March 2012

MARCH 1, 2012

INSIGHT: GOURMET SODAS BIG BEER STILL EXPERT CLASS ACTION STAY CRAFTY BATTLING LITIGATION

2012 FUNCTIONAL BEVERAGE GUIDE

FORMERLY

RED BULL TOTAL ZERO. 0-CALORIE, 0-CARB, 0-SUGAR WINGS.

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Contents • Volume

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10 • No. 2

Columns 4 FIRST DROP The Suits Don’t Match 6 PUBLISHERS TOAST The Boys of Summer 22 GERRY’S INSIGHTS Jiro’s Lessons

Departments 8 BEVSCAPE BUSINESS Lawsuit Nation 28

10 BEVSCAPE INNOVATION Open Source Beverage 12 NEW PRODUCTS More Vodka 16 CHANNEL CHECK High and Low H2O 24 EXPERT INSIGHT Class Action Litigation: A Dangerous Threat to Beverage 82 PROMO PARADE Corks Against Cancer

Features 34

18 THE KING OF WHAT The Game Changes for Big Beer 28 GOURMET CSDs STAY CRAFTY With Brand News 34 COVERS TORY: A BEAUTIFUL MIND Brain Twist’s Larry Trachtenbroit 40 DIVING BACK IN Experienced CEOs Get in the Water Biz With Brand News

Special Section

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51 FUNCTIONAL BEVERAGE GUIDE From energy to relaxation and everything in between.

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By Jeffrey Klineman

THE SUITS DON’T MATCH It’s hard to be the bearer of bad news, but it’s even harder to have to ask people to react to bad news on the record.

Still, that’s just what we’ve had to do a lot of lately here at BevNET, as we’ve been forced to write a series of stories on beverage companies that are being sued over alleged violations of a set of California consumer protection laws covering truth in advertising and unfair competition.

Typically, these stories have gone like this: we receive notice that a class action lawsuit has been filed against a beverage company alleging some kind of down-inthe-weeds violation of a functional or natural origin assertion that could, in any other part of the world, be called “marketing.”

We then call said beverage company’s CEO, who tells us “the lawsuit is baseless.”

Or they say to us “no comment” on the record and then go off the record to tell us the lawsuit is baseless. Either way, they get pretty upset, mostly that they’re being sued, but also because having news out about a lawsuit – or at least a non-Kardashian related lawsuit – can be a drag on business.

Investors don’t like them, customers don’t like them, retailers don’t like them. It’s another question that goes onto an already heavy load of questions that marketers need to address when they would rather be concentrating on their core business.

The hardest part about these lawsuits is that they tend to take forever, even when you win: they drain cash and creativity that could better be directed toward the brand. If you settle quickly, it’s like you’ve been mugged; if you battle it out, it’s a pyrrhic victory. There’s not a very well established regulatory framework for most of these cases: the notion of “all-natural” is a highly subjective one, particularly as compared with federally mandated rules concerning organic. While operating in less strenuous regulatory arenas allows suppliers some cost advantages when it comes to manufacturing their drinks, it also leaves them open to technical interpretations of how their products should

4 BEVNET MAGAZINE MARCH 2012

be defined. Those definitions are then weighed against how they choose to define their products for consumers.

Here’s the rub, though: in most cases, consumers are capable of making that interpretation, themselves, at the store level. It’s the attorneys purporting to represent those consumers who are driving everyone nuts.

Now, I’m a big fan of lawyers, litigation, and the legal system’s ability to change, advance, and reshape society and government. Consumer protection is a big part of this. But the classes of consumers being formed to bring about these lawsuits don’t seem to be particularly aggrieved; in fact, many of them don’t even know they’re in the class, and the evidentiary revelations being pitched by the plaintiffs have had no impact on the lives of the members of the class. They certainly aren’t dreaming of winning free coconut water as part of their winning case.

I could understand it in the case of financial scams, or in the case of a product like ephedra, where there’s real deception or potential harm. (In those cases there’s also typically swift regulatory action that takes place ahead of any lawsuit). But lawsuits filed over whether or not vitamins are working better in one drink over another, or if pricing has been consistent across a concentrated line over a natural line, or if “with mango” means with mango flavor or with mango juice aren’t aimed at consumers, they are aimed squarely at the wallets of companies that aren’t built to carry the legal load imposed on them by cheapshot litigators attempting to make a buck in the name of the consumers of the state of California.

For most of the companies we’ve called, the marketing materials they have been sued over clearly are not built on an attempt to deceive, but on an attempt to establish a brand proposition. Their mistakes, while avoidable, shouldn’t be making fortunes for bottom feeders. Trying to trip them up on technicalities in the hopes of a jackpot of fees isn’t proving a point of consumer protection: it actually creates a more hostile atmosphere in which those consumer protection statutes are receiving negative attention. The ultimate result may be new sets of laws that overreach in the other direction, diluting their real purpose, which is to prevent true harm from occurring.

Does that mean we’ll cease reporting on the bad news? No way. Bad news, like good news, needs to get out, particularly because we are serving constituencies that have a right to know about the stability of those companies whose products they carry. And those companies need to be careful and smart about the claims they make. Snake oil is snake oil, and should be called out. But that doesn’t mean we aren’t hoping that some of these new bottom feeding firms find better things to do with their time. Like suing each other.

Tropicana Pure Premi um is 100% pure Florida orange juice.

MAGAZINE

By Barry J. Nathanson

www.bevnet.com/magazine

A FEW DOUBLES WILL DO This is the time of year that, as the “Boys of Summer” return to Florida for Spring Training, I get to think about my favorite things: the Yankees, and my annual baseball analogy column. I just love the chance to compare the comings and goings of the sport I love to the action in the business I love.

This year, I’m going to play the grizzled vet, dispensing lore and wisdom to a group of eager rookies wondering how they’ll break into the lineup. Wait, I tell them. We aren’t even done stretching yet. It’s a long season, and to make the team, you’ve got to start hustling, not worrying about swinging for the fences.

For baseball reinforces annually that there is only one winner, and that we all must be realistic in our approach to our business.

Like that veteran of many springs, I tell the rookies to be patient with their expectations, but to work hard.

Everyone wants to be the next champion, but there are few major success stories. First, you need to figure out what you need to do to stay in the game. Too often I hear that a brand wants national distribution, inclusion in the top retailers’ plan-o-grams, and a strong media presence. In this current environment that’s not going to happen.

If you want to play in the majors, you need to build a track record, I tell the entrepreneurs. I don’t want to dampen their spirits, but I tell them it’s better to start small, build a base in a few markets, and don’t take on too much debt. Early on in my beverage career, my favorite brand was West End Soda Brew. It was a fantastic product, with sublime packaging and a unique value proposition. The brand was well received by all, and the sky was

the limit. But they were like bonus babies who believed their own newspaper clippings: they expanded into every nook and cranny across the geographic map. If you wanted to take on the brand, it was yours for the asking. They wanted a grand slam home run, and wouldn’t settle for anything less. But they got nothing.

They were another team with all the potential that didn’t stay on the field and in the game.

I never forgot the lesson of West End. You don’t need national distribution and a million facings to make it. Create a strong network with distributors and wholesalers who can actually help your brand.

Don’t make unrealistic contracts with retailers that you can’t make money on. It is essential to have the right players on your team. Expand regionally when it makes sense.

Don’t give away the franchise to investors who don’t love the brand as you do, and avoid focusing on the dreaded exit strategy I wrote about last issue. Figure out a way that makes economic sense and stay with your plan. Take it slow.

A bunch of singles with a few doubles thrown in will give you the scoring and support you need to make it. Count success when you are growing each quarter, scoring a few big retailers and not making too many errors. A team that I admire is the Tampa Bay Rays. They live within their means, play the fundamentals well, and get the most out of their lineup. Most important of all, they have fun. After all, isn’t that the reason you play ball. Have a great season.

Barry J. Nathanson PUBLISHER bnathanson@bevnet.com

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

Ray Latif ASSISTANT EDITOR rlatif@bevnet.com

SALES John McKenna DIRECTOR OF SALES jmckenna@bevnet.com

Adam Stern SENIOR ACCOUNT SPECIALIST astern@bevnet.com

Jeff Hyde ACCOUNT SPECIALIST jhyde@bevnet.com

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

John Craven CEO & EDITORIAL DIRECTOR jcraven@bevnet.com

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BEVSCAPE BUSINESS

The latest news on the brands you sell

Lawsuit Nation 1

Lawsuit Nation 2

Vita Coco Settles Class Action Suit for $10 Million

California-based Class Action Lawsuits Hound Bevcos

When Mike Kirban told attendees at BevNET Live in December that the biggest low the company experienced in 2011 was getting slapped with the company’s first class-action lawsuit, he hadn’t yet had to deal with the pain that comes from writing the check that makes it go away. This past month, he finally did.

The settlement, negotiated with plaintiffs’ firm Labaton Sucharow LLP, was for $10 million. Of that settlement, $3 million will come from the donation of product for the next three years to charitable organizations, and the company will provide $2 million in refunds and vouchers for consumers who bought product from the company’s web site.

The brand also agreed to change the wording on its packaging and provide better monitoring of the potential variations that can come from sourcing coconut water in different regions.

“Vita Coco is the largest brand in the hottest beverage category: coconut water,” Michael Kirban, the brand’s cofounder, said. “So attracting scrutiny was inevitable. Class action suits are doing bigger business than coconut water in the U.S., that’s for sure.”

The suit was filed in August following disclosure that a scientific testing firm, consumerlab.com, had found significantly fewer electrolytes in tested samples of Vita Coco and O.N.E. Coconut Water than had been claimed on the package.

Kellie Lerner, one of the attorneys in the action, stated: “For the millions of consumers who pay for products that claim to improve their health, this settlement sends a message that companies will be held accountable when they exaggerate or misstate the health benefits of their products.”

8 BEVNET MAGAZINE MARCH 2012

And that notion of accountability quickly leapfrogged to California (note: see “First Drop” and “Class Action Litigtion” in this issue for more information), where Vita Coco rival Zico, tea company Xing, and reservoir-cap functional water Activate are all now getting slapped with separate class action lawsuits, each filed under the California Consumer Protection Law. For Zico, the case, filed in late October, is based on

claims that the “from concentrate” nature of one of the company’s dual product lines, a Tetra Pak carton line with pure coconut water and a from-concentrate line packaged in plastic bottles, is an inferior product. According to the suit, Zico’s use of terms like “natural”, “pure premium” and “coconut water” fails to disclose that some of it is made from concentrate; additionally, the lawsuit charges Zico with failing to indicate in large enough letters on the front of the label that the PET products are made from concentrate.

“The suit is baseless,” said Zico founder and CEO Mark Rampolla.

Meanwhile, at Xing Tea, co-founder Tom LeBon also made it clear he planned to fight the claims against his company in court as well.

In the case of Xing, the suit focuses on the company’s use of citric acid in its ingredients — one that the lawsuit claims is not “all natural” even though Xing products are labeled as such. Additionally, the company is being sued for deceptive marketing : while the product comes in varieties like Green Tea with Pomegranate or Green Tea with Mango, according to the lawsuit, they do not contain actual fruit or actual juice.

Xing’s ingredient panel does note that the products have “natural flavors” but according to the plaintiffs’ case, the consumer protection law requires more disclosure.

Lebon called the lawsuit “frivolous” and said that he had recently had his ingredient supplier, Archer Daniels Midland Co., supply a letter indicating that the citric acid used in the tea was all-natural. As for the flavorings, according to Lebon, a similar complaint had been filed with the FDA and that agency had not found fault with the company.

A third class-action lawsuit accuses Rising Beverage Co. – the owner of Activate — of dishonest and misleading statements in its advertising about the freshness of Activate’s key innovation, its “in-the-cap” reservoir of dry vitamins versus those pre-mixed in other beverages.

Asked about the lawsuit, Dan Holland, the CEO of Activate, stated simply, “We think it has no base.”

The general statutes under which the lawsuits were filed, California’s Consumer Legal Remedies Act and California’s Unfair Competition Law, are fast becoming issues for food and beverage manufacturers, who believe that they are opening the door to even more lawsuits. According to one lawyer familiar with the statute, a suit in California also opens the door to actions in other states, creating a situation in which plaintiff’s attorneys are able to use the threat of legal action to extract settlements from defendants who are unwilling to pay for long court battles.

Recently, other companies like Muscle Milk and even big company-owned companies like Alexia Foods (ConAgra) and Kashi (Kellogg) have been named in similar state and, in some cases, federal claims.

BEVSCAPE INNOVATION

Product development & marketing news

uFlavor: Open Source Beverage Startup

Call it long-tail CSD manufacturing.

Call it Jones Soda crossed with Threadless.

Call it a virtual Freestyle machine. Call it the world’s biggest Sodastream.

To use the parlance of the entrepreneurial world, you can just plain call it disruptive.

At least, that’s what the founders of Indianapolis-based uFlavor hope that you’ll call it, before you start drinking a soda that you — or someone whose taste in beverages you’ve come to enjoy — have designed. The basic idea? Put a bottling plant inside a small machine, and let everyone start contributing flavor and ingredient combinations.

The company, founded by a pair of young engineers and a veteran technology entrepreneur, ultimately hopes to offer a way for consumers to design their own drinks, name and label them, and then offer them to anybody who wants to buy them (potentially with even a small amount of money going to the combination’s creator). Right now in a web-based “Beta” version (http://www.uflavor.com) that is shipping drinks designed by Zappos founder Tony Hsieh, among others, the eventual goal is to allow users to pick their own flavor combinations, their own labels and their own names, and also to allow those combinations to be accessible from

vending machines around the country.

Already, some roller derby teams have created products, along with Zappos’ Tony Hsieh.

The ultimate idea is to create a system where a single drink can be made and bottled, either on the spot or via direct-toconsumer shipment.

“We knew we’d need to be able to produce drinks in a quantity of one,” rather than the traditional runs of thousands of bottles for a brand, said Nathan Altman, one of the two high school friends behind the company. “That’s what we spent the last three years developing and prototyping. We want to take that and expand it beyond prototype.”

To get attention for the idea, Altman and partners Mike Mitchell and Michael Cloran recently took their prototype flavor mixing machine — using a set of 42 base flavors developed at FONA that can be used to “paint” an even wider range of tastes — on a bus around the country, stopping at techcoverage media hubs like Mashable and Fast Company. They recently added Activate Drinks co-founder Burke Eiteljorg as an investor, according to Altman.

“It’s been an exciting time, especially being able to pull together the right group of people,” Altman said. “Everything from the right partners to the right disciplines and fields.”

While the company is currently trying to market its service as a way of offering corporations and brands an alternative to trinkets like custom-labeled water bottles, the

ultimate goal remains the consumer model.

The set of raw materials for customization by users is akin to a software platform, say its tech-centric founders, and from that platform they expect thousands of combinations to arise — some good, some bad, but some that will eventually become so popular that they “trend up” to other users.

Such a phenomenon has already been played out on a smaller scale with the Coca-Cola Freestyle machine, which offers consumers the chance to create their own flavor combinations from Coke and Cokeaffiliated brands. Last year, a social media campaign created a set of crowdsourced flavors for the Freestyle machines.

Altman said he isn’t concerned about the Freestyle.

“They make us look less crazy,” he said.

“We’ve been following them over the past several years, and it’s a benefit for us that they are doing it, but I don’t know if Coke would ever go to the extreme of where we are.”

Right now, one of the most extreme parts about uFlavor is the pricing: the introductory four-pack, featuring flavors designed

by Hsieh (“Happiness Delivered” – a blueberry flavored water), chef Neal Brown (“317” – a clementine/vanilla soda), SEOMoz founder Rand Fishkin (“Link Juice” – a coffee-flavored energy drink) and Zaarly CEO Joe Fishback (“Zaarly Pop” – a grape and apple soda) – goes for $15 (shipping included) and cases are going for $59. The Currently, products are only available in 12 oz. glass bottles, although the eventual idea is to be “packaging agnostic,” Altman said.

Bough, Social Media Head, Leaves PepsiCo for Kraft He focused hard on turning PepsiCo into the most relevant term on the social web, but B. Bonin Bough, the director of the soft drink giant’s global and social media department, has decamped for Kraft, according to several reports.

Bough, who became the most visible advocate of PepsiCo’s engagement with consumers via emerging technologies, will take on a similar role as Kraft’s VP of Global Digital and Consumer Engagement, according to Just-Food.com.

Bough’s legacy at PepsiCo includes PepsiCo10, a program designed to put 10 BEVNET MAGAZINE MARCH 2012

the CPG firm into the role of technology incubator by attaching a group of 10 tech startups to PepsiCo brands. The company recently replicated the project in Europe.

Additionally, he aggressively pushed the philanthropic Pepsi Refresh competition as a replacement for the company’s typical media package during the Super Bowl two years ago.

After joining PepsiCo in 2008 from PR agency Weber Shandwick, Bough became a highly visible face for the brand’s digital aspirations, blogging for Forbes, organizing the company’s presence at on-trend

events like the South by Southwest conference in Austin, helping the company partner with companies like foursquare and New York City’s Internet Week. He also garnered numerous bona fides from publications like Fast Company, which named him one of its 100 Most Creative People in Business in 2011, and Money, which gave him a ranking in last year’s “40 under 40” series, as well as Ebony, which named him to the magazine’s Power 100.

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NEW PRODUCTS

The newest options for cooler and shelf

ENERGY DRINKS Troop Fuel is a new energy drink that offers to donate ten percent of its profits from sales to support veterans’ causes including the National Guard Emergency Relief Fund, the Wounded Warrior Pro ject, Wheelers4Warriors and Troop Vision, the company’s own nonprofit organization whose goal is to eradicate veteran homelessness by 2017. Packaged exclusively in Rexam 12 oz. SLEEK cans, Troop Fuel is available in original and sugar free varieties and contains 55 mg of caffeine and a distinctive blend of vitamins and nutrients. For more information, please contact Troop Fuel at (773) 399-3362.

ENHANCED WATER Sparkling ICE has introduced two new flavors to its product line: Lemonade and Coconut Pineapple. Enhanced with natural flavors, essential vitamins and antioxidants, each Sparkling ICE flavor contains no calories, carbohydrates, or sodium. Sparkling ICE drinks contain Vitamins B and D, Green Tea Extract and are sweetened with Splenda. Sparkling ICE has a suggested retail price of $1.29 per 12 oz. bottle and is available at retailers nationwide. For more information, please contact Talking Rain Beverages at (425) 222-4900.

COCONUT WATER GoodBelly Probiotic Coconut Water is the newest product from GoodBelly, which produces a line of dairy-free probiotic juice drinks. The coconut water, which has no added sugar, is infused with 20 billion live and active probiotic cultures of GoodBelly’s patented probiotic strain, Lactobacillus plantarum299v (Lp299v), per 8 oz. serving.

The product is dairy-free, soy-free, kosher and vegan. GoodBelly Probiotic Coconut Water has a suggested retail price of $3.49 per quart and $1.99-2.19 per 10 oz. bottle.

The probduct is available at Whole Foods Market, Safeway, and specialty stores nationwide. For more information, please contact GoodBelly at (877) 975-3423.

JUICES Complex Beverage LLC has launched Lettuce Tea, an all-natural, low sugar, low calorie, vitamin-infused tea with nutrients from the lettuce plant. Lettuce Tea is avail12 BEVNET MAGAZINE MARCH 2012

able in three tropical fruit flavors: Peach Mango, Strawberry Banana, and Exotic Citrus. Lettuce Tea is best served chilled but can also be enjoyed at room temperature, according to the manufacturer. The product is bottled in a 16 oz. PET bottle and has a suggested retail price of $1.99.

Lettuce Tea will be initially distributed in Florida, North Carolina, Texas, and New York. For more information, please contact Complex Beverages at (888) 359-6499.

Simply Beverages has introduced Simply Cranberry Cocktail and Simply Lemonade with Mango. Both flavors are made with all-natural ingredients and not-fromconcentrate juices. The new beverages are packaged in Simply’s iconic 59 oz. plastic bottle and Simply Cranberry Cocktail is also available in a 13.5 oz. single serve size. Both products will be distributed nationally. For more information, please contact the CocaCola Company at (404) 676-4120.

Ocean Spray has launched a new line of Cherry Juice Drinks. The new drinks blend together sweet, plump cherries with other fruits like crisp, tart cranberries and delicious ruby red grapefruits for a uniquely refreshing taste. The line includes Ocean Spray Cherry Juice Cocktail, Cran-Cherry, Cranberry Cherry Juice Drink in original and diet, and Ruby-Cherry Grapefruit Cherry Juice Drink.

One 8 oz. serving of the drinks provides a full-day’s supply of Vitamin C and Diet Cran-Cherry Cranberry Cherry Juice Drink contains only five calories per serving. The new beverages have a suggested retail price of $2.99 for a 64 oz. bottle and will be distributed nationwide. For more information, please contact Ocean Spray at (508) 946-7185.

VODKA Naked Jay Vodka is a new line of premium and uniquely flavored vodkas. The vodka is American-made, distilled four times, and comes in Big Dill, Whip Cream and original varieties. Naked Jay Vodka is packaged in 1 L, 750 mL and 50 mL bottles and its flavored vodkas are 60 proof while the original vodka is 80 proof. The vodkas are now available exclusively to Virginia and Illinois markets and have a suggested retail price of $14.99 for a 750 mL bottle. For more information, please contact Zehnder PR at (504) 962-3743.

Little Black Dress Vodka is a new line of vodkas catered to the female palate. The vodka was developed by a team of female entrepreneurs. Little Black Dress Vodkas are available in three natural flavors: pineapple honey, blueberry pomegranate, and black cherry-vanilla. The vodka contains 90 calories per 1.5 oz. serving. Each 750 mL bottle of Little Black Dress Vodka has a suggested retail price of $13.99. For more information, please contact Brown-Forman at (502) 774-7140.

SKYY Vodka has introduced SKYY Infusions Coconut, a new coconut-infused vodka. The product is made with real coconuts and complemented by aromas of citrus and Tahitian vanilla bean. SKYY Infusions Coconut has been ranked the “best tasting coconut vodka� by the Beverage Testing Institute beating out the two largest competitors in the category. SKYY Infusions Coconut will be available nationwide beginning this spring and sold in a range of package sizes including a 50 mL bottle which carries a suggested retail price of $1.99, a 750 mL bottle for $18.49, a 1 L bottle for $23.49, and a 1.75 L bottle for $26.99. The launch will be supported by a fully integrated marketing campaign featuring advertising, social media activities, and on-/off-premise promotions.

For more information, please contact Benson Marketing Group at (707) 254-1167.

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Sazerac has introduced a contemporary new look for its Platinum 7X Vodka to reflect the super-premium experience of the spirits inside, according to the manufacturer. The American-made vodka is made from from high-quality grain and distilled seven times.

Platinum 7X Vodka is 80 proof and is available in the following sizes: 1.75 L, 1 L, 750 mL, 375 mL, 200 mL, 100 mL and 50 mL. The vodka has a suggested retail price of $12.99 for a 750 mL bottle and is distributed nationwide. For more information, please contact Sazerac at (502) 696-5957.

