bevnet magazine march 2013

February 28, 2013

CRAFT WHISKEYHEATS UP

WHY BRANDS NEEDTO EMBRACETHE “REAL”

BUDWEISER’SINNOVATION

EXAMINATION

WHY THE HIGH END IS HOT

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MARCH 2013Contents • Volume 11 • No. 2

Columns

4 FIRST DROPMaking Time with Mike Kirban

6 PUBLISHERS TOASTBarry Likes Distributors

30 GERRY’S INSIGHTSThe Small Combois Beautiful

Special Section

63 BEVNET’S 2013 FUNCTIONAL BEVERAGE GUIDEEnergy, relaxation, and many more!

M A G A Z I N E

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Departments

8 BEVSCAPE Brain TwistShuts Down

18 NEW PRODUCTSStarbucks Innovates

26 CHANNEL CHECKNew SportsDrinks Appear

90 PROMO PARADEDiet Coke and Minka Kelly

Features

34 THE EXPERTSWhy Brands Need to Embrace the “Real”

38 COVER STORYBOTTLED WATERPackaged for Luxury; Why the High End is Hot

50 DREAMING IN BROWNCraft WhiskeyHeats Up

56 BUDWEISER’S INNOVATION EXAMINATIONCan the King of Beers Retool Its Army of Brands?

38 50 56

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By Jeffrey Klineman

4 BEVNET MAGAZINE MARCH 2013

Marking Time with Mike: Kirban Says No Deals, for Now

Compared to the number of times the questions get asked of Mike Kirban, the overall frequency is dispro-portionate, but the dimes get dropped to us a lot, nevertheless, so I decided to head down to Manhattan to ask him.

So, I said, as Kirban settled behind his desk — yes, in the corner office — are you selling Vita Coco to Dr Pepper/Snapple?

“I’ve got to tell you, it happened to me last week,” he agreed. “A retailer called me up and said, ‘I heard you sold the business.’”

That kind of rumor, he said, “isn’t fair to our suppliers, to our retailers, anyone.”

Yeah, sure, I said. We got a tip that you’re selling to DPSG. And to Bud-weiser. And to Monster. We also heard you’re going public. So what’s the deal?

“I talk to everybody,” Kirban said. “We’re not in any way looking to sell the business.”

Maybe not, but it does make for inter-esting party talk, and Kirban himself isn’t immune to it. He knows he’s got a very interesting beverage company, the biggest in what has been a very hot category, the talk of the industry, for the past few years.

“We’re not actively looking to sell the business,” Kirban said again. “But I’m not necessarily planning to pass the business on to my children, either.”

Kirban, Zico’s Mark Rampolla, and O.N.E.’s Rodrigo Veloso, the group of young entrepreneurs who launched the coconut water category, aren’t strangers to BevNET or to its readership. We’ve all enjoyed a front row seat for the category’s ascendance, observing the competitive dynamics of an evolving category, its battles for endorsers and investors mixing with the overall genial-ity of the folks who run the companies.

Kirban, for example, appeared as a speaker at three different BevNET Lives – first in 2009 as a representative young buck, grasping for notice in the struggle for shelf space, then mid-2010 as the face of a $20 million brand that was about to move from an independent DSD network into DPS houses, and finally in late 2011 as a “person of the year” with a national brand and a seemingly limitless future. Through it all, he has seemed to remain largely the same per-son – smiling yet cagey, impishly competi-tive, aware of the narrative forming around

the product line — and enjoyably willing to examine where the narrative might lead.

Which is why he didn’t kick me out of his office when I brought out the pen and pad while we talked about the company’s speed, angle of ascent, and potential flight path.

Here’s what I got from our talk: Kir-ban (and his group of investors ranging from Madonna to Verlinvest, whom he describes – and who have repeatedly de-scribed themselves — as blissfully patient) is aware of the options for a brand that has grown like Vita Coco has. He believes an IPO as having great potential for real-izing the value currently locked inside the company. He’s aware of the synergies that could come from a sale to, say, DPSG, Monster, Budweiser, or others. He also asserts that his company can remain inde-pendent, operate profitably and throw off strong dividends for shareholders while it grows. And, he acknowledges, all three options are kind of fun to chew over.

So we did.We talked about going public in the

context of the recent Annie’s Naturals deal; at about $150 million last year, his company’s revenues are stronger than that crackers and pasta outfit’s were at the time of its public offering, and Annie’s has 125 different products. Additionally, Vita Coco has a much broader multi-channel retail presence, including food service. If Annie’s was a successful IPO, Vita Coco, he believes, could be a blockbuster.

“Could you imagine,” he said. “Me and Madonna standing up there ringing the bell would be pretty cool.”

The company is also a juicy acquisition target, he admits; Vita Coco doesn’t have the same sales or broad appeal that, say, Vitaminwater carried into its Coke tie-up, but it has also spent much, much less in staying close to break-even. The margins presumably aren’t as high for Vita Coco as they were for Glaceau, but its supply lines run deep. Deep enough, in fact, that one part of the DPSG relationship that Kirban is not afraid to address is the as-sistance the larger company has given Vita Coco in optimizing its supply chain.

“They have a team that does nothing but analyze processes,” he said, shaking

his head in mock amazement. “It’s given us the ability to analyze in detail things that I might have shied away from.”

So the company can also play well with strategics — something that was a major concern in the Glaceau deal.

What about the idea that the iron is hot now, but the company might eventually get so big that it could be hard for too many po-tential acquirers to digest? I asked that ques-tion a couple of weeks before Warren Buf-fet’s purchase of Heinz for $28 billion and as speculation continued that Coke might want to buy Monster. So size is relative.

But here’s the other thing we talked about – that there’s no rush to do any of it. Yes, there are whispers that the category is starting to slow, but if Kirban is concerned he didn’t show it, and the competition isn’t acting as if it is, either. Zico is heading out onto Coke trucks nationally later this year, and Pepsi seems to be moving closer to figuring out a strategy for O.N.E.

“It’s been so important for us to have our competitors as part of the category,” Kirban said.

To stay abreast of those competitors, there’s innovation in the pipeline — I saw some of it, but, discretion sometimes being the cost of access, I can’t tell you about it yet. There’s also fast-growing espresso-and-coconut water line Coco Cafe, bought by Vita Coco a year ago, that has Kirban feeling like he’s a new entrepreneur all over again.

And that’s why the do-nothing-but-do-business option is one that remains appeal-ing, and could for quite some time to come.

“Our goal has never been to be profit-able,” over growth, he said, although operating profitably these days is more in the game plan. “Just to break even and be able to see profitability. We’ve never burned a dime, we’ve never lost more than 5 percent in a given year.”

At the company’s scale now, margin efficiencies are a goal, international ex-pansion, new domestic channels as well. There are challenges, sure, but there are options, and it’s a good place to be.

“This is just like any other business,” he said. “Just keep building it, and the financial success will be there in some form or other.”

By Barry J. Nathanson

BPA Worldwide Member, June 2007

Barry J. Nathanson [email protected]

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MAGAZINE


Remarkable Restraint

As I amble about in my fair cityon my daily constitutional, I try to take in all my surroundings. I am very acutely aware of the thousands of delivery trucks abounding throughout NYC. Being a beverage-centric guy, I zero in on the vehicles with the bays. There are literally hundreds of Coke, Pepsi, Dr Pepper, Ari-zona, Snapple, UNFI, Maclane, Coremark, and all the independent trucks cruising the streets. The Big Geyser franchise and all the other local players are always in my line of sight. Often, they are double parked at the parking spot I’m situated in. I consider it my part in supporting the industry.

My observations also aren’t limited to the city. On my frequent visits in New Jersey, Connecticut, the Mid-Atlantic and New England, I see these trucks

everywhere. They dot the landscape to deliver the beverages that make our industry go round. The effi ciency of the systems is impressive. Whether they belong to DSD distributors or wholesal-ers, or even retailers, one thing is clear, they’re always out there. So I ponder, how can they afford the fuel costs?

While I am not the typical gas consum-er, living in NYC, I still must fi ll my tank pretty often. My usual fi ll is between $50 and $60, about three times a month, al-most always when I’ve crossed into Jersey. It certainly takes a bite out of my monthly budgeting. My Californian friends are being suffocated by the gas pricing. While that is an extreme example, the prices are causing suffering to everyone, everywhere. I heard on the news last night that gas has gone up over $0.40 a gallon over the last month; it’s simply outrageous.

I write this column to ask how beverage marketers, distributors and wholesalers, and even the retailers are able to absorb these obscene increases. The margins in this industry are tight enough, and adding these extraordinary costs to their way of

doing business must be hurting them badly. So I must give a well- deserved shout out to all that take it silently, and never try to pass these costs on to the customer. We’re in a tough economic environment, and it would be easy and fair to pass some of these fuel increases onto the consumer, but the industry bites the bullet on this one. Whether the moti-vation is altruism

or preservation, it is the right decision.Fuel cost is a major deterrent to our

national recovery. I see and hear how it impacts our beverage universe. Yet, there are no clear answers or policies to address the spike and no coherent way to bring it down. You’re all taking one for the team, and I admire that.

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To find out more, contactWes Strickland. VP of Sales, at 888-231-2684 or hitOhYeahNutrition.com

The latest news on the brands you sellBEVSCAPE

After nearly a dozen years developing some of the most innovative and off-the-wall products ever seen in the beverage industry, Brain-Twist is closing its doors. Company founder Larry Trachtenbroit confi rmed to BevNET that the beverage incubation house, which is partly owned by The Coca-Cola Co. Inc., is in the process of winding down operations.

Although he declined to comment on the reasons be-hind Brain-Twist’s seemingly abrupt fall, Trachtenbroit stated that he is starting a new beverage innovation company called “ThinkIt-DrinkIt.” However, he demurred when asked about details on the new venture.

“I love the beverage indus-try; I want to be in the bev-erage industry,” Trachten-broit said. “It’s still early for [ThinkIt-DrinkIt].”

Sources close to Brain-Twist told BevNET that Slap Energy, the company’s line of value-priced energy drinks, had recently been on unsteady ground with Wal-Mart, by far the brand’s biggest customer. Also hurting the company was that over the last year, Trachtenbroit himself had spent a signifi cant amount of time and fi nancial investment developing two new drink brands – Slap Frozen Energy, a line of slushie-like energy drinks, and Halo, an aloe drink brand.

Launched in 2001, Brain-Twist was founded as independently operating unit of Coke following the company’s purchase of Trachtenbroit’s Planet Java brand. Coke gave Trachtenbroit a three-year contract to develop new and innova-tive beverage brands quickly in what he described as an “entrepreneurial farm league” for the cola giant. Although the relationship bore few marketable ideas,

CLOSING TIME

Larry T’s Brain-Twist Shutting Down


After polling more than 29,000 respondents from 58 countries, a new Nielsen survey found that a blend of media and word-of-mouth advertising results in the greatest consumer awareness for new products.

Moreover, Nielsen indicated that while sampling and traditional media continue to be critical to brand growth, social me-dia and Internet communication is grow-ing in importance, and quickly becoming a key element for a marketing mix.

Regarding traditional advertising methods, Nielsen’s survey found that 72 percent of consumers learn about new products after seeing it in a store, 70 per-cent say the same after a free sample, 59 percent cite television advertisements, and only 34 percent of consumers discover new products from marketing emails.

Considering word-of-mouth com-munication, 77 percent of consumers discover new products from friends and family, 66 percent do so from a pro-fessional expert, and 55 percent from work-related discussion.

Through the Internet, 67 percent of consumers learn about new products with an active search, 55 percent do so through a brand or manufacturer’s website, and 43 percent from social media.

On the mobile front, 27 percent of con-sumers say they learn about new products from text messages.

MARKETING

Nielsen: Media Mix Drives Growth in Product Awareness

Slap Energy, the company’s line of value-priced energy drinks, had recently been on unsteady ground with Wal-Mart, by far the brand’s biggest customer. Also hurting the company was that over the last year, Trachtenbroit himself had spent a signifi cant amount of time and fi nancial investment developing two new drink brands – Slap Frozen Energy, a line of slushie-like energy drinks, and Halo, an aloe drink brand.

Launched in 2001, Brain-Twist was founded as independently operating unit of Coke following the company’s purchase of Trachtenbroit’s Planet Java

by The Coca-Cola Co. Inc., is in the process of winding

Although he declined to comment on the reasons be-hind Brain-Twist’s seemingly

demurred when asked about details on the new venture.

“I love the beverage indus-try; I want to be in the bev-

broit said. “It’s still early for broit said. “It’s still early for

Brain-Twist continued to operate after the contact with Coke ended, and launched a series of new beverage brands, including Cinnabon Coffee Lattes, Defense Vitamin Drinks, and Liquid Cereal, each of which gained some traction and interest, but eventually fi zzled out.

Nevertheless, Coke still saw promise in Brain-Twist’s ability to develop new ideas, and in 2007 the company’s newly created Venturing and Emerging Brands (VEB) unit purchased a 20 percent stake in Brain-Twist. VEB President Deryck van Rensburg called VEB’s fi rst investment – reported to be worth $5 million – as one that would garner ‘‘access to a pipeline of innovative ideas and products.”



Concerned about the speed with which coconut water companies have extended their supply lines to meet skyrocketing demand, vendors working with Whole Foods are being asked to supply audited certification that confirms they have ethi-cal and responsible sourcing.

In a note sent to coconut water makers on Dec. 31, Whole Foods’ global grocery coordinator, Errol Schweizer, informed the company’s coconut water vendors of their need to be certified by agencies that have been pre-qualified by the retailer to conduct social responsibility audits.

“We are sending a heads up to our coco-nut water suppliers to make sure that their supply chains are free of forced labor, child trafficking, discrimination and other unac-ceptable practices,” Schweizer wrote. “We are also asking suppliers to be proactive in pursuing higher level ethical sourcing and sustainability certifications as well.”

As coconut water has grown, Whole Foods has been one of the most important retailers for the category. It is still the chief retailer for many brands, and failure to meet the company’s requests could be a huge blow to a growing beverage company.

Because coconut water already has strong roots in the natural products industry, many brands are already familiar with ethical sourcing models, either as a result of the demands of their retailers

or because of their own social and ethi-cal priorities. But at the same time, the footprint for coconut sourcing has grown with the category, which generated hun-dreds of millions of dollars at the retail level last year. What started as a product largely sourced in Brazil has migrated to Indonesia, the Philippines, Thailand, and Vietnam, among other countries.

“As the coconut water category has grown, so has the reach of our brand’s supply chains,” Schweizer told suppli-ers. “Unfortunately, we have seen very few brands actively market and promote their commitment to ethical sourcing and sustainability in this category. We do pri-oritize the few folks who have taken such

Whole Foods Demands Supply Chain Audits from Coconut Water Companies

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A Green Coconut Vendor at Mayur Vihar in Delhi, India in Summer 2007). The coconut water and its soft flesh are a delicacy in a hot country like India.

heroic steps, but are now wanting to know what everyone else is doing.”

Schweizer did not cite any specific human rights or environmental abuses. Whole Foods has been proactively trying to advance social and ethical standards for its suppliers in recent years, most particularly in the area of cocoa, where it is trying to set minimum standards for chocolate products or those that use cocoa as an ingredient.

The standards are evolving to involve a “seed to shelf” look at supplier practices. In one notable situation, Whole Foods announced last year that it was removing Hershey-owned Scharffen Berger chocolate from its stores due to concerns about that product’s sourcing and child labor practices.

MARCH 2013 BEVNET MAGAZINE 11

BEVERAGE REVAMP

Shedding the Asian-themed elements of the product in favor of an ingredient-focused name and package, Gourmetti Brands has rebranded ChanTea as TEAloe.

The new label will place greater emphasis on the tea/aloe com-bination brand’s brewed tea content in hopes of eliciting stronger consumer awareness and connection to the brand, as well as a more robust presence alongside other tea beverages.

While the basic innovation in the ChanTea formula — the mixture of aloe and tea — remains the same across the name change, Gourmetti has tweaked the formulation of TEAloe a bit to include the use of organic tea and aloe.

Although cost considerations prevented the company from making the product fully organic – it contains non-organic cane sugar for a sweetener – Salazar said that the Gourmetti would work toward achieving a fully organic beverage and certifi cation once the brand reaches a level of sales volume that could justify the shift. The line will continue to market four SKUs, although Gourmetti swapped out a lemon fl avor for a mint variety.

Gourmetti managing director Gofredy Salazar said the latest rebrand enables TEAloe to enhance its position as a product that plays in an entirely new beverage category (one of tea and aloe blended drinks), but he said that the company will – initially – attempt to position the brand primarily in the premium RTD

ChanTea Becomes TEAloetea set. However, he noted that its formulation has the potential to attract a range of consumers and presence on both aloe and tea shelves, with the novelty of its formulation differentiating the brand from products in either category.

Nevertheless, it’s clear that Gourmetti has distanced TEAloe from some common traits seen in the aloe category. Dropping the seemingly ubiquitous square-edged plastic bottle used by a number of aloe brands, including ALO and Vivaloe, Gourmetti repackaged TEAloe in a round “grip-type” 16 oz. PET bottle. The product sports a white wrap label with the phrases “brewed green tea” and “juicy aloe bits” in large font; Gourmetti is at-tempting to trademark the latter.

The label also features the phrase “Made in the USA” near the bottom of the package, a call-out that Salazar hopes will reinforce the differences between the brand and competing aloe-infused beverages that are made outside the country.

Following a recent test demo at a Whole Foods store in Naples, Fla. which garnered positive reviews of the brand from consumers who, according to Salazar, appreciated the novelty of its formulation, Gourmetti will launch the rebranded product on March 1. At the outset, TEAloe will be carried by UNFI and distributed a variety of independent and natural retailers on the West Coast and Southern U.S., as well as nationally in Safeway.



NEW PRODUCTS/DISTRIBUTION

Aiming to capitalize on growing year-round de-mand for iced coffee – and extend its domina-tion of the ready to drink coffee category – Star-bucks has launched a new line of bottled coffee drinks. The coffee giant introduced Starbucks Iced Coffee, a four-SKU line of blended coffee and milk products, at select grocery retailers in Boston, Hartford, New York and Philadelphia. The company will continue roll out the new iced coffees nationwide over the next three months, and the products will be available across the country by the end of April.

The new line will be distributed through Starbucks and PepsiCo’s North American Cof-fee Partnership (NACP), which already handles existing RTD Starbucks brands like Frappuccino.

According to data provided by SymphonyIRI Group, a Chicago-based market research firm, Starbucks had nearly $1.1 billion in sales of its RTD coffee products, which include Frappuccino, Doubleshot, and Seattle’s Best brands, in the 52-week period ending on Dec. 2, 2012. The RTD coffee category grew by 10.69 percent in dollar sales in the same period, and in its statement, Starbucks noted that “1 out of 5 beverages sold at Starbucks retail stores is a cold coffee beverage, with iced coffee driving the greatest growth.”

Packaged in a slim 11 oz. glass bottle, Star-bucks Iced Coffee has a suggested retail price of $1.99 and is currently available in three varieties: Coffee + Milk, Coffee + Milk (Low Calorie), and Vanilla. The company stated that a fourth fla-vor, Caramel, will be available exclusively along the East Coast from Washington D.C. to Maine. Each variety features a label with the Starbucks logo, the words “Starbucks Iced Coffee” and two check marked boxes indicating that the product is made with (low-fat) 2 percent milk and is lightly sweetened. The flavors are distinguished by the different colored caps and wrapped labels on the neck of each bottle.

While the company offered no indication that it would be targeting calorie-conscious consum-ers, the new line will certainly offer an alternative to Starbucks’ existing line of indulgent Frappuc-cino products. Each variety of Starbucks Iced Coffee contains 0.5 grams of fat and 110-120 calories per bottle, with the exception of the low calorie product which has 50 calories. By com-parison, Starbucks bottled Frappuccino drinks

contains as much as 200 calories and three grams of fat per 9.5 oz. bottle.

