beverage spectrum sept-oct 2007

ALSO INSIDE:

BOUTIQUE CSDsEXOTIC FRUIT JUICESMALTERNATIVES

S E P T E M B E R – O C T O B E R 2 0 0 7

energy

how diet drinks equal fat profits

slimsdown

SPECIAL NACS GUIDE INSIDE

SEPTEMBER – OCTOBER 2007 \\ BEVERAGE SPECTRUM 3

Columns 4 // THE FIRST DROP

Saving the goose.

6 // PUBLISHER’S TOAST

Barry’s fridge.

24 // GERRY’S INSIGHTS

Ruminations on strange berries.

64 // ON THE EDGE

Face time with consumers.

SEPTEMBER – OCTOBER 2007 vol. 5 // no. 6

26 55

Cover Story 55 // ENERGY SLIMS DOWN

How diet energy drinks can lead to

fatter profits.

38

Features 26 // STRANGE FRUIT

The more exotic, the better for

juicemakers.

38 // DRYING OUT? DON’T

BET ON IT!

Boutique sodas are still searching

for their niche, but now it’s in front

of the bar.

47 // MALT FINDS ITS MUSE

Struggling for inspiration, flavored

malt beverages raid the liquor

cabinet.

66 // NACS 2007 PREVIEW

What’s on in Atlanta.

72 // EXPO EAST SHOW REVIEW

Baltimore goes natural.

76 // NBWA 2007 SHOW REVIEW

Las Vegas in all its glory.

Departments 8 // BEVSCAPE

Senators. Love. Bourbon.

12 // CHANNEL CHECK

Milkshakes.

16 // NEW PRODUCTS

Jack’s Pumpkin, great costume.

80 // PROMOTION PARADE

Holiday promos and more.

Beverage Spectrum Magazine is published monthly with combined issues in January/February, May/June,

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* ACNielsen, Total US, 13 Weeks Ending 11/25/06 ** ACNielsen, Total US Grocery, 26 Weeks Ending 4/28/07 *** Heineken DraughtKeg Target Research Group May 2006

Enjoy Heineken® Responsibly ©2007 HEINEKEN® Lager Beer. Heineken USA Inc., White Plains, NY.

B:11.125 in

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T:10.875 in

T:8 in

S:10.625 in

S:7.875 in

BEVERAGE SPECTRUM // SEPTEMBER – OCTOBER 20074

THE FIRST DROP

Savingthe goose

’ve been getting a lot of press calls recently about the potential collapse of the bottled

water business. It’s not that hard to imagine why – it’s the kind of idea that reporters love: the goose turns out to be laying not a golden egg, but one that’s made of Uranium. And while I don’t think things are going to blow up, they aren’t going to blow over, either; the public’s growing awareness of the origin of its bottled water and its environmentally touchy status is causing something of a backlash that might hurt future growth.

It’s an issue that’s more nuanced than, say smoking, however. The issue isn’t so much the “egg” – the water – which still has that golden, healthy glow – as it is the “egg’s shell” – the PET bottle – which may be, as a reporter for a repu-table Northern Florida daily suggested to me, manufactured by The Devil.

I find the current cultural backlash against the bottled water industry fascinating because both the growth of bottled water as a consumer good and the concerns about its environmental impact are coming from largely the same ideal of healthy living.

Carrying a bottle of water – a portable, pure, calorie-free hydration source – is something that tells consumers they are making a good choice for themselves. Its dollar value is derived largely through its convenience – whether or not the water is purer than that pouring out of the tap, it is hassle-free in its relatively cheap, ubiquitous availability and disposability.

But concerns that the empty container will end up occupying space in a landfill and that its manufacture and transport increases one’s “carbon footprint” are also valid. Healthy living means, for many, maintaining a healthy environment, and a healthy environment doesn’t have billions of water bottles stacked in the town dump like so many old tires.

So what is one to do as a retailer, a manu-facturer, a consumer, an editor? Surprisingly, the industry itself may be on the right track. PepsiCo’s top brass might have seemed out of their collective gourds when they added their municipal water supply copy to their labels, but disclosure is the key, and their water’s purity doesn’t have any bearing on its convenience – particularly since raising the veil on Aquafina also did so for every other bottled water out there. When it comes to lessening impacts, by the way, Pepsi bottler have also bought up millions of dollars in pollution credits, Coca-Cola recently published a manifesto on its domestic recycling goals, while Nestle Waters North America announced 17 percent PET reductions in its top selling product containers.

These moves aren’t going to put a stop to the problems with resource consumption and junk creation that are the hobgoblins of PET usage. But they are indicative of companies that want to decrease the negative consequences of their products. That said, these moves don’t go far enough, and that’s where retailers, consum-ers, and editors need to take some responsibil-

ity themselves, encouraging these companies to reduce resource consumption even further, stop vilifying bottle bills and, long-term, de-velop and mainstream technologies like biode-gradable packaging – the kind of packaging to which a healthy living premium can be attached. And don’t think that premium is something con-sumers won’t pay for – the success of the bottled water business as it stands right now is testament to the financial potential of the healthy living impulse.

Keeping things as they are now won’t kill the goose immediately. But if the industry and the retailing sides don’t act soon, it’s still short-sighted. All geese die. To keep getting the eggs, you breed new generations of geese. That sustainable perspective will keep the water busi-ness from laying an egg altogether.

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PUBLISHER’S TOAST

Barry J. Nathanson, Publisher

o, you think you’ve got perks? A secretary? A private jet? Well, guess what? I have a refrig-

erator in my office.True, it’s a little smaller than the normal

home model, but it’s definitely larger than the ones you’ll see in, say, a dorm room or private plane. But, after all, I am the publisher of a re-nowned beverage retailing magazine, and bever-ages should be a part of my life. Also, when they got the big vault refrigerators over at BevNET, they gave me this one, which is really nice, ‘cause it keeps stuff cold.

The reason I bring this up is that after being away for a little while, I took stock of what I had

in there. The inventory inside is a microcosm of the world of beverages. There are about 40 bottles, cans and tetra-pack boxes of the latest the industry has to offer. A sampling? I’ve got FRS, Function Drinks, Twist, Sweet Success, New Leaf, Skinny Water, Muscle Milk, Carpe Diem, Fiji, 24C, Respect, Honest Ade, Vida Tea, Nutrisoda and a bevy of others. Notably absent were any traditional CSD’s, although I did have a few boutique sodas. What can I say? I’m a rebel.

After perusing my stock, I’ve come to appre-ciate what retailers must go through every day to create the right mix and assortment for their customers. How do you achieve the right bal-ance and selection to give the consumer? Which brands will be an everyday purchase, and which will be that luxury to savor on special occasions? Will you be able to articulate the regimens of the new functional drinks that enable them to truly work?

Add to the mix the standard-bearer brands from the big guys and you’ve got quite a dilem-ma. Do you take cooler space away from them to satisfy the new taste profiles of your custom-ers?

As we enter the key sell-in period for 2008, keep in mind the needs of the customer first. I love the idea of being able to open my refrig-erator and find a plethora of products inside. It means I have the luxury of knowing exactly what I want, or waiting to see what will strike my fancy when I open the door. Give your cus-tomers that freedom of choice, too. After all, if I can fit it into my little unit, you’ve got space galore!

My Refrigerator(is a metaphor for the beverage universe)


WHAT’S HAPPENING ACROSS BEVERAGESBevscape

The U.S. Senate declared, by unanimous vote, September 2007 as “National Bourbon Heritage Month.” The resolution reinforces bour-bon as “America’s Native Spirit” by celebrating the family heritage, tra-dition and deep-rooted legacy that the bourbon industry contributes to the United States. The resolution calls for consumers who enjoy bourbon to do so responsibly and in moderation.

“This is a great honor that the U.S. Senate has bestowed upon the bourbon industry,” said Bill Samuels Jr., president of Maker’s Mark Distillery. “The tradition of family heritage, authenticity and crafts-manship behind bourbon is what has made it an American Icon.”

This resolution is only part of Bourbon’s long relationship with the U.S. government. As America’s only indigenous spirit, bourbon was recognized in 1964 by an act of Congress when it declared bourbon “America’s Native Spirit.”

“The bourbon industry is a source of pride for Kentucky and its Heritage and has served as a major part of the Commonwealth’s econ-omy for over 200 years,” said U.S. Senator Jim Bunning. “I am pleased that Kentucky bourbon will be recognized across this nation in Sep-tember,” Bunning declared.

The declaration comes as U.S. bourbon consumption is surging, particularly the interest and demand for high-end, super-premium and ultra-premium small batch bourbons. In the United States, since 2003, high-end bourbons have seen revenue grow from $450 million to over $500 million, some 2.2 million cases, according to DISCUS, the Distilled Spirits Council of the United States. High-end bourbon sales accounted for eight percent of total spirits growth in 2006.

Red Bull might have opened the door connecting energy drinks to ex-treme sports, but Monster Energy has run into the room and apparently grabbed all the athletes and put ‘em to work.

Athletes backed by the Hansen’s-owned label recently cleaned up at the 13th annual ESPN Summer X Games, raking in a total of 14 medals – five of which were gold.

“Monster Energy’s overall marketing plan is based strongly on core athlete sponsorship. And to see first hand the kind of return we enjoyed this past weekend at X Games 13 was truly remarkable,” said John Lee, Director of Sports Marketing for Monster Energy. “We are ecstatic with the results.”

Some of those results were shockingly unplanned, as in the case of Monster Energy skateboarder Jake Brown, who, much to the shock of the millions of people who watched the clip again and again on YouTube, fell dozens of feet onto a wooden deck, peeled himself off, and walked away.

“Suffice to say we’re relieved Jake is up and about, doing the national network TV tour and already talking about returning to competitive skateboarding here in the near future,” said Lee.

Monster Energy also received the lion’s share of the coverage in the motorcycle events, something the energy drink company can trace back to its initial foray into action sports. Monster Energy-backed pro motocross legend Ricky Carmichael had an entire event wrapped around him, the inaugural X Games Moto-X Racing competition. Monster Energy athletes also swept gold in Moto X Freestyle (Adam Jones), Moto X Best Trick (Kyle Loza), BMX Vert (Jamie Best-wick) and SuperMoto (Mark Burkhart).

US SENATE UNANIMOUS: WE LOVE BOURBON!

MONSTER PERFORMANCE AT X GAMES

Well, if you’re dehydrated from drinking too many Anheuser-Busch products, the company has decided to offer a solution, becoming the primary distributor of a pair of water brands.

Earlier this summer, A-B became a distributor for Icelandic Glacial Spring Water, imported from Iceland. Now, the company has become the distributor for antioxidant-heavy BORBA Skin Balance Waters.

BORBA's Skin Balance Waters include Clarifying, Age Defying, Firming and Replenishing varieties. A-B wholesalers will begin distrib-uting the beverages in select markets in November 2007.

BORBA beverages contain antioxidants, vitamins and botanicals. Each beverage is formulated to provide a distinct skin benefit, such as a clearer complexion, firmer skin, and help for dry, dehydrated skin.

ANHEUSER-BORBA


Alan Maxwell Pottasch, known as the father of the “Pepsi Gen-eration” and the creative force be-hind Pepsi-Cola advertising span-ning nearly five decades, died on Friday, July 27, 2007. He was 79. At the time, he was apparently working on a Pepsi TV com-mercial in Los Angeles. Although he officially retired from Pepsi in 1991, Pottasch continued to serve as an active creative con-sultant to Pepsi-Cola and other PepsiCo divisions.

He joined Pepsi-Cola in 1957 and devoted his career to market-

Although Anheuser Busch has pulled its ill-fated Spykes mixers from store shelves, controversy contin-ues to build regarding energy-laced malt beverages.

Some parental responsibility groups are concerned that the products, while governed by normal restric-tions concerning the sale of alcohol to minors, may nonetheless be marketed toward underage youth.

The Marin Institute recently released a report con-cerning the promotion of products like Bud Extra, Tilt, Sparks, and Rockstar 21. According to the re-port, underage purchasers are familiar with the effects of energy drinks, but the addition of alcohol might increase the potential for “misjudging one’s level of intoxication.”

“Alcohol producers are taking advantage of the popularity of nonalco-holic energy drinks to sell their products to youth,” said James Mosher of the Pacific Institute for Research and Evaluation. “They package their products to be indistinguishable from nonalcoholic energy drinks, con-

WHAT’S HAPPENING ACROSS BEVERAGESBevscape

ing and advertising. In the early 1960s, Mr. Pottasch was among the first to recognize the coming youth culture, dominated by so-called “baby boomers.” Of that era he said, “Pepsi named and claimed 25 million young people for its own with a big, sweeping invita-tion to live life to its fullest.” The landmark effort shifted the focus of advertising from extolling the virtues of a product to celebrating the lives of its consumers – in this case, the young at heart, optimistic and vibrant “Pepsi Generation.” Launched in 1963, the “Pepsi Gen-eration” was one of the longest-running, most successful advertis-ing campaigns in history. Although initially aimed at Americans, the campaign proved to have universal appeal and resonated with consum-ers around the world. The phrase remains an important part of to-day’s global pop lexicon.

Pottasch’s Pepsi commercials won more than 60 major awards, including the advertising world’s highest honor, the Grand Prix at Cannes. Mr. Pottasch also pro-duced some of the industry’s most famous celebrity commercials.

FATHER OF “PEPSI GENERATION” DIES; SO DOES KING OF BEER WRITING

ENERGY MALTERNATIVES SCRUTINIZED

fusing consumers, retailers, parents, law enforcement officials, and oth-ers who can’t tell which drinks contain alcohol and which do not.”

Meanwhile, it appears that A-B wasn’t necessarily barking up the wrong tree when it came up with Spykes. While the product might have been a bad idea, the name wasn’t: the branding consultancy Tip-pingSprung conducted a brand name survey along with the marketing newsweekly Brandweek and determined that, yes, the best new spirits or cocktail mix name was – you guessed it! – Spykes. The now-pulled prod-uct came up with 33 percent of the votes, even after its withdrawal. The vanilla liquor Kajmir came in second.

The 2007 survey, was sent to branding and marketing professionals. The 1,331 senior marketing and branding professional respondents came from a cross-section of companies including CitiGroup, Disney, Toyota, Unilever, General Mills, Clorox, Accenture, Kraft, and PepsiCo.

If you’ve got someone buying the stuff, card ‘em. Don’t be dumb, the attorneys general are getting fired up again.

TAKEAWAY:

In addition to Pot-tasch, in August, the beer industry lost one of its greatest contem-porary gurus, Michael Jackson. A somewhat eccentric but colorful author, Jackson pub-lished his World Guide to Beer in 1977. The book sold more than 2 million copies, and helped spark an interest in specialty beers worldwide.

The popularity of World Guide to Beer, was followed by Michael Jackson’s Beer Compan-ion, The Great Beers of Belgium, and The Pocket Guide to Beer amongst others.

For many years Jack-son also wrote a beer column for London’s The Independent. He contributed regularly to major newspapers and magazines around the world. In the USA his newspaper contributions ranged from The Washington Post to Esquire. Whether in the spontane-ity of a Fuller’s Pub in Chiswick,

or as part of his acclaimed “Beer Hunter” series on PBS, Michael spoke easily and often of his pas-sion and advocacy for great beer. Higher Milk Sales.

No Sweat.

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TOPLINE CATEGORY

VOLUME

CSD’s$13,523,680,000-2.5%

BEER$6,033,512,4242.0%

BOTTLED JUICES$4,313,367,000 4.5%

ENERGY DRINKS$761,457,20034.4%

BOTTLED WATER $5,000,168,000 11.2%

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

52 Weeks ending 7/15/2007

SPOTLIGHT CATEGORY

52 Weeks ending 6/17/2007

MILK/MILKSHAKES

TEA/COFFEE$1,386,132,000 26.2%

SPORTS DRINKS $1,644,615,0004.8%

Channel Check september – october 2007

Flavored Milk/Eggnog/Buttermilk Dollar Sales Change vs. year earlier

Private Label $222,489,800 -0.8%

Nestle Nesquik $105,988,900 4.1%

Deans $26,240,100 -6.3%

Kemps $20,548,520 13.4%

Prairie Farms $16,938,130 15.7%

Borden Milk Products $14,983,240 -5.0%

Mayfield $11,991,750 -5.3%

Garelick Farms $11,755,580 0.7%

Hiland $11,403,530 -1.7%

Hood $11,325,320 2.5%

Heading Up: Prairie FarmsSOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

52 Weeks through 7/15/07

A look at the flavored milk segment reveals one of the great unsung power brands: Nesquik. With north of $100 million in supermarket sales – and many more in convenience – the brand adds as much to the Nestle bottom line as Ozarka. It does pretty well in milkshakes, too, leading the category – except look out for Odwalla, one of the new-age companies that has figured out dairy can be as much of a functional food as juice. For pure en-joyment, Ben & Jerry’s milkshakes, branded via PepsiCo, had a good first year; how much more upside can there be, though?

JOB NO.: FW7247PROJECT: Beverage Spectrum Oct 07 - BarcodeSCALE: 1 : 1

TRIM : 8.0" x 10.875"LIVE : 7.25" x 10.125"BLEED : 8.25" x 11.125"

DATE IN : 09-06-07DATE OUT : 09-07-07PROOF ROUND : FINAL

COLOR : 4/C PROC LIVE, TRIM, BLEED (DO NOT PRINT)PRINTOUT SIZE : 100%

Skewed Profits LS:150 Rnd:1.0Job# 12583 Teleflora

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FIJI WATER SKEWS PROFITS

$Thirsting for profits? Every size of FIJI Water is enjoying double-digit growth.* Behind every bottle

is an equally exceptional consumer; not only do they purchase gourmet items when they shop, but

they’re so loyal that they’ll go out of their way to find FIJI Water.** All of which is exceptionally

refreshing for your business.

Natural Artesian Water 888.426.3454 www.fijiwater.com*IRI 5/28/06 **Synovate 4/03 ©2007 FIJI Water Company LLC. All rights reserved.