WHISKEY Van Gogh Imports has announced the introduction of TAP 357, a new premium maple-flavored Canadian rye whisky. Upon its release in March, TAP 357 will be the only Canadian maple rye whisky of its kind available on the market. The rye whisky used in TAP 357 is produced at the oldest distillMARCH 2012 BEVNET MAGAZINE 13

NEW PRODUCTS

The newest options for cooler and shelf

ery in Western Canada, where it is distilled four times for smoothness then matured in a combination of new, second- and third-use bourbon barrels. Once the whiskey is aged, pure “Canada 1/Grade A” maple syrup is added to the blend. In a proprietary finishing process the maple-flavored rye whisky is then left to rest for an additional period. The whiskey will be launched in a select number of markets including Arizona, Colorado, District of Columbia, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Massachusetts, Maryland, Minnesota, Missouri, New Jersey, New York, South Carolina, Tennessee, Texas, a nd Wisconsin. Additional markets will be added later in 2012. TAP 357 is presented at 81 proof with a suggested retail price of $29.99 for a 750 mL bottle. For more information, please contact Van Gogh Imports at (646) 469-4450.

Bowmore, the first Islay Single Malt whisky, has introduced new packaging for its entire domestic and global travel retail/duty free line. The whisky is now packaged in a premium gift box with a refreshed bottle design. The changes are in response to consumer demand for a greater level of education on the taste experience and the history of the whisky. Additionally, Bowmore’s new bottle is made of a lighter weight glass and the new cartons are completely recyclable, all of which significantly reduces the brand’s carbon footprint. The new packaging will be released later this year. The award-winning Bowmore portfolio includes Bowmore Legend, 12 Year Old, 15 Year Old Darkest, 18 Year Old and 25 Year Old in addition to special limited-edition bottlings such as Bowmore Black, White, Gold and Bowmore 40 Year Old. For more information, please contact Savona Communications at (917) 969-1275.

WINE W.J. Deutsch has introduced a new bold, expressive and naturally sweet red wine blend to U.S. consumers with the launch of [yellow tail] Sweet Red Roo. The w ine is produced in Australia from a blend of Shiraz, Cabernet Sauvignon, and other red varietals, and is the fifteenth addition to the [yellow tail] portfolio. Sweet Red Roo will be available nationwide in March, and sold in 750 mL bottles at a suggested retail price of $6.99 and 1.5 L bottles for $11.99.

14 BEVNET MAGAZINE MARCH 2012

W. J. Deutsch has also introduced Flirt, a red wine blend from California. Created through a joint venture with Vintage Wine Estates, the wine is a blend of Syrah, Zinfandel, and Tempranillo. Flirt will arrive in stores nationwide beginning in April and sold in 750 mL bottles for a suggested retail price of $10.99. For more information on the wines, please contact WJ Deutsch & Sons at (914) 251-3294.

COGNAC Courvoisier, the cognac house of Beam, Inc., has introduced C by Courvoisier.

The product is crafted from a blend of small-batch-produced cognac specially selected from 50 winegrowers in the Fin Bois Cru and double-barrel aged. The cognac is 80 proof and packaged in Courvoisier’s iconic Josephine bottle. C by Courvoisier has a suggested retail price of $34.99 for a 750 mL bottle and is distributed nationwide. For more information, please contact Beam, Inc. at (847) 444-7073.

BEER Anheuser-Busch has introduced new smallersized cans and bottles for its Budweiser Select 55 line. Available at retailers nationwide, Select 55 “Little Lights” include sleek 8 oz.

35-calorie cans, available in 12-packs, and 7 oz., 32-calorie clear glass bottles, available in 6-packs. Each 8 oz. aluminum can of Select 55 has 35 calories, 1.9 grams of carbohydrates, 0 grams of fat and less than one gram of protein per serving. The 7 oz. clear glass bottles of Select 55 contain 32 calories, 0.8 grams of carbohydrates and less than one gram of protein per bottle. For more information, please contact Anheuser-Busch at (314) 577-9637

FLAVORED MALT BEVERAGES Diageo has introduced Smirnoff Signature Screwdriver and Smirnoff Ice Tropical Fruit to its line of Premium Flavored Malt Beverages. Smirnoff Signature Screwdriver contains 5.8 percent alcohol-by-volume (ABV) while Smirnoff Ice Tropical Fruit contains 4.5 percent ABV. Each new product is packaged in 11.2 oz. bottles and are available in 6-packs for a suggested retail price of $7.99. For more information, please contact Diageo at (646) 223-2305.

HYDRATE

NATURALLY from a tree, not a lab.

CHANNEL CHECK

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

SPOTLIGHT CATEGORY

PET STILL 52 Weeks through 1/22/2012 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

As the story on page 40 indicates, bottled water overall has regained its lost mojo and has slowly begun to start making sales gains again. To really see where the movement is, however, look at the high end and low end of the spectrum: private label is up higher than the category average, as are premium brands Smartwater, Fiji, Voss, and Icelandic Glacial. Even Evian, which has struggled mightily to make up lost ground, has dropped its losses to near-even – could be a big year for the ol’ gal.

Brand

Dollar Sales

Private Label

Change vs. year earlier

$1,032,303,000

4.50%

Aquafina

$686,554,000

-4.18%

Dasani

$650,366,000

5.06%

Glaceau Vitamin Water

$649,096,300

-7.95%

Poland Spring

$394,408,700

-1.84%

Nestle Pure Life

$383,950,300

21.78%

Glaceau Smart Water

$354,142,900

21.97%

Deer Park

$238,206,500

-0.38%

Glaceau Vitamin Water Zero

$209,103,700

36.87%

Ozarka

$196,425,200

3.54%

Arrowhead

$194,959,500

-4.09%

Fiji

$182,031,400

6.06%

Sobe Lifewater

$174,261,100

-12.77%

Propel

$151,418,400

-5.89%

Ice Mountain

$146,160,800

-5.83%

Zephyrhills

$139,896,000

-0.31%

Crystal Geyser

$107,008,800

20.93%

Evian

$93,969,310

-0.52%

Capri Sun Roarin Waters

$71,047,070

20.51%

Sobe Lifewater Zero

$65,531,820

-11.97%

TOPLINE CATEGORY

VOLUME

52 Weeks through 1/22/2012

BEER $22,355,222,000

3.70%

BOTTLED JUICES

- 0.62%

$5,142,247,000

BOTTLED WATER $7,951,529,000

ENERGY DRINKS $7,747,158,000

SPORTS DRINKS $4,140,736,000

TEA/COFFEE $2,416,999,000

2.49%

17.12%

7.84%

2.46%

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

16 BEVNET MAGAZINE MARCH 2012

SPARKLING WATER Brand

HOT! Cascade Ice Dollar Sales

Change vs. year earlier

ENERGY DRINKS Brand

HOT! Monster Rehab Dollar Sales

Change vs. year earlier

Private Label

$108,212,900

1.95%

Red Bull

$2,639,953,000

17.37%

Perrier

$89,911,650

12.34%

Monster Energy

$1,398,077,000

23.27%

San Pellegrino

$77,340,370

13.73%

Rockstar

$476,917,200

12.86%

La Croix

$42,412,990

25.25%

Nos

$239,520,400

12.54%

Sparkling Ice

$32,536,970

6.75%

Java Monster

$199,770,100

18.13%

Poland Spring

$21,317,900

2.69%

Monster Mega Energy

$199,264,800

14.75%

Topo Chico

$20,421,320

17.51%

Amp

$143,563,100

3.04%

Arrowhead

$17,179,920

21.42%

Monster Rehab

$143,080,700

1,780.71%

Cascade Ice

$14,277,730

27.23%

Rockstar Recovery

$141,575,200

116.75%

Full Throttle

$97,749,510

-9.84%

Crystal Geyser

$9,524,925

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

52 Weeks through 1/22/12

SPORTS DRINKS Brand

Gatorade Perform Powerade Ion4

3.65% NOT! Private Label

HOT! Gatorade G2 Perform Dollar Sales

Change vs. year earlier

$2,029,895,000

18.63%

$662,845,100

4.26%

Gatorade

$425,268,100

-10.26%

Gatorade G2 Perform

$422,226,900

28.45%

Powerade Zero

$184,590,300

1.45%

Gatorade Frost

$56,611,590

-16.56%

Gatorade Cool Blue

$55,743,580

4.65%

G2

$48,034,850

-50.59%

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

52 Weeks through 1/22/12

TEA Brand

$287,526,000

6.39%

Lipton

$256,283,300

-13.37%

Snapple

$188,610,900

1.96%

Arizona Arnold Palmer

$148,573,700

45.04%

Lipton Pureleaf

$148,425,200

-10.01%

Diet Snapple

$143,810,100

11.78%

$99,801,170

-8.70%

$85,609,100

11.29%

$76,883,920

29.54%

$38,706,150

1.64% 10.45%

Lipton Diet

Brand

Dollar Sales

Change vs. year earlier

-2.13%

Nestea

$29,764,350

HOT! Stella Artois Lager

Change vs. year earlier

Lipton Brisk Tea

Powerade

IMPORTED BEER

Dollar Sales

$614,923,800

Gatorade Recover

NOT! G2

HOT! Arizona Arnold Palmer

Arizona

Gold Peak

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

52 Weeks through 1/22/12

NOT! Full Throttle

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

52 Weeks through 1/22/12

NOT! Lipton

CRAFT BEER

HOT! Kona

Brand

Dollar Sales

Change vs. year earlier

Corona

$974,634,800

6.42%

Samuel Adams

$237,163,300

4.63%

Heineken

$582,357,100

2.32%

Sierra Nevada

$140,967,200

13.49%

Modelo Especial

$337,698,000

20.02%

New Belgium

$103,589,000

13.72%

Corona Light

$169,269,900

0.87%

Shiner

$77,528,690

21.86%

Tecate

$153,543,500

-7.61%

Widmer

$41,759,880

4.16%

Dos Equis XX Lager Especial

$128,741,500

27.16%

Deschutes

$41,316,050

11.20%

Stella Artois Lager

$121,824,500

38.01%

Redhook

$33,566,290

3.86%

Lebatt Blue

$109,712,900

-7.49%

Magic Hat

$29,234,610

22.40%

Lebatt Blue Light

$104,386,900

-0.13%

Pyramid

$24,799,920

-0.40%

Newcastle Brown Ale

$78,838,140

-0.46%

Kona

$21,965,170

53.57%

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

52 Weeks through 1/22/12

NOT! Tecate

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

52 Weeks through 1/22/12

NOT! Pyramid

MARCH 2012 BEVNET MAGAZINE 17

Brewbound

A better way to experience beer

By Christopher Furnari

THE KING OF WHAT? Despite a U.S. beer landscape that now boasts the most breweries since Prohibition, the battle for domestic supremacy continues to be between AnheuserBusch InBev and MillerCoors.

But at a time when the industry share of “big beer,” while nevertheless powerful, is declining because of consumers’ flight to craft beer and other forms of beverage alcohol, it is hard to figure out, at times, just what the two are fighting for.

The key in the past used to be brand loyalty – and while much of the advertising these days seems to be aimed in that direction, it doesn’t seem to be intended to grow the pie; rather it’s geared toward keeping it away from the other guy.

According to beer industry expert Bump Williams, no matter how many blows the two corporate giants throw at one another, they are both struggling to earn brand loyalty from the consumer.

“I don’t know what the price-value relationship is for Miller Lite, Coors Light or Bud Light,” Williams said. “Brand equity has gone away and retailers are commoditizing the domestic premium category.”

Williams blames traditional marketing

18 BEVNET MAGAZINE MARCH 2012

for the erosion of brand affiliation.

“Advertising became almost insulting and abrasive,” he said. “They lost their identity along the way and now they need to rebuild the story behind some of these brands.”

What is interesting is that there are brands growing in the domestic lager category even as Miller and Bud have eroded. Williams pointed to companies like Pabst and Yuengling as examples of excellent brand builders in the domestic lager category. Last year, those two companies’ core brands were up 17 percent and 29 percent, according to Symphony IRI. Both have also grown without major traditional marketing initiatives, but have developed intense followings.

“PBR is a very unique brand,” Williams said. “They have real strong pockets of very loyal consumers across the U.S. because it’s authentic, it hasn’t changed, and it’s affordable and dependable.”

Different Directions Of the two mega-companies, MillerCoors seems most focused on building its base of beer drinkers, according to Williams.

“I think that MillerCoors is better posi-

tioned for future growth,” he said. “Their sole focus is building the beer business.”

Williams said that to support that focus on building the business, MillerCoors’ next national sales meeting will increase its investment in marketing Miller Lite, as well as other new marketing efforts.

Meanwhile, Anheuser-Busch InBev is apparently looking to brand extensions to keep consumers from going farther afield, as it spent Super Bowl ad money to introduce the country to Bud Light Platinum, a 6 percent ABV “light” beer introduced in late January.

As it has in the past with its Bud Light Lime, Budweiser Select, and Michelob Ultra lines, AB-InBev received a sales bump from its introduction, pulling in a 1.7 share in its first week (more than the better-established Blue Moon brand), according to industry publication Beer Business Daily. Nevertheless, as those other extensions have shown, one week does not necessarily make for a long-term brand.

And while churning through line extensions might stave off immediate dollar losses, it doesn’t stop long term brand erosion. The ramifications of AB-InBev’s

Brewbound Brand

Dollar Sales

Bud Light

$5,350,922,000

Budweiser

$2,075,251,000

Coors Light

$1,954,514,000

Miller Lite

$1,677,345,000

Natural Light

$1,093,842,000

Busch Light

$736,637,100

Busch

$684,306,700

Miller High Life

$499,697,200

Keystone Light

$484,709,900

Natural Ice

$463,016,800

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

strategy became apparent earlier this year with a big change at the top of the rankings: as has been widely reported, Coors Light passed Budweiser as the number two beer brand in the country in 2011, breaking up the long hold AB-InBev has had on the top two spots.

“Coors Light has stayed true to its message,” sa id Williams.

(Recent Symphony IRI data still puts Coos Light at the no. 3 position, behind both Bud Light and Budweiser, but those numbers reflect neither the seven straight years of growth for Coors Light nor business done in two key channels: on-premise a nd Walmart.)

So what is the goal in St. Louis, and 20 BEVNET MAGAZINE MARCH 2012

in North America overall, which 1.75% accounts for -1.45% almost half of 3.85% AB-InBev’s overall sales? Don’t ask -0.18% Bud’s old guard -2.05% for the answer.

0.77% Dave Peacock, 2.02% the last remaining key executive -0.41% left over from the -0.99% acquisition of Bud 4.14%

by InBev in 2008, 52 Weeks through 1/22/12 resigned from his post as President of North American Operations in January.

As Brazil native Luiz Edmond moves in to guide the company’s U.S. operations, it is hard to discern his true motivation: is he interested in answering the call to take that number two spot back from Coors Light, or is he planning on continuing the search for profit at the expense of share and volume?

After all, last year, AB-InBev’s market share dropped to 47 percent, down from 47.7 the year before, and the brewer also produced less than 100 million barrels of beer for the first time in over ten years. But despite the drop in shipments, revenues grew 4.2 percent through the first nine months of 2011.

That’s not just an AB-InBev trend, however, but an industry trend: the entire category has been hemorrhaging beer since 2008 - to the tune of over 8 million barrels. But at the same time, big beer has been reaping bigger revenues and profits through cost cutting, case price increases and craft offerings. The Beer Institute, an industry lobbying organization, said beer sales rose 2 percent in 2011 to more Change vs. year earlier

than $98 billion. In terms of cash revenue, off-premise sales grew a full percent, while on-premise grew an impressive 3 percent.

Crafting New Ideas Which brings us back to craft, and its role in the overall picture of domestic beer.

In an effort to recover revenues from some of those lost barrels, MillerCoors is dedicating increased time and money to its craft division, Tenth and Blake.

The company has invested in Athens, Ga.-based Terrapin Beer Co. and recently acquired Crispin Cider. Miller has also publicly stated being “open to developing new relationships and new partnerships.” Meanwhile, it has continued to reap the benefits of having a craftstyle offering in Blue Moon.

AB-InBev? The company acquired craft brewer Goose Island last summer – the Goose will be introducing its popular 312 Urban Wheat Ale in cans this month – and has tried to move upscale with offerings like Shock Top. Even if the companies decide to go full-bore into craft offerings, however, it isn’t clear how much it will alter the dynamics of their ongoing competition. But when it comes to developing a craft portfolio, Williams likes MillerCoors’ positioning with Tenth and Blake.

But, he said of AB-InBev, “size has its advantages.”

“AB-InBev is a great collector of companies,” he said. “I think they are brilliant bankers and awesome money makers, I am just not sure if they still have the reputation in the industry that a Tom Cardella and others at MillerCoors enjoy.”

What also remains to be seen, however, is how long the industry, as both beer giants have known it to be, can ultimately last.

By Gerry Khermouch

JIRO A few weeks ago I had the unexpected pleasure of catching a preview of a new documentary called Jiro Dreams of Sushi. I don’t write much about nonliquid forms of nutrition these days, and I’m not particularly a sushi fan either. But the film proved to be a moving experience in ways that I think are relevant to beverages, particularly the innovation space.

The subject of the documentary, Jiro Ono, who’s 85 years old, runs a 10-seat, sushi-only restaurant located inconspicuously in a Tokyo subway station. But it’s won the rare distinction of a three-star rating from Michelin. Jiro’s sushi is the adored object of pilgrimages by food lovers from around the world, and reservations must be made months in advance. A meal there commands top dollar. Clearly, the demand exists to step up to a grander scale. Yet unlike the Mario Batalis and Wolfgang Pucks of the world, with their ever-expanding empires that flit from one concept to the next, Ono has refused to budge from his tiny subterranean outpost.

The movie follows Ono at home, at the fish market and mainly at the restaurant, detailing his continuing quest for perfection and his complicated relationship with his older son Yoshikazu, who works at his side and has spent decades seeking the approval of his severe father. “My son must do this for the rest of his life,” Ono declares at one point.

Ono’s refusal to “upgrade” from his tiny restaurant might easily be construed as a lack of ambition, or a sign of timidity, an unwillingness to grab the main chance. But in the documentary, any such notion is belied by the demands Jiro puts upon himself and his cooks to create brilliantly presented works of art from what’s available at the market. To watch the documentary is to witness how the act of cooking a meal for 10 people at a time can be one of swashbuckling daring.

In many ways Jiro reminds me of that unusual breed of beverage entrepreneur who, far from pursuing the grand “landgrab” of rapid national expansion, is content to work just a market or two,

22 BEVNET MAGAZINE MARCH 2012

perhaps a single channel, resisting exhortations from retailers, distributors and capital providers to step it up. (On the craft beer side, many of the new breed of nanobrewers would qualify.) Maybe these beverage tinkerers are not working at the level of great art (though some of the nanobrewers are), as Ono clearly is with his innovative sushi ideas, but they’re refining their craft, looking to get the complicated matrix of formula, package, marketing and distribution right, at a patient pace where they’re not burning too much capital and any mistakes generally don’t put the company at risk.

For their investors, wholesalers or retailers, this refusal to step on the gas can be frustrating to deal with, and I certainly can understand where they’re coming from. After all, intriguing brands that click with their intended audience are hard to come by, and the best ones seem to fly ever earlier into the embrace of the big beverage companies, where they quickly go flat (and below premium).

Working my network of contacts for my beverage newsletter I hear it all the time, directed toward the likes of Guayaki, the pioneer in ready-to-drink yerba mate.

Having built awareness of the ingredient and weathered challenges from rivals, why won’t they step it up with more forceful marketing already?

Just as in Jiro’s case, though, patience doesn’t necessarily signal a lack of ambition. Guayaki has no interest in digging itself into a financial hole, and it has a social mission to concentrate on, too. Purity Organic hasn’t wanted to burn capital at a rate that could start to cloud the prospects of the company’s core business, organic tree fruit. Maybe, as with the brothers operating Maine Root sodas, they’re enjoying the ride and see no reason, say, to do retail deals on which they lose money just for the exposure. (Remember, you can die from exposure.) Or take the married couple, Steve and Ann Prato, who’ve been operating Joe Tea from New Jersey for the better part of a decade without yet venturing in any serious way into the compli-

cated and expensive New York market just across the Hudson River: It’s a decent living for folks who’re not necessarily racing to get somewhere else in their lives, and if some shock occurs to the system – such as AriZona Iced Tea eventually selling out – maybe that will create an opportunity that justifies hitting the gas. Or not.

Compared to all the interesting brands – like New Leaf Tea or Function or Adina Holistics – that found themselves in a financial predicament after trying to accomplish too much, too soon, the goslow method doesn’t seem like complete madness, even though it extends the timeline for a breakout success of the order of a SoBe or a Vitaminwater. There’s something to that turtle-and-hare fable after all. My experience suggests that the market often waits for whenever great entries are ready to step it up. Purity Organic’s recent acceptance of an equity investment from First Beverage Group – and with it access to the expertise and instincts of First Beverage’s impressive array of partners – seems to justify the brand’s protracted incubation. People who visit Joe Tea’s copacker tell me that, judging from the skids of product they see stacked there, the brand has quietly gotten to a meaningful size – even though you still can’t find it in New York outside a handful of Whole Foods stores.

So back to Jiro. As I said, sushi isn’t much my thing, though I enjoy it when I encounter it. (Indeed, the closest connection I may have to fish is that, in a day or two, after you’ve read this column, you’ll be using it to wrap fish, as the old saw has it.) But watching Ono starring on his tiny stage is a useful reminder that it doesn’t require a risky landgrab to have an exciting, fruitful run in beverages, as long as, like Jiro, you’re will to take the time. And he’s 85 and, as he makes clear in the film, not planning on going anywhere soon.

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

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EXPERT INSIGHT

By Robert J. Herrington and Justin J. Prochnow

During the last eighteen to twenty four

months, the beverage industry has seen an onslaught of litigation in a particularly scary form of litigation – class actions.

These cases are particularly frightening for companies because enterprising plaintiffs’ lawyers are able to initiate a case, ostensibly for the good of numerous wronged consumers, with the sign-off of only a handful of people that are willing to lend their names to the lawsuit.

Plaintiffs’ lawyers take these few plaintiffs, some of whom may have been recruited by the lawyers, and threaten to turn the case into a massive class action on behalf of thousands, and sometimes millions, of beverage consumers. And while the 24 BEVNET MAGAZINE MARCH 2012

plaintiffs’ lawyer may position these cases as being brought on behalf of the public to right the wrongs perpetrated by “ne’er do well” companies, the real purpose of these lawsuits is clear. Money -- or, more accurately, exorbitant attorneys’ fees to plaintiffs’ counsel.

At the end of the day, the number of class action lawsuits has risen because plaintiffs’ lawyers see them as a real opportunity to generate income with very little investments and almost no barriers to entry. Class action lawsuits are filed and litigated to put enough pressure on

a defendant company, through bad PR, massive legal expenses, and the risk - no matter how small - of having to pay a huge judgment if some jury happens to agree with the plaintiffs, to force a settlement. As a significant part of these settlements, the plaintiffs’ lawyers seek massive attorneys’ fees, while, ironically, the consumers, those supposedly “damaged” by the offending company, often receive trivial sums.

Beverage companies of every shape and size have been targeted over the past few years in class action litigation. Lawsuits

centered on false and misleading advertising claims have included, among other actions, allegations that “all natural” products actually weren’t, in fact, “all natural,” arguments that health claims were not adequately substantiated, and claims that beverage makers failed to disclose that the product was not as “good for you” as consumers might assume. Following are just a few of the more prevalent class action theories being asserted against companies in the beverage industry and the risk associated with them.

