Beverage Spectrum Jan-Feb 2009

FEBRUARY 25, 2009

10 REASONS TO LOVE BEVERAGES IN ‘09

REASON #5: ICONIC ALUMINUM

ALSO THIS ISSUE: · New columnist Debbie Wildrick solves Channel Blur · Sparkling Juice · Expo West Preview

2009 Supplier and Services Guide · See page 41 for details ·

JANUARY – FEBRUARY 2009 vol.

7 :: no. 1

cover story 32 Ten for ‘09 Tough times call for love; here’s what to love about the beverage business in 2009

features 26 Brands in Transition Joint Juice aims for the the enhanced water crowd

41 Supplier and Service Guide Marketers and manufacturers

columns

6 First Drop Mistakes improve companies, big and small

8 Publishers Toast Support those innovations

22 Blending Channels New columnist Debbie Wildrick clears up channel blurring

26

24

24 Gerry’s Insights A new financial era

departments 12 Bevscape Innovation Sustaining sustainability

16 Bevscape Business By mercury!

18 Channel Check Sparkling water in depth

20 New Products Tropicana sheds its skin

58 Promo Parade New Heineken campaign

category focus 28 Sparkling Juices Depressurized

conference beat 54 Preview Expo West

32 Beverage Spectrum (Postal Number 024-552) is published monthly with combined issues in January/February, May/June, July/August and November/December by Beverage Spectrum Publishing, Inc., a wholly owned subsidiary of BevNET.com, Inc. One Mifflin Place, 3rd Floor, Cambridge, MA 02138. Periodicals postage paid at Boston, MA and additional mailing offices.

POSTMASTER: Please send address changes to Beverage Spectrum Magazine, Subscriber Services, One Mifflin Place 3rd Floor, Cambridge, MA 02138-9917.

41

56 Review Fancy Food West

JAN-FEB.09.BEVERAGESPECTRUM.5

THE FIRST DROP

By Jeffrey Klineman

CLASSIC MISTAKES, BUT O, WHAT A CHANCE TO LEARN

THERE’S AN ENORMOUS amount that can be learned from a mistake.

That came to mind when the folks at the Coca-Cola Co. finally dropped “Classic” from the label of their top brand. It had been there for 24 years, a sort of covenant between the company and its consumers that followed New Coke, one of the biggest corporate whoppers this side of the Babe Ruth sale.

No one needs to hear me repeat the story of New Coke, but the big lesson bears repeating: products can mean things to people, and if you mess with that product, you mess with them.

But Coke’s successful recovery from that gaffe shows that people, and brands, can recover from mistakes.

Mistakes were also on my mind when I was thinking about a recent meeting with Nantucket Nectars co-founder Tom First, a successful beverage entrepreneur in his own right.

First has been back in the business for about five years, and in that period he had developed a pretty solid product called owater. Its infused line won a “Best Functional Product” from BevNET in 2007. It has acquired some dependable, regional DSD relationships, but – and First admitted this when we met – it hads’t set the world on fire.

For a businessman like First, who has very high standards and very little patience, that particular situation means that things aren’t going right. Somewhere along the line, there had been a strategic mistake. Nothing as big or as public as the New Coke disaster, but something similar. First hadn’t found the soul of his brand, and to do that, he had to admit that his existing strategy wasn’t working. Trying to steer away from a core principle of Nantucket Nectars, specifically, 6.BEVERAGESPECTRUM.JAN-FEB.09

the idea that the people associated with the brand can help define the brand, wasn’t working, either.

“Ninety percent of the carnage in this industry comes from those who do not admit something isn’t working,” he told me. So, despite the fact that it forced him to confront his own past at Nantucket Nectars, First has made some changes.

At Nantucket Nectars, the people behind the brand were a huge part of its early success. It felt ragtag. Two best buds making juice on a boat. Dogs in the office. A young, energetic staff selling lemonade.

But ragtag doesn’t fit today’s serious issues. People are concentrating, working hard, even at recreation. With owater, First’s original products might have engaged that new purposefulness, but he hadn’t engaged the people. The functions were there, sure, but the personalities, even if they were older now, more serious, still needed to be there as well. By including them in the brand now, First thinks he’s got things turned around.

Now, on owater labels, there aren’t any more blank, spare color panels; instead, there are athletes – real people – who have the day-glo coloring of Peter Max figures.

They are members of the owater company, many of whom are fitness-crazed themselves, or people who have written in to tell him they’re training with owater, or folks who First and company have sought out themselves because their serious amateur athleticism dovetails with the brand’s aspiration to be consumers’ healthy sports drink of choice.

“Health and fitness is becoming such a big part of our culture,” First said. “Those are the people we want to sell to. We want to reach out and tell stories about inspirational people who care about what they put in their bodies.”

In that vein, although the electrolytes have stayed, most of the “Infused” line’s other functional characteristics are gone. Instead, there are more and more people on the labels – they will change twice a year, up to the point where 70 different athletes will appear on any one flavor. What had felt antiseptic, strictly functional, now feels – and is intended to be – personal.

At Coke, when they made the New Coke mistake, the problem was that the company had forgotten the meaning of the brand: a reliable pause for refreshment. After admitting the mistake, Coke got back to its soul, and continued to grow for another 20-plus years. Rival PepsiCo recently made moves to identify the brand with another long-held theme, that the brand’s core is not reliability and sameness, but revolution and change.

Of course, for First and owater, a label change, a little momentum, doesn’t guarantee success. There’s tons of competition, including PepsiCo’s own G2, which is also focusing on the serious amateur athlete.

There’s a tough economy. All kinds of things can still go wrong.

But there are changes that First – and his visitors – can easily notice that bode well, even in the office. A German Shepherd greets you at the entrance, and the offices themselves have decamped to a Concord, Mass. barn.

There’s a little bit of – dare we? – Nantucket about the whole thing. And First is starting to realize that maybe that isn’t so bad.

“You can’t skip steps,” he said. “The voice of the brand, its ingredients, the way you tell the story, develops organically. At Nantucket Nectars, when it really ‘happened,’ the company and the brand had such a soul. The people at this company, they are starting to feel like they believe in it, too.”

PUBLISHER’S TOAST

By Barry J. Nathanson PUBLISHER Barry J. Nathanson bnathanson@bevnet.com

YOU’VE GOT TO RUN THE BASES AS WE ENTER 2009, we are all holding our breath in hopes that the business climate will improve. Regardless of the external economic environment, however, at least one aspect of our business never slows down: innovation, and innovators’ ability to generate new and exciting products.

The Beverage Spectrum and BevNET offices are inundated with the latest and greatest. While my small space in Manhattan can barely handle the cases delivered a visit to the Cambridge headquarters really brings home how many launches there are.

It’s pretty crazy: there is an average of 3000 new sku’s launched every year. They come in all sizes, formats and categories. They contain the latest ingredients, the “natural and organic” monikers and other components necessary for success. They are ready to assume their positions in the shelves and coolers of the marketplace.

So why, after they enter our orbit, can’t we find so many of them anywhere? Where do all those products go after we give them their moment in the spotlight? Is there a vast conspiracy by retailers to block these brands? I think not. As a rule, retailers are fair, open to new product ideas, and understand that consumers want variety. Distributors and wholesalers are the gatekeepers for entry, but to the extent that they are blocking efforts to introduce new products, they are facing mitigating factors of their own: they can take on just so many brands, so they have to be diligent and exacting in what they add to their mixes; also, recently, they’ve been burned by the successful brands that have gotten away (and are retaliating by trying to make sure their contracts are sufficiently fireproof) that they have become an extremely cautious group.

But when it comes to making the big mistake that can sink a brand, lately, I

8.BEVERAGESPECTRUM.JAN-FEB.09

EDITOR Jeffrey Klineman jklineman@bevnet.com ASSOCIATE PUBLISHER John McKenna jmckenna@bevnet.com ART DIRECTOR Matthew Kennedy mkennedy@bevnet.com GRAPHIC DESIGNER Amadeu Tolentino atolentino@bevnet.com

think the fault lies at the feet of the marketers themselves.

Aside from creating terrific brands, it is incumbent upon them to have not just the innovative power to come up with new products, but also the resources to support them, the financing to carry them through the launches and beyond, and unique selling and marketing initiatives. Too often, we see a valiant attempt fail because the expectations are out of synch with reality. Remember: to build a brand, you must execute all phases of your business plan, not just the creative part. You need the right product and the right team, one that can operate with the same passion that you have. You should have a cogent reason for being. And even if you have a passionate team, it needs to have a great brand to sell; too many “all-star” teams are being created to back brands that aren’t completely thought out.

Marketers, it’s up to you now: you must create awareness and visibility in the marketplace. Retailers, distributors, and wholesalers need a comfort level to take you on. Give it to them. It is not an easy task, but unless you do it right, you’ll enter into the graveyard of failed beverages.

It’s one thing to get a hit. But you’ve also got to run the bases.

Speaking of running the bases, in the next few months you’ll be hearing a great deal about BevNET Live, a conference we’re putting on in Manhattan on May 14 to help provide knowledge, networking, and advice to growing beverage companies. Those industry people who attend will get the kind of coaching it takes to successfully stretch a double into a triple, and to bring the run home in the key situation. Retailers and distributors should know that the product marketers who come through BevNET Live will really be ready to get into the game.

ASSISTANT EDITOR Matt Casey mcasey@bevnet.com ASSOCIATE PUBLISHER Adam Stern astern@bevnet.com JR. DESIGNER Natalie Iknaian niknaian@bevnet.com SUBSCRIPTION INQUIRIES Adam Stern astern@bevnet.com 617-715-9679 ONLINE RENEWALS & CHANGES www.bevspectrum.com/subscribe ARTICLE REPRINTS (500 copies or more) FosteReprints 800-382-0808 x142 BEVERAGE SPECTRUM PUBLISHING INC. CHAIRMAN John F. (Jack) Craven jack@bevnet.com PRESIDENT AND EDITORIAL DIRECTOR John Craven jcraven@bevnet.com EDITORIAL 1 Mifflin Place, Suite 300 Cambridge, MA 02138 ph. 617-715-9670 fax 617-715-9671 ADVERTISING 1123 Broadway, Suite 210 New York, NY 10010 ph. 212-647-0501 fax 212-647-0565

BPA Worldwide Member, June 2007

SIG

/09

3/1

Top Off Your Sales.

Sell more milk and earn a free $50 gas card with our May feature incentive promotion, Get More Mileage With Milk. Spread the word that Nature’s Wellness Drink is the perfect fit for today’s consumer, delivering more nutrition for the dollar. So get on board and get your fill. To sign up or learn more, call your processor or ADA representative, or call the MilkPEP Hotline at 800-945-MILK.

© 2009 America’s Milk Processors. got milk?® is a registered trademark of the California Milk Processor Board.

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BEVSCAPEINNOVATION

THE LATEST IN PRODUCT DEVELOPMENT AND MARKETING

TROPICANA FOOTPRINT Call it a good environmental stewardship. Or call it good public relations.

Following the challenge PepsiCo issued itself in 2008, the company announced in January that it has certified the carbon footprint of its 64 oz. cartons of Tropicana orange juice – and plans to certify the carbon footprint of several more products – as a benchmark against which to judge carbon-reducing efforts.

As parts of its “Performance with a Purpose” initiative, PepsiCo pledged to decrease its use of water and energy by 20 percent and its fuel use by 25 percent by 2015 – and has already announced actions to move toward that goal.

Among other efforts, PepsiCo said it is uses approximately 10 percent renewable energy at its Ft. Pierce, Fla. Tropicana manufacturing plant and uses fuel-efficient rail to transport a large portion of its Tropicana products across the country.

Their greening plans follow the overall trend within the beverage industry. Bottled water companies have scrambled to reduce plastic content and carbon emissions amid environmental backlash, (read more about that in 10 Things to Love About the Beverage Business) and Coca-Cola has loudly toted its recycling efforts and hybrid truck fleet.

As a side note, many of PepsiCo’s efforts save the company money. Tim Carey, PepsiCo’s director of sustainability, told public radio’s Marketplace that water-saving efforts at a Dallas Gatorade plant reduced the facility’s water bill by 12 percent. That makes the company’s environmental efforts “green” in more ways than one.

SUSTAINING SUSTAINABILITY Despite “sustainability” achieving vogue status as a branding term, nearly half of Americans don’t know what it means, according to new research from The Hartman Group.

Only 56 percent of respondents said they were familiar with the term – a low figure that still represents an increase over the 54 percent familiarity found in the group’s 2007 survey. Moreover, 71 percent of respondents said they didn’t know which companies supported sustainable values.

Despite that lack of understanding, and sustainability itself being an “unwieldy concept,” the report said that consumers continue to seek products that support sustainability’s underlying value of “doing the right thing for the common good,” even in a down economy. That underlying value also runs through related terms highlighted in the report: “local,” “fair trade” and “responsibility.”

Those values, the report said, are especially important for food and beverage products, which consumers connect more directly to the Earth.

BUSINESS BRIEFS • Symrise announced a range of new RTD coffee flavor concepts developed through an accelerated process that the company said can usher a flavor from idea to prototype in as little as eight weeks. The coffee prototypes, called Barista Premium Coffee Coolers and Fruit ‘n Java, include orange, pomegranate/raspberry, peach/mango and strawberry/blueberry.

• GSB Flavor Creators introduced three new green tea flavors with fruit notes: pomegranate, hibiscus and watermelon.

• Flavours Inc. announced the construction of a new bottling plant in South

12.BEVERAGESPECTRUM.JAN-FEB.09

California that will cater to PET and highdensity polyethylene (HDPE) needs. The facility will also house new tea-brewing and liquid encapsulation innovations.

• Danisco signed a long term agreement with the French company Ferco for the worldwide exclusive supply of Grap’Active grape-based extracts. The extracts are produced using a water-extraction technology and naturally contain polyphenols.

• Expanding its coffee roasting portfolio to more than 160 flavors, Allen Flavors announced four newcomers: Sticky Buns, Vanilla Cupcake, Biscotti and Sugar Cookies.

• PhytoTrade Africa announced that FDA approval of baobab fruit pulp could arrive soon. The group completed the self-affirmed GRAS process for the high-antioxidant African fruit, and is awaiting the official nod from the Administration.

BEVSCAPEINNOVATION

THE LATEST IN PRODUCT DEVELOPMENT AND MARKETING

SIMPLE MOODS Simple is good. If it boosts your mood, it’s even better – at least, according to recent trend reports.

Mintel research said “plus” claims, those bits of complication on the label that boast of a product’s enhancements, have fallen out of vogue. New products touting added vitamins, calcium or other functions dropped by 20 percent in 2008, Mintel said, while products boasting lower calories loads (thematically called “minus” claims) stagnated.

In their place, natural products flourished. Nearly one in four (23 percent) of new products released worldwide in 2008 made some kind of “natural” claim. That’s a 9 percent increase over 2007, and the movement away from artificial ingredients will undoubtedly increase with the emergence of stevia as the next big sweetener.

However, one corner of “plus” beverages may be ready to grow, according to market research from Kline & Company.

The firm projects that mood- and cognition-enhancing foods and beverages, like Function’s Brainiac, Gatorade’s Tiger Focus and Jones’ forthcoming GABA-based line, will grow more popular as the population ages. But, the firm said, beverage marketers will have to do more to succeed than call their bottle of sugar-water a feel-good product.

Kline & Co. identified a number of barriers to success for this

nascent category. Among them: the products must be proven effective, consumers must understand them, and the movement needs a champion.

Should the category break through those barriers, though, Kline projects that it will grow rapidly – perhaps on the back of an all-natural, stevia-sweetened beverage with an efficacious herbal blend.

OUR STRENGTH IS IN OUR BRANDS

BUT, NOT EVERY “BRAND” IS FOUND ON THE SHELF... © 2008 Anheuser-Busch, Inc., St. Louis MO

BUG JUICE

RENOVATION TIME

PAPER OR PLASTIC?

The Food and Drug Administration ruled in January that food and beverage manufacturers must now declare any use of cochineal extract or carmine on their labels.

The agency said it revised the requirements for the ingredients, derived from the ground-up bodies of female cochineal beetles, in response to reports of severe allergic reactions.

Presently, the colorings, which bestow a pink, red or purple color, had been characterized as “artificial colors.”

The new regulation will become effective in January, 2011

Renovating a brand during a down economy could help beverage firms hold on to consumers who would otherwise switch to private label products, according to a outlook report from the Nielsen Company.

Tom Pirovano, director of industry insights at Nielsen, said reinventing brands can be a lower-risk innovation strategy, but it must be carefully balanced to give consumers sufficient novelty and continuity. Old fashioned innovation, such as new packages, flavors and health and wellness claims, could also work, the report said.

Still, no matter what tack brands use , Pirovano said, in this economy, it will be difficult for beverage marketers to win back customers that have already switched to private label.

New market research by Cleveland-based Freedonia forecasts that plastic packaging will continue to edge out paper-based alternatives – particularly in soy milk and other beverage traditionally sold in cartons.

The group said plastic bottle use will grow because they are resealable, more convenient to handle and easier to recycle.

Freedonia projected that dairy and fruit beverages will experience a similar shift at a slower pace due to plastic’s already-deep penetration in those categories.

CUSTOMER SOLUTIONS IS OUR MOST RESOURCEFUL “BRAND”...

IF WE COULD BOTTLE IT, WE WOULD.

Shopper Insights

in-depth understanding of attitudes and behaviors

Space Management

Assortment and strategic shelf recommendations

Category Analysis & Insights Producing impactful and objective recommendations

Wholesaler Network

Superior category knowledge, service and local expertise

Consumer Marketing Campaigns

driving consumers to retail

Electronic Commerce

Leveraging advanced technology for maximum efficiency

Contact your Anheuser-Busch sales representative for more information and visit us at www.beerprofitguide.com

BEVSCAPEBUSINESS

THE LATEST NEWS ON THE BRANDS YOU SELL

PEPSICO­–FUNCTIONALITY UP AND DOWN THE PORTFOLIO Anyone who has stocked a cooler in recent months realizes that PepsiCo has undertaken some major rebranding initiatives this year, revamping everything from the “smile” on the side of Pepsi cans to the squeezable cap on the Tropicana carton to turning the Gatorade lightning bolt into the search for “G.” But other changes are in the pipeline for the pop people from Purchase, including the use of stevia-dreived sweeteners across their entire portfolio and increases in functional characteristics for several major products.

Many of the functional ideas are heading for the Gatorade family, including the use of fiber in Propel fitness water – a brand that has been shuffled off to the side a bit by the introduction of half-calorie Gatorade brand G2 and the reinvigoration of SoBe Lifewater – and the injection of concentration-enhancing L-Theanine into the Gatorade Tiger family of products.

Additionally, recent high-end acquisition Naked Juice will receive a facelift from Peter Arnell, whose agency is also responsible for remaking the Tropicana carton and creating the “Squeeze” campaign.

Part of the revamp of Tropicana includes the forthcoming launch of stevia-sweetened, half-calorie Trop50, a product that demonstrates just how excited executives at the company are about the just-approved sweetener.

“We’re looking at Stevia across the entire portfolio,” Massimo d’Amore, chief executive officer of PepsiCo Americas Beverages told BevNET. “Right now in the U.S., stevia is the best option we have for a zero calorie natural sweetener…. Over time there might be other technical solutions we might be able to tap, but for right now for the next year or so, stevia is at the forefront of our innovation.”

Stevia’s growing influence is only one of the changes taking place in the portfolio, however. Each brand will be tinkered with in turn, according to Dave Berwick, the company’s Chief Marketing Officer.

Other changes will be coming to Izze and other carbonated brands, he added, including Mug root beer; Mountain Dew will also see a logo change.

As for other functional products, according to Berwick, there’s still a lot of space in energy. So be ready.

CORRECTION: In the Enhanced Waters Brand News section of the November/ December Beverage Spectrum, it was reported that Pepsi would launch DASANI Essence. DASANI and DASANI Essence are owned by the Coca-Cola Company, Inc.

16.BEVERAGESPECTRUM.JAN-FEB.09

AN ENHANCED LAWSUIT

In another attack on the enhance water category’s banner brand, the Center for Science in the Public Interest filed a class action suit last month against The Coca-Cola Co. for using deceptive advertising to market vitaminwater – a claim that angered CocaCola enough to attack the messenger as well as the message.

