NO BLOOMS YET: The Slow-Growth CBD Beverage Business
FUNCTIONAL BEVERAGE GUIDE
SUSTAINABLE POWDERED BOTTLED WATER BEVERAGE SALES
CRAFT BEER DURING COVID-19
Contents / March – April 2020 / Volume 18 / No. 2
FUNCTIONAL BEVERAGE GUIDE • 2020
4 First Drop Not New, Not Normal
32 Bottled Water The Push Against Plasitc
6 Publisher’s Toast A Time Like None Other
42 Powdered Drinks Weighing Powders by Brick and Click
24 Gerry’s Insights Rockstar’s New Band
40 Craft Beer Uncertain Times - Even Before the COVID-19 44 CBD Distributors are Still Playing the Waiting Game
DEPARTMENTS 8 Bevscape/NOSHscape/Brewscape Pre-COVID Investments: Rockstar, Karma, Spindrift / Green Park Grows Another Brand / Tragedy in Milwaukee
SHOW COVERAGE 52 Natural Products Expo West What led to Cancellation, What’s Next 54 Winter Fancy Food Show The First, and Last Get Together So Far
16 New Products Spindrift and Q Add Tropical Notes 20 Channel Check Tracking Sparkling Water 96 Promo Parade BioSteel, Recover 180, Body Armor Sign Sporting Deals
SPECIAL SECTION 57 Functional Beverage Guide with services and suppliers
Follow Us Online www.twitter.com/BevNET
BevNET Magazine (ISSN 2165-6061, USPS 24-552) is published bi-monthly by BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices. POSTMASTER: Please send address changes to BevNET Magazine, Subscriber Services, 44 Pleasant Street, Suite 110, Watertown, MA 02472
THE FIRST DROP BY JEFFREY KLINEMAN
Not New, Not Normal It’s Tuesday, March 17. St. Patrick’s Day. We’re long past parade cancellations, of course. In Ireland, the pubs are closed. The slowdown has begun. For us, yesterday, Monday, was the confusing start to this new, disrupted period. While reporting is often a solitary process, not being together in the office with the broader team was unsettling, and we’re all trying to find a new work pattern, to know when to check in, to figure out when to try things on-the-fly and when to settle back into normal storytelling methods. These changes come while we’ve simultaneously been working to finish this issue of the magazine (I’d originally written “closing” which is the term of art, but it’s a loaded word right now) and to keep reporting on the painful challenges that are hitting the CPG business in this, the time of the spread of COVID-19. The air of uncertainty is scented with despair, and it keeps reminding me of 2008, when I was still fairly new at covering this business. What had seemed like an early boom powered by Red Bull and Vitaminwater was muted by the stock market crash and heavy layoffs that caused spending levels to drop. Overleveraged banks and other financial institutions involved in the real estate crisis dragged other industries into the pit with them. Startup funding was hard to come by -- banks weren’t lending, large companies weren’t spending and a big group of brands was going out of business. Job cuts ran rampant, individual incomes dropped and entrepreneurs had their knees cut out from under them. Enough with the history lesson. The hardest part at that time was just the day-to-day bleakness; the energy flow that had powered many of the early beverage and food and beer pioneers was turned off. It was as if the moving sidewalk. Just. Stopped. So what brought things back then? I’ve always believed it was a combination of important trends: the growth of interest in better-tasting or better-for-you foods -driven by the spread of Whole Foods and Trader Joe’s -- and the increased availability of new recipes or manufacturing ideas on the internet. A class of intelligent, global professionals whose career paths were suddenly dead ends, driving them to 4 BEVNET MAGAZINE – MARCH/APRIL JANUARY/FEBRUARY 2020 2018
create drinks and food that stirred their passions rather than their paychecks. Also, they started grinding: covering the industry for a while became an exercise in speaking with brands that were fighting for traction. Small companies found tribal gatherings: think Mark Rampolla dragging bottles of coconut water to marathons and yoga studios and GT Dave pulling wagons of kombucha to natural food stores in L.A. But there was also the ultimate necessity that food and drink are staples: big CPG employers took a hit, but as we’re seeing now, the basic act of eating and drinking actually moves higher in the ranking of pursuits during times of crisis. In the years following 2008, at least, from their fulfillment of basic necessities, consumers started to move toward affordable luxuries like craft beer, bottled water, a new wave of energy drinks and proteinfilled snacks, as well as new taste adventures like kombucha and chia that they heard about from friends. The decentralization of manufacturing, the emergence of new lifestyles and nimble audience construction and the abundance of talent to build purposeful companies provided a storm of new businesses that were eventually supported by a growing group of venture investors and an established set of strategics that needed to satisfy their changing consumers. But that’s the past. I don’t know what will pull us out now, and it’s that bleak uncertainty that evoked the feeling of 2008 when I was out earlier. In 2022, I may be writing about the great initiatives that were unleashed as a result of the industry that was disrupted in 2020 by COVID-19. Right now, however, it’s assess and triage. In the past few days I’ve spoken with consultants, investors and brands about some of the things that are going to help small brands survive: making sure that if you’re a small producer, you’ve got the cash on hand to foot your next production run, because having product in store is the key - and maybe you’re making painful staff cuts to do it. It’s making sure you’ve got your online fulfillment process in place and that you’re able to ship to the Amazon warehouse. It’s making sure that
your sales guys are in touch with your ops teams because if there’s a chance to get a pallet into a void, you need to be able to do it, and fast. It means, if you’re a bigger brand, you’re constantly assessing your supply chain capacity because that will put you in a position to reliably fulfill demand in the face of runs on product. That’s because part of the assessment is that, for some parts of CPG, at least part of the storyline remains the same: consumers are buying out oat milk and water as much as they are toilet paper and hand sanitizer. Route-to-market is widening for throughput of grocery items; as I write this today, for example, Amazon has reprioritized its warehouses to allow for more grocery delivery and fewer other product types. But I’m not going to be a Pollyanna here. The uncertainty worldwide about the length and depth of the COVID-19 crisis means there’s going to be a lot of pain within the entrepreneurial ranks. Brands that are heavily weighted toward on-premise consumption are in the firing line. Higher unemployment may mean less experimentation and a retreat from some premium items; a construction slowdown hits energy drinks and isotonics; offices closing cuts into emerging coffee and snacking spaces. More concerning than that, however, is a tightening of the lines of credit and decline in the value of the retirement accounts that have served to launch or sustain many budding entrepreneurs. I don’t know if this challenge will lead to more risk acceptance, or less. There’s risk in the air: that’s not just for startup brands, but for new consumers as well. After all, how many new beverages or foods have you been turned on to when someone offered you a swig or a bite? That’s going to have to change. We’re going to have to come together in new ways, and start up together in new places. We’re further apart now, but it’s clear: we can’t lose contact. Ideas are going to come from communication: we need to fi nd new methods. It’s Tuesday, March 17. St. Patrick’s Day. Last night, I got an invite to a virtual happy hour. When it comes to booze, I thought I was stocked for the long haul, but I think I’ll go buy some Jameson. Photo by Samara Doole on Unsplash
PUBLISHER’S TOAST BY BARRY NATHANSON
www.bevnet.com/magazine Barry J. Nathanson PUBLISHER firstname.lastname@example.org Jeffrey Klineman EDITOR-IN-CHIEF email@example.com Martín Caballero MANAGING EDITOR firstname.lastname@example.org Ray Latif CONTRIBUTING EDITOR email@example.com Brad Avery REPORTER firstname.lastname@example.org Beth Kaiserman REPORTER email@example.com Jessica Infante REPORTER firstname.lastname@example.org Justin Kendall EDITOR, BREWBOUND email@example.com Carol Ortenberg EDITOR, NOSH firstname.lastname@example.org Erin Cabrey EDITORIAL ASSISTANT email@example.com
John McKenna DIRECTOR OF SALES firstname.lastname@example.org Adam Stern SENIOR ACCOUNT SPECIALIST email@example.com John Fischer ACCOUNT SPECIALIST firstname.lastname@example.org Jon Landis SENIOR BRAND SPECIALIST email@example.com Kwaku Adu-Gyamfi SALES & MARKETING ADMIN firstname.lastname@example.org
ART & PRODUCTION
Aaron Willette DESIGN MANAGER
A Time Like None Other
Nathan Brescia PHOTOGRAPHER/DESIGNER
I have spent years writing a column chronicling the beverage marketplace, in good times, bad times, and others in between. We have encountered recessions, political upheavals, consolidations, bankruptcies, health issues like SARS and Ebola. We lived through 9/11: It doesn’t get more intense than that. There have been so many times we’ve been tested, and have always come through prouder and stronger. We meet these challenges head-on. These are events bigger than beverages and business, so I write about my thoughts on the state of affairs today. As we all sit hunkered down in our homes during this unprecedented COVID-19 crisis, one has time to reflect on what’s important in one’s life. A mere week ago, I was upset that Expo West was canceled. I always looked forward to the trade show -- not just due to its importance to our industry, but also because of its longtime meaning for to me. I see friends, we catch up, the collective harnesses its excitement for the year to come. I thought the cancellation was an 6 BEVNET MAGAZINE – MARCH/APRIL 2020
overreaction, based on fear and a lack of information. Boy, was I wrong. We fast forward to today. The country is on hold, business is at a standstill. Cities are being shut down, restaurants shuttered, millions of jobs potentially lost. I personally have someone very close to me who got sick and had to be tested for COVID-19. We are awaiting the results as I type this column. I cannot visit with my granddaughter, which I do 3-4 times a week, as New York is pretty much closed for business and pleasure. I can’t head downtown. I have spoken with many beverage marketers over the past few days, and they are hurting. No one is immune during this crisis. I feel for them and everyone in our country. I have always lived by the adage that “this, too, shall pass.” I just hope it does sooner than later. I look forward to writing again soon about the brilliance, creativity, and resilience of the industry I’ve loved for 29 years now.
John F. (Jack) Craven CHAIRMAN John Craven CEO & EDITORIAL DIRECTOR email@example.com
44 Pleasant St., Suite 110 Watertown, MA 02472 ph. 617-231-8800
33 W 19th St., Fourth Floor New York, NY 10011 ph. 646-619-1180
For fastest service, please visit: www.bevnet.com/magazine/subscribe email: firstname.lastname@example.org
BPA Worldwide Member, June 2007
Do Your Part: Please Recycle This Magazine
For more stories, including the latest on the COVID-19 Crisis, check out bevnet.com
THE LATEST BEVERAGE BRAND NEWS
PepsiCo Acquires Rockstar Energy for $3.85 Billion On March 11, PepsiCo announced an agreement to acquire energy drink brand Rockstar for $3.85 billion, a move that put the food and beverage giant in position to compete with its rivals head-on for dominance in the rapidly growing energy set. The deal was Pepsi’s largest since its $3.2 billion acquisition of SodaStream International in 2018. As part of the purchase agreement, Pepsi will contribute $700 million in payments related to future tax benefits associated with the transaction, with 15 year terms. The transaction is expected to close in the first half of 2020. Las Vegas-based Rockstar, founded in 2001 by Russ Weiner, helped pioneer the nascent U.S. energy drink market, introducing the first product in a 16 oz. can. The company’s relationship with PepsiCo goes back over a decade, beginning when the energy drink maker left its thencurrent distribution partner Coca-Cola to sign a 10-year distribution agreement with Pepsi in February 2009. Within Pepsi’s current product portfolio, Rockstar joins a limited range of energy beverages housed under the Mountain Dew brand. Through its partnership with Starbucks Coffee, Pepsi also distributes coffee energy products such as Double Shot and Triple Shot. While not defi ned as strictly “energy” products,
other brands like sparkling water Bubly and Gatorade (Bolt24) have integrated caffeine as an optional ingredient in their offerings. In a report on the transaction, analysts with Cowen and Company wrote that they “continue to be encouraged by PEP’s approach to the energy category,” calling the deal a “welcome expansion” of the Pepsi-Rockstar partnership that provides a “solid platform” to build upon. However, the report noted the company will fi rst need to reverse negative scanner trends for Rockstar and follow through on its stated commitment to increase marketing spend for its energy products. Elsewhere, RBC Capital Markets analyst Nik Modi noted that the deal notably removes a stipulation in Rockstar’s previous agreement with Pepsi preventing the latter from working with any non-Rockstar energy products, thus allowing it to become “more aggressive” in the category.
Spindrift Raises $29.8M in Funding Round Premium sparkling water maker Spindrift has raised $29.8 million in a new funding round, its largest single round to date, according to a filing with the U.S. Securities and Exchange Commission (SEC) in early March. The new round brings the Massachusetts-based company’s total financing to at least $70 million and is the first new funding the brand has received since a $20 million Series B round led by VMG Partners in 2018. Other previous investors in the brand include Prolog Ventures, KarpReilly, RiverPark Ventures and Almanac Insights. The financing arrived during a period of sustained growth for Spindrift. According to market research firm IRI, the brand reported a 127.5% increase in retail dollar 8 BEVNET MAGAZINE – MARCH/APRIL 2020
sales to $37.4 million for the 52-week period ending December 19, 2019, making it one of the largest startup brands in the category. The market for sparkling water grew 11.3% to $3.2 billion in retail dollar sales in the same period, according to IRI, and is led by established players in the category such as LaCroix, Sparkling Ice and Nestlé, as well as fast rising entrants from strategics such as PepsiCo’s Bubly.
BEVSCAPE Humm Announces Launch of Zero Sugar Kombucha Line Sugar is an essential ingredient in brewing kombucha, but that doesn’t mean consumers have to drink it. That’s the proposition behind Humm Zero, the new sugar-free line from the Oregon-based kombucha brand that’s set to launch in select markets and on Amazon in April. The product will be sold in 11 oz. single-serve cans ($2.99 SRP) and 4-packs ($9.99) in four flavors: Peach Tea, Blood Orange, Ginger Lemonade and Raspberry Lemonade. There’s still no way to make kombucha without using sugar, which acts as food for the yeast culture and causes the tea base to ferment. For all of its products, Humm allows its base brew to ferment until all the sugar has been consumed. Those brews are then sweetened with organic fruits and juices, reintroducing sugars which the active yeast can feed on and turn into alcohol, thus requiring the product to remain refrigerated. The new line simply takes that same base non-al-
coholic kombucha and adds plant-based sweeteners — including monk fruit and allulose, among others — and organic flavors instead. The result is a kombucha that has 10 calories and no sugar, but that is also not from concentrate and that is shelfstable without pasteurization as well. Though it has been present in Humm’s kombucha for years, Humm Zero will additionally feature the brand’s fi rst on-package callout for 33 mcg of added vitamin B12. Humm Zero will initially launch on Amazon and at retail in six markets: Los Angeles, San Diego, Seattle, Baltimore/ Washington D.C., Denver and Portland, Oregon. Retail partners include Giant Landover, Safeway, Albertsons, Pavilions, Vons, Haggen and New Seasons. Danek noted that, in contrast to the larger category, Humm has been a mass retail brand from the beginning, picking up distribution in stores like Walmart,
Costco and Target long before entering Whole Foods. Creating a product that addresses consumers’ desire for less sugar is an extension of that mainstream philosophy, Danek said. The company’s prior innovations — such as its reduced sugar SKUs (5 grams) and 12 oz. aluminum cans — have also helped position it to expand within the fast-growing convenience and MULO channels, the latter of which represented a 70% share of the kombucha category in 2019 according to SPINS. “It’s such a natural progression for the brand to go outside the box and to think about what’s happening in the whole world versus just in our own little natural category,” Danek said. “And therefore creating a product that addresses big things in the world and all the consumers, versus just the natural consumer or just the kombucha consumer, it’s such a natural progression. It’s another extension of how we express ourselves.”
Constellation Brands Invests in Karma Wellness Water Constellation Brands announced in February the acquisition of a minority ownership stake in Karma Culture LLC, the makers of Karma Wellness Water. The deal marks the beer and spirits giant’s first investment in a non-alcoholic beverage brand through its Constellation Ventures arm. Terms of the deal were not disclosed. Founded in 2011, Karma markets a line of waters that feature a custom push cap which holds a flavor powder containing functional ingredients including vitamins and probiotics. By keeping the additives separate until consumption, the beverage remains shelf stable for up to 18 months until purchased and mixed by the consumer. In addition to its beverage arm, Karma also operates a separate B2B operation licensing and selling the patented cap technology. The investment, which was announced eight months after the transaction closed in July, comes as Karma releases new packaging for its vitamin and probiotic beverage lines. The revamped products will be supported by a new consumer marketing 10 BEVNET MAGAZINE – MARCH/APRIL 2020
campaign featuring the slogan “Believe in Karma.” The campaign, which was developed with Constellation and creative agency High Wide & Handsome, will include digital, social media and PR efforts. Karma CEO CJ Rapp noted that the campaign will seek to educate consumers on “the benefits of the cap technology.” In addition to marketing, Rapp said the Constellation partnership will offer Karma full access to the conglomerate’s infrastructure, including the company’s strategy, marketing and sales departments. However, he said, “the responsibility for the brand still rests on Karma, we are not integrated into the Constellation system.” The Constellation partnership will give Karma access to the company’s DSD network to expand its retail footprint and the brand will continue to focus on mainstream retail outlets in the convenience, grocery, drug and mass channels. The brand will also add food service accounts through a partnership with Compass that is currently in the “early stages” of a national rollout. In addition to the beverage line, Con-
stellation will also work with Karma to grow its B2B push cap business. Karma partnered with manufacturer Aptar to produce the caps and Rapp said the company sees strong “medical field potential,” seeking to partner with pharmaceutical companies. As well, Karma also supplies its caps to other beverage brands, including hangover recovery drink Last Call.
THE LATEST FOOD BRAND NEWS
Hippeas Producer To Launch Two New Snack Brands Over the coming months, Green Park Brands, the producer of Hippeas, will launch Maverick Snacks and CO Chocolate, a pair of new brands aimed at giving the parent company a foothold in three new categories: crackers, cookies and confection. Maverick and CO will bring Green Park’s portfolio to six total brands, joining Reel toilet paper, Hippeas, Ugly Water (a joint venture with the beverage brand’s founders) and Buddy Nutrition. According to Green Park CEO and founder Livio Bisterzo, both of the new brands meet the criteria of exploring large categories that can be disrupted with better-for-you offerings. Maverick Snacks will debut in April in Whole Foods stores nationwide; the retailer has a six month exclusive on the line. CO will likely make its trade debut later this Spring. Mavericks will launch with 8-packs of single-serving bags of cookies (in Birthday Cake, Chocolate or Chocolate Chip flavors) and crackers
(in Pizza, Cheese and Plain flavors) with an MSRP of $7.99. Each offering has a core better-for-you callout, emphasizing low-sugar for the cookies and whole grains for the crackers. The goal is to target two lunchbox staples, Goldfish and Chips Ahoy, with similar flavor profiles but better-for-you messaging that can appeal to both natural or mainstream shoppers. The brand may be familiar to some. In early 2019, Green Park initially launched the line in the U.K., featuring five offerings: Poppin’ Corn, Breadkicks (bite-sized breadsticks), Smart Cookies, and Lil’ Brix (fruit snacks). After debuting as a direct-to-consumer product before moving into retailers, Maverick subsequently ceased operations abroad. President and general manager Christian Quie, who joined the company in January 2019, said that although the product could have continued on, the Mavericks team saw a stronger initial
future for the brand in the U.S. and didn’t want to divide its attention. The U.K. test has helped shape the U.S. rollout. Most notably, the brand has trimmed the offerings down to two categories, selected because both crackers and cookies often share a category manager, category reset schedule, and promotional plan, Quie said, making these an “efficient” first launch pair. Green Park also realized the difficulty of merchandising small single-serve packs, switching to multiserve packaging that also better suits the larger American pantry. Direct-to-consumer has also gone by the wayside, but may return later. The retail strategy will be similar to the one the company followed with Hippeas, with an initial launch partner in Whole Foods and a longer exclusive period then many brands to give the brand time to refine the concept and build brand equity, Quie said. While not yet officially on the market, CO is expected to
be presented to the trade later this spring. Former KIND SVP of field sales Joanne Bolonda has been named as the brand’s president and general manager. Each bag of CO will contain a mix of sugar-free, plantbased discs in white chocolate, dark chocolate or milk chocolate that have been panned, or coated, in one of ten flavors: Key Lime Pie, Almond Sea Salt, Pretzel, Cinnamon, Toasted Coconut, Pineapple Habanero, Strawberry Lemon Chia, Blood Orange and Quinoa Crunch. The disks will use a base of cashew butter and will be sweetened with chicory root fiber and inulin -- which also contributes to a total of 14 grams of fiber per serving. Each 3 oz. bag will likely have an MSRP between $5.99 and $6.49.
