongest innovations, including their now-ubiquitous 16 oz. cans, juice
blends and coffee energy drinks.
As a result, the company was known to be actively seeking new
deals, speaking with Dr Pepper Snapple Group and AnheuserBusch’s 9th Street Beverages before reaching a deal with Pepsi.
Both Rockstar and Pepsi expect the switch from CCE to the
Pepsi system to occur this spring or summer – possibly in April.
Rockstar spokesman Jason May said he expected Pepsi’s involvement to strengthen the brand’s position on the shelves.
Another Rockstar representative said the new deal taught
his firm a lesson: beverage firms interested in getting their product
into a major beverage company’s distribution systems should deal
with that company, not its distributors. Rockstar joined CCE
at a time when that distributor actively sought non-Coke brands
to expand its portfolio, forcing the parent company’s hand at a
time when it was developing its Full Throttle energy drink. The
arrangement, according to the representative, left Rockstar
working distributor by distributor within the Coke system,
and as a result, he said, the brand suffered from spotty
coverage. With PepsiCo handling its bottlers, he expects
Rockstar’s coverage to be more consistent.
McDISCONTINUED PEPSI TEST
SWEET TRADEMARK BATTLE
PepsiCo’s foothold in the
world’s largest restaurant
chain disappeared last
month, when McDonald’s
announced that it would
end sales tests of bottled
Pepsi products.
The fast-food chain, a
long-time Coca-Cola stronghold, had been testing sales
of bottled PepsiCo staples, such as Mountain Dew and Gatorade,
in cold boxes in select locations. McDonald’s spokeswoman
Dayna Proud said those products will not make the jump to the
chain’s national beverage strategy.
PepsiCo spokesman Larry Jabbonsky said the two companies mutually decided to end the test last summer after PepsiCo
discovered that the opportunity in McDonald’s cold cases was
smaller than expected.
The cold-case plan, still ongoing, coincides with McDonald’s
attempts to bolster its softdrink sales and draw in consumers
who would normally buy their beverages at convenience stores.
Proud said further tests, which have included Red Bull and
vitaminwater, would continue.
Coca-Cola spokesman Ray Crockett said the company
was pleased with McDonald’s decision.
It started as a trademark suit, and ended as a potential partnership. Clayton Christopher, founder and CEO of Sweet Leaf Tea,
had unknowingly built his now-national iced tea brand on a
name dangerously similar to that of a Wisdom Natural
Brands stevia-derived sweetener.
The name of the sweetener? SweetLeaf.
Wisdom CEO Jim May, who started using the SweetLeaf name
in 1994, sent a cease and desist letter to Sweet Leaf Tea last May.
Christopher responded by suing Wisdom, but the case sounded
like a formality from the start.
“Both parties are optimistic that we will be able to work everything out,” Christopher told the Austin Business Journal in June.
The companies announced last month in a joint press release
that they had worked out their differences, and May said
he expected to see his product in one of Christopher’s
products sometime soon.
How about that? Sweet Leaf sweetened with SweetLeaf.
©2009 Skinny Nutritional Corp.
Channel Check
march 2009
SPOTLIGHT CATEGORY
SMOOTHIES
52 Weeks through 2/22/2009
Naked continued to expand its
dominance of the briskly-growing
smoothie set through strategic flanker
lines. Naked’s core grew slightly slower
than the category, while its extensions
(Protein, Superfood, Probiotic and
Energy) gobbled market share. All that
growth has still left room for smaller
players, though. Familiar names Jamba
and Sunkist made a splash with their
bottled smoothie entries, and superfruit-stalwart Sambazon nearly doubled
its smoothie sales over the last year.
In the mean time, number-two player
Odwalla has suffered some backsliding.
SMOOTHIES
Dollar Sales
Change vs. year earlier
CATEGORY TOTALS
$161,863,200
9.3%
Naked Juice
$54,942,160
8.6%
Odwalla
$31,952,940
-3.8%
Bolthouse Farms
$25,046,070
5.3%
Naked Superfood
$14,990,600
16.4%
Naked Energy
$11,981,430
13.7%
Bolthouse Farms C Boost
$7,421,785
-3.0%
Jamba Juice
$3,763,408
N/A
Naked Protein
$2,423,277
N/A
Sambazon
$2,352,988
89.6%
Private Label
$2,293,169
20.6%
Topicana Fruit Smoothie
$1,893,302
-45.5%
Sunkist Naturals
$931,831
556.9%
Naked Probiotic
$673,005
4,578.5%
Lightfull
$567,854
318.7%
Sunkist
$218,773
435.1%
Juice Evolution
$90,816
-30.2%
Evolution
$80,153
-19.4%
Natures Finest
$52,230
-66.6%
SunnyD Fruit
$48,442
-94.4%
Ardens Garden
$28,836
-13.7%
Columbia Gorge
$27,405
14.2%
VHT
$25,732
-2.9%
Senor Torres
$22,406
-28.1%
Sun Shower
$11,511
N/A
Ocean Spray Growers Reserve
$8,220
-96.6%
Heading Up: Naked Probiotics
SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart
BOTTLED WATER
ENERGY DRINKS
$3,965,020,000
-5.1%
$899,586,000
7.3%
TOPLINE CATEGORY
BEER
SPORTS DRINKS
$7,976,494,000
4.3%
$1,614,530,000
-1.9%
BOTTLED JUICES
TEA/COFFEE
$3,819,238,000
0.6%
$1,393,355,000
-3.7%
VOLUME
Channel Check
SPORTS DRINKS
march 2009
Dollar Sales
Gatorade
$578,568,500
-9.5%
Powerade
$249,876,700
-0.6%
Gatorade G2
$168,805,000
634.0%
Gatorade All Stars
$125,676,100
-7.0%
Gatorade Frost
$122,884,800
-13.3%
Gatorade Rain
$95,159,420
-39.9%
Gatorade Tiger
$65,803,410
4,076.9%
Gatorade Fierce
$62,055,380
-31.1%
Gatorade X Factor
$46,278,540
-42.3%
Gatorade A.M.
$44,409,570
-38.6%
Heading Up: Gatorade G2
ENERGY DRINKS
Dollar Sales
Red Bull
$360,695,000
2.4%
Monster
$145,501,200
9.7%
Rockstar
$98,890,740
0.9%
Amp
$35,563,840
21.0%
Java Monster
$23,372,480
217.6%
Full Throttle
$22,447,790
-33.2%
Monster XXL
$18,888,550
30.1%
Doubleshot
$17,989,410
N/A
Amp Overdrive
$13,888,560
31.6%
Nos
$13,610,250
97.7%
Heading Up: Nos
IMPORT BEER
Dollar Sales
Corona
$440,796,700
-1.8%
Heineken
$294,914,000
-1.2%
Corona Light
$125,173,900
-1.1%
Tecate
$100,420,900
14.2%
Heineken Premium Light
$72,413,950
3.9%
Modelo Especial
$66,928,730
19.4%
Stella Artois
$53,317,960
43.7%
Newcastle
$49,743,160
-1.2%
Guinness Draught
$47,634,760
-1.3%
Becks
$44,675,830
10.2%
Heading Up: Stella Artois
Mountain Valley 0309.pdf
CONVENIENCE/PET STILL WATER
Dollar Sales
3/11/2009
2:41:49 PM
Private Label
$706,890,800
5.7%
Aquafina
$416,492,600
-17.9%
Dasani
$413,544,200
-8.1%
Glaceau Vitaminwater
$406,390,500
-4.9%
Poland Spring
$257,438,300
2.7%
Arrowhead
$166,394,400
-9.6%
Propel
$162,696,300
-15.3%
Deer Park
$132,756,500
-5.7%
Nestle Pure Life
$118,450,500
-4.7%
Crystal Geyser
$105,449,800
-3.0%
Heading Up: Private Label
RTD TEA
Dollar Sales
AriZona
$305,458,700
C
5.1%
Lipton
$235,810,000
M
-4.2%
Snapple
$120,768,500
Y
-9.8%
Lipton Brisk
$81,534,610
CM
-7.1%
Diet Snapple
$74,226,100
MY
-10.9%
Nestea
$61,082,700
CY
-7.5%
Diet Lipton
$55,624,580
CMY
11.5%
Lipton Pureleaf
$35,858,030
K
32.7%
Private Label
$29,717,030
51.1%
Diet Nestea
$17,391,660
-2.1%
Heading Up: Private Label
DOMESTIC BEER
Dollar Sales
Bud Light
$1,399,053,000
5.7%
Miller Lite
$686,355,100
-0.5%
Coors Light
$673,898,900
9.5%
Budweiser
$664,826,900
-0.6%
Natural Light
$277,126,700
4.0%
Michelob Ultra Light
$206,700,800
3.8%
Busch Light
$203,119,400
4.8%
Miller High Life
$173,674,900
7.7%
Busch
$157,372,300
6.9%
Miller Genuine Draft
$137,199,200
-7.2%
Heading Up: Miller High Life
NEWPRODUCTS
• TEA •
The Coca-Cola Company has launched Gold
Peak Chilled Tea. Available in the popular
Gold Peak sweetened and lemon flavors,
the chilled multi-serve version is packaged
in a 59 oz. carafe bottle. It began shipping
to retailers in late January. Made with hand
selected, high quality tea leaves and filtered
water, Gold Peak Chilled Tea will serve as a
complement to Gold Peak’s existing portfolio
of single-serve 16.9 oz. bottles. The launch
of the new chilled products will focus initially on the Northeastern and Central markets
and will be supported with a comprehensive
marketing program. For more information
call Coca-Cola at (404) 676-1070.
ITO EN (North America), INC, has
launched three new products. Green Tea
Ginseng is the newest addition to company’s
Natural Fruit Tea line. Freshly brewed with
premium loose leaf green tea and natural
ginseng extracted from the Panax Ginseng
root, Green Tea Ginseng joins the allnatural, authentically brewed flavors of Tea
Apple, Tea Mango, Green Tea Blueberry,
Tea Grape, Tea Orange, White Tea Pear,
and Tea Peach. Green Tea Ginseng and the
extended flavors of ITO EN’s Natural Fruit
Tea line retails for $1.99 for a 16.9 oz. PET
bottle and can be found at mass merchandise stores, grocery stores and specialty
natural food retailers nationwide. ITO EN’s
TEAS’ TEA Naturally Sweet, is an all-new,
naturally flavored tea line intended to appeal to consumers looking to switch from
sweetened to unsweetened tea. With only 8
grams of natural cane sugar and 40 calories
per serving, the line will feature three new
flavors: TEAS’ TEA Blueberry Green, TEAS’
TEA Citrus Black and TEAS TEA Mango
Oolong. This line will retail for $1.99 for
a 16.9 oz. PET bottle and can be found at
mass merchandise stores, grocery stores
and specialty natural food retailers nationwide; including Whole Foods, Super Target,
Bashas’ Supermarket, Wegman’s, and other
local outlets.
The company has also launched three new
varieties in its Traditional Japanese Tea line:
Oi Ocha Dark, Jasmine Green and Golden
Oolong. Following the success of Oi Ocha in
the U.S. marketplace, the new line extension will feature Japanese packaged labels
to reflect the traditional Japanese taste of
unsweetened and calorie-free infusions.
The original Oi Ocha and extended line
of ITO EN Traditional Japanese Tea products are available in 16.9 oz. PET bottles
and retail at $1.99. They are available at
natural and mainstream markets nationwide.
For more information on the entire line of
ITO EN products, please call ITO EN at
(212) 251-1246.
Turkey Hill Dairy, producer of the nation’s
number one refrigerated iced tea, has added
the Cuban-inspired Mojito Green Tea and
Diet Mojito Green Tea to its Nature’s Accents line and Pomegranate Lemonade to its
line of fruit beverages. The new Green Tea
Mojito is a non-alcoholic blend of citrus and
mint inspired by the Cuban cocktail. New
Pomegranate Lemonade is made with all
natural flavors and combines Turkey Hill’s
classic lemonade recipe with the trendy
fruit recognized for its health benefits and
unique flavor. The new flavors come in
pints and half gallons — and will be available wherever Turkey Hill drinks are sold.
For more information call Turkey Hill at
(717) 234-8886.
• ENERGY DRINKS •
Hey, brake for this: Big Ol’ Trucker has
launched Big Ol’ Trucker Energy Juice, a
product that claims to keep drivers focused,
alert and energized while not compromising
health or safety by pumping the driver full
of blood pressure raising stimulants such as
caffeine and guarana. Big Ol’ Trucker Energy
Juice will be available in truck stops and
other retailers nationwide in early 2009. Earlier this year, the Healthy Trucking Initiative
endorsed Big Ol’ Trucker Energy Juice, calling it, “a welcome addition to any trucker’s
snack plans.” For more information call Big
Ol’ Trucker at (888) 681-0009.
• JUICE •
Coca-Cola Co.-owned Odwalla, Inc. is
adding two new reduced-calorie juice drinks
to its product portfolio: Odwalla Mojito
Mambo and Odwalla Pomegranate Strawberry natural juice drink from concentrate.
Both products are sweetened with a combination of Truvia – a stevia-based sweetener
–organic evaporated cane sugar, and fruit
juices to have one-half the calories and sugar
of other leading premium juice drinks. They
are fortified to provide 50 percent of the
daily value of antioxidant vitamins C and
E. Both products have 50 calories per 8 oz.
serving. Like all Odwalla products, Mojito
Mambo and Pomegranate Strawberry do
not contain any artificial flavors, colors,
sweeteners, or preservatives. Odwalla Mojito
Mambo and Odwalla Pomegranate Strawberry will be available in 450 ml grab-n-go
recyclable plastic bottles at a suggested retail
price of $3.29. Distribution will be nationwide in natural food stores, supermarkets,
and specialty outlets. For more information
call Odwalla at (404) 676-3288.
Santa Cruz Organic is extending its summer sipping line with Mango Lemonade.
This product will be available nationwide at
Whole Foods starting in June and will carry
an initial MSRP of $1.49 and then increase
to its everyday price range of $2.89 - $3.39.
For more information, call Santa Cruz Organic at (303) 449 – 2108.
• CSDs •
Coca-Cola North America has launched
Sprite Green, the first sparkling, naturally
sweetened, reduced-calorie CSD in the U.S.
made with TRUVIA natural sweetener. Sprite
Green has 50 calories and 5 percent lemon
juice per 8.5 oz. serving. Sprite Green was
created to appeal to active young adults and
will be launched in markets that embrace
that demographic in early 2009. For pricing
and more detailed distribution information,
call Coke at (404) 676-3288.
• BEER •
The Jacob Leinenkugal Brewing Company
is launching Leinenkugel’s Classic Amber,
which offers a brilliant light copper, golden
color and impressive foam retention allowing beer lovers full enjoyment of the complex
flavors and aroma. Recognizing their German heritage, Leinenkugel’s brewed this new
brew in Reinheitsgebot tradition where the
only ingredients permitted are malts, water,
hops and yeast. Leinenkugel’s Classic Amber
contains 4.9 percent alcohol by volume and
is available in 6 and 12 pack bottles and on
draft where Leinenkugel’s is sold. Classic
Amber retails for approximately $6.99 to
$7.99 a 6-pack. For more information, call
(952) 401-0125.
The Boston Beer Co. has launched the
Samuel Adams Imperial Series. This new line
is intended to offer beer lovers an intense
version of some of their favorite traditional
beer styles by boosting the ingredients and
testing the limits of each traditional style.
With more robust flavors and nearly twice
the alcohol by volume of your average beer,
each style in the Imperial Series is intended
to be savored and appreciated like a fine
wine. This new series of beers will be offered year-round and include Samuel Adams
Imperial White, Samuel Adams Imperial
Stout and Samuel Adams Double Bock each
in their own four-pack. The Imperial Series
will be available nationwide in February at a
suggested retail price of $9.99 per four-pack.
For more information, please call (212)
891-0435.
Redhook Ale Brewery has launched Slim
Chance, a light ale with the full-bodied flavor of a craft brew. Slim Chance is brewed in
the blonde-style tradition, using a wide variety of golden-kilned malts, a touch of wheat
and subtle aroma hops. At 125 calories per
12 ounces, Slim Chance combines attributes
of an ale with the benefit of fewer calories.
Slim Chance Light Ale will be available in
12 oz. bottles and on draught nationwide
in March. This year-round selection will be
the only craft light ale available nationally,
retailing for approximately $8.99 per pack.
For more information, call (503) 231-3086.
Grand Teton Brewing Company released
its new Double Vision Doppelbock on
February 15th. The Doppelbock, the first
in their 2009 “Cellar Reserve” series of
specialty beers, is dedicated to, and brewed
in strict adherence to the Reinheitsgebot, the
1516 Bavarian beer purity law. Each beer
this year will be brewed to commemorate
one of the four true beer ingredients: malt,
hops, yeast and water. At over 8 percent alcohol by volume, it is a deceptively drinkable
springtime warmer. Grand Teton Brewing
releases four or five different beers a year
in the Cellar Reserve line. The production
quantity is very limited. The Double Vision
Doppelbock is available in kegs and unique
brown one-liter, flip-top bottles with silver
and gold labels. This product will be available at select locations in Idaho, Wyoming,
Colorado, California, Oregon, Montana,
Washington, New York, Arizona, Wisconsin,
Minnesota and Kansas. Call the brewery
at 1-888-899-1656 for pricing and availability information.
