beverage spectrum july-aug 2009

AUGUST 21, 2009

YES WECAN!Steaz takes affordable organics into the supermarket.

Steaz co-founders Steve Kessler

(right) and Eric Schnell

HOW TOBOOST

IMPORTBEER

SALESWITH

DOMESTICBREWS

BEVNET’S 2009

WATER GUIDE

SPECIAL SECTION

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©2009 America’s Milk Processors. got milk?® is a registered trademark of the California Milk Processor Board.

Create excitement in the dairy case, sell more milk, and earn a digital picture frame with our October feature incentive program– Chocolate Milk, The Offi cial Drink of Halloween. Remind moms that chocolate milk is the treat they can feel good about giving to their families. Encourage them to have fun and “Treat Your Bones With Chocolate Milk.” To sign up or learn more, call your processor or ADA representative, or call the MilkPEP Hotline at 800-945-MILK.

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JULY-AUGUST.09.BEVERAGESPECTRUM.7

JULY–AUGUST 2009vol. 7 :: no. 5

Beverage Spectrum (Postal Number 024-552) is published monthly with combined issues in January/February, May/June, July/August and November/December by Beverage Spectrum Publishing, Inc., a wholly owned subsidiary of BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offi ces.POSTMASTER: Please send address changes to Beverage Spectrum Magazine, Subscriber Services, 44 Pleasant Street, Suite 110, Watertown, MA 02472

Columns

8 FIRST DROPTalking About a Revolution

10 PUBLISHERS TOASTWhat am I Missing?

24 GERRY’S INSIGHTSA Brief History of AriZona

26 BLENDED CHANNELSAdapting to Cyclical Change

Departments

12 BEVSCAPE BUSINESSSome CSDs are bucking the trend.

14 BEVSCAPE INNOVATIONOrganic labels on the wane.

16 CHANNEL CHECKRTD tea gets strong at the margins.

18 NEW PRODUCTSO.N.E. Water; Jones Jumbles

80 PROMO PARADEEvian babies have got the beat

Features

28 BRANDS IN TRANSITION: VOLTHow Volt survives by fi ghting giants.

32 COVER STORYYES WE CANAfter years of chasing the trade-up consumer, organic tea makers try a value play.

44 HOW CRAFT BREWERS HELPED IMPORT BEERSConsumer enthusiasm for high quality domestic beer has spilled over to imports.

Conference Beat

48 PREVIEWLooking ahead to the 2009 NBWA Show in Las Vegas

Special Section

51 BEVNET’s 2009 WATER GUIDE

COVER PHOTOBy Ritterbin Photographywww.ritterbin.com

Cheerwine is a registered trademark of the Carolina Beverage Corporation.

12

30

44

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©2009 America’s Milk Processors. got milk?® is a registered trademark of the California Milk Processor Board.

Create excitement in the dairy case, sell more milk, and earn a digital picture frame with our October feature incentive program– Chocolate Milk, The Offi cial Drink of Halloween. Remind moms that chocolate milk is the treat they can feel good about giving to their families. Encourage them to have fun and “Treat Your Bones With Chocolate Milk.” To sign up or learn more, call your processor or ADA representative, or call the MilkPEP Hotline at 800-945-MILK.

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PHOTO: ANHEUSER-BUSCH INBEV ®

8.BEVERAGESPECTRUM.JULY-AUGUST.09

THE FIRST DROP By Jeffrey Klineman

TALKING ABOUT A REVOLUTION

TALK ABOUT SWEATING IT.Sports drink sales have taken the plunge this year. The latest? Convenience store sports drink sales dropped by almost 25 percent in the four weeks before and after Memorial Day, and by about 16 percent last in the last 12 months. With the cat-egory so thoroughly dominated by one product, there can only be one conclusion: Brand Gatorade is hemorrhaging.

PepsiCo CEO Indra Nooyi admitted as much during her last earnings call, when she asked for patience as the line shrinks down to its core user base – the same core base that PepsiCo tried to re-energize for with the “G” marketing campaign, which aims for the soul of the athlete, more than the casual user.

It’s going to be a hard truth for both retailers and investors: Gatorade, when it was purchased by Pepsi, was easily the shrewdest beverage brand acquisition of the last 25 years. And its popularity is such that it will likely remain an impor-tant part of the beverage fi rmament. A cooler without Gatorade would be like a cooler without Sprite. But the brand is starting to show signs of age.

Why are Gatorade sales evaporating?

After “G,” what comes next? “H” for “help?”

That’s not to say that Gatorade won’t continue to dominate the sports drink category; it’s just that it’ll be dominating a much smaller one, as drinker preferences evolve so that they demand a variety of functional effects from their beverages. Worse yet for the brand, the spectrum of products aimed for athletes continues to diversify as well. As we’ve reported already, “Sports Drinks” are growing to encompass protein-based products, natural products like coconut water, even specialized performance hybrids that deal with mental focus or energy in addition to hydration.

Certainly, it took an unfortunate confl u-ence of events to make Gatorade’s stumble worse than it might ordinarily have been: a rainy early summer, an underwater econ-omy, and a ham-handed rollout of what may yet become an effective rebranding campaign have all probably exacerbated the situation. Small factors played in, as well – Gatorade’s new Tiger brand struggled mightily – down 57 percent – while namesake Tiger Woods didn’t exactly elevate his game for the brand, missing the cut at the British Open. (Note: here’s some unsolicited advice for Joint Juice: sign Tom Watson as your spokesman. NOW.)

But again, overemphasizing the col-lection of internal and external factors just listed above is to discount the more fundamental change that has taken place – and that change is that Gatorade is not the only functional beverage out there anymore, and its share will erode through category theft. Just as energy drinks have taken share from CSDs, they have also started to encroach on Gatorade’s turf – the open secret in professional baseball is that in the absence of “greenies” and other performance-enhancing stimulants, players have turned to Monster and Red Bull. At the non-performance end of the

spectrum, bottled and enhanced waters are capturing a great deal of the cool cachet that having a bottle of Gatorade once signifi ed for consumers – particularly women, who have had a stronger hand in driving the growth of vitaminwater than men.

So, is the day on the horizon when Gatorade’s market share will be whittled down until it becomes just one of many functional beverages that serve a specifi c purpose, in this case, sports hydration? Likely the future is not that bleak; even as its broad functional mandate erodes, Ga-torade remains an all-purpose refreshment beverage for many people. True, some-where down the line, there will be some decay in that respect, as fewer people who pick it up for the function keep drinking it for the taste. But for several generations, the product has left a strong imprint, and it should maintain its strength among dedicated users. Additionally, the major innovation in the line in recent years, the development of G2, should help the company retain users who are looking for products that are lower calorie or are more receptive to the idea of products that are “less sweet.”

Still, it’s an amazing thing to see cul-tural change wash over a product line, and to see its sales drop drastically as a result. It makes one wonder how much of Gato-rade’s precipitous fall was anticipated, and how much of it was the result of mishan-dling. Already, at PepsiCo, there’s been something of a changing of the guard; CMO Dave Burwick announced he was leaving as I started writing this column, and Gatorade itself acquired a new head of marketing late last year. But sometimes things get stolen when it isn’t the guard’s fault at all. Sometimes, what they’re guarding just isn’t worth as much as it used to be. And those are the times that are revolutionary, indeed.


PUBLISHER’S TOAST By Barry J. Nathanson

EDITORIAL44 Pleasant Street, Suite 110

Watertown, MA 02472ph. 617-715-9670 fax 617-715-9671

ADVERTISING1123 Broadway, Suite 210

New York, NY 10010ph. 212-647-0501 fax 212-647-0565

PUBLISHERBarry J. Nathanson

[email protected]

EDITORJeffrey Klineman

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ASSOCIATE PUBLISHERJohn McKenna

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ART DIRECTORMatthew Kennedy

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GRAPHIC DESIGNERAmadeu Tolentino

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ASSISTANT EDITORMatt Casey

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ASSOCIATE PUBLISHERAdam Stern

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JR. DESIGNERNatalie Iknaian

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SUBSCRIPTION INQUIRIESAdam Stern

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BEVERAGE SPECTRUM PUBLISHING INC.

CHAIRMANJohn F. (Jack) [email protected]

PRESIDENT ANDEDITORIAL DIRECTOR

John [email protected]

BPA Worldwide Member, June 2007

WHAT AM I MISSING?

Is bottled water the devil? Barry doesn’t think so.

THERE’S A LOT OUT THERE grabbing headlines these days: the eco-nomic meltdown and possible recovery; the winding down of the Iraq war and the ramping up in Afghanistan; threats from Iran and North Korea. In sports, steroid scandals continue, with the Red Sox now on the chopping block (go Yankees! Our cheaters are better than their cheaters!). Racial issues are on the table again with the dustup between Henry Louis “Skip” Gates and the Cambridge Police Depart-ment. I could go on, but instead I want to address an issue that totally per-plexes me, in my beverage centric world.

We live in a culture where health issues abound. Obesity is rampant. A large part of our populace eats poorly, doesn’t exercise, continues to smoke and generally has a total disregard for their well being. Children are fed junk from day one, and it’s given to them Super-Sized. I recently went into a fast food restaurant to check the now-mandated calorie counts on their menu boards. I almost had a heart attack just reading the offerings.

This brings me to my major bone of contention. Why are the “issues” around bottled water even issues at all? It boggles my mind that the only undisputedly healthy beverage offering is being attacked on so many fronts. Of all the consumer products out there, why are politicians and public offi cials making this particu-lar beverage category public enemy #1?

They’re banning the purchase of bottled water by municipalities, attacking PET bottles and their impact on the environ-

ment, proposing taxes and state initiatives for separate bar coding. I am here to call it all what it is: sheer nonsense. This legislative posturing must stop. Deal with

real issues, not this.We can debate the merits of

many different products in food and beverage groups, but no one can claim that drinking water isn’t at the top of the list for a healthy lifestyle. The bottled water industry has made more strides than other categories to reduce its carbon foot-print. Drinking water and its

portability should be encour-aged, not legislated against.

I lead a pretty active lifestyle. I run, play tennis, ski, and manage to walk about six miles a day. I also pack a bottle of water with me on almost all occasions. To imply that it is bad for these bottles to be out there doesn’t refl ect reality. We live

in a mobile society, and having the option of bringing water and other packaged goods with you is our right. I’d rather have people toting water, because

it means they’re out and about pursuing an active lifestyle, that have them inside watching inane TV or playing mindless video games. Hopefully, people will make the correct choices in what they ingest, but to single out the one product that personi-fi es good nutrition is insanity.

Stop all this stupidity.

Is bottled water really that bad?

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BB BEVSCAPE BUSINESS • The latest news on the brands you sell.

Cheerwine might be an old brand, but by going virtual, it's taking a new-school approach to marketing

Both natural foods veterans, Reed's and Zevia are fi nding new growth.

It’s been a rough year for sodacompanies, as A.C. Neilsen reported that carbonated soft drinks are down 3.5 per-cent. But while mainstream soda brands are hurting, a few CSD’s have risen above the general malaise.

Unit sales at Cheerwine, for instance, are up 30 percent this year. Tom Barbitta, VP of marketing for this old-time North Car-olina-based maker of cherry fl avored soda, attributes these numbers to a new market-ing approach.

“This brand has been around for 92 years in a land of giants,” he said.

The new strategy is based on the idea that “small is becoming the new big,” he said. He sees an authenticity in the brand based on its age and regional popularity that plays well with 18 to 24 year-olds.

“You can’t market at these people. They have a BS meter,” Barbitta said.

Barbitta believes, that young people’s corporate cynicism has turned them away from the large multinational soda companies like Coke and Pepsi, in favor of Cheerwine.

This family owned beverage company has already launched in New York City and intends to expand into the national market place. The new ad campaign is based on a relaxation motif. Cheerwine has launched a new website and pursued internet ad space as well as making a traditional sum-mer advertising push.

Fighting the CurrentThree CSD companies with rising fortunes. By Mike West

Cheerwine is a registered trademark of the Carolina Beverage Corporation. Cheerwine is a registered trademark of the Carolina Beverage Corporation.

If Cheerwine is a restless old-timer, Ze-via is a lively youngster. After working out some start-up kinks, it is on the move with SPINS reporting sales growing 700 percent in the fi rst third of the year. Zevia over-hauled its product line, improving their packaging and after some tinkering, settled on a Reb-A (stevia)-based formulation.

Derek Newman, a principle and direc-tor of Zevia, attributes the recent growth to their unique place as a natural zero calorie beverage.

“Consumers are tired of sugar and chem-icals,” Newman said.

Zevia is currently in the natural foods channel and plans to expand into the gro-cery channel.

As Zevia enjoys a growth spurt, Reed’s Inc, the quirky Coca Cola of natural foods, wants to expand into a high traffi c area. Already ubiquitous in the natural food sec-tion of many big box grocery stores, Reed’s is expanding into the mainstream bever-age aisle, with Weis Markets stocking it in 150 of their stores.

Christopher Reed, CEO and founder of Reed’s Ginger Brew, said that the com-pany has had modest growth during the economic down turn, in part because they have consolidated their distribution net-work to focus on the grocery channel.

“We would love to get the Mom and Pops, but right now we are focused on the big box accounts,” said Reed.

Distribution is only part of the story. Reed’s beverages are uniquely brewed, re-quiring it to run its own plant, which is usually considered a liability for beverage companies. Reed’s has expanded into pri-vate label brewing and expects to bring in $5 million in private label this year.

Whether there is a category wide lesson in the example set by these companies is hard to say. But one lesson is clear: differ-ent and quirky has helped these companies defy a downward trend.


The latest news on the brands you sell.

Simplification, Private Labels Could Squeeze Beverages

Energy Shots Move off the Counter Will Bottled Water get Tapped?

The new mantra in retail is "Less is More."

In the age of new thrift, retailers have stepped in to reverse the trend of ever-increasing specialization in product lines. Ac-cording to the Wall Street Journal the new mantra in retail is “Less is more.”

Retailers now want the number of brand SKUs paired down because, the WSJ reported, reducing the number of products in a category can increase both sales and profits for the stores.

The drive to simplify has focused mostly on food and household products – like cookies and toilet paper – but the trend runs squarely into another that has had a more direct impact on beverage brands: private label products.

Putting fewer SKUs on the shelf creates more room for store brand products, which retailers have increasingly favored as both a sop to thrifty consumers and a way to pad their own incomes.

This could be bad news for both young beverage brands and expansive beverage brands in grocery channels, as they will now have to compete with not just Coke and Pepsi, but also the retail-ers themselves.

Bottled water, its sales already on the decline and suf-fering from a dinged-up public image, took another hit in July when federal regulators told Congress that consumers may benefit from more bottled wa-ter regulation.

The Government Account-ability Office told Congress that the U.S. Food and Drug Administration’s authority over bottled water pales in compari-son to their authority over tap water. The FDA can require lab tests for tap water, but cannot require the same kinds of tests for bottled water, the GAO reported.

The FDA has recently in-creased its regulation of bottled water – creating requirements that bottled water companies eliminate all E. Coli bacteria from their products and dis-close any tests that reveal po-tential health threats – but wa-ter bottlers are not required to report the source of their water, how it has been treated or what contaminants it may contain.

In what may be the birth of a trend, a convenience store chain has moved energy shots off of the counter and into their own display rack.

5-Hour Energy gave birth to the category as a cluster of little bottles in close proximity to the cash register, but Terry Johnson, director of marketing for the 40-store Uppy’s chain based in Ches-ter, Va., told Convenience Store/Petroleum magazine that he de-cided to raise the segment’s profile by giving it its own rack.

Johnson created a six-shelf rack to display the shots and called it the “En-ergy Shot Headquarters.” But while he’s moved shots off the counter, Johnson said he kept the rack near the cash reg-ister to induce impulse purchases.

So far, he said, the displays seem to be doing well, and they help him deal with the wild proliferation of energy shot brands arriving on the market.

“With the new brands coming out, we would have had all that sitting on the counter,” Johson told CSP “There’s just not place for all that stuff.”

He added that the shots are “high profit and selling well.”

BB

Joseph K. Doss, president of the International Bottled Water Association, argued against in-creasing regulation, saying that bottled water is thoroughly test-ed before it reaches consumers.

Several major beverage com-panies, including Nestle Waters North America and PepsiCo, rushed to point out that they already engage in the kinds of practices the GAO said the FDA requires for municipal water systems. PepsiCo already lists Aquafina’s source – puri-fied municipal water – on the brand’s bottles, and Nestle penned a letter to the Wall Street Journal boasting that “We test approximately 2,000 samples a day of bottled wa-ter, and gallon for gallon, our water is tested nearly 68 times more frequently than most mu-nicipal water supplies.”

But that kind of inspection and disclosure is not required, and, the GAO said, “our work suggests that consumers may benefit from such additional information.”


BI BEVSCAPE INNOVATION • Product development & marketing news

More social marketing correlated to higher revenue growth – even during the recession – according to a new study from Wetpaint and the Altimeter Group.

The study focused on those brands in-cluded in the 2008 BusinessWeek/Inter-brand Best Global Brands survey, and sep-arated each into one of four groups based on how many social media channels the brand engaged with, and how deeply.

Those that engaged most with social me-dia saw revenues grow by an average of 18 percent, while the least engaged brands saw their earnings drop by 6 percent, the report said. Additionally, the most engaged group increased gross margins faster than others,

Probiotics, an ingredient class that, not so long ago eliciteda blank stare from the average consumer, are becoming both better understood and more accepted, according to a recent report from Datamonitor.

