Beverage Spectrum July-Aug 2009

AUGUST 21, 2009

YES WE CAN! Steaz takes affordable organics into the supermarket.

HOW TO BOOST IMPORT BEER SALES WITH DOMESTIC BREWS Steaz co-founders Steve Kessler (right) and Eric Schnell

BE SP W VNECIAL AT E SE ERT’S CTIO GU 20 N ID 09 E

N SIG

UP

BY

9

1/0

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Watch your milk sales fly.

Create excitement in the dairy case, sell more milk, and earn a digital picture frame with our October feature incentive program– Chocolate Milk, The Official Drink of Halloween. Remind moms that chocolate milk is the treat they can feel good about giving to their families. Encourage them to have fun and “Treat Your Bones With Chocolate Milk.” 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.

JULY–AUGUST 2009 vol.

7 :: no. 5

Columns 8 FIRST DROP Talking About a Revolution 10 PUBLISHERS TOAST What am I Missing?

24 GERRY’S INSIGHTS A Brief History of AriZona 26 BLENDED CHANNELS Adapting to Cyclical Change

Departments 12

12 BEVSCAPE BUSINESS Some CSDs are bucking the trend.

Cheerwine is a registered trademark of the Carolina Beverage Corporation.

14 BEVSCAPE INNOVATION Organic labels on the wane.

16 CHANNEL CHECK RTD tea gets strong at the margins.

18 NEW PRODUCTS O.N.E. Water; Jones Jumbles 80 PROMO PARADE Evian babies have got the beat

Features 28 BRANDS IN TRANSITION: VOLT How Volt survives by fighting giants.

30

32 COVER STORY YES WE CAN After years of chasing the trade-up consumer, organic tea makers try a value play.

44 HOW CRAFT BREWERS HELPED IMPORT BEERS Consumer enthusiasm for high quality domestic beer has spilled over to imports.

Conference Beat

PHOTO: ANHEUSER-BUSCH INBEV ®

COVER PHOTO

By Ritterbin Photography www.ritterbin.com

44

48 PREVIEW Looking ahead to the 2009 NBWA Show in Las Vegas

Special Section 51 BEVNET’s 2009 WATER GUIDE

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. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices.

POSTMASTER: Please send address changes to Beverage Spectrum Magazine, Subscriber Services, 44 Pleasant Street, Suite 110, Watertown, MA 02472

JULY-AUGUST.09.BEVERAGESPECTRUM.7

THE FIRST DROP

By Jeffrey Klineman

TALKING ABOUT A REVOLUTION Why are Gatorade sales evaporating?

TALK ABOUT SWEATING IT. Sports drink sales have taken the plunge this year. The latest? Convenience store sports drink sales dropped by almost 25 percent in the four weeks before and after Memorial Day, and by about 16 percent last in the last 12 months. With the category so thoroughly dominated by one product, there can only be one conclusion: Brand Gatorade is hemorrhaging.

PepsiCo CEO Indra Nooyi admitted as much during her last earnings call, when she asked for patience as the line shrinks down to its core user base – the same core base that PepsiCo tried to re-energize for with the “G” marketing campaign, which aims for the soul of the athlete, more than the casual user.

After “G,” what comes next? “H” for “help?”

It’s going to be a hard truth for both retailers and investors: Gatorade, when it was purchased by Pepsi, was easily the shrewdest beverage brand acquisition of the last 25 years. And its popularity is such that it will likely remain an important part of the beverage firmament. A cooler without Gatorade would be like a cooler without Sprite. But the brand is starting to show signs of age.

8.BEVERAGESPECTRUM.JULY-AUGUST.09

That’s not to say that Gatorade won’t continue to dominate the sports drink category; it’s just that it’ll be dominating a much smaller one, as drinker preferences evolve so that they demand a variety of functional effects from their beverages.

Worse yet for the brand, the spectrum of products aimed for athletes continues to diversify as well. As we’ve reported already, “Sports Drinks” are growing to encompass protein-based products, natural products like coconut water, even specialized performance hybrids that deal with mental focus or energy in addition to hydration.

Certainly, it took an unfortunate confluence of events to make Gatorade’s stumble worse than it might ordinarily have been: a rainy early summer, an underwater economy, and a ham-handed rollout of what may yet become an effective rebranding campaign have all probably exacerbated the situation. Small factors played in, as well – Gatorade’s new Tiger brand struggled mightily – down 57 percent – while namesake Tiger Woods didn’t exactly elevate his game for the brand, missing the cut at the British Open.

(Note: here’s some unsolicited advice for Joint Juice: sign Tom Watson as your spokesman. NOW.) But again, overemphasizing the collection of internal and external factors just listed above is to discount the more fundamental change that has taken place – and that change is that Gatorade is not the only functional beverage out there anymore, and its share will erode through category theft. Just as energy drinks have taken share from CSDs, they have also started to encroach on Gatorade’s turf – the open secret in professional baseball is that in the absence of “greenies” and other performance-enhancing stimulants, players have turned to Monster and Red Bull. At the non-performance end of the

spectrum, bottled and enhanced waters are capturing a great deal of the cool cachet that having a bottle of Gatorade once signified for consumers – particularly women, who have had a stronger hand in driving the growth of vitaminwater than men.

So, is the day on the horizon when Gatorade’s market share will be whittled down until it becomes just one of many functional beverages that serve a specific purpose, in this case, sports hydration?

Likely the future is not that bleak; even as its broad functional mandate erodes, Gatorade remains an all-purpose refreshment beverage for many people. True, somewhere down the line, there will be some decay in that respect, as fewer people who pick it up for the function keep drinking it for the taste. But for several generations, the product has left a strong imprint, and it should maintain its strength among dedicated users. Additionally, the major innovation in the line in recent years, the development of G2, should help the company retain users who are looking for products that are lower calorie or are more receptive to the idea of products that are “less sweet.”

Still, it’s an amazing thing to see cultural change wash over a product line, and to see its sales drop drastically as a result.

It makes one wonder how much of Gatorade’s precipitous fall was anticipated, and how much of it was the result of mishandling. Already, at PepsiCo, there’s been something of a changing of the guard; CMO Dave Burwick announced he was leaving as I started writing this column, and Gatorade itself acquired a new head of marketing late last year. But sometimes things get stolen when it isn’t the guard’s fault at all. Sometimes, what they’re guarding just isn’t worth as much as it used to be. And those are the times that are revolutionary, indeed.

PUBLISHER’S TOAST

By Barry J. Nathanson

WHAT AM I MISSING? Is bottled water really that bad?

They’re banning the purchase of bottled water by municipalities, attacking PET grabbing headlines these days: the ecobottles and their impact on the environnomic meltdown and possible recovery; ment, proposing taxes and state the winding down of the Iraq war initiatives for separate bar coding. and the ramping up in Afghanistan; I am here to call it all what it is: threats from Iran and North Korea. sheer nonsense. This legislative In sports, steroid scandals continue, posturing must stop. Deal with with the Red Sox now on the real issues, not this. chopping block (go Yankees!

We can debate the merits of Our cheaters are better than many different products in their cheaters!). Racial issues food and beverage groups, are on the table again with but no one can claim that the dustup between Henry drinking water isn’t at the Louis “Skip” Gates and the top of the list for a healthy Cambridge Police Departlifestyle.

The bottled water ment. I could go on, but industry has made more instead I want to address strides than other categories an issue that totally perto reduce its carbon footplexes me, in my beverage print.

Drinking water and its centric world. portability should be encourWe live in a culture where aged, not legislated against. health issues abound. Obesity I lead a pretty active is rampant. A large part of lifestyle. I run, play tennis, our populace eats poorly, ski, and manage to walk doesn’t exercise, continues to about six miles a day. I also smoke and generally has a pack a bottle of water with total disregard for their well me on almost all occasions. being. Children are fed To imply that it is bad for junk from day one, and it’s these bottles to be out there given to them Super-Sized. doesn’t reflect reality. We live I recently went into a fast in a mobile society, and having food restaurant to check the Is bottled water the devil? the option of bringing water now-mandated calorie counts Barry doesn’t think so. and other packaged goods with on their menu boards. I almost you is our right. I’d rather have had a heart attack just reading people toting water, because the offerings. it means they’re out and about pursuing This brings me to my major bone of an active lifestyle, that have them inside contention. Why are the “issues” around watching inane TV or playing mindless bottled water even issues at all? It boggles video games.

Hopefully, people will make my mind that the only undisputedly the correct choices in what they ingest, but healthy beverage offering is being attacked to single out the one product that personion so many fronts. Of all the consumer fi es good nutrition is insanity. products out there, why are politicians Stop all this stupidity. and public officials making this particu-

THERE’S A LOT OUT THERE

lar beverage category public enemy #1?

10.BEVERAGESPECTRUM.JULY-AUGUST.09

PUBLISHER Barry J. Nathanson bnathanson@bevnet.com 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 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 jfcraven@bevnet.com PRESIDENT AND EDITORIAL DIRECTOR John Craven jcraven@bevnet.com EDITORIAL 44 Pleasant Street, Suite 110 Watertown, MA 02472 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

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BEVSCAPE BUSINESS • The latest news on the brands you sell.

Fighting the Current Three CSD companies with rising fortunes. By Mike West It’s been a rough year for soda companies, as A.C. Neilsen reported that carbonated soft drinks are down 3.5 percent. But while mainstream soda brands are hurting, a few CSD’s have risen above the general malaise.

Unit sales at Cheerwine, for instance, are up 30 percent this year. Tom Barbitta, VP of marketing for this old-time North Carolina-based maker of cherry flavored soda, attributes these numbers to a new marketing approach.

“This brand has been around for 92 years in a land of giants,” he said.

The new strategy is based on the idea that “small is becoming the new big,” he said. He sees an authenticity in the brand based on its age and regional popularity that plays well with 18 to 24 year-olds.

“You can’t market at these people. They have a BS meter,” Barbitta said.

Barbitta believes, that young people’s corporate cynicism has turned them away from the large multinational soda companies like Coke and Pepsi, in favor of Cheerwine.

This family owned beverage company has already launched in New York City and intends to expand into the national market place. The new ad campaign is based on a relaxation motif. Cheerwine has launched a new website and pursued internet ad space as well as making a traditional summer advertising push.

If Cheerwine is a restless old-timer, Zevia is a lively youngster. After working out some start-up kinks, it is on the move with SPINS reporting sales growing 700 percent in the first third of the year. Zevia overhauled its product line, improving their packaging and after some tinkering, settled on a Reb-A (stevia)-based formulation.

Derek Newman, a principle and director of Zevia, attributes the recent growth to their unique place as a natural zero calorie beverage.

Both natural foods veterans, Reed's and Zevia are finding new growth.

Cheerwine might be an old brand, but by going virtual, it's taking a new-school approach to marketing

Cheerwine is a registered trademark of the Carolina Beverage Corporation.

12.BEVERAGESPECTRUM.JULY-AUGUST.09

Cheerwine is a registered trademark of the Carolina Beverage Corporation.

“Consumers are tired of sugar and chemicals,” Newman said.

Zevia is currently in the natural foods channel and plans to expand into the grocery channel.

As Zevia enjoys a growth spurt, Reed’s Inc, the quirky Coca Cola of natural foods, wants to expand into a high traffic area.

Already ubiquitous in the natural food section of many big box grocery stores, Reed’s is expanding into the mainstream beverage aisle, with Weis Markets stocking it in 150 of their stores.

Christopher Reed, CEO and founder of Reed’s Ginger Brew, said that the company has had modest growth during the economic down turn, in part because they have consolidated their distribution network to focus on the grocery channel.

“We would love to get the Mom and Pops, but right now we are focused on the big box accounts,” said Reed.

Distribution is only part of the story.

Reed’s beverages are uniquely brewed, requiring it to run its own plant, which is usually considered a liability for beverage companies. Reed’s has expanded into private label brewing and expects to bring in $5 million in private label this year.

Whether there is a category wide lesson in the example set by these companies is hard to say. But one lesson is clear: different and quirky has helped these companies defy a downward trend.

BB Energy Shots Move off the Counter In what may be the birth of a trend, a convenience store chain has moved energy shots off of the counter and into their own display rack.