Crown Imports is adding the Modelo Especial 12 oz. can 18-pack. The new
package is shipping from Mexico now for
retail placement in mid-March in Arizona,
California, Colorado, Florida, Georgia, Nevada, New Mexico, North Carolina, South
Carolina, Texas and Virginia. The Modelo
Especial 18-pack is an extension of the existing 12 oz. can, and is being introduced to
broaden exposure for Modelo Especial, the
number two Mexican beer and number three
imported beer in the U.S. The new Modelo
Especial 18-pack can package rollout will
be supported with an array of point-of-sale
materials, including shelf strips, display
cards, static stickers and banners. For more
information call Crown Imports at
(312) 873-9279.
• SPIRITS •
Absolut Vodka is launching its 10th flavor,
Absolut Mango. ABSOLUT MANGO is
aromatic and juicy with a pronounced and
genuine character of ripened mango. This
product will be available nationally this
month and will retail for a suggested price of
$19.99/750 ml. To support the launch, ABSOLUT will host on-premise tasting events
(where legal) in key markets. ABSOLUT
MANGO point of sale materials including
table tents, banners, branded tasting cups
and themed give-aways will be provided to
enhance the ABSOLUT MANGO experience for consumers. For more information,
contact Absolut at (203 254-8225.
From Voodoo Tiki Tequila Corp. comes
the eponymous Voodoo Tiki Tequila. Aged
in barrels carved from voodoo tikis,every
bottle is hand-blown with an actual glass
Voodoo Tiki inside. Voodoo Tiki Tequila offers a full range of high concept, high quality
Ultra-Premium and Super-Premium handcrafted tequila made from the highest quality
100 percent Weber Blue agaves aged between
10 and 12 years. Voodoo Tiki Tequila
Corp. tequila is distilled twice. Voodoo Tiki
Tequila is currently available in 23 US states.
For more information call (310) 963-4808.
Gruppo Campari-owned Skyy Vodka
has announced the latest addition to its
SKYY Infusions All Natural line, Pineapple.
Launching this month, SKYY Infusions
All Natural Pineapple is the first Pineapple
infused vodka available nationwide. It joins
the SKYY Infusions portfolio of Citrus,
Cherry, Passion Fruit, Raspberry and Grape,
an assortment of all natural infusions made
from real fruit. This product is created
through a proprietary process, where real
fruit is infused into SKYY Vodka. SKYY
Infusions Pineapple is available nationwide,
available in 50ml ($1.99 MSRP), 750ml
($18.49 MSRP) and 1L ($26.49 MSRP) size
bottles. For more information, call Skyy at
(707) 254-1167.
Thatcher’s has launched a new collection
of organic liqueurs. The range, at launch,
includes eight expressions: Cucumber,
Elderflower, Apple Spice Ginger, Pomegranate, Tres Chili, Dark Chocolate, Chipotle,
and Blueberry. Packaged in light weight,
clear 750 ml glass bottles featuring labels
made from recycled materials, each expression will retail at less than $25. Contain-
ing no artificial flavors, preservatives or
colors, everything in a bottle of Thatcher’s
is sustainably farmed by a trusted grower.
Thatcher’s can be purchased by the trade in
cases of 6 bottles. In addition, all point of
sale support is created using recycled material. The phased-in nationwide launch will
begin in select markets, including California,
Arizona, and Illinois in April. MSRP for this
product is $24.99. For more information,
call Thatcher’s at (847) 560-3300.
• WINE •
Martini & Rossi has announced the addition of a Sparkling Rosé, available later
this month. Cultivated in the Piedmont
and Veneto regions in Italy and made with
Moscato Bianco, Malvasia and Brachetto
grapes, this Sparkling Rosé is soft pink in
color and fully sparkling, characterized by
enticing aromas that blend hints of citrus,
elderflower and soft peach with notes of
wild rose. This product will be available in
a 750 ml bottle and 187 ml 4-packs, and
can be found at fine wine retailers this
spring for a suggested price of $12.99.
For more information, call Martini &
Rossi at (646) 654-3442.
Mercer Estates, a family-owned Washington State winery devoted to producing
premium wines through a partnership of
the Bud Mercer and Mike Hogue families,
has launched its 2007 Chardonnay. Mercer
Estates, located in Prosser, Washington, was
founded in 2006. The suggested retail price
of the 2007 Chardonnay is $17. For more
information, call (718) 403-0097.
• COCONUT WATER •
O.N.E. Natural Experience has launched
O.N.E. with a Splash, a blend of 100 percent
natural coconut water and a “splash” of
tropical flavor. It includes four varieties: Pineapple, Passion Fruit, Mango and
Pink Guava. O.N.E. with a Splash will be
available in 8.5 oz., eco-friendly Tetra Paks
to grocery stores nationwide in June 2009
(retail price $1.29-$1.49).
O.N.E. has also launched O.N.E. Water,
a product that is dedicated to offering safe,
clean drinking water to people who do not
have access to it. O.N.E. is donating 100
percent of the profits derived from this
spring water to non-profit organizations.
O.N.E. Water is sourced from Eastern Canada and packaged in Tetra Paks. Each year,
O.N.E. will select 10-15 non-profits (ranging
from disaster relief to cancer research to edu-
cation) to receive the funds from the sales of
O.N.E. Water. O.N.E. Water will be made
available in 16.9 oz. Tetra Paks to grocery
stores in New York and Los Angeles in April
2009 (retail price $1.49-$1.79). For more
information, call (323) 988-0796.
Edward and Sons is introducing Organic
Young Coconut Water under its Nature
Factor brand. Made from the clear liquid
contained inside USDA-certified organic
young coconuts, Organic Young Coconut
Water is packed with vitamins, minerals,
antioxidants, and is low in calories. Coconut
water contains natural electrolytes and
high levels of potassium that help the body
recover from rigorous activities. Available in
handy, recyclable 10.5 oz. cans, Nature Factor’s Organic Young Coconut Water is now
available for $1.49-1.89 nationwide at both
natural and mainstream grocery stores. For
more information, call (310) 274-1072.
• BOTTLED WATER •
AriZona Beverage Co. has ventured into a
new area of hydration with Vapor Water.
Through the replication of earth’s hydrologic
cycle, AriZona has created a vapor-distilled
water that is further improved upon by
infusing a balanced blend of electrolytes.
During the distillation process, impurities
and environmental pollutants are removed
from the vapors, which then transform into
clean water. The newly purified liquid is then
combined with a precise balance of calcium,
magnesium and potassium. This proprietary formula is designed to help increase
a person’s rate of hydration and enhance
performance during physical activity, without adding the calories and sodium of some
other beverages. AriZona’s Vapor Water will
begin distribution nationally this winter for
a suggested retail of $1.59 per 33.8 oz. PET
plastic bottle and $1.29 per 25.3 oz. PET
plastic bottle. For more information on this
and other AriZona beverages please visit
www.drinkarizona.com.
Introduced in February, Next Generation
Waters is a new line of functional beverages
catering to an individual’s particular mood
at a given time. Products include Kick Water,
Chill Water, This Water and Hot Water,
which includes aphrodisiacs, according to
the product’s manufacturers. Next Generation Waters is bottled with a hot fill process
and is a member of 1% For the Planet. For
more information, call Next Generation at
(917) 751-6658.
Herbal Water, Inc., the manufacturer of
Ayala’s Herbal Water, has unveiled a new
flavor – Lemon Verbena Geranium. The new
flavor is being released in conjunction with
a nationwide launch of the company’s newly
redesigned label, and both were officially
unveiled at the Expo West Show in Anaheim,
California on March 6. The Lemon Verbena
Geranium flavor has herbs with aromatic
leaves and a fruity lemon note. It also has a
clean fresh finish combined with a romantic
floral touch. This product will be carried nationwide by Whole Foods Market, Safeway,
Central Market, Wegmans, Food Emporium,
Giant, HEB, Raley’s, The Fresh Market and
many natural food and specialty stores.
• SMOOTHIES •
Chiquita Brands, in partnership with Old
Orchard Brands, is introducing a new line of
frozen fruit smoothies made with Chiquita
bananas. The blend-and-serve Chiquita
Frozen Fruit Smoothie line includes four
flavors. The product is available in recyclable
12 oz. plastic cans which provide three, 8
oz. servings. It begins shipping next month
with a suggested retail price of $2.69 per
can. A national consumer campaign to support the product begins in April. For more
information, call Chiquita Brands at (616)
233-0500.
mix1 beverage company, best known for
its all-natural enhanced protein shake, is
launching a new hi-antioxidant fiber drink.
Available in dark-berry and orange-carrot
flavors, each satisfying serving of mix1
hi-antioxidant fiber drink contains just 115
calories and includes the equivalent of nine
servings of fruit and vegetable antioxidants,
nine grams of whey protein isolate and eight
grams of soluble fiber. It joins mix1’s existing
product line of all-natural enhanced protein
shakes. After launch, these products will be
distributed nationally at Kroger and Whole
Foods Market; regionally at King Soopers,
Albertsons, Fred Meyer, Costco, Jewel-Osco,
Ralphs, HEB, City Market and QFC; as well
as at independent grocery retailers across the
United States. For more information, please
call (303) 442-1009. •
CONVENTION SCRAPBOOK – EXPO WEST
NO FINANCING, BUT PLENTY OF FLEXING
BY JEFFREY KLINEMAN
aking a strong posture
against a weakening
economy, natural beverage
companies and their crunchy
compatriots flexed with new
products and a growing focus on healthy living during
Natural Products Expo West
earlier this month at the Anaheim, Calif.
Convention Center.
It was a surprisingly lively show -- attendees and exhibitors had been nervous
about the possibility of weak attendance and
downcast moods. But despite the absence
of major announcements of capital infusion
or company sales – a change from recent
years -- beverage companies, perhaps just
happy to be surviving the tough times,
put on a positive face.
“The money we got last year gave us the
ability to grow,” said Eric Schnell, co-founder of Steaz, which took in financing last year
from investment group Inventages. “This
year is all about perfecting what we’ve got,
making sure we’re the healthy alternative for
any mainstream beverage product.”
Without extra money flying around to
pursue new ventures, it was unsurprising to
hear many optimistically-themed gerunds
like “polishing,” “burnishing,” and “honing” from brand owners
Nevertheless, new products were in
evidence – even Steaz was showing off a
new energy shot, right down the aisle from
Guayaki, which has also recently launched
a Yerba Mate based energy shot of its
own, while across the busy aisle from both
partners-in-crime was fellow fast-growing
LOHAS brand Sambazon. The acai product
marketer was trumpeting Jungle Love, a
new, aphrodisiac-themed flanker SKU for its
Amazon Energy drink.
CHASING THE RUNNERS
While that wedge of Fair Trade friends
focused on energy introductions, other companies focused on improving their financial
health by focusing their brands on consumer
health. Several new and reformulated products seemed to be targeting a group of
consumers who are intense about their
amateur athletic pursuits, trying to make
a functional play against a category
long dominated by Gatorade.
Amid strong appeals to pre-and-post-work
gym rats from brands like Owater, Clif Bar
– which is trying to cross into the cooler by
debuting a new, four-SKU sports drink line—
and private-label innovation house Tandem
Rain, Mix1 fitness drink founder Greg Stroh
discussed the burgeoning weekend warrior
focus as a contrast to that of Gatorade,
which has long relied on celebrity athletes
to promote its brand.
“We’re chasing the white collar athlete,”
Stroh said. “I’d rather be where we are with
a unique position than just be a sheep.”
To that end, momentum built behind all
three leading brands of coconut water: Vita
Coco showed off a re-sealable 500 ml package and a new flavor, Acai and Pomegranate.
O.N.E. debuted four new flavors, Pineapple,
Passion Fruit, Mango and Pink Guava, while
Zico prepared to move its headquarters from
New York to California while citing strong
growth numbers, including seven
new employees.
“We’re focusing on that intense amateur,”
said Zico founder Mark Rampolla, who has
found a growth channel in yoga studios and
among triathlon enthusiasts. “We might tap
professional athletes, our approach is validated by the professionals, but our growth
comes when it’s practiced by the amateurs.”
Along those lines, a significant number of
new products showed lower calorie profiles
than in years past. Keeping things under 100
calories per bottle seemed to be the guideline
for product manufacturers.
“There are a lot of people keeping things
down to about 50 calories per serving or
less,” said Adina CEO Greg Steltenpohl.
“That seems to be the sweet spot.”
HERBAL MAGIC
Also seeking amateur practitioners were
companies introducing drinks that relied
on a balance of herbs and fruits for flavor
and effect. Adina was one of the companies
drawing a crowd, as it showed off its new
four-sku Holistics line, based loosely on the
principals of Ayurvedic principals of balanced health (see sidebar).
Another herbal line came, surprisingly,
from prune marketer Sunsweet, which
debuted Herbal Waters, a 33 percent juice
product laced with potentially beneficial
ingredients like ashgawanda, lemongrass,
and hibiscus. Sunsweet is using the 16 oz.
glass-bottled drinks, filled in a companyowned bottling plant in Yuba City, Calif.,
to try to pursue distributors who are now
without vitaminwater, according to category
manager Stephanie Harralson. To that end,
AMI brands’ Carpe Diem also took on a
sponsorship role at the show.
Herbs were not the only miracle products
for health seekers, of course, as the show
saw the introduction of a number of new superfruit products. Long one of the leaders of
the Acai movement, Bossa Nova introduced
new slim, plastic bottles for all of its products, including its Superfruit line, while new
3-SKU Borojo Energy introduced attendees
to borojo, a Central American superfruit
that, according to founder Gregg Hollander,
can offer the drinker an euphoric feeling, in
addition to energy.
At Expo West, with so few exhibitors feeling the flush that can come from investors
with open wallets, perhaps a little borojoderived euphoria, as well as the chance to
maintain the business, was all that one could
ask for. •
ALSO ON DISPLAY:
• New Tetra-Pak packages from Hint
• Veriteas, a 10 oz. low-calorie noncarbonated Oolong tea energy drink
• Ilanllyr Source’s new canned waters
from Wales
• Loose tea maker Ineeka’s foray into bottled
beverages, Himalayan Green Tea Beer
• A pair of fiber-infused smoothies from
Mix1, including Dark Berry and
Orange Carrot
• Made’s line-up of 16 oz. PET shelfstable juice/milk hybrids, in four
flavors: Strawberry Mojito, Strawberry
Lemonade, Pomegranate Pineapple and
Pineapple Mai Tai.
• Three new flavors (Hibiscus and Blackberry, Hibiscus and Pineapple, and Hibiscus
and Vanilla) and new shelf-friendly packaging from Ooba
• Oogave’s expanded line-up, which
now include six flavors and a
reformulated root beer
• In addition to Jungle Love, Sambazon introduced a diet version of Amazon Energy
with 40 calories per 8 oz. serving.
• Sunsteen mangosteen supplement,
formerly in a larger container, is now
in 8.3 oz. bottles.
• Orgain, an 11 oz. TetraPak meal replacement drink in two flavors, Creamy Chocolate Fudge and Sweet Vanilla Bean
• New stevia-sweetened flavors
from Odwalla
• A pair of new yerba mate flavors from
Honest Tea, Agave and Tropical Mate
• New 16 oz. proprietary glass bottles
from Sweet Leaf Tea, soon to be
followed by PET.
››ADINA: SEEKING HOLISTIC SOLUTION FOR HOLE IN DSD OFFERINGS
Sure, they were neat-looking,
and kind of tasty, but what do
you call them?
That was the question posed
more than once to the purveyors
at the Expo West booth run by
Adina for Life, which introduced
Holistics, a splashy new line of
herbal healing drinks based on
ancient Ayurvedic principles, at
the recently-concluded show.
With a set of proprietary glass
bottles labeled with a cute monkey (he’s called “Spanky” until
someone comes up with a better
name) and lightly-sweetened, organic-certified flavors like Peach
Amalaki, Honey Eucalyptus, and
Honey Lemon Aloe, among others,
Holistics seeks to use herbs – or
herbal infusions -- to fill what
vitamins – or vitaminwater -- once
did for retailers: provide a tasty,
unique drink with a healthy “aura”
to active consumers.
The Holistics line was the
most intriguing and strategically grounded rollout of several
brands (including Sunsweet and
Carpe Diem) pushing herbal
tonics at the Expo West show.
It could also serve as a rapid
barometer for this kind of product,
especially given the heavy hitters
in Adina’s executive lineup – John
Bello, Greg Steltenpohl, Bruce
Burke, Bruce Schroeder – and
the way the product seems to
echo SoBe, CEO Bello’s own
breakthrough brand. New Age-y
but still fun, with compositions
and labels evocative of holistic
medicine but making absolutely
no concrete functional claims,
lightly flavored but sweet, Adina
rushed the product to market in a
remarkable four months to try to
fill what remains a series of gaps
in distributors’ product offerings
after they lost banner brands like
vitaminwater, Muscle Milk, Fuze
and Honest Tea.