Milkshakes/Non-Dairy Drinks Dollar Sales Change vs. year earlier

Nestle Nesquik $18,610,180 -2.1%

Hersheys $11,884,620 -29.7%

Rice Dream $9,924,097 13.8%

Odwalla Super Protein $6,764,477 50.1%

Kerns Aguas Frescas $4,016,321 32.1%

Ben & Jerrys $3,525,237 40,597.8%

Private Label $2,417,990 -3.0%

Shamrock Farms $2,156,515 24.7%

YooHoo $1,823,511 3.9%

Don Jose $1,809,492 14.0%

Heading Up: OdwallaSOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


BEVERAGE SPECTRUM // SEPTEMBER – OCTOBER 200714 SEPTEMBER – OCTOBER 2007 \\ BEVERAGE SPECTRUM 15

Channel Check

DOMESTIC BEER Dollar Sales Change vs. year earlier

Bud Light $1,426,511,360 2.9%

Budweiser $755,135,104 -4.8%

Miller Lite $731,365,568 0.8%

Coors Light $636,312,704 2.4%

Miller Genuine Draft $167,483,744 -7.6%

Budweiser Select $113,373,256 -17.4%

Coors $62,001,736 -7.1%

Icehouse $58,237,604 -1.5%

Yuengling Lager $39,196,464 18.6%

Bud Ice $23,706,340 -3.7%

Heading Up: Yuengling LagerSOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


ENERGY Dollar Sales Change vs. year earlier

Red Bull $312,695,500 20.3%

Monster $119,434,300 63.4%

Rockstar $89,972,540 46.6%

Full Throttle $47,658,780 29.7%

SoBe No Fear $33,342,170 13.0%

Amp $26,769,980 17.0%

SoBe Adrenaline Rush $17,225,470 -16.8%

Tab $13,175,860 72.0%

Monster XXL $9,297,631 177.7%

Rockstar Juiced $8,342,798 2,430.2%

Heading Up: Rockstar JuicedSOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


SPORTS DRINKS Dollar Sales Change vs. year earlier

Gatorade $667,630,600 -4.6%

Powerade $212,513,500 7.0%

Gatorade Rain $144,316,200 116.0%

Gatorade Frost $143,189,200 0.6%

Gatorade All Stars $123,274,800 20.7%

Gatorade Fierce $93,260,540 -9.7%

Gatorade X Factor $89,389,180 10.2%

Gatorade AM $36,552,210 N/A

Powerade Option $19,098,400 38.7%

Gatorade Xtremo $14,604,880 -30.3%

Heading Up: Gatorade Rain SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


CONVENIENCE/PET STILL WATER Dollar Sales Change vs. year earlier

Private Label $598,263,600 23.0%

Aquafina $516,836,800 5.9%

Dasani $453,333,000 11.1%

Glaceau Vitaminwater $268,367,800 122.8%

Poland Spring $265,215,800 12.8%

Propel $196,356,500 -1.8%

Arrowhead $183,089,400 9.6%

Deer Park $149,929,900 18.4%

Nestle Pure Life $110,382,000 53.9%

Crystal Geyser $108,340,400 32.0%

Heading Up: Glaceau Vitaminwater SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


september – october 2007

RFG TEAS Dollar Sales Change vs. year earlier

Turkey Hill $65,225,400 14.1%

Red Diamond $31,545,340 31.9%

Pom Tea $29,754,030 303.1%

Private Label $25,974,190 18.9%

Bolthouse $17,620,020 -3.6%

Nestea $15,286,020 37.7%

Milos $12,218,340 15.0%

Swiss Premium $10,379,540 39.9%

AriZona $8,354,942 -9.7%

Arnold Palmer Tee $4,668,473 91.0%

Heading Up: Pom TeaSOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


IMPORT BEER Dollar Sales Change vs. year earlier

Corona Extra $491,829,568 2.0%

Heineken $309,527,968 3.5%

Corona Light $130,526,112 8.6%

Tecate $90,118,368 7.9%

Heineken Light $65,212,500 179.6%

Modelo Especial $57,991,360 19.5%

Newcastle Brown Ale $51,055,408 15.0%

Labatt Blue $49,900,944 -1.7%

Guinness Draught $49,845,708 7.8%

Becks $47,409,696 -2.4%

Heading Up: Heineken Light SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart


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NEW PRODUCTS

Coffee

Coca-Cola North America (CCNA) and Caribou Coffee have announced a national launch of a new line of premium ready-to-drink iced coffees. Caribou Iced Coffee will be available in three fla-vors: Regular, Espresso, and Vanilla, and will be packaged in a unique 12 oz. reclosable Alumi-Tek aluminum bottle from Ball Corporation. The sug-gested retail price will be at parity with the catego-ry in leading convenience stores and other retail outlets initially in Minneapolis, Chicago, Atlanta, Cincinnati, Columbus, Detroit and Kansas City, and will be available in Caribou Coffee retail out-lets in coming months. The Caribou Iced Coffee launch will be supported with sampling, in-store merchandising and print and radio marketing. For more information, contact the Coca-Cola Co. at (770) 565-5440.

Spirits

The German spirits house Underberg has released XUXU, a fresh strawberry puree with vodka. Cur-rently available in key US markets, XUXU retails at $20 per 1 L bottle. Fore more information, call Underberg at (415) 567-6988.

Dos Lunas Tequila is launching Dos Lunas Anejo in September 2007 and Dos Lunas Grand Reserve, a limited edition "Extra Anejo," in November. The Anejo will continue the premium quality Dos Lu-nas Tequila has come to embody. Dos Lunas Ane-jo, like its predecessors, will be chemical-free and all-natural. MSRP’s are $49 and $54. Dos Lunas is available through Republic National Distributing Company. For more information, call Dos Lunas at (915) 533-2000.

Hiram Walker is stepping up its long tradition of innovation by introducing the seasonally influ-enced liqueur Hiram Walker Pumpkin Spice. This product will hit retail stores on Oct.1, just as the autumn leaves start to turn and will be available through the end of November. Available in both a 750 mL and 1 L size for the October/November pe-riod only, the suggested retail price will be $8.99-11.99 for the 750 mL. For more information, call (203) 254-8225.

Old Forester is blowing out the candles on founder George Garvin Brown’s 161st birthday

by honoring the creator of Old Forester with this year’s expression of Birthday Bourbon. Brown was not only the founder of Old Forester, but the first distiller to bottle whisky to ensure flavor and quality. The 2007 edition of Birthday Bourbon is bottled at 94 proof and was barreled in the Spring of 1994. Depending on the market, Birthday Bour-bon, a Brown-Forman product, retails between $35 - $40, and is sold at most liquor stores. For more information, call Brown Forman at (502) 774-6949.

Energy Drinks

The Healthy Beverage Company has introduced three new crisp and refreshing flavors of Steaz Energy. Lime, Orange and Diet Berry will give health conscious consumers fun new flavor op-tions Introduced in January 2007, Steaz Energy is the world’s first and only Organic and Fair Trade Certified energy drink. The natural boost in Steaz Energy comes from four quality ingredients: or-ganic Fair Trade Certified Ceylon green tea from Sri Lanka, organic Guayaki yerba mate, organic Sambazon Acai, and organic Guarana. This prod-uct will be line priced with original Steaz Energy. For more information, contact Healthy Beverage Company at (215) 321-8330.

The Liquid Experience Group has launched Voodoo Vibe, an effervescent drink in its Jimi Hen-drix line. Labeled with the charge of peace, love, purpose, is now available in stores nationwide. The mixed-berry flavored energy drink invites people to “taste life” and is also aimed at promot-ing and encouraging consumers to live charitably as a portion of all sales is donated to MusiCares, a program that aids musicians as well as other philanthropic programs through The Liquid Expe-rience Partnership Program. The price range for the regular 16 oz. can is $2.49 to $2.69 per can. Voodoo Vibe will also be promoted within various concert tours throughout the next 12 months.

WildLife Energy Drink, new from the Stevens Point Brewery, delivers “Energy for the Great Out-doors.” Dedicated to outdoorsmen everywhere, WildLife Energy Drink is the result of a unique partnership between the Stevens Point Brewery and Mike Keyes of the “Keyes Outdoors” televi-sion show, seen every Saturday on Fox Sports Net.

Ad Name: Michelob The Look Says SophisticatedItem #: PNF20078621Publication: Beverage Spectrum

Build date: 2.22.07 Closing date: 2.26.7 QC: RR

Trim: 8 x 10.875 Bleed: 8.25 x 11.125 Live: 7.25 x 10.125

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©2007 Anheuser-Busch, Inc., Michelob® Lager (Beer in TX) and Michelob Light® Beer, St. Louis, MO


Mix 1

Hansen’s Natural Sparkling Water

Ayala’s Herbal Water

VidaTea

Gus Dry Cola

V&V Energy, Sugar Free

Naked Juice Probiotic

Jones 24C

Syzmo Energy

Hunid Racks Mac Dre Edition

Turn Left Energy

Adina Organic Juice Coolers

Jimi Hendrix Liquid Experience

EQ Thirst Equalizer

Steaz Energy

Go Appetit

Sun Shower Nectarine Juice

Crunk!!! Sugar Free

Cafe Sepia Teas

Who’s Your Daddy Sugar-Free Green Tea

Malava Relax

Harney & Sons RTD Teas

From July 25 to press time. To see reviews, visit www.BevNET.com

NEW DRINK REVIEWS

Dedicated to the American outdoor sportsman in every way, from its distinctive outdoor-themed packaging to its support of wildlife conservation projects and outdoor programs, this product is sold in cases and 4-packs of 16 oz. cans. For more information call the Stevens Point Brewery at 715-344-9310.

Sports Drinks

WheyUP LLC has introduced a new flavor to the U.S. sports drink market. WheyUP Citrus com-

bines 20 grams of whey protein with an energy formula in a sugar-free, non-carbonated beverage. WheyUP Citrus will be sold in ready-to-drink 16 oz. plastic bottles and will be available in September. Pricing is $2.99 per bottle. For more information, contact WheyUP at (480) 628-1611.

ELATIONS, a new joint health drink endorsed by Jerry Rice, promises to nourish your joints and keep you moving. This once-a-day refreshing fruit-flavored drink helps reduce joint pain and im-prove mobility through a unique 4-in-1 formula: Glucosamine and Chondroitin (naturally found in

Function House Call

JuicedUp! Energy

Burn Sugar Free

Monster M-80

Accelerade

Boo-Koo Energy Punch

Aqua-T Energy

Luvli Mega Beet

PJ Purple Label

Adina Organic Coffees and Chai

Sweet Leaf Diet Mint and Honey

O.N.E.

essn Pomegranate & Montmorency Cherry

OC Energy

New Leaf Peach Blue Tea

Yacht Club Soda

Vital Lifestyle Water

SENCE Rare European Rose Nectar

Rudy Revolution

Teany Teas

White Rock Raspberry Cream Soda


the body, but at decreasing levels over time) at the same levels as triple-strength joint supplements; a patented, more absorbable form of Calcium; and 100% of daily Vitamin C. The product will launch nationally in September in two flavors: Raspber-ry White Grape and Cranberry Apple, in 6-packs or individual 8 oz. recyclable bottles. Suggested retail price for the 6-packs will be in the range of $7.49-$8.49, and $1.39-1.49 for the individual 8 oz. bottles. For more information, call (206) 270-4635.

Water

Both Ozarka and Arrowhead have new a new Eco-shape bottle in their half-liter size, with about 30 percent less plastic than the average half liter plas-tic beverage container. The new bottle is billed as the lightest half liter plastic beverage container on the market today. Ozarka Eco-shape is currently available throughout the Southwestern region of the United States at local grocers including H.E.B., Albertsons and CVS as well as through mass mer-chandisers such as Target and Wal-Mart and Club stores, while Arrowhead is available in the West-ern region of the U.S. In grocery stores, the Eco-shape is sold in a 6-pack with a suggested retail price of $2.49 or in a 24-pack with a SRP of $4.99. In some markets it is also available in a 12-pack, 28-pack, or 35-pack. For more information, contact Nestle Waters NA at (617) 939-8388.

CSDs

Gamers anxiously awaiting the September 25 launch of Halo 3 will now have the perfect drink to get them ready for play – Mountain Dew Game Fuel. Created in conjunction with Microsoft's Xbox 360 exclusive title, Halo 3, Game Fuel has the same Mountain Dew flavor with a blast of citrus cherry and 30 percent more caffeine for a unique and invigorating taste. Game Fuel will be available in 20 oz. bottles, 2 L bottles and 12-packs of 12 oz. cans through November. For more information, call PepsiCo at (914) 253-2964. Beer

This fall, frequent hunters’ friend Miller High Life is donning its own blaze orange attire and hunt-ing-themed packaging to make sure consumers are properly equipped for their post-hunt celebra-tions. The hunt for the High Life begins Sept. 1,

as the limited-edition packages hit store shelves in select markets throughout the United States. Proceeds from the sale of the hunting-themed packaging, available in 24 and 30-pack cans, will contribute to Miller High Life’s continued support of Whitetails Unlimited, Pheasants Forever and the National Wild Turkey Federation. The High Life hunting packaging is scheduled to remain on store shelves through October, but supplies may vary from market to market. This product will be line-priced with other Miller offerings. For more information, call Miller Brewing at (414) 931-3377.

Heineken USA has rolled out its new, cutting-edge Heineken Premium Light Draughtkeg. This latest innovation from Heineken features special-ly-designed, patented pour technology to keep Heineken Premium Light fresh for up to 30 days after tapping while providing consumers more opportunities to enjoy and share the ultimate pre-mium-quality draught beer experience anywhere. The Heineken Premium Light Draughtkeg reached national availability in August; Heineken suggests a retail price of $19.99. For more information, call Heineken USA at (914) 681-4153.

From Anheuser Busch comes Jack's Pumpkin Spice Ale, a limited edition autumn beer brewed with select seasonal spices and real Oregon-grown Golden Delicious pumpkins. Available na-tionwide through November, this popular robust ale has aromas of pumpkin, nutmeg, ginger, cin-namon and clove. Brewed at the Anheuser-Busch Fort Collins, Colo. brewery, Jack's Pumpkin Spice Ale has 5.5 percent alcohol by volume (ABV) and is available on draught at bars, clubs and restau-rants, as well as in 12 oz. bottles in six-packs at grocery and convenience stores. Jack's Pumpkin Spice Ale is the first in Anheuser-Busch's series of seasonal beers, which also includes Winter's Bourbon Cask Ale, Spring Heat Spiced Wheat and Beach Bum Blonde Ale. For more information, contact Anheuser-Busch at (314) 577-7530.

Tea

Ferolito Vultaggio & Sons, makers of AriZona Beverages, have introduced a new 20 oz. single–serve, wide-mouth plastic bottle for their AriZona products. Seven AriZona products are being pack-aged in the new plastic 20 oz. bottle. Lemon Tea, Green Tea, Diet Green Tea, Pomegranate Green Tea, Sweet Tea, Raspberry Tea and Arnold Palmer Half & Half will be available in the new package.

Taking the Lead in Lightening Our Environmental Footprint

Energy Reduction is a Major StepMore and more consumers are looking for ways to be environmentally responsible. Nestlé Waters North America has made it easier. We’re the fi rst and only beverage manufacturer with fi ve LEED certifi ed plants in the U.S. and over the last fi ve years we’ve managed to save 1.5 million kWh of energy from these plants, as well as reduce by 30% the total CO2 emissions produced per liter of fi nished product water from plant energy sources. Changing the world doesn’t happen overnight, but Nestlé Waters is making strides, one step at a time.

©2007 Nestlé Waters North America Inc.

Make a difference in your store today with leadingbottled water brands from Nestlé Waters North America.


The 20 oz. bottle is made with amber plastic to help preserve and protect the products and keep them fresher longer. The new package is making its way to store shelves this month in AriZona test markets in New York, Florida and Chicago. The package has a suggested retail of $1.29/bottle. For more information, contact AriZona at (513) 357-4750.

Mixers

Stirrings, the innovative cocktailing brand, has in-troduces limited edition Sugar Plum and Egg Nog Mixers to their growing holiday product selection. These products retail for $10.95 and are available through liquor, foodservice and gourmet distribu-

tors nationwide. For more information contact Stirrings at (212) 754-1400.

Malternatives

Geloso’s O’Sullivans is a malt-based product that comes in two flavors, B-52 and Irish Cream. They have the cream flavor of the traditional sprit-based product with 12.5 percent alcohol by volume. The B-52 is sold in 4-packs of 250 mL glass bottles, while the Irish Cream is in 750 mL glass bottles. MSRP is forthcoming. For more information, call Geloso Beverage Group at (585) 359-3658.

Clearly Canadian’s NEW line-up of premium, non-carbonated daily beverages will assist your body by delivering the vitamins, minerals and nutrients needed to get you through your day. Witness a boost in sales from the next big leader in assists. Add this diverse new family of health-conscious products to your shelf set today.

Available in a variety of great tasting natural fruit flavors with low to zero calories per bottle.

INTRODUCING THE NEXT BIG LEADER IN ASSISTS

For more information contact Clearly Canadian at 1-800-735-7180 or visit us online at www.clearlyenhanced.ca

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GERRY’S INSIGHTS

Longtime beverage-watcher Gerry Kher-mouch is executive editor of Beverage Busi-ness Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

Exotic Fruits, Traditional Nutrition

few weeks ago, The New York Times accorded three columns to an obituary

of Bill Whitman, mainly for his achievement of having popularized the mangosteen fruit. Until just a few years ago, I would have guessed that mangosteen was just Dutch street slang for mango, so the magnitude of the obit brought me up sharply on how much interest and profit potential there can be in exotic fruits.

Judging by recent trends in the beverage busi-ness, Whitman truly deserved all the ink he got, because marketers seeking new concepts have begun to ransack exotic fruits with dizzying frequency. Just as I write this, Frutzzo is claim-ing to have introduced the first beverage based on the yumberry. (Seriously? This is not just some small spherical globule created by a breakfast cereal company out of sugar, xanthan gum and artificial coloring to throw in among the sugar-coated flakes?)

If you think about it, though, the trend seems almost inevitable. With consumers turning to items they would like to believe are natural and authentic, it stands to reason that hitherto unheard-of fruits, in the right hands, can be presented as compelling new news. Throw in the elevated nutrient levels that many of these contain, and they also play right into the push to offer “functional” products to consumers looking for psychological cover for their Big-Mac-and-fries habits.

If you’ve read Michael Pollan’s very rich The Omnivore’s Dilemma, you’ll understand why, as a nation of assimilated immigrants unmoored from their traditional cultures, the United States is particularly susceptible to food fads, swapping one ingredient or nutrient for an-

other as we veer from regimen to regimen. By contrast, traditional food cultures have evolved over centuries to blend locally available food in-gredients into just the right recipes to provide a balanced nutritional blend – say, via the protein complements of the rice-and-beans diet seen in many Latino cultures.