It’s not just in iced coffee that Starbucks sees potential for significant growth. The company is also looking to enhance its position in super premium juices and 14 months after acquiring the brand, Starbucks today launched Evolution Fresh products in its cafés in New York City and Boston. The company said that while East Coast availability of Evolution Fresh will initially be limited to its stores in the two cities, the expan-sion “furthers growth plans to be in approxi-mately 8,000 Starbucks and grocery locations by the end of the year.”

Evolution uses high-pressure pasteurization (HPP), a process that uses pressure instead of heat to inhibit bacterial growth in raw foods and beverages, to make its ultra-fresh juices safe to drink. HPP also extends the shelf life of the products – which are blended and bottled in California – albeit only by a couple of weeks. The shorter shelf life is likely one of the reasons that the line of cold-pressed juices has been sold exclusively on the West Coast.

However, it appears that Starbucks is ready to leverage the sales and volume strength of its stores in the New York and Boston markets, which could limit the amount of time that the juices sit awaiting purchase.

Starbucks introduced six varieties of Evolution Fresh to the stores: Sweet Greens and Lemon, Pineapple Coconut Water, Orange, Apple Berry + Fiber, Mango + Fiber and Super Green. The products will range in pricing from $3.95 to $5.95. To support the new distribution, Starbucks will host in-store sampling events beginning tomorrow in New York City, and in Boston next week.

As with Starbucks stores on the West Coast, Evolution Fresh will replace PepsiCo-owned Naked juices in its New York and Boston loca-tions. The juices will be distributed directly from Evolution Fresh’s juicery in San Bernadino, Calif., which is slated to be replaced by a new high-tech, 260,000 sq. ft. manufacturing facility that the company is building in Rancho Cucamonga, Ca-lif. The new plant is scheduled to open later this year and will enable Evolution Fresh to produce four to five times the amount of juice as its current facility, a leap in production that will support its push eastward, according to the company.

Starbucks Bullish on Iced Coffee, Fresh Juice And the rich (hope to) get richer.

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Joth Ricci has left First Beverage Group, the investment and consulting firm where he was a managing partner, to become the president of fast-growing “third wave” cof-fee company Stumptown Coffee Roasters.

Stumptown, which currently has 10 store locations, is based in Ricci’s hometown of Portland – a big draw for him and his young family. He said his wife had left him a pound of coffee with a note inside that said “wel-come home” after he’d told her the news.

Ricci, one of the primary faces of First Beverage, which was founded by William Anderson, has also worked as the CEO of Jones Soda and at Columbia Distributing, where he was general manager.

Ricci’s experience as a distributor should come in handy: Stumptown oper-ates on a hub-and-spoke model of distri-bution that places coffee roasting facilities close to wholesale accounts and its retail cafés. That allows the company to deliver its products within 48 hours of roasting – fulfilling its purpose of delivering the freshest possible cof-fee all over the coun-try. The company has

more than 1000 wholesale accounts, an internet business, and a growing and on-trend RTD cold-brewed package.

“We run it just like a wholesaler in the business would,” Ricci said. ”The bigger we get the more we need from that skill set.”

And Stumptown should have the ability – and the cash – to get bigger. In June, 2011, a portion of the company was purchased by TSG, a private equity company that has backed beverage brands like Muscle Milk, Neuro, and Vitaminwater. An investigation by Portland alt-weekly Williamette Week

at the time of the sale turned up state-ments that TSG owned up to 90 percent of Stumptown. It is about to open a new roasting facility in a Los Angeles factory and a new, high-profile store in Manhattan.

Getting bigger is also on the agenda for coconut water marketer ZICO. As the company gears up for national distribu-tion within the Coca-Cola Co. system, ZICO has announced that Scott Uzzell will join the company as Chief Commer-cial Officer and EVP of Sales. Uzzell, who is moving to ZICO from Coke’s Ventur-ing & Emerging Brands Group (VEB), will take the top sales position from Mike Sharman, who is departing ZICO to take a position with “a start-up business in the pharmaceutical industry,” according to a statement released by the company.

“We’re thrilled to have Scott join ZICO,” said founder and CEO Mark Rampolla. “He’s a talented and seasoned executive who has a track record for building and

leading great teams, creating winning strat-egies and delivering results: exactly what we need for our next phase of growth.”

Coke completed its purchase of a major-ity stake of ZICO in April 2012 and plans to fully integrate the coconut water brand into its bottling and distribution opera-tions this year. The move will take ZICO national and into a new phase of develop-ment for the company. With Coke veteran Uzzell now on board, ZICO is “well prepared for continued exponential growth in the coming years,” Rampolla said.

BEVERAGE MOVES CALAGIONE

Stumptown Hires Ricci, ZICO Lands Uzzell Dogfish Head Up 20 Percent in 2012

Looks like second place will suit Sam Calagione just fine. The founder of the “off-center” Dogfish Head Brewery told his distributors that the company is no longer the fastest-growing craft brewery in the company.

Instead, over the past five years, the Del-aware-based brewer, which grew by 20 per-cent last year, has the second-highest growth average over the last five years among top 50 craft brewers, Calagione wrote in a letter to those distributors. Excerpts from the letter were shared with Brewbound.

“We are not the fastest-growing brewery in the country anymore and I doubt we will ever be again,” he wrote. “We are not the biggest brewery in the country and I’m 100% this will always be true.”

That caveat aside, goals are still high at Dogfish Head — Calagione said he’s aim-ing at maintaining a growth rate close to 20 percent for the next several years.

According to VP of Sales Adam Lambert, much of that growth this year will be dem-onstrated in the company’s commitment to hops. The company has launched AHOPE-CLIPSE NOW!, a series of more than 50 beer dinners built around Dogfish Head’s diverse portfolio of “hop-centric” beers.

Such a foray is on-trend for both the company — whose best-selling 60- and 90-minute IPA offerings refer to the length of time that hops are added to the boil during the brewing process — and also with a national trend favoring IPAs, which last summer passed seasonals to be the best-selling craft beer style in U.S. supermarkets, according to retail data supply firm Symphony/IRI.

“We have an opportunity to yell at the world that we make beers based around hops,” Lambert said. “We have been a hop-centric brewery since day one and this is our way of reminding everyone that we are committed to hops by celebrating it.”


CRAFT DISTRIBUTION

“Chicago Cluster” GrowsNews of a changing Chicago craft distribution hierarchy bubbled up last month as rights to distribute Boulevard Brewing brands in the Chicago market were sold to OneIllinois, a consortium of MillerCoors wholesalers known as the “Chicago Cluster.”

It was the third purchase of major craft beer brand distribution rights since the start of the year for the group, which is comprised of of nine independent distributors, including Burke Bever-age, Chicago Beverage Systems, Euclid Beverage, Hayes Beer Distribut-ing Company, Chas. Herdrich and Son, Kloss Distributing, Kozol Bros, Joseph Mul-larkey Distributing and Town and Country Distributors.

Mike Magoulas, Boulevard Brewing’s CEO, told Brewbound.com that OneIllinois would begin distributing Boulevard beer later this month after purchasing the rights to sell its brands from Fox Deluxe Inc.

The consortium already distributes a number of popular craft beer brands in Chicago, including the country’s three largest: Samuel Adams, Sierra Nevada and New Belgium. Last month,

OneIllinois acquired the distribution rights to Dogfi sh Head Craft Brewery and New Holland Brewing brands from

Louis Glunz Beer, Inc. Boulevard is a sizeable account — it expects to sell more than 1

million cases in its home market in 2013; in 2012 it

sold 173,793 barrels.“The ‘Cluster’ is

getting pretty ag-gressive with bigger

craft beer brands,” said Magoulas. “Our

ability to go to market with the Cluster will result in some

huge volume for us.”Boulevard, the country’s tenth larg-

est craft brewery, said it has hired Jim DeBolt as its regional sales manager in the Greater Chicago area to help

support sales initiatives. Debolt most recently served as a high end market manager for Goose Island Beer Company.



Despite declining performance for domestic and imported beer, the craft beer market has risen strongly and appears poised for even greater heights, according to a new report from market research firm Mintel.

The report reveals that sales of craft beer more than doubled from $5.7 billion in 2007 to $12 billion in 2012. And the upward trend shouldn’t stop there; Mintel also forecasts that by 2017, craft beer sales will reach $18 billion.

“Unlike its domestic and imported beer counterparts, craft beer has been able to defy overall beer market trends and continue expansion during the economic downturn and sub-sequent slow recovery,” Jennifer Zegler, a beverage analyst at Mintel, said in a press release. “While the craft and craft-style beer category remains a small segment of the $78 billion U.S. beer industry, the category has been able to stabilize the overall beer industry, which has experienced volume declines in the domestic and imported beer categories since 2008.”

Statistical data reaffirms Mintel’s optimistic outlook for craft beer. Mintel polling indicated that 24 percent of beer drinkers said that they drank more craft beer sold at stores in 2012 as compared to 2011, and 22 percent claim they consumed more craft beer in bars or restaurants.

Mintel identifies consumers aged 25-34 as the craft beer market’s primary age range. While 50 percent within this age range drink craft beer, only 36 percent of all other U.S. consumers drink craft. This age range also notes taste as an important part of drinking craft. 43 percent of millennials and Generation X prefer the taste of craft to domestic, compared to 32 percent of Baby Boomers.

However, the often advanced taste and brewing process leads to premium pricing. As a result, only 17 percent of millennials and 18 percent of Generation X say that craft is a better value than domestic, and 56 percent of consumers say that domestic is a better value than craft.

Moreover, Mintel notes that “corporate-owned craft-style brands such as Blue Moon, Leinenkugel’s, and Shock Top are offering consumers a point of entry into the segment through wide availability, mainstream marketing, and approachable taste profiles.”

And while “full-flavored craft beer options [are] not yet an everyday choice for most beer drinkers,” Mintel noted that 45 percent of consumers say they would try more craft beers if they knew about them.

“Despite the variety of beer releases created by craft breweries, craft beers are not yet everyday beer choices for most drinkers due to a lack of understanding about their taste profiles,” Zegler said. “To continue growing, craft beer must be its own best advocate and expand appeal beyond millennials who are most likely to consume craft beer. An additional barrier is lack of knowledge. Craft brewers need to focus on edu-cation through tastings and classes that inform consumers about the differentiation in flavor between craft beer and other alcoholic drinks.”

A sense of community and local pride has added to craft beer’s consumer appeal. Mintel found that 50 percent of craft beer drinkers express interest in locally-made beer, 25 percent are interested in buying craft beer where it was brewed, and 39 percent are influenced to buy craft beer that has a relatable personality.

LEGISLATION

Small brewers would receive a significant reduction in federal excise taxes under a bipartisan bill introduced recently in the U.S. House of Representatives.

It’s the third time that Reps. Jim Gerlach (R-Pa) and Richard E. Neal (D-Mass) have introduced the legislation, House Bill 494, the Small Brewer Reinvestment and Expanding Workforce (Small BREW Act). The Brewers Association applauded the introduction of the bill.

The bill seeks to lower the federal excise tax for small brewers — defined in the bill as those producing fewer than 6 million barrels annually. Under current federal law, brewers are taxed at $7 per barrel for the first 60,000 barrels they produce. The bill, which is being reintroduced for the third time since 2009, aims to lower that rate to $3.50. If passed, the bill would also reduce the excise tax rate from $18 per barrel to $16 barrel for production between 60,001 and 2 million barrels.

By defining a small brewer as one that produces fewer than 6 million annually, the bill includes what has been called the “Boston Beer Provision” — allow-ing Boston Beer Company, the largest U.S. craft brewer, an opportunity to take advantage of the proposed tax reduc-tion while preventing larger brewers like Anheuser-Busch InBev and Miller Coors from realizing the savings.

Craft brewers argue that lowering taxes allows them to increase sales, expand pro-duction facilities and create new jobs.

Small Brewers Push for Excise Tax Reduction

Mintel: Craft Beer Will Be $18 Billion Market By 2017

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Coffee

Starbucks has introduced Starbucks Iced Coffee, a new four-SKU line of lightly sweet-ened coffee and milk drinks, at select grocery retailers in Boston, Hartford, New York and Philadelphia. The company will continue roll out the new iced coffees nationwide over the next three months. Packaged in 11 oz. glass bottles, Starbucks Iced Coffee has a suggested retail price of $1.99 and is currently avail-able in three varieties: Coffee + Milk, Coffee + Milk (Low Calorie), and Vanilla. A fourth flavor, Caramel, will be available exclusively along the East Coast from Washington D.C. to Maine. For more information, please call Starbucks at (206) 318-7100.

Perk! is a sparkling chilled coffee that contains 150 mg of caffeine, zero grams of sugar and zero calories. The product comes in three flavors - Mocha, Vanilla, and Carmel - and is available in over 120 retailers in the Raleigh-Durham, N.C. area. Perk! is pack-aged in a slim 16 oz. plastic bottle and has a suggested retail price of $1.99. For more information, please call (646) 299-6995.

Tea

ITO EN has added an Acerola Cherry flavor to its TEAS’ TEA Half & Half line. The product features 300 percent of the recom-mended daily amount of vitamin C and is sweetened with a blend of cane sugar and stevia, keeping the beverage at 100 calories per 16.9 oz. bottle. The Acerola Cherry joins five other TEAS’ TEA Half & Half flavors: Lemonade, Peach, Green Apple, Coconut and Grape. Bottled in environmentally friendly, non-leaching, BPA-free bottles, the teas retail for $1.99 and are available at natural and mainstream markets nationwide. For more information, please call (707) 327-6413.

Juice

It Tastes RAAW has introduced its new-est flavor, Strawberry Purple Carrot. Using only carefully selected Non-GMO verified fruits and vegetables. It Tastes RAAW juices are 100 percent natural, vegan, gluten-free and kosher. The products contain no added sugar, preservatives, colors, or artificial flavors. The juices are packaged in 12 oz. PET bottles and have a suggested retail price of $2.99. It Tastes RAAW is distributed in natural and specialty food retailers. For more information, please call (305) 856-1991.

Ocean Spray has launched Ocean Spray Premium Cranberry and Blueberry Juice Beverages. Each 8 oz. serving of the drinks contains a full day’s supply of the recommended daily value of vitamin C. The beverages have no artificial flavors, colors or preservatives. Packaged in a 59 oz. plastic carafe, the juices are distributed nationally and have a suggested retail price of $3.99. For more information, please call (508) 946-7185.

Honest Tea has introduced Honest Splash, a new line of 70-calorie juice drinks designed for older kids. Packaged in 12 oz. resealable plastic bottles, Honest Splash contains 30-31 percent juice and, like Honest Kids, is sweet-ened with organic fruit juice as opposed to added sugar. Honest Splash comes in three varieties – Berry Good Lemonade, Goodness Grapeness and Super Fruit Punch – and is sold as individual single-serve bottles and 6-packs, which have a suggested retail price of $5.49. Honest Splash will be sold exclu-sively at Target from mid-March until the end of June, when the drinks will roll out to other retailers. For more information, please call (301) 706-0618.

The Coca-Cola Co., Inc. has launched three new varieties in its Simply line of not-from concentrate drinks. Simply Orange with Tangerine and Simply Orange with Banana will join the Simply Orange blend family, which includes Mango and Pineapple varieties. The gently pasteurized juices con-tain a full day’s supply of Vitamin C. Simply Lemonade with Blueberry is all-natural and combines Simply Lemonade with pu-reed blueberries. The new product joins the Simply Lemonade family, which includes Raspberry and Mango varieties. The bever-ages are packaged in a 59 oz. plastic bottle and have as suggested retail price of $3.99. Simply drinks are distributed nationwide.

Coca-Cola has also introduced a refreshed visual identity for its Odwalla brand. The new creative will be seen brand-wide, across all product offerings, and includes everything from its website to product labels to delivery trucks. Though the exterior has been up-dated, nothing has changed about the prod-ucts themselves – they still feature the same flavors and ingredients. The new packaging is more shopper friendly with benefit call-outs, ingredient imagery, and clear segmentation

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of products. The cap colors on all beverages have been changed to indicate the specifi c segment – Superfoods, Smoothies, Proteins, Juices, Quenchers, and Seasonals – making it easier to identify the different products. The drinks are packaged in 12 oz. “Plant Bottles” with a suggested retail price of $2.49-2.99.

Coca-Cola has also launched four new light varieties to its line of Minute Maid juice drinks. Minute Maid Pure Squeezed Light No Pulp Orange Juice Drink has 50 calories per 8 oz. serving and 50 percent less sugar and calories than regular orange juice. Minute Maid Light Raspberry Fruit Drink with Tea, Minute Maid Light Peach Fruit Drink with Tea and Minute Maid Chilled Light Mango Passion Fruit Drink each have 15 calories per 8 oz. serv-ing, which is 85 percent fewer calories than regular fruit drinks, according to Coca-Cola. All of the new Minute Maid reduced-calorie products are packaged in clear and recyclable 59 oz. PET bottles. The drinks have a sug-gested retail price of $2.49 - $3.99 and can be found in the chilled section of grocery stores across the United States. For more information, please call (404) 676-4120.

Milk

HP Hood LLC has launched HERSHEY’S Special Dark Milkshake to its premium line of Milk & Milkshakes products. The drink is made with real sugar and contains no high fructose corn syrup. The product is packaged in a 12 oz. single-serve plastic bottle and sold at retailers nationwide. HER-SHEY’S Special Dark Milkshake has a sug-gested retail price of $1.99-$2.49. For more information, please call (617) 887-8321.

Energy Drinks

XL Energy Drink Corp. has added a new fl avor to its line of energy drinks. XL Lime&Lemon Energy contains 115 calo-ries per 8.4 oz. can and is available in select stores. The product has a suggested retail price of $0.99 - $1.49. For more information, please call (212) 594-3080.

OPREME Energy is a new premium energy drink. According to the company, the beverage was developed with 50 percent less sugar than competing products. OPREME also comes in a sugar-free variety. The com-

pany is planning to promote the product via partnerships and sponsorships with musi-cians, athletes, DJ’s and other public fi gures. Distributed in South Florida, OPREME is packaged in 12 oz. slim cans and has a suggested retail price of $1.99. For more information, please call (954) 699-0669.

Northwest Neuro Enterprises, LLC has introduced a new watermelon fl avor for its line of Next10 Energy supplements. The products were created by a neurosurgeon who wanted to make a natural energy sup-plement that boosted cognitive performance without negative side effects associated with excessive caffeine and B vitamin levels. The supplements contain zero calories. The product has a suggested retail price of $2.99 for a 2 oz. shot and is currently distributed in the Western U.S. For more information, please call (503) 691-9380.

NEO North America, which markets a line of alkaline and electrolyte-infused waters, has in-troduced NEO Energy, a new line of organic energy drinks. The product contains organic guarana and green tea extracts, B-vitamins, electrolytes and antioxidants, and is sweet-ened with organic cane sugar. NEO Energy is packaged in an 8.4 oz. slim can and has a suggested retail price of $2.79. For more information, please call (800) 604-7051.

Carbonated Soft Drinks

Boylan Bottling Co. has introduced a limited-edition Shirley Temple soda. Boylan has also debuted its new seasonal “Soda Master Select” line of variety packs with the launch of Cane Classics: Vol 1, featuring a 12-bottle mix of Root Beer, Black Cherry, Cane Cola and the limited-release Shirley Temple. Boylan’s drinks are packaged in 12 oz. glass bottles and have a suggested retail price of $1.99. For more information, please call (800) 289-7978.

