BevNET Magazine March 2013

February 28, 2013

WHY THE HIGH END IS HOT

BUDWEISER’S INNOVATION EXAMINATION

CRAFT WHISKEY HEATS UP

WHY BRANDS NEED TO EMBRACE THE “REAL”

WINGS FOR EVERY TASTE.

CRANBERRY, LIME, BLUEBERRY. THE EFFECT OF RED BULL.

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Columns 4 FIRST DROP Making Time with Mike Kirban 6 PUBLISHERS TOAST Barry Likes Distributors 30 GERRY’S INSIGHTS The Small Combo is Beautiful

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Departments 8 BEVSCAPE Brain Twist Shuts Down 18 NEW PRODUCTS Starbucks Innovates 26 CHANNEL CHECK New Sports Drinks Appear 90 PROMO PARADE Diet Coke and Minka Kelly

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

BevNET Magazine (ISSN 2165-6061, USPS 24-552) is published bi-monthly except monthly in March, June, September, and October by BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices.

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Features 34 THE EXPERTS Why Brands Need to Embrace the “Real” 38 COVER STORY BOTTLED WATER Packaged for Luxury; Why the High End is Hot 50 DREAMING IN BROWN Craft Whiskey Heats Up 56 BUDWEISER’S INNOVATION EXAMINATION Can the King of Beers Retool Its Army of Brands?

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By Jeffrey Klineman

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 disproportionate, 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 Budweiser. 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 interesting 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 geniality 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 person – smiling yet cagey, impishly competitive, aware of the narrative forming around 4 BEVNET MAGAZINE MARCH 2013

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: Kirban (and his group of investors ranging from Madonna to Verlinvest, whom he describes – and who have repeatedly described 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 realizing 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 independent, 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 assistance 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 potential acquirers to digest? I asked that question a couple of weeks before Warren Buffet’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-andcoconut 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-dobusiness option is one that remains appealing, and could for quite some time to come.

“Our goal has never been to be profitable,” 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 expansion, 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.”

MAGAZINE

By Barry J. Nathanson

www.bevnet.com/magazine

Barry J. Nathanson PUBLISHER

Remarkable Restraint

bnathanson@bevnet.com

Jeffrey Klineman EDITOR-IN-CHIEF jklineman@bevnet.com

Ray Latif MANAGING EDITOR rlatif@bevnet.com

on 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, Arizona, 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 efficiency of the systems is impressive. Whether they belong to DSD distributors or wholesalers, 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 consumer, living in NYC, I still must fill my tank pretty often. My usual fill is between $50 and $60, about three times a month, almost 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 welldeserved 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 motivation 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.

Chris Furnari BREWBOUND EDITOR cfurnari@bevnet.com

Max Rothman REPORTER mrothman@bevnet.com

SALES John McKenna DIRECTOR OF SALES jmckenna@bevnet.com

Adam Stern SENIOR ACCOUNT SPECIALIST astern@bevnet.com

ART & PRODUCTION Matthew Kennedy CREATIVE DIRECTOR Aaron Willette GRAPHIC DESIGNER BEVNET.COM, INC. John F. (Jack) Craven CHAIRMAN jfcraven@bevnet.com

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BEVSCAPE

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MARKETING Nielsen: Media Mix Drives Growth in Product Awareness After polling more than 29,000 respondents from 58 countries, a new Nielsen survey found that a blend of media and word-ofmouth 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 media and Internet communication is growing 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 percent 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 communication, 77 percent of consumers discover new products from friends and family, 66 percent do so from a professional 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 consumers say they learn about new products from text messages.

8 BEVNET MAGAZINE MARCH 2013

CLOSING TIME Larry T’s Brain-Twist Shutting Down After nearly a dozen years developing some of the most innovative and off-thewall products ever seen in the beverage industry, Brain-Twist is closing its doors.

Company founder Larry Trachtenbroit confirmed 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 behind Brain-Twist’s seemingly abrupt fall, Trachtenbroit stated that he is starting a new beverage innovation company called “ThinkItDrinkIt.” However, he demurred when asked about details on the new venture.

“I love the beverage industry; I want to be in the beverage industry,” Trachtenbroit said. “It’s still early for [ThinkIt-DrinkIt].”

Sources close to BrainTwist 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 significant amount of time and financial 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 threeyear contract to develop new and innovative beverage brands quickly in what he described as an “entrepreneurial farm league” for the cola giant. Although the relationship bore few marketable ideas,

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 fizzled 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 first investment – reported to be worth $5 million – as one that would garner ‘‘access to a pipeline of innovative ideas and products.”

BEVSCAPE

The latest news on the brands you sell

RETAILER NEWS 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.

or because of their own social and ethical priorities. But at the same time, the footprint for coconut sourcing has grown with the category, which generated hundreds 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 suppliers. “Unfortunately, we have seen very few brands actively market and promote their commitment to ethical sourcing and sustainability in this category. We do prioritize the few folks who have taken such

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.

PHOTO COPYRIGHT (C) 2007 ANKURJAIN.

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 ethical 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 coconut water suppliers to make sure that their supply chains are free of forced labor, child trafficking, discrimination and other unacceptable 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

BEVERAGE REVAMP ChanTea Becomes TEAloe 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 combination 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 certification 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 flavor 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

tea 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 attempting 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 aloeinfused 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.

MARCH 2013 BEVNET MAGAZINE 11

BEVSCAPE

The latest news on the brands you sell

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

Aiming to capitalize on growing year-round demand for iced coffee – and extend its domination of the ready to drink coffee category – Starbucks 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 Coffee 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 52week 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, Starbucks 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 flavor, 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 consumers, the new line will certainly offer an alternative to Starbucks’ existing line of indulgent Frappuccino 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 comparison, Starbucks bottled Frappuccino drinks

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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 expansion “furthers growth plans to be in approximately 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 locations. 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, Calif. 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.

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BEVERAGE MOVES Stumptown Hires Ricci, ZICO Lands Uzzell 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” coffee 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 “welcome 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 operates on a hub-and-spoke model of distribution 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 coffee all over the country. The company has

at the time of the sale turned up statements 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 distribution within the Coca-Cola Co. system, ZICO has announced that Scott Uzzell will join the company as Chief Commercial Officer and EVP of Sales. Uzzell, who is moving to ZICO from Coke’s Venturing & 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

more than 1000 wholesale accounts, an internet business, and a growing and ontrend 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

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

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

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CALAGIONE 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 Delaware-based brewer, which grew by 20 percent 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 aiming 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 demonstrated in the company’s commitment to hops. The company has launched AHOPECLIPSE 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 hopcentric 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” Grows News 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 Beverage, Chicago Beverage Systems, Euclid Beverage, Hayes Beer Distributing Company, Chas. Herdrich and Son, Kloss Distributing, Kozol Bros, Joseph Mullarkey 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 Dogfish 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 aggressive 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 largest 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.

MARCH 2013 BEVNET MAGAZINE 15

BEVSCAPE

The latest news on the brands you sell

LEGISLATION Small Brewers Push for Excise Tax Reduction 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” — allowing Boston Beer Company, the largest U.S. craft brewer, an opportunity to take advantage of the proposed tax reduction 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 production facilities and create new jobs.

16 BEVNET MAGAZINE MARCH 2013

BIG BEER BUCKS Mintel: Craft Beer Will Be $18 Billion Market By 2017 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 subsequent 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 education 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.

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Coffee Starbucks has introduced Starbucks Iced Coffee, a new four-SKU line of lightly sweetened 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 available 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 packaged 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 recommended 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 newest 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.

18 BEVNET MAGAZINE MARCH 2013

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 sweetened 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 exclusively 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 contain a full day’s supply of Vitamin C. Simply Lemonade with Blueberry is all-natural and combines Simply Lemonade with pureed blueberries. The new product joins the Simply Lemonade family, which includes Raspberry and Mango varieties. The beverages 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 updated, nothing has changed about the products 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 specific 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.

pany is planning to promote the product via partnerships and sponsorships with musicians, athletes, DJ’s and other public figures.

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.

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. serving, 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 suggested 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.

Northwest Neuro Enterprises, LLC has introduced a new watermelon flavor for its line of Next10 Energy supplements. The products were created by a neurosurgeon who wanted to make a natural energy supplement 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.

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. HERSHEY’S Special Dark Milkshake has a suggested 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 flavor to its line of energy drinks. XL Lime&Lemon Energy contains 115 calories 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 com20 BEVNET MAGAZINE MARCH 2013

NEO North America, which markets a line of alkaline and electrolyte-infused waters, has introduced 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 sweetened 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 limitededition 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 flavors and real ginger. The company has revamped Double-Dry with new graphics and packaging. DoubleDry Ginger Ale will be offered in a variety of package sizes and distributed in select markets in the South and Midwest. For more information, please call (423) 267-5691.