5-Hour Energy gave birth to the category as a cluster of little bottles in close proximity to the cash register, but Terry Johnson, director of marketing for the 40-store Uppy’s chain based in Chester, Va., told Convenience Store/Petroleum magazine that he decided to raise the segment’s profile by giving it its own rack.

Johnson created a six-shelf rack to display the shots and called it the “Energy Shot Headquarters.” But while he’s moved shots off the counter, Johnson said he kept the rack near the cash register to induce impulse purchases.

So far, he said, the displays seem to be doing well, and they help him deal with the wild proliferation of energy shot brands arriving on the market.

“With the new brands coming out, we would have had all that sitting on the counter,” Johson told CSP “There’s just not place for all that stuff.”

He added that the shots are “high profit and selling well.”

Simplification, Private Labels Could Squeeze Beverages In the age of new thrift, retailers have stepped in to reverse the trend of ever-increasing specialization in product lines. According to the Wall Street Journal the new mantra in retail is “Less is more.”

Retailers now want the number of brand SKUs paired down because, the The new mantra WSJ reported, reducing the number of in retail is "Less products in a category can increase both is More." sales and profits for the stores.

The drive to simplify has focused mostly on food and household products – like cookies and toilet paper – but the trend runs squarely into another that has had a more direct impact on beverage brands: private label products.

Putting fewer SKUs on the shelf creates more room for store brand products, which retailers have increasingly favored as both a sop to thrifty consumers and a way to pad their own incomes.

This could be bad news for both young beverage brands and expansive beverage brands in grocery channels, as they will now have to compete with not just Coke and Pepsi, but also the retailers themselves.

Will Bottled Water get Tapped?

Bottled water, its sales already on the decline and suffering from a dinged-up public image, took another hit in July when federal regulators told Congress that consumers may benefit from more bottled water regulation.

The Government Accountability Office told Congress that the U.S. Food and Drug Administration’s authority over bottled water pales in comparison to their authority over tap water. The FDA can require lab tests for tap water, but cannot require the same kinds of tests for bottled water, the GAO reported.

The FDA has recently increased its regulation of bottled water – creating requirements that bottled water companies eliminate all E. Coli bacteria from their products and disclose any tests that reveal potential health threats – but water bottlers are not required to report the source of their water, how it has been treated or what contaminants it may contain.

Joseph K. Doss, president of the International Bottled Water Association, argued against increasing regulation, saying that bottled water is thoroughly tested before it reaches consumers.

Several major beverage companies, including Nestle Waters North America and PepsiCo, rushed to point out that they already engage in the kinds of practices the GAO said the FDA requires for municipal water systems. PepsiCo already lists Aquafina’s source – purified municipal water – on the brand’s bottles, and Nestle penned a letter to the Wall Street Journal boasting that “We test approximately 2,000 samples a day of bottled water, and gallon for gallon, our water is tested nearly 68 times more frequently than most municipal water supplies.”

But that kind of inspection and disclosure is not required, and, the GAO said, “our work suggests that consumers may benefit from such additional information.”

JULY-AUGUST.09.BEVERAGESPECTRUM.13

BI

BEVSCAPE INNOVATION • Product development & marketing news

Probiotics Growing More Accepted

Organic Label Loses its Cache

Probiotics, an ingredient class that, not so long ago elicited a blank stare from the average consumer, are becoming both better understood and more accepted, according to a recent report from Datamonitor.

Datamonitor found that 38 percent of Americans trusted functional claims made in connection with probiotics, while only 14 percent found them untrustworthy, and the market for probiotic products has grown. The segment posted $951 million in sales in 2003, Datamonitor said, and $1.5 billion in 2008.

And, according to a 2008 survey from Opinion Research Corporation, there’s still plenty of room for the category to expand. Only 15 percent of America adults were familiar with the concept of beneficial bacteria, the group said.

Datamonitor projected that America will one-day reach the level of probiotic acceptance that exists in Japan, where the idea of consuming a daily probiotic beverage is a normal part of life.

These findings come on top of a recent study from Danisco that found that probiotics may relieve the symptoms of birch pollen allergies. That This is just one of research, according to the company, many products in the fast-growth probiotic opens to door to using probiotics in category. antihistamine functions.

The organic label, long one of the beverage entrepreneur’s favorite touch points, isn’t what it used to be.

One of the most recognizable organic brands – Horizon Organic – is moving away from the label with a new product, and a recent report from the Washington Post found that many products that are labeled organic contain nonorganic – even synthetic – ingredients.

The original organics law allowed 5 percent of a certified organic product to consist of non-organic substances as long as they were approved by the National Organic Standards Board. That list originally contained 77 substances that had no organic alternative. Now, the list has grown to 245.

Agriculture Secretary Tom Vilsack pledged to protect the label from mounting pressures to loosen standards, and Sen. Patrick Leahy (D-Vt.) said that, if the government doesn’t protect the standards for the organic label “the program is finished. It could disappear overnight.”

That disappearance may already be on its way. Milk producer Horizon is introducing products for children that will bear a “natural” label in place of the USDA organic seal in an effort to offer a product that’s easier on consumers’ wallets. It’s worth noting that an 8 oz. single serve Tetrapak of Horizon Organic can retail for more than $3.

More Social Marketing = More Profits More social marketing correlated to higher revenue growth – even during the recession – according to a new study from Wetpaint and the Altimeter Group.

The study focused on those brands included in the 2008 BusinessWeek/Interbrand Best Global Brands survey, and separated each into one of four groups based on how many social media channels the brand engaged with, and how deeply.

Those that engaged most with social media saw revenues grow by an average of 18 percent, while the least engaged brands saw their earnings drop by 6 percent, the report said. Additionally, the most engaged group increased gross margins faster than others,

14.BEVERAGESPECTRUM.JULY-AUGUST.09

and was the only quadrant to increase net margin growth over the last year.

The researchers admit that they can’t prove a causal connection between social media engagement causes better revenues, but they’ve found a strong correlation. And it could mean that beverage companies like BAWLS Guarana, Sweet Leaf Tea and High Voltage Beverages – all of which have made serious marketing pushes on the internet – are on the right track.

For more on High Voltage Beverage’s online initiatives, see (page 28).

Facebook – the key to Sweet Leaf’s success?

CHANNEL CHECK • What’s hot – and what’s not – in stores now.

CC

SPOTLIGHT CATEGORY

CANNED AND BOTTLED TEA 52 Weeks through 6/14/2009

Ready for a recession-ready look at the RTD tea category? Check out how well private label has done in the past year. It’s doubled its share. Meanwhile, newer brands like Honest Tea, Fuze, even Gold Peak and AriZona’s Arnold Palmer label are moving up the charts, showing that consumers are interested at the high end, as well. These numbers show that Sweet Leaf, another up-and-coming brand, hasn’t seen a major increase in sales since partnering up with Nestle Waters, but it could still be too early in the game for a definitive reading. Meanwhile, check out the RTD tea story on Page 32.

Brand

Sales $

Change vs. year earlier

AriZona

$306,139,400

6.1%

Lipton

$228,781,200

-3.4%

Snapple

$108,432,600

-9.6%

Diet Snapple

$82,051,370

-11.3%

Lipton Brisk

$81,168,020

-5.5%

Nestea

$62,172,430

-3.3%

Diet Lipton

$60,053,410

14.2%

Lipton Pureleaf

$38,459,720

-0.3%

Private Label

$25,297,660

89.5%

Diet Nestea

$17,538,650

0.5%

Lipton Iced Tea

$15,967,390

-13.4%

Gold Peak

$15,495,110

-20.7%

Tradewinds

$12,122,810

67.3%

Fuze

$11,246,260

38.9%

BEER $8,832,744,000

AriZona Arnold Palmer

$10,143,030

112.9%

Honest Tea

$9,243,173

36.5%

SoBe

$8,414,336

-31.7%

Nestea Enviga

$7,847,952

-62.0%

AriZona RX

$7,574,331

-4.7%

Arnold Palmer Lite Half & Half

$6,197,928

100.7%

Ssips

$5,946,642

5.8%

Tejava

$5,473,421

29.1%

Sweet Leaf

$5,391,163

TOPLINE CATEGORY

VOLUME

52 Weeks through 6/14/2009

BOTTLED JUICES $3,821,352,000

0.3%

BOTTLED WATER

-6.2%

$4,905,639,000

ENERGY DRINKS $991,509,400

7.1%

10.1%

SPORTS DRINKS

-6.4%

Teas Tea

$5,205,446

14.6%

$1,624,020,000

Tazo

$4,179,496

-13.7%

TEA/COFFEE

SoBe Lean

$3,712,332

-26.8%

$1,384,208,000

Inkos

$2,383,953

12.3%

Xing Tea

$2,174,191

108.6%

Community

$2,140,812

0.1%

Ito En

$1,021,289

55.1%

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

16.BEVERAGESPECTRUM.JULY-AUGUST.09

4.5%

-2.3%

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

CC

SPORTS DRINKS Brand

HOT! Powerade Zero Dollar Sales

Change vs. year earlier

CONVENIENCE/PET STILL WATER Brand

Dollar Sales

HOT! Private Label Change vs. year earlier

-11.9%

Private Label

$721,516,800

3.9%

$219,111,500

-13.4%

Aquafina

$402,545,100

-15.6%

$182,400,000

136.2%

Glaceau Vitaminwater

$389,642,400

-13.4%

Gatorade Frost

$120,912,400

-12.9%

Dasani

$380,021,600

-13.4%

Gatorade All Stars

$118,609,000

-11.1%

Poland Spring

$263,728,600

-2.0%

Gatorade Rain

$72,228,810

-49.0%

Arrowhead

$160,931,100

-10.5%

Gatorade Tiger

$50,923,860

82.2%

Propel

$149,888,700

-26.4% -2.2%

Gatorade

$548,307,600

Powerade Gatorade G2

Gatorade Fierce

$48,169,580

-41.2%

Deer Park

$139,653,600

Powerade Zero

$46,171,190

993.5%

Nestle Pure Life

$124,448,600

1.5%

Powerade Ion 4

$36,476,530

N/A

Ozarka

$107,739,000

-0.5%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09

FRUIT DRINKS

NOT! Gatorade Rain

HOT! Sambazon

Brand

Dollar Sales

Change vs. year earlier

Pom Wonderful

$36,862,550

-1.3%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09

IMPORT BEER Brand

NOT! Propel

HOT! Stella Artois Dollar Sales

Change vs. year earlier

Corona

$436,694,300

-1.9%

Odwalla Pomagrand

$4,533,114

-33.7%

Heineken

$291,485,000

-3.1%

Bossa Nova

$3,174,876

15.9%

Corona Light

$125,803,400

-0.2%

Sambazon

$1,662,097

96.5%

Tecate

$102,056,500

12.8%

Bolthouse Farms

$1,529,522

84.3%

Heineken Light

$70,522,080

-2.6%

Noble

$1,414,474

-26.8%

Modelo Especial

$69,797,800

19.9%

Private Label

$1,337,941

74.9%

Stella Artois

$56,351,900

35.6%

Sambazon Rio Energy

$1,237,655

60.9%

Newcastle

$49,473,010

-3.2%

Odwalla

$1,226,425

-35.5%

Guinness Draught

$48,049,500

-1.1%

$949,479

-80.7%

Becks

$45,080,460

10.2%

Purely Juice

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09

RTD COFFEE Brand

NOT! Purely Juice

HOT! Emmi Dollar Sales

Change vs. year earlier

Frappucino

$177,532,500

-8.0%

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09

DOMESTIC BEER Brand

Bud Light

NOT! Heineken

HOT! Bud Light Lime Dollar Sales

$1,415,544,000

Change vs. year earlier

6.0%

Doubleshot

$21,748,220

-14.5%

Coors Light

$691,648,100

9.7%

Doubleshot Light

$8,660,792

-21.3%

Miller Lite

$683,031,600

-0.8%

Private Label

$2,437,272

14.8%

Budweiser

$663,954,500

0.3%

Starbucks Cappucino

$1,871,423

-85.8%

Natural Light

$284,337,600

6.8%

Emmi

$1,034,916

311.2%

Busch Light

$209,604,300

7.6%

Cinnabon

$819,224

-57.7%

Michelob Ultra Light

$209,428,300

4.5%

Godiva Belgian Blends

$548,818

-91.1%

Miller High Life

$179,921,100

10.4%

Community Cappucino

$380,069

98.5%

Busch

$162,294,700

9.2%

Caffe d’Vita

$362,340

-6.9%

Bud Light Lime

$139,404,600

592.6%

SOURCE: Information Resources Inc. Total food/drug/mass NOT! Starbucks Cappucino excluding Wal-Mart. 52 Weeks through 6/14/09

SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart. 52 Weeks through 6/14/09

NOT! Miller Lite

JULY-AUGUST.09.BEVERAGESPECTRUM.17

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NEW PRODUCTS • The newest options for cooler and shelf.