The Explosion of “All Natural” Litigation A frequent component of class action lawsuits against beverage companies in recent years has been the allegation that a beverage labeled as “all natural” contains one or more synthetic or processed ingredients, thereby causing such a claim to be false or misleading. Class actions have been filed against industry participants big and small over various ingredients that allegedly make a beverage product not “all natural.” Ingredients that have been the subject of class action claims include of sodium benzoate, alkalized cocoa, disodium dihydrogen pyrophosphate, high fructose corn syrup (“HFCS”), synthetic vitamins, and genetically modified components, including soy.

A variety of factors drive these types of cases, two of the biggest factors being the expansive nature of the consumer protection laws, particularly those in California, and the FDA’s failure to provide a clear definition of the term “natural.” Let’s start with a consideration of the consumer protection laws in California. California law allows plaintiffs to sue over any business practice merely by calling it “unlawful,” “unfair,” or “deceptive” business practice.

The bar is set pretty low and makes it relatively easy for someone to sue. Plaintiffs’ trial lawyers can, and do, claim that almost anything is an unfair or deceptive practice, including labeling a product “all natural” when it contains some component that is arguably not “natural.”

The FDA’s failure to provide a formal definition of “natural,” by regulation or otherwise, and its relative sparse history of regulatory oversight of such claims, only adds to this problem and creates an environment ripe for more litigation and more

and the Federal Trade Commission. But class actions. Despite requests from other in the past year, consumer class action regulatory organizations and the federal lawyers and competitors have taken it courts, the FDA has repeatedly declined upon themselves to step into the shoes of to provide clear guidance on the issue. the FDA and the FTC and sue companies Instead, the FDA continues to reference an informal policy regarding the definition for allegedly exaggerating health benefits or failing to substantiate claims. of “natural,” derived from a 1993 Federal Any number of theories have surfaced Register notice in which, ironically, the in recent litigation. Allegations include FDA announced that it was abandoning claims challenging whether coconut efforts to formally define “natural.” In water is “super-hydrating” and contains the few warning letters that the FDA has “mega-electrolytes,” to claims that acai issued over the use of “natural” on a food berries or other food additives do not or beverage label (the FDA issued only support immune function or weight-loss three letters addressing “natural” claims as promised, to class actions asserting in 2011), the FDA indicated that it views that juice makers are misrepresenting use of the term “natural” to be truthful that the products can support immune or and not misleading on a food label when “nothing artificial or synthetic … has been brain function. Other beverage manufacturers have been sued over ads touting included in, or has been added to, a food that would not normally be expected to be the “calorie-burning” impact of green tea. And still other litigation has included in the food.” Of course, without a formal challenges to ads claiming a product is definition, what any one person believes “healthy” when the product contains an constitutes “natural” or “all natural” may ingredient or property vary widely and often (e.g., trans fats, HFCS, or ends up being judged high calories) that argudifferently, one ingredient CALIFORNIA LAW ably make the product and one lawsuit at a time.

ALLOWS PLAINTIFFS unhealthy.

Demand from consumTO SUE OVER ANY At their core, these ers for “natural” products cases are attacking comhas steadily risen in recent BUSINESS PRACTICE panies’ advertising and years and the number of MERELY BY CALLING marketing campaigns and claims touting the “all IT “UNLAWFUL,” “UNthe substantiation for such natural” makeup of prodcampaigns. The FDA, ucts has risen accordingly.

FAIR,” OR “DECEPTIVE” which regulates labelWith the increasing volBUSINESS PRACTICE ing, and the FTC, which ume of products touting regulates advertising, both such claims on labels, the require that companies range of products making substantiate any material claims made such claims has also widened without about products with “competent and strict regulatory oversight. This combinareliable” scientific evidence. There is no tion of the relatively lax environment of regulatory scrutiny for “all natural” claims bright line test for what constitutes this “competent and reliable” standard and and the expansive nature of the consumer protection laws has helped create a perfect each claim is evaluated on a case-by-case basis as to whether the necessary support storm for class action litigation, which exists for making the claims. Products in beverage makers will have to weather for highly scrutinized categories like weightyears to come. loss are likely to require higher levels of scientific support for claims than claims Health Claims Litigation for other products.

Another extremely hot area of litigation Class actions challenging a beverage are cases in which beverage companies are maker’s health-related claims often rely alleged to be overstating or misstating the health benefits of a product or lacking suf- on these standards to force a company to prove that its advertising promises are true ficient scientific substantiation for claims. and have sufficient scientific support. One Substantiation of claims has traditionally can only assume that plaintiffs’ lawyers been an area that has been exclusively adhave decided that the regulatory agencies dressed as a regulatory issue by the FDA MARCH 2012 BEVNET MAGAZINE 25

EXPERT INSIGHT

By Robert J. Herrington and Justin J. Prochnow

The bottom line is have failed in their duty that beverage makers to properly monitor OTHER LAWSUITS MAKE should not assume that the substantiation of their labels and ads are claims, because class EVEN BOLDER CLAIMS, immune from the specactions for lack of subASSERTING THAT A COMtre of class action litigastantiation have started tion simply because the appearing with more PANY HAS A DUTY TO DISlabel complies with all and more frequency.

CLOSE NEGATIVE HEALTH regulatory requirements That, and of course, IMPACTS OF A PRODUCT and discloses the ingrethe promise of big atdients. The consumer torneys’ fees that can IN THE ABSENCE OF ANY protection laws are potentially be gained SUGGESTION THAT THE broader and more exfrom a successful class pansive, and consumer action. Although it is PRODUCT IS HEALTHY class action lawyers unclear whether private often challenge labels plaintiffs can rely on that technically comply the FDA and FTC’s with the regulations. substantiation standard, the standards used by trial judges are not Nondisclosure of Health Impacts materially different, and the litigation can The alleged failure to disclose the health be protracted and expensive. impacts of a product is another growing area of class action litigation against False Advertising Litigation companies in the beverage industry.

False advertising claims are formidable Cases have arisen based on statements, claims in class action litigation. More and either express or implied, in a company’s more beverage makers have been sued marketing materials suggesting that the based on allegations that their ads or product is healthy when, plaintiffs argue, labeling are false or misleading in some there are other facets of the product that way. Class actions have been brought that suggest it may not be healthy. Ad copy challenge the name or label of a product stating that a product is part of a “balon the theory that it implies or suggests anced” diet or is an “alternative” to a that the product includes a large quantity product with perceived negative health of some seemingly beneficial ingredient benefits are examples of implicit claims (e.g., DHA, acai berries, pomegranate that a product is healthy. Plaintiffs in juice, Vitamin C, etc.), when the product recent lawsuits have argued that, given the actually contains only a small amount of affirmative suggestion that the product is the substance that is insufficient to confer “good for you,” the beverage maker had the benefits suggested. an obligation to prominently disclose An example of this type of litigation features of the product that may not be is the case in which a juice maker’s label so “good for you,” such as a high-calorie included pictures of a number of differcount, high sodium content, or even the ent fruits, even though the product conuse of artificial sweeteners. tained only one type of fruit juice, and it Other lawsuits make even bolder was from concentrate. Consumer class claims, asserting that a company has a action lawyers sued the product maker, duty to disclose negative health impacts of claiming that the label was misleading a product in the absence of any suggesto a reasonable consumer. The company tion that the product is healthy. Examples defended on the ground that the label include litigation against the makers of properly listed all of the actual ingreproducts combining alcohol and caffeine, dients, including the fact that only one on the heels of regulatory action from the juice was included. The courts largely FDA and the FTC, as well as the litigarejected the argument, concluding that tion against food manufacturers for failing a plaintiff could sue over potentially to disclosed the alleged health impacts of misleading claims made on the principal eating high-calorie, high-sugar foods. display panel, notwithstanding that the Such litigation can be particularly list of ingredients on the side panel comfrustrating to executives, marketers, and plied with the applicable regulations.

26 BEVNET MAGAZINE MARCH 2012

other personnel of companies in the beverage industry who may believe they have no duty to tout the potential negative impacts of buying their products. But such litigation is out there, has received some traction in courts, and, like the other forms of class action litigation, is incredibly expensive to defend.

Risk Management and Protection So, are class action lawsuits sounding the death knell of the entire beverage industry? Certainly not. Many beverage companies are diligent and take the proper steps to ensure that they are in full compliance with applicable labeling and advertising laws and regulations because, of course, the best protection is prevention. For those companies that don’t routinely have their labels and marketing materials reviewed by experienced regulatory consultants and lawyers, the threat of a class action is real and potentially substantial. The recent settlements and awards paid by beverage companies should scare those companies that have not been diligent in assuring regulatory compliance with their labeling and advertising. Every company should have a plan in place to be implemented immediately in the event that they are sued, including the identification of experienced legal counsel to address these issues head on.

Well-prepared companies will be best suited to avoid, or, if necessary, deal with the rising threat of class action litigation for labeling and advertising claims.

Justin J. Prochnow is an attorney and shareholder in the Denver office of the international law firm of Greenberg Traurig LLP. His practice concentrates on legal issues affecting the food & beverage, dietary supplement and cosmetic industries. He can be reached at (303) 572-6562 or prochnowjj@gtlaw.com .

Rob Herrington is a litigation shareholder in the Los Angeles office of the international law firm of Greenberg Traurig LLP. His practice focuses on defending and helping companies prevent mass tort and class action litigation. Rob is the author of the best-selling bookVerdict for the Defense (Sutton Hart Press 2011), which provides a blueprint for business leaders to protect their companies against mass tort and class action lawsuits. He can be reached at (310) 5867816 or herringtonr@gtlaw.com.

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t’s a small category, but one that has always been large when it comes to innovation. And a look at the world of gourmet CSD offerings and their ongoing evolution continues to generate excitement, if not big checks from the beverage giants.

In fact, scrutiny of the category shows that gourmet sodas are in step with many of the key consumer trends that wish those larger beverage companies they could harness themselves: healthy halos built around real sugar, all-natural ingredients, and even functionality have long been mainstay characteristics of the gourmet CSD category. But now brands in the category are going even further into emerging areas like fermentation, botani-

28 BEVNET MAGAZINE MARCH 2012

cal ingredients, seasonal offerings and an increasingly array of flavors and effects.

While sales of carbonated soft drinks have taken a sizable hit in recent years, there’s still something about the bubbles that continues to attract gourmet tastes.

And boutique soda makers seem convinced they can find niche market success through unique formulations and innovative combinations.

In recent years, companies like DRY Soda, Maine Root, and Hot Lips have created diverse and lip-smacking offerings including kumquat, pumpkin pie, and cranberry flavored sodas. While quantity remains a problem, quality may still win out in the end.

One noteworthy entry into the category is Joia. The Minneapolis-based company recently introduced a line of fermented natural sodas with distinctive, mixologistinspired flavors including Lime, Hibiscus and Clove; Grapefruit, Chamomile & Cardamom; and Pineapple, Coconut & Nutmeg. Beginning with its debut in spring of 2011, Joia has received a substantial amount of media interest and acclaim from within the beverage industry.

Carleton Johnson, one of the co-founders of Joia, said that like many entrepreneurial brands, Joia is focusing on developing a niche consumer base, though with the vast size of the carbonated beverage category, he anticipated that there would be much greater room for crossover appeal than in other beverage categories. Johnson noted that Joia was designed in the mold of an IZZE-type brand, one with a unique core message and a great tasting product that could - eventually - resonate with a mainstream audience.

To make it as a mainstream brand, Lou Ferarro, the owner of Preferred Beverage Distributors, points out that most boutique sodas will require slow growth as well as a loyal consumer base. Ferraro, whose distribution house specializes in entrepreneurial beverages, said that boutique sodas often thrive in non-traditional retail locations like cafes and hospitals, and must maintain steady growth in those types of locations best before stepping into the convenience, drug and grocery channels.

“You need to have consumers actively looking for your product before you can move on to larger retailers,” Ferraro said.

Eliciting consumer loyalty is not easy, but companies in the space have found success by shunning high fructose corn syrup in favor of real cane sugar or other natural sweeteners. Although many brands utilize a substantial amount of

30 BEVNET MAGAZINE MARCH 2012

cane sugar to sweeten their drinks, Johnson noted that consumers see boutique sodas as a treat and, for most aficionados, the taste of real sugar trumps calorie count.

More importantly, a bettertasting product means a better selling product, according to Johnson.

“If it doesn’t taste good, it doesn’t sell,” Johnson said.

Taste isn’t the only variable, however, according to Taylor Peck, the founder of San Francisco-based Taylor’s Tonics.

Peck, whose company produces a variety of kettle-brewed herbal sodas, says the key to a successful boutique soda is the care and consideration of the ingredients selected.

“A genuine boutique soda can stand up to the most critical consumer,” Peck said.

Peck said he strives to achieve a low calorie count in his products, particularly as high-calorie boutique sodas do not lend themselves to mass markets – nor do they benefit consumers. Taylor’s Tonics drinks, sweetened with cane juice or in combination with erythritol, contain 100 calories or less per bottle and the company is “perpetually evaluating sweeteners.”

“We want longevity for consumers, with regular consumption, using the best ingredients,” Peck said.

In addition to premium sweeteners, Peck utilizes a range of high quality herbal and botanical extracts, including yerba mate, chai, and organic peppermint, to flavor his sodas. And w hile Taylor’s Tonics is a relatively small brand in a niche market, the company and several other gourmet CSD producers including Rainforest Beverages, Oogavé, and Maine Root are part of a

growing number of food and beverages manufacturers using natural extracts to flavor new and existing products.

According to a recent report by market research firm Freedonia, the herbal and botanical extracts market is projected to grow by 8.9 percent annually and reach $7.3 billion in 2015. The report indicates that consumer demand is driving growth and spurring innovation in the number of foods and beverages infused with herbal and botanical extracts such as cranberry, garlic, aloe vera, flaxseed oil, and valerian root.

Peck hopes that significant growth in active probiotic, botanical, and fermented sodas will continue, using the rise in popularity of kombucha drinks as an example. While kombucha beverages had long endured disinterest and skepticism, he said, the segment has now flourished in what he called the “Age of GT’s,” referring to the popular kombucha brand.

It’s Peck’s perspective that boutique sodas are now rounding that corner as a category equivalent.

But if they are, they haven’t yet found a standard-bearer like GTs. Certainly, there are established companies, like grocery stalwart Reed’s and edgy Jones Soda, but neither has managed to create a wake for other new brands to follow.

In that regard, the category remains the purview of small, craft practitioners.

Nevertheless, the success of some boutique soda brands is not going unnoticed. Peck said that within the last two months, he has been inundated with phone calls from individuals interested in developing their own variety of fermented and botanical drinks.

“Something interesting is developing market-wide as we speak,” Peck said. “With the volume of credible competition [that] I know is in the works, every company launching is going to have to bring their A-game, which will inevitably push the category forward as a result of the required innovation to simply keep playing.”

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BRAND NEWS

Boutique CSDs

Grown-up Soda has launched a new Dry

Root Beer. The drink is made with real birch oil, vanilla, and clove. Lightly sweetened with cane sugar, it contains 95 calories per 12 oz. bottle. The new flavor is currently distributed regionally through Big Geyser, Crescent Beverage, Beverage Network of MD, UNFI, and Real Soda in Real Bottles and will be distributed nationally in January 2012.

and Lexington markets through a partnership with Tri-State Juice. Other notable additions to the PoP Shoppe sales network include ties with Minnesota-based McDonald Distributing, Golden Beverages in Utah and Mussetter Distributing and Superior Products in California. The PoP Shoppe is also set to unveil new, premium formulations of its classic flavors, made with pure cane sugar, in January 2012.

Hockey Soda Energy is an 8.4 oz. cola-citrus

energy drink nostalgic of the “hockey soda” fountain drink dating back to the 1980s. The cola-citrus flavor is infused with a potent energy blend. Hockey Soda Energy has recently announced endorsement agreements with professional athletes in the NHL as well as MLB. Oogavé is expanding its reach by offering its organic soda lineup in syrup/Bag-in-box format through UNFI in the western United States. Oogavé is the only certified organic fountain syrup available in the marketplace.

Diabolo Sophisticated Sodas are all-natural, loaded with Vitamins B3, B6, B12 and B5 and contain no high-fructose corn syrup, no artificial flavors, no preservatives, and no sodium. All Diabolo sodas are caffeine-free except the Loco variety.

Fizzy Lizzy is now authorized in approximate-

ly 400 Caribou Coffee locations. The company also signed new distribution agreements with Atlanta Foods International, A. Gallo, Real Soda, Dairyland/Chef’s Warehouse, Hana Food Dist., and Abraham Food and established distributor relationships in Korea and the United Kingdom. Fizzy Lizzy also introduced a Tangerine Passion Fruit flavor.

Rainforest Beverages are all-natural and

contain no artificial ingredients or preservatives. The drinks are made from a blend of herbal extracts and fruits indigenous to the world’s rainforest regions including citron, passion fruit, guava, mango, and acai and are lightly carbonated. Rainforest Beverages are currently offered in two flavors, Rainforest Citrus and Rainforest Tropifruit, and sold in single serve 12 oz. cans and 4-packs.

Maine Root has introduced new packaging

for its seasonal Pumpkin Pie soda and recently launched a holiday 4-pack, a product that continues to grow in popularity. Maine Root also introduced Mexicane Cola which, like all Maine Root sodas, uses only Fair Trade Organic sugar. Mexicane Cola features muted colors of the Mexican flag on its labels and the beverage is packaged in 12 oz. glass bottles. The cola is also available in 4-packs and distributed nationally. Maine Root will create special promotions featuring Mexicane Cola for Cinco de Mayo next year.

Steaz, which produces a line of a zero-calorie sparkling organic green teas, is now available in 12 oz. cans. The new line has four flavors: Black Cherry, Blueberry Pomegranate, Orange, and Raspberry.

The PoP Shoppe. Canadian brand The

PoP Shoppe is enjoying a successful return to the U.S., with recently-formed sales alliances bringing The PoP Shoppe into key markets across the U.S. The PoP Shoppe is now available in the Cincinnati, Louisville 32 BEVNET MAGAZINE MARCH 2012

HOTLIPS Soda has introduced a new Cran-

berry flavor. The product contains sparkling water, single-strength cranberry juice and pear juice (as a sweetener). The cranberry juice used in the soda originates from fruit in the bogs of Southern Oregon, known for their bright flavor profile with hints of citrus and vanilla along with a brilliant, unique color.

Shasta Beverages, Inc. has introduced three new products to its line of sodas: California Dreamin’, a pairing of orange and crème flavors; Very Cherry Twist, a lemon-lime flavor drink that has a twist of sweet cherry flavor; and Fiesta Punch, a mix of pineapple and watermelon flavors.

Ouzon (pronounced OO-zone) continues its

grassroots sales approach to smaller outlets around the country. Ouzon blends the licorice notes of anise with pure cane sugar to create a uniquely refreshing product.

The Double Cola Company. New vintage style

Double-Cola 12 oz. bottles and 4-packs are now

avalibale in Cracker Barrel Old Country Stores nationwide. Additionally, Ski Citrus Soda, Double-Cola, and Chaser Lemon-Lime 20 oz. PET bottles now feature “Reward My Thirst” claim codes under the cap. The Double-Cola Company has also rebranded its flagship Double-Cola for a full packaging rollout in 2012. The Double-Cola Company has also introduced a new flavor to its Jumbo Soda line,Watermelon. Packaged in 16 oz. cans, Jumbo Watermelon is the first of three new additions to the Jumbo family.

Reed’s Inc. has introduced a new Butter-

scotch Beer flavor. Like all of Reed’s beverages, Flying Cauldron’s Butterscotch Beer is all-natural, preservative-free, gluten-free and caffeine-free. To reduce sugar content, Reed’s uses a blend of natural stevia and raw cane sugar. The soda is packaged in 12- and 24-packs of 12 oz. bottles.

Boundary Waters Brands. Joia is a new soda

that combines fruits, herbs and spices to create unique flavors like Lime Hibiscus Clove and Blackberry Pomegranate Ginger. The line of drinks is sweetened with cane sugar and – depending on the variety - contains 2-10 percent juice and 110-120 calories per 12 oz. bottle.

Taylor’s Tonics released its 2011 Holiday Fizz Collection to select natural food retailers and Cost Plus World Market locations nationwide. This year’s assortment includes all natural Eggnog Fizz, Cranberry Dream, Gingerbread House Sparkler, and Candy Cane Shake.

Jones Soda. In order to determine the flavors in its new holiday gift pack, Jones Soda crowd-sourced opinions from its social media fans. The 4-pack includes Gingerbread, Pear Tree, Candy Cane, and Sugar Plum.

The 4-pack itself is shrink-wrapped in a festive covering depicting holiday wrapping paper and a bright red bow.

Cheerwine has doubled its market size by

partnering with Pepsi Beverages Company (PBC) to expand distribution in Florida, Atlanta and Memphis. This expansion follows partnering with PBC earlier this year in Knoxville, Nashville and Chattanooga Tennessee. Cheerwine also has existing Pepsi partnerships with Pepsi of Central Virginia, Pepsi Bottling Ventures based in Raleigh and Pepsi of Roxboro, N.C.

MARCH 2012 BEVNET MAGAZINE 33

A Beautiful Mind Brain Twist ’s Larry T

By Ray Latif

LARRY TRACHTENBROIT IS NEARLY TWO DECADES into a career in the beverage industry that has brought him cash from Coke – twice – and the respect of his peers. He’s demonstrated a near-legendary ability to produce wildly innovative products on a regular basis. Of course, legend can be tough to live up to, particularly when compared to profit and loss sheets.

On the one hand, Trachtenbroit – or Larry T, as he’s often called – has been lauded as an innovator with a knack for off-the-wall originality: he’s put everything from cereal to pastries to pure sensation into a can and sold them all as beverages; he’s developed brands for sale to big companies and he’s shown surprising flexibility with the ones he’s kept for himself. But, while his talent as an innovator has translated into a long and profitable career, his products have struggled to find solid footing in the market. In fact, with the exception of Slap Energy, a line of highly caffeinated drinks, his brands have all been discontinued, none lasting more than five years.

34 BEVNET MAGAZINE MARCH 2012

Nevertheless, there was Trachtenbroit, marching across the stage at a recent industry conference – along with none other than a supermodel – to introduce his latest product, Halo. According to Trachtenbroit, Halo, due out in April, is an aloe juicefocused drink that incorporates other on-trend features like coconut water and energy in a low-sugar package. According to the rest of the world, Larry T, whose decidedly un-supermodelesque figure is typically swathed in New York Jets Jerseys and Hawaiian shirts, is working with none other than Petra Nemcova.

Oh, that Larry T. He’s just full of surprises. Here’s another one: when contacted by BevNET about the launch, the normally verbose Trachtenbroit had to be coaxed into the conversation, initially only allowing that he was using aloe because he thought it had a lighter and crisper flavor profile than other natural and functional beverages, and that some of the profits would benefit Nemcova’s foundation.

“It’s a great emerging category, one that wasn’t as polarizing as, say, acai or coconut water,” Trachtenbroit sa id.

If the absence of joking, of gloating, of dwelling on the partnership with Nemcova seems odd – after all, this is an industry where half the publicity seems to surround which product is being sipped by either Alex Rodriguez or one of the Real Housewives of New Jersey – then it should now be stated that many of Trachtenbroit’s encounters with the beverage industry have been unconventional as well. Call them the stuff of legends.

Let’s review: In the early 1990s, Trachtenbroit was the owner of a busy one-hour photo store in Hampton Bays on Long Island. The shop was known to be popular among local A-list actors who loved the service, if not the bustling throng of other customers waiting for their photos. Ever the one to please, Trachtenbroit built a back room where his high-profile clients could wait for their photos in a relaxed environment and even enjoy a cup of coffee.