The Double Cola Company has re-released Double-Dry Ginger Ale. First introduced in the 1930s, Double-Dry is a ginger ale made with 100 percent natural fl avors and real gin-ger. The company has revamped Double-Dry with new graphics and packaging. Double-Dry Ginger Ale will be offered in a variety of package sizes and distributed in select markets in the South and Midwest. For more informa-tion, please call (423) 267-5691.

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Functional Drinks

CytoSport, Inc., the maker of Muscle Milk, has launched Evolve, a new naturally-fl avored protein shake designed for women. Evolve contains Tonalin CLA, which helps reduce body fat, maintain lean muscle mass and improve body composition, according to the company. The product contains 12 grams of high-quality protein and 20 vitamins and minerals. Evolve is sweetened with stevia, cane sugar and monk fruit, and has 110 calories per 8.25 oz. Tetra Pak. The product is lactose- and gluten-free, and comes in fi ve fl avors: Chocolate, Vanilla Crème, Straw-berry, Mixed Berry and Café Latte. The beverage has a suggested retail price of $8.99 for a 4-pack. For more information, please call (504) 234-9077.

Drink Chia has increased the size of its packaging from an 8 oz. to 10 oz. bottle. The suggested retail price will remain at $3.49 per bottle. The products contain 50 calories, 5 grams of sugar and 1,100 mg of omega-3 per 10 oz. serving. Drink Chia comes in four fl avors: Strawberry Citrus, Honeysuckle Pear, Mango Tangerine, and “B Meyer” Lemon. The drinks are distributed throughout Flori-da, the Northeast, and the Midwest. For more information, please call (407) 900-1025.

ThéBü Kombucha has introduced a new and improved line of sparkling kombucha organic teas with the infusion of premium probiotics and a low-sugar formulation. In addition to its naturally occurring probiotics, ThéBü Kombucha uses a unique probi-otic strain designed to survive and thrive in the intestines to help support the diges-tive system. With 28 calories and 3 grams of sugar per serving, the products come in four fl avors: Melon, Tropical, Tangerine, and Lavender. ThéBü Kombucha is available in select health food stores nationwide. The sug-gested retail price per 16 oz. glass bottle is $3 and the suggested retail price for a 12-pack of ThéBü is $35.99. For more information, please call (808) 936-6000.

Recovery Drinks

Life Support is a liquid nutritional supple-ment designed to alleviate the effects of hangovers. The product contains Hovenia dulcis, also known as Japanese Raisin tree, a fruit extract known widely in Asia as an effec-tive hangover cure, according to the company.

The extract is blended with essential vitamins and amino acids to offer consumers an effec-tive hangover remedy and promote overall well-being. Life Support is packaged in a 3.72 oz. glass bottle. It is distributed at select re-tailers in Ohio and sold online at lifesupport.com. The products are sold in 6-packs for $29.99 and 12-packs for $59.99. For more information, please call (614) 221-1765.

SOBER UP is a new hangover recovery sup-plement formulated with a proprietary blend of herbs and extracts that is designed to help the body quickly remove harmful toxins and restore balance. According to the company, the product is clinically proven to restore mental clarity, reduce negative effects of tox-ins, eliminate hangover symptoms, and to be extremely benefi cial to the liver. SOBER Up contains no preservatives, food coloring, or caffeine and has 11 calories per .74 oz. bottle. The product comes in 3- 12- and 24-packs and is sold online at soberup.com. For more information, please call (760) 505-1300.

Wine

Double Canyon, a limited production luxury wine from the Horse Heaven Hills region in Washington, has introduced the inaugural vintage of Double Canyon Cabernet Sauvi-gnon. The wine showcases a bouquet of dried cherries, plums and sage, and an elegantly-structured palate featuring fl avors of raspber-ries and candied cherries balanced by a bright natural acidity. The 2010 Double Canyon Horse Heaven Hills Cabernet Sauvignon is crafted from low-yielding vines that express the nuances of the vineyard and features 15 percent Syrah to lend structure and complex-ity. Only 275 cases were produced. The wine retails for $40 per bottle and is sold in Cali-fornia and the Pacifi c Northwest. For more information, please call (800) 711-0044.

Spirits

The 86 Co. has launched a new portfolio of spirits intended to meet the needs of bartend-ers who are elevating cocktail-making to an art form. The company has launched four specially-formulated spirits in select markets across the country. Cana Brava Rum is a three-year old aged and fi ltered rum from lo-cal wild sugar cane grown in the mineral rich volcanic soil of the Herrera region of Panama. It is continuously distilled in a classic 1922 copper and brass still at the Las Cabres

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Distillery. The rum is aged in a combination of new un-charred American oak and used American Whisky barrels, and then blended with older rums and carbon filtered to create a light and complex rum. Fords Gin is a mix of nine botanicals. The gin starts with a traditional base of juniper and coriander seed and balanced by citrus (bitter orange, lemon and grapefruit peel), florals (jasmine flower and orris) and spices (angelica and cassia). Steeped for 15 hours, the botanicals deliver an aromatic, fresh and floral spirit with elegant notes of orange blossom. Tequila Cabeza is an agave-forward spirit made by the Vivanco family, which has been cultivating agave in the Los Altos region of Jalisco – having built their distillery, El Ranchito, on the edge of their 800-acre mountainside field in Arandas. On the nose, there’s a bouquet of highland agave that captures both earthiness and honey while adding complex layers of green vegetables and minerality. Full-bodied with a velvety mouth feel, Tequila Cabeza finishes with light, bitter citrus, cooked agave flavors and black pepper. Hailing from the Western Rockies region of Canada, Aylesbury Duck Vodka is a clean spirit with a spicy and grainy character made from white winter wheat. The vodka is designed for both classic cocktails and 21st century bartender creations. The suggested retail price of the spirits ranges from $30.99 to $42.99. For more informa-tion, please call (917) 412-3428.

The Sazerac Company has introduced a new line of vodka. EPIC vodka is made with hand-selected wheat harvested from the Champagne region in France and is distilled in the Cognac region. EPIC vodka is avail-able in a classic unflavored vodka variety at 80 proof and six flavors - Peach, Whipped Cream, Kiwi Strawberry, Cherry, Cake and Coconut - each coming in at 70 proof. More flavors will be added at later dates. EPIC is distributed in approximately 30 states and will be available nationwide later this year. It is available in 1.75 mL, 1 L, 750 mL and 50 mL bottles. The suggested retail price for a 750 mL bottle is $12.99. For more informa-tion, please call (502) 696-5957.

35 Maple Street, the spirits division of The Other Guys (TOG), has announced the release of Kirk and Sweeney Rum, a handcrafted, 12 year-old premium liquor. The rum is made in the Dominican Republic and aged for 12 years in American oak barrels. Its

unique packaging – featuring a raised cork in an elegant low-set bottle – was inspired by short, round 18th-century bottles, which typically contained rum. The product, which has a suggested retail price of $40 per 750 mL bottle, is available nationwide in restaurants and high-end wine and bottle shops. For more information, please call (707) 931-2976.

Phillips Distilling Company has launched UV Candy Bar, a candy bar-flavored vodka. The spirit is distilled four times, activated carbon-filtered and infused with all-natural milk chocolate, caramel and peanut butter flavors. UV Candy Bar has a suggested retail price of $12.99 for a 750 mL bottle and is distributed nationally. For more information, please call (612) 362-7500.

Diageo has launched Bulleit 10 whiskey. Aged in charred American white oak, a select number of Bulleit Bourbon barrels were set aside to age for ten years to let the award-winning bourbon develop. The result is a balanced, rich and complex spirit with delicate floral notes. Bulleit 10 is russet in color with rich oaky aromas and hints of vanilla and dried fruit. It contains 45.6 percent ABV. Like Bulleit Bourbon and Rye, Bulleit 10 is showcased in the iconic frontier-inspired bottle with a beige label that prominently showcases the liquid’s age. In addition, Bulleit 10 is housed within a premium box display that outlines the Bulleit family story and Tom’s inspiration for fine bourbon. Bulleit 10 is available nationwide for a suggested retail price of $44.99 for a 750 mL bottle. For more information, please call (646)223-2161.

For the first time since prior to the era of Prohibition, the Jack Daniel Distillery is offering a new expression from a new grain recipe. Jack Daniel’s Unaged Rye is crafted using the same Cave Spring water from the Jack Daniel’s Hollow, proprietary yeast and charcoal mellowing process that’s been used in the distillery’s nearly 150-year-old Ten-nessee Whiskey recipe. The spirit consists of a grain combination of 70 percent rye, 18 percent corn and 12 percent malted barley. The product is available in a 750 mL bottle size for a suggested retail price of $49.99 and is distributed in a select number of states. For more information, please call (615) 780-3332.

Pernod Ricard USA has launched Absolut Hibiskus, a vodka infused with a blend of


hibiscus and pomegranate fl avors. The 80 proof spirit is made from all-natural ingre-dients and contains no added sugar. Absolut Hibiskus will be available in 1 L, 750 mL and 50 mL sizes. The product is distributed nationally and has a suggested price of $21 for a 750 mL bottle. For more information, please call (212) 372-5283.

Pernod Ricard has also launched Malibu Island Spiced, a lower calorie spiced rum. Island Spiced combines Malibu’s signature blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon. The spirit is very lightly sweetened with Tru-via, a zero-calorie sweetener. Malibu Island Spiced contains 30 percent ABV and 70 calories per serving. The product is available in 1.75 L, 1 L, 750 mL, 375 mL and 50 mL bottle sizes and has a suggested retail price of $16.99 for a 750 mL bottle. For more infor-mation, please call (914) 848-4782.

Flavored Malt Beverages

Phusion Projects, LLC has introduced two new fl avors – Margarita and Pineapple - to its Four Loko line of malt beverages. The drinks

are 12 percent ABV and packaged in 23.5 oz. cans. The products will begin appearing on store shelves this month and have a suggested retail price of $2.49 to $2.99. For more infor-mation, please call (888) 901-6344.

Cordina New Orleans Cocktails has launched a new 100 calorie line of its pre-mixed cocktails. Building on the success of its fi ve original fl avors, Cordina has ex-panded its product line to include three new light varieties - Classic Lime and Strawberry Daiquiri as well as a new addition, Mango Daiquiri - each of which contain 100 calo-ries or less per 10 oz. serving. The drinks are packaged in 12.7 oz. pouches and have a suggested retail price of $1.99. The products are distributed nationally. For more infor-mation, please call (504) 467-1606.

SmarteRita is a new ready-to-drink Mar-garita. The 25 proof product is made with premium silver tequila, triple sec, agave syrup, and all-natural fl avors and colors, SmarteRita is available in 750 mL and 1.75 mL bottles and is distributed in Texas., Colo., Ill. and Minn. For more information, please call (214) 476-6631.

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What’s hot – and what’s not – in stores nowCHANNEL CHECK

SPOTLIGHT CATEGORY

52 Weeks through 1/27/2013

A couple of interesting brands debut in our spotlight category this month: Starbucks Refreshers, which seem to be pulling in convenience and grocery. It would be neat if Starbucks could somehow tell us all how its brands do at retail in its own stores, right? Also appearing in the rankings is Body Armor, which is close to $6 million here but is likely showing equal growth in uncharted, up and down the street channels. Still, after a long year-plus of pushing, the numbers have to come in as something of a vindication for its founders.

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

SPORTS DRINKS

Brand Dollar Sales Change vs. year earlier

Gatorade Perform $2,764,380,000 1.23%

Powerade Ion4 $881,465,500 5.44%

Gatorade G2 Perform $513,596,400 -9.48%

Gatorade $412,039,800 37.36%

Powerade Zero Ion4 $233,249,700 16.88%

Gatorade G2 $145,220,300 10.87%

Gatorade Frost $104,018,900 -1.99%

Gatorade Cool Blue $69,060,280 14.42%

Gatorade Fierce $65,120,670 38.71%

Gatorade All Stars $56,020,600 1.81%

Powerade Zero $55,439,570 2.19%

Starbucks Refreshers $46,397,160 11,473.90%

Powerade $42,602,330 27.80%

Gatorade Recover $22,647,870 -32.02%

Private Label $22,305,160 45.84%

Gatorade X Factor $21,179,580 1,325.25%

Gatorade Fierce Bring It $19,903,960 20.33%

Gatorade Rain No Excuses $8,531,563 -3.01%

Gatorade Rain $8,248,934 -25.74%

BodyArmor $5,439,818 2,416.48%

TOPLINE CATEGORY VOLUME

BEER $29,244,240,000 5.43%

BOTTLED JUICES $7,033,366,000 -2.42%

BOTTLED WATER $11,455,360,000 6.52%

ENERGY DRINKS $9,692,761,000 12.55%

SPORTS DRINKS $5,651,794,000 4.95%

TEA/COFFEE $964,690,500 22.69%

52 WEEKS THROUGH 1/27/2013SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

[email protected] 1.800.526.5728

©2013 Tate & Lyle *Illuminas consumer quantitative research conducted May 2012

our ingredients – your success

Revolutionary PUREFRUIT™ Monk Fruit Extract is all natural, zero-calorie, great-tasting

sweetness, made from monk fruit and can be formulated into a variety of beverages and foods.

To learn more, download the 2012 research report, “A summary of consumer perceptions of

Tate & Lyle’s revolutionary monk fruit-based sweetening solution” and visit www.purefruit.com.

Revolutionary

All Natural, Zero-Calorie, Great-Tasting Sweetness

70% of consumers would be morelikely to purchase products featuring the

claim “sweetened with fruit extract.”*

DID YOU KN W?

[email protected] 1.800.526.5728

©2013 Tate & Lyle *Illuminas consumer quantitative research conducted May 2012

our ingredients – your success

Revolutionary PUREFRUIT™ Monk Fruit Extract is all natural, zero-calorie, great-tasting

sweetness, made from monk fruit and can be formulated into a variety of beverages and foods.

To learn more, download the 2012 research report, “A summary of consumer perceptions of

Tate & Lyle’s revolutionary monk fruit-based sweetening solution” and visit www.purefruit.com.

Revolutionary

All Natural, Zero-Calorie, Great-Tasting Sweetness

70% of consumers would be morelikely to purchase products featuring the

claim “sweetened with fruit extract.”*

DID YOU KN W?



Corona Extra $1,143,081,000 3.06%

Heineken $672,374,300 2.28%

Modelo Especial $466,886,900 26.85%

Corona Light $206,054,000 3.66%

Dos Equis XX Lager Special $194,246,300 33.98%

Stella Artois Lager $167,758,700 26.75%

Tecate $161,354,800 -0.70%

Labatt Blue Light $102,112,500 -6.92%

Labatt Blue $101,749,600 -11.85%

Newcastle Brown Ale $85,599,690 -0.85%


AriZona $682,701,500 -2.03%

Lipton $370,479,700 -4.83%

Lipton Brisk $306,736,300 -5.31%

Snapple $211,384,100 -4.40%

Diet Snapple $199,155,000 14.79%

AriZona Arnold Palmer $191,261,900 15.61%

Lipton Pureleaf $171,272,500 8.93%

Lipton Diet $147,781,000 8.52%

Gold Peak $120,508,200 32.39%

Nestea $78,013,790 -32.09%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13


TEA

IMPORT

HOT! Gold Peak

HOT! Dos Equis XX Lager Special

NOT! Labatt Blue

NOT! Nestea


ENERGY DRINKS HOT! Monster Rehab

NOT! Rockstar Sugar Free


Red Bull $3,184,013,000 9.71%

Monster Energy $1,892,492,000 11.75%

Monster Rehab $365,508,700 116.38%

Rockstar $325,400,300 10.45%

NOS $265,182,800 6.27%

Java Monster $253,048,000 21.43%

Monster Mega Energy $231,338,600 16.28%

AMP $183,164,600 2.13%

Red Bull Total Zero $158,645,400 N/A

Rockstar Sugar Free $143,980,200 0.01%

(877) 475-9762 | BodyWorksForMe.com/bodyworksforme@bodyworksforme

FUNCTIONAL SHOTS THAT HELPTHE BODY WORK BETTER

ORDER BY PHONE OR ONLINE:

ENERGYreduces fatigue andtiredness

SLEEPpromotes sleep andwake refreshed

PERFORMcalms anxietyand nervousness

RELAXsoothes tensionand reduces stress

WELLNESShelps improve bloodcirculation

SPORTboosts muscle energyand recovery



Capri Sun $576,691,300 -15.09%

Kool Aid Jammers $226,501,700 50.00%

Hi C $90,526,170 11.75%

Apple & Eve Fruitables $40,068,730 -12.88%

Capri Sun Super V $32,562,160 N/A

Honest Kids $24,922,440 39.25%

Private Label $23,652,540 65.99%

Minute Maid Coolers $19,899,340 21.11%

Jumex $11,224,410 11.69%

Nestle Juicy Juice Fruitifuls $9,531,477 N/A



PROGRESSIVE ADULT BEVERAGES

ENERGY SHOTS

HOT! Twisted Tea

HOT! Street King

NOT! Tilt

NOT! Stacker 2 6 Hour Power


5 Hour Energy $1,184,925,000 0.98%

Stacker 2 6 Hour Power $20,453,270 -25.22%

Private Label $19,365,100 25.09%

Stacker 2 Xtra $18,483,500 7.82%

Worx Energy $11,471,740 -18.17%

Stacker 2 $10,690,120 112.77%

E6 $5,210,138 8.08%

Tweaker $3,896,613 157.13%

Street King $3,276,439 3,074.81%

VPX Redline Power Rush $3,234,912 -4.92%


Mikes Hard $397,144,600 8.24%

Smirnoff Ice $219,244,800 -4.75%

Bud Light Lime-A-Rita $161,788,800 N/A

Four Loko $146,018,700 0.63%

Twisted Tea Hard Iced Tea $111,068,100 24.81%

Smirnoff Premium Mixed Drinks $47,198,660 2.17%

Sparks $30,556,170 -10.76%

Bacardi Silver $26,477,700 -27.00%

Tilt $15,078,830 -71.06%

Joose $14,922,600 -35.21%


JUICE DRINKS HOT! Private Label

NOT! Capri Sun

COLD FILL ENERGY SHOTSFROM 1.5 OZ TO 10 OZ

CARBONATED ENERGYDRINKS IN 8.4 OZ CANS

FLAVORED/FORTIFIEDWATER ENHANCERSCAPSULES TABLETS

AND POWDERSENERGY MINTS

NOW MANUFACTURING & CO-PACKINGWATER ENHANCERS AND ENERGY MINTS


By Gerry Khermouch

Stripped-Down Entrepreneurship

As a music lover with a longstanding fidelity to jazz, my work following early-stage beverage companies occasionally puts me in mind of the period after Pro-hibition when the swing era of big bands began to give way to the small combos as-sociated with bebop and other progressive genres. (No, I wasn’t around then, but I’ve read about it.) As music venues shifted from big dance palaces to former speak-easies in cramped townhouses in places like New York’s West 52 Street, bulky and expensive big bands found themselves re-placed by stripped-down combos; the big bands’ reed sections might be replaced by a single saxophone, the brass by a single trumpet, the two instruments riding a rhythm section of piano, bass and drums. Though the new format took a while to find its musical footing, it made for an uncommon degree of fleetness and agility that was able to support bebop and many subsequent innovations in a way that never would have been open to big bands.

So what does this Ken Burns-ian turn have to do with beverages? Simple: companies comprised of just one or two entrepreneurs relying on today’s robust network of outsourced capabilities often are able to create innovations of a kind that so far have proved elusive to bigger companies – the big bands of this anal-ogy. Within this world of small startups, my ideal is the two-person shop, where you get the healthy push and pull of competing viewpoints but still keep the overhead miniscule.