WATER

CSDs

Attempting to get rid of acidic and toxic extras, Real Water is negatively ionized and alkalized, but Real Water has been purified through a seven-step process, and negative ions have been added, leaving the water more alkaline. Real Water is available at health grocery outlets and Whole Foods Markets in the Southwest, as well as online (with no shipping fees). The suggested retail price is $1.50 per 16.9 fl oz bottle. For all location, please visit: www.drinkrealwater.com.

Jones Soda is challenging soda fans, soft drink connoisseurs and curious consumers alike to decipher which four classic Jones flavors, existing or retired, comprise the mystery mixture in Jones Jumble. Guesses on the new soda recipe can be entered at www.jonessoda.com.

Jones Jumble will be available in three limited edition bottles in retail locations across the country. Visit www.jonessodastore.com to purchase Jones Jumble 4-packs for $5.99 plus shipping and handling. For more information, call Jones at (206) 682-6979.

O.N.E. World Enterprises has launched O.N.E. Water, a sustainable alternative to plastic bottled water. O.N.E. Water is 100 percent pure, natural spring water packaged in BPA-free Tetra Pak cartons which are made primarily from paper - a renewable resource - that comes from responsibly sourced, wellmanaged forests where reforestation and biodiversity are actively monitored and maintained. Additionally, Tetra Pak cartons are recyclable. O.N.E. Water is sourced from the Blue Mountain plateau of Eastern Canada, an area that is actively reforested every spring.

O.N.E. has committed to donating 100 percent of the proceeds of O.N.E. Water to a variety of non-profit organizations. O.N.E. Water is available starting this summer in 16.9 oz.

Tetra Paks at stores nationwide (retail price $1.49-$1.79). For more information, call O.N.E. at (323) 966-4600.

STICK PACKS Celsius Holdings, Inc. has introduced Celsius on-the-go packets. Each single-serve packet mixes easily in water and provides the same deliciously refreshing calorie burning benefits of Celsius beverages in a convenient packet form. Drinking Celsius helps to burn up to 100 calories or more per serving and increases metabolism by providing sustained energy.

Celsius is vitamin enriched and scientifically tested. The packets, available in raspberry flavor, contains no sugar, zero or low carbohydrates, no preservatives, no high fructose corn syrup, no aspartame and very low sodium.

Celsius packets are available in raspberry and flavor and will be sold at retailers throughout the country and online. For more information, call (866) 4-CELSIUS.

18.BEVERAGESPECTRUM.JULY-AUGUST.09

Big Red has introduced its next big flavor, Big Blue. After a soft launch in November 2008 in 20 oz. PET bottles, Big Red has added 12-packs and 2 L bottles. Additionally, early this year Big Blue was introduced in the very popular vintage bottle that has been well received by consumers.Big Blue’s popularity still rests mostly in the South, similar to its counterpart, Big Red. But with full distribution in Wal-Mart, Big Blue is looking at a promising future within other regions across the country. Big Blue is line-priced with other Big Red products. For more information, call (254) 772-7791.

High Voltage Beverages has added Blue Melon Shock to its VOLT line of energizing carbonated soft drinks, joining the Original Citrus Shock, Diet Citrus Shock, Tropical Mango Shock, Pineapple Shock, and Fruit Punch Shock. Like the original, Blue Melon is powered by caffeine, at least 30 percent more than any soda, plus taurine, ginseng, and guarana. VOLT soft drinks are distributed through convenience stores in 20 oz. bottles.

For more information, call High Voltage at (704) 552-3632.

Goose Island has released two new flavors of its craft soda line and revamped two others.

The company has re-formulated its Orange Cream Soda and Concord Grape soda to use only all-natural flavors. In addition, it recently introduced two brand new all-natural flavored sodas; Vanilla Cream Soda and Spicy Ginger Soda. MSRP is $4.39 per 4-pack.

Distribution is mostly through the Anheuser Busch system in the Midwest. Goose Island also sells directly to Midwest Costco stores, Jewel Food Stores, and several upscale hotels

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For more information, contact BYB Brands, Inc. at sales@bybbrands.com or 1-877-292-2387.

www.countrybreezetea.com ©2009 BYB Brands, Inc. Country Breeze and the Country Breeze logo are registered trademarks of BYB Brands, Inc.

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and on premise accounts. For more information, call (312) 226-1119.

SPIRITS Malibu, the number-one selling Caribbean Rum with natural Coconut Flavor in the world, has added a splash of the tropics to the Malibu portfolio with the exciting debut of Malibu Island Melon. Island Melon is the sixth member of the Malibu Rum family, joining Original Coconut, Mango, Pineapple, Passion Fruit and Tropical Banana. The U.S. launch of this product will be supported with an unprecedented multi-million dollar marketing campaign. Malibu Island Melon will be available for $14.99 for 750ml at retail. For more information, call (646) 746-9078.

Southern Comfort is launching two premium pre-mixed, ready-to-serve cocktails – Southern Comfort Hurricane Cocktail and Southern Comfort Sweet Tea Cocktail. Both flavors capitalize on Southern Comfort’s origins. The Hurricane is an iconic cocktail that shares a long tradition with Southern Comfort, and brings a little piece of New Orleans and Mardi Gras to any occasion. The Southern Comfort Ready-To-Serve Cocktails are only available in the U.S. in a 1.75L size with a suggested retail price of $19.99. For more information, call (502) 774-7643.

Aiming to get a premium tequila into the hands of consumers at a price point that reflects the current economic climate, CORZO tequila has introduced new 375ml bottling for all three of its varieties. The new 375ml bottles of CORZO Silver and CORZO Añejo were released on June 1, 2009. The 375ml CORZO Reposado is scheduled to launch in mid July 2009. CORZO Silver will retail as a suggested price of $23.99, CORZO Reposado for $26.99 and CORZO Añejo for $28.99.

For more information, call CORZO at (212) 477-8090.

SPARKLING JUICE PepsiCo’s IZZE Beverage Company has debuted of two all-natural flavors: Sparkling Birch and Sparkling Ginger. In addition, Sparkling Lime will move from natural channels to be available wherever IZZE is sold. All three

20.BEVERAGESPECTRUM.JULY-AUGUST.09

flavors are intended to complement the warm weather as well as a variety of summer foods.

As with all IZZE products, these three new flavors contain no refined sugars, caffeine, preservatives or artificial colors or flavors, which means healthy ingredients aren’t sacrificed for great taste. Sparkling Birch and Sparkling Ginger will now be available in four-packs of 12 oz. glass bottles exclusively at Whole Foods Markets, and will be line-priced with other Izze products. For more information, call IZZE at (310) 248-6119.

SHOTS Shot Me Up has just launched Zen Shot, a caffeine-free green tea energy shot. Each two oz. Zen Shot provides the antioxidant benefits of 5 to 8 cups of Green Tea with natural energy and vitamins. The Zen Shot product line has a proprietary blend of potent green tea extract, Aloe Vera juice, agave nectar, B and C vitamins and panax ginseng. MSRP is $2.99 to $3.25 per shot. For more information, call Zen Shot at (469)583-8285.

Longevity and lifestyle expert Oz Garcia has teamed with AriZona Beverage Company to create FastShots. This product is available in two formulas: A.M. Awake and P.M. Relax.

They are intended to regulate the body clock while delivering important vitamins and nutrients to help the mind and body function more efficiently. Both FastShots – A.M. Awake and P.M. Relax include a combination of nutrients, anti-oxidants, vitamins and minerals all handpicked by nutritionist Oz Garcia PhD to provide maximum results. The FastShot line will also be sold with the newly released AriZona RX Energy Fast Shot. MSRP for the 2 oz. shots is $2.99. For more information, call (212) 995-2858.

Guayakí has introduced a Lime Tangerine Organic Energy Shot. Fueled by yerba mate’s naturally uplifting and nourishing properties, this product is the first-ever all organic offering in the fast-growing energy shot market.

An all-natural alternative to artificial energy drinks and shots, the Organic Energy Shot provides a convenient and long-lasting boost of clean energy without the crash or jitters.

Powered with whole plant extracts, including yerba mate, acerola cherry and goji berry,

We Wanna NOYU For Distribution and Retail Opportunities, Take the journey East with us.

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the Organic Energy Shot is also available in Chocolate-Raspberry and Lemon. Available nationally at natural and organic grocers and retailers in mid-August, the new Lime Tangerine Organic Energy Shots cost $3.99 per two oz. bottle. For more information, call (617) 939-8369.

BEER Peak Organic Brewing has introduced Pomegranate Wheat Ale, brewed with organic coriander and a touch of organic pomegranate and organic acai juice from Sambazon. The Pomegranate Wheat Ale has a soft, round mouthfeel from the local, un-malted wheat.

The spice from the coriander and the subtle sweetness from the Pomegranate and Acai are a perfect complement, making this beer refreshing, yet complex. For more information, including pricing, call Peak Organic Brewing Co., at (603) 475-3226.

Maine craft brewer Gritty McDuff’s Brewing Company’s Halloween Ale will hit stores in August and will be available through October 31st. An Extra Special Bitter (ESB), fullbodied brew that’s perfect for crisp autumn days, Gritty’s Halloween Ale features a deep amber color, a bold, malty palate and a wellrounded hop finish. Gritty McDuff’s beers are available throughout New England in a growing number of bars, restaurants, pubs, taverns, supermarkets, beer and wine shops, convenience stores, and other beer retailers in Maine, New Hampshire, Vermont, New York, Massachusetts, Florida, Pennsylvania, and New Jersey. This product will be available in 6- and 12-packs of 12 oz. bottles, 22 oz. bottles, 5-liter mini kegs, and on draft. For more information, call (207) 699-5500.

ENHANCED WATER PepsiCo’s SoBe Lifewater has introduced two new flavors, Acai Fruit Punch and Mango Melon. SoBe is also set to embark on its most aggressive and widespread marketing campaign, utilizing the hottest social media platforms while leveraging traditional advertising and promotional elements in exciting ways.

These two new zero-calorie SoBe Lifewater flavors are sweetened with the all-natural, zero-calorie sweetener, PureVia, made from a

22.BEVERAGESPECTRUM.JULY-AUGUST.09

highly pure extract of the Stevia plant leaf and are infused with a unique mix of antioxidant vitamins C & E, essential B vitamins and herbal ingredients. This product will be line-priced with other Lifewater varieties. For more information, call PepsiCo at (914) 253-2027. glacéau is launching four new varieties of vitaminwater10 on August 17. Currently available in nyc and southern california, the low-calorie game-changer will flood stores nationwide next month in go-go (mixed berry), mega-c (grape raspberry), revitalize (green tea) and recoup (peach-mandarin). These new varieties, sweetened with Reb-A, are available in 20 oz. bottles with an MSRP of $1.49. vitaminwater10 can also be found in 20 oz. varietypacks in mass/club channels (msrp $15.99), and in two convenient 16 oz. 4-packs (msrp $4.99). For more information call glaceau at (212) 367-6814.

KIDS DRINKS KIDStrong Enterprises recently introduced a first-of-its-kind all-natural hydration beverage for children. KIDStrong hydration drink is $3.99 - $4.99 per 4-unit case and $ .99 - $1.39 per 12 oz. bottle. It will be available throughout the Northeast in the upcoming months.

KIDStrong contains no artificial flavors, colors, sweeteners, or preservatives, and is low in sugar, containing just 3g of sugar per 8oz. serving. For more information, please contact KIDStrong at (516) 208-3868.