Once Upon a Farm Grows Up to ‘Help Out the Lunch Box’ Like its consumers, Once Upon a Farm (OUAF) is growing up. The fresh-focused kids CPG brand is launching a new line of non-dairy yogurt and bottled protein smoothies, both moves aimed at helping the brand expand its appeal beyond babies to families. The yogurt, which will hit retailers in May, will launch in Strawberry, Blueberry and Raspberry flavors in 3.2 oz pouches that will retail for $2.79 each. The 6 oz smoothies, which launched last month, retail for $2.99 in four varieties: Banana Berry, So Strawberry, Red Raspberry and Perfectly Pineapple. Both products are nut free and school safe, and utilize pumpkin seed protein. Co-founder and actress Jennifer 12 BEVNET MAGAZINE – MARCH/APRIL 2020
Garner, herself a mother of an 8, 11 and 14 year old, has been eager for the brand -- which includes HPP baby food, fruit and veggie pouches, smoothie pouches and apple sauce in its existing product range -- to age-up and “help out the lunch box.” With this goal in hand, given that many of its existing products were already sold out of the dairy category, yogurt seemed like the right next step, co-founder and CEO John Foraker said. The $2.4 billion yogurt category has experienced flat sales over the last year, he noted. However, he added, there are bright spots with both plant-based offerings -which the company said represents 3%-4% of yogurt and is growing 25% year-overyear -- and children’s offerings -- which
represents 10% of the category and is growing by 7% -- seeing momentum. The launch of the yogurts follows the brand’s introduction of a bottled smoothie line last month at 2,500 retailers including Target and Kroger. The products have a thinner consistency than OUAF’s pouched smoothies, allowing for easier drinking, and the addition of protein. Expanding to a new target is never without risks, but according to Foraker, research showed that a “significant” amount of adults and older children were already consuming the brand’s products. He added that the company’s established brand equity and solid sales base ($20M of trailing 12-month consumption) also showed the brand was ready.
For more stories, check out nosh.com
Tofurky Expands Further into PlantBased Dairy with Moocho Having built a significant portfolio of meat-alternative offerings, Tofurky is now looking to tackle the dairy set, announcing today that sub-brand Moocho will be spun off into a more clearly independent brand, with rebranded packaging. To further build out Moocho’s presence on shelf, the company will also launch new dairy-free cheese shreds and dairy-free cream cheese spreads under the brand. The shreds will launch in Cheddar, Mozzarella, and Fiesta Blend while the spreads will be available in Garden Vegetable, Plain and Strawberry. Both use a base of fava bean protein and coconut oil, with the shreds including fermented cultures and the spreads containing fermented soymilk to assist with a more “cheesy” taste. Tofurky launched Moocho last year at Natural Products Expo West as a line of non-dairy cheesecakes. The products originally used both the Tofurky and Moocho brand names on its packaging. However, after expanding to 650 retailers including Sprouts, the company realized Moocho needed to be a standalone brand, CEO Jaime Athos told NOSH. Although the association with Tofurky may have helped draw in shoppers, he said, it also created confusion and a more “cluttered” front of pack. “Consumers [thought] the Tofurky brand represented savory flavors and high protein meat alternatives,” Athos said. “A lot of [new shoppers] don’t really have a great understanding of
what Tofurky represents or how long we’ve been around. So Moocho has to not just lean on that Tofurky relationship, it has to stand alone.” Another reason for a new brand is that the Tofurky name -- and what it stands for -- may not resonate with Moocho shoppers. While consumers often turn to meat-alternatives for moral and ethical reasons, such as avoiding harming animals or minimizing environmental impact, Moocho is targeting a wider base of shoppers who cannot consume dairy for health reasons. For now, the company has no plans to produce a non-dairy yogurt or fluid milk, but rather will focus on dairy alternatives that compliment Tofurky’s existing products -- think deli meat and cheese. By doing so, Tofurky and Moocho can also offer food service locations a one-stop solution: rather than having to buy meat-analogues from one vendor and dairy-alternatives from another, restaurants can simplify with one partner. Athos added that while buzzy plant-based burgers have proved there is interest in meat alternatives, he believes restaurants will soon want other menu options as well and Tofurky is well positioned to answer those needs.
KIND Founder Backs Cult Yogurt Brand Ellenos Ellenos, a fast-growing premium yogurt brand, in February announced an $18 million investment by Equilibra Partners Management, the family office of KIND founder Daniel Lubetzky. Ellenos was founded in 2013 as a yogurt bar in Seattle. The company evolved into a packaged line, now sold in over 29 states. In 2018 the company closed $18 million from CPG-focused investment firm Monogram Capital, which resulted in the hiring of CEO John Tucker, who has led brands including Farmhouse Culture, Dave’s Killer Bread and So Delicious Dairy Free. The money will be used to hire new staff, further build out the company’s twoyear old production facility and extend the brand’s reach into other markets, Tucker said. While Ellenos has a presence in over half the country, adding distribution in 20 states alone in 2019, the distribution is scattered with the bulk of its presence on the West Coast and in Texas.
“We’re looking to invest in the brand and get it into [consumers’] mouths in key markets around the country,” Tucker said. “We’re very confident that in the process of doing that, we’re going to see high conversion rates.” Lubetzky has picked up his own investment pace since stepping down as CEO of KIND in 2019. Late last year he appeared on the television show Shark Tank, making an investment in frozen meal company Tahdah! Foods. Formed in 2018, Equilibra takes minority stakes in packaged food and beverage companies, with a bent towards those that are impact driven. Other investments listed on the family office’s site include Justin’s, KRAVE, gimMe snacks, and Chapul. Ellenos, Tucker said, has many similarities to KIND and the team believes Lubetsky will be of particular assistance as the brand focuses on scaling and emphasizing its message of simple, clean ingredients.
Tucker and co-founder Con Apostolopoulos told NOSH that one thing the brand is very comfortable with is maintaining its premium price point, comparing the brand to that of Ben & Jerry’s or Haagen Daaz in the ice cream set. The company also has no plants to enter the plant-based dairy set, seeing enough white space with its current product lineup. Despite Greek yogurt losing share over the past year, Tucker and Apostolopoulos believe by creating an indulgent product line the company has more legs -- serving as either a snack, meal or dessert. “I believe Ellenos yogurt creates a whole new occasion to be eaten as a snack, as a dessert, from morning to night...It’s the first true super premium yogurt,” Tucker said. “We’re just taking the category to another level, and that’s what’s most exciting to me. So is the time right? I’d say it’s as right as anything else when you have lightning in a bottle.”
THE LATEST CRAFT BEER BRAND NEWS
6 Dead in Shooting at Molson Coors’ Milwaukee Campus Six people died in a shooting at Molson Coors’ Milwaukee brewery in late February. The Milwaukee Police Department identified the five victims of the shooting as: • Jesus Valle Jr., 33, of Milwaukee • Gennady Levshetz, 61, of Mequon • Trevor Wetselaar, 33, of Milwaukee • Dana Walk, 57, of Delafield • Dale Hudson, 50, of Waukesha Police identified 51-year-old Anthony Ferrill, who died from a self-inflicted gunshot wound at the scene, as the suspected gunman. Ferrill was an electrician at the brewery. A motive for the shooting was “still under investigation.” The Washington Post reported that portrayed a “long-held culture of racism” at the Milwaukee brewery in which workers tacked up
Stone Brewing Closes Shanghai Taproom
In March, Stone Brewing shuttered its taproom in Shanghai, China, citing pressures from tariffs and COVID-19, the coronavirus disease caused by SARS-CoV-2. “We faced challenges over the past year with dramatically increased tariffs, and now the Coronavirus,” co-founder and executive chairman Greg Koch said in a statement. “Both factors had a significant impact on our ability to further invest in the market as planned.” The San Diego craft beer maker had announced a temporary closure of the taproom due to concerns over coronavirus but that turned permanent a week later. In July 2018, Stone opened the 3,200 sq. ft. taproom, which featured 30 taps, in Shanghai’s Changning District. The Shanghai taproom’s
closure comes just under a year after the announcement of the sale of Stone’s brewery and taproom in Berlin, Germany, to Scotland-headquartered BrewDog. “We’re grateful to our team for putting such amazing effort into growing craft beer and adding diversification to the beer culture in Germany and China,” Koch said. “The passion and appreciation for Stone beers continues to grow internationally, and I thank our team past and present for their passionate drive that helped us accomplish so much.” Stone operates two breweries in the U.S., as well as eight retail locations in California and one in Richmond, Virginia. The company produced 391,320 barrels in 2019, a slight decline from the 400,000 barrels produced in 2018.
14 BEVNET MAGAZINE – MARCH/APRIL 2020
racist cartoons in work spaces, scrawled graffiti in bathrooms and break rooms, and a 2015 incident in which a noose was placed on Ferrill’s locker. Molson Coors’ Milwaukee brewery reopened about a week later. The second-largest beer producer in the U.S. said it will increase security measures at the facility, including bag checks at all locations, as well as additional armed and unarmed security guards. About 1,000 people work at the Milwaukee campus, where there are more than 20 buildings, including brewing facilities, offices and a visitor center. Meanwhile, the “Miller Valley Survivors Fund, a crowd-sourced fundraiser to support the families of the victims, has raised more than $1.1 million at the time of publication.
Gordon Biersch, Rock Bottom Parent Company Files for Chapter 11 Bankruptcy Protection After closing 37 restaurants, Craftworks Holdings filed for Chapter 11 bankruptcy protection in early March. Craftworks — the Nashville, Tennessee-based parent company of the Gordon Biersch, Rock Bottom, Logan’s Roadhouse and Old Chicago chains, among others — also requested approval of a “stalking horse” asset purchase agreement with an affiliate of its senior lender, Fortress Credit Co., in order to start a competitive bidding process for the business. As of the March 3 filing, Craftworks said its outstanding debt was about $235.4 million, including secured debts of $131.7 million to Fortress Credit Co., and $4.7 million and $35 million to Wells Fargo Bank/National Association. In a court filing, Craftworks CEO Hazem Ouf said the company’s capital structure has been overleveraged since the November 2018 acquisition of the Logan’s Roadhouse chain. Following the Logan’s transaction, Craftworks projected revenue growth of 1.5% in 2019, but those projections fell short as sales declined about 1%, resulting in a gross margin loss of about $27 million. Ouf, in a press release, said the company had “made significant progress” over the last 16 months to transform its business and position its brands “for long-term growth and success.” “Our goal is for CraftWorks Holdings to emerge with a strengthened balance sheet and a further optimized real estate portfolio that will allow us to execute on our growth strategy, compete more effectively in the casual dining environment in areas in which we have a proven track record of success, and continue to invest in enhancing the dining experience for our millions of raving fans nationwide, whom we look forward to serving for many years to come,” he said. Craftworks’ 261 company-owned locations in 39 states and Washington, D.C., will continue operating during the bankruptcy process. The company added that its 77 franchise locations are not included in the bankruptcy proceeding and continue to operate as usual.
For more stories, including the latest on the COVID-19 Crisis, check out brewbound.com
Adam Lambert to Join Roak Brewing and Dark Horse as President
After more than a year as chief revenue officer for BrewDog USA, long-time beer industry sales exec Adam Lambert is joining Michigan’s Roak Brewing Company and Dark Horse Brewing Company as president. The two microbreweries announced a deal in September that finally closed this past February, leading to the formation of the Michigan Brewers Union platform. “I’ve been a huge fan of Roak and Dark Horse for some time, both make world class beers, have incredible stories and a remarkable cult following,” Lambert wrote in a note to industry friends. “Having spent most of my career in sales and marketing, I’m truly looking forward to taking on the challenge of running two breweries, two restaurants and a market.”
Sierra Nevada to Launch Strainge Beast Hard Kombucha Sierra Nevada’s new innovation arm, the Chico Fermentation Project, announced in February its debut release: Strainge Beast Hard Kombucha, the company’s first-ever beyond beer offering. “I’ve been drinking kombucha for some time, and the team has done a fantastic job of coming up with really nice flavor and balance,” founder and president Ken Grossman said in a release. Strainge Beast’s first flavor to market will be Ginger, Lemon and Hibiscus, which pours bright pink and checks in at 7% ABV. Strainge Beast is also certified organic by the U.S. Department of Agriculture. Strainge Beast will roll out on draft in the spring in San Francisco, Sacramento, Santa Cruz and San Diego, California; Portland, Oregon; Phoenix, Arizona; Asheville and Raleigh, North Carolina; Knoxville, Tennessee; and Tampa, Florida. The brand will launch in additional cities in May. Two additional flavors -- Blueberry, Acai and Sweet Basil; and Passion Fruit, Hops and Blood Orange -- will follow after the draft launch. Cans of all three flavors will begin hitting retailers in August.
Craft Brew Alliance Shareholders Vote in Favor of Merger with Anheuser-Busch The marriage of Craft Brew Alliance (CBA) and AnheuserBusch InBev cleared another hurdle in late February as shareholders of the Portland, Oregon-headquartered craft beer maker voted to approve a sale of the company to the world’s largest beer manufacturer. According to a press release, more than 98% of the shares, who voted by proxy and at the special meeting, were in favor of the deal, including a majority of outstanding shares held by investors other than A-B or related interests. “Today’s decisively positive shareholder vote brings us even closer to cementing our expanded partnership with A-B,” CBA CEO Andy Thomas said in a press release. “For more than 25 years, our two companies have been working together to enrich the beer landscape with the highest-quality craft beer offerings, and we’re excited to build on that strong foundation and satisfy more consumers as one combined company.” The transaction still must meet regulatory approval, and the companies say the deal is expected to close in 2020. 15
THE NEWEST BEVERAGE OPTIONS
SPARKLING WATER Spindrift’s latest fl avor launch is Pineapple, made with sparkling water and Costa Rican pineapples. The product will fi rst roll out on the brand’s website Spindrift Pineapple before launching nationwide at Amazon, Target and other regional retailers. Sales from Spindrift continue to support 1% for the Planet and $1 from each case of Spindrift Pineapple sold on drinkspindrift.com will be donated to Reforest the Tropics. For more information, please contact Spindrift at (617) 391-0356. California-based caffeinated beverage brand GOJAI rolled out its fi rst product line of “gently caffeinated” sparkling waters. Containing 45 mg of caffeine and zero calories, sugar or preservatives, the line is available online and in select stores for $1.99 per 12 oz. can, or $19.99 for a 12-pack. For more information, please contact GOJAI at email@example.com.
SHOTS Vital Proteins expanded its functional shot line with the addition of Energy Collagen Shot, containing 7 grams of collagen peptides, 150 mg Alpha GPC, 60 mg of hyaluronic acid and 90 mg of caffeine. Available in a single SKU -- Pink Grapefruit -- the shot launched is sold in 12-packs for $54 on the brand’s website. For more information, please contact Vital Proteins at (224) 544-9110. Functional shot maker More Labs launched Liquid Focus, a “productivity drink” designed to sharpen the mind and ease stress by supporting the natural production of neurotransmitters that are critical for concentration, motivation and cognitive performance. The ready-to-drink 3.4 oz shot is now available on the brand’s website for $35 per 8-pack. For more information, please contact More Labs at firstname.lastname@example.org.
Created by award-winning James Beard chefs and co-founded by Brad Pitt, Enroot is a new sparkling cold brew tea line available in five varieties -- Reenergize, Revitalize, Relax, Rejuvenate and Revive -- available for purchase this summer. Combining organic loose-leaf teas, fruits and herbals, the teas are brewed for 20 hours and contain 25 calories per bottle. For more information, please contact Enroot at email@example.com.
Vive Organic expanded its cold-pressed juice shot portfolio with two new launches: Electro Recharge and Energy + Focus. Electro Restore -- a post-workout recovery shot -- offers electrolytes along with ginseng, blue spirulina, hibernian kelp, pink Himalayan sea salt and ginger root. Energy + Focus contains caffeine from green tea extract along with lion’s mane (200 mg) and ashwagandha (250 mg). The new fl avors are available now for $3.99 on Vive’s website and Amazon, as well as at Whole Foods SoPac locations and Southern California retailers. For more information, please contact Vive Organic at (877) 774-9291.
Brooklyn-based premium mixer brand Q Mixers added Hibiscus Ginger Beer to its lineup, now available at Target stores nationwide in 4-packs of 7.5 oz. cans. Hibiscus Ginger Beer contains hibiscus and rose hips and is highly carbonated, naturally sweetened and free of artificial ingredients. For more information, please contact Q Mixers at (718) 398-6642.
Chia-based beverage and snack brand Mamma Chia launched Chiamilk, a dairy-free, plant-based milk alternative made from nutrient-rich chia seeds. Containing Omega-3, MCT, zero grams of sugar and more calcium than a glass of traditional milk, Chiamilk is available in Vanilla and Original flavors in 28 oz. bottles. The product is now available at Sprouts Farmers Market and other natural food stores. For more information, please contact Mamma Chia at (855) 588-2442.
16 BEVNET MAGAZINE – MARCH/APRIL 2020
NEW PRODUCTS FUNCTIONAL Pickle maker Grillo’s entered the beverage market with the launch of cold-pressed pickle vinegar drinks available in pickle and lemon flavors. The pickle flavor contains zero sugar while due to the addition of lemon juice, lemon contains 5 grams of added sugar. The drinks will retail for $4.49 per 12 oz. bottle in four Whole Foods regions (Northeast, Mid-Atlantic, North Atlantic and Rocky Mountain). For more information, please contact Grillo’s at firstname.lastname@example.org.
KOMBUCHA Kombucha maker Humm’s newest innovation is Humm Zero, a new sugar-free kombucha line with 33 mg of added vitamin B12 and 10 calories. Launching in Peach Tea, Blood Orange, Ginger Lemonade and Raspberry Lemonade flavors, Humm Zero will be sold in 11 oz. single-serve cans at Amazon and select retailers for $2.99 or 4-packs for $9.99. For more information, please contact Humm at (541) 306-6329.
COFFEE Philadelphia-based coffee maker La Colombe’s new Draft Chocolate Milk is the fi rst product to graduate from Fresh Ideas, a line of limitedbatch beverages that come from the brand’s research and development innovation hub. The product is made with lactose-free milk and natural cocoa with a foamy texture from the company’s patented nitrous oxide process. The product has been released at La Colombe’s 30 cafes nationwide, as well as on its website and in select retailers at a suggested retail price of $2.99. For more information, please contact La Colombe at (800) 563-0860. New York-based plant milk maker Elmhurst 1925 has expanded its plant-based portfolio with three new product lines. Oat milk latte line features coffee-based Cacao and Flash Brew flavors along with tea-based Matcha and Golden Milk options, which retail for $4.99 per 11 oz. carton. The brand also launched multi-serve Superfood Smoothie Bases in three functional flavors -- Kale, Turmeric Ginger and Cacao-- for $9.99 per 32 oz. carton. Finally, its new oat creamer line is 18 BEVNET MAGAZINE – MARCH/APRIL 2020
available in Unsweetened, Hazelnut, French Vanilla and Chai Spice for $5.99 per 16 oz. carton. For more information, please contact Elmhurst 1925 at (888) 356-1925.
ENERGY TeaRIOT is expanding beyond its bottled tea offerings with the launch of new canned tea-based energy drinks. The new carbonated drinks have 160 mg of caffeine, 100 mg of L-Theanine and added B vitamins and are lightly sweetened with fruit juice with no added sugar. The line includes Berry, Cherry Watermelon, Citrus and Mango flavors, and has a suggested retail price of $2.99 per 16 oz. can. The product will be launching in Whole Foods nationwide in April. For more information, please contact TeaRIOT at (888) 703-3773.
SPIRITS Hawaii’s Koloa Rum Company launched the brand’s second aged rum release, Kaua`i Reserve 12-Barrel Select Four-Year Aged Hawaiian Rum. The rum is distilled and aged in American white oak barrels for a minimum of four years at its Kalaheo Distillery on the Garden Isle Kaua`i Reserve. Bottled at 92 proof, it is available nationwide in limited quantities at select retailers. For more information, please contact Koloa Rum at (808) 332-9333. Doc Pepe’s Lab, a ready-to-drink cocktail lab in Monterey Bay, added two cocktails to its barrel-fi nished product line: The Negroni and Boulevardier. The Negroni contains London Dry Gin, Italian-style sweet vermouth and bitter orange liqueur, while Boulevardier contains Kentucky Rye Whiskey, Italian-style bitter liqueur and sweet red vermouth. Suggested retail prices of the new cocktails range from $36 to $42 a bottle. For more information, please contact Doc Pepe’s Lab at Christian@ docpepeslab.com. Kentucky’s Woodford Reserve released a 2020 commemorative Kentucky Derby bottle featuring the work of Louisville artist Richard Sullivan, a former Atlanta Braves baseball player. The one liter bottles of Woodford Reserve Bourbon are on sale nationwide for a suggested retail price of $49.99. For more information, please contact Woodford Reserve at (859) 879-1812.
