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MARCH 13, 2014


functional beverage guide SECTION





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Whey and Soy Proteins Vitamins and Minerals Amino Acids Caffeine

Masking flavors are unique, multifunctional blends of flavor ingredients designed to improve flavor, mask off notes, and reduce objectionable bitterness. Masking flavors are available in liquid and dry, natural, all natural, N&A and organic compliant forms.

Herbal Extracts Non-nutritive Sweeteners Pharmaceuticals

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MARCH 2014 M







Columns 6 First Drop Big Guy Innovation 8 Publishers Toast The Winter of our Discontent 32 Gerry’s Insights Water 3.0

Departments 10 Bevscape It’s all Relative at L.A. Libations; Bluepoint and Bud 16 New Products Arriba Debuts 28 Channel Check Mtn Dew Gets Juicy 34 The Experts Justin Prochnow – FDA’s Final Supplement Guidance



Contents • Volume


12 • No. 2



On the Cover

38 Craft Beer Eternally Becoming with Lagunitas

42 [pH]ANTASTIC How Essentia Found Its Flow With Bottled Water Brand News

54 Can’t We All Just Chill With Relaxation Drink Brand News 58 Everyone’s Looking for the Big Squeeze With Powder/Mix Brand News

Conference Coverage 64 Fancy Foods Review A look back at Fancy Foods West

Special Section 67 BevNET’s Functional Beverage Guide Over 200 listings of functional beverages and the suppliers that serve the market


96 Promo Parade Mila on the Beam

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

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By Jeffrey Klineman

Global Change and the Big Guys The topic of this column is the big soda companies and their place in an evolving beverage marketplace. It’s something we covered, at least partially, during December’s BevNET Live: Neil Kimberley (now with Essentia water, profiled in this issue), Greg Steltenpohl, the uber-entrepreneur who runs Califia Farms, and Bonnie Herzog, a CPG and retail analyst extraordinaire, knocked around the idea that the slow declines of colas like Coke and Pepsi – and drinks like Diet Coke and Sprite and Diet Pepsi and Dr Pepper alike – are creating opportunities for other brands, other types of drinks. But as we focused on how entrepreneurs can fill the spaces that were being created, we didn’t spend a lot of time on the companies that are starting to decline. Now, as always, that notion of decline is couched in caveats – these are multinational corporations whose share prices depend as much on arbitrage and longterm commodity contracts as they do on innovative new product development. But even well-hedged businesses are subject to change. The glaciers can slowly erode; so can the big three. It may go beyond the overall decline in consumption of sugary products and artificial sweeteners – it might just be changing tastes. Kevin Klock, the CEO of the latest major challenger to Coke and Pepsi, has put forth the idea that the nation’s interests in certain flavors like Cola and Lemon/ Lime aren’t necessarily in step anymore. Certainly, that idea fits with the broader change taking place in the world of carbonated drinks, where Sparkling Ice’s pairings of familiar and unfamiliar fruits are just a part of a new flavor spectrum that arcs from the sweet salinity of Monster Energy to the herbal unctuousness of Rockstar and the melted berry sucker tang of Red Bull. They’re not traditional tastes, to be sure, but traditions themselves tend to change over time, and it might very well be that we’re seeing carbonation as the tradition, rather than flavor profile. 6 BEVNET MAGAZINE MARCH 2014

After all, effervescence preceded even Coke’s secret formula, and carbonation was served up in Champagne flutes long before it found its way into drugstores and egg creams. So with that in mind, let’s think a bit about the ways these three companies are addressing glacial change, at least in recent view: At Coke, there’s been a push to refranchise bottlers following the lockstep absorption of CCE’s bottling operation. Right now it’s refranchising the Midwest via beer distributor Reyes and also a collection of wholesalers in the Northeast and potentially the Southwest. Even more headlinegrabbing was Coke’s investment in Green Mountain Coffee Corp., which makes a home soda maker that may someday rival the Sodastream. These are not new flavors. There’s also Venturing and Emerging Brands (VEB), which has taken a VC role behind a few promising alternative products, and the wholesale M&A in the purchase of Glaceau of a few years back (note that VEB is a sponsor of BevNET Live). These are new flavors and new products: the Glaceau move was intended to give Coke a foothold in alternatives in much the same way that Pepsi did when it picked up Gatorade. The mix of innovation and efficiency puts Coke in a straddle, but it’s hard to see the company truly transforming into something else, as IBM and Microsoft did when they moved from hardware and software companies to service providers. Maybe that’s the path the GMCR deal is intended to demarcate, but it’s a very, very long-term play. Still, chasing disruption at the distribution level isn’t a bad idea, as many businesses that rely on the cloud will tell you. Then there’s Pepsi, which has a split business model between snacks and drinks but a CEO, Indra Nooyi, with a unification theory. Yes, there are those who would ask that the company split itself between food and beverage, and from

a shareholder value point of view, that would absolutely create a stir. But that’s just part of the war that PepsiCo is having with itself: the rest lies in the generational transformation that the company’s CEO is attempting to achieve. “Snackification” has been somewhat pilloried as a term, and it’s hard work to get the body to agree with the changes that the brain imposes, but people do shed the pounds, they do remake the way they look, they do perform better. Having a company-wide change of habit is innovative; the spirit is willing, but the flesh may still be too weak. The company has an innovation business in Naked and a heavy reliance on science through its Global Nutrition Group. It may yet achieve technological advances – whether those advances keep the company’s brands from slowly bleeding out as tastes change is a hard call. At DPSG, meanwhile, the skeleton and internal organs are strong, but they don’t run on soda anymore. They company has massive potential but hasn’t focused its strength – which is that its ability as a co-packer and distributor aligns it perfectly with the needs of the wave of new beverage companies. DPSG is seeing an incredible surge in its ability to grow the companies in its allied brands portfolio, but hasn’t yet figured out how to add value beyond extended reach. Now, when you’re an entrepreneur, growing that reach is very important – but when you’re a giant, reach is nothing without aim. DPSG has been throwing innovation at the wall based around very low or mid-calorie CSDs, but the other companies have already tried that. Given the company’s chief strength of making other products bigger than they already are, wouldn’t it be time for a good oldfashioned roll-up of other companies? I’ve argued before that DPSG is, in fact, a rollup itself of older entrepreneurial brands as it is. Sometimes, recognizing who you are can be a transformation in itself – if you are willing to decide to act.


By Barry J. Nathanson

www.bevnet.com/magazine Barry J. Nathanson PUBLISHER bnathanson@bevnet.com Jeffrey Klineman EDITOR-IN-CHIEF jklineman@bevnet.com Ray Latif MANAGING EDITOR rlatif@bevnet.com

Max Rothman STAFF WRITER mrothman@bevnet.com Chris Furnari BREWBOUND EDITOR cfurnari@bevnet.com David Eisenberg STAFF WRITER deisenberg@bevnet.com

SALES John McKenna DIRECTOR OF SALES jmckenna@bevnet.com

Adam Stern SENIOR ACCOUNT SPECIALIST astern@bevnet.com

John Fischer ACCOUNT SPECIALIST jfischer@bevnet.com

Jon Landis SALES OPERATIONS jlandis@bevnet.com ART & PRODUCTION Matthew Kennedy CREATIVE DIRECTOR Aaron Willette SENIOR DESIGNER BEVNET.COM, INC. John F. (Jack) Craven CHAIRMAN

The Winter of Discontent


Let’s face it: this winter has been


one for the books, a tragedy, a horror story. Across the country, we have had to contend with record cold, brutal conditions, massive amounts of snow, sleet and freezing rain, all of which have made for an awful business climate. The only Polar I ever want to talk about is Polar Beverages, in Massachusetts, not polar vortex. Sadly, that weather is nevertheless the bane of the beverage business. Now add to the mix a drought out West that is now reaching disaster proportions, along with the dangerous roads, higher fuel costs and weekend storms and any chance to grow your business has either dried up or washed out. It’s no wonder that almost every conversation with my marketer, retailer, distributor/ wholesaler and investor friends begins and ends with the negative impacts on their businesses. I listen and try to sympathize with the issues that have seen all of the gains and positive momentum achieved in 2013 blown away. The past three months have been hard across the board. Retailer traffic is down, discretionary income is being diverted to other purchases, such as home heating 8 BEVNET MAGAZINE MARCH 2014

costs. Marketers are slowing down their initiatives, other than price discounting, which doesn’t serve you well. It’s hard to generate excitement for the financial community to invest in brands right now. They look to the stagnant numbers this quarter and hesitate to pull the trigger on putting money into deserving brands. Investments are not dead, only delayed, which is no consolation to companies sorely in need of funds to advance and survive. There appears to be a reticence to expand inventory, take on new brands and hold the line on pricing. It’s understandable under the circumstances, but going into a shell (well, one that isn’t layered with fleece and long underwear, anyway) must be avoided. As bad as this winter has been, it is only one quarter. You must look at the big picture. We have seen these cycles before, and this season has always been a lesser one compared to the seasons that really make or break your business year. Take your lumps, recalibrate and be aggressive for the rest of this year. Hopefully, you’ll recoup some of the lost quarter, and have a great year. After all, spring is just around the corner.

John Craven CEO & EDITORIAL DIRECTOR jcraven@bevnet.com

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The latest news on the brands you sell



Suja Gets Cash, Accolades, Before Big Launch As the only remaining independent of the “big three” juice brands that deploy high-pressure processing as their marketing and innovation hook, Suja knows it’s facing deeppocketed competition from Hainowned BluePrint and Starbucksowned Evolution Fresh. If Suja doesn’t have the deepest pockets at the table, however, it’s sure got access to a lot of them. Mere months after picking up an $8 million investment at a valuation of $100 million from Boulder Brands’ venture capital arm, the cold-pressed juice company has pulled in another, undisclosed investment from investment fund Alliance Consumer Growth (ACG), a consumer-product focused group that tries to find next-generation versions of existing categories and deploy minority growth capital as fuel for their growth. ACG has invested recently in enterprises like Evol frozen burritos, Krave Jerky, and Shake Shack — all three of which fit the fund’s model of looking for “2.0"-type brands in established categories (like frozen dinners, beef jerky, and fast food). With Suja, the move is to take over the next level of the high-end juice category, long the province of products like Odwalla, Naked and POM. The investment closed shortly before the end of 2013. “[Suja has] got a dynamic we like a lot,” said ACG co-founder Josh Goldin, who will become a board member at the juice company. “They’re playing in a really big category that has been largely the same group for a number of years, and then a few companies come along and really innovate a next generation with better benefits and a better value proposition.” But establishing that proposition is one that is capital-intensive at its earliest stages, said Suja CEO Jeff Church, who noted that the investment will go to help pay for the 10 BEVNET MAGAZINE MARCH 2014

rest of the company’s investment in juice processing equipment. As demand has grown over the past year, that investment has gotten larger, primarily because the capacity of the equipment has had to increase pre-installation. “Because of the type of product this is, it’s not something that’s easily copacked,” Church said. “So virtually integrating the manufacturing is something that costs money that normal CPG companies don’t have to spend up front. The con is that it costs money to do — but the pro is that it’s a barrier to entry and in the long run, as you get over your fixed cost structure, your margin is more significant.” The San Diego-based company is not more than two years old but had a tremendous 2013, buoyed by key retailer Whole Foods’ recent commitment to developing the next level of the juice business that Evolution, Suja, BluePrint, and a myriad of regional players represent. Over the course of the year, Suja has quickly professionalized its staff from an entrepreneurial core to one that has added veterans from across the beverage business, and expanded from its “Classic” line of mixology-based juices to a smoothie line called “Elements.” Shortly after revealing the investment, the brand offered up a new set of innovations: a third line of cold-pressed/high pressure processed juice products, one that CEO Jeff Church hopes will catapult the brand into mainstream consciousness and attract a broad base of consumers. Suja Essentials, a new five-SKU line of products that bears a number of similarities to the company’s Elements line — will debut in two of the largest mainstream grocers in the U.S.: Kroger and Safeway. The new juices feature somewhat simpler formulations than the Elements products.

Dear BevNET, In regards to the November 19th BevNET Magazine article, “Gut Feeling”, and on behalf of our R&D team here at MetaBrand, we would like to share with you an updated position we have been able to form on the Probiotic drinks category, and in particular, the previous opinion provided by our Director of Science regarding the KeVita brand’s strains of four beneficial bacteria. We strongly feel the emerging Probiotics category is one that must be backed with strong science and shelf-life tested efficacy in order for it to mature into the type of volume and broad consumer acceptance seen most recently with coconut waters. The brands that commit to that fundamental approach with their products and thoughtfully make their core health positioning around immune and digestive benefit (married with great taste and packaging) are the brands that will stand apart and have the most chance for success. After having had the proper time to review the information and science provided to us by KeVita, and other brands that chose to share their own independent data with us since the article was published, we recognize the strong foundation of KeVita’s products in good science and are more encouraged now than before we were interviewed for the article on the efficacy of the products we have researched. While the Probiotic drink category grows in popularity, it will no doubt attract new brands that may not care to spend the time and effort to create the quality needed to provide true immune and digestive health benefits. The brands mentioned in your article all are in leading positions to pave the way and set best standards. We want to note that KeVita is at the forefront of these brands and should be applauded for its commitment and success in formulating products containing proprietary probiotics that are clinically proven to support digestive health and immune function. November 19, 2013

Probiotics Are On Their Way




cover.indd 1



11/8/13 11:56 AM

Sincerely, Eric Schnell Founder & CEO MetaBrand In the interest of fairness, BevNET Magazine should have requested comment from KeVita on the above matter in the original ‘Gut Feeling’ story.We regret that error.


IT'S ALL RELATIVITY From Aloe to Arriba: L.A. Libations Launches New Product, Forms Alliances Beverage incubator L.A. Libations has played a critical role in the growth of several entrepreneurial beverage brands including ZICO, Neuro and illy issimo, lending its expertise to gain key retail placements for the brands at chains like Target, Wal-Mart and Kroger. Now, the company is utilizing the experience, connections and relationships that it has cultivated in recent years to introduce its second company-owned brand — one with some big names behind it. Set for a national launch in 8,300 7-Eleven stores, Arriba is a new horchata energy drink that L.A. Libations has been developing over the past two years. Unlike Aloe Gloe, the aloe water brand that the company launched in 2011, Arriba, a dairy/energy blend that is all-natural and gluten-free, is targeted to reach a specific demographic in Latino consumers. L.A. Libations co-founder Danny Stepper hailed the new brand as one that brings “freshness and innovation” as well as “new and unique consumers” to the energy category. “Every major retailer is jumping at the bit to get it,” Stepper said. “Clearly we’re onto something. We haven’t sold any to customers yet, and so we’re not doing any victory laps, but I’ve never seen retailers so engaged.” Stepper noted that while L.A. Libations had Arriba in the pipeline for two years, the company felt that it needed a strategic partnership with a major retailer in order to have a real shot at success in the now-mature energy category, which is dominated by megabrands in Monster and Red Bull. Stepper said that L.A. Libations has commitments with several major

retailers for a planned wider release this summer, but he praised “7-Eleven’s unwavering commitment to innovation” with the launch. The chain holds a three-month exclusive deal to carry Arriba, which will be positioned directly next to Red Bull on store shelves, Stepper said. Although 7-Eleven is as big as it gets in convenience stores, a critical channel for energy products, Stepper noted that the biggest hurdles in the development for an entrepreneurial beverage brand lay with financing and marketing. To say that L.A. Libations found a big-time partner to help build and promote Arriba would be an understatement. The company entered into a joint venture with film studio and entertainment powerhouse Relativity Media, which is an investor in Arriba and will play a major role in the marketing of the brand with product placement in Relativity-produced TV shows and movies, including the upcoming film “Earth to Echo.” Relativity is also the second largest sports agency in the U.S., with 200 professional athletes on its roster, according to Stepper, who said that Relativity athletes, which have a combined 60 million Twitter followers, will engage consumers via social media to promote Arriba. “We all know that growth is coming from emerging brands and categories, but we also know how many fail,” Stepper said. “Combining L.A. Libations’ entrepreneurial disruptive spirit, 7-Eleven’s commitment to innovation, alongside the powerhouse media platform of our dear friends at Relativity Media, we have a real chance to create brand love with Arriba.”

REFRANCHISING THE 2020 VISION Coke Distributes More Distribution Rights Reyes Holdings has signed a letter of intent with the Coca-Cola Company to acquire the distribution rights in the Chicagoland area. “We are proud to be new members of the Coca-Cola family,” J. Christopher Reyes, founder and co-chairman of Reyes Holdings said in a statement. “We intend to use our distribution experience to ensure that the refreshing taste of Coca-Cola is within ‘an arm’s reach of desire’ for thirsty people throughout the Greater Chicago area.” In the same release, Coca-Cola also announced a new bottling partnership with Troy Taylor, who the company described as a longtime advisor. 12 BEVNET MAGAZINE MARCH 2014

But unlike Taylor’s agreement, Reyes Holdings — which distributes products from MillerCoors and a number of craft breweries — will not become a bottling partner and will not be responsible for the manufacturing of any Coca-Cola products. In addition to the Chicago, Reyes’ distribution-only agreement will include areas of Northwest Indiana and Southeast Wisconsin. Reyes Holdings is comprised of three divisions: The Martin-Brower Company, Reyes Beverage Group and Reinhart Foodservice. A fourth, yet-to-be-named division is expected to be created spe-

cifically for the distribution of CocaCola products. The deal, which is not expected to close until 2015, will mark Reyes’ first major foray into beverage distribution outside of the beer category. However, the company already distributes Coca-Cola products through its Martin-Bower business, which serves over 14,000 McDonald’s restaurants around the world. Similar to its previous acquisitions of Allied Beverages, Windy City Distributing and Chesbay Distributing, Reyes is expected to make a significant investment into the new division.

REVAMPS Brain Power: Nawgan Evolves, Turns ON New Product Line With a new round of funding in hand, the company behind brain-boosting beverage Nawgan has launched a new brand of functional drinks intended broaden its reach to a wider range of consumers. ON Powered Refreshment is a line of energy/refreshment beverages that are formulated with a blend of tea leaf-sourced caffeine and ornithine, an amino acid said to have several health benefits including improving athletic performance and reducing ammonia in the body. Widely consumed and sold in Japan, often as a supplement, ornithine works “synergistically with caffeine to reduce fatigue and significantly increases stamina and concentration over caffeine alone,” according the company, which is now known as ON Beverages. Amid the development of ON Powered Refreshment, Japanese conglomerate Kirin Holdings, which invested $3 million in the

company in August 2011, recently added to its investment. Although ON Beverages CEO Dan Holland declined to give an exact figure for the new round of funding, he told BevNET that “it’s a substantial amount.” Kirin’s initial investment was intended to build a sales and marketing staff and expand Nawgan’s distribution footprint beyond its home market of St. Louis, Mo., according to company founder Rob Paul. Yet while the brand has since gained some traction in U.S. colleges and universities and achieved some penetration on the West Coast, Blick said that the primary market for Nawgan remains St. Louis. Nevertheless, Kirin, which, via its subsidiary Kirin Kyowa Hakko, is major supplier of ornithine as well as Cognizin, the key functional ingredient in Nawgan, believes in the continued development of Nawgan and potential for ON as a global

brand, Holland said. “From [company founder] Rob Paul’s perspective as well as our investor and board, we wanted to have a more broadly appealing brand, although we continue to work Nawgan in certain channels and with certain consumers,” said Corey Blick, Vice President of Marketing, ON Beverages. “Secondly, I think the nutritional technology that we had access to, and some of the research there sort of prompted that ‘Hey, we gotta go do this.’” ON Beverages gained self-affirmed GRAS (Generally Recognized as Safe) certification for ornithine in October, allowing the company to use the ingredient in the new products.




Blue Point Bought By Bud

Brew Detroit’s ‘Big Boy’ Bet on Contract Brewing

Anheuser-Busch InBev has agreed to purchase New York-based Blue Point Brewing Company, a move that reflects the beer giant’s growing interest in the craft segment — and its consumers’ thirst for variety. Exact terms of the Blue Point deal were not disclosed, but sources familiar with the transaction said it could be valued between $18 and $24 million. Mark Burford, Blue Point’s co-founder and brewmaster, said that negotiations with A-B InBev began last year and have been going on for “many months.” Peter Cotter, the co-founder and president of Blue Point, said he’s excited for the opportunity to become a part of A-B InBev’s craft portfolio, which also includes Goose Island Brewery, a Chicago-based craft brewer that was purchased for$38.8 million in 2011. “All of the employees will be able to maintain their jobs and the credibility and quality of the brand will remain,” Cotter said. “It’s great for the community. With the kinds of resources from A-B coming into Patchogue (Long Island), it will create job growth and the sky is the limit for where the brand could go.” According to IRI, a Chicago-based market research firm, Blue Point’s dollar sales grew just over 20 percent in 2013, to more than $4.2 million, in multi-outlet and convenience stores (which includes supermarkets, drugstores, mass market retailer, military, dollar and club). Dollar sales for the company’s flagship Toasted Lager, which accounts for about 50 percent of production, were up 11.5 percent. However, it wasn’t necessarily Blue Point’s impressive growth numbers that attracted A-B InBev to the deal. Instead, the opportunity to add greater depth to its current set of craft offerings was a primary consideration, said Andrew Goeler, A-B InBev’s vice president of imports, craft and specialties. “This fulfills the consumer demand for variety and is a nice complimentary portfolio to what Goose Island offers,” Goeler said. “Blue Point has some excellent brands and having access to the A-B system is something that is really important.” That system includes access to multiple brewing facilities across the country and an intricate network of wholesalers that will be granted the first rights to distribute Blue Point beers. For A-B InBev, the deal hinges on efficiencies that come alongside the expansion of a higher-margin portfolio. “Similar to what we do with Goose Island, where we make some of the beers at an A-B brewery, we have the same opportunity to expand with Blue Point,” said Goeler. “We will be able to get the brands out to A-B wholesalers and will allow consumers to have access to these great beers.”

Here’s a beer pairing for you: What do you get when you combine two executives from a famous burger chain, a used car salesman, and a craft brewery owner? How about Brew Detroit LLC, a new and a state-of-the-art 100-barrel contract brewery started with $8 million in private investment. Led by Keith Sirois, the CEO of Big Boy Restaurants International, Brew Detroit LLC is set to launch in Detroit’s Corktown neighborhood next month.


Other partners in the contract brew startup include David Crawford, Big Boy’s senior vice president of marketing, and Don Foss, a famous used car salesman and the founder of Credit Acceptance Corporation, which provides auto loans to individuals with substandard credit. Mark Rieth, the owner of Atwater Brewery (and a former automotive professional himself) is also a minority partner in the new venture. Sirois told Brewbound that, “a few years ago,” on behalf of Big Boy chairman Robert Liggett Jr., he reviewed the financials for a craft brewery looking to raise capital. “The result was that we thought the brewery was over-leveraged,” he said. “It wouldn’t be worth it. We kept looking at the white space in brewing and, especially in Michigan, we saw a need for a space to produce beer in quantity for all these wonderful brands that the state of Michigan has.” Sirois, Crawford, Foss and Rieth (which actually sounds more like a high-powered law firm) invested a combined $8 million to start Brew

Detroit and hired former Mendocino Brewing supervisor Jason Schrider to oversee the brewing operations. Situated in about 75,000 sq. ft. of space, the company has already received a brand new 100-barrel BrauKon brewing system, four 400-barrel fermentation tanks, two 200-barrel fermentation tanks and a packaging system capable of canning 400 containers per minute. The brewery will be capable of bottling 12 oz. and 22 oz. packages, filling 12 oz., 16 oz., and 19.3 oz., cans and packaging draft beer, Sirois said. Brew Detroit will launch with about 48,000 barrels of capacity and has already signed contract agreements with Atwater Brewing and two other “fairly large” Michigan-based breweries, whose names Sirois said he could not disclose. Sirois said knows the transition from managing a chain of burger joints to a large-scale production brewery won’t be easy, especially as the contract brewing environment becomes more competitive. Right now, new ventures like Brew Hub in Florida, Ruckus Brewing in Pennsylvania and Paragraph XI in Massachusetts are preparing outposts of their own. “I am not a brewer,” said Sirois. “I don’t have the background that a lot of folks have. It was not easy to put the money and this project together, but I think the upside is great. I think there is a hole and there is a great opportunity to create a nice business out of it. Will it become competitive? Sure, and that is what tells me that this is the right thing to do.” Brew Detroit will initially look to take on Michigan-based clients, but Sirois said he’s not ruling out the possibility of brewing for larger regional companies looking to expand their footprints in the Midwest and on the East Coast. “This was built to service a variety of needs,” he said. “We will talk to anybody.”