SMOOTHIES Odwalla has launched a new, whole grainbased smoothie called Wholly Grain! This product is a fruit smoothie packing 32 grams of natural whole grains in every bottle. It is also flavored with a tropical medley of orange, pineapple and mango juices. Each serving has one-third of the recommended daily serving of whole grains, and is a good source of fiber, Vitamins B1 and B2, and antioxidant Vitamins A, C and E. This product will be available in 15.2 oz. PET bottles in natural food stores this month, and will be line-priced with other Odwalla smoothies. For more information, call Odwalla at (404) 676-1070. •

Bringing

natural flavors into focus.

Robertet is a closely-held multinational company whose vision is long-term and whose technologies are focused on the flavors and aromas that nature always intended. For all of your flavor needs, call Robertet at 732-981-8300, or send an email to Solutions@RobertetUSA.com.

TECHNOLOGY • CREATIVITY • INNOVATION

By Gerry Khermouch

GERRY’S INSIGHTS

A BRIEF HISTORY OF ARIZONA An important lesson in success from not so long ago.

AT THIS POINT, it would have to be considered an iconic package in American beverages: the 23 oz. “big boy” AriZona Iced Tea can, prepriced, of course, at a measly 99 cents. As hard-pressed consumers flock to the brand and make it a rare continued success story in a once-surging iced-tea segment, it’s worth taking an appreciative look at its history and influence.

Let’s start with the colorful history behind the early-1990s launch. Founders John Ferolito and Don Vultaggio were inner-city-focused New York distributors who’d made their first real money devising a pair of malt liquors called Midnight Dragon and Crazy Horse that had sparked no end of controversy with their marketing and positioning. Envying Snapple its comparatively hassle-free growth, they figured they’d try their hand at an NA brand. Their first effort, Wesley & Spencer – named after Vultaggio’s young sons, both now grown and working in the business – was a 16 oz. canned line that didn’t get far.

For their next try they went long, utilizing the 23.5 oz. big boy beer cans familiar to them from the malt liquor business. As I recall, Vultaggio’s wife Eileen had become enchanted by Southwestern motifs during a trip to Arizona and, since the name also conjured up the feeling of “hot,” the partners figured the brand name might work for a tea and juice line. They enlisted the New Jersey woman, Jean Pettine, who’s served as their one-woman virtual design department over the years, to do up their initial sketches. When the can debuted, branding experts derided the result as too recessive to stand out on a store shelf. Nobody does pastel hues on packages, they pronounced.

Though novices at the game, Vultaggio and Ferolito figured that if they violated

24.BEVERAGESPECTRUM.JULY-AUGUST.09

the rules that everyone else was following their brand actually would stand out. Of course they were proved right. The brand proved a revelation, offering a chunk of perceived value and superior taste to the chemical “burn” of the dominant canned lines at the time, Lipton Brisk (from Pepsi’s partnership with Lipton) and Nestea (from Coke’s partnership with Nestle), which only offered 12 ounces for about the same money. And the package clearly fascinated consumers, as was clear to me on an early visit to the company’s digs, then in the Gravesend section of Brooklyn, where airplanes, lamps and other contraptions that had been elaborately fashioned by consumers from their used cans were on display.

Though the line proved an instant

winner in New York, its expansion wasn’t an entirely smooth ride. Early on, brewing giant Stroh decided to launch a tea line called Chaos in similar big cans, using the buying clout conferred by its large malt liquor business to corner the market in big cans and squeeze out AriZona. (Back in my Brandweek days, that enabled me to write the delicious headline, “Stroh Kicks AriZona’s Can – Right off the Shelf”). The scrambling partners brilliantly improvised another unique-to-beverages package, the 16 oz. wide-mouth glass bottle, to this day a mainstay of its premium line. (Vultaggio seemed to get the idea cruising the steak sauce and salad dressing aisle of the supermarket.) When Chaos was discontinued, the emphasis could tilt back to the can.

In contrast to Snapple, the company struggled to make its juice lines work as well as its tea lines, and it also navigated a famously bumpy ride with DSD distributors, entering and exiting houses with abandon until it evolved to a unique hybrid melding of direct shipping, nonexclusive DSD and company-controlled distribution in three key markets. Through this evolution, marketing experts periodically would decry the company’s failure to take on an ad agency to do “real” marketing, warning that it would wake up in a few short years and realize it didn’t have a brand. More than 15 years later, that wakeup call still hasn’t come.

Essential to the success has been the company’s strategy of pre-pricing the cans at 99 cents – a tactic detested by retailers for constraining their register ring but hard to question for its effectiveness. For a brief period over the past year, as critical materials like aluminum and corn syrup surged in price, the company had to hedge its reliance on the tactic, putting some cans into the market without the 99-cent

price and launching a 20 oz. plastic-bottle line prepriced at $1.

Any sigh of relief breathed by rivals was short-lived, though; as soon as prices subsided, the company went back to prepricing all its big cans. Of course, there’s a downside to the strategy: distributor margins can be skimpy and, even in the brand’s home market of New York, retailers in more affluent neighborhoods refuse to carry the package, seeing no benefit to trading down customers who’re willingly pay $2 or more for other items in the cooler.

The power of this idea – which Vultaggio in the past has modestly minimized by saying “put tea in a big can and paint it real pretty” – is more apparent than ever today, as the tough economy reinforces the notion that elegantly packaged value sells. No surprise, then, that the ranks of big-can pretenders has been growing. Cintron was launched by a former AriZona Iced Tea employee, and brands like Xingtea (from New Age, in Colorado) and Black Jack (from Though novices at the game, Polar, in New England), have Vultaggio and Ferolito figbeen launched by ured that if they violated distributors who, the rules that everyone else like Ferolito and Vultaggio before was following their brand them, figure actually would stand out. their street savvy should yield a more credible entry than anything ivory-tower marketers at big companies can come up with. Even Dr Pepper Snapple Group is about to copy its copycat, planning a test of a 16 oz. can of Snapple prepriced at 79 cents. Over in the organic aisle – that bastion of rarified pricing – Steaz is pushing aggressively with a canned line sporting intriguing graphics of the farmers who grow its tea and Sweet Leaf seems to be heading in a similar direction.

The influence has seeped out to other sectors, too. It’s probably no surprise that the creator of Monster Energy, who found success by “improving” on Red Bull’s dominant 8 oz. canned entry with a brilliantly rendered 16 oz. can at the same price, is a former AriZona exec. Truly, the list goes on and on.

Though I usually confine my greatest enthusiasm for brands that are able to command a premium – and whose owners are able to maintain trusting relations with their distributors – AriZona Iced Tea continues to demonstrate that an easily understandable product proposition – you don’t have to put on your reading glasses or visit a web site to know what AriZona Iced Tea is all about – and a sense of solid value are eternal lures to consumers. No wonder distributors during these harder times are flocking to other brands that offer a similar product proposition, such as the shelf-stable versions of Sunny Delight and Nesquik. There are definite lessons there for all of us, even those who like to move consumers more toward the premium space.

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By Debbie Wildrick

BLENDED CHANNELS

ADAPTING TO CYCLICAL CHANGE SO, JUST WHEN WE THINK we’ve got this channel blurring idea nailed and we can differentiate ourselves as retailers, we have a major shift in our economy.

Consumer-shopping patterns are changing again. With more private label and more searching for value around the edges, I doubt channel blurring is behind us. In fact, at this stage, we face more change than ever.

Business cycles don’t change. Consumer habits regularly shift from thrift to extravagance and back. Remember the shift to simplicity after the terrorist attacks of 9/11? But what is different about the current economic crisis is that it shifted so quickly and dramatically: the families of many of those most directly affected by the economy will view their buying habits from a different perspective for a long time to come.

How about retailers? How should we react to change? The answer, according to a phenomenal speaker I heard recently, is “quickly.”

I recently heard Shelley Broader, CEO of Michaels Stores, Inc., speak about our journey. Last fall, she said, things happened so fast, especially around the holidays, that some retailers seemed to just try “waiting it out.” But the stores that did that didn’t understand that the economic shift had caused a major change in consumer values, practically overnight.

No matter how rapid, retailers have to respond to change or they WILL lose.

After standing pat, Abercrombie and Fitch has been down 30 percent over the last two quarters. As they waited this out, did they miss the reality that the teenager would be on a budget – and still have access to multiple channels? Broader challenged us as manufacturers and retailers to question every assumption we’ve ever had about our consumers. Their shift from extravagance to nesting means they will no longer decide to spend if it seems ridiculous or stupid.

So as we think about beverages, what kind of decisions should we make around 26.BEVERAGESPECTRUM.JULY-AUGUST.09

new product introductions? With ongoing health trends, it’s certainly about “what do I need” versus “what do I want?” But we’ll also see a reduction in the SKU’s in a category. Recently, the Wall Street Journal stated that retailers were cutting selections by about 15 percent. Too many choices can be confusing, conflicting with our push towards simplicity. Items on the shelf and in our back rooms that aren’t turning can be costly. Consider new beverages that really add value to the consumer and continue to offer benefits that aren’t available today. Delete the dead items. We must understand our customers, and evaluate our assortments.

Grocery has been hit most severely among all the channels suffering the effects of channel blurring. Grocery stores, still the primary places consumers shop for food and beverages, became supermarkets, taking on new lines while other channels nipped at their food and beverage heels. So, how should they change in light of the changes we’ve discussed?

Let’s look at bottled water as an example. It’s a great lens because it has evolved into a distinct group of brands, positioned from Super Premium to Value, with a strong volume base in the mid-ranges. Super Premium brands have maintained their position, driving retail dollars to the register, while value brands (especially private label) have driven their volume using discounting. Unfortunately, two of the major mid-range brands in this category, also lack differentiation (i.e. reverse osmosis versus spring) and have suffered so much that they’ve driven the category declines.

The lesson is that consumers are telling us water is a category that has a product that meets their needs at both ends of the spectrum. Other beverage categories in grocery have this type of dynamic. Soft drinks have three segments: private label or value brands, mid-range (core brands), and in the past five to seven years, premium niche brands. I would suggest

that groceries should review each beverage category for opportunities like these and focus on driving volume with price in value categories and registering ring and margin with premium categories.

We know there are three ways to build revenue: increasing the number of customers, increasing the frequency they purchase products, or increasing the amount they spend per transaction. Going back to our customers and thinking about channel blurring, grocery MUST differentiate, and our data will tell us how. Michael’s, Broader told us, evaluated their sales against demographics and found that wedding supply sales had increased across all income levels, not just lower income markets. Winn Dixie came out of bankruptcy by understanding their position as a retailer in the markets they did business and entered into a marketing campaign that let their customer know they were “getting better all the time.”

Consumers, regardless of income, are trending towards nesting and values.

Understand your data, differentiate within the areas you do best, and ramp up the ways that you can effect change. There are many more beverages on the market than the last time the consumer was in a ‘nesting’ mood. Evaluate your variety, add new products that make a difference, and focus on high volume value and high margin premium as a way to drive change in your categories. This is the worst time to be ‘stuck’ doing what you’ve always done, so make changes now. Definitely don’t waste your time ‘waiting it out.’

Debbie Wildrick, the SVP of Sales and Marketing for Equa Water Corporation, is a sales executive and channel strategy specialist in the CPG 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.

THE FORCE TO BE RECKONED WITH

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BRANDS IN TRANSITION

VOLT

HOW VOLT SURVIVES

BY FIGHTING GIANTS Mountain Dew and Gatorade are just two of those giants. By Matt Casey TALK ABOUT A REFERRAL. When Owen Ryan explained his plan to move to North Carolina and found High Voltage Beverages with the intent of taking on Mountain Dew and Gatorade, his own doctor told him to get his head examined.

And why not? His business plan left him hawking two beverages types – citrus soda and sports drinks – in declining categories, both of which pit him in direct competition against PepsiCo, a company so large and powerful that Ryan compared it to Sauron, the bad guy from the Lord of the Rings. To top it off, Ryan was moving away from New York City, one of America’s most proven staging grounds for new beverages, to instead establish his Volt brand in the hills of the Southeast.