Viewed through that lens, exotic fruits can be seen as a fad, yes, but one that at the same time manages to tap into this sense that we are missing out on traditional wisdom. So if that longtime mainstay of caring moms, orange juice, has been demonized out of our diets and some consumers have been educated to steer clear of “junk” components like pear and white grape juice in the “100% juice” beverages they used to feel so good about, replacements have been abundant as previously annoying fruits (pomegranate, anyone?) and unheard-of fruits (mangosteen, açai, acerola, wolfberry, yumberry) suddenly take their place as nutritionally correct. If their exoticism adds a mystique that makes consumers want to drink them even more, well, that’s all for the good, right?

Since many of these fruits really are rich in nutrients, I would say, guardedly, yes. The whole setup can be a win-win situation offering better nutrition for consumers and higher margins for producers in a segment that has always suffered from punishing economics. But there are a few caveats. For one, consumers should not delude themselves about the calorie content of many of these drinks. They may be “better” calories but they’re still calories. More ominously, we seem already to have reached the point where bigger companies are beginning to use these ingredi-ents as flavor notes in otherwise conventionally

formulated drinks. Take açai. In my newsletter, I’ve been championing this Brazilian rainforest berry for quite a few years, and I think products made with integrity, like Sambazon’s refriger-ated smoothies-in-a-bottle, are a potential boon to consumers. (It’s frustrating that Sambazon doesn’t have a shelf-stable version yet, but the delay stems from the best of reasons: the com-pany so far is unwilling to put up with the nutritional tradeoffs that devising one would entail.) Now think of all the other items – from soft drinks to energy drinks to iced teas – that have popped up in the market over the past year with “açai” in the flavor name but the fruit’s ranking in the ingredient list many slots down from water and sugar. Let’s hope those machinations, as inevitable as they are, don’t end up souring consumers on the promise of these very intriguing fruits.

Wolfberry; Not just another pretty fruit.

BEVERAGE SPECTRUM // SEPTEMBER – OCTOBER 200726 SEPTEMBER – OCTOBER 2007 \\ BEVERAGE SPECTRUM 27

I ’ve just had my first taste of Wolfberry, and before I’ve even had the op-portunity to drop my sample cup in the trash, the selling has begun.An ingredient company rep is running through a litany of advantages

owned by this burgeoning “superfood,” including its antioxidant proper-ties and its link to Tibetan monks, who, in the process of living a long, blissful life, apparently eat these things by the fistful. She doesn’t mention that it’s also known as Goji berry, but it is.

Skeptic that I am, of course, I think it’s a bit farfetched, although I’m always willing to be convinced. But before I even have a chance to hear her argue for the consumer appeal of a product whose main selling point appears to be a tenuous link to the Dalai Lama – not a real licensing wiz-ard, the Lama – I’ve got another sample in my hand, for a ginger/mango extract that’s supposed to clear up my face. And then a green tea and man-gosteen blend that’s supposed to “help with stress.” What do they mean by that? It increases stress? What happens if I drink it with Wolfberry? Will I be cranked up but not cranky?

And what about these other products, all of which are bubbling away down the aisle at this gathering of food technologists? These various mix-tures of juices and extracts designed to create the next functional bever-age craze? How many of them will be adopted from their obscure origins to become another mainstream juice, then launch a set of juice coolers,

followed by a dozen or two purple- or yellow-looking enhanced waters fortified with that fruit, in what has become an established pattern of dis-semination: high-end, glass-bottled juice to enhanced water flavoring and gourmet soda, to sports drink and energy drink flavor, followed by an excursion into the cocktail world, either as a mixer or a flavoring, and then finally the arrival of the fruit as either a high-end vodka or a DeKuyper fla-vor. That was certainly the path followed by both pomegranate and Acai, the most popular exotic, antioxidant-laden superfruits of recent vintage.

At a time when natural foods and functional foods are colliding in the supermarket and smoothie bars of the world, the search for the next great fruit is one of global proportions. The idea that a massive Indonesian man-gosteen from South America, or a stinky durian from Thailand, or even a handful of tiny Maine blueberries might be the main ingredient in the next great American juice craze is one that has beverage companies scour-ing the planet for odd patches of saleable cellulose.

“This guru group of people, these ‘early adopters,’ are all over the globe,” says Barr Hogen, a former chef who now provides flavor and nutrition ad-vice for companies that include the Coca-Cola Co.-owned Odwalla. “It’s all about keeping the palate intrigued with new flavors and fruits.”

Fortunately, as a retailer, you’re not going to have to hack and slash your way across the five continents. But you’re still going to have to find your way through the miracle juice jungle, where Wolfberries and Dragonfruit lurk to sink their fangs into your shelf space – or maybe to provide an exotic boost to your bottom line. That’s because the right kind of juice can indeed becoming a raging beast at the register. Again, look at pomegran-ate, which, over a two-year period, launched a fresh juice-based incursion into the produce aisle almost entirely by itself. Or the cranberry, that once inedible bogfruit that became the source of all juice cocktails, as well as a

remedy for all manner of physical problems. Or the once-unknown Acai berry, a jungle product whose popularity has soared so much in the past five years that it has caused price spikes that have reportedly made it hard to acquire for the Brazilian villagers who have lived off it for years.

We can’t predict the future completely, but our discussions with various beverage marketers and flavor houses have left us convinced that the high-end juice market will indeed be one that continues to expand geographi-cally to include a wide variety of what are now considered exotic fruits. The reason for this expansion is the ongoing influence of functionality on the beverage market overall, combined with the potential for naturally-occurring functionality within the fruits themselves. As customers “shop the perimeter” of groceries with increased frequency, and as packaging and shipping improvements allow more of the nutritional qualities of juices to remain intact on their journeys to various sales channels, juices will become more closely associated with functionality than ever before.

A study from the Hartman Group, food market research firm in Belle-vue, Wash. recently indicated that 100 percent juice is considered the 2nd most popular “healthy beverage” consumers seek out, behind plain water, and is a more popular source for vitamin and mineral fortification than fast-growing products like enhanced waters. And that fortification often happens through the proper blending of various juices.

But it goes beyond a simple “Extra C” notation these days. One of the hottest label parts for fruit juices in the coming years will be Oxygen Radi-cal Absorbance Capacity – ORAC – a measure of the strength of the mix of antioxidants present in the fruit juice. Absorbing “free radicals” – those rogue sources of cell decay that are tied to all manner of awful disease, particularly cancer.

The idea that a juice might provide a secret source of longevity or bone health or fight heart disease is one that’s not overly modern – it’s just that the search for the science behind what might once have been considered folk remedy has dovetailed with a society that is increasingly interested in the gourmet.

“In addition to health, people are looking for anything new, as well,” says Paul Riker, the manager of manager of beverage applications for the ingredient company Mastertaste. “There’s always a new story behind a new superfruit. Some of them aren’t necessarily the best-tasting on their own, but in a combination they are very acceptable – particularly as part of a beverage.”

And these superfruits are also potentially healthy for the bottom line – one need look no further than at the growing success of cold premium juices in the produce aisle to understand that consumers will pay up for exotics. Of course, if you’re planning to stock up, you should know what you’re stocking – and what to request from your marketer or distributor. That’s what happened with wonder-fruit Acai, for example, which shot up in popularity after its initial importation by Sambazon only after retailers began demanding it on behalf of their consumers.

“The retailer kept going back and saying ‘hey, how come you don’t have Acai?” Hogen said.

So here’s a list of some of the superfruits of the future. They’re the ones

strangefruit

The more exotic, the better for juicemakers.by: Jeffrey Klineman


you should be looking for down the line, along with some information on their origin and purpose. Note that upon hearing about these products, you should be prepared to strike, because you might be able to be the only retailer carrying it for a long time to come.

“I met Jeremy and Ryan Black (the founders of Sambazon) seven or eight years ago, and they were basically sneaking into shows,” she says. “Their work is really starting to pay off, but it took a while.”

According to Hogen, there’s still a wide horizon for Acai, which has just broken into mainstream products as both a flavoring and additive. But she’s also very interested in the Lucuma Fruit. “It’s the #1 flavor for ice cream in Peru,” she said. “It’s ground up into a powder for import, and it’s high in potassium, beta carotene and Niacin.”

Another adventurous company is Adina, whose founder, Greg Stelten-pohl has looked far and wide for products that will fit into his “miracle fruits” line. While he, too, uses pomegranate, he’s also interested in the Tamarind – a high antioxidant, vitamin C-enhancing product popular in Mexico and India – and has incorporated products like Mangosteen (sweet and creamy, with a high antioxidant count), and even Purple Maize, a nu-trient rich corn from South America that is high in anthocyanins, another antioxidant compound.

The reason behind all this interest in antioxidants? “There was an old study that the greatest source of antioxidant in the US diet is ketchup on French fries,” says Steltenpohl. “From an on-the-road, on-the-go stand-point, beverages are the best delivery system for high amounts of antioxi-dants, and that’s not going to change. The food technologists have to keep working on serious products that can deliver.”

From that food technologist side comes the opinion of Riker and his Mastertaste beverage compadre Steve Fowler.

Both have very high opinions with regard to the Goji berry (there’s that Wolfberry again!), noting it has already made it into products like Anheus-er-Busch’s 180 energy drink, in addition to other juices.

“Goji is really an up-and-coming one,” Fowler said. “It’s astringent, al-most cranberryish in taste, and in addition to its antioxidant properties, it might enhance the immune system, and help offer insulin resistance.”

For a less astringent high-antioxidant fruit, Fowler has another, more domestic idea: the wild blueberry. “It’s hard to beat – they’re right at the top,” he says.

“Acerola is another one that’s finding some use,” Riker said. “It’s also very sour, but it’s high in vitamin C.”

With all of these juices, excepting mangosteen, blending is the key, the technologists agree. But that might not be the worst thing in the world, Steltenpohl says, both from the standpoint of bringing a variety of po-tentially salubrious effects to the same drink, and from a straight flavor aspect, as well.

“That’s one of the things I love – people really enjoy exploring new fla-vors,” says Roland Smart, the marketing director for Adina. “Tasting these beverages is a more complex experience than the others that are on the market. You really get the beginning, middle, and end to the flavor.”


SkylarHaley – Essn is the first 100 percent all-

natural juice line made with exotic varietal

fruits. Each specialized fruit blend packs the in-

tense flavor of vine-ripened fruit and contains

no preservatives, additives, or artificial sweet-

eners. Essn Sparkling Juices are available in

fuji apple - meyer lemon, blood orange & cran-

berry, mineola tangerine, and the most recently

launched pomegranate & montmorency cherry.

They are packaged in a sleek 8.4 oz. bullet can,

which was featured in the front page of Pack-

age Design Magazine.

Leading Brands – This summer, Leading Brands,

announced that its TrueBlue Blueberry Juice

brand had been recommended by 7-Eleven,

Inc., America’s largest convenience store chain,

to its stores throughout the United States. More

than 5,300 7-Eleven store locations are now

able to purchase two flavors of the fast grow-

ing blueberry juice brand in its single serve 16

oz. version.

Nevada Rose LLC – Nevada Rose’s Sence Rare

European Rose Nectar is now available in retail

outlets in more than twenty-five states and it is

served in restaurants, lounges, nightclubs, re-

sorts and spas across the country. Sence can be

served alone as a refreshing alternative to soft

drinks and juice or it can be mixed with them.

It can also be used as a cocktail ingredient. It

is made from the petals of the centuries-old Ka-

zanlak Rose, transplanted to Bulgaria from Syr-

ia and Egypt in 1256 A.D. As the Kazanlak Rose

is known to contain high levels of antioxidants,

Nevada Rose, LLC has assembled a medical /

health advisory team to appraise the potential

health benefits of Sence.

Uncle Matts – Uncle Matt’s Organic has intro-

duced two new organic orange juice blends:

Orange, Pineapple, Banana and Orange, Peach,

Mango, made only from 100 percent juice using

the freshest blends of USDA certified organic

fruit. The blends are available in convenient

32 oz. ounce bottles and delivered to stores in

6-pack cases, a “smarter” pack for faster turns.

In the same launch, the company will also be

introducing an organic Homestyle Lemonade

made from organic sun-kissed lemons that de-

liver a delicious, fresh-squeezed taste. Both the

fruit juice blends and the lemonade are offered

in plastic bottles made from clear PET plastic

#1, an important feature for easy recycling.

Sweet Leaf – Sweet Leaf Tea, a Texas-born and

brewed bottled tea company and one of the na-

tion's leading all natural tea brands, launched

an organic lemonade line in Spring 2007. The

“lemonade stand” line features three, fresh-

squeezed, granny-inspired flavors, including

Organic Original Lemonade, Organic Peach

Lemonade and Organic Cherry Limeade, all

available in keepsake, 16 oz. glass mason jars.

Each bottle of freshly-made lemonade features

real, organic lemon and lime juice, not made

from concentrates.

NBI Juiceworks – Adding to its selection of

pure-pressed nectarine juices, Sun Shower has

rolled out two new flavors to its line of 100 per-

cent nectarine juices. Sun Shower Nectarine

Acai and Sun Shower Nectarine Pomegranate

became available for mid-August distribution.

Sun Shower Nectarine Juices are also a terrific

source of vitamins, minerals and antioxidants.

Currently available in two sizes, convenient 12

oz. and 28 oz. containers, Sun Shower’s original

three flavors are Nectarine, Nectarine Berry and

Nectarine Mango.

Cadbury Schweppes – Last year, Cadbury

Schweppes-owned Nantucket Nectars rolled

out a 100 percent juice Pomegranate Cherry

line extension to capitalize on the burgeoning

antioxidant craze. Additionally, the company

recently finished a “phrase that pays” promo-

tion featuring prizewinning phrases on the bot-

tom of its bottlecaps.

brand news:Juice


Sambazon – Sambazon has created a new organic antioxidant juice to extend their award winning line of organic açaí juices and smoothies. Antioxidant Trinity is an exotic berry blend that brings together three antioxi-dant-rich berry powerhouses for a light and re-freshing juice with tremendous health benefits. Antioxidant Trinity features organic açaí – a purple berry that grows in the Amazon Rainfor-est. Rounding out the Trinity are organic blue-berries and organic pomegranates. Lightly sweetened with organic blue agave, Antioxi-dant Trinity also has more than 1200 percent of the RDA of Vitamin C per bottle, making it one of the most powerful antioxidant beverages on the market. This product is available as a fresh juice found in the produce section, in a single 10.5 oz. serving size.

Old Orchard – Old Orchard Brands has expand-ed its winning Healthy Balance line of low-sugar fruit juice cocktails with the addition of Healthy Balance Pomegranate juice cocktail, the first reduced-sugar pomegranate juice product for the U.S. market. The beverage features 75 per-cent less sugar than the leading pomegranate juice and is available at major grocery stores nationwide in 64 oz. bottles. From an environ-mental and efficiency standpoint, the company dropped the weight of its 64 oz. PET bottles from 81 grams to 66.5 grams three years ago. This has eliminated nearly 2,000,000 lbs. of PET resin and continues to reduce annual PET con-sumption. The category average weight for 64 oz PET bottle remains at 75 - 85 grams.

Fruttzo – Newly introduced to the United States, Frutzzo presents yumberry juice, a fruit unusual-ly rich in Oligomeric Proanthocyanidins (OPCs). A free-radical-scavenging antioxidant with po-tent, endless health benefits. OPCs found in yumberry juice may help protect against the effects of internal and environmental stresses. A purely natural beverage rich in nutrients effective for anti-aging, yumberry juice also contains various vitamins, minerals and fruit fibers that are crucial to the human body. Frutzzo’s yumberry and pomegranate juices and blends are available nationwide at grocery stores, natural supermarkets, specialty stores and big box stores.

Sunhing Foods – Sun Hing Foods, Inc. has announce a new drink line under the Parrot Brand. The company will be distributing these products throughout North America. The 310

mL aluminum cans come in 24 count trays in

flavors that are tested for the ethnic consumer

and are sold in independent chain stores.

Honest Tea – The makers of Honest Tea are of-

fering a healthy solution to childhood obesity.

Honest Kids, like all Honest Tea products, are

USDA Certified Organic and all-natural. They

come packaged in portable pouches and are

available in three flavors: Berry Berry Good

Lemonade, Goodness Grapeness and Tropical

Tango Punch. Honest Kids contain 100 percent

of the daily recommended value of Vitamin C,

just 40 calories and only 10 grams of sugar. They

are available at Whole Foods and Target stores

and are sold in packages of eight pouches.

Sundia – Sundia Corporation, the only mass-

producer of watermelon juice, has reformulat-

ed its line of 100 percent juices to better cap-

ture the essence of summer’s most popular and

most nutritious fruit. The new and improved

juices have begun making their way onto re-

frigerated shelves in the produce sections of

grocery stores nationwide. With three flavors,

Original Watermelon, Watermelon Pomegran-

ate, Watermelon Limeade, and Watermelon

Blackberry, Sundia juices contain no added

sugar, preservatives, or artificial coloring. Wa-

termelon is loaded with many of nature’s most

important antioxidants. It’s an excellent source

of vitamins A, B6, and C. It is also an excellent

source of potassium and magnesium. Less

commonly known is that watermelon, among

all fruits and vegetables, is the best source of

natural lycopene, the most powerful scavenger

of free radicals -- beating even an equal amount

of uncooked tomatoes.

Campbell’s – Campbell’s V8 and V8 V.Fusion

juices are now being distributed under a joint

agreement with Coca-Cola Enterprises. Addi-

tionally, the Fusion line has added Pomegran-

ate Blueberry to its Strawberry Banana, Peach

Mango and Tropical Orange varieties.

Pomesmart – Pomesmart Organic Pomegran-ate Juice, rich in antioxidants, is now available in stores throughout the Northeast. In the com-

ing months, Pomesmart will also be available

to supermarkets and food stores from coast to

coast. This product is also available blended

with organic tart cherry or with organic black

carrot, the next log on America’s culinary an-

tioxidant fire. It is squeezed from 100% premi-

um, organically grown, tree ripened and hand-


picked pomegranates. Naturally sweet and slightly tart, no sugar is ever added. Pomesmart

is available in 1 L and 200 mL bottles.

Knudson – The newest R.W. Knudsen Family

organic juice, Organic Açaí Berry, will be intro-

duced late this month. The berries in Organic

Açaí Berry juice — a blend of organic straw-

berries, cranberries, raspberries and blackber-

ries — add natural sweetness, color and a fresh

taste to this product. R.W. Knudsen Organic

Açaí Berry juice contains no added sugar, ar-

tificial colors, flavors or preservatives, it is 100

percent juice and certified organic by Quality

Assurance International and the U.S. Depart-

ment of Agriculture.