The newest options for cooler and shelf

JUICE The Coca-Cola Co. welcomes two new flavors to its Minute Maid Juices To Go line: Minute Maid Tropical Blend and Minute Maid Berry Blend. The beverages contain a variety of carefully-selected fruit and vegetable juices. Minute Maid Berry Blend contains pear, grape, purple carrot, pumpkin, beet, blueberry, raspberry, and strawberry juices. Minute Maid Tropical Blend contains 100 percent of the daily recommended value of vitamins A and C. Both beverages are available in 15.2 oz. single-serve bottles and are available nationwide in convenience stores and anywhere single-serve juice is sold at a suggested retail price of $1.79 to $1.99. For more information, please call (404) 676-3034. Old Orchard Brands has expanded its Old Orchard for Kids line of reduced-sugar fruit juices to include Grape, Berry and Fruit Punch varieties. The new flavors join the existing Apple flavor that was introduced earlier this year. Old Orchard for Kids has a suggested retail price of $2.49 per 64 oz. bottle and it can be purchased at major grocery retailers across the nation. Old Orchard for Kids provides families with an alternative to sodas and other sugary drinks because it contains 50 percent less sugar than traditional 100 percent juice varieties, according to the company, and it uses no artificial sweeteners or added sugars. In addition, the line has no artificial flavors, colors or preservatives. Each 8 oz. glass offers 100 percent of the daily recommended amount of vitamin C in addition to providing a boost of calcium and iron. For more information, please call (616) 887-6035. R.W. Knudsen Family introduces Nature’s Peak juice blends to its portfolio of juice products. Each 8 oz. cup of juice provides a half-cup serving of fruits and a half-cup serving of vegetables. Available in 32 oz. glass jars, flavors include Berry Veggie Blend, Orchard Veggie Blend and Tropical Veggie Blend. Product benefits include: 100 percent juice (50/50 blend of fruit & vegetable juice), no artificial colors, flavors or preservatives and Non-GMO Project Verified. The juice blends, which have a suggested retail price of $3.99 to $4.99, are distributed nationwide at several leading natural and conventional grocers, such as Whole Foods,


Kroger and Safeway. For more information, please call (530) 899-5000. Dr Pepper Snapple has launched Mott’s Fruit Punch Rush, Wild Grape Surge and Strawberry Boom. Each contains 40 percent less sugar than fruit juices, according to the company, and no artificial sweeteners. The new Mott’s juice drink line has 100 percent of the RDA of vitamin C per serving. Consumers can find Fruit Punch Rush, Wild Grape Surge and Strawberry Boom on shelves at select national retailers, with broad national availability expected soon. All flavors are available in 64 oz. multi-serve containers and have a suggested retail price of $2.50 to $2.99. In addition, Fruit Punch Rush and Wild Grape Surge are available in 8 oz. 6-packs, which have a suggested retail price of $2.99. For more information, please call (972) 673-5539.

COFFEE Inspired by the signature blends and flavors available at its world famous doughnut and coffee shops, Krispy Kreme’s iced coffees are coming to consumers in new ready-to-drink bottles. Ready-to-drink varieties of Krispy Kreme Original Glazed Iced Coffee and Krispy Kreme Mocha Iced Coffee are available at more than 900 Walmart locations throughout the United States. Krispy Kreme Original Glazed and Mocha Iced Coffees capture the taste of the company’s freshly-brewed coffees, with a hint of Original Glazed and chocolaty goodness. Krispy Kreme Iced Coffees are available in readyto-drink 9.5 oz. bottles priced at a suggested retail price of $1.98. For more information, please call (336) 726-8878. Nestlé Waters North America-owned has launched a coffee-tea blend for its Sweet Leaf Tea brand in Original and Vanilla flavors. The products were inspired by similar blends in Asia, where tea lattes are widespread, and by U.S. consumer behaviors in coffee shops. Per 8 oz. serving, the Original flavor contains 26 milligrams of caffeine and the Vanilla flavor has 34 milligrams of caffeine. Both flavors are packaged in a 16 oz. bottle, Certified Organic, contain 50 calories and 12 grams of sugar per serving and have a suggested retail price of $1.49. For more information, please call (508) 628-3582.

SUSTAINABILITY ENERGIZED BY Need Tunnel Pasteurization or Hot Fill? Use Velcorin® Technology instead. Velcorin® offers flexibility in packaging types and allows you to produce sensitive products on your existing fillers. Velcorin® Technology also replaces Tunnel Pasteurization and Hot Fill. Velcorin® Technology uses less energy and reduces the need for high levels of PET allowing you to produce products that support sustainability efforts. Velcorin® is an antimicrobial control agent used in many non-alcoholic beverages and wine. Gentle on flavour, tough on germs.

CONTACT MICHAEL TURPIN Phone: +1.817.357.5851 Email: michael.turpin@lanxess.com www.us.lanxess.com www.velcorin.com

Starbucks has added Blueberry Acai as a new flavor to its sparkling, ready-to-drink Starbucks Refreshers beverages. The product, which contains 90 calories, is made with fruit juice, B vitamins, ginseng and caffeine from green coffee bean extract, and is also available in Strawberry Lemonade and Raspberry Pomegranate. Starbucks Refreshers are sold in 4-packs of 8.4 oz. cans for $5.99 and individually in 12 oz. cans for $1.99. The beverages are available in grocery and Starbucks stores in the U.S. and Canada. For more information, please call (206) 318-7100. Califia Farms has released a grab-and-go alternative to its multi-serve Coffee With Almondmilk. Available in a 10.5 oz. bottle, the dairy-free product comes in three flavors: Salted Caramel, XX Espresso and Cocoa Noir. The coffees are also Non-GMO Project Verified, soy-free, gluten-free and the bottle is PET and BPA-free. The products have received distribution at regional Whole Foods Markets and sell at a suggested retail price of $2.49 per bottle.

to $2.49, are packaged in 16 oz. PET bottles and contain 30 calories per 8 oz. serving. For more information, please call ON Beverages at (949) 542-4425. SOS, a new rehydration drink that contains electrolytes for optimum hydration is proud to announce that all products are now 100 percent free of artificial sweeteners, preservatives, flavors and colors. SOS simultaneously is launching its newest flavor, Blueberry. SOS has six times the electrolytes of a normal sports drink and 27 percent more electrolytes than coconut water with half of the calories (25) and half of the sugar (5 grams), according to the company. An SOS mixed with water helps you absorb 3 times more water than just drinking water alone, according to the company. The product has already reached distribution in about 300 pharmacy stores in New Zealand, about 40 Sweatshop stores in the United Kingdom and about 20 locations in the Bay Area. It has a suggested retail price of $8.75 for a box of five 0.33 oz. packages. For more information, please call (415) 815-7665.

ENHANCED WATER Sparkling ICE sparkling mountain spring water, part of the TalkingRain portfolio of beverages, has announced the expansion of its fast-growing, zero calorie beverage brand with the addition of Cherry Limeade and Strawberry Watermelon. These two new flavors, which debuted in January, expanded the brand’s flavor portfolio to 11 zero-calorie options. Found in retailers nationwide, this product’s MSRP is $1.19 to $1.29. For more information, please call (425) 222-4900.

FUNCTIONAL DRINKS ON Powered Refreshment is a line of energy and refreshment beverages that are formulated with a blend of tea leaf-sourced caffeine and ornithine, an amino acid said to have several health benefits, including improving athletic performance and reducing ammonia in the body, according to the company. Sweetened with a blend of cane sugar, erythritol and stevia, ON Powered Refreshment drinks are made with a patentpending formulation and come in five flavors: Blueberry Lemonade, Tropical Citrus, Dragonfruit Tangerine, Peach Mango and Raspberry Limeade. The beverages, which come with a suggested retail price of $1.99


Bundle Organics is unveiling the first line of organic prenatal juices, fully pasteurized and specially designed to address the unique nutritional needs of expecting moms. Each juice contains organic fruits and veggies, along with an extra boost of vitamins for mom and baby, including folic acid, vitamin D, calcium, iron, and omega-3. Working closely with leading OB-GYNs and nutritionists, Bundle Organics formulated the juices with USDA organic, GMO-free fruits and veggies, such as apples, kale, berries, lemon and ginger. Bundle Organics juices are preservative-free and have no added sugar. All Bundle Organics juices are available in 16 oz. bottles that are also BPA-free and have a suggested retail price of $18 for a 3-pack. For more information, please call (609) 610-7932. CalNaturale Svelte, the maker of an organic protein shake, is launching Svelte Banana Crème, a new addition to its line of on-the-go beverages. Similar to the existing flavors—Chocolate, French Vanilla, Cappuccino and Spiced Chai—Banana Crème will be packaged in recyclable Tetra-Pak containers with the affirmation: “You’ve Got Appeal.” Svelte Banana Crème is the only ready-to-drink protein shake made with

real organic banana puree, according to the company, and offers the following traits: USDA Certified Organic, certified kosher by Orthodox Union (Circle U), non-dairy, cholesterol-free and certified gluten-free. The beverage is developed with a blend of organic complex carbohydrates, including rice syrup solids and inulin. The product also offers protein from organic soymilk and provides a source of fiber in each serving. The product is sweetened with stevia, offers a low-glycemic index and contains 11 grams of protein and 6 grams of sugar. It has a suggested retail price of $2.29 per 11 oz. carton. For more information, please call (619) 234-0345.

South Beach Diet has unveiled a new addition to its family of snacks — the South Beach Diet 100 Calorie Smoothie, in Chocolate Truffle flavor. More than 50 percent of Americans snack two to three times a day, according to the company. The new South Beach Diet Chocolate Truffle Smoothie contains 1001 calories and16:14 6 grams 901_Treatt_BevNet_Advert_Layout 20/02/2014 Page 1 of protein and fiber. The product has no ar-

tificial flavors, sweeteners, or sugar alcohols, and each smoothie has 45 percent less sugar than the leading weight-loss shake, according to the company. South Beach Diet 100 Calorie Smoothies are shelf-stable, single-serve and ready to drink in a 4-pack carton of 8 oz. bottles at a suggested retail price of $6.99 per carton. For more information, please call (212) 725-7707.

HANGOVER PREVENTION Maloof Ventures has announced the launch of NEVER HUNGOVER, a new product in hangover prevention, at GNC. Launched in December and expanding nationwide this year, the new beverage is composed of a proprietary formula that helps neutralize and process the toxins caused by alcohol in the liver and kidneys, according to the company. NEVER HUNGOVER is a dietary supplement comprised of a vitamin blend, antioxidants, amino acids, nutrients and minerals. Packaged as a 2 oz. serving in a bottle that can be consumed as a shot or as a mixer. NEVER HUNGOVER is designed to be taken up to an hour before or while consuming alcohol,

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and experiences optimal results when taking one bottle per four drinks. It is caffeine and gluten-free and contains zero carbs, calories and sugars. NEVER HUNGOVER is available in 2 oz. bottles and retails for $3.99. For more information, please call (310) 276-7500.

ENERGY DRINKS AND SHOTS L.A. Libations has introduced Arriba, a new horchata energy drink. Packaged in an 11 oz. can, Arriba, a dairy/energy blend that is allnatural and gluten-free, is targeted to reach Latino consumers. The beverage, which has a suggested retail price of $2.49 and is promoted at 2 for $4, will be sold exclusively at 7-Eleven stores across the U.S. until June, when the brand will be distributed at other major retailers. For more information, please call L.A. Libations at (626) 380-6592. Living Essentials LLC, the company that markets 5-hour Energy, will release a new, limited-edition cherry flavor. From May 1 to July 31, the company will donate five cents from the sale of every bottle sold to the Special Operations Warrior Foundation, a nonprofit organization that supports the military’s special operations forces and their families through college scholarships, family services and financial stipends. The company’s minimum guaranteed donation is $75,000. The product will be available nationwide and prices will vary by market. For more information, please call (866) 960-1700. DEW Nation can get ready for the night with a pair of new Mtn Dew Kickstart flavors developed for nighttime consumption. Mtn Dew Kickstart Black Cherry and Mtn Dew Kickstart Limeade fuse the taste of Mountain Dew with five percent fruit juice, plus electrolytes for taste. The product has 80 calories per 16 oz. can. The product will be distributed nationally and prices vary by market. For more information, please call (914) 253-2308. Paradise Beverage, LLC has announced the launch of Pirate Energy Shots. Pirate Energy Shots are available in five cocktailinspired flavors including Margarita, Mojito, Pina Colada, Hurricane and Pirate Punch. They come in 50 mL bottles and have a suggested retail price of $29.99 per 12pack. Pirate Energy Shots will be available throughout the U.S. at retail outlets and


online at www.pirate-energy.com. For more information, please call (855) 972-2583.

CARBONATED SOFT DRINKS The Veri Soda Company is launching the first line of USDA certified organic, non-GMO, low-calorie sodas, according to the company. Veri Sodas, which contain 60 calories per can, are made with a proprietary blend of flavors plus organic cane sugar and organic stevia. The sodas come in four flavors – Veri Cola, Veri Orange, Veri Lemon Lime and Veri Ginger Ale. In addition to the organic sweeteners, other Veri Soda ingredients include sparkling water and organic fruit juice concentrates that vary depending on the flavor. The company did extensive taste testing to settle on the right sweetener combination, having learned from stevia-only based beverages that the after-taste often associated with this ingredient has kept many consumers from switching from highly processed sugar or artificially sweetened drinks to healthier alternatives. Veri Soda is available at select stores nationally, with a suggested retail price of $4.99 for a 4-pack. For more information, please call (415) 230-0340. Begley’s and Bill’s craft soda contains no sugar and eight calories. The soda, which comes in 10 flavors, gets its sweetness from SweetenFX, the company’s own blend of stevia and erythritol. The soda is also kosher, gluten-free and has a glycemic index of zero. It comes in 12 oz. bottles and has a suggested retail price of $5.99 per 4-pack. For more information, please call (714) 616-2376. 2B has launched 2B Sparkling, the first beverage to use Purefruit sweetener in Rexam 12oz. cans. 2B Sparkling delivers carbonated refreshment with 30 calories per 12 oz. serving and no artificial flavors, colors, sweeteners or preservatives. It is available in Vanilla, Chocolate and Lemon Ice. The product was originally developed and is approved as an option for the school beverage program for the New York City Department of Education, which has established stringent standards for what can be served to its students in hopes of improving health and wellness. 2B Sparkling meets these standards and has been providing a carbonated beverage option to these students via 2,500 vending machines. The company recently decided to expand its distribution and bring its beverages to the

masses at a suggested retail price of 99 cents. 2B Sparkling beverages are currently available at select retailers in New York and via www.Amazon.com, with plans for continued expansion. For more information, please call (866) 506-8237.

WATER ENHANCERS The Coca-Cola Co. has launched Minute Maid Drops, which come in Lemonade, Fruit Punch, Mango Tropical and Raspberry Lemonade. Each bottle, made with fruit juice, makes approximately 28 servings. The Minute Maid Drops experience can be summed up in three steps: SQUEEZE to enhance your water; DRINK anywhere anytime; and RESEAL for future use. Minute Maid Drops Lemonade, Fruit Punch, Mango Tropical and Raspberry Lemonade are now available at grocery stores and mass merchant retailers nationwide in 1.9 oz. squeezable bottles with a flip-top closure. The suggested retail price is $3.50 to $3.99. For more information, please call (404) 676-8006.

COCONUT WATER The Pulse Beverage Corporation, makers of the PULSE brand of functional beverages and Natural Cabana Lemonade, announced that it is expanding its product line with the introduction of Natural Cabana Coconut Water and Natural Cabana Pineapple Coconut Water, which are available in Albertsons grocery stores. Coconut water naturally contains high levels of electrolytes, vitamins and minerals, and has a lot less sugar than many sports drinks, according to the company. Low in calories and naturally fat- and cholesterol-free, coconut water has served as a source of hydration for thousands of years in tropical climates, according to the company. With 60 calories and 10 grams of sugar per serving, Natural Cabana Coconut Water is made from coconuts and spring water. A 17.5 oz. can has a suggested retail price of $1.99. For more information, please call (720) 382-5476.

MILK fairlife, LLC has introduced a high-nutrition milk that aims to raise consumer interest for better tasting, more nutritious milk products, according to the company. Launching in the Twin Cities, fairlife purely nutritious milk has 50 percent more natural protein and


calcium and half the sugars of cow’s milk, according to the company. fairlife milk flows through soft filters to concentrate desired nutrients like protein and calcium, while separating out the fats and sugars from the milk. fairlife milk comes from a co-op of family farms united in pursuing the highest standards of milk quality, agricultural sustainability and animal care. All three varieties (skim, 2% and 2% chocolate) come in 32 and 52 oz sizes. Suggested retail for 32oz is 2.99, for 52oz is 3.99.. For more information, please call (855) 548-3247.

WINE Columbia Winery is kicking off 2014 with a new wine style and a new label. Led by Winemaker Sean Hails, Washington State’s first premium winery has revamped its portfolio to build on the progressive philosophy of its founders and deliver a quality-driven interpretation of the Columbia Valley AVA. Over the past two years, Hails and his team have worked closely with growers throughout the Columbia Valley to create four new wines. The four bottlings—Chardonnay, Composition Red Blend, Merlot and Cabernet Sauvignon—give a nod to the winery’s legacy. In addition to changing the wine style, Columbia Winery is revealing a new look and feel that can be seen on their labels. The winery’s four new releases hit shelves in the Northwest in January, reaching the rest of the U.S. by Fall 2014. For more information, please call (503) 554-8265. Anna de Codorníu, a Spanish sparkling wine, has a new look for its popular Brut and Brut Rosé labels. Anna is sourced from estategrown fruit from vineyards near Barcelona. Steeped in the life and legacy of Spain’s sparkling wines, known as “cava,” Anna debuted in 1984 as the first cava to incorporate Chardonnay. Anna Brut and Brut Rosé retail for $14.99 and are exclusively distributed by Aveníu Brands, based in Baltimore, Md. For more information please call (718) 403-9473. Evening Land founder Mark Tarlov and Napa-based wine importer Old Bridge Cellars are pleased to announce the launch of Maison L’Envoye, a joint venture with a focus on Pinot Noir from Burgundy and Oregon’s Willamette Valley. Maison L’Envoye, ‘House of the Messenger,’ seeks to explore the finest sites dedicated to the cultivation

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of Pinot Noir. With winemaking footprints in both Burgundy and the Willamette Valley, the project champions many unsung growers who have worked their vineyards over multiple decades and generations. The range includes a Bourgogne Blanc (suggested retail price of $20), Bourgogne Rouge (suggested retail price of $25), Morgon Cote du Py (suggested retail price of $20) and Savignyles-Beaune ‘Les Marconnets’ 1’er Cru (suggested retail price of $42). Using a selection of both volcanic and sedimentary influenced vineyards, the team has crafted a pure and unequivocal Willamette Pinot Noir identity with the Two Messengers (suggested retail price of $30) and The Attache (suggested retail price of $40) Pinot Noirs. For more information, please call (707) 258-9552. TGIC Importers, Inc. announced the debut of its new brand, The Seducer, which was released in January. The Seducer 2012 uses its proprietary name Red Rendezvous for its blend characterized by red and black berries, vanilla and spice, and has a suggested retail price of $14.99. For more information, please call (818) 225-5100 ext. 249.

SPIRITS The BenRiach distillery introduces four new expressions to the U.S. market: The BenRiach Horizons 12 Year Old Triple Distilled, The BenRiach Solstice 2nd Edition 17 Year Old, The BenRiach Septendecim 17 Year Old Peated Single Malt and The BenRiach Authenticus 25 Year Old Peated Single Malt. The BenRiach Horizons 12 Year Old Triple Distilled (50% ABV, suggested retail price of $79.99) reflects the distillery’s innovations in whisky production. While most whiskies are traditionally distilled only twice, according to the company, Horizons is distilled three times before it is aged for 12 years. The BenRiach Solstice 2nd Edition 17 Year Old (50 percent ABV, suggested retail price of $99.99) showcases the distillery’s ability to distill whisky from both styles of malted barley – peated and non-peated – and thereby capture the defining taste and aroma of peat reek. The BenRiach Septendecim 17 Year Old Peated Single Malt (46 percent ABV, suggested retail price of $79.99) is the latest addition to The BenRiach Peated range. The BenRiach Authenticus 25 Year Old Peated Single Malt (46 percent ABV, suggested retail price of


$249.99) completes The BenRiach Peated range in full-bodied style. For more information, please call (415) 863-8350. SVEDKA Vodka announces its two latest flavors: SVEDKA Mango Pineapple and SVEDKA Strawberry Lemonade. SVEDKA Mango Pineapple is a blend of Filipino mangoes and pineapple flavors. Both new products are available nationwide with a suggested retail price of $1.99 for the 50 mL bottle, $6.99 for the 375 mL bottle, $12.99 for the 750 mL bottle and $21.99 for a 1.75 mL bottle. For more information, please call (877) 766-2033. Crown Royal has introduced Crown Royal XO, a blended Canadian whisky handcrafted by Crown Royal blender Andrew MacKay. The blend of more than 50 of Crown Royal’s whiskies is finished in cognac casks from the French Limousin Forest. Crown Royal XO is an amber/topaz whisky balanced with hints of vanilla, spice and rich dried fruit. It will be sold at a suggested retail price of $49.99 for a 750 mL bottle and is available nationwide. The packaging for Crown Royal XO displays premium colors of gray and gold paired with a variation on the iconic bag, gray with gold embroidery accents. For more information, please call (646) 223-2016. Deep Eddy has announced the newest addition to its family of vodkas. Deep Eddy Cranberry Vodka (Cran) is a refreshing beverage made with cranberries harvested from New England cranberry farms and hit shelves in early 2014. Like all Deep Eddy spirits, Cran is gluten-free and is handcrafted in small batches in the Deep Eddy distillery in Austin, Texas. Deep Eddy Cran has a suggested retail price of $1.99 for 50 mL, $18.99 for 750 mL, $22.99 for 1 L and $26.99 for 1.75 L. The product is free of artificial flavors and highfructose corn syrup and can be served on the rocks or mixed with beer, champagne and other ingredients to create a cocktail. Consumers can purchase it in four sizes: 50 mL, 750 mL, 1 liter and 1.75 liter. Deep Eddy Cran is available in the following states: Arizona, Arkansas, California, Colorado, Connecticut, Florida, Georgia, Maryland, Massachusetts, New Mexico, Texas, Rhode Island, Washington State, Washington D.C. More states will be added throughout the year. For information please call (512) 579-0212.

Asheville Distilling Co. has introduced Blonde Whiskey. Blonde starts with heirloom turkey red wheat and white corn, grown on Peaceful Valley Farm in the lowland hills of Western North Carolina. That same strain of corn has been grown continuously at Peaceful Valley since the mid 1800s, tended by generations of the McEntire Family. A 750 mL bottle has a suggested retail price of $44.99. The honeycomb-laced staves of the barrels offer enhanced flavoring, creating a velvety, vanilla, caramel Blonde. For more information, please call (828) 575-2000. Campari America has also launched SKYY Infusions Vanilla Bean Vodka and SKYY Infusions Georgia Peach Vodka. SKYY Infusions Vanilla Bean Vodka features decadent notes of vanilla, white chocolate and slightly toasted caramel. Made with real, juicy Georgia peaches, SKYY Infusions Georgia Peach Vodka exudes a peach taste with hints of apricot, spice and stone fruit. SKYY Infusions Vanilla Bean and Georgia Peach are now available in 50mL (suggested retail price of $1.99), 750mL (suggested retail price of $18.49), 1L (suggested retail price of $23.49) and 1.75L (suggested retail price of $26.99). SKYY Infusions Georgia Peach will also be available in 375mL (suggested retail price of $10.49). For more information, please call (415) 315-8000. Diageo has launched SMIRNOFF SORBET Light Pineapple Coconut. The product contains 78 calories per 1.5 oz. serving. SMIRNOFF SORBET Light Pineapple Coconut is now available nationwide at liquor and grocery stores nationwide for a suggested retail price of $15.99 for a 750mL bottle. For more information, please call (203) 229-4876. Diageo officially unveils the Orphan Barrel Whiskey Distilling Company – a new project determined to locate lost and forgotten barrels of whiskey from around the world and share them with discerning fans. The first two variants to be released from the company will include the 20-year-old Barterhouse Whiskey and the 26-year-aged Old Blowhard Whiskey. Barterhouse Whiskey (suggested retail price of $75) stocks were discovered in old warehouses at the StitzelWeller facility in Louisville, Ky. The whiskey’s mellow taste includes notes of roasted grain,


charred oak and a brown sugar finish. Old Blowhard Whiskey (suggested retail price of $150) was also found at Stitzel-Weller. At 26-years-old, the whiskey contains undertones of smoke and honey followed by a gentle finish – dry and spicy with a hint of orange peel. For more information, please call (646) 223-2305. Glenmorangie is proud to present Glenmorangie Companta, the newest release from Dr. Bill Lumsden. The exclusive collection is comprised of single malts, such as Glenmorangie Sonnalta PX and Ealanta. Companta exudes ‘autumnal’ scents of red berries and a hint of fragrant wood smoke with complementary notes of aromatic, nutty oak. The taste slowly reveals a spicy palate fragrant with cherries and stewed fruits, while notes of sugared plums, blood orange and rosehip syrup emerge. Flavors of milk chocolate and brown sugar lead into a mouth-coating finish. Extra matured in French wine casks, Companta is bottled at a strength of 46 percent and non chill-filtered for extra body and texture. Glenmorangie Companta has a suggested retail price of $99 for a 750 mL bottle. For more information, please call (212) 991-3816. A fusion of vodka distilled five times with berry flavors, KINKY Blue follows the successful 2011 launch of the brand’s flagship product, KINKYLiqueur, which blends vodka with the flavors of mango, blood orange and passion fruit. KINKY Blue was initially released in New York and Massachusetts and is now available nationwide for a suggested retail price of $17.99. KINKY was created by Crosby Lake Spirits, a Twin Cities-based beverage development and packaging company. For more information, please call (651) 649-5800. Diageo has launched CAPTAIN MORGAN White Rum, the newest addition to the rum brand’s portfolio, is five-times distilled and has hints of green apple. At 80 proof, CAPTAIN MORGAN White Rum is available nationally for a suggested retail price of $15.99 per 750 mL bottle. For more information, please call (646) 223-2019. Cutty Sark has announced a new edition to its line of blended Scotch whiskies. A nod to the brand’s origins during the Prohibition era, Cutty Sark Prohibition Edition

Blended Scotch Whisky pays tribute to the style of liquid consumed during the 1920s. The black opaque bottle design and cork seal are a hat tip to the type of whisky bottles prevalent during the Prohibition era. Cutty Sark Prohibition Edition is handcrafted in Scotland in small batches from grain and single malt whiskies, matured in American Oak casks and bottled at 50 percent ABV (100 proof). Cutty Sark Prohibition Edition is available now in select markets, rolling out nationwide throughout 2014, with a suggested retail price of $29.99. For more information, please call (646) 895-7015. Diageo has introduced GODIVA Dark Chocolate Liqueur, which has a blend of flavors including unsweetened dark chocolate, black cherry, candied orange peel and a hint of cold-brewed coffee. The new flavor, which is dairy-free, is available nationwide and has a suggested retail price of $29.99 per 750 mL bottle. For more information, please call (212) 679-6600.