But – despite appearances – Ryan’s plan may make sense. He insists that, through positioning the brand as a rebellious upstart, Volt can slice off a piece of Gatorade and Mountain Dew’s combined $10 billion-plus yearly revenue. Both brands, he says, are losing their grip on younger consumers, and that’s where he is staking his claim. To that end, he’s built his base in North Carolina, brought in industry veteran Bill Sipper, adjusted the product and marketing plan to better address his target teenage boy consumers and, from there they’ve been able to gain distribution back in New York City. The next phase of his plan, he said, is to fight his way westward like a 21st century guerilla.

Ryan dreams that Volt will reach California one day, but whatever product bearing the Volt brand name arrives on

28.BEVERAGESPECTRUM.JULY-AUGUST.09

the West Coast will bear little resemblance to his original concept. His 1997 application for the Volt trademark called the product an electrolyte replacement soft drink. He intended to label the products at different intensities, such as 6-Volt, 9-Volt and 12-Volt, he said. But that idea fell away, and, while Volt still produces sports drinks, it has shifted focus to energy sodas.

That shift in focus preceded a shift in marketing strategy. When Ryan first rolled out the product, he tried to reach his consumers over the radio. Volt’s ad portrayed old men reminiscing about drinking

Mountain Dew, and set up Volt as an alternative to your grandfather’s soda. Ryan also finagled some TV spots on ESPN in Northern Florida. But while he was looking for the right crowd, he was doing so in the wrong place. Now, Volt has turned its attention to new media – an idea captain

by Sipper, who has unleashed an army of work-for-free college interns to build up the brand’s online profile.

Starting in the Spring semester of 2009, Sipper unleashed his college minions on Facebook and Myspace –two of the internet’s most popular social networking sites. His team recruited followers, posted

Following a legal challenge from PepsiCo, Volt’s “Game Ready” posters came with a disclaimer that all brands mentioned were trademarks of their respective owners, adding “We make note of this in case anyone visiting this... is a moron, a lawyer or a combination of both.”

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videos about Volt, and manned sampling events. Now his first team has moved on, and Volt is on its second crop of interns – including one in New York, to service Volt’s new territory.

“We’re constantly using college interns and I think it’s important that we continue to do that,” Sipper said. “They’re young.

They get it. We don’t.”

But while Sipper has changed the brand’s approach to marketing, he’s kept Ryan’s original long-term plan. High Voltage Beverages will use New York as a foothold, Sipper said, but will then move westward state by state. Along the way, he said, the company will focus his efforts on markets that have a demonstrated penchant for citrus sodas.

He’ll also try to garner consumer interest through a constantly-evolving selection of flavors. In the last year, Volt has added four new flavors: Pineapple, Fruit Punch, Tropical Mango and Blue Melon. The brand now boasts six SKUs, and Sipper said he has a two-year inventory of ideas that will rotate in as old flavors rotate out.

If that sounds like what Mountain Dew has been doing with its limited-edition flavors like Game Fuel, Livewire and Pitch Black, that’s because it is. Harrison Krouse, general manager for North Carolina distributor RC Asheville, said that shows that Volt is keeping close tabs on its biggest competitor. And he expects Volt to continue to mirror Mountain

Dew’s moves – not identically, he said, but approximately.

If Mountain Dew comes out with a beverage in a particular color, he expects to see a new Volt flavor with the same color. It’s worth noting that Mountain Dew’s Game Fuel currently comes in blue and orange versions.

In one of the brand’s more low-tech guerilla marketing moves, it wrapped Volt recently added this car, driven in the brand’s home market, with Volt advertisements. a blue flavor, Blue Melon, and debuted its orange-colored Reade pharmacy stores, which are known Tropical Mango earlier this year. among beverage insiders as a proving That kind of variation, Krouse said, ground for emerging beverages. It’s in benefits the brands, the stores and the these stores that Ryan and Sipper will carbonated soft drink market as a whole. find out if their brand is tough enough Most customers continually visit the for the big city. same stores, he said. When coolers reOne point in its favor is that the brand main the same, they can lose a consumers has already proven tough enough to take interest almost to the point of practical on a PepsiCo legal challenge. Shortly after invisibility, he said. Introducing a little Volt appeared on the market, PepsiCo variety on a regular schedule keeps a unleashed its lawyers on posters Ryan door from being stagnant. created for a Volt advertising campaign.

So far, he said, that strategy has served The posters featured two crashing football Volt well in his territory. helmets – one with a Volt Logo and one “It’s not taking the market by storm with a Gatorade logo – and the title “Let yet,” he said, “[but] we’re happy with it.” the Games Begin.”

The next leg of the Volt plan puts the PepsiCo issued a request asking High product in New York City, in Duane Voltage Beverages to cease using the

›› GUERILLA TACTICS Operating on a small budget, High Voltage Beverages has had to stretch its marketing dollar to achieve the largest impact possible.

Here are a few tricks the company has used to raise its profile without raising its debt load.

STUNTS: Volt earned itself news coverage – which can double as advertising – by mixing business with politics. During the last days of the presidential campaign, Sipper sent a case of Volt to John McCain’s camp and issued a press release explaining that he sent the care package to help restore its “flagging energies.” The release splashed around a number of media outlets, including Forbes.com and the Denver Post, as a funny note on the campaign trail.

NETWORK ONLINE: Volt targets a demographic that spends a frightening amount of time on the internet. So the company decided to find its consumers where its consumers hang out. High

30.BEVERAGESPECTRUM.JULY-AUGUST.09

Voltage Beverages recruited followers on the social networking sites Facebook and Myspace, acquiring just under 1,000 on the former, and just under 1,500 on the latter. That’s more than 2,400 customers that are reminded of the brand every time the company makes an update. This particular tactic costs nothing, and, Sipper likes to brag that neither page has ever lost a follower.

POST VIDEOS: Volt probably has a natural advantage on this one, as brand Founder Owen Ryan seems to love cameras nearly as much as TMZs. Ryan has posted videos of the brand’s presence at trade shows as well guerilla customer interviews and clips of himself sending the world’s largest business cards to potential distributors. The company’s interns followed suit by creating video stories centered around Volt, including one in which the soda comes to the rescue of a Dungeons and Dragons group, crushing a can of Mountain Dew.

PepsiCo didn’t write back.

And how’s this for scrappy? While PepsiCo brought the battle to Volt, Volt recently brought the battle to Coca-Cola itself. Shortly after Sipper took over as president, High Voltage Beverage filed a lawsuit against Coca-Cola over its Vault brand of high-caffeine citrus soda. The suit alleges that Vault sounds so similar to Volt that it amounts to unfair competition because it Temporary lineup: Volt execs say Diet Volt may soon be pulled to make creates confusion room for new flavors. in the marketplace – confusion made all the worse because Vault has performed so poorly since its launch in 2005.

Krouse said he’s seen first-hand evidence of that confusion. While trying to build the Volt brand in

posters on the grounds that they could create confusion, leading consumers to believe “that the Volt product is related to Gatorade.”

Ryan rejected the charge, telling PepsiCo’s lawyers “I can’t imagine any sensible and sober consumer coming up with preposterous conclusion.” He also offered to host a public, one-on-one, Volt versus Gatorade taste challenge.

his distribution area, store owners have told him that they already tried carrying Volt and it didn’t stick. But they carried Vault, not Volt.

The suit is still pending, but, should it succeed, it could give Volt a boost, as it asks Coca-Cola to run a corrective campaign explaining that Volt and Vault are two different products.

Even without that kind of boost, the brand may eventually make its way to California.

“Quite honestly, I think it will take a number of years,” Sipper said, but Ryan has hope. Sprite, he noted, first appeared in the 1960s, but didn’t reach Los Angeles until the early 1980s. Today, things move a little faster, and Sipper has hard-wired the brand to the internet, one of the strongest and fastest growing forces of our time. With that plan, maybe it’ll take Volt less than two decades to go coast to coast. And, by the time it does, maybe it will carve off a significant sliver of Mountain Dew’s business. •

JULY-AUGUST.09.BEVERAGESPECTRUM.31

After years of chasing the trade-up consumer, organic tea makers try a value play.

By Jeffrey Klineman

32.BEVERAGESPECTRUM.JULY-AUGUST.09

U

PHOTO BY RITTERBIN PHOTOGRAPHY

sually, when you hear “Can it!” it’s not a good thing. But it looks like some ready-to-drink iced tea companies are taking the order to a literal extreme, and they consider it a positive development, as well.

That’s a big turnaround from the past decade, in which the glamour plays in the RTD tea category were defined by fullleaf brands that commanded packaging in high-end glass or at least elegant PET bottle designs. With consumers spending much of the decade trading up, it seemed like a great way to create separation from the mass market Liptons and Nesteas of the world, as well as AriZona, the category leader, and Snapple, the only bottled brand to have major mass market share.

But now, with the economy still down and consumers watching their expenditures, there’s a decidedly downmarket shift taking place in tea packaging -and it is coming from brands that typically have an upmarket aura. Yoga-mom friendly marketers like Steaz, Sweet Leaf, Guayaki Yerba Mate, and even Snapple itself are rolling out cans in the months to come, trying to put pressure on AriZona in a category that the Purchase, NY-based company has dominated for years.

“It’s a great way, for the next six months at least, to really get the brand out there and introduce it to people,” said Steaz’ CEO Eric Schnell. Steaz launched a line of fair trade and organic-certified canned iced “Teaz” a year ago, but this summer Schnell and his partner, Steve Kessler, have begun an all-out pricing assault on grocery stores, dropping as many pallet displays of his inexpensive (think 5-for$5 at retail) but highfalutin’ product into as many outlets as the channel will bear.

With 10-for-10s rolling out wherever possible, Steaz is trying to spread its brand far and wide.

“We took the price decrease as a marketing decision,” said Eric Schnell, pictured here with With its crunchy credibility, Steaz has Steve Kessler, Steaz President (left). long been a Whole Foods stalwart, but this represents a change to reach consumIt was a nice, long run, however: Honest Tea, Sweet Leaf, Tazo ers in old markets and new. And with large pallet drops and deals on multiserve packs as well, Schnell believes he is tapping into the and Fuze all pulled in capital from Coke or Pepsi, while many other brands drew significant investment from private sources. With organic consumer who has taken a blow to the wallet.

“We took the price decrease as a marketing decision,” Schnell consumers rabidly chasing both the antioxidant health benefits of said. “Whole Foods is loving it because they have one of their pre- tea consumption and the good feeling that they were ingesting a natural, green product (not to mention one with plenty of caffeine) mium brands out there at a regular supermarket price.”

And it comes at a time when RTD tea’s five-year growth spurt – there was plenty of high-end love to spread around.

But with consumer buying power decreasing, the price point according to Mintel, RTD tea grew 19 percent from 2003 to 2007, as marketers took advantage of tea’s twin virtues of a healthy for many of the brands chasing companies like Honest Tea and aura and moral rectitude – finally ended, the result of a consumer Sweet Leaf has made them somewhat exclusionary, marketers say.

Companies are faced with a tough choice – cut prices to keep their downturn that has pulled all beverage categories down with it.

JULY-AUGUST.09.BEVERAGESPECTRUM.33

product out there while they continue to lose money, or go for less expensive packaging and risk losing cachet.

“We do see the organic consumer being more value conscious,” said Kara Nielsen, a trend analyst with the Center for Culinary Development. “Consumers have had to reorient their commitment to organic products to the economy. Everybody has been hit, and organic products strated shifting. People kept up with produce and milk, but not so much in the center store.

For Steaz, that issue is a nonstarter – it came out in cans first, so plans to possibly migrate the tea into glass bottles will remain on the shelf – but for other brands, keeping packaging high-end means a squeeze, even if it will be a temporary one.

“In this environment, there’s a lot of price pressure, and [cans] are so much less expensive than glass or PET it’s easy to jump at,” says Inko’s founder Andy Schamisso. “But the economy is bound to improve, and three or four years down the line, the premiumprice item is bound to come back. Inko’s is a premium item, and our packaging has to reflect that.”

Brands like Xing Tea in Colorado, BlackJack in the Northeast and now Snapple are all trying to penetrate the value tea market.

By introducing their lemonginger flavor in cans, Guayaki hopes to hook a whole new group of consumers.