“You’ve got a void in the marketplace where we’ve got something that meets the taste profile,
something new and exciting and
different, and that gives us an opportunity to grow and succeed,”
said Burke, the company’s CMO.
And Burke is banking on fast
growth – everywhere. In fact,
despite the brand’s seemingly
Whole Foods-friendly orientation, the aim for Holistics is to
take it straight into mainstream
channels. The company has lined
up a set of independent distributors into what it calls the “Green
Network” in California and is also
selling into a group of DSD houses
in the Northeast who frequently
work together.
The brand expects an intense
three-to-four month takeoff, with
a core of 12 to 15 employees doing
a lot of hand-selling in its initial
regions. According to Steltenpohl,
who founded Odwalla before
Adina, “I’m booked on the trucks
every day for the next 12 weeks.”
Adina, of course, isn’t the
only company seeking to fill the
Vitaminwater/Honest Tea void for
independent distributors. But with
the formidable team behind the
product and the deep pockets of
Bello’s Sherbrooke Capital helping
to fund the operation, Holistics,
according to Bello, “has the
resources to stay the course.”
Nevertheless, at a time when
functional products are getting
knocked a bit for not doing what
they are supposed to – indeed, a
story on ABC News 20/20 aired
during Expo West, delivering a
body blow to enhanced waters,
particularly Function Drinks over
its Braniac product
– some Expo attendees expressed
skepticism about
consumers being
willing to tap into
Eastern wellness
practices for refreshment.
But the Adina
team is undeterred,
arguing that Holistics, rather than
making any statements regarding
the products’ immediate effects,
nevertheless have the potential to
improve consumers’ lives by giving them a sense of balance.
“We aren’t making any functional claims,” Steltenpohl said.
“Herbalism, however, is something that’s a whole new idea, a
whole new taste.”
Still, it’s a new idea and a new
taste that still needs a category.
“Nice colors,” said Sunny
Delight’s Jennifer Cottle as she
approached the booth. “What do
you call these?”
“It’s an elixir,” replied Bruce
Schroeder, Adina’s president
and COO.
If the company is right, it’ll
be more than just an elixir for
consumers. It could be one for
distributors, as well.
GERRY’S INSIGHTS
By Gerry Khermouch
NO GLOATING
OVER THIS ONE
A FEW WEEKS AGO, in my newsletter,
I carried a report that a small startup marketer of non-alcoholic beverages in New Jersey called Bombilla & Gourd had that week
shut its doors. On the grand scale of things,
it wasn’t a very big story, certainly not at a
time that my readers have been looking to
me more for information on the intricate
maneuverings in the emerging-brands space
of major companies like Coca-Cola, PepsiCo
and Anheuser-Busch. But the closing wasn’t
without interest either, because the company
had made something of a splash despite
having been started just a couple of years
ago by three friends in their early 20s who
not only couldn’t boast any beverage experience, but who had had little in the way
of business experience or even of life
experience, for that matter.
The response to the story surprised me.
The young bucks – Ariel Nelson, Noah
Krinick and Tom Wollman – hadn’t exactly
endeared themselves to more seasoned beverage players with their youthful brashness.
In-your-face trade ads, confrontational show
floor encounters, the sometimes abrupt
dismissal of advice from seasoned beverage people seemed to put off some people.
Yet in calls and emails spanning the next
several weeks I didn’t pick up the least trace
of schadenfreude, no gloating, no “it served
them right.” Instead, even rivals expressed
surprise at the closing, and often disappointment. The consensus seemed to be that the
trio had been doing interesting things and
it was a shame they wouldn’t be able to
stick with it. A couple of callers confided
that, given a bad decision or two more, or a
cold-footed investor or two more, they might
have ended up in the same straits.
The threesome launched their company
with a line of ready-to-drink yerba mate
drinks (the brand name refers to the metal
straw and gourd with which hot mate is consumed in South America). Though Guayaki
D
E
U
IN
T
N
O
ISC
D
already had staked out that terrain, Bombilla
& Gourd offered a less-mate-intense version in a larger-size bottle – you might call
it Guayaki on training wheels. At least in
the early stages, the two brands could have
coexisted happily, together raising awareness
and building the category, with more ardent
acolytes able to advance from Bombilla &
Gourd to the richer, more authentic – and
more expensive – Guayaki experience. What
struck me about the Bombilla line was its
beautifully stylized label – done by a youthful freelancer after the three founders had
rejected the generic proposal of an established design firm – and branding that played
off the mystique of a product that in its hot
form has developed a following on college
campuses and in other cutting-edge environments. In giving it the intentionally redundant descriptor “mate tea” they worked
hard to demystify the ingredient. Though it
was hard to say why, it just didn’t seem as
though Coke or Pepsi could have come up
with as fresh an idea as that.
So where did things go wrong? My hunch
is the three were in just too much of a rush
to really get the brand proposition right.
They embarked on a hectic land grab of
DSD distribution, draining resources (most
of which seemed to come from friends and
family, particularly the father of one of the
founders). It probably didn’t help that a
similarly packaged mate brand came out
about the same time under the brand Herbal
Mist. But their biggest missteps seemed to
come from trying to get into too much, too
soon: as the mate line struggled to find its
footing, they were already veering off into
other lines. First came a superfruit juice line
vying in an already cluttered market, next
an Asian tea line challenging Ito En’s Teas’
Tea in a market that had yet to prove it
could support more than a single purveyor
of unsweetened teas. In their core New York
market, a seeming distribution upgrade from
upstart Exclusive to big-kahuna Big Geyser
may have been premature. The use of “tea”
in the name made it contractually harder
for distributors of Snapple or Honest Tea to
pick it up. It was a complicated puzzle that
in time might have been sorted out. But the
boys seemed to be in a rush to garner visibility, go national and cash out.
In that respect, they may have met the
definition of “playaz” as I expressed it in last
issue’s column. Recall, I made the case that
many of these newcomers to the business,
in fostering a bubble mentality and burning
through capital, may have hurt the business’
credibility with retailers, distributors and
investors. Their likely departure from the
scene would be a silver lining to the current
period of stress and hardship that we’re all
suffering, as I wrote then.
I still believe that. But you know something? It’s hard to be too severe on these
three smart, conquer-the-world kids who
were so full of ambitious ideas. In offering
an easily approachable yerba mate they were
anticipating a trend that would subsequently
lure brands like Honest Tea. In betting that
Americans are ready for unsweetened teas,
maybe they weren’t as far ahead of the curve
as some of us assume now that we’re seeing
unsweetened entries in other categories like
Dasani Essence Water. Rather than offer
tepid variations on Vitaminwater, Red Bull
and other proven winners, the trio was willing to venture further toward the frontiers of
established categories. The guys made things
interesting. I think, in the end, that’s why
even the crowd whose feathers they ruffled
thinks it’s a shame to see them go.
Longtime beverage-watcher Gerry
Khermouch is executive editor of
Beverage Business Insights, a twiceweekly e-newsletter covering the
nonalcoholic beverage sector.
BRANDS IN TRANSITION
REDLINE
“WORKING OUT”
IN NEW
CHANNELS
BY MATT CASEY
Redline doesn’t mess around. And it
never has. When energy brands scrambled
over each other, playing “can you top this”
with ever-higher caffeine contents, Redline
already held 250 mg in each 8 oz. – the
equivalent of three Red Bulls. Plus, Redline
is sugar-free and includes a fistful of additives intended to make the user sweat and
shiver fat away – key benefits for its original
health-club demographic. That gym origin
insulated Redline from early mini-mart
skirmishes, but now it’s getting into the
fray, fighting for cooler space and picking
bare-knuckle brawls along the way. In the
age of protein bars and Muscle Milk at gas
stations, Redline is beating a path from
nutrition shops to convenience stores, and its
parent company, Vital Pharmaceuticals (better known as VPX), hopes to drag a raft of
its other exercise products along with it.
VPX founder and CEO Jack Owoc sees
7-Elevens and other convenience stores as
“health food store[s] of the future,” and he
intends for that future to include VPX. Redline has already secured space at Wal-Marts,
7-Elevens and other locations with four of
its more mainstream oriented product lines:
Redline, Redline Xtreme, Redline Princess
and shot-sized Redline Power Rush. The
company plans a 16 oz. extension called
Redline Vexor for 2009 and, unlike many
8 oz. to 16 oz. transitions, Owoc said the
larger product will have its own formula
and its own tag line: “More Brains and Less
Buzz.” He didn’t reveal other details about
the forthcoming product, but he said he has
more plans for convenience channels; he
wants to leverage his Redline beachhead to
mount a full-blown VPX invasion.
Owoc founded Vital Pharmaceuticals in
1993 with a mission to deliver high-grade
sports nutrition supplements to people
serious about their
workouts. He started with a creatine
supplement, and has
since developed an
array of fat-burners,
protein supplements
and energy drinks –
Not afraid of a brawl – Jack Owoc, VPX founder and CEO.
including the 2005
introduction of
Redline RTD – that he now plans to wedge
a test of mental acuity,” Owoc wrote. “For
into mainstream channels.
this, Redline remains supreme.”
Bombastic and a bit reclusive, Owoc
Some of Redline’s consumers may have
refuses to be interviewed in any way but by
already made that mental shift. Colorado
electromic mail. Given the grenades he lobs
waitress and mother-of-one Heather Coan
at other companies, keeping one’s distance
said she drinks Redline several times per
might not be a bad idea.
week to power through her sometimes-16“Consumers are fed-up with the B.S.
hour workdays.
products that currently dominate C-store
“I would drink Redline daily if it was in
shelves,” Owoc wrote. “Consumers want
the budget and more available,” Coan said.
more, and VPX is delivering in a big way.
She also credits Redline with helping her
Profiteers that promote sugar water and pollose 50 pounds.
lute our bod[ies] won’t be able to navigate
Owoc cites instances like this when he
against VPX – we are raising the bar to a
expresses unmitigated faith in his product.
level so high that their only choice will be to
While other beverage promoters believe in
walk underneath it.”
their brands, few are as vocal or aggressive
That transition, though, requires a change
as Owoc, who has a talent for viciously
of thinking. VPX ties itself tightly to the
attacking his competition. In the six pages
body-building world, and early press releases of typed response Owoc submitted for this
left no vagueness about the purpose of
article he slammed Red Bull, Monster and
its banner product. Redline, releases said,
5-Hour Energy. He also and called the entire
was strictly a pre-workout supplement. Its
energy drink segment “carbonated sugar
marketing materials still promise that the
drinks.” And VPX’s assaults don’t end with
product will help the user “tear apart the
sharp words. The company has a history of
weights and wear out the treadmill,” but serough-and-tumble litigation.
rious workouts and 7-Elevens have traditionVPX has been involved in cases with each
ally gone together about as well as ice cream
of the above named companies, and publicly
and cabbage. While that’s changing – with
played hardball with Red Bull, a particularly
protein bars increasingly displacing Hershey
litigious company in its own right, when the
bars – Owoc has modified his definition of
banner energy brand sued VPX. Red Bull
workout.
said Redline was too similar to Red Bull be“Every day of our lives is a workout and
cause it includes “Red” in its name and uses
a blue and red color scheme. In response,
Owoc and his legal team sought and received
the right to sue Red Bull for false advertising, and even filed a motion to order Red
Bull founder Dietrich Mateschitz to make an
appearance in the courtroom. The motion
was denied, but Redline won the right to
keep its packaging unchanged.
“Some people just need a good ass-kicking
because of their extreme arrogance and unwillingness to change with the times,” Owoc
said. “and I can tell you with one hundred
percent confidence Muscle Milk/Cytosport is
next in line.”
VPX, it’s worth noting, recently introduced a protein RTD.
Of course, it’s also worth noting that VPX
has suffered broadsides about as often as it’s
dealt them out, as the company has a rich
history of headline-catching controversies.
Commentators and journalists often point
to Redline as an example of the dangers of
caffeine in high doses. The Sacramento Bee
ran a story in 2007 in which a nearby poison
control hotline reported 10 cases of Redlinerelated caffeine intoxication over a two year
period. The brand caught unwanted headlines again in 2008 when four Florida eightgraders headed to the hospital with Redlineinduced caffeine overdoses. Owoc responded
to the latter by donating $25,000 to the
school district to institute a system-wide
energy drink ban,
but the company’s
standard response to
this kind of incident
has always been that
consumers should
heed Redline’s ample
warning labels.
Each Redline RTD
includes a notice on
the cap warning that
the bottle contains
two servings, and
that consumers should read the entire warning label before consuming the product. Redline 4-packs carry extra warnings, including
one that says the product isn’t intended for
consumers under the age of 18.
Those warning labels could become a
lot more prevalent if Owoc’s plans pan
out. Redline, he said, continues to be a top
performer in gyms, GNCs and Vitamin
Shoppe while sales at Wal-Marts climbed
by 22 percent in 2008. In the meantime, his
DSD coverage remained spotty – about 2.4
percent of available channels, he said – but
he seems to have plans to fix that. In the
meantime, he said VPX recently opened two
new facilities to keep up with demand.
C on c
So what’s the company’s big challenge?
“Our main challenge is educating DSD’s
and large retail chains on an entirely new
approach of doing business that involves far
greater profit, high rings at the cash register
and much more sophisticated and scientific
products,” Owoc said.
“Not to offend anybody, but the only
thing we are up against in the beverage industry are sugary carbonated beverages and
sugar laden sports drinks that were developed in 1987 and 1965. Pathetically, other
beverage companies just knocked off these
22 and 43-year-old ineffective and healthrobbing drinks.”
Not to offend anybody. •
eptualization to Realization
SF
SOVEREIGN FLAVORS
At Sovereign Flavors, “Energizing” the new age beverage category
is crucial for our beverage partners. From ‘Conceptualization to
Realization’, Sovereign Flavors is with you every step of the way.
With over 40 years of beverage application experience to extract upon,
our beverage staff is poised to develop your ‘Energy’ drink that meets your
specific requirements. Sovereign Flavors understands that finding great
flavor solutions and speed of response is critical-and we pledge
to be there from start to finish. It’s our promise.
Our Sovereign Promise.
phone. 714-437-1996
www.sovereignflavors.net
SPECIAL SECTION
2009
ENERGY GUIDE
THE BEVERAGE INDUSTRY’S GUIDE
TO ENERGY DRINKS, ENERGY SHOTS,
POWDERS, TABLETS, AND SUPPLIERS
TO THE ENERGY DRINK CATEGORY.
SPONSORED BY
Larry Fitzgerald
Championship
Wide Receiver
Chase Utley
World Champion
2nd Baseman
TRUSTED BY THE PROS,
PROVEN ON THE FIELD, LEADING THE
SPORTS NUTRITION CATEGORY.
Join Team EAS and let our brand, athletes, and advertising fuel your sales.
You have a unique opportunity to grow your coldbox portfolio by becoming part of the distribution
team for the new EAS® Myoplex® 14-ounce bottle. EAS is the leader in sports nutrition, and
Myoplex is the fastest growing sports nutrition shake. With its great taste and a national television
and print advertising campaign featuring pro athletes like Chase Utley, Matt Hasselbeck, and
Larry Fitzgerald, EAS Myoplex is the go-to sports shake of tness fanatics everywhere. And it’s all
backed by Abbott Nutrition – a company with a tradition of world-class products.
YOU’RE NOT DONE UNTIL YOU FINISH WITH EAS MYOPLEX.
To learn how to fuel your business, join Team EAS.
Call our Director of Sales, Darrell Ayers, at 800-986-7016
LITHO IN USA ©2009 Abbott Laboratories
INTRODUCTION
2009 ENERGY DRINK GUIDE
YOU ARE LOOKING AT THE FOURTH
annual Beverage Spectrum Energy
Drink Guide, an exciting record of the
beverage category that just won’t quit.
With premium pricing still in place
and demand continuing to grow,
energy drinks remain the backbone of
many retail beverage sets, particularly
for convenience stores. While other
categories lost sales volume in 2008,
energy drinks continued to increase,
despite economic factors that cut
down on store trips and a gas crisis
that kept a lot of customers at the
pumps – when they could afford a
fill-up.
This year’s guide does demonstrate
that the ongoing recession has hurt
the growth of smaller energy drink
brands – for example, from the 228
brands listed in last year’s guide, only
about half remain. But we found 40
more new ones to join the survivors,
and the larger players in the category
remain strong. They are so strong, in
fact, that the two largest soft drink
companies in the U.S. are happy to
distribute Monster and Rockstar even
though they remain independent players. Meanwhile, the category growth
means that the smaller survivors are
consolidating share.
So don’t look to any drop in brand
variety as a sign of a weakening
category. Think of it as a sign of a
maturing one.
Also maturing is the notion of
energy as a broader concept. With
the addition of energy shots, approximately $500 million worth of new
brand sales are included in this guide
– and that’s before Red Bull releases
its own shot line, one that’s bound to
bring new consumers to that sub-cat-
egory. With hybrids like juice, coffee,
and sports products still going strong,
there’s a lot of growing left to do.
Even as funding for new enterprises
dries up, there are still a lot of great
brands to plant on your shelves.