Trachtenbroit - an entrepreneur to the core - eventually transformed the back of the photo store into a full service, high-end coffee bar, and the small business became a launching pad for a chain of coffee shops called Planet Java. Within a couple years, Trachtenbroit also started a premium coffee supply business for fast food franchises, and by 1996 he was distributing coffee to hundreds of restaurants in metro New York.

Armed with a successful retail and distribution business, Trachtenbroit believed that there was even greater potential for the Planet Java brand, particularly after Starbucks launched its line of ready-to-drink Frappuccino products in a joint venture with PepsiCo. Trachtenbroit saw space in the developing category, and offering consumers a premium alternative to the Frappuccino brand was his point of entry. Trachtenbroit began working with Dallis Brothers, a local roaster in Queens, NY, to formulate and bottle an RTD iced coffee under the Planet Java name.

“Larry is very forward thinking; his idea was to upgrade, to give people better-quality coffee than they were used to,” said Herb Dallis, the former chairman of Dallis Brothers.

Of course, creating a premium iced coffee was only half the story. The wily entrepreneur saw the massive growth of the Frappuccino brand and knew that CocaCola would attempt to the level the playing field with a similar product of its own.

After months of discussions, Trachtenbroit eventually convinced Coca-Cola Enterprises (CCE) – Coke’s second largest bottler in the U.S. at the time - to distribute Planet Java in New York and New Jersey. By the end of 2000, the brand was moving an estimated 100,000 cases.

The numbers weren’t eye-popping, but they were enough for Coke to see Planet Java’s potential as a national brand. The cola giant purchased Planet Java in January 2001 at a price reported to be less than $10 million. Coke also gave Trachtenbroit a three-year contact to create a new innovation unit with relatively free reign to develop new beverage brands quickly and without the long lead time commonly associated with other Coke products.

Trachtenbroit named the unit “BrainTwist” and described it as an entrepreneurial farm league for Coke, one that would target younger beverage consumers, including teens and college graduates. The mantra was simple: “If it looks good and tastes good, we’ll sell it… it could be bubble gum juice,” Trachtenbroit said.

The only problem was that while Trachtenbroit had done well in selling Planet Java to Coke, Coke hadn’t done a good job selling Planet Java to consumers. In fact, around the same time that Trachtenbroit’s contract ended, in 2004, the cola giant discontinued the brand. It had fallen out of favor with Coke’s independent bottlers, many of which preferred high volume, less complex beverages that could maximize production runs.

MARCH 2012 BEVNET MAGAZINE 35

“We just didn’t see the opportunity,” said Ron Wilson, the former president of the Philadelphia Coca-Cola Bottling Co. When Trachtenbroit’s contact with Coca-Cola ended, he formed Brain-Twist as a legally separate and independent entity, yet still remained close to the company through collaborations and partnerships with Coke-affiliated bottlers and emerging beverage divisions. Over the next seven years, Brain-Twist would create a unique and diverse – albeit mostly unsuccessful – mix of beverages.

In 2005, Trachtenbroit took another shot at the RTD coffee category with Cinnabon Coffee Lattes, a line of coffee drinks licensed through an agreement with Focus Brands Inc., the parent company of Cinnabon Inc. As with Planet Java, Trachtenbroit enlisted a major Coke bottler, this time Coke Consolidated, to distribute Cinnabon Lattes. Yet while contemplating distribution plans for the line, the bottler decided that it would be more prudent to purchase the brand outright. Trachtenbroit agreed and sold the Cinnabon Latte brand, along with licensing rights from Brain Twist and Cinnabon Inc., to Coke Consolidated’s new BYB division, a brand-focused subsidiary specializing in new beverage innovation.

Shortly after that purchase, Coke Consolidated also snapped up two other innovative Brain Twist products: Defense Vitamin Drinks, a pioneering line of so-called “immunity boosting” beverages, and Respect: Mind and Body, a line of natural, New Age beverages with the tagline, “You’re not artificial, why should your drink be?”

Brain-Twist continued to push the envelope with unique and inventive beverage brands. The company followed its introduction of Cinnabon and Defense drinks with Liquid Cereal, a shelf-stable blend of crushed cereal and fat-free milk, and Fair Warning, a beverage line designed to create heating or cooling sensations when consumed, though without any actual differences in temperature.

Here’s the thing, though: although those new brands garnered a great deal of interest and critical acclaim throughout the industry, each would be swept off shelves and discontinued within two years of their launch amidst a lack of distribution partners, weak sales, and weaker than expected consumer interest.

Despite the failure of these brands, Ken Sadowsky, the executive director of the Northeast Independent Distributors’ Association (NIDA) and a longtime beverage investor, noted that Trachtenbroit has been and continues to be successful because of his innovative and creative approach to new beverages, and, more importantly, he has a buyer for his ideas.

“We need more beverage innovators, and he’s definitely one of them,” Sadowsky said. “The jury’s still out [on his products], and he’s got assets and liabilities, but he’s got a buyer for his mind. If you’re sitting in the chair of [Coke CEO] Muhtar Kent

36 BEVNET MAGAZINE MARCH 2012

with his incredibly speculative portfolio, expectations aren’t that high for a company like Brain-Twist, and Larry’s found a great little niche.”

Indeed. Soon after its formation in 2007, Coke’s Venturing and Emerging Brands (VEB) unit purchased a 20 percent stake in Brain-Twist, reportedly at a cost of $5 million. VEB President Deryck van Rensburg hailed VEB’s first investment as one that would garner ‘‘access to a pipeline of innovative ideas and products.”

Before the Halo presentation, that pipeline could be summed up in one word: Slap.

With the VEB investment in hand, Trachtenbroit sets his sights on the rapidly developing energy drink category and launched Slap, a so-called “multi-stage energy supplement,” with a formulation and branding that once again showcased Trachtenbroit’s ability to think outside the box. The line included an innovative green tea and energy hybrid, and a “Frost” flavor that encompassed elements of Brain-Twist’s Fair Warning products – each sip gives consumers a purported cooling “sensation.”

Trachtenbroit also pumped 100 mg of caffeine into each 8 oz. serving of Slap drinks and claims that the products contain “25 percent more energy” than leading energy drink brands.

Though VEB did not require Brain-Twist to place Slap in the hands of Coke bottlers, the brand grew quickly as it gained presence within the Coke system. Slap was sold alongside Coke’s Full Throttle and NOS energy drinks and by early 2010, CCE was distributing the product in most of New York state, with a number of smaller Coke bottlers selling Slap in the Midwest. Trachtenbroit was optimistic about expanding his distribution lines in the Coke system as Brain-Twist made a strong push into the West Coast and began testing a value-based marketing strategy with pre-priced $0.99 cans. Trachtenbroit was quoted as saying that Slap’s volume could approach 1 million cases in 2010, up from about 100,000 in the previous year.

Later in the year, however, Brain-Twist found a new and unusual source of distribution as the company aligned itself with Anderson Merchandising, a so-called “rack jobber” that distributes a diverse array of products including magazines, newspapers, DVDs, and books. Anderson initially tested Slap in 1,000 Wal-Mart stores and – positioning the brand as a value alternative to Red Bull and Monster – priced the product at $0.98 per 16 oz. can. The strategy was largely successful and led to Slap gaining chainwide distribution at all 3,600 WalMart stores across the country.

Using a similar value proposition model, Slap also scored a direct distribution deal with Casey’s General Stores. Casey’s, which operates a chain of 1,600 convenience stores in the Mid-

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west, sells Slap for $1.79 per can and 2 cans for $2.22.

He’s continued to innovate behind Slap as well and plans to launch a new frozen energy product called Slap Frozen Energy.

Set to launch this April, the slushie-like product contains the same energy formula as Slap Energy and is packaged in a resealable pouch with the tagline, “Freeze It. Squeeze It. Get Slap’d.”

Trachtenbroit said that Slap Frozen will initially be distributed in all Wal-Mart and Casey’s stores as well as in a number of smaller retailers in 10 Northeast states through a budding DSD network of ice cream distributors.

Slap has shown traction in Wal-Mart and Casey’s, but thus far Trachtenbroit says he has not tried to leverage any of the knowledge or distribution power from his partners at VEB to try to help the brand grow. He said that VEB “doesn’t do much for” Slap and, when asked to elaborate, Trachtenbroit said that Coke simply holds an equity position in Brain-Twist. VEB declined to comment for this article.

It appears that he’s keeping Coke hands-off when it comes to Halo as well.

Despite his longstanding relationship with the cola giant, Trachtenbroit told BevNET that VEB has no direct involvement with the project.

It’s a far cry from the glowing comments that Trachtenbroit made about Coke in a 2002 article in Brandweek, when he was asked a similar question about the extent of Coke’s influence and involvement in Brain-Twist.

“We can do anything we want as far as drinks go, and we have Coke’s resources available,” Trachtenbroit told the magazine.

“They’ll help us with any issue we have.”

While VEB may not be involved in Halo, when it goes into production it will mark the first time that a Coke-affiliated company gets involved with an aloe product domestically. As a brand, it does have some on-trend characteristics – aloe has been gradually moving into the mainstream, and L.A. Libations, another innovation-focused brand house recently launched a similarly low-calorie aloe water, Aloe Gloe.

Danny Stepper, the co-founder of L.A. Libations, said that he is hoping Halo will be “a massive success,” particularly as Aloe Gloe is currently the only American-made aloe drink on the market. Having another such product would enhance mainstream exposure for aloe and benefit the category as whole, he said.

“I’m bullish for them,” Stepper said. “We need a good competitor [for aloe beverages] that’s made in the U.S. There will be a lot of room for winners.”

As for Nemcova, the celebrity supermodel known for her appearances in Sports Illustrated’s Swimsuit Issue and Victoria’s

38 BEVNET MAGAZINE MARCH 2012

Secret catalogs, Trachtenbroit declined to say whether she is a financial investor in Halo. He did say that she had a significant role in the naming, formulation and branding of the beverage.

Nemcova will also play an important part in promoting the aloe drink and its relationship with her Happy Hearts Fund, a non-profit foundation that rebuilds schools in areas struck by natural disasters.

But Trachtenbroit said that Nemcova will not be the focus of Halo’s marketing campaign. Instead, the company will focus on a message of “good for you, doing good” – a reference to the healthy qualities of the beverage and the company’s philanthropic endeavors. Trachtenbroit was quick to point out that while there is a vast amount of scientific research on aloe’s health benefits, Halo will make no specific claims about the ingredient.

Instead, he focused on the products’ market segmentation: he said that Halo will attempt to leverage the growing interest in ingredient against longstanding beverage platforms in sports and energy, a key point of differentiation from other aloe drinks currently on the market.

Halo will initially roll-out in two varieties: Reboot, an isotonic-focused drink made with 5 percent coconut water; and Bounce, an aloe/energy hybrid with natural caffeine derived from guarana.

Each beverage will contain 30 calories and 15 percent aloe juice.

Though Trachtenbroit said that some tweaking would be likely, early images of the product show Halo packaged in a 16 oz. hourglass-shaped plastic bottle with a white wraparound label. The label features an image of several overlapping green and blue circles (presumably meant to look like halos) at the top and an aloe leaf near the bottom. Multi-colored swaths adorn the front of the label to differentiate between each variety (violet and blue for Reboot, and peach and yellow for Bounce).

Trachtenbroit said he is aiming for an May 1 release for Halo – and while he said that he and his team are identifying Halo’s target demographic and deciding on the most appropriate retail channels for the drink, he estimated that the company will have a “plan of attack” completed soon.

Considering the growth potential for aloe drinks – and the lack of any established leadership in the still-nascent category – establishing a leadership position with a strong brand could redefine Trachtenbroit’s career. A hit would make for two solid brands in a row, and move him from inconsistent “enfant terrible” to consistent performer, from innovator to brand-builder. Of course, if it doesn’t – or even if it does – chances are Trachtenbroit will move onto another project soon enough.

It’s not easy leaving a company you’ve birthed and built. But Hoby Buppert – and his wife and co-founder, Christina Staalstrom – did just that in the fall of 2009, finally forced to leave Bawls Guarana after years of battling to keep the unique energy soda competitive in a fastconsolidating energy drink market.

One of the first of the modern energy drinks, Bawls had a good run under Buppert, and the credibility of the idea among various niche audiences shows in the fact that the brand has continued to survive

40 BEVNET MAGAZINE MARCH 2012

into 2012, even under new management.

Still, having worked on the company for nearly 14 years, it wouldn’t have been surprising if the couple hadn’t decided to direct their energies elsewhere, outside the beverage world.

Instead, however, they dove right back into the water.

Buppert, behind innovative packaging concept 82Go, is one of several veterans of the beverage industry who have recently resurfaced in the water category.

It’s a surprising twist because just three years ago that category itself was in the midst of a downward spiral, one brought on by a race to the bottom on pricing and a backlash over the environmental impact of its product containers.

But water has fought back as a category over the past few years, led by the activism of Nestle Waters North America CEO Kim Jeffrey, who has fought to both reduce the amount of PET used in his containers and provide active comparisons between water’s overall impact and that of other bever-

age types. In fact, in the past two years, bottled water sales have begun to increase again after drops in 2008 and 2009.

Meanwhile, innovation in the bottled water arena itself, which had seemed to get sidetracked with the growth of socalled “functional waters” like Vitaminwater – and an army of Vitaminwater-esque brands – has begun to come back, and a lot of the growth of that comeback has indeed come from old hands in the industry who had found success in other areas.

It’s an interesting turnabout from other beverage product classes, where nonbeverage savants are starting to shake up traditional categories with innovations.

Here, the veterans are either providing or supporting the ideas that are helping newer companies succeed.

For Buppert, the attraction to the 8 oz. “skin” of water known as the 82Go “bod,” it was the opportunity to take a new package type and apply it to the kind of highintensity road running he has always loved.

With 82Go, he has taken water and put it

into a hand-held pouch that athletes can use while remaining in motion. There are strong environmental benefits, as well, as the plastic used in the pouch is equivalent to about a tenth of what is used for a bottle.

Still, environmental impact aside, it’s the ability to grab a bod while on the run, suck it down and stuff it in a pocket – all one handed – that attracted the timesensitive marathoner to the product. It was in common usage in Central America, but Buppert is pioneering it as a packaging type in the U.S. – possibly for liquids beyond just water, as well.

“There’s a lot of things we can do with this you can’t do with a bottle,” Buppert said. “We are looking to expand the number of occasions you use water, rather than change habits.”

It’s those changing habits happening at a broad level that made the water category interesting to Jack Belsito. Despite the setbacks the category faced in the late 2000s, he said, he knew that the move to bottled water was the spear tip of the larger health and wellness trend, and any problems the category was having could be overridden by that particular wave.

Belsito, who had run major brands like RC Cola, Snapple, Cadbury Schweppes and others, had been on the prowl for a couple of years for a brand he could build, but instead he received a chance to rebuild a promising high-end water brand that, like the water category itself, had hit some speed bumps.

At the end of 2009, with growth stagnating and a dearth of offers to take it off their hand, the investor group behind Voss, a premium water brand that had struggled to survive the deepest parts of the recession, brought Belsito in to try to re-energize the company. A beautifully designed Norwegian brand that has a strong on-premise presence and aims for one of the highest retail rings in the store, Voss would seem to have been a perfect target for the scrap heap at the time.

But where others might have seen crisis, Belsito saw opportunity. In a buy-low, sellhigh move, it appeared to him that water wasn’t done growing despite a few years of stagnation. If the category could still grow, then the high end would, as well.

“I would advise anybody not to look at things in the short term,” he said. “My feeling was that the category fundamentally was strong, and Voss was innovative

around occasion and lifestyle. The overall trends for health and wellness are global, and we’re still getting benefit from every other beverage trading into water.”

As an international brand, Voss also carries positives and negatives. While the recession continues to linger at varying levels of intensity around the world, there is also an international attitude toward bottled water that involves a more sanguine take on it as a necessity.

“In Western culture, particularly America, people think water should be free,” he said. “That helps drive it down in pricing in people’s minds, and conspires to bring in pressure environmentally and socially to the category. But despite that, it continues to grow at the high end, which is growing even faster than the base.”

To maintain that high-end growth, Belsito has applied standard brand management principles to Voss: the company brought in a sales crew that was experienced with on-premise accounts, where the brand does 65 to 70 percent of its business, and to also focus on high end off-premise retail around “thoughtful consumption occasion” dining.

As part of Belsito’s brand argument, he points out that another high-end water, Glaceau Smartwater, has been the unsung hero of the Coca-Cola purchase of the parent company in 2007, growing at more than 20 percent for several years in a row.

Nevertheless, that environmental and social pressure does remain a major factor in the overall image of the water business; at the commodity level, at least for the soda giants, there seems to have been a slow decline in the amount of marketing energy behind those brands. Not so at Nestle Waters North America, however, where innovation behind lightweight packaging has helped turn Nestle Pure Life into an even faster-growing brand than Smartwater while still allowing its individual regional brands to hold onto their share of the business.

Of course, that innovation is only part of NWNA’s push to hang onto leadership in the category. The other key has been an argument – made from the top down by CEO Jeffrey – that water brands are not the environmental boogeyman that others had perceived them to be. It’s a fine line to walk, but insiders have praised Jeffrey for making a clear comparison between water and competing categories from a

health-and-wellness perspective as well as for helping lessen packaging impacts for its brands.

It’s not just Jeffrey, however. For water companies that have been able to add a feel-good benefit to their packaging – for example, behind Give Water’s or Keeper Springs’ philanthropic causes – the road has remained less treacherous. The opportunity to pull together a brand at the start, rather than have to green at an established company, is what has pulled a pair of longtime industry insiders, Danny Rubenstein and Janet DiGiovanna out of the consulting world and into a full-time effort behind eco-friendly Green Planet Water.

The pair, whose firm, Dash Advisors, has worked with everyone from Naked Juice and Odwalla to Pom Wonderful and O.N.E., say they feel energized and excited about trying to take an entrepreneurial company from wobbly beginnings to national brand status. The focus behind Green Planet is a bottle that is designed to be recycled or, due to its PLA composition, to be compostable in under 90 days.

The pair joined the company, founded in 2009, in late spring of last year; as a major move, they have begun retooling it for retail rather than food service oriented uses.

“We’re building a better bottle,” Rubenstein said. “Having something that is 100 percent plant-based, it touches a chord with consumers and the trade.”

Indeed, the brand was able to get early traction because it struck as much of a chord with Coast Brands Group founder Bob Groux as it did with the pair from Dash; Coast incubated the brand, then helped move it into a wider retail circle.

Building Green Planet, Rubenstein adds, is an interesting challenge for the pair as they (much like Buppert) are building a packaging company as much as they are a water brand. And there’s certainly competition from above, as large CSD companies play with their own version of plant bottles and other lightweighting strategies. But the pair are also used to that kind of challenge – “we’ve done this six times over,” he told BevNET – and are eager for the challenge.

“We are going all in on this because water is the big category,” Rubenstein said.

“It’s pervasive and price sensitive, but we think we’ve struck a nice balance.”

These days, it’s a popular balancing act, indeed.

MARCH 2012 BEVNET MAGAZINE 41

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BRAND NEWS

Water

Clos des Ducs. Celtic Spring Water is filtered

through several layers of Vosgian limestone to provide a balance of minerals for optimum hydration and purity. Celtic Spring Water is approved and certified a number of organizations including the U.S. Army, and the Union of Orthodox Jewish Congregations of America.

Aquadeco LLC. Aquadeco Premium Spring

Water is now available in all Duane Reade Stores in New York City. The brand will soon launch in Sbarro’s Italian Restaurants in the Philadelphia area, as well as Kings Super Markets, and Balducci’s Food Lover’s Markets.

Eldorado Natural Spring Water. One-gallon

packages of Eldorado Natural Spring Water will be sold at Wal-Mart stores in Colorado beginning in March 2012.

Summit Spring Water, Inc. Raw Water is

captured at Summit Spring in Maine, one of the oldest sources in North America. The water is gravity-fed to the bottling plant and into bottles without any treatment or filtration.

PURE SWISS Inc./AG. Pure Swiss has announced its newest accounts in California: Gelson’s; Bristol Farms; Berkeley Bowl and Mother’s Market. The company has also announced the appointment of Peter Huwiler as Chief Operating Officer. Huwiler brings over 25 years of experience in international beverage operations.

Mountain Valley Spring Water, twice named “The Best Tasting Water in the World” by the Berkley Springs International Water Tasting Competition, is now available in portable 11.3 oz. bottles and 4-pack carriers.

Qure Water is pleased to announce a new

partnership with Nature’s Best and UNFI and will be exhibiting at the upcoming Expo West in March.

SolarRain Water is made with ocean water,

and uses solar thermal energy to purify the product. Solar Rain is produced daily and bottled in 100 percent biodegradable and recyclable PET1 bottles. The water is sold locally in over 100 retailers in Southern California.

Kiwaii 100% True New Zealand Spring Water is bottled directly from a protected and sustainably managed source: the Blue Spring on the North Island of New Zealand. Kiwaii contains natural electrolytes and minerals and is packaged in square 500 mL and 1 L PET bottles as well as 6-packs for each size. Kiwaii is available through national distributors UNFI and KeHE, as well as several regional distributors and authorized for sale in over 1,500 outlets including Sprouts Farmers Markets, Sunflower Farmers Markets, AJ’s Fine Foods, Giant Foods, Stop & Shop, Shaw’s, Hy-Vee, Roche Bros, and hundreds of natural food stores.

Water Resources Group. Icebox “water in

Nika Water is now available in all California

territories as well as a number of colleges and universities, including Stanford, the University of San Diego, and UCLA. Tasmanian Rain Water Company has be-

gun distribution of still and sparkling rainwater in China through a Beijing-based distribution company.

a box” is now distributed nationwide. Water Resources Group recently added KeHe/Tree of Life and US Food Service as distributors of Icebox.

Canada’s Whistler Water. The source of Canada’s Whistler Water has introduced a new biodegradable bottle to ensure that if recycling isn’t an option, its bottles will break down naturally.

Icelandic Water Holdings announced a

partnership with Christian Dior for the 2012 launch of Diorsnow, a line of skin-whitening beauty products under Parfums Christian Dior and infused with Icelandic Glacial water.

Kona Deep Water Company harvests and

Jana, a natural European Artesian water, now has distribution in 27 states and 7,500 outlets. Jana, bottled at a 7,000 year-old source, is high in minerals such as calcium, magnesium and silica.

Apollinaris. Discovered in a German volcanic area, Apollinaris has been bottled at the source since 1852. Apollinaris is especially known for its rich magnesium content. The water was a winner of the International Taste

44 BEVNET MAGAZINE MARCH 2012

desalinating deep seawater using reverse osmosis, and bottles the water on-site to ensure freshness and quality.

& Quality Institute Competition in 2009, 2010 and again in 2011.

Voss USA Inc. Voss Water introduced a new 4-pack for its iconic 375 mL glass bottles in both still and sparkling varieties. The new multi-pack is specially designed to be a take home package and supplement Voss’ onpremise portfolio.

Ka-Viti Water, a natural artesianal water from the Fiji Islands recently completed a redesign of its label. The new packaging features an image of a Fiji island and the tagline: “Bottled with the Renewable Energy by the People of Fiji.”

Volvic has made significant progress towards

lowering its impact on the environment. All Volvic bottles, caps and shrinks are now 100 percent recyclable. Volvic is also going greener by increasing the content of recycled plastic (RPET) from 25 percent to 50 percent per bottle.