CHANNEL CHECK WHAT’S HOT AND WHAT’S NOT
SPOTLIGHT CATEGORY SPARKLING WATER
Sparkling Ice is back on track, up almost 18 percent in the past year, while unsweetened category leader La Croix continues to lose share following public stumbles. Meanwhile, the next generation (if you can roll Polar, one of the oldest companies on the list into that generation) is really advancing: Bubly, Polar, Topo Chico, are all up ahead of category growth -- no small feat since category growth is 10 percent! Further down, we see continued growth from Spindrift and Waterloo -- shelves must be getting heavy with CO2. SPARKLING WATER BRAND
CHANGE vs. YEAR EARLIER
Sparkling Ice Lemonade
Schweppes Poland Spring
La Croix Curate
San Pellegrino Essenza
TOPLINE CATEGORY VOLUME Sports Drinks
Liquid Drink Enhancers
SOURCE: IRI, a Chicago-based market research firm-@iriworldwide% 52 Weeks through 2/23/20
20 BEVNET MAGAZINE – MARCH/APRIL 2020
CHANNEL CHECK SPORTS DRINKS DOLLAR SALES
CHANGE vs. YEAR EARLIER
Powerade Zero Ion4
Gatorade G2 Perform
JUICE AND DRINK SMOOTHIES BRAND
CHANGE vs. YEAR EARLIER
Naked Half Naked
Naked Protein Zone
Bolthouse Farms C Boost
Once Upon A Farm
BOTTLED WATER DOLLAR SALES
CHANGE vs. YEAR EARLIER
Glaceau Smart Water
Nestle Pure Life
Glaceau Vitamin Water
ENERGY DRINKS BRAND
CHANGE vs. YEAR EARLIER
Red Bull Sugar Free
Monster Energy Zero Ultra
Monster Energy Lo Carb
Red Bull The Summer Edition
Monster Mega Energy
Red Bull The Blue Edition
SOURCE: IRI, a Chicago-based market research firm-@iriworldwide% 52 Weeks through 2/23/20
22 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
CHANGE vs. YEAR EARLIER
CHANGE vs. YEAR EARLIER
Coca Cola Dunkin Donuts
Starbucks Cold Brew
Miller High Life
Starbucks Doubleshot Light
TEA DOLLAR SALES
CHANGE vs. YEAR EARLIER
Lipton Pure Leaf
Dos Equis Xx
AriZona Arnold Palmer
CHANGE vs. YEAR EARLIER
SOURCE: IRI, a Chicago-based market research firm-@iriworldwide% 52 Weeks through 2/23/20
GERRY’S INSIGHTS BY GERRY KHERMOUCH
The Rockstar Domino Falls I’ve written before about what a glory the energy drink category has been for those who appreciate premium-priced brands that bring both margin and growth to distributors and retailers. While most emerging RTD categories from bottled water to iced tea started off that way, it’s been hard not to notice over the years that as soon as the strategic players get involved, a familiar pattern unfolds: innovation starts to wane, pricing gets aggressive and excitement at the shelf sputters out. Before long that category is just another commodity. So it’s been hard to resist the conclusion that, more than 20 years in, it has been precisely the continued independence of the key energy brands that has allowed the category to continue to thrive. True, two of the biggest, Monster and Rockstar, have traversed the Coke and Pepsi systems, respectively, to get to retail, but they have remained independent, generally in control of their innovation, marketing and pricing. (Fair credit to Coke and Pepsi for recognizing the merits of this setup.) With category pioneer Red Bull seemingly maintaining as a key strategic imperative the continued amusement of its founder, Dietrich Mateschitz, rather than a desperate quest for volume at any cost, the segment has maintained its premium nature and pizzazz long into its more mature years, focusing its innovation on marketing more than products. It’s hard to think of another category that can make that boast. And if there was any fear that things were getting staid, the arrival on the scene of Bang Energy and other performance energy brands as a disruptive force provided a fresh burst of energy. Bang, too, operates as a fiercely independent company. As I was submitting this column, a shock had just registered to this equilibrium: PepsiCo had announced that it had a deal to acquire Rockstar from its founder, Russ Weiner, for $3.85 billion. As I’d reported in my newsletter, Beverage Business Insights, a few weeks earlier, this seemed to be the first prong of a two-pronged assault on the category: by acquiring Rockstar, and thereby voiding its contract, PepsiCo would be freed up to pursue an alliance with key insurgent brand Bang Energy, something that’s not possible as long as Rockstar has a lock as Pepsi’s exclusive partner in the category. Maybe by the time you read this, something along those lines also will have been announced. There are a lot of puts and takes to sort out in this. Despite a continued run of interesting innovation, Rockstar had been on a slide for several years, the apparent result of a disinclination by Weiner to invest significantly in the brand and PepsiCo’s own lack of focus. Just a few weeks earlier, on Pepsi’s quarterly investor call, CEO Ramon Laguarta had seemed to acknowledge as much by saying both parties need to step up. Once Rockstar is entirely in Pepsi’s hands there is the risk that innovation will slip and pricing get more aggressive, but at least it will be in Pepsi’s power to step up investment. And with the contractual handcuffs off, it can reach out to other outside brands, perhaps in natural energy, and accelerate efforts to offer energy extensions under the Mountain Dew, Pepsi-Cola and perhaps other internal brands. Bubly Energy, anyone? 24 BEVNET MAGAZINE – MARCH/APRIL 2020
A word on the deal’s valuation. Without delving into the math, it seems rich for a brand that’s in fourth place domestically and declining, a far cry from the leader or close No. 2 that strategic buyers like to assure investors they’re acquiring. Part of the valuation can be attributed simply to the contract issue. Rockstar “had lost its fastball years ago and was in decline. At this point the signed agreement with Pepsi was the most valuable thing Russ owned,” as one former employee told me. But I view it another way. It may have as much to do with PEP’s optics on Wall Street. Much as Muhtar Kent did at Coca-Cola when he was ascending to the ceo suite with his $4.1 billion acquisition of Vitaminwater and Smartwater marketer Glaceau, PepsiCo’s Laguarta may wish to make a statement that he is bringing a new dynamism to the company, an assurance that he’ll be more decisive in exploiting promising spaces than his predecessor Indra Nooyi, with her preference for modest, “bolt-on” acquisitions. To my recollection, Kent’s move on Glaceau helped accord Coca-Cola a richer stock multiple than its peers for several years, counterbalancing the high price he paid. Lately PepsiCo has ceded ground to Coke and its Body Armor brand in sports drinks, but this would put a win on the board in another category, one with better growth and margin dynamics. So, SodaStream first, now Rockstar, maybe Bang next. The two deals, present and potential, have significant ramifications on the distribution side, too. With Rockstar’s exclusivity voided, Pepsi’s remaining independent bottlers should be freer to pick up complementary energy brands. In the northwest quadrant of the U.S., where Rockstar has continued to employ some independent distributors, the brand will migrate to the blue system, opening the doors of those indies to newer brands in a region that skews high for energy drinks. If the Bang piece falls into place, those distribution ramifications will be far greater. For beer houses seeking to counter the overall decline in their core category with a greater NA presence, Bang has proved invaluable as a high-margin, fast-growth brand that can anchor a broader NA portfolio. Its exit to Pepsi would precipitate an upheaval comparable to the one Monster did when it exited the Bud system for Coke years back: send some wholesalers scrambling for replacements, while possibly prompting others to exit the NA category entirely in disgust. It’s a prospect I personally find disheartening, since I continue to believe that a motivated beer network can provide an excellent route to retail for promising new categories. Since both Anheuser-Busch and Molson Coors lately have been insisting that NAs now are a key part of their strategy, any Pepsi/Bang alliance might put pressure on them to land another meaningfully developed non-alc brand to serve as such an anchor, perhaps Monster, which is losing faith that Coke will eventually yield an exit, or Essentia Water. Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a nearly daily e-newsletter covering the nonalcoholic beverage sector.
MESSAGE IN A BOTTLE By Martin Caballero
“Bro I love you but wtf on the water bottle. No single use plastic. Come on.” With that inelegant but direct comment, written in response to an Instagram post by “Jurassic World” star Chris Pratt in which the actor holds a plastic water bottle during a workout, actor Jason Momoa summed up the feelings of many when it comes to single-use plastic bottled water. It may have been somewhat self-serving — after all, the “Aquaman” star has his own brand of still water in aluminum cans, Mananalu — but it also indicates how a generation of consumers that helped make bottled water the most popular beverage in the U.S. is now reflecting on the broader impact of that change. The scope of the challenge can easily become overwhelming. Packaging alone comprises a complex set of interlocked and competing formats, each carrying its own balance of positive and negative factors. And though it may resonate strongly with consumers, other factors — such as sourcing, carbon footprint and use of shipping materials — can sometimes outweigh the benefits of alternative packaging options. Even if those issues can be solved, materials still need to enter a recycling stream that has been left antiquated and underfunded in many areas across the country.
26 BEVNET MAGAZINE – MARCH/APRIL 2020 2019
Tackling the problem in normal conditions is a daunting challenge; in the wake of the global economic disruption caused by the COVID-19 pandemic, it’s unlikely to become easier. The outbreak is already helping to pump up sales in the U.S. even more that usual: according to data from SPINS, shelf-stable water was up 6.1% over the last four weeks, with non-carbonated water up 2.1% ($59.8 million) during that time. Still, there’s hope yet. Taking the form of both ambitious programs and subtle adjustments, sustainability and environmental considerations are taking an increasingly prominent role in how large corporations and emerging independent brands are approaching the bottled water market in the new decade. BALANCING THE EQUATION Though packaging is often the focus, creating a more sustainable and eco-friendly bottled water industry involves weighing a wide range of factors beyond that. Most bottled water products are made with polyethylene terephthalate (PET), and there’s a good reason for that: it’s shatter-proof, lightweight, versatile and recyclable. Manufacturing -- in which crude oil and natural gas are heated and
WATER DOLLAR SALES
CHANGE vs. YEAR EARLIER
Glaceau Smart Water
Nestle Pure Life
Glaceau Vitamin Water
Glaceau Vitamin Water Zero
SOURCE: IRI, a Chicago-based market research firm-@iriworldwide% 52 Weeks through 2/23/20
molded into containers -- requires a relatively low carbon output, and bottles can be recycled via most municipal recycling programs. Considering the category’s continuous growth, there should theoretically be plenty of recycled PET (rPET) to eliminate the need for sourcing virgin plastic. Yet according to the EPA, only 29.1% of PET bottles in the U.S. were recycled in 2017, while that same year landfills received 26.8 million tons of plastic waste. Of those bottles that are recycled, less than 10% are turned back into usable containers -- which, though consuming less energy than first-time plastic, must also be melted down into chemical form and remolded. If the process of cleaning and sorting plastic bottles at recycling centers doesn’t yield an output of high quality food-grade
28 BEVNET MAGAZINE – MARCH/APRIL 2020
rPET, the amount of input into those centers doesn’t make much difference. If you’re looking to go outside PET, aluminum has its advantages. The material is easy and efficient to recycle and enjoys a higher recycling rate in the U.S. than glass, plastic and cartons, meaning it’s less likely to end up as ocean waste. According to data from the Environmental Protection Agency (EPA), cans contain 68% recycled content compared to just 3% for plastic. Yet it comes at a cost: producing one can emit twice as much carbon into the atmosphere as a plastic bottle. According to an analysis by Reuters, an aluminum can can be responsible for 1,300 grams of carbon dioxide emissions — about the equivalent of driving a car 7 to 8 kilometers — at its most polluting level, while a PET bottle of equal size accounts for 330 grams. Other format options include Tetra Pak cartons, as brought to prominence by Boxed Water is Better, JUST Water and Canadian brand Flow. The format is lightweight, easy to ship and stands out on store shelves amongst other bottled water options. However, though they are accepted by many local collection programs, Tetra Paks can only be recycled at a limited number of sites in North America, and municipalities are responsible for transporting them. Once there, the plastic, paper and aluminum layers must be mechanically separated before being converted into usable material. Whatever the packaging may be, there are more complex challenges to overcome, such as responsible water sourcing and minimizing emissions from transporting products. Even for environmentally conscious consumers, trying to weigh all the factors and make a responsible choice at the bottled water cooler can be difficult. “If we only focus on recycling, which many companies in this space do, there’s a major issue there,” said Ira Laufer, CEO of JUST Water. “It doesn’t matter what your product is made of -- if at the end of the day consumers don’t put that package in the right bin, how is it helping us as a recyclable product?” Instead, Laufer said, JUST Water is focusing its messaging on “the entire [package] lifecycle.” The brand markets unf lavored and f lavored still water in a Tetra Pak that is made from 88% renewable material (up from 54% when the company launched), “We look at things from a more holistic way: What does it take to create the product? What sort of environment impact does the process have? What does it take to make an aluminum product and what does it take to make a JUST product?,” he said. As the bottled water market continues to add more alternative packaging options, Laufer is betting that consumers and hospitality partners will recognize JUST Water’s long-standing bonafides as a mission-driven brand. “I have not yet seen the data to support so many aluminum cans coming into the market,” he said. “I don’t think consumers are buying into that concept. We are being consistent — this is what the brand has always stood for.”
CHANGING HABITS If long-term targets for boosting recycling and cleaning up the oceans are to be met, the effort will be carried in significant part by the changing habits of younger consumers. PathWater, which markets still and sparkling water in reusable aluminum bottles, is one of a number of growing water companies building around that cause. Led by co-founders Ali Orabi and Shadi Bakour, both named to Forbes’ 30 Under 30 Social Entrepreneurs list for 2020, the brand has turned its packaging into a reason not only for stores to take it in but for them to take other products out. Last year, the company helped convince San Francisco International Airport to ban the sale of single-use plastic water bottles. “These large-scale partnerships are allowing us to really shake up what has been known as a typical bottle water offering across everything from retail, organization, hospitals, airports, schools,” said Bakour. “For us, what we always say on the bottle is that we are ‘proud partners in saving the planet.’”
much on-trend. “Brands pay a lot of money for influencers and events and to get their name out there, but for us it has been the opposite,” said Bakour. “People and organizations are trying to promote themselves through us. We’re being approached by all these people because they want to show that they care about the environment and PathWater is the perfect way to do that. Like with sugar, trans fats and artificial colors previously, the backlash against plastic has also provided some brands with potent material with which to shape marketing campaigns. For its tongue-in-cheek “Keep the Underworld Beautiful” campaign, Liquid Death, which markets a heavymetal inspired line of still and sparkling spring water in 16 oz. cans, showcases a hellish “underworld” overf lowing with single-use plastic bottles (“Demon turtles ingest more plastic than f lesh,” it warns). Brands offering alternative packaging have also benefited from the backing of notable inf luencers. Momoa isn’t the
The partnerships are also an important tool to build awareness and promote changes in personal behavior -- recycling more, being the obvious one -- that can have positive long-term impact on the environment. PathWater has worked with corporations like Adidas, Lockheed Martin and Salesforce to create custom co-branded products, while JUST Water has also leveraged partnerships as an alternative route to market that fit with the brand’s core mission. “It’s all about the partnerships and working with the other organizations and other partners that appreciate what we do as a company,” said Laufer. “It gives us an opportunity to partner with them and create education and awareness. Our biggest growth has not been from retail — that’s a small part of our business in general. This is where we have been investing most of our efforts because that’s where we can make the best impact.” More simply put, caring about the environment is very
only one: Jayden Smith is one of JUST Water’s co-founders, Flow Water counts actress and wellness guru Gwenyth Paltrow as a brand ambassador and PathWater’s investors include former NFL star Vernon Davis and celebrity chef Guy Fieri, among others. Whether it’s one more person recycling their can of Liquid Death or one more individual reusing their bottle of PathWater, it can be important to recognize incremental progress made against the sprawling challenge of making bottled water more sustainable. Brands in the space are one cog in a massive machine, one which will require a collective public and private effort to make hay. “It’s going to take a lot more than what we are doing to educate consumers when they go buy the shelf and they see a bunch of different items,” said Laufer. “It’s really challenging to find a way to provide all this information in such a short moment when they need to make a buying decision. It will take more than what we are capable of as a company.”
30 BEVNET MAGAZINE – MARCH/APRIL 2020
BRAND NEWS BOTTLED WATER
Waiākea Hawaiian Volcanic Water can now be purchased in 1.5 liter size bottles. In April, it will launch 6-packs in post-recycled corrugate and biodegradable shrink. In January, Jonathan Vitarius was appointed president of Alkazone Global Inc. Vitarius previously held leadership positions at Nabisco Brands, Kraft Foods, Central Garden and Pet and Britvic North America. Hellowater announced a partnership with Nestle North America Ready Refresh division last year and this year will focus on diving deeper in key markets, introducing new flavors and line extensions and launching e-commerce on hellowater.com. Hellowater has launched into Giant Carlisle and Southeastern Grocers, with additional distribution expansion coming in the second quarter of 2020. Aluminum canned water brand Ever & Ever is now available for purchase at Sprouts, Natural Grocers by Vitamin College, Staples.com and on Amazon. Ever & Ever will also be sold in 4,500 CVS locations as of April 2020. Flow Water’s new Collagen Infused water, which contains 10 grams of grassfed, pasture-raised collagen protein, is set to hit shelves this May. The new product is available in 100% recyclable packaging in three flavors: Watermelon, Pink Grapefruit and Cucumber. Ounce Water is releasing Naturally Alkaline water in a 40 oz. bottle, joining the company’s existing line of 40 oz. and 20 oz. premium natural spring waters, planned for release by late spring. Perfect Hydration, maker of ultrapurified alkaline water with electrolytes, is adding three new sizes to its product lineup – 1.5-liter bottles, one-liter 6-packs and one-gallon bottles. Distribution of Perfect Hydration’s current sizes -- 20 oz. and 1L bottles -- has expanded to over 15,000 locations nationwide. 32 BEVNET MAGAZINE – MARCH/APRIL 2020
AquaNew’s technology used to manufacture Watt-Ahh bottled polarized water received USPTO utility patent approval last year. The unique properties of Watt-Ahh have been proven in medical research laboratories to stabilize oils, oxides and alcohols added to the water. Idaho-based brand DIVINIA Water will be the sole water provider for the new organic vodka from Astria Spirits, which will be produced by Distilled Resources Inc. This spring, Icelandic Glacial is introducing two new flavors to its sparkling lineup, Tarocco Blood Orange and Indonesian Lemongrass. The brand is also announcing partnerships with Caruso and NeueHouse to provide Icelandic Glacial products at their properties. Following these on-premise deals, Icelandic Glacial is planning an activation at this year’s Toronto International Film Festival. Icelandic Glacial will soon also unveil its new advertising campaign, coming this summer. Clear Alaskan Glacial announced its water is now certified carbon neutral and will be available in 16.9 oz. aluminum bottles this summer.
OXIGEN Beverages Inc. has announced a strategic partnership with Big Geyser Inc., bringing OXIGEN’s product lineup to five boroughs of New York and four surrounding counties. To further support expanded distribution in the New York area, OXIGEN is running a strategic creative campaign intended to educate and inspire on the benefits of oxygenated water and shots, executed via digital and various out of home media around New York City. Available in six flavors – Peach Mango, Tropical Coconut, Watermelon Lemon, Blueberry, Strawberry Banana, and Orange Mango – Core Organic Hydration’s enhanced flavored water has been completely reformulated for 2020. The new packaging and flavors are now available in stores and online.
Bai has launched a new Zambia Bing Cherry flavor, along with a new line of Antioxidant Lemonades in three flavors: Sao Paulo Strawberry, Lanai Blackberry and Burundi Blueberry. VOSS Artesian Water announced its entrance into the functional water category with the introduction of VOSS Plus, an artesian water enhanced with Aquamin, an all-natural blend of 74 electrolytes and minerals, responsibly sourced from the coastal seas of Iceland. VOSS Plus is available in 100% recycled individual 850ml PET bottles as well as shrink wrapped 6-packs. VOSS has also expanded its still water multipack offerings to include 330 ml, 500 ml and 850 ml PET bottles in shrink wrapped 6-packs. Detoxwater continues its nationwide expansion by growing its retail footprint to over 4,500 doors nationwide, including 980 additional CVS locations and doors at Winn-Dixie, Bi-Lo, GNC and Giant. Callaway Blue, maker of Super Premium Mountain Spring Water, ended 2019 with 37% growth, primarily as a result of increased distribution of 24-packs into all Publix stores. Austin-based Richard’s Rainwater is eliminating plastic bottles from its portfolio and switching to recyclable aluminum cans. Aluminum cans-- which are more valuable than plastic -- effectively subsidize the recycling of less valuable materials in recycling programs. All Richard’s Rainwater still water will be sold in recyclable 16 oz. aluminum cans and 750 mL recyclable glass bottles, while its sparkling water will remain in 12 oz. glass bottles. The new packaging is now available at retailers like H.E.B., Whole Foods, Arlan’s Market, McCaffrey’s and The Fresh Market.
Chuck Norris’ CForce Bottling Company, maker of natural artesian water, launched a new sparkling mineral water line, available in organic Dragonfruit, Raspberry and Lime flavors as well as a non-flavored version. Spring water and natural mixer company Llanllyr SOURCE announced the launch of its still and sparkling water in cans as the brand commits to being plastic free. Using the same premium still and sparkling spring water, the new cans are being launched in 330 ml single-serve format. The cans are available in the United States and the United Kingdom across premium retailers, restaurants and bars at a suggested retail price of $1.29 U.S. SOURCE will be announcing further environmental initiatives over the next year. To increase sustainability and eliminate plastic 6-pack rings, Canned Water 4 Kids is adding 12 and 6-pack cartons to its packaging lineup. The new cartons were designed by Canned Water 4 Kids board member Peter Gorman of Brand Support 365. Since March of 2018, Susosu Water has been packaged in an aluminum pouch with Korean letterings. To celebrate its two year anniversary in business, Susosu Water released English packaging in March 2020 as it looks to expand its retail distribution.