Beverage Spectrum and BevNET.
com have covered the energy drink
explosion from the start. It’s been
incredible to see what had been an underground movement of Red Bull and
a few experimental brands grow into
such an important part of the beverage industry. Retailers now recognize
what a breakthrough success this category of beverage has become – and
despite the occasional negative press
report, it’s staying there.
– John McKenna, Associate Publisher
KEY
ORGANIC
fresh thinking,
steeped in tradition.
We travel the world to connect people with the finest tea and
coffee products. While our customers represent a multitude of
industries, they have one thing in common: an appreciation for
the quality and service that only A. Holliday & Company Inc.
can deliver.
To find out how you can put more than 30 years of exceptional
tea and coffee expertise to work for you, call (416) 225-2217.
We’re also available by email, [email protected] or on the
web at teacoff.com.
FAIR TRADE
SUGAR FREE
FAT BURNER/
WORKOUT PRODUCT
APHRODISIAC/
LOVE DRINK
RELAXATION DRINK
NEW PRODUCTS: Green tea with high caffeine (for diet & energy
drinks), matcha, certified organic teas, tea polyphenols, EGCG,
green coffee bean extract, tea oil, pu’erh, and yellow tea.
OUR CLIENTS: Food & beverage, baking and dairy manufacturers,
private-label packers/co-packers, flavour/ingredient, pharmaceutical, nutraceutical and cosmetics manufacturers.
MOST POPULAR: White, oolong, green, black and instant teas,
decaffeinated coffee & tea, instant, liquid coffee and tea, rooibos,
chicory and more.
OUR SERVICES: Full-service sourcing, prompt, worry-free delivery,
testing and tasting facility.
ALL NATURAL
180
Amazon Energy
Anheuser-Busch, Inc.
Sambazon
Dan
Courtney
One Busch Place
St. Louis, MO 63118
314-577-3794
www.180.com
1160 Calle Cordillera
San Clemente, CA 92673
877-726-2296
www.sambazon.com
AVAILABLE PRODUCTS:
Orange Citrus Blast, Blue with Acai, Red with
Goji, Blue Low Cal with Acai, Sugarfree Orange
Citrus Blast
PACKAGING:
8.2 oz., 16 oz. can
AVAILABLE PRODUCTS:
Regular, Diet, Jungle Love
PACKAGING:
12 oz. can
1in3Trinity Energy Drink
AMP Energy
Pepsico, Inc.
Paula Masters
President
1102 East Dallas Road, Ste 215
Grapevine Texas 76051
1-800-920-1in3 (1463)
www.1in3TrinityEnergyDrink
700 Anderson Hill Road
Purchase, NY 10577
914-253-2000
www.ampenergy.com
AVAILABLE PRODUCTS:
Sugar Free
PACKAGING:
8.4 oz. can
AVAILABLE PRODUCTS:
Original, Overdrive, Relaunch, Elevate,
Traction, Sugar Free, Lightning, Green Tea,
Black Tea
PACKAGING:
2 oz.,16 oz., 24 oz. (Original)
220 V
BAWLS
The Tesalia Springs Co.
Hobarama, LLC/BAWLS Guarana
Jorge Luis Varela
Intl. Business
9.5 Via a Daule
Guayaquil NA NA
+5939-1300698
www.tesaliasprings.com
Sabrina Gonzales
400 NW 26 Street
Miami, FL 33127
305-531-9708
www.bawls.com
AVAILABLE PRODUCTS:
Regular/Original Flavor, Light/Original Flavor
PACKAGING:
12.3 oz. PET Bottle, 16 oz. Can
AVAILABLE PRODUCTS:
Original BAWLS, Guarana EXXTRA, Cherry,
G33K B33R
PACKAGING:
10 oz. glass, 16 oz. can
24:7
Biotta Energy Drink
PriLabs, Inc.
Biotta, Inc.
Ray Montes
V.P Operations
34 15th Street
Brooklyn, NY 11215
718 832 2900
www.prilabs.com
George Pappas
CEO
484 E. Carmel Drive #137
Carmel, IN 46032
888-524-6882
www.biotta.com
AVAILABLE PRODUCTS:
Original, Sugar Free, Cherry Berry, Lemon Lime,
Green Apple, Orange, Latte, Espresso
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Grape juice, Acai, Araza, Aronia, Camu camu,
and lime juice.
PACKAGING:
8.4 oz. (250 ml) bottle
ENERGY DRINKS – CARBONATED
1in3Trinity
Canadian Beaver Buzz
Double D Beverage
CRUNK!!! LLC
Andrew Drayson
Co-Director of Business Development
# 201 - 19138 - 26th Ave.
Surrey, BC V3S 3V7
604-536-4070
www.beaverbuzz.com
1250 Northmeadow Parkway Suite 116
Roswell, GA 30076
678-578-5320
www.crunkenergydrink.com
AVAILABLE PRODUCTS:
Citrus, Saskatoon Berry, Blackcurrant, Core,
Chronic, Green Machine, Green Tea (noncarbonated), Iced Tea (non-carbonated), and
Beaver Buzz Energy Shot (Core).
PACKAGING:
12 oz. Sleek can, 16 oz. can
AVAILABLE PRODUCTS:
Original Pomegranate, Sugar-Free
Pomegranate, Citrus, Grape-Acai
PACKAGING:
8 oz. and 16 oz. can
Cintron Beverage Group
CRUNK!!!
Dark Dog
Cintron Beverage Group
Sand Dollar Distributors, LLC
Joseph Roberts
President/COO
7400 Brewster Avenue
Philadelphia, PA 19153
267-298-2100
www.cintron21.com
Norm Lubus
2828 Center Port Circle
Pompano Beach, FL 33064
954-972-2855
www.darkdogus-energydrink.com
AVAILABLE PRODUCTS:
Cranberry Splash, Tropical Azul, Original
Citrus, Pineapple Passion, Citrus Mango,
Sugar Free Citrus Mango
PACKAGING:
16 oz. can, 8.4 oz. can
AVAILABLE PRODUCTS:
Original Energy
PACKAGING:
8.4 oz., 16 oz. can
CL-ONE
Dose Energy
CL-ONE CORPORATION
Lotus Management Group
Dolly
Smarty Pants
29582 Spotted Bull Lane
San Juan Capistrano, CA 92675
949-364-2895
www.cl-one.com
Ben Daniels
7904 E. Chaparral Rd
#A110-221
Scottsdale, AZ 85250
801-518-9353
www.doseenergy.com
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.3 oz. can Regular and Sugar Free,
16 oz. Regular
AVAILABLE PRODUCTS:
Regular, Sugar Free, Pomegranate green Tea,
PACKAGING:
16 oz. can, 2 oz. PET, Bag in a Box, Stick Paks
Cocaine Energy Supplement
Emu Energizer
Redux Beverages, LLC
Emu Energy, LTD
Raymond Herrera
Maketing VP
41146 Elm Street, Suite H
Murrieta, CA 92562
951-304-1144
www.drinkredux.com
Henrik Fosland
CEO
310/25 mu 2 prachar utit road
76 T.Barnklongsurn A.Phrasamut chedee
Bangkok Samut Prakarn 10290
66 28739637
www.emu-energy.info
AVAILABLE PRODUCTS:
Cocaine Energy Supplement, Regular
(Red Can)Cocaine Energy Supplement,
Mild (Blue Can)Cocaine Energy Supplement,
Free (White Can)
PACKAGING:
8 oz. Can
AVAILABLE PRODUCTS:
Regular
PACKAGING:
8.4 oz. cans
2001:
$62,500 invested
2008:
Red Bull
lawsuit settled
2008:
15,000,000 can
equivalents sold
2009:
Your new weapon
against Red Bull
Take the Lions Challenge at:
www.roaringlionenergydrink.com
™
* Red Bull is the registered trademark for an energy drink owned by Red Bull GmbH. Roaring Lion, the Lion’s head symbol and Lion’s Challenge
are respectively a registered and common law trademarks owned by RLED, LLC used in connection with energy drinks.
essn energy organic
Skylarhaley
Fuze Co.
Mila Benigno
Marketing Manager
34 Alamo Square ST #101
Alamo, CA 94507
866-759-5274
www.skylarhaley.com
Greg Fleishman
140 Sylvan Ave 3rd Floor
Englewood Cliffs, NJ 07632
201-461-6640
www.fullthrottleenergy.com
AVAILABLE PRODUCTS:
Pomegranate Limeflower, Kenyan Green Tea,
Brazillian Yerba Mate and Guarana
PACKAGING:
12 oz. can
AVAILABLE PRODUCTS:
Full Throttle Original,Full Throttle Zero, Full
Throttle Blue Demon,Full Throttle Fury, Full
Throttle Coffee: Mocha, Vanilla or Caramel
PACKAGING:
16 oz. cans
(15 oz. cans for Full Throttle Coffee)
EVO Energy
Full Throttle Energy Drink
GIVE Energy
EVO Beverage & Dist.
PurBlu Beverages, Inc.
John Wilson
V.P. of Operations
1111 E. Draper Parkway Ste. 300
Draper, UT 84020
801-942-0557
www.drinkevo.com
Mark Slepak
VP Sales
301 Grant Street, Suite 820
Pittsburgh, PA 15219
412-281-9808
www.drinkgive.com
AVAILABLE PRODUCTS:
Sugar Free Pomegranate Acai, Citrus Bliss
PACKAGING:
12 oz. sleek
AVAILABLE PRODUCTS:
Pomegranate Blueberry Acai, Mojito Grapefruit,
Pear Apple Cherry
PACKAGING:
16 oz. cans
Ex Pure Energy
GURU
Ex Drinks, LLC
GURU Beverage Co.
1879 Whitney Mesa Dr
Henderson, NV 89014
702-949-6555
www.exdrinks.com
Raymond Jolicoeur
Founder
37 Wall St. #21M
New York, NY 10005
212-480-4878
www.guruenergy.com
AVAILABLE PRODUCTS:
Pure Energy
PACKAGING:
8.4 oz., 250 ml
AVAILABLE PRODUCTS:
Original, Lite, Juicy - Tangerine, Juicy Superfruit, Iced Tea - Green Tea Honey Lemon,
Full On- Lemonade
PACKAGING:
8 oz. and 12 oz. can
Ex Slim Energy
Her Energy
Ex Drinks, LLC
Her Energy
1879 Whitney Mesa Dr
Henderson, NV 89014
702-949-6555
www.exdrinks.com
Brett Jacobson
CEO
6533 Hollywood Blvd.,Suite 200 & 201
Hollywood, CA 90028
(310)717-2292
www.herenergy.com
AVAILABLE PRODUCTS:
Sugar Free Energy
PACKAGING:
8.4 fl., 250 ml
AVAILABLE PRODUCTS:
Pink Lemonade Regular, Pink Lemonade No
Carbs/No Sugar
PACKAGING:
8.4 oz. can
HOT Pure Energy
Jump Innovations, LLC
Matt Burditt
CEO
10855 Dover St., Suite #600
Westminster, CO 80021
877-517-4397
www.jumpbeverages.com
Matt Burditt
CEO
877-517-4397
AVAILABLE PRODUCTS:
JUMP Coffee Energy Cola,SENTINEL Vigilant
Energy Drink,RECON Coffee Energy Cola
PACKAGING:
10.5 oz. and 12 oz. cans
AVAILABLE PRODUCTS:
HOT Pure Energy,RECON Coffee Energy
Cola,SENTINEL Vigilant Energy Drink
PACKAGING:
Huracan Energy Drink
JUMP Coffee Energy Cola
Liquid Energizer/LE
Iron Horse Beverage
Smart Beverage, Inc.
Clifton Morello
CEO/President
68 South Service Rd., Suite 100
Melville, NY 11747
631-465-2102
www.ironhorsebeverage.com
2891 Jamacha Rd.#C
El Cajon, CA 92019
619-596-8445
800-546-1358
www.smartbevcorp.com
AVAILABLE PRODUCTS:
Orange (Naranja) and Lemon Lime
(LimaLimon)
PACKAGING:
12 oz. can, 16 oz. can
AVAILABLE PRODUCTS:
Regular, Green, Orange, Pomegranate, Mango,
Sugar Free
PACKAGING:
16 oz. (500ml)
IXSO Natural Energy
Liquid Ice Energy Drink
Intelligentfood North America
Liquid Management Partners
Bay Village, OH
888-369-IXSO
www.intelligentfoodusa.com
Michael Lam
President
320 Northern Blvd., Suite 17
Great Neck, NY 11021
516-773-0065
www.liquidiceenergydrink.com
AVAILABLE PRODUCTS:
IXSO Natural Energy
PACKAGING:
8.4 oz. can
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.3 oz. can, 12 oz. can
Jolt Energy
Loaded Energy Drink
Wet Planet Beverages
Loaded Energy, LLC
Courtney Rapp
PR Manager
130 Linden Oaks, Suite C
Rochester, NY 14625
585-381-3560
www.joltenergy.com
www.loadedenergydrink.com
AVAILABLE PRODUCTS:
Power Cola, Blue Raspberry, Cherry Bomb,
Ultra: Sugar Free, Wild Grape, Orange Blast,
Passion Fruit
PACKAGING:
23.5 oz. resealable cap can,
16 oz. resealable cap can
AVAILABLE PRODUCTS:
Loaded, UnLoaded (sugar free)
PACKAGING:
16 oz. can, 24 pack case, Pallet
Lost Energy Drink
Monster Energy
Monster Beverage Company
Laura Chin
VP of National Accounts
550 Monica Circle, Ste. 201
Corona, CA 92880
951-280-3289
www.lostenergydrink.com
Laura Chin
Corona CA 92880
951-280-3289
www.monsterenergy.com
AVAILABLE PRODUCTS:
Original, Perfect 10, Five-O, Cadillac
PACKAGING:
Original - 16 oz. can, Perfect 10 - 16 oz. can,
Five-O - 16 oz. can, Cadillac - 16 oz. can
AVAILABLE PRODUCTS:
Regular, Lo-Carb, Assault, Khaos, M-80,
MIXXD, BFC, Heavy Metal
PACKAGING:
Regular - 8.3 oz. can, 16 oz. can, 24 oz. Cap
Can, 32 oz. can (BFC).
MONSOON
No Fear
PriLabs, Inc
Pepsico
Ray Montes
V.P Operations
34 15th Street
Brooklyn, NY 11215
718 832 2900
prilabs.com
700 Anderson Hill Rd.
Purchase, NY 10577
914-253-2000
www.energy.nofear.com
AVAILABLE PRODUCTS:
Original, Sugar Free
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Original, Sugar Free, Bloodshot, Motherload
PACKAGING:
16 oz. can
Hansen Beverage Company
ENERGY SHOT
*AC NIELSEN DATA - JUNE 2008
NEW SUPER POTENT 2-OUNCE SIZE
NOS
Red Bull Energy Drink
Fuze Beverage, LLC.
Red Bull North America, Inc.
140 Sylvan Ave., 3rd Floor
201-461-6640
www.drinknos.com
1740 Stewart Street
Santa Monica, CA 90404
310-393-4647
www.redbullusa.com
AVAILABLE PRODUCTS:
Original - Mango Passionfruit, Fruit Punch,
Grape, Sugar-Free
PACKAGING:
16 oz. can, 22 oz. resealable PET
AVAILABLE PRODUCTS:
Original, Sugarfree
PACKAGING:
8 oz. can, 12 oz. can, 16 oz. can
OSO
RED Light
OSO, LLC
RED Light Industries
Ray Montes
V.P Operations
34 15th Street
Brooklyn, NY 11215
718-832-5026
oso-energy.com
Paul Ebrahimian
CEO
400 Continental Blvd., 6th Floor
El Segundo, CA 90245
310-426-2720
www.drinkredlight.com
AVAILABLE PRODUCTS:
Original, Sugar Free
PACKAGING:
8.4 oz. can
AVAILABLE PRODUCTS:
Original Seduction, Sugar Free Original
Seduction
PACKAGING:
12 oz. glass
Power Trip
Rhino's Energy Drink
Power Trip Beverages, Inc.
Rhino's USA
Doug Stuart
President
12401 Orange Drive, Suite 205
Davie, FL 33330
954-862-1445
www.powertripbev.com
Joe Zymblosky
Director of Marketing
www.rhinos-energy.com
AVAILABLE PRODUCTS:
Power Trip "0" no sugar, no carbs, Power Trip
Mango, Power Trip Extreme, Power Trip Original
Blue, Power rip Vitamin Powered Energy Shot
PACKAGING:
16 oz. cans, 8.4 oz. cans, 2 oz. bottle for shots
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.3 oz. can, 16.9 oz. can, 1.5L bottle,
2.6 gallon bag-in-box
RECON Coffee Energy Cola
Roaring Lion energy drink
RLED, LLC
Matt Burditt
CEO
877-517-4397
Sean Hackney
Operating Member
8000 Wheatland Ave., Unit #J
Sun Valley Ca 91352
818-243-8200
www.roaringlionenergydrink.com
AVAILABLE PRODUCTS:
SENTINEL Vigilant Energy Drink,JUMP Coffee
Energy Cola,HOT Pure Energy
PACKAGING:
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
355 mL can, 500 mL PET bottle,
3 gallon bag-in-box
There is Money in VOLT®!
Why is VOLT® growing while other carbonated
soft drinks are declining?