Datamonitor found that 38 percent of Americans trusted func-tional claims made in connection with probiotics, while only 14 percent found them untrustworthy, and the market for probiotic products has grown. The segment posted $951 mil-lion in sales in 2003, Datamonitor said, and $1.5 billion in 2008.

And, according to a 2008 survey from Opinion Research Corporation, there’s still plenty of room for the category to expand. Only 15 percent of America adults were familiar with the concept of benefi cial bacteria, the group said.

Datamonitor projected that America will one-day reach the level of probiotic acceptance that exists in Japan, where the idea of consuming a daily probiotic beverage is a normal part of life.

These fi ndings come on top of a re-cent study from Danisco that found that probiotics may relieve the symp-toms of birch pollen allergies. That research, according to the company, opens to door to using probiotics in antihistamine functions.

The organic label, long one of the beverage entrepreneur’sfavorite touch points, isn’t what it used to be.

One of the most recognizable organic brands – Horizon Organic – is moving away from the label with a new prod-uct, and a recent report from the Wash-ington Post found that many products that are labeled organic contain non-organic – even synthetic – ingredients.

The original organics law allowed 5 percent of a certifi ed organic product to consist of non-organic substances as long as they were approved by the Na-tional Organic Standards Board. That list originally contained 77 substances that had no organic alternative. Now, the list has grown to 245.

Agriculture Secretary Tom Vilsack pledged to protect the label from mounting pressures to loosen stan-dards, and Sen. Patrick Leahy (D-Vt.) said that, if the government doesn’t

protect the standards for the organic label “the program is fi n-ished. It could disappear overnight.”

That disappearance may already be on its way. Milk producer Horizon is introducing products for children that will bear a “natural” label in place of the USDA organic seal in an effort to offer a product that’s easier on consumers’ wallets. It’s worth noting that an 8 oz. single serve Tetrapak of Horizon Organic can retail for more than $3.

More Social Marketing = More Profi ts

Probiotics Growing More Accepted Organic Label Loses its Cache

and was the only quadrant to increase net margin growth over the last year.

The researchers admit that they can’t prove a causal connection between social media engagement causes better revenues, but they’ve found a strong correlation. And it could mean that beverage companies like BAWLS Guarana, Sweet Leaf Tea and High Voltage Beverages – all of which have made serious marketing pushes on the internet – are on the right track.

For more on High Voltage Beverage’s online initiatives, see (page 28).

This is just one of many products in the fast-growth probiotic category.

Facebook – the key to Sweet Leaf’s success?

Product development & marketing news

SW BevSpec8-2.indd 1 8/2/09 10:42:06 PM


CC CHANNEL CHECK • What’s hot – and what’s not – in stores now.What’s hot – and what’s not – in stores now.

SPOTLIGHT CATEGORY

CANNED AND BOTTLED TEA

TOPLINE CATEGORY

VOLUME

BEER$8,832,744,000

BOTTLED JUICES $3,821,352,000

BOTTLED WATER$4,905,639,000

ENERGY DRINKS $991,509,400

SPORTS DRINKS$1,624,020,000

TEA/COFFEE$1,384,208,000

52 Weeks through 6/14/2009

52 Weeks through 6/14/2009

4.5%

0.3%

7.1%

-6.4%

-6.2%

-2.3%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart.

Ready for a recession-ready look at the RTD tea category? Check out how well private label has done in the past year. It’s doubled its share. Meanwhile, newer brands like Honest Tea, Fuze, even Gold Peak and AriZona’s Arnold Palmer label are moving up the charts, showing that consumers are interested at the high end, as well. These numbers show that Sweet Leaf, another up-and-coming brand, hasn’t seen a major increase in sales since partnering up with Nestle Waters, but it could still be too early in the game for a definitive reading. Meanwhile, check out the RTD tea story on Page 32.

SOURCE: Information Resouces Inc. Total food/drug/mass excluding Wal-Mart.

Brand Sales $ Change vs. year earlier

AriZona $306,139,400 6.1%

Lipton $228,781,200 -3.4%

Snapple $108,432,600 -9.6%

Diet Snapple $82,051,370 -11.3%

Lipton Brisk $81,168,020 -5.5%

Nestea $62,172,430 -3.3%

Diet Lipton $60,053,410 14.2%

Lipton Pureleaf $38,459,720 -0.3%

Private Label $25,297,660 89.5%

Diet Nestea $17,538,650 0.5%

Lipton Iced Tea $15,967,390 -13.4%

Gold Peak $15,495,110 -20.7%

Tradewinds $12,122,810 67.3%

Fuze $11,246,260 38.9%

AriZona Arnold Palmer $10,143,030 112.9%

Honest Tea $9,243,173 36.5%

SoBe $8,414,336 -31.7%

Nestea Enviga $7,847,952 -62.0%

AriZona RX $7,574,331 -4.7%

Arnold Palmer Lite Half & Half $6,197,928 100.7%

Ssips $5,946,642 5.8%

Tejava $5,473,421 29.1%

Sweet Leaf $5,391,163 10.1%

Teas Tea $5,205,446 14.6%

Tazo $4,179,496 -13.7%

SoBe Lean $3,712,332 -26.8%

Inkos $2,383,953 12.3%

Xing Tea $2,174,191 108.6%

Community $2,140,812 0.1%

Ito En $1,021,289 55.1%

What’s hot – and what’s not – in stores now.


What’s hot – and what’s not – in stores now.

Brand Dollar Sales Change vs. year earlier

Gatorade $548,307,600 -11.9%

Powerade $219,111,500 -13.4%

Gatorade G2 $182,400,000 136.2%

Gatorade Frost $120,912,400 -12.9%

Gatorade All Stars $118,609,000 -11.1%

Gatorade Rain $72,228,810 -49.0%

Gatorade Tiger $50,923,860 82.2%

Gatorade Fierce $48,169,580 -41.2%

Powerade Zero $46,171,190 993.5%

Powerade Ion 4 $36,476,530 N/A


Pom Wonderful $36,862,550 -1.3%

Odwalla Pomagrand $4,533,114 -33.7%

Bossa Nova $3,174,876 15.9%

Sambazon $1,662,097 96.5%

Bolthouse Farms $1,529,522 84.3%

Noble $1,414,474 -26.8%

Private Label $1,337,941 74.9%

Sambazon Rio Energy $1,237,655 60.9%

Odwalla $1,226,425 -35.5%

Purely Juice $949,479 -80.7%


Bud Light $1,415,544,000 6.0%

Coors Light $691,648,100 9.7%

Miller Lite $683,031,600 -0.8%

Budweiser $663,954,500 0.3%

Natural Light $284,337,600 6.8%

Busch Light $209,604,300 7.6%

Michelob Ultra Light $209,428,300 4.5%

Miller High Life $179,921,100 10.4%

Busch $162,294,700 9.2%

Bud Light Lime $139,404,600 592.6%


Corona $436,694,300 -1.9%

Heineken $291,485,000 -3.1%

Corona Light $125,803,400 -0.2%

Tecate $102,056,500 12.8%

Heineken Light $70,522,080 -2.6%

Modelo Especial $69,797,800 19.9%

Stella Artois $56,351,900 35.6%

Newcastle $49,473,010 -3.2%

Guinness Draught $48,049,500 -1.1%

Becks $45,080,460 10.2%


Frappucino $177,532,500 -8.0%

Doubleshot $21,748,220 -14.5%

Doubleshot Light $8,660,792 -21.3%

Private Label $2,437,272 14.8%

Starbucks Cappucino $1,871,423 -85.8%

Emmi $1,034,916 311.2%

Cinnabon $819,224 -57.7%

Godiva Belgian Blends $548,818 -91.1%

Community Cappucino $380,069 98.5%

Caffe d’Vita $362,340 -6.9%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09






CC

SPORTS DRINKS

FRUIT DRINKS

RTD COFFEE

CONVENIENCE/PET STILL WATER

IMPORT BEER

DOMESTIC BEER

HOT! Powerade Zero

HOT! Sambazon

HOT! Emmi

HOT! Private Label

HOT! Stella Artois

NOT! Heineken

NOT! Starbucks Cappucino NOT! Miller Lite

NOT! Purely Juice

NOT! Gatorade Rain NOT! Propel

HOT! Bud Light Lime


Private Label $721,516,800 3.9%

Aquafina $402,545,100 -15.6%

Glaceau Vitaminwater $389,642,400 -13.4%

Dasani $380,021,600 -13.4%

Poland Spring $263,728,600 -2.0%

Arrowhead $160,931,100 -10.5%

Propel $149,888,700 -26.4%

Deer Park $139,653,600 -2.2%

Nestle Pure Life $124,448,600 1.5%

Ozarka $107,739,000 -0.5%


NP NEW PRODUCTS • The newest options for cooler and shelf.

WATER

Attempting to get rid of acidic and toxic ex-tras, Real Water is negatively ionized and alkalized, but Real Water has been purified through a seven-step process, and negative ions have been added, leaving the water more alkaline. Real Water is available at health gro-cery outlets and Whole Foods Markets in the Southwest, as well as online (with no shipping fees). The suggested retail price is $1.50 per 16.9 fl oz bottle. For all location, please visit: www.drinkrealwater.com.

O.N.E. World Enterprises has launched O.N.E. Water, a sustainable alternative to plastic bottled water. O.N.E. Water is 100 percent pure, natural spring water packaged in BPA-free Tetra Pak cartons which are made primarily from paper - a renewable resource - that comes from responsibly sourced, well-managed forests where reforestation and biodiversity are actively monitored and main-tained. Additionally, Tetra Pak cartons are recyclable. O.N.E. Water is sourced from the Blue Mountain plateau of Eastern Canada, an area that is actively reforested every spring. O.N.E. has committed to donating 100 per-cent of the proceeds of O.N.E. Water to a vari-ety of non-profit organizations. O.N.E. Water is available starting this summer in 16.9 oz. Tetra Paks at stores nationwide (retail price $1.49-$1.79). For more information, call O.N.E. at (323) 966-4600.

STICK PACKS

Celsius Holdings, Inc. has introduced Celsius on-the-go packets. Each single-serve packet mixes easily in water and provides the same deliciously refreshing calorie burning benefits of Celsius beverages in a convenient packet form. Drinking Celsius helps to burn up to 100 calories or more per serving and increases metabolism by providing sustained energy. Celsius is vitamin enriched and scientifically tested. The packets, available in raspberry fla-vor, contains no sugar, zero or low carbohy-drates, no preservatives, no high fructose corn syrup, no aspartame and very low sodium. Celsius packets are available in raspberry and flavor and will be sold at retailers throughout the country and online. For more information, call (866) 4-CELSIUS.

CSDs

Jones Soda is challenging soda fans, soft drink connoisseurs and curious consumers alike to decipher which four classic Jones flavors, existing or retired, comprise the mystery mix-ture in Jones Jumble. Guesses on the new soda recipe can be entered at www.jonessoda.com. Jones Jumble will be available in three lim-ited edition bottles in retail locations across the country. Visit www.jonessodastore.com to purchase Jones Jumble 4-packs for $5.99 plus shipping and handling. For more information, call Jones at (206) 682-6979.

Big Red has introduced its next big flavor, Big Blue. After a soft launch in November 2008 in 20 oz. PET bottles, Big Red has added 12-packs and 2 L bottles. Additionally, early this year Big Blue was introduced in the very popular vintage bottle that has been well re-ceived by consumers.Big Blue’s popularity still rests mostly in the South, similar to its counterpart, Big Red. But with full distri-bution in Wal-Mart, Big Blue is looking at a promising future within other regions across the country. Big Blue is line-priced with other Big Red products. For more information, call (254) 772-7791.

High Voltage Beverages has added Blue Melon Shock to its VOLT line of energizing carbon-ated soft drinks, joining the Original Citrus Shock, Diet Citrus Shock, Tropical Mango Shock, Pineapple Shock, and Fruit Punch Shock. Like the original, Blue Melon is pow-ered by caffeine, at least 30 percent more than any soda, plus taurine, ginseng, and guarana. VOLT soft drinks are distributed through convenience stores in 20 oz. bottles. For more information, call High Voltage at (704) 552-3632.

Goose Island has released two new flavors of its craft soda line and revamped two others. The company has re-formulated its Orange Cream Soda and Concord Grape soda to use only all-natural flavors. In addition, it re-cently introduced two brand new all-natural flavored sodas; Vanilla Cream Soda and Spicy Ginger Soda. MSRP is $4.39 per 4-pack. Distribution is mostly through the Anheuser Busch system in the Midwest. Goose Island also sells directly to Midwest Costco stores, Jewel Food Stores, and several upscale hotels

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and on premise accounts. For more informa-tion, call (312) 226-1119.

SPIRITS

Malibu, the number-one selling Caribbean Rum with natural Coconut Flavor in the world, has added a splash of the tropics to the Malibu portfolio with the exciting de-but of Malibu Island Melon. Island Melon is the sixth member of the Malibu Rum family, joining Original Coconut, Mango, Pineapple, Passion Fruit and Tropical Banana. The U.S. launch of this product will be supported with an unprecedented multi-million dollar mar-keting campaign. Malibu Island Melon will be available for $14.99 for 750ml at retail. For more information, call (646) 746-9078.

Southern Comfort is launching two premium pre-mixed, ready-to-serve cocktails – South-ern Comfort Hurricane Cocktail and South-ern Comfort Sweet Tea Cocktail. Both flavors capitalize on Southern Comfort’s origins. The Hurricane is an iconic cocktail that shares a long tradition with Southern Comfort, and brings a little piece of New Orleans and Mardi Gras to any occasion. The Southern Comfort Ready-To-Serve Cocktails are only available in the U.S. in a 1.75L size with a suggested retail price of $19.99. For more information, call (502) 774-7643.

Aiming to get a premium tequila into the hands of consumers at a price point that reflects the current economic climate, CORZO tequila has introduced new 375ml bottling for all three of its varieties. The new 375ml bottles of CORZO Silver and CORZO Añejo were released on June 1, 2009. The 375ml COR-ZO Reposado is scheduled to launch in mid July 2009. CORZO Silver will retail as a sug-gested price of $23.99, CORZO Reposado for $26.99 and CORZO Añejo for $28.99. For more information, call CORZO at (212) 477-8090.

SPARKLING JUICE

PepsiCo’s IZZE Beverage Company has de-buted of two all-natural flavors: Sparkling Birch and Sparkling Ginger. In addition, Spar-kling Lime will move from natural channels to be available wherever IZZE is sold. All three

flavors are intended to complement the warm weather as well as a variety of summer foods. As with all IZZE products, these three new flavors contain no refined sugars, caffeine, pre-servatives or artificial colors or flavors, which means healthy ingredients aren’t sacrificed for great taste. Sparkling Birch and Sparkling Ginger will now be available in four-packs of 12 oz. glass bottles exclusively at Whole Foods Markets, and will be line-priced with other Izze products. For more information, call IZZE at (310) 248-6119.

SHOTS

Shot Me Up has just launched Zen Shot, a caffeine-free green tea energy shot. Each two oz. Zen Shot provides the antioxidant benefits of 5 to 8 cups of Green Tea with natural en-ergy and vitamins. The Zen Shot product line has a proprietary blend of potent green tea ex-tract, Aloe Vera juice, agave nectar, B and C vitamins and panax ginseng. MSRP is $2.99 to $3.25 per shot. For more information, call Zen Shot at (469)583-8285.

Longevity and lifestyle expert Oz Garcia has teamed with AriZona Beverage Company to create FastShots. This product is available in two formulas: A.M. Awake and P.M. Relax. They are intended to regulate the body clock while delivering important vitamins and nutri-ents to help the mind and body function more efficiently. Both FastShots – A.M. Awake and P.M. Relax include a combination of nutri-ents, anti-oxidants, vitamins and minerals all handpicked by nutritionist Oz Garcia PhD to provide maximum results. The FastShot line will also be sold with the newly released Ari-Zona RX Energy Fast Shot. MSRP for the 2 oz. shots is $2.99. For more information, call (212) 995-2858.

Guayakí has introduced a Lime Tangerine Organic Energy Shot. Fueled by yerba mate’s naturally uplifting and nourishing properties, this product is the first-ever all organic offer-ing in the fast-growing energy shot market. An all-natural alternative to artificial energy drinks and shots, the Organic Energy Shot provides a convenient and long-lasting boost of clean energy without the crash or jitters. Powered with whole plant extracts, includ-ing yerba mate, acerola cherry and goji berry,

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the Organic Energy Shot is also available in Chocolate-Raspberry and Lemon. Available nationally at natural and organic grocers and retailers in mid-August, the new Lime Tan-gerine Organic Energy Shots cost $3.99 per two oz. bottle. For more information, call (617) 939-8369.

BEER

Peak Organic Brewing has introduced Pome-granate Wheat Ale, brewed with organic co-riander and a touch of organic pomegranate and organic acai juice from Sambazon. The Pomegranate Wheat Ale has a soft, round mouthfeel from the local, un-malted wheat. The spice from the coriander and the subtle sweetness from the Pomegranate and Acai are a perfect complement, making this beer re-freshing, yet complex. For more information, including pricing, call Peak Organic Brewing Co., at (603) 475-3226.