Naked – Naked Juice Probiotic will hit store

shelves early this month. In their ongoing quest

to provide juices and juice smoothies people

love with added health benefits, Naked Juice is

introducing Naked Juice Probiotic in “Tropical

Mango,” a sweet tropical blend that is all-nat-

ural, 100 percent juice blend including mango,

orange, and pineapple, with no added sugar or

preservatives. The truly innovative ingredients

in Naked Juice Probiotic are probiotics and pre-

bioticss - friendly microscopic cultures that aid

in digestive and immune health.

Guayaki – Guayakí has introduced three new

Organic Yerba Mate Fusions: Pure Endurance;

Pure Passion; and Pure Mind. Pure Endurance

provides a boost of sustained energy due to

an infusion of Yerba Mate, Ginseng and elec-

trolytes from Himalayan Crystal Salt blended

with delicious tangerine juice and acerola juice.

Pure Passion awakens the heart and libido with

an infusion of Yerba Mate, Damiana and Cat-

uaba blended with intense passion fruit juice.

Pure Mind encourages clear brain function with

Yerba Mate, Gingko Biloba and Tulsi blended

with antioxidant-rich pomegranate juice. Guay-

akí Organic Yerba Mate Fusions are made with

organic, fairly traded and shade-grown yerba

mate, organic cane juice, organic fruit juices

and whole organic herbs. Offered in 16 oz.

bottles, Guayakí Organic Yerba Mate Fusions

can be purchased at thousands of natural foods

stores, supermarkets, cafes and gyms through-

out North America.

First Blush – First Blush, the first 100 percent

all natural premium varietal grape juice, has

launched nationally in select Whole Foods

Markets including California, Arizona, Nevada,

Illinois, Michigan, Minnesota, Missouri, Ne-

braska, Oregon, Washington and Wisconsin.

First Blush will continue to roll out nationwide

over the next several months under an exclu-

sive grocer distribution agreement recently

forged between the two companies. First Blush

juice is made from the world's finest collection

of varietal grapes including Cabernet, Merlot,

Chardonnay and Rosé with no added sugar, no

preservatives, no alcohol and no caffeine. Each

juice is flash pasteurized to retain its unique

concentration of flavors and nutrients.

Adina World Beat Beverages – Adina has intro-

duced a new premium juice line, Adina Miracle Fruits. The line debuts with three products in 14

oz. glass bottles: Super Acai with Purple Maize,

Super Goji with Mango, and Pomegranate with

Mangosteen. All are fruit-sweetened, with no

added sugar. The healthiest antioxidant fruits

known to humankind, blend with Adina’s deft

touch for creating complex, enticing taste, a

sure recipe for a healthier world.

Odwalla, Inc. – Starting in April, Odwalla boost-

ed its Omega-3-enriched portfolio with the new

Soy Smart soymilk drink line available in Chai,

Vanilla and Chocolate varieties. Boasting a

good source of soy protein, 32mg Omega-3 fat-

ty acid DHA and an excellent source of calcium,

Odwalla Soy Smart is brimming with nutrients

essential to daily well-being.

Lakewood – Lakewood Juices has announced

the launch of their new line of fresh-Pressed

and Organic Pomegranate Juices targeted for

distribution in its top thirty major markets. As

the nutritional/medical community continues

to research and recognize the long-term health

benefits of Anti-oxidants found in natural fruits

and berries, Lakewood’s research, product and

brand managers continually seek new resourc-

es from around the globe. Their most recent

product blend is titled Organic Heart Healthy

Pomegranate with Açai.

Organic Juice USA – Organic Juice USA con-

tinues to sell Elite Naturel, a high quality line of

USDA approved, 100 percent certified-organic

and natural juice. The juice is 100 percent pure,

not from concentrate, with no added sugar and

available in 11 unique flavors. All Elite Naturel

flavors, except grape, are OU kosher certified.

Dream Foods – Dream Foods International,

LLC , a specialized importer of Sicilian not-

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WhiteHat BevSpectrum Oct 10/12/07 4:07 PM Page 1


from-concentrate citrus varietal juices, has an-

nounced the debut of a refrigerated line of Ital-ian Volcano brand of organic blood orange and

tangerine juices. The 100 percent USDA organic

juices, which are available in 750 mL glass bot-

tles, will be available in supermarket produce

departments and at select natural food special-

ty stores. The Italian Volcano brand of juices is

bottled in an artisan factory, right near Sicily's

famed Mount Etna volcano and are made with

kosher, not-from-concentrate organic juices.

King Juice – Calypso Organics are produced in

King Juice’s state-of-the-art Organic Certified

facility. Using the most unique blends of natu-

ral flavors, fresh and frozen juices and Organic

cane sugar. King Juice Company, Inc. manufac-

turers of Calypso Organics prides itself in keep-

ing within the true guidelines in producing an

authentic organic product. Released in early

Spring of 2007, The Organics line is available in

Organic Lemonade, Organic Limeade, Organic

Guava/Lime and Organic Mango/Lemon. All are

available in 12 oz. glass bottles.

Bolthouse Farms – Bolthouse Farms has

launched a new line of antioxidant rich juice un-

der the brand name, Bom Dia. Bom Dia is made

with the premium quality acai juice produced

by its local Brazilian company, Bolthouse Do

Brasil. Located in Belem, Brazil, Bolthouse Do

Brasil built a state-of-the-art processing facility

for açai and other exotic fruits from the rainfor-

est. The açai juice from Bolthouse Do Brasil is

currently used to make three Bom Dia flavors;

Açai Berry with Pomegranate, Açai Berry with

Mangosteen and Açai Berry with Cacao. Ad-

ditional flavors are planned for the future. The

11.5 oz. bottles are available nationwide in the

produce section. In-store point-of-sale materi-

als and product sampling programs are avail-

able to retailers.

Pom Wonderful – Pom Wonderful Pomegran-ate Juice is now available in a convenient 48

oz. size. This convenient, multi-serving size will

be available in the refrigerated section of the

produce department in stores nationwide start-

ing in August 2007. The bottle design mirrors

the unique, iconic packaging of the other sizes

of POM Wonderful Pomegranate Juice and has

a handle for easy holding and pouring.

D’licious Drinks – Mountain Maid Premium Fruit Juices are long life juices of exceptional

quality in 6 different flavors. Its apple variants

are made using crushed apple juice which is then blended with exotic fruit purees and pulps to create unique flavors. The range is packaged in attractive 375 mL glass bottles with attractive fruit photographs on the labels which depict the blends. Mountain Maid juice contains no added sugar or preservatives.

Simply Orange – The Coca-Cola Co.’s Simply Orange juice company has added two new products to its Simply line: Simply Apple, a pure-pressed, 100 percent not-from-concentrate premium apple juice; and Simply Grapefruit, a 100 percent not-from-concentrate premium grapefruit juice. Both juices will begin shipping to retailers in mid-September. The Simply port-folio has flourished – in just over three years, its chilled juices and ades have grown more than 40 percent. Simply Apple and Simply Grape-fruit are packaged in the unique 59 fl. oz. clear Simply carafe.

Cherrish – This summer, Cherrish re-launched its product with a new look and a new taste, including flavors like Sweet Cherry, Tart Cherry and Blue Cherry.

Adam’s 100 % Inc. – Adam's 100% Inc. is the only U.S.-based producer and retail distribu-tor of 100 percent pure mangosteen juice and nectar. The company has announced a new and improved juice that has a lighter, more delicious flavor and recently tested better than compet-ing juices for having the highest level of anti-oxidants. The new juice consists of a fresh fruit puree of the white meat, pit and a portion of the inner rind of mangosteens; the fruit’s outer rind is dried and crushed into a powder and added. Adam’s 100% Mangosteen Juice is made only from mangosteens. There are no additives. No water or sugar is added.

The Ginger People – Revved up with powerful antioxidants and 12 constituents superior to vitamin E, The Ginger People have announced the launch of their newest ginger beverage, Ginger ‘Gizer. This product is a ginger power-house containing three ginger ingredients, in-cluding the imaginative addition of freeze-dried ginger, prized Chinese yellow ginger juice and ginger syrup. Balanced with a splash of apple, a hint of lemon and sweetened with honey, the new drink promises to deliver energy and the most vivid ginger flavor and heat.

SEPTEMBER – OCTOBER 2007 \\ BEVERAGE SPECTRUM 39BEVERAGE SPECTRUM // SEPTEMBER – OCTOBER 200738

Forget the kids. Don’t worry about calorie counters. The real way to sell gourmet soda has always been at the bar.But that’s changing.

While the ordinary rollout for an upscale CSD involved a heavy round of cocktail experimenta-tion, the upscaling of the American taste bud – even among its children – appears to have brought the market out of the bar and onto the family table. And that means there are increasingly clear divisions in the ways some of these products should be sold.

That doesn’t mean you have to be a straight on-or-off premise retailer to make some cash off the gourmet CSD boom. But it does mean that you have to be savvy enough about your customers to walk the line between those who are looking for a product made for health and the ones searching for just the right taste for sin.

It turns out that if they’re looking for the latter, high-end sodas are the universal solvent – and they just might juice your sales. Between the cocktail recipe page at Grown up Sodas (GuS) and the unbelievable mixability of Essn, some of these products are definitely geared toward the adult sensi-bility. So are a variety of Ginger Beers – from Regatta to Virgil’s to Maine Root – all of which have a place in that most cloying of summer cocktails, the Dark and Stormy. And Airforce Nutrisoda, which still has a decidedly spa-like aura despite some attempts to move it into schools, has page after page of recipes for the no-calorie functional.

On the other hand, for many products – particularly juice sparklers – going top shelf no longer seems to be the top choice – the Switch, for example, has been revived as a product with a good-for-you vibe, and not one that’s necessarily good with vodka. While one can still find “Dizzy Lizzy” recipes on the Web, you aren’t going to see them on the Fizzy Lizzy Web site; both seem to embrace the New Wholesomeness. And Izze, last year’s PepsiCo pickup, is now pretty strictly for kids and their moms, via the lower-calorie “Izze Esque” line introduced earlier this year. Despite an early marketing push involving the drink’s mixability – still a strong point on-premise – Izze seems intent on fitting onto the wagon.

Dry, Boylan’s, Vignette and Cricket Cola seem to be walking their own path, meanwhile, rely-ing on bold flavors – aiming either for sophisticated palates or nostalgia seekers -- to give them a place at the table during mealtimes. Sticking with the gourmet palate keeps these products strictly in the soda section, along with a variety of high-end root beer products. Meanwhile, Jones, which seems intent on establishing itself as an alternative to Coke and Pepsi more than an alternative to wine or beer, is staying the course as a youth-oriented treat product, albeit one with greatly expanded distribution.

With the buyout of Izze last year, there was a terrific amount of buzz about the altsoda category. While it doesn’t appear that any have been ground under by a massive PepsiCo distribution push, the question remains whether any will gain momentum off that purchase. What else is one to do, then, but mix up a few cocktails, hand a soda to the kids, and sit down to dinner?

DRYING OUT?

BUT SOME BOUTIQUE SODA MAKERS ARE STEERING AWAY FROM MIXOLOGY.

DON’T BET ON IT!

PHOT

O CO

URTE

SY O

F: P

OPS

66


JONES SODA – Jones Soda Co. has launched its latest limited-edition Halloween flavors - Lem-on Drop Dead, Strawberry Slime, Candy Corn, Gruesome Grape and Monster Mojito - pack-aged in themed cans and bottles, which are now available nationally at select locations. Jones also continues to sell its personalized myJones 12-pack as the perfect gift to give this holiday season.

SNOW – In March of 2007 Snow Beverages evolved from a one-sku natural mint soda com-pany to purveyors of a line of natural sparkling mint beverages by combining their blend of proprietary mint extracts with three popular fla-vors. The new drinks are called Cranberry-Lime Chill, Whiteout Peach, and Icy Green Tea - Light. New distribution includes the Whole Foods Mid-Atlantic Division, Sheetz, and Super Target nationwide, with others on tap.

MAINE ROOT – Maine Root, a hand-crafted, or-ganically-sweetened soft drink company, is now available at more than 600 Valero conve-nience stores in Colorado and Texas. HEB Cen-tral Market and Whole Foods also carry bottles of Maine Root’s root beer, sarsaparilla and gin-ger beer. Maine Root also announced this sum-mer that its new 22 oz. root beer BigBoy bottle is fair trade certified.

SMUCKERS QUALITY BEVERAGES – Smuckers has revamped its Natural Brew Organic Concord Grape and Lemon Lime sodas. The small-batch, organic-certified CSD is available at natural foods stores and is seeking expanded distribu-tion.

CRICKET COLA – Cricket Cola is now available in an all-natural version complete with a re-freshed label. September will see the first of Cricket Beverage’s new all-natural line exten-sions, Sparkling Pomegranate Raspberry Green Tea and Sparkling Mandarin Green Tea. Some of Cricket’s newest national accounts include Whole Foods and Valero Convenience Stores. The company’s distribution focus has turned to East Coast with a line-up of new distributors

including DPI Mid-Atlantic and Great State Bev-erages.

REED’S INC. – Reed’s, Inc. went public in Decem-ber 2006 and has since seen expanded distri-bution and growing consumer interest. Reed’s Ginger Brew is now being sold at mainstream grocery stores nationwide and their Virgil’s brand has also seen expanded distribution with their 5 L mini Virgil’s Root Beer Keg hitting gro-cery aisles at stores like World Market and Fes-tival Foods. Reed’s, Inc. has also announced an exclusive distribution agreement with D.B. Mill-er, Inc. dba Austin Beverage Co. for increased distribution of Reed’s brands throughout Cen-tral Texas., with Heidelberg Distributing for increased distribution in Ohio, and with Man-hattan Beer Distributors to significantly expand Reed’s presence into Metro New York City area, including Long Island.

FIZZY LIZZY – Fizzy Lizzy has announced a com-plete rebranding of its sparkling juice line, fea-turing new packaging, novel flavor names, a revamped website and two new flavors (Gulf Coast Tangerine and Red Hill Pomegranate). The changes mark a radical departure from the company’s previous packaging. The rede-sign was conceived of and executed by award-winnning graphic artist Haley Johnson. Fizzy Lizzy.s flavors now include Red Hill Pomegran-ate, Gulf Coast Tangerine, Mount Fuji Apple, Lone Star Grapefruit, Yakima Valley Grape, Pa-cific Raspberry Lemon, Costa Rican Pineapple and Northern Lights Cranberry. Fizzy Lizzy is available in select supermarket chains, gour-met food stores, restaurants and cafes across the country.

CELSIUS, INC. – According to its manufacturers, Celsius has been shown in its most recent and third clinical study to burn an average of more than 100 calories per single serving, boost me-tabolism and in the most recent study, to have a prolonged effect that lasts all month long with no significant impact on critical health markers. The most recent study was conducted at the Applied Biochemistry and Molecular Physiol-

BRAND NEWS:BOUTIQUE SODA

B:11.125 in

B:8.25 in

T:10.875 inT:8 in


ogy Laboratory in the Department of Health and Exercise Science at the University of Okla-homa and announced at the 2007 Sports Sym-posium.

DOUBLE COLA – Double Cola’s Ski is region-ally distributed in the Midwest and Southeast United States, but Double Cola is actively seek-ing new distribution opportunities to introduce Ski as a new product in new markets. Ski is a naturally flavored citrus soda. Made from only premium ingredients, Ski has remained true to its original formulation for over 50 years since1956. Ski contains real lemon and orange juice concentrates providing a unique citrus taste with full flavor. The Ski product line in-cludes Ski, Diet Ski, Cherry Ski, and Caffeine-Free Ski. In the United States, it is distributed primarily east of the Mississippi River, available in 15 states, although the company is currently looking to expand into new markets in Texas and in the Northeast.

WET PLANET – More than 20 years since it was first introduced, Jolt, America’s original en-ergy drink, will launch its first-ever advertis-ing campaign as part of a comeback designed to re-launch the cultural icon. The campaign is intended to fervently appeal to consumers’ light-hearted, humorous side with “over-the-top” visuals, asserting the potency or effective-ness of Jolt, as well as its unique, great taste, in an amusing way. “Powered by Jolt?” takes implausible ownership of fun, indescribable types of energy – such as fueling the strength of a grocery cart racer and empowering a man-made lawn mower -- enticing consumers to ask if “they too, can be Powered by Jolt?”

FLAVH2O– The makers of FlavH2O, who first in-troduced Apple, Peach, Orange and Pineapple flavors in the company’s innovative plastic-can, have came out with two new flavors for the summer. Watermelon-Kiwi FlavH2O is a deli-cious twist of summer-ripe watermelons with the tropical tartness of fresh kiwis, while Wild Cherry FlavH2O is not only eye-catching, but is bursting with the flavors which come only from cherries picked at their peak of greatness.

VIGNETTE – Since debuting at the January Fancy Food Show, Vignette Wine Country Soda (avail-able in Chardonnay and Pinot Noir varietals) has had a terrific 2007. Top-tier restaurants, resort hotels, wineries, and specialty retailers,

mostly in Northern California, are offering Vi-gnette as an upscale alternative to traditional soft drinks. Outside of California, Vignette has been a hit with upscale retail chains Central Market in Texas and Lunds & Byerly's in Minne-sota. The super-premium CSD from California Wine Country is just beginning its 2007 crush; the brand expects to grow the product line with additional varietals and set the stage for signifi-cant expansion in 2008.

BOYLAN – Boylan Bottling Co., founded in 1891, has always been “Best in Class” and a bench-mark for others to achieve, but it has faced industry-wide distribution issues recently. Over the last 18 months Boylan has taken a new ap-proach to the market, hiring a SVP of Sales and expanding its team of Regional Sales Manag-ers on the street which has had a major impact toward developing strong Retail and DSD part-nerships. Boylan has established 70 new DSD partnerships and has received authorizations from retailers such as Publix, Wegmans, Fresh Market, Bristol Farms, BevMo and many more.

AFFINITY BEVERAGES – Affinity Beverages, Inc. li-censer of Regatta Bermuda Stone Ginger Beer has announced the release of Regatta Ginger Beer in 8 oz. aluminum cans. This new item uti-lizes the stone brewed ginger as used in its 12 oz. all-natural bottled product. Regatta is a full flavored ginger beer with secondary notes of citrus, apple and banana. The finish has a gin-ger bite without the burn. Regatta is the only natural ginger product created to be used as a mixer with premium spirits. Separately, the brand will be cross promoted with the spirits group Absolut V&S in a limited number of mar-kets.

ARDEA – Airforce Nutrisoda hit the shelves of Wal Mart Supercenters just in time for back to school, and will arrive at Target Stores in mid-September. The air rally continues with Nu-trisoda's Magic Can promotion in mid-October with major retailers, to celebrate the theatrical release of Walt Disney Pictures’ Enchanted on November 21st. In the cyber world, consumers across the country are being engaged through Nutrisoda's T-Shirt Design and Sodalicious Recipe Contests.