The complaint alleges that Coca-Cola deceives consumers into believing that vitaminwater is a healthy alternative to soda by putting health claims on the front of the package and hiding each bottle’s 33 grams of sugar on the nutrition panel. That hidden sugar, the suit alleges, may contribute to obesity, diabetes and other serious health problems.

Coke’s written response?

“This is a ridiculous and ludicrous lawsuit… This is not about protecting the public interest. This is about grandstanding at a time when CSPI is receiving very little attention.”

This isn’t the first time vitaminwater has suffered a PR broadside. Not long after Coca-Cola acquired the brand, PepsiCo aired a Propel commercial that pointed out that “some” enhanced waters contain as many as 125 calories per 20 oz. bottle – which is true. But, by comparison, an identically-sized serving of CocaCola or Pepsi contains about 250 calories.

EXECUTIVE MOVES NutraGenesis, a marketer of nutraceutical ingredients located in Brattleboro, Vt., has hired Craig MacIntyre as National Sales Manager and Director of New Business Development.

PepsiCo appointed Jill Beraud to the newly created position of chief marketing officer, reporting to Indra Nooyi, PepsiCo chairman and chief executive officer. Beraud had spent the past 13 years at Limited Brands, where she was most recently chief marketing officer of Victoria’s Secret.

Symrise Flavor & Nutrition, North America named Dr. Matthias Guentert as President, Symrise Flavor & Nutrition Division, North America. Dr. Guentert has been with Symrise for the past 22 years. Additionally, Symrise appointed Dr. Claud Oliver Schmidt Senior Vice President and Scott Mortenson Senior Vice President of the beverage unit.

Go Fast Sports and Beverage Company hired Jody Shepherd as President of Go Fast Sports and Beverage Company. Shepherd had been at Tango, a private investment firm in both the public and private securities markets, based in Boulder, Colorado.

Mike Ivester, designer, creative director and a 22-year marketing and branding veteran of Anheuser-Busch, Inc. has now moved on to the agency side of the beverage marketing business as VP, director of accounts for St. Louis-based agency XG-ad.

Channel Check

january-february 2009

SPOTLIGHT CATEGORY

SPARKLING WATER 52 Weeks through 12/28/2008

The declining sparkling water category may be ready for a new top brand. In the 52 weeks ending Dec. 28, Perrier’s dollar sales dropped by 2.25 percent while San Pellegrino’s rocketed up 12.69 percent. The brands’ opposing fortunes reduced Perrier’s sales lead to a little over $3 million, a gap that Sal Pellegrino will quickly overcome if it maintains its current velocity. That achievement, though, could make Pellegrino the captain of a sinking ship. The category has receded by 2.23 percent, and sales of some brands – like Aquafina Sparkling – dropped by more than 50 percent.

SPARKLING WATER

Dollar Sales

Change vs. year earlier

CATEGORY TOTALS

$328,407,500

-2.2%

Private Label

$92,283,350

-6.4%

Perrier

$55,546,060

-2.3%

San Pellegrino

$52,436,420

12.7%

La Croix

$23,883,130

8.2%

Poland Spring

$16,231,160

3.4%

Topo Chico

$8,892,634

5.7%

Arrowhead

$8,818,201

3.1%

Crystal Geyser

$7,727,416

12.8%

Calistoga

$7,593,643

-12.5%

Canada Dry

$5,624,890

-2.7%

Mendota Springs

$4,497,985

-1.4%

Gerolsteiner

$3,261,700

-18.3%

Clear Choice

$2,957,796

-15.7%

Fruit Refreshers

$2,937,918

-23.7%

Aquafina

$2,859,186

-58.2%

Klarbrunn

$2,748,824

-11.5%

Cascade Ice

$2,686,269

437.7%

Appolinaris

$2,645,260

-6.6%

Penafiel

$2,090,271

33.5%

Crystal Bay

$2,086,966

-6.7%

Syfo

$1,997,329

13.1%

Talking Rain

$1,758,133

-30.0%

H2OH

$1,685,611

-10.5%

Cascadia

$1,667,586

-38.2%

Faygo

$1,644,282

-5.9%

Heading Up: Cascade Ice SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

TOPLINE CATEGORY

VOLUME

52 Weeks through 12/28/2008

BOTTLED WATER

ENERGY DRINKS

$5,071,668,000 -2.6%

$895,754,800 8.6%

BEER

SPORTS DRINKS

$8,580,330,000 3.9%

$1,711,759,000 0.4%

BOTTLED JUICES

TEA/COFFEE

$3,816,189,000 0.8%

$1,397,857,000 -2.9%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

18.BEVERAGESPECTRUM.JAN-FEB.09

SPORTS DRINKS

Dollar Sales

Change vs. year earlier

CONVENIENCE/PET STILL WATER

Dollar Sales

Change vs. year earlier

Gatorade

$586,899,600

-8.8%

Private Label

Powerade

$246,698,900

-1.9%

Glaceau Vitaminwater

$431,162,200

11.0%

Gatorade G2

$165,627,100

9,041.1%

Aquafina

$426,409,000

-16.6%

Gatorade All Stars

$128,684,900

-3.0%

Dasani

$423,131,900

-6.4%

Gatorade Frost

$124,717,200

-12.2%

Poland Spring

$253,364,500

-1.0%

Gatorade Rain

$102,097,900

-35.9%

Propel

$169,590,900

-12.6%

Gatorade Fierce

$64,166,400

-30.0%

Arrowhead

$167,786,300

-10.0%

Gatorade Tiger

$61,860,020

N/A

Deer Park

$130,111,600

-10.4%

Gatorade X Factor

$49,516,680

-39.9%

Nestle Pure Life

$118,737,900

-3.8%

-31.7%

Crystal Geyser

$106,905,400

-1.5%

Gatorade A.M.

$47,746,550

Heading Up: Gatorade G2

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

ENERGY DRINKS

Dollar Sales

$705,842,000

7.3%

Heading Up: Vitaminwater

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

Change vs. year earlier

RTD TEA

Dollar Sales

AriZona

$303,104,800

4.8%

Lipton

$236,279,200

-3.4%

Red Bull

$360,205,400

4.4%

Change vs. year earlier

Monster

$143,675,300

11.6%

Rockstar

$99,287,780

2.8%

Snapple

$123,265,800

-7.9%

Amp

$35,448,070

24.9%

Lipton Brisk

$82,262,620

-6.5%

Full Throttle

$23,451,170

-34.1%

Diet Snapple

$76,058,460

-9.0%

Java Monster

$22,521,320

334.9%

Nestea

$61,378,960

-7.0%

Monster XXL

$18,814,150

42.9%

Diet Lipton

$53,651,890

12.3%

Doubleshot

$14,382,990

N/A

Lipton Pureleaf

$35,876,270

56.6%

SoBe No Fear

$13,844,860

-47.4%

Private Label

$28,074,310

46.2%

Amp Overdrive

$13,528,110

44.5%

Diet Nestea

$17,364,550

-0.5%

Heading Up: Java Monster

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

Heading Up: Lipton Pureleaf

IMPORT BEER

DOMESTIC BEER

Dollar Sales

Change vs. year earlier

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

Dollar Sales

Change vs. year earlier

Corona

$438,714,600

-2.5%

Bud Light

$1,375,624,000

4.4%

Heineken

$295,302,400

-0.3%

Miller Lite

$684,572,400

-0.5%

Corona Light

$124,750,800

-0.9%

Coors Light

$663,175,600

9.0%

Tecate

$97,769,490

12.6%

Budweiser

$660,433,900

-1.7%

Heineken Premium Light

$72,485,820

6.4%

Natural Light

$272,539,100

2.3%

Modelo Especial

$64,866,390

17.2%

Michelob Ultra Light

$204,515,900

3.7%

Stella Artois

$50,657,080

42.5%

Busch Light

$200,038,000

4.0%

Newcastle

$50,129,240

0.1%

Miller High Life

$170,590,400

6.6%

Guinness Draught

$47,886,510

-0.2%

Busch

$154,862,000

5.8%

Labatt Blue

$44,182,080

-1.1%

Miller Genuine Draft

$137,963,500

-7.8%

Heading Up: Stella Artois

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

Heading Up: Miller High Life

52 Weeks through 12/28/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

JAN-FEB.09.BEVERAGESPECTRUM.19

NEWPRODUCTS • BEER • MillerCoors has launched Cusqueña, the best-selling premium beer in Peru, in Rhode Island, with the expectation that there will be a larger U.S. rollout. An all-malt lager, Cusqueña is made using Saaz hops and glacier water from a source in the Andes Mountains. The result is a full-flavored European-style lager with Latin American flair. The product is available wherever beer is sold in Rhode Island and comes in 6-packs of 11.2-oz. bottles. Cusqueña has 130 calories per 11.2-ounce serving and 4.8 percent alcohol by volume. Cusqueña’s bottle is tear drop-shaped and features an embossed depiction of the 12-angle stone, an example of Inca masonry. Pricing is at parity with other premium Latin beers. A portion of the proceeds from the sale of Cusqueña will benefit the World Monuments Fund, a private, nonprofit organization dedicated to the preservation of endangered architectural and cultural sites around the world. For more information, call MillerCoors at (312) 377-4137.

Widmer’s newest beer is Drifter Pale Ale. This product is brewed with Summit hops, a new variety known for intense and abundant citrus aroma and flavors. Drifter’s light bittering hops give the brew a crisp, clean and refreshing finish ideal for those longing for lazy days adrift on the lake. Drifter was a Silver Medal winner in the Pale Ale category at the 2006 Great American Beer Festival (GABF); the beer sails in at an ABV of 5.7 percent.The beer will launch nationwide in mid-April and will be offered year-round.

A Drifter 6-pack retails for approximately $8.99. For more information about Widmer Brothers Brewing, call (503) 231-3086.

• CSDs • Reed’s, Inc. has introduced 12-packs of its 12 oz. longneck bottles sporting high impact graphics for Reed’s Extra Ginger Brew and Virgil’s Root Beer. The 12-pack will be available nationwide to mainstream grocery, natural food, gourmet and specialty, club and convenience stores. For more information, call 800-99-REEDS.

• ENERGY SHOTS • Innovative Beverage Products launched Immunity Enhanced Beverage, a product designed to enhance the body’s immune defense. The product is a is a ready-to-drink supplement that can strengthen immune defense while also reducing the symptoms of the common cold or flu. The 4 oz. shot is infused with a proprietary blend of ingredients,

20.BEVERAGESPECTRUM.JAN-FEB.09

including many antioxidants. The natural ingredients used in the Immunity Enhanced Beverage include extracts of green tea, grape seed, grape skin, mushroom, Vitamin C, Vitamin B12, Vitamin B6, Folate, Zinc and Sodium. The shot is berry flavored, carries an MSRP of $2.99 per bottle, and is available at Kroger, Kroger Marketplace, Dillons, Fry’s Food Stores, Fry’s Marketplace, King Soopers, Smith’s Food and Drug Store and Smith’s Marketplace. For more information, call Innovative Beverage Products at (800) 530-8916.

Marketing an energy shot to the computer gamer crowd, Harcos’ new Health Energy Potion is intended to restore gamers’ energy levels so they can storm back onto the battlefield and conquer adversaries once more. Health Energy Potion is now available for gamers everywhere in need of 5-8 hours of energy in a 1.69 oz. bottle. Health Energy Potion possesses an apple-cinnamon flavor and packs helpful natural herbs, such as elderberry and ginseng, and the vitamins biotin and folic acid - with no sugar added.

With a suggested MSRP of $3.45 per shot, Health Energy Potion is available for immediate order at www.manapotions.com, and will soon be available at retailers Fry’s Electronics, Hot Topic, Micro Center and ThinkGeek.com, among others. For more information, call Harcos at (310) 477-2871.

• JUICE • Naked Juice is making the goal of living a healthy 2009 easier by announcing new products that pack an antioxidant one-two punch. Joining the Naked Juice line-up are Açai Machine juice smoothie and Pomegranate juice, both antioxidant rich and all-natural, 100 percent juice containing no added sugar or preservatives.The latest addition to the line of “Machine” smoothies, Açai Machine includes 178 açai berries in every 15.2 oz. bottle. Açai Machine also includes added antioxidant benefits of vitamin A, C, and E, as well as elderberry, beet, black currant, and grape seed extracts. With four California pomegranates in each 15.2 oz. bottle, Naked Juice Pomegranate is an antioxidant attack against free radicals. Both products will be available nationwide later this month for suggested retail prices of $3.79 (Açai Machine) and $4.49 (Pomegranate) per 15.2 oz. bottle. For more information call Naked at (310) 248-6113.

Tropicana Products, Inc. is launching an integrated marketing and advertising campaign for its Tropicana Pure Premium Orange Juice, which includes a package redesign. Tropicana Pure Premium Orange Juice

will be branded “100% Orange,” which will be featured as a new graphic on all packaging to remind shoppers and consumers that Tropicana Pure Premium is squeezed from fresh oranges and has no added sugar or preservatives. In addition to the new branding, the new package will include a proprietary fresh cap shaped like a half-orange. The new packaging design focuses on the quality of the contents and the health benefits of orange juice. The main image is a glass filled with orange juice – emblematic of the 8 oz. nutrition package Tropicana provides – communicating the nutritional value, trust and taste people expect from the Tropicana brand. Tropicana will also soon introduce a new product: Trop50, a light orange juice beverage with 50 percent less sugar and calories, using PureVia, a Stevia-based, allnatural, zero-calorie sweetener. Scheduled to hit stores in March 2009, Trop50 provides the taste and nutrition that consumers have grown to expect from Tropicana, but with half the sugar and calories. For more information, call (312) 821-2017.

• TEA • To start 2009, the team at High Country Kombucha has launched a new herbal line, which comes in five flavors: Chai Spice (with herbal ingredients Cardamom, Chicory Root, Carob, Clove, Nutmeg, Ginger Root and Cinnamon); Elderberry Hibiscus (With herbal ingredients Elderberry, Hibiscus, Chamomile, Orange Peel and Vanilla Bean); Lemon Myrtle (with herbal ingredients Lemon Myrtle, Hibiscus, Hyssop, Chamomile and Meadow Sweet Flower); Passion Flower (with herbal ingredients Passion Flower, Bilberry, Chrysanthemum, Privet, Garcinia, Hibiscus and Schizandra Berries) and Honey Suckle (with herbal ingredients Honeysuckle, Garcina, Hibiscus, Red Clover, Forsythia and Vanilla Bean). The new line retails for between $2.99 and $3.79, depending on the retail outlet. It is available in Whole Foods’ NW, SW, RM, and MW regions initially for 2009, with more to come. For more information, call High Country Kombucha at (970) 274-3215.

• SPIRITS • A. Hardy USA, Ltd., in partnership with Agave Loco, LLC, has announced the release of a new tequila, Agave Loco. This peppercured tequila is made with 100 percent agave reposada tequila from Tequila, Jalisco, Mexico and is slowly aged in vintage bourbon barrels for up to six months. It is infused with oils from six varieties of peppers

including Serrano and Jalapeno, providing a sweet and spicy pepper “bite”. The combination of peppers is a proprietary blend chosen for their sweetness, flavor and heat. Agave Loco tequila is 71.1 proof and is offered in a 750 ml bottle. With an average retail price of $29.99. Agave Loco is available through any liquor retailer in Illinois and Michigan, at Goody-Goody in Texas, and online. For more information call A. Hardy USA at (847) 298-2358.

Wingard is introducing T2- tequila, R2 rum, and V2-Fresh Mint, made with natural fresh mint flavor. All are of super-premium caliber and expertly infused with taurine and caffeine. New York and New Jersey are the first states to receive Wingard’s freshest line of caffeine-infused spirits. For more information, call (310) 854-8170.

• COFFEE • NBI Juiceworks’ Sun Shower brand has added iced coffees, teas and lattes to its lineup of Super Blends. Each flavor contains Lifeguard Protection, a fortification package with powerful antioxidant vitamins A, E and Zinc and has half the calories of the leading brands. The line is comprised of four flavors: Iced Coffee, Mocha Cappuccino, Chai Tea Latte and Chocolate Raspberry Frappe. Each 9.5 oz. bottle has 70 calories and carries an MSRP of $1.99. Sun Shower products can be found in the produce and chilled dairy/juice section of major retailers. For more information, call (312) 768-7376.

• ENERGY DRINKS • The North American Coffee Partnership (NACP), a joint venture between Starbucks Coffee Company and PepsiCo, Inc. have announced the launch of Starbucks Doubleshot Energy+Coffee in a new flavor: Cinnamon Dulce. Created by NACP culinary experts, food scientists and product designers, Cinnamon Dulce combines the subtly spicy taste of cinnamon and vanilla with a supercharged blend of Starbucks coffee, B-vitamins, guarana and ginseng. Cinnamon Dulce will begin rolling into grocery and convenience channels alongside existing Coffee, Mocha and Vanilla flavors in early February 2009.

Starbucks Doubleshot Energy+Coffee is available in a 15 oz. can for $2.59 (SRP) at convenience, grocery, mass and drug stores nationwide. Convenient 12-pack cases are offered at some grocery and club store locations. For more information call (206) 318-5866. •

JAN-FEB.09.BEVERAGESPECTRUM.21

BLENDED CHANNELS

By Debbie Wildrick

HOW NEW CHANNELS STARTED TO BLUR LAST YEAR, thinking it could combine the popularity of the convenience channel with consumer desire for a wider variety of products, White Hen, a Norwell, MA-based chain of convenience stores, launched an alternative concept store, one that added grocery staples and deli items and subtracted convenience must-haves like tobacco and lottery tickets.

The concept only worked partway. While consumers bought more when they went to the store, they weren’t visiting enough.

As the chain, part of the White Hen Pantry franchise, started to rethink the concept, it re-installed many of those convenience items and rebranded it White Hen, rather than Pantry Gourmet. The store had attempted to make an end-run around its convenience roots, but failed.

Still, we can understand why it might have done this. As an experienced member of the industry, I believe that one of the most drastic changes in the way the consumer shops has been the result of the increase in the number of outlets in which they can buy the same products, or at least very similar ones. It’s a challenge for all retailers, but it’s especially hard for beverage marketers.

This situation is called “Channel Blurring.” One good way to understand it is to look at how it evolved.

During my 7-Eleven days, we talked a lot about potential competitors. It appeared, for example, that the neighborhood drugstore was becoming an outlet for single-serve cold beverages. How, we wondered, might that affect our sales?

Such a question now seems quaint, since today, it is amazing the number of outlets you can buy a beverage. If I want to buy a single-serve cold one, I can make it a destination and drive to my nearest convenience store. Or, if not, I know that I can find the opportunity to buy it at nearly any point of thirst. It’s at the checkout stands in grocery stores; it is in an aisle in a drugstore as I walk towards the checkout after leaving the

22.BEVERAGESPECTRUM.JAN-FEB.09

pharmacy. It’s gotten to the point where I can even count on single-serve packaged beverages being sold at nearly any fast food restaurant chain or independent deli.

And that’s just if I plan to go out to buy it.

What if I want it brought to me? When it comes to multi-pack beverages, the purchase points even include the internet marketplace.

Today, Amazon.com reaches millions of consumers, and they have an entire division dedicated to selling groceries on-line, shipped free for buying just $25 worth of product.

Not a bad deal, considering the price of gas.

If we look at history, the consumer always had outlet options, but they were specialized. I went to the grocery store for everyday staples, I went to the pharmacy for my health and drug needs, and I went to my local hardware store for household needs.

Our first evolution, the “supermarket,” allowed us to find, along with groceries, a limited selection for household needs, and even, wonder of wonders, pharmacies. A term evolved: Consumers had gained the ability to “one-stop shop.” Then an explosion of multiple outlets began with mass merchandisers and club stores. And with these massive stores, discounting became much more prevalent, and, especially if we chose to buy in bulk, packaging complexity became a big factor.

Then, just as we started to understand packaging in bulk, the consumer again made a change, and realized that those large stores are time consuming. The need for convenience began to enter the picture.

I believe the United States thrives on our compulsive drive to work hard and build new products and ideas, and we are always finding new ways to shop that can continue to meet our needs. So, existing suppliers and retailers faced a stressful choice – they had to either find ways to incrementally grow categories with new ideas, or they had to reach consumers’ new sales expectations at retail through added options for purchasing the same products in multiple outlets. And

they chose the latter, servicing convenience, as a way to grow categories.

But what if we looked at convenience as a way of implementing new ideas, instead?

That’s what we decided to do at 7-Eleven.