Volt has what consumers demand today:
30% more caffeine. And it’s the only CSD with caffeine,
guarana, taurine, ginseng and electrolytes.
Volt will satisfy your demand by making you more money!
Contact Bill Sipper, President, High Voltage Beverages LLC
at 704-552-3632, or [email protected]
www.drinkvolt.com | www.myspace.com/volthighenergybeverage | www.facebook.com/pages/Volt-Soft-Drinks/35752467110?ref=ts
Rockstar Inc.
Slap Energy
Rockstar, Inc.
Brain Twist, Inc.
Rockstar Energy Drinks
101 Convention Center Drive, Suite 777
Las Vegas NV 89109
702-939-5535
www.rockstar69.com
Larry Trachtenbroit
CEO
485 7th Ave., Suite 409
New York City, NY 10018
212-594-7990
www.slapdrinks.com
AVAILABLE PRODUCTS:
Original, Sugar Free, Zero Carb, Punched
(multiple flavors), Juiced (multiple flavors),
Roasted (multiple flavors), Wild Berry and
Punched Energy Shot
PACKAGING:
8.4 oz., 15 oz. 16 oz., 32 oz. cans; 24 oz.
resealable cans; 1L PET resealable bottles; and
2.5 oz. PET bottles.
SENTINEL Vigilant Energy Drink
AVAILABLE PRODUCTS:
Green Tea Apple, Red Tea Citrus, White Tea
Lemon, Frost, Low Calorie Frost
PACKAGING:
16 oz. can and 2 oz. energy shot
Steaz Energy
Steaz
Matt Burditt
CEO
877-517-4397
Eric Schnell
Co-Founder
18 S. State Street
Newtown, PA 18940
215-321-8330
www.steaz.com
AVAILABLE PRODUCTS:
RECON Coffee Energy Cola, HOT Pure Energy,
JUMP Coffee Energy Cola
PACKAGING:
10.5 oz. and 12oz. cans
AVAILABLE PRODUCTS:
Berry, Orange, Lime, Diet Berry
PACKAGING:
12 oz. recyclable cans
Sex Drive Energy Drink
Stunt Juice
Sex Drive Energy Drink
Stunt Juice Industries, LLC
Jim Spreitzer
President
PO Box 6008
Key West, FL 33041
305-240-0438
www.SexDriveEnergyDrink.com
Shawn Morris
Owner
2757 Pine Acres Rd
Saint Augustine, FL 32086
904-814-2392
www.stuntjuice.com
AVAILABLE PRODUCTS:
Original Flavor, Sugar Free, Cranberry
PACKAGING:
250mL slim cans (8.4oz)
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.4 oz. can
Shark Energy Drink
TALON ENERGY
Osotspa USA, Inc.
Fluid Motion Beverage, Inc.
Chuty
Business Manager
1815 w. 205th Street
Torrance, CA 90501
310-782-8440
www.sharkusa.com
Paul Tecker
President
5761 E. La Palma Ave., #400
Anaheim, CA 92807
800-951-9123
www.TalonEnergy.com
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.4 oz. can
AVAILABLE PRODUCTS:
Original, Original Sugar-Free, Blood Punch,
Blood Punch Sugar-Free
PACKAGING:
16 oz. can
Tiger Energy Drink
Vá Energy
Amplexo
Peter Gasienica
Sales Manager
45 E Washington Ave
Elmwood Park, NJ 07407
201-954-8047
www.tigerenergy.eu
Richard Allred
601 West 6825 South
11880 Athena Dr.
Midvale, UT 84047
801-867-3647
www.drinkva.com
AVAILABLE PRODUCTS:
Regular Sugar Free
PACKAGING:
8.45 oz. can
AVAILABLE PRODUCTS:
Vá Energy, Vá lite Energy
PACKAGING:
16 oz. cans, 24 pk
TNT Liquid Dynamite
Venom Energy
Smart Beverage, Inc.
Dr Pepper Snapple Group
2891 Jamacha Rd. #C
El Cajon, CA 92019
619-596-8445
800-546-1358
www.smartbevcorp.com
Holand Lujan
Assoc Brand Manager, Venom Energy
5301 Legacy Drive
Plano, TX 75024
972-673-8558
www.venomenergy.com
AVAILABLE PRODUCTS:
Regular
PACKAGING:
12 oz.
AVAILABLE PRODUCTS:
Original, Low Carb, Mango, Fruit Punch
PACKAGING:
16.9 oz. bottle, 16 oz. can 4-Pk
DYNAMIC
ALTERNATIVE
WILD
FRESH
NOW IN OVER 30 COUNTRIES WORLDWIDE
BE PART OF THE DARK DOG WORLD
In a world of Bull*%&#! stories and Monsters with bad taste, protect your business and
unleash the DARK DOG!
Retailers can taste the DARK DOG at your #1 SERVICE PROVIDER
Call 954-972-2855 or write to [email protected]
Sand Dollar Distributors LLC.
2828 Center Port Circle
Pompano Beach, FL 33064
www.darkdogus-energydrink.com
United Food Source
VIP ALL ACCESS ENERGY
VIP ALL ACCESS Beverages
XL Energy Drink Corp.
Mike Brambilla
EVP of sales
22335 Alessandro Blvd.
Moreno Valley, CA 92553
951-653-1100
www.vipenergydrinks.com
Maja Sponring
Director
521 Fifth Ave, 28th Floor
New York, NY 10175
212-594-3080
www.xl-energy.com
AVAILABLE PRODUCTS:
Extreme Acai,(Extreme Acai Sugar Free/lowCarb Coming soon)
PACKAGING:
16 oz. cans
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
8.4 oz. can, 16.9 oz. can
Wave Energy Drink, LLC
XL Energy Drink
XS Energy Drink (caffeine-free varieties)
Wave Energy Drink, LLC
XS Energy
Jason Wolter
VP of Marketing
736 Brawley Schoo Road, Suite D
Mooresville, NC 28117
800-636-2626
www.tastethewave.com
Joel Vanderveen
Production Manager
301 Forest Ave.
Laguna Beach, CA 92651
949-436-0116
www.xsblast.com
AVAILABLE PRODUCTS:
Regular, Sugar Free
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Tropica, Cranberry-Grape, Rootbeer (caffeinefree versions)
PACKAGING:
8.4 oz. can, shot, concentrate/post-mix
Wild Stallion
XS Energy Drinks
Imbibe
XS Energy
Arnold Thorstad
8001 N Lincoln Ave., Suite 201
Skokie, IL 60077
1-800-327-7964
www.imbibeinc.com
Joel Vanderveen
Production Manager
301 Forest Ave.
949-436-0116
www.xsblast.com
AVAILABLE PRODUCTS:
Gold Trotter, Electric Green, Tropical Storm,
Orange Mango, Sugarfree
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Cranberry-Grape, Citrus, Tropical, Electric
Lemon, Cherry, Rootbeer, Cola, Black Cherry
Cola
PACKAGING:
8.4 oz. can, shot, concentrate/post-mix
Xenergy
XS Gold: Energy Plus
XYIENCE
XS Energy
Reuben Rios
Vice President of Sales
1335 E. Sunset Rd., Suite J - H
Las Vegas NV 89119
1-800-XYIENCE (994-3623)
ww.xyience.com
Joel Vanderveen
Production Manager
301 Forest Ave.
949-436-0116
www.xsblast.com
AVAILABLE PRODUCTS:
Cherry Lime, CranRazz, Mango Guava
and Blu Pom
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
XS Gold
PACKAGING:
8.4 oz. can
XS WildBerry
XS Energy
BSN
Joel Vanderveen
Production Manager
301 Forest Ave.
949-436-0116
www.xsblast.com
Jason Burke
National Beverage Account Executive
5901 Broken Sound Parkway, Suite 600
Boca Raton, FL 33487
561-994-8335
www.BSNonline.net
AVAILABLE PRODUCTS:
WildBerry
PACKAGING:
8.4 oz., shot, concentrate/post-mix
AVAILABLE PRODUCTS:
Fruit Punch Fix, Grape Fix, Tropical Fusion Fix,
Blue Raspberry Fix,
PACKAGING:
16 oz. bottle
Core Fast
Engage
Go Fast Sports and
Beverage Company
Jody Shepherd
President
PO Box 40342
Denver, CO 80204
303-893-1222
www.gofastsports.com
ENERGY DRINKS – NON-CARBONATED
Endorush
AVAILABLE PRODUCTS:
Go Fast - Core Fast
PACKAGING:
8.4 oz. can
e2 - Energy x Espresso
NutriVation Inc
Joey Aplington
President
800 NE Tenney Rd., Suite 110 #448
Vancouver WA 98685
866-9-Xtreme
AVAILABLE PRODUCTS:
Origional, Peach Mango, Blue Raspberry
PACKAGING:
10 oz. bottle
FRS Healthy Energy
Imbibe
FRS Healthy Energy
Arnold Thorstad
8001 N Lincoln Ave., Ste 201
Skokie, IL 60077
847-324-4411
www.imbibeinc.com
Rich Libonate
G.M. Sales
101 Lincoln Centre Dr., #500
Foster City, CA 94123
813-926-3535
www.frs.com
AVAILABLE PRODUCTS:
Coffee, Mocha, Vanilla
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Low Cal Citrus Pomegranate, Low Cal Peach
Mango, Low Cal Wild Berry, Low Cal Orange,
Orange, Lemon Lime
PACKAGING:
11.5 oz. can
E2 Voltage Energy & Endurance Drink
BodyWell Nutrition
1671 NW 144th Terrace
Ste 111
Sunrise FL 33323
954-496-9600
www.bodywellnutrition.com
AVAILABLE PRODUCTS:
Sugar-Free in Fruit Punch, Orange, and
Lemonade
PACKAGING:
8 oz. bottle
Go Fast Energy Drinks
Go Fast Sports and
Beverage Company
Jody Shepherd
President
PO Box 40342
Denver, CO 80204
303-893-1222
www.gofastsports.com
AVAILABLE PRODUCTS:
Go Fast Original, Go Fast Light, Go Fast Z17,
Go Fast Z17 Light, GFTea
PACKAGING:
8.4 oz. can, 11.9 oz. can, 16 oz. can
H 10 O Vitamin Infused Energy
Java Monster
John Lawrence
President
500 North Rainbow Blvd., #300
Las Vegas, NV 89107
702-371-3498
www.h10o.com
Laura Chin
Corona, CA 92880
951-280-3289
AVAILABLE PRODUCTS:
Mens Orange Energy, Womens Tropical Energy
PACKAGING:
16.9 oz. PET bottle
AVAILABLE PRODUCTS:
Loca Moca, Mean Bean, Originale, Nut Up,
Lo-Ball, Chai Hai, Irish Blend, Russian
PACKAGING:
15 oz. can
Inko's White Tea Energy
Krank'd 7-In-1 Body Fuel
Inko's LLC
NRS-Nutrition Resource Services
Alex Reist
Vice President
435 E. 70th St, #20J
New York, NY 10021
917-273-7594
www.healthywhitetea.com
Roxy Williams
Account Specialist
3864 Courtney St., Suite 140
Bethlehem PA 18017
484-894-0665
www.krankd.com
AVAILABLE PRODUCTS:
Inko's White Tea Energy
PACKAGING:
16 oz. can
AVAILABLE PRODUCTS:
Fruit Punch, Grape, Orange, Peach Tea
PACKAGING:
16.9 oz. PET
Krankd ad.indd 1
2/27/09 1:02:32 PM
H-10-O Beverage Co., LLC
M-150 Energy Drink
Osotspa USA, Inc.
VPX Sports/REDLINE Energy
1815 w. 205th St.
Torrance, CA 90501
(310)782-8440
www.m150usa.com
Greg Wilson
Marketing/Beverage Facilitator
15751 SW 41st St., Suite # 300
Davie, Fl 33458
954-641-0570
www.vpxsports.com
AVAILABLE PRODUCTS:
Regular
PACKAGING:
6.2 oz. glass bottle
AVAILABLE PRODUCTS:
Exotic Fruit, Grape, Watermelon, Green Apple
PACKAGING:
8 oz. bottle
Meltdown
Redline Princess
Redline Vexor
Greg Wilson
15751 SW 41st St., Suite # 300
Davie, Fl 33458
954-641-0570
www.vpxsports.com
Greg Wilson
15751 SW 41st St., Suite # 300
Davie, Fl 33458
954-641-0570
www.vpxsports.com
AVAILABLE PRODUCTS:
Watermelon, Peach Mango, Exotic Fruit
PACKAGING:
8 oz. bottle, 2.5 oz. bottle
AVAILABLE PRODUCTS:
Exotic Fruit, Peach Mango, Watermelon
PACKAGING:
16 oz. bottle
Powerball Energized Juice
Johnny Fountain
Beverage Innovators
Steve Torres
49 W. 27th St., 8th Floor
New York, NY 10001
800-251-0265
www.drinkpowerball.com
AVAILABLE PRODUCTS:
Powerball Energized Acai Berry Juice, Powerball
Energized Orange Juice, Powerball Energized
Cranberry Juice.
PACKAGING:
8 oz. can
Redline Energy
Rumba Energy Juice
Hansen Beverage Company
Laura Chin
Corona, CA 92880
951-280-3289
www.rumbaenergyjuice.com
AVAILABLE PRODUCTS:
Rumba, Samba, Tango
PACKAGING:
Rumba - 16 oz. can Samba, 16 oz. can Tango
Venga "Energize" Functional Infusion
VPX Sports/Redline Energy
Beverage Innovations, Inc.
Greg Wilson
15751 SW 41st St., Suite # 300
Davie, FL 33458
954-641-0570
www.vpxsports.com
Jamie Day
955 W 18th St., Building I and J
Delray Brach, FL 33445
561-665-8200
www.drinkvenga.com
AVAILABLE PRODUCTS:
Triple Berry, Green Apple, Mandarin Orange,
Grape. All Sugar Free
PACKAGING:
8 oz. bottle
AVAILABLE PRODUCTS:
Red Apple, Dragonfruit, Sea Buckthorn, Yerba
Mate Tea
PACKAGING:
18 oz. plastic bottle
Delicious new DrenCh beverages supply the intense hydration and antioxidant protection
healthy skin needs with an optimal combination of vitamins, electrolytes and natural berry
extracts to restore natural balance. And with only 12 calories and 2 grams or less of sugar,
it’s the healthier water alternative your customers will reach for every day!
Create Some
refreShing
SaleS & ProfitS.
drench
®
antioxiDant enhanCeD water
Condition Your Skin from Within™
Call 1-866-540-9579 to start quenching your thirst for profits today.
Fo r m o r e i n Fo r m at i o n , co n tac t D r en ch • 1111 e a s t D r a per pk w y su i t e 30 0 , D r a per , u t 8 4 020 • 8 6 6 -5 4 0 - 9579
The EVOlution of Energy
Introducing EVO™, the energy drink that means healthier sales and profits for
you! With a unique energy blend containing Taurine, 7 essential vitamins, antioxidantpacked green tea and the health benefits of Bromelain, Evo’s trend-setting healthy
product positioning and high-energy packaging mean positive profits for you!
™
Energize. Vitalize. Optimize.
For more information, contact
EVO Beverage and Distribution
1111 east Draper pkwy. suite 300,
Draper, ut 84020 • 866-540-9579
XS Energy Drink
XS Energy
Blast Cap Technologies LLC, Inc.
Joel Vanderveen
Production Manager
301 Forest Ave.
949-436-0116
www.xsblast.com
Mikel
Founder/CEO
310-467-6482
www.BlastMax.com
AVAILABLE PRODUCTS:
Tea-Berry, Peach Tea
PACKAGING:
8.4 oz. can, shot
AVAILABLE PRODUCTS:
Lemon-Lime, Orange, Berry-Blast, Green Tea
PACKAGING:
2.5 oz. shooter and 16.9 oz. drink
Zafi Beverages, Inc.
ENERGY DRINKS – ENERGY SHOTS
Button Blast Energy
Category 6 Huracan
Zafi Beverages, Inc.
Iron Horse Beverage
Will Shane
V.P. Sales & Marketing
1043 S. York Rd.
Bensenville, IL 60106
312-259-6985
www.zafibeverages.com
Clifton Morello
CEO/President
68 South Service Rd., Suite 100
Melville, NY 11747
631-465-2102
www.ironhorsebeverage.com
AVAILABLE PRODUCTS:
ULTRALIGHT - Low Carb, Low Sugar
PUMPED - Higher Carb, Higher sugar
PACKAGING:
11 oz. PET bottle
AVAILABLE PRODUCTS:
Orange , Lemonlime
PACKAGING:
2 oz. bottle
5-hour Energy
Charge! Super Shot
Living Essentials
Labrada Nutrition
Brandon Bohland
46570 Humboldt Drive
Novi, MI 48377
248-960-1700
www.fivehour.com
Keith Lessmann
Sr. VP of Sales
14850 Woodham Dr., Ste. B-135
Houston, TX 77073
281-774-1349
www.labrada.com
AVAILABLE PRODUCTS:
Berry, Lemon-Lime, Orange, Decaf,
Extra Strength
PACKAGING:
AVAILABLE PRODUCTS:
Super Shot
PACKAGING:
2 oz. shot
AriZona RX Energy Fast Shot
Energize Energy Shot
AriZona Beverages
Empire Beverage Group
Doreen Higney
5 Dakota Drive, Suite 205
Lake Success, NY 11042
516-812-0365
www.drinkarizona.com
Frank Giasi
COO
57 North Mall
Plainview, NY 11803
516-249-0606
www.energizeshots.com
AVAILABLE PRODUCTS:
Green tea based energy fast shot
PACKAGING:
AVAILABLE PRODUCTS:
Lemon Lime,Orange
PACKAGING:
Category
Dominator
73% Market Share*
Energy shots
that sell... a lot.