Maine craft brewer Gritty McDuff’s Brewing Company’s Halloween Ale will hit stores in August and will be available through Octo-ber 31st. An Extra Special Bitter (ESB), full-bodied brew that’s perfect for crisp autumn days, Gritty’s Halloween Ale features a deep amber color, a bold, malty palate and a well-rounded hop fi nish. Gritty McDuff’s beers are available throughout New England in a growing number of bars, restaurants, pubs, taverns, supermarkets, beer and wine shops, convenience stores, and other beer retailers in Maine, New Hampshire, Vermont, New York, Massachusetts, Florida, Pennsylvania, and New Jersey. This product will be avail-able in 6- and 12-packs of 12 oz. bottles, 22 oz. bottles, 5-liter mini kegs, and on draft. For more information, call (207) 699-5500.

ENHANCED WATER

PepsiCo’s SoBe Lifewater has introduced two new fl avors, Acai Fruit Punch and Mango Melon. SoBe is also set to embark on its most aggressive and widespread marketing cam-paign, utilizing the hottest social media plat-forms while leveraging traditional advertising and promotional elements in exciting ways. These two new zero-calorie SoBe Lifewater fl avors are sweetened with the all-natural, zero-calorie sweetener, PureVia, made from a

highly pure extract of the Stevia plant leaf and are infused with a unique mix of antioxidant vitamins C & E, essential B vitamins and herb-al ingredients. This product will be line-priced with other Lifewater varieties. For more infor-mation, call PepsiCo at (914) 253-2027.

glacéau is launching four new varieties of vita-minwater10 on August 17. Currently available in nyc and southern california, the low-calorie game-changer will fl ood stores nationwide next month in go-go (mixed berry), mega-c (grape raspberry), revitalize (green tea) and recoup (peach-mandarin). These new variet-ies, sweetened with Reb-A, are available in 20 oz. bottles with an MSRP of $1.49. vitamin-water10 can also be found in 20 oz. variety-packs in mass/club channels (msrp $15.99), and in two convenient 16 oz. 4-packs (msrp $4.99). For more information call glaceau at (212) 367-6814.

KIDS DRINKS

KIDStrong Enterprises recently introduced a fi rst-of-its-kind all-natural hydration beverage for children. KIDStrong hydration drink is $3.99 - $4.99 per 4-unit case and $ .99 - $1.39 per 12 oz. bottle. It will be available through-out the Northeast in the upcoming months. KIDStrong contains no artifi cial fl avors, col-ors, sweeteners, or preservatives, and is low in sugar, containing just 3g of sugar per 8oz. serving. For more information, please contact KIDStrong at (516) 208-3868.

SMOOTHIES

Odwalla has launched a new, whole grain-based smoothie called Wholly Grain! This product is a fruit smoothie packing 32 grams of natural whole grains in every bottle. It is also fl avored with a tropical medley of orange, pineapple and mango juices. Each serving has one-third of the recommended daily serving of whole grains, and is a good source of fi ber, Vi-tamins B1 and B2, and antioxidant Vitamins A, C and E. This product will be available in 15.2 oz. PET bottles in natural food stores this month, and will be line-priced with other Odwalla smoothies. For more information, call Odwalla at (404) 676-1070. •

Robertet is a closely-held multinational company whose vision islong-term and whose technologies are focused on the flavors and aromasthat nature always intended. For all of your flavor needs, call Robertet at732-981-8300, or send an email to [email protected].

Bringingnatural flavorsinto focus.

TECHNOLOGY • CREATIVITY • INNOVATION

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GERRY’S INSIGHTS By Gerry Khermouch

A BRIEF HISTORY OF ARIZONA

AT THIS POINT, it would have to be considered an iconic package in American beverages: the 23 oz. “big boy” AriZona Iced Tea can, prepriced, of course, at a measly 99 cents. As hard-pressed consum-ers fl ock to the brand and make it a rare continued success story in a once-surging iced-tea segment, it’s worth taking an ap-preciative look at its history and infl uence.

Let’s start with the colorful history behind the early-1990s launch. Founders John Ferolito and Don Vultaggio were inner-city-focused New York distribu-tors who’d made their fi rst real money devising a pair of malt liquors called Midnight Dragon and Crazy Horse that had sparked no end of controversy with their marketing and positioning. Envy-ing Snapple its comparatively hassle-free growth, they fi gured they’d try their hand at an NA brand. Their fi rst ef-fort, Wesley & Spencer – named after Vultaggio’s young sons, both now grown and working in the business – was a 16 oz. canned line that didn’t get far.

For their next try they went long, utilizing the 23.5 oz. big boy beer cans familiar to them from the malt liquor business. As I recall, Vultaggio’s wife Eileen had become enchanted by South-western motifs during a trip to Arizona and, since the name also conjured up the feeling of “hot,” the partners fi gured the brand name might work for a tea and juice line. They enlisted the New Jersey woman, Jean Pettine, who’s served as their one-woman virtual design depart-ment over the years, to do up their initial sketches. When the can debuted, branding experts derided the result as too recessive to stand out on a store shelf. Nobody does pastel hues on packages, they pronounced. Though novices at the game, Vultaggio and Ferolito fi gured that if they violated

An important lesson in success from not so long ago.

the rules that everyone else was following their brand actually would stand out. Of course they were proved right. The brand proved a revelation, offering a chunk of perceived value and superior taste to the chemical “burn” of the dominant canned lines at the time, Lipton Brisk (from Pepsi’s partnership with Lipton) and Nestea (from Coke’s partnership with Nestle), which only offered 12 ounces for about the same money. And the package clearly fascinated consumers, as was clear to me on an early visit to the company’s digs, then in the Gravesend section of Brooklyn, where airplanes, lamps and other contraptions that had been elaborately fashioned by consumers from their used cans were on display.

Though the line proved an instant

winner in New York, its expansion wasn’t an entirely smooth ride. Early on, brewing giant Stroh decided to launch a tea line called Chaos in similar big cans, using the buying clout conferred by its large malt liquor business to corner the market in big cans and squeeze out AriZona. (Back in my Brandweek days, that enabled me to write the delicious headline, “Stroh Kicks AriZona’s Can – Right off the Shelf”). The scrambling partners brilliantly improvised another unique-to-beverages package, the 16 oz. wide-mouth glass bottle, to this day a mainstay of its premium line. (Vultaggio seemed to get the idea cruising the steak sauce and salad dressing aisle of the super-market.) When Chaos was discontinued, the emphasis could tilt back to the can.

In contrast to Snapple, the company struggled to make its juice lines work as well as its tea lines, and it also navi-gated a famously bumpy ride with DSD distributors, entering and exiting houses with abandon until it evolved to a unique hybrid melding of direct shipping, non-exclusive DSD and company-controlled distribution in three key markets. Through this evolution, marketing experts periodi-cally would decry the company’s failure to take on an ad agency to do “real” marketing, warning that it would wake up in a few short years and realize it didn’t have a brand. More than 15 years later, that wakeup call still hasn’t come.

Essential to the success has been the company’s strategy of pre-pricing the cans at 99 cents – a tactic detested by retailers for constraining their register ring but hard to question for its effectiveness. For a brief period over the past year, as critical materials like aluminum and corn syrup surged in price, the company had to hedge its reliance on the tactic, putting some cans into the market without the 99-cent


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price and launching a 20 oz. plastic-bottle line prepriced at $1. Any sigh of relief breathed by rivals was short-lived, though; as soon as prices subsided, the company went back to prepricing all its big cans. Of course, there’s a downside to the strategy: distrib-utor margins can be skimpy and, even in the brand’s home mar-ket of New York, retailers in more affl uent neighborhoods refuse to carry the package, seeing no benefi t to trading down custom-ers who’re willingly pay $2 or more for other items in the cooler.

The power of this idea – which Vultaggio in the past has modestly minimized by saying “put tea in a big can and paint it real pretty” – is more apparent than ever today, as the tough economy reinforces the notion that elegantly packaged value sells. No surprise, then, that the ranks of big-can pretenders has been growing. Cintron was launched by a former AriZona Iced Tea employee, and brands like Xingtea (from New Age, in

Colorado) and Black Jack (from Polar, in New England), have been launched by distributors who, like Ferolito and Vultaggio before them, fi gure their street savvy should yield a

more credible entry than anything ivory-tower marketers at big companies can come up with. Even Dr Pepper Snapple Group is about to copy its copycat, planning a test of a 16 oz. can of Snapple prepriced at 79 cents. Over in the organic aisle – that bastion of rarifi ed pricing – Steaz is pushing aggressively with a canned line sporting intriguing graphics of the farmers who grow its tea and Sweet Leaf seems to be heading in a similar direction.

The infl uence has seeped out to other sectors, too. It’s prob-ably no surprise that the creator of Monster Energy, who found success by “improving” on Red Bull’s dominant 8 oz. canned entry with a brilliantly rendered 16 oz. can at the same price, is a former AriZona exec. Truly, the list goes on and on.

Though I usually confi ne my greatest enthusiasm for brands that are able to command a premium – and whose owners are able to maintain trusting relations with their distributors – AriZona Iced Tea continues to demonstrate that an easily understandable product proposition – you don’t have to put on your reading glasses or visit a web site to know what AriZona Iced Tea is all about – and a sense of solid value are eternal lures to consumers. No wonder distributors during these harder times are fl ocking to other brands that offer a similar product propo-sition, such as the shelf-stable versions of Sunny Delight and Nesquik. There are defi nite lessons there for all of us, even those who like to move consumers more toward the premium space.

Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

Though novices at the game, Vultaggio and Ferolito fi g-ured that if they violated the rules that everyone else was following their brand actually would stand out.


BLENDED CHANNELS By Debbie Wildrick

ADAPTING TO CYCLICAL CHANGESO, JUST WHEN WE THINK we’ve got this channel blurring idea nailed and we can differentiate ourselves as retailers, we have a major shift in our economy. Consumer-shopping patterns are changing again. With more private label and more searching for value around the edges, I doubt channel blurring is behind us. In fact, at this stage, we face more change than ever.

Business cycles don’t change. Con-sumer habits regularly shift from thrift to extravagance and back. Remember the shift to simplicity after the terrorist attacks of 9/11? But what is different about the current economic crisis is that it shifted so quickly and dramatically: the families of many of those most directly affected by the economy will view their buying habits from a different perspective for a long time to come.

How about retailers? How should we react to change? The answer, according to a phenomenal speaker I heard recently, is “quickly.”

I recently heard Shelley Broader, CEO of Michaels Stores, Inc., speak about our journey. Last fall, she said, things happened so fast, especially around the holidays, that some retailers seemed to just try “waiting it out.” But the stores that did that didn’t understand that the economic shift had caused a major change in consumer values, practically overnight.

No matter how rapid, retailers have to respond to change or they WILL lose. After standing pat, Abercrombie and Fitch has been down 30 percent over the last two quarters. As they waited this out, did they miss the reality that the teenager would be on a budget – and still have access to multiple channels? Broader chal-lenged us as manufacturers and retailers to question every assumption we’ve ever had about our consumers. Their shift from extravagance to nesting means they will no longer decide to spend if it seems ridiculous or stupid.

So as we think about beverages, what kind of decisions should we make around

new product introductions? With ongoing health trends, it’s certainly about “what do I need” versus “what do I want?” But we’ll also see a reduction in the SKU’s in a category. Recently, the Wall Street Journal stated that retailers were cutting selections by about 15 percent. Too many choices can be confusing, confl icting with our push towards simplicity. Items on the shelf and in our back rooms that aren’t turning can be costly. Consider new beverages that really add value to the con-sumer and continue to offer benefi ts that aren’t available today. Delete the dead items. We must understand our custom-ers, and evaluate our assortments.

Grocery has been hit most severely among all the channels suffering the ef-fects of channel blurring. Grocery stores, still the primary places consumers shop for food and beverages, became super-markets, taking on new lines while other channels nipped at their food and bever-age heels. So, how should they change in light of the changes we’ve discussed?

Let’s look at bottled water as an example. It’s a great lens because it has evolved into a distinct group of brands, positioned from Super Premium to Value, with a strong volume base in the mid-ranges. Super Premium brands have maintained their position, driving retail dollars to the register, while value brands (especially private label) have driven their volume using discounting. Unfortunately, two of the major mid-range brands in this category, also lack differentiation (i.e. reverse osmosis versus spring) and have suffered so much that they’ve driven the category declines.

The lesson is that consumers are telling us water is a category that has a product that meets their needs at both ends of the spectrum. Other beverage categories in grocery have this type of dynamic. Soft drinks have three segments: private label or value brands, mid-range (core brands), and in the past fi ve to seven years, premium niche brands. I would suggest

that groceries should review each bever-age category for opportunities like these and focus on driving volume with price in value categories and registering ring and margin with premium categories.

We know there are three ways to build revenue: increasing the number of custom-ers, increasing the frequency they purchase products, or increasing the amount they spend per transaction. Going back to our customers and thinking about channel blurring, grocery MUST differentiate, and our data will tell us how. Michael’s, Broader told us, evaluated their sales against demographics and found that wedding supply sales had increased across all income levels, not just lower income markets. Winn Dixie came out of bank-ruptcy by understanding their position as a retailer in the markets they did business and entered into a marketing campaign that let their customer know they were “getting better all the time.”

Consumers, regardless of income, are trending towards nesting and values. Understand your data, differentiate within the areas you do best, and ramp up the ways that you can effect change. There are many more beverages on the market than the last time the consumer was in a ‘nest-ing’ mood. Evaluate your variety, add new products that make a difference, and focus on high volume value and high margin premium as a way to drive change in your categories. This is the worst time to be ‘stuck’ doing what you’ve always done, so make changes now. Defi nitely don’t waste your time ‘waiting it out.’

Debbie Wildrick, the SVP of Sales and Marketing for Equa Water Corporation,is a sales executive and channel strategy spe-cialist in the CPG industry. The former Senior Director of Vault and Proprietary Beverages at 7-Eleven, Inc., she has extensive experience in retailer, supplier, and technology aspects of the consumer packaged goods business.

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BRANDS IN TRANSITION

VOLT

TALK ABOUT A REFERRAL.When Owen Ryan explained his plan

to move to North Carolina and found High Voltage Beverages with the intent of taking on Mountain Dew and Gato-rade, his own doctor told him to get his head examined.

And why not? His business plan left him hawking two beverages types – citrus soda and sports drinks – in declining categories, both of which pit him in direct competition against PepsiCo, a company so large and powerful that Ryan com-pared it to Sauron, the bad guy from the Lord of the Rings. To top it off, Ryan was moving away from New York City, one of America’s most proven staging grounds for new beverages, to instead establish his Volt brand in the hills of the Southeast.

But – despite appearances – Ryan’s plan may make sense. He insists that, through positioning the brand as a rebellious upstart, Volt can slice off a piece of Gato-rade and Mountain Dew’s combined $10 billion-plus yearly revenue. Both brands, he says, are losing their grip on younger consumers, and that’s where he is staking his claim. To that end, he’s built his base in North Carolina, brought in industry veteran Bill Sipper, adjusted the product and marketing plan to better address his target teenage boy consumers and, from there they’ve been able to gain distribution back in New York City. The next phase of his plan, he said, is to fi ght his way west-ward like a 21st century guerilla.

Ryan dreams that Volt will reach California one day, but whatever product bearing the Volt brand name arrives on

HOW VOLT SURVIVES BY FIGHTING GIANTSMountain Dew and Gatorade are just two of those giants. By Matt Casey

the West Coast will bear little resem-blance to his original concept. His 1997 application for the Volt trademark called the product an electrolyte replacement soft drink. He intended to label the products at different intensities, such as 6-Volt, 9-Volt and 12-Volt, he said. But that idea fell away, and, while Volt still produces sports drinks, it has shifted focus to energy sodas.

That shift in focus preceded a shift in marketing strategy. When Ryan fi rst rolled out the product, he tried to reach his consumers over the radio. Volt’s ad por-trayed old men reminiscing about drinking

Mountain Dew, and set up Volt as an al-ternative to your grandfather’s soda. Ryan also fi nagled some TV spots on ESPN in Northern Florida. But while he was look-ing for the right crowd, he was doing so in the wrong place. Now, Volt has turned its attention to new media – an idea captain by Sipper, who has unleashed an army of work-for-free college interns to build up the brand’s online profi le.

Starting in the Spring semester of 2009, Sipper unleashed his college minions on Facebook and Myspace –two of the internet’s most popular social networking sites. His team recruited followers, posted

Following a legal challenge from PepsiCo, Volt’s “Game Ready” posters came with a disclaimer that all brands mentioned were trademarks of their respective owners, adding “We make note of this in case anyone visiting this... is a moron, a lawyer or a combination of both.”

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BRANDS IN TRANSITION VOLT

videos about Volt, and manned sampling events. Now his first team has moved on, and Volt is on its second crop of interns – including one in New York, to service Volt’s new territory.

“We’re constantly using college interns and I think it’s important that we continue to do that,” Sipper said. “They’re young. They get it. We don’t.”

But while Sipper has changed the brand’s approach to marketing, he’s kept Ryan’s original long-term plan. High Voltage Beverages will use New York as a foothold, Sipper said, but will then move westward state by state. Along the way, he said, the company will focus his efforts on markets that have a demonstrated penchant for citrus sodas.