We knew that it was known as a destination for beverages and for selection, and therefore, it was also a perfect outlet for differentiation. What we decided to do was to use those two advantages to leap directly into growing and creating categories. It resulted in new beverage sales because new customers came into the store. We continued to deliver on what we were known for, but we’d improved our position to the point where we could select and add new products that would create new segments or categories – and those new segments and categories became the ultimate driver for increasing our beverage sales.

And I think it’s an example that’s even more relevant now. Lately, I’ve been reading quite a few articles on the economy and the retailer. If you put your stake in the ground that price discounting and value will drive them in for more, you’re only viewing it from one angle and you will not win the battle. With a tough economy, differentiation in new products can be the key in 2009.

So, how do we, as suppliers or as retailers, understand today’s marketplace and compete for consumer spending, knowing that we’re in this blurred channel environment? First, we need to understand that much of the power has transitioned from the retailer to the consumer. They understand their options and what they should be paying for those options, and they are reached by an exploding number of marketing messages every day.

Taking that added piece of information into account, in future columns, I’d like to take on this problem of channel blurring.

There are multiple ways to address this new complexity from both a supplier and a retailer standpoint. Throughout the year, we’ll dig in deeper to channel-specific opportunities.

As a jumping-off point, let’s think about

“If you put your stake in the ground that price discounting and value will drive them in for more, you’re only viewing it from one angle and you will not win the battle.” this: for both suppliers and for retailers, two topics are, regardless of channel, regardless of product, very important – building consumer loyalty by outlet, and increasing sales and profits in-store.

To address those needs, there are three questions that must be answered: Where, within specific outlets, are your products being merchandised? Are there additional opportunities for the retailer to highlight merchandising and/or price point or discounting to reach the consumer in-store?

And, what new products or categories can

differentiate you?

What we have to do as retailers is to increase our shopper base, increase their number of visits, and increase the amount they spend while in-store. From a retailer perspective, it is of growing importance to understand the demographics that shop our stores and what they purchase. If we leverage categories and brands that will impact these areas, we will be successful. Therefore, partnering with suppliers that understand these dynamics and are interested in the channel – and its specific shoppers – in

C on c

addition to their support for their own brand, is important.

Among packaged goods categories, beverages rank very high in their use of multiple channels. They have a terrific opportunity to capitalize on the use of loyalty across multiple points of purchase. But beverage suppliers need to become increasingly cognizant of the elements important to a retailer’s success. Understanding and then positioning their products to meet these objectives is imperative.

I look forward to future discussions around both loyalty and points of purchase by channel and what beverage categories will respond to the opportunities.

Debbie Wildrick, the SVP of Sales and Marketing for Equa Water Corporation, is a sales executive and channel strategy specialist in the consumer packaged goods industry. The former Senior Director of Vault and Proprietary Beverages at 7-Eleven, Inc., she has extensive experience in retailer, supplier, and technology aspects of the consumer packaged goods business.

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JAN-FEB.09.BEVERAGESPECTRUM.23

GERRY’S INSIGHTS

By Gerry Khermouch

FAREWELL TO THE PLAYAZ NO QUESTION we’re in a tough period as 2009 gets under way. And yes, we’re all probably in for a long, hard slog. Still, without disguising the difficulties that may lie ahead for all of us, I think it would be salutary here to point to some good things that may emerge from the current pain – not just the broad benefits that economists tells us to expect, such as wringing inefficiencies out of the system and restoring a greater sense of value to consumer offerings, but several specific to the beverage business.

Let’s start with bubbles. Not the ones that percolate in a Classic Coke – whoops, I guess that’s just plain Coke now – but a financial beverage bubble that, in its extreme manifestations, outdid anything we saw on the housing front. I’m referring of course to the market frenzy that saw the modest-selling Jones Soda attain a market valuation approaching $1 billion and the not-really-selling-at-all Purple Beverage get to $400 million. Those valuations – inspired by lucrative takeouts by strategic buyers of Snapple, SoBe and Fuze and the possibly ludicrous takeout of Glaceau – were both a symptom and cause of many of the excesses that now need shaking out.

For starters, they seemed to draw to the beverage business a breed of entrepreneur lacking any fundamental interest in the sector – let alone passion for it – with a knack for raising excessive amounts of capital to support slight, imitative ideas, all marshaled in the interest of the quickest possible exit.

“Playas,” one distributor recently wrote to me, “eyeing G5’s and Jags before they sell case one.” That’s by no means intended to tar all newcomers to the business with the same brush, because lots of the most intriguing new brands continue to come from outsiders, and often quite young ones at that. Those entrepreneurs, chasing a genuine vision and displaying some interest 24.BEVERAGESPECTRUM.JAN-FEB.09

in mastering the intricacies of the business and simply dealing with the day-to-day stuff, continue to be a boon to the business. I have no doubt they’ll keep on a-comin’. But the many carpetbaggers, with their short time lines and disingenuous promises, have done a lot to compromise the business.

Another outcome of the crazy buyouts was the ease of raising capital, whether through private investors, venture capitalists or the public markets. With money so cheap and available, new brands would come to market with outlandishly ambitious rollout plans. Usually, these comprised a “DSD land grab,” in which the marketer would recruit a cadre of sales vets from brands like SoBe and Glaceau and Red Bull and turn them loose to sign up as many direct-store distributors as is humanly possible, each promised intensive in-market support on the marketer’s dime.

Given the skills, history and contacts of the sales guys, that part of the plan was easy enough to execute. But it put the brand under an intense degree of pressure to generate the instant velocity to support that overhead. That overlooked the fact that brands take their time in developing, particularly in the alternative space; when, inevitably, a landgrab brand fails to break out on the allotted schedule, its owners are forced to step up the capital heist, thereby intensifying the pressure and shifting power to capital people who have even less interest in allowing a brand to find its organic growth pattern.

A handful of marketers managed to make that scenario work – notably, Hansen Natural with its Monster Energy launch. Brands like SoBe, Fuze and Vitaminwater emphatically do not prove the case – they were many years in development, and I wonder whether any of them ever got into the black before its founders exited. Now, with capital scarcer, many overambitious brands discredited, and even strategic acquirers like Pepsi displaying

second thoughts about buying their way out of their innovation dilemmas, that scenario is in shreds.

Know something? That may not be such a bad thing. What could result is a flow of new brands launched out of love and commitment. Maybe they will be allowed the luxury of starting small, growing gradually and postponing the national landgrab until all the kinks have been worked out of their branding, packaging and formulation. If the buyout frenzy subsides, it would allow independent distributors more time to develop – and profit from – brands they bring in, offering crucial support to a network that, whatever its limitations, still has proven to be the best platform for nurturing cutting-edge brands. If you’re a retailer, that may mean fewer marketers approaching you with dazzling Power Point presentations which – let’s face it – you never found quite believable anyway. Instead, you’re likely to see more of the old-style sweat-equity entrepreneurs, perhaps based right in your region, backed financially by local businesspeople and distributors and committed to focusing intently on your market. It may make for less in the way of grandiose fireworks (not to mention sales performance incentive funds and other money on the table) but it may put you on the ground floor of a truly sustainable brand phenomenon, one better attuned to your needs and those of your shoppers.

It may prove to be a more rational, efficient way to attain the perennial goal of bringing innovative, premium beverage brands to your customers. Now that’s not such a bad thing, is it?

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

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BRANDS IN TRANSITION

A CUSHY JOINT

BY MATT CASEY What do horse pills and the beverage aisle have in common? The glucosamine found in Joint Juice Fitness Water.

The low-calorie fortified water debuted last year and carved a place in grocery store beverage aisles for a brand that, in its other iteration, Joint Juice sells from the same shelves as Centrum Silver. That new fitness water’s formulation and staging enables the long-time niche brand – with a core consumer base of pensioners – to broaden its target audience to include the jogging and Pilates crowd. Eventually, the company wants the brand to achieve ubiquity, but the transition will be tricky, comprising varying parts category, location, image and demographics.

Original Joint Juice, sold in the vitamin aisle, packs 1500 milligrams of glucosamine into an 8 oz., fruit-flavored solution. The company markets the product in Walgreens, Costco and other club and drug stores as a daily supplement that appeals mostly to customers that either collect social security checks, or soon will – though some of the company’s consumers are “younger folks” in their 40s and 50s, according to CEO Jack Robertson.

Robertson said he plans to attract more of those younger folks. The joint pain picture includes more than retirees, he said, adding that company founder and orthopedic surgeon Dr. Kevin stone believes his product has gained wide use in professional sports.

Joint Juice earned an off-handed mention in a Colorado Springs Gazette article as one of the items in the dorm room of then-31-yearold Olympic weight lifter Shane Hamman, and Robertson said you don’t have to be an Olympian to have an achy knee. Weekend warriors and fun-runners pound the pavement enough to induce knee pain, Robertson said, and the brand may also appeal to manual laborers who beat up their joints to earn a paycheck.

Robertson’s challenge with these consumers has been that they’re not very interested

26.BEVERAGESPECTRUM.JAN-FEB.09

The new, active Joint Juice target consumer. in vitamin-aisle products. To reach them, he needed to put the product in a location and form that would appeal to them. The first step was to create Joint Juice Fitness Water.

The 16.9 oz., 10-calorie enhanced water contains the same glucosamine load as the original, but also delivers electrolytes – all in a wide-mouthed bottle reminiscent of sports drinks.

“The wide mouth communicates the chug-ability,” Robertson said. “We’re about fitness. We’re about active people. You can chug this thing when you’re walking.”

He also changed the brand image. When Joint Juice focused on pushing its vitaminaisle product, promotional materials centered on the core ingredient. Now, the company has recast its posters and website to feature people in their mid 30s enjoying Joint Juice while engaging in physical activities.

With the new product and image in place, Robertson had to stretch away from his core experience to get the product into mainstream beverage channels. His resume boasts time spent with Proctor and Gamble and Clorox, where he worked with the Hidden Valley brand of ranch salad dressing, but it doesn’t include up-and-down-the-street beverage promotions. So, Robertson brought in SoBe veteran Howard Wishner.

“The big challenge now is education,” Wishner said, and he’s focused on an easeof-use strategy.

“Drinking a 16.9 oz. bottle of water every day – we do that anyway,” Wishner said. “I don’t know about you, [but] I take vitamins every day. I take supplements every day.”

Robertson said they’ve had success getting people to replace one of their daily beverages with Joint Juice Fitness Water. In L.A. convenience stores, where the product is distrib-

uted by Haralambos Distributing, they’ve placed window clings with the name of the product, and a short claim about how it will hydrate or cushion joints.

Robertson and Wishner have also built upon the company’s history of promotional sampling. In addition to Joint Juice teams conducting sampling events at supermarkets, they’re also bringing Fitness Water to events like charity runs – what Robertson calls the “point of pain.” As they hand out product, they explain its contents, and, there, Robertson said, the company’s task gets easier.

Runners talk to each other about their sore knees, and what to do about it, he said. Glucosamine awareness already penetrates most of the running community but even in broader America, a deceptively large portion of the population – about 70 percent, according to Robertson’s research – knows about the amino sugar.

Ten percent of Americans take some form of the supplement every day, he said, and the awareness for his brand hovers around 25 percent.

“It’s not because we’re marketing geniuses,” Robertson added.

“There’s a lot of joint pain.”

That pain also gives Robertson’s customers a highly desirable trait: loyalty. Over 70 percent of Joint Juice customers, he said, consume the product every day. That gave the company an odd bit of leverage as Fitness Water arrived in beverage aisles. Robertson wants to sell multi-packs. Grocery stores and mass-marketers like Target, he said, were initially only interested in singles, but Joint Juice customers started buying as many as 15 bottles at a time.

Now, the company’s four-pack is gaining distribution in grocery and mass market channels while singles move into convenience stores. In L.A., Robertson said the product has generally gotten three facings in the cooler, one for each flavor, near enhanced water brands.

That’s how buyers think of the product, Robertson said. He thinks of it as its own joint-health subcategory, but the product fits into an emerging trend in enhanced waters.

As the enhanced water category has grown – with vitaminwater up by 20.5 percent in the 52 weeks ending on Nov. 2, according to Information Resources Inc. – consumers have looked for more out of their beverages. Brands like Function responded by blending research-backed supplements with palatable flavors. Joint Juice follows that trend with glucosamine, which comes with decades of use in animals that prove it’s safe and effective, and a high recommendation from the Mayo Clinic for osteoarthritis treatment in humans.

Robertson said Joint Juice also stands apart from other enhanced waters in a way that retailers should appreciate: the company minimizes price-based promotions. Coca-Cola has used heavy discounting – often 10 for $10 deals in grocery stores – as a brand-building strategy for vitaminwater, but Robertson likes to keep his product selling at $1.39-49 in groceries, and $1.69 up and down the street. He said some discounting is inevitable, but according to his research (and he does love his market research), Joint Juice is discounted about a third as often as other enhanced water brands.

In the future, he said he expects to add larger multipacks and broader convenience store distribution. He aims for national c-store distribution in two years, he said, but he’s taking things one step at a time.

“Whatever we take on, we super-focus on,” Robertson said.

“Every year we take on something. This year it’s going to be Safeway and Target and the LA market. It’s how we make sure that we don’t bite too much.” •

JAN-FEB.09.BEVERAGESPECTRUM.27

CATEGORY REPORT: SPARKLING JUICE

SPARKLE AND FADE

BY MATT CASEY The sparkle has faded from the sparkling juice category – at least in the retail sector. Consumers bought a total of $77.1 million worth of sparking juices in supermarkets, drugstores and mass merchandise outlets (excluding Wal-Mart) during 52 weeks ending Nov. 2 2008, according to Information Resources Inc. That yearly sales figure scarcely tops the $75 million that PepsiCo paid for Izze in 2006, and is dwarfed in comparison to the $275 million IRI reported that Americans shelled out for tomato juice and vegetable juice cocktails during the same period. Additionally, when Beverage Spectrum last assessed sparking juices in April 2008, the category’s sales were closer to $78 million.

Of course, that slide doesn’t take school sales into account.

Grade school campuses represent a hard-to-monitor sweet spot for sparkling juice as The American Beverage Association finishes rolling out voluntary beverage guidelines this fall. To fill the new demand, firms have ushered out several sparkling juices. Apple & Eve created a carbonated extension called fizz ed., and 4U2U Brands introduced Fruit 66. Both selections come in portion-controlled 8 oz. cans, and 4U2U CEO Bill Hargis says his brand has now penetrated school systems in 45 states.

“We’re totally focused on the schools,” Hargis says.

Despite that focus, Hargis says his company has experienced some retail spillover. Students will drink the product at school, and then their parents go looking for it at the grocery store, he says. Now, he says, grocery stores in five states carry Fruit 66.

“When you get a bunch of moms that are really behind what you’re doing, they are relentless,” Hargis says.

Even with Hargis’ reported success, it doesn’t look like schoolto-store transfer is a broad trend in the category. If anything, the numbers suggest that kids seem as excited to see sparkling juices outside of school as they are to see those little boxes of milk outside the cafeteria.

It’s worth noting that Izze represents the only recent sparkling juice acquisition by the big beverage firms. Despite a number of potential targets, including Fizzy Lizzy and Skylarhaley’s essn, Coca-Cola still doesn’t own a sparkling juice brand, and Dr Pepper Snapple Group seems content to stick with their Orangina line. When considering the depth and breadth of major beverage companies’ portfolios, that suggests that the big firms’ interest in this category may be waning.

Still, hope springs eternal, especially in the schools. •

BRAND NEWS HiBix Corp OOOBA Launched nationally through Whole Foods Markets in October 2008, with two flavors, Hibiscus with Orange and Hibiscus with Lime. OOBA’s newest flavor, Hibiscus, will be rolled out in the first quarter of 2009. OOBA Hibiscus has only five 100 percent natural ingredients: carbonated water, cane sugar, pure hibiscus extract, citric acid and ascorbic acid. All three flavors are available in 16 oz. bottles.

Envy Foods Envy recently added Sysco as a new distribution partner in certain areas of the Midwest.

Envy started with 3 flavors (Fruit Punch, Strawberry Kiwi, Fuji Apple) and has since expanded into the exotic fruits with Tropical Mango and Acai Berry.

Sklarhaley Skylarhaley unveiled a new flavor in its line of essn beverages—sparkling mango and passion fruit juice. Packaged in 8.4 oz. cans, essn juices are also offered in five other varieties: fuji apple, meyer lemon, blood orange and cranberry, minneola tangerine, and sparkling pomegranate and montmorency cherry. essn drinks are available at select Safeway, Albertson’s, and Jamba Juice stores and Kroger’s Southwest.

Biotta Available in the U.S. in February 2009, Biotta Organic Energy Drink is made from 87 percent fruit juices – with a slight amount of carbonation. Biotta juices contain no artificial additives and are never made from concentrate. Biotta Energy Drink is packed in 12 oz. and 8.4 oz. glass bottles.

SunTropics Launched in October, SunTropics Sparkling Calamansi is available through JFC International, one of the largest Asian Foods Distributor in the US. Calamansi is a Philippine lemon with a flavor that is closer to that of a lime. The product is currently available in Asian supermarkets in California, and is the first product in SunTropics’ Sparkling Nectars line.

Apple & Eve Fizz Ed was recently approved nationally by Vistar Vending Distributors, and is already

28.BEVERAGESPECTRUM.JAN-FEB.09

carried in over 100 school districts from California to the East Coast. Fizz Ed is made with 70 percent real fruit juice and 30 percent sparkling water, with 1 gram of fiber in each serving. Fizz Ed comes in four flavors and is packaged in 8.4 oz. slim cans. It contains no artificial flavors or high fructose corn syrup.

R.W. Knudsen Family The R.W. Knudsen Family Spritzers are made from 100 percent real fruit juice and sparkling water, no sugar added. They come in flavors including Black Cherry, Tangerine, Red Raspberry, Peach and Boysenberry. The R.W. Knudsen Family Spritzers are sold in 12 oz. cans, at $4.99 per 6-pack

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IZZE Beverage Company will add Lime to its existing seven-flavor line. Sparkling Lime will hit retail stores this Spring in IZZE’s signature 12 oz. glass bottle

Fizzy Lizzy

Fizzy Lizzy recently reformulated Northern Lights Cranberry and Pacific Raspberry Lemon. The new formulations reduce the per-bottle calorie-count from 150 to 80, and reduced the per-bottle sugar content from 29 to 19 grams. The company also adjusted its packaging to more clearly communicate that it is sparkling juice with no added sugars. •

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REASONS TO LOVE THE BEVERAGE BUSINESS

32.BEVERAGESPECTRUM.JAN-FEB.09

he beginning of the year can fast leave you in the doldrums, while the economy can just plain make you feel like you’re sinking. But in times like these, while you might be planning for the worst, it’s always advisable to hope for the best.

So that’s what we’re doing here: providing a broad look at the reasons the beverage business remains an environment that is fun, creative, profitable and forward-looking.

After all, looking forward is a good option when a look at the present is hard to handle.

INDRA NOOYI You could’ve knocked us over with a feather.

Deep in the bowels of a Manhattan hotel ballroom, the CEO of PepsiCo was talking about her daughters, what they drank, and what the company’s place is in the world.

With executives from dozens of potential competitors, aspirants and investors, Indra Nooyi, composed and smiling, let us in.

To say that such an event could occur at a beverage conference isn’t necessarily a falsehood; there are plenty of young buck types who are all about sharing their personal story as a way to sell product. But Nooyi wasn’t – isn’t – like that. Her story – a brilliant Indian MBA graduate who worked her way up through some of the biggest and best companies in the world – might no longer sing “fish-out-of-water” comedy, but that doesn’t mean you find someone like Nooyi that often in American industry.

Of course, even the normal parts of Nooyi’s resume aren’t normal, mostly because the moves she has advocated at the company has advocated in the past have been consistently good ones, from spinning off PepsiCo’s fast food business and bottling group to buying Tropicana and Quaker Oats, which enabled the company to embrace its portfolio-based strategy even as CSDs stopped growing. At a time when so many executive decisions face tough scrutiny, Nooyi’s track record is nearly impossible to argue against.

And its unassailability is what makes it even more interesting. While the big beverage companies aren’t afraid to hire outsiders as their CEOs – when was the last time Coke hired domestically, anyway? – to see Nooyi is to see the normalization of what was once unthinkable: an Indian woman at an old-

school American company who followed the path, not of an outsider but an insider, on a route to the top. That, more than anything, shows PepsiCo’s confidence in both its business model and in the woman who had such a strong hand in shaping it. And how much things have changed in terms of what a CEO “looks like.”

thine derivatives. They’re caffeine, theophylline, theobromine, and one or all of them probably woke you up this morning.