In the U.S., Epicurean Food & Beverages is relaunching its Celtic line of natural and sparkling spring waters bottled at the source in the Vosges Mountains of France. Celtic waters will be initially offered in newly redesigned 1 liter, 16.9 oz. and 11.2 oz. rPET bottles to start. 33
Weighing Powders BY BRICK & BY CLICK By Brad Avery
Functional powdered beverages have long been the domain of the specialty channel, led by protein and pre-workout products for fitness minded consumers. But over the past few years, the market for functional powdered beverages has shifted, moving outside of the specialty channel into a broader marketplace in brick and mortar retail and ecommerce. As well, many brands that built their core business in powders have now turned to ready-to-drink line extensions to expand their growth runway and reach new consumers by tapping into omnichannel opportunities. According to John Herman, EVP and general manager for North America at Nutrabolt, the company estimates its C4 pre-workout powder line has roughly a 40% market share of the pre-workout subcategory and overall continues to grow in the mid-single digits. Though the company has looked to the RTD energy drink version of C4 as its growth leader since 2018, the powder business continues to evolve, he said, noting that in particular channels distribution for the category has changed drastically within the past two to three years. Previously, Herman said, specialty channel accounts such as GNC and Vitamin Shoppe accounted for roughly 75% of pre-workout powder sales. But growth in that space has slowed and in Q2 of 2019 the combined grocery, drug, mass and ecommerce channels emerged as the majority shareholder of the category (a space where Nutrabolt is reporting double digit increases for its powders). “We’ve seen this customer fluctuation where the specialty channel is experiencing declines and then the brands that have been able to diversify where they’re distributed have been able to maintain and outpace the growth of a category,” Herman said. “So the category may not have a ceiling, but growth is re34 BEVNET MAGAZINE – MARCH/APRIL 2020
ally about setting yourself up for where the customer will be.” The shift is occurring, he added, because consumers are selfeducating on the pre-workout category and are less reliant on the technical expertise provided in store at specialty retailers. Shoppers who either learn from the internet or are already repeat buyers are favoring convenience, whether that is purchasing online or getting their powder at the grocery store along with their kitchen essentials. Nutrabolt has also taken a rising tides approach to its beverage business. Over the next three to five years, Herman said, scaling the C4 energy drink line will be the prime focus and the structure of the company will evolve around it. As the RTD format gains traction -- particularly in channels beyond the reach of multi-serving powder formats, such as gas and convenience -- he hopes that brand loyalty will improve and many consumers will become powder buyers. “It can be the Smirnoff Ice impacting the Smirnoff vodka sales,” he said. “If we sell more beverage, we believe we will sell more powder, because people will just get that much more boost with the brand. And if you look at the sports nutrition category, specific to our traditional space, we’re a really big fish in a small pond. But if you look at the beverage opportunity and the size and scale of the energy category, we see tremendous upside for Nutrabolt to really interact with a completely new consumption moment and potentially a new consumer that hadn’t dealt with the brand before.”
Last year, powdered energy drink maker G Fuel launched its first RTD line in a push to expand its retail presence into convenience and conventional channel accounts. Launched in 2012, G Fuel’s primary business is online, targeting gamers by partnering with influencers such as prominent YouTubers and Twitch streamers. According to founder and CEO Clifford Morgan, consumers had long requested an RTD format and the company has now reached a size where it can support the expansion. Morgan noted that while powders still make up the majority of G Fuel’s sales (and ecommerce at the moment accounts for 98% of the business), the RTD launch will help the brand to get both product lines -- including tubs and single-serve sample kits -- into retailers such as Walmart, while also opening the door to c-store partners such as 7-Eleven, WaWa and Circle K, which the brand added in Q1. Ultimately the goal is for retail to surpass ecommerce; however, according to COO Jack LoParco, G Fuel estimates 95% of that retail business will be liquid beverage. “There is still a ton of room for us to grow in the powdered sector,” Morgan said. “And I think our opportunities are bigger now, as a bigger brand with a bigger reach, than they were even a year or two ago.” While turning to RTD vastly expands the runway for powder makers, dry products continue to provide an easier and less risky format for innovation. At collagen brand Vital Proteins, Seidensticker said the company uses its robust manufacturing capabilities in conjunction with its ecommerce platform to try out new kinds of products with significantly lower costs and in less time than liquid product development. For example, Seidensticker noted that the company most recently developed an immunity boosting collagen peptide product that it launched in March. The product took only a few weeks to develop, he said, whereas it would have taken at least six months to launch the product in a ready-to-drink format. “Because we’re vertically integrated and we have our own powder manufacturing facility, we can come up with an innovation within a matter of weeks, and bring it to market,” Seidensticker said. “The ecommerce platform provides that incubator to verify and give consumers access to that early innovation of products. It’s not as easy
36 BEVNET MAGAZINE – MARCH/APRIL 2020
to innovate in beverage, it takes a little bit longer to develop a beverage and manufacture beverage, so some of the hero products [in powder] kind of evolve naturally into that category.” Seidensticker said he sees beverage as “a tool for increasing household penetration,” noting that while powder will always remain a core piece of Vital Proteins’ platform, the convenience of RTD helps bring in new consumers. “There are consumers who are going to take our powder and make a smoothie out of it or put the performance products in a shaker bottle,” he said. “But not everyone is a powder consumer. So now we’re talking about the convenience and grab and go factor beverage provides for people who are heading to the gym, or want their collagen water for hydration when they’re on the go.” James Mayo, co-founder of powder stick brand SOS Hydration (which does not have an RTD line), said the company reports strong sales in ecommerce facilitated by the relatively low cost of shipping and has an overall 68% return customer rate, but still relies on field marketing in retail to drive trial. In addition to in-person sampling demos, consumers can typically purchase single sticks in grocery stores and try different flavors before committing to a more costly multi-pack purchase. But now that the six-year-old brand has established a loyal consumer base, Mayo said, SOS Hydration is working closely with Amazon and outside marketing agencies to expand its ecommerce presence and help bring retail buyers online. “We’ve built a slow groundswell rather than just chucking straight into it,” Mayo said. “So we’ve got a lot of loyal consumers, and now it’s about using them. We’re expanding the ambassador program and expanding the opportunity to sample and get it into people’s hands and continue the education. ” Betsy McGinn, founder of consulting fi rm McGinn eComm, frequently compares the difference between shipping powder and liquid beverages to basketballs and bowling balls; with the latter, logistics costs frequently result in razor thin margin, even among leading brands. Speaking with BevNET, McGinn noted that in the case of performance energy brand CELSIUS, a 14-pack of its powdered stick line sells on Amazon for roughly $12-13 per unit and can be fulfi lled by the retailer for $3.30. But a 12-pack of CELSIUS’ Heat RTD line sells for about $29 and costs $9.80 for Amazon fulfi llment. “The sticks have positioned themselves at a price that a consumer is willing to try versus the RTD, which is not at a trial price,” McGinn said. “This is an advantage (the small and light factor), that can make a material difference in establishing a trial price point for the consumer, ultimately leading to building the foundation for a product.” McGinn noted that while the top selling beverage item on Amazon is currently Essentia bottled water, the number four item is Orgain protein powder and numerous ground coffee brands fi ll out much of the Top 20. But while powder may still provide an advantage for brands looking to sell online, sales of RTD products continue to increase and companies have been able to “make the numbers work” through format innovation such as smaller pack sizes. But for now, ecommerce provides a robust platform for powder beverage brands to broaden their channel strategy. 37
BRAND NEWS Powders
Vital Proteins has launched Vital Performance, a full spectrum line of high performance, collagen-based products formulated to promote energy, endurance, muscle building and muscle recovery. Made with grass-fed, pasture-raised bovine collagen, Vital Performance is available in a variety of flavors made with natural ingredients for pre and post-workout support. Vital Performance products are available online at vitalproteins.com as well as Whole Foods Markets, GNC and Sprouts. Cusa Tea announced a category expansion with the launch of Cusa Coffee in three varieties: Light Roast, Medium Roast and Dark Roast. Made with the same coldbrew, evaporative dehydration technology as its tea products, Cusa Coffee is bringing cold-brew into the instant category. Seven instant packets come in every box, with each packet yielding an 8 oz. cup. Cusa Coffee will be available for purchase online at cusatea.com on April 15 as well as through various retailers across the country, with additional flavors set to arrive this summer. Drink Wholesome has launched Tasty Protein Powder in Mocha and PB Coconut flavors, made from real foods and no artificial colors, flavors, or preservatives or anti-caking or gelling agents, emulsifiers, stabilizers, or thickeners. Like its other products, the protein powders are made in small batches in Massachusetts. The brand will release a vegan protein powder in April. Functional instant latte brand Clevr Blends, which was previously available exclusively direct-to-consumer, is now launching in retail in five Erewhon stores. The brand has also introduced new Golden SuperLatte in collaboration with spice maker Diaspora Co, blending Diaspora’s heirloom, singlefarm turmeric with oat milk, coconut milk, adaptogens and probiotics. Soylent’s new CEO, Demir Vangelov, announced that the company is renewing its commitment to affordability, dropping the price of its Powdered Complete Meal to $1.50 per meal. The company has found efficiencies in the supply chain to drop the price, and will not be changing the formula. 38 BEVNET MAGAZINE – MARCH/APRIL 2020
Hydration mix brand Hydrant launched its latest flavor, Raspberry Lemonade + Caffeine. The energizing hydration mix contains three times the electrolytes of a sports drink, 100 mg of caffeine from green tea and 200 mg of L-Theanine. Dyla Brands has announced a long-term licensing agreement with Keurig Dr Pepper to oversee the marketing, manufacturing and sales of its liquid drink mix product portfolio. Dyla’s own liquid mix brand, Stir, increased total sales by 21% in 2019 according to IRI. Combined total sales across owned and licensed brands makes Dyla Brands the second largest drink mix manufacturer in the United States. In May, Holistik’s Wellness’ CBD-infused Stir STIK will enter retail with a new suggested retail price of $89.99. ATAQ Fuel is expanding its virtual footprint into major online retailers including Albertsons Marketplace and GNC online. ATAQ Fuel’s full product line, including the ATAQ Fuel Hydration Mixes, can now be purchased through Albertson’s Marketplace, the online division of Albertson’s. In May. the brand will also be launching a line of performance-boosting 2 oz. shots in Pineapple, Mango and Lime Berry flavors. Skittles, Sunkist, Starburst, Dad’s and Hi-C powdered mixes are now available in new on-the-go Drink Mix Singles to Go at retailers nationwide. To celebrate the brand’s 20th anniversary, Wyler’s Light has launched a new five-flavor line extension called Island Punch, available at Walgreens, Publix and Winco stores. The Jel Sert Company also introduced its Energy Drink Mix Singles to Go line, Pure Kick Energy, which offers caffeine, B vitamins and zero sugar, found nationwide at Dollar General. Pure Kick Hydration, with electrolytes and antioxidants, will launch at the Dollar Tree in May 2020 in Strawberry Watermelon and Citrus flavors. Organic hydration mix brand Cure Hydration is launching a reformulation of its three flavors -- “Main Squeeze” Lemon, “Wild Thing” Berry Pomegranate and “Golden Hour” Ginger Turmeric -- in early April, and will be launching refreshed packaging.
CRAFT BEER ENTERS UNCERTAIN TIMES
IN 2020 IN THE FACE OF A GLOBAL PANDEMIC 2020 will forever change the craft brewing industry. By Justin Kendall The industry’s slowing volume growth -- to low-single digits -- and increased competition with more than 8,000 breweries in operation in recent years now seems like a soft breeze compared to the headwinds facing breweries due to the global coronavirus pandemic that has, among other things, forced states and local municipalities to shut down the on-premise across the country, with bars, restaurants, taprooms and tasting rooms closing up in an effort to stop the spread of the COVID-19 disease. Those mandates hit hard a craft brewing industry that had swelled in numbers, adding thousands of breweries and about a million barrels each year. Now, many craft brewers are laying off and furloughing employees, and they’re also seeking fi nancial assistance for survival. To quantify how big the on-premise hit is for craft brewers, Brewers Association chief economist Bart Watson estimated that 40% of craft beer’s 40 BEVNET MAGAZINE – MARCH/APRIL 2020
volume flows through the on-premise trade, while about 30% of all beer sold in on-premise accounts is craft. In so-called “own-premise” taprooms and tasting rooms, sales continued to trend upwards last year, with Watson estimating 3.6 million barrels were sold directly to consumers. So, as those venues have been forced to close, and shift to to-go sales or delivery, where legal, the impact has been huge. “If you are a taproom brewery then this week it’s a good chance you just saw your businesses cash flow go to $0 in the matter of 24 hours,” BA president and CEO Bob Pease wrote in an email to Brewbound in mid-March. “These small businesses won’t be able to hang on for longer in the current environment so we are doing all we can to advocate for government action that will make an immediate impact.” Those efforts at the federal level are ongoing as of this writing, with the
industry’s trade groups working on multiple relief efforts, including direct monetary relief in the amount of $3 billion, loan deferments, unemployment insurance for laid off or furloughed employees, paid sick leave, excise tax relief deferment or suspension and more. Even before the economic challenges of the global pandemic, craft brewers entered 2020 with another year of slower volume growth, hovering around 4%, the BA reported. Dollar sales of craft beer in off-premise retailers tracked by market research fi rm IRI increased 2.8%, to $4.3 billion. Still, the signs of the slowdown were apparent as just 13 of IRI’s top 30 craft brands posted dollar sales gains -- mirroring 2018’s results. Although total off-premise beer dollar sales in 2019 increased 5.2%, to $37.2 billion, according to IRI, total beer volumes shipped declined 0.6%, or about 1 million barrels, to an estimated 165.9
million barrels, compared to 2018, according to the Beer Institute (BI), which cited unofficial estimates of domestic tax paid shipments from the Alcohol and Tobacco Tax and Trade Bureau (TTB). The slowdown had already steered many craft brewers toward “authentic alternatives” to their core offerings, as The Lost Abbey’s Tomme Arthur called it during last year’s Brewbound Live business conference. For Arthur, that alternative was a line of canned live sour beers called Tiny Bubbles. “We cannot for a moment think there’s enough white space to innovate our way out of this funk,” he said at the time. “If we’re going to turn the proverbial corner, we’re going to need new consumers. I’m doubtful that this is news to any of you.” For hundreds of craft brewers that search has transformed their portfolios beyond beer alone in an effort to capture a piece of the hard seltzer category, which has been projected to top $4 billion in 2020. Nevertheless, more than 75% of the
variety, which people love. It’s also the drinkability, this sessionability.” Even as Boston Beer sees a huge opportunity for growth in hard seltzer, the company is still “bullish” on craft beer, but not just for its Samuel Adams brand. Boston Beer will unleash its sales force and marketing efforts behind Sam and Mariah Calagione’s Dogfish Head brand in 2020, with projections of double-digit growth by year end. “It’s going from like the hands of 70 salespeople to 500 salespeople who are really excited about it,” Burwick said. “We’re also spending [six times] what we spent last year, so there’s a lot more marketing behind the brands, which I think is important. “ As for Samuel Adams, Boston Beer plans to experiment behind the brand this year, with a goal of growth in 2021, Burwick said. Even if larger craft brewers’ legacy brands -- Samuel Adams Boston Lager, Sierra Nevada Pale Ale, New Belgium Fat Tire Amber Ale, Goose Island IPA,
carried over to 2020, Sierra Nevada chief commercial officer Joe Whitney said. “Hazy Little Thing has given a boost to our entire portfolio,” he added. “Nearly 60% of our Hazy Little Thing drinkers are new to our portfolio, so it’s created a lot of incremental sampling for our new products and some new interest in our tried and true brands.” In the face of a 9% decline in dollar sales for Fat Tire in the off-premise, New Belgium also proved that an alternative could come from newer beer brands. The Fort Collins, Coloradobased craft brewery, which was acquired by Kirin-owned Lion Little World Beverages in late 2019, posted positive portfolio-wide dollar sales growth of more than 10%, due to the growth of other brands such as Rampant Imperial IPA (+27.3%) and Voodoo Ranger IPA (+5.9%). Moving forward into 2020, craft beer sales were trending positively pre-crisis. The early read on IRI’s off-premise
hard seltzer category belongs to two players: Mark Anthony Brands’ White Claw and Boston Beer Company’s Truly Hard Seltzer. In fact, sales of hard seltzer and tea (and Dogfish Head beer, after the merger was completed in July) propelled Boston Beer to be the top-selling craft beverage maker in 2019 and the sixth-largest beer company overall, as dollar sales increased 25.1%, to nearly $1.3 billion, according to IRI. Hard seltzer alone could be an $800 million business for Boston Beer in 2020, CEO Dave Burwick said. “It could be over a billion dollar business for us next year,” he added. “So it seems like a generational thing. It really does. … It’s the 100 calories. It’s the
Lagunitas A Little Sumpin’ Sumpin’ Ale, Sweetwater 420 Pale Ale, Stone IPA and Deschutes Fresh Squeezed IPA -- declined, several of those companies turned to innovation and new beer brands to stoke growth. Take Sierra Nevada’s iconic Pale Ale, which was still the second best selling craft beer of 2019 -- trailing just Molson Coors’ Blue Moon -- despite dollar sales declining 6.2% in off-premise retailers, according to IRI. Helping offset some of those losses was triple-digit growth (+118% in dollar sales) of Sierra Nevada’s Hazy Little Thing IPA, taking the popular hazy, juicy IPA trend nationwide and pushing portfolio-widel dollar sales into the black (+4.2%). Those triple-digit trends have
scan data by Bump Williams Consulting found that craft dollar sales in off-premise retailers were accelerating before Americans began stocking up, increasing 1.4% year-to-date through March 8, 2.3% over the last four weeks, and 5.1% for the one-week period ending March 8. Of course, scan data only offers part of the picture — distributed beer sold in off-premise retailers such as grocery, convenience and big box stores — not factoring in on-premise dollar sales, at-the-brewery sales and other metrics such as independent liquor stores. However, many of those metrics have been thrown out the window as of midMarch, and an entire industry began wondering, what now?
42 BEVNET MAGAZINE – MARCH/APRIL 2020
By Jeffrey Klineman
BEVERAGES: The Waiting Game In all honesty, who couldn’t use a little CBD right now? Given its sworn-by -- if not fully scientifically documented -- calming effects, the non-intoxicating cannabinoid has been looked to by entrepreneurs, retailers, distributors, investors, consumers and even their pets as just the kind of tonic for a world that is getting tenser by the second. And that was before most of the country was -- as of this writing -- grounded until further notice. That’s the potential -- $1.4 billion worth of it by 2023, as estimated by Zenith International -- that drove both veteran beverage entrepreneurs and new CBD converts to start formulating a conga line worth of hemp-infused beverages soon after the passage of the 2018 Farm Bill, which opened the floodgates to the use of industrial hemp. But there remains a core frustration, which is that while the Farm Bill hit the ignition for legally growing and using hemp -- and potentially CBD -- in consumer products, the FDA still hasn’t provided that top-down regulator clarity on safe daily usage, and has left product labeling rules to be interpreted and enacted by individual states. That’s left brands in oversight limbo, even as they’ve come up with novel approaches to using hemp extracts and the CBD they carry as a temporary workaround for the situation.