He’ll also try to garner consumer inter-est through a constantly-evolving selection of flavors. In the last year, Volt has added four new flavors: Pineapple, Fruit Punch, Tropical Mango and Blue Melon. The brand now boasts six SKUs, and Sipper said he has a two-year inventory of ideas that will rotate in as old flavors rotate out.

If that sounds like what Mountain Dew has been doing with its limited-edition flavors like Game Fuel, Livewire and Pitch Black, that’s because it is. Harri-son Krouse, general manager for North Carolina distributor RC Asheville, said that shows that Volt is keeping close tabs on its biggest competitor. And he expects Volt to continue to mirror Mountain

Dew’s moves – not identically, he said, but approximately. If Mountain Dew comes out with a beverage in a particular color, he expects to see a new Volt flavor with the same color. It’s worth noting that Mountain Dew’s Game Fuel currently comes in blue and orange versions. Volt recently added a blue flavor, Blue Melon, and debuted its orange-colored Tropical Mango earlier this year.

That kind of variation, Krouse said, benefits the brands, the stores and the carbonated soft drink market as a whole. Most customers continually visit the same stores, he said. When coolers re-main the same, they can lose a consumers interest almost to the point of practical invisibility, he said. Introducing a little variety on a regular schedule keeps a door from being stagnant.

So far, he said, that strategy has served Volt well in his territory.

“It’s not taking the market by storm yet,” he said, “[but] we’re happy with it.”

The next leg of the Volt plan puts the product in New York City, in Duane

›› GUERILLA TACTICS

Operating on a small budget, High Voltage Beverages has had to stretch its marketing dollar to achieve the largest impact possible. Here are a few tricks the company has used to raise its profile with-out raising its debt load.

STUNTS: Volt earned itself news coverage – which can double as advertising – by mixing business with politics. During the last days of the presidential campaign, Sipper sent a case of Volt to John McCain’s camp and issued a press release explaining that he sent the care package to help restore its “flagging ener-gies.” The release splashed around a number of media outlets, including Forbes.com and the Denver Post, as a funny note on the campaign trail.

NETWORK ONLINE: Volt targets a demographic that spends a frightening amount of time on the internet. So the company decided to find its consumers where its consumers hang out. High

Reade pharmacy stores, which are known among beverage insiders as a proving ground for emerging beverages. It’s in these stores that Ryan and Sipper will find out if their brand is tough enough for the big city.

One point in its favor is that the brand has already proven tough enough to take on a PepsiCo legal challenge. Shortly after Volt appeared on the market, PepsiCo unleashed its lawyers on posters Ryan created for a Volt advertising campaign. The posters featured two crashing football helmets – one with a Volt Logo and one with a Gatorade logo – and the title “Let the Games Begin.”

PepsiCo issued a request asking High Voltage Beverages to cease using the

Voltage Beverages recruited followers on the social networking sites Facebook and Myspace, acquiring just under 1,000 on the former, and just under 1,500 on the latter. That’s more than 2,400 customers that are reminded of the brand every time the company makes an update. This particular tactic costs nothing, and, Sipper likes to brag that neither page has ever lost a follower.

POST VIDEOS: Volt probably has a natural advantage on this one, as brand Founder Owen Ryan seems to love cameras nearly as much as TMZs. Ryan has posted videos of the brand’s presence at trade shows as well guerilla customer interviews and clips of himself sending the world’s largest business cards to potential distributors. The company’s interns followed suit by creating video stories centered around Volt, including one in which the soda comes to the rescue of a Dungeons and Dragons group, crushing a can of Mountain Dew.

In one of the brand’s more low-tech guerilla marketing moves, it wrapped this car, driven in the brand’s home market, with Volt advertisements.


posters on the grounds that they could create confusion, leading consumers to believe “that the Volt product is related to Gatorade.”

Ryan rejected the charge, telling PepsiCo’s lawyers “I can’t imagine any sensible and sober consumer coming up with preposterous conclusion.” He also offered to host a public, one-on-one, Volt versus Gatorade taste challenge.

PepsiCo didn’t write back.And how’s this for scrappy? While

PepsiCo brought the battle to Volt, Volt recently brought the battle to Coca-Cola itself. Shortly after Sipper took over as president, High Voltage Beverage filed a lawsuit against Coca-Cola over its Vault brand of high-caffeine citrus soda. The suit alleges that Vault sounds so similar to Volt that it amounts to unfair compe-

tition because it creates confusion in the market-place – confusion made all the worse because Vault has performed so poor-ly since its launch in 2005.

Krouse said he’s seen first-hand evidence of that confusion. While trying to build the Volt brand in

his distribution area, store owners have told him that they already tried carrying Volt and it didn’t stick. But they carried Vault, not Volt.

The suit is still pending, but, should it succeed, it could give Volt a boost, as it asks Coca-Cola to run a corrective cam-paign explaining that Volt and Vault are two different products.

Even without that kind of boost, the brand may eventually make its way to California.

“Quite honestly, I think it will take a number of years,” Sipper said, but Ryan has hope. Sprite, he noted, first appeared in the 1960s, but didn’t reach Los Angeles until the early 1980s. Today, things move a little faster, and Sipper has hard-wired the brand to the internet, one of the strongest and fastest growing forces of our time. With that plan, maybe it’ll take Volt less than two decades to go coast to coast. And, by the time it does, maybe it will carve off a significant sliver of Mountain Dew’s business. •

Temporary lineup: Volt execs say Diet Volt may soon be pulled to make room for new flavors.

After years of chasing

the trade-up consumer,

organic tea makers try

a value play.

By Jeffrey Klineman


Usually, when you hear “Can it!” it’s not a good thing. But it looks like some ready-to-drink iced

tea companies are taking the order to a literal extreme, and they consider it a positive development, as well.

That’s a big turnaround from the past decade, in which the glamour plays in the RTD tea category were defi ned by full-leaf brands that commanded packaging in high-end glass or at least elegant PET bottle designs. With consumers spending much of the decade trading up, it seemed like a great way to create separation from the mass market Liptons and Nesteas of the world, as well as AriZona, the cate-gory leader, and Snapple, the only bottled brand to have major mass market share.

But now, with the economy still down and consumers watching their expendi-tures, there’s a decidedly downmarket shift taking place in tea packaging -- and it is coming from brands that typi-cally have an upmarket aura. Yoga-mom friendly marketers like Steaz, Sweet Leaf, Guayaki Yerba Mate, and even Snapple itself are rolling out cans in the months to come, trying to put pressure on AriZona in a category that the Purchase, NY-based company has dominated for years.

“It’s a great way, for the next six months at least, to really get the brand out there and introduce it to people,” said Steaz’ CEO Eric Schnell. Steaz launched a line of fair trade and organic-certifi ed canned iced “Teaz” a year ago, but this summer Schnell and his partner, Steve Kessler, have begun an all-out pricing assault on grocery stores, dropping as many pallet displays of his inexpensive (think 5-for-$5 at retail) but highfalutin’ product into as many outlets as the channel will bear. With its crunchy credibility, Steaz has long been a Whole Foods stalwart, but this represents a change to reach consum-ers in old markets and new. And with large pallet drops and deals on multiserve packs as well, Schnell believes he is tapping into the organic consumer who has taken a blow to the wallet.

“We took the price decrease as a marketing decision,” Schnell said. “Whole Foods is loving it because they have one of their pre-mium brands out there at a regular supermarket price.”

And it comes at a time when RTD tea’s fi ve-year growth spurt – according to Mintel, RTD tea grew 19 percent from 2003 to 2007, as marketers took advantage of tea’s twin virtues of a healthy aura and moral rectitude – fi nally ended, the result of a consumer downturn that has pulled all beverage categories down with it.

It was a nice, long run, however: Honest Tea, Sweet Leaf, Tazo and Fuze all pulled in capital from Coke or Pepsi, while many oth-er brands drew signifi cant investment from private sources. With consumers rabidly chasing both the antioxidant health benefi ts of tea consumption and the good feeling that they were ingesting a natural, green product (not to mention one with plenty of caffeine) there was plenty of high-end love to spread around.

But with consumer buying power decreasing, the price point for many of the brands chasing companies like Honest Tea and Sweet Leaf has made them somewhat exclusionary, marketers say. Companies are faced with a tough choice – cut prices to keep their

With 10-for-10s rolling out wherever possible, Steaz is trying to spread its brand far and wide. “We took the price decrease as a marketing decision,” said Eric Schnell, pictured here with Steve Kessler, Steaz President (left).


PHOTO BY RITTERBIN PHOTOGRAPHY

product out there while they continue to lose money, or go for less expensive packaging and risk losing cachet.

“We do see the organic consumer being more value conscious,” said Kara Nielsen, a trend analyst with the Center for Culinary Development. “Consumers have had to reorient their commitment to organic products to the economy. Everybody has been hit, and organic products strated shifting. People kept up with produce and milk, but not so much in the center store.

For Steaz, that issue is a nonstarter – it came out in cans first, so plans to possibly migrate the tea into glass bottles will remain on the shelf – but for other brands, keeping packaging high-end means a squeeze, even if it will be a temporary one.

“In this environment, there’s a lot of price pressure, and [cans] are so much less expensive than glass or PET it’s easy to jump at,” says Inko’s founder Andy Schamisso. “But the economy is bound to improve, and three or four years down the line, the premium-price item is bound to come back. Inko’s is a premium item, and our packaging has to reflect that.”

said. “We’re getting a lot of new customers who would never have gotten a chance to try us.”

As for losing his base, Schnell isn’t worried: he believes his product meets or exceeds so many of the cultural hurdles for the crunchy customer – in addition to its organic and fair trade cre-dentials, it is low in sugar and features an indigenous farm worker on the label – that putting it at a value price isn’t going to turn off the consumer he’s been selling his green tea sodas and energy drinks to for years.

Expanding the base is also behind the move of a product like Guayaki Yerba Mate into the aluminum can game, according to Pierre Ferrari, who runs the marketing operation for the fast-growing company. By introducing a lemon-ginger flavor in cans, he hopes to hook a whole new group of consumers on yerba mate’s stimulating effects.

“The major move is to make the ready-to-drink mate available at a lower price,” Ferrari said. “The can is cheaper ($1.99, as opposed to $2.49 and up), it ships more easily, and it’s lightweight. It offers tremendous opportunity for new use occasions, like outdoors.”

Meanwhile, Snapple’s move into aluminum is clearly aimed at AriZona, the category leader. Snapple’s products have long been associated with bottles, but at a recent investor conference, Dr Pepper Snapple marketing chief James Trebilcock made it clear that “penetrating the value tea market… is a must do for us.”

Of course, with a canned product in place, Snapple isn’t the only company trying to pick off the AriZona buyer. At the bargain tallboy end of the spectrum, even distributors are getting into the act, with products like Xing Tea in Colorado and BlackJack in the Northeast.

If you ask AriZona, the idea that there might be other value players on the market, even ones with organic bona fides, isn’t a scary one at all.

“Everybody’s copying us,” said AriZona spokeswoman Leigh Parinello. “Everybody’s doing 99 cents. Hey, it’s a great idea. We’ve been doing it for years.” •


Brands like Xing Tea in Colorado, BlackJack in the Northeast and now Snapple are all trying to penetrate the value tea market.

By introducing their lemon-

ginger flavor in cans,

Guayaki hopes to hook a whole

new group of consumers.

The movement into cans comes at a time when, oddly enough, many of the mainstream brands are trying to take advantage of the momentum accumulated by the upmarket brands. Both Coke and PepsiCo recently completed brand makeovers with their tea part-ners that emphasize their healthier qualities and feature cleaner, more modern packaging – as well as upscale lines like Lipton Pure-Leaf and Gold Peak. AriZona introduced a line of organic green teas, in bottles, at a higher price point than its best-selling 24 oz.-for-$.99 cans. And Snapple, while planning a cold-filled can line that will undercut AriZona on price (at $.79), recently made over its hot-filled premium glass bottles and has introduced products like white tea, all sweetened with natural cane sugar.

Still, Schnell seems to believe that at his new price point, Lipton drinkers are Steaz consumers who just need to give him a try.

“Stores are happy to have such a low-cost organic,” Schnell

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ZRedT. ZredT, the Louisiana-based producer of ZT antioxidant-rich, organic rooibos red teas, is now available nationwide through distribution deals with United Natural Foods, Inc. and Nature’s Best. ZT is a line of organ-ic teas made from the rooibos plant, which grows only in the Cederberg Mountains of South Africa. With a naturally smooth, complex fl avor, every bottle of ZT is a good source of both magnesium and natural fi ber, is low in calories, and contains zero caffeine and zero sugar.

Steaz. Steaz Iced Teaz is Steaz’ non-carbon-ated RTD Tea line, available in 16 oz. cans and 64 oz. multiserve PET bottles. The line is an “Organic Value” play at Steaz, and will feature “10 for $10s” on the cans and “2 for $5” on the multiserve in mainstream Grocer-ers such as Shaws, A&P, Stop & Shop, and Wakefern. Grocers are encouraged to put pallets on their fl oors and offer their consum-ers their fi rst “organic/fair trade” premium tea experience at the same price levels as Ari-Zona and Lipton.

Tradewinds. Tradewinds Beverage Compa-ny recently added a complementary product to its already robust line of teas with the ad-dition of 20 oz. PET Single Serves to their portfolio. Backed by an aggressive in-store support plan, this new product will be avail-able in seven SKUs, including green and diet green varieties.

Sweet Leaf. Sweet Leaf has launched a pro-prietary 16 oz. glass bottle shape with emboss-ing that will be out on shelves starting in late Q3 and Q4. Each bottle will feature two sto-ries, one about Sweet Leaf Tea and the second story unique to the fl avor. In addition, Sweet Leaf has launched a line of new 8 oz. cans in Original Sweet Tea, Peach Sweet Tea and Mango Green Tea, which were created mainly for schools. They are 100 percent organic, with no high-fructose corn syrup, no preser-vatives and meet all “Alliance for a Healthier Generation” Guidelines.

Fuze. FUZE will launch Goji Berry White Tea in September, while phasing out White Tea with Orange Blossom. The Goji Berry White

Tea will strengthen the FUZE portfolio by le-veraging the current and anticipated market success of Goji Berry, a superfruit with con-sumer appeal because of their interest in func-tional qualities, such as high levels of antioxi-dants, and new taste experiences.

Inkos. Inkos is introducing 64 oz. multi-serve jugs of its Blueberry, White Peach and Unsweetened Mint fl avors, including selling a special 2-pack of its 64 oz. Peach fl avor in Costco. The company also recently intro-duced new Lemon and Unsweetened Original fl avors (in March ‘09) to add to its 16 oz. glass line, with a new label design on both fl avors. The new label design is expected to follow on the entire 16 oz. line. The company also en-tered into distribution with Spike Beverage to handle the state of Arizona.

China Mist. China Mist Brands has expanded its product line with the release of a super pre-mium RTD tea called China Mist Pure Bottled Organic Tea. CMB manufactures and distrib-utes specialty iced tea for the foodservice in-dustry from Scottsdale, Arizona. HoneyDrop. HoneyDrop recently partici-pated in a marketing promotion with Whole Foods entitled “Bee Appreciation Week.” The purpose was to educate consumers on colony collapse disorder (CCD) and the importance of using organic honey, free of pesticides and insecticides, a common theory on the leading cause of CCD. The promotion ran in select Whole Foods stores where HoneyDrop had a display with other similar “bee” brands such as Burts Bees.

Republic of Tea. During the 2009 National Breast Cancer Awareness Month, restaurant guests can enjoy The Republic of Tea’s new limited edition Sip for the Cure PassionFruit Green Tea, a premium unsweetened glass bottled iced tea, and support the fi ght against breast cancer. Proceeds from the sale of each bottle of Sip for the Cure PassionFruit Green Tea, available exclusively in select fi ne restau-rants and hotels nationwide during October, benefi ts Susan G. Komen for the Cure. This new Glass Bottled Iced Tea is the fi rst of the Sip for the Cure Collection. It’s also the fi rst time

CATEGORY REPORT: RTD TEA

BRAND NEWS


Komen for the Cure will have a “pink-ribbon product” in the food service category. Sip for the Cure PassionFruit Green Tea is subject to availability from October 1-31, 2009.

Peet’s. Peet’s Coffee & Tea, Inc. has an-nounced the introduction of Peet’s Bottled Iced Teas, a line of exceptional ready to drink teas made from Peet’s whole tea leaves. The six new iced tea varieties are crafted from green, oolong, white and black teas. Five of the six are complimented with all natural fl a-vors such as peach, mint, citrus and honey to accentuate the unique fl avor characteristics in-herent in each tea. Peet’s Bottled Iced Teas are all natural, very lightly sweetened and include an unsweetened version.

AriZona. AriZona Beverages, the leader in premium ready-to-drink tea beverages in the US has partnered with Nestle Waters North America Inc., the U.S. leader in bottled water, to create AriZona Tea Waters. This new line of low-calorie, tea infused waters is certifi ed organic by the U.S. Department of Agriculture (USDA) and combines the antioxidant ben-

efi ts of green tea with the hydration of natural spring water. At only 20 calories per eight-ounce serving AriZona Tea Waters are health-ful and refreshing. In addition to AriZona’s classic Green Tea, the new line includes Yum-berry Green Tea, Mandarin Orange Green Tea, and Pomegranate Green Tea.