When ingested, they cross the special blood/brain barrier, which means they take a trip up into your brain where, due to their chemical structure, they do a great job of impersonating adenosine, a brain chemical that causes neurons to relax. Instead, they speed those tired neurons up, increasing brain and central nervous system activity. And that’s a good thing if you’ve got to do stuff like arrange shelf sets, find your way to the next stop on your route, or finish a presentation to a distributor.

our desk. Not only do we get to try new products, we also get to think about how well these new products will mix with booze.

And no, that’s not (solely) attributable to our own degeneracy. For a decade, cocktail culture has been a vibrant part of the development and growth of new non-alcoholic beverage products. It’s been a two way street: drinkers have been exposed to new flavors through creative mixology, while the use of new flavors in non-alcoholic products has helped spark a new wave of products and mixed drinks served from behind the bar.

The idea that new age beverage products could be rendered attractive through their use in on-premise settings didn’t have any kind of high-end beginning: it really took hold under Red Bull, when bars saw the bucks they could net through a half can and a shot of vodka. But that introductory period, while launching a thousand late-night dance parties, also helped launch a real cock-

Nooyi – Pepsi generation redux.

Still, there’s something else that’s going on with the selection of Indra Nooyi as a person that has us excited – there’s this idea that a generational shift has occurred, that a CEO who takes very seriously the idea that big business might have a role in the world as a driver of good works, not just good returns.

It’s not a change in what the CEO looks like, in other words, but what she sounds like. Nooyi makes it clear that she respects the idea that she is part of something larger than herself or her company. She is willing to admit that the caloric trajectory of the beverage business needs to be altered, both in the company’s snack and beverage businesses, as well as in its approach to the environment.

Bringing that kind of philosophy to a corporation is in step with current notions of leadership, notions reflected in the presidency, in the communitarian views of the online community, and in the targeted consumers that can carry these companies forward in the years to come. It’s encouraging, because it looks to the future.

METHYLATED XANTHINE DERIVATIVES They’re those special chemicals in coffee, tea, chocolate, guarana, and yerba mate that lend them their bit of zip. And they are all part of a class of chemicals called methylated xan-

The marvelous caffeine molecule.

Without a healthy dose of the most commonly used xanthine, caffeine, trust us, most of this magazine wouldn’t get written.

Knowing that xanthines are being explored in new ways excites us even more: the “calm energy” of tea or yerba mate can’t just be from the caffeine they contain; there’s something else, an interaction between, say, the theophylline or theobromine and the other compounds present in the drink, like flavanoids, amino acids, vitamins and polysaccharides.

We don’t imagine that too many beverage makers consider the words “methylated xanthine derivatives” when they start wondering what to do for their next concoction. All we care about is that the vast level experimentation continues! And we’re more than happy to supply the BevNET team for lab rat status.

COCKTAIL DRIVEN INNOVATION We’re always delighted when a new juice, high-end soda, or enhanced water crosses

Belly up for innovation.

tail renaissance, as makers of new soft drinks began to explore their potential as mixers.

More than a few non-alcoholic beverages have made their marks as much as mixers as for their intended use since then: look at Izze, Pom, and Reed’s Ginger Brew for three strong examples. Meanwhile, flavors like acai, blueberry, passionfruit, lychee, starfruit and kiwi have flowed back and forth over the bar with increasing frequency.

Cocktail culture has walked hand in hand with the growth of awareness about food and cooking, but it’s been slower to circle back around to create derivative soft drinks.

Still, mojito-flavored sodas are now appearing in stores, along with margarita-flavored Lost Cadillac and Monster’s Irish Blend and

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Russian coffee energy drinks. Even craft root beers owe a great debt to the burgeoning craft brew market – one is not such a far step from the second, and many of the bestselling craft sodas emanate from breweries.

And we think there’s a lot of the industry out there thinking the same thing, from makers of sparkling juices to those messing around with superfruits, coffees and teas, even some sports drinks. It’s exciting that they’re taking their inspiration from liquor – Lord knows, many a time, we sure have.

this year, which marks the 50th anniversary of the switch from tin to aluminum in cans, requires that this metal be reconsidered.

SUPER BOWL ADS

BIG DREAMS Even in a downturn the beverage business continues to supply a steady stream of new companies with new, innovative products, from obscure native blends to the latest in highfalutin science.

What is it about the beverage business that makes it so interesting to small operators with big dreams? Maybe it’s the low barrier to entry. Maybe it’s that everyone drinks something. Maybe it’s just the result of too many folks getting high on their own sugar and caffeine supply. Maybe they all want the chance to have LaToya Jackson endorse their product.

Regardless, there’s a steady flow of entrepreneurialism in this business, and with it comes an ever-ready chance for refreshment.

Whether it’s purple corn, oxygenated water, enhanced colas or even just plain water, sooner or later something is going to hit.

Maybe it doesn’t happen right away. Citrimax has been around a long time. So have green tea and guarana soda. Who would have figured that Muscle Milk was headed to breakout status? The point is not to scoff at the stuff you haven’t heard of before. It might be coming back, and it might be coming back huge.

Tracking that is mostly our job; what keeps it fun is that constant possibility that the next company we talk to, the next second try by an old friend or first attempt by a new one, could be the one that has the next great breakthrough product.

ALUMINUM For years the aluminum can has been regarded as the Joe Blow of the beverage industry: cheap, pedestrian, and so unglamorous as to be able to be stuck into a 48-pack. But

36.BEVERAGESPECTRUM.JAN-FEB.09

plastic; in the previous decade, it was more than 50 percent.

There’s a tendency to look to glass as the top of the pyramid for beverage quality, followed by plastic, with the beleaguered can at the very bottom. But that guy who is roaming your neighborhood with a shopping cart on trash day might be able to tell you better; same thing with that European club kid, whose aluminum Coke bottle is a shiny red beacon on the dance floor.

The pause that refreshes...in the package that recycles

After all, it still has the potential to be an instant game-changer.

Look at the energy drink slim can, the container that launched a $5 billion category. What started with a sleek 8 oz. can has evolved, over a brief decade, into a parade of innovations, from the vaunted 32 oz. “BFC” to the re-sealable battery top.

Beyond simple cans, however, the flashy, malleable metal is morphing into a new raft of shapes and containers: right now it’s hot at Coca-Cola, which has released a stunning series of aluminum bottles – including one for its Stevia-sweetened Sprite product – with all-over branding and PepsiCo, which has gone even further by having artists create a series of collectible aluminum 20-ouncers.

Meanwhile, there’s new usable innovation as well, with the Coors cold can.

When packaging designers get creative with glass, it gets a high gloss, sure, but it gets heavy, intricate, and costly. When they start playing around with PET, a good or bad label can quickly spoil the whole thing.

But the very fact that companies rarely take aluminum into a high-profile package is what makes it stand out at this point in time.

We’d like to see them do it more, because aluminum has many advantages: it’s lighter than other materials, so it takes less gas to ship it. Its recyclability, while not the straight bottle-to-bottle reuse seen for glass, is the only one of the three that can be evolutionary: in other words, when you’re looking at an aluminum can right now, you could be looking at part of tomorrow’s 747.

Those empties have a lot of value: Recent data from the Container Recycling Association indicates that the aluminum recycling rate is double that of either glass of PET

Miller ad: One second for glory.

The thing that you have to love about Super Bowl beverage advertisements is how big they are – in scale, stakes, effort and, if the advertiser is lucky, payoff. These aren’t just 30-second spots. These are 30-second spots with 30-year lifespans.

Think of the Budweiser Frogs. What started unassumingly with three frogs watching a beer sign in a bayou grew into a four-year campaign and merchandising blitz. The frogs appeared on everything: Bar signs, T-shirts, figurines. It was so successful that Budweiser expanded the cast to include two loquacious lizards and a ferret that was even less intelligible than the monosyllabic frogs. The campaign eventually ended, but it lives on as a low-culture touchstone. Walk into any bar.

Take a friend with you. Say “bud.” Have your friend say “weis.” Repeat. Eventually, someone will say “er.”

But this, one of the most successful TV commercials of all time, was not without its risks. Anheuser-Busch paid $1 million per 30 seconds of airtime in 1995, and the commercial could have sputtered. Advertisers sink too much time and effort into these commercials for them to actually fail, but many fail to catch fire. Think of Pepsi’s 90-second opus from 2001. The ad featured Britney Spears, a troupe of dancers, a slack-jawed fast-food worker, a portly women’s bowling team, ex-senator Bob Dole, and Bob Dole’s dog. For the $6 million it cost Pepsi to get

Beverage Spectrum covers new beverage products, as well as the marketing, packaging, and ingredient innovation trends behind those products. From the largest beverage marketers to regional distributors to the smallest corner stores, the beverage business is at its core about selling drinks. Beverage Spectrum is the guide for those who both sell them and create them.

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3. What is your primary business type? (check only one) A Convenience Store B Supermarket/Grocery C Club/Warehouse D Mass Merchandiser/Dollar E Drug Store F Liquor Store G Wine Store H Wholesaler/Distributor/Broker I Beverage Only/Beverage Specialty Store J Beverage Company K Supplier Company L Services Company X Other (please describe) 4. What is your title? (check only one) A Owner/President/CEO/COO/VP/Director B Buyer C Bottled Water D Regional/District Manager E Store Manager/Supervisor X Other (please describe) 5. Do the locations that you are responsible for sell: (check all that apply) A Carbonated soft drinks B Non-carbonated soft drinks C Bottled water D Beer E Wine F Liquor

the spot on the air, the commercial lives on most memorably as the butt of a Lewis Black stand-up joke too vulgar to reprint here.

The price of failure only grows higher each year. Thirty-second spots sold for $3 million apiece for Super Bowl XLII, and this year’s advertisers had to struggle against a weak economy. Not only did big game buys represent a larger chunk of advertising budgets than it would have in flush times, but research says that consumers do a poorer job of remembering big-budget ads when their wallets feel light. Gallup & Robinson pegged retention during uncertain times at 11 percent lower than normal times, and 36 percent lower than boom times.

Still, that’s all the more reason for marketers to try to raise their games even more.

And the economy didn’t stop firms from trying to be original. MillerCoors gambled by buying just a single second of air time during the big game, and PepsiCo helped bring America its first 3D Super Bowl commercial break ever. That alone might be memorable, but only time will tell if either of these efforts achieve the same enduring presence as three frogs reading from a one-word script.

Regardless, they’re the essence of branding.

Just like the players in the big game itself, the Super Bowl is the creative director’s shot at immortality.

STEVIA

Stevia: Innovation from the ground up.

For the first time in recent memory, small beverage firms might have to chase the big ones for more than a check. In recent years, Coke and Pepsi have earned a reputation as lumbering behemoths that can only innovate by shelling out millions (or billions) to buy up-and-coming brands, but, when it comes

38.BEVERAGESPECTRUM.JAN-FEB.09

to stevia-sweetened beverages, to their credit, they are setting the curve.

The two giants recently unveiled the only seven beverage SKUs sweetened with the stevia derivative rebaudioside-A (Reb-A) available in the U.S. Right now, they stand as a proof-of-concept, but, if they succeed, they could change the face of the beverage market and leave beverage startups scrambling to catch up.

Reb-A, branded as Truvia by Coca-Cola and Cargill and as Purevia by Pepsi and Whole Earth Sweeteners, satisfies two oncemutually exclusive groups of consumers: it’s all-natural and therefor is LOHAS-friendly; with zero calories, it satisfies the diet crowd.

That happy combination didn’t come easy.

Stevia sweeteners have been around for years as lightly processed leaves, but they suffered two disadvantages. First, they imparted an unpleasant aftertaste, and, second, they had been banned by the FDA for use in anything but dietary supplements.

Coke, Pepsi and their partners cleared the regulatory hurdle by performing extensive testing, and addressed the aftertaste by strenuously processing the herb. The process isolates the sweet-tasting rebaudioside-A at a 97 percent purity rate, which should give it a flavor similar to that of sugar, according to David Bishop, executive vice president of international affairs for sweetener producer GLG Life Tech Corporation.

Combine a sugar-like taste, zero calories and a natural source, and you can see why some have called Reb-A the “Holy Grail” of sweeteners. If consumers cotton to Coke and Pepsi’s test balloons, and, between Odwalla, Sprite Green and SoBe Lifewater, there are plenty of test balloons in the air, it’s likely that other brands will hop on the Reb-A train as well.

And while Pepsi and Coca-Cola have done much of the work to clear the way for Reb-A, they have no claim of exclusivity to it. Bishop said GLG Life Tech, which has a massive contract with Coca-Cola and Cargill, can still sell Reb-A to anyone it likes.

That leaves the door open for small brands to play copy-cat. Nevertheless, for the first time in a long time, Coke and Pepsi will be driving the trend instead of buying their way into it. Pretty sweet.

THE RETURN OF COLA Now is a great time to be a cola fan. For years, the nation’s most popular soda flavor has been dominated by Coke and Pepsi,

while third-party options came in the form of geographically-constricted craft sodas, private-label knockoffs or Quixotic attempts to best the big two at their own game. Now, consumers willing to venture into off-beat channels have a plethora of cola options, and Red Bull’s Simply Cola gives mainstream consumers a substantially different third choice.

Steve Hersh, president of Grown-up Soda, credited cafes and natural food stores for the cola renaissance. It was a matter of necessity, he said. Cola is the nation’s number-one beverage flavor, but natural food stores won’t sell Coke or Pepsi because both products contain artificial ingredients. Cafes, he said, don’t want to carry mainstream products – and especially don’t want Coke

We’re nuts about the kola nut.

or Pepsi delivery trucks backing up to their establishment – because it tarnishes their allimportant image.

That market gap created an opportunity for products like Jones Soda, Virgil’s Real Cola and a dozen others. Hersh, whose Grown-up Soda focused mostly on fruit flavors, said he decided to add Dry Cola to his line after he noticed a cola-shaped hole at Whole Foods. Now, he said, customers tell him that, since finding his product, they can now stop smuggling Coca-Cola with cane sugar from Mexico.

But why so much passion for a fizzy brown liquid? Despite its thick, brown color, Hersh said, cola has a surprising amount of citrus in it.

“Just knowing that, it makes sense that it’s a really good flavor – that it’s really refreshing,” Hersh said.

While he and other beverage market-

ers have focused on premium markets, last year Red Bull pushed a premium product into mainstream channels. The banner energy brand surprised the industry and put an exclamation point on the cola renaissance when it announced the natural cola.

Simply Cola costs more than Coke or Pepsi – significantly more – but it comes with an ingredient panel full of things consumers recognize, a flavor that departs from the big two, a smart-looking can, and distribution that puts it in mini-marts and grocery stores nationwide.

Now, cola drinkers have a natural option wherever they go, and mainstream consumers get a chance to find out what it is that Cola snobs have been raving about. At a time when big companies are focusing on their core fizzy products, a cola revival couldn’t come any sooner.

pressures – and that’s okay. We live in a capitalist society. People vote with their dollars. Even if beverage firms’ prime motivation is to goose their case sales, it’s really no different from offering a new flavor or functional ingredient. The consumers still get what they want – whether it’s protein, easy nutrition information or the promise to help a good cause – and the beverage firms still get a sale. Give the people what they want, and the people will give you a slice of their paychecks. In the end, everybody wins.

also shown fruit flavors as fertile ground for bottled exploration. A handful of motivated brands, including Sambazon, have raised America’s awareness of the Brazilian acai berry, but there are more exotic fruits on the way. Honest Ade’s recently-released Super Fruit Punch features yumberry and goji berry, (both from China) and essn offers a

THE WORLD AT YOUR TASTEBUDS

RESPONSIVENESS TO CONSUMERS

PHOTO COURTESY OF SAMBAZON. PHOTO CORTESY OF DILMAH TEA.

All consumer goods industries are – to a certain degree – about giving the people what they want, but the beverage industry is particularly good at it, and not just when it comes to what’s in the bottle.

While beverage brands big and small have catered to consumer drink desires through everything from reducing calories, to adding nutraceuticals or protein to using only natural ingredients, they have also addressed broader consumer concerns.

Last year, Coca-Cola and PepsiCo responded to consumers’ new interest in their waistlines by announcing that they will voluntarily copy calorie and serving information on select products to the front of the package as part of the Smart Choices program. Bottled water companies, responding to environmental backlash, have reduced the plastic in their packaging and announced carbon neutral or carbon negative initiatives. Elsewhere in the industry, an emerging subcategory has started giving back to the community by promising to donate a specific portion of their purchase price to causes guaranteed to give consumers a warm, fuzzy feeling. On the fermented side of the business, MillerCoors and Anheuser-Busch InBev agreed to remove the caffeine from Sparks and Tilt after a coalition of state Attorneys General mounted a campaign to put an end to what have been called “speedballs in a can.”

All of these noble decrees are, on some level, about driving sales or responding to

From the Amazon (top right) and the fields of Sri Lanka (above) to your cooler.

These days, a visit to the nearest beverage cooler can take your taste buds for a trip around the globe. Modern consumers are increasingly interested in tasting the world they live in – especially those places that they may never visit – and beverage firms have been happy to offer them a travel agency in a bottle.

Just look at the RTD tea category. As consumers’ interest in tea spikes, marketers are offering a diverse set of unique international tea flavors. Ito En, for example, brought authentic Japanese green tea to U.S. shelves.

A handful of brands, including Noyu and Tropiking, now make a point of sourcing their green tea from Taiwan, and Guayaki has bottled the South American yerba mate tradition. Some RTD teas have gone even more exotic. High Country Kombucha adds yeast to tea in an ancient Chinese tradition, and Numi follows the similarly-ancient Chinese tradition of using fermented tea leaves.

For a tea-like diversion to Africa, a number of brands, including POM, have formulated RTDs using rooibos, sometimes called “red tea.”

While beverage firms experiment more deeply with world teas each year, they’ve

Sparkling Meyer Lemon (also from China).

In the meantime, the South American acerola fruit continues to gain traction through brands like Zola and Purity Organic.

Not satisfied with fruits and teas, some firms have turned to other world beverage traditions. Lifeway bottled the Middle Eastern probiotic tradition of kefir. Sayan Chaga formulated a line of beverages based on a Siberian herb, and Dahlicious has bottled a traditional Indian probiotic yogurt drink called lassi.

Some of these flavors may never make it to the mainstream, but some already have. vitaminwater has a long tradition of including exotic fruit flavors like acai and dragonfruit in its formulations, and PepsiCo included a goji flavor in its SoBe Lifewater line. But even if a flavor doesn’t get picked up by a major brand, that doesn’t mean that it isn’t available. Rooibos, for example, has been available in RTDs from independent brands for years, and there always seems to be a marketer trying to transform aloe-based drinks from an Asian market curiosity to a mainstream reality. So, open a bottle, take a drink, and take a trip. Without the passport. •

JAN-FEB.09.BEVERAGESPECTRUM.39

SUPPLIERS & SERVICES

JAN-FEB.09.BEVERAGESPECTRUM.41

SUPPLIERS & SERVICES INDEX

Suppliers -> Flavors

InterHealth Nutraceuticals, Inc.

Triumbari Corp.

A.M. Todd Mooreganics

Kerry Ingredients & Flavours

Veriplas Containers

Allen Flavors, Inc.

LANXESS Corporation

WS Packaging Group, Inc.

Bayshore International LLC

MTC Industries, Inc.

YORK Label

Blue Pacific Flavors

National Starch Food Innovation

BRC Flavors

Natreon Inc.

Citromax Flavors Inc.

Natreon Inc.

Suppliers -> POS; POP;

Dermazone Solutions

Naturipe Foods LLC

& Merchandising

Kerry Ingredients & Flavours

P. L. Thomas

ATC Group- Refrigeration Solutions

Premium Ingredients International

Paradise Fruits North America, LLC

Boulder Blimp Company

Sensus

PHARMACHEM

Brulene Creative Inflatables, LLC

Sovereign Flavors, Inc.

Premium Ingredients International

Creative Refrigeration Devices

Teawolf

PURAC America, Inc

Envision Images

WILD Flavors, Inc.

Salitos Brewing Company GmbH

Envision Images

Sensient Colors, Inc.

Fry Fabrication

Stiebs Pomegranate Products

loredo limited

Suppliers -> Ingredients

SunOpta Global Organic Ingredients

Mike Moss Inc.