TSR IMPORTS, LLC – In an effort to increase aware-ness of the brand, BibiCaffè was presented at the NASFT Summer Fancy Food Show and


was well received by thousands of attendees at the three day event. Separately, distribution of BibiCaffè continues to expand in the north-west with Alaska Distributors and their affiliates now distributing BibiCaffè throughout Western Washington. TSR Imports, LLC is excited about the change in its distribution and believes that Alaska Distributors will increase BibiCaffè’s dis-tribution reach to licensed food service estab-lishments.

DRY SODA – Its been a very busy time for DRY Soda. The Seattle-based brand launched this summer in Colorado, Texas and Arizona, and it is now available on luxury airline EOS Air-lines. Additionally, DRY Soda recently signed an agreement with Neiman Marcus stores to be available in all of their restaurants nation-wide.

THE SWITCH – The new Switch management team has been making needed changes in 2007 in order to fully leverage the potential of the brand. The Switch team has wasted no time completely overhauling the packaging. Dynam-ic new graphics give the brand a much needed update and increase appetite appeal, but most importantly they feature the consumer-centric communication “100% of What You Want” and

“0% of What You Don’t,” with support copy detailing The Switch’s “better for you” attri-butes. The Switch team has also launched an 8.3 oz. trim can, which has already caught the attention of schools and Food Service Directors across the country. Since the beginning of the year, The Switch has also blanketed the North-east via top tier independent distributors, and launched a new flavor, Kiwi Berry.

JAVA POP – Java Pop has expanded its availabil-ity with new distribution partners. Starting im-mediately, Crescent Beverages will be the sales broker for New Jersey, and Main Street Mar-keting will be the broker for eight states in the Southeast. Additionally, UNFI has expanded their distribution agreement to include interna-tional distribution of Java Pop.

HEALTHY BEVERAGE CO. – The manufacturer of Steaz green tea sodas has announced it will be marketing three new flavors of diet Steaz, Or-ange, Raspberry, and Blueberry Pomegranate. All are Fair Trade-certified and will be available in Whole Foods, Wild Oats, Wegmans and finer natural and gourmet supermarkets nationwide this fall.


F

lavored malt beverages need a father figure.Malternatives – the citrusy, fruit-driven spin on low-alcohol, fermented malt – spent

much of the 1990s rockin’ out. There was ice this and twisted that.Then 2002 came and something changed. Interest faded, sales stalled, and flavored malt

beverages started to look a lot like everything else in the brewing category: awkward, un-gainly and eclipsed by a growing a wave of craft brew, imports and super-premium spirits.

“The category definitely is not what it was,” counseled Pat McGauley, Anheuser-Busch’s vice president for innovation.

So where does brew’s one-time enfant terrible turn to recapture his mojo? Flavored malt beverages (FMB’s) seems to have sought out distilled spirits in every home

liquor cabinet and upscale bar it can find. Led by Anheuser-Busch, which has teamed up with Bacardi Beverage to roll out a mojito-inspired flavored malt beverage, brewers have come up with a casino’s worth of cocktail-inspired malternatives. Clearly hoping to capitalize on the public’s uncertainty behind the bar, flavored malt beverage makers have thrown on an apron and begun muddling up a storm.

“Consumers want to create the bar experience at home, but prefer the convenience of simply opening a bottle to mixing a series of ingredients,” said Roman Shuster, analyst at Euromonitor, a Chicago-based research firm.

Hard Times

T

he last five years have been an awkward adolescence for FMB’s. Stoli Citrus, Skyy Blue and several other fresh faces have debuted and dried up.

According to Information Resources Inc., which tracks food and beverage purchases at su-permarkets, convenience stores and mass merchandisers, excluding Wal-Mart, total case sales for flavored malt beverage brands fell 9 percent to 7.2 million cases during the first eight months of the year. Price resiliency helped float revenue somewhat: total dollar sales, according to IRI, are off by only 5 percent to $213 million during the same period.

“They’re just not as popular as they were,” conceded Brian Ksiazek, manager of the Beverage Superstore in Suwanee, Ga., just north of Atlanta. Like many package stores, Beverage Superstore still dedicates a significant amount of its 10,000 square feet to malt-based coolers such as Smirnoff Twisted V and Mike’s Hard Lemonade, but Kziazek said sales are much more cyclical and im-pulse driven than they were five years ago.

“Whatever is popular in the bar, it definitely helps if you have a flavor to match it,” Ksiazek said. “If I don’t have something, inevitably that’s the one consumers want, that’s pretty much the way it works, so I try to carry everything,” he added.

finds its museMalt

Struggling for inspiration, flavored malt beverages raid

the liquor cabinetBy Andrew Murray


that’s why you see so many new flavor launches and so many flavor extensions,” McGauley said.

All the refreshment can lead to a fair amount of copy-ing. Earlier this year Diageo launched Smirnoff Raw Tea following Boston Beer Co.’s success with its line of fruit tea-flavored malternatives. This month, Anheuser-Busch will launch Bacardi Silver Pome-granate Mojito, its own spin on pomegranate following Dia-geo’s April launch of Smirnoff Ice Pomegranate Fusion.

Although the field can be-come crowded at times, Dia-geo’s McDonald said it is important to build bridges to audiences now, while their preferences and loyalties are still up in the air. In many cases, those markets are important or underserved markets who aren’t having their expectations met by either mainstream beer or spirits labels.

“We have found that the Progressive Adult Beverages appeal to some of the fastest growing segments of the population: hispanics, African Ameri-cans, and 25- to 29-year-olds. These populations are growing, so establish-ing market share now can mean significantly more sales down the road,” McDonald said.

And while spirits growth is based on the young and the affluent con-sumers splurging on premium brands on-premise and at bars, brewers see another, different potential in ready-to-drink FMBs. Their growth is based on convenience and taste and isn’t locked in to a young, party-going de-mographic.

“We see trading up throughout all of our categories, but pre-made cock-tails are all about satisfying a need,” A-B’s McGauley said. “Cocktails are what people are drinking in bars, they are what is trendy now, but not everyone wants to go to the bar. A lot of people have kids and have mort-gages and they’re not going to stay out all night. What they really want is to recreate that experience they had when they were young and going to the bar, but with something that tastes good and tastes authentic.”

For that reason Bacardi’s Silver flavors, like the mojito, are aimed at a more broad population. The targeted audience is 21 to 49 years of age, more coed than one would expect and average to above average in house-hold income, McGauley said.

“They may not be drinking these all of the time; they are going in and out of (the category), based on what the situation is,” McGauley said.

The Mojito has no Bacardi rum in it, but comes in 12 and 24 oz. bottles as well as 12 oz. slim cans. A six pack of 12 oz. bottles generally retails for $7.99, about the same as a premium brand import or microbrew.

The brand’s applied plastic label and transparent glass are important to showing off its milky white appearance and recreating that feeling of an freshly, muddled mojito, McGauley said.

“You can win consumers over with convenience, but there are a lot of hurdles to keeping them and sooner or later it comes down to delivering on taste and the taste definitely has to be there,” McGauley said.

The sophomore slump isn’t just a problem for brewers, many of which have complex agreements and hedges in spirits or import beer. With their fashionable flavors and lower alcohol content than distilled spirits, fla-vored malt beverages sell for a higher price and occupy an important niche between super-premium spirits and the cutthroat world of mass domes-tic brew. A six-pack of 12 oz. Bacardi Silver Mojito generally retails for $7.99, several dollars more than your average domestic brew, generating higher profit and requiring fewer turns for the same amount of work.

“There absolutely is a margin play,” McGauley said.Zsoka McDonald, media director at Diageo North America, owner of

Smirnoff Ice, the category’s leader, notes another thing is happening as well. Because flavored malt beverages are generally between 4 percent and 5 percent alcohol by volume, with a much different flavor profile than either spirits or beer, they are appealing to a different consumer and not cannibalizing sales elsewhere in a store’s beer cooler.

“Space is a big concern for our retailers,” McDonald said. “Our research shows that at least two-thirds of (these) progressive adult beverage sales are incremental to beer. People are buying beer, but they are picking this up as well,” she added.

Where Cocktails Come to Play

T

he influence of spirits on flavored malt bev-erages goes back as far as Zima. The first malterna-tives, and category stalwarts like Smirnoff Ice, are still sweeter spins on a vodka tonic or a G and T. But as demand for super premium spirits and ultra-chic cocktails has shot up, the number and variety of flavored malt beverages options has exploded.

Diageo’s portfolio alone includes Smirnoff Twisted Watermelon, Twisted Raspberry, Wild Grape, Green Apple; Captain Morgan Parrot Bay Wave Runner; Smirnoff Ice Arctic Berry; and this year the company began testing Smirnoff Source, a malt based beverage combining pure spring water and roughly the same amount of calories as light beer.

Not to be outdone, Bacardi offers Bacardi Silver Raz, Silver Straw-berry, Silver Mojito, Silver Peach and Silver 03, an orange and citrus flavored malt beverage.

“We try to keep the category refreshed and keep it updated with not just new flavors, but the flavors everybody is talk-ing about. This category really thirsts for what’s new and what’s next,

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ry. Trends, like the continued shift from densely packed cities to suburbs, has created a favorable environment for ready-to-drink flavored alcoholic beverages.

“Although consumers are substituting a gathering at a friend’s house for a trip to a bar or nightclub, they still want the unique colors or flavors that come in a cocktail,” Shuster said.

Shuster sees the boom or bust growth of flavored malt beverages stabi-lizing somewhat and value increasing slightly even as volume declines. Sacramento Slips a Mickey

O

ne fly in the ointment could be states like California. Last month, regulators in the country’s most populous state voted to raise the state’s tax on flavored malt beverages from 20 cents per gallon to $3.30 per gallon, to bring flavored malt beverages more in line with premium spirits.

Brewers say the move is based on a fundamental misunderstanding of how flavored malt beverages are made and how much alcohol they con-tain. Since they don’t contained distilled spirits, flavored malt beverages generally contain about 4 percent or 5 percent alcohol by volume, closer to a major domestic brew than a cocktail. But because they carry the brand names of distilled spirits, and a much sweeter flavor profile, flavored malt beverages have raised the ire of the anti-drunk driving and childhood production lobby, which has derided the malternatives as “cocktails with training wheels” and “alcopops.”

Lawyers for the industry have said it is too early to say whether the in-dustry will sue to block California’s measure, which is scheduled to take ef-fect in July 2008, but if the higher tax rate were to spread to other states, it would add a difficult hurdle to an already treacherous road back to growth for the category.

Spokespersons for both Anheuser-Busch and Diageo North America declined to comment on the California legislation, referring questions to previously published statements.

Brewers are not taking any time off, however. Diageo is testing its Smirnoff Source product in 15 northeastern states including Michigan, Ohio, West Virginia, New York, Pennsylvania, Maryland, Delaware, Washington, DC, Connecticut, Massachusetts, Rhode Island, Vermont, New Hampshire and Maine. After hearing about consumers mixing to-mato juice with beer to make Red Eyes, Anheuser-Busch also is teaming up with Clamato to test Chelada, a spicy tomato-beer cocktail that com-bines Clamato with either Budweiser or Bud Light.

“There will always be a set of consumers looking for these products. It may not be that they drink them 100 percent of the time, but I think there is always going to be a place for these drinks,” Anheuser’s McGauley said.

Diageo also sees flavored malt beverages as a vehicle for fashionable new cocktails to reach a wider audience. The company, which saw double-digit growth in its Smirnoff Vodka brand for the year ending June 30, is ex-panding its flavored Smirnoff Twisted V and Captain Morgan Parrot Bay lines, modeled after the group’s flagship vodka and rum brands, but made from a clear malt base.

This summer, Diageo introduced three new flavors – Smirnoff Raw Tea, Smirnoff Ice Pomegranate Fusion and Captain Morgan Parrot Bay Pine-apple Colada – to its already large stable of flavored malt beverages.

“Across the food industry people want choices. Take something like yo-gurt; walk into a supermarket and look at how many different flavors of yogurt there are. People want something new,” McDonald said.

At the Front

A

t Beverage Superstore, the link between trendy new cocktails and the beer cooler seems to be gaining some trac-tion. Bacardi’s new Silver Moji-to in particular has been a hit. The store now orders five or more cases regularly, although Smirnoff ’s Twisted V flavors are still the store’s best-selling coolers.

“That Bacardi Mojito has been on fire,” Kziazek said.

Of course placement plays a big role. Over the summer a lo-cal distributor encouraged Bev-erage Superstore to place Bac-ardi’s Mojito on display close to a register. The move had the desired effect. In no time, sales

of the Mojito more than doubled from one or two cases a week to five.Euromonitor’s Shuster credits beverage makers and retailers with in-

creasing sales of malt-based coolers. Together, distributors and retailers have become more saavy in marketing flavored malt beverages, relying more on brighter packaging and better placement, next to popular beer brands to encourage experimentation without cutting into overall beer sales.

Although overall numbers haven’t been as promising since 2002, many analysts, like retailers still see promise in the flavored malt beverage catego-

“W hatever is popular in the bar, it definitely helps if you have a flavor to match it,”

Brian Ksiazek, manager of the Beverage Superstore, Suwanee, Ga.

©2007 American Beverage Corporation Verona, PA 15147 • 800-245-2929 x6113 • dailyscocktails.com • 5% alc/vol (10 proof) PLEASE DRINK RESPONSIBLY

WHERE GREAT COCKTAILS START.TM

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Dailys Bloody Bev Spec.MECH 7/10/07 12:03 PM Page 1


ime was, if you wanted a diet energy drink, you

had to raid Dietrich Mateschitz’s private stash. But no

longer.

Although diet energy drinks are still considered some-

thing of a weak sister in the category – kind of amazing in

and of itself, when one observes that they sold more than

$250 million in product in convenience stores alone – the

future is one in which the weak sister grows into a strong

sibling in her own right.

Right now, they sit at only about 13 percent of the fast-

growing category – a ratio that’s appreciably less than diet

versions of CSD’s. But energy drinks are still a fairly young

category, so it’s important for retailers to note that things

are still changing, and there’s definitely reason to pay at-

tention to new diet- and low-calorie options.

For example, in looking at leading diet energy brands,

the West Coast is still a big indicator of where things are

headed – and from that perspective, take a look at Diet

Rock Star, the second-place brand. Rock Star has long

been much more popular on the West Coast than out East

– and its $65 million in sales in the convenience channel

is about half of what its full-calorie line sold. Diet Rock

Star grew by 63 percent last year, according to AC Nielsen,

while the full-calorie version grew only 11 percent – lag-

ging the category’s growth overall.

Rock Star has always had an advanced cachet with fe-

male consumers, which may explain the high uptake of its

diet brand, as well. But that also speaks to the evolution of

the category – as one of the first of the 16 oz. brands, it is

more mature than much of its competition, and as it pen-

etrates outside of its core demographic, it enters into even

more demographic bands that are more likely to reach for

a product with fewer calories.

Similarly, Sugar-Free Red Bull, which still only has

1/5 the sales of the full-calorie stuff, nevertheless grew

faster than its parent brand – and 20 percent faster than

the category overall. And SoBe, which has been sliding

backwards in terms of sales and share – no mean trick in

a category that grew by 1/3 again last year – continued to

see forward progress from its diet brands.

As the category separates into a lead pack and its niche

competitors, it’s going to be more important to look to

diet energy as a way to keep building share, analysts say.

There are two main reasons for this:

1. The category is continuing to catch up among women

and older consumers – many of whom are more calorie-

conscious than the category’s longtime core consumers,

young men and

2. As they get older, those longtime young men/longtime

core consumers are also becoming more calorie-conscious

themselves.

So what is out there for retailers to consider? For people

new to the category, it’s likely that the more established

brands are going to be the ones that they turn to for diet

drinks.

But there are also a few products that only have diet

characteristics – one of them, Xyience, has a strong base

among men, and has show rapid growth since its introduc-

tion last year. Another, Tab Energy, has been slow and

steady, but its growth lags the category – it may be lost in

the wide number of energy SKU’s recently taken on by the

Coca-Cola Co.

Still, as a sub-category it faces some challenges: the

growth of teas and, even more so, yerba mate blends that

may be more appealing to certain consumers because of

their specific health properties; additionally, a growing

number of functional waters contain caffeine and other

“energy” ingredients.

Nevertheless, if you’re taking on an energy drink,

chances are you’re also getting the opportunity to take on

a diet brand, as well. Look at who is walking up to your

cooler, look at who is shopping your aisles, and if you’re

ready, expand – particularly if you’ve got the type of con-

sumers who are trying not to.

The category is continuing to catch up among

women and older consumers...

Muscle Milk® is the on-the-go shake that’s packed with protein, nutrients andessential fats to provide sustained energy for today’s active lifestyle.

Muscle Milk is arguably the best-tasting, fastest-growing nutritional drink in the category.

It’s no secret that poor diets and obesity are becoming national concerns. Muscle Milk productsare made to satisfy the needs of today’s active lifestyles.

Whether your customers are looking for an exercise supplement, a nutritious meal replacementor a quick, healthy, great-tasting snack, we believe there’s no substitute for products

that taste as good as they are good for you.

The products you want and need, for a healthier,happier tomorrow for all of us.

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BEVSPECT FP AD 2 7/18/07 10:43 AM Page 1

BEVERAGE SPECTRUM // SEPTEMBER - OCTOBER 200756

PIMP JUICE – Successfully launched in 2005,

PJ Tight is currently being promoted within

Nelly’s 3rd Annual P.I.M.P “Upgrade Your Life”

Scholarship Program and will be a major part

of Nelly’s next tour to promote his upcoming

November release “Brass Knuckles.” PJ Tight

has also been introduced in the Eastern Euro-

pean Market with heavy promotion by local

deejays and artists and plans to continue its

growth overseas.

NATIONAL BEVERAGE – Rip It Chic is an En-

ergy Drink Created by Women for Women. Its

specially-designed can is just the right size and

the foil cover helps prevent dust, germs and

bacteria from reaching the can’s lid! The two

new Rip It flavors combine sugar-free blends

of ingredients like grapefruit/cinnamon and

berries. These products include the full energy

component including 150 percent of the RDA of

Vitamin C, B6,B12 and Folic Acid.

FUZE – Growth for Fuze’s NOS line – which in-

cludes NOS sugar-free – has accelerated over

180 percent within the last year. NOS is packed

with more caffeine and energizing ingredients

than any other category contender and is avail-

able in citrus, fruit punch, grape and sugar free

(diet).