Inspired by Ron Burgundy of the movie “Anchorman,” Riviera Imports has launched Ron Burgundy Great Odin’s Raven Special Reserve. The whisky is crafted and bottled in Scotland from a 60 percent malt, percent 40 grain blend by Old St. Andrews Distillery, featuring whiskies from Speyside, Highlands and Islay. Ron Burgundy Blended Scotch Whisky has a suggested retail price of $25 per 750 mL bottle. For more information, please call (212) 231-9717.

FLAVORED MALT BEVERAGES Phusion Projects, LLC, has announced the debut of its latest Four Loko flavor – Blue Hurricane – which will make its debut early this spring. The new flavor will be available nationwide in 12 percent ABV in 23.5 oz. cans, and replaces Coco Loko, which will be phased out as Blue Hurricane gains distribution. Prices vary by market. For more information, please call (888) 901-6344.

Try Our Full Line of Fruit & Vegetable Juice Drinks GREAT TASTING JUICES YOU CAN ENJOY EVERY DAY. TRY ALL 12 FLAVORS!




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


CANNED JUICE DRINKS 52 Weeks through 1/26/2014 SOURCE: Symphony/IRI Total food/drug/c-store/mass.

There’s plenty of interesting “fruit for thought” here in the canned juice drink aisle, home of AriZona’s lemonades, 1 year-old Mountain Dew Kickstart (hey, there’s juice in there – but they have apparently launched $165 million in caffeinated juicy soda – way to go innovation team!), and, further down, FOCO’s coconut water and even San Pellegrino and Izze. All in all, an interesting catch-all category.


Dollar Sales




Mountain Dew Kickstart



Minute Maid






V8 V Fusion Energy



AriZona Golden Bear









Hawaiian Punch






Minute Maid Light



Ocean Spray






Country Time



Lipton Brisk



V8 Fusion



San Pellegrino



Izze Fortified



Private Label



AriZona Rickey





Change vs. year earlier

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





















HOT! Pure Leaf


Dollar Sales







Lipton Brisk



Lipton Pureleaf






Diet Snapple



AriZona Arnold Palmer



Lipton Diet



Gold Peak



Pure Leaf



SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14

NOT! Lipton


HOT! V8 V Fusion


Dollar Sales

Capri Sun



Kool Aid Jammers



Hi C



Capri Sun Super V



Apple & Eve Fruitables



Honest Kids



Private Label



V8 V Fusion






Nestle Juicy Juice Fruitifuls


22.35 %

SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14


Change vs. year earlier

NOT! Private Label

HOT! Glaceau Fruit Water Dollar Sales

Change vs. year earlier

Sparkling ICE



Private Label






San Pellegrino



La Croix



Glaceau Fruit Water



Topo Chico



Cascade Ice



Poland Spring






SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14


Change vs. year earlier

NOT! Poland Spring


HOT! Starbucks Cappucino


Dollar Sales

Change vs. year earlier

Starbucks Frappuccino


Starbucks Doubleshot



Starbucks Cappuccino



Starbucks Frappuccino Light




Starbucks Doubleshot Light



Private Label



Coco Cafe



Illy Issimo



Marley’s One Drop





RealBeanz SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14

NOT! Illy Issimo


HOT! Monster Energy Zero Ultra


Dollar Sales

Change vs. year earlier

Red Bull



Monster Energy



Monster Rehab



Monster Energy Lo Carb









Java Monster



Monster Energy Zero Ultra



Monster Mega Energy



Monster Energy Absolute Zero


-19.05 %

SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14

NOT! Monster Energy Absolute Zero


HOT! Powerade


Gatorade Perform

Dollar Sales


Change vs. year earlier


Powerade ION4



Gatorade G2 Perform






Powerade Zero ION4






Gatorade Frost



Gatorade G2



Gatorade All Stars



Gatorade X Factor



SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 1/26/14

NOT! Gatorade All Stars


By Gerry Khermouch

Up From the Basement So are we finally ready for bottled water 3.0? I think we may be, and not a moment too soon for a segment that deserves to be more than a collection of mediocre loss leaders at retail. First, a brief history lesson. From today’s perspective, it may be hard to recall that bottled water in America used to be a premium segment, as it moved from novelty status to a familiar part of many Americans’ routines. Not so long ago, the nation was replete with hundreds of local spring water bottlers, and Nestle Waters North America deftly harnessed a network of regional sourced waters as a complement to its higher-end European imports. That all began to fall apart when CocaCola and PepsiCo entered the fray in the early 1990s, opting for purified tap water for their Dasani and Aquafina brands so their bottlers could run these brands through their lines just like they did their sodas and cold-filled iced teas. They were quick to pass on these savings – and a lot more – to consumers. Soon enough, bottled water had become yet another front in that war of attrition called the cola wars, with 24-unit case packs of tap water becoming the promotional equivalent of 2-liter soda bottles. I suspect the two giants figured that, at worst, NWNA would knuckle under that pressure and they could split its share between themselves. But Nestle had drastically lowered its production costs and proved more than up to the job of defending itself, if not without some inevitable loss of share. To a great extent, convenience-seeking consumers


were the winners in this, if you’re ready to agree that the transition from sourced water to tap water wasn’t a meaningful tradeoff. But for retailers, distributors, and the producers themselves, it led to a sort of profitless prosperity. In recent years, Coke and Pepsi have expressed their regrets about the strategy (to the extent that they even seem to be aware that the steadily descending price spiral was an actual strategy rather than an act of God). Though their acquisitions of their biggest bottlers in North America have enabled them to take further cost out of the equation by allowing them to go direct to major retail customers, they’ve been reassuring Wall Street that they no longer will purse a beggar-theyneighbor strategy in casepack water. To this observer, prices still seem pretty low, enough to chase private-label producer Cott from the market and put a great deal of pain on smaller producers (though NWNA motors on). The green backlash against bottled water of a few years ago doesn’t seem to have inflicted permanent damage on the segment, as producers moved with alacrity to shortweight their bottles, recycling streams have grown more robust, and consumers have recognized that there’s no reason to stigmatize a segment that provides a healthy counterbalance to the sweetened beverages they’re urged to avoid. So has all the intrigue vanished from bottled water? Though I’ve tried to argue otherwise here at times, I get the sense some in the trade believe bottled water is past history. I still respectfully disagree. A new breed of overseas imports, led by Fiji and buttressed by the likes of Voss and Icelandic Glacial, lent exotic allure and marketing finesse to the segment, and Coca-Cola proved to be a solid steward of its electrolyte-reinforced Smartwater acquisition, even as it was fumbling that brand’s now-sliding Vitaminwater sibling

(which despite its name shouldn’t be classed as a bottled water, as it’s a sweetened beverage). Over the past decade many brands have launched Smartwaterlike extensions, to middling success, and coconut water entered the mix. If those brands represented bottled water 2.0, we now seem to have arrived at a possible inflection point for bottled water 3.0, with the advent of a new wave of brands, many of them offering a higher degree of alkalinity, with a view to neutralizing acid in the bloodstream, boosting metabolism and better absorbing nutrients. I’m not in a position to assess whether consumers’ health needs really demand recourse to alkaline waters (the Mayo Clinic says plain water works fine for most folks), but these brands are reasonably priced in relation to just about any other beverage alternatives besides constantly promoted casepack waters and sports drinks, and their branding offers a tad more motivation to some consumers to meet their hydration needs with water rather than sweetened drinks. After having quietly grown in the natural channel for years, Essentia is ready to step it up with some key hires and a move into broader DSD distribution, while Aquahydrate seems to have gotten a second wind, and has been riding a heavily aired Fiat TV ad in which Diddy prances around a desert oasis with a bottle of Aquahydrate, endorsing both brands. Other players like Qure are growing nicely, and you know that established water brands will be launching extensions into this realm as it builds momentum. This activity could offer a further lift to a water segment that’s still trying to climb out of the bargain basement that the tap water brands excavated. 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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As the retail shelves become more and more crowded, the differences between beverages and liquid dietary supplements have become less clear. Companies looking to compete in the beverage and supplement industries have blurred the lines separating the categories, creating many similarities in packaging, ingredients and claims. While the Food and Drug Administration (FDA) issued a Draft Guidance for Industry in December 2009 to address concerns over this movement towards a merging of classifications, third parties have been vocal in the need for more distinctive guidelines. United States Senators and Congressmen publicly called on the FDA for more clarity and plaintiffs’ lawyers have been filing class action lawsuits, alleging false and deceptive advertising over alleged mischaracterization of products. In an effort to clear up the confusion, the FDA kicked off 2014 by issuing a long-awaited revised and final Guidance for Industry concerning the factors distinguishing beverages and supplements. So, did the Final Guidance clear up the somewhat murky waters? Call it a surface cleaning: while the Final Guidance does provide some more clarity regarding the way the FDA is likely to interpret the representations of products as supplements or beverages, it stops short of providing concrete distinctions between the classes of products. The FDA did not substantially change its position regarding the distinctions between beverages and liquid dietary supplements from the Draft Guidance to the Final Guidance. The plea from U.S.


Senators and Congressmen for a more “bright-line” distinction between beverages and liquid supplements was also one of the biggest concerns for industry companies. The establishment of specific thresholds for the volume of liquid products or servings sizes would have a major impact on industry. However, other than the possibility that the use of “beverage,” “drink,” or other names traditionally associated with conventional foods and beverages may cause a product to be “represented as a conventional food,” it still seems that no one factor is likely to make the FDA consider a product labeled as a dietary supplement to be a beverage. The evaluation of whether the characterization of a product as a supplement is appropriate is still going to be made on a case-by-case basis. The Final Guidance emphasizes some of the factors the FDA previously identified regarding packaging, serving size and recommendations for use, while providing a few more examples of situations which may cause a product to be deemed a beverage. The Final Guidance also sheds some light on some additional factors that companies must be aware of when marketing and promoting these types of products. PRODUCT NAMES Since it issued the Draft Guidance in 2009, the FDA has had occasion to send a handful of warning letters to compa-

nies for labeling products as supplements when, in its opinion, the products were really being represented as beverages. Central to the FDA’s assertions in each of those letters was that the company referenced the product in labeling or marketing as a “drink” or “beverage.” The Final Guidance reinforces the notion that this factor, among all others listed, may be the most influential on the FDA’s determination of whether a product is being “represented as a conventional food.” In fact, while the FDA indicated that in most circumstances a combination of factors would determine whether a product is represented as a conventional food, marketers should be aware that the FDA cited use of a product name that is indicative of a beverage as one of the single factors that could be determinative. In addition to “beverage” and “drink,” the FDA identified other examples such as “bottled water,” “orange juice,” “iced tea” and “coffee” as terms that, when used in a product’s name, are indicative of a conventional food or beverage. Other terms that have been associated with both beverage products and supplements, such as regular teas, will be evaluated with other factors to determine the overall context. The take away is that companies must be consistent in their labeling, marketing and advertising. If a company intends to sell a product as a dietary supplement, it must reference the product as a supplement in



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all labeling, advertising and marketing. It is not an “energy drink” or “after-dinner beverage,” it is a supplement. LABELING AND ADVERTISING The FDA also reiterated its longstanding position that it may consider all statements made about a product to establish the intended use of a product and how it is represented. This means claims and graphics on product labels, labeling, marketing, and advertising, including Web sites and Social Media outlets. One of the examples cited was the use of graphics traditionally associated with conventional foods -- so a picture of a liquid being poured onto a salad could represent the product as a salad dressing. One insight provided by the FDA that was not in the previous Draft Guidance was that statements like “refresh” or “rehydrate” used on the labeling of a dietary supplement could cause the product to be deemed “represented as a conventional food” because refreshing and rehydrating are uses associated with beverages. Again, while the isolated use of terms like “rehydrate” or “refresh” is not likely to cause a product to be deemed a supplement, such use is a factor that, combined with others, could cause the product to be viewed as “represented as a conventional food.” MARKETING PRACTICES One section of the Final Guidance that adds some new insights is the section identifying certain marketing practices that might demonstrate that a product is really being represented as a conventional food. Favorable comparisons to a category of beverages, like sodas or energy drinks, is one practice that may weigh in favor of the FDA treating a product as a beverage product. The use of metatags, which has been often used by the FDA as evidence of intent to sell a product for drug purposes, could be a factor indicating representation as a beverage if the metatags used are terms associated with beverages. Paying to have a product displayed in the beverage section of retail stores is another practice that might point towards a product being represented as a conventional food. Additionally, representations in government filings like SEC documents or patent and trademark filings may be used by the FDA as additional evidence that a


product is really intended to be a beverage. (References in a trademark filing to a product as a “bottled water” and filing in the beverage classification were identified as additional evidence of intent to sell a product as a beverage in a warning letter to Lithia Mineral Water in 2012, one of the few warning letters the FDA has issued in this area.) These various examples make it clear that the FDA will be viewing all aspects of the business when looking to determine whether a product is represented as a conventional food. STRUCTURE-FUNCTION CLAIMS While most of the Final Guidance focuses on the FDA’s review of supplement products to see whether they are being represented as conventional foods, there is one aspect of the Final Guidance to which beverage companies, in particular, should pay close attention and that is the section on structure-function claims. While structure-function statements are specifically provided for dietary supplements pursuant to Section 6 of the Dietary Supplement Health and Education Act (“DSHEA”) , the FDA’s position with respect to conventional food and beverages is that structure-function statements must relate to aroma, taste or nutritive value. This position regarding structurefunction statements for conventional food and beverages is not new; however, the FDA, historically, has rarely made the distinction and taken action against a company because a structure-function statement was not related to aroma, taste or nutritive value. But the reiteration of the FDA’s stance on structure-function claims for conventional foods and beverages may signal a potential increase in the FDA’s scrutiny of such claims. Those companies marketing products as beverages or looking to switch from supplement

to beverage classification should pay close attention. If the FDA does start enforcing this distinction over structure-function claims allowed for beverages as opposed to supplements, it could substantially narrow the range of claims available to beverage companies. At the end of the day, the FDA will still be reviewing the characterization of products on a case-by-case basis. If the intent is to sell a product as a dietary supplement, a company may not market or otherwise promote the product in ways which would suggest it is a beverage or conventional food instead of a dietary supplement. When the previous Draft Guidance was issued in 2009, there was much anticipation as to whether the FDA would substantially increase its regulatory action in this area. Yet, the FDA took little action for almost two years, and then issued a half-dozen or so letters over the last two years. Now that the FDA has issued its Final Guidance, will action come more swiftly and more frequently, in step with the principles it set forth in that guidance? Time will tell, but the key message for companies to take away from the Final Guidance is that whatever category of products a company decides to sell its product under, companies must be consistent in the messaging or run the risk of the FDA making its own determination. 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 and he can be followed on Twitter at @LawguyJP. This article is issued for informational purposes only and is not intended to be construed or used as general legal advice. The opinions expressed are those of the author exclusively.


W I T H L A G U N I TA S By David Eisenber g

Zygotes. Elephants. Balloons. Wait. What were we talking about? Ah, yes. Lagunitas. Tony Magee, founder and CEO of the 21-year-old brewery out of Petaluma, Calif. is known to get philosophical when he talks about the state of craft beer and how it’s matured. Though Magee possesses a vast canon of metaphoric anecdotes (read: zygotes, elephants, balloons), describing his own business requires little more from him than a trail of thought that dissipates before it can reach any recognizable landmarks. “It’s a thing becoming,” Magee says. Becoming what? “There’s no end point.” That of course won’t do, as craft beer, like everything else in the world, must contort to fit some sort of pre-existing definition, whether written by Merriam38 BEVNET MAGAZINE MARCH 2014

Webster or the Brewers Association. So while Lagunitas becomes, what, exactly, has it wrought? From a small California town, the brand is now a national player, with a mouth big enough to both pick fights with the largest names in craft and spread its own gospel. And oh, how it’s all resonated. Lagunitas is no longer the “little brand that could,” but rather the country’s bestknown supplier of its fastest-growing style of beer: the IPA. The bitter style is currently the spear tip for the entire craft movement. It’s become so influential, in fact, that better-known, bigger craft brands – the Sierra Nevadas, the Boston Beers – have stepped backward to launch IPAs of their own. “I would say we were attentive enough to pay attention to what the world was hoping for before they’d even thought of it,” says Magee. “[Steve Jobs] knew people

wanted an iPhone before people knew they wanted one.” Despite having been around since 1995, its recipe unchanged, sales of the beer have grown exponentially in recent years as the style has blown up around it. The hoppier-than-thou style wasn’t invented in Petaluma, but the bluesman brewer has said in the past he wanted consumers to see his tap handles, marked by big, readable letters, from the parking lot. As that style has risen like so much foam and froth, the brewery has finally become a “real business.” With beers expected to ship from its second brewery – a 300,000 sq. ft. operation in Chicago with ultimate capacity to produce just over a million barrels – this April, “the end of our startup period” is here, Magee says. So what makes a real business? Between Petaluma and Chicago, Lagunitas will be able to grow capacity to 1.7 million barrels a year when both breweries are fully built out – capacity the company will need if its pace of growth continues. In 2013, Lagunitas’ portfolio champion IPA grew sales 71.3 percent in multi-outlet and convenience store channels (MULC) to more than $28 million, according to IRI. The beer accounted for 57 percent of total sales across all channels. Additionally, Lagunitas has finally found a flanker label in its Little Sumpin’ Sumpin’ offering, which grew more than any other top-30 craft package in MULC, its sales shooting up 173.3 percent. Those are just the facts and stats, the sales metrics that the gatekeepers look for. Less tangible is the connection between the thought outside the bottle and the juice within that Magee says has really given the company its legs. “Somewhere there’s a nexus,” he says. “People respond to flavor, but they also respond to the ideas.” That nexus, as described, is the Holy Grail of the Knights of Branding, and in a business where true brands are still emerging from the swirling mists of thousands of new SKUs, it’s a palpable edge. Todd Stevenson, the company’s COO, agreed that consumers (though he dislikes the term – call them “beer drinkers”) “see more into us than just a liquid.” “It seems to be communicating something,” says Stevenson. “About freedom, a sense of values. I think that’s one of the reasons [for the growth].” A FACTORY BECOMING There’s more to the company’s success, of course, than rolling out of bed on some meta-next-level business plan writ in the stars. “It’s not like we just put a finger in the air,” Stevenson adds. The Chicago expansion, for instance, was inspired by a number of things. Yes, the Windy City is Magee’s hometown. It’s also a major transportation hub. Perhaps most importantly though, Chicago is Lagunitas’ fastest growing market. Mulling over all that, the company thought of it in simple dollars and cents: it would be more costly and plainly difficult to continue shipping east in a rapidly growing market than it would be to just finance a new brewery, at $22 million, and produce at the point of sale. And thus the biggest craft brewery in Chicago had become.


Stevenson says the company is growing at the rate it is in part to meet increased demand from Millennials, “If you look at the amount of their overall consumption that’s craft, its twice what Gen-Xers [drank],” he says. “If you look at the craft category and you do some analysis on it, you’ll think the category’s going to grow. I think it’s going to minimally grow two times if not more than two times.” Perhaps that’s why smaller competition isn’t dreading its arrival in Chicago. Matt Potts, CEO of DESTIHL Brewery in Bloomington, Ill. says the state at large is itself becoming a beer destination. “It seems that the more craft beer the market has, the more it wants, so, I think all will be fine and good, especially around here since Illinois is turning into a beer mecca of sorts,” he says. “Fortunately, consumers’ tastes and palates continue to mature and demand more and more craft beer every year.” Potts also notes the widely held perception that in the world of craft, even in competition, everyone is, for the most part, on the same team.“The craft industry is also unique in that competition is generally more friendly and not feared,” he says, because the “real goal” is to “grow the craft segment overall.” But that doesn’t mean everything is Kumbaya in the industry. Especially when you’re talking about Lagunitas – for whom the aggressiveness is undeniably part of the “nexus.” If you follow Magee on Twitter (@LagunitasT is an endlessly entertaining stream of his sometimes poetic, sometimes vindictive consciousness), you know he isn’t afraid to take a sledgehammer to the notion that craft beer is a never-ending night out with friends. Goose Island, SweetWater Brewing Co., and Boston Beer Co. have all found themselves in his crosshairs for various reasons running the gamut from selling out (his opinion), to targeting his tap handles (his allegation). These broadsides are believed by some to be justly deserved, by others to be a bit harsh. Either way, his combative nature has drawn the ire of some other industry folk. In December, for example, Jeremy Danner, ambassador brewer for Boulevard Brewing Co., fired this shot Magee’s way from his own sniper’s nest on Twitter: “(Quality) Beer speaks, (Low quality) People mumble.” It’s a riff on Lagunitas’, “Beer speaks. People mumble” tagline and further proof of what the company already knows: they’re niche marketers. “There are lots of things about Lagunitas that some people might take issue with. Even if that’s true, the things that people take issue with are things that other people find compelling,” says Magee. Some like it. Some don’t. Ho hum. Sounds like every idea ever. And however important the “idea” might be to whatever Lagunitas has become or is becoming, it’s still all about what’s inside the bottle. “There are very few things as intimate in the world as beer except maybe cigarettes and communion wafers,” adds Magee. “Things that you’ll take into your body sight unseen with the expectation that it’ll go into your body, into your brain, and make it do tricks.” Because when all is said and done it’s the beer, as they say, that speaks. That’s the idea, anyway.


[pH]ANTASTIC HOW ESSENTIA FOUND ITS FLOW By Max Rothman Like the record labels and talent scouts scouring the clubs of Greenwich Village – and London, Chicago, San Francisco, as well – searching for the next Bob Dylan, the fast rise of Sparkling ICE has investors, retailers, and distributors asking the same question: who’s next? Some folks are pointing to Essentia Water. The brand is another long-term, overnight success story, bumping along for


years as a small natural channel brand but climbing to prominence as the tide of alkaline water gradually rose around it. While newer brands like AQUAhydrate, NEO and Eternal Water have done much of the hard work in raising consumer consciousness around higher-pH waters, Essentia has been the stalwart, the best-selling water SKU in many natural and specialty accounts, and it appears the patience is paying off.

Michael Burgmaier, the manager director of food and beverage brands for Silverwood Partners, an investment bank in Sherborn, Mass., thinks Essentia Water compares favorably to Sparkling ICE, which took nearly 20 years to become the darling of the industry and raise the profile of parent company Talking Rain. Burgmaier recently led a raise of $3.2 million in convertible debt for Essentia, a

small investment for a brand that he believes will grow much faster in the years to come. “The raise went very, very quickly,” Burgmaier said. Scan the background of Sparkling ICE and you’ll begin to understand why Burgmaier was able to sell the deal so quickly. Not long ago, that brand also exhibited low all-commodity volume (ACV), spotty distribution and geographically restricted consumer awareness — but had the upsides of strong single-channel sales velocity and a tendency to be out of stock because of consumer loyalty. “It’s exactly the same situation with Essentia,” he said. Well, not exactly the same; breaking out of the natural channel and into conventional grocery is hard for many brands, and it’s certainly not the path followed by Sparkling ICE. Still, the brand’s evolution did give the dogged investment banker some pretty nice data points. Essentia’s slogan, written on the bottle, is “hydration perfected,” via electrolytes and alkalinity. The brand has responded to 10 straight years of growth by beefing up its front office, assembling a new production facility and adding more distribution and retailers. For these reasons, investors believe that Essentia won’t just build a bridge from the natural channel into the mainstream; it’ll build a bridge, a castle and a freakin’ moat. “We’re really hitting on all cylinders and all channels,” said one of those front office hires, Paul Curhan, who came on board as Essentia’s vice president of marketing and innovation late last year. Essentia seems to be denting the market at a time when bottled water consumption is growing again at all levels but highend is increasing more than commodity. As “premium hydration” — one of the catchphrases of another new Essentia hire, strategy whiz Neil Kimberley — has become a trend at retail, there’s a growth among consumers that even still water may offer more than just hydrogen and oxygen at what’s still a pretty low price. And while a profusion of alkaline and electrolyte-enhanced waters exist in the market, Essentia’s brass believe that the brand has trumped the rest of the pack by way of its proprietary electrolyte formula, a pH of 9.5, a loyal audience (approxi-


mately 75 percent female) and a hard-todefine feeling of health. That hard-to-define idea is something of an issue, especially when you compare Essentia’s steady climb in sales figures to the fairly low understanding of the science behind the water. Curhan said that while some natural consumers have grasped Essentia’s concept, most mainstream con-

sumers haven’t yet surpassed the surface level of buzz around alkalinity. While he says that he doesn’t think that consumers yet understand what makes Essentia different, education will continue to serve as a challenge as the brand moves into larger grocers such as Kroger and H-E-B. Here’s another telling problem for Essentia, albeit one that the company is reading as an opportunity: out-of-stocks, a malady that also affected Sparkling Ice when it was in its own fast-growth phase. “It’s kind of a good problem to have, but we need to fix it,” said Ken Uptain, Essentia’s founder and CEO. Because of limited distribution, the product has occasionally been out of stock at Whole Foods and Safeway, to name a few retailers.