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Functional Drinks CytoSport, Inc., the maker of Muscle Milk, has launched Evolve, a new naturallyflavored 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 five flavors: Chocolate, Vanilla Crème, Strawberry, 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 flavors: Strawberry Citrus, Honeysuckle Pear, Mango Tangerine, and “B Meyer” Lemon.

The drinks are distributed throughout Florida, 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 probiotic strain designed to survive and thrive in the intestines to help support the digestive system. With 28 calories and 3 grams of sugar per serving, the products come in four flavors: Melon, Tropical, Tangerine, and Lavender. ThéBü Kombucha is available in select health food stores nationwide. The suggested 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 supplement 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 effective hangover cure, according to the company.

22 BEVNET MAGAZINE MARCH 2013

The extract is blended with essential vitamins and amino acids to offer consumers an effective hangover remedy and promote overall well-being. Life Support is packaged in a 3.72 oz. glass bottle. It is distributed at select retailers 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 supplement 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 toxins, eliminate hangover symptoms, and to be extremely beneficial 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 Sauvignon. The wine showcases a bouquet of dried cherries, plums and sage, and an elegantlystructured palate featuring flavors of raspberries 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 complexity. Only 275 cases were produced. The wine retails for $40 per bottle and is sold in California and the Pacific 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 bartenders 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 filtered rum from local wild sugar cane grown in the mineral rich volcanic soil of the Herrera region of Panama.

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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 information, 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 available 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 information, 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 24 BEVNET MAGAZINE MARCH 2013

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 awardwinning 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 Tennessee 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 flavors. The 80 proof spirit is made from all-natural ingredients 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 Truvia, 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 information, please call (914) 848-4782.

Flavored Malt Beverages Phusion Projects, LLC has introduced two new flavors – 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 information, please call (888) 901-6344.

Cordina New Orleans Cocktails has launched a new 100 calorie line of its premixed cocktails. Building on the success of its five original flavors, Cordina has expanded 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 calories 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 information, please call (504) 467-1606.

SmarteRita is a new ready-to-drink Margarita. The 25 proof product is made with premium silver tequila, triple sec, agave syrup, and all-natural flavors 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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| SGBeverageSolutions.com MARCH 2013 BEVNET MAGAZINE 25

CHANNEL CHECK

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

SPOTLIGHT CATEGORY

SPORTS DRINKS 52 Weeks through 1/27/2013 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

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.

Brand

Dollar Sales

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 52 WEEKS THROUGH 1/27/2013

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

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%

$964,690,500

22.69%

TEA/COFFEE

26 BEVNET MAGAZINE MARCH 2013

Change vs. year earlier

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TEA Brand

FUNCTIONAL SHOTS THAT HELP THE BODY WORK BETTER

HOT! Gold Peak Dollar Sales

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

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Change vs. year earlier

Brand

HOT! Monster Rehab Dollar Sales

Change vs. year earlier

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%

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

52 Weeks through 1/27/13

IMPORT Brand

Corona Extra

NOT! Rockstar Sugar Free

HOT! Dos Equis XX Lager Special Dollar Sales

Change vs. year earlier

$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%

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

52 Weeks through 1/27/13

NOT! Labatt Blue

ENERGY SHOTS Brand

5 Hour Energy

HOT! Street King Dollar Sales

$1,184,925,000

Change vs. year earlier

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%

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

52 Weeks through 1/27/13

NOT! Stacker 2 6 Hour Power

JUICE DRINKS Brand

COLD FILL ENERGY SHOTS FROM 1.5 OZ TO 10 OZ CARBONATED ENERGY DRINKS IN 8.4 OZ CANS FLAVORED/FORTIFIED WATER ENHANCERS CAPSULES TABLETS AND POWDERS ENERGY MINTS

HOT! Private Label Dollar Sales

Change vs. year earlier

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

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

52 Weeks through 1/27/13

NOT! Capri Sun

PROGRESSIVE ADULT BEVERAGES

HOT! Twisted Tea

Brand

Dollar Sales

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%

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

52 Weeks through 1/27/13

Change vs. year earlier

NOW MANUFACTURING & CO-PACKING WATER ENHANCERS AND ENERGY MINTS

NOT! Tilt

MARCH 2013 BEVNET MAGAZINE 29

By Gerry Khermouch

Stripped-Down Entrepreneurship As a music lover with a longstanding fidelity to jazz, my work following earlystage beverage companies occasionally puts me in mind of the period after Prohibition when the swing era of big bands began to give way to the small combos associated 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 speakeasies in cramped townhouses in places like New York’s West 52 Street, bulky and expensive big bands found themselves replaced 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 analogy. 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 entrepreneurial 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 30 BEVNET MAGAZINE MARCH 2013

friends, Icelandic Glacial was a fatherand-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 distribution and retail channels who’re apt to look upon companies like these with a small dose of suspicion: here’s yet another undercapitalized enterprise, a hobby rather than a “real” company. But there are reasons to regard that model as quite compelling. 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 learning. Instead of relying on elaborate charts, big-band-style (that would be PowerPointdriven 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 geography and only then go out for a significant 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 support available to entrepreneurs makes this idea of a “virtual” one- or two-person shop way more feasible. Delve into Makers: The New Industrial Revolution by Chris Anderson (the Wired editor who previously 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. Recognize, 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 Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

Brewbound

Covering the business of craft

Key Craft Offerings Call it CANdemonium. More than 10 years ago, Oskar Blues became the first 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 five years and even the country’s

Boston Beer Company will begin rolling out 12-packs of its hourglass-shaped “Sam Can” during the second quarter of 2013. It features a flared lip, wider top and supposedly enhances flavor and aroma characteristics of BBC’s flagship, 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 Oskar 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 decided 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 Czechstyle 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 Longboard Lager are also getting bigger. The company 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 suggested 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

32 BEVNET MAGAZINE MARCH 2013

largest craft brewer, Boston Beer Company, is getting in on the action. 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 dedicated this issue’s Key Craft Offerings to some new can releases.

research firm 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 suggested 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 PreFlight Pilsner in a 16 oz. package in March.

This 5 percent ABV, 30 IBU pre-prohibition 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 Newburyport, 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 first three offerings: Newburyport 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 Brewmaster changed in January, so did its recipes. The ABV of flagship 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.

EMBRACING THE RISE OF REAL

There’s evidence all around us – whether it’s watching someone gush over the sleek design of a new phone and then seek

BY MIKE DOHERTY out the perfect hand-carved, petrified-jungle-wood case to put it in or the proliferation of farmers markets in big cities – people are looking for, and need, 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.

34 BEVNET MAGAZINE MARCH 2013

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

61/070,381, 61/132,424, 12/383,244, PCT/US2009/001775, 61/070,381, 61/132,424, 2009226019, PCT/US2009/001775, PI 0909187-4, PCT/US2009/001775, 2,718,231, PCT/US2009/001775, 200980118258.9, PCT/US2009/001775, CN102036572A, PCT/US2009/001775, 09722985.0, 2268160, 11102843.2, PCTUS2009/001775, 1148648A, 208133, PCT/US2009/001775, 7031/DELNP/2010, PCT/US2009/001775, MX/a/2010/010050, PCT/US2009/001775, WO2009/117152, 61/070,392, 61/132,409, 12/383,241, 2009-0297491-A1, PCT/US2009/001774, WO 2009/117151, PI 0909185-8, PCT/US2009/001774, 2,715,018, PCT/US2009/001774, 200980118257.4, PCT/US2009/001774, CN102036661A, 2268274, PCT/US2009/001774, 09723157.5, 2268274, PCT/US2009/001774, 11102893.1, PCT/US2009/001774,7340/DELNP/2010, PCT/US2009/001774, MX/a/2010/010214, PCT/US2009/001774, 61/132,953, 12/456,926, US-2009-0317532-A1,PCT/US2009/003761, 2010/008475, PCT/US2009/003761, 2100628.6, 507/DELNP/2011, PCT/US2009/003761, 61/398,192, 13/134,927,US-2012-0016026, PCT/US2011/001099, WO 2011/162802, 61/340,944, 13/065,510, US, 2011-0236364, PCT/US2011/00538, 61/340,944,WO2011/119228, 61/633,431

VIRUN and OmegaH2O are registered trademarks of VIRUN, Inc. Following but not-limited-to Patents and Patents-Pending apply:

VIRUN

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 “simplification 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 activities toward things that represent a more holistic and real lifestyle. This is supported

by Mintel data showing a rise in cooking 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 increasingly 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

36 BEVNET MAGAZINE MARCH 2013

food and beverage products. People want openness, transparency and honesty and they want real benefits to help them maintain good nutrition. Restaurants serving 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 benefits like Aloe Vera. Alo is a great example combining coconut water and Aloe Vera.