44 BEVNET MAGAZINE – MARCH/APRIL 2020
But even more than the brands, it’s left many of the retailers who have been eager to carry these products playing a game of “mother may I” with regard to CBD food and beverage. National chains have a lot at stake and are still taking a strict interpretation of the rules, distributors say, while looking longingly at the few natural food and convenience stores who are cool with playing fast and loose and willing to start stocking the stuff. The view from distributors is that until the FDA provides topdown regulatory clarity on safe daily usage and product labeling rules, things are going to stay spotty. And while CBD might very well be one of the things that helps us all get through this coronavirusinduced stress, it’s probably one of the things that’s taking a backseat to every other fire the FDA has to put out with regard to drug development to fight the virus. Jerry Reda, the COO of renowned New York-based beverage distributor Big Geyser, says the demand for CBD products has been percolating among the broad variety of cusomers he and his team services since 2018, but it’s still too risky. The grocery, mass, online and drug chains that Big Geyser services, “are all asking ‘how quick can you react?’” to the moment when regulatory clarity finally is achieved, he said. But they probably won’t be buying for a while. “I think the FDA has other priorities right now,” Reda said, referring to COVID-19. “Things may be sidelined for another six to 12 months.” So what is the state of the CBD beverage market, knowing that many states tr these beverages with different levels of welcome? According to distributors, it has resulted in some fairly ironic situations. Take Texas, often called the “Black Hole” of national distribution arrangements. The headquarters of the nation’s largest convenience store chain, 7-Eleven, resides in Dallas. The chain’s buyers have looked hard at CBD, but remain among those who are on the sideline. It’s a different story for many of the chain’s independently-owned franchisees, however: “They’re taking it, and having a lot of success,” notes Bryan Bulte, managing partner of Dynamo Specialty Distributing, which supplies beverages including a number of CBD drinks 46 BEVNET MAGAZINE – MARCH/APRIL 2020
to retailers in Austin, San Antonio, and the fast-growing counties around those cities. “The pull-through has been noticeable.” Bulte is an investor in CBD sparkling water brand Weller and Dynamo carries a number of others -- among them high-end tea brand Vybes, lifestyle sparkler Recess, and celebrity backed Mad Tasty, to name a few. The absence of chains has kept sales uneven except for up-and-down-the-street independent accounts and, he notes, the coffee shop culture that Austin prizes. “The one point that is really working well are the coffee shops,” Bulte said. “There’s high repeat purchase, and pretty much all the beverages are performing well.” “Independent owners are willing to take it,” he added. “The only thing holding it back is that the big chains are afraid to take it.” But the chains are where the money is, as any beverage entrepreneur knows, and even Whole Foods, based in Austin, hasn’t yet given itself permission to try out CBD beverages. “Eighty percent of revenue goes through those chains, so we’re just brand building,” Bulte said. Despite being an early wholesale adopter of CBD, Bulte said, he didn’t think it was going to develop as quickly -- not because of the retailers, but because of consumer sophistication. But Austin has once again proven its cultural currency, he said, even with a cannabinoid that was largely illegal until recently. “I kind of had to put my foot in my mouth,” he said. “We were pleasantly surprised at the level of consumer knowledge.” That’s true in Florida as well, notes Andy Stallone, the owner of SAS Sales and Marketing, which distributes and merchandises small brands across the southern part of the state. Stallone, a longtime beverage salesman, has grown his business around giving brands the early support and visibility they need to gain traction with key retailers. CBD drinks -- he carries Mood33, Real CBD and was an early distributor for Sprig -- are finding traction among consumers in the state, he said. As with Texas, the level of sophistication is there, but the chains aren’t. “You wouldn’t necessarily think it, but the older people in Florida, they’re well versed in CBD,” Stallone said. Reflecting on a population of aging Baby Boomers and retirees, as well as a diverse population throughout the state, he adds, “There are plenty of people versed in medical marijuana, as well.” He’s put his CBD brands in showcase accounts, natural food stores (“Where the customers know what they’re looking for”), big gourmet and specialty emporia, convenience stores, vape shops and some coffee shops. In Florida, there’s some stability, he said, due to a new in-state regulatory system that licenses brands and calls for QR codes that identify batch sizes, origin, and other traceable elements. It’s provided an extra hurdle for brands since January, but it’s one that codifies the industry to some extent. But Stallone acknowledges that until the risk of disrupted business is lower, his portfolio will continue to play on the local market only. “The chains are staying on the sidelines,” he said. So what is keeping them there? According to Reda, the idea of getting in trouble with a local or federal authority over a still-developing cannabinoid isn’t worth the gamble for, say, a drug store chain that is much more dependent on its license to sell pharmaceuticals. Similarly, bars and restaurants aren’t willing to risk
liquor licenses, he said. And Big Geyser isn’t going to push anyone on the product, even though they carry a lot of the leading brands. “We’ve been extremely conservative,” notes Reda. “It’s almost like we are at the starting line waiting for the gun and the ‘ready-set-go.’” Like many of the distributors contacted for this story, Big Geyser has more than one horse in the race, with brands like Recess, Cloudwater, Sweet Reason, a CBD tea line from Harney & Sons and many others in its portfolio. But despite the list of products, the brands aren’t yet being pushed hard by Big Geyser’s drivers. Reda said the category is being largely sold on demand to the accounts that inquire about it. “We have a website and a brochure,” he said. “If a customer wants it, we try to fulfill it.” While hemp and CBD exist in one kind of limbo in New York, which has yet to legalize recreational marijuana yet, you’d think there might be a little more clarity in California, where recreational sales of cannabis have been in place since 2018 and medical weed has been around for more than 20 years. But when it comes to CBD drinks, that same lack of federal clarity on hemp as a food additive is keeping the market from developing cohesively. Even recreational dispensaries don’t carry mainstream CBD beverages, notes Daytrip CEO Joey Cannata, because of a different set of in-state regulations. Richard Medina, a co-founder of food and beverage distributor L.A. Distributing, has been playing the whack-a-mole approach to setting up CBD accounts in Southern California for about a year. “We are approached by a CBD vendor every single day,” he said, “but there’s a lot that’s still in the hand of health inspectors.” At times, those inspectors have taken a loose view of the market, and at other times they’ve pressured retailers. “There are moments when the health department will do a big push and scare the customers,” he said. “Fear has an effect on some clients.” In his territory, he said, “20 percent of our accounts are starting to carry it, but interest is above 75 percent.” With the variability in enforcement, he added, “some accounts fall off -- but others will come back on. We’ve had them sell through product and say, even, ‘I still want to wait.’” Medina carries between eight and 10 brands, including Vybes; Daytrip, a sparkling water and energy line; Sweet Reason, a high-end CBD seltzer in a glass bottle; Weller; Mad Tasty; and others. He said he likes the brands that are “doing things right” in terms of sourcing and branding, using reliable, traceable hemp extractions and also spreading the bets out among different types of beverages. “We want to see what kind of format survives,” he said. “We do see that CBD is being added to every popular category, but what I am looking forward to is finding out what category is going to thrive.” Despite the category variety, Medina’s approach has been to try to merchandise the products all together. With pricing that rolls north of $8 for a Vybes down to a $3.99 sparkling water, it all sells, he said, making distinctions hard to find. “It’s still hard to get a signal,” he said, because “What you see on the shelf, it all sells.” Which brings back one more problem, Reda notes ruefully. While CBD might be a solution to ordinary angst, there are some bigger sources of stress out there, at present. Big Geyser was more heavily focused on CBD, Reda said, “before the world turned into cream cheese.” 47
BRAND NEWS CBD BEVERAGES
CBD-infused sparkling water maker Day One added two new fruit-infused flavors to its product lineup: Lime and Grapefruit. Containing 20 mg of broad spectrum CBD and zero calories, the new flavors will now be available alongside the original Lemon flavor at select retailers nationwide. Daytrip is launching its newest beverage, broad spectrum CBD-infused functional energy drink called Daytrip Go, a natural, zero sugar energy drink made with B vitamins, adaptogens and hemp-derived CBD. Containing 185 mg of natural caffeine and 15 mg of hemp extract per 12 oz. can, Daytrip Go is now available online and in select retailers. Grapefruit is the latest sparkling water flavor launch for CBD-infused food and beverage brand Weller. The flavor, which has a suggested retail price of $4.99 per 12 oz. can, adds to the current assortment of flavors such as Watermelon, Tangerine and Black Cherry. Atlanta-based CBD-infused sparkling water brand Cirrus is now distributing its Pure and Waikiki flavors in Washington D.C., Maryland and Virginia, while all five flavors can be purchased throughout Georgia, Alabama, North Carolina, South Carolina, Tennessee and in Jacksonville, Florida. Cirrus is now also sold online through Farmer’s Market Wellness in 4-pack bundles. NXT Water has secured Gold’s Gym Southern California as a strategic retail partner to carry Akeso Functional Fitness Water, which is infused with 12 mg of hemp extract. Sol-ti recently debuted two lines and multiple flavors of certified organic HEMP+ beverages. The HEMP+ Tea line consists of organic cold brew tea with 20 mg of hemp and comes in three flavors: Ginger Lemon, Hibiscus Lime and Peach Lemon. The new HEMP+ SuperShot line contains 30 mg of hemp seed oil per glass bottle along with organic cold pressed juice and superfoods, and includes two flavors: Ginger and Turmeric. Both product lines are carried by Whole Foods Market and other major retailers, are dis48 BEVNET MAGAZINE – MARCH/APRIL 2020
tributed throughout California, Nevada, Arizona, Hawaii, New York, New Jersey and other states with a suggested retail price of $3.99 for HEMP+ SuperShot and $4.99 for HEMP+ Tea. Fermented Tea Company released Serene Green, the newest flavor of its kombucha infused with 40 mg of full spectrum European hemp extract. Los Angeles based farm-to-fridge brand HAMAKA has launched direct-to-consumer shipping via hamaka.com. The CBDenhanced collection of beverages consists of cold brew coffee, matcha and hibiscus tea. HAMAKA will be extending its line up to include a sustainable marine mineral enhanced water, as well as a 45-calorie Oatmilk Latte later this spring. Mood33 launched a line of hemp-infused Herbal Teas in six fruit-forward varieties: Joy (peach yerba mate), Peace (watermelon, mint and basil), Calm (lavender chamomile), Energy (raspberry lemon green tea), Passion (passionfruit hibiscus) and Wellbeing (blueberry and reishi mushrooms). According to the brand, VitaminEnergy CBD shots, which launched last year and contain 10 mg of hemp-derived CBD, have become its top-selling SKU in retail. Hemp-infused tea maker ONU announced its commitment to plant and care for a tree for every website order. The brand has partnered with Seguin Foundation, which focuses on reforestation in Haiti, to plant and protect trees for three years. CBD-infused energy drink brand CHAMP released new 16 oz. bottles for its readyto-drink CBD functional beverage line. Canada’s Vibe Life Hemp Kombucha is expanding into the United States with its low sugar Hemp Kombucha which contains 10 calories per 12 oz. sleek can and uses fermented hemp, fermented stevia and fermented healing botanicals. Premium hydration beverage Adapt SuperWater -- a superfood-infused coconut water with 25 mg of hemp extract per bottle and no added sugar-- is launching three
BRAND NEWS new flavors: Original Coconut, Lime and Pomegranate. The brand also launched a new website, adaptbrands.com. Two SKUs of L.A. Libations’ GROOVE CBD water -- Day Time, with 60 mg of caffeine and 2 mg of hemp extract, and Night Time, with 20 mg hemp extract and approximately 3 mg of melatonin -- will soon be available in over 700 dispensaries in Canada, as well as c-store accounts across Southern California and via e-commerce. Los Angeles-based VYBES has appointed mixologist Nick Meyer as the company’s official Beverage Director. Meyer created the latest flavor of VYBES’ hemp extractinfused vegan beverages, Blackberry Hibiscus, available online and at select retailers. Hemp extract-infused iced tea brand For Joy is partnering with over 70 online brands and launching in San Francisco at re:store this spring. Viv & Oak announced the launch of Shimmering Red, a dealcoholized sparkling Red Zinfandel wine infused with THC and CBD, coming in March to California dispensaries. Feelz CBD Seltzer revamped its packaging and increased its carbonation levels. The brand is increasing distribution in Southern California and is now widely available in stores across Los Angeles and Orange County. WeHo Bev Co., a Los Angeles-based, wellness-centered beverage startup, announced the launch of its first brand, Chaser, a zero-calorie and sugar-free cocktail mixer and chaser infused with electrolytes and hemp-derived CBD. In December, SipCozy launched alcoholremoved grenache blend rosé sourced from California’s Central Coast and infused with 40 mg of broad spectrum hemp extract per bottle. SipCozy is now available online for sale at sipcozy.com and in select retail stores. Elev8 Hemp launched peach, raspberry and hibiscus CBD-infused iced teas, the first line to feature the brand’s redesigned 50 BEVNET MAGAZINE – MARCH/APRIL 2020
packaging showcasing the company’s new logo. The brand also added Green Acres Organic Pharms to expand its distribution to Alabama. Kickback, maker of CBD-infused lemonade and ground coffee, is launching a new integrated marketing campaign called “How Do You Kickback?” which will be featured online and mobile throughout the company’s Instagram Stories and Instagram Highlights. As part of the campaign, the company will conduct product demonstrations throughout several health and wellness markets, starting in Los Angeles, San Francisco, Austin, New York City, Nashville, and other major cities where the products are sold. CBD-infused sparkling water brand Present now ships nationwide and is currently on shelves at retail locations in Colorado, Texas and Ohio. NuRange has launched NuRange Cold Brew Drink, featuring 25 mg of premium CBD isolate combined with its signature cold brew coffee. NuRange’s Cold Brew Drink can now be found in over 60 stores in the greater Denver area. CERIA Brewing Co launched CERIA Indiewave IPA, a dealcoholized beer infused with 10 mg of THC and 10 mg of CBD. It is now available at licensed Colorado dispensaries and will soon launch in California. Stonebush has launched THC-infused, dealcoholized wine made with California grapes and Emerald Triangle Cannabis, now available in dispensaries across California. Each serving contains approximately 7.5 mg of THC and 18 calories, with 30 mg of THC per bottle. CBD company Douleurx, has launched the newest addition to its D-REX portfolio of CBD chill shots – Lemon Green Tea. One 2 oz. D-REX shot delivers 10 mg of nano-micellar CBD with zero calories or sugar. Oh Hi canned the first of its new CBD line in the same four flavors as its THC seltzers: Pomegranate, Grapefruit, Lemon Lime and Ginger Basil Limeade, each with 15 mg of flavorless CBD isolate.
Distribution is currently available through Ska Brewing and Southwest Beverage Company around Southwest Colorado, and now on the Front Range via Two Six Craft Distributors. CBD-infused elixir brand CĂźre is now being distributed in the Northeast by Doraâ€™s Natural and in the Southeast by HT Hackney. CBD Living announced the launch of its new CBD Living Sparkling Water, available in four flavors: Apple Ginger, Orange Grapefruit, Strawberry Lavender and Peach Honey. Each 12 oz. can contains 25 mg of nano-CBD sourced from 100% organic hemp grown on state-licensed farms in Colorado and Oregon. Distribution of the new line will begin April 1. O2 + Hemp CBD launched in December with two flavors: Pomegranate Guava and Caffeine-Free Peach Pear. The brand has also gained over 10,000 points of distribution in 2020 for its core O2 Sports Re-
covery line, which can now be purchased nationwide at Sprouts, and select regions of Publix, Kroger and Whole Foods. CBD-infused sparkling beverage maker Ablis is now available in cans with a new look. The brand has released new flavors of its sparkling beverages including Strawberry Mojito, and two additions to its sparkling water line: Blood Orange and Berry Lime. All beverages contain 25 mg of CBD per can. CBD-enhanced performance drink brand Defy is now available online and at all Colorado Sprouts locations, and will be rolling out in select retailers in California, Kansas, Oklahoma, Nevada, New Mexico, New York and Texas this spring. The brand will launch a zero sugar variety this summer. The brand has also kicked off its DEFY NATION corporate social responsibility program dedicated to supporting veterans, partnering with the Warrior Wishes Foundation to deliver over 50,000 bottles of its CBD beverages to support wounded veterans.
SHOW REVIEW BY BEVNET MAGAZINE STAFF
Natural Products Expo West Cancelled Due to COVID-19 Outbreak On its website, the company also revealed that companies that planned to sponsor or exhibit at the trade show will receive a full credit that can be used towards other New Hope events and media solutions, including Expo East 2020 and Expo West 2021, the latter of which has paused its official resign process. All credits must be used by the end of February 2021. All badges, tours and training or educational sessions that attendees purchased will be refunded, according to New Hope. Credit arrangements with other parties, such as hotels booked through New Hope’s travel partner onPeak, are still in flux. More information with hotel-specific status updates will be provided starting in mid-April. As of press time, other “official event vendor partners” were also still determining refund and credit opportunities as well. For example, while Aramark, GES and CompuSystems will provide updates “soon,” PSAV will provide no refunds and Lowe Refrigeration is offering a credit or refund. The loss of the show, one of the biggest food and beverage sampling and selling events of the year, came amidst a wave of other major industry event cancellations, including the Craft Brewers Conference, the Snaxpo, and many more. After initially announcing the show had been postponed due to concerns over the spread of the COVID-19 coronavirus, New Hope Network announced the cancellation of Natural Products Expo West 2020, set to take place March 4-8 in Anaheim, Calif. In the days leading up to the event, a significant number of attendees and exhibitors announced they were pulling out of the event due to COVID-19, an infection transmitted personto-person through respiratory droplets and for which there is no current treatment or cure. The four day trade show was expected to attract nearly 90,000 attendees and more than 3,000 exhibitors. In a March 2 statement announcing the postponement, New Hope said it intended to secure a rescheduled date, set for sometime “before the summer,” for Expo West 2020 by mid-April. The goal was to keep the show in Anaheim, with city officials supporting the move. In a mid-March email, the group hinted at the possibility of an “Expo West Popup.” However, on March 13, it announced the show was cancelled in favor of focusing on its next large show, Natural Products Expo East 2020, which will be held in Philadelphia on September 23-24. New Hope had previously announced the creation of a $5 million fund to “support emerging brands significantly affected by the Expo West 2020 disruption,” and, in the email, also revealed the advisory board that would be establishing a criteria for administering the fund and providing input and ideas for Expo East. 52 BEVNET MAGAZINE – MARCH/APRIL 2020
SHOW REVIEW BY BEVNET MAGAZINE STAFF
Winter Fancy Food Show 2020 Review
When the 2020 Winter Fancy Food Show kicked off in January in San Francisco, exhibitors and attendees had little idea that, instead of the usual, measured warm-up to Natural Products Expo West, the show would become one of the few opportunities for the industry to meet face-to-face for at least the first half of the year because of the COVID-19 pandemic. And while many surely held their debuts and reveals in expectation of that show, there was still plenty of innovation and news from this year’s Winter Fancy Food Show. Oats are taking a more prominent role in the evolution of Califia Farms as a plant-based beverage platform, as seen through several new products it showcased at the winter show. At its booth, the company poured samples of its new
54 BEVNET MAGAZINE – MARCH/APRIL 2020
three-SKU line of oat milk creamers in 25.4 oz. bottles. Available in unsweetened, hazelnut and vanilla varieties, the line is gluten-free and contains 10-15 calories per serving, depending on the flavor. Beyond creamers, however, Califia CEO Greg Steltenpohl said the company was embracing oat as an ingredient in a variety of ways that highlight its “elevated protein and macronutrient profile.” “We are really serious about it, we have more extensive packaging formats than brands that specialize in oats,” he said. “It’s a little different in execution than in the past when we did line extensions. This is really a true platform, just like coffee was for us.” Some of the planks of that platform have already been built: Califia launched a nitrogen-infused line of
oat milk cold brew lattes last year, along with oat milk in both standard and barista-edition varieties. Yet the brand’s relentless approach to innovation means some of those products — including both Califia’s standard and Übermilk oat milk lines — have already been reiterated and tweaked, with the former now “much richer and more oat-forward,” according to Steltenpohl. As the brand has previously done with almond milk and, to a lesser degree, coconut milk, oat milk is gradually being extended across a wide range of touchpoints; an oat-milk based version of its unsweetened “Black & White” cold brew in 10.5 oz. grab-and-go bottles has launched. With the creamers, Steltenpohl said Califia is reacting to internal market
research which indicated that “a startling amount of millennials” use coffee creamers that “have a lot of artificial ingredients.” The brand markets a range of dairy-free almond milk and coconut milk-based creamers in a variety of bottle sizes. Along with the new oat milk products, Califi a also showcased the return of Full Shot, now rebranded as Keto Coffee. Full Shot was an early entrant to the MCT-oil cold brew category, but Steltenpohl said this time around the brand, after consulting with its food science team, increased the amount of MCTs from 2 g to 2.5 g and protein from 6 grams to 7 grams in each 10.5 oz. bottle. The company has also extended its line of black cold brew coffee in 48 oz. multi-serve bottles with Blonde Roast. Other brands at the show also stepped into the plant-based category with new products. Wellness drink maker Remedy Organics previewed its fi rst line extension, a keto diet-focused product, which co-founder Henry Kasindorf said is intended to appeal to male consumers, as sales of the brand’s current line of wellness beverages index 70% female. The packaging, he said, was designed to project a “masculine look and feel.” The new products, which will be available in Chocolate, Cold Brew Coffee and Vanilla fl avors and contain MCT oil, maca, and prebiotics. The drinks are sweetened with erythritol and monk fruit and contain 210-240 calories per 12 oz. bottle. The line, which was unavailable for sampling at WFFS, will retail for $5.49 per unit. According to Kasindorf, the line was developed in response to consumer requests for low and no-sugar offerings. Kasindorf added that he feels keto “is not just a passing trend” and has prepared a “social media blitz” to promote the line when it launches in full in March. Elsewhere at the show, the influence of Asian citrus fruits could be seen slowly growing. Last summer, Brooklyn Crafted highlighted calamansi as the featured ingredient in its line of still “calamansi-ades” in 10 oz. glass bottles. In San Francisco, the brand turned to
another popular Asian citrus fruit — yuzu — as the source for a new sub-line of sparkling fruit drinks called Moshi. The product is not yet in retailers but will be available in a single SKU in 12 oz. glass bottles. Each bottle contains 120 calories and 32 grams of sugar. Also, Japanese craft drink brand Kimino showcased its two latest innovations in sparkling juices: Mikan (mandarin) and Ringo (fuji apple). The California-based brand also markets sparkling Yuzu and Ume juices and sparkling waters.
Meanwhile, in coffee, wholesale coffee roaster and supplier San Francisco Bay Coffee (SF Bay) launched a new readyto-drink cold brew coffee line at the show, its fi rst ready-to-drink product. The canned line of 8 oz. black cold brew coffees are unsweetened and available in four roast profi les: French Roast, Fog Chaser, Rainforest and Decaf French Roast. The products are shelf stable and will retail for $3.99 per unit. The line was set to launch in Q1, focusing on local retail placement in the San Francisco Bay Area.
FUNCTIONAL BEVERAGE GUIDE â€¢ 2020
BRAND LISTINGS Alkaline88 Eco-Friendly Aluminum Bottle and Flavor Infused Waters The Alkaline Water Company
Béla - Infusion of Ancient Herbs, Adaptogens, Antioxidants & Minerals
Limited Edition Camo-Gallon Supporting Wounded Warrior Project
Althea Brands LLC
Born in Yoga and inspired by Aryurveda, Béla harnesses the power of Turmeric, Tulsi, Ginger, Amla, Shallaki & pepper extract with minerals & vitamins. It is allnatural, plant-based, Vegan, Non-GMO, Gluten-free, and has 0 sugar, 0 carbs & 0 calories.
The AQUAhydrate® Camo-Gallon returns as part of an ongoing charity partnership with Wounded Warrior Project® to help support wounded veterans & their families. AQUAhydrate, great tasting highperformance alkaline water, enhanced with electrolytes.