One place where out of stocks aren’t an issue is Amazon. Online sales are essential to Essentia, where they’re its fastestgrowing channel and are responsible for 10 percent of its sales. Still, brick-and-mortar stores are where a product moves from true believers to trendy. It’s worked in more than one outlet so far, but the problem remains — can it move from the small confines of natural/ specialty into conventional success? Take Sprouts Farmers Markets, for example, in order to understand why: not long after receiving initial placement four to five years ago, Essentia began to thrive, becoming the top-selling water at all 170 of its locations throughout Arizona, California, Colorado, Nevada, New Mexico, Oklahoma, Texas and Utah. John Soukup, the senior category grocery manager for Sprouts, said that because the store has limited shelf space, with standard water sets standing at only 8 feet tall, Essentia typically receives three to four facings. Out of stocks happen only occasionally there, he added. Essentia’s top SKU is its 1.5 L bottle, and more than a third of Essentia’s consumers drink more than 15 bottles per week, Burgmaier said. Uptain projects sales to jump from $15 to $20 million in 2013 to $22 to $23 million this year. Considering these factors, along with the out-of-stocks, does Essentia deserve more shelf space? “It probably does,” Soukup said. “But it’ll never happen.” If Sprouts had more space in its stores, Soukup said that Essentia could easily handle more shelf space. He even suggested that Essentia should launch a gallon bottle, which he called a natural progression that would comply with the brand’s all-day-consumption, stock-it-athome philosophy (though not with the space limitations at Sprouts). Burgmaier added that Essentia loyalists aren’t just picking up one or two bottles for the day. They’re getting a supply for the week. As Soukup and other retailers have discovered, they’re clearing out the shelf. “The consumers are extremely loyal,” Burgmaier said. “They drink Essentia, they come back to Essentia.” Some investors could view these hurdles as a yellow light impeding progress.

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investment, he takes a close But Essentia’s argument look at a concept that he is that the brand’s current said most companies don’t state leaves plenty of room understand: baseline sales for untapped growth. before and after promoTo calibrate and focus tions. He said that for comthat growth, Uptain hired panies with plans to sustain a pack of business veterans big-time growth, it’s essenand quickly bolstered a tial that they keep climbing resonant brand with a team the baseline ladder. to back it. On Dec. 6, 2013, The intent of a promothe company announced Paul Curhan, Neil Kimberley, Tahne Davis, tion isn’t just to develop that it hired Kimberley as vice president vice president of creative director spurts of interest in a brand. vice president of strategy of marketing strategy and market and brand It’s designed to boost sales and market development, and innovation development manager and demand and draw new Tahne Davis as creative consumers to the brand, he director and brand manager said. Then, ideally, those new and Curhan. compares Essentia to Sparkling ICE, consumers morph into the next wave of It’s a formidable group: for the past 20 Curhan envisions the potential growth loyalists who talk about the brand with their or so years, Kimberley has shown his deft Starbucks realized when it went into friends and family, in-person and online. By touch as a veteran of beverage innovation ready-to-drink products. doing so, a promotion injects a company’s and game-planning with companies such “That other experience, albeit different pre-promotion baseline with a big, postas Hershey’s, Snapple and Runa. Davis, categories, is hugely relevant to underpromotion lift. who has worked with brands such as Movstanding how to build a brand,” he said. Essentia, he said, has years of data that ing Comfort, a women’s fitness apparel The foundation of Essentia’s brand was proves these post-promotion results. And company, and Crystal Mountain ski resort, built in the natural channel, with Sprouts the reason isn’t the pricing. moved from a consulting role with Esserving as one its key accounts. Soukup “The promotion itself is not what matsentia into a full-time position. Curhan, a said that Essentia has been a cooperative, ters,” Burgmaier said. “The product is brand-builder with more than 20 years of malleable partner, willing to launch prowhat matters.” experience, contributed to the launch of The product, and the pond, too, howStarbucks’ ready-to-drink Frappuccinos and motion plans and discount periods when necessary. At Sprouts, the 1.5 liter bottle ever. Consider the Dylan example: there the resurgence of the craft brewer Pyramid. sells for $1.99. Promotions range from $1 are plenty of great folk singers out there While Essentia marks new territory individual bottles to 4 bottles for $5. who, no matter how big they got, never for Curhan, he will continue to develop When Burgmaier is studying a brand, crossed over. For Essentia, that’s the the brand as a lifestyle one with a cohemeasuring the potential verticality of an existential crossroads. sive, consistent story. And as Burgmaier

PREMIUM FUNCTIONALITY Here’s where premium bottled waters are starting to exert an edge on the category – the belief that they can provide a bit more functionality than commodity-priced or store brands. Look at the consumption drivers, and “Replenish Fluids,” “PurifyingClean,” and “Healthier Choice” provide separation. Whether that’s a true or perceived edge, it indicates the distinctions that consumers are seeing. Top Consumption Drivers - % Occasions

“Total Still Bottled Water”

“Premium Still Bottled Water”

“Store Brand Still Bottled Water”

Quench Thirst




Replenish Fluids








Healthier Choice




Like The Taste




Go With My Food




Cool Off




Goes Well With Food/Snack




Low/No Calories/Non-Fattening




Low/No Carbohydrates






Bottled Water

VOSS artesian water from Norway is served at

upscale restaurants and hotels in 50 countries around the world. VOSS is available in Still and Sparkling, in a variety of sizes, and in distinctive glass and PET bottles. With the addition of two large-format retailers, VOSS continues to see sales increases in take-home channels. Icebox Water, a Canadian spring water, unveiled its new sustainable packaging design at Natural Products Expo West in Anaheim, Calif. The packaging is BPA-freehas 76 percent smaller carbon footprint than the previous packaging. Nestlé Waters North America Inc. has redesigned packaging on its Natural Spring Waters Sparkling Portfolio, distributed regionally for all six brands: Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring and Zephyrhills. The new packaging has bold flavor imagery and eye-catching graphics, according to the company. It also features health-focused call-outs: “100% Natural Ingredients” and “No Calories. No Sweeteners. No Colors. No Guilt.” This packaging is shipping now to each respective brands’ markets. To offer consumers more healthy options, Poland Spring will offer Poland Spring Brand Sparklers in cans this month. The product is available in 12 oz. cans in three varieties: Just Bubbles, LemonLime and Cranberry-Raspberry. Whistler Water is a glacial-sourced water

from British Columbia, Canada. The product tastes clean because of its neutral pH and low mineral levels, according to the company. Whistler Water is packaged in a 100 percent biodegradable and recyclable bottle. The company supports recycling with its “Let the Bottle Live On” pledge. Whistler Water also supports clean water initiatives through its partnership with Free the Children and its sponsorship of One Climb. With primary distribution in Canada, Whistler Water is also distributed in China and Japan and is hoping to begin selling in the U.S.

FRESH spring water will soon introduce a new bottle design and will also launch a new website: www.DrinkFreshUSA.com. The water is sourced below the earth’s surface in the Great Smoky Mountains in Tennessee. The water contains a 7.9 pH level with a composition of minerals and electrolytes to provide hydration. The first time FRESH Natural Spring Water is exposed to open air is at the twist of the cap, according to the company. Blossom Water, LLC, a Boston-based manu-

facturer of fruit and flower infused essence waters, is pleased to announce Northeast Beverage as its newest distribution partner. Adding Northeast will allow consumers in Rhode Island and four counties in Connecticut to experience the beverage. FIJI Water. There’s electrolyte-enhanced water and then there’s FIJI Water with naturallyoccurring electrolytes. As tropical rain filters through volcanic rock it gathers the electrolytes and minerals that give FIJI Water its signature soft, smooth mouthfeel, according to the company. In September, FIJI Water served as a sponsor of the Toronto Film Festival. NEO has announced the rebranding of its 9.5

pH, high alkaline, electrolyte and antioxidant water, NEO SUPERWATER. NEO undergoes a proprietary process that results in its three key benefits while also being a highlypurified, fluoride-free and BPA-free product. NEO SUPERWATER is available nationally through DSD and broad-line distributors in 33.8 oz. 12-packs, 20 oz. 24-packs and 16.9 oz. 24-packs. NEO plans to release two new sizes and bring on new DSD distributors in 2014. Evo Revitalizing Water is a healthy and

satisfying refreshment designed to pair with and enhance your favorite things, according to the company. Available in organic flavors such as Cucumber, Pomelo Grapefruit and the soon-to-be-launched Yuzu Lemon, Evo is distributed through Nature’s Best and Monterrey Provision Company.

AquaBall Naturally Flavored Water will

be introducing 6-packs into retail, enabling customers access to single bottles as well as multi-packs. In addition, True Drinks is excited to introduce the Mickey Check on all flavors of AquaBall featuring Disney characters, indicating that AquaBall meets the healthy nutrition guidelines identified by Disney’s Magic of Healthy Living program. 48 BEVNET MAGAZINE MARCH 2014

Pop Water is proud to announced that it

has partnered with the following distributors: John Lenore Co., Superior Products Company, Mussetter Distributing, Energy Source Distribution and Geyser Beverage Co. NY2O has recently joined Healthy America’s

“Drink Up” campaign, an initiative that

encourages people to drink water more often. NY2O has quickly expanded distribution into more than 15 national retail chains including Whole Foods in greater Metropolitan New York, New Jersey and Connecticut, Albertsons in Utah, Oregon and Arizona and Jewel-Osco and Kowalski’s Markets in the Chicago area. With newly acquired distribution arrangements from several major firms, NY2O will soon expand in Florida and the Midwest, and will launch in Northern and Southern California. Found Beverage Co., winner of best packaging design in BevNET.com’s Best of 2013 Awards, is distributed by Haddon House. In November 2013, the Australian-based company signed with The Fresh Market, its first U.S. retailer. Icelandic Glacial is a spring water from the “Land of Fire and Ice.” Icelandic Glacial is bottled at the source from Iceland’s Ölfus Spring, which produces water so pure that nothing is added or taken away, according to the company. As a result, Icelandic Glacial possesses a balance of a naturally low-mineral content and a naturally high-alkaline pH level of 8.4.

fine bubbles and the light mineral content of Saint Geron are provided by the filtration of Auvergne volcanic rocks. The sculpted design of the Saint Geron bottle is the result of the work of Alberto Bali, an Argentinean designer. Saint Geron is exclusively sold to restaurateurs around the globe and its quality has made Saint Geron a preferred pick by many chefs around the world in New York, Los Angeles, Miami, Washington D.C., Chicago, Las Vegas, Paris and Singapore, according to the company. The water is available in more 250 fine establishments across North America in two formats: 750 mL and 375 mL, the new format adapted to minibars. Spree is the newest production innovation

from LaCroix Beverages Group. The nonGMO product is sweetened with a proprietary stevia blend, contains vitamins and antioxidants and has no calories, sodium or sugar. The company is committed to making Spree available in the natural channel and hopes to soon secure national distribution. The product targets consumers who prefer a sweet, more intense flavor profile but are still looking for a clean nutrition panel. LaCroix Cúrate is the first line extension from

QURE WATER, the 9.5+ pH alkaline water

made with ionic alkaline minerals, continues its expansion into the East and South regions. The young brand fuels new growth with it’s most recent strategic partner, Brands Within Reach LLC. Volvic water has been bottled in the protected

regional park of the Auvergne Volcanoes since 1961. The natural purity of Volvic emerges from one of the biggest and oldest preserved ecosystems in Europe, according to the company. Volvic receives its mineral balance after a slow filtration process through six layers of volcanic rocks. Volvic is one of the largest water brands in the world with sales in excess of $1.5 billion, according to the company, and leadership positions in Europe and Asia. Volvic aims to lower its impact on the environment by improving its plastic reduction. The squared Volvic bottles and caps are 100 percent recyclable and use 50 percent of recycled PET. Volvic continues its distribution expansion throughout North America and is available in more than 10,000 stores. Saint Geron mineral water has emerged from a source in Auvergne, France, since 1908. The

LaCroix. The name is pronounced “coo-rahtay” and is Spanish for “cure yourself.” The product has a stronger flavor profile than LaCroix’s core line, however, it contains no calories, sweetener or sodium. The product comes in two flavors, Cerise Limon (Cherry Lime) and Pomme Baya (Apple Berry), and is available in 8-packs of 12 oz. cans. AQUAhydrate, an electrolyte-enhanced

alkaline water, recorded more than 300 percent growth last year and continues to broaden distribution with the nation’s top retailers. As the official water of the Los Angeles Clippers and with Sean “Diddy” Combs and Mark Wahlberg as active investors and board members, the performance water company is poised for exponential expansion, according to the company. Lifespan Spring Water is the only alkaline spring water found in the Blue Mountains of Portland, Jamaica. The water is naturally alkaline with a usual pH of 7.9. It is collected at the source where it flows from the Spring Garden Aquifer, traveling from the highest slopes of the Blue Mountains, according to the company. Lifespan recently secured MARCH 2014 BEVNET MAGAZINE 49


beverages on





info @AMAZONpower.co

distribution in Jamaica by signing a deal with GK Foods & Services Limited. The brand will also be featured at Expo Jamaica 2014, which will precede its international launch. Cuipo bottled water saves one square meter of rainforest from deforestation, per bottle sold, according to the company. Cuipo bottled water was launched March 2013 and is now in Whole Foods, Mother’s Markets, Jimbo’s markets and many other natural markets. The company hopes to expand into restaurants and foodservice establishments.The product recently launched into Northern California by partnering with HEM Distribution, Creative Drinks and Sysco Food Services of San Francisco.

initiatives. The company proudly donates 650 liters of clean water for every liter purchased to those in need in Africa. Waiakea is the official water of the USA Olympic water polo team, and has recently launched new packaging designed by Hawaiian designer Sig Zane. The water has gained national distribution, primarily in the natural channel. Mountain Valley is now available in Sparkling Lime and Blackberry Pomegranate Essences. Mountain Valley Essences are bottled at the spring source with no artificial ingredients or sweeteners, zero calories and a light effervescence. Aqua84, a mineral-enhanced water, contains

Solar Rain is ocean-sourced water full of min-

erals, according to the company. Solar Rain, headquartered north of San Diego, is available in 500 mL and 1 liter PET bottles. It’s also available in new 750 mL glass bottles, still and carbonated. The company recently reached a distribution agreement with UNFI. PURE SWISS mineral water is excited to announce that it has been accepted by UNFI Northwest for distribution. PURE SWISS will be immediately available in Oregon and Washington. The water is the only Swissmineral water brand in the U.S., according to the company, and it comes in sparkling and still formats. The packaging comes in glass and plastic in various sizes. Victoria’s Kitchen, now in its third year, is

expanding outside of the West Coast with 192 H-E-B stores in Texas and 146 The Fresh Market stores nationwide. The company will soon launch a low-calorie version of its flagship beverage Almond Water Original.

trace minerals of manganese, zinc, potassium and calcium. The pH of the water has been raised to 9 and it contains added electrolytes. The water is available at many convenience stores, markets, health food stores, spas, fitness centers, clubs and resorts. The product is made by New York Spring Water, a company that is located adjacent to Catskill Park. New York Spring Water (NYSW) is pleased

to announce new distribution partnerships. Led by beverage veterans Clark Wright, who has worked with Muscle Milk and Evian, in the East, and Craig Robertson, who has worked with Crazy Mountain Brewery and OhYeah! Nutrition, in the West, NYSW has recently signed with Carlson Distributing of Salt Lake City, Savannah Distributing of Savannah, Ga., R.S. Lipman of Nashville, Tenn., Wasatch Distributing in Ogden, Utah, and Winkel Distributing in Richfield and Hurricane, Utah. The new partnerships have led to placement in Kroger’s Atlanta division, Giant Carlisle, Giant-Landover, Harmons Grocery, Reams, Holiday Oil, select 7-Eleven stores and independent retailers.

Watt-Ahh by AquaNew contains a reser-

voir of electrons that works with cellular mitochondria, our own source of energy and health, according to the company. The company had a 45 percent increase in gross sales in 2013 and another 45 percent increase in the first quarter of 2014, according to the company. In a 10-day span in February, the company produced 20,000 bottles of WattAhh to meet growing demand. Waiakea Hawaiian Volcanic Water is one

of the most alkaline- and electrolyte-rich waters in the world, according to the company, and is certified carbon neutral for its eco52 BEVNET MAGAZINE MARCH 2014

Nella Bella Fizz is a gourmet sparkling spring

water beverage made in flavors such as Almond, Chocolate Almond, and Pistachio Crème. The product is made with cane sugar and stevia, resulting in 40 calories per bottle. Bottled with Noah’s Spring Water, a source that is sodium free, Nella Bella Fizz contains magnesium (100 milligrams per liter) with an 8.4 pH. Noah’s Spring Water is a good source of magnesium (110 milligrams per liter), has naturally high alkalinity at 8.4 pH, and is sodium-free. The California mountain spring source has a high mineral content.

each drop filters through layers of mineralrich glacial sands for over 15 years. The water springs from the source in Evian-Les-Bains, where it’s been bottled since 1826.

FLUROwater is a sugar-free, preservativefree and naturally flavored water, infused with 14 nutrients and 6 grams of fiber. Available in four SKUs, the company currently retails through Amazon, in specialty markets throughout Northern California and Northern Nevada, and plans to continue its success in the New York market this spring.

Badoit Sparkling Natural Mineral Water.

Born sparkling, Badoit rises naturally sparkling from its source in St. Galmier, France, after a long underground journey that results in its mineral composition and fine sparkle, according to the company. An ideal dining accompaniment; its fine and delicate bubbles deliver a clean and crisp taste that enhances the flavors, according to the company. In June, Chef Timothy Hollingsworth, former Chef de Cuisine at The French Laundry, took on a new role as brand ambassador for Badoit.

Real Water is a stable, alkalized, negatively

ionized, antioxidant water that strives to be the healthiest water available on the market, according to the company. The product is available in 16.9 oz. and 1 liter rPET and BPA-free bottles. The company recently expanded its distribution with Budweiser and is currently developing 1.5 liter and 1 gallon bottles.

WAT-AAH! has introduced WAT-AAH! Party, a line of waters infused with fruit essences that come in five varieties: lemon, lime, grapefruit, raspberry-lime and unflavored. The products contain electrolytes and have no sugar, calories or artificial sweeteners. They’re available in 16.9 oz. PET and BPA-free bottles that come in 12-packs.

evian will launch its redesigned 1L bottle in

June, part of the brand’s portfolio makeover with a new, minimalistic bottle designed to focus on the purity of what’s inside: evian Natural Spring Water. evian water starts as snow and rain on the peaks of the pristine French Alps, according to the company. Protected deep in the heart of the mountains,


Beyond Alkalinity...alkaline water infused with negative (-) ions. Infused with antioxidant electrons. Helps remove acidic toxins. Experience increased cellular hydration. pH Balance Chart



most bottled water






9+ ®


No nutritional claims made. MARCH 2014 BEVNET MAGAZINE 53

by Ray Latif Relaxation drinks are just a natural step toward that.” Yet despite significant distribution wins for brands like Just Chill (tied in with L.A. Libations) and Marley’s Mellow Mood (it’s in Wal-Mart, 7-Eleven, and others) as well as coverage ranging from NBC’s “Today” show to The Wall Street Journal and “The Dr. Oz. Show,” some in the beverage industry wonder about the long-term potential for the relaxation drink category, particularly as it relates to consumer use occasions. “It seems like there’s much more enthusiasm around the category than there is sales of the category,” said Ken Sadowsky, the executive director of the Northeast Independent Distributors Association (NIDA), and a long-time observer of functional beverage categories. “I think there’s a lot more education that needs to be done by the brand owners, because of the lack of understanding of what the beverages’ reason for being is,” Sadowsky said. Part of the concern stems from the belief that when it comes to relaxation drinks, consumers are not necessarily making purchasing decisions and evaluating brands based on efficacy, according to Feliciano. Unlike caffeine, B-vitamins, taurine and guarana, all of which are commonly included in energy drink formulations, consumers aren’t as well-versed in relaxation ingredients. With the notable exception of melatonin, which, according to FDA guidelines, can only be used in formulations marketed and sold as supplements, the key additives in many relaxation bever-

For Max Baumann, the anxiety and irritation was palpable. Baumann, preparing to depart for Australia, with pristine blue waters, surf and safari only a few hours away, found himself surrounded by throngs of panicked tourists, wailing toddlers and bleary-eyed businessmen, all caught in the manic rush of Los Angeles International Airport. And while Baumann may have had the luxury of knowing that he would soon be swimming the seas in the Land Down Under, he realized that not everyone would be traveling to a paradise vacation. For those on their way to, say, Cleveland, Baumann wondered if there was a way that people could find their way to a calmer state of mind. Five years later, Baumann has become one of leading figures in the market for relaxation drinks, a category of non-alcoholic beverages infused with ingredients intended to reduce stress, and, for some brands, inducing sleep. The dawn of the relaxation category came on the heels of a booming market for energy drinks, and while relaxation products are not expected to come close to approaching the $8 billion in sales for the energy category, the products represent mounting consumer demand for more than just a simple beverage. “As we’ve seen throughout, the rise of energy drinks really opened the door for the concept that your beverage can do more than just quench your thirst,” said Jonas Feliciano, Global Beverage Analyst, Euromonitor International. “Consumers... are looking for drinks that not only satiate thirst, but for beverages to say something about them and also do something for them.


ages, including L-theanine, valerian root, 5-HTP and GABA, are esoteric and vague to mainstream consumers. And because formulations are not easily understood, the term “relaxation” is one that consumers define for themselves, independent of ingredients -- creating meanings that are often at odds with how brands position and market their products. . “What we found is that when you say it’s a relaxation drink, people immediately think of the drowsy connotation because of the word relaxation,” Baumann said. So what is a relaxation brand to do? For Just Chill, it’s about changing the description of the drink altogether. “We scaled away from [relaxation], and we’re carving our own [phrase], which we call a ‘chill drink’ -- it helps you stay cool and calm,” Baumann said. “So we’ve been finding that when we describe the drink that way, people are not expecting it to be a knockout drink, and they’re getting more of that ‘Cool Hand Luke’ mentality.You’re relaxed, you’re completely awake and you can function in the world in a more poised manner.” Pursuing the lifestyle angle, Just Chill is in the midst of forming what it calls its “Poised Panel,” a group of key influencers and brand advocates that will “teach people how to stay cool and calm, no matter what the situation or what they’re about to do,” Baumann said. The panel will reach consumers via a digital platform that includes a dedicated website, video content and a social media presence, all intended to present Just Chill as a lifestyle beverage for consumers looking to get more out of their day. A core member of the panel is Dr. Michael Gervais, a Californiabased, “high performance” psychologist who had worked a range of professional sports teams, athletes and organizations. Gervais, who has also mentored Felix Baumgartner, the daredevil behind Red Bull’s Stratos campaign, is perhaps best known for his work with the NFL’s Seattle Seahawks, who won this year’s Super Bowl. Baumann said that Just Chill will announce more members of the “Poised Panel,” in the coming weeks. Gervais, who will join Just Chill as an equity shareholder, and has the potential to earn a larger stake depending on the performance of the brand, also will have a role in recruiting new members to the panel, Baumann said. Using celebrities to develop the category isn’t a new idea. Just Chill’s biggest competition, Marley’s Mellow Mood, has achieved awareness and brand recognition via its use of reggae legend Bob Marley and its association with his perceived laid-back lifestyle. Sadowsky said he sees the potential for a well-known individual to have a positive effect on distribution and sales of relaxation drinks, but said that finding the most effective spokesperson might be challenging. Regardless, he said that educating consumers about the specific benefits of relaxation drinks remains the best way to increase visibility and demand for the products.

Sadowsky did note that shot brands like Dream Water have a leg up on competitors that market full-size beverages because of the intuitive nature of taking a dose (of liquid or pills) for the purpose of relaxation or sleep. Baumann concurred, noting that shot and melatonin-infused products have a more easily defined and understood -- but different -- function: they are intended to help you sleep. Still, he expressed optimism that Just Chill’s “Poised Panel” would pave a critical path toward greater understanding and education of the brand, and, at the same time, differentiate the brand from sleep-focused products. “There are people who are looking for the melatonin drinks like Neuro Sleep and Dream Water, Baumann said. “They get the concept very easily, and the occasion use is big. I think there’s going to be, over the next couple years, an education within certain areas of relaxation drinks that’s [about being] less uptight and more poised. That’s really going to get the consumer to understand when to drink the product and how to describe it when their friends ask them what they’re drinking.”



Relaxation Beverages

Zenify, a stress-relief drink, introduced in July its latest packaging with custom tactile ink. The beverage contains 350 mg of Ltheanine, 350 mg of gamma-Aminobutyric acid and 250 mg of glycine. The beverage, which comes in a 12 oz. can and is offered in 12- and 24-packs, contains no caffeine, 50 calories, 300 mg of vitamin C, magnesium, and 100 percent of the daily allowance of folic acid, niacin and vitamins B6, B12 and B5. Dream Products, LLC, the makers of Dream Water, a sleep and relaxation shot, have announced the release of The Slumber Set. This TSA-compliant carry-on set intended for travelers features a bottle of Dream Water, an inflatable neck pillow, earplugs and an eye mask to improves the odds of a peaceful flight. Dewmar International BMC, Inc., launched Lean Slow Motion Potion into Walmart stores across three states during the fourth quarter of 2013, with plans to continue expansion in early 2014. This relaxation beverage launched in 2009 and features three flavors: Yella, Purp and Easta Pink. The product has received national distribution through Walmart and the company anticipates improved branding and marketing strategies later in the year.

which targets stressed consumers from urban environments. RELAX is designed to tackle symptoms and manifestations of stress without side effects on cognitive function. The 8.5 oz. carton can has only plant-based ingredients, according to the company. I AM ENLIGHTENED CREATIONS has

formulated I AM SLEEPY, a liquid sleep aid supplement. The product was created to soothe the nervous system and encourage profound rest, which allows you to awake restored, alert and revitalized, according to the company. The product contains chamomile and hops flowers, gamma-Aminobutyric acid, vitamin B3, L-tryptophan and L-theanine to increase serotonin and signal the nervous system to ease into sleep mode. I AM SLEEPY is vegan and contains no sugar, gluten and artificial colors or flavors. JUST CHILL has a spot in Kroger’s “Taste

of Tomorrow” program, among several other retail authorizations. In 2014, the company will focus on strengthening markets such as Los Angeles, San Diego, San Francisco, Portland and Denver through marketing campaigns that will aim to drive volume and build brand loyalty.