Zero Sugar • Only 4 Calories
Numbers don’t lie.
With 5-Hour Energy® you get the brand consumers know
and trust – and the brand that supports your sales with
a wide variety of POS systems and $60 million per year
in advertising. 5-Hour Energy® was the original 2-oz
energy shot and has been the category leader ever since
(Nielsen). So when it comes to your stores, why settle
for less than 5-Hour Energy®?
Sales dollars of 5-Hour Energy®
versus combined sales of the 48 other
2-oz energy shots in US convenience stores.
(AC Nielsen C-Store) 52 weeks ending 11/29/08*
$18,000,000
$16,000,000
5-Hour Energy beats the
#2 energy shot brand by nearly
10 to 1
$14,000,000
$12,000,000
5-
$10,000,000
©2009 Innovation Ventures, LLC. All rights reserved.
R
E
GY
®
$8,000,000
$6,000,000
$4,000,000
Contact your distributor or Brandon Bohland
248-960-1700 • brandon@fivehour.com
Living Essentials • 46570 Humboldt Dr. • Novi, MI 48377 • fivehour.com
U
HO
R
NE
$2,000,000
48
OTH
ER
COM
DS
N
A
BR
BIN
ED
DEC 07 JAN 08 FEB 08 MAR 08 APR 08 MAY 08 JUN 08 JUL 08 AUG 08 SEP 08 OCT 08 NOV 08
EVO Energy
Jolt Endurance Shot
EVO Beverage & Dist.
Wet Planet Beverages
John Wilson
V.P. of Operations
1111 E. Draper Parkway Ste. 300
Draper, UT 84020
801-942-0557
www.drinkevo.com
Courtney Rapp
PR Manager
130 Linden Oaks, Suite C
Rochester, NY 14625
585-381-3560
www.joltenergy.com
AVAILABLE PRODUCTS:
Sugar Free Grape, Sugar Free Lemon Lime
PACKAGING:
2 oz. bottle
AVAILABLE PRODUCTS:
Wild Grape, Berry Blast
PACKAGING:
2 oz. bottle
FUEL cell
Kickstart Energy
Bayshpre Specialties Ltd.
Imbibe
Greg Schmalz
President
2907 Portland Dr
Oakville ON, Canada L6H5S4
905-829-0888
www.fortifiedfuelcell.com
Arnold Thorstad
Skokie, IL 60077
1-800-327-7964
www.imbibeinc.com
AVAILABLE PRODUCTS:
Wilberry, Tropical Fruit
PACKAGING:
2.5 oz. shot, 24 oz. PET bottle, 8 oz. PET test
tube, 7 gram foil tube, 2 oz. candy
AVAILABLE PRODUCTS:
Energy, Joint, Rebound, Slim, Virility
PACKAGING:
2 oz. bottle
Fusion Premium Energy
Liquid Life Nutritional Shot
Fusion Premium Energy
TRC Nutritional Labs, Inc.
John Wilson
President
1011 Q St., Suite 106A
Omaha, NE 68137
402-991-0424
www.fusionenergyboost.com
Vera Walker
Marketing Specialist
12320 East Skelly Drive
Tulsa, OK 74128
918-437-7310
www.liquidlife.com
AVAILABLE PRODUCTS:
Berry Flavor, Limon Flavor
PACKAGING:
2 oz. shot
AVAILABLE PRODUCTS:
Fruit Flavor
PACKAGING:
2 oz. bottle, 12-pack counter display
Hardcore Energize Bullet
Mana Energy Potion
iSatori Technologies
Harcos Inc.
Brandon Frickey
Brand Manager
15000 W 6th Ave.,Suite 202
Golden, CO 80401
303-215-9174
www.isatoritech.com
Eli Szasz
VP Business Development
429 Santa Monica Blvd., Suite 325
310-401-3418
www.manapotions.com
AVAILABLE PRODUCTS:
Blue Rage-Blue Raspberry,
Black Rush-Black Cherry
PACKAGING:
2.9 oz. vial
AVAILABLE PRODUCTS:
Mana Energy Potion, Health Energy Potion
PACKAGING:
1.69 oz.
Mini Thin Rush
NOS PowerShot
Fuze Beverage, LLC.
Laura King
Vice President
P.O. Box 78610
Indianapolis, IN 46278
800-428-1717
www.MiniThinRush.com
140 Sylvan Ave., 3rd Floor
201-461-6640
www.drinknos.com
AVAILABLE PRODUCTS:
Orange, Lemon-Lime, Mocha, and Berry
PACKAGING:
2 oz. bottle
AVAILABLE PRODUCTS:
Original - Mango Passionfruit
X (Antioxidant Boost) - Grape Acai
PACKAGING:
2 oz. PET
Monster Hitman Energy Shooters
BDI Marketing
NRG Energy Shot
EPIC Nutrition
Laura Chin
Corona, CA 92880
951-280-3289
Scott Movic
President
4187 Main Street
Jupiter, FL 33458
561-775-0511
www.nrgshot.com
AVAILABLE PRODUCTS:
Hitman, Sniper, LoBo
PACKAGING:
3 oz. bottle
AVAILABLE PRODUCTS:
Pink Lemonade, Mandarin Orange, Red Berry
PACKAGING:
Ask for COMPLETE
DETAILS and INCENTIVES!
BevNET_XtremeAndRackAd_v1.indd 1
3/2/09 1:43:32 PM
On Go Energy
On Go Energy
Modena Nutrition, LLC.
Derrick George
CEO
330 East Maple Rd. #286
Birmingham, MI 48009
877-LIV-ONGO
www.ongoenergy.com www.livelifeongo.com
James "Sulli" Sullivan
PO Box 293184
Lewisville, TX 75029
800-455-7156
www.ProteinBullet.com
AVAILABLE PRODUCTS:
Lemon Lime, Berry Blast, Mandarin Orange
PACKAGING:
AVAILABLE PRODUCTS:
Wild Berry, Orange Cream
PACKAGING:
2.8 oz. plastic wide mouth
Oxy-Gen
Protein Bullet
Red Bull Energy Shot
Red Bull North America, Inc.
Vera Walker
12320 East Skelly Dr.
Tulsa, OK 74128
918-437-7310
www.liquidlife.com
1740 Stewart Street
310-393-4647
www.redbullusa.com
AVAILABLE PRODUCTS:
Cherry Berry
PACKAGING:
2 oz. bottle, 12-pack counter display
AVAILABLE PRODUCTS:
Red Bull Energy Shot, Red Bull Sugarfree Shot
PACKAGING:
2 oz. bottle
Performaxx Brands/Energize
Redline Power Rush
Empire Beverage Group Inc
VPX Sports/Redline Energy
Frank Franco
Sales Manager
242 Newtown Rd.
Plainview, NY 11803
516-249-0606 x 211
www.empirebeverage.com
Greg Wilson
15751 SW 41st St., Suite # 300
Davie, FL 33458
954-641-0570
www.vpxsports.com
AVAILABLE PRODUCTS:
Orange and Lemon-lime
PACKAGING:
2 oz. bottle
AVAILABLE PRODUCTS:
Exotic Fruit, Mandarin Orangem Wild Grape,
Peach Mango
PACKAGING:
2.5 oz. shot
Potion Herbal Remedy
Sportastic
Mark Slepak
VP Sales
301 Grant Street, Suite 820
Pittsburgh PA 15219
412-281-9808
www.drinkpotion.com
Vera Walker
12320 East Skelly Dr.
Tulsa, OK 74128
918-437-7310
www.sportastic.net
AVAILABLE PRODUCTS:
Power, Calm, Focus, Burn, Immunity, Detox
PACKAGING:
2.5 oz. shot
AVAILABLE PRODUCTS:
Blue Chill, Fruit Punch, Lemon-Lime,
Cool Orange
PACKAGING:
12 oz. bottle, 12 pack tray
Stacker 2 – 6 Hour Power Energy Shot
NVE Pharmaceuticals
Imbibe
Walter Orcutt
Executive Vice President
15 Whitehall Road
Andover, NJ 07821
973-786-7868
www.nveusa.com
Arnold Thorstad
8001 N Lincoln Ave., Ste 201
Skokie, IL 60077
847-324-4411
www.imbibeinc.com
AVAILABLE PRODUCTS:
Grape, Very Berry, Orange, Lemon Lime, Punch,
Watermelonall Sugar Free
PACKAGING:
2 oz. bottle
AVAILABLE PRODUCTS:
Citrus, Berry
PACKAGING:
2 oz. bottle
Steaz Energy Shot
Wild Stallion
XO Premium
Steaz
XO Energy Beverage Corp.
Eric Schnell
Co-Founder
18 S State Street
Newtown, PA 18940
215-321-8330
www.steaz.com
Jo Amar
President / Ceo
37 West 39th St., Room 1104
New York NY 10018
212-575-7992
www.xoenergy.com
AVAILABLE PRODUCTS:
Berry
PACKAGING:
2.5 oz. recyclable bottle
AVAILABLE PRODUCTS:
XO3 Citrus
PACKAGING:
6 oz. Energy Shot
UpShot
XShot Xtreme Energy Shot
Drinks That Work, Inc.
XYIENCE
Denise T. Cabrera
Executive Group Assistant
2370 Santiago Court
Oxnard, CA 93030
888-929-9929
www.upshotenergy.com
Reuben Rios
Las Vegas, NV 89119
1-800-XYIENCE (994-3623)
ww.xyience.com
AVAILABLE PRODUCTS:
Fruit, Camo, Mocha, Pomegranate
PACKAGING:
2.5 oz. shooter
AVAILABLE PRODUCTS:
CranRazz
PACKAGING:
3 oz. bottle
Wellesse ALL DAY Energy
Xtreme Energy Rush
Botanical Laboratories
BDI Marketing
Marc Kubota
1441 West Smith Rd.
Ferndale, WA 98248
360-384-5656
www.wellesseallday.com
Laura King
Vice President
PO Box 78610
Indianapolis, IN 46278
800-428-1717
AVAILABLE PRODUCTS:
Organically Sweetened Natural Citrus Flavor,
Sugar Free Natural Citrus Flavor
PACKAGING:
AVAILABLE PRODUCTS:
Mango
PACKAGING:
2 oz. bottle
Zen Shot
Double Link
Shot Me Up, LLC
FIT, Inc.
Alex Hernandez
Founder
PO Box 110 233
Carrolton, TX 75011
214-808-6862
www.shotmeup.com
Chunyee Mai
Manager
13451 Maple Ridge Ct.
St. Louis, MO 63141
314-503-2074
AVAILABLE PRODUCTS:
Original, Orange, Berry, Lemon, Peppermint
PACKAGING:
2 oz. plastic
AVAILABLE PRODUCTS:
Double Link
PACKAGING:
10 capsules/blister pack
20 tablets/blister pack
ENERGY DRINKS – RELAXATION DRINKS
Ex Chill
JINGLIBAO
Ex Drinks, LLC.
FIT, Inc.
1879 Whitney Mesa Dr.
Henderson, NV 89014
702-949-6555
www.exdrinks.com
Chunyee Hu
Manager
13451 Maple Ridge Ct.
St. Louis, MO 63141
314-503-2074
AVAILABLE PRODUCTS:
Ex Chill, natural fruit drink
PACKAGING:
8.4 oz.
AVAILABLE PRODUCTS:
Jinglibao
PACKAGING:
10 capsules/blister pack
20 tablets/blister pack
MALAVA NOVOCanE
Kickstart Energy Drink Mix
Malava Beverages
Imbibe
Brian Taus
National Sales Manager
30230 Rancho Viejo, Ste 106
949-493-4900
www. malavabeverages.com
Arnold Thorstad
Skokie, IL 60077
800-327-7964
www.imbibeinc.com
AVAILABLE PRODUCTS:
Tropical Berry
PACKAGING:
8.4oz can
AVAILABLE PRODUCTS:
Energy, Rebound, Joint, Slim
PACKAGING:
8 gram powdered stick packs
MALAVA RELAX "The Anti Energy Drink"
Krank'd 7-In-1 Body Fuel Powder
Malava Beverages
NRS-Nutrition Resource Services
Brian Taus
National Sales Manager
30230 Rancho Viejo, Ste 106
949-493-4900
www.malavabeverages.com
Devin Dietterich
Manufacturing & Sales
3864 Courtney St., Suite 140
Bethlehem, PA 18017
484-894-0402
www.jbn.com
AVAILABLE PRODUCTS:
Ice Tea with Lemon, Orange Mango, Pink
Lemonade, Pomagranite Blueberry, Sugar free
Sangria, Sugar free Cranberry Grapefruit
PACKAGING:
16.9 oz. PET
AVAILABLE PRODUCTS:
Fruit Punch, Orange, Lemonade, Lemon-Lime
PACKAGING:
1.5 lb - 30 Serving PET Contianer
Nativa Yerba Mate Inc
Nativa Yerba Mate, Inc.
Paula Farell
Founder
P.O. Box 16467
St Paul, MN 55116
651-698-0200
www.nativaherbs.com
AVAILABLE PRODUCTS:
2 lb traditional yerba mate, 1 lb suave(Mild)
yerba mate, 25-ct tea bag boxes, 25 lbs bulk
yerba mate
PACKAGING:
2 lb bag,1 lb bag, 25-ct tea bag box,
25 lbs bulk sack
NRG Energy Mix
EPIC Nutrition
Scott Movic
President
4187 Main St.
Jupiter, FL 33458
561-775-0511
www.nrgshot.com
ENERGY DRINKS – TABLETS/POWDERS/OTHER
AVAILABLE PRODUCTS:
Grape, Mandarin Orange, Red Berry
PACKAGING:
6 gram foil packet, packed in 10 and
30 count display boxes
PepPod
PepPod
Zach Zeldner
Co-founder
845 Walnut St.
Boulder, CO 80302
877-643-8737
www.peppod.com
AVAILABLE PRODUCTS:
PepPod Effervescent Energy Drink
PACKAGING:
3.4 gram quick dissolving energy tablet, also
available in pack of 10 packets
Spot On Energy Patch
Spot On Energy
Robert Cooper
President
3706 Arapaho Rd.
Addison, TX 75001
866-380-0542
www.SpotOnEnergy.com
AVAILABLE PRODUCTS:
No flavor
PACKAGING:
4 patch pack, 12 pack (of 4-patch packs),
24 pack (of 4-patch packs)
RETAILER BENEFITS:
• Extension of highly profitable NRG Shot
• Great profit per square inch
• Incremental sale to bottled
water purchases
CONSUMER BENEFITS
• 300mg of vitamins
• Hours of energy
• Convenient packaging
• Fits in your pocket, purse,
gym bag or briefcase.
Scott Movic
(866) 688-3742 ext 705 | [email protected]
www.nrgshot.com
Wild Stallion Energy Drink Mix
Big World Beverages
Imbibe
Big World Beverages
Arnold Thorstad
Skokie, IL 60077
1-800-327-7964
www.imbibeinc.com
Ned Becker
President
PO Box 7864
Missoula, MT 59807
406-546-2858
www.bigworldbevs.com
AVAILABLE PRODUCTS:
Gold Trotter, Electric Green, Tropical Storm,
Orange Mango
PACKAGING:
16 gram powdered stick pack
ENERGY DRINKS – SUPPLIERS AND SERVICES
ZizZazz Explosive Energy Mix
Bioenergy RIBOSE
ZizZazz
Bioenergy Life Science, Inc.
Bob Brown
National Sales Director
5955 West Wigwam Ave., Bldg 2A
Las Vegas, NV 89139
702-360-0717
www.zizzazz.com
Kathy Lund
VP Sales & Marketing
13840 Johnson St. NE
Minneapolis, MN 55304
763-757-0032
www.bioenergy.com
AVAILABLE PRODUCTS:
Pom Mango, Lemon Raspberry,
Tangerine, Cherry Lime
PACKAGING:
0.25 oz. powdered stick, 16ct box,
36ct box, 72ct box
A. Holliday & Company Inc.
A. Holliday & Company Inc.
Christine Renken
Account Executive
4141 Yonge St., Suite 301
Toronto ON M2P 2A8
416-225-2217
www.teacoff.com
Allen Flavors, Inc.
Cold Spring Brewing Company
Cold Spring Brewing Company
Maurice Bryan
SVP of Operations / GM
219 N Red River Avenue
PO Box 476
Cold Spring, MN 56320
320-685-8686
www.coldspringbrewingco.com
Contract Packing
Allen Flavors, Inc.
Varni Brothers Corp.