PLANT-BASED ADAPTOGENS AND SUPERHERBS FROM THE RAINFOREST
Athletic Brewing - A Revolution in Wellness Beer
AMAZ AMAZ brings the delicious healing and energizing powers of the Amazon Rainforest with perfect balance of taste and functionality. Our initiative is part of a global movement built around Regenerative Agroforestry. No Sugar. Non-GMO. GF. All Natural. New Zealand’s #1 Nootropic Brain Drink for Mental Clarity Arepa
58 BEVNET MAGAZINE – MARCH/APRIL 2020
SINGLE BATCH CRAFT KOMBUCHA LAUNCHING 2 NEW SKU’S! BETTER BOOCH
Athletic Brewing Company Beer for today’s modern adult. The only certified organic non-alcoholic beer, made from all-organic grains and just four all-natural ingredients. At only 50-70 calories, Athletic Brewing’s flagship beers still have all the taste of great craft beer.
BRAND LISTINGS BioLift™ Sharper Focus. Higher Performance Innobev Ltd.
DEFY EXPECTATIONS blk. beverages
Distinctly black… blk. Functional Water beverage is a blend of purified water, our patented fulvic mineral complex, vitamins, herbs, amino acids, antioxidants, and electrolytes. blk. benefits all walks of life and is the next step in the evolution of health. Support in a bottle! ZERO calories, sugars, artificial flavoring or dyes. Live Better Longer. Enjoy The Dark Side! blk. ORIGINAL Alkaline pH 8.0+ For those who like it straight up! Smooth and refreshing. blk. BLACK & BLUEBERRY A delicate blueberry sweetness with a touch of blackberry tartness. blk. DIRTY LEMONADE Ready for a heat wave? A softly sweet lemonade with a tart finish to quench any thirst. For more information please visit us at getblk.com
Clean Hydrating Energy – 100% Plant Based Big Watt Beverage
Uplift: Kombucha with Natural Caffeine Brew Dr. Kombucha
Flavored with botanicals, extracts and bitters. No stabilizers, preservatives, flavor enhancers. Nothing artificial ever. Moderate carbs, calories and caffeine. Responsibly sourced. Simply delicious. Sparkling Caffeinated Waters; clean green coffee caffeine and intentionally mineralized sparkling waters. Flavored with botanicals, extracts and bitters. Bright clean taste with a lively nose. Hydrated with mineralized electrolytes. Pure cold press coffees; the finest coffee beans, responsibly sourced from the finest producers and farms throughout the world’s best coffee regions. No stabilizers, preservatives or anything artificial. Simple, delicious, broad and balanced taste. We are a 100% wholly integrated beverage manufacturer, from formulation, product development, sourcing, through brewing/production and canning. We have full capabilities across coffees, teas, sparkling waters and juices, as well as CBD infused beverages. We produce all our branded Big Watt beverages, and also have extensive capabilities for private label and co-packing. We work presently with a select group of leading grocers and brands, providing production capabilities but also formulation and product innovation expertise...particularly in the area of plant based flavoring and functional attributes. 59
BRAND LISTINGS Meet Water’s bubblier and more energetic best friend!
Keto, Paleo & Plant Based Cold Brew
Caveman Coffee Co
BUBBL’R is not just another sparkling water. It’s sparkling personality is combined with a flavorful, fruity effervescence and antioxidants to balance the body and focus the mind - all with no artificial sweeteners and natural flavors! BUBBL’R also has natural caffeine that is sourced from guarana seed extract which boosts and energizes to get you through your day. The benefits bubbl’th over as BUBBL’R is loaded with Vitamins A & B. It is also low glycemic, gluten free, vegan and soy free so it has broad appeal to the health conscious consumer. BUBBL’R is available in 7 flavors, with a new flavor joining the line-up in late 2020. Available in single serve and 8 packs. BUBBL’R: Water’s bubblier and more energetic best friend! Email email@example.com for retailer and distribution opportunities. Learn more at drinkbubblr.com.
Boosts Immunity with ScientificallyBacked Postbiotics
Now Packaged with 92% Renewable Materials. Refillable and Recyclable
Blossom Botanical Water
Boxed Water Is Better New this year: Introducing a new plant-based cap and 330mL size. Join the movement.
Spring water infused with lush botanicals for healthy, fullflavored hydration like you've never experienced. Available in 5 thirst-quenching flavors, each fortified with 50 mg of postbiotics clinically proven to support immune health. Drink it in! Organic, sustainable, delicious kombucha. Big flavor. Small footprint
C4® - Smart Energy
Blue Ridge Bucha
Find Blue Ridge Bucha's organic kombucha in bottles and on draft through the Mid-Atlantic region. 5 core flavors + seasonals and limited releases. 6 month shelf life, certified nonalcoholic. 10 years in business and over one million bottles saved.
C4 Smart Energy is a game-changing mental performance energy drink built for the innovators, the disruptors, the hustlers and go-getters. Awaken Your Super with Smart Energy's naturally derived caffeine and SuperBrain Performance Fuel.
60 BEVNET MAGAZINE – MARCH/APRIL 2020
Over 100+ CBD Products CBD LIving
BRAND LISTINGS Your Choice is Clear. Drink Clearly Kombucha
Simple, Natural Social Tonics
CELSIUS - Better For You Energy Drinks!
Clearly Kombucha Cann
Cann is making cannabis social and approachable for all, with the first cannabis-infused social tonic that is both low-dose and delicious. With only 30-35 calories per can and only five, allnatural ingredients, enjoy Cann at any social occasion.
CELSIUS is a betterfor-you energy drink with 7 essential vitamins, no artificial colors or flavors, and zero sugar. The MetaPlus® blend is clinically proven to accelerate metabolism and increase your body’s ability to burn body fat and calories.
California Based & California Infused Beverages Crazy Eye Brands
New! Organic Sparkling Yerba Mate Zero Calories #BETTERCAFFEINE CLEAN Cause
Caffeinated Sparkling Water + L-Theanine
62 BEVNET MAGAZINE – MARCH/APRIL 2020
BRWD REFRESHING ENERGY®: PlantBased, Vegan, Pre or Post Workout Drink
Phocus is a premium sparkling water containing caffeine from tea and is infused with the amino acid L-Theanine. This enhancement ensures a calm, smooth caffeine release while helping you stay hydrated. Clean energy with a light, refreshing taste.
Founded by a female entrepreneur, BRWD Refreshing Energy® drinks help you #OwnYourMoment®. Barley plant-based, Vegan, Non-GMO and naturally caffeinated (~70mg/ serving), BRWD drinks are the ideal pre/post workout or afternoon energizing refreshment!
BRAND LISTINGS Electrolit Premium Hydration Electrolyte Beverage
New Flow Collagen-Infused Water
CAB Enterprises Inc
Flow Collagen-Infused Water
The Electrolit formula offers an optimal balance of electrolytes to prevent and treat dehydration. Magnesium, Sodium, Potassium and Calcium work together to help treat your body and help recover faster. Available in a variety of flavors, this great-tasting recovery beverage uses glucose as a natural sweetener and source of energy, without any preservatives. Electrolit.com Information@electrolitusa.com
Untouched Water. Unmatched Profits
Award Winning Whole Plant Wellness Juices
Fulfill Food & Beverages
FIJI® Water, Earth’s Finest Water and America’s No. 1 premium imported bottled water brand, is backed by Earth’s Finest® campaign: a $30-million integrated marketing effort that includes national TV, social media, digital, PR, events, in-store activations and FSIs. With this kind of support, there’s no question FIJI Water will continue to attract Earth’s Finest customers. Now available direct to you, order now and get ready to drink in the profits.
Karuna Prebiotic Superfood Beverages deliver what today’s health conscious consumer demands: USA-sourced ingredients, made in small batches in the Midwest. Our smoothies and juices combine a unique blend of essential fibers, proteins, antioxidants, and vitamins to enhance immunity and vitality.
FIJI Water is bottled at the source in Fiji at an ancient artesian aquifer deep within the earth, where it is protected from external impurities. As tropical rain slowly filters through volcanic rock, it gathers the electrolytes and minerals that give FIJI Water its signature soft, smooth taste. It’s untouched by man - until you unscrew the cap. For the latest updates on FIJI Water, please visit fijiwater.com. 63
BRAND LISTINGS The Organic Sparkling Probiotic Drink that Tastes Delicious!
Infinitely Recyclable Canned Water
Delicious made the Harmless Way! Harmless Harvest
Doctor D's Sparkling Probiotic
Ever & Ever Ever & Ever is a catalyst for change in the water aisle that gives consumers the opportunity to purchase infinitely recyclable singleuse water cans. Thanks to those who recycle, nearly 75% of aluminum ever produced is still in use today.
Doctor D’s is a Seriously Delicious all in One Drink; Probiotics, Electrolytes, Amino Acids, and Trace Minerals. 8 Refreshing, Organic Flavors. Fast Growing. The Probiotic Drink that Tastes Delicious and Everyone Loves. It's Not Kombucha! GT’s Living Foods Introduces Golden Pineapple Kombucha GT’s Living Foods
ESCALATE responsible energy drink ISOline EU
New Vital Berry Organic Cold-Pressed Juice
Greenbelt Canned Kombucha Available Nationwide With New Flavors
Evolution Fresh® A satisfying smoothie of bright berries, orange & mango blended together for a delicious punch of vitamin C.
64 BEVNET MAGAZINE – MARCH/APRIL 2020
Greenbelt Craft Kombucha Greenbelt Kombucha is crafted with premium functional teas and exotic fruit infusions. Sparkling, raw, probiotic, low sugar, non-alcoholic kombuchas crafted to be the perfect onthe-go drink for any grocery or c-store.
BRAND LISTINGS Matcha LOVE®
11oz High Brew Coffee Core Line
ITO EN (North America) INC. High Brew Coffee High Brew Coffee introduces a larger, 11oz core line to our family. Direct Trade, slow-brewed coffee offering more natural energy in the natural channel. Double Espresso, Mexican Vanilla, and Dairy/ Sugar-Free Black and Bold SKUs available now!
Functional Cold Brew Shots - Infused with various vitamins & minerals Humblemaker Coffee Co LA FONDA, brewed with pure organic cinnamon & cacao has 20x the Antioxidants of green tea to boost your immune system. Also available, BLACK SEA, brewed with real cardamom and clove packed with L-Theanine and Ginseng & BOOMTOWNE with multivitamins.
Delicious Plant-Based Nutrition Koia (Rawnature5)
Taking a modern take on an ancient ritual, Matcha LOVE® celebrates the authentic taste and restorative powers of Japan’s famed green tea powder-matcha. Brewed with premium green tea, Matcha LOVE® offers the vitality of consuming the entire tea leaf with a natural energy boost and fresh umami taste. Authentically brewed with 100% pure matcha and whole leaf green tea, Matcha LOVE ® is available in Organic Non-GMO unsweetened flavors with 350 mg of Catechin Tea Antioxidants and Vitamin C. With Traditional, Ginger and Vanilla flavors in BPA Free recyclable bottles and convenient no fuss cans, the innovative Matcha LOVE® leads the trend in all things Matcha. The award-winning line is not only healthy and delicious, but offers a pure Matcha experience without the traditional preparation of this revered green tea powder. Ceremonial and culinary matcha powder is also available for wholesale food service. TEAS’ TEA Organic ITO EN (North America) INC.
TRUE SUGAR FREE GREEN TEA with "complete green tea benefits."
TEAS’ TEA Organic is a line of refreshingly delicious teas, brewed with simple, organic ingredients and bottled to yield a distinct clarity that draws out the natural taste of the tea leaf. Clean and vibrant, TEAS’ TEA Organic strives to create only the purest tea with a pristine, crisp finish. A light and invigorating alternative to sugary juices and soft drinks. TEAS’’ TEA Organic embodies the tradition of ancient tea making and meticulous brewing methods to craft its organic unsweetened and slightly sweet teas that enlighten the body and soul. Vegan, gluten-free, and free from artificial preservatives.
KOR SHOTS: 8 shots, 8 functions
Hydro One LLC
KOR shots INC
TRUE SUGAR FREE GREEN TEA with FDA claim for plant sterols to help reduce the risk of heart attack and stroke. Contains ALPHA-GPC, a natural cholinergic that is good for focus, learning, memory, and physical performance. Smooth, refreshing taste!
We make each shot with taste and functionality in mind. We source only the highest quality organic produce from farmers we know, and make the product ourselves in our own facility in Southern California.
BRAND LISTINGS Kokomio Coconut Beverage
HighDrate CBD Energy Waters
Kombucha Town announces new Live Seltzer line
Kona Gold Hemp Energy Drinks
66 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
BRAND LISTINGS Storm CBD High Alkaline Water
Liquid Plant-Based Hydration Beverage
Kona Gold Liquid Beverage Company Liquid Plant-Based Hydration is formulated with 10% non-GMO watermelon juice, plant-based branched chain amino acids, natural sweeteners, flavors, and six essential vitamins. Liquid is refreshing, tastes great, and has a wealth of health benefits.
Unprecedented Gut Health Functionality of pro-pre-post biotic support M Kombucha M Kombucha is taking functionality to the next level with a line of 4 efficacious & delicious formulations targeting Gut Health*, Cellular Energy, Hydration and Immunity. All in a well-balanced, refreshing & delightful kombucha. *Clinically backed.
Organic Sparkling Drink MapleMama
FOCUSAID ZERO SUGAR with Nootropics LIFEAID Beverage Co.
Organic Unsweetened Sparkling Tea
68 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
Raw and Organic Cold-Pressed Ginger Shots
For the sparkling obsessed consumer, we're brewing something new. Kind of like tea, kind of like sparkling water. Totally amazing! Using only organic, non-gmo ingredients - with no sugars, no added sweeteners, just the fewest and best ingredients.
Monfefoâ€™s mission, like our products, is simple: Monfefo wants you to feel good. Our two SKUs, the Ginger Shot and Turmeric Shot are sold in 2 oz glass bottles. From root to bottle, all our shots are manufactured in our factory in Brooklyn, NY.
BRAND LISTINGS GET GOING WITH ANYTIME ENERGY
Northern Chill - Naturally Alkaline Mineral Spring Water Northern Chill
Organic Hydration to Raise Your Vibration
Optimum Nutrition, Inc.
Petal Botanicals Meet Petal, the unique organic beverage experience that sparkles with wild, rebellious, flowerpowered goodness. Crafted from the finest botanical essences and extracts, we applaud eternal magical elixirs to #raiseyourvibe
ESSENTIAL AMIN.O. ENERGYÂŽ + ELECTROLYTES Sparkling Hydration Drink helps fuel active adults on the go. Each can provides energy from natural caffeine sources, amino acids to support recovery and electrolytes to support hydration. Oxygen Boosted for Faster Recovery
Pop & Bottle's NEW Functional Oat Milk Lattes
OXIGEN Beverages Inc. OXIGEN is the only water scientificallyproven to help you recover faster, containing 100x the amount of oxygen compared to regular water as well as electrolytes for hydration (not just taste). All bottles are made from 100% recycled plastic (rPET). NADI Organic Wild Rosehip Antioxidant Beverage - Original
Finally, A Recovery Drink That Doesn't Sparkle
First and Only USDA Certified Organic Wild Rosehip beverage in the USA. Packed with Vitamin C, Zero Sugar, only 9 calories, comes in 3 flavors, 6 pack & 18mo shelflife. Nadi is a Women-Owned Social Venture with a mission to create jobs for refugees.
O2 Recovery is a non-carbonated post-workout recovery drink sold in hundreds of CrossFit, yoga, and group fitness studios across the country. High in electrolytes, keto-friendly, and scientifically proven to support recovery.
Nuun : Packed with Complete Electrolytes for Hydration You Can Feel
Pop & Bottle Your daily latte, supercharged! Pop & Bottleâ€™s new Oat Milk Lattes are here. Each Oat Latte is enhanced with functional ingredients like: collagen, adaptogens, & antioxidants. No refined sugar or gums + only made w/organic, fair trade ingredients.
DANDI Beverages. Plant Based Hydration. Refresh Your Self. Plant Life Group LLC
Oh Hi CBD Sparkling Seltzers
Oh Hi Beverages Inc.
Wherever your active lifestyle takes you, Nuun has the product to match your needs. Nuun Sport, Vitamins, Immunity, and Rest drink tablets feature refreshing flavors, low calories, and premium ingredients to ensure you are always optimally hydrated.
Oh Hi CBD Sparkling Seltzers bring refreshment to your day, beginning or end. Oh Hi beverages can be a great alternative to alcohol or other high sugar and calorie drinks. With 15mg CBD, our beverages are a healthy pleasure for your mind and body.
BRAND LISTINGS Recess Sparkling Water with Hemp and Adaptogens
FUEL WITH REMEDY!
Remedy Organics was founded by Cindy Kasindorf, a holistic nutritionist who set out to create delicious plant-based beverages that are protein-packed and superfood charged. Remedy Organics powers you from within and fuels your day with nutrition that your body craves. Crafted with a lot of passion and integrity using the very best organic ingredients, the products aim to help you unleash your body’s natural healing power and live each day to its fullest. Cindy was inspired by the principles of Hippocrates - “Let food be thy medicine and medicine be thy food.” Remedy Organics is sold in thousands of leading stores in 45 states.
Functional Hydration Beverage
Revive Sparkling Kombucha
Recover Life Brands LLC.
70 BEVNET MAGAZINE – MARCH/APRIL 2020
BRAND LISTINGS Plant Powered All Natural Energy Drink
Fun(ctional) prebiotic soda for all
REZ - The Natural & Healthy Restoration Beverage
Recovery Brands LLC
poppi prebiotic soda is infused with Apple Cider Vinegar. We flex on flavor while keeping your gut, immunity, skin & digestion on-point. Think of us like soda, but all grown up. Downright delicious with only 20 calories & 5g of sugar or less.
REZ is a natural restoration beverage that is made with plant-based glucosamine, turmeric, antioxidants, electrolytes, vitamins & minerals. REZ has 0-sugar, 10-calories, 1-carb, vegan, no caffeine. REZ is diabetic & Keto friendly, & Taste Great!
New Wonder Drink Prebiotic Kombucha Plus Extra Goodness!
New Red Bull Summer Edition Watermelon
Pure Steeps Beverage, LLC
Red Bull North America
The first & only kombucha brand with an organic prebiotic plant fiber plus new added benefits & enticing flavors: Salted Watermelon for Hydration, Turmeric Ginger for Radiance & Prickly Pear Cascara for Focus. 8-9g of Sugar, Organic, NonAlcoholic.
The new Red Bull Summer Edition Watermelon hits shelves nationwide this April for a limited time, offering the wiiings of Red Bull with an iconic summer flavor.
Decaffeinated Watermelon Bloom
100% PLANT-BASED & KETO, HERBAL HAWAIIAN TEAS
Rowdy Mermaid Kombucha
72 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
BRAND LISTINGS London Fog: Organic Nitro Oat Milk Earl Grey Tea Latte
NEW YORK ORGANIC PREMIUM KOMBUCHA
RISE Brewing Co.
Our London Fog is a creamy, nitrogeninfused Oat Milk latte with black tea, celebrating the subtle flavors of Bergamot. The comforting taste of Earl Grey meets the deliciously smooth texture of a nitrogeninfused latte.
New York premium kombucha. Seek North is alcohol extracted, certified organic, certified kosher and always 100% raw, all-natural, and undiluted. Seek Immunity flavorsweet, indulgent pineapple is paired with hoppy, immuneboosting elderflower.
SHINEWATER. Vibrant Flavor. Powerful Hydration. Zero Sugar. ShineWater
Rockin’ Protein Plus: Superfruits, Super Benefits Shamrock Farms
Rockin’ Protein Plus is the first readyto-drink beverage to combine the dual benefits of high-quality protein and superfruits with pure, fresh Shamrock Farms milk to make staying healthy super delicious. Rockin’ Protein Plus has no added sugars and is lactose free. The latest innovation from Shamrock Farms comes in two new smooth flavors – each with unique, appealing and functional benefits.
Created by physicians and clinically tested, ShineWater delivers real health value rooted in nutritional science. In a world of so-called healthy beverages that are often far from healthy, ShineWater stands out from other sport beverages and enhanced waters that are full of sugar, caffeine, sodium and artificial ingredients. ShineWater addresses micro-nutrient deficiencies by delivering meaningful amounts of the electrolytes and vitamins your body needs most, with outstanding, naturally delicious taste and Zero Sugar. ShineWater comes in four delicious flavors: Peach Mango, Poma Grape, Strawberry Lemon and Kiwi Cucumber. Find us at: www.shinewater.com Contact us at: Info@shinewater.com
Cherry Créme is an excellent source of protein and calcium with the added benefit of tart cherries. Each bottle offers more than 35 Montmorency tart cherries with a delicious taste that is creamy and never chalky. Growing evidence supports the science and benefits of tart cherries, including antiinflammation, exercise recovery and improved sleep.
Introducing JÈN, a COLLAGEN and ALOE VERA infused water from ALO Drink SPI West Port Inc.
Blueberry Pomegranate is naturally packed with antioxidants, which help fight free radicals and support a healthy immune system. An excellent source of protein and Vitamins A, C & E, it has the boost of nutrients needed to make achieving health goals with a busy lifestyle that much sweeter. Look for the Shamrock Farms signature green bottle tops in dairy cases across the country, including Target, Walmart and more. To find the product, visit: rockinprotein.com/find-near-you Plant Based Gelatin Shots
Slrrrp is a brand of prepackaged, premium, vodka and gelatin. A silky smooth texture which comes in a variety of delicious flavors, it is also suitable for vegetarians, it is fat free, low calories and contains 13% alcohol by volume.