A. Holliday & Company Inc.

SVZ-USA Inc.

PATMAR Specialty Packaging

A.M. Todd Mooreganics

Tate & Lyle

POPS Technologies

Allen Flavors, Inc.

Teawolf

Service Litho-Print , Inc.

Bayshore International LLC

The NutraSweet Company

SignTrak, LLC

BI Nutraceuticals

Tiancheng Pharmaceuticals

Walmar International

BIOACTIVE RESOURCES,LLC

WILD Flavors, Inc.

Bioenergy Life Science, Inc.

X Cafe LLC

Blue Pacific Flavors

Suppliers -> Software & Technology

BondTechnology Systems Inc

Deacom, Inc.

Canadian Pacific Phytoplankton Ltd.

Suppliers -> Packaging & Labels

Poster Printers, Inc.

Cargill

Advance Plastic Corp.

Prism Visual Software, Inc.

Chemi Nutra

Cap Dispensing Technologies, LLC

Schare & Associates, Inc.

CIRANDA

Closure Systems International

SignTrak, LLC

Cognis Corporation

Crystal Clear Mineral Waters (FIJI) Limited

Visual World, Inc.

Creative Compounds, LLC

Flexo Impressions

Danisco USA Inc.

Innovative Labeling Solutions

Dermazone Solutions

Multi-Color Corporation

Suppliers -> Racks & Coolers

DNP International Co. Inc.

PATMAR Specialty Packaging

ATC Group- Refrigeration Solutions

DSM Nutritional Products, Inc.

Performance Packaging of Nevada, LLC.

Crystal Cooler a division of Fortune Resources

Embotelladora La Mariposa

Phoenix Packaging International Corp.

Envision Images

Florida Products, S.A.

Robbie Manufacturing

Walmar International

Friesland Foods Domo USA Inc,

Salitos Brewing Company GmbH

Glanbia Nutritionals

SleeveCo, Inc.

GTC Nutrition

StarPet Inc.

42.BEVERAGESPECTRUM.JAN-FEB.09

InterHealth Nutraceuticals, Inc.

Services -> Graphics & Design

Envision Images

MTC Industries, Inc.

Brand Engine

Parkside Beverage

Crystal Clear Mineral Waters (FIJI) Limited

Premium Ingredients International

Envision Images

Suppliers -> Filling &

Sovereign Flavors, Inc.

Foton

Bottling Equipment

Stiebs Pomegranate Products

MarketPlace

Atlas Copco Compressors LLC

SVZ-USA Inc.

McDill Associates, Inc.

Crystal Clear Mineral Waters (FIJI) Limited

Walmar International

McLean Design, Inc,

WILD Flavors, Inc.

Mike Moss Inc. Tridimage

Suppliers -> Promotional items

united*, dsn, llc

Boulder Blimp Company

Services -> Private label

Envision Images

AL-RITE

Envision Images

Bayshore International LLC

Mike Moss Inc.

CRD Distributors

Services -> Logistics & warehousing

Salisbury Sales, Inc.

Crystal Clear Mineral Waters (FIJI) Limited

CH Robinson Worldwide

Walmar International

DS Waters of America, Inc.

Corporate Packaging & Promotions

Monarch Custom Beverages

Corporate Packaging, Inc.

The Oneta Company

DART ADVANTAGE WAREHOUSING

Walmar International

TransGlobal Solutions, LLC

Blue Beverage Group, Inc.

Services -> Consulting & Marketing

Services -> Laboratory

Castle Co-Packers,Llc

Cascadia Consulting Group LLC

Celsis International plc

Corporate Packaging & Promotions

Marketing Drive

Corporate Packaging, Inc.

MarketPlace

Crystal Clear Mineral Waters (FIJI) Limited

McDill Associates, Inc.

Services -> Brokers & Agents

DS Waters of America, Inc.

Priority Consultants, Inc.

DART ADVANTAGE WAREHOUSING

Hunter Amenities Int'l Ltd.

Walmar International

Energy Drink of the Month

Walmar International

AL-RITE Bayshore International LLC

Kerry Ingredients & Flavours

Mike Carey

Monarch Custom Beverages

Tejas Sales Group

NVE Pharmaceuticals

Services -> PR & Ad Agency

The Oneta Company

MarketPlace

TRC Nutritional Laboratories, Inc.

McDill Associates, Inc.

Services -> Financial & Legal

Walmar International

Glover Capital, Inc. Law Offices of Craig Zimmerman

Services -> Product Development Allen Flavors, Inc. Bayshore International LLC BIOACTIVE RESOURCES,LLC Blue Pacific Flavors Danisco USA Inc.

JAN-FEB.09.BEVERAGESPECTRUM.43

INDEX

Services -> Co-Packing & Bottling

SUPPLIERS & SERVICES

Suppliers -> Trucks & Lifts

Resources -> Broker

SUPPLIERS & SERVICES

7A's Artesian Water, Inc. 2000 wyatt Dr. Suite #5 Sta Clara, California 95054 Tel: 888-881-0868 www.fijiaquifer.com Contact: Pacita Corn Sole distributor of artesian water from FIJI Private label available, Export ready Suppliers -> Ingredients

A. Holliday & Company, Inc. 4141 Yonge Street Suite 301 Toronto, Ontario M2P 2A8 Tel: 416-225-2217 www.teacoff.com Contact: Christine Renken For over 30 years, we've traveled the world to connect people with the finest tea and coffee products.

We are Bulk suppliers of various teas (extracts & leaf), coffees (extracts), antioxidants, herbal & superfruit extracts, certified organic products, natural caffeine from tea or coffee, polyphenols, EGCG, Rooibos and much, much more.

Organic, Fair Trade, Kosher, Private label available Suppliers -> Flavors, Suppliers -> Ingredients

A.M. Todd Mooreganics 9047 Sutton Place Hamilton, Ohio 45011 Tel: 269-216-2689 www.Mooreganics.com Contact: Maria Merlin As part of the privately-owned A.M. Todd Group, the Ingredients | Flavors Division is a global creator and manufacturer of a full line of Certified Organic Ingredients and Flavors for the Beverage Industry Organic, Fair Trade, Kosher Suppliers -> Packaging & labels, Suppliers -> Packaging & labels

Advance Plastic Corp.

4866 W. Cortland St. Chicago, IL 60639 Tel: 773-637-5922 www.advanceplastic.com/caps Contact: Bill Mason Advance Plastic can provide you with full service on your custom cap/closure project. We can assist with the design, tooling, molding and lining requirements. Let us submit a quotation for your next project.

Private label available, Export ready PRODUCT DESTRUCTION/RECYCLING

All Plastics Recyling, Inc. 5105 New Tampa Highway Lakeland, Florida 33815 Tel: 863-688-9898 ext 208 www.allplasticsrecycling.net Contact: Anthony All Plastics Recycling, Inc. is currently handling the recycling, regrinding, product destruction (expired liquids in plastic or aluminum) and sales both buying and selling the 7 major plastic codes 1-7.

Suppliers -> Flavors, Suppliers -> Flavors, Suppliers -> Ingredients, Services -> Product Development

Allen Flavors, Inc. 23 Progress St. Edison, NJ 8820 Tel: 908.561.5995 www.allenavors.com Contact: Joe Moran Beyond ingredient supplies which includes flavors, custom premixes and bases, Allen Flavors also provides pre and post production support technically and in every facet of design and production.

We have been delivering our concept to marketplace product development and ingredient supply to hundreds of entrepreneurs and multinational companies alike since 1991.

Organic, Kosher, Export ready Services -> Co-Packing & Bottling, Services -> Private label

AL-RITE 18524 NE 2nd Ave Miami, FL 33179 Tel: 305-652-2540 www.al-rite.com Contact: Alfredo Faubel Miami's premier contract formulator and bottler.

HACCP certification and personalized attention form the core of our 40 year reputation. Experts in ready-to-drink (RTD) and concentrated mixes and daiquiris - with or without alcohol, granitas, energy drinks, teas, and functional drinks.

Kosher, Private label available Supplier -> Containers

Amcor PET Packaging 10521 Hwy M-52 Manchester, Michigan 48158 Tel: 734-428-4537 www.amcor.com Contact: Kathryn Bejma Amcor PET Packaging delivers packaging solutions that provide shelf differentiation, unique features, advanced technology, and cost competitiveness. We are uniquely positioned to help develop innovative packages that are practical to manufacture, fill and use. With more than 5,300 people in 63 manufacturing operations in 12 countries, we are the world's largest PET container supplier.

Export ready Suppliers -> Racks & Coolers, Suppliers -> POS; POP; & Merchandising

ATC Group-Refrigeration Solutions 3235 Industry Drive Suite C N Charleston, SC 29418 Tel: 800-905-4768 www.atcgroup.net Contact: Taylor Samuel ATC Group offers a wide variety of refrigerated coolers to the beverage industry throughout North America. Our line of Counter Top Coolers, Refrigerated Barrels, Glass Door Upright Coolers and Open Air Coolers are ideal for generating awareness for your brand, merchandising your product and driving impulse sales.

Woman owned, Diversity owned

Organic, Kosher

44.BEVERAGESPECTRUM.JAN-FEB.09

Suppliers -> Filling & Bottling Equipment

Atlas Copco Compressors LLC 1800 Overview Drive Rock Hill, SC 29730 Tel: 803-817-7200 www.atlascopco.us Contact: Paul Humphreys Atlas Copco is a world leading provider of industrial productivity solutions. Products and services range from compressed air and gas equipment, generators, construction and mining equipment, industrial tools and assembly systems to related aftermarket and rental.

Private label available, Export ready Packaging Development

Barry Sanel Packaging Advisors 1423 Peekskill Hollow Road Carmel, NY 10512 Tel: 845-228-5556 http://www.barrysanel.com Contact: Barry Sanel Barry Sanel Packaging Advisors is a service company that helps to fill the gaps between your design firm and your printer. Even if you are using a service bureau, BSPA can help. Effective packaging management can reduce costly delays and lessens environmental impact.

Private label available, Export ready Services -> Co-Packing & Bottling, Suppliers -> Flavors, Suppliers -> Ingredients, Services -> Co-Packing & Bottling, Services -> Product Development, Services -> Private label

Bayshore International LLC 635 Durie Street Toronto, Ontario M6S 3H2 Tel: 416-459-3113 www.bayshoreint.com Contact: Robert Megna Co-Pack filling-manufactuer of Can Energy Drinks / NHP Micro Shot filling / Still and carbonated water in PET from 250 ml -2.5lt. / Carbonated soft drinks / Flavor manufacturing / Product development Organic, Fair Trade, Kosher, Private label available, Export ready, Woman owned Recruiting and Staffing

Bevforce.com 4760 S. Pecos Rd. suite 103 Las Vegas, NV 89121 Tel: 866-617-8342 www.bevforce.com Contact: Josh Wand BEVFORCE is a targeted job listing and recruitment resource that speaks directly to the beverage industry. BEVFORCE.com is an online career community that efficiently connects beverage employers and professionals. BEVFORCE Elite is a full-service executive recruiting division that sets BEVFORCE apart from other job websites. Visit www.BEVFORCE.com to learn more.

Private label available, Export ready

Suppliers -> Ingredients

Suppliers -> Ingredients, Suppliers -> Ingredients

Suppliers -> Ingredients

BI Nutraceuticals 2550 El Presidio Street Long Beach, CA 90810 Tel: 310-669-2100 www.binutraceuticals.com Contact: Walter Postelwait

Bond Technology Systems, Inc. 9030 W Sahara Ave., #505 Las Vegas, NV 89117 Tel: 765-286-7430 Contact: Donald Burns

Canadian Pacific Phytoplankton Ltd. 3145 Headland Rd Nanaimo, BC V9X1N8 Tel: 778-908-6650 http://www.pacificplankton.com Contact: Mike Withrow

Organic, Kosher, Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Ingredients, Services -> Product Development

Bioactive Resources, LLC Director,Technical Sales Contact: Divya Desai A Full service supplier of dietary supplements, functional food ingredients, dry beverage ingredients, custom formulations and pre mixes. The Bioactive Resources management team has more than 50 years experience in the nutracuetical industry. Our quality control and quality assurance department includes FTIR identification tests, in-house microbiology, density, moisture, ash, and particle analysis.

We are both Kosher and Organic certified.

Organic, Kosher Suppliers -> Ingredients

Bioenergy Life Science, Inc. 13840 Johnsons St NE Minneapolis, MN 555304 Tel: 763-757-0032 www.bioenergy.com Contact: Kathy Lund Bioenergy RIBOSETM is an all-natural, kosher, GRAS and non-gmo ingredient that can be used in functional foods, beverages, and nutraceuticals.

Bioenergy Ribose increases energy, reduces fatigue, reduces muscle soreness and cramping from exercise, for athletes of all levels. Bioenergy RIBOSE is safe, effective and patent protected (over 29 issued/ pending).

Kosher, Private label available Services -> Co-Packing & Bottling

Blue Beverage Group, Inc. www.BlueBeverage.com Contact: Avi Blau State of the Art Beverage Co-Packing Facility Dedicated to produce low acid, milk / Protein based shelf stable beverages. Utilizing the Retort process. wide verity of bottles as well as beverage cans Organic, Fair Trade, Kosher, Private label available Suppliers -> Flavors, Suppliers -> Ingredients, Services -> Product Development

Blue Pacific Flavors 1354 S. Marion Court City of Industry, CA 91745 Tel: (626) 934-0099 www.bluepacificflavors.com Contact: Donald Wilkes

Organic, Private label available Suppliers -> Promotional items, Suppliers -> POS; POP; & Merchandising

Boulder Blimp Company 505 Stacy Court Suite A Lafayette, CO 80026 Tel: 303-664-1122 http://www.boulderblimp.com Contact: Loni Gilfedder Boulder Blimp Company is a worldwide manufacturer/supplier of event marketing products for the beverage industry. Providing the finest branding solutions for nearly 30 years, our products provide maximum brand recognition and ROI. Inflatable product replicas of your bottle, can or cup will draw big attention to your products!

Private label available, Export ready Services -> Graphics & Design

Brand Engine 80 Liberty Ship Way Suite 1 Sausalito, CA 94965 Tel: 415-339-4220 www.brandengine.com Contact: Heidi Caldwell Brand Engine is an internationally recognized strategic branding and design consultancy firm dedicated to designing successful, sustainable brands that deliver positive business results.

Private label available, Export ready Suppliers -> Flavors

BRC Flavors 6231 Gateway Road Columbus, Ga 31909 Tel: 908 707 4400 brcflavors.com Contact: Richard Davidson Beverages are our ONLY business. We specialize in CSD's, energy drinks, and sports drinks but nothing is impossible at BRC Flavors. We promise exceptional customer service, every time, every day, no matter what. Let us flavor something for you today.

Private label available, Export ready Suppliers -> POS; POP; & Merchandising, Suppliers -> POS; POP; & Merchandising

Brulene Creative Inflatables, LLC 359 Pleasant Hill Road New City, NY 10956 Tel: 845-634-3335 BRULENE.COM Contact: Gary Stevens Brulene has been manufacturing inflatables since 1969. We specialize in small sealed air and giant cold air inflatables. Sizes 6" to 60' tall. No minimums.

Private label available, Export ready

Blue Pacific Flavors, Inc. is a leading innovator of natural and organic-compliant fruit flavors with a heritage of authenticity in naturally-derived flavors. The company is renowned for its world-class fruit and sweet flavors for a wide range of food and beverage applications, including functional foods, dietary supplements and wellness products.

Organic, Fair Trade, Kosher JAN-FEB.09.BEVERAGESPECTRUM.45

Our two main products a grown and harvested using proprietary methods which recreate and accelerate the "Spring Bloom" The spring bloom occurs in cold water oceans around the planet.Our phytoplankton comes from the pristine waters of the North West Pacific Ocean and is comprised of a mix of over 200 nutrition packed species which is processed into our main ingredients cellanktonTM and cellatonTM. These products contain most, if not all the minerals, trace elements, and essential fatty acids that all living things need for healthy functioning.

Organic, Kosher, Private label available, Export ready Dispensing Cap System, Suppliers -> Packaging & labels

Cap Dispensing Technologies, LLC 445 Laramie Blvd Boulder, CO 80304 Tel: 720-246-0475 www.chemdtech.com Contact: Whitney Richards The CapDtech Cap Delivery System by Cap Dispensing Technologies is the next big innovation for functional beverages. The CapDtech Cap Delivery System provides the ability for companies to delve deeper into using sensitive functional ingredients that must be kept in the cap separate from the beverage until they can be released and mixed immediately prior to consumption.

Private label available, Export ready Suppliers -> Ingredients

Cargill Tel: 888-REGENASURE www.regenasure.com Contact: Diane Pederson Joint problems impact 1 of every 3 American adults, and joint health is important to consumers with an active lifestyle. For food and beverage manufacturers wanting to reach this growing market, Cargill?s Regenasure(reg) Glucosamine is the right choice. Regenasure(reg) Glucosamine: Only U.S. source of GRAS vegetarian glucosamine Shellfish allergen free, Kosher/Halal Certified.

Kosher Services -> Consulting & Marketing

Cascadia Consulting Group, LLC 120 East Main Street Suite 304 Ramsey, NJ 7446 Tel: 201-760-9019 www.cascadiaconsultinggroup.com Contact: William A Sipper We are consumer goods veterans with deep expertise across all key areas of the food and beverage industry. We are directly responsible for strategies and programs that helped brand leaders become leaders.

Private label available, Export ready

SUPPLIERS & SERVICES

BI Nutraceuticals is a global full-service supplier of beverage, dietary supplement, and functional food ingredients including whole herb powders and teas, standardized and drug ratio extracts, custom blends, vitamins, minerals, drum to hopper custom blends, granular ingredients and other specialty processes including time released and encapsulated ingredients.

SUPPLIERS & SERVICES

Services -> Co-Packing & Bottling

Suppliers -> Flavors

Services -> Private label

Castle Co-Packers, LLC 204B Schreiber Industrial Park New Kensington, PA 15068 Tel: 724-339-4040 www.castlecopackers.com Contact: Brian Dworkin

Citromax Flavors Inc. 444 Washington Avenue Carlstadt, NJ 7072 Tel: 201-933-8405 citromaxavors.com Contact: Elaine Kellman-Grosinger

CRD Distributors 22222 N. 55th Street Phoenix, AZ 85054 Tel: 877-937-4657 www.crddistributors.com Contact: Randall Roddy

Castle Co-Packers is high speed hot fill plant with 4 independent lines. We run sizes from 2.5oz. to 32oz, glass and plastic. We also brew tea!

Citromax is a premier, expertise-driven, global flavor company serving the beverage, confection and dairy industries. Known as the lemon authority for over 40 years, Citromax has expanded its flavor expertise by broadening the scope of its flavor repertoire. We offer a broad array of flavors for all beverage, confection, snack, bakery and dairy applications. We also offer organic and NOP compliant flavors. We pride ourselves on our ability to customize and create the flavor sensations our clients desire.

CRD provides premium turnkey private label beverages. Our model allows our client's to focus on marketing and sales while outsourcing their production and supply chain management in the background. We specialize in building brands with our customer's specifications, including the formulation, manufacturing, storage, design and delivery of their beverage. We welcome traditional grocers, C-stores, buying groups, wholesalers, private label marketers, promotional companies, and startups.

Organic, Fair Trade, Kosher, Private label available, Export ready Services -> Laboratory

Celsis International plc 600 W Chicago Ave Chicago, IL 60654 Tel: 312-476-1200 www.celsis.com Contact: Scott Scdoris Celsis International plc is a leading global provider of innovative life science products and laboratory services to the pharmaceutical and consumer products industries through three distinct divisions: Rapid Detection, Analytical Services and In Vitro Technologies. Each Celsis division delivers substantial time and cost savings to customers while ensuring product quality and safety for consumers.

Private label available, Export ready Services -> Logistics & warehousing

CH Robinson Worldwide 790 The City Drive #110 Orange, CA 92868 Tel: 8005786347 www.chrobinson.com Contact: Michael Betance CHRW is one of North America's largest thirdparty logistics companies. Because we are non-asset-based, we work with truck, rail, ocean, and air carriers to serve our customers with a single call.