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

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 meaningful 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 fulfill 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 people 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 truffles 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.

The fruit juice segment, coconut water – which is percieved to be “nature’s sports/health drink” – saw sales increase 164% from 2010 to 2011

Restaurants serving functional smoothies have seen a 40% increase over the past three years

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.

PLAY A REAL ROLE THAT INSPIRES The rise of real has created new opportunities 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 concerts streamed live on the platform, and the opportunity for followers to influence the concert program by tweeting out the songs they wanted included.

of new healthier drinks but the opportunity exists to satisfy consumers’ desire for experimentation and newness by reinventing traditional flavors. Dry Soda not only has just four ingredients, but their flavors include epicurean tastes like lemongrass, juniper berry, cucumber and lavender. According to Mintel, consumers are less willing to accept a diet benefit if it is achieved through artificial means like artificial 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 finished garment.

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

all-natural

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 first 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.

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

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Guidelines for the Craft

By Ray Latif 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.

38 BEVNET MAGAZINE MARCH 2013

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

Let the #1 premium bottled water brand continue to drive your category profitability: • FIJI Water generates 1.75 times more retail sales dollars than its nearest premium bottled water competitor.* • FIJI Water is purchased by 2.6 times more US households than its nearest premium bottled water competitor.* • FIJI Water has the highest category loyalty and repeat purchase rate of any premium bottled water.**

1.888.426.3454 FIJIWATER.COM *Source: IRI Symphony 52 Weeks Ending 12/30/2012. **Source: IRI Household Panel Data Calendar Year 2011. © 2013 FIJI Water Company LLC. All rights reserved. FW5318

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

The bottle was made by Voss, currently the fastestrising premium water in the country. Swan, it seems, felt the pull.

Swan asked the woman where she got the water—she wanted a bottle of her own.

Lacking the vast financial 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 resonated 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 fancy 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 everything. 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 liquid, nevertheless has to come with a unique and distinguishable bottle.

That can work to increase a product’s recognition and underscore its difference from the rest of the field.

WHAT’S DRIVING THE GROWTH OF PREMIUM WATER?

By Max Rothman The appeal of premium water stems from more than just filtered, 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 inexpensive 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 firm, the PET segment 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 sparkling 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, singleserve 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

40 BEVNET MAGAZINE MARCH 2013

year, the changes seem to be more closely associatEven 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 charging,” 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 first, 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.

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 refinement on the finest 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 athletes 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 company 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 number of reasons,” Gilbert said. “There’s a bit of status associated with consuming luxury products.”

Knowing that young people account for a significant 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).

“Usually if you’re designing structure, you want the structure 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 example, 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.

While that brand’s youth marketing efforts have helped, the crux of any premium water’s appeal remains in the idea of of luxury and cultural superiority; that’s a desire of varying definitions. While Voss markets toward consumers aiming for lush experiences, 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

42 BEVNET MAGAZINE MARCH 2013

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. According 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 opportunity 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 problem 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 nobody knows anything about,” said Icelandic Glacial chairman and co-founder Kristjan Olafsson. “It left us with a blank

MARCH 2013 BEVNET MAGAZINE 43

for the benefits of purity, health and responsibility. canvas to create the image of Iceland in the process of trying to communicate what we had here.”

For Olafsson, inspiration came from the vodka world. He noted brands like Crystal Head Vodka as ones that have distinctly separated themselves from others via standout 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 boundaries when it comes to shape.”

Olafsson referred to premium 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 premium 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 accolades for its bottle – it clearly communicates luxury appeal and the essence of an exotic water source without saying a word.

44 BEVNET MAGAZINE MARCH 2013

Within the past 10 years or so, consumers have become more concerned with health, good purpose, and the aura that an active lifestyle presents, according to Anne Swan, the global creative director at branding firm Siegel + Gale. It’s not about what you’re wearing; it’s how it fits, or if the company supports nonprofits, 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 because you feel like they’re not ruining the environment,” Swan said.

Again, however, social media has ratcheted up the stakes. As people become more aware of previously 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 consumer concern by steadily promoting their ethical practices. Nika Water Company, a San Diegobased premium water brand, donates all of its profits 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.

While still a smallish brand, it has kept investors interested and active. In 2007, Icelandic Glacial gained a tremendous partner in Anheuser-Busch, which acquired 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 company 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, competing against. While imitation may be the highest form of flattery, 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 firms notwithstanding, unique bottle molds are often priced upwards of $150,000. It’s a

common financial reality for many beverage companies, but a critical hurdle for bottled water start-ups. Using a stock PET bottle intensifies the chance that a new brand will simply get lost in the shuffle. However, there are a few companies have picked up on lessons from category forerunners, and identified packaging that, while used to fill 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.

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BRAND NEWS

Bottled Water

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 biodegradable 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 company 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, Nebraska 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 developing a 2.5 gallon bottle.

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 judging panel, which graded the waters on taste and texture, included culinary directors, chefs, food writers and consultants from the greater San Francisco region. Crystal Geyser earned 83 out of a possible 100 points.

Raw Water claims to be the only bottled

water company that captures natural spring water at the source, without pumps, a borehole, or any filtration treatment. 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

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 Atlantic regions. Qure Water is also available in all Sprouts Farmers Market locations.

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 distributed through UNFI and KeHE, along with regional DSD distributors.

Icelandic Water Holdings. Icelandic Glacial recently announced its partnership

Hawaiian Springs Natural Artesian Water continued its out-of-state success

46 BEVNET MAGAZINE MARCH 2013

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BRAND NEWS

Bottled Water

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 Partners, 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 Regional 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 volcanic rocks. The brand is one of the leading 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.

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 TalkingRain 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 performers, presenters and staff at the Grammys 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 Australia 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

Badoit is a sparkling, natural mineral

water that comes from Saint-Galmier, France, approximately one hour southwest of Lyon, and was discovered in 1778.

The water suits fine dining and is contained 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 underdeveloped 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

48 BEVNET MAGAZINE MARCH 2013

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 Supermarkets 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, BiLo, 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 distributors: 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 array of electrolytes. The water is currently available at supermarkets and natural food retailers such as Bristol Farms, BevMo!, Berkeley Bowl, Draeger’s Markets, WholeFoods 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 ICEBOX is made primarily from biodegradable 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 packaged 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 marketplace for a healthy alternative to coffee, soda and energy drinks. HEROEC H20 recently partnered with Georgia Broker Ruth Crisp Associates and Clayton Distributing, 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 multipack is designed for a standard consumer and as a gift package.

MARCH 2013 BEVNET MAGAZINE 49

DREAMING IN BROWN CRAFT WHISKEY BOOMS IN THE U.S.

BY JEFFREY KLINEMAN Dave Pickerell, the founding distiller at Whistle Pig Rye has described the sunset over the hills on owner Raj Bhakta’s Vermont farm as a place where, with a glass of the product, the cares of a business day fade away.

50 BEVNET MAGAZINE MARCH 2013

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

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. 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 distillers 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, unclassified “American 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 president of business development and corporate strategy for constellation brands.

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 subcategory 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 percent, to $2.2 billion. But the demand for aged, independent, super-premium brands (those selling, on average, 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 American Whiskey as the reason that exports set a record for the third straight year.

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

52 BEVNET MAGAZINE MARCH 2013

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 fastgrowing 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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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

54 BEVNET MAGAZINE MARCH 2013

the country – has largely been built by issuing 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 movement to seek an even higher-end, independent 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 whiskies more quickly, enabling them to mitigate 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 flavors 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 Woodford 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 difference in its product, finished it in port wine casks instead of charred oak barrels. Even a brand like Whistle Pig, which will eventually have production vertically integrated on Bhakta’s farm, had to get started by procuring Canadian rye while it waits for its first homegrown batch to mature.

There are some other major barriers to the creation of a craft whiskey movement 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 wellestablished “crafty” brands could create a confusing learning curve for consumers.

Beyond that, however, the availability of novelties like “white whiskey” – think Dukes of Hazard 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 expression that can carry a growing distillery into the later rounds of the fight.

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BUDWEISER’S INNOVATION

EXAMINATION Can the King of Beers Retool

Its Army of Brands?

By Chris Furnari

56 BEVNET MAGAZINE MARCH 2013

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 organization 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.

“The days have to be gone where we sit around the office picking beers.

It has to have a story and historically, we haven’t done that so well.”

– Pat McGauley ABI, VP of Innovation 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 recognized that consumer buying habits can shift; it is aware that more beer drinkers are seeking out higher quality offerings, for example. 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, Budweiser 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.