Tea’s Tea. ITO EN, the maker of Tea’s Tea, won three First Place Awards at the World Tea Expo, for its Oi Ocha Dark, Oolong Shot and Traditional Jasmine Green teas. The company has also recently launched Teas’ Tea Naturally Sweet, three new fl avors with only 70 calories per bottle in Mango Oolong, Blueberry Green and Citrus Black fl avors.

TeaZazz. TeaZazz Sparkling Tea has an-nounced the addition of its newest fl avors to its family of low calorie, low carb sparkling teas: White Tea Orange/Mango and White Tea Kiwi/Strawberry. TeaZazz is now available on Amazon.com and has expanded its retail chain accounts to participating Albertsons, Ralph’s and Sam’s Clubs. The TeaZazz line up now includes six delicious fl avors.

BRAND NEWS: RTD TEA

BEVNETINNOVATION 15january : february 2008

• The Flavometer: Top Flavors

1. Blend

2. Lemon

3. Orange

4. Apple

5. Strawberry

6. Vanilla

7. Chocolate

8. Grape

9. Peach

10. Mango

10. Pineapple

Health Drinks: Top Flavors in New Products, Nov. 2006-Oct. 2007

1. Blend

2. Orange

3. Lemon

4. Berry

4. Lime

6. Citrus

7. Grape

8. Strawberry

9. Mango

10. Guarana Isotonic & Energy Drinks: Top Flavors in New Products, Dec. 2006-Nov. 2007

SOURCE: PRODUCTSCAN ONLINE (www.productscan.com) SOURCE: PRODUCTSCAN ONLINE (www.productscan.com)

highlights.indd 15 3/19/08 5:32:28 PM


NUMI. Numi Organic Tea has announced the launch of six RTD bottled tea blends, in-cluding fi ve varieties of Puerh Tea blends and one Rooibos Herbal blend, available in re-tail and foodservice channels. Puerh (pu-err), an ancient healing tea long revered in China for its medicinal properties and rich taste, is a fermented tea that packs a heavy antioxi-dant punch. The end result is a bold, earthy-fl avored tea with hints of malt. Numi Organic RTD Puerh teas will be available in fi ve SKUs: Mango Passion Puerh Black Tea, Earl Grey Puerh Black Tea, Magnolia Jasmine Puerh Green Tea, Peach Nectar Puerh Green Tea, Moroccan Mint Puerh Green Tea. In addition, Honey Lemon Rooibos Teasan is available as an herbal, caffeine-free option.

New Leaf.

In the June/July 2009 issue of Everyday with Rachael Ray Magazine, New Leaf’s Straw-

berry White Tea was selected as the “best fl a-vored white tea.”

New Leaf’s Strawberry White Tea is all-nat-ural and contains a blend of strawberry and White Tea, naturally sweetened with 100 per-cent organic cane sugar. New Leaf’s White Teas originate from the tea fi elds of China as one of the world’s least processed teas and with me-dicinal properties respected worldwide. Ingre-dients include: Filtered Water, Florida Crystals Organic Evaporated Cane Sugar, White Tea Blend, Citric Acid and Natural Flavor.

Anteadote. The sales of Anteadote gour-met teas are buoyed by Adagio Teas’ recent conversion of the line to USDA Organic. All fi ve varieties – green, white, black, jasmine and oolong – now sport the USDA Organic logo. To increase coverage, Adagio Teas had recently hired Natural/Specialty Sales as its national broker. The objective of the switch

in representation and frequent promotions this fall is to sustain Anteadote’s rapid growth this year and throughout 2010.

Revolution. Revolution, a 10-year-old premium beverage com-pany, is joining the fi ght against breast cancer with the release of the newest fl avor of its 3D line, 3D Pink Grapefruit. A portion of all the sales from 3D Pink Grapefruit will go to support breast cancer charities.3D is an all-natural beverage that com-bines the antioxidant power of super fruits, essential multi-vitamins and healthy white tea. Revolution released the four original fl avors, 3D Pomegran-ate, 3D Blueberry, 3D Mango and 3D Green Apple in 2008. The new product will be sold alongside the original 3D fl avors at fi ne retailers in Arizona, Cali-fornia and Texas as well as on-line at www.drink3d.com.

NESTEA. NESTEA has laun-ched NESTEA Red Tea, a rooi-bos tea with 50 calories per 8 oz. serving. This product combines the natural goodness and anti-oxidants of red tea combined with the sweet, refreshing taste

BRAND NEWS: RTD TEA

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of pomegranate and passion fruit. With over 50 years of iced tea heritage, NESTEA has added Red Tea Pomegranate Passion Fruit – recently selected by retailers as one of the “Top 12 Cool New Products” – to its line of RTD teas. Consumers can learn about NEST-EA Red Tea Pomegranate Passion Fruit and other NESTEA flavors through the NESTEA “Liquid Awesomeness” marketing campaign launched in April. Delta Blues. Delta Blues markets three RTD full bodied teas made with organic black or green tea and combined with natural citrus juices, cane sugar, and flavors. Stir in Delta Blues as a summer mixer: ‘Deep South’ with bourbon, ‘Bayou Soleil’ with tequila and ‘Peachy Keen’ with vodka. Delta Blues is available in 16 oz. glass bottles.

Guayaki. Guayakí has added a new Lemon Ginger Yerba Mate, the first-ever yerba mate available in a can. The can offers a light-weight, recyclable and convenient format that expands the places and occasions at which Guayakí can be enjoyed. Well-suited for the health-conscious and eco-conscious, the new Lemon Ginger Yerba Mate, like all Guayakí products, is organic, fair-trade certified and cultivated using sustainable and environmen-tally conscious processes.

Honest Tea. Honest Tea has expanded its new Honest Mate line to include a pair of new flavors, Agave Mate and Tropical Mate. High in antioxidants and low in sugar and calo-ries, Honest Mate is brewed with organic un-smoked mate grown on a family farm in Ar-gentina using environmentally-sound farming methods. Agave Mate is a blend of refreshing organic yerba mate and organic agave syrup, Tropical Mate is an exotic combination of mango, orange and organic yerba mate. The company has also added Mango Green Tea to its iced tea lineup.

Xing Tea. Founded by a DSD distributor from Denver, Co. two years ago as a way to chal-lenge the changing complexity of the three-tier distribution system, Xing Tea is committed to the DSD system. XingTea now has 13 flavors in its 23.5 oz. cans and has added six new fla-vors in its 16 oz. PET line. •

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HOW CRAFT BREWERS

IMPORT BEERSBY MATT CASEY

Consumer enthusiasm for high quality domestic beer has spilled over to imports.

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brewers now hold a number of yearly beer festivals across the country, and have even induced Anheuser-Busch and MillerCoors to produce a couple of craft-style beers.

Due to its success, the craft sub-segment has increasingly trickled into the main-stream market. Hartinger said it has also boosted specialty imports as the beer-curious look past American shores to find new experiences.

Curiosity may even be helping imports at an equal rate to domestic brews, ac-cording to Tiffany Adamowski, co-found-er of Federal Way, Wash.-based 99 Bottles. In her beer store’s 2 ½ year life-span, sales have grown, she said, but the ratio of domestic to import sales – 60 percent domestic, 40 percent import – has stayed about the same.

She noted that while craft breweries might get the credit for enticing consum-ers to explore new beers, she’s also seen beer exploration go the other way. Some consumers, she said, return from an international trip and visit her store in search of the beer they drank overseas. It’s a way to relive a memory, she said, to bring a piece of their vacation home to their refrigerator, and, in her opinion, it amounts to its own sub-segment. In addition to Hartinger’s mainstream and ‘craft’ imports, Adamowski defines a third

category for beers that are popular in their home country but difficult to find in the U.S. – like Viking Beer from Iceland or Cusqueña from Peru (recently introduced in the U.S. by SABMiller).

While exploration has been a friend to imported beers, Hartinger posits that the economy may actually be helping by moving drinkers from wine exploration to beer exploration – possibly as a better on-premise value. With the economic slump taking a chunk out of consumers’ dispos-able income, Hartinger said that he thinks

With the econ-omy in rough

shape, restaurant visits down and

fewer consumers visiting bars, you might conclude

that the import beer market is in tough

shape. You’d only be half right. Sales for the category have slipped and shipments have plummeted – down more than 13 percent from the previous year, based on statistics from the Beer Institute. But, despite the category’s woes, some import brands have benefit-ted from the American beer renaissance that has been most closely associated with domestic microbreweries.

Half of the top 30 import brands tracked by Chicago-based research firm Information Resources Inc. saw falling sales, but big declines of some brands have been matched by a similar number of big gains. While Corona, Heineken Guinness and Newcastle have slumped, four of the top ten brands, including Stella Artois and Dos Equis, have grown by double digits. And the good news extends to smaller brands. Craig Hartinger, marketing man-ager for Washington-based importer Mer-chant Du Vin, said his company’s sales for brands like Samuel Smith and Orval have been brisk as consumers continue to demand high-end imports.

Why? According to Hartinger, lump-ing all imported beers together is the wrong way to look at the category. He sees imports as two separate markets – ‘mainstream’ imports like Corona and Heineken, and ‘craft’ imports like Orval and Chimay. The former, he said, has suffered as consumers tighten their grip on recession-thinned wallets. The latter, he said, is feeling the same enthusiastic lift that has buoyed craft breweries, as beer-devoted consumers rush for quality over quantity.

Over the past couple decades, indepen-dent breweries like Boston Beer Co. and Dogfish Head have churned out novel approaches to beer. The specialty beer audience started small, but the “craft beer revolution,” as Boston Beer founder Jim Koch calls it, has continued to grow. Craft

CORONAHEINEKENGUINNESSNEWCASTLE

STELLA ARTOISDOS EQUISSAMUEL SMITHORVAL

While Corona, Heineken, Guinness and Newcastle have slumped, four of the top ten brands, including Stella Artois and Dos Equis, have grown by double digits.

PHOTO : ANHEUSER-BUSCH INBEV ®


some diners who should normally order a $300 bottle of wine at a top-line restaurant are instead opting for a $35 bottle of beer.

Regardless, the push for high quality imports is increasing, and the bigger companies have taken notice. Anheuser-Busch InBev, for example, is putting a heavier emphasis on its Bel-gian brands, accord-ing to Paul Bern, a product manager for the company. AB InBev has pro-moted Stella Artois, Leffe and Hoegaarden at food and wine shows, Bern said, going as far as distribut-ing booklets suggesting how those beers can be integrated into fi ne meals, both as an ingredient and as a beverage. Bern said the company has also pushed the brand at fi lm festivals and has exerted a lot of time and effort building the on-premise image of the brand. AB InBev, Bern said, hosts classes across the country that teach bar staff how to properly execute the tradi-tional Belgian nine-step pouring process (You read that right: nine steps). The company has also distributed each brand’s custom-shaped and labeled glasses (part of that same Belgian tradition) to bars serv-ing the beers.

“We want the beers poured and pre-sented as they are in Belgium,” Bern said.

All that work on-premise boosts sales off-premise, Bern said. Customers typi-cally fi rst encounter beer brands at a bar, and Bern said AB InBev has bridged the two worlds through its glassware. In the part of the store where the company stocks its beers in high-end retailers, like Whole Foods, Bern said, they try to stock the glasses nearby – sometimes even in the same display.

The strategy seems to be working. Stella Artois has grown around 40 percent in the last year. Bern wouldn’t reveal internal

AB InBev has promoted Stella Artois, Leffe and Hoegaarden at food and wine shows...going as far as distributing booklets suggesting how those beers can be integrated into fi ne meals, both as an ingredient and as a beverage.

Samuel Smith and Orval are just a couple premium offerings from importer Marchant du Vin. Sam Smith Yorkshire Stingo (left) is scheduled to debut in the U.S. this fall.

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numbers for Hoegaarden or Leffe, but said both brands are growing at similar rates – albeit from a smaller base.

And the future could continue to be bright for imports – at least, those upper-market brews. The Brewers Association reported in June that, despite the coun-try’s economic woes, 98.8 percent of poll respondents cited “high quality” as their main priority when choosing a beer. Of course, the Brewers Association conducted that poll at Savor: An American Craft Beer & Food Festival, so their results are biased. But at the same time, the increas-ing popularity of events like Savor itself is also indicative of the robustness of the push for quality. So, when the economy turns around, putting more money in the pockets of those beer-curious consumers, it could be a good era for beer importers and their retailers – at least, as long the segments new converts don’t return to drinking wine. •

“THE PUSH FOR HIGH QUALITY IMPORTS IS INCREASING, AND THE BIGGER COMPANIES HAVE TAKEN NOTICE.”


TRADESHOW PREVIEW NBWA TRADE SHOW · LAS VEGAS, NV

CEASARS PALACE · TRADE SHOW: September 22-25, 2009SHOW FLOOR HOURS: Wednesday and Thursday: 12:00 p.m. – 4:30 p.m.

TUESDAY 9.22.09

8:30AM – 12:00PMNBWA Board and Committee Meetings

2:00PM – 3:30PMEducational Seminars

3:30PM – 5:00PMDistributor Only Meeting

SCHEDULE OF EVENTSThe National Beer Wholesalers Association will hold its 72nd annual convention and trade show September 22-25 at a new location: Caesar’s Palace in Las Vegas.

Along with the new location, the NBWA has added a number of other new offerings. This year, participants can register online and walk a convention fl oor that has been expanded to fi ll two stories. The association will also hold a distribu-tors only meeting, where participants can speak candidly about the state of the industry.

Speakers will include Hall of Fame catcher John-ny Bench, Hit the Ground Running author Jason Jennings and Heineken USA CEO Don Blaustein.

6:30PM – 8:30PMWelcome Reception

EVENINGSupplier Hospitalities WEDNESDAY 9.23.09and THURSDAY 9.24.09

7:30AM – 9:00AMEducational Seminars

EXHIBITORS AND BOOTH NUMBER (as of July 27, 2009)

9:15AM – 12:00PMOpening General Session

12:00PM – 4:30PMTrade Show Floor Open

EVENINGSupplier Hospitalities

4U2U - Fruit 66 140

Activate Drinks 1034

Anchor Brewing Co. 439

Anheuser-Busch, Inc. 135

Baltika Breweries 1409

Banzai Energy Drink 920

Bing Energy Drink 1408

Brauerei Max Leibinger, GMBH 600

Brewers Association Pavilion 533

C2 Imports 534

CAMO Brewing Co., Inc. 134

Central Beer Import - Export 1514

Charge Beverages 101

Chateau Diana LLC 1139, 907

Cold Springs Brewery 525

Copper Mountain Beverage Co. 421

Crispin Cider Company 1406

CW Imports 331

Diageo-Guinness USA 301

Double D Beverage Co. 1419

Doyna, Ltd. 1409

Ed Hardy Beer 1205

Efes Brewery 617

Elite Brands USA 528

Eurobrew 1128

Ex Drinks LLC 517

Firehouse Brewing Company 934

Fusion Premium Energy, Inc. 110

G.K. Skaggs, Inc. 1134

Garden Spring Beverage Co. 501

Geloso Beverage Group 417

GI Group Inc. 608

Green Mountain Beverage 522

Heineken USA 719

High Voltage Beverages LLC 1142

Iron Horse Beverage, LLC 615

Jakk’d Holdings LLC 1325

Jana North America Inc. 102

Jones Soda Co. 1042

Krebs Brewing Co., Inc. 625

Lagunitas Brewing Co. 423

Latis 1239

M. Cornell Importers, Inc. 1623

Merchant du Vin 419

Mikes Hard Lemonade 1401

MillerCoors 729

Minhas Craft Brewery 425

Mountain Valley Spring Co. 219

New Leaf Brands 221

Ol’ Glory Energy Drink 1237

Pabst Brewing Company 701

Paulaner Hacker-Pschorr USA 422

Phusion Projects 313

Preiss Imports 1125

Premium Blend Inc. 308

Roaring Lion Energy Drink 1028

Salitos Brewing Company 942

Sapporo USA, Inc. 300

Saratoga Springwater Co. 429

Singha North America 1029

Smart Bevergae Inc. 114

Southern Tier Brewing Co. 441

Spirit Group Inc. 624

Stevens Point Brewery 1039

Summit Brewing Company 1322

Svyturys Utenos Alvs, USA 626

Sweet Leaf Tea Company 443

TG Enterprises Inc. 1209

The Dads Root Beer Co., LLC 343

Tribeca Light Cocktails 1038

UGM International 1011

Unibroue, Inc. 509

United Brands Company, Inc. 1115

United States Beverage 1101

VBlast 205

VPX Sports/REDLINE 1138

Wine of Japan Import, Inc. 610

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distribution rights?

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Only energy drink company to offer full portfolio product line: Bag-In-The-Box, 12 oz Slim Line Can, 1/2 Liter PET Bottles

For distributor inquiries, please callCregg Peterson, VP of Sales 402.350.1121.

* 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.Red Bull, Rockstar, and Monster are registered trademarks of Red Bull North America, Inc, Rockstar, Inc, and Monster Beverage Company, respectively.

EMBRACE THE PURE LIFE™

Nestlé® Pure Life® Purified Water is committed to being a leader in

health and wellness, and as the fastest-growing brand in the liquid

refreshment beverage category,** we’re just getting started.

Nestlé® Pure Life® is now the #1 bottled water brand in the U.S.*

©2009 Nestlé Waters North America Inc. nwna14708

*Source: Beverage Marketing Corporation 2009. Includes retail PET, retail bulk, home and office delivery, vending, domestic sparkling and imports; excludes flavored and enhanced water.