Last year, more than 20,500 customers entrusted us with their shipments worldwide Private label available, Export ready Suppliers -> Ingredients

Chemi Nutra 4463 White Bear Parkway Suite 105 White Bear Lake, MN 55110 Tel: 651-407-0400 www.cheminutra.com Contact: Julie Montzka Chemi Nutra offers cutting-edge, science-based nutritional supplement ingredients that address a variety of nutrition and performance-related concerns, including cognitive health, women's health, weight management, anti-aging and sports performance. Chemi Nutra manufactures the highest quality specialty nutracueticals in our own FDA inspected production facilities located in Italy and Brazil.

Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Ingredients

CIRANDA 221 Vine St Hudson, WI 54016 Tel: 715-386-1737 www.ciranda.com Contact: Prescott Bergh

Organic, Kosher, Private label available, Export ready, Woman owned, Diversity owned Suppliers -> Packaging & labels

Closure Systems International 6625 Network Way Suite 200 Indianapolis, IN 46278 Tel: 317-390-5000 www.csiclosures.com Contact: Tabetha Walker-Smith Closure Systems International, Inc. (CSI) is a recognized global leader in closure design, closure manufacturing, and high speed capping systems.

In addition to quality closures and capping equipment, CSI provides unparalleled technical services.

Major markets served include carbonated soft drinks, bottled water, juices, sport drinks, teas, adult beverages, and dairy.

Private label available, Export ready Suppliers -> Ingredients

Cognis Corporation 5325 S. 9th Avenue LaGrange, IL 60525 Tel: 708-579-6188 www.cognis.com Contact: Scott Backman Cognis Nutrition & Health offers beverage makers a complete line of natural, health-enhancing ingredients for products targeting heart health, beauty-from-within and weight management.

With 40+ years of excellence in the food industry, Cognis' global experts work with you to develop healthy beverages without comprising taste or other essential sensory characteristics.

Kosher Services -> Co-Packing & Bottling, Services -> Logistics & warehousing

Corporate Packaging & Promotions 12930 Alondra Blvd Cerritos, CA 90703 Tel: 562-404-2300 Contact: Craig Johnson Corporate Packaging has built a solid reputation based upon quality, quick turn around, and service in the contract-packaging field for the past 20 years. CPP specializes in a large selection of contract packaging and promotional packaging services, including multi-packing and variety-packing items for the retail and club store markets.

Woman owned

Consumer preferred alternative to corn syrup TapiOK? Natural non-GMO & Organic tapioca syrups are functional replacements for any type of clarified corn or rice syrups. Natural /Organic dextrose, maltodextrins, agave syrups, inulin, FairTrade cocoa & honey products. CIRANDA: Organic, FairTrade and Sustainable ingredients.

Organic, Fair Trade, Kosher 46.BEVERAGESPECTRUM.JAN-FEB.09

Private label available, Export ready Suppliers -> Ingredients

Creative Compounds, LLC PO Box 4011 Scott City, MO 63780 Tel: 573-264-1440 www.creativecompounds.com Contact: Corey McNeely Creative Compounds is the premier, high-tech, raw materials supplier for both the nutraceutical and food industries. Our focus upon Quality, Value and Innovation has helped to make Creative Compounds one of the fastest growing suppliers in the industry.

Organic, Kosher Refrigerated Merchandisers, Suppliers -> POS; POP; & Merchandising

Creative Refrigeration Devices 810 1st St. S. Hopkins, MN 55343 Tel: 800-666-1449 X200 crdrefrigeration.com Contact: Thomas Meehan Design, engineer and produce Custom Refrigerated Merchandisers at an affordable cost. Import and domestic.

Private label available, Export ready Services -> Co-Packing & Bottling, Suppliers -> Packaging & labels, Suppliers -> Filling & Bottling Equipment, Services -> Co-Packing & Bottling, Services -> Private label, Services -> Graphics & Design

Crystal Clear Mineral Waters (FIJI) Limited P O Box 9303 , Nadi Airport Lot 20 Waqadra Industrial Est. Fiji Islands Tel: (679) 992 5950 www.aquapacific.com Contact: Mohammed Altaaf Located in the South Pacific are the islands of Fiji, the native home of Aqua Pacific Natural Mineral Water, which could quite possibly be the purest, and cleanest mineral water you will ever drink and we are proud to say that from when the water naturally leaves it's source, until the first time you open the bottle, it remains untouched by human hands, with only nature having intervened.

Private label available, Export ready

Suppliers -> Ingredients

Services -> Brokers & Agents

Crystal Cooler a division of Fortune Resources 120 Woodbine Street Bergenfield, NJ 7621 Tel: 201-387-2211 www.crystalcooler.com Contact: Laurence Langrell

DNP International Co. Inc. 12802 Leffingwell Ave BLDG E Santa Fe Springs, CA 90670 Tel: 866-470-4000 www.dnpint.com Contact: Diana Chavez

Fortune Resources is an OEM leader in the production, marketing and sales of custom and stock refrigeration solutions under the Crystal Cooler brand. Bi-coastal warehousing and distribution, unsurpassed customer'service and support exemplifies the value added philosophy that has come to define the Crystal Cooler brand.

DNP International, a global importer and supplier of raw materials, distributes ingredients to manufacturers in the nutritional supplement, food, beverage, cosmetic, pharmaceutical and feed industries. Sourcing more than 1,000 ingredients, DNP supplies raw materials in the United States through facilities in Los Angeles, Chicago and New Jersey.

Energy Drink of the Month 29017 Hotel Way Suite 201C Golden, CO 80401 Tel: 303-324-1019 EnergyDrinkoftheMonth.com Contact: Gwen Davidson

Woman owned

Organic, Kosher

Suppliers -> Ingredients, Services -> Product Development

Services -> Co-Packing & Bottling, Services -> Private label

Danisco USA Inc. Four New Century Parkway New Century, KS 66031 Tel: 913-764-8100 www.danisco.com Contact: Becky Bingman

DS Waters of America, Inc. 5660 New Northside Drive, Suite 500 Atlanta, Georgia 30328 Tel: 678-486-3512 www.water.com www.nurserywater.com Contact: Lauren Smith

Danisco is a world leader in food ingredients, enzymes and bio-based solutions. Using nature's own materials, science and the knowledge of our 9,500 people, we design and deliver bio-based ingredients that meet market demand for healthier and safer products.

Created in 2003, DS Waters, is the producer and distributor of home, office and retail bottled water, and private label products across the United States under the brand names Abita, Alhambra, Belmont Springs, Crystal Springs, Hinckley Springs, Kentwood Springs, Nursery Water, Sierra Springs, Sparkletts and Roast2Coast, a coffee delivery service.

Kosher

Private label available

Services -> Logistics & warehousing, Services -> Brokers & Agents

Batching and Blending

DART ADVANTAGE WAREHOUSING 2755 Hwy 55 Eagan, MN 55121 Tel: 651-683-1849 dartadvantagewarehousing.com Contact: Kurt McCann

DSI Process Systems 4630 West Florissant Ave Saint Louis, MO 63115 Tel: 314-382-1525 www.dsiprocess.com Contact: Lori Collier

Choose a proven industry leader, celebrating 75 years, to drive and warehouse your success!

DSI Process Systems provides design services, equipment supply, skidded process systems, fabricated components, system integration and start-up/ training service. With over 50 years of beverage production experience, DSI Process Systems has the knowledge, innovation and resources to meet the demands facing today's process manufacturer.

Private label available, Export ready Suppliers -> Software & Technology

Deacom, Inc. 950 West Valley Road Suite 3000 Wayne, PA 19087 Tel: 610-971-2278 www.deacom.net Contact: Susan Shaw The DEACOM Integrated ERP Software System is specifically designed for food and beverage manufacturers. DEACOM integrates all areas of your business - from formulation and lot tracking, to order entry and invoicing - giving you a comprehensive view of your entire operation. Visit www. deacom.net to schedule an online demonstration today.

Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Flavors

Dermazone Solutions 2440 30th Avenue North St. Petersburg, Florida 33713 Tel: 727-446-6882 x 204 www.dermacm.com Contact: Robert Dowdell Dermazone Solutions is an acknowledged leader in the field of nanotechnology and holds patents on its proprietary nanosphere delivery system. This technology available as both patented and patent pending versions has unique benefits, particularly for delivery, sustained release and taste masking in the cosmetic, pharmaceutical and beverage industries.

Private label available, Export ready Suppliers -> Ingredients

DSM Nutritional Products, Inc. 45 Waterview Blvd Parsippany, NJ 07054-1298 Tel: 973-257-8185 www.pourontheprofits.com Contact: Todd Sitkowski DSM Nutritional Products is the world's premier ingredient supplier to producers of foods and beverages. The organization provides a solid platform for technological innovation and new product development. Utilizing its extensive resources, DSM Nutritional Products keeps its customers ahead of the ever-changing marketplace, anticipating customer needs as nutritional trends develop and customer demands evolve.

Kosher, Export ready Suppliers -> Ingredients

Embotelladora La Mariposa 44 calle 2-00 zona 12 Guatemala, Guatemala 10012 Tel: (502) 2422 5252 www.pepsicentroamerica.com Contact: Michelle Detlefsen Pepsi bottler Private label available, Export ready

Woman owned JAN-FEB.09.BEVERAGESPECTRUM.47

EnergyDrinkoftheMonth.com provides manufacturers with a unique promotional service designed to place product and promotional materials directly into the hands of some of the product categories most influential users - energy drink enthusiasts searching out the latest and greatest brands from across the country and around the world.

Woman owned Suppliers -> POS; POP; & Merchandising, Suppliers -> Racks & Coolers, Suppliers -> Trucks & Lifts, Suppliers -> Promotional items

Envision Images 6988 S. Syracuse Court Centennial, CO 80112 Tel: 303-906-1005 wwww.envision-images.com Contact: Rob Hughes Envision Images is your beverage graphics specialist providing vendor and visi-cooler graphics, fleet wraps, fleet decals, inventory fulfillment, decal installations nationwide, pole signs, banners, static clings, case stackers, umbrellas, caps, apparel, tins, danglers, tents, momba poles, promotional products, business gifts and awards. Let 3 decades of branding experience work for your beverage.

Private label available, Export ready Suppliers -> Packaging & labels

Flexo Impressions 2060 West 98th Street Bloomington, MN 55431 Tel: 952-345-5412 www.exoimpressions.com Contact: Mike Wilzbacher Flexo Impressions offers labels for every application: Pressure Sensitive, Cut & Stack Paper, Cut & Stack Film, and Roll to Roll Film. Our plants have digital, flexo and offset equipment to meet your short, medium and long run label needs. We also offer label design services. Discover for yourself what sets us apart from other label companies.

Private label available, Export ready Suppliers -> Ingredients

Florida Products, S.A. P.O. Box 3580-1000 San Jose, Costa Rica Tel: 506-2508-8585 www.oridaproducts.net Contact: Gloria Gurdian Following a list of the products we may offer: Aseptic Acidified Banana Puree (21-24 Brix) Aseptic Low Acid Banana Puree (21-24 Brix) Aseptic Concentrate Banana Puree (30 Brix) Concentrated Clarified Banana Juice (72 Brix) Standard Type Concentrated Clarified Banana Juice (72 Brix Low flavour Concentrated Clarified Banana Juice (72 Brix) High flavour Aseptic Mango Puree (seasonal) Liquid Coffee Concentrate Frozen & Aseptic NFC Pineapple Juice of the MD2 variety Frozen & Aseptic Pineapple Juice Concentrate of the MD2 variety (60 Brix) Organic, Fair Trade, Kosher, Private label available, Export ready

SUPPLIERS & SERVICES

Suppliers -> Racks & Coolers

SUPPLIERS & SERVICES

Suppliers -> Ingredients

Recruiters

Services -> Co-Packing & Bottling

Friesland Foods Domo USA, Inc. 8700 West Bryn Mawr Suite 800 South Chicago, IL 60631 Tel: 773-714-4959 www.domo.nl Contact: Sarah Staley

Global Recruiters of Fort Mill 1171 Market Street, Suite 110 Fort Mill, SC 29708 Tel: 8038023903 www.grnfortmill.com Contact: Gerry Kirkland

Hunter Amenities Int'l Ltd. 1205 Corporate Dr. Burlington, Ontario L7L5V5 Tel: (905) 331-2855 ext288 www.hunteramenities.com Contact: Tobias Schmalz

Global Recruiters of Fort Mill specializes in the placement of professional and executive level positions in the beverage industry.

Filling small bottles for 30 years including energy shots, shipping worldwide. We specialize in small bottles, non-carbonated beverages. NHP licensed and FDA registered. We offer co-packing and complete turn-key solutions. Quality programs include GMP and HACCP to ensure product safety.

Friesland Foods Domo is part of Royal Friesland Foods, a multi-national company with a long heritage of producing products for tasty and healthy nutrition. We specialize in dairy derived functional ingredients for human nutrition including the Vivinal GOS range of dairy derived prebiotics and Hiprotal whey proteins.

Kosher Suppliers -> POS; POP; & Merchandising

Fry Fabrication 2208 S 15th Street phoenix, AZ 85034 Tel: 602-454-0701 www.fryfab.com Contact: Henry Soliz Every company views design and marketing through their own unique perspective. At Fry Fabrications we work with our clients to design the products that are modernizing marketing and revolutionizing the nightlife industry. Whatever your needs are, we can fabricate the designs you need to help you showcase your brand.

Woman owned Services -> Financial & Legal

Glover Capital, Inc. 506 International Tower 229 Peachtree St., NE Atlanta, GA 30303 Tel: 404-523-2921 Contact: Marion B. Glover For over 25 years Glover Capital, Inc. has provided more than $3.0 billion in investment banking and financial advisory services exclusively for beverage companies wishing to buy or sell, to have business valuations, and to receive general financial and consulting services Private label available, Export ready Gaskets/Seals

Recruiters

G-M-I, Inc. 4822 East 355th Street Willoughby, Ohio 44094-4634 Tel: 440-953-8811 Contact: DJ Restly

Future Perfect Worldwide, Inc. 3315 Berkmar Drive, Suite 2A Charlottesville, VA 22901 Tel: 434-220-1000 Contact: Michael Levine

GMI manufactures gaskets/seals from its materials that are FDA/USDA/3-A Sanitary/NSF/USP Class VI independently certified compliant. GMI also offers gaskets/seals that are Metal Detectable, X-Ray Detectable and Teflon Impregnated.

Future Perfect Worldwide, Inc. is a nationallyrecognized executive search firm representing food and beverage clients worldwide. We specialize in sourcing middle-management to top-echelon sales and marketing executives. Future Perfect is recognized and respected throughout the industry for our business acumen, ethics, efficiency and stamina in an intensely competitive recruiting environment.

Private label available, Export ready

Private label available, Export ready

Executive recruiters worldwide Suppliers -> Ingredients

Glanbia Nutritionals 523-6th Street Monroe, WI 53566 Tel: 608-329-2800 www.glanbianutritionals.com Contact: Eric Borchardt Glanbia Nutritionals delivers industry-leading, science-based nutritional solutions including a wide range of specialty whey proteins, flax, and other nutritional ingredients for healthy beverages, nutrition bars, processed foods and supplements.

Industries served include functional foods, sports/ performance nutrition, weight management, personal care, clinical nutrition, health/wellness, and animal nutrition.

Kosher, Organic, Private label available, Export ready

Suppliers - Natural Colors

GNT USA, Inc. 660 White Plains Road Tarrytown, NY 10591 Tel: 914-524-0600 www.gntusa.com Contact: Jeannette O'Brien GNT is the base-producer of EXBERRY natural food colorants, which are made exclusively from fruits and vegetables of the highest-quality standard. For 30 years, GNT has provided food and beverage markets with innovative color solutions, formulation assistance, and customer'support.

Products are kosher and available in powder and liquid form.

Organic Suppliers -> Ingredients

GTC Nutrition 523 Park Point Drive Suite 300 Golden, CO 80401 Tel: 303-216-2489 www.gtcnutrition.com Contact: John Musselman GTC Nutrition is a recognized leader in providing ingredient solutions to the food, beverage and supplement industries. Our portfolio of innovative ingredients supports bone, digestive, glycemic, heart and immune health platforms: NutraFlora prebiotic fiber, Purimune galactooligosaccharides, Aquamin calcified mineral source BioAgave, active agave fiber, OatVantage oat bran concentrate Private label available, Export ready

48.BEVERAGESPECTRUM.JAN-FEB.09

Private label available, Export ready Suppliers -> Packaging & labels

Innovative Labeling Solutions 4000 Hamilton-Middletown Rd Hamilton, OH 45011 Tel: 888-860-2457 www.ilslabels.com Contact: Sean Gallagher As digital label and packaging specialists, ILS offers comprehensive printing solutions for prime labels, flexible packaging, shrink sleeves, and folding cartons. We provide the latest in digital printing technology and work with worldwide corporations and small to mid-size companies alike. With our specialized capabilities we can provide a customized solution to maximize your beverage brand.

Give us a call to learn more.

Private label available, Export ready Suppliers -> Ingredients, Services -> Product Development

InterHealth Nutraceuticals, Inc. 5451 Industrial Way Benicia, CA 94510 Tel: 800-783-4636 www.interhealthusa.com Contact: Rob Worsena Making healthy products healthier. Derived from nature, backed by science and made for your good health, our unique and proprietary nutritional ingredients are used in dietary supplements and functional food, beverage and cosmetic products sold throughout the world.

Kosher Suppliers -> Ingredients, Suppliers -> Flavors, Services -> CoPacking & Bottling

Kerry Ingredients & Flavours 1 Millington Road Beloit, WI 53511 Tel: 608-363-1200 www.kerry.com Contact: Jim Egan Kerry offers the beverage market a broad portfolio of ingredients, flavors and integrated systems providing application solutions for nutritional beverages, soft drinks, alcoholic beverages and tea & coffee. Plus Kerry offers turnkey manufacturing and custom product development for finished beverage solutions with aseptic and plastic retort packaging expertise.

Organic, Kosher, Private label available

Suppliers -> Promotional items, Suppliers -> POS; POP; & Merchandising, Services -> Graphics & Design

MarketPlace 719 N. 17th Street Saint Louis, MO 63103 Tel: 314-647-9500 www.market-pl.com Contact: Tracy Landau

Mike Moss, Inc. 1811 NW 51ST STREET HANGER 42D FT. LAUDERDALE, FLA. 33309 Tel: 242-341-3234 UNDER CONSTRUCTION Contact: Mike Moss

Kosher, Export ready

MarketPlace is a marketing communications company specializing in brand development and implementation through the application of creative business and technology tools. We focus entirely on the food, beverage, dairy, and ingredient industries.

From complete marketing programs to e-tools and web development, we deliver opportunities for consumer and B2B facing programs.

Good day. Please allow me to introduce myself. My name is Mike Mossand my company produces VISUALLY STUNNING, HI-DEF, FULLCOLOR,PHOTO-QUALITY graphics on reusable, recyclable plastic and disposable paper promotional drinkware. Lead time is 11 days. We know you will be impressed like all our clients. Awaiting your contact. Thanks.

Services -> Financial & Legal

Woman owned

Export ready

Services -> Graphics & Design, Services -> Consulting & Marketing, Services -> PR & Ad Agency

Services -> Private label, Services -> Co-Packing & Bottling

LANXESS Corporation 111 RIDC Park West Drive Pittsburgh, PA 15275 Tel: 412-809-3784 www.mpp.us.lanxess.com Contact: Riaz Musaheb LANXESS offers antimicrobial agent. Effective in eliminating wide range of micro-organisms (yeast, bacteria, mold). Our product renders your beverage shelf stable, and extends shelf life of refrigerated juice beverages. Also approved for use in RTD teas, waters, sports drinks and wines. Our product does not affect a beverage's taste, odor or color.

Law OfďŹ ces of Craig Zimmerman 23052H Alicia Parkway, #104 Mission Viejo, CA 92692 Tel: 949-716-2557 Contact: Craig Zimmerman Law firm that devotes itself to outside general counsel representation to the small and mid-sized business. We handle all aspects of legal work. We work on a flat fee, monthly retainer, or reduced hourly rate. Prior experience with consumer packaged goods manufacturers, highly regulated industries, and DRTV-based (infomercial) clients.

Private label available, Export ready Suppliers -> POS; POP; & Merchandising

loredo limited UNIT 120 ASHBOURNE IND ESTATE ASHBOURNE, MEATH IRELAND Tel: 35318351784 WWW.LOREDO.IE Contact: Bosco O' Farrell Loredo are european leaders in the production and design of budget in store display racks in metal and wire. Suppliers to all the leading brands .