Viva Beverages produces Marley’s Mellow

Mood in partnership with the family of Bob Marley and pays homage to their father and patriarch by launching and promotion a wide range of relaxation drinks. Marley’s Mellow Mood teas and sodas are formulated with a proprietary blend of botanical ingredients. The company proudly supports 1Love.org, a public charity created by the Marley family to promote youth, planet and peace. neuro BLISS, the drink that aims to reduce stress based on a proprietary combination of L-theanine and chamomile, will now be available in white raspberry and summer citrus berry. Also, the 2014 bottles will undergo a design overhaul that will highlight the benefits and flavors of neuro. Other than BLISS, new varieties include SONIC and SLEEP. These SKUs have begun hitting stores that carry neuro drinks, such as Target, Walgreens, Safeway, 7-Eleven and other national grocery, convenience and drug stores. Purelosophy RELAX is the cornerstone

idea of Purelosophy AG from Switzerland,


MiniCHILL Relaxation Shot has become the world’s only relaxation beverage with published, peer-reviewed, scientific research backing its effectiveness, according to the company. MiniCHILL uses stevia, has zero calories and contains no melatonin. Stevenson Products, which makes MiniCHILL, understands the differences between relaxing and sleeping and chooses to use ingredients that promote stress reduction, focus and an improved mood, according to the company. Bebida Beverage Company has been

making KOMA Unwind relaxation drink for five years. The product is growing rapidly in production and demand, according to the company. KOMA Unwind was introduced in Walmart and has since been authorized nationally. It also has gained distribution with Walgreens in North Carolina, South Carolina and Texas, among other markets. Spearheaded by former Red Bull, Coca-Cola, Monster Energy and Pepsi executives, the company will soon launch in 20 countries internationally.

facebook.com/marleysmellowmood twitter.com/drinkmarley instagram.com/drinkmarley


The following conversation was overheard in a Boston-area convenience store in the spring of 2011. (Note that the dialogue is a loose recollection of what was actually said.) Customer: I want to get a bottle of water but one with just a little bit of sweetness and flavor. Clerk: You should try MiO. It’s new. Customer: What is it? Clerk: It’s a liquid water enhancer. Customer: What the hell is a liquid water enhancer? For Kraft Foods, which, a few weeks earlier, launched MiO, a line of mix-to-drink liquid concentrates, it wasn’t a run-of-the-mill new product or brand introduction that the company had on its hands; Kraft was attempting to create an entirely new beverage category. Prior to the launch, the term “liquid water enhancer” didn’t exist in the consumer parlance, and Kraft executives knew that it would take an exceptional marketing strategy -- and a bundle of cash -- to adequately support the rollout of MiO. So how did the company take MiO, a first-


of-its-kind product with zero awareness, to a brand that, three years later, is leading a category worth over $400 million? Whetting the Millennial Whistle Certainly, it helped that Kraft spent over $50 million in first-year advertising and consumer education efforts and has since pumped millions more into brand marketing. The money was big, but just as significant was how it was to be spent. According to Barry Calpino, who as Vice President - Breakthrough Innovation for Kraft Foods, was one of the key figures behind the launch of MiO, the company, which, by his own account, sells many products that are aimed at “the stereotypical soccer mom,” decided to key on a target demographic of millennial consumers. Why millennials? To begin, let’s first look at the category that spawned the creation of liquid water enhancers: powdered beverages. Pioneered by Tang and long dominated by Kraft-owned brands Crystal Light and Kool-Aid, as well as entrants from Gatorade and AriZona, the powdered drink category has recently seen the introduction of several innovative brands,

often designed to reach individuals seeking out specific functional benefits. However, Kraft’s beverage business largely relied on its longstanding portfolio and a consumer base largely made up of women and children. The company had done little to engage male consumers and felt that MiO could be a critical conduit to the untapped demographic. The product, however, by virtue of its use and package design (a small squeeze bottle), required substantial trial and education to create a significant shift in consumer behavior. The good news for Kraft is that millennials tend to be more concerned with health and wellness than older generations. Often in place of soda and other high-sugar, high-calorie beverages, bottled or tap water is the top beverage for U.S. consumers aged 13-24, according to Beverage Marketing Corporation, an industry research group. That’s not to say that millennials don’t enjoy flavor in their beverages, something that is the foundation of Kraft’s strategy for MiO; the product would enable these heavy water users to customize their beverages with as much or little taste and sweetness as they wanted.

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for dilutable concentrates and powders. Notably, Zenith found that private label supermarket brands, often positioned as value alternatives to MiO and other brand-named products, hold the second largest piece of the market.

And for a generation that is as much about individual expression and self-promotion (see Twitter, Instagram) as any before it, Kraft saw MiO as a natural fit. “[Millennials] really personalize every part of their life,” Becky McAninch, Marketing Director – MiO, Kraft Foods said in a 2012 article in Ad Age. “[With MiO] you can make it any way you like. It embraces that individuality, that customization ... that no other beverage in the market could.” The Biggest Launch in the History of Kraft In a 2012 seminar sponsored by global research provider Nielsen, Calpino explained that Kraft saw such potential for MiO that the company ditched its historically conservative approach to new product introductions and infused millions into pre-launch awareness programs, directed at those millennial consumers. “We launched digitally before we were even shipping product, and ran a campaign with a character from Second City,” Calpino said. “The campaign was viral, and had high viral content before MiO was on shelf. We were on Facebook offering free samples. We also focused our resources. MiO was the biggest launch in the history of Kraft.” Following that sustained marketing spend throughout 2011 and 2012, Kraft hailed MiO as “one of the most successful new product introductions” in its history. Much in the way that 5-hour Energy forged the path for what is now the billion-dollar energy shot business, MiO is responsible for the birth of a segment that, within the U.S., is estimated to be worth $412 million, according to a new report from Zenith International, a consulting group focused on the food and beverage industries. Within two years of MiO’s launch, Kraft rolled out two successful line extensions – MiO Energy and MiO Fit – but also saw a swell of competing brands rise to the surface, with many companies 60 BEVNET MAGAZINE MARCH 2014

employing similar millennial-focused marketing campaigns. Over the past two years, The Coca-Cola Co., Inc. has introduced a range of liquid water enhancers marketed under the umbrella of Coke-owned brands, including Dasani Drops, Powerade Drops, Minute Maid Drops and the soon-to-be-launched Vitaminwater Drops. In December, 2012, Dr Pepper Snapple debuted similarlypositioned products through its Hawaiian Punch and Crush brands, and in 2013, Nestle Waters North America and AriZona Beverages leapt into the fray with iced tea-flavored liquid concentrates. Last year, stalwart powdered brand 4C launched its own liquid enhancer line with a range of tea, lemonade and energy products. The company extended its foray into liquid concentrates with 4C Cap.It, a product in which the liquid water enhancer is delivered in “flavor filled sports caps” that a consumer places on top of single-serve bottled water. PepsiCo finally got into the mix last October with the launch of Aquafina Splash, a brand whose Digital and Brand Strategist is teenage singer Austin Mahone. In a statement praising his association with Aquafina Splash as one that “empowers teens to be creative and pursue their passions,” Mahone, 17, will undoubtedly leverage his recognizability and appeal as a way for PepsiCo to gain access to millennial consumers. Despite the deep-pocketed advertising budgets of competing brands, MiO remains, by far, the leading player in the thriving liquid water enhancer segment. And while MiO does not enjoy as dominant market share as 5-hour Energy (which owns over 90 percent of the energy shot category), Zenith estimates that total U.S. consumption of liquid water enhancers grew by 85 percent in 2013, rising to 700 million liters and notes that in the midst of their growth, the products have swallowed 10 percent of the total market

Natural, International Growth But the same healthy living trend that originally powered MiO’s growth may have turn back around to bite it. A quick look at the ingredient list for MiO’s Fruit Punch flavor might just have consumer and health activists gritting their teeth and rolling up their sleeves: Water, Malic Acid, Propylene Glycol, Citric Acid, Less than 2 percent of Natural Flavor, Sucralose and Acesulfame Potassium, Potassium Citrate, Red 40, Potassium Sorbate. So, in the midst of an expanding market for liquid water enhancers and the potential for a backlash on formulations made with artificial ingredients, some beverage companies have launched all-natural products that are positioned as better-foryou and healthier alternatives to current offerings. Ecosentials LLC, which markets Vitamin Squeeze, a zero-calorie, zero-sugar brand of liquid water enhancers, leads this subset. Sweetened with stevia, the brand has achieved significant distribution in thousands of grocery retailers across the U.S. Following in the footsteps of Vitamin Squeeze, a few other stevia-sweetened brands have entered the category, including Stur, which promotes itself as a natural stevia liquid water enhancer with the tagline “Love Water Naturally.” Earlier this year, Wisdom Natural Brands introduced SweetLeaf Sweet Drops water enhancers, a line made with the company’s organic stevia extract and plant-based flavors. While all-natural formulations have yet to make a significant impact in the category, international demand for liquid water enhancers is expected to have a huge effect on sales. The Zenith report assessed 85 countries for potential growth of the category, and analysts concluded that the U.K, France, Germany, Italy and China offer the greatest prospect for liquid water enhancers, with Zenith Chairman Richard Hall stating that “there is no reason why this should not become a $1 billion international market by 2015.” “A year ago, we predicted 50 product variants would be available in Europe by the end of 2014 and that could well be exceeded,” Hall said.

Shoppers are thirsting for organic and simple ingredients like never before. A natural source of quality products, Turkey Hill is growing its line of familiar iced teas with the refreshing, new taste of four great flavors that are 100% organic. They’re a natural answer to sales growth. Contact the Turkey Hill Dairy Sales Department, 800.873.2479. Email: trela@turkeyhill.com 2601 River Road, Conestoga, PA 17516 | turkeyhill.com Š2014 Turkey Hill Dairy


Powders and Mixes

Stur, a liquid water enhancer, contains no sugar or calories and 100 percent of the recommended daily value of vitamin C. The product is sweetened with stevia. Each portable bottle of Stur makes more than 20 drinks. The product recently began selling on the Home Shopping Network. Drip Drop was founded in 2008 and is based on a proven, internationally recognized method of treating dehydration with a mixture of sugars and electrolytes known as Oral Rehydration Solutions (ORS), according to the company. ORS hasn’t been popular in the U.S. because of its taste profile, however, Drip Drop aims to solve that issue with its lemon and berry-flavored drinks. The product, a hydration powder, is available at Amazon and select Walgreens stores. The berry flavor was launched in February.

CLICKco LLC, which makes CLICK Espresso Protein Drink, has announced its newest flavor mix: CLICK caramel. The product joins existing the company’s existing flavors: mocha, vanilla latte and decaf. The product contains a double-shot of espresso coffee, 15 grams of protein and 23 vitamins and minerals. It can be enjoyed hot, cold or blended into a frappe.

TRAC Health chia drink mixes combine whole chia seeds with other value-added powdered superfoods in portable stick packs. Varieties include Blackberry Hibiscus Green Tea, Superfoods (greens), Strawberry Lemonade and Coconut. In less than a year since its launch, the mixes have secured distribution in numerous Whole Foods regions. In February, the product gained shelf placement in Whole Foods’ mid-Atlantic region.

Margaritaville Singles to Go! is a new line of powdered soft drinks from The Jel Sert Company. The packaging features the tropical look associated with Margaritaville. The flavors include: Margarita, Strawberry Daiquiri and Pina Colada. Each box has six sticks and a suggested retail price of $1.00. Jolly Rancher candy is now available as a new line of powdered soft drinks from The Jel Sert Company. The drink mixes aim to replicate the candy’s flavors of Watermelon, Green Apple and Cherry. This product also has a box of six sticks for $1.00. Also from the company, GNC has released a drink mix in four flavors. The Pina Colada Coconut Water is sweetened with stevia and contains 30 milligrams of potassium, 110 milligrams of sodium, 20 milligrams of magnesium and 5 calories. Other flavors include Citrus Punch/Antioxidants, Mixed Berry/Omega-3 and Strawberry Lemonade/Energy.

Oregon Chai has released a powder that, when mixed with water, creates a vanilla chai latte. The product comes in a new 10 oz. canister. The ingredients include: sugar, dried whole milk, natural flavors, dried honey, tapioca maltodextrin, dried black tea, vanilla and salt.

EBOOST received shelf placements in six new retailers in February, including Safeway, ShopRite, Dierbergs Markets, My Goods Market, Lunds & Byerly’s and Aramark College Bookstores. The powders come in three different flavors: Natural Orange, Pink Lemonade and Acai Pomegranate.

Big Train has released a flavor extension to its Fit Frappé protein drink mix: Spiced Chai Latte. The product, which comes in a 19.1 oz. canister, contains 21 grams of protein, 2 grams of sugar and 130 calories. It can be enjoyed hot, iced or blended. The company has also introduced Fit Frappé in a 3-pound bulk bag. This product contains 20 grams of protein, less than 1 gram of sugar and 130 calories. Other new products include the Caramel Creme Frappé mix in a 3.5-pound bulk bag, the Mocha Blended Ice Coffee mix in a 3.5-pound bulk bag and the Kosher-certified, gluten-free Spiced Chai Tea Latte mix, also in a 3.5-pound bulk bag.

Skinnygirl has launched its line of water enhancers this month in retailers across the U.S. The product comes in four flavors: White Cherry, Bluberry Acai, Pineapple Coconut and Fuji Apple. each bottle of Skinnygirl water enhancers contains 48 mL of flavoring, which results in 24 drinks. Heartland Food Products Group, in partnership with Skinnygirl, will manufacture and distribute the water enhancers. The Skinnygirl brand started with the Skinnygirl Margarita from TV personality and entrepreneurs Bethenny Frankel.


SweetLeaf Sweet Drops were released in January by Wisdom Natural Brands, the

parent company of SweetLeaf Stevia and Wisdom of the Ancients herbal teas. The water enhancers are made with organic stevia extract and plant-based flavors and contain no calories. They come in 1.5 oz. “droplet” bottles and four flavors: Lemon Lime, Peach Mango, Raspberry Lemonade and Strawberry Kiwi. Powerade Zero Drops were announced in June by The Coca-Cola Co., Inc. They comes in 3 oz. squeezable containers in three flavors: Mountain Berry Blast, Fruit Punch and Orange. The products have no calories and are infused with the same range of electrolytes found in the flagship brand. Each package makes about 24 8 oz. servings. Water Sensations launched in July at Fairway Markets in the New York metropolitan area. The product is calorie-free, sweetened with stevia leaf extract and comes in three flavors: Citrus Energy, Cranberry Pomegranate Fitness and Blueberry Acai Immunity. The arrival in Fairway was made possible via distribution from KeHE Distributors.

24 servings. They come in three flavors: So Strawberry, World Peach (a peach-mango flavor) and Berry On (a mixed-berry flavor). Minute Maid Drops were announced in February and comes in four flavors: Lemonade, Fruit Punch, Mango Tropical and Raspberry Lemonade. The 1.9 oz. squeezable bottles produce 28 servings. Red Rose Tea announced in October the introduction of Real Tea liquid water enhancers. According to the company, the product is made with tea leaves and no dyes or artificial coloring. They come in three flavors: Black Tea, Earl Grey and Blackcurrant Raspberry. The products contain 5 calories per serving and make 24 drinks from a 48 milliliter bottle. 4C water enhancers, recently released, have no calories or sugar and produce 24 servings from a 1.62 oz. bottle. The products are Kosher and come in a variety of flavors, such as Totally Light Green Tea, Orange Tangerine, Strawberry Lemonade and Energy Rush Berry.

Nestea Liquid Water Enhancers were released in September by Nestle Waters North America (NWNA). The product launched exclusively in Target and is packaged in squeezable, 1.76 oz. containers, each with 26 servings per bottle. Initially released in three flavors — Iced Tea with Lemon, Iced Tea with Peach and Half & Half Iced Tea — NWNA released Green Tea Citrus in November. AriZona Beverages released its line of water enhancers in October. The enhancers contain 32 servings per 1.9 oz. package and come in seven familiar AriZona flavors: Lemon Tea, Mucho Mango, Fruit Punch, Peach Green Tea, Arnold Palmer Half & Half, Arnold Palmer Strawberry and Golden Bear Strawberry Lemonade. They are currently sold in Walmart and Safeway and the company hopes for a national rollout. Aquafina FlavorSplash liquid water enhancers were announced in October and coincided with PepsiCo’s reintroduction of Aquafina FlavorSplash, a line of zero-calorie flavored and carbonated waters. The water enhancers, artificially sweetened, come in 1.62 oz. squeezable containers, each with


WINTER FANCY FOOD SHOW ‘14: Decadence, Health – How About Both? By Ray Latif It’s a given that attendees of the Fancy Food Show will encounter lipsmacking and indulgent flavors, often sourced from exotic locales, and infused into products that come with a premium price point – it’s called “fancy” for a reason, right? Think sriracha jam, salted caramel mustard sauce, cheese washed in Trappist monk-brewed beer – all of which was showcased at the recent event, held in San Francisco. That doesn’t mean, however, that food and beverage producers are dim about the overall consumer shift toward healthier living. The beverage industry, in particular, has been inundated with calls for reductions in calorie and sugar content. Changing attitudes have given rise to a wave of new natural brands, many of which feature functionality, occasionally at the expense of flavor.

per bottle. The products contain 4.5 grams of total fat, none of which is saturated, and as with Califia’s 48 oz. iced coffee line, the beverages are good sources of calcium and vitamins D, B12 and E. Califia also debuted a new protein line for its almond milk brand. Packaged in 10.5 oz. bottles, the beverages come in two SKUs – Vanilla and Chocolate –and contain 8 grams of protein sourced from milk protein isolate and whey. With packaging that calls out the drinks’ soyand lactose-free formulation, Califia also claims that the products have “50 percent more calcium than milk.” Each variety contains has 130-140 calories per bottle, and while the chocolate flavor does include 0.5 grams of saturated fat, the beverages feature a similar nutritional content to the company’s iced coffee drinks. With the products set to launch in

ITO EN is another company that, like Califia, showcased a new line of products intended to offer premium taste packaged with high-quality, health-oriented ingredients. The Japanese company, which is the world’s largest producer of green tea, unveiled its new Matcha Love brand. Described as “a modern take on an ancient ritual,” ITO EN has introduced a multipronged retail approach to Matcha Love, with a ready-to-drink offering, a powdered matcha product and a brick and mortar, store-within-a-store concept. Offering attendees an opportunity to “discover the rich, smooth and sweet umami taste of Matcha Love,” ITO EN’s booth at the Fancy Food Show was buzzing with interest in the new brand. Matcha, which the company describes as “a finely milled green tea powder made from premium tea leaves,” has recently

But can you have the best of both worlds? Certainly, some beverage companies think so, and several of those exhibiting at this year’s Winter Fancy Food Show showcased new products aimed at health-focused consumers with a discerning palate. Califia Farms, for one, introduced a new 10.5 oz. PET package for its cold brewed iced coffee and almond milk beverages. The soy- and dairy-free drinks come in three decadently-named varieties – Cocoa Noir, Salted Caramel and Double Espresso – with each clocking in at 110-120 calories

Whole Foods locations on the East and West Coasts, Califia will introduce a national rollout of a new 10.5 oz. size for its squeezed juice line beginning in March. The smaller sizes will also debut in Whole Foods and come in four varieties – Limeade, Orange Juice, Tangerine and Lemonade – and are marketed as “California Citrus Juices.” While Califia sweetens its Lemonade with cane sugar and its Limeade with cane sugar and monk fruit extract, its orange and tangerine juices contain no added sugar or sweeteners.

gained steam as an on-trend ingredient, particularly in the natural channel. While Adam Hertel, Vice President, Grocery & Natural Sales, ITO EN, told BevNET that the brand will launch in Asian-focused retailers, where consumers are familiar with matcha, the company is aiming to capitalize on growing interest and awareness of matcha and bridge distribution into natural grocers. The beverage variety of Matcha Love comes packaged in a short 5.2 oz. can, with both an unsweetened (zero-calorie)


and sweetened (50 calorie) offering, the latter formulated with cane sugar. Promoted as rich in antioxidants, amino acids and vitamin C, the drinks have a suggested retail price of $1.99. ITO EN also featured a 4-SKU line of powdered matcha products, each packaged in 0.7 oz. cans. Varieties include Classic, Organic, Koicha and Usucha, with each can containing approximately seven servings. Hertel said that in addition to consumer retail, the company will look to bring Matcha Love powders and drinks to the foodservice channel as well. Along with packaged goods, ITO EN has launched a Matcha Love retail store in Edgewater, N.J., one that the company hopes to duplicate in other regions in the U.S. The shop, which is located inside the city’s Mitsuwa Marketplace, sells Matcha Love beverages and matcha powders, and operates a café, offering both hot and cold matcha drinks as well as matcha-infused ice cream. Of course, what would a specialty foods show – at least in recent years – be without the sweet and savory taste of coconut

water? With a number of brands represented at the show, the beverage garnered perhaps the most attention at the C2O and Jax Coco booths. While C2O held off on new product introductions (preferring instead to wait until the upcoming Natural Products Expo West show), co-founder Adam Biggs told BevNET that the brand recently scored

a major retail coup, with placement of its core 17 oz. can in 1,300 Safeway stores nationwide. Both C2O’s Pure and Pulp varieties will be distributed in Safeway, Biggs said, and noted that while “it’s still early” for the brand’s 1 L Tetra Pak, C2O’s 10.5 oz. can is currently under reviews for nationwide distribution at Whole Foods. As for Jax Coco, innovation was a significant part of the company’s presence at the Fancy Food Show. The Hong Kong-based company introduced a new sparkling coconut water variety, which is packaged in Jax Coco’s frosted 250 mL glass bottle and comes in two varieties, original and calamansi, a citrus fruit grown in the Philippians. The new sparkling drinks will be launched beginning in March. Jax Coco also debuted a new line of kids’ drinks, which are packaged in 6-packs of 110 mL Tetra Paks, and scheduled to launch in February. The products come in five varieties – original, chocolate, banana, calamansi and guyabano – and are made with coconut water blended with fruit puree, or in the case of the chocolate flavor, cocoa powder.

Help your body work better with a nutritious blend of vitamins, minerals, and amino acids RELAX






soothes tension & reduces stress

reduces fatigue & tiredness

calms anxiety & nervousness

helps blood flow & weight loss

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promotes sleep, wake refreshed



Functional Beverage Guide PUBLISHED BY


5-hour ENERGY

All Beauty Water

Living Essentials

All Beauty PRODUCTS: Pomegranate Rose, Cucumber Aloe

PRODUCTS: Original, Extra Strength, Decaf

AquaBall Flavored Water PACKAGING: 16.9 oz. PET

True Drinks, Inc.

ATTRIBUTES: Gut Health, Joint Health

PRODUCTS: Fruit Punch, Orange, Grape and Berry flavors



PACKAGING: 12 oz. Biodegradable PET Bottle, 12 oz. 6 pack

ATTRIBUTES: Cosmetic, Electrolyte Enhanced, Sports and Hydration



ALO Drink

ALO Drink

Aloe Very Aloe Vera Nectar

Rising Beverage Co.

SPI West Port, Inc

PRODUCTS: Balance, Beauty, Charge, Defend, Defy, Rebound

PRODUCTS: ALO Exposed, ALO Awaken, ALO Allure, ALO Comfort

PACKAGING: 16.9 oz. PET ATTRIBUTES: Electrolyte Enhanced

Aloe Very


PRODUCTS: Original, Lemonade, Green Tea



PACKAGING: 16.9 oz. PET, 1.5 L PET

ATTRIBUTES: Sports and Hydration

AMAZON Coconut water + tea

agua enerviva

AMAZON Beverages

PRODUCTS: pomegranate acai, orange passion, strawberry kiwi, fruit punch, tea and lemonade

PRODUCTS: Coconut water + white tea, Coconut water + green tea, Coconut water + rooibos tea + açaí, Coconut water + black tea + guarana

ATTRIBUTES: Energy agua enerviva is a great tasting hydration beverage with natural guarana to energize your active lifestyle. agua enerviva has only 10 calories per 8-oz serving and electrolytes to support hydration. We recommend merchandising agua enerviva in the functional water section and have display merchandisers, cold equipment and sampling support to accelerate sales. Available today in the New York Tri-State area and expanding throughout the northeast in April, 2014. Be the first to sell agua enerviva.