**Nestlé Pure Life experienced a +19.4% change between 2007 and 2008 Source: Beverage Marketing Corporation 2009

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A SPECIAL SECTION OF BEVERAGE SPECTRUM MAGAZINE

FEATURING

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LANXESS is among the world's leading suppliers of materialprotection products and offers with our brand VELCORIN® atechnological concept for the beverage industry.

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Talking Rain Scott BarcenillaPO Box 549Preston, WA 98050425-222-4900www.activewater.com PRODUCTS: Orange Mango, Lemon Lime, Triple Berry, Strawberry Kiwi, Pomegranate Berry, Dragonfruit, Tropical Citrus, Blackberry

PACKAGING: 19 oz. PET

actiVwater

Anti-Ageing Products, Inc. Stuart Garret36101 Bob Hope Drive E5-215Rancho Mirage, California 92270760-272-6377www.anti-ageingwater.com PRODUCTS: Anti-Ageing Water With Nutra-Resveratrol Pomegranate Berry, Strawberry Kiwi, Sports Drink Orange Mango, Energy Drink, Weight Loss, Relaxation

PACKAGING: 20 oz. PET, 2 oz. PET

Anti-Ageing Water

American Body Building Tim Weigard700 N. Commerce St.Aurora, IL 60504630-236-6707www.americanbodybuilding.com PRODUCTS: Aqua Force Berry Blast, Aqua Force Lemon Lightning

PACKAGING: 18 oz. PET, 18 oz. Tetra Pak

Aqua Force

Forget about the pallet. Start focusing on the bottle. At least, that’s what we’re inviting you to do by looking at this, BevNET’s fourth water guide, home to nearly 100 brands and several other companies that are in the business of servicing and packaging bottled water.

The brands herein represent such an amazing range of packages – and let’s face it, it’s still the fact that you can put the stuff in a package and move around with it that makes bottled water such an important part of the fi rmament – that it’s apparent category innovation isn’t slowing, even in the face of environmental headwinds.

Beyond unique packaging ideas, however, func-tionality continues to improve in the enhanced water category, as we’re seeing everything from protein to skin care thriving under the aegis of bottled water.

What else might thrive? Your profi ts, if you pick wisely from the quality offerings detailed in here.

ENHANCED

FLAVORED

ON-PREMISE EMPHASIS

ORGANIC

SPARKLING


WATER BRAND LISTINGS(for Supplier and Services Listings see page 72)

INTRODUCTION

KEY


Trio Beverage Donna Brown307 Dellwood Ct.Annapolis, MD 21401443-995-8202www.glacierlakeswater.com

PRODUCTS: Lemon Lime, Pink Grapefruit, Mountain Berries, Grape, Orange Pineapple

PACKAGING: 16.9 oz. PET

Aqua Plus

Aqua Deco, LLC Arnold Gumowitz421 Seventh AvenueNew York, NY 100001866-750-AQUAwww.aquadecowater.com

PRODUCTS: Aquadeco Non-Carbonated

PACKAGING: 240 mL PET, 500 mL PET, 750 mL Glass, 1000 mL PET

Aquadeco Premium Spring Water

PepsiCo, Inc. Trish Lynch700 Anderson Hill RoadPurchase, NY 10577914-253-2000www.aquafi na.com

PACKAGING: Multiple size PET

Aquafi na

PepsiCo, Inc. Trish Lynch700 Anderson Hill RdPurchase, NY 10577914-253-2000www.aquafi na.com

PRODUCTS: Grape, Wildberry, Raspberry, Strawberry Kiwi, Lemon, Peach Mango

PACKAGING: 16.9 oz. PET, 20 oz. PET

Aquafi na Flavor Splash

PepsiCo, Inc. Trish Lynch700 Anderson Hill RdPurchase, NY 10577914-253-2000www.aquafi na.com

PRODUCTS: Berry Burst, Citrus Twist

PACKAGING: 16.9 oz. PET, 20 oz. PET

Aquafi na Sparkling

AquaGenus, LLC Randy Forst930 S. Mt. VernonColton, Ca. [email protected]

PRODUCTS: Essential Minerals, Electrolytes, pH Enhanced

PACKAGING: 16.9 oz. PET, 33.8 oz. PET

AquaHydrate - Sports Water

AQUAMANTRA Alexandra Teklak24040 Camino Del Avion, #A228Dana Point, CA 92629949-429-4225www.aquamantra.com

PRODUCTS: I am Grateful, I am Loved, I am Lucky, I am Healthy

PACKAGING: 1 L PET, 16.9 oz. PET 100% Biodegradable, Compostable, Recyclable Bottle

AQUAMANTRA

AriZona Beverages Doreen Higney5 Dakota Drive, Suite 205Lake Success, NY 11042516-812-0365www.drinkarizona.com

PRODUCTS: Green Tea, Pomegranate, Mandarin Orange, Yumberry


AriZona Tea Water


Arizona Beverages Doreen Higney5 Dakota Drive, Suite 205Lake Success, NY 11042516-812-0365www.drinkarizona.com

PRODUCTS: Vapor Water, Vapor Water (sports bottle)


AriZona Vapor Water

Nestlé Waters North America, Inc. Angela Barile777 West Putnam AveGreenwich, CT 68301-800-4-SPRINGwww.nestle-waters.com

PRODUCTS: Arrowhead Mountain Spring Water

PACKAGING: 0.5 L PET

Arrowhead Mountain Spring Water

Aspen Pure Water Rob Curtis1700 E 68th Ave.Denver, CO 80229303-289-8655www.aspenpure.com

PRODUCTS: Unique package, private label available

PACKAGING: 16.9 oz. PET, 24 oz. PET, 33.8 oz. PET, 20 oz. PET

Aspen Pure Water

Herbal Water, Inc. Anthony Keane308 E. Lancaster AveWynnewood, PA 19096610-668-4000www.herbalwater.com

PRODUCTS: Cloves Cardamom Cinnamon, Ginger Lemon Peel, Cinnamon Orange Peel, Lemon Verbena Geranium, Lavender Mint, Lemongrass Mint Vanilla


Ayala's Herbal Water

Badoit Sparkling Natural Mineral Water Steve Finn100 Hillside AvenueWhite Plains, NY 10603914-872-8449www.badoit-na.com

PRODUCTS: Badoit Sparkling Natural Mineral Water

PACKAGING: 750 mL Glass, 330 mL Glass

Badoit

Balance Water Company Martin Chalk39 W 32nd StreetNew York, NY 10001917-297-9799www.drinkbalance.com

PRODUCTS: Mind, Women, Traveling, Children

PACKAGING: 1 L PET, 500 mL PET, 400 mL PET

Balance

9th Street Beverages Mallory Gadell1 Busch Place 202-8St. Louis, MO 63118314-577-7354www.drinkborba.com

PRODUCTS: Acai Berry, Pomegranate, Lychee Fruit, Guanabana Fruit

PACKAGING: 16 oz. PET, 16 oz. PET, 16 oz. PET, 16 oz. PET

BORBA Skin Balance Water

AGS Adam Biggs110 W. Ocean Blvd. #414ALong Beach, CA 90803562-590-5997www.c2o-cocowater.com

PRODUCTS: Pure Coconut Water

PACKAGING: 17.5 oz. Can

C2O Pure Coconut Water


Epicurean Beverages Marion Flipo4470 Chamblee Dunwoody Road, Suite 470Atlanta, GA 30338770-457-0300www.efbusa.com

PRODUCTS: Still Spring Water, Sparkling Spring Water

PACKAGING: 0.5 L PET, 1 L PET

Celtic

New York Spring Water, Inc. Richard Zakka517 West 36th St.New York, NY 10018-1100212-777-4649www.newyorksprings.com

PRODUCTS: Natural Spring Water

PACKAGING: 140 mL PET, 200 mL PET, 300 mL PET

Cup-a-Water

The Coca-Cola Company Brand ManagerOne Coca-Cola PlazaAtlanta, GA 30075404-676-2121www.dasani.com

PRODUCTS: Original, Lemon, Rasp-berry, Grape, Lime essence, Strawberry kiwi, Black cherry

PACKAGING: 20 oz. PET, 18.5 oz. PET, 1 L PET, 16.9 oz. PET, 12 oz. PET, 10.1 oz. PET

DASANI


PRODUCTS: Deer Park Natural Spring Water


Deer Park Natural Spring Water

drench John Wilson1111 E. Draper Parkway Ste. 300Draper, Utah 84020801-617-1300www.drenchusa.com

PRODUCTS: Strawberry Pomegranate, Lemon, Berry, Green Tea, H2O Electrolyte Water


drench

Ecoviva, LLC M. Fayyad2800 Windwood Dr. Unit #136Ann Arbor, MI 48105248-470-2345www.ecovivawater.com

PRODUCTS: Natural Artesian, Organic Lemon Lime, Organic Pomegrane, Organic Kiwi

PACKAGING: 500 mL Biodegradable PET Bottle, 1 L Biodegradable PET Bottle

Ecoviva

Eldodorado Artesian Springs, Inc. Jeremy Martin1783 Dogwood St.Louisville, Co. 80027303-604-3017www.eldoradosprings.com

PRODUCTS: Peach Mango, Strawberry Blueberry, Black Raspberry, Dragonfruit, Silician Orange, Pink Passion Guava


Eldorado

English Mountain Spring Water John Burleson3161 Highway 411Dandridge, TN 37725865-509-7007www.englishmountainh2o.com

PRODUCTS: Spring Water, Distilled, Private Label

PACKAGING: 8 oz. PET, 12 oz. PET, 16.9 oz. PET, 20 oz. PET, 1 L PET, 1 gal PET, 375 mL Glass, 750 mL Glass

English Mountain Spring Water


Equa Water Corporation Debbie K. Wildrick963 4th Avenue SouthNaples, FL 34102239-331-7520www.equawater.com

PRODUCTS: equa still, equa carbonated

PACKAGING: 330 mL PET, 500 mL PET, 1 L PET, 750 mL Glass

equa

Essentia Water, Inc. Donna Braxton22833 Bothell Everett Hwy, Ste 220Bothell, WA 98021425-402-9555www.essentiawater.com

PRODUCTS: Essentia

PACKAGING: 20 oz. PET, 1 L PET, 1.5 L PET

Essentia Water

Evian Natural Spring Water Steve Finn100 Hillside AvenueWhite Plains, NY 10603914-872-8449www.evian.com

PRODUCTS: Evian Natural Spring Water

PACKAGING: 1 L PET, 500 mL PET, 750 mL PET, 330 mL PET, 750 mL Glass, 330 mL Glass, 1.5 L PET

Evian Natural Spring Water

Ex Drinks, LLC Ex Drinks1879 Whitney Mesa DriveHenderson, NV 89014866-753-4929www.exdrinks.com

PRODUCTS: Ex Aqua Still


Ex Aqua

PUREHAWAII INA BOTTLE100% Natural and naturally profitable.Join the broker/distributor team sellingAmerica’s purest, most sustainable water.www.hawaiianspring.com

BeverageAd:Layout 1 7/27/09 12:26 PM Page 1


Ex Drinks, LLC. Ex Drinks1879 Whitney Mesa DriveHenderson, NV 89014866-753-4929www.exdrinks.com PRODUCTS: Raspberry, Lemon & Lime

PACKAGING: 500 mL PET,

Ex Aqua Vitamins

FIJI Water Ambereen Renfro11444 W. Olympic Blvd. #210Los Angeles, CA 90064310-312-2850www.fi jiwater.com PRODUCTS: FIJI Natural Artesian Water

PACKAGING: 330 mL PET, 500 mL PET, 1 L PET, 1.5 L PET

FIJI Water

Flav, LLC Robert Chang824 N. Grand Ave.Charter Oak, CA 91724877-352-8426www.fl avh2o.com PRODUCTS: Apple, Lemon Lime, Mandarin Orange


Flav0

Flav, LLC Robert Chang824 N. Grand AveCharter Oak, CA 91724877-352-8426www.fl avh2o.com PRODUCTS: Apple, Mango, Wild Cherry, Kiwi-Watermelon, Pineapple, Orange, Peach


FlavH2O

Great Lakes Bottling Co. Duane Dewitt4460 44th St Suite AGrand Rapids, MI 49512616-975-0733www.greatlakesbottlewater.com PRODUCTS: Sugar Free, Grape, Lemon, Lime, Raspberry, Strawberry


Flavor Wave

Fred Beverages, Inc. Fred2633 Lincoln Boulevard #536Santa Monica, CA 904051-877-437-9283www.fredspot.com PRODUCTS: Fred

PACKAGING: 600 mL PET, 400 mL PET

Fred

Sunny D Allison Kallmeyer4747 Lake Forest DriveBlue Ash, OH 45242513-483-3300www.fruit2o.com PRODUCTS: Fruit20, Fruit20 Essentials


Fruit20 Essentials

Fun Quenchers, Inc. Linda Frank26062 Merit CircleLaguna Hills, California 92653949-582-3918www.funquenchers.com PRODUCTS: Fun Quenchers Enhanced Water

PACKAGING: 8 oz.

Fun Quenchers Enhanced Water

© 2009 DSM Quali™-Blends is a trademark of DSM.

Name Initials Date

Creative Director

Copywriter

Art Director A. Blaney

Account Executive C. Tully

Asst. J. Callahan

Client

PDF Yes

DSM Powder Drink “Beautiful”

Trim: 8” x 10.875”4C process

Line Screen: 133Beverage Spectrum

July 2009

Created by

Preston/Tully Group1305 Franklin Ave. Garden City NY 11530

516.873.1877

MAKE POWDERED DRINKSMORE BEAUTIFUL.

www . p o u r o n t h e p r o f i t s . c o m

HydraBella

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LOW CALORIEBEAUTY DRINK MIXNET WT 1.60 OZ (45.1g)

Enhanced withVitamins, Carotenoids

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STRAWBERRY FLAVOR

14 PACKETS

DSM makes your “Beauty From Within” beverages more attractive.As the beverage industry’s premier supplier of quality ingredients, DSM Nutritional Productshas the complete package of nutritional solutions to make your powdered drinks more healthful and appealing to consumers.For more on how we can help fortify your beverage business, go to:


Function Drinks Bob Miller2639A Manhattan Beach BlvdRedondo Beach, CA 90278310-725-9050www.functiondrinks.com

PRODUCTS: Function: WATER

PACKAGING: 750 mL PET, 1 L PET

Function: WATER

ganic consumer products Ltd. Cinto GersieAm Weiher 4aLangenselbold, Germany 63505-958775www.ganicwater.com

PRODUCTS: Cinnamon Soul, Ameri-can Jasmin, Cranberry Pearl, Crystal Melon, Strawberry Slim, Caramel Toffee, Orange Beach, Smooth Ginger, Citric Lemongrass, Spearmint Hint

PACKAGING: 17 oz. PET, 0.5 mL PET

ganicwater

PurBlu Beverages Mark Slepak301 Grant Street, Suite 820Pittsburgh, PA 15219412-281-9808www.drinkgive.com

PRODUCTS: Natural Spring Water: GIVE Life, GIVE Hope, GIVE LoveElectrolyte Infused Water: GIVE Strength


GIVE Water

Arctic Natural Waters, LLC Kate Flores8002 NE HWY 99, Suite 78Vancouver, WA 98665360-433-8985www.iceboxwater.com

PRODUCTS: icebox jr., icebox liter, icebox 5 liter

PACKAGING: 500 mL Elopak, 1 L Elopak, 5 L BiB

Glacia Icebox "Water in a Box"

Glacier Ridge Jim Davis4270 Indian FieldClinton, NY 13323314-731-7025www.glacierridgebeverage.com PRODUCTS: Mountain Berry, Red Grape, Orange Passion, Kiwi Lem-onaide, Strawberry Mandrin Tea, Peach Raspberry, Blackberry Grape, Tropical Supreme, Sports Spring Water

PACKAGING: 20 oz. Glass, 16.9 oz. PET, 1 L PET, 24 oz. PET, 12 oz. Glass

Glacier Ridge

Good Vibes for You Ryan Chester2850 West Horizon Ridge Parkway, Suite 200Henderson, NV 89052702-430-4777www.goodvibesforyou.com PRODUCTS: Still Spring Water

PACKAGING: 350 mL PET, 600 mL PET, 1.5 L PET

Good Vibes for You

H 10 O Beverage Co. LLC. John Lawrence500 North Rainbow Blvd #300Las Vegas, NV 89107702-371-3498www.h10o.com PRODUCTS: Women's Berry Sport, Peach Mango Iced Tea, Tropical Energy; Men's Citrus Sport, Lemon Iced Tea, Orange Energy


H 10 O Vitamin Infused Waters

H2Om Water with Intention Lex Lang4225 Alcove AveStudio City, CA 91604818-761-5759www.h2omwater.com PRODUCTS: Love, Perfect Health, Gratitude, Prosperity, Will Power, Joy, Peace


H2Om Water with Intention


Cutting Edge Beverages Erin Gabrielle Heit4000 N. Federal Highway, Suite 200Boca Raton, FL 33432561-347-5860www.cuttingedgebeverages.com

PRODUCTS: Grape Berry, Strawberry Apple, Orange Tangerine

PACKAGING: 200 mL Tetra Pak

H2Organics Kids Nutrient Enhanced

Cutting Edge Beverages Erin Gabrielle Heit4000 N. Federal Highway, Suite 200Boca Raton, FL 33432561-347-5860www.cuttingedgebeverages.com