The movement into cans comes at a time when, oddly enough, many of the mainstream brands are trying to take advantage of the momentum accumulated by the upmarket brands. Both Coke and PepsiCo recently completed brand makeovers with their tea partners that emphasize their healthier qualities and feature cleaner, more modern packaging – as well as upscale lines like Lipton PureLeaf and Gold Peak. AriZona introduced a line of organic green teas, in bottles, at a higher price point than its best-selling 24 oz.for-$.99 cans. And Snapple, while planning a cold-filled can line that will undercut AriZona on price (at $.79), recently made over its hot-filled premium glass bottles and has introduced products like white tea, all sweetened with natural cane sugar.

Still, Schnell seems to believe that at his new price point, Lipton drinkers are Steaz consumers who just need to give him a try.

“Stores are happy to have such a low-cost organic,” Schnell

34.BEVERAGESPECTRUM.JULY-AUGUST.09

said. “We’re getting a lot of new customers who would never have gotten a chance to try us.”

As for losing his base, Schnell isn’t worried: he believes his product meets or exceeds so many of the cultural hurdles for the crunchy customer – in addition to its organic and fair trade credentials, it is low in sugar and features an indigenous farm worker on the label – that putting it at a value price isn’t going to turn off the consumer he’s been selling his green tea sodas and energy drinks to for years.

Expanding the base is also behind the move of a product like Guayaki Yerba Mate into the aluminum can game, according to Pierre Ferrari, who runs the marketing operation for the fastgrowing company. By introducing a lemon-ginger flavor in cans, he hopes to hook a whole new group of consumers on yerba mate’s stimulating effects.

“The major move is to make the ready-to-drink mate available at a lower price,” Ferrari said. “The can is cheaper ($1.99, as opposed to $2.49 and up), it ships more easily, and it’s lightweight. It offers tremendous opportunity for new use occasions, like outdoors.”

Meanwhile, Snapple’s move into aluminum is clearly aimed at AriZona, the category leader. Snapple’s products have long been associated with bottles, but at a recent investor conference, Dr Pepper Snapple marketing chief James Trebilcock made it clear that “penetrating the value tea market… is a must do for us.”

Of course, with a canned product in place, Snapple isn’t the only company trying to pick off the AriZona buyer. At the bargain tallboy end of the spectrum, even distributors are getting into the act, with products like Xing Tea in Colorado and BlackJack in the Northeast.

If you ask AriZona, the idea that there might be other value players on the market, even ones with organic bona fides, isn’t a scary one at all.

“Everybody’s copying us,” said AriZona spokeswoman Leigh Parinello. “Everybody’s doing 99 cents. Hey, it’s a great idea.

We’ve been doing it for years.” •

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CATEGORY REPORT: RTD TEA

BRAND NEWS ZRedT. ZredT, the Louisiana-based producer

of ZT antioxidant-rich, organic rooibos red teas, is now available nationwide through distribution deals with United Natural Foods, Inc. and Nature’s Best. ZT is a line of organic teas made from the rooibos plant, which grows only in the Cederberg Mountains of South Africa. With a naturally smooth, complex flavor, every bottle of ZT is a good source of both magnesium and natural fiber, is low in calories, and contains zero caffeine and zero sugar.

Steaz. Steaz Iced Teaz is Steaz’ non-carbon-

ated RTD Tea line, available in 16 oz. cans and 64 oz. multiserve PET bottles. The line is an “Organic Value” play at Steaz, and will feature “10 for $10s” on the cans and “2 for $5” on the multiserve in mainstream Grocerers such as Shaws, A&P, Stop & Shop, and Wakefern. Grocers are encouraged to put pallets on their floors and offer their consumers their first “organic/fair trade” premium tea experience at the same price levels as AriZona and Lipton.

Tea will strengthen the FUZE portfolio by leveraging the current and anticipated market success of Goji Berry, a superfruit with consumer appeal because of their interest in functional qualities, such as high levels of antioxidants, and new taste experiences.

Inkos. Inkos is introducing 64 oz. multiserve jugs of its Blueberry, White Peach and Unsweetened Mint flavors, including selling a special 2-pack of its 64 oz. Peach flavor in Costco. The company also recently introduced new Lemon and Unsweetened Original flavors (in March ‘09) to add to its 16 oz. glass line, with a new label design on both flavors.

The new label design is expected to follow on the entire 16 oz. line. The company also entered into distribution with Spike Beverage to handle the state of Arizona.

China Mist. China Mist Brands has expanded

its product line with the release of a super premium RTD tea called China Mist Pure Bottled Organic Tea. CMB manufactures and distributes specialty iced tea for the foodservice industry from Scottsdale, Arizona.

Tradewinds. Tradewinds Beverage Compa-

ny recently added a complementary product to its already robust line of teas with the addition of 20 oz. PET Single Serves to their portfolio. Backed by an aggressive in-store support plan, this new product will be available in seven SKUs, including green and diet green varieties.

Sweet Leaf. Sweet Leaf has launched a proprietary 16 oz. glass bottle shape with embossing that will be out on shelves starting in late Q3 and Q4. Each bottle will feature two stories, one about Sweet Leaf Tea and the second story unique to the flavor. In addition, Sweet Leaf has launched a line of new 8 oz. cans in Original Sweet Tea, Peach Sweet Tea and Mango Green Tea, which were created mainly for schools. They are 100 percent organic, with no high-fructose corn syrup, no preservatives and meet all “Alliance for a Healthier Generation” Guidelines.

Fuze. FUZE will launch Goji Berry White Tea in September, while phasing out White Tea with Orange Blossom. The Goji Berry White 36.BEVERAGESPECTRUM.JULY-AUGUST.09

HoneyDrop. HoneyDrop recently partici-

pated in a marketing promotion with Whole Foods entitled “Bee Appreciation Week.” The purpose was to educate consumers on colony collapse disorder (CCD) and the importance of using organic honey, free of pesticides and insecticides, a common theory on the leading cause of CCD. The promotion ran in select Whole Foods stores where HoneyDrop had a display with other similar “bee” brands such as Burts Bees.

Republic of Tea. During the 2009 National

Breast Cancer Awareness Month, restaurant guests can enjoy The Republic of Tea’s new limited edition Sip for the Cure PassionFruit Green Tea, a premium unsweetened glass bottled iced tea, and support the fight against breast cancer. Proceeds from the sale of each bottle of Sip for the Cure PassionFruit Green Tea, available exclusively in select fine restaurants and hotels nationwide during October, benefits Susan G. Komen for the Cure. This new Glass Bottled Iced Tea is the first of the Sip for the Cure Collection. It’s also the first time

BRAND NEWS: RTD TEA efits of green tea with the hydration of natural spring water. At only 20 calories per eightounce serving AriZona Tea Waters are health1. Blend ful and refreshing. In addition to AriZona’s classic Green Tea, the new line includes Yum2. Orange berry Green Tea, Mandarin Orange Green Tea, and Pomegranate Green Tea. 3. Lemon

Komen for Cure will have a “pink-ribbon he Flavometer: Topthe Flavors product” in the food service category. Sip for the Cure PassionFruit Green Tea is subject to . Blendavailability from October 1-31, 2009.

. Lemon Peet’s. Peet’s Coffee & Tea, Inc. has announced the introduction of Peet’s Bottled . Orange Iced Teas, a line of exceptional ready to drink teas made from Peet’s whole tea leaves. The . Apple six new iced tea varieties are crafted from green, oolong, white and black teas. Five of . Strawberry the six are complimented with all natural fla. Vanillavors such as peach, mint, citrus and honey to accentuate the unique flavor characteristics in. Chocolate herent in each tea. Peet’s Bottled Iced Teas are all natural, very lightly sweetened and include . Grapean unsweetened version.

Tea’s Tea. ITO EN, the maker of Tea’s Tea, 4. Berry won three First Place Awards at the World Tea Expo, for its Oi Ocha Dark, Oolong Shot and 4. Lime Traditional Jasmine Green teas. The company has also recently launched Teas’ Tea Naturally 6. Citrus Sweet, three new flavors with only 70 calories 7. Grape per bottle in Mango Oolong, Blueberry Green and Citrus Black flavors.

8. Strawberry

. PeachAriZona. AriZona Beverages, the leader in premium ready-to-drink tea beverages in the 0. Mango US has partnered with Nestle Waters North Health Drinks: Top Flavors America Inc., the U.S. leader in bottled water, in New Products, 0. Pineapple to create AriZona TeaNov. Waters.

This new line 2006-Oct. 2007 of low-calorie, tea infused waters is certified organic by the U.S. Department of Agriculture SOURCE: PRODUCTSCAN ONLINE (www.productscan.com) (USDA) and combines the antioxidant ben-

TeaZazz. TeaZazz Sparkling Tea has an9. Mango nounced the addition of its newest flavors to Isotonic & Energy its of low calorie, low carb sparkling 10.family Guarana Top Flavors teas: White Tea Orange/Mango and WhiteDrinks: Tea in New Products, Kiwi/Strawberry. TeaZazz is now available Dec. 2006-Nov. 2007 on Amazon.com and has expanded its retail chain accounts to participating Albertsons, Ralph’s and Sam’s Clubs. The SOURCE: TeaZazzPRODUCTSCAN line up ONLINE (www.productscan.com now includes six delicious flavors.

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BRAND NEWS: RTD TEA berry White Tea was selected as the “best flavored white tea.”

New Leaf’s Strawberry White Tea is all-natural and contains a blend of strawberry and White Tea, naturally sweetened with 100 percent organic cane sugar. New Leaf’s White Teas originate from the tea fields of China as one of the world’s least processed teas and with medicinal properties respected worldwide. Ingredients include: Filtered Water, Florida Crystals Organic Evaporated Cane Sugar, White Tea Blend, Citric Acid and Natural Flavor.

NUMI. Numi Organic Tea has announced

the launch of six RTD bottled tea blends, including five varieties of Puerh Tea blends and one Rooibos Herbal blend, available in retail and foodservice channels. Puerh (pu-err), an ancient healing tea long revered in China for its medicinal properties and rich taste, is a fermented tea that packs a heavy antioxidant punch. The end result is a bold, earthyflavored tea with hints of malt. Numi Organic RTD Puerh teas will be available in five SKUs: Mango Passion Puerh Black Tea, Earl Grey Puerh Black Tea, Magnolia Jasmine Puerh Green Tea, Peach Nectar Puerh Green Tea, Moroccan Mint Puerh Green Tea. In addition, Honey Lemon Rooibos Teasan is available as an herbal, caffeine-free option.

Anteadote. The sales of Anteadote gour-

met teas are buoyed by Adagio Teas’ recent conversion of the line to USDA Organic. All five varieties – green, white, black, jasmine and oolong – now sport the USDA Organic logo. To increase coverage, Adagio Teas had recently hired Natural/Specialty Sales as its national broker. The objective of the switch in representation and frequent promotions this fall is to sustain Anteadote’s rapid growth this year and throughout 2010.

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Revolution. Revolution, a 10-

year-old premium beverage company, is joining the fight against breast cancer with the release of the newest flavor of its 3D line, 3D Pink Grapefruit. A portion of all the sales from 3D Pink Grapefruit will go to support breast cancer charities.3D is an all-natural beverage that combines the antioxidant power of super fruits, essential multivitamins and healthy white tea.

Revolution released the four original flavors, 3D Pomegranate, 3D Blueberry, 3D Mango and 3D Green Apple in 2008.

The new product will be sold alongside the original 3D flavors at fine retailers in Arizona, California and Texas as well as online at www.drink3d.com.

NESTEA. NESTEA has laun-

ched NESTEA Red Tea, a rooibos tea with 50 calories per 8 oz. serving. This product combines the natural goodness and antioxidants of red tea combined with the sweet, refreshing taste

of pomegranate and passion fruit. With over 50 years of iced tea heritage, NESTEA has added Red Tea Pomegranate Passion Fruit – recently selected by retailers as one of the “Top 12 Cool New Products” – to its line of RTD teas. Consumers can learn about NESTEA Red Tea Pomegranate Passion Fruit and other NESTEA flavors through the NESTEA “Liquid Awesomeness” marketing campaign launched in April.

Delta Blues. Delta Blues markets three RTD full bodied teas made with organic black or green tea and combined with natural citrus juices, cane sugar, and flavors. Stir in Delta Blues as a summer mixer: ‘Deep South’ with bourbon, ‘Bayou Soleil’ with tequila and ‘Peachy Keen’ with vodka. Delta Blues is available in 16 oz. glass bottles.