PACKAGING: 16.9 oz. PET, 1 L PET ATTRIBUTES: Electrolyte Enhanced, Oral Care

ATTRIBUTES: Gut Health, Joint Health

agua enerviva



PACKAGING: 16.5 oz. PET ATTRIBUTES: Electrolyte Enhanced, Energy, Eye Health, Immunity, Joint Health, Weight Loss/Appetite Control Coconut-water and tea-based AMAZON Beverages are enhanced with vitamin-rich Amazon rainforest extracts that are blended with exceptional-tasting, organic, lowcalorie ingredients to help consumers achieve a higher level of mind-body fitness. Bottling the potent power and mythology of the Amazon, AMAZON Beverages boast many of the superfruit extracts found in the Amazon rainforest – among them #camucamu, #cupuaçu, #açaí, and #guarana – delivering pure #AMAZONpower

AQUAhydrate AQUAhydrate

Camellia sinensis

PACKAGING: 500 mL PET, 700 mL PET, 1 L PET ATTRIBUTES: Electrolyte Enhanced, Muscle and Fitness, Sports and Hydration Electrolyte Enhanced Water // pH9+ Supercharged - AQUAhydrate is high-performance water without the sugar and calories found in traditional sports drinks or vitamin enhanced beverages. AQUAhydrate’s combination of performance-grade electrolytes and a higher pH level of 9+ give you the key elements that help restore and balance the body during intense performance and exercise. Push the limits of what your water can do. Perform at the top of your game, no matter what drives you.

Balance Cleanse Balance Water Company PRODUCTS: Balance Cleanse PACKAGING: 1 L PET, 16.9 oz. PET ATTRIBUTES: Balance/Homoestasis Balance Cleanse is the latest addition to the Balance range. It is being launched at Expo West Booth 5253. Cleanse is non-flavored and positioned between a water and a tea. Cleanse contains 4 Australian wildflowers that help flush out all the things your body doesn’t want and replace it with the purity of Alpine Spring Water. It is designed to be enjoyed on a daily basis.

How did we become one of the world’s most trusted suppliers of botanicals? Natural selection. Specifically, over 100 years of selecting nature’s finest raw materials to develop tailor-made ingredients for your food and beverage applications. The Martin Bauer Group is a leading manufacturer of botanical ingredients for the food, beverage and dietary supplement industries.

Subscribe to our Botanical Horizons newsletter at martin-bauer-group.us/newsletter MARCH 2014 BEVNET MAGAZINE 69

BAWLS Guarana

Bulletproof Energy Drinks

BAWLS Guarana

Bulletproof Brands Inc.

PRODUCTS: Cherry, Root Beer, EXXtra Sugar Free

PRODUCTS: Original, Sugar Free

PACKAGING: 10 oz. Glass, 16 oz. Can

PACKAGING: 16 oz. Can



Beat Juice

C2O Pure Coconut Water

Celsius Sparkling Flavors Celsius

Epicurex LLC

PRODUCTS: Orange, Cola, Wild Berry

PACKAGING: 350 mL Tetra Pak, 500 mL Tetra Pak

ATTRIBUTES: Energy, Heart and Cardiovascular Health, Muscle and Fitness

ATTRIBUTES: Electrolyte Enhanced, Energy, Immunity, Sports and Hydration



Beat Juice Beverage Company

C2O Pure Coconut Water, LLC

Complete Energy Ondemand


PRODUCTS: With Pulp, W/O Pulp

ATTRIBUTES: Energy, Heart and Cardiovascular Health, Immunity, Sex-related, Sports and Hydration

PACKAGING: 17.5 oz. Can, 1 L Tetra Pak, 10.5 oz. Can

PRODUCTS: Pomegranate-Lime Smooth Energy Boost

Blue Buddha Herbal Tea



Epicurex LLC PACKAGING: 350 mL Tetra Pak, 500 mL Tetra Pak ATTRIBUTES: Electrolyte Enhanced, Energy, Immunity, Sports and Hydration



Cocos Pure Coconut Water

Blue Buddha Beverages

LXR Biotech, LLC

PRODUCTS: Blueberry Green Tea, Elderberry Lemon, Chamomile Lavender

PACKAGING: 20 oz. PET ATTRIBUTES: Relaxation and Mood Enhancement

PACKAGING: 14 oz. Glass

Cocos Pure Beverage Corp. PRODUCTS: 100% Pure Coconut Water, with Pineapple, with Mango PACKAGING: 330 mL Can

COCOZIA Original Epicurex LLC PACKAGING: 350 mL Tetra Pak, 500 mL Tetra Pak ATTRIBUTES: Electrolyte Enhanced, Energy, Immunity, Sports and Hydration

ATTRIBUTES: Energy, Sports and Hydration

Body Works


COCOZIA Chocolate

COCOZIA Pineapple

Body Works

Celsius, Inc.

Epicurex LLC

Epicurex LLC

PRODUCTS: Sleep, Energy, Sport, Relax, Perform, Wellness;

PRODUCTS: Raspberry Acai Green Tea, Peach Mango Green Tea

PACKAGING: 350 mL Tetra Pak

PACKAGING: 350 mL Tetra Pak, 350 mL Tetra Pak


PACKAGING: 12 oz. Can ATTRIBUTES: Heart and Cardiovascular Health, Energy, Muscle and Fitness


ATTRIBUTES: Electrolyte Enhanced, Energy, Immunity, Sports and Hydration





Available in 8 oz Single Serve, 4-Pack, 12-Pack, 24 Pack and Pallet options to complement any merchandising format. For more information, contact Tom Weiss 949-633-0084 tom@drinkblocks.com

Hydration for the Imagination


©2014 DrinkBlocks LLC ©Ludorum plc 2014 Chuggington™ is a trademark of Ludorum plc

Currant Affair Juices

Core Power High Protein Drink fairlife, LLC PRODUCTS: Core Power 26g Chocolate, Core Power 26g Vanilla, Core Power 26g Banana, Core Power 20g Chocolate Light, Core Power 20g Strawberry Banana Light PACKAGING: 11.5 oz. PET ATTRIBUTES: Muscle and Fitness, Weight Loss/ Appetite Control, Sports and Hydration

Conn. Currant LLC

Vitalize Labs, LLC

PRODUCTS: Original, w/ Blueberry, w/ Cranberry, w/Apple;

PRODUCTS: Berry-Melon Shot, Superberry Shot, Orange Shot

PACKAGING: 53 oz. PET, 10 oz. PET


ATTRIBUTES: Eye Health, Gut Health, Immunity, Joint Health

ATTRIBUTES: Cognitive Health, Energy

E-ON Energy Drink

Great-tasting high protein Core Power is a delicious way to recover after a tough workout, inject some great nutrition into your action-packed day, or kill those hunger pangs between meals. Other protein drinks are made by mixing powders and additives with water, so they can taste chalky and leave an aftertaste. Not Core Power! It tastes fresh and clean because it’s made from real fresh lactose-free milk that comes from family-owned American dairy farms. Learn more at www.corepower.com!

EBOOST Energy Shots

Essentia Water

Global Functional Drinks USA

Essentia Water, LLC PACKAGING: 20 oz. PET, 1 L PET, 1.5 L PET

PRODUCTS: Almond Rush, Citrus Punch, Ginger Crush

ATTRIBUTES: Electrolyte Enhanced, Sports and Hydration


CRUNK!!! Energy Drink CRUNK!!! Energy Drink PRODUCTS: Mango-Peach , Grape-Acai, Citrus PACKAGING: 16 oz. Can ATTRIBUTES: Energy

CURA Aloe Vera Water Pacific Coast Beverage Company, LLC PRODUCTS: Original, Pomegranate, Blueberry

Drink Blocks

Flavored Lemonade

Drink Blocks, LLC

Koz Beverage

PRODUCTS: Apple, Fruit Punch, Orange

PRODUCTS: Pink Lemonade, Strawberry Lemonade, Peach Lemonade;

PACKAGING: 8 oz. 4-pack carton ATTRIBUTES: Sports and Hydration Drink Blocks Naturally Flavored Water for kids is “Hydration for the Imagination”. It’s a DRINK, A BILINGUAL TOY, A COLLECTABLE, and a FUN WAY TO LEARN! Drink Blocks tastes great, has zero calories, zero sugar, is gluten free, and is an excellent source of Vitamin C. Sweetened with Stevia, Drink Blocks also features licensed tv characters and an innovative bottle that is connectable, stackable, and collectable allowing kids to build almost anything they can imagine. www.drinkblocks.com

PACKAGING: 20 oz. Biodegradable PET Bottle, 2 L Biodegradable PET Bottle

FLUROwater FLUROwater Inc. PRODUCTS: Kiwi Cucumber, Watermelon Raspberry, Macoun Apple, Dark Cherry

PACKAGING: 16.09 oz. PET


ATTRIBUTES: Energy, Gut Health

ATTRIBUTES: Sports and Hydration, Immunity,


Fuel in a Bottle Energy


Hard Rock Energy

BYB Brands, Inc.

Aquarain Drinks, Inc

PRODUCTS: Regular Strength Berry & Grape, Extra Strength Berry

PACKAGING: 12 oz. PET ATTRIBUTES: Energy, Weight Loss/Appetite Control


Golazo Sports Energy

Green Tea with Juice


UrbanZen Tea Inc.

PRODUCTS: Mango Lime, Mandarin, Hibiscus, Regular or Sugar Free

PRODUCTS: honey jasmine, lemon, green apple, ginger, mango & calamansi lime

PACKAGING: 12 oz. Can


ATTRIBUTES: Electrolyte Enhanced, Energy, Sports and Hydration

Golazo Sports Hydration

Enterprise Beverage Group, LLC PRODUCTS: Original, Paradise Punch, Sugar Free PACKAGING: 16 oz. Can ATTRIBUTES: Energy Hard Rock Energy brings one of the most iconic brands in the world to your cooler. Great as a stand-alone beverage or as a cocktail mixer. Our 16 oz energy drink has 100 mg of caffeine per serving (200 mg per can). It delivers both a great taste and the energy boost that consumers are looking for. We offer great distributor and retail support. Looking for a significant addition to your product offerings and to your bottom line? Give us a call! We make life Rock Harder!

ATTRIBUTES: Energy, Sports and Hydration

Guaraná Energy

Guru Energy Drink


Organic Gemini

PRODUCTS: Mango Lime, Mandarin, Lemon Lime, Hibiscus

PACKAGING: 11 oz. Tetra Pak


Guaraná Energy is the delicious, organic energy drink for the go-getters who want it all. Perfectly balanced, it’s the first revitalizing drink that simultaneously supports the body’s need for energy and hydration. Coconut water, bursting with electrolytes, rehydrates and replenishes while the goodness of guarana delivers a clean, natural energy. Adding delightful fruit twist to the fresh taste of coconut water, Guaraná Energy is the healthiest way to put the zip back in your day.

ATTRIBUTES: Electrolyte Enhanced, Sports and Hydration

GoodBelly Probiotic Juice NextFoods Inc PRODUCTS: Quarts, Plus, Straight Shot, Big Shot PACKAGING: 32 oz. Tetra Pak, 2.7 oz. 4-pack carton ATTRIBUTES: Gut Health

Guru Energy Drink PRODUCTS: Original & Lite


PACKAGING: 8 oz. Can, 12 oz. Can ATTRIBUTES: Energy

Have An Iced Tea: Motivation LXR Biotech, LLC PRODUCTS: Black Tea & Lemonade, Peace Raspberry Black Tea PACKAGING: 16 oz. Glass ATTRIBUTES: Energy


Have An Iced Tea: Relaxation Hockey Soda Energy Drink LXR Biotech, LLC PRODUCTS: Peach Raspberry Black Tea, Lemonade & Black Tea PACKAGING: 16 oz. Glass


Hockey Soda Beverage Co, LLC

I AM Enlightened Creations

PRODUCTS: Cola-Citrus


PACKAGING: 8.4 oz. Can

ATTRIBUTES: Cognitive Health

ITO EN Shots ITO EN(North America) INC. PRODUCTS: Sencha, Oolong PACKAGING: 6.9 oz. Can ATTRIBUTES: Energy, Heart and Cardiovascular Health, Immunity

ATTRIBUTES: Energy, Muscle and Fitness

ATTRIBUTES: Relaxation and Mood Enhancement


Health-Ade Kombucha Health-Ade

Juiceology I AM Enlightened Creations

Daklen, Inc. PRODUCTS: Green Elements, peach mango, blueberry acai, pomegranate cranberry blueberry, plum grape blackberry

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

PACKAGING: 15.2 oz. PET ATTRIBUTES: Heart and Cardiovascular Health

PRODUCTS: Original, Ginger-Lemon, Pink Lady Apple, Pomegranate, Cayenne Cleanse, Grape, Plum

I AM SKINNY I AM Enlightened Creations

PACKAGING: 16 oz. Glass ATTRIBUTES: Energy, Gut Health, Immunity


Winners of BevNET’s 2013 Winter New Beverage Showdown and Best Functional Beverage, Health-Ade was founded by three close friends with one shared desire: to deliver the tastiest and healthiest kombucha available. Health-Ade is committed to creating superior artisanal kombucha made the old-fashioned way by fermenting in glass jars, with organic, premium ingredients. Bottled in sunny Los Angeles, HealthAde also works hard to support the local community through farmers’ markets and non-profits.

Healthee Organic Turmeric

Just Chill


HealthVerve Food Manufacturing USA, Inc PRODUCTS: Original, w/Cinnamon PACKAGING: 180 mL Glass ATTRIBUTES: Joint Health, Cognitive Health, Immunity 74 BEVNET MAGAZINE MARCH 2014

ATTRIBUTES: Weight Loss/ Appetite Control

The Chill Group, Inc. PRODUCTS: Tropical, Rio Berry, Jamaican Citrus PACKAGING: 12 oz. Can ATTRIBUTES: Relaxation and Mood Enhancement


Just Coco Coconut Water

I AM Enlightened Creations

I AM Enlightened Creations





Just Coco USA LLC PACKAGING: 1 L Tetra Pak, 11.1 oz. Tetra Pak ATTRIBUTES: Hangover Prevention/ Recovery, Sports and Hydration

KBBK Kombucha

KeVita Sparkling Probiotics

Kombucha Brooklyn PACKAGING: 12 oz. Glass ATTRIBUTES: Energy, Gut Health, Immunity


Humm Kombucha

PRODUCTS: Mango Coconut, Strawberry Acai Coconut, Pomegranate Coconut, Living Greens

PRODUCTS: Pomegranate Lemonade, Lemon Ginger, Apple Sass, Strawberry Lemonade, Blueberry Mint, Chai, Original, Mate’

PACKAGING: 15.2 oz. Glass ATTRIBUTES: Gut Health, Immunity

KeVita Sparkling Probiotics KeVita

Kombucha Tea

Knockout Energy KO Beverages, LLC

PRODUCTS: Lemon Cayenne Daily Cleanse, Mojita, Coconut, Lemon Ginger, Pomegranate

PRODUCTS: Original, Low Carb Original, Punch, Low Carb Punch, Monkey Punch

PACKAGING: 15.2 oz. Glass

PACKAGING: 16 oz. Can

ATTRIBUTES: Gut Health, Immunity


PACKAGING: 14 oz. Glass ATTRIBUTES: Bone Health, Energy, Gut Health, Hangover Prevention/Recovery, Heart and Cardiovascular Health, Joint Health, Muscle and Fitness, Weight Loss/ Appetite Control, Sports and Hydration, Balance / Homoestasis At Humm Kombucha, we take pride in making the best tasting kombucha on the planet - without sacrificing any of the nutritional benefits. Our family has been brewing kombucha for over 20 years and you’ll taste the difference. It takes lots of love and the highest-grade organic ingredients to create Humm Kombucha. We call it nature’s perfect energy drink. It’s loaded with probiotics, B-vitamins and is naturally low in sugar. Whether you’ve tried kombucha or not, we invite you to experience Humm. After drinking Humm Kombucha, your body will be singing from the inside out.

Energize Your Beverage! Bioenergy RIBOSE® is a natural, functional beverage ingredient that helps accelerate energy recovery, reduce muscle stiffness and provide greater endurance. Discover how the ease of incorporation and powerful energy functions can enhance the nutritional profile of your product.

The Ribose Advantage • FDA GRAS-affirmed

• Perfect for new applications

• Kosher, Halal, Non-GMO

• Natural energy

• Certified purity

• Soluble and stable

1-877-4RIBOSE | bioenergyribose.com | ribose@bioenergyls.com

The Powerful Energy Ingredient MARCH 2014 BEVNET MAGAZINE 75

Lotus Botanical Elixirs

KonaRed KonaRed Corporation

Marley's Mellow Mood

Lotus Elixirs North America

Marley Beverage Co.

PRODUCTS: Hawaiian Coffee Fruit, Green Tea w/ Coffee Fruit, Coconut Water w/ Coffee Fruit

PRODUCTS: Black Tea, Green Tea with Honey, Berry, Citrus, Lite: Tea Lemonade, Raspberry Tea Lemonade, Mango


PACKAGING: 16 oz. Glass, 12 oz. Can

ATTRIBUTES: Energy, Immunity

PRODUCTS: Blue Lotus, Pink Lotus, Purple Lotus, Red Lotus

LIFE SUPPORT Life Support Dev. Ltd. PRODUCTS: LIFE SUPPORT PACKAGING: 3.72 oz. Glass ATTRIBUTES: Hangover Prevention/ Recovery

ATTRIBUTES: Relaxation and Mood Enhancement

Marley's Mellow Mood Lite

PACKAGING: 12 oz. Can

Marley Beverage Company

ATTRIBUTES: Balance / Homoestasis LOTUS ELIXIRS are the first botanical elixirs designed specifically to help consumers achieve Systemic Balance known as Homeostasis. Based on the timeless & legendary health benefits of the world’s elite botanical adaptogens sourced from the Lotus Flower, Rhodiola Rosea & Schizandra Berry & enhanced with super fruits, these natural botanical fusions mediate systemic imbalance caused by the stresses of the modern day life to help restore natural balance.

PRODUCTS: Tea Lemonade, Mango, Raspberry Tea Lemonade; ATTRIBUTES: Relaxation and Mood Enhancement

A body in balance is the best it can be!

Liquid Ice Energy Drink

Mamma Chia

Liquid Management Partners, LLC PACKAGING: 8.3 oz. Can, 12 oz. Can, 16 oz. Can, 8.3 oz. 4-pack carton ATTRIBUTES: Energy With its vibrant blue color and a nostalgic taste that compares to no other on the market, create refreshing cocktails by mixing it with virtually any liquor or simply enjoy on its own. A healthy energy drink you truly need to taste to experience.

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


Matcha LOVE

Monster Energy Ultra Red ITO EN(North America) INC. PRODUCTS: Unsweetened PACKAGING: 5.2 oz. Can

Monster Beverage Corporation

Monster Beverage Corporation

NERD Beverage Corporation

PACKAGING: 16 oz. Can

PRODUCTS: Chocolate, Vanilla, Strawberry, Coffee;

PRODUCTS: Regular, Zero Calorie


PACKAGING: 12 oz. Can

ATTRIBUTES: Muscle and Fitness

ATTRIBUTES: Cognitive Health


ATTRIBUTES: Energy, Heart and Cardiovascular Health, Immunity


Mulberry Love Mayesa Brand - JAK Native, Inc

Muscle Monster Energy Shake NERD Focus

Nawgan Alertness Beverage Mulberry Love

PRODUCTS: Original, Mint, Banana, Mixed Berry

PRODUCTS: w/ Organic Coconut Water, w/Coconut Water and Grape Juice, w/Green Tea

PACKAGING: 8 oz. Tetra Pak

PACKAGING: 8 oz. Glass, 8.4 oz. Glass

ATTRIBUTES: Energy, Heart and Cardiovascular Health

ATTRIBUTES: Energy, Heart and Cardiovascular Health, Immunity

NOAH'S Oxygenated Water

Nawgan Products, LLC

Noah's Water / Varni Brothers

PRODUCTS: Lemonade, Mango Lemon Lime, Grape, Red Berries, Strawberry Kiwi

PRODUCTS: NOAH’S Oxygenated California Spring Water PACKAGING: 12 oz. Can

PACKAGING: 12 oz. Can ATTRIBUTES: Cognitive Health, Energy

ATTRIBUTES: Sports and Hydration

MINOKU Coconut Water The Double Cola Company PRODUCTS: MINOKU Coconut Water PACKAGING: 520 mL Can, 350 mL Can ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Muscle and Fitness, Sports and Hydration MINOKU Coconut Water is 100% all natural coconut water made from fresh young coconuts in Thailand. Consumers of MINOKU Coconut Water can expect a refreshing “natural escape” with the sweet flavor and added benefits of the beverage. MINOKU Coconut Water has no added sugar, preservatives or artificial colors. It is pulp free, not from concentrate, rich in potassium, low in calories, and low in carbs. A product of The Double Cola Company, MINOKU Coconut Water is ethically sourced.



Organic Turmeric Elixirs New Whey Nutrition


ATTRIBUTES: Immunity, Muscle and Fitness, Sports and Hydration

ATTRIBUTES: Sports and Hydration, Electrolyte Enhanced

Party Armor

Naked Emerging Brands PACKAGING: 16.9 oz. Tetra Pak, 1 L Tetra Pak ATTRIBUTES: Electrolyte Enhanced, Energy, Sports and Hydration

PACKAGING: 8.25 oz. Tetra Pak ATTRIBUTES: Energy, Muscle and Fitness

ATTRIBUTES: Relaxation and Mood Enhancement, Balance / Homoestasis

Party Armor, LLC

Premier Protein Shake

Natural Choice Beverage Company

PRODUCTS: Hangover Protection + Hangover Recovery shots

PRODUCTS: Peach Mango, Pomegranate Cranberry Hibiscus



ATTRIBUTES: Hangover Prevention/ Recovery

ATTRIBUTES: Relaxation and Mood Enhancement, Balance / Homoestasis

ON Beverages (Nawgan Products, LLC)

PRODUCTS: Mixed Berry


Perfect by Kendyl

ON Powered Refreshment

Premier Nutrition Corp.

PRODUCTS: Blood Orange, Strawberry Pear, Blueberry Lemon Lime



Premier Protein Fruit Smoothie

Natural Choice Beverage Company

PRODUCTS: Coconut Nectar Elixir, Mineral Green, Brooklyn Beet Elixir

PRODUCTS: Watermelon, Peach Mango, Pomegranate AcaiBlueberry

O.N.E. Coconut Water

Perfect by Kendyl

POM Coconut

Premier Nutrition Corp. PRODUCTS: Strawberries & Cream PACKAGING: 11 oz. Tetra Pak ATTRIBUTES: Energy, Muscle and Fitness

Protein2o Water POM Wonderful

Protein2o, Inc. PRODUCTS: Grape Splash, Berry Splash, Lemon Splash



ATTRIBUTES: Sports and Hydration

ATTRIBUTES: Electrolyte Enhanced, Muscle and Fitness, Sports and Hydration

PRODUCTS: Blueberry Lemonade, Tropical Citrus, Dragonfruit Tangerine, Peach Mango, Raspberry Limeade PACKAGING: 16.9 oz. PET ATTRIBUTES: Cognitive Health, Energy, Hangover Prevention/Recovery, Muscle and Fitness, Sports and Hydration Power + Refreshment. It’s the best of two worlds. For those who work hard and play to win, we created this beverage with you in mind. Naturally sweetened and low calorie, ON is powered by ornithine, caffeine from tea leaf extract, and B vitamins. Combining a great tasting lineup, eye-catching packaging and a proprietary, science-backed formulation that truly delivers, ON is leading the bevolution. For consumers looking for a natural, refreshing boost, our motto: it’s ON. 78 BEVNET MAGAZINE MARCH 2014

PowerICE Frozen Bars PowerICE PRODUCTS: Lime Kicker PACKAGING: 1.7 oz. Sticks/Sleeves ATTRIBUTES: Electrolyte Enhanced, Gut Health, Sports and Hydration

Pyure O.E.O. Pyure Brands, LLC. PRODUCTS: Pyure O.E.O. (Organic Energy Optimization) Mixed Berry PACKAGING: 2 oz. Glass, 2 oz. 24 pack ATTRIBUTES: Energy

Pyure O.E.O.

RealBeanz Iced Coffee Pyure Brands, LLC. PRODUCTS: Pyure O.E.O. (Organic Energy Optimization) Citrus PACKAGING: 2 oz. Glass, 2 oz. 24 pack ATTRIBUTES: Energy

Raw Juice

Rip It Energy Fuel

RealBeanz LLC

National Beverage Corp.

PRODUCTS: Dark Roast w/ Coconut Water ("Refresh"), Cappuccino w/ Coconut Water ("Refresh")

Rockstar, Inc. PRODUCTS: Cherry Citrus

PRODUCTS: Rip It-X Hydrator

PACKAGING: 16 oz. Can

PACKAGING: 16 oz. Can

PACKAGING: 9.5 oz. Glass


ATTRIBUTES: Energy, Sports and Hydration


Revive Drinks Kombucha




Revive Drinks

Rockstar, Inc.

Rockstar, Inc.

PRODUCTS: 100% Raw Coconut water

PRODUCTS: "the OG" (Black Tea), RED (Hibiscus), GOLD (Coffee)

PACKAGING: 16 oz. Can


PACKAGING: 11 oz. PET ATTRIBUTES: Sports and Hydration


PACKAGING: 16 oz. Glass, 64 oz. Glass


ATTRIBUTES: Energy, Gut Health, Immunity

Red Bull Energy Drink


Red Bull North America

Rockstar, Inc.

PRODUCTS: Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Total Zero, Red Bull Red Edition, Red Bull Silver Edition, Red Bull Blue Edition PRODUCTS: Silver Ice, Punched, Mango Orange Passionfruit, Blue Ice PACKAGING: 8.4 oz. Can, 8.4 oz. 4-pack carton, 8.4 oz. 24 pack, 12 oz. Can, 12 oz. 4-pack carton, 12 oz. 24 pack, 16 oz. Can, 20 oz. Can

PACKAGING: 16 oz. Can



Red Bull Energy Drink is the number 1 global energy drink brand. Last year more than 5 billion cans were consumed in 165 countries around the world - 2 billion consumed in the U.S. alone. Last March Red Bull launched the first ever alternative to their well known flavor, the Red Bull Editions - the effect of Red Bull, but with the taste of cranberry, lime and blueberry. Red Bull Total Zero offers the effect of Red Bull with zero calories and zero carbs.