Prototype and design free of charge.

Export ready Services -> Consulting & Marketing

Marketing Drive 800 Connecticut Ave. 3rd Floor East Norwalk, CT 6854 Tel: 800-659-9439 www.marketingdrive.com Contact: Dean Williams A full-service, discipline-agnostic promotional marketing agency. Our sole purpose is providing unexpected solutions to your marketing challenges.

Bringing those ideas to life is wholly-dependent on finding the most effective and efficient means of execution. Our expertise: shopper marketing, branding & design, cause marketing, interactive marketing, sponsorship marketing, and media partnerships.

McDill Associates, Inc. P O Box 100 4800 Leapfrog Lane Soquel, CA 95073 Tel: 831-462-3198 www.mcdill.com Contact: Melissa McDill McDill Associates is a strategic marketing firm with over 30 years ofproven experience in the consumer packaged goods category. Fromproduct development and packaging design to launch and POS, we workcollaboratively with clients to effectively reach today's consumers.

Woman owned Services -> Graphics & Design

McLean Design, Inc, 1401 North Broadway Suite 220 Walnut Creek, CA 94596 Tel: (925) 944-9500 www.mclean-design.com Contact: Mike Prone McLean Design can help you: Create a brand that inspires a deep and enduring emotional connection; Design packaging that becomes the iconic "experience" of your brand; Partner with you to help build and maintain brand value. Let's discuss how we can help you win the market today.

Private label available, Export ready Services -> Brokers & Agents

Mike Carey 3831 Chip Ct. Rocklin, CA 95765 Tel: (916)435-9441 Contact: Mike Carey Broker for Northern California & Northern Nevada. Representing craft beers and gourmet sodas.

Private label available, Export ready

Private label available, Export ready

Monarch Custom Beverages 2205 Riverstone Blvd.

Suite 104 Canton, GA 30114 Tel: 678-493-7000 Contact: Larrry Williams Turn Key Private Label Beverage Solutions, including, formulation, packaging, warehousing, transportation and distribution. We source all raw materials, manage the production and transportation of finished product.

Kosher, Private label available Suppliers -> Ingredients, Services -> Product Development

MTC Industries, Inc. 41 Mercedes Way Unit 21 Edgewood, NY 11717 Tel: 631-274-4818 www.mtcindustries.com Contact: Nat Levine MTC Industries, Inc is a science & technology based company established in 1994. We are focused on the research, development and marketing of diverse synthetic & natural ingredients for human health and well being.

Organic, Fair Trade, Kosher, Export ready Suppliers -> Packaging & labels

Multi-Color Corporation 50 E Business Way Suite 400 Sharonville, OH 45241 Tel: 513-345-5352 www.multicolorcorp.com Contact: Dirk Edwards Multi-Color represents a premier global resource of innovative decorative label solutions. No matter what your labeling needs, Multi-Color has the knowledge, experience, and printing technologies to provide it. We offer a comprehensive product portfolio of technologies and print capabilities presented without a bias for any particular technology or printing method.

Private label available, Export ready

JAN-FEB.09.BEVERAGESPECTRUM.49

SUPPLIERS & SERVICES

Services -> Graphics & Design, Services -> Consulting & Marketing, Services -> PR & Ad Agency, Services -> Graphics & Design

Suppliers -> Ingredients

SUPPLIERS & SERVICES

Suppliers -> Ingredients

Functional Ingredients Supplier

National Starch Food Innovation 10 Finderne Ave Bridgewater, NJ 8807 Tel: 908-685-5228 www.foodinnovation.com Contact: Marc E. Green, CBC

NutraGenesis 167 Main St. #208 Brattleboro, Vermont 5301 Tel: 802-257-5345 www.nutragenesis.com Contact: Craig MacIntyre

National Starch Food Innovation is a leading supplier to the beverage and flavor industries with encapsulants and emulsifiers, including new Q-Naturale clean label beverage emulsifier.

NutraGenesis provides beverage marketers with a diverse portfolio of proprietary, GRAS-affirmed, ingredients featuring substantiated functional health claims to give their beverages a competitive edge. Our clinically tested ingredients deliver nutritional solutions that address today?s leading health concerns including: Stress, Energy, Beauty from Within, Weight Management, Cognitive Function, Anti-Aging, Cardiovascular Health.

Organic, Kosher, Export ready Suppliers -> Ingredients

Natreon Inc. 2-D Janine Place New Brunswick, NJ 8901 Tel: 732-296-1080 www.natreoninc.com Contact: Lucien Hernandez Natreon Inc. focuses on developing novel compounds extracted from the traditional botanicals of Ayurvedic medicine. With U.S. headquarters in New Brunswick, N.J., and state-of-the-art research facilities in India, Natreon Inc. has created a broad portfolio of products with compelling intellectual property, to serve unmet nutritional supplement, functional food and pharmaceutical market needs.

Kosher, Private label available, Export ready, Woman owned Services -> Co-Packing & Bottling

NVE Pharmaceuticals 15 Whitehall Road Andover, New Jersey 7821 Tel: 973-786-7868 x212 www.nveusa.com Contact: Walter Orcutt

Kosher

NVE Pharmaceuticals manufactures and private labels a wide array of energy and diet products, including tablets, capsules, carbonated energy drinks and energy shots.

Suppliers -> Ingredients

Kosher, Private label available, Export ready

Natreon Inc. 2-D Janine Place New Brunswick, NJ 8901 Tel: 732-296-1080 www.natreoninc.com Contact: Lucien Hernandez Natreon Inc. focuses on developing novel compounds extracted from the traditional botanicals of Ayurvedic medicine. With U.S. headquarters in New Brunswick, N.J., and state-of-the-art research facilities in India, Natreon has created a broad portfolio of products and technologies, with compelling intellectual property, that can serve unmet nutritional supplement, functional food and pharmaceutical market needs.

Organic, Kosher Suppliers -> Ingredients

Naturipe Foods LLC PO Box 68 Olympia, WA 98507 Tel: 269-434-8035 www.naturipefoods.com Contact: Maurice "Mo" Moragne

Suppliers -> Packaging & labels, Suppliers -> POS; POP; & Merchandising

PATMAR Specialty Packaging 8805 E. Broadway Ave. Tampa, FL 33619 Tel: 800-486-0655 www.patmar.com Contact: Tom Christy PATMAR manufactures an almost limitless array of individual folding cartons, POS/POP displays,and marketing tools. Industries supplied inc. beverage, food, micro brews, parts manuf., pet foods, cosmetics, bakeries an more. From concept to creation.

Fair Trade, Private label available, Export ready Suppliers -> Packaging & labels

Performance Packaging of Nevada, LLC. 6430 Medical Center St., Las Vegas, NV 89148 Tel: 702-240-3457 www.performance-packaging.com Contact: Marina Pang Flexible Packaging - Impact printing on custom laminated materials, for all food, beverage, industrial and pharmaceutical applications. Finishing includes roll stock, bags, pouches, and shrink sleeves and retortable package. Labels - pressure sensitive, paper, laminated, foils, stamped, embossed, booklet, coupons and synthetic paper. Rigid Packaging - folding cartons, display boxes.

Private label available

Suppliers -> Ingredients

P. L. Thomas 119 Headquarters Plaza Morristown, NJ 7960 Tel: 973-984-0900 x246 www.plthomas.com Contact: Rodger Jonas PL Thomas offers natural ingredients for the food, beverage, health/wellness, dietary supplement and cosmeceuticals markets. We specialize in clinicallysupported nutraceuticals, fruit and botanical extracts, probiotics and fermentation products, novel delivery systems, and hydrocolloids.

Organic, Fair Trade, Kosher Suppliers -> Ingredients, Suppliers -> Ingredients

Paradise Fruits North America, LLC 1410 Providence Hwy Suite 106 Norwood, MA 20262 Tel: 781-769-4900 781-769-4910 Contact: Jon Brownbill

Naturipe Foods is a grower owned company representing over 1,000 growers from North and South America. We offer frozen, dried, concentrates, purees and juice of Blueberries, Blackberries, Strawberries, and Raspberries for retail, industrial, and food service. With our diversity of sourcing locations, Naturipe Foods offers a year round supply of fruit.

Paradise Fruits North America is a supplier of high quality conventional and organic juice concentrates, purees and puree concentrates, including; purple carrot, pomergranate and pumpkin.

Kosher, Private label available

Parkside Beverage PO Box 210 Leesport, PA 19533 Tel: 610-916-2439 www.parksidebeverage.com Contact: Cydney A. Whitmoyer

Organic, Kosher Services -> Product Development

Custom beverage product development focusing mostly on brand new beverage businesses. Start to finish project consulting: helping you take your beverage concept to commercial reality.

Woman owned

50.BEVERAGESPECTRUM.JAN-FEB.09

Suppliers -> Ingredients

PHARMACHEM 265 Harrison Avenue Kearny, NJ 7032 Tel: 201-719-7405 food@pharmachemlabs.com Contact: Gregory Drew Pharmachem is a leading supplier of botanical extracts, nutrient premixes & custom fortification systems. Pharmachem is a service-oriented company providing application-specific ingredient, product & process solutions with expertise in wellness, flavor and ingredient delivery. We make ingredients work.

Organic, Fair Trade, Kosher, Private label available, Export ready Suppliers -> Packaging & labels

Phoenix Packaging International Corp.

847 McCaffrey Montreal, Quebec H4T 1N3 Tel: 514-487-6660 www.phoenixpackaging.com Contact: Joel B Miller Phoenix designs and sells bottles made out of Glass, Plastic, Aluminum and Ceramic. We can also supply bottle specific closures ranging from CT, CRC, ROPP, Cork, Synthetic Cork, T-Top, Glass stoppers and swing top/clip lock closures with either porcelain or plastic tops.

Export ready

Suppliers -> Software & Technology

POPS Technologies 1078 Piedmont Ave Atlanta, GA 30309 Tel: 905-741-8714 www.popstechnologies.com Contact: Eric Fallon

Prism Visual Software, Inc. 1 Sagamore Hill Drive Port Washington, NY 11050 Tel: 516-944-5920 www.prismvs.com Contact: Lynn Keating

POPS Technologies specializes in the design, engineering and manufacturing of POP equipment/displays. Let our design team show you what we can do with your product(s) free of charge. Make your brand unavoidable. www.popstechnologies.com Fair Trade, Private label available, Export ready, Diversity owned

ServQuest and MiniMate are Prism's total desktop and mobile routing solutions for the beverage industry. The solution manages routes, controls inventory, generates orders and invoices at the site, captures signatures, and prints on a mobile Bluetooth printer. MiniMate manages all pricing calculations, deals, promotions, volume discounts, and more.

Suppliers -> Software & Technology

Woman owned

Kosher, Private label available, Export ready

Suppliers -> Ingredients

Suppliers -> Software & Technology

PURAC America, Inc 111 Barclay Boulevard Ste.100 Lincolnshire, IL 60069 Tel: 847-634-6330 www.purac.com Contact: Eva Dratwa

Schare & Associates, Inc. 350 E. Penn st.

Long Beach, NY 11561 Tel: 877-859-4861x1 www.juicedeals.com Contact: Keith Schare

Poster Printers, Inc. 1940 utica ave Brooklyn, NY 11234 Tel: 718-451-1790 www.theposterprinters.com Contact: Elliot Blitman We print Posters, Banners, Point of Sale Merchandising, Signage, All promotional Printed material.

Brochures, Catalogs, Postcards, Labels and much more. Offset & Digital Printing. Small and Large Runs. Specializing in Full Color Printing for the beverage industry.

Private label available, Export ready

PURAC has high-quality ingredients that are used in the beverage industry serving a range of functions: pH regulation, acidification, mineral fortification, and flavor enhancement and masking.

Kosher

Suppliers -> Ingredients, Suppliers -> Flavors, Services -> Product Development

Suppliers -> Packaging & labels, Suppliers -> Packaging & labels

Premium Ingredients International 285 E. Fullerton Avenue Carol Stream, IL 60188 Tel: 630-868-0300 www.premiumingredients.com Contact: Mary Labriola

Robbie Manufacturing 10810 Mid America Avenue Lenexa, KS 66219 Tel: 913-492-3400 www.robbiemfg.com Contact: Penny Sweeney

Premium Ingredients International is your connection to high-quality ingredients and flavors, expert R&D, and individualized solutions to your unique needs. With strong worldwide supplier relationships, we source and distribute more than 1,000 ingredients from antioxidants and amino acids, to fibers and vitamins, while providing superior service with insight and expertise.

Robbie is a packaging company that focuses on providing high quality award winning printed shrink films. With the impact of 10 color process products gain a competitive dominance on the shelf. For flexible timelines, projects of any size, or full line project services, Robbie offers a competitive tried and true process that creates packaging that sells.

Organic, Fair Trade, Kosher, Private label available, Export ready

Private label available, Export ready Suppliers -> Promotional items

Services -> Consulting & Marketing, Services -> Consulting & Marketing

Priority Consultants, Inc. 64 Dunham Place Saint Charles, Illinois 60174 Tel: 630-404-0458 Contact: D. Scott Eckman Priority Consultants Inc. has been associated with the beverage industry for over 35 years. Our focus has been on aseptic processing and packaging for 15 years. Whether challenged to develop new business, packaging design, or building aseptic and unique facilities, we have delivered significant results.

Salisbury Sales, Inc. 75 Union Ave Suite 100 Sudbury, Massachusetts 1776 Tel: 800-676-4339 www.salisburysales.com Contact: Edward Marullo Salisbury Sales works with our clients to get their name and brand out in the marketplace. Our main focus is the decoration of all types of apparel such as T-Shirts, Hats and Outerwear and also Promotional Products. We offer fulfillment, storage and online store capabilities.

Organic, Private label available

Private label available, Export ready

JAN-FEB.09.BEVERAGESPECTRUM.51

Suppliers -> Ingredients, Suppliers -> Ingredients, Suppliers -> Packaging & labels, Services -> QA & Certification, Resources -> Market data & reports

Salitos Brewing Company GmbH Oberes Feld 13 Paderborn, NRW, GERMANY 33106 Tel: +49-5251-290 32-0 www.mbg-online.net Contact: Ranz Salitos Brewing Company is a 100% subsidiary of MBG International Premium Brands GmbH that takes care of the export business of its mother company. MBG is for 15 years now producer and distributor of innovative alcoholic and non-alcoholic beverages such as Salitos.

We offer below market pricing on Juice Concentrates, Frozen Fruits, Frozen Vegetables, Flavors, Colors, Retail Beverages and many other food related items.

Kosher, Export ready Suppliers -> Ingredients

Sensient Colors, Inc. 2515 N. Jefferson St. Louis, MO 6316 Tel: 800-325-8110 www.sensientfoodcolors.com As the global leader in color innovation, only Sensient is capable of delivering global scope, expertise, and resources in the realm of supply, development, manufacture, and application of exact shades in natural colors. Our Fusion Precise Natural ColorsTM bring together over 100 years of expertise in color science and formulation.

Private label available, Export ready Suppliers -> Flavors

Sensus 7255 Hamilton Enterprise Park Drive Hamilton, OH 45011 Tel: 513-892-7100 www.sensusavors.com Contact: Scott Geringer Sensus is a technology driven company that provides the highest quality, totally natural flavor ingredients to the beverage industry. Our unique processing system extracts flavor components from fresh raw materials at the peak of their flavor quality. Sensus? core competencies include tea, coffee and botanicals with research focus on polyphenolics.

Organic, Fair Trade, Kosher, Export ready

SUPPLIERS & SERVICES

Suppliers -> POS; POP; & Merchandising

SUPPLIERS & SERVICES

Suppliers -> POS; POP; & Merchandising

Packaging Resin, Suppliers -> Packaging & labels

Suppliers -> Ingredients

Service Litho-Print , Inc. 50 W Fernau Ave. PO Box 875 54903 Oshkosh, WI 54901 Tel: 800-544-1493 ext:5959 www.service-litho.com Contact: Mitch

StarPet Inc. 801 Pineview Road Asheboro, NC 27203 Tel: 336-672-0101 www.indoramapolymers.com Contact: Hussam Awad

Tate & Lyle 2200 E. Eldorado St. Decatur, IL 62525 Tel: 800-526-5728 www.tateandlyle.com

Service Litho-Print Inc. delivers eye catching pointof-sale materials that effectively promote your product and increase brand awareness. Some of our Proprietary Products include : EDS ( Ex-Static Dispensing System - coupons ) , Freestick 3D , Floor Art , 3D Ceiling Danglers , tubs and ExStatic , ( a material that is used as a base for many of our products , that will NEVER turn permanent or leave Residue). We also produce translites , wobblers , countermats , lenticular , window/ cooler decals and so much more. Please visit our website at :WWW.SERVICE-LITHO.COM or call Mitch Bergen at 800-544-1493 ext. 5959.

Private label available, Export ready Suppliers -> Software & Technology, Suppliers -> POS; POP; & Merchandising

SignTrak, LLC 10999 Reed Hartman Hwy Suite 230 Cincinnati, OH 45242 Tel: 513-793-2929 trackmysigns.com Contact: Mark Fullerton Leading provider of POS best practices for beverage distributors via web-based business intelligence applications to order, track and manage temporary and permanent POS. Private label available

SleeveCo, Inc. 103 Lumpkin Campground Rd. N. Dawsonville, GA 30534 Tel: 706-216-3110 www.sleeveco.com Contact: Martin Wilson SleeveCo prints and converts high-impact, reliable, shrink-sleeve and stretch-sleeve labels. We set industry best speed to market with order flexibility, and internal plate making and cylinder engraving.

Award-winning, DuPont-certified graphics professionals, and field technical service expertly guide your project. We manufacture affordable, custombuilt stretch label application equipment.

Private label available, Export ready Suppliers -> Flavors, Services -> Product Development C o nc

eptualization to Realization

SF

SOVEREIGN FLAVORS

Flavor and Extract Manufacturer specializing in the beverage and dairy industries. Services include Custom Beverage Product Development of RTD, Energy Drinks & Flavored Spirits.

Organic, Kosher, Export ready

Private label available, Export ready Suppliers -> Ingredients, Services -> Product Development

Stiebs Pomegranate Products 11767 Road 27 1/2 Madera, CA 93637 Tel: 559.661.0031 www.stiebs.com Contact: Brad Miller Stiebs Pomegranate Products is known as a global leader in the processing of Pomegranates. Stiebs has answered the calls of their customers by adding Acai, Mangosteen, Blueberry, Goji and other Superfruit products to their line. Stiebs is committed to delivering the finest Superfruit ingredients on the market and offering our customers innovative Formulation and Blending services. www. stiebs.com Organic, Kosher, Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Ingredients

SunOpta Global Organic Ingredients 335 Spreckels Drive, Suite F Aptos, CA 95003 Tel: 831-685-6506 www.sunopta.com Contact: Hobbs Wolcott

Suppliers -> Packaging & labels

Sovereign Flavors, Inc. 4020 W. Chandler Ave Santa Ana, CA 92704 Tel: 714-437-1996 www.sovereignavors.com Contact: David Ames

StarPet Inc, Asheboro, NC and AlphaPet Inc, Decatur AL (both are wholly owned subsidiaries of Indorama Polymers PCL) offer PET resins for the packaging industry under the brand name Preformance?. Resins offered include CSD, Water, Hotfill, Custom Containers etc. Please contact (336)672 0101 x 336 for further details.

Sunopta Global Organic Ingredients is the leading supplier of Certified Organic Fruit and Vegetable: Juices, Concentrates, IQF and purees. SGOI bridges the gap between farmers and manufacturers and makes it especially easy for manufacturers who want to get involved in the organic market.

Organic, Kosher, Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Ingredients, Services -> Product Development

SVZ-USA, Inc. PO Box 715 1700 N. Broadway Othello, Washington 99344 Tel: 509-488-6563 www.svz.com Contact: Agata Willis SVZ is an international manufacturer of industrial fruit and vegetable ingredients such as juice concentrates, purees, puree concentrates, infused fruits and aromas. Contact our sales team and the many possibilities will amaze you.

Organic, Kosher

Tate & Lyle is a world-leading renewable food and industrial ingredients company, serving a global market from over 50 production facilities throughout the Americas, Europe and South East Asia. Tate & Lyle?s range of leading branded food ingredients includes SPLENDA? Sucralose, PROMITOR? Dietary Fiber and STA-LITE? Polydextrose. SPLENDA? is a trademark of McNeil Nutritionals, LLC Private label available, Export ready Suppliers -> Ingredients, Suppliers -> Flavors

Teawolf 75 Kingsland Ave. Clifton, NJ 7014 Tel: 914-844-4116 www.teawolf.com Contact: Greg Robertson Teawolf specializes in novel, healthy ingredients.