Guayaki. Guayakí has added a new Lemon

Ginger Yerba Mate, the first-ever yerba mate available in a can. The can offers a lightweight, recyclable and convenient format that expands the places and occasions at which Guayakí can be enjoyed. Well-suited for the health-conscious and eco-conscious, the new Lemon Ginger Yerba Mate, like all Guayakí products, is organic, fair-trade certified and cultivated using sustainable and environmentally conscious processes.

Honest Tea. Honest Tea has expanded its

Introducing the New Flavors from Inko's White Tea

new Honest Mate line to include a pair of new flavors, Agave Mate and Tropical Mate. High in antioxidants and low in sugar and calories, Honest Mate is brewed with organic unsmoked mate grown on a family farm in Argentina using environmentally-sound farming methods. Agave Mate is a blend of refreshing organic yerba mate and organic agave syrup, Tropical Mate is an exotic combination of mango, orange and organic yerba mate. The company has also added Mango Green Tea to its iced tea lineup.

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Xing Tea. Founded by a DSD distributor from Denver, Co. two years ago as a way to challenge the changing complexity of the three-tier distribution system, Xing Tea is committed to the DSD system. XingTea now has 13 flavors in its 23.5 oz. cans and has added six new flavors in its 16 oz. PET line. •

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Consumer enthusiasm for high quality domestic beer has spilled over to imports.

44.BEVERAGESPECTRUM.JULY-AUGUST.09

PHOTO: ANHEUSER-BUSCH INBEV 速

BY MATT CASEY

PHOTO: ANHEUSER-BUSCH INBEV ®

With the economy in rough shape, restaurant visits down and fewer consumers visiting bars, you might conclude that the import beer market is in tough shape. You’d only be half right. Sales for the category have slipped and shipments have plummeted – down more than 13 percent from the previous year, based on statistics from the Beer Institute. But, despite the category’s woes, some import brands have benefitted from the American beer renaissance that has been most closely associated with domestic microbreweries.

Half of the top 30 import brands tracked by Chicago-based research firm Information Resources Inc. saw falling sales, but big declines of some brands have been matched by a similar number of big gains. While Corona, Heineken Guinness and Newcastle have slumped, four of the top ten brands, including Stella Artois and Dos Equis, have grown by double digits.

And the good news extends to smaller brands. Craig Hartinger, marketing manager for Washington-based importer Merchant Du Vin, said his company’s sales for brands like Samuel Smith and Orval have been brisk as consumers continue to demand high-end imports.

Why? According to Hartinger, lumping all imported beers together is the wrong way to look at the category. He sees imports as two separate markets – ‘mainstream’ imports like Corona and Heineken, and ‘craft’ imports like Orval and Chimay. The former, he said, has suffered as consumers tighten their grip on recession-thinned wallets. The latter, he said, is feeling the same enthusiastic lift that has buoyed craft breweries, as beerdevoted consumers rush for quality over quantity.

Over the past couple decades, independent breweries like Boston Beer Co. and Dogfish Head have churned out novel approaches to beer. The specialty beer audience started small, but the “craft beer revolution,” as Boston Beer founder Jim Koch calls it, has continued to grow. Craft

brewers now hold a number of yearly beer festivals across the country, and have even induced Anheuser-Busch and MillerCoors to produce a couple of craft-style beers.

Due to its success, the craft sub-segment has increasingly trickled into the mainstream market. Hartinger said it has also boosted specialty imports as the beercurious look past American shores to find new experiences.

Curiosity may even be helping imports at an equal rate to domestic brews, according to Tiffany Adamowski, co-founder of Federal Way, Wash.-based 99 Bottles.

In her beer store’s 2 ½ year life-span, sales have grown, she said, but the ratio of domestic to import sales – 60 percent domestic, 40 percent import – has stayed about the same.

CORONA HEINEKEN GUINNESS NEWCASTLE

STELLA ARTOIS DOS EQUIS SAMUEL SMITH ORVAL

While Corona, Heineken, Guinness and Newcastle have slumped, four of the top ten brands, including Stella Artois and Dos Equis, have grown by double digits.

She noted that while craft breweries might get the credit for enticing consumers to explore new beers, she’s also seen beer exploration go the other way. Some consumers, she said, return from an international trip and visit her store in search of the beer they drank overseas.

It’s a way to relive a memory, she said, to bring a piece of their vacation home to their refrigerator, and, in her opinion, it amounts to its own sub-segment. In addition to Hartinger’s mainstream and ‘craft’ imports, Adamowski defines a third

category for beers that are popular in their home country but difficult to find in the U.S. – like Viking Beer from Iceland or Cusqueña from Peru (recently introduced in the U.S. by SABMiller).

While exploration has been a friend to imported beers, Hartinger posits that the economy may actually be helping by moving drinkers from wine exploration to beer exploration – possibly as a better onpremise value. With the economic slump taking a chunk out of consumers’ disposable income, Hartinger said that he thinks

JULY-AUGUST.09.BEVERAGESPECTRUM.45

PHOTOS: ANHEUSER-BUSCH INBEV ®

AB InBev has promoted Stella Artois, Leffe and Hoegaarden at food and wine some diners who shows...going as far as distributing booklets suggesting how those beers can should normally be integrated into fine meals, both as an ingredient and as a beverage. order a $300 bottle of wine at a topline restaurant are instead opting for a $35 bottle of beer.

Regardless, the push for high quality imports is increasing, and the bigger companies have taken notice.

Anheuser-Busch InBev, for example, is putting a heavier emphasis on its Belgian brands, according to Paul Bern, a product manager for the company.

AB InBev has promoted Stella Artois, Leffe and Hoegaarden at food and wine shows, Bern said, going as far as distributing booklets suggesting how those beers can be integrated into fine meals, both as an ingredient and as a beverage. Bern said the company has also pushed the brand at film festivals and has exerted a lot of time and effort building the on-premise image of the brand. AB InBev, Bern said, hosts classes across the country that teach bar numbers for Hoegaarden or Leffe, but staff how to properly execute the tradisaid both brands are growing at similar tional Belgian nine-step pouring process rates – albeit from a smaller base.

(You read that right: nine steps). The And the future could continue to be company has also distributed each brand’s bright for imports – at least, those uppercustom-shaped and labeled glasses (part of market brews. The Brewers Association that same Belgian tradition) to bars servreported in June that, despite the couning the beers. try’s economic woes, 98.8 percent of poll “We want the beers poured and prerespondents cited “high quality” as their sented as they are in Belgium,” Bern said. main priority when choosing a beer. Of All that work on-premise boosts sales course, the Brewers Association conducted off-premise, Bern said. Customers typithat poll at Savor: An American Craft cally first encounter beer brands at a bar, Beer & Food Festival, so their results are and Bern said AB InBev has bridged the biased. But at the same time, the increastwo worlds through its glassware. In ing popularity of events like Savor itself the part of the store where the company is also indicative of the robustness of the stocks its beers in high-end retailers, like push for quality. So, when the economy Whole Foods, Bern said, they try to stock turns around, putting more money in the the glasses nearby – sometimes even in the pockets of those beer-curious consumers, same display. it could be a good era for beer importers The strategy seems to be working. Stella and their retailers – at least, as long the Artois has grown around 40 percent in segments new converts don’t return to the last year. Bern wouldn’t reveal internal drinking wine. •

“THE PUSH FOR HIGH QUALITY IMPORTS IS INCREASING, AND THE BIGGER COMPANIES HAVE TAKEN NOTICE.”

46.BEVERAGESPECTRUM.JULY-AUGUST.09

PHOTOS COURTESY OF MARCHANT DU VIN

Samuel Smith and Orval are just a couple premium offerings from importer Marchant du Vin. Sam Smith Yorkshire Stingo (left) is scheduled to debut in the U.S. this fall.

TRADESHOW PREVIEW

NBWA TRADE SHOW · LAS VEGAS, NV

CEASARS PALACE · TRADE SHOW: September 22-25, 2009 SHOW FLOOR HOURS: Wednesday and Thursday: 12:00 p.m. – 4:30 p.m.

The National Beer Wholesalers Association will hold its 72nd annual convention and trade show September 22-25 at a new location: Caesar’s Palace in Las Vegas.

Along with the new location, the NBWA has added a number of other new offerings. This year, participants can register online and walk a convention floor that has been expanded to fill two stories. The association will also hold a distributors only meeting, where participants can speak candidly about the state of the industry.

Speakers will include Hall of Fame catcher Johnny Bench, Hit the Ground Running author Jason Jennings and Heineken USA CEO Don Blaustein.

SCHEDULE OF EVENTS

TUESDAY 9.22.09 8:30AM – 12:00PM NBWA Board and Committee Meetings 2:00PM – 3:30PM Educational Seminars 3:30PM – 5:00PM Distributor Only Meeting

6:30PM – 8:30PM Welcome Reception EVENING Supplier Hospitalities WEDNESDAY 9.23.09 and THURSDAY 9.24.09 7:30AM – 9:00AM Educational Seminars

9:15AM – 12:00PM Opening General Session 12:00PM – 4:30PM Trade Show Floor Open EVENING Supplier Hospitalities

EXHIBITORS AND BOOTH NUMBER (as of July 27, 2009)

4U2U - Fruit 66

140

Firehouse Brewing Company

934

Phusion Projects

313

Activate Drinks

1034

Fusion Premium Energy, Inc.

110

Preiss Imports

1125

Anchor Brewing Co.

439

G.K. Skaggs, Inc.

1134

Premium Blend Inc.

308

Anheuser-Busch, Inc.

135

Garden Spring Beverage Co.

501

Roaring Lion Energy Drink

1028

Baltika Breweries

1409

Geloso Beverage Group

417

Salitos Brewing Company

942

Banzai Energy Drink

920

GI Group Inc.

608

Sapporo USA, Inc.

300

Bing Energy Drink

1408

Green Mountain Beverage

522

Saratoga Springwater Co.

429

Brauerei Max Leibinger, GMBH

600

Heineken USA

719

Singha North America

1029

Brewers Association Pavilion

533

High Voltage Beverages LLC

1142

Smart Bevergae Inc.

114

C2 Imports

534

Iron Horse Beverage, LLC

615

Southern Tier Brewing Co.

441

CAMO Brewing Co., Inc.

134

Jakk’d Holdings LLC

1325

Spirit Group Inc.

624

Central Beer Import - Export

1514

Jana North America Inc.

102

Stevens Point Brewery

1039

Charge Beverages

101

Jones Soda Co.

1042

Summit Brewing Company

1322

Chateau Diana LLC

1139, 907

Krebs Brewing Co., Inc.

625

Svyturys Utenos Alvs, USA

626

Cold Springs Brewery

525

Lagunitas Brewing Co.

423

Sweet Leaf Tea Company

443

Copper Mountain Beverage Co.

421

Latis

1239

TG Enterprises Inc.

1209

Crispin Cider Company

1406

M. Cornell Importers, Inc.

1623

The Dads Root Beer Co., LLC

343

CW Imports

331

Merchant du Vin

419

Tribeca Light Cocktails

1038

Diageo-Guinness USA

301

Mikes Hard Lemonade

1401

UGM International

1011

Double D Beverage Co.

1419

MillerCoors

729

Unibroue, Inc.

509

Doyna, Ltd.

1409

Minhas Craft Brewery

425

United Brands Company, Inc.

1115

Ed Hardy Beer

1205

Mountain Valley Spring Co.

219

United States Beverage

1101

Efes Brewery

617

New Leaf Brands

221

VBlast

205

Elite Brands USA

528

Ol’ Glory Energy Drink

1237

VPX Sports/REDLINE

1138

Eurobrew

1128

Pabst Brewing Company

701

Wine of Japan Import, Inc.

610

Ex Drinks LLC

517

Paulaner Hacker-Pschorr USA

422

48.BEVERAGESPECTRUM.JULY-AUGUST.09

Forfeit your Red Bull, * * Rockstar, or Monster distribution rights? *

#1 Energy drink BNB in the USA. #2 Energy drink sold on-premise.