PRODUCTS: Prenatal Formula Mandarin Orange, Postnatal Formula Lime


H2Organics Moms

Cutting Edge Beverages Erin Gabrielle Heit4000 North Federal Highway Suite 200Boca Raton, FL 33432561-347-5860www.cuttingedgebeverages.com PRODUCTS: Antioxidant Pomegranate Acai, Energy Blueberry Peach, Flexibility Strawberry Apple, Focus Orange Tangerine, Hydration Green Apple, Relax Grape Berry


H2Organics Nutrient Enhanced Water

Fitness Water, Inc. Kevin Clark301 Forest St, 2ALaguna Beach, CA 92651801-558-8474www.H2Ultra.com PRODUCTS: Ultra Hydrating Purifi ed Water, Extensive Proprietary Purifi ca-tion Technology, Smooth Clean Taste


H2Ultra


Hawaiian Springs, LLC Richard Hadley3375 Koapaka St, Suite F220-27Honolulu, HI 96819-1815808-483-0520www.HawaiianSpring.com

PRODUCTS: Hawaiian Springs Young Natural Artesian Water

PACKAGING: 330 mL PET, 500 mL PET, 750 mL PET, 1 L PET, 1.5 L PET, 5 L PET

Hawaiian Springs Artesian Water

Hiball, Inc. Todd Berardi1862 Union St.San Francisco, CA 94123415-420-4801www.hiballenergy.com

PRODUCTS: Hiball Sparkling Energy Water, Hiball Sparkling Energy Juice

PACKAGING: 10 oz. Glass

Hiball Sparkling Energy Water

Hint, Inc. Kara Goldin2124 Union Street, Suite DSan Francisco, CA 94123415-513-4050www.drinkhint.com

PRODUCTS: Mango-Grapefruit, Raspberry-Lime, Pomegranate Tangerine, Tropical, Strawberry-Kiwi, Hibiscus-Vanilla, Watermelon, Blackberry, Honeydew-Hibiscus, Peppermint, Lime, Cucumber, Pear


Hint

honeydrop beverages David Luks120 East 87th StreetNew York, NY 10128646-942-8058www.honeydrop.com

PRODUCTS: Bee Strong (Blueberries and Honey), Bee Alive (Blood Orange Juice and Honey), Bee Good (Apples and Honey), Bee Calm (Chamomile Tea and Honey)


honeydrop beverages

New Attitude Beverage Corp. Simon Ginsberg1422 Bellevue AveBurlingame, CA 94010650-685-8783www.iceagewater.com PRODUCTS: Ice Age Glacier Water

PACKAGING: 1.5 L PET, 1 L PET, 20 oz. PET, 17 oz. PET, 12 oz. PET, 750 mL Glass, 350 mL Glass, 750 mL Can, 5 L BiB

Ice Age Premium Glacier Water

Nestlé Waters North America, Inc. Angela Barile777 West Putnam AveGreenwich, CT 68301-800-4-SPRINGwww.nestle-waters.com PRODUCTS: Ice Mountain Natural Spring Water


Ice Mountain Natural Spring Water

Pure Distribution US, LLC David Lomnitz777 S. Flagler Drive, Ste 800 W.T.West Palm Beach, FL 33401561-515-6075www.icelandspring.com PRODUCTS: Iceland Spring

PACKAGING: 0.5 L PET, 1 L PET, 1.5 L PET

Iceland Spring

Icelandic Glacial, Inc. Kristjan Olafsson2862 Columbia StreetTorrance, CA 90503424-201-6800www.icelandicglaciaLcom PRODUCTS: Icelandic Glacial Natural Spring Water

PACKAGING: 330 mL PET, 500 mL PET, 750 mL PET, 1 L PET

Icelandic Glacial


Soma Beverage Company Jon WeberPO Box 885462San Francisco, CA 94188415-979-0781www.metromint.com

PRODUCTS: Peppermint, Spearmint, Lemonmint, Orangemint, Cherrymint, Chocolatemint


Metromint

Maayan, LLC Orly Glick10 PrestonIrvine, CA 92618714-244-2885www.mindessentiaLcom

PRODUCTS: Relax, Focus, Slim, Sleep, Confi dence

PACKAGING: 8.5 oz. PET, 8.5 oz. Glass, 12 oz. PET, 12 oz. Glass

Mind Essential

Mountain Valley Spring Company Breck Speed150 Central AvenueHot Springs, AR 71901501-624-1635www.mountainvalleyspring.com

PRODUCTS: Spring Water, Sparkling Water

PACKAGING: 8 oz. PET, 12 oz. PET, 0.5 L PET, 24 oz. PET, 1 L PET, 1.5 L PET, 333 mL Glass, 0.5 L Glass, 1 L Glass, 5 gaL Glass

Mountain Valley Spring Water

Nestlé Waters North America, Inc. Larry CooperGroup Marketing Manager777 West Putnam AveGreenwich, CT 6830866-599-8980www.nestle-purelife.us

PRODUCTS: Kiwi-Strawberry Splash, Lemon Splash, Orange Splash, Raspberry Splash


Nestlé Pure Life Natural Fruit Flavor


Soma Beverage Company Jon WeberPO Box 885462San Francisco, CA 94188415-979-0781www.metromint.com

PRODUCTS: Peppermint, Spearmint, Lemonmint, Orangemint, Cherrymint, Chocolatemint


Metromint

Maayan, LLC Orly Glick10 PrestonIrvine, CA 92618714-244-2885www.mindessentiaLcom

PRODUCTS: Relax, Focus, Slim, Sleep, Confi dence

PACKAGING: 8.5 oz. PET, 8.5 oz. Glass, 12 oz. PET, 12 oz. Glass

Mind Essential

Mountain Valley Spring Company Breck Speed150 Central AvenueHot Springs, AR 71901501-624-1635www.mountainvalleyspring.com

PRODUCTS: Spring Water, Sparkling Water

PACKAGING: 8 oz. PET, 12 oz. PET, 0.5 L PET, 24 oz. PET, 1 L PET, 1.5 L PET, 333 mL Glass, 0.5 L Glass, 1 L Glass, 5 gaL Glass

Mountain Valley Spring Water


PRODUCTS: Kiwi-Strawberry Splash, Lemon Splash, Orange Splash, Raspberry Splash


Nestlé Pure Life Natural Fruit Flavor


Isbre Holding Corp. Garrett Sandberg50 Chestnut Ridge RdMontvale, NJ 7645201-802-0005201-802-0006

PRODUCTS: Isbre – Norwegian Glacier Spring Water


Isbre - Norwegian Glacier Spring Water

Island Chill Distribution LLC/Dayals Artesian Waters LLC Fiji Jay Dayal1 KINGS ROADBA, BA 1121679-667-5605www.islandchilLcom

PRODUCTS: Natural Artesian Water

PACKAGING: 500 mL PET, 1 L PET, 1.5 L PET

Island Chill Natural Artesian Water of Fiji

Jana North America, Inc. Rory Ahearn461 Park Ave SouthNew York, NY 10016212-889-5262www.janawater.com

PRODUCTS: Artesian Water

PACKAGING: 0.25 L PET, 0.5 L PET, 1 L PET, 1.5 L PET, 0.33 L Glass, 0.75 L Glass

Jana

Johnny Iceberg Water Johnny Iceberg Water22 Enterprise RoadToronto, ON M9W1C3416-241-1212www.johnnywater.ca

PRODUCTS: Pure, Fresh, Sugar Free, Sodium free, Ozonated

PACKAGING: 330 mL PET, 500 mL PET, 750 mL Glass, 1 L PET

Johnny Water

Jones Soda Co. Conor Gentes234 9th Ave NSeattle, WA 98109206-436-8792www.24c.com PRODUCTS: Lemon Lime, Tropical Citrus, Cranberry Apple, Mandarin Orange, Berry Pomegranate, Kiwi Dragonfruit, Strawberry Lemonade, Peach Mango, Blueberry Grape, Red Grapefruit


Jones 24c

Kiwaii Waters (US), Inc. Derek J. Fullerton591 Telegraph Canyon Rd. #219Chula Vista, CA 91910619-397-0473www.kiwaii.com PRODUCTS: Kiwaii

PACKAGING: 1 L PET, 500 mL PET

Kiwaii

National Beverage Vanessa Walker8100 SW 10th StreetFort Lauderdale, FL 33324954-581-0922www.lacroixwater.com PRODUCTS: Orange, Grapefruit/Pam-plemousse, Cran-Raspberry, Lime, Lemon, Berry, Pure, Pink Variety Pack, Blue Variety Pack, Green Variety Pack

PACKAGING: 12 oz. Can, 16.9 oz. PET

LaCroix

Soma Beverage Company Jon WeberPO Box 885462San Francisco, CA 94188415-979-0781www.metroelectro.com PRODUCTS: Metroelectro

PACKAGING: 20 oz. PET, 1 L PET

Metroelectro



PRODUCTS: Nestle Pure Life Purifi ed Water

PACKAGING: 16.9 oz. PET, 8 oz. PET, 700 mL PET, 1 L PET

Nestlé Pure Life

New York Spring Water, Inc. Richard Zakka517 West 36th St.New York, NY 10018-1100212-777-4649www.newyorksprings.com

PACKAGING: 1.5 L PET, 1 L PET, 16.9 oz. PET, 8 oz. PET

New York Springs Natural Spring Water

Next Generation Waters Jourdan Binder7230 N.W. Miami Ct. #2Miami, FL 33150305-754-1122www.nextgenerationwaters.com

PRODUCTS: Kick, Thin, Chill, Hot, Livelong, Strong, Nuu Spring Water


Next Generation Waters

NOAH'S Spring Water Tony Varni400 Hosmer AvenueModesto, CA 95351209-521-1777www.noahswater.com

PRODUCTS: Spring, Sparkling Spring, Sparkling Spring w/ Lime, Sparkling Spring w/ Cherry-Pomegranate

PACKAGING: 12 oz. Glass, 20 oz. PET, 1 L PET, 8 oz. Can

NOAH'S Spring Water

numero water Tim Smith1660 India StreetSan Diego, CA 92101619-236-8369www.numerowater.com

PRODUCTS: 29, 51, 76

PACKAGING: 16.9 oz. PET, 30.4 oz. Glass

numero water

Harbor Wholesale Grocery Mike Erickson7845 Center Street NWTumwater, WA 985011-800-624-3614www.harborwholesale.com

PRODUCTS: Natural Spring Water, Distilled Water

PACKAGING: 16.9 oz. PET, 20 oz. PET, 1 L PET, 1 gal PET, 2.5 gal PET

Olympic Rain

One Natural Experience Lucy Rendler-Kaplan1401 Westwood Blvd. Ste 200Los Angeles, CA 90024310-802-4228www.onedrinks.com

PRODUCTS: O.N.E. Water

PACKAGING: 16.9 oz. Tetra Pak

One Natural Experience

CLG Corp.DBA Oregon Rain3213 Waconda Rd.Gervais, OR 97026503-588-4010www.oregon-rain.com

PRODUCTS: Oregon Rain Virgin water

PACKAGING: 16.9 oz. PET, 16 oz. Glass, 750 mL Glass, 1 L Glass, 1 L PET, 1.5 L PET

Oregon Rain

UPI

Iceland Spring is a premium, natural spring water

bottled daily at the source in Iceland. Naturally filtered

through lava over decades, Iceland Spring has a natural

pH of 8.88 and has absolutely no impurities.

pHealthy. Natural. Delicious.

FROM THE LAND WHERE THERE IS VIRTUALLY NOTHINGCOMES A NATURAL SPRING WATER THAT IS TRULY SOMETHING.


owater Tom First33 Bradford StreetConcord, MA 1742978-405-6300www.owater.com

PRODUCTS: unsweetened owater, sport owater, infused owater


owater


PRODUCTS: Ozarka Natural Spring Water


Ozarka Natural Spring Water

Park City Ice Water Murray Anderson8 Circle DrNewton, KS 67114316-288-0002www.earthfriendlypr.com

PRODUCTS: Perfect Glacier Eco-Pouch Bottled Water

PACKAGING: 16 oz. Tetra Pak

Park City Ice Water

Penta Water Company, Inc. Rita Konrad2091 Rutherford RoadCarlsbad, CA 92008760-438-6686www.pentawater.com

PRODUCTS: Penta Water


Penta Water


PRODUCTS: Poland Spring Brand Natural Spring Water


Poland Spring Natural Spring Water

Watermark Innovation, LLC (PURE COOL) Patti Ann Kelly400 Noyac RoadSouthampton, NY 11968201-693-8285www.drinkpurecool.com

PRODUCTS: Tropical Tiki, Triple Chill, It's Berry Cool, Sparkling Pear Ginger Ice, Sparkling Mojo Cool

PACKAGING: 16 oz. PET, 12 oz. Glass, 12 oz. 4 Pack Carton

PURE COOL

Pure Swiss, Inc. Alex FriesPO Box 26291San Francisco, CA 94126415-992-7735www.pureswisswater.com

PRODUCTS: Still, Mild Carbonated

PACKAGING: 500 mL PET, 1.5 L PET, 500 mL Glass, 1 L Glass

PURE SWISS

Real New York Water John BattagliolaP.O. Box 997Springfi eld, NJ 07081-0997908-598-9315www.realnywater.com

PRODUCTS: Real New York Water

PACKAGING: 500 mL PET

Real New York Water


Rockin' Water Amy Guerrieri187 Sound Beach AvenueOld Greenwich, CT 6870203-990-0000www.rockin-water.com

PRODUCTS: Apple, Grape, Orange, Cherry


Rockin' Water

Saratoga Spring Water Co. Nick Pone11 Geyser Rd.Saratoga Springs, NY 12866518-584-6363www.saratogaspringwater.com

PRODUCTS: Natural Spring Water, Sparkling Spring Water

PACKAGING: 12 oz. Glass, 28 oz. Glass, 8 oz. PET, 16.9 oz. PET, 24 oz. PET, 1 L PET, 1.5 L PET

Saratoga Spring Water

Skinny Nutritional Corp. Michael Salaman3 Bala Plaza East, Suite 101Bala Cynwyd, PA 19004610-784-2000www.skinnywater.com PRODUCTS: Raspberry Pomegranate, Lemonade Passionfruit, Goji Fruit Punch, Peach Mango Mandarin, Acai Grape Blueberry, Orange Cranberry Tangerine


Skinny Water

glacéau glacéau17-20 Whitestone ExpresswayWhitestone, NY 11357877-GLACEAUwww.glaceau.com PRODUCTS: smartwater

PACKAGING: 20 oz. PET, 750 mL PET, 1 L PET, 1.5 L PET

smartwater


Watermark Beverages, Inc. Ted Wen8591 Fraser StreetVancouver, BC, Canada V5X 3Y1604-323-0772www.terramontanawater.com PRODUCTS: Terra Montana GlacierWater from Canada

PACKAGING: 500 mL PET, 1.25 L PET

Terra Montana Glacier Water

Interex Corp Angel Flores222 W. Las Colinas Blvd #1730Irving, TX 75039972-401-4872www.topochico.com PRODUCTS: Topo Chico Mineral Water

PACKAGING: 11.5 oz. Glass, 20 oz. PET, 750 mL Glass, 1.5 L PET

Topo Chico

Talking Rain Scott BarcenillaPO Box 549Preston, WA 98050425-222-4900www.drinktwist.com PRODUCTS: Pomegranate Blueberry, Wild Strawberry, West Indies Lime, Mandarin White Tea, Lemon, Mango Acai


Twist

New York Spring Water, Inc. Richard Zakka517 West 36th St.New York, NY 10018-1100912-777-4649www.VBlast.com PRODUCTS: Acai & Berry, Pomegranate Cherry, Green Tea, Wild Berry, Grape, Peach Tea, Strawberry-Kiwi, Citrus


VBlast! Vitamins & Spring Water

All Market, Inc. Bob Ziegler39 West 14th St, Suite 409New York, NY 10011212-206-0763www.vitacoco.com PRODUCTS: 100% Pure, Acai & Pomegranate, Pineapple, Peach & Mango, Tangerine, Passion Fruit

PACKAGING: 330 mL Tetra Pak, 500 mL Tetra Pak, 1000 mL Tetra Pak

Vita Coco Coconut Water

glacéau glacéau17-20 Whitestone ExpresswayWhitestone, NY 11357877-GLACEAUwww.vitaminwater.com PRODUCTS: power-c, essential, xxx, revive, focus, sync, b-relaxed, energy, endurance, multi-v, balance, formula-50, defense, tranquilo, rescue

PACKAGING: 12 oz. PET, 16 oz. PET, 20 oz. PET, 32 oz. PET

vitaminwater

glacéau glacéau17-20 Whitestone ExpresswayWhitestone, NY 11357877-GLACEAUwww.vitaminwater10.com PRODUCTS: go-go, mega-c, revitalize, recoup,energy, essential, multi-v, xxx


vitaminwater10

AMI Brands Maelys Boissiere164W 25th St. 12FNew York, NY 10001646-257-4879www.drink1give10.com PRODUCTS: Volvic Natural Spring Water

PACKAGING: 500 mL PET, 1 L PET, 1.5 L PET

Volvic

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Vorsong, Inc. Andrew Watkins316 W. 2nd St., #1000Los Angeles, CA 90012310-383-6239www.vorsong.com

PRODUCTS: Feng Shui Brand Iceberg Energy Water


Vorsong

WAT-AAH! Anthony Bianco27 W. 20th St. #606New York, NY 10012212-627-2630www.wat-aah.com

PRODUCTS: WAT-AAH! Body, WAT-AAH! Brain, WAT-AAH! Bones, WAT-AAH! Energy


WAT-AAH!