AirForce Nutrisoda – With 10 mg of the nutri-

ent CoQ10 and the amino acids L-Tyrosine and

L-Carnitine, herbs such as Ginseng, Rhodiola

Rosea and Gurana seed extract combined with

B-Vitamins, Taurine, and Magnesium, Energize

gives drinkers a smooth effervescent energy

boost. With zero carbs and only 10 calories,

tantalizing mandarin and mint natural flavors

awaken the senses and reactivate the spirit.

Airforce Nutrisodas are available nationwide

at select retail stores, Wal-Mart, select Target

Superstores, fine grocers, national airports, ho-

tels, cruise lines, restaurants, clubs, spa loca-

tions, schools and colleges.

GO GIRL – Billed as “Beautiful Energy,” Go Girl is sugar free (3 calories) and has 1 gram of car-

bohydrates. A portion of proceeds from the sale

of Go Girl benefits breast cancer research.

PISSED OFF ENERGY – Pissed Off Diet Energy

is an all-natural, healthy-performance, high-

energy drink. The adoptogens in Pissed Off are

legendary for enhancing endurance, decreas-

ing fatigue, improving immunity, exciting libi-

do, and improving mental performance, among

other health enhancements.

SOCKO – Socko Energy was developed by Bliss

Beverage in an effort to create an energy drink

that appeals to a mass audience. With 2/3 fewer

calories and sugar than most energy drinks on

the market, Socko offers a great tasting energy

boost for your busy lifestyle. Socko is currently

available in 16 oz. cans in most U.S. markets,

convenience stores, nightclubs and supermar-

kets. Socko comes in two varieties, including a

sugar-free version, and is made with a healthy

combination of ingredients including B12, B6,

Ginseng, Yerbe Mate and Taurine.

FRAPPIO – Frappio Light Latte, with no sugar

added, is the first beverage in the coffee cat-

egory to deliver appetite suppression, jitter-free

energy and outstanding coffee taste. The con-

sumer benefits with only 4 carbohydrates and

60 calories per 8 oz. serving. The full bodied

flavor incorporates caffeine and an all natural

herb which prevents the energy “crash” yet

suppresses appetite and improves mental cog-

nition.

POWER TRIP – Power Trip “O” contains no

sugar and no carbohydrates. It is made with the

highest quality ingredients containing 100 per-

cent vitamin C, 100 percent of vitamins B3, B5,

B12 and 200 percent of vitamin B6. It quenches

thirst with a crisp blue citrus flavor. This is for

the energy drinker who lives an active lifestyle.

DARK DOG – Dark Dog Energy Drink bills itself

as the brand known as “the No. 1 alternative to

Red Bull worldwide.” Launched in Norway in

1999, it is currently sold in over 25 countries.

Dark Dog prides itself on low price; premium

products and an extensive product portfolio,

which includes Dark Dog FREE. Available in a

250 mL slim line can with only 7 calories, Dark

Dog FREE packs all the punch and taste of the

original version but without the sugar. Dark

Dog FREE has found tremendous success and

was originally launched in France in 2004.

HER ENERGY – Available in both Regular and

No Carb/No Sugar (Diet) formulas, her is the

first energy drink that takes into consideration

what a woman needs. Each pink and white can

contains 45 milligrams of caffeine, equivalent

to a cup of strongly brewed black tea. Five per-

BEVERAGE SPECTRUM // SEPTEMBER - OCTOBER 200758 BEVERAGE SPECTRUM // SEPTEMBER - OCTOBER 200758

cent of all her Energy net proceeds are donated to woman’s charities, including combating do-mestic violence and funding breast cancer re-search and awareness.

ANHEUSER-BUSCH – Anheuser-Busch’s 180 Blue Low-Calorie has a subtly sweet berry and grape flavor obtained from the Acai berry, red grape and blueberry juices. It is an extension of the popular 180 Blue energy drink and contains only 15 calories. 180 Sugar-Free Orange Citrus Blast, an extension of the popular 180 energy drink line, contains only five calories and a re-freshing citrus-orange taste.

STEAZ – Diet Berry Steaz Energy is the world’s first USDA Organic Certified Diet Energy Drink. It features the same great taste as the original, but with only 40 percent of the sugar and calo-ries – all without using any additives or artificial sweeteners. The drinks come in the 12 oz. sleek can and even though Steaz Energy provides 4 more ounces of product than the traditional en-ergy drinks in the 8 oz. cans, the cost is about the same. The larger can means consumers get more healthy benefits – more antioxidants,

more vitamins and more green tea polyphenols

in every can.

GURU – Developed for health-conscious life-

styles using the latest in beverage technologies,

Guru Lite Energy Supplement is the low calorie

version of its original formula. It embraces the

same high quality standards that earned GURU

Energy Supplement its solid reputation. Each

GURU Lite 8.3 oz. can contains an active botani-

cal complex made with five standardized herbal

extracts: guarana, panax ginseng, ginkgo bilo-

ba, echinacea and stevia. This proprietary for-

mula is designed to maximize each ingredient’s

beneficial effects. In addition, just like its prede-

cessor, GURU Lite contains no preservatives.

Xtreme Shock – Extreme Shock is an energy

sensation drink with zero sugar, low carbohy-

drates, no aspartame and absolutely no crash.

The label recently launched its fourth flavor,

Blue Raspberry.

PENNINGTON BEVERAGES – Pennington’s

Hooters Lite is an energy drink designed to en-

ergize and improve mental concentration and

physical endurance without the sugar, calories


or carbohydrates. Hooters Lite offers a light,

crisp full flavor taste without the aftertaste that

one would expect from a zero calorie energy

drink.

STOKED – Stoked Sugar Free is one of six for-

mulations in the Stoked “Dragon” Family. The

‘diet’ Dragon has 0 g of carbohydrates per serv-

ing and 5 calories per serving. This drink was

inspired by the stellar constellation “Draco”; a

‘celestial’ dragon. The constellation, which in-

cludes the North Star, has a tail that slithers be-

tween the Big and Little Dipper. The constella-

tion is ‘hidden’ on the face of the Stoked Sugar

Free Can.

XENERGY – The official energy drink of the Ulti-

mate Fighting Championship, Xenergy contains

no calories, sugar or carbohydrates. Xenergy

was formulated to provide clean, sustainable

energy. Scientifically fortified with vitamins,

the proprietary blend is designed to prevent the

crash ending often associated with other ener-

gy drinks. New flavor additions Mango Guava,

Pink Lemon and Blu Pom join the popular origi-

nal flavors of Citrus Clear, Cran-Razz and Big

Apple. Available in 8.4 oz. and 16 oz. cans, Xe-

nergy is distributed in major grocery and con-

venience stores in every state across the coun-

try through national retailers including Kroger,

Albertsons, 7-Eleven, Wal-Mart and Speedway,

along with numerous regional merchants.

INOV8 BEVERAGE CO. – This fall, Inov8’s Hy-

drive is expanding beyond its line of low calo-

rie, spring water energy drinks with the launch

of two new, nutritionally enhanced non-carbon-

ated energy drinks: Hydrive V – Citrus Burst –

containing 100 percent RDI of seven essential

vitamins, and Hydrive X – Triple Berry, loaded

with seven powerful antioxidants. All Hydrive

energy drinks provide full power “Better En-

ergy” because they have less sugar (5 grams),

low calories (25), amino acids, electrolytes, vi-

tamins, pure spring water and are specially for-

mulated to not give the jitters.

DNA – DNA produces and markets DNA Energy Drink, a proprietary blend of quality ingredients

in three flavors. In addition to its great taste,

DNA’s action sport team consisting of top ath-

letes from Motocross, Surf, Wakeboard and

Skateboard has received tremendous TV and

media coverage.

RHINO – Rhino’s sugar-free energy drink is the

best-selling sugar-free energy drink in Europe

and is now being launched in the U.S. Rhino

Sugar-Free is especially tailored for the health-conscious consumers who don’t want to pass on the energy boost of rhino energy drink, made with pure Austrian spring water.

SOURCE BURN – BURN Sugar-Free was built from the ground up to offer lo-carb consumers what they want. With EGCG (Green Tea Extract), Calcium and Caffeine, it helps boost the me-tabolism, giving a new meaning to “energy to BURN!” Loaded with antioxidants, b-vitamins and ginseng, it’s billed as “the healthy way to energize.”

LIQUID LIGHTNING – Liquid Lightning Sugar Free energy drink has only 5 calories with no fat or sodium. A low-carbohydrate drink, it pro-vides individuals with an exciting new level of energy from a mix of great tasting juices, taurine and nutrients with a lightly carbon-ated sensation. Liquid Lightning Sugar Free is made with Splenda, and loaded with vitamins and amino acids, taurine, and caffeine. Liquid Lightning is not heat pasteurized to preserve all of the vitamins and minerals contained in the product.

THE BEAST – The Beast Zero delivers the big kick and killer taste expected from the originals. Produced to the Austrian Energy Drink Law mi-nus the sugar, you enjoy a refreshing drink with only 10 calories and lack of aftertaste.

BIONIC BOINK – Boink Energy is a zero-sugar, zero-calorie, zero-carbohydrate cayenne in-fused energy drink. It relies on the lasting pow-er from its patent-pending formula of nature’s herbs and cayenne pepper. Cayenne imme-diately increases blood flow, providing clarity of thought, heightened senses, and energy to spare. Boink is lightly carbonated with a citrus/berry flavor.

DRINKS THAT WORK – New UPSHOT Sugar-Free Kola from Drinks That Work elevates one of the world’s best-loved flavors by blending exotic botanicals like real Kola Nut and other plants rich in Natural Caffeine. It is 2 ½ times stronger than canned energy sodas and has been scientifically engineered for the carb-con-scious consumer looking for a perfect dose of energy.

JETSET BEVERAGES INC. – Jetset Beverages Inc. will introduce Jetset Diet Original in the Fall of 2007. The great tasting new diet energy drink from Jetset will be offered in a stylish 10.5 oz. Rexam Sleek can. Jetset Diet Original will be distributed by Southern Wine and Spirits and


will be available in grocery stores as well as se-lect bars and clubs.

KRONIK – Kronik Energy’s Low-Carb formula-tion is sweetened with sucralose. 16 oz. Kro-nik Low-Carb sales are 40 percent of the brand mix. Kronik Energy’s Low-Carb Big Shot, a 24 oz. version of the company’s flagship Low-Carb offering, is also available.

CRUNK!!! – CRUNK!!! Energy Drink has launched a 16 oz. size and a sugar-free product in both 8.3 and 16 oz. cans to meet a rapidly growing market of energy drink enthusiasts. CRUNK!!! Sugar Free has only five calories in an 8.3 oz. can, and is an alternative for consumers seeking the benefits of an energy drink without added sugar and calories. The packaging re-flects the sugar free product’s “lightness” with a silver, white and red can – making it readily recognizable on store shelves. CRUNK!!! Sugar Free also is available in the new 16 oz. size with only 10 calories.

XO ENERGY – XO-2 Diet has zero sugar and is one of seven flavors of the hot-fill energy drink.

It stands out against other diet energy drinks in the market for the simple reason that it can be consumed at room temperature, has only 10 calories, a pleasant, smooth aroma, and a cool feel when tasted.

VIXEN – VIXEN Energy is a sugar-free line of premium energy supplements targeted to fe-males whose personality doesn’t connect with those overly girly, pink energy drinks. The dis-tinctive VIXEN Energy icon and graphics won the 2006 American Graphic Design Award for packaging design. VIXEN is available in 16 oz. cans in three sugar-free flavors: Foxberry, Fox-citrus and the new Foxpunch.

TALONG – TALON Energy features two sugar-free flavors in its line-up; Talon Original and the new Talon Blood Punch. Due to the early suc-cess of the full calorie Blood Punch, the sugar free version was added just this summer. Talon Blood Punch features natural blood orange fla-vor, adding a unique bite to the traditional fruit punch flavor. Available in 16 oz. cans.

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ON THE EDGE

Tim McKenzie is president and COO of Vest-com International Inc., the leading provider of shelf-edge communications and special-ized marketing services for retailers. His cre-ative, problem-solving efforts have helped increase sales and decrease operational costs for industry-leading retailers such as Target, Walgreens, and Kroger. He can be reached at [email protected].

Face Time With Consumers is Found at the Shelf-edge

ew research indicates that the average American is inundated with 5,000 mar-

keting messages daily. So it’s no surprise that many suffer from message overload. And it’s not the usual suspects—television, radio and print—that are to blame. The retail industry has seen considerable growth over the past few years in the sheer number of promotional con-siderations. Posters, tags, signs, talkers, jumpers, wobblers, ceiling hangers, and colorful pop-ups in every shape and size on display in the bever-age aisle and throughout the store vie for shop-pers’ attention. Faced with a variety of options, and little clarity, it’s no wonder that consumers are beginning to choose how they receive these messages.

With a significant number of purchasing decisions being made in the store, the abil-ity to establish rapport through education and information on specification within the brand mix is one way to cut through the clutter. For example, beer and wine manufacturers are ap-pealing to target audiences through shelf-edge tags that educate shoppers on healthy product features—from organic, to low carbohydrate, to low calorie. This presents a huge opportunity, and in some cases a responsibility, for both re-tailers and CPGs to create all-important face time with consumers.

In the past, retailers and CPGs may have struggled in developing a cohesive, mutually beneficial relationship. Retailers had their own promotional demands; CPGs wanted their mes-sage to be prominent. However, with the on-slaught of messaging on the rise, each has wisely taken strides to alleviate total marketing satura-tion in the store by employing synergistic cam-paigns that improve the shopping experience.

Beverages, in particular, have been part of this co-marketing trend. With a continually grow-ing number of drink choices for consumers to choose from, differentiation is now imperative to reach buyers. The alcoholic beverage category is one of many taking a proactive approach to appeal to shoppers’ preferences more directly through shelf-edge messaging. For example, as

society has come to view wine as more healthy, the beer industry has taken notice—and started following suit. The messaging efforts of major beer corporations are now focused on position-ing products in a more healthy light. The bever-age aisle has since seen an upswing of in-store communications informing shoppers of the in-gredients in beer that are healthy in moderation, such as hops, brewer’s yeast, barley and malt.

Effectively promoting beverages in the store requires a definite strategy on the part of the re-tailer and the CPG. Here are a few suggestions to deliver immediate value:

• Remember customer-centricity is key. Today’s customers have a broad range of tastes and pref-erences. Consumers are often left with little guidance on the myriad of beverage selections—far beyond just regular or diet. Helping shop-pers make informed decisions by providing a platform to engage the brand will help get your message noticed amidst the noise.

• Explore tools that educate customers at the point of sale. Digital printing capabilities deliver full-color graphics and SKU-specific promotion-al messages that can be affixed to the shelf edge. Creating messages that provide helpful product information—such as limited-time offers, nutri-tional data, cross-selling suggestions, even reci-pes and serving tips—not only grabs shoppers’ attention, but also supports retailers’ efforts to-ward creating and maintaining a consistent and uncluttered in-store environment.

• Implement cross-selling. Utilizing informa-tion vehicles that can be connected to a brand at the shelf enables retailers and CPGs to provide customers with more than just price informa-tion. Shelf-edge communications can suggest beverage or food pairings, such as a full-bodied, robust merlot, that perfectly complements a pri-vate label cheese. Or, referrals can be made to other, applicable, in-store promotions.

• Employing strategic coordination makes for a consistent brand message. Creating window banners, store signage and shelf-edge communi-

cations that are SKU and product specific helps shoppers retain the promotional message. For example, if a boxed wine touts “all organic ingre-dients” in the circular, the same message should appear in all in-store promotions. This ensures better marketing for both the store and CPG brand and delivers a focused message that will influence customer behavior at the shelf-edge.

• Offer personal assistance. Provide shoppers with information on where they may go to ask a question, such as the pharmacy or cosmetic counter. The more support you give, the more trust you develop.

As the beverage industry continues its rapid growth and new drinks are developed to meet shifting consumer tastes and preferences, get-ting your message heard will remain a challenge. By employing in-store marketing tools, such as those suggested above, both retailers and CPGs have unique opportunities to reach a large and responsive consumer audience at the critical point of decision. Empowering shoppers to make informed purchasing decisions not only goes a long way toward enhancing customer relationships—it also plays a big role in building store and brand loyalty. And that’s great news for your bottom line.

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SPACE UNIT: PG 4/C (B: 8.25"W x 11.125"H; T: 8"W x 10.875H" L: 7.25"W x 10.125"H)PUBLICATIONS: BEVERAGE SPECTRUM SEPT/OCT 2007 ISSUE

APPROVED DATETRAFFIC/PROOF READERPRODUCTION SUPERVISORDIRECTOR PRINT SERVICESART DIRECTORCOPYWRITERACCOUNT EXECUTIVEACCOUNT SUPERVISORMANAGEMENT SUPERVISORCREATIVE DIRECTORCLIENT

Date Created: 10/10/07 Artist: EMILProof: 02 Page: 01Date Revised: 10/10/07 Artist: Fritz

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2:00 PM - 3:15 PM v Room: C105Defining the Bidding Process for

Suppliers of Non-resalable ProductsThis in-depth workshop will give suppliers of non-resalable products a play-by-play instruction guide on how to break into the convenience store channel. Whether it is prepar-ing RFIs, RFQs or RFPs, suppliers will walk away with the knowledge they need to effectively connect with retail-ers and increase sales.

v Room: C101Healthy For Them: Good For Your

Bottom Line?Some reports say that Americans are eating and living healthier. They want snacks and drinks that are functional and fresh. Is this just a trend or is this the way its going to be? Do you need to change your merchandising mix? Find out just what 'functional foods' are and if you should stock more of them. Hear what consumers are look-ing for and from companies that are striving to make them happy.

3:45 PM - 5:00 PM v Room: C102Extreme Store Makeover – More

Than a FaceliftKeep your store portfolio fresh by fixing, remodeling, or demolishing stores. Customers, particularly wom-en want updated looks and safe stores. Hear the latest on how smart retailers evaluate when and how to modernize their store base and what actions they take when money is tight.

v Room: C101Measuring In-Store Customers

Are you effectively reaching the cus-tomers that enter your store ? The Nielsen Company's In-Store Division and a consortium of retailers, manu-facturers and marketers are making great advancements to develop a syn-dicated system to measure customer traffic within the store. By analyz-ing this information along with sales data, retailers and product marketers will ultimately be able to identify new advertising opportunities at retail and accurately evaluate the effectiveness of in-store marketing activity. This presentation will address the potential of syndicated audience measurement at convenience stores and its potential to have a profound impact on future marketing strategy. Retailers and manufacturers will also learn how to best capitalize on the changes ahead effective deployment of product dis-plays and in-store signage.