If you look out on the field of entrepre-neurial brands, two-person partnerships are legion. You have husband-and-wife teams behind brands like Grown Up Soda, Fizzy Lizzy, Cell-Nique and Joe Tea, sibling operations like Maine Root and Greater Than, and partnerships (sometimes between former colleagues at a bigger company) like Balance Water, Inko’s Tea, Hi-Ball, Hydrive, Joia Soda, Zenify and Rooibee teas. Though more developed now, Hint Water started as a husband-and-wife collaboration, Vita Coco was founded by two childhood

friends, Icelandic Glacial was a father-and-son duo, Honest Tea a student/teacher gig. There are lots of others I’ve omitted from these lists, and I’m sure I’ll be hearing from them soon enough!

Among now-established brands, perhaps the most prominent example is AriZona Iced Tea, launched by two guys who sat facing each other every day at battered second-hand desks in a cramped office in the Gravesend section of Brooklyn. (OK, these days, the two aren’t talking to each other except through their lawyers.) And Nantucket Nectars famously was launched by two guys, Tom and Tom, who were hanging around a New England harbor together.

I realize there are folks in the distribu-tion and retail channels who’re apt to look upon companies like these with a small dose of suspicion: here’s yet another un-dercapitalized enterprise, a hobby rather than a “real” company. But there are rea-sons to regard that model as quite com-pelling. It bespeaks a company that makes decisions quickly, is not encumbered with massive overhead, and can reinvent itself as needed in response to its market learn-ing. Instead of relying on elaborate charts, big-band-style (that would be PowerPoint-driven strategies at the big beverage companies), they improvise freely on their core premise, and sometimes end up a considerable distance from where they started. By having two involved partners, rather than a single entrepreneur flying solo, you get the internal scrutiny and debate of key issues that can yield creative solutions to difficult problems. And it’s more likely that each will be able to cover for the blind spots of the other.

I’m certainly not the only proponent of this approach. When I broached it with Silverwood Capital Partners’ Mike Burgmaier and Nick McCoy a few months ago, they said it fits right in with their sympathies for brands that take the slower approach of first proving out the concept in a narrow channel or geogra-phy and only then go out for a signifi-cant capital raise. And having seen the

tradeoffs in lost credibility and control of the expensive landgrab approach he took at Steaz, natural-foods entrepreneur Eric Schnell – teamed with a single other partner, Andy Jacobson, on the I Am shot line – sings the praises of the outsourced life. In fact, he’s building a separate business precisely to support small firms looking to follow this approach.

These days the depth of outside sup-port available to entrepreneurs makes this idea of a “virtual” one- or two-person shop way more feasible. Delve into Mak-ers: The New Industrial Revolution by Chris Anderson (the Wired editor who previ-ously wrote the best-selling The Long Tail), and you’ll get a fascinating account of how even most sophisticated durable goods like rockets and cars are relying on crowd-sourced innovation to break through, without the once insuperable barrier of having to tool up their own plant to bring the idea to fruition. The model is to open-source all aspects of the project while owning only the trademarks, so you can draw upon the best ideas and expertise of the crowd while still being able to operate a profitable company. Though we’re lately seeing even Coke and Pepsi drawing upon consumers to select new flavors and create TV commercials, lean, early-stage companies likely can take this a whole lot further, since they don’t have much installed capital or intellectual property to protect in the first place.

So that’s my message in this column: Don’t be automatically put off by the scrappy two-person team that comes pitching their new brand to you. Recog-nize, instead, that they may represent the best-adapted model to survive the severe trials of launching a new beverage brand these days. That’s not to say the odds against their success aren’t still pretty stiff, but there’s nothing fundamentally wrong with that model, and it may be a core advantage.

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

Brewbound Covering the business of craft


Boston Beer Company will begin rolling out 12-packs of its hourglass-shaped “Sam Can” during the second quarter of 2013. It features a fl ared lip, wider top and suppos-edly enhances fl avor and aroma character-istics of BBC’s fl agship, Boston Lager. This full-bodied lager helped lead an American beer revolution and checks in at 4.9 percent ABV and 30 IBU’s. Cans will be distributed nationally and have a suggested retail price of $14.99 - $17.99 per 12-pack.

In 2002, Dale Katechis, the founder of Os-kar Blues Brewery made a risky decision that would forever change the landscape of craft beer: he canned it. Thankfully he still has a few tricks up his sleeve. After unveiling the company’s new 19.2 oz. version of Dale’s Pale Ale at the Great American Beer Festival (GABF) last October, Oskar Blues has decid-ed to extend the package to its Mama’s Little Yella Pils offering. The 19.2 oz. version of Mama’s, a 5.3 percent ABV, 35 IBU Czech-style pilsner, begins shipping to all 31 states Oskar Blues Brewery beers are currently sold in March. It’s a single-serve package with a suggested retail price of $2.99.

Cans of Kona Brewing Company Long-board Lager are also getting bigger. The com-pany will begin distributing a 24 oz. version of its 4.6 percent ABV, 20 IBU lager in April. This single-serve package also carries a sug-gested retail price of $2.99 and will ship to 36 states Kona Brewing beers are currently sold. Kona also recently began selling a “Hang-10” pack of 16 oz. Longboard Lager cans. That package has a suggested retail price of $14.99 and is already available in all 36 states.

Redhook Brewery began selling its Long Hammer IPA in 16 oz. canned 4-packs at the end of February, a package size that is gaining popularity amongst many craft brewers. According to the Chicago-based

Key Craft Offerings

research fi rm Symphony IRI, through July 8, 2012, the package was up 1,083 percent in U.S. supermarkets. The 16 oz. version of Redhook’s, 6.2 percent ABV, 44 IBU Long Hammer IPA is a new addition for 2013 and is being distributed nationwide for a sug-gested retail price of $5.99 - $7.99.

Airways Brewing Company is another craft brewery looking to capitalize on the consumer craze for bigger cans. The Kent, Wash.-based company will release its Pre-Flight Pilsner in a 16 oz. package in March. This 5 percent ABV, 30 IBU pre-prohibi-tion style pilsner is fuller in body and has a distinct, spicy hop presence. The 14-packs have a suggested retail price of $9.99 and will be available in the greater Seattle and Tacoma, Wash. areas.

Newburyport Brewing Company is a newcomer to the craft beer scene. The New-buryport, Mass.-based company is so new, in fact, that it has yet to sell a single drop of beer. But beginning March 25, the company will release its fi rst three offerings: New-buryport Pale Ale, Green Head IPA and Plum Island Belgian White. Newburyport Pale Ale, checking in at 5.5 percent ABV, is described as smooth, refreshing, citrusy and drinkable. It has a suggested retail price of $9.49 per 6-pack and will initially be distributed exclusively in Mass. through the Massachusetts Beverage Alliance network.

When Golden Road Brewing’s Brewmas-ter changed in January, so did its recipes. The ABV of fl agship offering Point The Way IPA increased from 5.2 percent to 5.9 percent in an effort to help preserve hop character. The Los Angeles-based company also just released a new package: 12-packs of 12 oz. cans. The beer is still only available in Southern California and the new package will have a suggested retail price of $16.99.

Call it CANdemonium. More than 10 years ago, Oskar Blues became the fi rst craft brewer to package its beer in aluminum, but a recent onslaught of small brewing companies are adopting the package and bringing credibility to a serving vessel once thought only to contain swill. Sales of canned craft beer have skyrocketed in the last fi ve years and even the country’s

largest craft brewer, Boston Beer Company, is getting in on the ac-tion. After long refusing to put his beer in cans, founder Jim Koch announced in February that the company had spent two years and $1 million redesigning a standard 12 oz. can to meet his quality expectations. BevNET Magazine was so inspired that we’ve dedi-cated this issue’s Key Craft Offerings to some new can releases.


Here is where the biggest shifts are happening:

REAL DRINKS

The movement toward real food and drink isn’t just about being a locavore. It’s also been fueled by health and safety concerns. Increasingly people want to know where what they put in their mouth comes from and what’s in it. In fact, Mintel Reports that despite the recession, sales of natural, organic food and beverages have increased 20 percent

from 2009. And manufacturers have taken note…more than half (56 percent) of the food and beverage product categories in the US showed decreases in the average number of ingredients per product in the same period. Seattle’s Dry Soda has reimagined soda and is a good example with only four ingredients. In the fruit juice segment, coconut water – which is perceived to be “nature’s sports/health drink” – saw sales increase 164 percent

There’s evidence all around us – whether it’s watching some-one gush over the sleek design of a new phone and then seek out the perfect hand-carved,

petrifi ed-jungle-wood case to put it in or the proliferation of farmers markets in big cities – people are looking for, andneed, realness. There is a powerful urge to get in touch with what they believe is a more “real” world and it’s leading us to a place where signs of realness take on greater value.

Is it because more of us are living in urban environments? Or is it because connection tools have reduced personal communication and kept us multi-tasking 24/7? Or is it because of a rise in health scares from food being mass-produced in unknown places?

There are many contributing factors but the desire for “real” seems to be driven by things that are bigger and more lasting than the usual “trend and counter-trend” shifts that we often see.

EMBRACING THE RISE OF REALBY MIKE DOHERTY

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from 2010 to 2011, with over 23 million U.S. adults claiming to personally drink it.

REAL BEHAVIORS

While we are more connected, it’s clear that we aren’t more social or having more personal interactions. In the U.S. we spend an average of 30 hours per week online and that only compounds when you add in smartphones. Melanie Howard of the Future Foundation reports that many consumers are also seeking the “simplifi cation of complexity which is about the urge people feel to get in touch with what they believe to be a more real world.” We have seen the importance of family meals steadily increase over the last decade and according to a study by CASA, the desire for real personal interactions is so strong that two-thirds of teens (65 percent) and three-quarters of parents (75 percent) say they would be willing to give up a weeknight activity if it meant they could have a family dinner.

REAL LIFESTYLE

There is also a shift in people’s activi-ties toward things that represent a more holistic and real lifestyle. This is supported by Mintel data showing a rise in cook-ing among young people. They found that 59 percent of 25-44 year-olds love cooking and do so as a way of connecting with their friends. Other creative and real activities like gardening and knitting have been on the rise for some time. The latest poll from supermarketguru.com shows vegetable gardening increased from 79 perecnt in 2011 to 85 perecnt in 2012. And while knitting has been on the rise for a decade, Google searches for ‘knitting for beginners’ rose by over 250 perecnt last year and sales of Rowan yarn have risen by 57 per cent worldwide over 2010 levels.

REAL BENEFITS

Consumers have been growing increas-ingly suspicious of labeling claims since the POM controversy. In fact, Mintel found that only 33 percent of U.S. adults feel beverage companies are making it easier to understand claims and only 41 percent believe what labels say about

food and beverage products. Peo-ple want openness, transparency and honesty and they want real benefi ts to help them maintain good nutrition. Restaurants serv-ing functional smoothies have seen a 40 percent increase over the past three years as consumers seek a healthful snack for on the go. Consumers also appreciate drinks that help them meet their minimum daily servings of fruits and vegetables and are interested in drinks that contain ingredients known for other health benefi ts like Aloe Vera. Alo is a great ex-ample combining coconut water and Aloe Vera.

The rise of real in each of these areas presents opportunities for brands that can embrace the shift.

OFFER REAL EXPERIENCES

As people seek things that are more personal, worthwhile, and connected to the natural world, there’s an opportunity for brands to create deeper more meaning-ful experiences. Years ago, car brands like BMW and Volvo started offering the opportunity to take delivery of your car at their factory so you could tour the countryside in your new car. But increasingly, consumers of all types of products expect to feel or experience something that they can’t get online or even in-store. Companies can fulfi ll this desire for a real experience by offering new ways for people to see, touch and feel where the products they buy come from. “Consumer Safaris” enable peo-ple to travel to where a product is made to meet the craftspeople who make it. Cooking schools now offer trips to hunt and forage for the truffl es and wild boar you’ll spend the week learning to cook. And according to the International Ecotourism Society, “voluntourism” (or philanthropic vacations) is one of the fastest-growing markets in tourism today.

Organizations like Artisans of Leisure and Conscious Journeys offer travelers the opportunity to have fun doing some good and really immersing themselves into the real culture of a country.

Restaurants servingfunctional smoothieshave seen a 40%increase over the pastthree years

Despite the recession,sales of natural, organic food and beverageshave increased 20%from 2009

The fruit juice segment,coconut water – which

is percieved to be “nature’ssports/health drink” – sawsales increase 164% from

2010 to 2011


PLAY A REAL ROLETHAT INSPIRES

The rise of real has created new oppor-tunities to help people achieve a more holistic and meaningful life. While brands like Jack Daniels have emphasized the slow, the real and the authentic in their messaging, there is an opportunity to inspire people in bigger ways…to think about your marketing through the lens of giving people something interesting to do. Pepsi created a “Live for Now” music program on Twitter that provided fans with an instant overview of the artists and music news trending on Twitter. In addition, they inspired living for now by offering free music downloads to @pepsi followers, staging pop-up con-certs streamed live on the platform, and the opportunity for followers to infl uence the concert program by tweeting out the songs they wanted included.

CREATE REAL PRODUCTS The rise of real is already driving a myriad

of new healthier drinks but the oppor-tunity exists to satisfy consumers’ desire for experimentation and newness by reinventing traditional fl avors. Dry Soda not only has just four ingredients, but their fl avors include epicurean tastes like lemongrass, juniper berry, cucumber and lavender. According to Mintel, consumers are less willing to accept a diet benefi t if it is achieved through artifi cial means like artifi cial sweeteners. And there’s an even bigger opportunity to ground your brand’s mission in a place that supports people’s desire for realness. Chipotle’s “Food with Integrity” positioning is a good example as well as one of my favorites, Icebreaker Merino. Each Icebreaker Merino garment comes with a “Baacode” that lets you trace the merino wool in your garment back to the source in New Zealand where you can see how the sheep live, read about their growers, and follow its production through to the fi nished garment.

GIVE REAL ACCESS

More and more, people want to get to know what’s real and authentic to the cul-

ture and the people behind the products and services they use. The desire for real access is just one reason why sites like Etsy have a tribal following. Pinterest also enables brands to show who they are, not just what they offer. The Today Show has a board dedicated to “Anchor Antics” that allows people to see the anchors as just that – people. And, it’s an opportunity to gain access to a part of the brand that most people can’t experience fi rst hand.

Whatever brands do to embrace the rise of real, it is more important than ever for brands to give people things to DO rather than just tell them what you have. More and more, consumers are seeking realness in the way they live and the products they buy. Even a grocery list is an expression of a person’s values. Your ability to engage people with things to think about and do will not only inspire them but also make your brand more interesting in their eyes.

By Mike Doherty, President, Cole & Weber

United, an ad agency owned by WPP.

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During a meeting the other day, Anne Swan noticed that the woman sitting next to her was drinking water from a sleek, glass bottle.

A few women across the table were drinking water from plastic bottles.

Guidelines for the CraftBy Ray Latif

Swan knows branding. She’s the global creative director at Siegel+Gale, an inter-national identity and branding fi rm that champions simplicity. Still, she couldn’t help but feel like the water from the glass bottle must be more refreshing.

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The appeal of premium water stems from more

than just fi ltered, trustable hydration. Consumers

are seeking high-end brands such as Voss, Evian,

FIJI and San Pellegrino for a luxurious identity.

These waters have, for many consumers, become

a key accessory to an image of supremacy; an inex-

pensive invitation to a lavish lifestyle.

And as the majority of commoditized supermarket

waters has modestly grown and barely altered its

pricing, the premium water category has boomed.

Sales data compiled recently by Beverage Digest

indicated that still and sparkling premium waters

increased volume by 8.6 percent and revenue by

10.6 percent. While the category accounts for only

1.2 percent of the total PET business, it equals

about 6 percent of PET revenue.

Meanwhile, according to data from November 2011

to November 2012, compiled by Symphony IRI, a

Chicago-based market research fi rm, the PET seg-

ment of supermarket water increased volume by 6.3

percent, but net pricing decreased by 1 percent.

San Pellegrino, a sparkling mineral water from

northern Italy, has spearheaded much of the spar-

kling category’s rapid growth. In a 52-week period

ending Jan. 27, Symphony IRI found that San

Pellegrino notched nearly $117 million in sales—a

26.18 percent increase from the previous year. The

company sold nearly 41 million units in the same

52-week period, which marks a 14.09 percent

increase from the previous year. Meanwhile, single-

serve bottles of FIJI and Evian, the top two premium

still water brands, each of which commonly retail for

as much as 50 to 100 percent more than their value

counterparts, combined for nearly $329 million in

domestic sales over the same period.

And it hasn’t happened because of major changes

on the branding front. While Evian is in the midst of

making adjustments to its bottle style, in the past

“That glass water

bottle makes me think that water is better,” Swan said.

The bottle was made by Voss, cur-rently the fastest-rising premium water in the country. Swan, it seems, felt the pull. Swan asked the wom-an where she got the water—she wanted a bottle of her own.

Lacking the vast fi nancial resources and distribution muscle of mega companies like Coca-Cola and PepsiCo, premium water companies must compete on a different level. They’ll advertise the exotic source, the high mineral content, the environmental sustainability. More recently, some water marketers have begun to boast about the high alkaline content in their products, a claim that has resonat-ed with a growing number of heath-focused consumers.

However, it’s been proven time and time again that in blind taste tests, under equal conditions, the average person – or even the expert -- is rarely able to distinguish between tap water and bottled water. So if taste isn’t why consumers are drawn to high-end water brands, what is it? Like a fan-cy car, it’s the packaging, and not what’s under the hood (or bottle cap), which most people crave.

In the $10 billion plus world of bottled water, branding is every-thing. And for premium waters, everything begins with the bottle.

“The design is creating desire,” said Paula Grant, the founding partner of Flood Creative, a design agency based in Nyack, N.Y. “If it was just utilitarian, everyone would be drinking Dasani.”

Although brand owners have long centered marketing on the native or spring sourcing of their water, the escalator in suggested retail price, even for those brands that purport to have a superior liq-uid, nevertheless has to come with a unique and distinguishable bottle. That can work to increase a prod-uct’s recognition and underscore its difference from the rest of the fi eld.

WHAT’S DRIVINGTHE GROWTH OFPREMIUM WATER?By Max Rothman


Even ordinary water in a great bottle can serve as a vehicle to help the consumer see luxury in place of value, again enabling a water marketer to charge a premium price for its product.

“I think that it’s almost a disconnect if it looks too cheap, and you’re charging the amount of money that you’re charg-ing,” Grant said. “At the end of the day, it’s just water, and the category is pretty crowded. Water is water is water. So, what else can you do perk up the product? In stores, people tend to usually turn for structure fi rst, then color.”

So what needs to happen in terms of design? If you aren’t going with a color variation, Grant notes, marketers often focus on the shape and design of the bottle –and less so on the label.

year, the changes seem to be more closely associat-

ed with environmental factors. At San Pellegrino, the

company’s strong sales don’t derive from a formulaic

alteration or a new branding scheme. There have

been no changes on those fronts—Pellegrino has

long considered itself the pinnacle of Italian water,

and its website calls the water “an icon of style and

refi nement on the fi nest tables around the world.”

So, what is making the high end bloom?

For one, as the economy has gradually healed,

some believe that there’s been a shift in consumer

interests. Consumers are seeking high-end brands

for their luxurious identity; some believe they’re

adding a layer that emulates the good life of ath-

letes and movie stars.

“People want moments of luxury in their lives,” said

Ken Gilbert, CMO of Voss.

Additionally, they’re reaching a newer, younger

audience, according to Gilbert, who said his com-

pany aims its marketing at millennials, who broadly

tend to look for both quality and badge value in

what they consume.

“Young people seem to respond to Voss for a num-

ber of reasons,” Gilbert said. “There’s a bit of status

associated with consuming luxury products.”

Knowing that young people account for a signifi -

cant portion of Voss’ business, Gilbert said, the

brand has tried to mesh with the demographic;

it has actively used Twitter, amassing more than

14,000 followers, and Facebook (the fan page has

more than 153,000 likes).