New from Rockstar - ROCKSTAR PURE ZERO - available in four amazing flavors all containing Zero Sugar / Zero Calories. Rockstar is designed for those who lead active lifestyles - from Athletes to Rock Stars.


Rooibee Red Tea

Rumble Supershake

Rooibee Red Tea

Shotz Natural Energy


Shotz Nutrition, Inc.

PRODUCTS: Dutch Cocoa & Vanilla Maple

PRODUCTS: Unsweet, Vanilla Chai, Peach

PRODUCTS: Acai Berry, Mango, Pomegranate

PACKAGING: 12 oz. Can

PACKAGING: 12 oz. Glass


ATTRIBUTES: Gut Health, Heart and Cardiovascular Health, Relaxation and Mood Enhancement

Rooibee Red Tea


Scheckter's OrganicEnergy

Rooibee Red Tea PRODUCTS: Cranberry Pomegranate , Watermelon Mint

Scheckter's Organic Beverages, Inc

Splash Beverage Group

PRODUCTS: Original, Lite

PRODUCTS: Berry Punch, Wild Orange, Citrus Kick

PACKAGING: 8.4 oz. Can

PACKAGING: 12 oz. Glass

ATTRIBUTES: Energy, Sports and Hydration

ATTRIBUTES: Gut Health, Heart and Cardiovascular Health

RTD Cold Brew Coffee

SPEED Energy

High Brew Coffee

SPEED Energy Drink, LLC

PRODUCTS: Double Espresso, Salted Caramel, Mexican Vanilla, Dark Chocolate Mocha PACKAGING: 8 oz. Can High Brew Coffee - Fair Trade, 100% Arabica beans that are steeped over time, not heat for a purer brew. Fewer calories, higher antioxidants & caffeine, lower acidity, and refreshing taste. Grab a High Brew! It’s a ready to drink cold brew for those who do. 80 BEVNET MAGAZINE MARCH 2014

TAPOUT Performance

PACKAGING: 16 oz. PET ATTRIBUTES: Electrolyte Enhanced, Sports and Hydration

PRODUCTS: UNLEADED, FUEL, ETHANOL, OCTANE PACKAGING: 16 oz. Can, 16 oz. 4-pack carton, 16 oz. 24 pack Available in four flavors: Unleaded, Fuel, Ethanol and Octane, SPEED provides the human body with the fuel it needs to keep up with the SPEED of life. Each drink contains a potent energy blend of B-vitamins, caffeine, taurine, and ginseng. SPEED is packaged in 16 oz. cans with a stylish black top and sleek body, available in singles, four-packs, and cases in major retailers, convenience and grocery stores, along with select bars and nightclubs.

Stacker2 Extreme Energy Shots

Suja Classic

NVE Pharmaceuticals

Suja Juice

PRODUCTS: Extra Strength Grape, Extra Strength Berry, Orange ATTRIBUTES: Energy, Weight Loss/Appetite Control Stacker2 Extreme Energy Shots and Vitamin Shot B-12 are power packed boosts of energy in a 2 oz bottle. Extreme Energy shots deliver B vitamins and about as much caffeine as a cup of brewed premium coffee with zero sugar and zero calories. A top seller in the market, all 3 flavors, are a quick delicious way to get energy anytime you need it, where ever you are.

PRODUCTS: Fiji, Fuel, Glow, Green Supreme, Lemon Love, Master Cleanse, Purify, Spark, Twelve Essentials, Vanilla Cloud, Bliss PACKAGING: 16 oz. PET ATTRIBUTES: Weight Loss/Appetite Control Our Suja Classic juices are organic, non-GMO and a purely convenient way to get your daily intake of fruits and vegetables. Each of these cold-pressured juices combines vital nutrients with epically refreshing flavor. For more information on Cold Pressure technology, please visit www.coldpressured.org.

Suja Elements

Suja Essentials

Suja Juice

Suja Juice

PRODUCTS: 24 Karat, Berry Oxidant, Blue Dream, Blutrients, Green Charge, Jasmine Tea, King of Greens, Mango Fuego, Tropicaloe, Vanilla Chill, Chocalot, Macachino

PRODUCTS: Mango Magic, Berry Nana, Sweet Beets, Berry Goodness, Green Delight, Chocolate Charge PACKAGING: 12 oz. PET

PACKAGING: 12 oz. PET ATTRIBUTES: Weight Loss/Appetite Control ATTRIBUTES: Weight Loss/Appetite Control REFRESHMENT WITH PURPOSE Our new organic, non-GMO cold-pressured juices deliver vital nutrients and purposeful refreshment. For every Suja Elements juice bottle purchased, we donate 20 cents to a social or environmental cause. To learn more about cold-pressured technology, please visit www.coldpressured.org.

Suja Essentials is a new line of organic and non-GMO cold-pressured beverages that delivers functional refreshment with vital nutrients your body needs like amino acids, antioxidants, proteins & omegas. We deliver all that with about 20% less sugar than leading national brands, and no added flavors or colors. Suja Essentials’ $3.99 price point makes these clean, epically delicious smoothies accessible for all. For more information about Cold Pressure technology, visit www.coldpressured.com. MARCH 2014 BEVNET MAGAZINE 81

Tea of a Kind

Tornado Energy

Gizmo Beverages

Global Functional Drinks USA

PRODUCTS: Peach Ginger Black Tea, Citrus Mint Green Tea, Pomegranate Acai White Tea, ‘Organics’ - Black Tea

Sunny Sky Products PRODUCTS: Original, Diet, Orange, Blue

PRODUCTS: Original, Active, Ice PACKAGING: 16 oz. PET


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


TWIST TO UNLEASH HEALTHIER REFRESHMENT! The patented “Gizmo Closure and Delivery System” is an innovative, nitrogen pressurized bottle cap design that infuses Tea of a Kind with fresh, preservativefree ingredients upon opening. The all natural flavors, real brewed tea, and powerful antioxidants are tucked safely away in the pressurized cap, keeping them fresh without the use of chemical preservatives.

Turbo Energy Drink


Total Package Energy Shot

Type 0

Total Package Energy Shot PRODUCTS: Original Fruit Flavor PACKAGING: 3 oz. PET ATTRIBUTES: Energy


TRUCOCO 100% Pure Coconut Water


Cocolife, LLC

TYR Sport, Inc.

PRODUCTS: TRUCOCO 100% Pure Coconut Water, TRUCOCO Coconut Water with a dash of Mango, TRUCOCO Coconut Water with a dash of Pineaple

PRODUCTS: Punch, Orancia, Limáo

PACKAGING: 10 oz. Glass, 16.4 oz. Glass You’ve tasted the rest, now taste the…TRUCOCO. Why talk about taste here? TRUCOCO already has all the functional attributes of coconut water: cholesterol, fat & gluten free, no added sugar or preservatives, 5 electrolytes. But taste-wise, not all coconut waters are the same. TRUCOCO is produced from the finest, young green Thai coconuts, and the glass bottle retains the pure coconut water flavor for a CRISP, CLEAN taste. Experience for yourself how coconut water should look and taste!


Rejuvenating Beverage Corporation PRODUCTS: Peach Mango, Pomegranate PACKAGING: 20 oz. PET ATTRIBUTES: Sports and Hydration, Blood Glucose Control, Energy,

PACKAGING: 20 oz. PET ATTRIBUTES: Energy, Muscle and Fitness, Sports and Hydration TYR Endurance Sport is a high caliber hydration system built for endurance athletes that combines endurance, performance, and recovery ingredients to enable athletes to maximize and sustain their full potential for prolonged periods of time. Featuring EMIQ for Endurance & Recovery, Carbohydrate Complex for Energy & Digestion, & EGCG for Metabolic Support.



Ultra h2o PRODUCTS: Natural, Lemon and, Berry PACKAGING: 16 oz. PET ATTRIBUTES: Energy

Vemma Nutrition Company

Beverage Innovations Inc.

Vemma Nutrition Company

PRODUCTS: Vemma Bod-e Burn

PRODUCTS: Calorie Balance, Workout, Rehydrate, Defense, Relax

PRODUCTS: Verve Bold, Verve, Verve Zero Sugar

PACKAGING: 8.3 oz. Can, 3 oz. PET

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

Ultra h2o Energy Water

VENGA - Functional Infusions Verve Energy Drink

PACKAGING: 8.3 oz. Can



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

Vemma Renew

Vertical Water Vemma Nutrition Company PRODUCTS: Vemma Renew PACKAGING: 8.3 oz. Can ATTRIBUTES: Cosmetic

Verve ParTea Feronia Water LLC PRODUCTS: 100% Pure Maple Water PACKAGING: 500 mL Tetra Pak ATTRIBUTES: Bone Health, Sports and Hydration

Vemma Nutrition Company PRODUCTS: Verve ParTea PACKAGING: 8.3 oz. Can ATTRIBUTES: Energy


Vital Juice

VPX Redline Xtreme Shot

West Coast Chill Pure Energy Xenergy

Vital Juice Co.


PRODUCTS: Greens, Beet, Carrot, Citrus, Grapefruit, Pineapple, Coconut, Almond

PRODUCTS: Watermelom, Triple Berry, and Grape

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



PACKAGING: 16 oz. Biodegradable PET Bottle

West Coast Chill, Inc

XYIENCE PRODUCTS: Cherry Lime, Mango Guava, Cran Razz, Blu Pomegranate, Tangerine, Fruit Punch, Frostberry Blast, Melon Mayhem


PACKAGING: 16 oz. Can

ATTRIBUTES: Sports and Hydration



vTrue Radiance


Xenergy + Hydration


vTrue llc

World Waters


PRODUCTS: Lemon Drop, Champagne, Power Punch, and Blue Razz

PRODUCTS: Blackberry-Acai and Goji-Lemon


PRODUCTS: Tropical Punch, Grape


PACKAGING: 16 oz. Can



VPX Protein Rush


PACKAGING: 16 oz. Can

ATTRIBUTES: Electrolyte Enhanced, Muscle and Fitness, Sports and Hydration

Vuka Energy Drinks

ATTRIBUTES: Electrolyte Enhanced, Energy, Sports and Hydration

Xenergy + Lemonade


Vuka LLC


PRODUCTS: Chocolate, Vanilla, and Strawberry

PRODUCTS: Workout (Berry Lemonade), Workout Zero Calorie Zo-Cal, Think (Pomegranate Lychee), Think Zero Calorie Zo-Cal, Renew (Mango Peach)

PRODUCTS: Raspberry, Pineapple

PACKAGING: 12 oz. PET ATTRIBUTES: Muscle and Fitness


PACKAGING: 16 oz. Can ATTRIBUTES: Cognitive Health, Electrolyte Enhanced, Energy, Muscle and Fitness, Sports and Hydration

VPX Redline VPX/Redline PRODUCTS: Watermelon, Triple Berry, Grape, Lime, and Blue Razz

Made with natural ingredients and nutritional supplements, each Vuka flavor is specifically enhanced to provide energy for the activities that fill your life. Instead of a one-syrup-fits-all adrenaline rush, Vuka offers intelligent energy that enables you to choose the kind of boost you need to achieve your goals.

Xenergy + Tea XYIENCE PRODUCTS: Honey Ginseng green tea, Raspberry Acai black tea


PACKAGING: 16 oz. Can




Xing Green Teas

XL Energy Drink

Xing Beverage, LLC

XL Energy Drink Corp

PRODUCTS: Ginseng, Mango, Pomegranate, Half & Half, Blueberry

PRODUCTS: XL Energy Drink, XL SugarFree, XL Lime&Lemon energy


ZILI Tea The Double Cola Company

PACKAGING: 8.4 oz. Can, 16.9 oz. Can ATTRIBUTES: Energy

Xing Green Teas Xing Beverage, LLC PRODUCTS: Ginseng, Mango, Pomegranate, Half & Half, Blueberry, Peach, Lemon and Cherry PACKAGING: 23.5 oz. Can

Zola Coconut Water Zola PRODUCTS: Zola Coconut Water PACKAGING: 1 L Tetra Pak, 17.5 oz. Can

PRODUCTS: ZILI Tea Sweet Tea, ZILI Tea Apple Honey Green Tea, ZILI Tea Citrus Ginger Green Tea, ZILI Tea Plum Acai Black Tea, ZILI Tea Valencia Orange Clove Black Tea PACKAGING: 16 oz. Glass ATTRIBUTES: Cognitive Health, Heart and Cardiovascular Health, Immunity ZILI Tea is a line of uniquely flavored, functional teas introduced by The Double Cola Company. Infused with 25% of daily recommended intake of B vitamins, ZILI Tea offers function and flavor- “flavor with a purpose.” ZILI Tea is 100% all natural, sweetened with a blend of cane sugar and Stevia. It is one of the first new-age beverage product lines introduced by the company.



Axiom Foods Inc.

BioNeutra North America Inc.

Chemi Nutra

Almendra manufactures high purity stevia sweeteners for the beverage industry. Our high purity Steviose products bring clean taste profiles, high sweetness intensity, safety and consistent taste batch to batch. Because tasting is believing, ask for your sample now.

Axiom Foods is the world’s first, largest and most innovative source for whole grain brown rice ingredients, featuring Oryzatein rice protein and Oryz-OLait rice milk and our water soluble Oryzatein SGBN known for proprietary, chemical-free plant extraction methodologies including rice & pea.

BioNeutra is the leader in the manufacture of isomalto-oligosaccharide (IMO) through our proprietary, patented process to make VitaFiber IMO. VitaFiber has FDA GRAS, Canadian approvals, is non-GMO and gluten-free. Naturally sweet high fiber food ingredient, VitaFiberTM, has great versatility.

Chemi Nutra makes the functional ingredient AlphaSize Alpha-Glyceryl Phosphoryl Choline (A-GPC). AlphaSize boosts both mental and physical energy while remaining tasteless and completely water soluble in any beverage. The FDA has acknowledged AlphaSize A-GPC as GRAS.

Aloe Jaumave SA de CV

AZPACK Bottling & Canning

Biothera, the Immune Health Company

Citromax Flavors

Aloe Jaumave has 25 years experience in the Aloe Vera business, growing and processing all the Aloe Vera sub products such as Juices, Concentrates, Powders etc... working under the highest regulation in the food and beverage industry, and leading the Organic Aloe Vera Market.

Fully automated bottling & canning lines, State-of-the-art 240,000 SQF facility, 400,000-Bottle daily capacity, Shelf-stable, high-acid beverages, 1 Million can daily capacity, Tunnel pasteurized, Hot fill or cold fill preserved, Sizes 5.5 oz., 7.5 oz., 8 oz., 8.4 oz. 12 oz., 12 oz. sleek & 16 oz.

Wellmune WGP is a natural immune health ingredient for beverages. Designed for everyday use year round by everyone in the family, Wellmune is clinically proven to safely boost immune cells to keep the body healthy. Patented, Kosher, Halal, non-allergenic and GMOfree. Broad regulatory approval.

Citromax is one of the world's premier growers of lemons and producers of oils and juices. Citromax has expanded its flavor expertise by broadening the scope of its flavor repertoire. Our companies are behind a delicious array of today's iconic flavors in beverages, dairy, bakery and confection.


Barrington Nutritionals

Cargill, Inc.

Closure Systems International

Ampac drives packaging transformation and performance by strategically creating packages that are more innovative, progressive and dynamic than those used by competitive brands. Ampac’s approach to packaging is a balance of rigorous, technology-driven thinking and exceptional creativity.

Barrington Nutritionals is a wellrespected international distributor of choice for high-quality, science based ingredients. We provide a high-level of product expertise & are dedicated to customer service, efficiency and integrity. we focus on vitamins, minerals & specialty ingredients.

Regenasure HCL Glucosamine, vegetarian, produced by Cargill, Inc. in Iowa with North American sourced raw materials, traceability and premier quality processes and standards

Closure Systems International (CSI) is a global leader in the design and manufacture of plastic closures and packaging equipment for the beverage and food industries. Major markets served include soft drink, water, beer, wine, spirits, juices, isotonics, dairy, edible oil, sauces and foods.

Aviva Pharmaceuticals Ltd


Century Foods International


Aviva is a manufacturer and distributer of active ingredients and has the capability to help clients develop new ingredients or formula design in China.

BevForce is a boutique recruiting agency that specializes in hiring strategies and organizational design for beverage companies. Services include: executive recruiting, interim executive level placement, board of director assembly and a specialized beverage industry job board.

Century Foods' hot fill, high acid, low pH beverage line can fill plastic PET or Polypropylene bottles and package them into trays, RSC cases or bundle packs

Corbion is the global market leader in lactic acid, lactic acid derivatives and lactides, and a leading company in functional blends. Building on the strong legacy of the Caravan & Purac brands, we offer a broad portfolio of vitamin & mineral premixes, functional ingredients, and emulsifiers, as well as flavour optimization & shelf-life applications.

Dimethyl dicarbonate (DMDC) is a colorless liquid and is used as a beverage preservative.



Fort Dearborn Company

Ingredion Incorporated


Headquartered in Atlanta, Georgia, USA, CPKelco is a leading producer of specialty hydrocolloids. CPKelco leverages its capabilities to bring concepts and ideas to a broad range of applications. Key product lines are Gellan Gum, Pectin, Cellulose Gum, Xanthan Gum and Carrageenan.

Decorative label solutions…we’ve got you covered. Create impactful shelf appeal for your beverage products with Fort Dearborn’s innovative label solutions. We offer a variety of label, printing and material options to effectively decorate any size and shape container. Contact us today.

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

Kalsec is the leading global producer of natural spice and herb flavor extracts, natural colors, natural antioxidants, and advanced hop products for the food and beverage industry. Operating in over 70 countries worldwide, Kalsec ingredients make products look better, taste better and last longer.

Custom Ingredients, Inc.

Ganeden Biotech

Innovative Labeling Solutions

Kefiplant Inc

Custom Ingredients is a Full-Service Flavor Company offering custom flavor creation to finished product formulation. Our success includes Energy Drinks, Vitamin Enhanced Water and Juices, and Protein and Sports Nutrition Supplement Beverages. We want to be a part of your success.

Ganeden Biotech is at the forefront of probiotic research and product development with an extensive library of published studies and more than 100 patents for probiotic technologies in the food, beverage, animal health, and personal care ingredients markets.

ILS is a digital label and packaging specialist for consumer-based companies across the US. With three HP Indigo presses, as well as finishing equipment for hot stamping, embossing, specialty varnishes, flexible packaging and shrink sleeve seaming, ILS offers turn-key solutions to the marketplace.

Kefiplant is a manufacturer of certified organic fermented botanical extracts. We can produce your Kombucha & 30 different fermented botanicals for your non alcoholic beverage. Fermentation provides a synergy of phytocompounds, organic acids, probiotics & enzymes. CREATE RAW LIVING HERBAL DRINK!

Finlay Tea Solutions US Inc.

Glanbia Nutritionals (NA), Inc

International Food Network


Finlays has found a way to preserve the delicate flavors of tea grown on our very own estates, into an extract form. We meticulously protect the integrity and character of one of the world’s oldest and most cherished beverages so it can be delivered to you in all its glory.

Glanbia Nutritionals has built a reputation on service and quality in the nutritional ingredient and custom micronutrient premix businesses. We provide formulation and ingredient expertise in combination with the quality and consistency of finished blends that our customer’s count on.

If you can imagine it, we can bring it to life! We provide R&D services to the food and functional beverage industries. Customers rely on our expertise and resources to provide rapid product development from idea generation through scale-up and launch. We are here to help you move forward quickly.

Aseptic carton and bag in the box manufacturer for high acid functional beverages including: energy juices, vitamin enhanced waters, sports/ nutritional drinks, blended beverages, smoothies, and more. Non-GMO, Organic, Gluten Free, All-Natural products available.

Flavor Producers

Healthy Beverage Expo

iTi tropicals, Inc.

Livia Global, Inc

Flavor Producers is a leading manufacturer of premium quality conventional and certified organic flavors along with our NEW line of essences, extracts and natural emulsions. Your partner in flavor development.

Healthy Beverage Expo is the platform and event for community discussion and b2b commerce to drive awareness, opportunity and innovation in the trade to support the shift in consumer behavior towards better-for-you beverages. May 29-31, 2014 Long Beach CA

iTi is an importer that believes in more than shipping tropical fruit juices to the food manufacturing industry. For 25 years, we have been introducing the food world to new and exciting fruits: most recently to a ground breaking coconut water concentrate.

Livia Global brings you that ingredient for success. Our LiquiLife, USDA Certified Organic liquid probiotic is the ingredient that sets apart your product from the rest. Add our enzyme-enriched probiotics (no refrig required) to any product.


Martin Bauer Inc.

Natreon Inc

Overnight Labels, Inc.

Pressure Safe LLC

We are the leading manufacturer of botanical ingredients for the food, beverage & dietary supplement industries, including botanical raw material, leaf tea & decaff. tea, fruit & herbal infusions, tea, herbal & fruit extracts, beverage concentrates, and phytopharmaceutical ingredients.

Natreon Inc. is a leading manufacturer of clinically proven Aurvedic Ingredients such as Capros cardiovascular superfruit, Sensoril ashwagandha, PrimaVie shilajit, and Crominex 3+trivalent chromium.

Overnight Labels is an award winning US based manufacturer of a wide range of flexible packaging options including pressure-sensitive and non pressuresensitive labels, shrink sleeves, neck bands and more. We offer low minimums, competitive pricing, low set-up costs and quick turn arounds.

Pressure Safe LLC Toll Processor, Specializing in HPP and Packaging Services, located in Portland Oregon area. Operating under USDA, FDA, Kosher and Organic certification.

Media Funding Group

Naturex Inc.

Performance Packaging of Nevada


Media Funding Group provides private funding access for Advertising and Marketing campaigns , specifically to support distribution agreements, in exchange for a flexible blend of repayment options including Equity Participation, Revenue Sharing or flexible payments on Revolving Credit Lines.

Naturex food and beverage business unit provides natural ingredients that add value to finished products by improving their organoleptic characteristics, such as color, flavor, taste, and texture, while adding to their functional and nutritional properties, and extending their shelf life.

Performance Packaging – Your Single Source Packaging Solution For more than 19 years, we’ve known that our continued success depends entirely on your satisfaction. Our customer service capabilities combined with the expertise and productivity of Performance Packaging’s long term employees make us your single source for ALL of your packaging needs.

Count on Prinova for competitive offerings of ingredients, flavors & value-added solutions in the beverage marketplace. We offer full portfolios of sweeteners, vitamins, amino acids, flavors & more, as well as customized services like tailored mesh-sizes, liquid & dry blending & formulation advice.


Nor-Cal Beverage Company Inc.

POM Wonderful

ProSweetz Ingredients Inc.

Strategic planning, raising Cap ital,formulation,sourcing,supply chain,operations. The expertise to insure success. Marketing,branding,packagin g,distribution,sales. World class experts become your world class team. Supporting sustainable,natural,organic,fair trade products. "Co-creating" brands.

Nor-Cal Beverage Company Inc., a family owned and operated business since 1937. We’re the largest independent beverage co-packer in California. Manufacturing a variety of teas, ades, juices, flavored waters, and energy drinks. We also produce, market, and distribute our own Go Girl® Energy Drinks.

It starts with what we plant – Wonderful variety pomegranates. We grow them in our own California orchards. Then, we see them through every step of the process –from picking to shipping. The result? A portfolio of premium pomegranate ingredients, ripe and ready to include in your premium products.

We supply food and pharmaceutical ingredients globally. We have very strong positions in High Intensity Sweeteners, Natural Sweeteners and Herbal Extracts. Warehouses and offices located in Central NJ, CA and FL. We ensure that these manufacturers operate to the standards of ISO, HACCP and GMP.

Mountain Valley Spring Company NutriScience Innovations, LLC.

Pressed Rite Industries, Inc

Pyure Brands, LLC.

Mountain Valley Spring Company has bottled natural spring water just outside of Hot Springs, AR since 1871.

Pressed Rite Industries, maker of the JUICED RITE line of products, is a leading manufacturer of hydraulic cold-pressed juicers and bottling equipment. We are the ONLY manufacturer of all-stainless steel presses that meet or exceed all U.S. and international food safety standards.

Pyure Brands is one of the largest and fastest-growing independent stevia companies in America. Pyure Brands offers a complete line of both natural and organic certified stevia extracts and blends as well as USDA Organic Certified, Non-GMO verified Erythritol.

NutriScience Innovations,ConnecticutGMP Company- is in the forefront of offering innovative scientifically supported beverage We are expanding our co-packing busi- ingredients:Suntheanine-patented ness; natural, flavored and enhanced 100% pure L-Theanine, InnovaTea waters; sparkling or still; in glass or PET Natural Caffeine from tea, Calcium & containers. Magnesium Glycerophosphate for sports nutrition, Organic L-Malic Acid.


SouthEast Beverage and Bottling Taiyo International, Inc.


Formerly Tampa Bay Copack, we are a tolling & turnkey manu. of berverages. Our 3 lines have the capability to produce 2 oz-96 oz hot fill or cold fill process. We moved into a new 76,000 sq ft state of the art facility with more capacities, top notch mgmt, GMP Cert.