58 BEVNET MAGAZINE MARCH 2013

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-done. 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) estimates 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 aggressive nationwide rollout with a set of Super Bowl commercials grounded in music. The 30-second ad spots featured popular tracks from internationally recognized hip-hop artist Kanye West and electronic music producer Avicii. At the same time, the commercials presented 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

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singer-songwriter Justin Timberlake as its new creative director 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 introduction 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, Budweiser 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 commercials and a heavy execution focus in its distribution network.

But Tom Fox, a nationally-recognized expert in retail sales and category management 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 flowing. 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-

60 BEVNET MAGAZINE MARCH 2013

term one – a particularly troubling point when looking at the company’s inability to sell a trade-up in taste, a la its nowretired 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 innovators,” he said. “The question is, how do we make our brands more meaningful?”

It’s a pressing question because the issue of meaning, of local grown and bigger-flavored 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 fight 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 following 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 flavors, 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 fill-in-the-blank.

PUBLISHED BY

MARCH 2013 BEVNET MAGAZINE 63

5-hour ENERGY

8 Hour Snooze Living Essentials

8 Hour Snooze, LLC

PRODUCTS: Original, Extra Strength, Decaf

PRODUCTS: 8 Hour Snooze

PACKAGING: 1.93 oz. PET 5-hour ENERGY has sold over 1.5 billion bottles. Designed for busy, hard-working people, 5-hour ENERGY provides the alert, energized feeling they need to get through a non-stop day. For retailers, 5-hour ENERGY is a proven top seller.

It’s backed by marketing support, including highly visible sponsorships in NASCAR and golf, that generates incredible brand awareness and consumer demand. Now in nine flavors, 5-hour ENERGY offers a wide range of POS programs.

AquaBall

PACKAGING: 2 oz. PET ATTRIBUTES: Sleep Aid

ATTRIBUTES: Sports and Hydration

ACTIVATE Drinks Rising Beverage Co. PRODUCTS: Beauty, Defy, Balance, Charged, Defend, Rebound PACKAGING: 16.9 oz. RPET

ALO Drink

PACKAGING: 500 mL 24 pack, 1 gal. PET ATTRIBUTES: Cosmetic, Energy, Gut Health, Immunity, Muscle and Fitness, Weight Loss/Appetite Control

PRODUCTS: ALO Drink all natural, aloe vera infused beverages

PRODUCTS: CocoZona Espresso

Angels Aphroenergy Angels Aphroenergy LLC

ATTRIBUTES: 100% Natural. 0 Sugar. 0 Carbs. 0 Calories.

PRODUCTS: Angels Aphroenergy

Twist to release &; replenish vitamins, minerals and electrolytes the body can use immediately. Ingredients stored in the unique patented cap and released when your customer wants it, OnDemand. Let us introduce you to 989 Liquid Theater!

PACKAGING: 8.4 oz. Can

64 BEVNET MAGAZINE MARCH 2013

PRODUCTS: Ultra-pure high energy state of water

AriZona Beverages

989 On Demand

Custom POS, aggressive marketing and sampling campaign moves 989 off the shelf.

AquaNew, LLC

ALO Drink by SPI West Port

ATTRIBUTES: Gut Health

PACKAGING: 19 oz. Bottle w/ air-tight, interactive, single dose cap

AquaNew's Watt-Ahh

AriZona Beverages

PACKAGING: 16.9 oz. PET

PRODUCTS: 989 OnDemand - Orange, Grape, Punch, Lemon-Lime, Pomegranate Blueberry, Kiwi Strawberry

PRODUCTS: Naturally flavored vitamin enhanced zero calorie water beverage; no sugar added, artificial colors, or high fructose corn syrup; sweetened with Stevia PACKAGING: 12 oz. PET

ATTRIBUTES: Electrolyte Enhanced

H2M Beverages

True Drinks Inc

ATTRIBUTES: Energy, Sex-related

PACKAGING: 14.5 oz. Can ATTRIBUTES: Electrolyte Enhanced, Energy, Hangover Prevention/Recovery, Sports and Hydration

BAWLS Guarana BAWLS Acquisition PRODUCTS: BAWLS Guarana, Cherry, Root Beer, EXXtra Sugar Free PACKAGING: 10 oz.

Glass, 16 oz. Can ATTRIBUTES: Energy

BeautySleep

CLICK Espresso Protein Drink

Cannabis Energy Drink BigQuark LLC

K1Drink.com B.V.

CLICKco, LLC

PRODUCTS: Natural Beauty & Sleep-aid

PRODUCTS: K1 Drink

PRODUCTS: Espresso Protein Drink-Mocha, Espresso Protein Drink-Vanilla Latte, Espresso Protein Drink-Decaf Mocha

PACKAGING: 2 oz. Glass ATTRIBUTES: Cosmetic, Sleep Aid

Blink Energy Water Blink Beverages, Inc. PRODUCTS: 5 Calorie & 60 Calorie All Natural PACKAGING: 16.9 oz. PET ATTRIBUTES: Energy, Sports and Hydration

PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy Cannabis Energy Drink combines high quality energy drink ingredients with a unique twist: its sweet flavor is complemented 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!

RelaxZen Life LLC PRODUCTS: Energy, Wellness, Sport, Relax & Unwind, Perform, Sleep

COCOZIA EPICUREX LLC PRODUCTS: 100% Organic Coconut Water PACKAGING: 11.1 oz. Tetra Pak ATTRIBUTES: Electrolyte Enhanced

Celsius Celsius, Inc.

Q2o LLC

PRODUCTS: Cardio Water

PRODUCTS: Peach Mango Green Tea, Sparkling Orange, Raspberry Acai Green Tea, Cola, Sparkling Wild Berry

PRODUCTS: Berry, Lemon Lime, Orange

ATTRIBUTES: Heart and Cardiovascular Health, Sports and Hydration

ATTRIBUTES: Energy, Heart & Cardiovascular Health, Immunity, Joint Health, Muscle & Fitness, Relaxation & Mood Enhancement, Sleep Aid, Sports & Hydration

CrampX

Dox Solutions

PACKAGING: 16 oz. PET

PACKAGING: 2.5 oz. PET

BODYARMOR SuperDrink

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

Not suitable for children, diabetics, pregnant women or anyone sensitive to caffeine.

Cardio Water

BODY WORKS

PACKAGING: 15.8 oz. Can

PACKAGING: 12 oz. Can ATTRIBUTES: Energy, Weight Loss/ Appetite Control, Sports and Hydration

Caveman Foods

BODY ARMOR Nutrition, LLC PRODUCTS: BODYARMOR SuperDrink PACKAGING: 16 oz. PET ATTRIBUTES: Electrolyte Enhanced, Muscle and Fitness, Sports and Hydration 66 BEVNET MAGAZINE MARCH 2013

Ann Payne's Caveman Foods PRODUCTS: Water Kefir; ATTRIBUTES: Weight Loss/ Appetite Control, Sports and Hydration

Chia\Vie

PACKAGING: 8 oz. PET ATTRIBUTES: Electrolyte Enhanced, Hangover Prevention/Recovery, Muscle and Fitness

CRUNK!!! Energy Drink Bare Nutrition, LLC PRODUCTS: Acerola-Pina, Mango-J, Banapple-Berry PACKAGING: 12 oz. PET

ATTRIBUTES: Energy, Heart & Cardiovascular Health, Muscle & Fitness, Weight Loss/Appetite Control, Sports & Hydration

Solvi Acquisition PRODUCTS: CRUNK!!! Energy Drink, MangoPeach, Grape-Acai, Citrus PACKAGING: 16 oz. Can ATTRIBUTES: Energy

Š 2013 The Rising Beverage Company, LLC * Vitamins B5 and B12

Vitamins A, B* and C deteriorate sitting in water.

That’s why we keep ours stored separately in our unique cap, so the vitamins stay fresh.

Cuba Herbal Energy Juice

Essentia

Cuba Beverage Company

Essentia Water PRODUCTS: Super hydrating electrolyte enhanced

PRODUCTS: Pomegranate/ Cranberry, Passionfruit/ Orange, Wild Berry

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

PACKAGING: 12 oz. Can

ATTRIBUTES: Energy, Muscle and Fitness, Sports and Hydration

ATTRIBUTES: Energy

Drink Chia

Fikks Energy Drink

Everfresh Drink Chia, LLC PRODUCTS: Omega-3 Superfood Drink PACKAGING: 10 oz. RPET ATTRIBUTES: Heart and Cardiovascular Health, Sports and Hydration

Arizona Investment & Trading, LLC PRODUCTS: Fikks Energy Drink PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy

FitPro Real Milk Protein National Beverage Corp.