While that brand’s youth marketing efforts have

helped, the crux of any premium water’s appeal re-

mains in the idea of of luxury and cultural superior-

ity; that’s a desire of varying defi nitions. While Voss

markets toward consumers aiming for lush experi-

ences, other premium water brands also endorse

luxury, but in a different way.

FIJI, which markets its artesian water as “untouched

by man” and culled from the Yaqara Valley of Viti

Levu, one of Fiji’s two main islands, draws consumers

“Usually if you’re designing structure, you want the struc-ture to stand out as much as possible, and use very minimal graphics,” Grant said. “[Take] Method (cleaning product) bottles and things like that. There’s really not that much room for graphics - on purpose. You’re supposed to be looking at it like a structure, like a piece of art.”

It is this very notion – packaging as art - that has propelled the growth of many premium water brands. VOSS, for ex-ample, broke the mold for premium water packaging with the introduction of its cylindrical glass bottle, one that has since been imitated by several other beverage companies.


VOSS’ bottle is the brainchild of Neil Kraft, the founder of KraftWorks, a creative agency in New York City that has worked with a wide range of consumer brands including Vitaminwater, Adidas, Pop Chips, and Calvin Klein. Nearly eight years ago, VOSS approached Kraft with the goal of launching an advertising campaign that would position the brand as a premier luxury bottled water.

First, Kraft told them, they needed a new bottle. Accord-ing to Kraft, VOSS was using a rather ordinary beverage bottle at the time, and in order to achieve iconic positioning, it needed an iconic package. Kraft said he saw an oppor-tunity to redefine how luxury could be communicated in the category and drew on elements of shape and style from high-end fashion and cosmetics brands. The result was an elegant, if drastic, departure from the norm: a single-shaped bottle with no edges and a large, screw-top cap. The prob-lem was that VOSS couldn’t find anyone to actually produce the bottle – it took a rigorous year-long process to finally find a manufacturer in Ireland to produce the new bottles.

“There’s only been a couple times in my life when people said ‘go ahead and break all the rules,’” Kraft said. “That’s when things are really successful – when they’re willing to break rules. They were unbelievably persistent in terms of getting someone to make [the bottle].”

Like VOSS, Icelandic Glacial wanted to separate itself from the bustling throng of premium water brands, each of which have their own story about rare springs from far off places. The company decided that to share its message, the shape of the bottle had to be unique.

“Iceland is a place that most people know about, but no-body knows anything about,” said Icelandic Glacial chairman and co-founder Kristjan Olafsson. “It left us with a blank


canvas to create the image of Iceland in the process of try-ing to communicate what we had here.”

For Olafsson, in-spiration came from the vodka world. He noted brands like Crystal Head Vodka as ones that have distinctly separated themselves from others via stand-out packaging.

“If you look at most [bottled water brands] on the shelf, it’s relatively simple bottles that play on the label,” Olafsson said. “You get into the vodka world, and you’ve got that skull bottle, you’ve got all sorts of people that are really breaking the boundar-ies when it comes to shape.”

Olafsson referred to pre-mium bottle shapes as “the handbag theory.” Based on the notion that women want to hold designer handbags more than traditional ones, Olafsson said that premium bottled water has as much to do with the liquid as the need for self-expression.

“It is a lifestyle choice,” Olafsson said. “Basically, if you’re going to be a pre-mium player and really give the quality of the water that [you] have justice, you need to have a package that consumers will feel good about holding in their hand. People that want to express themselves with a luxury lifestyle, they’ll express themselves with a luxury water.”

Icelandic Glacial has received widespread ac-colades for its bottle – it clearly communicates lux-ury appeal and the essence of an exotic water source without saying a word.

for the benefi ts of purity, health and responsibility.

Within the past 10 years or so, consumers have

become more concerned with health, good purpose,

and the aura that an active lifestyle presents, ac-

cording to Anne Swan, the global creative director

at branding fi rm Siegel + Gale. It’s not about what

you’re wearing; it’s how it fi ts, or if the company sup-

ports nonprofi ts, or if the cloth is ethically stitched.

“You think that FIJI Water is getting it from the

spring, you buy into that and pay a little extra be-

cause you feel like they’re not ruining the environ-

ment,” Swan said.

Again, however, social media has ratcheted up the

stakes. As people become more aware of previ-

ously ignored things like carbon footprint, they buy

into a brand’s process, along with its water.

“You’re more aware of the world, not just your

world,” Swan said. “Because of that, people are

starting to network and starting to look outside

themselves and starting to think about things in a

greater sphere than the ones that we’ve been used

to, which are sort of more directly around us.”

Other high-end brands have reacted to this con-

sumer concern by steadily promoting their ethical

practices. Nika Water Company, a San Diego-

based premium water brand, donates all of its prof-

its to bringing clean water and sanitation to people

in underdeveloped countries such as Ethiopia,

Kenya, Uganda and Sri Lanka.

NY20, a premium water brand based in New York,

heavily markets the fact that its water is taken from

the upstate Catskill Mountains. This means that

the company eliminates any kind of trans-oceanic

footprint. It’s all part of the idea that water branding

isn’t just about the liquid.

“I think that elevated experience of all touchpoints

is really important,” Swan said.

BevNET Managing Editor Ray Latif

contributed to this story.


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While still a smallish brand, it has kept investors interested and active. In 2007, Icelandic Glacial gained a tremendous partner in Anheuser-Busch, which ac-quired a 20 percent stake in the company (subsequently increased in 2011 to 23.3 percent) and is the master distributor of the brand in the U.S. Two years ago, The Bidvest Group Limited, an industrial investment com-pany based in Johannesburg, South Africa invested $13.5 million in Icelandic Glacial in exchange for 14.49 percent of the company.

The success of these brands is not lost on new and existing companies in the premium water space, many of which are drawing inspiration from the very same products that they are, or will be, com-peting against. While imitation may be the highest form of fl attery, Kraft considers the lack of new ideas to be surprising, especially considering that it’s been proven time and again that originality sells.

“It’s kind of shocking that after all this time, there’s very little out there that’s innovative,” Kraft said.

Certainly, some brands are restricted by the high costs associated with creating a custom bottle. Branding and design fi rms notwithstanding, unique bottle molds are often priced upwards of $150,000. It’s a

common fi nancial reality for many beverage companies, but a critical hurdle for bottled water start-ups. Using a stock PET bottle intensifi es the chance that a new brand will simply get lost in the shuffl e. However, there are a few companies have picked up on lessons from category forerunners, and identifi ed packaging that, while used to fi ll alcoholic beverages such as wine and vodka, have rarely, if ever, been utilized to market water in the U.S.

Companies ranging from über-exclusive Bling H2O to environmentally-sensitive RAW Water are served in carafes typically designated for wine, while other brands such as Voda and Naeve have found traction via the frosted “ Bellisima” bottles made famous by Grey Goose vodka.

Yet, regardless of how packaging is sourced, as the high-end water biz continues to grow, it seems likely that bottles will remain the dividing line in an otherwise invisible set of differences.

“In order to convince people to pay an extra buck for water,” Kraft said, “the bottle’s got to be

really, really special.”

Staff Writer Max Rothman contributed to this story.


Pink Monkey Water has relaunched its spring water and organic fruit-flavored essence water line with a new label. The company packages its water in biodegrad-able bottles, and a portion of its sales is donated to children’s charities.

BLUE04 is a self-proclaimed “stabilized oxygen enhanced water beverage” that contains a blend of 41 minerals. Because of increasing consumer demand, BLUE04 is seeking new distribution partners to promote and distribute its water.

AQUAhydrate, a filtered, electrolyte-enhanced alkaline water, will expand distribution into two of the nation’s top retail chains this spring. The water com-pany has also become an official sponsor of the NBA’s Los Angeles Clippers and is building upon its relationships with actor Mark Wahlberg and music mogul Sean “Diddy” Combs.

Aspen Pure is now distributed in Ari-zona, New Mexico, Utah, Wyoming, Ne-braska and Colorado. The company cites its private label business as a significant growth opportunity, and is aiming to curb its carbon footprint.

Solar Rain is in the process of making Solar Rain Sea Salt from leftover ocean water brine. The company suggests that consumers look for its products in Whole Foods and other stores, hotels, resorts and fine dining establishments.

RxH2O is a negative ion alkaline water with a pH of eight to nine. Distributed by Sustenance Inc. of Fresno, Calif., the water is bottled in 16.9 oz., 1 Land 1.5 L bottles. The company is currently develop-ing a 2.5 gallon bottle.

Qure Water will expand into the East Coast with its partnership with GTG Beverages, a brand management company that will operate in the Northeast and At-lantic regions. Qure Water is also available in all Sprouts Farmers Market locations.

Icelandic Water Holdings. Icelandic Glacial recently announced its partnership

with Pacific Beverages, Ltd., a beverage distributor in Singapore. Iceland Glacial will be available throughout Singapore and will initially focus on on-premise accounts.

Crystal Geyser Water Company’s sparkling mineral water was named by The San Francisco Chronicle as the top sparkling water in a taste test of 14 domestic and imported sparkling water brands. The judg-ing panel, which graded the waters on taste and texture, included culinary directors, chefs, food writers and consultants from the greater San Francisco region. Crystal Gey-ser earned 83 out of a possible 100 points.

Raw Water claims to be the only bottled water company that captures natu-ral spring water at the source, without pumps, a borehole, or any filtration treat-ment. The water is taken from Summit Spring. The company also says that its permission to bottle water straight from the ground without treatment had never been granted before in Maine’s history.

Eternal Water is sourced from under-ground springs. Unlike other alkaline waters that are municipally sourced and artificially manufactured, Eternal Water’s sources are naturally alkaline.

Oceans Omega has launched Omega Infusion, an omega-3 enhanced water product. The company says that one bottle of Omega Infusion water contains 80 mg of omega-3s, 200 percent of the recommended daily value of Vitamin C, and 80 percent of four B vitamins. The water is available in four flavors: Berry, Citrus, Fruit Punch and Orange.

Kiwaii New Zealand Spring Water is bottled directly from the Blue Spring on the North Island of New Zealand. Kiwaii, which contains natural electrolytes and minerals, has a bright yellow cap to stick out on store shelves. Available in 500 mL and 1 L PET bottles, the water is distrib-uted through UNFI and KeHE, along with regional DSD distributors.

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Water continued its out-of-state success

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by logging 52 percent growth in cases sold on U.S. mainland. The product has extended its availability through The Fresh Market stores in states across Northeast, mid-Atlantic, Southeast, and Midwest states. Hawaiian Springs has also expanded its availability in Southern California with Alliance Beverage Part-ners, John Lenore & Company, and Trent Beverage Company. Hawaii Magazine named the water as the best cold drink of 2012, and Honolulu Magazine polled readers who selected the water as the best local beverage brand for 2013.

Volvic Water has been bottled in Re-gional Park of the Auvergne Volcanoes in central France since 1961. Volvic receives its mineral balance after a slow, natural filtration process through six layers of vol-canic rocks. The brand is one of the lead-ing waters in the world, with sales around $1.5 billion and presence in more than 10,000 stores, according to the company. Since 2010, Volvic in North America has been supporting UNICEF and recently the Rainforest Foundation with its “Drink 1, Give 10” campaign.

Badoit is a sparkling, natural mineral water that comes from Saint-Galmier, France, approximately one hour south-west of Lyon, and was discovered in 1778. The water suits fine dining and is con-tained in a 750 mL glass bottle. Danone Waters also produces Evian Water, which offers a 1 L PET bottle. The company says that Evian starts as snow and rain on the peaks of the French Alps and has been bottled since 1826.

Nika Water Company, which donates all of its profits toward bringing clean water and sanitation to people in underdevel-oped countries such as Ethiopia, Kenya, Uganda and Sri Lanka, celebrated its four-year anniversary on March 8. The company funds strategic missions abroad to construct water wells, purification systems, plumbing and sanitation, along with schoolhouses and libraries. Nika, San Diego donors and families with funds at the Jewish Community Foundation of San Diego have raised $175,000 to bring

Ethiopia clean water, elementary school facilities and academic scholarships.

Nuzee Water products are being sold at Terrible Herbst locations in Las Vegas.

TalkingRain has introduced Black Cherry as its newest flavor addition to the Talk-ingRain sparkling spring water lineup. Available in spring of 2013, Black Cherry is the tenth TalkingRain flavor. Other flavors include: Lemon Lime, Tangerine, Natural, Lemon Zest, Coconut Pineapple, Pomegranate Lime, Peach Nectarine, Berry and Kiwi Strawberry.

Balance Water was consumed by per-formers, presenters and staff at the Gram-mys on Feb. 10. More than 2,000 bottles were consumed at the event, according to the water maker. Balance Water, which positions itself between a spring water and a tea, uses organic flowers grown in Aus-tralia and locally-sourced spring water in California, New York and Germany. The company claims that the water helps focus and concentration.

Essentia, founded in 1998, was the first brand of its kind to offer water with a pH level of 9.5. The company claims that Essentia is the best and fastest-growing brand in the category within the natural foods channel. The company also says that it grew 85 percent between 2009 and 2010, another 25 percent in 2011 and is currently experiencing a 50 percent growth rate is sales.

WAT-AAH!, a water for kids and teens, is now available in Ahold USA Supermar-kets and its subsidiaries, including Stop & Shop, Giant-Landover and Giant-Carlisle. WAT-AAH! is also available in Kroger and Kroger banners such as Dillons, Fred Meyer, Fry’s, King Soopers, QFC, Ralph’s and Smith’s, along with Shaw’s Shoppers, Farm Fresh, Giant Eagle, Bi-Lo, Albertsons, ShopRite, Food Lion and Whole Foods Markets, among others. The water is currently distributed by UNFI, Nature’s Best, Kehe and various DSDs and food service providers.


NY20 will introduce a new 330 mL bottle for on-premise sales and will launch a sparkling product this year. The company expects to widely increase its volume and territorial reach in North America. NY20 is available in the New York metropolitan area as well as the northeast, midwest and Florida.

PURE SWISS has secured two new dis-tributors: Unified Grocers and Nature’s Best. These partners will allow PURE SWISS to enter the central, southern and (parts of) western United States. The distributors will target local markets, convenience stores and retailers. PURE SWISS, which is available in glass and PET bottles, is naturally alkaline, low in sodium and nitrates, and contains an ar-ray of electrolytes. The water is currently available at supermarkets and natural food retailers such as Bristol Farms, BevMo!, Berkeley Bowl, Draeger’s Markets, Whole-Foods and Harmons.

Project 7 Water is bottled in 100 percent rPET packaging. Each purchase of Save the Earth water helps plant trees during Earth month in April. Project 7 Water can be found in airports, Caribou Coffee and other retailers across the country.

Real Water by Affinity is available in sev-eral chain stores including Whole Foods and Sprouts. The company claims that its water, which is bottled in 500 mL and 1 L packages, maintains and stabilizes the negative oxidation reduction potential.

NWNA. resource, Nestle’s premium still water brand, is expanding nationally and is available to retailers across the country. The water contains naturally occurring electrolytes and is packaged in a bottle made with 50 percent recycled plastic. Arrowhead recently introduced its .5 L ReBorn bottle, also made with 50 percent recycled plastic. The water brand also introduced its “Recycling is a Beautiful Thing” campaign that aims to motivate people to recycle. In 2011, Deer Park released a .5 L, 50 percent rPET bottle in Baltimore and Washington D.C. The product rolled out to retailers in April

2011 and was accompanied by a mobile recycling education tour in October. The tour visited community events, public spaces and retailers in Washington D.C.

Gize, a gold-filtered mineral water from Canada, markets itself as the epitome of luxury and pleasure in its purest form, and a non-alcoholic counterpart to champagne, fine wines, apertifs and cocktails. Gize is available in still and sparkling forms, and is found in hotels, restaurants and bars.

ICEBOX, a natural spring water from the Rustad Spring in Norway, filters centuries of rainfall through nature’s layers of clay, coal, limestone and sand. The filtering process takes more than 100 years to reach the spring. The container for ICE-BOX is made primarily from biodegrad-able pressed paper, made with renewable material sourced from Forest Stewardship Council (FSC) certified forests. Vegetable dye is used for printing. The company claims that its carbon footprint is up to 90 percent lower than comparatively sized plastic and glass bottles.

FIJI Water is an artesian water with natu-rally occurring electrolytes that is pack-aged in PET bottles of four sizes: 330 mL, 500 mL, 1 L and 1.5 L.

HEROEC H20 is offered in three flavors: natural, strawberry and blue raspberry. Every 16.9 oz. bottle contains purified water infused with electrolytes, 60 mg of natural caffeine and natural berry essence. The water was created to fill what the company believes is a void in the market-place for a healthy alternative to coffee, soda and energy drinks. HEROEC H20 recently partnered with Georgia Broker Ruth Crisp Associates and Clayton Dis-tributing, a Georgia-based distributor.

Voss Water is introducing a new 2-pack of its 800 mL glass bottles in both still and sparkling formats. The new multi-pack is designed for a standard consumer and as a gift package.

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At this rate, there are a lot of distillers who will soon be in need of sunsets of their own.

Investment in craft whiskeys – bour-bon, rye, straight whiskey – is trending up, paralleling the growth of craft beer and leading the way in the craft distilling movement. There are now more than 180 craft distillers in the U.S., according to DISCUS (the Distilled Spirits Council of the United States) – about 20 percent of the overall 860 licensed distilleries in the country. Many of these craft distill-ers are producing brown liquors like rye, bourbon, or uniquely American whiskeys

trend and a lot of the local, agricultural movements that have helped fuel the craft beer boom, as well. DISCUS noted 46 new bourbon brands – but that’s just part of the growing whiskey mash. There were also 22 new ryes; new, unclassifi ed “Ameri-can Whiskey” brands are also emerging, and attracting investors.

In the industry, craft distillers have a reputation for selling a bit more readily than their beer brethren, according to F. Paul Hetterich, the executive vice presi-dent of business development and corpo-rate strategy for constellation brands.

Whereas the purchase of a Goose Island by an Anheuser-Busch InBev seemed to be a one-off, historic deal, larger strategics in the spirits world have track records of buying early and often. A company like Constellation Brands has much more experience purchasing emerging companies, having averaged about two transactions per year in the past (albeit largely in wine). A fast-growing bourbon brand could dream of pulling in the $100 million-plus that the relatively young St. Germain brand pulled in from Bacardi. And Bourbon

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INVESTMENT IN CRAFT WHISKEYS – BOURBON, RYE, STRAIGHT WHISKEY – IS TRENDING UP, PARALLELING THE GROWTH OF CRAFT BEER AND LEADING THE WAY IN THE CRAFT DISTILLING MOVEMENT.

made from a Scotch-like barley mash but aged in bourbon or white oak barrels.

Together, they are becoming a subcat-egory in what has turned into over-the-top demand for bourbon and whiskey overall. Last year, revenues for Kentucky bourbon and Tennessee whiskey were up 7.3 per-cent, to $2.2 billion. But the demand for aged, independent, super-premium brands (those selling, on aver-age, for more than $30/bottle) that include craft and high-end strategic offerings accelerated at twice that rate, 14.4 percent, to a little more than $220 million, according to DISCUS.

The organization cited global fascination with Ameri-can Whiskey as the reason that exports set a record for the third straight year.

Most of the craft boom is hap-pening at home, however, driven by the so-called ‘premiumization’

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royalty Jim Beam Brands has bought 10 or 12 brands in just the past few years.