Sol-ti IMMUNI-C SuperShot™ are Glass Bottled, Light Filtered, Living Beverages® that are sustainably packaged.120 Day Shelf Life.Retail velocity is 18 cs / month / store.Increase your sales revenue by $862 per month per store. Email us!
BRAND LISTINGS The Feel Good Sparkling Energy Water
Craft Brewed Sparkling Green Tea
Ultima Replenisher Ultima Health Products, Inc
Sunshine's feel good sparkling energy waters are zero sugar, zero calories! They contain 100% of your daily vitamins A through E, essential electrolytes and 70mg of natural caffeine (just like a small cup of coffee).
Tama Tea was born from a passion for tea in our tea cafe. Every batch is craft brewed with organic green tea and real fruits & herbs. No added flavors or sweeteners with all the amazing benefits of green tea! 35mg of caffeine for focus and clarity
Tohi Aronia Berry Beverages Tohi Ventures
Introducing Organic No Sugar Added Lemonades Uncle Matt’s Organic
100% Plant-Powered Energy Drink
Organic Iced Tea
teaRIOT Wake up your energy with plants! All the energy. None of the bull. No added sugar. No synthetic stimulants. Brewed tea, real fruit and sparkling water with naturally occurring caffeine (160mg), L-theanine (100mg), daily value of B12 and adaptogens.
74 BEVNET MAGAZINE – MARCH/APRIL 2020
The Granny Squibb Company Based on a 100 year-old family recipe, Granny Squibb's is Organic, non-GMO, kosher, gluten-free, and vegan friendly. With both sweetened and unsweetened SKUs, Granny Squibb's is a classic iced tea that's better and better for you.
You can now enjoy the classic taste of lemonade without the added sugar! Introducing Uncle Matt’s No Sugar Added Lemonades, sweetened with organic stevia and made with organic, sun-kissed lemons! With only 1g of fruit sugar and 15 calories or less per serving, these are refreshing beverages that you can enjoy with no guilt. Available in lemonade and strawberry lemonade flavors. USDA organic and grown and produced by a company committed to organic and sustainable growing practices. • 15 calories or less • 1 g of fruit sugar • Sweetened with organic stevia • Classic lemonade and strawberry lemonade taste • USDA Organic
BRAND LISTINGS Bottled With Mother Earth In Mind®
COMING YOUR WAY: HAWAII’S PREMIUM KOMBUCHA VALLEY ISLE KOMBUCHA
Wholesome Tea LLC
Waiakea is naturally enhanced with minerals and electrolytes through volcanic filtration. Waiakea is one of the fastest growing functional premium waters in the country according to IRI, and is the only one to use 100% post-consumer rPET packaging.
Blue Buddha combines high grade green tea with on trend beneficial herbs – Ashwagandha, Amla, and Maitake Mushroom - which are mainstays in the Ayurvedic tradition. Blue Buddha is Organic, Non-GMO, low in sugar/calories, and comes in 4 unique flavors
The Un-Soda - Your Healthy Soda Alternative
Wingman Smart Energy creates new energy drink segment
Organic Bubbly Apple Cider Vinegar Drink
The Moonlight Beverage Company
VINA VINA Sparkling is a bubbly apple cider vinegar (ACV) drink that delivers all the health benefits of ACV in an easy-to-drink, approachable way. Inspired by summers on the coast of the Mediterranean, VINA is friends with food and a new way to ACV!
Wingman Smart Energy activates the body’s own mechanisms to create energy naturally. Nitric oxide-boosting amino acids, cognizin, B vits, ribose and caffeine are added to five on-trend flavors, delivering only 15 calories per can. Perfect for gyms. Organic TREO Fruit & Birch Water
Introducing VOSS Plus
Treo Brands LLC
Tastes good can be good for you too. Plant-based, and powered by organic birch water, organic fruit juice and natural sweeteners, TREO is bursting with flavor and only contains 10 calories, 1g of sugar and 1 net carb per serving.
VOSS Plus is the first premium source water enhanced with Aquamin, a natural, plant and marinebased source of Calcium plus over 70 additional minerals including Magnesium and Potassium. The bottle is made with 100% recycled PET with recyclable cap.
76 BEVNET MAGAZINE – MARCH/APRIL 2020
Jade Monk Matcha - Great Taste Convenient - Easy Mix Hot or Cold
Wholesome Tea LLC
It's simple - Wave Soda: sparkling water with 15% fruit juice, politely caffeinated, and only 2-6 grams of sugar coming naturally from the fruit juice. No added sugars, no artificial flavors, no preservatives, no ingredients you can't pronounce.
Jade Monk combines high grade Matcha Powder, natural Pre-biotic plant fiber and natural flavors to create a Delicious, Convenient, Super Food, that mixes instantly in hot or cold water. Non-GMO, only 4gr of sugar, 137X the antioxidants of green tea.
Yerbae Enhanced Sparkling Water Yerbae, LLC
Blue Buddha Tea - 5000 Years of Wisdome in a Bottle
BRAND LISTINGS WILD TONIC® Above & Beyond Kombucha WILD TONIC® Jun Kombucha WILD TONIC® Jun is redefining Kombucha through the unique use of honey, resulting in an unparalleled signature smooth taste. The refreshing elixir containing probiotics is available as Classic nonalcohol and 5.6% ABV, now available in 12oz cans. XL Energy Drink XL Energy Drink Corp Lightly carbonated + refreshing, XL energy drinks have a classic taste and provide a boost of energy enhancing the body and mind by improving concentration, awareness and reaction speed. XL energy drinks help you to achieve your best every single day Zenify Natural Stress Relief - Non-GMO Project Verified Zenify Zenify is the leader amongst stress relief beverages, it is Non-GMO, Gluten Free and caffeine free. Zenify also comes in a Zero Sugar formula, both of which contain 350mg of both GABA and L-theanine; the main stress reducing ingredient in green tea. Zero dB… The World's First Noise Canceling Beverage Zero dB Zero dB is powered by an organic non-cannabis plant formulation that contains cannabinoids designed to help filter out everyday stressors. Drink when you want to quiet mental noise. Tune out distractions. Think clearly. Focus. Coming soon!
SUPPLIER & SERVICES LISTINGS Tea, Coffee & Specialty items A. Holliday & Company Inc.
Flavor Manufacturer Abelei Flavors
For over 45 years, we've traveled the world to connect people with the finest products. At A. Holliday & Company, we source, test, and ship every product we carry. We supply bulk tea varietyâ€™s (extracts & leaf), coffees (extracts), antioxidants, herbal & superfruit extracts, natural caffeine, polyphenols, EGCG, Rooibos, coconut water powder, and our newest product, oil soluble tea polyphenols.
As a flavor manufacturer abelei creates delicious, application-specific flavors assisting our clients in getting to market faster with flavorings that fit their product requirements. abelei specializes in creating great-tasting sweet brown, citrus fruit, soft fruit and other top-note flavors perfect for beverages, dairy, confectionery, bakery, pharmaceuticals, and nutraceutical applications.
Organic Functional Ingredients Applied Food Sciences (AFS)
Full Brewery Outfitter ABS COMMERCIAL
3PL Beverage Specialists Alta Marketing Co.
ABS Commercial is a full-service brewery and parts outfitter. From our corporate headquarters in Raleigh, North Carolina to our secondary sales office in Denver, Colorado, we are proud to offer brew houses, tanks and small parts to brewers across the country. Brew houses and fermenters from 3 BBL, ancillary components including steam boilers and chillers, stainless Tri-Clamp parts, yeast brinks and keg washers. We have some of the quickest lead times in the industry along with a huge inventory of tanks between 3-90 BBL in stock. Most of our brewhouse equipment can be certified to ASME, CU & UL standards, where applicable.
FDA GRAS Proteins +Milks Axiom Foods
Contract Manufacturing Azpack
With close to 300,000 sq feet of warehouse space located just 60 miles east of Los Angeles; we are big enough to deliver, yet small enough to care. Founded in 1991, Alta Marketing Co. has been a family owned and operated Third Party Logistics Company focused on servicing the needs of the Beverage Industry. Innovating food technology since 2005 Axiom Foods offers the only suspension-grade FDA GRAS, non-GMO verified, clinically tested, multi-functional, neutral plant proteins quality controlled to the field level. Large commercial quantities are available from Oryzatein rice protein, with patented sports claims, to pea, hemp and sacha inchi plant proteins, plus whole grain certified oat and rice milks
Azpack is one of the fastest growing co-packers in the country. We offer co-packing services in cans and bottles. Our team of dedicated and professional staff are focused on delivering the highest quality products to our customers. Capable of producing cold fill preserved, hot fill and tunnel pasteurized products with onsite lab services. Visit our website to find out what we can do for you.
78 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
The beverage industry has unique needs, which we understand. We strive to look for unique ways to help our clients save money while streamlining their logistics needs. Our clients get more than just warehouse space: they get focused service designed to provide warehousing solutions that work for their specific requirements. Our aim is to be a true partner, providing great service, to all of our clients.
SUPPLIER & SERVICES LISTINGS Connecting Nutrition & Health BENEO Inc.
Real People. True Flavor. Callisons
From isotonic sports drinks to fizzy water and soft drinks,… Palatinose™ (isomaltulose) opens the door to nutritionally optimised and highly stable beverages. It has a low hygroscopicity and high acid and process stability. From a health perspective, it supports blood sugar management and keeps you going thanks to being a fully digestible and more slowly released source of carbohydrates.
Since 1903, Callisons has created authentic flavors using the highest quality, natural extracts directly from nature. Known as the leader in mint, Callisons develops a diverse portfolio of true flavors with a passion for the Beverage, Confection & Oral Care industries. As tastes change and the market expands, we evolve and innovate to always remain on the forefront of the next flavor revolution.
Bulk Fruit/Vegetab Ingredients Brothers International Food Co.
Functional Branded Ingredients Bioenergy Life Science (BLS)
BLS creates innovative, scientific based ingredients for healthier living. Our ingredients are clinically proven to support healthy aging, sports performance, sustainable energy, heart health & many other health-enhancing benefits. We sell in bulk to businesses who manufacture or formulate functional foods & beverages, supplements, sports nutrition products, animal nutrition & cosmetics. We are best known for the only patented & FDA GRAScertified D-Ribose: Bioenergy Ribose®. Bioenergy Ribose is the true source of sustainable, cellular energy and is crucial to the production of ATP. Bioenergy Ribose increases energy for Endurance, Performance & A Healthier You. Our newest ingredient, RiaGev™, is the first and only commercially available proprietary compound uniquely combining Bioenergy Ribose and a form of Vitamin B3. It is distinctly formulated to enter the salvage pathway directly to more efficiently increase nicotinamide adenine dinucleotide (NAD) in the body. RiaGev maintains & enhances mitochondrial health by boosting NAD levels and inducing the creation of new mitochondria. NAD is vital for mitochondrial health. Increased NAD and healthy mitochondria help slow the aging process, reduce age-related cognitive decline, prevent cellular damage from free radicals, create a stronger immune system, and contribute to lower cholesterol. RiaGev helps Repair, Prevent & Rejuvenation.
Global Food Ingredients Corbion
We make Your Packaging Work Closure Systems International
Speciality Hydrocolloids CP Kelco
Closure Systems International, Inc. (CSI) is a global leader in plastic closure design, manufacturing and high speed capping equipment/application systems. Approximately 75+ billion closures are produced annually in CSI’s 15+ manufacturing sites, strategically located in 10+ countries throughout the globe. Master beverage fortification challenges with Corbion. Consumers keep looking for ways to create a healthier diet. You can respond quickly with innovative, quality products by partnering with Corbion. Our solutions, expertise and advanced tools speed formulation and prevent sensory and solubility issues.
At CP Kelco, we unlock nature-powered success by applying ingredient innovation and problemsolving for food and beverage manufacturers around the world. With nature-based ingredients like pectin, carrageenan, xanthan gum, gellan gum, cellulose gum and now citrus fiber, we help you create products that engage, delight and reassure your customers.
80 BEVNET MAGAZINE – MARCH/APRIL 2020
CSI integrates innovative closure technology, high-performance capping equipment and expert technical services and training support to help customers all over the world maximize their profits. These integrated closure and capping solutions deliver a total system of unsurpassed customer value and reliability.
SUPPLIER & SERVICES LISTINGS Water Soluble CBD Solutions for Any Beverage Application Caliper
Probiotic Ingredients Deerland Probiotics & Enzymes
Co-Packing & Canning
Water Soluble Hemp Extract Farmington Research
CraftPack Beverage, LLC
CraftPack is a co-packing & co-manufacturing facility for both alcoholic and non-alcoholic beverages in Baltimore, MD, with a 1,000 gallon minimum run volume. We also provide aluminum cans of all sizes and in-house canning services. We are a licensed distillery, winery & brewery and are Organic Certified, Kosher Certified, and cGMP & HACCP accredited. We offer In-line carbonation, 500gal batch steeping, and refrigerated warehousing. As a one-stop shop for both production and packaging, you can focus on creating and marketing a great product while we handle the rest!
82 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
SUPPLIER & SERVICES LISTINGS Energy. Naturally Occurring. Doehler North America
Secondary Packaging Solutions Douglas Machine Inc
High-Speed Vision Inspection FILTEC
FONA Flavor & Taste Solutions FONA International
Consumer increased demand for energy drinks requires exciting taste sensations as well as natural & healthier options. Guayusa, a plantbased extract that provides naturally-occurring caffeine, is rapidly trending with its “super leaf” status & functionality. Step into this dynamic market & partner with Doehler for innovative energy drinks with extraordinary flavors using natural ingredients.
Douglas provides customers with high quality automated packaging solutions for paperboard, corrugated and shrink film. We specialize in the design and manufacture of case and tray packers, shrink wrap systems, cartoners, sleevers, variety pack systems and palletizers. Based in Alexandria, Minnesota, Douglas is an employee-owned company that has installed more than 11,000 machines in 30 countries.
FILTEC's vision-based container inspection solution is highly configurable and conducts a wide range of inspections, including fill level, cap color, tamper band, bottle sorting, and glue-on, shrink sleeve, and applied ceramic label inspections. All vision components easily integrate with other technologies such as sensors, rejecters, and other INTELLECT platform inspection applications.
Consumers want it all today and expect their beverages to do more for them. You’re balancing the demands of great taste, regulatory hurdles and consumer acceptance. The experts at FONA can help. From ideation to launch, we can create a seamless, winning path for you. We are FONA. Let us bring the best taste solutions to the table for you.
Empty Can Inspection Solution FILTEC
Flavor Designers Foodarom
INTELLECT Empty Can Inspection solution uses robust algorithms that detect defects to ensure only flawless and uncontaminated cans reach the filler and seamer, eliminating excessive downstream value-add losses. INTELLECT’s dual circular LED top lighting module uniformly illuminates the empty cans and inspects the flange, inner sidewall, and base at speeds up to 2400 CPM.
We personalize flavors to meet your needs and create flavor profiles that help your products to stand out above the rest. Our experienced team knows the functional beverage market well and understands the impact your active ingredients have on taste. Our flavor development capabilities will help you stay ahead of the competition. WE CREATE FLAVORS THAT MAKE YOUR BRAND UNFORGETTABLE.
Custom Flavor Development Flavor Dynamics, Inc.
Decorative Labels & Packaging Fort Dearborn Company
We are the perfect choice for your beverage flavors. Our experienced team is guided by a commitment to creating innovative, superior quality products. Our "AA" BRC audit grade represents our commitment to food safety and quality assurance. Ask us for your clean label requirements, including Organic, Non GMO, Natural, Gluten free and Vegan. Our team is up to the challenge. Call us today.
We’ve got you covered. Fort Dearborn Company offers shrink sleeve, stretch sleeve, pressure sensitive, roll-fed, and cut & stack labels, flexible packaging and promotional printing in a variety of substrates, inks and finishing options to support your beverage brand building objectives. We service brands large and small. Contact us today to discuss your application.
Coffeeberry® Energy Organic Coffee Fruit Caffeine FutureCeuticals
Labels & Sleeved Cans DWS Printing Associates, Inc.
Clean Label Ingredients Farbest Brands
Custom Beverage Development Flavorman
Coconut Products Franklin Baker, Inc.
Established in 1865, DWS is a 5th-generation family-owned label printing and can-sleeving operation. Capabilities include Shrink Sleeves, PSL, Cut-&-Stack and Roll-Fed labels, and in-house Can-Sleeving. If you’re looking for a typical “label factory,” we’re probably not your best bet, but if you’re interested in connecting with thoughtful partners, you should think about giving us a call.
Farbest Brands can help you meet the demand for clean-label ingredients with a full range of high-quality dairy and plant proteins, gum acacia, vitamins, sweeteners, natural colors, as well as USDA-certified organic, and NON-GMO Project Verified ingredients. Our extensive market knowledge and personalized customer service, help our customers make better purchasing decisions at competitive prices.
The Beverage Architects at Flavorman are ready to formulate your custom beverage. With 28 years of technical expertise in beverage development, Flavorman can craft your beverage from the ground up, making it as flavorful as it is functional. Partner with the best in business. Change what the world is drinking with Flavorman.
Franklin Baker, Inc. is the largest processor of coconut ingredients in the Philippines and the premier supplier to the global beverage & food market. Franklin Baker offers an extensive portfolio of coconut products including Coconut Water, Coconut Milk/Cream, Coconut Concentrate, Creamed Coconut. Our extensive third-party certifications are unrivaled to the highest product standards.
84 BEVNET MAGAZINE – MARCH/APRIL 2020
SUPPLIER & SERVICES LISTINGS Natural Color Solutions GNT USA Inc.
Cold-Brew Master Extractors Javo Beverage Company
EXBERRY® by GNT is the leading brand of natural food coloring for the food and beverage industry. EXBERRY® colors are derived solely from fruits, vegetables, and edible plants through a process of chopping, pressing, filtering and blending. EXBERRY® products can be applied to a range of beverage categories including enhanced waters, carbonated soft drinks, dairy, and plant-based milks.
Founded in 2001, Javo is an extraction company that uses a proprietary cold-brew method to produce fresh, clean-labeled coffee, tea and botanical extracts for the food and beverage industry. Our cold-brew process delivers a clean non-acidic authentic concentrate for your targeted application, whether a cold brew, nitro coffee, dairy, sauce or bakery item.
Global Experts in Texture and Stability ICL Food Specialties
Non-detect THC - CBD Extracts Klersun Hemp Extracts
Healthy Ingredients Healthy Food Ingredients
Healthy Food Ingredients is an on-trend specialty ingredient supplier bringing food safety and supply assurance to protect your brand promise. For over 50 years, ICL has proudly offered specialty phosphate and mineral solutions to the beverage industry. Their diverse portfolio includes JOHA®, BEKAPLUS®, CAL-Sistent®, and Salona® - high-quality systems that deliver buffering, protein protection and shelf life enhancement. ICL’s technical experts are committed to working closely with customers to bring the best products to the market. Innovative Packaging Solutions Graham Packaging Company
Klersun is a producer of high quality hemp extracts. We specialize in broad spectrum Non Detectable THC Extracts. Our NDT™ extracts are self affirmed GRAS. We sell our products by active ingredient and are capable of consistently providing large-scale quantities of extracts derived from industrial hemp that is grown and cultivated in accordance with the Agricultural Improvement Act of 2018.
We start with a sustainable supply chain, backed by IntegriPure®, our innovative micro reduction process, to offer a full portfolio of ingredients including non-GMO, organic and gluten-free pulses, grains, seeds, flax, expeller oils, and signature product Suntava Purple Corn™, with unique processing capabilities for milling, flaking and blending and consumer-ready products. Looking for a private label brand? We can help with that too! We are dedicated to delivering safe, healthy, premium-quality ingredients in partnership with our diverse grower network. Real Coffee in Your Beverage Incasa Coffee
SUPPLIER & SERVICES LISTINGS Culinary Bulk Matcha ITO EN (North America) INC.
Branding & Packaging Design McLean Design
Fruit & Vegetable Solutions Milne
We Build Powerful Brands — Brands are built on consumer engagement, meaning that a successful brand has captivated the consumer and enriched their life in some unexpected and enduring way. At McLean we use every tool at our disposal to reveal the core meaning of a brand and enhance the consumer's experience beyond the utility of a product or service. Realize the full value of your brand at McLean.
Since 1956, Milne has been producing industryleading fruit and vegetable juices, concentrates, purees, and custom solutions. With a team of dedicated product developers, Milne has the experience, expertise and creativity to craft new product ideas and solutions to help your business stand out in the fast-paced food and beverage market.
Formulation & Manufacturing MetaBrand
Trust the monk.™ MONK FRUIT CORP.
We are an established industry leader providing expert, independent, beverage Formulation Services for start-up, early-stage and top CPG brands in the natural,organic, and CBD (Hemp Oil) sectors. MetaBrand's expanded services now include Co-Pack / Manufacturing capabilities in hot fill, cold fill, carbonated can (with pasteurization), and alcohol infused RTD beverages. Contact us for quote
Monk fruit allows you to create great tasting, innovative products with significantly less sugar and calories - all from the goodness of fruit! Monk Fruit Corp. is the recognized industry leader, with the best quality and widest variety of monk fruit products and the majority share of the global monk fruit market (more than 3X our nearest competitor). Looking for monk fruit? Trust the monk.™
MATCHA, the finely milled green tea powder revered for its antioxidants and natural energy boost, is a trend forward ingredient for healthy beverages, baking and cooking products. 100% Authentic Matcha from Japan. Bulk available for food service.