7:45 AM - 9:00 AM v Room: B401-02Fast, Fresh and Fabulous Foodser-vice: Are You Dishing Up the Right

Mix?Fresh and healthy foods are what to-day's customer is looking for. Listen to industry expert Kevin Higer, Tech-nomic on what consumer behavior is revealing across channels. Whether the approach is commissary-style or at-the-store, you will hear from retail-ers who have successfully made it "to the top of the food chain." Do you have what it takes for your customers to give their permission to dine with you?

11:00 AM - 12:00 PM v Room: B404Brewing the New Coffee Customer

Hot, iced, flavored, or mixed – serve it up however they please. Today’s caffeine-seeking customer is looking for a more sophisticated, fresh offer-ing. While fresh is not always conve-nient for you to offer, there are other ways to catch your customer’s eye. You don’t have to have the color green in your sign to serve a “greener” product, either. The terms sustainability and Fair Trade Certified are daunting and somewhat overused buzz words these days, but developing strategies that ad-dress the triple bottom lines of social, economic, and environmental perfor-mance may actually lead to profitabil-ity. Hear from notable coffee experts and a retailer that have some simple solutions to make sure you keep your customers hooked.

v Room: B213 Global Store Design Innovations

See the world's best convenience for-mats without ever leaving Atlanta! This workshop will feature images and narratives from the most innovative store designs around the globe.

v Room: B308 Gone Green? Cashing in on the

Growing "Green" MovementBusinesses across the country from re-tail giant Wal-Mart to the local family-operated convenience store are making more money by going 'green.' Explore a variety of successful business strat-egies explained by a green marketing and sustainability strategy consultant with 14 years of green experience. Learn how selling more 'environmen-tally friendly' products and services and improving back-room operations will simultaneously reduce costs and improve environmental performance.

8:15 AM - 9:15 AM v Murphy Ballroom

Industry Leaders Roundtable, Pre-sented by NACS Magazine

One of the most popular and unique components of NACS Magazine has been its monthly leadership interview with CEOs of leading industry sup-plier companies, conducted by retail CEOs. This session will feature sev-eral CEO's who have participated in the interviews along with CEO's of leading convenience store chains in a dialogue about the evolving retailing industry, challenges, opportunities and personal perspectives.

9:30 AM - 10:45 AM v Murphy Ballroom

CEO Presentation on Retail Busi-ness Strategy

Interested in knowing what a leading retail CEO has to say about strategy, competition, and growth? If so, you won't want to miss one minute of this general session.

11:00 AM - 12:00 PMv Murphy Ballroom

Ideas 2 Go General SessionThis fast-paced video presentation delivers the ultimate in store tours. See and hear new ideas that are mak-ing a difference in retailers' opera-tions across the country - and around the world. Make sure you bring your notepad to jot down ideas to take back to your business.

8:00 AM - 9:00 AM v Room: B308Attention Independent Operators:

Work Smarter, Not HarderDo you waste a lot of time, energy and money on a task your competitor completes with ease? This workshop is designed for independent operators (1 to 5 stores) and will teach you the basic "how-to's" to make you more business savvy. Learn simple methods to make tasks more manageable. In this highly-interactive workshop, you will interact with retail experts who have tackled some of the most common issues.

v Room: B407Escucha! What You Need to Know about Selling to the Hispanic Con-

sumerHispanic immigrants – and their children – are changing the way that America does business. This observa-tion is supported by the fact that since 2000, Hispanics have driven more than 50% of the total population growth in the United States. During this session you'll learn about various elements of the Hispanic market, attitudes and behaviors relative to shopping at convenience stores, and best practices when marketing to Hispanics. Walk away with practical insights that will help your stores more fully realize the potential of connecting with the His-panic consumer.

3:15 PM - 4:15 PM v Room: B403Managing Key Categories

Learn how to manage your key sales and profit in four categories – ciga-rettes, soft drinks, beer and foodser-vice beverages. The NACS 2007 SOI reports that these four categories con-tribute 70% of sales and over 57% of the average c-store gross profits. This seminar will provide you information that you can take back to your store and immediately apply to increase your sales and gross profits.

4:30 PM - 5:30 PM v Room: B403Managing Key Categories (repeat)

Learn how to manage your key sales and profit in four categories – ciga-rettes, soft drinks, beer and foodser-vice beverages. The NACS 2007 SOI reports that these four categories con-tribute 70% of sales and over 57% of the average c-store gross profits. This seminar will provide you information that you can take back to your store and immediately apply to increase your sales and gross profits.

TUESDAY, NOVEMBER 6 WEDNESDAY, NOVEMBER 7 THURSDAY, NOVEMBER 8 FRIDAY, NOVEMBER 9

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7:30 am – 6:00 pmCool New Products Preview

Room (exclusive access for retail-ers, wholesalers and distributors)

7:30 am – 6:00 pmRegistration

9:00 am – 4:00 pmGlobal Forum (Separate registra-

tion fee)

9:30 am –11:00am Supplier Board Meeting

12:00pm – 6:00 pmInternational Lounge

12:30pm – 5:00 pm Atlanta Sightseeing Tours

2:00 pm – 5:00 pm Workshops

5:15 pm – 6:00 pm New Member Welcome Recep-

tion

6:00 pm – 8:00 pm Welcome Reception

7:30 am –12:00pm Cool New Products Preview

Room (exclusive access for retail-ers, wholesalers and distributors)

7:30 am – 6:00 pm Registration

7:30 am – 6:30 pm International Lounge

7:30 am – 9:00 am Interfaith Prayer Breakfast

9:15 am –10:45 am Opening General Session

11:00am –12:00 pm Workshops

12:00pm – 5:30 pm Expo

12:00pm – 6:00 pm Cool New Products Preview Room (open to all attendees)

7:30 am – 6:00 pmCool New Products Preview Room (open to all attendees)



8:15 am – 9:15 am Workshops

9:30 am –10:45amCEO Presentation on Retail Busi-

ness Strategy General Session

11:00am –12:00pmIdeas 2 Go General Session

12:00pm – 5:30 pm Expo

5:30 pm – 6:30 pm International Reception

7:00 am – 8:00 amFood For Thought

7:30 am – 1:30 pm Cool New Products Preview Room (open to all attendees)



8:00 am – 9:15 am Workshops

9:00 am – 1:30 pm Expo

1:45 pm – 3:00 pm Closing General Session

3:15 pm – 4:45 pm NACS Board of Directors/Retail

Member Meeting

6:30 pm –10:00pm NACS Show 2007 Closing Party

and NACSPAC Live Auction

A NEW DAY HAS DAWNEDBREAKING BEVERAGE INDUSTRY NEWS DELIVERED DIRECT TO YOUR E-MAIL INBOX FROM

BEVERAGE BUSINESS INSIGHTS

TRY 8 ISSUES FREE!

EXH

IBIT

OR

LIST

4669 Absopure Water Company

4460 Alban Distributors Inc.

7076 Alcohol Killer USA, Inc.

6272 American Beverage Corp.

6862 Amerilab Technologies -

Drinkin' Mate

6553 Anheuser-Busch, Inc.

3872 Apple & Eve LLC

6875 B2 Brands, Inc.

3645 BAWLS Guarana

4269 Big Red, Inc.

4269 Big Red, Ltd

3640 Bond Laboratories/Got

Fusion

5024 BooKoo Beverages, Inc.

4432 Brain-Twist, Inc.

3439 BSN, Inc.

4959 Bug Juice Brands, Inc.

5072 BYB Brands, Inc.

6567 Cadbury Schweppes

Americas Beverages

5972 Campbell Soup Company

6377 Celsius, Inc.

6873 Chaser - Living Essentials

4864 Cheerwine Beverage Corp.

6767 Clearly Canadian Brands

3544 CL-One Energy Drink

6853 Coors Brewing Company

4275 Cott Beverages, Inc.

5927 Crown Imports

5469 CRUNK Energy Drink,

LLC

4263 Cytosport Beverage Com-

pany

6173 Dairy Farmers of America

4142 Dean Foods, WhiteWave

Foods

5173 Del Monte Foods/ Bloom

Energy

6227 DIAGEO-Guinness USA

6827 Dole Packaged Foods

3931 Drinks That Work, Inc.

4072 DS Waters of America, Inc.

5464 DZL Productions, LLC

4433 E & J Gallo Wine Co.

4436 EPIC Nutrition

4436 EPIC Nutrition

4257 Extreme East Coast

7476 F&F Foods, Inc.

4325 Fiji Water

6872 Fillmore Street Brewery -

Pimp Juice

4235 Florida's Natural Growers a

div. of Citrus World, Inc.

4872 Frappio, Inc.

3663 FRS Company

4552 Function Drinks

3546 Geloso Beverage Group

4935 Glaceau

5466 Goya Foods Inc.

3861 Hat Trick Beverages

6243 Heineken USA

3629 High Falls Brewery

6163 Honest Tea, Inc.

3473 Hooters Energy Drink

6767 Hydrive Energy LLC, Inov8

Beverage Company

6865 Iceland Spring

3725 Icelandic Glacial, Inc.

3453 Impulse One, LLC dba Red

Devil USA

3553 In Zone Brands Inc.

4363 Inko's White Tea

6266 Interex Corp.

3854 Iron Horse Beverage LLC

240 Javo Beverage Company

5363 Jones Soda Co.

4563 Kan-Pak, LLC

3771 Kool-Bev/Beverages Un-

limited dba Crazy Horse

Energy Drink

5641 Kraft Foods Global, Inc.

5063 Kronik Energy

6378 Labrada Nutrition

7237 LifeForceV - Functional

Brands

6868 Liquid Ice Energy Drink

3731 Liquid Lightning, Inc.

7570 Mad Croc Brand, Inc.

4765 Meridian Beverage Com-

pany, Inc

6073 Metromint

4227 Mike's Hard Lemonade

5653 Miller Brewing Company

5374 Monarch Custom Bever-

ages

6462 Monster Beverage Com-

pany

4333 Mud Coffee

6977 Najaro Group, Inc.

5163 Naked Juice

4468 Nestle FoodServices North

America

7753 Nestle USA

4439 Nestle Waters North

America, Inc.

4172 Nitro 2 Go Inc.

3753 Nor-Cal Beverage Co., Inc.

3642 Novamex, Inc.

3959 NULAB Inc.

4525 Ocean Spray Cranberries,

Inc.

4255 On Go Energy Shot

4354 Pacific Blue Corporation

5039 PepsiCo, Inc.

6277 Premium Energy LLC

6374 Pri-Pak Inc.

4069 Pro Player Beverage, Inc.

4025 Redline

3637 Reed's Inc.

4834 Rockstar Energy Drink

5272 Scottish & Newcastle

Importers

1431 Shock Coffee

6376 Stay Alert Energy

4866 Sunny Delight Beverages

5172 Superfly Energy Company

3543 TalkingRain Beverage Co.

5263 The Boston Beer Company

5663 The Coca-Cola Company

5735 The Jolt Company, Inc. dba

Wet Planet Beverages

5252 The Organic Beverage

Company

3925 Tradewinds Beverage

Company

4454 Vital Lifestyle Water

4876 Watermark Innovation,

LLC

6366 Whitney Foods, Inc.

3735 Who's Your Daddy Inc. dba

Who's Your Daddy Energy

Drink

4973 Wm. Bolthouse Farms, Inc.

3953 XL Energy Drink Corp.

3559 XYIENCE, Inc.

3843 Zipfizz

BOOTH


BOOTH BOOTH BOOTHEXHIBITOR NAME EXHIBITOR NAME EXHIBITOR NAMEEXHIBITOR NAME

Visit BevNET.com for your PDF copy

of the trade show planner with updated booth listings!

EVEN WHEN YOU PUT

IT IN THE COLD CASE

BEVSPEC 10-9.indd 1 10/9/07 4:11:03 PM

Fuze's Christine Pruscino, keeping it positive.

CONVENTION SCRAPBOOK

Expo East

Liz Creelman of Hint.


All hail Appeltiser! We will crush and bottle you!

Keep smiling, Joey Steger. There's three move days of this Expo.

ew beverage launches at Expo East, held from Sept. 26 to 28 in Baltimore,

perhaps more than in recent memory, pushed the boundaries of innovation and novelty. Some came from overseas; oth-ers owe their roots to Yankee innovation. Among the many new drinks, we discov-ered a new fruit juice, a beer-like carbon-ated drink, drinks with billions of bacteria in them , a smoothie made from a grain whose name begins with a “Q”, and soda made from a cactus.

Among the new products:

Bionade – This popular non-alcoholic, or-ganic, carbonated beverage from Germa-ny is now available in the United States.

Frutzzo – Introduced its new line-up of Yumberry drinks.

Cell-Nique – Introduced a new line-up of nutritionally-fortified juice blends: Emerge (Pomegranate), Evolve (Tropical Fruits), Enlight (Apple), Embody (Citrus Vanilla) and Lau-Tzu (Kukicha Tea).

Apple & Eve – Rolled out Fizz Ed, 8.4 oz. canned 70 percent juices made specifically for the kids market.

Zola Açai – Introduced its new shrink-sleeve 12 oz. PET packaging.

Vita Coco – Provided a glimpse of its soon-to-be-released tangerine flavor.

Flavor Brazil – Showed off a new acai juice blend in 10 oz. glass bottles.

Maine Root – Will soon be introducing soda made from wild-harvested prickly pear cac-tus juice.

Pro.bio.MAX – This is a new line of dairy-based probiotic smoothies from LacPro

Verb Good Belly – This shot-sized, juice-based probiotic product is from NextFoods.

Quinoa Gold – New line of quinoa-based, agave-sweetened drinks. Packaged in 16 oz. bottles, the drinks have a smoothie-like texture with the ground quinoa grain in sus-pension.

Ayala Herbal Water – A new herbal water

lineup, it’s available in six flavors.

Hansen Naturals – Introduced a new line-up of flavored sparkling waters, sweet-ened with cane sugar and contain 90 calo-ries per can.

Eldorado – This is a new line-up of vita-min-charged natural spring waters from Eldorado Springs, CO.

Steaz – Had a new line-up of four diet green tea sodas in 12 oz. glass bottles.

Tradewinds – Presented its line-up of PET bottled teas and is also offering a gallon size organic black tea.

Nuture by Nature – These new, shrink-wrapped yerba mate teas come in 16 oz. bottles in four flavors.

Sweet Leaf – Introduced its Pomegranate Green tea in a 16 oz. glass bottle.

Cricket – Introduced two new sparkling green tea beverages: Mandarin Orange and Pomegranate Raspberry.

Len Ershaw, Paul Johnson, Nancy Dintz, and Mike

Moeglin are LIVing NATURALly.



Expo East

Robin Kinstle, selling Lightfull smoothies.

The fun-loving Bombilla Gourd guys: Josh Sipper, Noah Krinik, Ariel Nelson and Thomas Wollman.

Straight outta Denver! El Dorado's Cathy Shoen-

feld and Kate Jansen.

Manning the Switch were Maura Mottolese, Cindy Lane, and Ken Watts.

Bionade's Eike, Peter and Ken. The guy in the white shirt runs the show.

Jack Goethel and Emilie Fritz Velosa are, yes, cuckoo for coconuts.

Stacey Doubleday of Java Pop.Michael Guerra is radiat

ing so much Essn energy,

it oughtta be illegal.

Honest Tea's Kate Nichols and Kelly Cardomone were there.

Iceland Springs' Chip Lucas proves

he actually drinks his product.

Inkos Andy and Alex - looking like theybattled Vegas to at least a push.


NBWA

A Syzmo-sized crew.


Tona Beer is certainly an exciting new import.

All kinds of beer at the NBWA show. Even Root Beer.

Banzai Bill Bodemer and his energy d

rink.

Quoth Hamlet: 2B or B2 Beverage. That is the question.

Jones Soda presents a united front.

he biennial tradeshow for the National Beer Wholesalers Asso-ciation (NBWA) took place Sept. 30 to Oct. 2 in Las Vegas at the

Bally’s & Paris casinos. The NBWA is made up of 2,750 licensed independent beer distributors throughout the US.

Exhibitors at the show, including more than 20 non-alcoholic beverage companies, were eager to get in front of the more than 3,700 attendees. In recent years, beer distributors have become a vital link in the non-alcoholic beverage distribution system, but there was an extra motivation to put forth a good impression at the show: Following the recent sale of the functional water brand Vitaminwater to the Coca-Cola Co., many were eager to replace what had been a profitable brand. Additionally, beer distributors, with their access to on-premise locations such as nightclubs and bars, have become very important to energy drink companies hoping to grow their on-trade business.

On the show floor BevNET encountered beverage companies of all types. We spotted energy drinks such as Syzmo (the exclu-sive sponsor of our show coverage), Liquid Ice, Inko’s White Tea Energy, Mad Croc, & Banzai Energy Drink. Two new energy drinks were also at the show: Wildlife energy drink (for outdoorsmen!) and Skin energy. Bottled water brands, including Iceland Spring, Saratoga Springs, Mountain Valley and Vital Lifestyle were also at the show, along with tea and soda brands such as New Leaf, Jones Soda and Sweet Leaf.

BEVERAGE SPECTRUM // SEPTEMBER – OCTOBER 200778 79SEPTEMBER – OCTOBER 2007 \\ BEVERAGE SPECTRUM

These girls look so alike! Freaky. Like Freaky Ice.

Heineken. Smile? Check. Pants? Check.

Cooler? Check. Beer? Uhhhh...


NBWA

New Leaf's Leah Danielson, just back from the operating room.

Look closely at Calypso. You can see the real lemon bits.

Corona booth. You girls forgot the beer. You're supposed to hold up the beer.

The Knight's Head girls display the ultimate

in

novelty bottle openers.

All smiles in the Diageo booth.

And they've got beer, to

o.

The Baltika booth. For all your

Russian beer cravings.


PROMO PARADE

St. Pauli Girl Beer invites consumers to “Get the Party Started” with its Oktobeerfest retail promotion. Scheduled to run in Septem-ber and October, this jam-packed fall promotion features an array of P.O.S. items, consumer sweepstakes and chain grocery store pro-gram designed to increase sales and generate excitement for the brand at retail.

For the off-premise, St. Pauli Girl will “Get The Party Started” with a consumer sweepstakes tie-in with Esquire magazine. The top prize is a trip for two to a one-of-a kind celebrity/charity fundraising event at The Esquire House in New York City, co-hosted by Bobbi Sue Luther, 2007 St. Pauli Girl spokes model. The promotion will be supported by two promotional ads appearing in the September and October issues of Esquire in addition to easel cards featured at St. Pauli Girl displays.