Taiyo focuses on the development of innovative ingredients, derived from natural sources. Products include Suntheanine (L-theanine), Sunphenon (green tea extracts), SunActive (minerals), SunAmla (Indian Gooseberry extract), Sunfiber (dietary fiber), AWABreak (non-silicon anti-foaming agent).

Family owned, U.S. manufacturer of shrink sleeve application systems, featuring speeds up to 700/min. Options include caustic washdown designs and state-of-the-art high speed film accumulators/splicing systems. Tripack also has a division of contract sleeving services.

Steviva Ingredients, Inc.

Tech Packaging, Inc.

Vegetable Juices, Inc.

Steviva Ingredients, Inc. is a global ingredient supplier with a focus on all-natural, high-intensity sweeteners and custom sweetening solutions for manufacturers. Steviva Ingredients sweeteners and bulk ingredients are all natural, GMO free, soy free, corn free and allergen free.

Tech Packaging, Inc. is an award winning co-packer and a leader in the industry providing shrink/bundle wrapping, blister/clamshell, sleeving, display design/build/assembly, re-pack, labeling, date coding, and more from each of our four locations in CA, FL, and PA.

Vegetable Juices, Inc. manufactures a variety of vegetable juices, concentrates, and purees. With 80 years of experience, market and application knowledge, and a true passion for vegetables, Vegetable Juices is the natural partner to consider when creating your next healthy beverage innovation.

Sensient Flavors LLC

Summit Beverage Group

The Wright Group

WHAM Closeout Beverage Buyers

Sensient Flavors LLC is a unit of Sensient Technologies Corporation and is one of the world’s leading flavor companies, operating in 30 countries. Sensient Flavors’ innovative technologies offer the optimal choice for complete flavor system development.

Focusing on functional beverages & established brands, SBG services entire East coast & Midwest markets. SBG modern facility makes a wide range of products in plastic & glass in hot & cold fill. SBG can run Juice & is organic & kosher certified with a state of the art in-house micro lab & blending.

The Wright Group is here to work with you every step of the way-from developing your custom nutrient premixes to the microencapsulation of vitamins and minerals. Wright's blending capacity and customized delivery options provide the value-added balanced solutions needed to boost profitability.

Since 1993, Wham is America's #1 Beverage (and food) liquidation outlet. We buy overproductions, pack changes, close-date and discontinued goods. AAA Credit. We pick up nationwide with our trucks and sell through our nontraditional outlets. Call the people you can trust today.

Signature Springs, LLC

Synergy Flavors, Inc

ThinkitDrinkit LLC

Women's Marketing Inc.

Full-scale cold packaging using natural spring water with TDS under 10 or purified water. We are high speed, blow-fill with multiple labeling and packaging possibilities. Capable of multi-batch automated process that can handle one load or hundreds.

Synergy Flavors is a leading international supplier of flavors, extracts and essences for the global food and beverage industry. The company combines a long heritage of flavor development with proprietary extraction technology— blending art and science in creating an exceptional array of tastes.

ThinkitDrinkit is a beverage innovation company focusing on customized functional beverages in both Ready to Drink (RTD) and powder form. The portfolio includes a suite of new beverage brands.

WMI has been in business for over 30 years as the leader in media strategy, planning and buying for emerging and re-emerging brands. We leverage our exclusive media relationships and partnerships in digital, print and mobile media to help brands appear larger and louder for a fraction of the cost.










agua enerviva

Mike Sharman

15 Grumman Road






All Beauty

Camille Varlet

217 East 70th st.

New Yrok






Kathy Oglesby

One West Court Square






Aloe Jaumave SA de CV

Celia Estrada

Mendez 501




+52 832 336 0099


Aloe Very

Aloe Very Sales

E 47 St.

New York





AMAZON Beverages

Ed Newman

501 Brickell Key Drive







Millie Nuno

825 Turnberry Court

Hanover Park





Aquarain Drinks, Inc

Ron Freedman

7625 Maple Lawn Boulevard







Andrew Coulton

213 Sloan Rd






Aviva Pharmaceuticals Ltd

Mason Yuan

1378 Lu Jia Bang Rd.




Axiom Foods Inc.

Kay Abadee

12100 Wilshire Blvd

Los Angeles



AZPACK Bottling & Canning


2000011 CA




7303 S. Kyrene Rd






Balance Water Company

Martin Chalk

39 West 32nd St

New York





Barrington Nutritionals


500 Mamaroneck Avenue






BAWLS Guarana

Jon Gunnerson

8840 Commons Blvd.






Beat Juice Beverage Company

Jay Mecray

6045 W Chandler Blvd Ste 13-115






Beverage Innovations Inc.

James L. Day

955 NW 17th Ave., Building J

Delray Beach






Sean Conner

6 Harrison Street

New York





BioNeutra North America Inc.

Lindsay Sutton

9419B-20 Avenue






Biothera, the Immune Health Co.

Steve Meredith

3388 Mike Collins Drive






Blue Buddha Beverages

Kris Whelan

P.O. Box 8






Body Works


1998 Coney Island Avenue






Bulletproof Brands Inc.

Rob Dohlke

11437 Sunrise Gold Circle

Rancho Cordova





BYB Brands, Inc.

Wendy Kemp

2101 Rexford Road Suite 236E






C2O Pure Coconut Water, LLC

Amanda Arcala

909 Electric Ave. #202

Seal Beach





Cargill, Inc.

Customer Service

1 Cargill Drive







Darren Hopkins

2424 N. Federal Hwy., Suite 208

Boca Raton





Century Foods International

Gene Quast

400 Century Court






Chemi Nutra

Chase Hagerman

4463 White Bear Pkwy., Suite 105

White Bear Lake





Citromax Flavors

Elaine Kellman-Grosinger

444 Washington Avenue






Closure Systems International

Dana Austin

7702 Woodland Drive






Cocolife, LLC

Mark McDermott

P.O. Box 2667






Cocos Pure Beverage Corp.

Denise Whitney

1718 Main Street






Complete Energy On-demand

Jason Petrou

128 Summer St.





Conn. Currant LLC

Allyn Brown

60 N W Corner Rd







Anne Rasmussen

241 W 13th st

New York






Thomas Douglass

7905 Quivira Road







Chloé Edgington




KT22 7UD

+44 1372 369 400


CRUNK!!! Energy Drink

Jon Gunnerson

8840 Commons Blvd.






Custom Ingredients, Inc.

Mike Wendling

160 Calle Iglesia

San Clemente





Daklen, Inc.

Felipe D’Avila

5900 Wilshire Blvd, 26th floor

Los Angeles





Drink Blocks, llc

Tom Weiss

27762 Antonio Pkwy., L1-474

Ladera Ranch





Enterprise Beverage Group, LLC

David Drow

4000 Hollywood Blvd






Epicurex LLC

Diana Brown

2055 NE 151st St

North Miami Beach





Essentia Water, LLC

Darwin Chevalier

22833 Bothell Everett Hwy






fairlife, LLC

Denise Lewis

1001 West Adams Street






Feronia Water LLC

Rudy Quagliuolo

400 Madison Avenue

New York





Finlay Tea Solutions US Inc.

Heather Lee Horwath

23 Vreeland Road

Florham Park





Flavor Producers

Janet Guzman

28350 W. Witherspoon Pkwy











FLUROwater Inc.

Dr. Todd O’Gara

1441 Broadway, 3rd Floor

New York









Fort Dearborn Company

Gwen Chapdelaine

1530 Morse Avenue

Elk Grove





Ganeden Biotech

Michael Bush

5800 Landerbrook Drive

Mayfield Heights





Gizmo Beverages

Brad Foster

900 South Main Street

Los Angeles





Glanbia Nutritionals (NA), Inc

Michael Cornell

2840 Loker Ave East






Global Functional Drinks USA

Colt Bearden

200 Crescent Ct.







Golazo, Inc.

1534 First Ave So.






Guru Energy Drink

Ray Jolicoeur

67 West Street







Vanessa Dew

3347 Motor Ave.

Los Angeles





HealthVerve Food Manufacturing USA, Inc

Laura Dayton

9083 Santa Anita Ave

Rancho Cucamonga





Healthy Beverage Expo

Valerie Moon

5125 W Oquendo Road

Las Vegas





High Brew Coffee

David Smith

PO BOX 41057






Hockey Soda Beverage Co, LLC

Joe Bonfiglio

PO Box 1524




860- 690-4403


Humm Kombucha

Jamie Danek

1125 NE 2nd St






I AM Enlightened Creations

Eric Schnell

3775 Park Avenue, Suite 1






Ingredion Incorporated

Luis Ferrey

5 Westbrook Corporate Center






Innovative Labeling Solutions

Eric Knop

4000 Hamilton Middletown Road






International Food Network

Brett Ceurvels

4206 Arnold Avenue






iTi tropicals, Inc.

Philippe Aubry

30 Gordon Ave.






ITO EN (North America) Inc.

Adam Hertel

20 Jay Street






Just Coco USA LLC

Cristina Lanao-Rossel

201 S. Biscayne Boulevard







Carol Locey

PO Box 50511






Kefiplant Inc

Chantale Houle

2120 Joseph St.-Cyr



J2C 8V6




Marc Hoopingarner

2220 Celsius Avenue






KO Beverages, LLC

Sean Tebbe

14131 N. Rio Vista Blvd. Building A Suite 14






Kombucha Brooklyn

Eric Childs

630 Flushing Avenue






KonaRed Corporation

Shaun Roberts

P.O. Box 701






Koz Beverage

John Paysor

8135 Townley Road







Joseph Arends

2350 Ravine Way






Life Support Dev. Ltd.

Life Support

2818 Fisher Road






Liquid Management Partners, LLC

Michael H. Lam

1983 Marcus Ave.

Lake Success





Livia Global, Inc

Ted Greidanus

7202 W Pershing Ct






Living Essentials

Brandon Bohland

38955 Hills Tech Drive

Farmington Hills





Lotus Elixirs North America

Scott P Strader

75950 Alta Mira Dr

Indian Wells





LXR Biotech, LLC

David Kerbel

4225 N. Atlantic Blvd

Auburn Hills





Mamma Chia, LLC

Matt Buckley

5205 Avenida Encinas






Marley Beverage Company

Matt Shiffman

27777 Franklin Road






Martin Bauer Inc.

Gary Vorsheim

300 Harmon Meadow Boulevard






Mayesa Brand - (JAK Native, Inc)

Jane Adolph

PO Box 230430






Media Funding Group

Marc Hatch

PO Box 430







Eric Schnell

3775 Park Avenue, Suite 1






Monster Beverage Corporation

Richard Hastings

1 Monster Way






Mountain Valley Spring Company

Speed Stodghill

283 Mountain Valley Water Place

Hot Springs





Mulberry Love

Dianne Burnett

30765 Pacific Coast Hwy






Naked Emerging Brands

George Kuhn

1333 S Mayflower Ave.





National Beverage Corp.

Isabel Gomez

8100 SW Tenth Street Suite 4000

Fort Lauderdale





Natreon Inc

Rick Kaiser

2 D Janine Place

New Brunswick





Natural Choice Beverage Company

Mike Healy

101 Convention Center Dr.

Las Vegas














Naturex Inc.

Samuel Menard

375 Huyler Street

South Hackensack





Nawgan Products, LLC

Tony Miano

34052 La Plaza Drive Suite 201

Dana Point





NERD Beverage Corporation

Vin Montes

PO Box 18242






New Whey Nutrition

Bob Miller

5707 Dot Com Court Suite 1079






NextFoods Inc

Todd Beckman

PO Box 17460






Noah’s Water / Varni Brothers

Tony J. Varni

400 Hosmer Avenue






Nor-Cal Beverage Company Inc.

Pete Grego

2286 Stone Boulevard

West Sacramento





NutriScience Innovations, LLC.

Jacob Pallathra

2450 Reservoir Avenue




203-372 8877


NVE Pharmaceuticals

Walter Orcutt

15 Whitehall Road






ON Beverages (Nawgan Products, LLC)

Corey Blick

34052 La Plaza Drive Suite 201

Dana Point





Organic Gemini

George Papanastasatos

90 Church Street

New York





Overnight Labels, Inc.

Carrie Houghton

151-15 West Industry Ct

Deer Park





Pacific Coast Beverage Co., LLC

Jesse Jimenez

12921 Halldale Ave






Party Armor, LLC

Cason Thorsby

1885 Bevanda Ct.

Bay City





Performance Packaging of Nevada

Robert Reinders

6430 Medical Center St., #102

Las Vegas





POM Wonderful

Sales Manager

11444 W. Olympic Blvd

Los Angeles






Blair McNamara

PO Box 774527

Steamboat Springs





Premier Nutrition Corp.

Lee Partin

5905 Christie Avenue






Pressed Rite Industries, Inc

Charles Hanner

5207 G Street






Pressure Safe LLC

Matthew Morris

23365 NE Halsey

Wood Village





Lisa Drawer

285 E. Fullerton Ave.

Carol Stream





ProSweetz Ingredients Inc.

Hugh Zhang

98A Mayfield avenue






Protein2o, Inc.

Doug Baum

2755 W. Thomas St.

Melrose Park





Pyure Brands, LLC.

Philip Coggins

2277 Trade Center Way






RealBeanz LLC

Jenna Burke

75 Huntington St.






Red Bull North America


Rejuvenating Beverage Corporation

Nader Nassif

755 Harrison Ave






Revive Drinks

Rebekah Lovett

Sonoma County






Rising Beverage Co.

Dan Ashby

10351 Santa Monica Blvd #210

Los Angeles





Rockstar, Inc.

General Information

PO Box 27740

Las Vegas





Rooibee Red Tea

Connie Bohrer

2992 Ormond Drive







James McQueen

101-850 Blanshard Street



V8W 1C3



Scheckter’s Organic Beverages, Inc

Mark Cook

4460 Crescent Street






Sensient Flavors LLC

Teresa Olah

5115 Sedge Blvd.

Hoffman Estates





Shotz Nutrition, Inc.

Patsy White

4548 McEwen Rd






Signature Springs, LLC

Bill Voelp

22 Spring Water Blvd






SouthEast Beverage and Bottling

Jayne Sebastian

15340 Citrus Country Dr

Dade City





SPEED Energy Drink LLC.

Robby Gordon

10615 Twin Lakes Pkwy






SPI West Port, Inc

Brian Choi

377 Swift Avenue

So. San Francisco





Splash Beverage Group

Lee Brody

One East Broward Blvd.

Ft. Lauderdale





Steviva Ingredients, Inc.

Thom King

725 NW Flanders St., Suite 402






Suja Juice

Heather MacNeil

8380 Camino Santa Fe

San Diego





Summit Beverage Group

Christopher Reynolds

211 Washington Ave






Sunny Sky Products

Chris Hannemann

4580 Blalock Road






Synergy Flavors, Inc

Amanda Meersman

1500 Synergy Drive






Taiyo International, Inc.

Scott Smith

5960 Golden Hills Drive






Tech Packaging, Inc.


13241 Bartram Park Blvd






The Chill Group, Inc.

Russell Fager

PO Box 780






The Double Cola Company

Larry Butler

537 Market Street






The Wright Group

Chris Hebert

6428 Airport Rd















ThinkitDrinkit LLC

david kania

140 Huyshope Avenue






Total Package Energy Shot

Cynthia Bilyeu

101 W. American Canyon Rd

American Canyon






Nick Linz

7930 Kentucky Drive






True Drinks, Inc.

Jason Dorfman

18552 MacArthur, #325







Daniel Sullivan

2323 Borden Ave.

Long Island City





TYR Sport, Inc.

Branden B. Muhl

MBC Management







James Anderson

3135 Crestview Court






Ultra h2o

John Garcha

21601 Devonshire Street #325






UrbanZen Tea Inc.

John Palacios

6355 Danville Road, unit # 11



L5T 2L4


Vegetable Juices, Inc.

Anne Vlahos

7400 S. Narragansett Ave.

Bedford Park





Vemma Nutrition Company

Lynn McGovern

1621 W. Rio Salado Parkway






Vital Juice Co.

Michelle Schmidt

1519 15th Ave W






Vitalize Labs, LLC

Josh Taekman

560 Broadway, Suite 606

New York






Gene Bukovi

1600 North Park Drive






vTrue llc

Peter Crane

PO Box 1900






Vuka LLC

Gavin Linde

990 Highland Drive

Solana Beach





West Coast Chill, Inc

Scott Berger

1711 Langley Avennue






WHAM Closeout Beverage Buyers

Jon Auspitz

1856 Radius Drive






Women’s Marketing Inc.

Tami Dillingham

1221 Post Road East






World Waters

Jody Levy

609 Greenwich Street

New York





Xing Beverage, LLC

Tom LeBon

1700 E 68th Avenue






XL Energy Drink Corp

Maja Sponring

521 Fifth Avenue, Floor 32

New York






Reuben Rios

1335 E. Sunset Rd. Suite J

Las Vegas






Rosa Compean

1501 A Vermont St.

San Francisco







Promotions, events and specials for the industry

XYIENCE Launches Power to Win Team Ambassador Program

XYIENCE, a leading sports nutrition brand and maker of Xenergy, the official energy drink of the UFC, is looking for athletes and fitness influencers in select metropolitan areas to be part of its inaugural Power to Win Team. Applicants who are over the age of 18 can submit materials through Tuesday, Apr. 15, 2014 on XYIENCE’s Facebook page, www. facebook.com/xyience. Details on the program are available immediately at www. XYIENCE.com/PowerToWinTeam. Power to Win team applicants must lead a lifestyle that is centered on health and fitness. XYIENCE is looking for fitness-minded individuals, athletes and

influencers who participate in individual lifestyle sports like crossfit, cycling (road and mountain biking), mixed martial arts (MMA), parkour, rock climbing, running (road and trail), skiing and snowboarding, swimming, triathlon, yoga and more. Applicants can be amateur competitors, event organizers, and/ or instructors in their sport. In addition to completing an application, athletes and influencers will submit a short video that demonstrates their passion and Power to Win attitude. Winners will be announced Monday, May 5. Selected Power to Win Team athletes will represent XYIENCE for a period of 12

Le Grand Courtage Debuts Onboard Virgin America Le Grand Courtage, a distinctive, awardwinning sparkling wine that offers a French elegance, combined with American appeal, has announced a budding “courtship” with Virgin America. The wines of Le Grand Courtage, a new French sparkling wine company owned by Tawnya Falkner, debuted onboard Virgin America last month. The California-based airline, which was named “Best Domestic Airline” in both Travel + Leisure’s 2013 ‘World’s Best’ Awards,’ as well as Conde Nast Traveler’s Reader’s Choice Awards for the sixth year in a row, will offer 187ml bottles 96 BEVNET MAGAZINE MARCH 2014

of Le Grand Courtage Grande Cuvee, Blanc de Blancs, to its onboard portfolio of award-winning wines. Le Grand Courtage, which can also be found in Vino Volo’s airport wine bars around the U.S., will also be available in the Virgin America Loft at Los Angeles International Airport. In celebration of the brand’s expansion, and to ‘share the love’ for Valentine’s, Le Grand Courtage is launching a “Getaway Giveaway” Sweepstakes valued at over $1,500 through their website, Facebook page, Twitter and selected retailers across the U.S.

months with the opportunity to renew their sponsorship cycle thereafter. Power to Win Team ambassadors will attend XYIENCE events in their area, receive an allotment of XYIENCE gear, enjoy exposure on the brand’s website and social media channels, and have the opportunity to apply for Power to Win bucks that can to be used for expenses like competition entry fees, travel, equipment, etc. For their efforts in educating others about XYIENCE products and messages, team members can also accumulate Power to Win points that can be redeemed for XYIENCE product above their monthly allowance.

Korbel Brandy Celebrates 125 Year Anniversary Founded in 1889, Korbel Brandy celebrates 125 years of brandy excellence this year. Like the smooth, award-winning flavor of Korbel Brandy, it is a milestone to savor. So, for the rest of the year, Korbel Brandy will mark the occasion with weekly 125th Anniversary Sweepstakes drawings. Francis Korbel must have seemed exceedingly optimistic when he built his first brandy still inside the brick tower at Korbel Champagne Cellars in 1889, but just four years later, Korbel Brandy was the surprise hit of the 1893 World’s Columbian Exposition in Chicago, perhaps the largest assemblage of brandies up to that time. His handcrafted approach – premium grapes, meticulous distillation, slow aging in hand-coopered oak barrels and careful blending – has guided Korbel Brandy ever since. In 1954, when the Heck family purchased Korbel Brandy from the descendants of Francis Korbel, it did so with the promise to continue this tradition of quality and two generations of Hecks have kept that promise. Today the Korbel Brandy portfolio encompasses four distinctive brandies: flavorful Korbel California Brandy,

complex Korbel V.S.O.P. Gold Reserve, uniquely infused Korbel XS and rare, elegant Korbel 12. The Korbel Brandy 125 Years of Handcraftology Sweepstakes will continue weekly until Dec. 28, 2014. Entries for each week’s Sweepstakes drawing may be submitted either through the Korbel Brandy website at www.korbelbrandy. com/125years or through Korbel Brandy’s Facebook page at www.facebook.com/korbelbrandy. Each Monday, a Sweepstakes winner will be drawn from the previous week’s submissions. The weekly winner will receive an embossed, limited edition Korbel Brandy 125th Anniversary tin bar sign. Official rules for the Korbel Brandy 125 Years of Handcraftology Sweepstakes are available at the Korbel Brandy website, www.korbelbrandy.com. Unique among United States brandy producers, Korbel Brandy controls production from grape to bottle. Handcrafted in small batches, Korbel Brandy is aged to perfection in premium firetoasted oak barrels to achieve golden amber color, generous butterscotch aroma and extra smooth taste.

NBA All-Star James Harden Joins BODYARMOR SuperDrink Team BODYARMOR SuperDrink is proud to welcome James Harden to its impressive line-up of athlete partners. Harden, like hundreds of professional athletes and thousands of amateur athletes, has been drinking BODYARMOR as part of his training regimen throughout the season – and will now be an official member of the team. In addition to holding an equity stake in the company, Harden will be featured as the face of a national promotion and will also appear in an in-store advertising campaign for the brand. Additionally, Harden will help promote the latest BODYARMOR “Upgrade Your Sports Drink” marketing campaign with a national text to win program, where a lucky winner and a guest will get an UPGRADED Pro Basketball Playoff Experience complete with

an UPGRADED first class flight, hotel suite, and UPGRADED courtside tickets to a playoff game. Harden, who has had an impressive season which includes starting on the All-Star team and leading Houston to one of the top records in the conference, takes his training and fitness seriously. Because good health is important to him, Harden carefully chooses what he puts into his body and BODYARMOR has become a natural fit in his professional and personal life as his drink of choice. BODYARMOR provides superior nutrients and hydration for today’s athletes, is loaded with more electrolytes, vitamins and coconut water, and is an upgraded sports drink that provides the right fuel for the next generation of superstars.


Jim Beam Partners With Mila Kunis For Its First-Ever Global Marketing Campaign Jim Beam, the world’s #1 Bourbon, and award-nominated actress Mila Kunis are teaming up to “make history” in 2014 and beyond. Kunis joins the Jim Beam family as a global partner and spokesperson, and will play a leading role in Jim Beam’s new Make History multimedia brand campaign that will reach more than 100 markets worldwide. Make History is the first-ever global marketing campaign for the iconic American brand, which traces its history to 1795. The television campaign featuring Kunis will premiere in the next few months in the brand’s largest markets, including the U.S., Australia and Germany. The Make History campaign will premiere three new television commercials featuring Kunis in the U.S. in midFebruary and will roll out in markets worldwide over the next few months. Kunis will also be featured in retail materials and content on Jim Beam’s website, Facebook and Twitter accounts. In the U.S., the ads will appear across multiple media properties, including Turner Sports/BleacherReport, NBA telecasts, FXX, Spike, History Channel, AMC, Food Network and ESPN networks, as well as in media properties across the globe. The U.S. campaign will feature Jim Beam’s full portfolio of brands, including Jim Beam White, Jim Beam Black, Devil’s Cut, Jim Beam Honey, Jim Beam Maple, Jacob’s Ghost Aged White Whiskey, Jim Beam Signature Craft and Red Stag by Jim Beam.

Sambazon Pledges $50,000 to Whole Planet Foundation for Global Poverty Alleviation Sambazon has donated $50,000 to Whole Planet Foundation to help fund microcredit for poverty alleviation worldwide. This donation is enough to provide 285 people living in abject poverty with a loan and an opportunity to get ahead: to start their own home-based businesses, gain financial independence and lift their families out of poverty. With this donation, Sambazon joins Whole Planet Foundation’s 2014 Supplier Alliance for Microcredit, a band of like-minded companies that invest $50,000 annually to build a future without poverty. Black, along with co-founders Jeremy Black and Edmund Nichols, created Sambazon based on a Triple Bottom Line philosophy, which measures success not only economically but socially and environmentally. Today, Sambazon’s practices help 98 BEVNET MAGAZINE MARCH 2014

support 10,000 family farmers and more than 1.6 million acres of Amazon Rainforest, while also improving the lives of local residents through projects such as the construction of new schools and community centers. Sambazon makes fresh organic juices, smoothies, energy drinks and frozen products made from Amazon superfoods like acai, acerola, and guarana. In 2005, Whole Foods Market established Whole Planet Foundation as a way to give back to the communities in which it does business. Through grants to microfinance partners, the foundation funds microloans in poor communities where the grocer sources products. To date, Whole Planet Foundation has authorized $41 million and funded more than $29 million in microfinance programs in 58 countries, including the U.S., positively impacted more than 1.95 million people worldwide.


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BevNET Magazine March 2014  

The March 2014 issue of BevNET Magazine.

BevNET Magazine March 2014  

The March 2014 issue of BevNET Magazine.

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