That might illustrate a key difference between craft beer and craft whiskey: the larger brands seem to play better with the smaller ones. The “craft vs. crafty” debate that has plagued the high end of the beer industry lately isn’t taking hold because even the largest whiskey companies have been trying to innovate at the high end of the bell curve, as with Brown Forman’s Woodford Reserve brand, which has been turned into a variety of ‘expressions,’ or Beam Brands’ Knob Creek and Basil Hayden’s. Large independent distiller Buffalo Trace’s success of late – it’s the oldest continuously operating distillery in

the country – has largely been built by is-suing new aged and small-batch bourbons under a variety of labels, and Heaven Hill, the largest family-owned distillery in the country, has rolled up several large labels and issued award-winning small batch versions to build interest.

That’s generated an entry point for many new brown liquor consumers, who have been trained by the craft beer move-ment to seek an even higher-end, inde-pendent or local series of brands.

To meet the demand, many of the new companies are taking advantage of new technologies that allow them to age whis-kies more quickly, enabling them to miti-gate costs while waiting for newer, better batches to emerge. This is a hedge against one of the key assets for older distilleries, which have years’ worth of larger batches maturing in big barrels, gathering fl avors and smoothing rough edges.

There’s also plenty of ‘juice’ available for craft distillers to buy up and work with on their own from contract distillers. Take a product like Angel’s Envy, a young company whose chief distiller, Lincoln Henderson, worked for brands like Wood-ford Reserve and Old Forester for decades. Louisville Distilling, which make’s Angel’s Envy, bought up a batch from a contract distiller and, to impart a note of differ-ence in its product, fi nished it in port wine casks instead of charred oak barrels. Even a brand like Whistle Pig, which will eventu-ally have production vertically integrated on Bhakta’s farm, had to get started by procuring Canadian rye while it waits for its fi rst homegrown batch to mature.

There are some other major barriers to the creation of a craft whiskey move-ment that can fully rival that of craft beer. For one, all distillers face the same excise tax, and recent legislative attempts to carve out a lower rate for smaller manufacturers have failed. Also, the well-established “crafty” brands could create a confusing learning curve for consumers.

Beyond that, how-ever, the availability of novelties like “white whiskey” – think Dukes of Haz-ard and Junior Johnson style moonshine – has helped stoke interest in younger whiskey formats. As long as these craft whiskies are available in the right package and with the right branding elements, they can create the personal expres-sion that can carry a growing distillery into the later rounds of the fi ght.

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BUDWEISER’SINNOVATION

EXAMINATIONCan the King of Beers RetoolIts Army of Brands?

By Chris Furnari

Like an incredibly well-prepared student, Anheuser-Busch InBev (ABI) has always been able to answer the fill-in-the-blank questions that come from being the category captain in the beer aisle.

As the world’s largest beer producer, there’s a lot to be said for answering the right questions when it comes to or-ganization and execution. Handling a portfolio of more than 200 beer brands, after all, requires a talent for getting the right product into the right place at the right time.



But lately, the tests have begun to take on a more philosophical bent: rather than selling more beer, the question has morphed into a series of inquiries on the very nature of the product. Consumers, increasingly, have been educated to question the premise, the very nature of beer, rather than settle for the same old answers.

For a company that has long believed its fortunes will rise and fall with the number of barrels of Budweiser and Bud Light that it moves, this has been quite an education.

In recent years, ABI has started to educate itself. It’s recog-nized that consumer buying habits can shift; it is aware that more beer drinkers are seeking out higher quality offerings, for exam-ple. In an effort to help offset declining volumes from its largest brands, two years ago, ABI started placing greater emphasis on higher alcohol line extensions like Bud Light Platinum, Bud-weiser Black Crown and Bud Light Lime-A-Rita. The company has even applied the same approach to import offering and focus brand, Beck’s, with the introduction of Beck’s Sapphire.

The question is, will these on-trend rollouts provide the company a burst of momentum that is quickly subsumed by a changing world, or will they prove to be lasting parts of the portfolio? In other words, are they still providing the same old answers to newer questions?

“The days have to be gone where we sit around the office picking new beers,” said Pat McGauley, ABI’s vice president of innovation. “It has to have a story and historically, we haven’t done that so well.”

Part of the problem with measuring ABI’s ability to build a long term brand is that its network and marketing apparatus make it easy for it to have short term success. The company has an incredible ability to flood the market with its new offerings, but their staying power, particularly in terms of being able to stand on their own once the marketing spigot is dialed back, remains questionable.

Bud Light Platinum, for example, moved well over a million barrels in 2012, becoming the 14th largest beer brand in the U.S., according to Chicago-based research group Symphony IRI. But the company has had big short-term hits before: Bud Dry, Bud Select, Michelob Amber Bock all debuted with a bang and showed impressive growth over a two-to-three year period before fizzling out. They haven’t become the warhorses that can carry ABI forward, and that calls into question the longevity of any brands that the company touts as capable of shouldering the load for declining share.

“Our philosophy has to be long term and there needs to be consistent investment in what we are putting out,” McGauley said. “We are no longer one-and-do-ne. Obviously we need to continue building long-term brands.”

But it’s hard to do that when the innovation strategy for ABI remains propping up the big brands. ABI initially introduced Platinum, in part, to help combat volume declines to the country’s number one selling beer, Bud Light. Trade publication Beer Marketer’s Insights (BMI) esti-mates that between 2009 and 2011, the Bud Light brand lost 1,450,000 barrels.

In 2012, ABI rallied its distributor partners around Bud Light Platinum and helped bolster an aggres-sive nationwide rollout with a set of Super Bowl commercials grounded in music. The 30-second ad spots featured popular tracks from internation-ally recognized hip-hop artist Kanye West and electronic music producer Avicii. At the same time, the commercials present-ed Bud Light Platinum as a trade-up offering that consumers should spend more money on.

This year, it doubled down on its musical marketing approach. In early February, the company announced that it would engage actor and

“The days have to begone where we sit aroundthe office picking beers.

It has to have a story andhistorically, we haven’t

done that so well.”– Pat McGauley

ABI, VP of Innovation

June 4 & 5, 2013Metropolitan Pavilion

New York, NY

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singer-songwriter Justin Timberlake as its new creative direc-tor for Platinum, hoping his celebrity and creative vision can continue growing sales for the brand in 2013. Also helping out is the malternative Bud Light Lime-A-Rita, an 8 percent ABV offering launched last April. According to SIG, that product is now a top-three brand in its category, with sales of more than $161 million since its intro-duction less than a year ago.

So after managing – at least temporarily -- to shore things up on the Bud Light end, the company is now looking to offset sluggish Budweiser shipments with the introduction of another on-trend offering, Bud-weiser Black Crown. In this case, it’s an attempt to battle the estimated 7 million barrel drop – about 30 percent of the brand’s sales – that have hit Bud since 2007, according to BMI.

Here are the ways that Black Crown is on-trend: it’s darker. It’s stronger (6 percent ABV, which puts it in competition with both higher-alcohol craft and malternative offerings). The product’s chief attribute appears to be its better taste, rather than the lower calories and carbohydrates offered by previous line extensions -- it’s tagged with the line “Taste is Making an Entrance.” And the rollout marketing of Black Crown has followed the same pattern as Platinum, with 2013 Super Bowl com-mercials and a heavy execution focus in its distribution network.

But Tom Fox, a nationally-recognized expert in retail sales and category man-agement for the beverage industry, isn’t convinced that the burst of sales that came from Platinum – and may also come from Black Crown, at least initially -- mean that the company has built a long-term brand.

“I have my reservations,” Fox said. “If they continue to support innovations with media, I imagine they can keep some of the demand fl owing. Much of Platinum’s success is because of solid blocking and tackling from an execution standpoint. A lot of it comes from the muscle that nobody else has.”

That “muscle,” as Fox puts it, is a strong wholesaler network that is constantly looking for more innovative products, and a national group of retailers hungry for the incremental ring that a well-marketed line extension can bring.

But even with the company’s vaunted execution, not every new ABI innovation is an overnight success, let alone a long-

term one – a particularly troubling point when looking at the company’s inability to sell a trade-up in taste, a la its now-retired American Ale, which landed with a thud, rather than a

reduction in calories, like its Atkins diet-friendly Select line. McGauley said some introductions like now

retired American Ale and Bud Light Golden Wheat beers had missed the mark altogether, but he called it a cost of doing business.

“If we don’t make mistakes, we are bad innova-tors,” he said. “The question is, how do we make our brands more meaningful?”

It’s a pressing question because the issue of mean-ing, of local grown and bigger-fl avored products, is the one that craft seems to have down cold – and it’s starting to encroach on the shelf space of the bigger brands by sheer force of numbers; through June of 2012,SIG estimated that craft beer boasted 3,537 different packages. Even more importantly, craft is beginning to look at convenience as a space where it can potentially grow, as well, with both Boston Beer and Sierra Nevada moving into the

channel. In other words, the craft brands are thinking about execution.

“There is a battle for shelf space,” said Trent McKinster, the corporate director of beer at SuperValu, a grocery retail network of more than 2,400 stores. “Many large domestics are trying to innovate and protect that space. I don’t think it’s their complete strategy, but it is one aspect.”

Bud recognizes the challenge of craft, and is trying to fi ght back with its own craft or high-end offerings. In 2011, Budweiser scooped up Goose Island, a Chicago-based craft brewery, for $38.8 million. This year, it is turning Goose Island into a national brand, beginning with tap handles and fol-lowing up with bottles throughout the Bud network. But ABI’s much more prominent high-end offering, Shock Top, is taking a more familiar route: debuting in 2006 as a

Belgian-style wheat ale brewed with lemon and lime peels, coriander and orange, the brand has, since then, extended to include raspberry, pumpkin and lemon-shandy

fl avors, an IPA blend and a beer-cider hybrid called Honeycrisp Apple Wheat.Such line extensions are well practiced for

ABI; whether they will ultimately be meaningful to consumers will probably be more of an essay question than a fi ll-in-the-blank.


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EPICUREX LLC

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Bare Nutrition, LLC PRODUCTS: Acerola-Pina, Mango-J, Banapple-Berry


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Cannabis Energy Drink combines high quality energy drink ingredients with a unique twist: its sweet fl avor is comple-mented with hemp seed extract. Containing caffeine taurine and a bunch of B vitamins, the Cannabis Enery Drink does what it does well, and tastes good while doing it! Get a burst of energy with every can! Cannabis Energy Drink contains no THC and so causes no narcotics effect!

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Cuba Beverage Company

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BYB Brands

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Nor Cal Beverage Co, Inc. PRODUCTS: Original Sugar Free, Peach Tea, Lemonade, Pom Berry Tea, Sweetie Grapefruit, Original Sugar Free 6-packs

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PRODUCTS: Mr. Pink Ginseng Drink, Mr. Pink Sparkling Tea

PACKAGING: 12 oz. Can, 8.4 oz. Can, 350 mL Glass, 700 mL Glass

ATTRIBUTES: Bone Health, Cognitive Health, Cosmetic, Energy, Eye Health, Gut Health, Hangover Prevention/Recovery, Heart and Cardiovascular Health, Immunity, Joint Health, Muscle and Fitness, Relax-ation and Mood Enhancement, Sex-related, Sleep Aid, Weight Loss/Appetite Control, Sports and Hydration

Mr. Pink is the purveyor of ultra-premium, health and wellness-based beverages for active and sophisticated adults. Based in Los Angeles, California, the Mr. Pink portfolio refl ects the surging need for products which are all natural, offer potent health benefi ts and taste deliciously refreshing.

Currently launching both in the U.S. and internationally, our goals are ambitious – we want to change the way people think about functional beverages.

Mr. Pink: Healthy for you, happy for life!

ok. – Energy Drink

Sadaf Distribution, Inc.

PRODUCTS: Classic Flavor, Sugar-Free Flavor, More fl avors coming soon!


ATTRIBUTES: Energy

Newest Imported Energy Drink in the U.S.

Swiss Brand, Manufactured in Austria.

2nd Best Selling Energy Drink in Europe.

Winner of 2010’s Art Director Club Creative Award for Innovative Packaging Design.

Currently looking for Distributors Throughout the U.S.

Email Sadaf Distribution for Exclusive Distribution in your city or State.

Your consumers depend on you. And you can depend on the sweet taste of

SPLENDA

® Sucralose that your consumers love. Our secure supply chain is

completely traceable, and we keep ample inventory on hand so it is always

available. Plus, Tate & Lyle’s effi cient 24/7 customer service handles your

orders to assure your production is never interrupted. Count on it.

To learn how we can help meet your demands for sucralose,

contact us at [email protected]

© Tate & Lyle 2013 SPLENDA

®�

and the SPLENDA

�®�

logo are trademarks of McNeil Nutritionals, LLC. www.splendasucralose.com

Being counted on to get it right

time and time again.

To us, it’s elementary.

ReReliability


Omega Infusion Brands

PRODUCTS: enhanced water beverages


ATTRIBUTES: Cognitive Health, Eye Health, Heart

and Cardiovascular Health, Joint Health, Sports and Hydration

Omega Infusion

On Go, LLC

PRODUCTS: Berry Blast, Mandarin Orange, Lemon Lime, Grape, Fruit Punch, Pomegranate Blueberry

PACKAGING: 59 mL PET

ATTRIBUTES: Electrolyte Enhanced, Energy, Muscle and Fitness

On Go Energy

Party Armor, LLC



Party Armor Hangover Protection

Skott and Riddle USA

PRODUCTS: Sparkling Apple, PJTight Light Sparkling Apple, Prickly Pear Anti-Oxidant

PACKAGING: 8.4 oz. Can, 16 oz. Can

ATTRIBUTES: Energy

PIMPJUICE

Premier Nutrition

PRODUCTS: Chocolate Protein Shake, Vanilla Protein Shake

PACKAGING: 14 oz. PET Bottle, 11 oz. Tetra Pak, 8.25 oz. Tetra Pak

ATTRIBUTES: Energy, Muscle and Fitness, Weight Loss/Appetite Control

Premier Protein

PURE SWISS Inc.

PRODUCTS: Sparkling Alkaline Mineral Water, Still Alkaline Mineral Water

PACKAGING: 500 mL Glass, 500 mL PET, 1.0 L Glass

PURE SWISS

Pyure Brands, LLC

PRODUCTS: Pyure O.E.O. (Organic Energy Optimization) Mixed Berry


ATTRIBUTES: Energy

Pyure O.E.O.

Realbeanz LLC

PRODUCTS: RTD Iced Coffee


ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Immunity, Relaxation and

Mood Enhancement, Weight Loss/Appetite Control, Sports and Hydration

Realbeanz

Red Bull North America

PRODUCTS: The Taste of Blueberry. The Effect of Red Bull.

PACKAGING: 8.4 oz. Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Blue Edition


PACKAGING: 8.4 oz. Can, 12 oz. Can, 16 oz. Can, 20 oz. Can, 8.4 oz. 4-pack carton, 12 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Energy Drink

Funktional Beverages, Inc.

PRODUCTS: Classic Grape


ATTRIBUTES: Cognitive Health

Purple Stuff

Pyure Brands LLC

PRODUCTS: Pyure O.E.O. (Organic Energy Optimization) Citrus


ATTRIBUTES: Energy

Pyure O.E.O.

Powercoco Natural Electrolyte Sports Drink

Powercoco

PRODUCTS: Fruit Punch, Orange, Lemon-Lime, Blue Raspberry, Grape

PACKAGING: 16 oz PET

POWERCOCO is a NATURAL sports drink that still tastes and functions like a sports drink should. No more and no less. What a crazy concept, we know.

POWERCOCO has no artifi cial colors or fl avors; while keeping the calories, sugar and carbs less then half of other major sports drinks with over twice the electrolytes.

Hydration just comes Naturally to us.



PRODUCTS: The Taste of Cranberry. The Effect of Red Bull. PACKAGING: 8.4 oz. Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Red Edition


PRODUCTS: The Taste of Lime. The Effect of Red Bull. PACKAGING: 8.4 oz. Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Silver Edition


PACKAGING: 8.4 oz. Can, 12 oz. Can, 16 oz. Can, 20 oz. Can, 8.4 oz. 4-pack carton, 12 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Sugarfree


PACKAGING: 8.4 oz. Can, 12 oz. Can, 16 oz. Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

Red Bull Total Zero

Rejuvenation Company

PRODUCTS: Raw Non-Dairy Acidophilus Probiotic

PACKAGING: 8 oz. PET, 32 oz. PET


Rejuvelac

National Beverage Corp.

PRODUCTS: Rip It Tribute


ATTRIBUTES: Energy

Rip It Energy Fuel

RLED, LLC

PRODUCTS: Au Natural


ATTRIBUTES: Energy

Roaring Lion "Au Natural"

RLED, LLC

PRODUCTS: "Zero"


ATTRIBUTES: Energy

Roaring Lion "Zero"Red Bull Editions

Red Bull Energy Drink

PACKAGING: 8.4 oz. Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

In the most anticipated category launch since the modern energy drink was introduced to the U.S. in 1997, Red Bull Energy Drink is rolling out three new fl avors now available nationwide. In new red, silver and blue cans, the Red Bull Editions provide the energy and functional benefi ts of the original, but with the taste of cranberry, lime and blueberry, respectively.

Roaring Lion

RLED, LLC

PRODUCTS: Roaring Lion energy drink, Au Natural, Zero

PACKAGING: 16.9 oz. PET, 12 oz. Can, 16 oz. Can, 1 gal. Bag in a box, 3 gal. Bag in a box

ATTRIBUTES: Energy

Roaring Lion energy drink has launched a new line of beautiful fully-wrapped 16.9oz resealable bottles, while introducing two new products: “Au Natural” & “Zero”. These bottles compliment Roaring Lion’s full line of packag-ing solutions and are the perfect option for consumers that need ‘energy on the go’ without worrying about spills or keeping the product fresh. In addition to the classic formula, “Au Natural” & “Zero” answer the needs of evolving consumer tastes in the category.

AMSTERDAM’Scoolestenergydrink

CHOOSE THE GREEN CAN [email protected]


Rockstar Inc.

PRODUCTS: Original, Sugar Free, Zero Carb, Perfect Berry Pink, Punched, Punched Guava, XDurance

PACKAGING: 16 oz. Can, 24 oz. Can

ATTRIBUTES: Energy

Rockstar Energy Drink

Rockstar Inc.

PRODUCTS: Blueberry, Pomegranate, Acai, Tangerine, Tropical Citrus


ATTRIBUTES: Electrolyte

Enhanced, Energy, Sports and Hydration

Rockstar Energy Water

Rockstar Inc.

PRODUCTS: Tea + Lemonade, Lemonade, Orange, Grape

PACKAGING: 15.5 oz. Can, 23.5 oz. Can


Enhanced, Energy, Hangover Prevention/Recovery

Rockstar Recovery

Rockstar Inc.

PRODUCTS: Super Sours BubbleBerry, Super Sours Green Apple

PACKAGING: 16 oz. Can, 24 oz. Can

ATTRIBUTES: Energy

Rockstar Super Sours

Sambazon

PRODUCTS: Blended Breakfast Strawberry + Banana + Chia + Ancient Grains;



Sambazon

Sambazon

PRODUCTS: Protein Chocolate + Almond + Coconut Milk, Protein Vanilla, Protein Açaí Berry + Chocolate



Sambazon

Sambazon

PRODUCTS: Energy Mocha Java, Energy Açaí Berry + Yerba Mate + Guarana


ATTRIBUTES: Energy

Sambazon

Sambazon

PRODUCTS: Supergreens Kale + Ginger


ATTRIBUTES: Immunity

Sambazon

Scheckter's Organic Beverages

PRODUCTS: Original, Lite



Scheckter's Organic Energy

Security Beverages Company

PRODUCTS: Security Feel Better



Security Feel Better

SK ENERGY

PRODUCTS: Extra Strength Berry, Berry, Grape, Orange


ATTRIBUTES: Energy

SK ENERGY

Spartan Beverages

PRODUCTS: Spartos sugar & sugar free


ATTRIBUTES: Electrolyte Enhanced, Weight

Loss/Appetite Control, Sports and Hydration

Spartos: Protein Water

Sport Stix, Inc.