Volvic is also proud to be partnering for two consecutive years with the Rainforest Foundation US: every liter of Volvic water sold enables the Rainforest Foundation to help 10 indigenous groups protect their rights and forests.

American Summits, sourced from remote

peaks of the Beartooth Mountain Range in Wyoming, has announced its official launch in Washington D.C. American Summits is also the official bottled water sponsor at Washington D.C.’s prestigious RAMMY awards gala, hosted by the Restaurant Association of Metropolitan Washington. American Summits is also a sponsor of the Cultural Tourism of D.C.’s Annual Embassy Chef Challenge in March. American Summits is now launching in Chicago as well, with Testa Produce as its distribution partner.

Project 7. In 2011, Project 7, through the sale of its bio-bottled water and other everyday “products for good,” provided 581,220 meals in American communities, 5,765 days of shelter, food, education and healthcare for orphans, 10,560 weeks of schooling for children in Africa, 10,557 malaria treatments, 7,101 days of counseling for children of war, 14,782 people with one year of clean water, and planted 547,046 fruit trees.

DS Waters of America, Inc. announced a

multi-year giving commitment to help the

46 BEVNET MAGAZINE MARCH 2012

American Cancer Society raise funds to fight breast cancer. The funds will be raised through the sale of Athena bottled water in support of breast cancer awareness, education, research and patient care. Beginning this spring, the Making Strides Against Breast Cancer logo will be added to all single-serve .5 L bottles of Athena bottled water. A minimum of $1 million related to the sale of Athena will go to support breast cancer awareness, education and research by 2014.

AngieRich has introduced XCLR8 Mineral Water. Sourced from a geothermal spring high in the Rocky Mountains, the water contains eight naturally occurring minerals, and has a pH level of 6.9. XCLR8 is packaged in a socially responsible pouch, and its proprietary multi-layer structure is BPA-free. XCLR8 pouches use less plastic compared to traditional plastic water bottles.

Alaska Brands Group LLC, the manufactur-

er of Glacier Water products, is set to debut a new brand name and packaging redesign for its premium glacial water line early 2012.

Clear Alaskan Glacial Water is a premium and unique glacial water geared toward consumers who are health and environmentally conscious. The water is sourced from the Eklutna glacier in the Chugach State Park, just outside of Anchorage, Alaska.

NEO Water. NEO Alkaline Water is available

in 20 oz. and 1 L sizes in 24- and 12-pack self-display cases. NEO is distributed nationally and is seeking additional DSD distributors nationwide.

PepsiCo. Aquafina is refreshing its packaging to feature bilingual labels to meet the needs of Hispanic consumers. Additionally, Aquafina continues its partnership with major league sports and is now the official bottled water of Major League Baseball, Major League Soccer and the National Football League.

The One Brand. One Water is now available exclusively on Virgin America flights in the North America and Virgin Atlantic flights worldwide. 100 percent of the profits from the sale of One Water fund clean water projects in rural Africa. To date the One brand has raised in excess of $12 million to fund like for like causes in rural Africa.

BRAND NEWS

Water

Eternal Water. Electrolyte rich & naturally

alkaline, Eternal Water has been fastest growing brand of premium water over the last three years, according to the manufacturer.

Adobe Springs is the only licensed water source in California that meets the standard set by the United Nations’ World Health Organization (WHO)for magnesium content, according to the manufacturer. The WHO recommends a minimum of 25 mg of magnesium per liter to prevent heart attacks and strokes; Adobe Springs contains 110 mg of magnesium per liter.

Nestlé Waters North America. Nestlé Wa-

ters North America’s headquarters in Stamford, Conn. recently received the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) Gold certification–marking the company’s 10th LEEDcertified building. Since 2003, Nestle Waters’ LEED-certified facilities have helped the

48 BEVNET MAGAZINE MARCH 2012

company reduce energy use by 1.5 million kWh, carbon emissions by 2.1 million pounds, and water use by 9 million gallons. Beyond LEED-certified buildings, the company is also working to reduce its environmental footprint by advocating for improved bottle recycling and preserving more than 14,000 acres of land near its spring water sites.

Hawaiian Springs Young Natural Artesian Water gained distribution into 3,000 stores outside of Hawaii in 2011, substantially increasing its availability to U.S. mainland customers. New retailers included 105 H-E-B grocery stores in Texas, 13 AJ’s Fine Foods stores in Arizona, 30 Gristedes stores in Manhattan, Westchester and Brooklyn, and 140 other independent market retailers throughout New York City. The brand also introduced its 750 mL water bottle in a new 15-pack case. Hawaiian Springs Water was also voted as Best Local Beverage Brand in Honolulu Magazine’s 2011 Reader’s Choice poll.

COCONUT WATER but better

COCONUT WATER. BLENDED WITH TEA. FORTIFIED BY MOTHER NATURE. Visit us at the Expo West Show - booth 4842 Hall D www.amawaters.com

MARCH 2012 BEVNET MAGAZINE 51

do YOU have

?

BAWLS Acquisition | Miami, FL 33137 | 888.731.9708 | www.bawls.com

“The Hangover” Recovery Shot

AL O¯ Drink

28BLACK CALIDRIS 28 US, Inc.

Hangover Joe’s Products (JV)

ALO¯ Drink

by SPI West Port

PRODUCTS: “The Hangover” Recovery Shot PRODUCTS: 28BLACK ‘5-calorie’, 28WHITE (Sugar Free)

PACKAGING: 2 oz. PET ATTRIBUTES: Hangover Prevention/Recovery “The Hangover” Recovery Shot is the leading hangover recovery product in the USA and the leader in the functional lifestyle beverages. The Hangover” Recovery Shot is the official licensed product for the movie, “The Hangover.” “The Hangover” Recovery Shot is a morning after relief product designed to relieve the symptoms of a hangover. The product is all natural and delivers instant branding and high margin profits for both distributors and retailers.

The product is distributed nation wide in convenience stores, grocery stores and liquor stores.

PRODUCTS: Exposed, Escape, Enrich, Awaken, Appeal, Enliven, Allure

PACKAGING: 8.45 oz. Can

PACKAGING: 16.9 oz. PET, 1.5 L PET

ATTRIBUTES: Energy

ATTRIBUTES: Gut Health, Hangover Prevention/ Recovery, Sports & Hydration, Weight Loss/Appetite Control

989 On Demand

AriZona Beverages H2M Beverage

AriZona Beverage Co.

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

PRODUCTS: RX Energy Herbal Tonic

PACKAGING: 20 oz. PET

ATTRIBUTES: Energy

PACKAGING: 20 oz. PET, 23 oz. Can

ATTRIBUTES: Sports And Hydration

ACTIVATE Drinks

5-hour ENERGY

ACTIVATE Drinks

Living Essentials PRODUCTS: Original, Decaf, Extra Strength

Assure Water PRODUCTS: Energy, Heart, Mind, Body, Bones, Immunity

PRODUCTS: Energy Lemon Lime

PACKAGING: 1.93 oz.

PACKAGING: 16.9 oz. PET

ATTRIBUTES: Energy People choose 5-hour ENERGY over 9 million times a week.

Designed for busy, hard working people, 5-hour ENERGY provides a convenient, effective boost.

For retailers 5-hour ENERGY is a proven top seller. It’s backed by marketing support that generates massive consumer awareness. New campaigns in NASCAR, featuring popular driver Clint Bowyer, and in golf, featuring champion Jim Furyk are being launched in 2012. A wide range of POS programs help retailers meet consumer demand.

Assure Water

PACKAGING: 12 oz. Pouch ATTRIBUTES: Bone Health, Energy, Heart And Cardiovascular Health, Immunity, Joint Health, Muscle And Fitness, Sports And Hydration

ATTRIBUTES: Energy

ACTIVATE Drinks

Avitae caffeinated water ACTIVATE Drinks PRODUCTS: Immunity Orange, Energy Lemon Lime PACKAGING: 16.9 oz. PET

PRODUCTS: Avitae 45mg caffeinated water, Avitae 90mg caffeinated water PACKAGING: 16.9 oz. PET

ATTRIBUTES: Energy, Immunity

ATTRIBUTES: Energy, Sports And Hydration

MARCH 2012 BEVNET MAGAZINE 53

Ayu Drinks

BAWLS Guarana Cherry Ayu Drinks PRODUCTS: Ginger Zinger, Peach Açai, Cinnamon Spice, Mango Lime PACKAGING: 14 oz. Glass

Bon Affair wine spritzer

BAWLS Acquisition

DD Beverage Company

Bon Affair, Inc.

PACKAGING: 10 oz. Glass, 16 oz.

Can

PRODUCTS: Citrus, Berry, Green Tea, Pink Energy

PRODUCTS: Pinot Noir, Sauvignon Blanc

ATTRIBUTES: Energy

ATTRIBUTES: Cognitive Health, Energy, Gut Health, Heart & Cardiovascular Health, Immunity, Muscle And Fitness, Relaxation & Mood Enhancement

Balance Relax

Beaver Buzz Energy

PACKAGING: 187 mL Glass, 750 mL Glass

PACKAGING: 12 oz. Can ATTRIBUTES: Energy

BAWLS EXXtra Sugar Free

ATTRIBUTES: Hangover Prevention/ Recovery

Blue Desire Revitalizing Bev. Buzz Energy

Balance Water

BAWLS Acquisition

Turbo Energy Drink

DD Beverage Company

PRODUCTS: Balance Relax, Balance Mind, Balance Digest, Balance Women, Balance Travel

PACKAGING: 10 oz. Glass

PRODUCTS: Blue Desire Pure Cane Sugar, Blue Desire Diet

PRODUCTS: West Coast Energy, Rocky Mountain Energy, Oil Country Energy

ATTRIBUTES: Energy

PACKAGING: 2 gal.

PACKAGING: 500 mL PET, 1 L PET

ATTRIBUTES: Relaxation And Mood Enhancement

ATTRIBUTES: Relaxation And Mood Enhancement, Sleep Aid

Baobab Foods

BAWLS Guarana Root Beer Baobab Foods

BAWLS Acquisition

PRODUCTS: Baobest Baobab Fruit Powder

PACKAGING: 10 oz. Glass ATTRIBUTES: Energy

PACKAGING: 176 oz. Pouch, 7 oz. Pouch, 16 oz. Pouch

ATTRIBUTES: Energy

BODYARMOR SuperDrink BODYARMOR Nutrition, LLC PRODUCTS: Raspberry Blueberry Goji, Strawberry Banana Guava, Cherry Citrus, Tropical Mandarin, Orange Mango Black & Green Tea, Pomegranate Acai Green Tea PACKAGING: 16 oz. PET ATTRIBUTES: Immunity, Muscle And Fitness, Sports And Hydration

ATTRIBUTES: Gut Health, Heart And Cardiovascular Health, Muscle And Fitness

BAWLS Guarana

PACKAGING: 16 oz. Can

BeautySleep BAWLS Acquisition PACKAGING: 10 oz. Glass, 16 oz. Can ATTRIBUTES: Energy

54 BEVNET MAGAZINE MARCH 2012

BigQuark LLC PRODUCTS: BeautySleep PACKAGING: 2 oz.

Glass ATTRIBUTES: Cosmetic, Sleep Aid

All natural BODYARMOR® SuperDrinks are refreshing exotic fruit blends loaded with real nutrition yet light on calories and easy to drink up. Each flavor is saturated with four identical antioxidant and nutrient dense SuperBlends that help you protect, recover, hydrate and get you back to doing what you do best. Identical levels of antioxidants, electrolytes, vitamins and nutrients within a base of coconut water are in each bottle, just choose your favorite flavor!(Gluten free, certified Kosher, no artificial flavors/colors/preservatives)

C2O Pure Coconut Water

CLICK Espresso Protein

C2O Pure Coconut Water PRODUCTS: Pure PACKAGING: 17.5 oz. Can ATTRIBUTES: Sports And Hydration

Click

Forward Foods

PRODUCTS: CLICK Espresso Protein Drink-Mocha, CLICK Espresso Protein DrinkVanilla Latte

PRODUCTS: Vanilla Bean Protein Shake, Milk Chocolate Protein Shake

PACKAGING: 16 oz. Can ATTRIBUTES: Energy, Muscle And Fitness, Weight Loss/Appetite Control

Code Blue

Celsius Celsius, Inc. PRODUCTS: Cola, Orange, Wild Berry, Orange, Apple, Green Tea Raspberry Acai, Lemon Iced Tea, Strawberry Kiwi, Packets, Shot PACKAGING: 12 oz. Can, 2.5 oz. PET, 0.2 oz.

Stick Pack

Cintron

ATTRIBUTES: Relaxation And Mood Enhancement

Arizona Investment & Trading, LLC

PRODUCTS: Code Blue Blueberry Pomegranate, Code Blue Peach Mandarin, Code Blue Meyer Lemon, Code Blue Strawberry Melon

PRODUCTS: Regular PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy With the ever growing energy drink market worldwide and the emergence of new markets and trends comes the opportunity to introduce our new concept of energy drink that caters to the ever changing consumer lifestyle. Our newly designed and formulated energy drink, Fikks energy has substituted Taurine for Aloe Vera. Aloe Vera “The Miracle Plant” contains more than 200 constituents beneficial to the human body. To name a few: Amino Acids, Vitamins, Minerals, and Enzymes. Fikks is unique in its essence and benefits. It stimulates your positive energy.

You will feel the difference; you will find that it is a wise investment.

PRODUCTS: Vanilla, Chocolate, Honey, Strawberry Banana

ATTRIBUTES: Cognitive Health, Energy, Gut Health, Heart And Cardiovascular Health, Joint Health, Weight Loss/Appetite Control

PACKAGING: 16 oz. Can

Code Blue

Fair Oaks Farms Brands

PACKAGING: 10 oz. Can

PRODUCTS: Drank Original, Drank Island Time

Dr. Hameed AlGaood

Core Power

PRODUCTS: Banapple-Berry, Mango-J, AcerolaPina

HBB, LLC

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

ATTRIBUTES: Sports And Hydration

Bare Nutrition, LLC

Drank

PACKAGING: 14 oz. PET, 11 oz. TetraPak

PACKAGING: 12 oz. PET

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

Chia\Vie

Detour Lean Muscle

PACKAGING: 11.5 oz. PET ATTRIBUTES: Energy, Muscle And Fitness, Sports And Hydration

Cuba Beverage Company Cintron Beverage Group PRODUCTS: Original, Tropical Azul Drink, S.F. Tropical Azul, Citrus Mango, Pineapple Passion, Cranberry Splash,

PACKAGING: 2 oz.

PET, 8.4 oz. Can, 16 oz. Can ATTRIBUTES: Energy 56 BEVNET MAGAZINE MARCH 2012

Cuba Bev.Co. PRODUCTS: Cuba Herbal Energy Juice, Pomegranate/ Cranberry, Passionfruit/ Orange, Wild Berry PACKAGING: 12 oz. Can ATTRIBUTES: Energy

Dragon Energy Drink

Easy2Sleep

Bigfoot Beverages

Easy2Live LLC.

PRODUCTS: Dragon Energy Drink Regular, Dragon Energy Drink Diet

PRODUCTS: Soothing Citrus

PACKAGING: 3 gal. 1 gal.

ATTRIBUTES: Sleep Aid

ATTRIBUTES: Energy

PACKAGING: 2 oz.

PET, 24 oz. PET

2OZ SHOTS

Essentia Water

Fantastic Fountain

FRS Healthy Defense

FRS Healthy Energy Chews

Essentia Water, Inc.

Fantastic Fountain Inc.

The FRS Company

The FRS Company

PRODUCTS: Super Hydrating Electrolyte enhanced

PRODUCTS: Juggernaut PACKAGING: 16 oz. Can, 2.5-gal Bag-in-Box gal.

PRODUCTS: Low Cal Citrus Pomegranate, Low Cal Pomegranate Blueberry

PRODUCTS: Pineapple Mango, Orange, Pomegranate Blueberry

ATTRIBUTES: Energy

PACKAGING: 12 oz. PET

PACKAGING: 20 oz. PET, 1.0 L PET, 1.5 L PET ATTRIBUTES: Energy, Muscle And Fitness, Sports And Hydration

Ex Chillout

ATTRIBUTES: Immunity

FitAID

FRS Healthy Energy

Ex Drinks, LLC

LifeAID Bev Co

PRODUCTS: Ex Chillout

PRODUCTS: FitAID PACKAGING: 12 oz. Can

PACKAGING: 8.4 oz. Can

ATTRIBUTES: Bone Health, Energy, Heart And Cardiovascular Health, Immunity, Joint Health, Muscle And Fitness, Sports And Hydration

ATTRIBUTES: Relaxation And Mood Enhancement

Ex Drinks

Fore Focus

PACKAGING: Soft Chews, Hard Chews ATTRIBUTES: Energy

FRS Healthy Protein

The FRS Company

The FRS Company

PRODUCTS: Peach Mango, Cherry Limeade, Wild Berry; Low Cal Peach Mango, Wild Berry, Citrus Pomegranate, Orange; Apricot Nectarine

PRODUCTS: Orange Cream, Blackberry Acai PACKAGING: 12 oz. PET ATTRIBUTES: Muscle And Fitness

PACKAGING: 12 oz. PET, 11.5 oz. Can ATTRIBUTES: Energy

FRS Healthy Energy Powder

FRS Healthy Slim

Ex Drinks, LLC

Adrenaline Labs

The FRS Company

The FRS Company

PRODUCTS: Ex Pure Energy

PRODUCTS: Iced Tea - Lemonade, Fruit Punch

PRODUCTS: Low Cal Wild Berry, Low Cal Orange

PRODUCTS: Tropical, Strawberry Melon

PACKAGING: 2.5 oz. PET

PACKAGING: Powder

PACKAGING: 12 oz. PET

ATTRIBUTES: Energy

ATTRIBUTES: Weight Loss/ Appetite Control

PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy

Ex Drinks

ATTRIBUTES: Energy, Muscle And Fitness, Sports And Hydration

FRS Healthy Concentrate

FRS Healthy Energy Shots

Ex Drinks, LLC

The FRS Company

The FRS Company

PRODUCTS: Ex Slim Energy

PRODUCTS: Low Cal Peach Mango, Low Cal Orange

PRODUCTS: Peach Mango, Orange

PACKAGING: concentrate

PACKAGING: 2 oz.

PACKAGING: 8.4 oz. Can ATTRIBUTES: Energy

58 BEVNET MAGAZINE MARCH 2012

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Fruitasia Protica PRODUCTS: Fruitasia Fruit & Vegetable Shot PACKAGING: 3 oz. PET ATTRIBUTES: Cognitive Health, Energy, Gut Health, Hangover Prevention/Recovery, Heart And Cardiovascular Health, Immunity

Fuel in a Bottle

Go Fast Energy BYB Brands, Inc. PRODUCTS: Energy, Protein PACKAGING: 2.0 oz. PET, 2.5 oz.

PET

Go Fast Energy Go Fast Sports & Beverage Co.

Go Fast Sports & Beverage Co.

PRODUCTS: Go Fast LemonadeLime Energy Hybrid

PRODUCTS: Go Fast Tea Energy Hybrid

Nor Cal Bev. Co. Inc. PRODUCTS: Sugar Free, Pomegranate Star Fruit, Peach Tea, Pomegranate Blueberry Tea, Lemon Drop

PACKAGING: 16 oz. Can

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy, Muscle And Fitness

Go Girl Energy Drink

PACKAGING: 12 oz. Can, 11.5 oz. Can

ATTRIBUTES: Energy

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Go Fast Sports & Beverage Co.

Go Fast Energy Go Fast Gum Company

PRODUCTS: Go Fast Authentic, Go Fast Light, Go Fast Berry Energy Hybrid, Go Fast Lemonade Lime Energy Hybrid, Go Fast Coconut Energy Hybrid, Go Fast Tea Energy Hybrid, Go Fast Energy & Xylitol Gum, Go Fast Energy Shot

Golazo PRODUCTS: Mango-Lim贸n, Sugar-Free, Mandarina, Jamaica Punch

PRODUCTS: Go Fast Energy & Xylitol Gum PACKAGING: 5 pieces

PACKAGING: 16 oz. Can, 11.9 oz. Can, 8.4 oz. Can, 5 Pieces per pack, 50 mL PET ATTRIBUTES: Energy Go Fast was formulated with valuable input from Athletes of all kinds who wanted the most functional and best tasting Energy Drink. Go Fast uses the highest quality ingredients to provide a smoothsustained kick. Go Fast has no Aspartame, and no High Fructose Corn Syrup.Go Fast offers these great Energy products: Go Fast Authentic, Go Fast Light, Go Fast Energy Hybrids, Go Fast Energy & Xylitol Gum, and the Go Fast Energy Shot.

Golazo Sports Energy

PACKAGING: 12 oz. Can

ATTRIBUTES: Energy

Go Fast Energy

ATTRIBUTES: Energy, Sports And Hydration

Golazo Sports Hydration Go Fast Sports & Beverage Co.

Golazo PRODUCTS: Mango-Lim贸n, Mandarina, Limonada, Jamaica Punch

PRODUCTS: Go Fast Energy Shot PACKAGING: 50 mL PET

PACKAGING: 20 oz. PET

ATTRIBUTES: Energy

Go Fast Energy

Go Fast Energy

PRODUCTS: Go Fast Berry Energy Hybrid PACKAGING: 16 oz. Can ATTRIBUTES: Energy

Go Fast Energy

GolferAID

Go Fast Sports & Beverage Co.

Go Fast Sports & Beverage Co.

PRODUCTS: Go Fast Coconut Energy Hybrid

PRODUCTS: Go Fast Authentic, Go Fast Light

PACKAGING: 16 oz. Can

PACKAGING: 16, 11.9, 8.4 oz. Can, 16, 11.9, 8.4 oz.

Can

ATTRIBUTES: Energy

ATTRIBUTES: Energy 60 BEVNET MAGAZINE MARCH 2012

ATTRIBUTES: Sports And Hydration

LifeAID Bev Co PRODUCTS: GolferAID PACKAGING: 12 oz. Can ATTRIBUTES: Cognitive, Eye, Joint, Heart & Cardiovascular, Health; Energy, Relaxation & Mood Enhancement, Sports & Hydration

GOOD4U Calorie Burner

Green Fit

GURU Energy Drink

Hangover resQwater Shot

GOOD4U Drinks Co.

Functional Foods, Inc.

GURU Beverage Co.

Intelligent Beverages

PRODUCTS: GOOD4U Calorie Burner

PRODUCTS: Tropical Citrus, Pomegranate

PRODUCTS: GURU Energy Drink, GURU Lite Energy Drink

PRODUCTS: Hangover resQwater Shot

PACKAGING: 16 oz. PET

PACKAGING: 12 oz. PET

ATTRIBUTES: Muscle And Fitness, Weight Loss/Appetite Control

GOOD4U Recovery System

ATTRIBUTES: Energy, Gut Health, Immunity, Muscle And Fitness, Weight Loss/ Appetite Control

grombomb

GOOD4U Drinks Co.

ATTRIBUTES: Hangover Prevention/ Recovery, Immunity, Joint Health, Muscle And Fitness

GOOD4U System Preload

Healthy Sweet Beverages

PRODUCTS: Grape, Strawberry, Fruit Punch, Mixed Berry PACKAGING: 16 oz. PET, 24 pack ATTRIBUTES: Bone Health, Cosmetic, Energy, Heart And Cardiovascular Health, Immunity, Muscle And Fitness, Sports And Hydration

PACKAGING: 10.5 oz. Can

Healthy Sweet Beverages Healthy Sweet Beverages is dedicated to providing 100% natural premium quality, flavored water to consumers looking to protect their dental health and enjoy low calorie, sugar-free beverages. Healthy Sweet Beverages contain no juice sugar and are sweetened with Xylitol and other natural sugar alcohols.