Tea extracts, flavors and distillates; fruit extracts, flavors and distillates; natural sweeteners; vanilla extracts; innovative blends are our specialty Organic, Kosher, Private label available, Export ready Services -> Brokers & Agents

Tejas Sales Group 8348 Valley Oaks North Richland Hills, TX 76180 Tel: 817-479-3869 www.tejassalesgroup.net Contact: Gary Frederick Tejas Sales Group, is a consumer products sales management and execution company. We help provide leadership for your brands on how to go market in multiple channels. 28 years of experience. Don't make the mistake of not investing in this important element!

Private label available, Export ready Suppliers -> Ingredients

The NutraSweet Company 222 Merchandise Mart Plaza Suite 936 Chicago, Il 60654 Tel: 312-873-5000 www.nutrasweet.com Contact: Brad Meyers The NutraSweet Company, headquartered in Chicago, stands alone in its ability to provide customers with a full value portfolio including superior quality products, unrivaled technical, R & D and regulatory support, competitive pricing and an experienced management team.

Kosher Services -> Co-Packing & Bottling, Services -> Private label

The Oneta Company 1401 South Padre Island Drive Corpus Christi, TX 78416 Tel: 800-460-3214 www.onetacc.com Contact: Ronald Tappan The Oneta Company is a privately held bottler of soft drinks and purified drinking water. Centrally located and near the Gulf Coast, Oneta has very diverse capabilities to produce and bottle a broad spectrum of beverages.

Private label available, Woman owned

52.BEVERAGESPECTRUM.JAN-FEB.09

Suppliers -> Ingredients

Suppliers -> Packaging & labels

Tiancheng Pharmaceuticals 2851 E. Philadelphia St Ontario, CA 91761 Tel: 909-947-5577 www.tianchengusa.com Contact: Lance Ding

Triumbari Corp.

Corporate- Brampton, Ontario Canada US Sales Office- 6088 Turning Leaf Way Maineville, OH 45039 Tel: 513-560-1803 www.triumbari.com Contact: Patrick F Moore

Organic, Fair Trade, Kosher, Private label available, Export ready, Diversity owned Services -> Logistics & warehousing

TransGlobal Solutions, LLC 14789 Carmenita Rd. Norwalk, CA 90650 Tel: 562-483-1383 www.tgsllc.com Contact: Renee Elizondo TransGlobal Solutions, LLC provides commercial and non-commercial drivers as well as warehouse employees to over 100 clients in the Southern California area.

Woman owned, Diversity owned Services -> Co-Packing & Bottling

TRC Nutritional Laboratories, Inc. 12320 East Skelly Drive Tulsa, Oklahoma 74128 Tel: 918-437-7310 www.trclabs.com Contact: Vera Walker TRC Nutritional Labs, Inc. of Tulsa, Oklahoma is known as one of the premier manufacturers of liquid nutritional products in the United States.

We are a contract manufacturer that produces private labeled products for companies in the US and abroad as well as approximately 80 of our own products under the TRC label.

Private label available Services -> Graphics & Design

Tridimage Echeverria 3856 Buenos Aires, Argentina C1430BTL Tel: +5411 4554 1812 www.tridimage.com Contact: Hernan Braberman TRIDIMAGE is the leading and most awarded Latin American integrated graphic and structural brand & package design consultancy, specializing in beverage brands. Our design services make the difference by their innovation and competitive costs. Tridimage's reputation attracts calls from international companies operating in U.S.A., Latin America, Europe and Asia.

Export ready

Triumbari specializes in the blow molding manfucturing of Custom and Stock PET bottles for the cold fill beverage and water markets. We offer assistance in engineering, prototyping, modeling, product development and custom tooling and packaging. Triumbari- Quality, Service, Dedication and Commitment. Call us today for all of your packaging needs.

Private label available, Export ready Services -> Graphics & Design

united*, dsn, llc 206 West 23rd Street 3rd Floor New York, NY 10011 Tel: 917-734-7493 www.uniteddsn.com Contact: Lawrence HAggerty united*, a brand design company that constantly questions convention and asks what if? In doing so we think differently, work differently and ultimately we create a difference. united* partners with its clients to develop: strategic positioning, package design, environment, advertising, product innovation & web strategy.

Private label available, Export ready Suppliers -> Packaging & labels

Veriplas Containers 6600 Geyer Springs Rd. Little Rock, AR 72209 Tel: 501-779-1320 Veriplas.com Contact: Speed Stodghill Veriplas Containers makes PET bottles for the bottled water and beverage industry. We have a great selection of stock moulds and can also take care of your custom projects. Pre-labeling services available. We can make your container using a percentage of recycled PET content.

Private label available, Export ready Suppliers -> Software & Technology

Visual World, Inc. 336 Bon Air Center Greenbrae, CA 94904 Tel: 415-924-2595 www.visualworld.com Contact: Carson D. Kelly We provide state of the art software solutions for beverage distributors of all types.

Private label available, Export ready Services -> Consulting & Marketing, Suppliers -> POS; POP; & Merchandising, Suppliers -> Racks & Coolers, Suppliers -> Promotional items, Services -> Product Development, Services -> Private label, Services -> Consulting & Marketing, Services -> PR & Ad Agency, Services -> Graphics & Design

Walmar International PO Box 421 Southport, CT 6890 Tel: 203-255-2019 www.walmarintl.com Contact: Walter Marcinowski New Product Development and Launch, Mature product revamping, Private Label Organic, Fair Trade, Kosher, Private label available

JAN-FEB.09.BEVERAGESPECTRUM.53

WILD Flavors, Inc. 1261 Pacific Avenue Erlanger, KY 41018 Tel: 859-342-3526 www.wildavors.com Contact: Donna Hansee WILD manufactures flavors, colors, and ingredient systems for the food and beverage industry.

Through application expertise, flavor creativeness, market/trend analysis and supply chain proficiency, WILD helps take ideas and make them reality.

Kosher, Private label available, Export ready Suppliers -> Packaging & labels, Suppliers -> Packaging & labels

WS Packaging Group, Inc. 1217 Rabas Street Algoma, Wisconsin 54201-0127 Tel: 920-487-6344 wspackaging.com Contact: Mark Moorhead WS Packaging Group is an industry leader with over forty years of experience in printing and flexible packaging for retail, commercial, and industrial markets. We are one of the top privately-owned label and tag manufacturers in the North America.

Private label available, Export ready Suppliers -> Ingredients

X Cafe LLC PO Box 1100 Princeton, MA 1541 Tel: 978-464-8010 www.x-cafe.com Contact: Jay Elfman X Cafe provides custom and stock premium coffee extracts for ingredient use and foodservice applications. Proprietary projects are our specialty.

Organic, Fair Trade, Kosher, Private label available, Export ready Suppliers -> Packaging & labels

YORK Label 13321 California Street Suite 400 Omaha, NE 68154 Tel: 800-833-8145 www.yorklabel.com Contact: Dave Klotter YORK Label is an industry leading provider of high-quality, innovative labeling technologies to global consumer products, wine & spirits, food & beverage, and pharmaceutical companies.

Private label available, Export ready

SUPPLIERS & SERVICES

Tiancheng Pharmaceuticals is the world's largest manufacturer of Creatine Monohydrate and Creatine derivatives. Since our company was established in 1985, we have been an international supplier for pharmaceutical raw materials with a corporate focus upon enhancing productivity in the pharmaceutical raw materials market.

Suppliers -> Flavors, Suppliers -> Flavors, Suppliers -> Ingredients, Services -> Product Development

TRADESHOW PREVIEW

NATURAL PRODUCTS EXPO WEST · ANAHEIM, CA

ANAHEIM CONVENTION CENTER · TRADE SHOW: March 5 - 8, 2009 SHOW FLOOR HOURS: Friday and Saturday: 10:00 a.m. – 6:00 p.m. Sunday: 10:00 a.m. – 4:00 p.m.

The 29th annual Natural Products Expo West will feature more than 85 beverage companies and more than 1900 total exhibitors at the March 5-8 show at the Anaheim Convention Center in California.

Last year’s show attracted a record-setting 52,000 attendees, according to New Hope Natural Media, the company that runs the show. Highlights at this year will include Peter Segal, host of National Public Radio’s “Wait, Wait, Don’t Tell Me,” who will quiz a panel of industry leaders on their natural products knowledge, and the Fresh Ideas Organic Marketplace, an outdoor event for buyers and manufacturers or certified organic products.

The expo will also include more than 20 educational sessions on topics ranging from the future or retail in America to what environmental responsibility means to retailers and manufacturers.

The event will be co-located with SupplyExpo, a tradeshow featuring ingredients, technology and manufacturing services for the healthy products industry, and Nutracon, an event for ingredients and technology in the nutrition industry

EVENT CALENDAR

THURSDAY 3.5.2009

FRIDAY 3.6.2009

8:00AM – 1:00PM Offsite Retail Store Tour

8:00AM –10:00AM A Better Breakfast with Silk, Cascadian Farm and Horizon Organic

9:00AM – 3:00PM Room 304 A/B Healthy Baking Seminar

12:00PM – 5:00PM Offsite Organic Farm Tour

11:30AM – 1:30PM Room 210 12th Annual OFRF “Meet and Greet” Organic Benefit Luncheon

10:00AM – 6:00PM Halls B - D Open 6:00PM – 8:00PM OTA’s Organic Industry Reception

4:00PM – 5:00PM Global Supply Marketplace, Opportunities in Asia Cocktail Hour

12:30PM – 5:30PM Fresh Ideas Organic Marketplace

6:00PM – 7:30PM Hilton Lanai Deck Women in Naturals Networking Event

6:00PM – 9:00PM Marriott Grand Ballroom 6th Annual Organic Beer & Wine Festival

9:00PM – 12:00AM The Live Music Party featuring G. Love and Special Sauce

SUNDAY 3.8.2009

2:00PM – 7:00PM Arena Palm Court Expo West Eco-Bazaar 6:00PM – 8:00PM Palm Court International Welcome Reception

BEVNET SHOW COVERAGE SPONSORED BY:

9:30AM – 6:00PM Hall E is Open

10:00AM – 6:00PM Halls B - D Open

SATURDAY 3.7.2009

9:30AM – 4:00PM Hall E is Open 10:00AM – 4:00PM Halls B - D Open

9:30AM - 6:00PM Hall E is Open

EXHIBITORS AND BOOTH NUMBER

VPX Sports, INC

1111

Zola Brazilian Superfruits

2224

Maddie’s Beverage Company, Inc

2473

EverNutrition, Inc.

1461

Simply Orange

2251

Kaboom Infinite

2492

ISI Brands

1514

Vita Coco - All Market

2253

Lifeway Foods, Inc.

2554

Alacer Corp.

1652

ICELAND Spring

2277

Liberty Richter

2570

BSN

1760

Zevia LLC

2293

Switch Beverage Co., The

2571

Brazil Products Co.

1764

Cliffstar Corporation

2302

Adagio Teas

2580

GU Energy

1995

NextFoods

2304

Cascade Fresh Inc.

2587

Ceres Organic Harvest, Inc.

2004

Iron Horse Beverage LLC

2313

Numi Organic Tea

2728

Lakewood Organic Juices

2008

Smart Juices LLC/Nimeks Organic

2334

Maple Grove Farms of Vermont

2766

Cell-nique

2019

GuS - Grown-up Soda

2380

Wyman’s

2780

SILK

2136

Odwalla

2442

Gloji Inc

2793

Biotta, Inc.

2201

Hansen Beverage Company

2460

NVE Pharmaceuticals

2795

54.BEVERAGESPECTRUM.JAN-FEB.09

EXHIBITORS AND BOOTH NUMBER

Dream Foods Int.

2805

Skylar Haley

4374

Quaker Tropicana Naturals

2848

OKF Corporation

4387

Fiji Water

2856

Aquamantra, Inc.

4561

BrandStorm, Inc.

2872

Reed’s, Inc.

4808

Jones Soda Co.

2878

The Ginger People

4821

Simplifast

2894

Organica Beverages Inc.

5001

Guayakí Yerba Maté

2911

Hiball

5100

Sambazon

2912

Taste Nirvana Int’l Inc.

5114

Steaz

2915

Fuze Beverage

5148

Ayala’s Herbal Water

2919

Ola Beverage Co.

5160

GURU Energy

2922

Cutting Edge Beverages

5202

Sweet Leaf Tea

2927

HIBIX Corporation

5203

IZZE Beverage Company

2936

Teatulia

5207

eVamor Products, Inc.

2962

Sayan Health

5214

Pure Cool

2985

Mix1

5217

Pixie Mate

3013

Vida Tea, LLC

5229

ReddRox, Inc.

3152

SPI West Port, Inc.

5231

PurBlu Beverages, Inc.

3170

Go Appetit Foods, LLC

5264

Bossa Nova Beverage Group, Inc.

3246

Brain Toniq, LLC

5265

Noble Foods

3267

CurrantC

5302

Langer Juice Company

3268

ZredT, LLC

5322

Totally Organic Beverages

3388

Cocio

5340

Honest Tea

3391

Hawaiian Springs, LLC

5348

ITO EN, LTD.

3474

Global Juices and Fruits, LLC

5365

Source Atlantique

3556

Good Karma Beverage, Inc.

5411

NUI, LLC

3591

Stirrings LLC

5423

Oregon Chai

3662

NBI Juiceworks

5436

Inko’s White Tea

3688

Adina Fair Trade Beverages

5557

Republic of Tea, The

3746

Owater

5561

Zico LLC

3788

Cricket Natural Beverages

5708

SunOpta

3846

Oogave Sodas

5722

Lightfull Foods Inc.

3983

U Natural Hydration

5755

AMI Brands

3988

H2Om-Water with Intention

5777

Jayone Foods, Inc.

4051

First Juice, Inc.

5778

Penta Water Company, Inc.

4056

Eldorado Natural Spring Water

5812

POM Wonderful

4157

Yakult USA

5843

Florida’s Natural

4259

High Country Kombucha

5851

Hint, Inc

4267

hiOsilver, inc.

5865

Evolution

4272

Project 7 inc.

5868

Balance Water Company LLC

4287

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JAN-FEB.09.BEVERAGESPECTRUM.55

CONVENTION SCRAPBOOK

WINTER FANCY FOOD

BY MATT CASEY AND ADAM STERN

THE 2009 WINTER FANCY FOOD SHOW,

OTHER UPDATES:

held Jan. 18-20 at the Moscone Center in San Francisco, attracted more than 60 companies showcasing beverage brands.

Perhaps due to the economic climate, the show seemed to offer fewer product introductions than in past years, but that didn’t stop brands from unveiling new takes on RTD tea.

Honest Tea launched its new Honest Mate line, marking the first time a Cokeor Pepsi-affiliated brand has produced an RTD in the South American yerba mate tradition. Honest’s take differs from other RTD mates by using un-smoked tea leaves, which the Honest crew said should make it more accessible.

A couple dozen booths away, the Guayaki team (who uses those smoked leaves) unveiled two organic, mate-based energy shots packaged in 2 oz. glass bottles.

Elsewhere in the tea world, two brands showed off variations on fermented tea.

Golden Star Tea Co. sampled an alcohol-free Champagne-like drink made by adding yeast to brewed tea, and Numi displayed a soonto-be-launched RTD brewed from puer tea leaves, which are fermented prior to brewing through a process similar to composting.

Three other brands focused on blending tea with juice. Khong Guan Corporation aimed for young consumers with its CX2 line of Philipino tea/juice blends. Noyu Teas created a more mature five-SKU line (three straight tea/juice blends and two tea juice/ blends with functional components) and Tropiking, best known as a juice brand, aimed for tea enthusiasts with its four-SKU tea/juice line focused on traditional Asian flavors. Noyu and Tropiking also cited their insistence on using Taiwanese green tea, which they say is mellower than Japanese green tea, as a selling point.

Despite their varied executions, each of these products follows a central theme: at a time when consumers have formed higher tea expectations, they are brewed from real tea leaves.

· HINT Essence Water debuted HINT Kids enhanced with fluoride. · Ayala’s Herbal water redesigned its labels · Dilmah Tea launched an RTD tea line in 500mL PET · U. S. Panda Foods and Beverages launched Dr. Chao’s Wellness Drinks · Ganic Water made the U.S. debut of its essence water · Grown-up Soda redesigned its labels · Ito En added line extension Oi Ocha Dark · Metromint added Metroelectro in 1 L bottles · Purity Organic added Cranberry Lime and Tropical Bliss flavors · Reed’s launched Virgil’s Orange Cream · Vita Springs launched its new wellness beverage

Yakult: Small bottle. Big crew.

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56.BEVERAGESPECTRUM.JAN-FEB.09

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JAN-FEB.09.BEVERAGESPECTRUM.57

GOT LECHE?

New Orleans Saints running back and 2005 Heisman Trophy winner Reggie Bush will be the first NFL player, and the first player from any of the top four American professional sports leagues, to be supported by Red Bull.

Bush joins a roster of champions such as Olympic Beach Volleyball gold medalists Todd Rogers and Phil Dalhausser, Motocross Champion James Stewart, X Games Champion Shaun White, and World Record holder Robbie Maddison to name just a few, and will work hard to add the Vince Lombardi Trophy to the list of accomplishments reached to date by Red Bull athletes around the world.

Beauty queen, author, actress and humanitarian Dayanara Torres is the latest famous face to wear a milk mustache and is the official spokesperson of got milk?’s wellness campaign. As part of the campaign, Dayanara will help “reintroduce” Hispanics to milk as nature’s wellness drink.

Dayanara is one of a cadre of more than 250 famous faces who have lent their upper lips in support of milk. She helped launch the new “Drink Well. Live Well.” initiative for the Hispanic got milk? Campaign at a press conference in Miami. The wellness initiative for milk includes new national television commercials, a coast-to-coast wellness tour and Dayanara’s Milk Mustache ad.

The new campaign draws attention to the wellness benefits of milk. Milk supplies many of the vitamins and minerals that Hispanics fail to get enough of in their daily diets, and a new report entitled “The New Face of Wellness: A Look at America’s Milk Drinkers” documents the science-based benefits of drinking milk. Decades of studies show that milk drinkers have stronger, denser bones and are less likely to suffer from osteoporosis.

Other studies suggest that grabbing as little as one glass of low-fat or fat free milk a day could help protect your heart and may reduce the risk for type 2 diabetes and metabolic syndrome, while emerging evidence suggests the nutrients in milk may play a role in reducing the risk of certain cancers. The new report is available at www.eligeleche. com, where consumers have the chance to win one of four exclusive spa retreats at the luxurious Grand Wailea Resort and Spa in Maui.

WHAT’S THE GOOD NAME? Heineken USA announced a new campaign with its new marketing platform, “Give Yourself a Good Name.”

The campaign showcases subtle ways in which consumers decide to “give themselves a good name” through their actions, their words and their choices.

The campaign takes everyday situations and shows how people can apply the Give Yourself a Good Name viewpoint to make a positive impact. Heineken Premium Light will also be fully integrated into the new platform.

The first television spot, a 30-second ad featuring John Turturro, debuted during the NFC Championship game on Jan. 18. A second second 30-second spot with Turturro aired in 27 markets during the Super Bowl XLIII broadcast.

In mid-March, Heineken USA will debut the full

58.BEVERAGESPECTRUM.JAN-FEB.09

campaign with national media, print, OOH, promotions, on-and off-premise activation, PR and digital.

In addition to the three Turturro spots, the campaign will include 11 more TV spots – including new executions for Heineken Premium Light, Hispanic and African American.

PHOTO BY ADAM MORAN.

RB PICKS UP RB

PHOTO CORTESY OF CROPLEY IMAGERY.

PROMO PARADE

THE TRIPLE CROWN 2008 BEVERAGE OF THE YEAR BevNet

2008 BEST FUNCTIONAL BEVERAGE BevNet

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Beverage Forum (Presented by Beverage Marketing Corporation and Beverage World) *less than $1 billion in annual sales

For more information on the MUSCLE MILK family of products, please contact your sales representative at ®

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Healthy, Sustained Energy. ©2009 CYTOSPORT, Benicia, CA 94510 • Visit musclemilk.com

High Protein, Lactose Free Nutritional Shake.