PRODUCTS: Sport Stix – Hydration drink mix ;

ATTRIBUTES: Electrolyte Enhanced, Sports and Hydration

Sport Stix

Rocasuba, Inc.

PRODUCTS: Spot On Energy Patches;

ATTRIBUTES: Energy

Spot On Energy

Solvi Acquisition

PRODUCTS: Strut & Rut Energy Shot; PACKAGING: 2.5 oz. PET

ATTRIBUTES: Energy

Strut & Rut Energy Shot

Vinnedge Distributing Inc.

PRODUCTS: Your ordinary drink!


ATTRIBUTES: Cognitive Health, Heart and

Cardiovascular Health, Immunity, Joint Health

Synapse Aid

INGR-3771_K1_FP_Bv_3000_v1a.indd KeylINe 1

Saved: 2/28/13 Prepared by: Sarah Elwyn

312-970-5800

Client Ingredion bleed 8.25" x 11.125" Creative dir Kelley Fead

deSCriPtiOn beverage – Quench triM 8" x 10.875" art direCtOr elisa ivany

COlOrS 4CP live 7.25" x 10.125" COPywriter Kevin McGraw

deStinatiOn BevNet Functional Beverage Guide line SCreen N/A traFFiC Stacy Scheets

routE SIgNoff AS_________ AE__________ CD__________ CoPY__________ AD__________ AAD__________ Proof__________ ProD__________

INGR-3771_K1_FP_Bev_3000_v1a.indd 1 2/28/13 3:20 PM


Fluid Motion Beverage Inc.

PRODUCTS: Original, Sugar-Free, Blood Punch, Blood Punch Sugar Free


ATTRIBUTES: Energy

TALON Energy

TONGO LLC

PRODUCTS: Warrior Punch, Tahitian Lime, Pacifi c Orange



TONGO Coconut Water

TumericALIVE

PRODUCTS: Original, Vegan, Coconut Nectar, Vanilla Bean, Pure Prana

PACKAGING: 12 oz. PET, 32 oz. PET, 3 oz. PET

ATTRIBUTES: Cognitive Health, Energy, Gut Health,

Immunity, Joint Health, Relaxation and Mood Enhancement, Sports and Hydration

TumericALIVE

Turbo Energy Drink

PRODUCTS: Pure Cane Sugar, Diet, Blue, Orange

PACKAGING: 16.9 oz. PET, 3 gal. Bag in a box, 1 gal. Bag in a box

ATTRIBUTES: Energy

Turbo Energy Drink

Lifestyle Brands


Uvé Gourmet

New York Spring Water

PRODUCTS: Lemon Lime


ATTRIBUTES: Energy

VBlast Gator Pit Energy

Tibi Tonic USA



TIBI TONIC

TRAChealth PRODUCTS: Coconut, Superfoods, Blackberry Hibiscus Green Tea, Strawberry Lemonade

PACKAGING: .59 oz. Sticks/Sleeves

ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Gut Health, Heart & Cardiovascular Health, Joint Health, Weight Loss/Appetite Control, Sports & Hydration

TRAChealth CHIA +

Ti Tonics

Ti Tonics

PRODUCTS: Ti Tonics - New Zealand Superteas


Ti Tonics are the award-winning range of Superteas from beautiful, sunny New Zealand. Based on white tea, each 12oz custom glass bottle is supercharged with a powerful dose of antioxidant polyphenols from the fi nest sauvignon blanc grapes. Super low in sugar, using only natural ingredients and featuring subtle, refi ned fl avors, Ti Tonics are a must-have for upmarket, gourmet, natural and speciality retailers.

UPTime Energy

UPTime Sports Nutrition, Inc.

PRODUCTS: UPTime Energy Drink - Original, UPTime Energy Drink - Sugar Free


ATTRIBUTES: Energy

Combining natural and the most effec-tive ingredients from formulas used for over 27 years, the UPTime Original and Sugar-Free Energy Drinks give you a well-balanced boost of energy with a crisp and delicious citrus taste, leaving you both refreshed and energized.

Don’t simply settle for function, IT’S TIME energy meets taste!


Vemma Nutrition Company

PRODUCTS: Burn, Cleanse, Rest, Thirst


ATTRIBUTES: Energy, Muscle

and Fitness, Weight Loss/Appetite Control, Sports and Hydration

Vemma Bod-e


PRODUCTS: Shake-Chocolate, Shake-Vanilla;

PACKAGING: 1.85 oz. Pouch

ATTRIBUTES: Muscle and

Fitness, Weight Loss/Appetite Control

Vemma Bod-e


PRODUCTS: Verve Bold, Verve, Verve Zero Sugar


ATTRIBUTES: Energy

Verve Energy Drink

Daesang America, Inc.

PRODUCTS: Pomegranate with Apple Cider Vinegar, Blueberry with Apple Cider Vinegar

PACKAGING: 355 mL Glass

Vinki

Ecosentials llc PRODUCTS: Liquid and Powder Water Enhancers

PACKAGING: .85 oz. Powders

ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Gut Health, Hangover

Prevention/Recovery, Immunity, Joint Health, Muscle and Fitness, Relaxation and Mood Enhancement, Weight Loss/Appetite Control

Vitamin Squeeze

Fluid Motion Beverage Inc.

PRODUCTS: Foxberry, Energy Lemonade


ATTRIBUTES: Energy

VIXEN Energy

VLiNG, LLC

PRODUCTS: Cranberry-Pomegranate, Citrus, Tonic Water, Soda Water



VLiNG Hydration Mixers

West Coast Chill, Inc.

PRODUCTS: No Sugar, No Caffeine, Energy Drink, Self-Chilling Can


ATTRIBUTES: Energy

West Coast Chill

XYIENCE

PRODUCTS: Caffeine free, sugar free and zero calorie Grape & Tropical Punch



Enhanced, Energy, Sports and Hydration

Xenergy + Hydration

XYIENCE

PRODUCTS: Sugar free and zero calorie Raspberry & Pineapple



Xenergy + Lemonade

XYIENCE

PRODUCTS: Sugar free and zero calorie Raspberry Acai & Honey Ginseng



Xenergy + Tea

Xing Beverage, LLC

PRODUCTS: 14 Natural Green Teas - 4 Natural Juice Drinks


XINGTEA Green Tea

XL Energy Drink Corp.

PRODUCTS: XL Energy Drink, XL Sugar Free Energy, XL Lime&Lemon Energy


ATTRIBUTES: Energy

XL Energy Drink

XYIENCE

PRODUCTS: 8 sugar free, zero calorie fl avors



Xyience Xenergy

Zenify

PRODUCTS: Zenify


ATTRIBUTES: Relaxation and Mood Enhancement

Zenify

ZICO Beverages

PRODUCTS: Premium Coconut Water, Natural, Chocolate, Pineapple, Mango, Passion Fruit

PACKAGING: 1 L Tetra Pak, 11 oz. Tetra Pak, 14 oz. PET

ZICO


Zingiwell Healthalicious, Inc.

PRODUCTS: Shelf Stable 100% All-Natural Turmeric Drinks & Shot

PACKAGING: 8 oz. Glass, 2.4 oz. Glass

ATTRIBUTES: Immunity, Joint Health

Zingiwell

Zola

PRODUCTS: Zola Açaí Juice


ATTRIBUTES: Heart and Cardiovascular Health, Immunity

Zola

Zola

PRODUCTS: Zola100% Natural Coconut Water


ATTRIBUTES: Electrolyte Enhanced, Hangover Prevention/Recovery

Zola

MAY 2, 2013Revere Hotel • Boston, MA

For More Information andRegistration Pricing Visit

www.brewbound.com/conferenceSPONSORS & PARTNERS


Looking for high quality milk proteins for sports nutrition or weight manage-ment formulas? IdaPro Milk Proteins - containing micellar casein and native whey proteins- are an ideal protein source with excellent sensory properties and enhanced bioavailable nutrient pro-fi les. IdaPro Milk Proteins are the leader in functionality, fl avor and value.

Idaho Milk Products

Ingredion Incorporated offers a com-plete portfolio of nutritional ingredients, specialty texturizers and nutritive and non-nutritive sweeteners along with for-mulation expertise, fast prototyping and sensory insights to help manufacturers achieve product development success and get to market faster.

Ingredion Incorporated

The Martin Bauer Group is the world's leading supplier of tea and herbal extracts and raw materials for the food and beverage industries. Supplying off-the-shelf ingredients and tailor-made products for your beverage require-ments. Safe, high quality products you can trust.

Martin Bauer Inc.

Co-packer, and Brand Developer of energy drinks, teas, functional bever-ages, gourmet sodas, beer and fl avored malt beverages. Capabilities include, glass bottles, Bag in Box and Aluminum Bottles. Cold Fill and Tunnel Pasteuriza-tion processes available.

Monarch Custom Beverages

Natreon supplies the Functional Bever-age Industry with Capros superfruit cascading antioxidant with Cardiovas-cular benefi ts and Beauty From Within; PrimaVie shilajit for mitochondrial energy, Crominex 3+ trivalent chromium for glucose control, and Sensoril for anti-stress products

Natreon Inc

We bottle porducts in sizes from 10oz to 1.5 liter. Label options include pressure sensitive and shrink sleeve. Cold fi ll still and carbonated water available in purifi ed or spring water. Development expertise in designing beverages with nutrient and fl avor additives.

Nature's Way Purewater

Nor-Cal Beverage Co., Inc. (Nor-Cal), founded in 1937, is California’s largest independent beverage bottler. Family-owned for three generations, Nor-Cal mixes and packages such well-known beverage brands as Arizona Tea, Vitamin Water, PowerAde, Hansen’s, and Monster Energy, as well as Florida Natural and Minute Maid Juices, and its own brand - Go-Girl energy drinks.

Nor-Cal Beverage Co., Inc.

Oceans Omega, a leading supplier of ad-vanced omega-3 EPA/DHA ingredients, utilizes our unique stabilization technol-ogy to deliver superior omega-3 EPA/DHA ingredient solutions in applications such as clear beverages, enhancers & liquid nutritional shots. Companies seeking to enhance a portfolio of products with omega-3s, now have a speed to market and fi rst mover advantage.

Oceans Omega LLC

Incredible amounts of food and beverages are fi lled and packaged daily -much of it by Optima Consumer machines. Major benefi ts: machine fl exibility, high output and product protection during the fi lling and pack-aging process. We build machines from budget price start-up lines to complex machines.

Optima Machinery Corporation

Overnight Labels is an award winning US based manufacturer of a wide range of fl exible packaging options including pressure and non pressure-sensitive labels, shrink sleeves, neck bands, sample packaging, cold foil and more. We provide the highest quality and best customer service available.

Overnight Labels Inc

Prinova offers high-quality ingredients and fl avors for beverage manufactur-ers, including liquid vitamin premixes from our state-of-the-art blending facility. With expert fl avor technicians, BRC Certifi cation, and R&D Application Laboratory, Prinova guides you in all stages of beverage formulation.

Prinova

Performance Packaging is your single source for ALL of your packaging needs! We continue to climb up the INC 500/5000 list at a rapid pace in our 18th year of business. In 2013 we have introduced our SipP line for infant safe and child safe pouch products.

SipP Spouts, Caps and AccessoriesAccessories

NVE Pharmaceuticals

FORMULATE - DEVELOP - MANUFACTURE - FAST!

NVE is one of the largest private label manufacturers for liquid cold fi ll shots from 1.5oz to 10oz on the east coast.

With 6 blow mold machines bottles are never an issue, we can produce a variety of bottles in many shapes and sizes.

8.4 oz carbonated energy drinks can be formulated to your specifi cations. We also have a variety of stock formulations for carbonated energy drinks for you to choose from allowing you to brand an energy drink with your logo and artwork.

NEW this year, NVE is manufacturing and fi lling fl avor enhanced and fortifi ed water drops as well as manufacturing and fi lling refreshingly cool energy mints. The enhanced water drops are available in a 60ml bottle and the energy mints are available in a variety of fl avors and package sizes.

Make 2013 the perfect time to extend your product line with one of these new forms of packaging by going to NVE your One Stop Shop.


SleeveCo prints and converts high-impact, reliable, shrink sleeve, stretch sleeve, and super stretch labels. We provide industry-best speed to market, order fl exibility, in-house plate making and cylinder engraving, and dedicated fi eld technical service. Award-winning, DuPont-certifi ed graphics professionals expertly deliver a product's visually-dynamic message.

SleeveCo, Inc.

Stauber (est. 1978) & recently acquired subsidiary, Pharmline (est. 1986), offer premium ingredients, as well as custom formulation & development for bever-ages, ingredient preblends, custom concentrate products, & manufacturing expertise for the nutritional, functional food & beverage industry.

Stauber Performance Ingredients Inc.

Stiebs is devoted to sourcing, process-ing and delivering the world's fi nest plant-based products.We strive to meet our company motto,"Nature Elevated," by procuring the world's fi nest ingre-dients for health and wellness based products. We provide fruit juices/con-centrates, purees, powders & extracts

Stiebs

Synergy Flavors is a leading interna-tional supplier of fl avors, extracts, and essences for the global food and beverage industry.

Synergy Flavors, Inc

Takasago is distinguished in the fl avor industry with more than 1000 patents, and is considered a leader in specifi c technologies for high impact fl avors, in-cluding the Sensates and Vivid Flavors product lines.

Takasago

Tampa Bay CoPack is a beverage contract manufacturing company with the turnkey expertise to shepherd your product from conception to shipping. We provide a full suite of beverage co-packing services, including research and development, raw material procure-ment, product development, bottle fi ll-ing, fi nished packaging, warehousing, and much more.

Tampa Bay CoPack

Beverage funding made simple. TeamEMPIRE CrowdFUND helps start-up beverage brands raise the capital they need via our unique, beverage centric, crowdsourcing online platform. The funding alternative to Wall Street for your beverage projects.

TeamEMPIRE CrowdFUND

The Tapa Company is the world leader in Hermetic Delivery Caps, with patents worldwide and in the USA and clients successfully using our technology in dif-ferent countries and functional products in the market. Our Hermetic Delivery Cap achieves:100% freshness, the best fl avour and a longer shelfl ife

THE TAPA COMPANY

The Wright Group is an industry leader in the development of custom nutrient premixes and microencapsulation of vitamins and minerals for the beverage industry. Wright's high-volume blend-ing capacity and customized delivery options provide the balanced solutions needed to increase profi tability.

The Wright Group

Vegetable Juices, Inc. develops and manufactures a variety of vegetable juices, concentrates, and purees. With over 80 years of experience, market and application knowledge and a true passion for vegetables, Vegetable Juices is the natural partner to consider when creating your next healthy beverage innovation. Whether sneaking veggies in or featuring them, we have concepts to help.

Vegetable Juices, Inc.

The knowledge of the beverage applica-tions technologists in combination with the exceptional fl avor creation chemists on staff is used to develop tasty bever-ages both alcoholic and non-alcoholic. Virginia Dare assists in the R&D process from concept to production.

Virginia Dare

Unsurpassed in knowledge and innova-tion, WILD provides a fast and complete solution to customers' beverage desires. WILD's capabilities to take a concept design through product development to commercial production are revolution-ary in the food and beverage industry. Contact WILD for fl avors, colors, health ingredients & systems and concept development for your next project.

WILD Flavors, inc.

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COMPANY CONTACT INFORMATIONCOMPANY CONTACT NAME ADDRESS CITY STATE ZIP CODE PHONE NUMBER WEB SITE

8 Hour Snooze, LLC Ricky Miller 10170 W. Tropicana Avenue Las Vegas NV 89147 310-409-9340 8hoursnooze.com

A. Holliday & Company Inc. Christine Renken 4141 Yonge Street Toronto ON M2P 2A8 416-225-2217 teacoff.com

Afterglow Beverage Company, Inc Jason Walter 6631 Amsterdam Way Unit B Wilmington NC 28405 910-742-0152 hangovergone.com

ALO Drink by SPI West Port Brian Choi 377 Swift Ave. South San Francisco CA 94080 650-616-7777 alodrink.com

Angels Aphroenergy LLC Damon Huynh 4030 South Jones Boulevard Las Vegas NV 89103 214-444-9570 drinkangels.com

Ann Payne's Caveman Foods Ed Coffi n P.O. Box 247 Mendenhall PA 19357 267-354-0387

AquaNew, LLC Dana Gourley P.O. Box 20563 Sarasota FL 34276 888-936-2782 aquanew.com

AriZona Beverages Jackie Harrigan 60 Crossways Park Drive West Woodbury NY 11797 516-812-0208 drinkarizona.com

Arizona Investment & Trading, LLC Dr. Hameed AlGaood 7373 E. Doubletree Ranch Rd. Scottsdale AZ 85258 480-315-9141 fi kksenergy.com

Bare Nutrition, LLC Camille Reith P.O.Box 190 Monterey CA 93942 831-998-8102 drinkchiavie.com

BAWLS Acquisition Maria Montes 8840 Commons Blvd. Twinsburg OH 44087 888-731-9708

BigQuark LLC Clark Wolfsberger 7645 Delmar Blvd Saint Louis MO 63130 314-727-6903 beautysleepusa.com

Blink Beverages, Inc. Richard Neff 7016 Convoy Court San Diego CA 92111 858-565-0550 blinkenergywater.com

BODY ARMOR Nutrition, LLC 630 Clinton Place Beverly Hills CA 90210 310-424-5077 drinkbodyarmor.com

BYB Brands Amy Pearce 2101 Rexford Road Charlotte NC 28211 704-319-0390 fuelinabottle.com

Caravan Ingredients Tim Nguyen 7905 Quivira Rd Lenexa KS 66215 913-890-5500

Cargill Tom Lindberg 15407 McGinty Rd W Wayzata MN 55391 866-456-8872 cargillfoods.com

Celsius, Inc. Irina Lorenzi 2424 North Federal Highway Boca Raton FL 33431 561-276-2239 celsius.com

Chemi Nutra Chase Hagerman 4463 White Bear Pkwy. White Bear Lake MN 55110 866-907-0400 cheminutra.com

Citromax Flavors Elaine Kellman-Grosinger 444 Washington Avenue Carlstadt NJ 07072 201-933-8405 citromaxfl avors.com

CLICKco, LLC Greg Smith 639 W. Enterprise Ave Clovis CA 93619 559-299-1211 drinkclick.com

Complex Beverage, LLC Eddy Antoine 8875 Hidden River Pkwy Tampa FL 33637 813-367-2366 complexbeverage.com

Cristalpet SA Walter/Pilar 2875 NE 191 ST Aventura FL 33180 305-653-4209 abtintl.com

Cuba Beverage Company 866-431-CUBA cubabev.com

Daesang America, Inc. Kay Kim One University Plaza Hackensack NJ 07601 201-488-4010 myvinki.com

dicentra Peter Wojewnik 2525 Davie Road Davie FL 33317 786-768-2038 dicentra.com

Dolce Beverage Group, LLC. John Bush 101 Sangra Court Streamwood IL 60107 630-855-3506 dolcesales.com

Dox Solutions Anthony Cardillo 7401 Coastal View Drive Los Angeles CA 90045 310-488-2022 drinkdox.com

Drink Chia, LLC Chandra Davis 1003 Orienta Ave. Altamonte Springs FL 32701 407-900-1025 drinkchianow.com

DSM Nutritional Products Caroline Brons 45, Waterview Blvd Parsippany NJ 07054 973-257-8042 dsm.com/human-nutrition

DutchyTrade, Inc. Jan Payne 7545 Irvine Center Drive, Ste 200 Irvine CA 92618 972-333-0138 cannabisenergydrinkus.com

Easy2Live, LLC. Catrina Kenyon 20042 Beach Blvd. Ste. 102 Huntington Beach CA 92648 866-731-4862 easy2live.com