ProClaim Nutrition, LLC

PACKAGING: 16 oz. Glass

PRODUCTS: FitPro Daily Chocolate, FitPro Daily Vanilla, FitPro Plus Chocolate, FitPro Plus Vanilla;

ATTRIBUTES: Weight Loss/ Appetite Control

PACKAGING: 11 oz. Tetra Pak, 17 oz. Tetra Pak

PRODUCTS: Everfresh 1/2

ATTRIBUTES: Muscle and Fitness

Easy2Live Easy2Live, LLC PRODUCTS: Easy2Sleep, Easy2Focus, Easy2Relax PACKAGING: 2 oz. PET ATTRIBUTES: Cognitive Health, Energy, Relaxation and Mood Enhancement, Sleep Aid Easy2Live has developed an all-natural product line of functional 2 ounce liquid “shots” in coordination with a GMP-compliant manufacturing lab. Our message branding speaks for itself with the line-up: Easy2Sleep, Easy2Focus and Easy2Relax. This line was carefully formulated to address today’s relevant lifestyle issues: sleep problems, the desire to improve concentration and stress management. Easy2Live has developed these outstanding new products to access an emerging category with expected growth of 26% annually over the next 5 years. Our company is dedicated to help consumers live healthy lifestyles the natural way.

68 BEVNET MAGAZINE MARCH 2013

FIZZ Sparkling Probiotic Rejuvenation Company PRODUCTS: Original Lemonade, Limeade, Strawberry, Raspberry, Tropical, Ginger PACKAGING: 16 oz. Glass ATTRIBUTES: Gut Health

FOCO Coconut Water Vasinee Food Corporation PRODUCTS: Original, Mango, Pineapple, Lychee, Pomegranate, Pink Guava PACKAGING: 16.9 oz. Tetra Pak ATTRIBUTES: Sports and Hydration

FRS Healthy Energy The FRS Company PRODUCTS: FRS Healthy Energy PACKAGING: 11.5 oz. Can ATTRIBUTES: Energy

Fuel in a Bottle BYB Brands PRODUCTS: Fuel in a Bottle-Grape, Fuel in a BottleBerry, Fuel in a Bottle-Protein PACKAGING: 1.93 OZ PET (energy), 2.5 OZ PET (protein) ATTRIBUTES: Energy, Sports and Hydration

Go Girl Energy Drink Nor Cal Beverage Co, Inc. PRODUCTS: Original Sugar Free, Peach Tea, Lemonade, Pom Berry Tea, Sweetie Grapefruit, Original Sugar Free 6-packs PACKAGING: 12 oz.

Can, 11.5 oz. Can, 12 oz. 6 pack ATTRIBUTES: Energy

Golazo Sports Energy Golazo, Inc. PRODUCTS: MangoLimón, Mandarina, Jamaica Punch, Sugar-Free MangoLimón, Sugar-Free Mandarina, SugarFree Jamaica Punch PACKAGING: 12 oz. Can ATTRIBUTES: Energy, Sports and Hydration

#25 LeSean McCoy

#87 Rob Gronkowski

#27 Mike Trout #27 Ray Rice

#90 Jason Pierre-Paul

blends Electrolytes, Antioxidants, Vitamins & Coconut Water to provide athletes like Mike Trout and Rob Gronkowski with

SUPERIOR NUTRITION & HYDRATION Whether they’re working out or just working hard...

Our SuperTeam Drinks Super to Perform Super both on and off the field.

ELECTROLYTES: THE LEADING SPORTS DRINK

POTASSIUM : 600 mg TOTAL BLEND: 704 mg

A CE

ANTIOXIDANTS: 100% RDI OF VITAMINS A, C & E POLYPHENOLS

OF 50 BLUEBERRIES

GLUTEN-FREE

VITAMINS:

NO PRESERVATIVES

B BOOST

200% RDI OF B3, B5, B6, B9, B12

COCONUT WATER: 10%

CERTIFIED KOSHER U NO ARTIFICIAL FLAVORS OR COLORS 12 MONTH SHELF LIFE

Golazo Sports Hydration

Hangover Gone Shot

Golazo, Inc. PRODUCTS: MangoLim贸n, Mandarina, Limonada, Jamaica Punch PACKAGING: 20 oz. PET

Instant Fiber

Joint Juice

Afterglow Beverage Company, Inc

Vinnedge Distributing Inc.

PRODUCTS: Hangover Gone Deterrent & Detox Shot

PRODUCTS: Dietary fiber drink PACKAGING: 8.45 oz. Can

PACKAGING: 2 oz. PET

ATTRIBUTES: Muscle and Fitness, Sports and Hydration

ATTRIBUTES: Hangover Prevention/Recovery

Guayaki Sparkling Yerba Mate HEROEC H2O

Premier Nutrition PRODUCTS: Ready to Drink, Easy Shot Concentrate, Drink Mix PACKAGING: 8 oz. PET, 20 oz. PET, .21 oz. Powders ATTRIBUTES: Joint Health

ITO EN Shots

Karma Wellness Water

Guayaki SRP Inc.

HERO WATER, LLC

ITO EN (North America) INC.

Karma Culture, LLC.

PRODUCTS: Sparkling Yerba Mate in Grapefruit Ginger sweetened with Agave & Stevia, only 45 calories a can

PRODUCTS: Natural, Strawberry, Blue Raspberry

PACKAGING: 6.4 oz. Can

PRODUCTS: Mind, Body, Balance, Spirit, Vitality

PACKAGING: 12 oz. Can

ATTRIBUTES: Electrolyte Enhanced, Energy

PACKAGING: 16.9 oz. bottles

ATTRIBUTES: Energy

ATTRIBUTES: Bone Health, Cognitive Health, Energy, Hangover Prevention/ Recovery, Heart and Cardiovascular Health, Immunity, Joint Health, Weight Loss/Appetite Control

GURU Energy Drink

ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Heart and Cardiovascular Health, Immunity, Joint Health, Muscle & Fitness, Sports & Hydration

Karvana Kombucha

GURU Beverage Co.

KARVANA PRODUCTS: Raw, Organic, Probiotic & Energy Shots

PRODUCTS: GURU Energy Drink & GURU Lite

PACKAGING: 4.5 oz. PET

PACKAGING: 8.4 oz. Can, 12 oz. Can

ATTRIBUTES: Energy, Gut Health, Immunity

ATTRIBUTES: Energy

iQ juice drink

HangMan

PACKAGING: 18 oz. PET

KeVita Sparkling Probiotic

HangMan USA

Powerhouse Beverage Company, LLC

KeVita

PRODUCTS: Hangover Management, Proactive Recovery

PRODUCTS: iQ juice drink Fat Burner, iQ juice drink Focus & Memory, iQ juice drink Flu Fighter & Immunity Booster , iQ juice drink Energy plus Vitamins

PRODUCTS: Daily Cleanse, Mojita, Coconut, Mango Coconut, Strawberry Acai Coconut, Pomegranate Coconut, Pomegranate, Pomegranate Black Tea, Lemon Ginger, Living Greens

PACKAGING: 2.5 oz. PET ATTRIBUTES: Electrolyte Enhanced, Hangover Prevention/ Recovery

PACKAGING: 12 oz. PET ATTRIBUTES: Cognitive Health, Energy, Immunity, Weight Loss/Appetite Control iQ juice drink is a 100% all natural functional beverage that uses fruit and herbal extracts for maximum health benefits.

70 BEVNET MAGAZINE MARCH 2013

PACKAGING: 15.2 oz. Glass ATTRIBUTES: Gut Health

Kombucha Wonder Drink

LIFE JUICE

Kombucha Wonder Drink

Life Juice

LIFE JUICE Kudu Energy LLC PACKAGING: 2 oz. PET

LIVE Soda

ATTRIBUTES: Energy

Mayesa

Life Juice

LIVE Soda

JAK Native, Inc

PRODUCTS: Oh My Greens

PRODUCTS: Culture Cola, Revive Rootbeer, Living Limon, Dr. Better

PRODUCTS: Original, Mint, and coming soon Banana and Mixed Berry

ATTRIBUTES: Bone Health, Cognitive Health, Hangover Prevention/ Recovery, Heart and Cardiovascular Health, Immunity, Sports and Hydration

LANILAI Relaxation Drink

PACKAGING: 16 oz. Can

ATTRIBUTES: Hangover Prevention/ Recovery

PACKAGING: 16 oz. PET

ATTRIBUTES: Energy

PRODUCTS: Energy Drink;

PACKAGING: 3.72 oz. Glass

ATTRIBUTES: Cognitive Health, Hangover Prevention/ Recovery, Heart and Cardiovascular Health, Immunity, Sports and Hydration

ATTRIBUTES: Energy, Immunity

Mountain Beverage & Distribution

PRODUCTS: Life Support

PACKAGING: 16 oz. PET

PACKAGING: 14 oz.