Xylitol has been scientifically proven through many studies to have an antibacterial effect that can actually reduce the population of caries-causing bacteria. Healthy Sweet is Bursting with flavor in every drop! Developed by a Pediatric Dentist. Made from Nature’s Healthiest Ingredients!

ATTRIBUTES: Sports And Hydration

Guapa Beautyin Drink

GOOD4U Drinks Co.

Wellness Foods

PRODUCTS: GOOD4U System Preload - Tropical Citrus

PRODUCTS: SkinCare, Weight Loss, Antiox PACKAGING: 480 mL PET

PACKAGING: 16 oz. PET

ATTRIBUTES: Weight Loss/ Appetite Control

ATTRIBUTES: Energy, Hangover Prevention/Recovery, Heart And Cardiovascular Health, Immunity, Muscle And Fitness

GOOD4U Tranquilo

Healthy Sweet Beverages LLC

PRODUCTS: pintail punch, seaside sour apple, wipeout watermelon, liptrick lemonade

PACKAGING: 16 oz. PET

Guayaki Yerba Mate

GOOD4U Drinks Co. PRODUCTS: GOOD4U Tranquilo Relaxation PACKAGING: 16 oz. PET ATTRIBUTES: Muscle And Fitness, Relaxation And Mood Enhancement 62 BEVNET MAGAZINE MARCH 2012

ATTRIBUTES: Hangover Prevention/ Recovery

ATTRIBUTES: Energy

grombomb healthy rehydration

PRODUCTS: Recovery System - Cactus Starfruit

PACKAGING: 2 oz. PET

PACKAGING: 8 oz.

Can, 12 oz. Can

Guayaki Inc. PRODUCTS: Traditional Mate, EmpowerMint, Unsweetened Mate, Pure Passion, Mind, Endurance, Body, Heart PACKAGING: 16 oz. Glass ATTRIBUTES: Energy, Gut Health, Heart And Cardiovascular Health, Immunity

Hangover Gone

Hiball Energy Afterglow Beverage Company, Inc. PRODUCTS: Hangover Gone PACKAGING: 2 oz. PET ATTRIBUTES: Hangover Prevention/ Recovery

Hiball Inc. PRODUCTS: Sparkling Energy Water, Organic Sparkling Energy Drinks PACKAGING: 10 oz. Glass, 16 oz. Can ATTRIBUTES: Cognitive Health, Energy, Muscle And Fitness, Sports And Hydration, Weight Loss/Appetite Control

HIJINKS Energy Mixer

Hype Energy

ITO EN SHOTS

Java Monster

HIJINKS Energy

On Distribution

ITO EN(North America) INC.

PRODUCTS: HIJINKS: The Original Energy Mixer

PRODUCTS: Hype Energy, Energy MFP, Energy Enlite, Energy Organic, Energy Shot

PRODUCTS: Sencha Shot, Oolong Shot

PACKAGING: 1.1 oz. PET

PACKAGING: 8.4 oz. Can, 16 oz.

Can, 72 mL PET

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Hockey Soda Energy

Isometric Protica

PRODUCTS: Hockey Soda Energy

PRODUCTS: Isometric Meal Replacement Shot

PACKAGING: 8.4 oz. Can ATTRIBUTES: Cognitive Health, Energy, Joint Health, Muscle And Fitness

ATTRIBUTES: Energy, Hangover Prevention/ Recovery, Heart And Cardiovascular Health, Immunity

ojo

PACKAGING: 9.6 oz. Can, 15 oz. Can ATTRIBUTES: Energy

Jet Lag Iced Tea Jade Monk LLC.

Jetway Inc.

PRODUCTS: Lime Blossom, Chai Spice, Cranberry Blood Orange, Palau Peach

PACKAGING: 3.2 oz. PET ATTRIBUTES: Energy, Immunity, Muscle And Fitness, Sports And Hydration, Weight Loss/Appetite Control

PRODUCTS: Kona Blend, Mean Bean, Loca Moca, Vanilla Light, Toffee, Irish, X-PressoHammer, X-Presso- Midnite

PACKAGING: 6.4 oz. Can

Jade Monk

Hockey Soda Beverage Co.

Monster Beverage Company

PACKAGING: 4.72 oz. Can, 4.74 oz.

Can, 4.78 oz. Can ATTRIBUTES: Energy, Immunity, Sports And Hydration

™

PRODUCTS: Beijing, Tokyo PACKAGING: 16.9 oz. PET, 16.9 oz.

PET ATTRIBUTES: Energy, Hangover Prevention/ Recovery, Immunity, Relaxation And Mood Enhancement, Sleep Aid

Bilberry

Helps Protect and Preserve Vision* Lutein

fortified eye care nectar Helps Protect and Preserve Vision.* Dietary Supplement

• OJO contains ingredients clinically

•• proven by The National Eye Institute’s

Dietary Supplement

•• to the difficult to ingest AREDS vitamins which sold over $280 million last year.

• Try THE VISIONARY DRINK today.

••

Omega-3’s

Bilberry and Lutein

Age-Related Eye Disease Study (AREDS) to promote eye health.

• A Dr. formulated beverage alternative

Bilberry and Lutein

Antioxidants

ojo ™

ojo ™

Blackcurrant

fortified eye care nectar 4-8oz (237mL)4-8oz (237mL)

Mango Blackcurrant

All Natural Flavors

Vitamin B’s

fortified eye care nectar

Mango Blackcurrant

Grape Seed Extract *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. © 2011 Insightful Solutions, LLC. All rights reserved.

visit www.ojonectar.com MARCH 2012 BEVNET MAGAZINE 63

Jet Lag Water

Koma Unwind

Kudu Energy

Jetway Inc. PRODUCTS: Honolulu, San Francisco

PRODUCTS: Regular, Sugar Free

PACKAGING: 16.9 oz. PET

PACKAGING: 12 oz. Can

ATTRIBUTES: Energy, Gut Health, Hangover Prevention/ Recovery, Immunity, Relaxation And Mood Enhancement

Julio Cesar Chavez Energy

ATTRIBUTES: Relaxation And Mood Enhancement,

PACKAGING: 16 oz. Can ATTRIBUTES: Energy

Stimulicious Brands LLC

PRODUCTS: Kudu Energy Berry Blend, Kudu Energy Tangerine, Kudu Energy TBD Spring 2012

PRODUCTS: Minx -xXx- Male PACKAGING: 60 mL PET ATTRIBUTES: Sex-Related

ATTRIBUTES: Energy

Kombucha Wonder Drink

PRODUCTS: Regular, Sugar Free

Kudu Energy LLC

PACKAGING: 2 oz. PET

Sleep Aid

Julio Cesar Chavez Beverage

Minx -xXx- Erotic Energy

Minx -xXx- Erotic Energy

Mercy

Kombucha Wonder Drink

Mercy

PRODUCTS: Asian Pear & Ginger, Cherry Cassis, Niagara Grape, Traditional, Lemon, Peach, Mango, Juniper Berry, Spearmint & Lemon Myrtle, Green Tea & Lemon

PRODUCTS: Regular

Stimulicious Brands LLC PRODUCTS: Minx -xXx- Female

PACKAGING: 8.4 oz. Can

PACKAGING: 60 mL PET

ATTRIBUTES: Hangover Prevention/ Recovery

ATTRIBUTES: Sex-Related

PACKAGING: 14 oz. Glass, 8.4 oz. Can ATTRIBUTES: Energy, Gut Health

Lean Slow Motion Potion

Karma Karma Culture LLC

Monster Beverage Company

PRODUCTS: Mind, Body, Balance, Spirit, Vitality

PRODUCTS: Original, Lo Carb, Absolutely Zero, Assault, Khaos, M-80, MIXXD, Import, Import Light, DUB

PACKAGING: 18 oz. PET ATTRIBUTES: Bone Health, Cognitive Health, Immunity, Joint Health, Muscle And Fitness, Sports And Hydration

PACKAGING: 16 oz., 24 oz., 32 oz., 18.6 oz. Can; 5 oz., 16.9 oz. Glass ATTRIBUTES: Energy

KeVita Probiotic Drink KeVita PRODUCTS: Coconut, Strawberry Acai Coconut, Mango Coconut, Pomegranate Coconut, Pom Black Tea, Green Tea, Living Greens, Lemon Ginger PACKAGING: 16 oz. Glass

Monster Energy

Monster Extra Strength Dewmar International PRODUCTS: Lean Slow Motion Potion - Purp, Lean Slow Motion Potion - Yella, Lean Slow Motion Potion - Easta Pink PACKAGING: 16 oz. Can ATTRIBUTES: Relaxation And Mood Enhancement Lean Slow Motion Potion is the fastest growing, highest volume sales urban based niche consumer relaxation beverage on the market today. It comes in 3 tasteful flavors (Grape, Pineapple & Strawberry). Contact us now for our new special 2012 Pricing & Promotions schedules.

ATTRIBUTES: Energy, Gut Health 64 BEVNET MAGAZINE MARCH 2012

Monster Beverage Comapny PRODUCTS: Anti-Gravity, Killer B, Super Dry, Black Ice PACKAGING: 12 oz. Can ATTRIBUTES: Energy

High profile.

High impact.

High sales.

5-hour ENERGY is raising its game – ®

increasing consumer awareness and demand on two of the biggest stages in all of sports – the NASCAR Sprint Cup Series, and professional golf.

Thirty-six races. Thousands of your customers in the stands for each. Millions more watching on TV every Sunday.

And 5-hour ENERGY is in the middle of it all with Clint Bowyer, the #15 Toyota, and Michael Waltrip Racing.

You can be there, too, with new 5-hour ENERGY Racing displays for floor and counter. Watch for our new TV commercial featuring Clint Bowyer getting stuff done. ®

®

5-hour ENERGY and professional golf? It’s a natural fit, especially with hard working tour champion Jim Furyk. Your customers who golf know that playing 18 holes can be tiring. 5-hour ENERGY is the answer to early tee times, long days on the course, and the household chores that await at home. Jim Furyk is playing in front of millions in tournaments, and in a new commercial in which he explains how 5-hour ENERGY helps him get through his busy golf season. ®

®

®

5-hour ENERGY. Get in the action. ®

©2012 Innovation Ventures, LLC. All rights reserved. Clint Bowyer and Jim Furyk are paid spokespeople for 5-hour ENERGY ®

Call 866-960-1700

w w w. 5 h o u r e n e rg y. c o m / t r a d e

†THIS STATEMENT HAS NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION. THIS PRODUCT IS NOT INTENDED TO DIAGNOSE,TREAT, CURE OR PREVENT ANY DISEASE. †No crash means no sugar crash.

5-hour ENERGY contains no sugar.

Individual results may vary.

See www.5hourenergy.com for more details. ®

Monster Rehab

Neuro

Nitro2Go Trifecta

Monster Beverage Company PRODUCTS: Tea, Lemonade Energy; Rojo Tea Energy; Green Tea Energy; Protean Energy; Tea, Orangeade Energy PACKAGING: 15.5 oz., 23 oz. Can ATTRIBUTES: Energy, Sports And Hydration

My Body Shots My Body Shots, LLC PRODUCTS: Nyte, Immunity, Sport, Kids Sport, Travel, Vitamin, Vitamin Kids PACKAGING: 2.5 oz. PET ATTRIBUTES: Bone Health, Hangover Prevention/Recovery, Immunity, Sports And Hydration

Nitro2Go, Inc. PRODUCTS: Orange, Pomegrape, Lemon Lime PACKAGING: 8 oz. PET

Products: NeuroPassion drive in every bottle.

NeuroSonic mental performance in every bottle.

NeuroSleep ZZZzzz... in every bottle.

NeuroSun vitamin D in every bottle.

NeuroBliss happiness in every bottle.

NeuroSport replenishment in every bottle.

NeuroTrim a leaner you in every bottle.

Neuro delivers a system of drinks developed to upgrade your life. Each drink is formulated by leading experts in the areas of nutrition & food science, neurocognitive research, and clinical nutrition, to include a blend of essential vitamins, minerals, amino acids and proprietary dietary ingredients to enhance specific aspects of our lives: When we need to push the limit, NeuroPassion; When we’re mentally foggy, NeuroSonic; When we’re tossing and turning, NeuroSleep; When the clouds take over, NeuroSun; When our thirst can’t be quenched, NeuroAqua; When we’re stressed, NeuroBliss; When we sweat it all out, NeuroSport; When we slack on our diets, NeuroTrim.Neuro is the convergence of true function and flavor that creates an operating system for life optimizing everything from brainpower to willpower. To satisfy your thirst for perfection, Neuro is available nationwide and in the United Kingdom.

Nitrix Energy

Nawgan Nawgan Products, LLC PRODUCTS: Red Berries, Orange, Berry Caffeine Free

Nitrix Energy PRODUCTS: Nitrix Energy Guaraná, Nitrix Energy Fruit Mix PACKAGING: 71 oz. PET, 33.8 oz. PET, 9.1 oz.

Can, 8.8 oz. PET ATTRIBUTES: Energy

ATTRIBUTES: Cognitive Health, Sports And Hydration

Nitrix Energy, operating in Brazil since 2007, is popular for its taste and perfect combination of energizing ingredients. Seeing a market for groups of friends consuming at parties, sporting events, study time, and work, the innovative 71 fl oz beverage gave us the opportunity to lead the market in some areas in South America. Nitrix Energy, more than a premium beverage, is selling ideas for customers.

Nawgan Products, LLC. PRODUCTS: Red Berries, Orange, Berry Caffeine Free PACKAGING: 11.5 oz. Can ATTRIBUTES: Cognitive Health, Sports And Hydration 66 BEVNET MAGAZINE MARCH 2012

Nuun Nuun & Co. PRODUCTS: Electrolyte enhanced drink tabs PACKAGING: 240 mL PET ATTRIBUTES: Sports And Hydration

OhYeah! Nutrition

PACKAGING: 11.5 oz. Can

Nawgan Products, LLC.

ATTRIBUTES: Energy, Sports And Hydration

OhYeah!

Nutrition PRODUCTS: OhYeah!

Nutritional Shake PACKAGING: 14 oz. PET ATTRIBUTES: Energy, Muscle And Fitness, Sports And Hydration, Weight Loss/ Appetite Control

OJO FORTIFIED NECTAR OJO FORTIFIED EYE CARE NECTAR PRODUCTS: OJO FORTIFIED EYE CARE NECTAR PACKAGING: 8 oz. PET ATTRIBUTES: Eye Health

NVE Pharmaceuticals

PALO Root Tea

Penthouse Libido Shots PALO Root Tea

Prestige Imports LLC

PRODUCTS: PALO Root Tea

PRODUCTS: Per4mance Shot, Pleasure Shot, Energy Shot “Power To Party”

PACKAGING: 14 oz. Glass ATTRIBUTES: Energy, Gut Health, Immunity, Muscle And Fitness

NVE Pharmaceuticals PRODUCTS: Stacker2 6 Hour Power Energy Shot, Stacker2 Xtra Energy Shot, Stacker2 Extreme Energy Shot, Stacker2 Vitamin Shot Hangover Helper, Stacker2 Vitamin Shot Joint Fix, Stacker2 Vitamin Shot Self Defense, Stacker2 Vitamin Shot Prolong Pleasure, Stacker2 Sleep Ease, Stacker2 D3, Stacker2 B12

PartyAID LifeAID Bev Co

ATTRIBUTES: Energy, Hangover Prevention/Recovery, Immunity, Joint Health, Relaxation And Mood Enhancement, Sleep Aid, Sex-Related, Weight Loss/Appetite Control

PRODUCTS: PartyAID

NVE Pharmaceuticals is the manufacturer, marketer and distributor of diet and energy supplements which include 6 Hour Power Energy Shots, Xtra Energy Shots, Stacker2 Extreme Energy Shots, Stacker2 Vitamin Shots and Stacker2 8.4oz Energy Drink. NVE Pharmaceuticals has been a growing force in the diet and energy supplement market for over 30 years. NVE’s 300,000 sq ft private label shot and 8.4 oz energy drink manufacturer facility co-packs nationally and globally.

PACKAGING: 12 oz. Can

PRODUCTS: Lemon Squeeze, Berry Breeze, Orange Splash, Fruit Fusion PACKAGING: 20 oz. PET ATTRIBUTES: Heart And Cardiovascular Health

OnPoint Energy OnPoint Energy PRODUCTS: Wild Berry - Regular Strength, Acai Pomegranate Regular Strength, Grape - Regular Strength PACKAGING: 2 oz. PET

PHIX PRODUCTS: Phix Energy PACKAGING: 12.35 g Stick Pack

ATTRIBUTES: Cognitive Health, Energy, Hangover Prevention/ Recovery, Immunity, Joint Health, Relaxation And Mood Enhancement

Party Armor Mycell Technologies

ATTRIBUTES: Cognitive Health, Relaxation And Mood Enhancement, Sex-Related

Phix Energy

PACKAGING: 2 oz. PET

Omega Water

PACKAGING: 2 oz.

PET, 2 2 oz. PET

ATTRIBUTES: Energy

PreSk8 Party Armor

Superior Hockey Nutrition

PRODUCTS: Party Armor PACKAGING: 2 oz. PET

PRODUCTS: PreSk8

ATTRIBUTES: Hangover Prevention/Recovery Finally, a POWERFUL product that REALLY works! Party Armor is designed to be the last shot of the night (before bed), although it is still effective the morning after!Party Armor works by giving your body the tools it needs to repair itself. Our 18 crucial ingredients replenish key vitamins, minerals, and electrolytes, but also detox the liver, blood, and brain while asleep - ensuring a better morning, and more productive day!

PACKAGING: 4 oz. PET ATTRIBUTES: Cognitive Health, Energy, Heart And Cardiovascular Health, Muscle And Fitness

Pro20 Lifeway Foods PRODUCTS: pro20 Green Tea, Pro20 Blood Orange, Pro20 Peach Passionfruit ATTRIBUTES: Gut Health, Immunity

ATTRIBUTES: Energy MARCH 2012 BEVNET MAGAZINE 67

RealBeanz Iced Coffee

Proasis Protica

Red Bull Sugarfree Red Bull North America

PRODUCTS: CappuccinoEnergize, Caramel-Focus, Diet CappuccionTrim & Fit, Mocha-Resist, Vanilla Nut-Relax

PRODUCTS: Proasis Protein Shot PACKAGING: 3 oz. PET

PACKAGING: 16 oz.

ATTRIBUTES: Hangover Prevention/ Recovery

ATTRIBUTES: Energy

Red Bull Total Zero Funktional Beverages, Inc. PRODUCTS: Classic Grape, Berry Calming, Classic Lemon-Lime PACKAGING: 16 oz. Can ATTRIBUTES: Cognitive Health, Relaxation And Mood Enhancement 100% FDA Approved!!! Purple Stuff is the best tasting premium soda. A performance enhancing cognitive soda with B vitamins to replace those lost due to stress and anxiety.

Rose hips induces a sense of happiness.

Valerian root relaxes nerves. L-Theanine increases awareness and ability to focus.

Crystalline Fructose as a sweetener. NO MELATONIN, No caffeine, No Sugar, No High Fructose Corn Syrup and only 50 calories per serving. Now with over 250,000 fans on Facebook.

PRODUCTS: Lemon Lime, Pomegranate

PACKAGING: 8.4 oz. Can, 12 oz.

Can, 16 oz. Can, 20 oz. Can

ATTRIBUTES: Cognitive Health, Energy, Immunity, Relaxation And Mood Enhancement, Weight Loss/Appetite Control

Purple Stuff

Intelligent Beverages

PRODUCTS: Red Bull Sugarfree

PACKAGING: 9.5 oz. Glass

ATTRIBUTES: Energy, Joint Health, Muscle And Fitness, Sports And Hydration, Weight Loss/ Appetite Control

resQwater

Rip It Energy Fuel

Red Bull North America

National Beverage Corp

PRODUCTS: Red Bull Total Zero

PRODUCTS: Regular, Sugar Free

PACKAGING: 8.4 oz. Can, 12 oz.

Can, 16 oz. Can

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy

Relax 5

ATTRIBUTES: Energy

Roaring Lion BeBevCo

RLED, LLC

PRODUCTS: Regular Shot

PRODUCTS: Roaring Lion, Roaring Lion Sugar Free

PACKAGING: 2 oz. PET ATTRIBUTES: Relaxation And Mood Enhancement

PACKAGING: 12 oz. & 16 oz. Can, 16.9 oz. PET, 1 gal & 3 gal Bag-in-Box ATTRIBUTES: Energy

Pyure Energy

Red Bull Energy Drink Pyure Brands LLC PRODUCTS: Pyure Energy PACKAGING: 2 oz.

Glass ATTRIBUTES: Energy

Red Bull North America PRODUCTS: Red Bull Energy Drink PACKAGING: 8.4 oz. Can, 12 oz.

Can, 16 oz. Can, 20 oz. Can ATTRIBUTES: Energy

68 BEVNET MAGAZINE MARCH 2012

RelaxZen

ROCKSTAR COCONUT RelaxZen, Inc.

ROCKSTAR INC

PRODUCTS: RelaxZen DAY, RelaxZen NIGHT

PRODUCTS: COCONUT ENERGY WATER

PACKAGING: 2.5 oz. PET

PACKAGING: 16 oz. Can

ATTRIBUTES: Relaxation And Mood Enhancement, Sleep Aid

ATTRIBUTES: Energy, Hangover Prevention/ Recovery, Sports And Hydration

ROCKSTAR JUICED

ROCKSTAR ICED

ROCKSTAR PERFORMANCE ROCKSTAR RELAX

ROCKSTAR INC

ROCKSTAR INC

ROCKSTAR INC

ROCKSTAR INC

PRODUCTS: ORANGE - MANGO - PASSION FRUIT, GUAVA

PRODUCTS: ICED

PRODUCTS: 2X ENERGY, XDURANCE

PRODUCTS: RELAX GUAVA RELAXATION TEA

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy, Sports And Hydration

PACKAGING: 16 oz. Can

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy, Sports And Hydration

ATTRIBUTES: Relaxation And Mood Enhancement

PACKAGING: 16 oz. Can

ATTRIBUTES: Energy

ROCKSTAR ENERGY

ROCKSTAR PINK

ROCKSTAR RECOVERY

ROCKSTAR ROASTED

ROCKSTAR INC

ROCKSTAR INC

ROCKSTAR INC

ROCKSTAR INC

PRODUCTS: ORIGINAL, SUGAR FREE, ZERO CARB, PUNCHED, COLA

PRODUCTS: PERFECT BERRY PINK

PRODUCTS: LEMONADE, ORANGE, GRAPE

PRODUCTS: MOCHA, LIGHT VANILLA, LATTE

PACKAGING: 12 oz. Can

PACKAGING: 16 oz. Can, 24 oz. Can

PACKAGING: 15 oz. Can

PACKAGING: 16 oz. Can, 24 oz. Can ATTRIBUTES: Energy

ATTRIBUTES: Energy

ATTRIBUTES: Energy, Hangover Prevention/ Recovery

ATTRIBUTES: Energy

MARCH 2012 BEVNET MAGAZINE 69

Sambazon

Sneaky Pete’s Oatstanding Beverage

Street King

Sambazon

Street King

PRODUCTS: Chocolate Almond Coconut Milk Protein Superfood Smoothie

PRODUCTS: Orange Mango, Grape PACKAGING: 2.5 oz. PET

PACKAGING: 10.5 oz. PET

ATTRIBUTES: Energy

ATTRIBUTES: Weight Loss/ Appetite Control

Sambazon

TALON Energy Sambazon

Sneaky Pete’s Oatstanding Beverage

PRODUCTS: Energy

PRODUCTS: Apples Away, Mango Mystique, Grape Escape, Peach Perfection, Raspberry Beret

Fluid Motion Beverage Inc.