Ecosentials llc Bill McKay 2575 E. Camelback Road Phoenix AZ 85016 248-761-5637 vitaminsqueeze.com

Emerson Industrial Automation Jackie Catalano 7120 New Buffi ngton Road Florence KY 41042 859-342-7900 powertransmissionsolutions.com

Energy Tools International Constance Kronn 15909 HWY 62 Eagle Point OR 97504 800-341-7458 energytoolsint.com

EPICUREX LLC Diana Brown 2055 NE 151st ST North Miami Beach FL 33162 786-522-1424 cocozia.com

Essentia Water Ken Uptain 22833 Bothell Everett Hwy, Ste 220 Bothell WA 98021 877-293-2239 essentiawater.com

Fluid Motion Beverage Inc. Paul Tecker 160 N. Riverview Dr. Anaheim Hills CA 92808 800-951-9123 talonenergy.com

Funktional Beverages, Inc. Tim Lucas P.O. Box 180754 Dallas TX 75218 832-353-7700 mypurplestuff.com

GEA Procomac Pierpaolo Mattana 1600 O'Keefe Road Hudson WI 54016 715-386-9371 niroinc.com

Glanbia Nutritionals Patrick Michael 5951 McKee Rd. Fitchburg WI 53719 608-316-8500 glanbianutritionals.com

Glanbia Nutritionals (NA), Inc. Michael Cornell 2840 Loker Ave East Carlsbad CA 92010 760-438-0089 glanbianutritionals.com

GMP Laboratories of America, Inc. Yusuf Ishaq 2931 E. La Jolla Street Anaheim CA 92806 714-630-2467 gmplabs.com

Golazo, Inc. Mike Brown 714 E Pike St Seattle WA 98122 206-682-4625 vivagolazo.com

Guayaki SRP Inc. Saskia Baur 6782 Sebastopol Avenue Sebastopol CA 95472 707-824-6640 guayaki.com

GURU Beverage Co. Andrea Grosko 4200 Boul. Saint-Laurent Montreal QC H2W2R2 514-845-4878 guruenergy.com

H2M Beverages Jody Piagesi 223 Wanaque Avenue Pompton Lakes NJ 07442 888-822-3143 drink989.com

HangMan USA Chris Fenton P.O. Box 2633 Morgan Hill CA 95038 877-360-HANG hangmanusa.com

HERO WATER, LLC Rachel Greenlee 3577 A Chamblee Tucker Rd. Atlanta GA 30341 855-HEROSOS heroech2o.com

Hibiscus Karcade Dr. Roberto Calzada Av. Dalias 1260 San Luis Potosi MX 78399 +52444262-6191 karcade.com


COMPANY CONTACT NAME ADDRESS CITY STATE ZIP CODE PHONE NUMBER WEB SITE

Idaho Milk Products Jessica Henry 2249 South Tiger Drive Jerome ID 83338 855-375-6455 idahomilkproducts.com

Ingredion Incorporated Dinah Diaz 10 Finderne Ave Bridgewater NJ 08807 908-685-5273 ingredion.com/us

ISS Research Wes Strickland 5400 WT Harris Blvd. Charlotte NC 28269 888-231-2684 ohyeahnutrition.com

ITO EN(North America) INC. James Hoagland 20 Jay Street, Suite 530 Brooklyn NY 11201 303-564-8848 itoen.com

JAK Native, Inc Jane Adolph P.O. Box 230430 Encinitas CA 92023 760-815-5978 mayesa.com

K1 DRINK.COM B.V Rob Snel Postbus 12309 Amsterdam NL 1100 AH 3163-425-1321 cannabisenergydrink.com

Karma Culture, LLC. Shanna Baccari 30-A Grove Street Pittsford NY 14534 585-218-0022 drinkkarma.com

KARVANA Steve 2685 S. Melrose Dr. Vista CA 92081 760-208-6721 karvana.com

KeVita Morgan Buehler 6043 Olivas Park Dr. Ventura CA 93003 805-654-1148 kevita.com

Kombucha Wonder Drink Paul Sposato P.O. Box 4244 Portland OR 97208 503-224-7331 wonderdrink.com

Kudu Energy LLC Bob Mattei 6688 Nolensville Rd Ste 111-228 Brentwood TN 37027 615-499-5876 kuduenergy.com

LANILAI Inc. 3519 NE 15th Ave. Portland OR 97212 800-717-2767 lanilai.com

Life Juice Ety Salamone P.O. Box 5 Westtown NY 10998 877-33-JUICE lifejuiceshop.com

Life Support Development Zach Beebe 2818 Fisher Road Columbus OH 43204 614-221-1765 lifesupport.com

Lifestyle Brands Chad Parks 5 Adler Dr East Syracuse NY 13057 315-569-8995 uvegourmet.com

LIVE Soda David Smith 4020 South Industrial Dr. Austin TX 78744 512-402-5772 livesodakombucha.com

Living Essentials Brandon Bohland 38955 Hills Tech Drive Farmington Hills MI 48331 248-960-1700 5hourenergy.com

Mamma Chia, LLC Janie Hoffman P.O. Box 644 Bonsall CA 92003 855-588-2442 mammachia.com

Martin Bauer Inc. Gary Vorsheim 300 Harmon Meadow Blvd. Secaucus NJ 07094 201-659-3100 martin-bauer-group.us

Mercy Marty Jay Zirofsky 197 Grand Street New York NY 10013 212-510-8571

Monarch Custom Beverages Larry Williams 2205 Riverstone Blvd. Canton GA 30114 678-493-7000 monarchcustombeverages.com

Mountain Beverage & Distribution Kevin Nett 27555 Ynez Road, Ste. 205 Temecula CA 92591 951-694-8405 loadedenergydrink.com

Mr. Pink Collections, LLC Twila Grissom 1801 Century Park East Los Angeles CA 90067 888-999-1668 mrpink.com

National Beverage Corp. Nicole Cheifetz 8100 SW 10th Street Ft. Lauderdale FL 33324 954-581-0922

Natreon Inc Rick Kaiser 2-D Janine PL New Brunswick NJ 08901 732-296-1080 natreoninc.com

Nature's Way Purewater David B. Nagle 164 Commerce Road Pittston PA 18640 570-655-7755 natureswaywater.net

Nawgan Products, LLC. Tony Miano 34052 La Plaza Drive Dana Point CA 92629 623-521-0391 nawgan.com

New York Spring Water Bob Miller 1458 County Rt 3 Halcott Center NY 12430 845-254-5400 vblast.com

Nor-Cal Beverage Co., Inc. Pete Grego 2286 Stone Blvd West Sacramento CA 95691 916-372-0600 ncbev.com

Nth Degree Innovations Inc Bob Todaro 120 Fieldcrest avenue Edison NJ 08837 516-305-5532 nth4u..com

Nuun & Company Nate Underwood 800 Maynard Ave S #102 Seattle WA 98134 206-219-9237 nuun.com

Oceans Omega LLC Joe Krasinski 140 E. Ridgewood Ave. Paramus NJ 07652 201-483-9102 oceansomega.com

OJO Dr. Jodi Luchs P.O. Box 393 Merrick NY 11566 877-344-6030 ojonectar.com

Omega Infusion Brands Stephanie Perine 140 E. Ridgewood Ave. Paramus NJ 07652 201-483-9102 omegainfusion.com

On Go, LLC Derrick George 330 E. Maple Rd. #286 Birmingham MI 48009 888-LIV-ONGO ongoenergy.com

Optima Machinery Corporation Peter Delain 1330 Contract Drive Green Bay WI 54304 920-339-2222 optima-usa.com

Overnight Labels Inc Carrie Houghton 151-15 West Industry Ct Deer Park NY 11729 631-242-4240 overnightlabels.com

Party Armor, LLC Cason Thorsby 1885 Bevanda Ct. Bay City MI 48706 810-964-7687 drinkpartyarmor.com

Powerhouse Beverage Company, LLC Dan Ehrlich 1557 Lexington Avenue New York NY 10029 646-761-1190 myiqjuice.com

Premier Nutrition Lee Partin 188 Spear Street, Suite 600 San Francisco CA 94105 804-640-3210 jointjuice.com

Prinova Nicole Aurelio 285 E. Fullerton Avenue Carol Stream IL 60188 630-868-0300 prinovagroup.com

ProClaim Nutrition, LLC Bradley Kloss P.O. Box 328 Sartell MN 56377 320-281-3297 fi tproprotein.com

PURE SWISS Inc. Ernesto Paiz 21950 Via Regina Saratoga CA 95070 650-741-3158 pureswisswater.com

Pyure Brands, LLC Justin Mears 2277 Trade Center Way Naples FL 34109 305-509-5096 pyuresweet.com

Q2o LLC Maria Dempsey 1112 NE Moss Point Road Lees Summit MO 64064 816-985-2285 crampx.com

Realbeanz LLC Avi Blau 75 Huntington St Broooklyn NY 11231 718-514-6699 realbeanz.com

Red Bull North America 1740 Stewart St. Santa Monica CA 90404 310-393-4647 redbullusa.com

Rejuvenation Company Chris or Jerry Campagna 1135-B North 7th Street San Jose CA 95112 408-320-4805 rejuvenationcompany.com

RelaxZen Life LLC Fred Rudy 622 Kings Highway Brooklyn NY 11223 718-627-3555 bodyworksforme.com

Rising Beverage Co. Dan Ashby 1375 Dove Street Newport Beach CA 92660 949-361-8611 activatedrinks.com

COMPANY CONTACT INFORMATION


COMPANY CONTACT NAME ADDRESS CITY STATE ZIP CODE PHONE NUMBER WEB SITE

RLED, LLC Cregg Peterson 8000 Wheatland Ave. Sun Valley CA 91352 866-350-8320 roaringlion.com

Rocasuba, Inc. Nicole Pigott 168 Industrial Drive Mashpee MA 02649 508-539-7077 spotonenergy.com

Rockstar Inc. P.O. Box 27740 Las Vegas NV 89126 702-939-5535 rockstarenergy.com

Sadaf Distribution, Inc. Ali Dadwani 9227 Alberene Dr. Houston TX 77074 832-875-0257

Sambazon Greg Fleishman 1160 Calle Cordillera San Clemente CA 92673 949-498-8618 sambazon.com

Scheckter's Organic Beverages Mark Cook 4460 Crescent Street Stroudsburg PA 18360 570-213-5845

Security Beverages Company Paul Shike 778B Mulberry Street Macon GA 31210 478-345-6781 securityfeelbetter.com

SipP Spouts, Caps and Accessories Robert Reinders 6430 Medical Center St. Las Vegas NV 89148 702-240-3457 pplv.co

SK ENERGY Sabrina Peterson 575 Madison Ave. New York NY 10022 212-400-2200 skenergyshots.com

Skott and Riddle USA Peter Mahaka 7645 Delmar Blvd St Louis MO 63130 314-727-6903 letitloose.co

SleeveCo, Inc. Jyl Gryder 103 Lumpkin Campground Rd. N Dawsonville GA 30534 706-216-3110 sleeveco.com

Solvi Acquisition Maria Montes 8840 Commons Blvd. Twinsburg OH 44087 678-578-5320

Spartan Beverages Kirk Bardin 28358 Constellation Road Valencia CA 91355 661-753-8551 spartos.com

Sport Stix, Inc. Charles Todd 18101 Von Karman Ave #140-121 Irvine CA 92612 949-825-7786 sportstixusa.com

Stauber Performance Ingredients Inc. Shirley Rozeboom 4120 N. Palm Street Fullerton CA 92835 714-441-3979 stauberusa.com

Stiebs Brian Nova 11767 Road 27 1/2 Madera CA 93637 559-661-0031 stiebs.com

Stimulicious Brands LLC Larry Hesson 57-12 Granger Street Corona NY 11368 646-349-5649 drinkminx-xxx.com

Synergy Flavors, Inc Amanda Meersman 1500 Synergy Drive Wauconda IL 60084 847-487-1011 synergytaste.com

Takasago Thalia Kalamaridis 4 Volvo Drive Rockleigh NJ 07647 201-767-9001 takasago.com

Tampa Bay CoPack Jayne Sebastian 15052 Ronnie Dr Dade City FL 33523 630-333-0758 tampabaycopack.com

TeamEMPIRE CrowdFUND Larry Hesson 57-12 Granger Street Corona NY 11368 646-349-5649 teamempire.com

The FRS Company Doug Kistler 1810 gateway Drive San Mateo CA 94404 877-377-4968 frs.com

The TAPA Company Mauro Canziani Vitacura 4380 Santiago CL 763 0275 562-24410900 tapacompany.com

The Wright Group Chris Hebert 6428 Airport Rd. Crowley LA 70526 800-201-3096 thewrightgroup.net

Ti Tonics Dr. Tracey King 1e Herbert St Auckland NZ 0622 +6494860854 ti-tonics.com

Tibi Tonic USA Jeanne Brown 1799 Bayshore Hwy Burlingame CA 94010 650-692-4420 tibitonic.com

TONGO LLC Paul Tecker 160 N. Riverview Dr. Anaheim CA 92808 760-231-0806 drinkTONGO.com

TRAChealth Jonathan Reed 191 University Blvd Denver CO 80206 646-328-2524 trachealth.com

True Drinks Inc Jason Dorfman 18552 Macarthur Blvd Irvine CA 92612 949-203-3506 theaquaball.com

TumericALIVE Daniel Sullivan 23-23 Borden Avenue Long Island City NY 11101 347-460-0348 tumericalive.com

Turbo Energy Drink Chris Hannemann 15242 NE 72nd St. Redmond WA 98052 562-822-9036 turbo-nrg.com

UPTime Sports Nutrition, Inc. Bryan Kim 6320 Canoga Ave. Woodland Hills CA 91367 800-441-5656

Vasinee Food Corporation Nina Vatthana 1247 Grand Street Brooklyn NY 11211 718-349-6911 golocoforfoco.com

Vegetable Juices, Inc. Anne Vlahos 7400 S. Narangassett Avenue Bedford Park IL 60638 802-496-6214 vegetablejuices.com

Vemma Nutrition Company Lynn McGovern 8322 East Hartford Drive Scottsdale AZ 85255 480-927-8673 vemma.com

Vinnedge Distributing Inc. Valter Vergnano 198 Sycamore Street San Carlos CA 94070 415-678-0181 vinnedgedistributing.com

Virginia Dare Robert Verdi 882 Third Ave. Brooklyn NY 11232 718-788-1776 virginiadare.com

VLiNG, LLC Christian Gray 4524 Este Ave Cincinnati OH 45232 954-806-9009 vlingmixers.com

West Coast Chill, Inc. Scott Berger 1711 Langley Avenue Irvine CA 92614 949-474-2200 westcoastchill.com

WILD Flavors, inc. Victoria de la Huerga 1261 Pacifi c Ave. Erlanger KY 41018 859-342-3600 wildfl avors.com

Xing Beverage, LLC Tom LeBon 1700 E. 68th Ave. Denver CO 80229 303-994-2152 drinkxingtea.com

XL Energy Drink Corp. Maja Sponring 521 5th Avenue New York NY 10175 212-594-3080 xl-energy.com

XYIENCE Reuben Rios 1335 E. Sunset Rd., Suite J Las Vegas NV 89119 702-343-7311

Zenify Adam Rosenfeld 1855 Industrial Street Los Angeles CA 90021 310-228-7754 zenifydrinks.com

ZICO Beverages 2221 Park Place El Segundo CA 90245 310-379-9505 zico.com

Zingiwell Healthalicious, Inc. 2275 Huntington Dr. #893 San Marino CA 91108 626-202-8770 zingiwell.com

Zola Matt Collins 1501-A Vermont St San Francisco CA 94107 415-775-6355 drinkzola.com

ZICO Beverages ZICO 2221 Park Place El Segundo CA 90245 310-379-9505 www.zico.com

Zingiwell Healthalicious, Inc. Zingiwell Team 2275 Huntington Dr. #893 San Marino CA 91108 626 202 8770 www.zingiwell.com

Zola Matt Collins 1501-A Vermont St San Francisco CA 94107 415-775-6355 DrinkZola.com

Promotions, events and specials for the industryPROMO PARADE


Diet Coke and actress Minka Kelly are blending fashionable style and the power of expression to support The Heart Truth campaign, led by the National Heart, Lung, and Blood Institute (NHLBI). With a social media-inspired package at the center of this year’s campaign, Diet Coke helped raise awareness and ignite a digital conversation around The Heart Truth. Fans were asked to join Diet Coke and Minka Kelly in spread-ing The Heart Truth message that it’s never too early – or too late – to learn more about heart health.

For the fi rst-time ever, mil-lions of Diet Coke packages prominently featured the hashtag #ShowYourHeart.

HINT Inc., maker of all-natural, great tasting unsweetened essence water, has become a Whole Planet Foundation Supplier Alliance for Microcredit part-ner. HINT has signed on to support the program at its top level which will pro-vide funding to further the foundation’s mission of providing entrepreneur’s in developing countries with a chance to lift themselves out of poverty through microcredit.

XYIENCE Xenergy, the offi cial energy drink of the UFC, announced that it has renewed its contracts with its professional athlete brand ambassadors including UFC fi ghters Dan “The Outlaw” Hardy, Matt “The Terror” Serra, and Krzysztof “The Polish Experiment” Soszynski. Legendary BMX rider Mike Escamilla and spokes-model Amanda Corey have also signed on for another year. Hardy will represent the brand’s sugar-free, zero calorie beverage products including Xenergy Energy and Xenergy + Hydration, Tea and Lemonade. The other ambassadors will represent XYIENCE’s beverage and supplement

The hashtag encourages Diet Coke fans to upload and share heart-inspired photos representing what “showing your heart”

means to them. Throughout the month of February, each photo tagged on Twitter and Instagram with #ShowYour-Heart triggered a $1 dona-tion from Diet Coke to the Foundation for the National Institutes of Health in sup-port of women’s heart health research programs.

“Every woman can play an active role in her heart health, but many may not realize it,” said Minka Kelly. “I’m so ex-cited to be a part of a campaign that brings attention to this

important issue, and have the opportunity to inspire other women to get involved.”

Diet Coke and Actress Minka Kelly Launch ‘The Heart Truth’ Campaign

HINT Water Announces Partnership with Whole Planet Foundation

XYIENCE Announces its 2013 Team of Brand Ambassadors

product lines. All contracts run through December 31, 2013.

The ambassadors will make appear-ances on behalf of the brand at consumer events as well as at beverage and nutrition trade events. They will also participate in special XYIENCE consumer-oriented promotions and video projects.

“Our team of ambassadors under-stands and shares XYIENCE’s brand phi-losophy,” says John Lennon, XYIENCE’s president. “Over the years, they have come to the table with unique and cre-ative ideas and have become ingrained in the XYIENCE family. They also share a

great chemistry that translates to success at special events for our consumers.”

XYIENCE Xenergy also recently extended its spon-sorship deal with the UFC, which means that its logo will be positioned inside the Oc-tagon during select Pay-Per-View broadcasts along with other sponsor benefi ts.

“We’re thrilled to be supporting the Whole Planet Foundation and to join the other partners that are a part of the ex-tended Whole Foods Market family,” said Kara Goldin, HINT’s founder and CEO. “Fostering the same entrepreneurial spirit though which HINT Water was created in places like Latin America, Africa and Asia is an important cause for our company and continues to inspire us daily.”

In 2005, natural and organic retailer, Whole Foods Market, established Whole Planet Foundation as an expansion of its mission to be an active participant in the global community. The nonprofi t provides grants to microfi nance institu-tions in poor communities where the grocer sources products. To date, the Foundation has authorized more than $34 million and funded more than $22 million in microfi nance programs in 55 countries, positively impacting more than 1.4 million people worldwide.

bevnet magazine march 2013

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