Glass, 8.4 oz. Can

Loaded Energy Drink Life Support Development

PRODUCTS: Positive Balance

PRODUCTS: Asian Pear & Ginger, Cherry Cassis, Niagara Grape, Essence of Lemon, Essence of Peach, Essence of Mango, Essence of Juniper Berry, Green Tea & Lemon

Kudu Energy

Life Support

PACKAGING: 12 oz. Glass ATTRIBUTES: Electrolyte Enhanced, Energy, Gut Health, Relaxation and Mood Enhancement

PACKAGING: 8 oz. Tetra Pak ATTRIBUTES: Energy, Heart and Cardiovascular Health, Immunity, Muscle and Fitness

LIFE JUICE

LANILAI Inc.

Life Juice

PRODUCTS: LANILAI Relaxation Drink Maui Mango

PRODUCTS: Bodacious Bunny PACKAGING: 16 oz. PET

PACKAGING: 8.4 oz. Can

ATTRIBUTES: Energy, Eye Health, Hangover Prevention/ Recovery, Immunity, Sports and Hydration

ATTRIBUTES: Relaxation and Mood Enhancement, Sleep Aid

Mamma Chia Mamma Chia, LLC

Lettuce RTD Tea

LIFE JUICE

Complex Beverage, LLC

Life Juice

PRODUCTS: Functional Tea

PRODUCTS: Happy Belly

PACKAGING: 16 oz. PET

PACKAGING: 16 oz. PET

ATTRIBUTES: Bone Health, Gut Health, Immunity, Joint Health, Relaxation and Mood Enhancement, Sleep Aid 72 BEVNET MAGAZINE MARCH 2013

ATTRIBUTES: Gut Health, Hangover Prevention/ Recovery, Immunity, Sports and Hydration

PRODUCTS: Blackberry Hibiscus, Cherry Lime, Cranberry Lemonade, Raspberry Passion, Pomegranate Mint, Coconut Mango, Kiwi Lime, Guava Mamma, Grapefruit Ginger PACKAGING: 10 oz. Glass Mamma Chia is the category innovator and creator of the first-to-market chia beverage, available in 9 tasty flavors that deliver superior taste and a powerful synergy of nutrients featuring omega-3s, fiber, protein and antioxidants. Award winning Mamma Chia is a conscious and sustainable company with a mission to share the magic of chia and lead in its renaissance by offering delicious, high quality, organic chia-based foods and beverages that provide natural vitality, energy and strength.

Mercy Hangover Prevention

Minx -xXx- Passion Shot

Mercy PRODUCTS: Mercy Hangover Prevention PACKAGING: 8.4 oz. Can ATTRIBUTES: Hangover Prevention/ Recovery, Immunity

Nth Degree low GI

Stimulicious Brands LLC

Nth Degree Innovations Inc

PRODUCTS: Female Sensitivity Enhancer

PRODUCTS: sports performance drink

PACKAGING: 2 oz. PET

PACKAGING: 20 oz. PET

ATTRIBUTES: Sex-related

ATTRIBUTES: Electrolyte Enhanced, Energy, Muscle and Fitness

Minx -xXx- HIS Passion Shot Nawgan

Nuun Hydration

Stimulicious Brands LLC

Nawgan Products, LLC.

Nuun & Company

PRODUCTS: Male Performance Booster

PRODUCTS: Grape Zero Calorie

PRODUCTS: Nuun Active Hydration, Nuun All Day Hydration, U Natural Hydration; PACKAGING: 16 oz.

Tablets

PACKAGING: 2 oz. PET ATTRIBUTES: Sex-related

OhYeah! Nutrition

PACKAGING: 12 oz. Can ATTRIBUTES: Cognitive Health, Energy, Sports and Hydration

ISS Research PRODUCTS: OhYeah!

Nutritional Shake PACKAGING: 14 oz. PET, 17 oz. Tetra Pak ATTRIBUTES: Sports and Hydration

OJO EYE CARE NECTAR OJO PRODUCTS: OJO the Visionary Drink PACKAGING: 8 oz. PET ATTRIBUTES: Eye Health

ATTRIBUTES: Sports and Hydration

Mr. Pink Beverages Mr. Pink Collections, LLC 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, Relaxation and Mood Enhancement, Sex-related, Sleep Aid, Weight Loss/Appetite Control, Sports and Hydration

ok. – Energy Drink Sadaf Distribution, Inc. PRODUCTS: Classic Flavor, Sugar-Free Flavor, More flavors coming soon!

PACKAGING: 16.9 oz. Can ATTRIBUTES: Energy Newest Imported Energy Drink in the U.S. Swiss Brand, Manufactured in Austria.

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 reflects the surging need for products which are all natural, offer potent health benefits and taste deliciously refreshing.

2nd Best Selling Energy Drink in Europe.

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

Currently looking for Distributors Throughout the U.S.

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

74 BEVNET MAGAZINE MARCH 2013

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

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

Being counted on to get it right time and time again.

To us, it’s elementary.

Re Reliability

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 efficient 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 sucralose.enquiries@tateandlyle.com © Tate & Lyle 2013 SPLENDA® and the SPLENDA® logo are trademarks of McNeil Nutritionals, LLC.

www.splendasucralose.com

Omega Infusion Omega Infusion Brands PRODUCTS: enhanced water beverages PACKAGING: 17 oz. PET ATTRIBUTES: Cognitive Health, Eye Health, Heart and Cardiovascular Health, Joint Health, Sports and Hydration

On Go Energy On Go, LLC PRODUCTS: Berry Blast, Mandarin Orange, Lemon Lime, Grape, Fruit Punch, Pomegranate Blueberry

Powercoco Natural Electrolyte Sports Drink

Pyure O.E.O.

Powercoco

Pyure Brands, LLC

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

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

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.

PACKAGING: 2 oz. Glass ATTRIBUTES: Energy

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

Realbeanz Realbeanz LLC PRODUCTS: RTD Iced Coffee

Hydration just comes Naturally to us.

PACKAGING: 9.5 oz. Glass ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Immunity, Relaxation and Mood Enhancement, Weight Loss/ Appetite Control, Sports and Hydration

PACKAGING: 59 mL PET ATTRIBUTES: Electrolyte Enhanced, Energy, Muscle and Fitness

Party Armor Hangover Protection Premier Protein

Purple Stuff

Premier Nutrition

Party Armor, LLC

Funktional Beverages, Inc.

PRODUCTS: Chocolate Protein Shake, Vanilla Protein Shake

PACKAGING: 2 oz. PET ATTRIBUTES: Hangover Prevention/ Recovery

Red Bull Blue Edition

PRODUCTS: Classic Grape PACKAGING: 8 oz. Can

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

ATTRIBUTES: Cognitive Health

PURE SWISS Skott and Riddle USA PRODUCTS: Sparkling Apple, PJTight Light Sparkling Apple, Prickly Pear AntiOxidant PACKAGING: 8.4 oz.

Can, 16 oz. Can ATTRIBUTES: Energy

76 BEVNET MAGAZINE MARCH 2013

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

PACKAGING: 8.4 oz.

Can, 8.4 oz. 4-pack carton ATTRIBUTES: Energy

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

PIMPJUICE

Red Bull North America

Pyure O.E.O.

Red Bull Energy Drink

PURE SWISS Inc.

Pyure Brands LLC

PRODUCTS: Sparkling Alkaline Mineral Water, Still Alkaline Mineral Water

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

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

PACKAGING: 2 oz. Glass ATTRIBUTES: Energy

Red Bull North America 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

Rejuvelac

Roaring Lion "Au Natural" Rejuvenation Company PRODUCTS: Raw Non-Dairy Acidophilus Probiotic PACKAGING: 8 oz.

PET, 32 oz. PET

RLED, LLC PRODUCTS: Au Natural PACKAGING: 16.9 oz. PET ATTRIBUTES: Energy

ATTRIBUTES: Gut Health

Rip It Energy Fuel

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 flavors now available nationwide. In new red, silver and blue cans, the Red Bull Editions provide the energy and functional benefits of the original, but with the taste of cranberry, lime and blueberry, respectively.

Red Bull Red Edition

Red Bull Sugarfree

Red Bull North America

Red Bull North America

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

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

PACKAGING: 8.4 oz.

Can, 8.4 oz. 4-pack carton

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Red Bull Silver Edition

Roaring Lion "Zero"

National Beverage Corp.

RLED, LLC

PRODUCTS: Rip It Tribute

PACKAGING: 16.9 oz. PET

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy

PRODUCTS: "Zero"

ATTRIBUTES: Energy

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

Red Bull Total Zero

Red Bull North America PRODUCTS: The Taste of Lime.

The Effect of Red Bull.

PACKAGING: 8.4 oz.

Can, 8.4 oz. 4-pack carton ATTRIBUTES: Energy 78 BEVNET MAGAZINE MARCH 2013

Red Bull North America PACKAGING: 8.4 oz.

Can, 12 oz. Can, 16 oz. Can, 8.4 oz.

4-pack carton 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 packaging 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.