PACKAGING: 12 oz. PET PACKAGING: 10.5 oz. PET ATTRIBUTES: Energy

ScaleDown Shot

ATTRIBUTES: Gut Health, Heart And Cardiovascular Health, Immunity, Muscle And Fitness, Weight Loss/Appetite Control Sneaky Pete’s Oatstanding beverage is a refreshing way to easily get the fiber your body needs in a great tasting, fruit flavored, heart healthy, oat based beverage that is low in calories, and all natural.How is it possible that this great tasting, all-natural beverage has such a big fruit flavor with only 40 calories and the benefit of oat fiber? “Sneak a little goodness into your life!” See our website and Facebook for details...

SPEED Energy Juvenex Inc.

PACKAGING: 16 oz. Can ATTRIBUTES: Energy

THiNQ SPEED Energy Drink

PRODUCTS: ScaleDown Shot, ScaleDown Shot 6 pack, ScaleDown Shot 12 pack

V-Labs, LLC PRODUCTS: THiNQ

PRODUCTS: FUEL, ETHANOL, UNLEADED, OCTANE

PACKAGING: 2.5 oz. PET

PACKAGING: 16 oz. Can

ATTRIBUTES: Weight Loss/

ATTRIBUTES: Energy

Appetite Control

Security Feel Better

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

Spot On Energy

Security Beverages Company PRODUCTS: Security Feel Better PACKAGING: 1 oz.

Glass ATTRIBUTES: Hangover Prevention/Recovery 70 BEVNET MAGAZINE MARCH 2012

Enceutical Corp PRODUCTS: Spot On Energy Patches PACKAGING: 12 Pouch, 24 Pouch ATTRIBUTES: Energy

PACKAGING: 12 oz. Can ATTRIBUTES: Cognitive Health, Energy, Hangover Prevention/Recovery, Heart And Cardiovascular Health, Immunity, Relaxation And Mood Enhancement, Sports And Hydration THiNQ is an all-natural, multi-function, refreshing drink designed to relieve stress and promote wellness for people living a busy, on-the-go lifestyle. 13 herbs, adaptogens, antioxidants, vitamins, electrolytes & essential minerals revitalize and restore mental and physical performance lost through the increasing stress of today’s high-demand, fast-paced world. THiNQ feeds the entire body throughout the day providing brain fuel, hydration, electrolyte balance, mood enhancement, stress relief, immune support and stamina.

Tomatina

Turbo Energy Drink Tomatina LLC PRODUCTS: Tomatina PACKAGING: 12 oz. PET ATTRIBUTES: Heart And Cardiovascular Health

Vemma Bod• e¯

Turbo Energy Drink PRODUCTS: Turbo Energy Drink, Diet, Orange PACKAGING: 16.9 oz. PET, 3 gal. 1 gal.

Vemma Bod Vemma Nutrition Company

Vemma Nutrition Company

PRODUCTS: Burn, Burn concentrate, Burn zero caffeine concentrate

PRODUCTS: Cleanse concentrate PACKAGING: 2 oz. PET

PACKAGING: 8.3 oz. Can, 3 oz. PET

ATTRIBUTES: Energy

ATTRIBUTES: Gut Health

ATTRIBUTES: Weight Loss/Appetite Control

TONGO Coconut Water TONGO LLC PRODUCTS: Tahitian Lime, Warrior Punch, Pacific Orange PACKAGING: 16 oz. PET, 16 oz.

PET, 16 oz. PET ATTRIBUTES: Sports And Hydration

VBlast Vitamins & Water

Vemma Bod• e¯

Verve

NYSW Beverage Brands Inc.

Vemma Nutrition Company

Vemma Nutrition Company

PRODUCTS: Wild Berry, Acai & Berry, Strawberry Kiwi, Pomegranate Cherry, Orange, Green Tea, Peach Tea, Grape

PRODUCTS: Rest zero caffeine concentrate

PRODUCTS: Verve Energy Drink

PACKAGING: 16.9 oz. PET ATTRIBUTES: Sports And Hydration

PACKAGING: 3 oz. PET ATTRIBUTES: Relaxation And Mood Enhancement

PACKAGING: 8.3 oz. Can ATTRIBUTES: Energy

MARCH 2012 BEVNET MAGAZINE 71

West Coast Chill

VIXEN Energy

Verve(R) Vemma Nutrition Company

Fluid Motion Beverage Inc.

PRODUCTS: Verve Zero Sugar Energy Drink

PRODUCTS: Foxberry, Fox Citrus, Fox Lemonade

PACKAGING: 8.3 oz. Can

West Coast Chill

XL Energy Drink Corp

PRODUCTS: Sugar and caffeine free

PRODUCTS: XL, Sugar Free, Cranberry Energy, Energy Shot

PACKAGING: 10.14 oz. Can

PACKAGING: 16 oz. Can, 16 oz.

Can, 16 oz. Can

ATTRIBUTES: Energy

XL Energy Drink

PACKAGING: 8.4 oz. Can, 2 oz. PET

ATTRIBUTES: Energy

ATTRIBUTES: Energy

ATTRIBUTES: Energy

Vuka

Verve(R)

WhoopAss Energy Jones Soda

Vuka, LLC

Vemma Nutrition Company

PACKAGING: 2 oz. PET

PRODUCTS: Workout Original, Zero Calorie; Think Original, Zero Calorie; Renew Original, Awaken Zero Calorie

ATTRIBUTES: Energy

PACKAGING: 16 oz. Can

PRODUCTS: Verve Energy Shot

PRODUCTS: Regular, Sugar Free PACKAGING: 16 oz. Can ATTRIBUTES: Energy, Muscle And Fitness WhoopAss Energy is uniquely formulated to help restore energy and rehydrate your body after strenuous exercise. WhoopAss also contains a healthy dose of polyphenols and catechins from a proprietary blend of green tea, grape and yerba mate. WhoopAss is a great complement to any comprehensive recovery program, whether it’s a massive work out, all-nighter or just whooping ass, WhoopAss will help you get there and back again. Open A Can Today!

ATTRIBUTES: Cognitive Health, Energy, Muscle And Fitness, Sports And Hydration

Warrior Energy

VISO Beverages VISO Beverages

Warrior Energy, Inc.

PRODUCTS: Vigor, Dynamo, Will, Star

PRODUCTS: White Tea, Green Tea PACKAGING: 16 oz. Can

PACKAGING: 16 oz. Can, 20 oz. PET

ATTRIBUTES: Cognitive Health, Energy, Immunity, Muscle And Fitness, Sports And Hydration

ATTRIBUTES: Energy

Watt-Ahh AquaNew Water

VISO Beverages VISO Beverages PRODUCTS: Razor, Lightning, Snap, Passion PACKAGING: 20 oz. PET, 20 oz.

PET, 20 oz. PET, 20 oz. PET ATTRIBUTES: Energy

72 BEVNET MAGAZINE MARCH 2012

AquaNew, LLC PRODUCTS: Watt-Ahh an AquaNew Water PACKAGING: 16.9 oz. PET, 1 gal. PET ATTRIBUTES: Cognitive Health, Energy, Immunity, Muscle And Fitness, Sports And Hydration, Weight Loss/ Appetite Control

XAPP Protein Fitness Drinks

Worx Energy Worx Energy PRODUCTS: Original, Extra Strength PACKAGING: 2 oz. PET ATTRIBUTES: Energy

XAPP Protein Fitness Drink PRODUCTS: Energy - Fruit Punch, Recovery - Fruit Punch, Energy - Lemon Lime, Recovery Lemon Lime PACKAGING: 16 oz. Can ATTRIBUTES: Energy, Muscle And Fitness, Sports And Hydration

XS Energy Drink

ZICO Pure Coconut Water XS Energy PRODUCTS: Gold, Naranja, Wild Berry, Citrus, Tropical, Root Beer, Black Cherry, Peach Tea, XS Shots, Cranberry-Grape

ZICO

YouTonics

PRODUCTS: Natural, Mango, Pineapple, Chocolate, Passion Fruit, Pomberry

PRODUCTS: Protein Concentrate, Protein Water PACKAGING: 16 oz. PET, 20 oz. PET ATTRIBUTES: Cosmetic, Joint Health, Muscle And Fitness

PACKAGING: 14 oz. PET, 11 oz. & 33 oz. TetraPak

PACKAGING: 8.4 oz. Can, 12 oz.

Can, 2.5 oz. Can

YouTonics is a natural collagen protein product designed to give you what nature once did: muscle and skin tone, joint flexibility and weight management, along with healthier and rejuvenated bones, arteries, hair and teeth. From hardcore athletes to weightconscious mid-lifers to active seniors, life’s refreshingly good with YouTonics. Available in a concentrate form offering a full 16 grams of protein per serving and a water offering 20 grams of protein per serving.

ATTRIBUTES: Muscle And Fitness

ATTRIBUTES: Cognitive Health, Energy, Muscle And Fitness

Xyience Xenergy

YouTonics

Zipfizz Xyience

Zipfizz Corp

PRODUCTS: Xtreme, Premium

PRODUCTS: Healthy Energy/ Sports Mix

PACKAGING: 16 oz. Can

PACKAGING: 0.39 oz. Stick Pack

ATTRIBUTES: Energy

youth H2O

ATTRIBUTES: Energy, Hangover Prevention/ Recovery, Immunity, Sports And Hydration, Weight Loss/Appetite Control

Zombie Blast Energy Shot ReVival Labs PRODUCTS: youth H2O PACKAGING: 2 oz. PET ATTRIBUTES: Cognitive Health, Cosmetic, Energy, Immunity, Weight Loss/Appetite Control

Zenify Zenify PRODUCTS: Zenify PACKAGING: 12 oz. Can ATTRIBUTES: Relaxation And Mood Enhancement

74 BEVNET MAGAZINE MARCH 2012

Zombie Blast LLC PRODUCTS: Zombie Blast

¯ ENERGY PLUS DRINK ZUN ¯ ZUN ¯ ENERGY PLUS ORIGINAL, PRODUCTS: ZUN ¯ ENERGY PLUS LITE ZUN PACKAGING: 16 oz. Can

PACKAGING: 2 oz. PET ATTRIBUTES: Energy

ATTRIBUTES: Cognitive Health, Energy, Immunity ¯ Energy Plus Incredibly Refreshing ZUN provides instant and sustainable energy, plus improved mental focus. The Incredibly Refreshing® Flavor is like no other and ¯ a truly OUT OF THIS WORLD makes ZUN ¯ features Antioxidants, experience! ZUN Coenzyme Q10 & Choline! Now available Nationwide! (zoooon)

A. Holliday & Company Inc.

Axiom Foods

Cargill

Corn Products International

We’ve traveled the world to connect people with the finest tea and coffee products. We are Bulk suppliers of various teas, coffees, antioxidants, herbal & superfruit extracts, certified organic products, natural caffeine from tea or coffee, polyphenols, EGCG, Rooibos and much, much more.

The world’s largest producer of rice protein is soon to launch both a water soluable rice protein powder and our new pea protein, in addition to our already popular clean label sweeteners and rice milk. Most popular is our allergen-free Oryza™ rice syrup solids which can aid in electrolyte absorption.

Cargill is utilizing consumer insight, regulatory and scientific expertise to develop and market products that help customers capitalize on the growing demand for healthier, great tasting consumer packaged goods. We provide supplement solutions to some of today’s most pressing health concerns.

Corn Products International/National Starch Food Innovation is your indispensable go-to beverage partner for delivering innovative and on-trend texturizing, nutritive and non-nutritive sweeteners, and nutritional ingredient solutions.

AIDP, Inc.

BENEO Inc.

Chemi Nutra

DSM Nutritional Products

A leader in functional ingredients, AIDP has access to the newest solutions for healthy aging and unique fortified beverage solutions. The exclusive supplier of Magtein for cognitive health.

EnVantec Vitamin A and enVantec Vitamin D3 are highly stable, and clear in beverages.

The BENEO product portfolio consists of functional ingredients with nutritional and technical advantages. BENEO is the ideal partner to help improve the health, taste, texture and nutritional value of a product.

Chemi Nutra’s specialty ingredient AlphaSize® A-GPC can help maintain and improve mental performance, boost exercise performance, and positively impact healthy aging without contributing flavor or cloudiness.

DSM Nutritional Products offers a broad portfolio of Vitamins,Carotenoids, Nutraceutical and Coloration Ingredients as well as Quali-Blend Custom Premixes for all your beverage needs.

Atrium Innovations

Bioenergy Life Science

Citromax Flavors

Glanbia Nutritionals

Atrium Innovations is a beverage manufacturer specializing in formats varying from 1oz to 24oz, in RTD beverages such as energy shots & drinks. We also manufacture “in house” the proprietary blend, we have organic certification and can fill any beverage types.

Bioenergy Life Science, Inc. is an integrated biotechnology company with a mission to develop products to improve our daily lives. Its core technology is Bioenergy Ribose, a clinically proven, patented, active energy ingredient that reduces fatigue, and replenishes and sustains energy at a cellular level.

Citromax, with head-quarters in Carlstadt, NJ and facilities in Argentina and Brazil, has been a premier grower of lemons and producer of oils and juices for more than 40 years. Our family of companies is behind an array of many of today’s most recognized, iconic flavors in beverages and dairy.

From order date to ship date, our leadtime is the shortest in the industry.

Looking for a basic RDI, Energy, Antioxidant, Recovery blend or an individual nutritional ingredient? Glanbia Nutritionals Customized Solutions can provide the solution to your fortifying requirements.

Atrium Innovations

Boreal Water Collection

Comax Flavors

Glanbia Nutritionals

Specialized in bottling small formats to bigger ones in the 1oz to 24oz RTD segment, Atrium is known for producing energy shots, energy drinks, functional beverages, water and other beverages cost-effectively, with quick turnover and packaging ability. We can handle small to large production runs.

Boreal Water Collection is a private label enhanced and spring bottled water company specializing in premium products. Whether it’s for publicity, resale, promotion, marketing, internal use or a specific event, Boreal is one-stop shop, a turnkey operation offering customers fully integrated servcies.

Comax Flavors in a world leader in proprietary flavor technology. We offer a full range of traditional flavors, but we are also flavor innovators, specializing in flavor improvements for healthy foods and customized solutions to every food and beverage flavor challenge.

At Glanbia Nutritionals, we formulate success. A global leader in whey and milk proteins, bioactive peptides, and omega 3 flax solutions, Glanbia Nutritionals delivers science-based nutritional and functional solutions for beverages.

MARCH 2012 BEVNET MAGAZINE 75

GMP Laboratories of America

IFP, inc.

Monarch Custom Beverages

NEPA Carton & Carrier

GMP stands for Good Manufacturing Practices and is representative of our commitment to quality and excellence.

We are renowned in the nutraceutical industry for the quality of our products and quick turnaround. Our team includes biochemists, Ph.Ds and medical doctors, will offer solutions needs.

IFP, Inc. develops, commercializes, and manufactures powder products. We specialize in functional beverages and sports/nutrition supplements containing high value ingredients such as fibers and prebiotics, anti-oxidants, probiotics, natural sweeteners, vitamins and minerals and amino acids.

Turn Key Manufacturer and Developer of Private Label, Energy Drink, Teas, Functional Waters,Sparkling Juices and Fountain Bag in Box beverages.

Full service manufacturer of carriers for the beverage industry. We specialize in producing 6-pack carriers, and 4-pack carriers for 12 oz and 16 oz bottles. We also manufacture 4-pack, 6-pack, 12pack, 24-pack, and 30-pack can wraps for 12 oz. and 16 oz. cans in regular and sleek cans.

GreenSeed Contract

Jungbunzlauer

Moss Adams LLP

Nor-Cal Beverage Company, Inc.

GreenSeed Contract Packaging delivers on a a well-integrated strategic approach to providing contract packaging solutions to the food, beverage, and nutrition industries. Exceptional value pricing with quality results, every project, every client, every time.

Jungbunzlauer is one of the world’s leading producers of biodegradable ingredients of natural origin. Today, Jungbunzlauer specialises in citric acid, xanthan gum, gluconates, lactics, specialties, special salts and sweeteners for the beverage industry as well as for various other industrial applications.

It’s crucial to maximize efficiencies, reduce your tax exposure, and plan strategically for the future. Trusted tax, assurance, and business advisors to more than 1,000 food and beverage companies, Moss Adams industryfocused professionals understand the challenges you face.

Running production lines featuring the latest engineering and technology. We’ve become the West Coast’s largest independent co-pack bottler of healthier, better-for-you products, and become a busy beer distributor, equipment solutions provider, and producer of Go Girl line of energy drinks.

GreenSeed Contract Packaging

Lonza Inc.

Nature’s Way Purewater

NutraGenesis LLC

GreenSeed Contract Packaging offers Stick Packaging solutions to the beverage industry. If you’re bringing a product to market or have a n new idea or approach, consider GreenSeed Contract Packaging as a partner in your stick pack development

Lonza is a leading supplier of Carnipure L-carnitine. Carnipure tartrate and Carnipure crystalline are self-affirmed GRAS, bright white, pH and heat stable, highly water soluble and form colorless solutions. ResistAid is a proprietary natural immune support ingredient that has antioxidant capacity.

We operate multiple production lines.

Capable of bottling 10 oz. to 1.5 liter products. Label options include pressure sensitive, shrink sleeve and cut and stack. We develope complex functional beverages along with assisting in securing DSD and warehousing distribution.

We provide our customers with a diverse portfolio of proprietary, GRAS-affirmed ingredients featuring substantiated functional claims in the following areas: stress, energy, sleep, mental cognition, weight management and anti-aging.

Hammer Packaging

Martin Bauer Inc.

Naturex Inc

O’Laughlin Industries

Hammer Packaging is a privately-held packaging printer with expertise in sheet-fed offset, web offset and flexography. Hammer uses leading-edge technology and practices to produce quality printed labels and package decoration for the global beverage products.

The Martin Bauer Group is the world’s leading supplier of tea and herbal extracts and raw materials for the food and beverage industries.

Supplying off-the-shelf ingredients and tailor-made products for your beverage requirements.

Naturex manufactures natural speciality ingredients for the Food & Beverage industries. Headquartered in France, Naturex employs over 1000 people and has 14 production units located in Europe, the United State, Brazil, Australia and Morocco.

O’Laughlin Industries is an American company headquartered in Hong Kong.

The facility is designed to produce several important Polyols, including Erythritol, Xylitol and Isomalt. We also offer standard as well as custom blends of co-crystallized Erythritol and Stevia for your manufacturing needs.

76 BEVNET MAGAZINE MARCH 2012

Overnight Labels, Inc.

Prinova USA

Stauber Performance Ingredients Takasago International Corp.

Overnight Labels Inc. is an award winning US based manufacturer of a wide range of flexible packaging options including pressure-sensitive and non pressure-sensitive labels, shrink sleeves, neck bands, sample packaging, rotary silkscreen, cold foil and more.

Prinova provides high-quality ingredients, flavors and value-added services as your one-stop-solution for functional beverages. Count on our full-service R&D lab to provide technological support and market insight for enhancing existing or developing innovative, new products.

We specialize in Minerals, Amino Acids, Flavors, Green Foods, Herbs & Extracts, Energy & Weight Loss, Sweeteners, Acidulants, Vitamins and other specialty ingredients.

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

Parkside Beverage

Purac America, Inc

Stiebs, LLC

TAP PRODUCTIONS

Custom beverage formulation on all non-alcoholic products. Focused service and consulting from concept to commercialization. Clients own and control finished formulations. We take the time to teach you about the process, listen to your goals and advise with common sense.

Purac has a broad and versatile product portfolio for the beverage market, including products for preservation, acidification, flavor boosting, masking off flavors of intensive sweeteners and mineral fortification. Our products help our customers bring healthier, more delicious beverage products to consumers.

Concentrates, extracts, arils, powders, blending and formulation. Stiebs is devoted to sourcing, processing and delivering the world’s finest plant-based products.

We know beverages! Over 21 years of beverage experience, specializing in merchandising and collateral. We’ll handle all aspects of providing your custom print labels, displays, wearables and premium items.

Performance Packaging of Nevada

S&D Coffee

SUnny Delight Beverages Co

The NutraSweet Company

Performance Packaging has modern manufacturing facilities and a dedication to customer service which assure that you receive a positive buying experience. We provide packaging for snack food, candy, beverages, cleaning and laundry goods, personal care items, and so much more!

S&D Food Innovation & Ingredients, a division of S&D Coffee, processes coffee, tea and botanical extracts. Our product line is used to flavor functional beverages. Our extracts are customized to deliver the optimal flavor and functional components to meet our customer’s needs.

Do you need beverage copacking services on the East Coast to produce your fresh, high quality, great tasting, non preservative based products? Our state-of-the-art aseptic cold filled, high acid beverage line may be the answer.

The NutraSweet Company stands alone in its ability to provide customers with a full value portfolio NutraSweet produces the sweeteners aspartame, neotame, and twinsweet (aspartame-acesulfame salt) and the essential amino acid l-phenylalanine.

PHARMACHEM

SleeveCo, Inc.

SunOpta Food Solutions

The Wright Group

PHARMACHEM is a family of companies that manufactures a variety of ingredients and consumer beverage products. We supply soluble premix and fortification systems. We copack turnkey RTD beverages and instantized powder drink mixes.

SleeveCo prints and converts highimpact, reliable, shrink sleeve and stretch sleeve labels. We provide industry-best speed to market, order flexibility, in-house plate making and cylinder engraving, and dedicated field technical service.

At SunOpta, one of our major focus areas is on the manufacturing of organic and natural food products for the private label retail and food service sector. Our mission is to help our customers develop healthier food products for their customers.

The Wright Group is an industry leader in the development of custom nutrient premixes for the beverage industry. If you are experiencing taste, odor or mouth feel issues with your products, Wright can help by providing specialty solutions.

MARCH 2012 BEVNET MAGAZINE 77

Virginia Dare

WILD Flavors, Inc.

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

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

WILD Flavors Inc. focuses on outstanding flavor, functionality, quality and safety of its products. WILD is committed to developing innovative products that maintain a leading position in technology, quality, service, and innovation. “We Create Great Taste”

COMPANY CONTACT INFORMATION COMPANY

CONTACT NAME

CITY

STATE

ZIP

PHONE

A. Holliday & Company Inc.

Christine Renken

Toronto

ON

M2P 2A8

416-225-2217

WEB SITE www.teacoff.com

ACTIVATE Drinks

Jesse Merrill

Newport Beach

CA

92600

949-398-8500

www.activatedrinks.com

Adrenaline Labs

Scott Movic

Jupiter

FL

33468

866-966-6664

www.forefocus.com

Afterglow Beverage Company, Inc.

Jason Walter

Wilmington

NC

28412

910-742-0152

www.hangovergone.com www.aidp.com

AIDP, Inc.