Joe Moran
VP Sales & Marketing
220 St. NIcholas AVenue
S. Plainfield, NJ 07080
908-561-5995
www.allenflavors.com
Tony Varni
President
www.noahs7up.com
Directly Compressible Ingredients
Go - Options
Pharmachem
Go Options
Gregory Drew
Director, Food & Beverage Group
265 Harrison Ave.
Kearny, NJ 07032
201-719-7405
www.pharmachemlabs.com
Michael Schroeder
CEO
6180 Castlebridge Ct.
West Chester, OH 45069
513-759-6895
www.insideinsights.com
AVAILABLE PRODUCTS:
Custom flavors, dry flavor, natural flavors, real
fruit juice powders, flavor masking
PACKAGING:
Directly compressible single & multi-ingredient
systems, bulk ingredients, custom pack sizes
DSM Nutritional Products, Inc.
Innovative Labeling Solutions
DSM Nutritional Products, Inc.
Innovative Labeling Solutions
Todd Sitkowski
Sr. Marketing Manager
45 Waterview Blvd.
Parsippany, NJ 07054-1298
973-257-8185
www.pourontheprofits.com
Sean Gallagher
Technical Sales Representative
4000 Hamilton-Middletown Rd.
Hamilton, OH 45011
888-860-2457
www.ilslabels.com
Energy Drink of the Month
LANXESS Corporation
Energy Drink of the Month
LANXESS Corporation
Gwen Davidson
CEO
29017 Hotel Way, # 201C
Golden, CO 80401
303-997-7520
www.EnergyDrinkoftheMonth.com
Riaz Musaheb
Regional Manager
111 RIDC Park West Drive
Pittsburgh, PA 15275
412-809-3784
www.mpp.us.lanxess.com
Fortune Resources, LLC / Crystal Cooler
Fortune Resources,LLC. /
Crystal Cooler
120 Woodbine Street
Bergenfield New Jersey 07621
201-387-2211
www.crystalcooler.com
McLean Design, Inc.
McLean Design, Inc.
Mike Prone
1401 North Broadway, Suite 220
Walnut Creek, CA 94596
925-944-9500
www.mclean-design.com
Monarch Custom Beverages
Monarch Custom Beverages
Larry Williams
2205 Riverstone Blvd., Suite 104
Canton, GA 30114
815-441-7253
www.monarchbeverages.com
AVAILABLE PRODUCTS:
Energy Drinks, Carbonated Soft Drinks, Juices,
Teas, Sparkling Juices, Beer,Sparkling Water
PACKAGING:
5 oz., 8.4 oz., 12 oz., 16 oz., 24 oz, 32 oz. can;
12 oz. sleek can; 5 oz., 7 oz., 12 oz., 16 oz.,
22 oz. glass bottle.
Pharmachem
Pharmachem
Gregory Drew
Director, Food & Beverage Group
265 Harrison Ave.
Kearny, NJ 07032
201-719-7405
www.pharmachemlabs.com
Premium Ingredients International
Premium Ingredients International
Lisa Drawer
285 E. Fullerton Ave.
Carol Stream, IL 60188
630-868-0398
www.premiumingredients.com
PriLabs
PriLabs Inc
Ray Montes
V.P Operations
34 15th St.
Brooklyn, NY 11215
718-832-2900
prilabs.com
Prism Visual Software, Inc.
Prism Visual Software
Venus Research and Development
Lynn Keating
VP Marketing
1 Sagamore Hill Dr.
Port Washington, NY 11050
516-944-5920
www.prismvs.com
Grace Venus
consultant
802 Estates Dr., #103
Aptos, CA 95003
831-688-4712
www.venusfood.com
SleeveCo, Inc.
Venus Research and Development
Whitfield Foods, Inc.
SleeveCo, Inc.
Whitfield Foods, Inc.
Martin Wilson
President
103 Lumpkin Campground Rd. N.
Dawsonville, GA 30534
706-216-3110
www.sleeveco.com
Joe Friday
Plant Manager
1101 North Court St.
P.O. Box 791
Montgomery AL 36104
334-263-2541
www.whitfieldfoods.com
AVAILABLE PRODUCTS:
Energy shots, Isotonic drinks, 100% Fruit
juices, Fruit drinks, Teas, and Enhanced waters
PACKAGING:
2 oz., 10 oz., 16 oz., 20 oz., 64 oz., 96 oz.,
and 128 oz. PET
Sovereign Flavors, Inc.
WILD Flavors, Inc.
Sovereign Flavors, Inc.
WILD Flavors, Inc.
David Ames
President
4020 W. Chandler Ave
Santa Ana, CA 92704
714-437-1996
www.sovereignflavors.com
Donna Hansee
Senior Director of Marketing
1261 Pacific Ave.
Erlanger, KY 41018
888-WILD-FLAVORS
www.wildflavors.com
Varni Brothers / 7up Bottling Company
XYIENCE
Varni Bros. / 7up Modesto
XYIENCE
Tony J. Varni
President
400 Hosmer Ave.
Modesto, CA 95351
209-521-1777 ext 107
www.noahs7up.com
Reuben Rios
Las Vegas, NV 89119
1-800-XYIENCE (994-3623)
ww.xyience.com
STATISTICS
ENERGY DRINK CATEGORY
Dollar Sales
ENERGY DRINKS
$899,586,000
7.27
GO GIRL
$2,552,496
23.30
RED BULL
$360,695,000
2.42
RIP IT
$2,502,670
-47.68
MONSTER
$145,501,200
9.73
SOBE ESSENTIALS
$1,765,594
-71.27
ROCKSTAR
$98,890,740
0.92
FULL THROTTLE
$1,556,428
39.51
XYIENCE XENERGY
$1,438,129
45.55
GO GIRL FRIENDS
$1,253,197
28.24
ARIZONA
$1,088,304
-61.57
BAWLS
$1,082,060
-28.25
RED JAK
$970,327
-31.82
RUMBA
$889,172
-39.40
JOLT ULTRA
$785,391
12.83
VAULT RED BLITZ
$730,161
105,386.44
AMP
$35,563,840
21.02
JAVA MONSTER
$23,372,480
217.62
FULL THROTTLE
$22,447,790
-33.23
MONSTER ENERGY XXL
$18,888,550
30.15
DOUBLESHOT
$17,989,410
N/A
AMP OVERDRIVE
$13,888,560
31.60
NOS
$13,610,250
97.91
SOBE NO FEAR
$12,585,750
-47.78
ROCKSTAR JUICED
$10,756,890
-17.36
PRIVATE LABEL
$9,858,548
14.30
$9,416,488
-20.91
MONSTER KHAOS
$7,750,986
-1.95
ROCKSTAR ROASTED
$7,532,959
1,063.38
MONSTER
$6,990,691
80.09
SOBE ADRENALINE RUSH
$6,737,392
-53.07
AMP RELAUNCH
$6,640,064
N/A
AMP SUGAR FREE
$5,657,771
328.22
AMP ELEVATE
$5,063,241
237,948,981.04
$4,847,685
187.54
AMP TRACTION
$4,826,785
226,836,657.03
MONSTER M80
$4,664,901
184.40
SOBE LEAN
$4,423,721
28.61
VENOM
$4,045,400
N/A
JOLT
$3,566,556
45.32
FULL THROTTLE
BLUE DEMON
GLACEAU VITAMIN
ENERGY
Dollar Sales
UNLEADED
CATEGORY REPORT: DETOX/RECOVERY
BUT CAN THEY
CURE THE
ECONOMIC
HANGOVER?
BY JEFFREY KLINEMAN
Who doesn’t need a little recovery right now?
Congress, the President, the media, Wall Street, they’re all talking
recovery plans, recovery acts, recovery, recovery, recovery.
In the beverage world, it’s no different. In fact, recovery drinks
themselves, those products that can lift you from the depths of a
hangover when you most need them, and seemed to be on the rise
early last year, are now in need of, yeah, recovery.
What has happened to the category that spawned such creatively
named products as Rehab, Resurrect, Alcohol Killer, and Hair of
the Dog? Resurrect, if it isn’t dead, is in the ICU with a disabled web
site as its parent company focuses on much bigger brand, Vida Tea.
Rehab, the entry from Coca-Cola –owned Fuze Beverages, has been
keeping a very low profile, although it is due for a re-launch in April.
Other companies, like Mister Re or Springbak, have apparently
passed the point of viability.
What’s the problem here? According to marketers, recovery drinks
haven’t hit their stride for a pair of reasons: the big issue, they say,
is a lack of consumer education; the rest of the problem lies with
the beverage market in general, where it’s hard to establish a
category unless it builds toward critical mass.
There are people out there who are trying; Function’s Urban
Detox continues to be that beverage company’s best-recognized SKU.
And upstart brand Code Blue seems to be taking on the energetic
newcomer mantle once worn by Rehab or Resurrect.
Still, it’s a long, hard slog, particularly for a brand that is trying
to establish itself as much on-premise as it is off-premise. With the
economy in need of (you get the point) consumers are going out less
and even drinking less when they do hit the bars.
While that presents a headwind for Code Blue, co-founder
Jeff Frumin is more concerned about getting consumers to
understand what the product can do.
“For this whole category, education is the key,” said the energetic
native of Dothan, Alabama. “If you look back at the energy drink
category, Red Bull explained it really well, and it’s something that
we need to learn to do ourselves.”
The company’s strategy has been to try to educate its retailers
across many channels – bartenders on-premise, store managers and
even trainers at the gym (Code Blue, with a healthy dose of electrolytes, also bills itself as an exercise recovery product).
“It’s up to us to tell them what Code Blue is, and how it’s different,” Frumin says. “What’s working for us the best right now is
giving it to people and telling them to try it. Word of mouth is
working pretty well in New York.”
Getting recovery out to the people is also something that’s being
attempted over at G-Tox, a nascent brand in Colorado that has been
aggressively test marketing – with a twist. The company is requesting
that consumers text them a response about the product, to help them
better develop its image and feel.
“We’re tracking our surveys and looking at our responses,”
said G-Tox CEO Loretta Zapp. “We’re really learning how we
get the message across.”
The message needs to educate consumers, she says.
“It’s got to state clearly ‘you’ll feel better in the morning.’”
Part of their strategy involves bringing in bloggers and social
networks like Facebook. With enough word of e-mouth about the
product’s efficacy, she says, it’ll start to catch on.
Rehab seemed ready to catch on at this time last year, but it suffered from a lack of attention from its owners and the notion that it
was too high in calories. However, the product will be back on the
market soon enough, says Fuze spokeswoman Carli McKinney.
And, as the official drink of the Hard Rock Hotel and Casino,
Rehab will be uniquely poised to hit its intended audience. Not bad
for a targeted stimulus plan. •
BRAND NEWS
Code Blue
Halo Labs LLC., the creator of Code Blue
Recovery Drink, has announced that Duane
Reade will carry Code Blue throughout ts
New York City locations. Code Blue is a
complete recovery drink, designed by beverage scientists to revive your body. Code
Blue will support the brand through instore promotions and a New York-focused
marketing campaign that will utilize
co-branded materials.
G-Tox
G-Tox, a 4 oz. hangover shot that relies on
Glucarate, a patented ingredient for Phase-II
liver detoxification, is being test-marketed
in San Diego, Boulder, and Austin. G-Tox is
actively seeking new investors and partners.
Rehab
Fuze Beverages, owned by the Coca-Cola
Co., Inc., is re-launching Rehab on April
1 with the goal of marketing a less caloric
hangover-easing beverage that still tastes
good. The new product will have 25 calories
per 12 oz. can and will be the official drink
of the Hard Rock Hotel and Casino.
Alcohol Killer
Alcohol Killer is currently being distributed in Northeastern Ohio in restaurants,
beverage stores, sports clubs, bars and retail
chains(Heinens, Beuhlers and ACME Stores).
It is also distributed in Southern California,
Western Pennsylvania, Iowa, Illinois, Kansas,
Minnesota and Florida. In January 2009,
Alcohol Killer was introduced into the Nevada marketplace with distribution at several
casinos and retail locations. As of February
2009 Alcohol Killer is also available for
retail sale on Amazon.com.
Function Drinks
Function’s Urban Detox can now be found in
Duane Reade stores in New York City. Urban
Detox works to cleanse the lungs and sinuses
of airborne particulate pollution and fight
hangover physiology. Urban Detox is available in Citrus Prickly Pear and Goji Berry,
and can be found in Whole Foods Markets
and Target stores across the country. •
BOTTLE NECK
BY MATT CASEY
It wasn’t so long ago that the public hailed bottled water as a
miraculous, healthy beverage option – a panacea for a fattening
America addicted to sugar-laden sodas. The Center for Science in
the Public interest named bottled water as a healthy alternative
for school vending machines in 2003, and McDonalds – in an
effort to brighten its image – even added bottled water to its
“Go Active! Adult Happy Meal” in 2004.
But those halcyon days are over, and the turf war is on.
Under assault from environmental crusaders, politicians, federal
regulators and price pressures, what was once a healthy alternative
has become reviled enough to have a set of alternatives all its own.
Consumers have taken to buying refillable plastic or metal bottles,
and water filters have seen an uptick in sales that coincides with
dampened growth in bottled water revenue. By at least one measurement, the category’s sales have shrunk, and several of the category’s
most prominent brands have watched their revenues flatten or
fall as groups flog the category to endear themselves with
customers or constituents.
In June, for example, the U.S. Council of Mayors voted to end
the practice of using municipal funds to buy bottled water, saying it
would save taxpayer money and reduce plastic waste. In October, the
Environmental Working Group, an organization that supports organic farming and aims to change government policy, made a ruckus
about two out of ten tested bottled waters not adhering to California’s tap water standards. Other beverage-related products are bashing bottled water to score points with customers. Zenergize has been
in talks to co-promote its drink tablets with Sigg’s metal bottles, and
nuun, another drink tablet brand, recently circulated a press release
saying it was “committed to breaking the bottled water habit.”
But all that noise could be, a la Bill Shakespeare, sound and fury
signifying nothing – at least, according to the International Bottled
Water Association. IBWA spokesman Tom Lauria said many of
the statements and actions targeting bottled water have been less
substantive than they appear. The mayors’ bottled water ban, for
example, allows broad exceptions for municipal departments that
would face logistical difficulties mandating tap water-only policies.
New York City’s sanitation department can still distribute up to
two liters of bottled water to each worker on hot days. Lauria even
noted that some police officers stationed outside the mayors’ meeting
sipped bottled water while they kept guard over the Miami convention center. He classified recent attempts to ban bottled water on
college campuses as mere bluster. The bans spawn from talks
between corporate responsibility groups and professors, he
said, not agitated students.
“It’s not a grass-roots protest,” Lauria said. “It’s very top down.”
In his opinion, the category’s real woes stem from the faltering
economy and an increase in beverage options. Former bottled water
fans, he said, may be switching to enhanced waters, teas and bargain
“drinking waters” that don’t fall under the IBWA’s jurisdiction because they’re sourced, unprocessed, from public water systems.
That trend toward drinking water, Lauria said, coincides with a
general belt tightening. It also coincides with price battles at the
bottom of the category.
Amazon.com, for example, currently offers a 24-count case of .5L
Nestle water for just under $7. That’s less than 30 cents per bottle.
Undercutting the competition doesn’t seem to be helping the bottled
water giant – Nestle reported a 3.9 percent decline in its year-end
statement – but bargain prices have tugged mainline brands downward. Profit margins dropped so low on Aquafina that the Pepsi
Bottling Group said in July that it refused to cut prices any further.
As the year wore on, the distributor watched consumers switch away
from Aquafina as the brand’s yearly sales dropped by 16.6 percent in
supermarkets, drugstores, and mass merchandise outlets (excluding
Wal-Mart) during the 52 weeks ending on Dec. 28, according to Information Resources Inc. PepsiCo even left Aquafina out of its recent
round of packaging revamps.
“There’s been so much change in the past year, and it’s grown as a
category to the point where, really, we are starting to make very little
money,” said David Berwick, Chief Marketing Officer of PepsiCo
North America Beverages.
But even if the IBWA believes that the real problem for their
industry is the economy, the organization has aggressively confronted
affronts to its patron product. Over the past year, the association
issued press releases denouncing the study that claimed bottled water
was less clean than tap water, a proposed bottled water tax in Ha-
PHOTO BY BRETT WEINSTEIN
CATEGORY REPORT: BOTTLED WATER
CATEGORY REPORT: BOTTLED WATER
waii and the bottled water-bashing book Bottlemania.
Premium bottled water brands have confronted head winds in a
similarly steadfast manner. Fiji and Evian launched separate environmental initiatives that promise to minimize their products’ impact
on the planet and increase patronage of environmental causes. Fiji
pledged to invest in the Fijian rainforest, and Evian invested money
toward helping locals manage their water resources in Argentina,
Nepal and Thailand. Both brands have also tried to push the message
that, no matter what environmental crusaders say, bottled water still
has less of an environmental impact than any other beverage.
“It is important that consumers do their research to find out
what individual brands are doing to protect the environment,
and then make sure to do their part by recycling each and
every bottle,” said Philippe Daradez, Evian’s vice president
of regulatory and corporate affairs.