CHOOSE THE GREEN CAN ... www.cannabisenergydrink.com info@cannabisenergydrink.com

AMSTERDAM’S coolest energy drink

Rockstar Energy Drink

Sambazon

Scheckter's Organic Energy

Rockstar Inc.

Sambazon

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

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

Sambazon Sambazon

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

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

PACKAGING: 20 oz. PET

Rockstar Recovery

Strut & Rut Energy Shot SK ENERGY

PRODUCTS: Tea + Lemonade, Lemonade, Orange, Grape

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

PRODUCTS: Extra Strength Berry, Berry, Grape, Orange

PACKAGING: 15.5 oz. Can, 23.5 oz. Can

PACKAGING: 10.5 oz. PET

PACKAGING: 2.5 oz. PET

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Spartos: Protein Water

Rockstar Inc.

Sambazon

PRODUCTS: Super Sours BubbleBerry, Super Sours Green Apple

PRODUCTS: Supergreens Kale + Ginger

PACKAGING: 16 oz.

Can, 24 oz. Can ATTRIBUTES: Energy

80 BEVNET MAGAZINE MARCH 2013

PACKAGING: 10.5 oz. PET ATTRIBUTES: Immunity

ATTRIBUTES: Energy

ATTRIBUTES: Hangover Prevention/ Recovery

SK ENERGY

Sambazon

PRODUCTS: Spot On Energy Patches;

PACKAGING: 1 oz. Glass

Sambazon

Rockstar Super Sours

Rocasuba, Inc.

PRODUCTS: Security Feel Better

Rockstar Inc.

ATTRIBUTES: Electrolyte Enhanced, Energy, Hangover Prevention/Recovery

Spot On Energy

Security Beverages Company

ATTRIBUTES: Weight Loss/Appetite Control

Sambazon

ATTRIBUTES: Electrolyte Enhanced, Sports and Hydration

ATTRIBUTES: Energy, Sports and Hydration

PACKAGING: 10.5 oz. PET

ATTRIBUTES: Electrolyte Enhanced, Energy, Sports and Hydration

PRODUCTS: Sport Stix – Hydration drink mix ;

PACKAGING: 8.4 oz. Can

Security Feel Better

Rockstar Inc.

Sport Stix, Inc.

PRODUCTS: Original, Lite

ATTRIBUTES: Weight Loss/ Appetite Control

ATTRIBUTES: Energy

Rockstar Energy Water

Scheckter's Organic Beverages

PACKAGING: 10.5 oz. PET

PACKAGING: 16 oz.

Can, 24 oz. Can

Sport Stix

Spartan Beverages

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

Synapse Aid Vinnedge Distributing Inc.

PRODUCTS: Spartos sugar & sugar free

PRODUCTS: Your ordinary drink!

PACKAGING: 16 oz. PET

PACKAGING: 8.45 oz. Can

ATTRIBUTES: Electrolyte Enhanced, Weight Loss/Appetite Control, Sports and Hydration

ATTRIBUTES: Cognitive Health, Heart and Cardiovascular Health, Immunity, Joint Health

TALON Energy

TONGO Coconut Water Fluid Motion Beverage Inc. PRODUCTS: Original, SugarFree, Blood Punch, Blood Punch Sugar Free PACKAGING: 16 oz. Can

TumericALIVE

Uvé Gourmet

TONGO LLC

TumericALIVE

PRODUCTS: Warrior Punch, Tahitian Lime, Pacific Orange

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

PACKAGING: 16 oz. PET

PACKAGING: 12 oz.

PET, 32 oz. PET, 3 oz. PET

ATTRIBUTES: Sports and Hydration

ATTRIBUTES: Energy

Ti Tonics

PACKAGING: 12 oz. Glass

ATTRIBUTES: Cognitive Health, Energy, Gut Health, Immunity, Joint Health, Relaxation and Mood Enhancement, Sports and Hydration

Turbo Energy Drink

Ti Tonics PRODUCTS: Ti Tonics New Zealand Superteas PACKAGING: 12 oz. Glass

VBlast Gator Pit Energy

Turbo Energy Drink

New York Spring Water

PRODUCTS: Pure Cane Sugar, Diet, Blue, Orange

PRODUCTS: Lemon Lime

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

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 finest sauvignon blanc grapes.

Super low in sugar, using only natural ingredients and featuring subtle, refined flavors, Ti Tonics are a must-have for upmarket, gourmet, natural and speciality retailers.

Lifestyle Brands

PACKAGING: 16.9 oz. PET ATTRIBUTES: Energy

ATTRIBUTES: Energy

UPTime Energy UPTime Sports Nutrition, Inc. PRODUCTS: UPTime Energy Drink - Original, UPTime Energy Drink - Sugar Free PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy

TIBI TONIC

TRAChealth CHIA + Tibi Tonic USA PACKAGING: 3 oz. PET ATTRIBUTES: Hangover Prevention/ Recovery

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

Combining natural and the most effective 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!

MARCH 2013 BEVNET MAGAZINE 81

Vemma Bod-e

Vitamin Squeeze Vemma Nutrition Company

Ecosentials llc

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

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

VIXEN Energy Vemma Nutrition Company

PACKAGING: 1.85 oz. Pouch ATTRIBUTES: Muscle and Fitness, Weight Loss/Appetite Control

Verve Energy Drink

PACKAGING: 8.4 oz.

Can, 16.9 oz. Can

ATTRIBUTES: Electrolyte Enhanced, Energy, Sports and Hydration

Xenergy + Lemonade

ATTRIBUTES: Energy

Xyience Xenergy

XYIENCE

XYIENCE

PRODUCTS: Foxberry, Energy Lemonade

PRODUCTS: Sugar free and zero calorie Raspberry & Pineapple

PRODUCTS: 8 sugar free, zero calorie flavors

PACKAGING: 16 oz. Can

PACKAGING: 15.5 oz. Can

ATTRIBUTES: Energy

ATTRIBUTES: Electrolyte Enhanced, Energy

VLiNG Hydration Mixers

Vemma Nutrition Company

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

PACKAGING: 16 oz. Can

Fluid Motion Beverage Inc.

PRODUCTS: Shake-Chocolate, Shake-Vanilla;

XL Energy Drink Corp.

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

PACKAGING: .85 oz. Powders

PACKAGING: 8.3 oz. Can

XL Energy Drink

XYIENCE

PRODUCTS: Liquid and Powder Water Enhancers

PRODUCTS: Burn, Cleanse, Rest, Thirst

Vemma Bod-e

Xenergy + Hydration

Xenergy + Tea

PACKAGING: 16 oz. Can ATTRIBUTES: Electrolyte Enhanced, Energy

Zenify

VLiNG, LLC

XYIENCE

Zenify

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

PRODUCTS: Zenify

PRODUCTS: Verve Bold, Verve, Verve Zero Sugar

PRODUCTS: CranberryPomegranate, Citrus, Tonic Water, Soda Water

PACKAGING: 8.3 oz. Can

PACKAGING: 12 oz. Can

PACKAGING: 15.5 oz. Can

ATTRIBUTES: Energy

ATTRIBUTES: Electrolyte Enhanced

ATTRIBUTES: Electrolyte Enhanced, Energy

Vinki

West Coast Chill

XINGTEA Green Tea

PACKAGING: 12 oz. Can ATTRIBUTES: Relaxation and Mood Enhancement

ZICO

Daesang America, Inc.

West Coast Chill, Inc.

Xing Beverage, LLC

ZICO Beverages

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

PRODUCTS: No Sugar, No Caffeine, Energy Drink, SelfChilling Can

PRODUCTS: 14 Natural Green Teas - 4 Natural Juice Drinks

PACKAGING: 8.4 oz.

Can, 9.3 oz. Can

PACKAGING: 23.5 oz. Can

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

PACKAGING: 355 mL Glass

82 BEVNET MAGAZINE MARCH 2013

ATTRIBUTES: Energy

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

Zingiwell

Zola Zingiwell Healthalicious, Inc. PRODUCTS: Shelf Stable 100% AllNatural Turmeric Drinks & Shot PACKAGING: 8 oz.

Glass, 2.4 oz. Glass ATTRIBUTES: Immunity, Joint Health

Zola Zola PRODUCTS: Zola Açaí Juice PACKAGING: 32 oz. PET ATTRIBUTES: Heart and Cardiovascular Health, Immunity

Zola PRODUCTS: Zola 100% Natural Coconut Water PACKAGING: 17.5 oz. Can ATTRIBUTES: Electrolyte Enhanced, Hangover Prevention/ Recovery

MAY 2, 2013 Revere Hotel • Boston, MA For More Information and Registration Pricing Visit www.brewbound.com/conference SPONSORS & PARTNERS

MARCH 2013 BEVNET MAGAZINE 83

Idaho Milk Products

Natreon Inc

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

Natreon supplies the Functional Beverage Industry with Capros superfruit cascading antioxidant with Cardiovascular benefits and Beauty From Within; NVE Pharmaceuticals PrimaVie shilajit for mitochondrial energy, Crominex 3+ trivalent chromium FORMULATE - DEVELOP - MANUFACTURE - FAST! for glucose control, and Sensoril for anti-stress products NVE is one of the largest private label manufacturers for liquid cold fill shots from 1.5oz to 10oz on the east coast.