Superstable colors that endure Lycored
86 BEVNET MAGAZINE – MARCH/APRIL 2020
Shelf Stable Probiotic Strains Microbiome Labs
SUPPLIER & SERVICES LISTINGS ENHANCE & FORTIFY MORRE-TEC Industries, Inc.
Experience The Flavors Mother Murphy's Flavors
Vitacyclix , a division of MORRE-TEC Industries Inc. is a global supplier of specialty ingredients to the Functional Beverage, Food & Nutritional Industries. We manufacture and supply water soluble Vitamins A&D, bioflavonoids, natural colors, pectins, stabilizers and minerals.
Mother Murphy's Flavors has over 60,000 flavor formulations developed. Using our tea, coffee and powder flavorings, our customers continue to bring new and exciting products to market. We have helped them create drinks in categories including alcoholic beverages, coffee, smoothies, vitamin water, aseptic drinks, carbonated drinks, energy drinks, fruit drinks, and flavored drinks. Contact us today.
Flavor Manufacturer Mother Murphy's Flavors
Ideal Flax for Beverages Pizzey Ingredients
Mother Murphy's is a full service flavor manufacturer dedicated to supporting customer needs through quality and flavor innovation. At Mother Murphy's we specialize in flavor and prototype development for the beverage and snack industries and have over 60,000 flavors in our portfolio. We make the world taste better!
Pizzey Ingredients’ BevPur™ Flax enhances beverages with the nutritional benefits of flaxseed while providing a smooth and rich texture. BevPur™ has a guaranteed shelf life of two years and is available in organic and conventional varieties (both are non-GMO, pesticide-free and gluten-free). BevPur™ is ideal for a variety of ready to mix and ready to drink beverages.
Ayurvedic Nootropic Natural Remedies
Turmeric for Joint Health Natural Remedies
Contract Manufacturing Leader NVE Pharmaceuticals
SUPPLIER & SERVICES LISTINGS Sustainable Packaging Handles PakTech
Growth Through Innovation PLT Health Solutions
Planet A Co-packing Solutions Planet A Co-packing Solutions
Pyure Stevia Leaf Extracts Pyure Brands LLC
88 BEVNET MAGAZINE â€“ MARCH/APRIL 2020
SUPPLIER & SERVICES LISTINGS Filling and Closing Solutions Pneumatic Scale Angelus
Beverage & Food Development PTM Food
Fruit & Vegetable Ingredients Stiebs
Foodsafe Coffee Cherry cascara The Coffee Cherry Co.
Since 1895, Pneumatic Scale Angelus has designed and manufactured packaging equipment for filling, seaming, capping, and labeling applications. Our solutions set the standard for bottling and canning machines, scaled for the specific needs of a wide range of Beverage, Craft Beverage, Dairy, Food, and Pharmaceutical applications, and are fully supported by a global Service and Aftermarket network.
PTM Food is your premier product development & manufacturing support firm. Our wide range of expertise, development, and creativity achieves an exciting point of difference between your product and competitors. We work hard to uncover key industry insights, developing products that have a competitive edge. Whether your project is simple or a complex one, we’re your team!
Stiebs, since 2005, has been devoted to sourcing, processing & delivering the world's finest plantbased products. We offer a full line of fruit & vegetable based ingredients as single strength juice, juice concentrate, purees, extracts & powders. From the beginning stages of product development to delivering an on-going supply of premium natural products, our team is here to help you succeed.
Upcycled Coffee Cherry (premium cascara) is a showcase beverage base providing brands a new source of plant-based benefits including antioxidants for health, light caffeine for energy, magnesium and potassium for recover and wonderful flavor notes of dried fruit, citrus and tea, plus traceable sustainability to drive Millennial and Gen Z purchasing decisions. High volumes, (4) varietals available.
Functional Beverage Premixes Prinova USA
Continuous Inline Blending Statco-DSI Process Systems
Bestevia Taste Solutions SweeGen
Shrink Sleeve Solutions Tripack
Prinova is uniquely positioned as both a nutrient premix manufacturer, and a global leading distributor of straight ingredients. As a result, we can deliver quality functional premixes that are cost effective, with traceability and quality assurance at the ingredient manufacturer level. Consolidate your supply chain and gain efficiencies with Prinova.
Statco-DSI is the industry leader for continuous inline blending. We have experience blending carbonated soft drinks, bottled water, beer, alcoholic beverages, any application of 2 or more liquid streams, all with precise and repeatable outcomes. Whether it’s flavoring/aromatics, THC/CBD, sweeteners, vitamins, cleansers or lotions, Statco-DSI’s BlenZer has blended it.
SweeGen brings you Bestevia Taste Solutions, a full taste experience for sugar reduced foods and beverages delivering the sweetness profile and mouthfeel of full sugar. Our sugar-reduction portfolio combines next generation stevia sweeteners with modulation and mouthfeel building blocks. All components are non-GMO, label friendly and nature-based.
Tripack offers a total solution for shrink sleeve packaging. Call on us to build you a shrink sleeve labeling, multi pack, or tamper evident system. If you're not ready to buy your own machine, send us your product and we'll sleeve label and pack it out for you. Empty or Filled containers. Bottle deco. Multi packs. Variety Packs. We have 20 years of experience in this so call or email us today.
Balancing Taste & Performance Synergy Flavors, Inc
Turnkey Beverage Services US Beverage Manufacturing
Synergy Flavors® is a global supplier of sweet flavors, vanilla, and coffee, tea and botanical essences and extracts. With more than 130 of expertise and understanding of end-product development, Synergy blends art, science and market insights to create an array of exceptional taste profiles that strike the perfect balance of taste and performance for the functional beverage industry.
We can turnkey develop and copack/manufacture all types of beverages, alcoholic and nonalcoholic, in aluminum cans, PET bottles, glass bottles, and flexible packaging. If you are looking for a one stop shop to take develop your beverage concept, manufacture it, and manage the sales and marketing, then look no further! We can supply all ingredients, materials, manufacturing, and delivery!
Non-GMO, Vegan Ingredients Top Health Ingredients, Inc.
Top Health Ingredients has been a trusted leader in providing the highest quality Non-GMO, plant-based prebiotics, fibers & proteins to the functional food, beverage, and meat analog markets since 2009. We work closely with our manufacturers and valued customers to develop and supply unique plant-based solutions for virtually every application. Top Health is the exclusive supplier of AdvantaThrive™, a soluble vegetable prebiotic that helps friendly gut bacteria grow and thrive; and our Advanta™ line of plant-based proteins, like our Canadian pea & fava proteins, are ideal for meat analog and extrusion formulations. With global plant-based meat sales set to exceed $6.5 billion in the next 6 years, Top Health’s proteins can help your company secure a piece of that market.
We Make Life Taste Better T. Hasegawa USA Inc.
Visit our website for more information, and to request samples!
T. Hasegawa continues to pioneer the flavor industry with a customer experience that is optimized to rapidly respond with technical expertise. We deliver superior products that meet all your requirements no matter how complex the demand.Recognizing that the food industry needs flexibility, we proactively listen to our customers’ needs in an effort to develop better ways of delivering formulations
90 BEVNET MAGAZINE – MARCH/APRIL 2020
SUPPLIER & SERVICES LISTINGS Beverage Solutions and Premix The Wright Group
Connect with the team of experts at The Wright Group to learn more about turnkey beverage solutions to add to your product portfolio. Beverages create ideal systems for functional ingredients since flavoring / sweetening systems can often mask unpleasant tastes from functional ingredients. Microemulsion value-added ingredients often perform better in beverage delivery systems since they are not subject to the same cooking or mechanical stresses as in food production. Value-added premix solutions deliver performance and stability to your products...often at a cost savings! Custom nutrient premixes have been shown to work well in a variety of products such as extruded bars, breakfast cereals and viscous, opaque beverages. SuperBlend© custom nutrient premixes are designed to include our SuperCoat© Micro-encapsulation SMART™ process. These premixes are also engineered to perform at high temperatures and shear processes. The Wright Group delivers custom nutritional blends, vitamins/mineral premixes and microencapsulated ingredients for the functional food and nutritional supplement markets. Our 100+ years of innovative expertise, accomplished R&D team, and comprehensive production capabilities allow us to provide faster lead times to successfully bring your products to market.
COMPANY CONTACT INFORMATION COMPANY
A. Holliday & Company Inc.
Alta Marketing Co.
Althea Brands LLC AMAZ
Gustavo Nader Cavalcante
Applied Food Sciences (AFS) AQUAhydrate
+64 2 745 55251
Athletic Brewing Company
Arepa Athletic Brewing Company Axiom Foods Azpack
Sunny Isles Beach
Big Watt Beverage Bioenergy Life Science (BLS) blk.beverages Blossom Botanical Water
Blue Ridge Bucha
Boxed Water Is Better
CAB Enterprises Inc
Brenda De Anda
Brew Dr. Kombucha Brothers International Food Co
Caveman Coffee Co
CBD Living CELSIUS CLEAN Cause
Clear/Cut Phocus Clearly Kombucha CLIC'T LLC
Closure Systems International Corbion
Deerland Probiotics & Enzymes
Doctor D's Sparkling Probiotic
Susan C. Maclachlan
Douglas Machine Inc
DWS Printing Associates, Inc.
CraftPack Beverage, LLC Crazy Eye Brands
Doehler North America
Ever & Ever Evolution Fresh® 92 BEVNET MAGAZINE – MARCH/APRIL 2020
COMPANY Farbest Brands Farmington Research FIJI Water FILTEC Flavor Dynamics, Inc. Flavorman Flow Alkaline Spring Water
(908) 822-8855 x221
Salt Lake City
Fort Dearborn Company Franklin Baker, Inc. Fulfill Food & Beverages FutureCeuticals GNT USA Inc. Graham Packaging Company Greenbelt Craft Kombucha
GT's Living Foods
Healthy Food Ingredients High Brew Coffee Humblemaker Coffee Co
ICL Food Specialties
Hydro One LLC
ISOline EU, s.r.o.
Javo Beverage Company
ITO EN (North America) INC.
Klersun Hemp Extracts
Ciudad de México
KOR shots INC
LIFEAID Beverage Co. Liquid Beverage Company Lycored
Ms Tammi Higgins
MetaBrand Microbiome Labs Milne Minna
MONK FRUIT CORP.
MORRE-TEC Industries, Inc.
Mother Murphy's Flavors NADI
COMPANY CONTACT INFORMATION COMPANY
White Bear Lake
Oh Hi Beverages Inc.
O2 Recovery Oh Hi Beverages Inc.
Optimum Nutrition, Inc.
OXIGEN Beverages Inc.
Plant Life Group LLC
PLT Health Solutions
PLT Health Solutions
Planet A Co-packing Solutions
Pneumatic Scale Angelus Pop & Bottle poppi Prinova USA
Pure Steeps Beverage, LLC Pyure Brands LLC Recess Recover Life Brands LLC. Recovery Brands LLC Red Bull North America
RISE Brewing Co.
Rowdy Mermaid Kombucha
SPI West Port Inc.
South San Francisco
Statco-DSI Process Systems Stiebs
Rancho Santa Margarita
Synergy Flavors, Inc
T. Hasegawa USA Inc.
Sunshine Beverages SweeGen
Rocco Quaranto III
Marina del Rey
The Alkaline Water Company
94 BEVNET MAGAZINE – MARCH/APRIL 2020
The Coffee Cherry Co.
The Granny Squibb Company
The Moonlight Beverage Company
The Wright Group
WEB SITE coffeecherryco.com
Shari Coulter Ford
Top Health Ingredients, Inc.
Treo Brands LLC
Ultima Health Products, Inc
Uncle Matt's Organic
US Beverage Manufacturing
VALLEY ISLE KOMBUCHA
tripack.net ultimareplenisher.com unclematts.com
Wholesome Tea LLC
WILD TONIC® Jun Kombucha
XL Energy Drink Corp
Zero dB Customer Success Team
INDUSTRY PROMOTIONS & EVENTS
Cure Hydration Announces Partnership with SheIS to Support Women’s Sports In January, Cure Hydration, a wellness brand that sells organic hydration mix, announced its new partnership with SheIS, a non-profit that connects and mobilizes fans to grow women’s sports. Cure will donate 1% of their sales to SheIS to use the power of sports to create a future of, by, and for strong women. Lauren Picasso had the idea for Cure while training for a triathlon. “Sports have always had an incredibly positive impact on me. As an endurance athlete for over 20 years, I’ve found that achieving my fitness goals has translated to other aspects of my life, giving me the confidence to challenge myself personally and professionally,” she said. Founded in 2017 and launched to the public on May 1, 2018, SheIS was established with a vision to elevate women in sports. Co-founder of SheIS, Caiti Donovan, explained that “we treat women’s sports as a business rather than a cause. Female athletes are worth watching not for charity but because there is true athleticism, entertainment value, and an opportunity to give young girls role models.”
Today only 4% of sports coverage features women. Donovan explained that “it’s up to us – fans, business leaders, and athletes alike – to show the world that yes, there is an appetite for women’s sports! If you say you are interested in supporting women in sports, then prove it.” Outside of donations, Cure will support the SheIS evergreen call-to-action to watch and attend women’s sports. The campaign
#WomenWorthWatching was launched as a 6-week campaign around the US Open in 2019 with a hero video that included footage from a variety of major moments in women’s sports and a voiceover from Billie Jean King. Based on the incredible success of the campaign, the decision was made to turn the campaign into an evergreen callto-action for SheIS which Cure will now also promote.
BODYARMOR Adds Major League Soccer MVP Carlos Vela to Team
96 BEVNET MAGAZINE – MARCH/APRIL 2020
BODYARMOR, the fastest-growing sports drink in the category, in February announced Major League Soccer 2019 MVP and Los Angeles Football Club star forward Carlos Vela as the brand’s newest athlete partner. Vela joins an already impressive athlete partner roster for BODYARMOR that includes James Harden, Megan Rapinoe, Mike Trout, Dustin Johnson, Donovan Mitchell, Naomi Osaka, Mookie Betts and more. “BODYARMOR and MLS are just kicking off an exciting new partnership so I couldn’t be more thrilled to join their team,” said Carlos Vela. “Hydration plays a major role in my performance out on the field, so I’m excited to join this growing brand, and show fans – and the next generation of soccer players – that there are better-for-you options out there.” Carlos Vela joins the BODYARMOR team at an exciting time for the brand, as BODYARMOR recently kicked-off their partnership as “Official Sports Drink” of Major League Soccer starting in the 2020 season. The MLS partnership is the largest multi-year partnership in BODYARMOR history. “Carlos Vela is one of the most electrifying players in Major League Soccer today,” said Michael Fedele, VP of marketing, BODYARMOR. “As we build upon our larger partnership with MLS, we’re thrilled to add a player of his caliber – the league’s 2019 MVP – to the team and show fans everywhere that today’s top athletes are choosing BODYARMOR.”
Regatta Craft Mixers Signs on as Official Sponsor and Supplier of NYYC American Magic
Regatta Craft Mixers, a leading producer of all natural craft mixers, announced the brand has signed as the official craft mixer of New York Yacht Club American Magic, an official challenger for the 36th America’s Cup. This partnership will serve to enhance the on-site experiences of participants at American Magic hospitality programs and events in the chase for the coveted Auld Mug while supporting Regatta Craft Mixers’ ability to showcase its products to sailors and
sailing enthusiasts. In addition, Regatta will sponsor Tucker Thompson’s 24-event speaker series to showcase the partnership. Thompson, renowned sailing commentator and Host of the 35th America’s Cup, will be sharing favorite America’s Cup stories as well as news from the 36th America’s Cup, a look at the new AC75s and exclusive information specifically from New York Yacht Club’s team American Magic. Regatta Craft Mixers
will be the exclusive mixer brand served at Thompson’s series events throughout the country from Newport, Rhode Island to Newport Beach, California. “The New York Yacht Club American Magic team, Tucker Thompson and Regatta Craft Mixers all share a deep passion for sailing,” said Sam Zarou, CEO of Regatta Craft Mixers. “The stars have aligned, providing us the opportunity to partner with American Magic and Tucker Thompson as the world prepares for the 36th America’s Cup. We are looking forward to the opportunity to showcase our premium line of all-natural craft mixers to sailing enthusiasts and yacht clubs leading up to the race events in New Zealand.” Formed in October 2017 by Bella Mente Racing, Quantum Racing and the New York Yacht Club, American Magic represents a joint vision to win the America’s Cup, the highest prize in sailing and the oldest trophy in international sports. “We are so excited to welcome Regatta to the American Magic team effort,” said Rob Ouellette, COO for American Magic. “Regatta shares our passion and DNA for this great sport, while offering our fans and associates the opportunity to up their relaxation game by adding Regatta mixers to their cocktail repertoire.”
All Time Low Partners with RISE Brewing Company for Coffee Collaboration Powered through Warner Music Artist Services, alternative rock band All Time Low has tapped into the beverage industry by launching a new product in partnership with RISE Brewing Company. To promote their upcoming full-length album, the band is launching a “Wake Up, Sunshine” Nitro Cold Brew four-pack as part of their “Wake Up, Sunshine” digital album bundle released on April 3. Following the album release, the collaboration will be available individually via All Time Low’s channels as well as within RISE café locations. “Fans have often asked us about our routines and what kind of coffee we enjoy specifically – in our travels we’ve been able to sample some of the best…Australia really holds it down,” stated band member Alex Gaskarth. “Working with RISE on bringing a simple, easy, healthy coffee option in a very accessible form to our fans allows us to share another aspect of ourselves with them directly.” The entire album bundle and nitro cold brew four-pack are sold online for $35. 97
INDUSTRY PROMOTIONS & EVENTS
BioSteel Named Official Sports Drink of the Brooklyn Nets and Barclays Center BioSteel Sports Nutrition Inc. has been named The Official Sports Drink of the Brooklyn Nets and Barclays Center, the company’s first major partnership with a professional U.S. sports team. The multi-year agreement includes significant BioSteel branding at Barclays Center for all Nets games, as well as signage integrated at HSS Training Center, the Nets’ state-of-the-art practice facility in Brooklyn. Integration at these facilities will incorporate a variety of elements such as digital and static signage throughout the venues, including the media backdrops, and the center hung scoreboard at Barclays Center. In the second year of the partnership, BioSteel will receive branding on the Nets’ and visiting teams’ benches during all of the team’s home games. “The Brooklyn Nets have been using BioSteel products for years, and becoming our official sports drink partner is a natural evolution of our relationship,” said Bryan Calka, senior vice president of global partnerships at BSE Global. “Sports nutrition is of the utmost importance to our team, and we are looking forward to expanding our work with BioSteel as it continues to lead the way in nutritional support for athletes everywhere.” “We commend the Brooklyn Nets for making a healthy choice by partnering with a sugar-free sports drink company,” said co-CEO, co-founder, and former NHLer, Michael Cammalleri. “With this alliance, BioSteel tips off one of many major US-based marketing initiatives that we will be rolling out this year as we rapidly expand our presence in the United States.”
98 BEVNET MAGAZINE – JANUARY/FEBRUARY 2020
RECOVER 180° Partners With Arizona Cardinals Wide Receiver Larry Fitzgerald Eleven time Pro Bowler and Arizona Cardinals wide receiver, Larry Fitzgerald, announced in February his partnership with RECOVER 180°, a premium beverage for functional hydration — developed to optimize performance and recovery. Fitzgerald joins the brand’s impressive roster of professional athlete partners including Deontay Wilder and Christian Yelich. Fitzgerald, a longtime fan and advocate of the brand, has chosen to partner with the functional beverage brand to reach his full potential during his 17th season. The scientifically formulated isotonic hydration blend helps to rapidly rehydrate the body at an optimal level, elevating athletic performance and supporting the healing process. RECOVER 180° is a NSF Certified for Sport product that delivers essential vitamins such as C, B3, B5, B6, and B12, as well as plant-based extracts including milk thistle, aloe vera, ashwagandha, and ginseng that boost immunity and restore the body’s natural processes. Fitzgerald credits this unique blend with helping him stay fueled, healthy and energized as he steps into his many roles
including professional football player, avid golfer, busy dad, yoga-enthusiast and more. “I attribute a lot of my success to taking care of my body,” says Larry Fitzgerald. “Proper hydration is a huge part of that, so when my friend Mike Meldman told me about his new beverage, RECOVER 180°, I knew I had to try it. As I’m headed into this new season, I need to ensure I’m providing my body with exactly what it needs, so I can perform at an outstanding level. The nutrition and sports science behind RECOVER 180° fuels me with vitamins and electrolytes I need to continue competing, so I’m excited to have them by my side throughout this next season both on and off the field.” “RECOVER 180° was created for those who are passionate about living life to its fullest,” says John Stout Jr., VP of business development. “Whether you’re a fitness enthusiast or professional athlete, RECOVER 180° was created to help you perform at your best. With Larry entering his 17th season, we’re honored he has chosen RECOVER 180° as he continues to compete at such a high level.”