Kathy Lund

City of Industry

CA

91748

866-262-6699

ALO Drink by SPI West Port

Tim Haselman

South San Francisco

CA

94080

650-616-7777

www.alodrink.com

AquaNew, LLC

Dana Gourley

Sarasota

FL

34276

888-936-2782

www.AquaNew.com

AriZona Beverage Co.

Doreen Higney

Woodbury

NY

11797

516-812-0300

Arizona Investment & Trading, LLC

Jane Romley

Scottsdale

AZ

85258

480-315-9141

www.fikksenergy.com

Assure Water

Chuck Miller

Lawrenceville

GA

30044

770-262-5709

www.assurewater.com

Atrium Innovations

Vincent Langlois

Pittsburgh

PA

15205

450-504-4918

www.atrium-innovations.com

Axiom Foods

Reed Powell

Los Angeles

CA

90025

424-216-7521

www.axiomfoods.com

Ayu Drinks

Akil Palanisamy

San Francisco

CA

888-925-7455

www.ayudrinks.com

Balance Water

Martin Chalk

New York

NY

10001

212-564-0878

www.drinkbalance.com

Baobab Foods

Stephan Broburg

Bellevue

WA

98005

800-682-0221

www.baobabfoods.com

Bare Nutrition, LLC

Camille Reith

Salinas

CA

93905

831-998-8102

www.drinkchiavie.com

BAWLS Acquisition

Lisa Karell

Miami

FL

33137

888-731-9708

www.bawls.com

BeBevCo

Brian Weber

Mooresville

NC

28117

704-665-5811

www.bebevco.com

BENEO Inc.

Joe O'Neill

Morris Plains

NJ

7950

973-867-2140

www.beneo.com

Bigfoot Beverages

Chris Hannemann

Redmond

WA

98052

562-822-9036

www.dragon-nrg.com

BigQuark LLC

Clark Wolfsberger

Saint Louis

MO

63130

314-727-6903

www.BeautySleepUSA.com

Bioenergy Life Science

Gabe Herrick

Minneapolis

MN

55304

763-757-0032

www.bioenergyribose.com

BODYARMOR Nutrition, LLC

John Kenneally

Beverly Hills

CA

90210

770-845-7780

www.drinkbodyarmor.com

Bon Affair, Inc.

Jayla Siciliano

Solana Beach

CA

92075

805-259-9327

www.bonaffair.com

Boreal Water Collection

Christopher Umecki

Kiamesha Lake

NY

12751

845-794-0400

BYB Brands, Inc.

www.borealwater.com www.fuelinabottle.com

C2O Pure Coconut Water

Adam Biggs

Long Beach

CA

90802

562-951-9709

www.c2o-cocowater.com

CALIDRIS 28 US, Inc.

Norbert Seufert

Newport Beach

CA

92660

858-229-5625

www.28black.com

78 BEVNET MAGAZINE MARCH 2012

COMPANY

CONTACT NAME

CITY

STATE

ZIP

PHONE

WEB SITE

Cargill

Tom Lindberg

Celsius, Inc.

Irina Lorenzi

Boca Raton

FL

33431

561-276-2239

www.celsius.com

Chemi Nutra

Chase Hagerman

White Bear Lake

MN

55110

651-407-0400

www.cheminutra.com

Cintron Beverage Group

Donna Davin

Philadelphia

PA

19153

267-298-2100

www.cintron21.com

Citromax Flavors

Elaine Kellman-Grosinger

Carlstadt

NJ

7072

201-933-8405

www.citromaxflavors.com

Click

Greg Smith

Clovis

CA

93619

559-307-6459

www.drinkclick.com

Comax Flavors

Catherine Armstrong

Melville

NY

11747

631-249-0505

www.comaxflavors.com

Corn Products International

Mary Lynne Shafer

DD Beverage Company

Andrew Drayson

Santa Monica

CA

90401

Dewmar International

Tim Thomas

Las Vegas

NV

89109

402-312-1477

www.DewmarInternational.com

DSM Nutritional Products

Caroline Brons

Parsippany

NJ

7054

973-257-8042

www.pourontheprofits.com

Easy2Live LLC.

John Hussey

Huntington Beach

CA

92648

310-383-3045

wwww.easy2sleep.com

Enceutical Corp

Brenda Stoner

Addison

TX

75001

972-620-7768

www.spotonenergy.com

Bothell

WA

98021

877-293-2239

www.essentiawater.com

Essentia Water, Inc.

708-551-2573 604-536-4070

www.beaverbuzz.com

Ex Drinks, LLC

Travis Arnesen

Henderson

NV

89014

702-949-6555

www.ExDrinks.com

Fair Oaks Farms Brands

Samuel Galina

Chicago

IL

60607

312-624-94444

www.corepower.com

Fantastic Fountain Inc.

Cregg Peterson

Las Vegas

NV

89103

818-334-2769

Info@FantasticFountain.net

Fluid Motion Beverage Inc.

Paul Tecker

Anaheim

CA

92808

Forward Foods

Kevin Weatherall

Functional Foods, Inc.

John Djerbaka

Long Beach

CA

90802

562-436-7284

www.functionalfoods.us.com

Funktional Beverages, Inc.

Tim Lucas

Dallas

TX

75218

877-324-7657

www.MyPurpleStuff.com

Glanbia Nutritionals

Michael Cornell

Carlsbad

CA

92010

760-438-0089

www.glanbianutritionals.com

GMP Laboratories of America

Andrea Groncy

92806

714-630-2467

www.gmplabs.com

800-895-7290

www.gofastsports.com

CA

800-951-9123

www.TALONenergy.com

760-500-1181

www.detourbar.com

Anaheim

CA

Go Fast Gum Company

Denver

CO

Go Fast Sports & Beverage Co.

Denver

CO

80204

303-893-1222

www.gofastsports.com

Golazo

Patrick Engelhart

Seattle

WA

98122

206-682-4625

www.VivaGolazo.com

GOOD4U Drinks Co.

Andrew Drayson

Santa Monica

CA

90401

604-536-4070

www.gd4u.com

GreenSeed Contract

David Gray

Batavia

IL

60510

630-761-8544

www.greenseedcp.com

GreenSeed Contract Packaging

David Gray

Batavia

IL

60510

630-761-8544

www.greenseedcp.com

grombomb healthy rehydration

Eric McCormick

San Diego

CA

92121

858-784-0379

www.drinkgrombomb.com

Guayaki SRP Inc.

Saskia Baur

Sebastopol

CA

95472

888-482-9254

www.guayaki.com

GURU Beverage Co.

Alexandre de Billy

New York

NY

10007

888-810-4878

www.guruenergy.com

H2M Beverage

Jody Piagesi

Pompton Lakes

NJ

7442

888-822-3143

www.drink989.com

Hammer Packaging

Tom Mason

Rochester

NY

14692

585-424-3880

www.hammerpackaging.com

Hangover Joe's Products (JV)

Shawn Adamson

Chehalis

Wa.

98532

501-553-3796

www.hangoverjoes.com

HBB, LLC

Karla Melton

Memphis

TN

38113

901-888-1209

www.ItsDrank.com

Healthy Sweet Beverages LLC

Kevin Jordan

Bristol

CT

6010

516-660-3393

www.healthysweetbeverages.com

Hiball Inc.

Todd Berardi

San Francisco

CA

94123

415-420-4801

www.hiballenergy.com

HIJINKS Energy

John Thomas

Newport Beach

CA

92660

949-554-3422

www.hijinksenergy.com

Hockey Soda Beverage Co.

Joe Bonfiglio

Glastonbury

CT

6033

860-690-4403

www.hockeyenergy.com

IFP, Inc.

Vicki Matzke

Faribault

MN

55408

800-9974437

www.ifpinc.biz

Intelligent Beverages

Steve Earnhart

Scottsdale

AZ

85254

602-380-3899

www.resQwater.com

ITO EN(North America) INC.

Rona Tison

Brooklyn

NY

11201

718-250-4000

www.itoen.com www.jademonk.com

Jade Monk® LLC.

Cort Bucher

Austin

TX

78756

201-637-5244

Jetway Inc.

Andrea Gall-Krasnick

Kailua

HI

96734

808-352-2939

www.jetlagbeverages.com

Jones Soda

Andrew Baumann

Seattle

WA

98134

206-624-3357

www.drinkwhoopass.com

Julio Cesar Chavez Beverage

Cheryl Walters

Scottsdale

AZ

85258

480-838-3777

www.jcchavezbev.com

Jungbunzlauer

Loren LeVasseur

Newton Centre

MA

2459

617-969-0900

www.jungbunzlauer.com

MARCH 2012 BEVNET MAGAZINE 79

COMPANY CONTACT INFORMATION (continued) COMPANY

CONTACT NAME

CITY

STATE

ZIP

PHONE

WEB SITE

Juvenex Inc.

Shashi Shastri

Southfield

MI

48033

855-SCALEDOWN

Karma Culture LLC

CJ Rapp

Pittsford

NY

14534

585-218-0022

www.DrinkKarma.com

Ventura

CA

93003

888-310-6106

www.KeVita.com

KeVita Sparkling Probiotic Drink

www.scaledownshot.com

Kombucha Wonder Drink

Paul Sposato

Portland

OR

97208

503-224-7331

www.wonderdrink.com/

Kudu Energy LLC

Bob Mattei

Nashville

TN

37203

615-783-1745

www.kuduenergy.com

LifeAID Bev Co

Aaron Hinde

Santa Cruz

CA

95061

888-558-1113

www.GolferAID.com

877-281-3874

www.pro20.net

Farmington Hills

MI

48331

248-960-1700

www.5hourenergy.com

Lifeway Foods Living Essentials Lonza Inc.

Thomas Brancato

Allendale

NJ

7401

800-365-8324

www.lonzanutrition.com

Martin Bauer Inc.

Gary Vorsheim

Secaucus

NJ

7094

201-659-3100

www.martin-bauer-group.us

Mercy

Ryan

New York

NY

10013

212-510-8571

www.drinkmercy.com

Monarch Custom Beverages

Larry Williams

Canton

GA

30115

678-493-7000

www.monarchcustombeverages.com

Monster Beverage Comapny

Richard Hastings

Corona

CA

92880

951-739-6200

Monster Beverage Company

Richard Hastings

Corona

CA

92880

951-739-6200

Moss Adams LLP

Jim Pidgeon

San Francisco

CA

94105

415-677-8222

www.mossadams.com

My Body Shots, LLC

Barrie Mann

Las Vegas

NV

89118

702-998-2200

www.mybodyshots.com

Mycell Technologies

Stephanie Perine

Paramus

NJ

7652

201-483-9102

www.omegawater.com

National Beverage Corp

Nicole Cheifetz

Fort Lauderdale

FL

33324

954-581-0922

www.ripitenergy.com

Nature's Way Purewater

David Nagle

Pittston

PA

18640

570-655-7755

natureswaywater.net

Naturex Inc

Samuel Menard

South Hackensack

NJ

7606

201 440 5000

www.naturex.com

Nawgan Products, LLC

Mark Maggio

St. Louis

MO

63124

888-269-9411

www.nawgan.com

Nawgan Products, LLC

Tony Miano

St Louis

MO

63124

623-521-0391

www.nawgan.com

NEPA Carton & Carrier

Julie Fish

Neuro Nitrix Energy

Eduardo Salles

Nitro2Go, Inc.

Moosic

PA

18507

570-457-7711

www.nepacartons.com

Santa Monica

CA

90401

877-280-6122

www.drinkneuro.com www.nitrixenergy.com

Balneario Camboriu

SC

88330

+5547.3267.7503

Highland

CA

92346

909-864-4886

www.nitro2go.com

916-372-0600

www.gogirlenergy.com

Nor Cal Beverage Co. Inc.

Gordon Guzenski

West Sacramento

CA

95691

Nor-Cal Beverage Co. Inc.

Pete Grego

West Sacramento

CA

95691

916-372-0600

www.ncbev.com

NutraGenesis LLC

Tiea Zehnbauer

Brattleboro

VT

5301

802-257-5345

www.nutragenesis.com

Nuun & Co.

Nathan Underwood

Seattle

WA

98134

206-219-9237

www.nuun.com

NVE Pharmaceuticals

Walter Orcutt

Andover

NJ

7821

973-786-7868

www.nveusa.com

NYSW Beverage Brands Inc.

Luke Zakka

New York

NY

10018

212-SPRINGW

www.vblast.com

OhYeah! Nutrition

Wes Strickland

Charlotte

NC

28269

704-948-4345

www.ohyeahnutrition.com

OJO FORTIFIED EYE CARE NECTAR

Dr. Jodi Luchs

Merrick

NY

11566

O'Laughlin Industries

Joe Schreiber

Springfield

NJ

7081

973-376-4600

www.erythritol-erythritol.com

www.ojonectar.com

On Distribution

Lisa Medeiros

NEW HAVEN

CT

6511

203-624-4973

lisa@ondistribution.com

OnPoint Energy

Dennis Wynant

Signal HIll

CA

90755

888-551-0629

www.opeusa.com

Overnight Labels, Inc.

Carrie Houghton

Deer Park

NY

11729

631-242-4240

www.overnightlabels.com

PALO Root Tea

Jose Gonzalez

New York

NY

10027

917-816-3630

www.drinkpalo.com

Parkside Beverage

Cydney A. Whitmoyer

Leesport

PA

19533

610-916-2439

www.parksidebeverage.com

Party Armor

Cason Thorsby

Bay City

MI

48706

866-389-6336

www.drinkpartyarmor.com

Performance Packaging of Nevada

Laura Martin

Las Vegas

NV

89148

702-240-3457

www.pplv.co

PHARMACHEM

Gregory Drew

PHIX

Claudia Ortiz

Hollywood

FL

33020

954-929-8224

www.phix.com

Prestige Imports LLC

Tom Cleaver

St. Clair Shores

MI

48080

586 778-2143

www.prestigeimportsllc.com

Prinova USA

Nicole Aurelio

Carol Stream

IL

60188

630-868-0300

www.prinovagroup.com

201-719-7405

Protica

Alex Roth

Whitehall

PA

18052

610-832-2000

www.protica.com

Purac America, Inc.

Lee Heaton

Lincolnshire

IL

60069

847-634-6330

www.purac.com

80 BEVNET MAGAZINE MARCH 2012

COMPANY

CONTACT NAME

CITY

Pyure Brands LLC

Justin mears

Naples

FL

34109

239-210-8578

www.pyuresweet.com

Santa Monica

CA

90404

310-393-4647

www.redbullusa.com

Red Bull North America

STATE

ZIP

PHONE

WEB SITE

RelaxZen, Inc.

Brent Sonnek-Schmelz

Shrewsbury

NJ

7702

ReVival Labs

Sultan Zikria

Irvine

CA

92616

202-360-2020

www.youthH2O.com

RLED, LLC

Brian Boate

Sun Valley

CA

91352

818-243-8200

www.RoaringLion.com

Las Vegas

NV

89126

702-939-5535

www.rockstar69.com

Concord

NC

28027

800-933-2210

www.sndflavors.com

San Clemente

CA

92673

ROCKSTAR INC S&D Coffee

Scott Geringer

Sambazon

www.relaxzen.com

www.sambazon.com

Security Beverages Company

Paul Shike

Miami

FL

31210

214-354-7670

www.securityfelbetter.com

SleeveCo, Inc.

Jyl Gryder

Dawsonville

GA

30534

706-216-3110

www.sleeveco.com

Sneaky Pete's Oatstanding Beverage

Pete Stilianessis

Butler

NJ

7405

973-850-6220

www.sneakypetesbeverage.com

SPEED Energy Drink

Erin Wheatley

Charlote

NC

28269

704-949-1255

www.speedenergy.com

Stauber Performance Ingredients

Shirley Rozeboom

Fullerton

CA

92835

714-441-3900

www.stauberusa.com

Stiebs, LLC

Brad Miller

Madera

CA

93637

559-661-0031

www.stiebs.com

Stimulicious Brands LLC

Corona

NY

11368

646-349-5649

www.drinkminx-xxx.com

Street King

Alyssa Richardson

New York

NY

10022

212-400-2200

www.streetking.com

SUnny Delight Beverages Co

Librado Guerrero

Dayton

NJ

8810

732-230-2265

SunOpta Food Solutions

Kim Hulsey

Santa Cruz

CA

95060

831-600-3607

www.sunopta.com

Superior Hockey Nutrition

Glen Schmelter

South Windsor

CT

6074

860-436-5800

www.presk8.com

Takasago International Corp.

Thalia Kalamaridis

Rockleigh

NJ

7647

201-767-9001

www.takasago.com

TAP PRODUCTIONS

Terry Peterson

Richmond Hill

NY

11418

718-441-0382

The FRS Company

877-FRS4YOU

www.frs.com

The NutraSweet Company

Brad Meyers

Chicago

IL

60654

312-873-5035

www.nutrasweet.com

The Wright Group

Chris Hebert

Crowley

LA

70526

800-201-3096

www.thewrightgroup.net

Tomatina LLC

John Goldfuss

New York

NY

646-468-2759

www.tomatinajuice.com

TONGO LLC

Paul Tecker

Anaheim

CA

92808

760-231-0806

www.DrinkTONGO.com

Turbo Energy Drink

Chris Hannemann

Redmond

WA

98052

562-822-9036

www.turbo-nrg.com

Vemma Nutrition Company

Bridget Bond

Scottsdale

AZ

85255

480-927-8999

www.vemma.com

Virginia Dare

Anton Angelich

Brooklyn

NY

11232

718-788-1776

www.virginiadare.com

VISO Beverages

Tom Morrow

Portland

OR

97205

503-222-2321

www.drinkviso.com

V-Labs, LLC

Diane Estrada

www.drinkthinq.com

Vuka, LLC Warrior Energy, Inc.

Arthur Ebeling

Franklin

TN

37067

714-624-7455

Denver

CO

80247

720-535-1831

www.vuka.com

Martinsburg

WV

25401

304-264-0437

www.DrinkWarrior.com

Wellness Foods

Mauro Canziani

Santiago

CL

7630275

562-441-0900

www.tomarÃan.com

West Coast Chill

Geraldine Rietdyk

Irvine

CA

92623

949-474-2200

www.westcoastchill.com

WILD Flavors, Inc.

Victoria de la Huerga

Erlanger

KY

41018

859-342-3600

www.wildflavors.com

Worx Energy

Tony DeMatteo

Corona

CA

92880

951-739-6200

XAPP Protein Fitness Drink

Ashley Hicks

Carlsbad

CA

92018

760-448-3577

XL Energy Drink Corp

Maja Sponring

New York

NY

10175

212-594-3080

www.xl4you.us

XS Energy

David Vanderveen

Redmond

WA

98052

425-882-8500

www.xsblast.com

Xyience

Reuben Rios

Las Vegas

NV

89119

702-430-5428

www.xyience.com

Ft.Myers

FL

33912

800-361-8921

www.youtonics.com

Adam Rosenfeld

los angeles

CA

90021

213-415-1811

www.zenifydrinks.com

Los Angeles

CA

90245

866-SAY-ZICO

www.zico.com

Zipfizz Corp

Jason Stricevich

Mill Creek

WA

98034

425-398-4240

www.zipfizz.com

Zombie Blast LLC

Tom Talbott

Cerritos

CA

90703

562-921-7004

www.zombieblast.com

¯ ZUN

Brian Stearns

Boulder

CO

80301

303-447-6881

www.facebook.com/zunenergy

YouTonics Zenify ZICO

www.XAPP.com

MARCH 2012 BEVNET MAGAZINE 81

PROMO PARADE

Promotions, events and specials for the industry

RAGE Beverages Joins the BCSC in the Fight Against Breast Cancer RAGE Beverages has announced its 2012 partnership with the Breast Cancer Society of Canada (BCSC). RAGE Beverages, 100 percent Canadian owned and operated, is a leading producer and distributor of high potency energy drinks. The aim of the partnership is to raise awareness about breast cancer as well as make a financial contribution to the research efforts being made all across Canada.

The BCSC is committed to supporting progressive research efforts in the fight against breast cancer from coast to coast. The BCSC aims to give innovative ideas and potential research avenues the chance to get up off the ground by funding the preliminary research necessary to apply for federal grants.

During the campaign, RAGE Beverages will donate 10 percent of its sales from specific products to the BCSC and provide cooler decals and posters to the participating stores in its retail network. RAGE will host sampling events later this summer in order to engage customers one-on-one.

Nawgan Announces Winner of Facebook Sweepstakes Nawgan Products LLC, the makers of Nawgan, the innovative alertness functional beverage, announced that Jacob Brcic, a student at the University of Missouri, was the winner of the “How Do You Use Your Nawgan?” Facebook Sweepstakes.

Brcic’s entry won over hundreds of other creative photographs, which were entered after the company requested that Nawgan fans snap a creative photo of themselves using cans of “Nawgan.”

Though the winner was chosen at random, entries demonstrated quirky, fun, athletic and artsy ways the beverage helps participants in their daily lives.

A Fine Arts major with an emphasis in Graphic Design and Photography, Brcic created pencil holder out of a Red Berries Nawgan can, Brcic’s favorite flavor. Brcic framed the photograph to center on the Nawgan can’s slogan, “What to Drink When You Want to Think.”

82 BEVNET MAGAZINE MARCH 2012

“Corks Against Cancer” Constellation Brands, Inc., the world’s leading premium wine company, donated approximately $163,000 to the Rally Foundation for Childhood Cancer Research (Rally) as part of its national “Corks Against Cancer” campaign.

Constellation donated $1 for every bottle of Blackstone wine that was sold from SeptemberDecember 2011 to Rally, a non-profit organization which raises awareness and funds for childhood cancer research. Since its inception in 2005, Rally has awarded more than $2.2 million in research grants supporting 50 childhood cancer projects in hospitals across the country. To find out more about The Rally Foundation and Corks Against Cancer, visit RallyFoundation. org or contact Christen Patterson at christen@rallyfoundation. org via phone 404-847-9176.

C by Courvoisier Sponsors Shaq AllStar Comedy Jam Courvoisier, the cognac house of Beam, Inc. has announced a new partnership with basketball legend Shaquille O’Neal’s entertainment and new media company, Shaq Entertainment. Courvoisier’s newest product, C by Courvoisier, will be the presenting sponsor of the Shaq All-Star Comedy Jam’s nationwide tour throughout 2012, have a branded on-stage presence during the Comedy Jam shows, and will host brandsponsored VIP after-parties.

Additionally, the brand will provide consumers with exclusive access to tour videos on the Courvoisier YouTube channel and Facebook page. Shaq’s All-Star Comedy Jam tour will hit more than 20 cities in 2012, including New York, Los Angeles, Chicago and Miami. For tickets and additional information on the tour, visit http://www.shaqallstarcomedyjam.com/.

Open A CAn of WhoopAss and you open a beverage unlike any other on the market. This multi-functional energy drink packs a one two punch that will keep you going and work to repair your muscles after rigorous or extreme exercise.

IN EVERY CAN Amino Acids such as Taurine, L-Arginine, L-Carnitine, L-Lysine: the building blocks of protein that are critical to metabolism.

Yerba mate, grape extract, and polyphenols from green tea, which have been linked to supporting workout recovery.

A robust Vitamin Blend: B2, B3, B6, B12, and a total 2250 ORAC Units: Equal to antioxidant power of 2.5 servings of vegetables.

WHOOPASS WHOOPASS

JOneS WHOOpASS 2010 beSt prOduCt relAunCH

ZERO SUGAR

contact: Dan Ashby Director of Sales West • 949.361.8611 • dashby@jonessoda.com John Wolgamot Director of Sales East • 609.744.5466 • johnw@jonessoda.com