Whistler Water Lissa PoloniP.O. Box 1400Whistler, BC V0N 1B01-877-65WATERwww.whistlerwater.com

PRODUCTS: Whistler Water, Whistler Water Sport Cap

PACKAGING: 350 mL PET, 500 mL PET, 1 L PET, 1.5 L PET

Whistler Water

zao Josh Young3812 Littlebrook DriveClemmons, NC 27012888-926-9283www.zaowater.com

PRODUCTS: Ultra Pure


zao

Christine Renken4141 Yonge Street, Suite 301Toronto, ON M2P 2A8416-225-2217www.teacoff.com

For over 30 years, we've traveled the world to connect people with the fi nest tea and coffee products. We are bulk suppliers of various teas (extracts & leaf), coffees (extracts), antioxidants, herbal & superfruit extracts, certifi ed organic products, natural caffeine from tea or coffee, polyphenols, EGCG, Rooibos and much, much more.

A. Holliday & Company, Inc.

SERVICE AND SUPPLIER LISTINGS

Nestlé Waters North America, Inc. Angela Barile777 West Putnam AveGreenwich, CT 68301-800-4-SPRINGwww.nestle-waters.com PRODUCTS: Zephyrhills Natural Spring Water


Zephyrhills Natural Spring Water

ZICO, LLC Maile Buker643 Cypress Ave.Hermosa Beach, CA 90254310-379-9505www.zico.com PRODUCTS: Natural, Mango, Passion Fruit-Orange Peel

PACKAGING: 11 oz. Tetra Pak, 1 L Tetra Pak

ZICO Pure Premium Coconut Water


Kent Sellner701 Corporations ParkScotia, NY 12302800-316-6096adirondackbeverages.com

Manufacturer & distributor of non-alcoholic beverages including spring, purifi ed, and treated water, including fl avored, sweetened, and natural waters.

Adirondack Beverages

Andrew Cohn7251 W Palmetto Park RoadBoca Raton, FL 33433786-382-6833www.alcrisk.com

ALC Risk can save you money on your product liability insurance and your work comp, property, auto, health and other insurance needs.

ALC Risk Solutions

Joe Moran220 St. Nicholas Ave.South Plainfi eld, NJ 7080908-561-5995www.allenfl avors.com

Beyond ingredient supplies which includes fl avors, custom premixes and bases, Allen Flavors also provides pre- and post-production support technically and in every facet of design and production. We have been delivering our concept to marketplace product development and services to hundreds of entrepreneurs and multinational companies alike producing various water products since 1991.

Allen Flavors, Inc.

William Wyeth3818 River RoadSt.Joseph, MO 64505816-233-0800www.aqua-source.com

Bottled water services, bottles, closures, equipment. Consulting for plant construction. Disaster relief. International and Domestic expertise.

American AquaSource

Sal Pellingra12025 Tricon RoadCincinnati, OH 45246513-671-1777www.ampaconline.com

Ampac Flexibles is a packaging solutions provider with capabili-ties in 3-9 layer blown fi lm, up to 10-color fl exo and roto printing, performance laminations, and retort, stand-up and fl at pouches including fi tments, zippers, spouts and reclosable features.

Ampac Flexibles

Ned BeckerBox 7864Missoula, MT 59807406-546-2858www.bigworldbevs.com

Experts in sourcing and new product development of quality functional beverage products, including functional bottled water products.

Big World Beverages

Cary Gould6306 Benjamin Road - STE 600Tampa, FL 33634888-524-6786www.biosunffi .com

Exclusive distributors of beverage-sweet-dairy fl avors, fl avorings for Givaudan(world's largest fl avor house) relating to processors purchasing less than $250,000/yr of fl avors and special need customers(labeling, packaging, blending, etc.)

BIOSUN FFI

Steve Meredith3388 Mike Collins DriveEagan, MN 55121877-699-5100www.biothera.com

Biothera is a biotechnology company dedicated to developing novel ingredients that improve immune health. Wellmune WGP is our patented, GRAS ingredient designed for functional foods, beverages and nutritional supplements.

Biothera


Blake Kraemer4463 White Bear Pkwy Suite 105White Bear Lake, MN 55110866-907-0400www.cheminutra.com

Chemi Nutra is a recognized world leader in specialty ingredients for dietary supplements and functional beverages. SerinAid Dis-perse PS and AlphaSize A-GPC are natural, effi cacious nutrients that can help maintain and improve mental performance, boost exercise performance, and positively impact healthy aging.

Chemi Nutra

Clint Rush6625 Network Way, Suite 200Indianapolis, IN 46278317-390-5000www.csiclosures.com

Closure Systems International, Inc. (CSI) is recognized as a global leader in closure design and production, technical services and high-speed packaging equipment.

Closure Systems International

JD Michaux264 S LaCienega #1283Beverly Hills, CA 902211-877-787-TRYDCMwww.trydcmorgan.com

Custom Label Bottled Water with "free" 4-color label design.($350 value). Water process similar to Aquafi na and Dasani. 100% Green and Eco Friendly recyclable packaging. Includes nutritional panel, bar code and recycle logo. Flat rate pricing at .50 center per unit 24 per case, 60 cases per pallet

DC Morgan

Gary Howe45 Waterview Blvd.Parsipanny, NJ 07054-1298973-257-8318www.pourontheprofi ts.com

DSM Nutritional Products provides a solid platform for technologi-cal innovation, new product development and customized nutrient solutions for beverages. Utilizing its extensive resources, DSM keeps its customers ahead of the ever-changing marketplace, anticipating customer needs as nutritional trends develop and customer demands evolve.

DSM Nutritional Products, Inc.


Andy Staib240 South Fehr WayBay Shore, NY 11706631-667-6666www.dwsprinting.com

DWS Printing offers Cut & Stack AND Pressure Sensitive labels, in addition to in-house Graphic Design - combining "one-stop shop-ping" with outstanding quality & service.

DWS PRINTING

Gwen Chapdelaine1530 Morse AvenueElk Grove Village, IL 60007847-357-9500www.fortdearborn.com

Fort Dearborn Company is the leading provider of decorative prime labels for the beverage industry. We offer multiple label technolo-gies, including cut & stack, pressure sensitive, shrink sleeve and roll-fed labels.

Fort Dearborn Company

Marion B. Glover229 Peachtree Street, NE, Suite 506Atlanta, GA 30303404-523-2921

Glover Capital, Inc., negotiates the purchase, sale, merger or restructuring of industry-specifi c assignments that are national and international in scope. Business valuations are provided to owners for use in settling estates and in gifting or transferring ownership interests.

Glover Capital, Inc.

Riaz Musaheb111 RIDC Park West DrivePittsburgh, PA 15275412-809-3784www.mpp.us.lanxess.com

LANXESS, a leading multi-national company, has brought to mar-ket its VELCORIN microbial control agent, which is highly effective in eliminating a wide range of spoilage micro-organisms (yeast, bacteria and mold) in beverages.

LANXESS Corporation

Mike Prone1401 North Broadway, Suite 220Walnut Creek, CA 94596925-944-9500www.mclean-design.com

McLean Design is a strategic brand consultancy specializing in design for consumer packaged goods. Founded in 1991, MDI provides solutions that drive sustainable brand value.

McLean Design, Inc.

Mary Labriola285 E. Fullerton AvenueCarol Stream, IL 60188630-868-0300www.premiumingredients.com

Premium Ingredients International is your connection to high-quality ingredients and fl avors, expert R&D, and individualized solutions to your unique needs. With strong worldwide supplier relationships, we source and distribute more than 1,200 ingredi-ents from antioxidants and amino acids, to fi bers and vitamins, while providing superior service with insight and expertise.

Premium Ingredients International

Barbara Drillings70 Schmitt BlvdFarmingdale, NY 11735516-935-3965www.printpack.com

Printpack is a manufacturer, converter & printer of heat shrink PVC, PETG, OPS & PLA fi lms used for shrink labeling, tamper-evident bands & multipacks and polypropylene for roll fed labeling. We print fl exo & gravure to 10 colors.

Printpack, Inc.

Lynn Keating1 Sagamore Hill DrPort Washington, NY 11050516-944-5920www.prismvs.com

MiniMate integrates with legacy accounting or can be deployed with Prism's desktop route solution. ServQuest is a fullfeatured operations software with inbound/ outbound call centers, route schedules, equipment tracking.

Prism Visual Software, Inc.

People today are demanding healthier

beverages that offer real health benefits.

Meet their needs with SerinAid®

Disperse PS and AlphaSize® A-GPC.

Introducing two natural, efficacious

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To learn more, contact Chemi Nutra –The world leader in specialty nutraceuticals

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Scientifically proven to work. These nutrients help:

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Memory energy, mood support and exercise

performance are categories offering tremendous

opportunity. Seize the opportunity in enhanced waters,

sports drinks and energy drinks.


Eva Dratwa111 Barclay BoulevardLincolnshire, IL 60069847-634-6330www.purac.com

PURAC is a supplier of high-quality ingredients used in the beverage industry serving the following functions: pH regulation, acidifi cation, mineral fortifi cation, and fl avor enhancement and masking.

PURAC America, Inc.

William Schiffman7684 St. Andrews AveSan Diego, CA 92154619-301-7971www.racksinc.com

Custom Point of Purchase Display Manufacturer. We are one of the biggest and most competitive in pricing, quality, and lead time. Call William Schiffman to get started now.

Racks Incorporated

David Ames4020 W. Chandler AveSanta Ana, CA 92704714-437-1996www.sovereignfl avors.com

Flavor and Extract Manufacturer specializing in the beverage and dairy industries. Services include Custom Beverage Product Development of RTD, Energy Drinks & Flavored Spirits. Organic, Kosher, Export ready

Sovereign Flavors, Inc.

Bob Welch9690 W Wingfoot, RdHouston, TX 77041630-636-6173www.starpakltd.com

Manufactures printed & plain polyethylene shrink fi lms for all case and multipack bottled water applications compatible with Douglas, KHS Kisters, Cermex, etc. shrink wrap equipment.

StarPak Ltd.

Customer Service222 Merchandise Mart Plaza, Suite 936Chicago, IL 60654800-323-5321www.nutrasweet.com

The NutraSweet Company, headquartered in Chicago, stands alone in its ability to provide customers with a full value portfolio including superior quality products, unrivaled technical, R & D and regulatory support, competitive pricing and an experienced management team.

The NutraSweet Company

Dan Klaybor110 S. Hill St.South Bend, IN 46617-2702800-332-4345 ext. 45530www.ulbottledwater.com/bn

An industry leader in bottled water compliance analysis and plant inspection services, Underwriters Laboratories now offers a certi-fi cation Mark designed specifi cally for producers of bottled water. Backed by consumer market research, the UL Certifi ed Water Qual-ity Mark can add value to your brand because consumers prefer bottled water with the UL Mark.

Underwriters Laboratories

Speed Stodghill6600 Geyer Springs Rd.Little Rock, AR 72209800-919-3329www.veriplas.com

Veriplas Containers makes PET preforms and containers for the bottled water and beverage industry. We have 20 stock moulds and specialize in mixed loads delivered in a timely manner. Veriplas is a pioneer in the utilization of recylced PET. We can also provide prelabeling and custom mould services.

Veriplas Containers

Donna Hansee1261 Pacifi c AvenueErlanger, KY 41018888-WILDFLAVORSwww.wildfl avors.com

WILD delivers innovative fl avor, color, health ingredient & technology solutions to the industry; solving customers challenges through superior R&D, complete supply-chain services and high-quality manufacturing.

WILD Flavors, Inc.

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PROMO PARADEPROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY

Evian’s Amazing Babies

Danone Waters of America and Evian launched its new, amazing babies-themed Evian Live Young campaign July 3rd.

The brand focused its efforts on the internet and social media, releasing two viral “teaser” videos that were viewed more than 500,000 times, and a new website – http://www.evianliveyoung.com. The com-pany also employed bloggers, an ad on YouTube’s homepage, and ads on more than 300 other websites throughout the summer.

Gatorade Launches Jordan Series

To commemorate Michael Jordan’s induction into the Naismith Memorial Basketball Hall of Fame this fall, Gatorade unveiled the Limited Edition Jordan Series of Gatorade. These new offerings, available from early July until supplies last, celebrate several of Jordan’s legendary “G” moments.

THENChampionship Blue (Berry Cherry Blend): Two labels celebrate Jordan’s early rise to stardom.

NOWChampionship Gold (Citrus Orange Blend): Based on Jordan’s favorite Gatorade fl avor, the citrus orange blend of Championship Gold turns the spotlight on Jordan’s enduring business acumen.

FOREVERChampionship Red (Berry Blend): Two labels honor Jordan’s enduring legacy including his career accomplishments (six NBA championships and a host of individual records).

The Jordan Series features three new fl avors formulated to represent Jordan’s career. Each tells the story of Jordan’s career through pictures and words. They include:

Guinness announced the launch of GUINNESS EXPERIENCES, offering fans a chance to win one of three experiences. These experiences consist of: a trip into space aboard Sir Richard Branson’s Virgin Galactic Spaceship; a journey to the depths of the sea in the world’s fi rst GUINNESS deep sea bar; an exclusive gig in an intimate studio setting with The Black Eyed Peas.

Guinness is also announcing the launch of a global advertis-ing campaign celebrating the brand’s 250th anniversary. The campaign centers on toasting the visionary founder Arthur

Guinness and brings the proposition of ‘Inspiring the truly remarkable’ to life. The television commercial focuses on a toast to Arthur Guinness.

Guinness Celebrates 250 Years, Offers Experiences

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.

Subscribe now and get 8 issues of the most comprehensive product focused magazine available!

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ALSO THIS ISSUE:· New columnist Debbie Wildrick

solves Channel Blur· Sparkling Juice· Expo West Preview

FEBRUARY 25 , 2009

10 REASONS TO LOVE BEVERAGES IN ‘09

2009 Supplier and Services Guide

· See page 41 for details ·

REASON #5: ICONIC ALUMINUM

BS0809

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PROMO PARADEPROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY

Go Epic with Pacifi co

Pacifi co beer is asking its fans to upload photos of their adven-tures for the chance to win an “Epic Adventure.” The contest, which launched July 8 on www.MexicoViaPacifi co.com, enables consumers to submit photos for the opportunity to win a surf trip for four to the Moana Resort on Waikiki with professional surfer Joel Tudor, along with other prizes.

Five fi rst prize winners will receive their choice of a short-board, longboard or stand-up paddle board from Surftech. Fifty second prize winners will receive a one-year subscription to Surfer Magazine.

To enter, consumers can submit up to three photos of their own epic adventure on www.MexicoViaPacifi co.com from July 8 to September 15, 2009. Upon completion of the submission period, the photos will be judged by a panel of experts including a Paci-fi co representative, professional surfer Joel Tudor and Grant Ellis, photo editor of Surfer Magazine. Photos will be judged on aesthet-ics as well as the degree of epic-ness of adventure.

1800 Offers to Help Build your “ManCave”

1800 Select Silver Tequila is offering customers the opportuni-ty to win the “Ultimate ManCave.” Customers can enter daily at www.1800tequila.com/mancave, to win $10,000 towards home entertainment systems, seating and a supply of 1800 Silver Select Tequila.

Beefeater Offers Gin Education

Pernod Ricard USA recently hosted full-day gin symposiums in New York City and San Francisco. The events, presented by Beefeater, and featuring experts on gin and mixology, provided trade and media guests with an in-depth journey into the world of gin.

The symposium included a Photo-graphic Essay - presented by Master of Ceremonies and Master Mixologist, Gary Reagan, The History of Gin & The His-tory of the Martini – presented by Histo-rians Anistatia Miller and Jarod Brown and styles of Gin and Comparative Gin Tasting presented by Beefeater Master Distiller, Desmond Payne.

In addition to the comprehensive cur-riculum on gin, Pernod Ricardi launched new Beefeater 24, a gin crafted by Payne to represent the brand in the super pre-mium gin category.

Get Your Fruit On with Tropicana

To help narrow the fruit gap for kids in need and encourage Americans to increase their fruit consumption, Tropi-cana Products, Inc. is rallying people to “Get Your Fruit On!” with Tropicana Pure Premium orange juice.

Tropicana’s “Get Your Fruit On!” campaign is donating up to a quarter million fruit servings of Tropicana Pure Premium 100 percent orange juice to the USDA, starting with its national Summer Food Service Program for kids and continuing on with its School Breakfast Program.

The campaign also gave 5,000 people who visited Tropicana.com and pledged to increase their fruit intake a coupon for a free 64 oz. carton of Tropicana Pure Premium.

GET MORE OUT OF YOUR CRAFT SECTION.

Choose the craft beer with the best selling variety, Samuel Adams®.

8 of the top 50 top-selling Craft beer six-packs come from Samuel Adams.

IRI TOTAL VS. FOOD© 2009 THE BOSTON BEER COMPANY, BOSTON, MA

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