But, while those brands have kept their chins up, they may be
withering from the neck down. Evian watched its sales in PET drop
by 15.49 percent in 2008, according to IRI, and Fiji laid off 40 percent of its staff this summer, with little in the way of explanation. Fiji
executives said that, despite the deep cut, the company is still in good
shape. It may be: IRI reported that Fiji’s sales grew by 6.67 percent
in 2008, not bad considering the current environment, though that
pales compared to the 22 percent growth Polar Beverages reported
for Fiji in the New England area in 2007. Despite sputtering growth,
the brand maintains that good days will return.
“Bottled water has much less of an impact on the environment
than other packaged beverages,” said Fiji brand manager Daniel
Meyer. “And water is also much healthier for people than many
of these other beverages. Once the bottled water industry can
educate consumers about this, we believe bottled water sales
will resume their growth.”
But Fiji and Evian – despite their green efforts – are still imports,
another potential environmental pitfall. Cargo ships undeniably
increase a product’s carbon footprint, and Fred Water founder and
CEO Adam Gayner said he thinks drinking water sourced from
distant hemispheres is going out of style.
Bottled water consumers, he said, can only reduce their environmental impact in a handful of ways. They can purchase brands
that use recycled plastic bottles with reduced material content –
which many bottled water companies, including Fiji and Evian,
are working on – or they can reduce the distance the water
traveled before it meets their lips.
“It’s the same question as asking what can be improved about
orange juice,” Gayner said.
And domestic water may be winning out. Gayner’s sales figures, he
said, tell him that his urban-centered, flask-packaged brand is growing at the expense of imports, but he understands that the forces on
his brand aren’t the same as those on Fiji, Dasani and Nestle.
“We’re growing leaps and bounds, and we will because we’re new
and young and grabbing share,” Gayner said. “If I was a billion dollar brand I’d probably have a different story, but I’m not. I’m coming
up through the category.”
And the story for those bigger, banner companies could be different in the near future. Bad economies don’t last forever, and when the
American consumer is ready to loosen her wallet again, top bottled
water brands – if they continue as they are – will steal most of the
venom from their environmental antagonists. Maybe the U.S. Council of Mayors will even allow bottled water in City Hall again. •
BRAND NEWS
Jana North America, Inc.
Jana announced the addition of 2 glass SKUS
to its US portfolio: 330 ml bottles, 24 per
case and 500 ml bottles, 12 per case. In the
last year, Jana has also added more than
a dozen distributors, including: Manhattan Beer (NYC Metro Area), Miller of
Denton(Texas), and Tri State Juice (Ohio).
AMI Brands, Inc.
Volvic is entering its second year of partnership with UNICEF to help provide safe
drinking water to the western Ethiopian region of Benishangul-Gumuz. Over 62 million
liters of clean drinking water were provided
to the region in 2008 and more wells are
currently under construction.
Mountain Valley Spring Company
Mountain Valley Spring Water now utilizes
25 percent recycled PET in all of its plastic
bottled water containers. Mountain Valley
has recently redesigned its labels and packaging to communicate the serious commitment
the company has made to act in an environmentally sustainable way.
Fiji Water
FIJI Water and Corona Beer are joining
together this summer to offer a co-branded
promotion at retailers nationwide. Starting in May, special deals will be available
to shoppers on FIJI Water, Corona Extra,
Corona Light, and other leading brands.
Global Water Solutions
After a six-month hiatus, Global Water
Solutions’ AQUAVYBE, is flowing again.
In addition, AQUAVYBE is now bottled
in a patented, oxo-biodegradable PET
plastic bottle.
Penguin Bottling Company
Penguin Ice has expanded its East Coast
distribution network to include Montreal,
Quebec City, and New York. Penguin Ice
was selected to be the only water representing the green alternative at The Green
Inaugural Ball.
Icelandic Spring
From its logo to its Web site, Iceland Spring
is executing a comprehensive rebranding,
including a new tagline, “Live Longer.” The
09-HSL-0290A Bevnet 03/17/09 11:42 AM Page 1
rebranding also focuses Iceland Spring’s
naturally high pH level (8.88).
Icelandic Water Holding
Icelandic Glacial added a 330 ml bottle.
The new 330 ml bottle mirrors the same
ice-sculpted design of other Icelandic Glacial
products in a scaled-down size. Every 330
ml bottle showcases Icelandic Glacial’s new
reversed logo as well as the official CarbonNeutral logo.
Drink America’s
Paradise!
HAWAIIAN SPRINGS
YOUNG NATURAL ARTESIAN WATER
AriZona Beverage Co.
AriZona Beverage Co. ventured into a new
area of hydration with Vapor Water. AriZona’s Vapor Water will begin distribution
nationally this winter. For more information
on this and other AriZona beverages please
visit www.drinkarizona.com.
owater
sport owater recently gained authorizations
from Stop & Shop and Giant and Whole
Foods in the Southern Pacific. The company
has recently updated sport owater packaging
as part of a new brand initiative that uses the
stories of inspirational athletes from around
the country.
Nestle Waters North America
Nestle Waters North America signed a two
year endorsement agreement with fitness
guru Bob Greene, creator of “The Best Life
Diet” program, author of diet and fitness
books, and Oprah Winfrey’s personal trainer.
Greene will promote Pure Life and educate
consumers on the benefits of drinking water
as part of a healthy lifestyle.
Earth Water International
Earth Water is now working with soccer
star Luis Figo, captain of the Portuguese
National Soccer team. Earth Water is also
now available in all Whole Foods across
the country as well as a growing number of
independent coffee houses.
Isbre Holding Corporation
Isbre Water has recently achieved placement
in Whole Foods (NJ), Giant Food Stores
(PA), Quickway Stores (NY) and The Great
Atlantic and Pacific Tea Company which operates 447 stores under six banners along the
Eastern Seaboard. Isbre can now be found
on shelves in more than 5,000
retail locations.
Come visit us at
www.HawaiianSpring.com
Matsumoto & Clapperton Advertising
Client: Hawaiian Springs
Title: “Drink America’s Paradise”
Date: 3/9/09
Job #: 09-HSL-0290A
BRAND NEWS: BOTTLED WATER
Equa Water Corporation
Equa Water has reduced its bottles’ neck
finish down to the industry standard 28 mm
from its previous measurement of 38 mm.
Maddie’s Beverage Company, Inc
Maddie’s Beverage Company, maker of
Wateroos children’s water-filled drink boxes,
continues to gain distribution adding JewelOsco, Copps, Rainbow, Pick ‘n Save and
Buehler’s to its list of retailers. In addition,
the line is now being carried in the new
natural food and beverage set at 300+ Toys
R Us stores.
Essential Aqua
Essential Aqua debuted in December with a
mission to help children in need. For every
bottle of Essential Aqua Premium Drinking
Water sold, a portion of the sales proceeds
is being contributed to Children’s
Miracle Network.
Mount Olympus Waters, Inc.
Mount Olympus Waters of Salt Lake City
is now expanding the distribution of its
new 20 oz. Limited Reserve “MTO”
pure spring water.
New York Spring Water, Inc.
New York Spring Water, Inc. recently expanded its distributor base into the Midwest
and South, and added a new package: the
low environmental impact cup, called Cupa-Water. With substantially less plastic than
conventional PET bottles, Cup-a-Water is
available in three sizes (140 ml, 200 ml,
and 300 ml).
Indefinite Possibilities LLC
Good Vibes for You has redesigned its label.
The new labels are imprinted with GVFY’s
logo for Conscious Planet, a GVFY’s new
division of partnerships geared towards
sustainable initiatives and educational
development. To learn more, go to www.
goodvibesforyou.com.
The Tesalia Springs Co.
Guitig Mineral Spring Water has added a
more expressive label that emphasizes the
Cotopaxi Vulcano, where the brand’s water
begins long before it arrives in a bottle.
Danone Naya Waters
In 2008, Naya began using 25 percent recycled plastic in its bottles. Naya announced
that, starting in April 2009, its bottles will
contain 50 percent recycled plastic. Naya is
also donating 1 percent of revenues to the
protection of the environment.
Refreshing Ideas, LLC
New to the market, h2O is distributed by
Tree of Life and comes in a mainly-paper
package. Just toss these aseptic cartons in
your recycle bin so they can be made into
cereal boxes and paper towels. The brand
also appeared at the Green Odyssey party at
the Sundance Film Festival.
National Beverage
LaCroix is debuting an eight-can fridgepack to compliment its 12-pack of sparkling
water. For more information, contact
[email protected].
H2Om Water
As of March 1st 2009, H2Om’s line of
seven waters with intention are available
nationwide through Tree of Life and UNFI.
H2Om most recently hosted the Hollywood
Premiere of the documentary film WATER
which is available on DVD on their website
at www.H2Omwater.com.
Lifestyle Beverages
Style Water has expanded its availability to
spots throughout the Northeast including the
Hamptons, New York City, and Jersey beach
areas. The brand is focusing on the fashion
modeling industry, including placement in
the Garment Center and certain publishing
and modeling offices and parties.
Fitness Water, Inc.
H2Ultra bottled water will keep the USA
National Weightlifting Team hydrated
through training that will lead up to the
next Olympics. Fitness Water has also inked
an agreement for H2Ultra to sponsor a
professional BMX Bike Team and promote
H2Ultra at regional and national competitions throughout 2009.
Island Chill Bottled Water Company
Island Chill Artesian Water Limited has
signed with Quest Sales and Marketing to
represent Island Chill as its sales team for the
U.S.A. Island Chill also recently signed Stern
Beverage as its master distributor for the U.S.
OGO USA
OGO plans to introduce 1/2 L PET and 750
ml glass bottles this spring, and is in deep
negotiations with elite hotels in Los Angeles.
The brand is also getting ready to launch the
New York market.
BRAND NEWS: BOTTLED WATER
Hawaiian Springs
Hawaiian Springs debuted a new bottle
design for 2009, when it will also seek
national distribution for the first time.
Hawaiian Springs recently contributed to the
true Aloha spirit in the nation’s capital when
it was served at the Hawaii State Society
Inaugural Ball.
Spero Group, Inc.
Tumai Water is expanding its line to include
new multi-pack options and is picking up
new distribution in the Northeast and midAtlantic. In February 2009, Tumai Water
was included in the book launch of Summer
Rayne Oaks new book Style, Naturally
at Stella McCartney’s boutique in New
York city.
The Coca-Cola Co.
DASANI Purified Water is the premier Sponsor of Expedition: Blue Planet, an effort by
Alexandra Cousteau to engage people in
discussions about water and how to take
meaningful action. For more information, go
to www.alexandracousteau.com.
To date, GIVE, a charitable bottled water
that donates 10 cents of every bottle sold to
a cause of the consumer’s choice, has raised
over $50,000 for local charities where the
product is sold. Currently distributed in the
Northeast, Midwest, and parts of Canada,
GIVE is expanding throughout the US in
2009. Find out more at drinkgive.com.
Project7
Project 7 Purified Water is available online
at www.Project7.com, and is also soon to
be distributed at Jewel-Osco grocery stores
in the Chicago area. The bottled water is
not only sourced domestically, but its
packaging uses boxes made from 100
recyclable materials.
Soma Beverage Company
Soma Beverage Company has introduced
Metroelectro in a 1L. Metroelectro is available in stores nationwide, including Whole
Foods Market and Safeway Naturals.
Evian North America
Between 2000 and 2011 Evian will have
shrunk its carbon footprint by half. The
company simultaneously intends to develop
voluntary initiatives making it possible to
absorb the remainder of its carbon footprint.
From 2009, Evian will support specific pro-
grams to store carbon by restoring wetlands
with Ramsar and the IUCN. This twin effort
will enable Evian to become carbon neutral
from 2011 onward.
Talking Rain Beverage Co., Inc.
Talking Rain beverage company, which sells
bottled water brands Air Water and Talking
Rain Spring Water, was the water sponsor for The 26.2 With Donna: the national
marathon to fight breast cancer.
Aquadeco LLC
Aquadeco Water has been pushing its brand
into hotels, restaurants and night clubs. The
brand offers promotional programs to hotels
such as “free fills” and price matching for
current water.
Twinlab Corporation
Twinlab Corporation offers TwinCal Natural Calcium Water as a new way to get more
calcium into consumers’ diets. Drawn from a
glacially-formed aquifer, TwinCal has 60 mg
of calcium in each bottle and is available in
24 packs of 0.5 L bottles.
Bella Voda Inc.
As of March 1, DPI MidWest is distributing
Bella Voda Premium Artesian water to all of
its customers throughout the Midwest.
RushNet, Inc.
e-water has just received its trademark
approval for Japan. In the U.S., e-water is
distributed by Tree of Life.
AquaGenus
AquaHydrate recently signed an endorsement deal with Olympic athlete Julie Swail,
and is now distributed by United Natural
Food. The brand has been approved in select
Whole Foods in California; the Southwest
Division, as well as select Publix Super Markets in Florida and Georgia.
Pacific Water International Ltd.
redleaf is Canada’s new Ultra Premium
bottled water. The brand’s unique process
infuses the water with oxygen and retains
naturally occurring minerals. Watch for
distribution of redleaf in the U.S.A.
coming soon.
Deep SeaWater International, Inc.
Kona Deep has recently been introduced to
the continental 48 states. Sourced from deep
in the Pacific Ocean, Kona Deep does not
deplete the world’s fresh water supply. •
Beverage Spectrum covers new beverage products, as well as the
marketing, packaging, and ingredient innovation trends behind those
products. From the largest beverage marketers to regional distributors
to the smallest corner stores, the beverage business is at its core about
selling drinks. Beverage Spectrum is the guide for those who both sell
them and create them.
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3. What is your primary business
type? (check only one)
A
Convenience Store
B
Supermarket/Grocery
C
Club/Warehouse
D
Mass Merchandiser/Dollar
E
Drug Store
F
Liquor Store
G
Wine Store
H
Wholesaler/Distributor/Broker
I
Beverage Only/Beverage Specialty Store
J
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Supplier Company
L
Services Company
X
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4. What is your title? (check only one)
A
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B
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E
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5. Do the locations that you are
responsible for sell: (check all that apply)
A
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B
Non-carbonated soft drinks
C
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D
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E
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F
Liquor
PROMO PARADE
EARN SOME CRED. ROLL WITH URIJAH.
MILWAUKEE’S BEST LIGHT LETS IT RIDE
Milwaukee’s Best Light is betting that continuing its relationship
with the popular World Series of Poker will turn into a winning
hand. In 2009, Milwaukee’s Best Light will be the official beer
sponsor of the World Series of Poker, which featured increases
in spectators and participants in 2008, as well as a highly rated,
primetime broadcast of the final table on ESPN.
As the tournament’s official beer sponsor in 2009 and 2010,
Milwaukee’s Best Light has the ability to use the WSOP logo
on packaging and in all promotional activities, and the brand
will have prominent signage during the nearly two-month-long
tournament at the Rio All-Suite Hotel and Casino in Las Vegas.
Terms of the two-year deal were not disclosed.
For more information on the WSOP, visit www.WorldSeriesOfPoker.com. And for more information on Milwaukee’s Best
Light, visit www.MilBestLight.com.
No Fear Energy, the official energy drink of World Extreme Cagefighting, announced two national promotions in conjunction with WEC
Featherweight Superstar Urijah Faber. “The California Kid” is lending
his name and likeness to a national sweepstakes called “Roll with
Urijah,” and an under the tab promotion called, “Earn Some Cred.”
“Earn Some Cred” is the brand’s first-ever “under the tab” codebased promotion. Consumers can crack open specially marked
packages of No Fear, register online at NoFearEnergy.com and enter
the code under the tab to “Earn Some Cred” toward prizes. Eight No
Fear Energy drinkers will instantly win trips to special events including WEC events, motocross excursions and surfing lessons in Hawaii.
“Earn Some Cred” will be supported by life-size standees of Faber in
retail outlets. The program ends Aug. 9.
On March 1, No Fear launched its national “Roll with Urijah”
sweepstakes, which gives consumers the chance to win a trip to Las
Vegas to join Faber and his entourage at a WEC event. No purchase
is necessary- participants can register for free online at versus.com.
NESTLE’S BEST LIFE
Nestlé Waters North America
signed a two-year agreement
with Bob Greene, creator of the
Best Life program, to promote
Nestlé Pure Life bottled water.
Greene will serve as spokesperson for Nestlé Pure Life, appear
in print and broadcast advertising and online on behalf of the
brand to encourage families
to take small steps in living
healthier lifestyles.
As part of the partnership,
Nestlé Pure Life will receive
the Best Life Seal of Approval.
Designed by Greene, the Best
Life seal is intended to help
consumers make healthier food
and lifestyle decisions.
‘SPOKES’ – MAN
HYDRIVE Energy announced
that it has signed Sam Whittingham to be the “spokes”
person for its enhanced water
energy brand. Whittingham
holds the world record in speed
cycling and is known internationally as the “fastest selfpowered man in the world,”
having traveling 82.3 miles per
hour on a flat course at the
World Human-Powered Speed
Challenge in Battle Mountain,
Nevada in September 2008.
Whittingham will be featured
in the HYDRIVE outdoor,
print, POS, and web campaign
slated to break in March.

How mayors, money, and eco-mania are creating a

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