Ingredion Incorporated

Nature's Way Purewater

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 specifications. 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 filling flavor enhanced and fortified water drops as well as manufacturing and filling refreshingly cool energy mints.

The enhanced water drops are available in a 60ml bottle and the energy mints are available in a variety of flavors and package sizes.

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

We bottle porducts in sizes from 10oz to 1.5 liter. Label options include pressure sensitive and shrink sleeve. Cold fill still and carbonated water available in purified or spring water. Development expertise in designing beverages with nutrient and flavor additives.

Martin Bauer Inc.

Nor-Cal Beverage Co., Inc.

Optima Machinery Corporation

Prinova

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 offthe-shelf ingredients and tailor-made products for your beverage requirements. Safe, high quality products you can trust.

Nor-Cal Beverage Co., Inc. (Nor-Cal), founded in 1937, is California’s largest independent beverage bottler. Familyowned 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.

Incredible amounts of food and beverages are filled and packaged daily -much of it by Optima Consumer machines. Major benefits: machine flexibility, high output and product protection during the filling and packaging process. We build machines from budget price start-up lines to complex machines.

Prinova offers high-quality ingredients and flavors for beverage manufacturers, including liquid vitamin premixes from our state-of-the-art blending facility. With expert flavor technicians, BRC Certification, and R&D Application Laboratory, Prinova guides you in all stages of beverage formulation.

Monarch Custom Beverages

Oceans Omega LLC

Overnight Labels Inc

SipP Spouts, Caps and Accessories

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

Oceans Omega, a leading supplier of advanced omega-3 EPA/DHA ingredients, utilizes our unique stabilization technology 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 first mover advantage.

Overnight Labels is an award winning US based manufacturer of a wide range of flexible 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.

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.

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.

MARCH 2013 BEVNET MAGAZINE 85

STARTING A BEVERAGE COMPANY?

WHY BEVERAGE SCHOOL? Get up to speed on the beverage industry Learn about common missteps for startups Hear from experts in various fields Affordable & on窶電emand

SleeveCo, Inc.

Takasago

The Wright Group

SleeveCo prints and converts highimpact, reliable, shrink sleeve, stretch sleeve, and super stretch labels. We provide industry-best speed to market, order flexibility, in-house plate making and cylinder engraving, and dedicated field technical service. Award-winning, DuPont-certified graphics professionals expertly deliver a product's visuallydynamic message.

Takasago is distinguished in the flavor industry with more than 1000 patents, and is considered a leader in specific technologies for high impact flavors, including the Sensates and Vivid Flavors product lines.

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 blending capacity and customized delivery options provide the balanced solutions needed to increase profitability.

Stauber Performance Ingredients Inc.

Tampa Bay CoPack

Vegetable Juices, Inc.

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

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 procurement, product development, bottle filling, finished packaging, warehousing, and much more.

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.

Stiebs

TeamEMPIRE CrowdFUND

Virginia Dare

Stiebs is devoted to sourcing, processing and delivering the world's finest plant-based products.We strive to meet our company motto,"Nature Elevated," by procuring the world's finest ingredients for health and wellness based products. We provide fruit juices/concentrates, purees, powders & extracts

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.

The knowledge of the beverage applications technologists in combination with the exceptional flavor creation chemists on staff is used to develop tasty beverages both alcoholic and non-alcoholic.

Virginia Dare assists in the R&D process from concept to production.

Synergy Flavors, Inc

THE TAPA COMPANY

WILD Flavors, inc.

Synergy Flavors is a leading international supplier of flavors, extracts, and essences for the global food and beverage industry.

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 different countries and functional products in the market. Our Hermetic Delivery Cap achieves:100% freshness, the best flavour and a longer shelflife

Unsurpassed in knowledge and innovation, 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 revolutionary in the food and beverage industry.

Contact WILD for flavors, colors, health ingredients & systems and concept development for your next project.

www.beverageschool.com 86 BEVNET MAGAZINE MARCH 2013

COMPANY CONTACT INFORMATION COMPANY

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 Coffin

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

fikksenergy.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

630 Clinton Place

Beverly Hills

CA

90210

310-424-5077

drinkbodyarmor.com

NC

28211

704-319-0390

fuelinabottle.com

BODY ARMOR Nutrition, LLC BYB Brands

Amy Pearce

2101 Rexford Road

Charlotte

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

citromaxflavors.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

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 Buffington 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

Cuba Beverage Company

MARCH 2013 BEVNET MAGAZINE 87

COMPANY CONTACT INFORMATION COMPANY

CONTACT NAME

ADDRESS

CITY

Idaho Milk Products

Jessica Henry

2249 South Tiger Drive

Jerome

STATE

ZIP CODE

PHONE NUMBER

WEB SITE

ID

83338

855-375-6455

idahomilkproducts.com

Ingredion Incorporated

Dinah Diaz

10 Finderne Ave

ISS Research

Wes Strickland

5400 WT Harris Blvd.

Bridgewater

NJ

08807

908-685-5273

ingredion.com/us

Charlotte

NC

28269

888-231-2684

ITO EN(North America) INC.

James Hoagland

ohyeahnutrition.com

20 Jay Street, Suite 530

Brooklyn

NY

11201

303-564-8848

itoen.com

JAK Native, Inc K1 DRINK.COM B.V

Jane Adolph

P.O. Box 230430

Encinitas

CA

92023

760-815-5978

mayesa.com

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

3519 NE 15th Ave.

Portland

OR

97212

800-717-2767

lanilai.com

LANILAI Inc. 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

fitproprotein.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

1740 Stewart St.

Santa Monica

CA

90404

310-393-4647

redbullusa.com

Red Bull North America 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

88 BEVNET MAGAZINE MARCH 2013

COMPANY

CONTACT NAME

ADDRESS

CITY

RLED, LLC

Cregg Peterson

8000 Wheatland Ave.

Rocasuba, Inc.

Nicole Pigott

168 Industrial Drive

Rockstar Inc.

STATE

ZIP CODE

PHONE NUMBER

WEB SITE

Sun Valley

CA

91352

866-350-8320

roaringlion.com

Mashpee

MA

02649

508-539-7077

spotonenergy.com rockstarenergy.com

P.O. Box 27740

Las Vegas

NV

89126

702-939-5535

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

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 Pacific Ave.

Erlanger

KY

41018

859-342-3600

wildflavors.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

2221 Park Place

El Segundo

CA

90245

310-379-9505

zico.com

ZICO Beverages Zingiwell Healthalicious, Inc.

sambazon.com

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

MARCH 2013 BEVNET MAGAZINE 89

PROMO PARADE

Promotions, events and specials for the industry

Diet Coke and Actress Minka Kelly Launch ‘The Heart Truth’ Campaign 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 spreading The Heart Truth message that it’s never too early – or too late – to learn more about heart health.

For the first-time ever, millions of Diet Coke packages prominently featured the hashtag #ShowYourHeart.

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 #ShowYourHeart triggered a $1 donation from Diet Coke to the Foundation for the National Institutes of Health in support 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 excited 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.”

HINT Water Announces Partnership with Whole Planet Foundation HINT Inc., maker of all-natural, great tasting unsweetened essence water, has become a Whole Planet Foundation Supplier Alliance for Microcredit partner. HINT has signed on to support the program at its top level which will provide 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 Announces its 2013 Team of Brand Ambassadors XYIENCE Xenergy, the official energy drink of the UFC, announced that it has renewed its contracts with its professional athlete brand ambassadors including UFC fighters Dan “The Outlaw” Hardy, Matt “The Terror” Serra, and Krzysztof “The Polish Experiment” Soszynski. Legendary BMX rider Mike Escamilla and spokesmodel 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

90 BEVNET MAGAZINE MARCH 2013

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

The ambassadors will make appearances 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 understands and shares XYIENCE’s brand philosophy,” says John Lennon, XYIENCE’s president. “Over the years, they have come to the table with unique and creative 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 sponsorship deal with the UFC, which means that its logo will be positioned inside the Octagon during select Pay-PerView broadcasts along with other sponsor benefits.

“We’re thrilled to be supporting the Whole Planet Foundation and to join the other partners that are a part of the extended 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 nonprofit provides grants to microfinance institutions 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 microfinance programs in 55 countries, positively impacting more than 1.4 million people worldwide.