To increase customer draw and trigger impulse purchases, the new St. Pauli Girl corrugated Oktobeerfest display merchandiser will be available for key accounts during this prime selling season. This impressive piece consists of two, easy-to-set up columns and a vibrant archway for maximum impact.

And in select chain grocery markets, St. Pauli Girl will cook-up the ultimate Oktobeerfest party via instant rebate coupons, mail-in rebates and recipes in take-one booklets.

Fat Bastard Fights Breast CancerOctober is National Breast Cancer

awareness month and for the fifth con-secutive year consumers can purchase Fat bastard wines to help fight this devas-

tating disease. Continuing its stead-fast commitment to this important cause, Click Wine Group has an-nounced that the company will donate a portion of the proceeds from each bottle of Fat bastard wines sold during September and October 2007 to aid in finding a cure.

Click Wine Group has already raised $225,000 for the cause and will add to that figure again this year by donating 25 cents for ev-ery bottle of Fat bastard sold in restaurants and retail locations, up to $75,000. During the dona-tion period, Fat bastard wines will be easy to spot on the shelf wearing the special "Live large, live long" necker with an at-tached enamel pink ribbon pin for consumers to wear and dis-play their support.

For more information on Fat bastard National Breast Cancer program or Click Wine Group visit www.clickwinegroup.com or call toll-free 800-859-0689.

St. Pauli Girl's Fall Retail Promotion

Nutrisoda Film Promotion is Pure Magic

Ardea Beverage Company, creators of airforce Nutrisoda, has entered into a promotional relationship with The Walt Dis-ney Company that will be magic for movie lovers.

Marking the Nov. 21, 2007, release of Walt Disney Pictures live-action comedy fairy tale “Enchanted,” the Nutrisoda Find the Magic Can game is guaranteed to capture the imag-ination of anyone who has ever dreamed of winning a fabulous family vacation.

At the heart of the Oct. 15 – Dec. 31, 2007, promotion are eight magic cans, each possessed with the power to send a family of four on a European castle adventure or on another NWA WorldVacations family adventure anywhere Northwest Airlines flies in the contigu-ous United States.

Six-packs also feature a Magic Code that consumers can enter on-line starting in October, at www.nutrisoda/magic for a chance to win one of a thousand pairs of “Enchanted” movie tickets. And to make the magic real for everyone, every six-pack variety pack will feature two free cans – a six-for-the-price-of-four fairy tale offer.

The eight magic cans will be seeded within specially labeled Nu-trisoda variety packs.

Who’s Your Daddy Inc. 5840 El Camino Real #108, Carlsbad CA. 92008 PH. 760.438.5470

bev10807wyd.indd 1 10/8/07 2:45:46 PM


PROMO PARADE

“Get Some Sand In Your Shorts” with Corona Light’s Fall Promotion…

Blackstone Winery Gears up for Autumn

As the warm summer surrenders to fall, Blackstone Winery offers consumers savings off Blackstone red wines and fall produce. The “Blackstone Reds That Turn Heads” promotion focuses on rich, complex red wines that are perfectly paired to compliment the autumn weath-er. Presented in this promotion is a single 11x 19 case card display-ing three bottles of Blackstone red wine. Also featured in this promo-tion is an IRC saving of $1 off and a MIR of $2 off of fall produce with the purchase of any Blackstone red wine. The “Blackstone Reds That Turn Heads” promotion will run September 2007 through Novem-ber 2007.

Say it together – Miller Loves FootballMiller Brewing Company has signed national and local sponsorship deals that will play

key roles in Miller Lite's 2007 football promotion. Nationally, the brewer will team with ESPN for a powerful, season-long venture that will be activated through an integrated marketing program. At a local level, alliances with the Atlanta Falcons, Baltimore Ravens, Cincinnati Bengals, Kansas City Chiefs and Minnesota Vikings provide Miller with the opportunity to connect even more closely with football fans in these markets.

Miller Lite's 2007 football program, "Beer That's Made to Be Great Makes Gameday Bet-ter," kicked off earlier this month. The national deal

with ESPN encompasses all of the various ESPN assets, including presenting sponsorship of

the 6 p.m. (Eastern) SportsCenter Monday Kickoff; a Tuesday "Good Call, Bad Call" feature on SportsCenter; features dur-ing ESPN Radio's "Mike and Mike in the Morning"; the presenting sponsor-ship of Pigskin Pick 'em on ESPN.com; sponsorship of the 2 Minute Drill in the Friday 1 a.m. (Eastern) SportsCenter; and presence throughout NFL-related

programming on the ESPN television networks, including ESPN Deportes.ESPN logos will be featured on Miller

Lite's fall point-of-sale and merchandising mate-rials, as well as special promotional packaging. Twelve-pack Fridge Packs and special 24 oz. cans will call out the ESPN association.

Miller will build on its ESPN football foundation with team alliances in several key markets. The company recently inked local sponsorships with

five teams – the Atlanta Falcons, Baltimore Ra-vens, Cincinnati Bengals, Kansas City Chiefs

and Minnesota Vikings. Other teams that Miller partners with are the Carolina Pan-thers, Chicago Bears, Dallas Cowboys, Green Bay Packers, Philadelphia Eagles and Tampa Bay Buccaneers.

Corona Light’s fall promotion invites con-sumers to “Get Some Sand in Your Shorts.” This all new Corona Light promotion will feature volleyball-themed materials for off-premise accounts that are sure to spike new sales.

This year’s line-up of point of sale materi-als for the 2007 Corona Light fall promotion consists of display/case cards, base wrap, four-sided criss-cross graphic towers, and a 10-case stacker.

…then, Put On A Mask!Corona Extra and Corona Light want con-

sumers to treat themselves this Halloween by trading up to the number one selling import family in the U.S. When it’s time to dress up, send your witches, ghosts and goblins to accounts with an array of support materials from the “Treat Yourself” promo-tion. Off-premise accounts can decorate dis-plays with colorful, Halloween-themed dis-play/case cards and base wrap that is sure to separate the number one import family from the competition on the store floor and at the register.

Beam Global Wine & SpiritsBeam Global wants consumers to “Join In” the holiday fun

with multi-brand point-of-sale elements including pole toppers, holiday recipe books, tear pad offers, holiday ornaments and base wraps. In addition, several Beam Global brands are offering holiday merchandise and value-added packaging:

Courvoisier Cognac, one of the world’s leading cognac brands, offers consumers value-added packaging to celebrate the holidays. With purchase of a 750 mL bottle of Courvoisier VSOP, consumers will receive either a set of Courvoisier-branded cufflinks or a 50 mL sample of Courvoisier XO Imperial. Consumers can also purchase Courvoisier VS which comes with either two highball glasses or a 50 mL bottle of Courvoisier VSOP.

Jim Beam Bourbon is utilizing pole toppers, ceiling danglers, shelf talkers, case cards and base wraps with its holiday tagline, “If they re-gift this, it better be back to you”. Additionally, Jim Beam is offering consumers a holiday gift carton with purchase of a 750 mL bottle.

A custom Knob Creek bourbon label will be available during spe-cial in-store promotions and also online at www.knobcreek.com.

Consumers can have a customized message printed onto this holiday-themed label, which makes the per-fect holiday gift this season.

Maker’s Mark bourbon is com-memorating the holidays by offer-ing consumers the perfect gift to give, a bottle of Maker’s Mark in a holiday-themed gift box. Point-of-sale displays include pole toppers, ornaments and shelf talkers round

out holiday programming for the brand.

The Sauza family of tequi-las is offering a lime squeezer to accompany a 750 mL of Hornitos Reposado. In addi-tion, Sauza is utilizing holiday case cards at point-of-sale.

Starbucks Liqueurs will help consumers warm up this winter with holiday coasters, gift tags, case cards and reci-

pes. In addition, consumers can receive a Starbucks branded

coffee mug as a value-add with a purchase of a 750 mL bottle of either Starbucks

Coffee Liqueur or Starbucks Cream Li-queur. In addition, the brand is offer-

ing a co-pack of both flavors in 375 mL bottles.


Southern ComfortSoCo is ringing in the holiday season with a

new look and feel for the iconic brand’s creative elements, including this season’s holiday gift packs. While staying true to the Southern Comfort brand, old and new elements have been intro-duced to present the spirit in reinvented ways. Several distinct key design elements are combined to form the overall new visual iden-tity. These include: logo treatment, color palette, typography, background texture, label border, photography, treated photog-raphy, and bottle.

This season SoCo will be offering the fol-lowing three holiday gift packs featuring the new creative. All of the packs will retail for a suggested retail price of $15.99: a 750 mL Holiday Gift Tin; a 750 mL Shaker Pack with a stainless steel bottle replica shaker and a 750 mL SoCo & Lime co-pack with 12 oz. bottle of Roses Lime Juice.

Newcastle Presents Holiday AdviceNewcastle Brown Ale is running an original in-grocery promo-

tion related to the impending holidays and all the food, entertain-ment and mayhem that goes along with them.

At grocery and beverage stores across the country beginning in November, Newcastle will offer its complimentary Holiday Survival

Guide to shoppers. The Guide contains mouth-watering holiday reci-pes from Newcastle’s irreverent, hilarious chef partner, Sam the Cooking Guy, as well as Sam’s tips on what to do when the holiday travel, out-of-town guests, and too much family time take their toll.

Some of Sam’s advice? If the guests are annoying, listen to heavy metal on your headphones!

For wholesale or distributor information, visit us at www.getredtea.com or call 1 (866) 5 red tea.

Get rooibos red tea in seven flavors – peach, lemon, raspberry,vanilla, ginseng & honey, sweet and unsweet.

ZT Rooibos Red Teas – brewed from only the top 8% of the South Africanrooibos harvest – are

packed with 100 mg of antioxidants in each ready- to-drink bottle. Shouldn’t ZT be the exotic herbal

tea line you carry?

World tea expo

2007

Try it for your health.Drink it for the taste.

Red tea is on the rise in the U.S. and ZT Rooibos Red Teas are racing to the top. With itsmarket introduction at the 2007 World Tea Expo, ZT earned nods from beverage vets

as a runner-up for clean, naturally caffeine-free flavor.

Brand new and already

World renowned


Heaven Hill DistilleriesHeaven Hill Distilleries provides an array of holiday items for busy and bountiful holiday season. The newest offering of items is designed to give consumers high quality, unique options for their friends and family or just for themselves.Hpnotiq

In-home cocktails are made more sophisticated with two unique Martini glasses from Hpnotiq – the aqua blue sensation has become an industry phenomenon on the heels of the cocktail explosion. For this season, the two come together in a stylish gift set featuring a pair of victor martini glasses along with a 750 mL bottle. Outfitted in a silver box with a clear front, the gift set is certainly an eye-catching center-piece for displays or a compelling gift purchase off the shelf. Pama Pomegranate Liqueur

Pama Pomegranate Liqueur, the world's first true pomegran-ate liqueur, is leading the way with a high value gift pack. For holiday, the industry’s hottest new product is packaged with an attractive champagne flute.

Evan Williams Single Barrel Vintage Bourbon

Five-time “Whiskey of the Year” award winner Evan Williams Single Barrel Vintage Bourbon offers a Holi-day Gift Package with appeal for afi-cionados of fine whiskey and cigars. The Evan Williams Single Barrel etched flask/humidor is a traveling

companion for those who share their love for cigars and Bourbon among friends or in special locations. The com-bined gift has a silver tube for cigars and another two ounce tube for one of the finest Bourbon offerings.

O’Mara’s Irish Country Cream Li-queur

From the heart of dairy country, O’Mara’s Irish Country Cream, “the

richest cream in all of Ireland”, offers a 750 ml and 1.5L gift set featuring two sturdy cut-glass logoed rocks glasses

with the O’Mara’s crest. The O’Mara’s holiday gift set package includes a

description of the product’s quality craftsmanship and recipes.

Wm. Deutsch & SonsWhite Plains, NY, September 21, 2007 - Just in

time for your Holiday Gift Guide, Yellowtail Re-serve offers up holiday cheer with an on-pack necker containing a festive gold organza gift bag complete with purchase of any Yellowtail Reserve wine. There are 75,000 holiday packs available nationwide for the 2007 holiday sea-son. They will be in-store from October – January 2007 with an SRP of $10.99.

360 VodkaMcCormick Distilling’s 360 Vod-

ka has been specially packaged for the holiday season and is sure to delight everyone on your list. This distinctive eco-friendly holiday gift set contains a 750 mL bottle of 360 Vodka, an energy saving 60 watt Philips CLF bulb and a detailed pocket guide containing simple everyday changes you can make to live a greener lifestyle.

MidoriMidori has planned a co-promotion for the Midori Spar-

kle cocktail for holiday 2007. Midori and Freixenet, the imported sparkling wine, are partnering to deliver a high-value consumer offer: $3 IRC on joint purchase of Midori and Freixenet. Displays will be featured with festive, eye catching POS materials including case cards, case tuckers and IRC/recipe bottleneckers.

ENTE

R NOW

Look for Beverage Spectrum’s interviews with award winning beverage category managers as we figure out how they’re able to turn beverage retailing into a highly profitable art form.

HOW TO ENTER Ballot nominations should be sent to [email protected] under the subject heading “Retailer Excellence,” along with a few sentences about why your nominee is deserving. Photos of merchandising displays should be sent as attached .jpg or .tif files.

RETAILER EXCELLENCE AWARDS BALLOT

It’s time for the first annual BevNET Retailer Excellence Awards, and

we want your input. Who puts up the best beverage variety? Who has

made an art out of mixing new brand introductions in with the old

standbys? Who knows their customers the best? We’ll all find out in the

November/December issue of Beverage Spectrum.

For these awards, we’re keeping it simple. We’ve got four

categories, and we’d be happy to receive your nominees – let

us know who you like and why they’re outstanding.

*Also, we’ve got one more award, which will recognize the

best merchandising display – you send us the photo,

and we’ll be the judge!

Best Convenience Store (Independent or Chain)

Best Grocery, Small Format (Independent)

Best Grocery, Large Format (Chain)

Best Box Store/Club Store

www.worldteaexpo.com

MARK YOUR CALENDAR.

May 30–June 1, 2008Mandalay Bay Convention Center

Las Vegas, Nevada USA

Visit www.worldteaexpo.comfor additional information and to sign up

to receive show updates via email.

Keep your grocery business ahead of changing consumer trends.

Shop the premier event in tea and tea related products for everything you need to increase category sales and maximize profits. Capitalize on the trends that are shaping the industry,including functional ingredient formulations, packaging innovations and RTDs made from realtea. Ensure your shelves are stocked with the newest products your customers will crave and stay ahead in an ever-changing marketplace.

2007

CATEGORY SPECIFICSBEST ENERGY DRINK Products will need to stand out from the torrent of new energy drinks in the areas of flavor, interesting and high-quality ingredients, and packaging.

BEST ENHANCED WATERThis relatively new and rapidly evolving category favors innovation. Who will be the next market leader?

BEST FUNCTIONAL BEVERAGE From protein drinks to superfruit-enhanced teas, the buzz word is “function.” Flavor, quality ingredients, and a focus on healthful living will be judged.

BEST CARBONATED BEVERAGE Carbonated soft drinks still lead all beverages in popularity. The market leaders may have the marketing dollars, but what counts here is a commitment to quality and flavor.

BEST NON-CARBONATED BEVERAGE Teas, juices, coffees, sports drinks, and all other non-carbonated beverages make up this category. In order to stand out among several different types of beverages, entries in this category must be interesting, high quality, and have great packaging.

BEST WATER This category celebrates packaging design and innovation, the quality of the water source, and the purity of the water. Entries can be still, flavored, or sparkling.

BEST CHILDREN’S PRODUCT Entries in this category should be intended solely for kids. Of special importance are healthy and nutritious ingredients, convenient packaging, and responsible marketing that appeals to the target consumer.

BEST PACKAGING INNOVATION This category specifically focuses on the beverage container and ways that it has been made more useful, convenient, and attractive. Entries should include packaging samples.

BEST PACKAGING DESIGN This category rewards beauty in design and best overall presentation. Entries should include samples and images of the product.

BEST MARKETING CAMPAIGN This category rewards campaigns in any consumer or trade-based medium that effectively highlight product features and increase brand awareness. Entries should include relevant documents, presentations, images, and videos.

BEVERAGE EXECUTIVE OF THE YEAR This new category will recognize an executive who has had a significant impact on the beverage industry in 2007, in either vision or execution. Entries should include a letter explaining the nominee’s accomplishments and relevant characteristics. A letter of recommendation from a colleague or associate is highly recommended.

OVERALL BEST NEW PRODUCT BevNET’s judges will review all the entries and award the coveted BEST NEW PRODUCT title to the beverage that exemplifies innovation, quality, great taste, beauty in design, and convenience.

BEVNET’s BEST OF 2007 CALL FOR ENTRIESBevNET’s chance to reward 2007’s outstanding new products for

their quality, innovation, and design. The ‘best of the best’ in each

of twelve categories will be rewarded for their excellence with the

title “BevNET Best of 2007”. This is your opportunity to receive

one of the beverage industry’s most coveted honors!

BevNET’s Best of 2007 Categories:

The BevNET Best of 2007 will be announced on January 4,

2008. Winners in product categories will exhibit excellence in

flavor, quality, packaging, innovation, and reception by the

market. Winners in other categories will stand out as leaders

in their respective spaces.

Don’t miss the entry deadline and the chance to take home a

prestigious “BevNET Best of 2007” award!

• Best Energy Drink • Best Children’s Product

• Best Enhanced Water • Best Packaging Innovation

• Best Functional Beverage • Best Packaging Design

• Best Carbonated • Best Marketing Campaign

• Best Non-Carbonated • Beverage Executive of the Year

• Best Water • Overall Best New Product

TO ENTER:

Visit www.bevnet.com/bestof2007 to complete an online entry form.

SAMPLESSend Product Samples (shipping & duties prepaid) to:BevNET.com, Inc.1 Mifflin Place, Suite 300Cambridge, MA 02138Attn: Best of 2007 Awards

ENTRY FEE A fee of $295 is due per product, per category.

CLOSING DATE All entries, including product samples and payment, must be received no later than December 17, 2007.

ELIGIBILITYProducts launched or re-launched in the North American market be-tween December 1, 2006 and December 17, 2007 are eligible for entry. Products may be entered in more than one category.

SPONSORED BYwww.bevnet.com/bestof2007For further information and to enter:

beverage spectrum sept-oct 2007

Documents

beverage spectrum magazine

beverage spectrum publishing

inbeverage spectrum

b e r o c t o b e r

heineken usa

diet energy drinks

mifflin place

heineken lager beer