Only energy drink company to offer full portfolio product line: Bag-In-The-Box, 12 oz Slim Line Can, 1/2 Liter PET Bottles

For distributor inquiries, please call Cregg Peterson, VP of Sales 402.350.1121. * Roaring Lion, the Lion’s head symbol and Lion’s Challenge are respectively a registered and common law trademarks owned by RLED, LLC used in connection with energy drinks.

Red Bull, Rockstar, and Monster are registered trademarks of Red Bull North America, Inc, Rockstar, Inc, and Monster Beverage Company, respectively.

Nestlé® Pure Life® is now the #1 bottled water brand in the U.S.*

Nestlé® Pure Life® Purified Water is committed to being a leader in health and wellness, and as the fastest-growing brand in the liquid refreshment beverage category,**

we’re just getting started.

EMBRACE THE PURE LIFE™ *Source: Beverage Marketing Corporation 2009. Includes retail PET, retail bulk, home and office delivery, vending, domestic sparkling and imports; excludes flavored and enhanced water. **Nestlé Pure Life experienced a +19.4% change between 2007 and 2008 Source: Beverage Marketing Corporation 2009 ©2009 Nestlé Waters North America Inc.

nwna14708

A SPECIAL SECTION OF BEVERAGE SPECTRUM MAGAZINE

FEATURING

REAL

TASTE ®

The kingfisher knows the value of clean water. It only settles, breeds and rears its young near clean lakes or streams. Following this philosophy of life soft drinks must be safe from microbes … from their manufacture to consumption … so that we can always enjoy fruit juice-based beverages, lemonades, iced teas and other soft drinks.

LANXESS is among the world's leading suppliers of material protection products and offers with our brand VELCORIN® a technological concept for the beverage industry.

Our recipe for success is versatility. Our wide - ranging product portfolio and our comprehensive service will meet all your requirements. Our many years of experience make us proficient and highly capable, so that we can provide reliable solutions to our customers problems anywhere in the world.

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INTRODUCTION Forget about the pallet. Start focusing on the bottle.

At least, that’s what we’re inviting you to do by looking at this, BevNET’s fourth water guide, home to nearly 100 brands and several other companies that are in the business of servicing and packaging bottled water.

The brands herein represent such an amazing range of packages – and let’s face it, it’s still the fact that you can put the stuff in a package and move around with it that makes bottled water such an important part of the firmament – that it’s apparent category innovation isn’t slowing, even in the face of environmental headwinds.

Beyond unique packaging ideas, however, functionality continues to improve in the enhanced water category, as we’re seeing everything from protein to skin care thriving under the aegis of bottled water.

What else might thrive? Your profits, if you pick wisely from the quality offerings detailed in here.

KEY

ENHANCED

FLAVORED

WATER BRAND LISTINGS (for Supplier and Services Listings see page 72)

actiVwater Talking Rain Scott Barcenilla PO Box 549 Preston, WA 98050 425-222-4900 www.activewater.com PRODUCTS: Orange Mango, Lemon Lime, Triple Berry, Strawberry Kiwi, Pomegranate Berry, Dragonfruit, Tropical Citrus, Blackberry PACKAGING: 19 oz. PET

Anti-Ageing Water Anti-Ageing Products, Inc. Stuart Garret 36101 Bob Hope Drive E5-215 Rancho Mirage, California 92270 760-272-6377 www.anti-ageingwater.com PRODUCTS: Anti-Ageing Water With Nutra-Resveratrol Pomegranate Berry, Strawberry Kiwi, Sports Drink Orange Mango, Energy Drink, Weight Loss, Relaxation PACKAGING: 20 oz. PET, 2 oz. PET

Aqua Force ON-PREMISE EMPHASIS

ORGANIC

SPARKLING

American Body Building Tim Weigard 700 N. Commerce St. Aurora, IL 60504 630-236-6707 www.americanbodybuilding.com PRODUCTS: Aqua Force Berry Blast, Aqua Force Lemon Lightning PACKAGING: 18 oz. PET, 18 oz. Tetra Pak

52.BEVERAGESPECTRUM.JULY-AUGUST.09

Aqua Plus

Aquafina Sparkling Trio Beverage Donna Brown 307 Dellwood Ct. Annapolis, MD 21401 443-995-8202 www.glacierlakeswater.com

PepsiCo, Inc. Trish Lynch 700 Anderson Hill Rd Purchase, NY 10577 914-253-2000 www.aquafina.com

PRODUCTS: Lemon Lime, Pink Grapefruit, Mountain Berries, Grape, Orange Pineapple

PRODUCTS: Berry Burst, Citrus Twist PACKAGING: 16.9 oz. PET, 20 oz. PET

PACKAGING: 16.9 oz. PET

Aquadeco Premium Spring Water

AquaHydrate - Sports Water

Aqua Deco, LLC Arnold Gumowitz 421 Seventh Avenue New York, NY 100001 866-750-AQUA www.aquadecowater.com

AquaGenus, LLC Randy Forst 930 S. Mt. Vernon Colton, Ca. 92324 877-370-1795 rforst@aquahydrate.com

PRODUCTS: Aquadeco Non-Carbonated

PRODUCTS: Essential Minerals, Electrolytes, pH Enhanced

PACKAGING: 240 mL PET, 500 mL PET, 750 mL Glass, 1000 mL PET

Aquafina

PACKAGING: 16.9 oz. PET, 33.8 oz. PET

AQUAMANTRA PepsiCo, Inc. Trish Lynch 700 Anderson Hill Road Purchase, NY 10577 914-253-2000 www.aquafina.com

AQUAMANTRA Alexandra Teklak 24040 Camino Del Avion, #A228 Dana Point, CA 92629 949-429-4225 www.aquamantra.com

PACKAGING: Multiple size PET

PRODUCTS: I am Grateful, I am Loved, I am Lucky, I am Healthy PACKAGING: 1 L PET, 16.9 oz. PET 100% Biodegradable, Compostable, Recyclable Bottle

Aquafina Flavor Splash

AriZona Tea Water

PepsiCo, Inc. Trish Lynch 700 Anderson Hill Rd Purchase, NY 10577 914-253-2000 www.aquafina.com

AriZona Beverages Doreen Higney 5 Dakota Drive, Suite 205 Lake Success, NY 11042 516-812-0365 www.drinkarizona.com

PRODUCTS: Grape, Wildberry, Raspberry, Strawberry Kiwi, Lemon, Peach Mango

PRODUCTS: Green Tea, Pomegranate, Mandarin Orange, Yumberry

PACKAGING: 16.9 oz. PET, 20 oz. PET

PACKAGING: 20 oz. PET

JULY-AUGUST.09.BEVERAGESPECTRUM.53

AriZona Vapor Water

Badoit

Arizona Beverages Doreen Higney 5 Dakota Drive, Suite 205 Lake Success, NY 11042 516-812-0365 www.drinkarizona.com

Badoit Sparkling Natural Mineral Water Steve Finn 100 Hillside Avenue White Plains, NY 10603 914-872-8449 www.badoit-na.com

PRODUCTS: Vapor Water, Vapor Water (sports bottle)

PRODUCTS: Badoit Sparkling Natural Mineral Water

PACKAGING: 33.8 oz. PET, 25.3 oz. PET

Arrowhead Mountain Spring Water

PACKAGING: 750 mL Glass, 330 mL Glass

Balance

NestlĂŠ Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com

Balance Water Company Martin Chalk 39 W 32nd Street New York, NY 10001 917-297-9799 www.drinkbalance.com

PRODUCTS: Arrowhead Mountain Spring Water

PRODUCTS: Mind, Women, Traveling, Children

PACKAGING: 0.5 L PET

PACKAGING: 1 L PET, 500 mL PET, 400 mL PET

Aspen Pure Water

BORBA Skin Balance Water

Aspen Pure Water Rob Curtis 1700 E 68th Ave. Denver, CO 80229 303-289-8655 www.aspenpure.com

9th Street Beverages Mallory Gadell 1 Busch Place 202-8 St. Louis, MO 63118 314-577-7354 www.drinkborba.com

PRODUCTS: Unique package, private label available

PRODUCTS: Acai Berry, Pomegranate, Lychee Fruit, Guanabana Fruit

PACKAGING: 16.9 oz. PET, 24 oz. PET, 33.8 oz. PET, 20 oz. PET

PACKAGING: 16 oz. PET, 16 oz. PET, 16 oz. PET, 16 oz. PET

Ayala's Herbal Water

C2O Pure Coconut Water

Herbal Water, Inc. Anthony Keane 308 E. Lancaster Ave Wynnewood, PA 19096 610-668-4000 www.herbalwater.com

AGS Adam Biggs 110 W. Ocean Blvd. #414A Long Beach, CA 90803 562-590-5997 www.c2o-cocowater.com

PRODUCTS: Cloves Cardamom Cinnamon, Ginger Lemon Peel, Cinnamon Orange Peel, Lemon Verbena Geranium, Lavender Mint, Lemongrass Mint Vanilla

PRODUCTS: Pure Coconut Water

PACKAGING: 16 oz. PET 54.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 17.5 oz. Can

Celtic

drench Epicurean Beverages Marion Flipo 4470 Chamblee Dunwoody Road, Suite 470 Atlanta, GA 30338 770-457-0300 www.efbusa.com

drench John Wilson 1111 E. Draper Parkway Ste. 300 Draper, Utah 84020 801-617-1300 www.drenchusa.com

PRODUCTS: Still Spring Water, Sparkling Spring Water

PRODUCTS: Strawberry Pomegranate, Lemon, Berry, Green Tea, H2O Electrolyte Water

PACKAGING: 0.5 L PET, 1 L PET

PACKAGING: 21.4 oz. PET

Cup-a-Water

Ecoviva

New York Spring Water, Inc. Richard Zakka 517 West 36th St. New York, NY 10018-1100 212-777-4649 www.newyorksprings.com

Ecoviva, LLC M. Fayyad 2800 Windwood Dr. Unit #136 Ann Arbor, MI 48105 248-470-2345 www.ecovivawater.com

PRODUCTS: Natural Spring Water

PRODUCTS: Natural Artesian, Organic Lemon Lime, Organic Pomegrane, Organic Kiwi

PACKAGING: 140 mL PET, 200 mL PET, 300 mL PET

DASANI

PACKAGING: 500 mL Biodegradable PET Bottle, 1 L Biodegradable PET Bottle

Eldorado The Coca-Cola Company Brand Manager One Coca-Cola Plaza Atlanta, GA 30075 404-676-2121 www.dasani.com

Eldodorado Artesian Springs, Inc. Jeremy Martin 1783 Dogwood St. Louisville, Co. 80027 303-604-3017 www.eldoradosprings.com

PRODUCTS: Original, Lemon, Raspberry, Grape, Lime essence, Strawberry kiwi, Black cherry

PRODUCTS: Peach Mango, Strawberry Blueberry, Black Raspberry, Dragonfruit, Silician Orange, Pink Passion Guava

PACKAGING: 20 oz. PET, 18.5 oz. PET, 1 L PET, 16.9 oz. PET, 12 oz. PET, 10.1 oz. PET

Deer Park Natural Spring Water

PACKAGING: 20 oz. PET

English Mountain Spring Water

NestlĂŠ Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com

English Mountain Spring Water John Burleson 3161 Highway 411 Dandridge, TN 37725 865-509-7007 www.englishmountainh2o.com

PRODUCTS: Deer Park Natural Spring Water

PRODUCTS: Spring Water, Distilled, Private Label

PACKAGING: 0.5 L PET

PACKAGING: 8 oz. PET, 12 oz. PET, 16.9 oz. PET, 20 oz. PET, 1 L PET, 1 gal PET, 375 mL Glass, 750 mL Glass

56.BEVERAGESPECTRUM.JULY-AUGUST.09

BeverageAd:Layout 1

7/27/09

12:26 PM

Page 1

equa Equa Water Corporation Debbie K. Wildrick 963 4th Avenue South Naples, FL 34102 239-331-7520 www.equawater.com PRODUCTS: equa still, equa carbonated PACKAGING: 330 mL PET, 500 mL PET, 1 L PET, 750 mL Glass

Essentia Water

PURE HAWAII IN A BOTTLE

100% Natural and naturally profitable.

Join the broker/distributor team selling America’s purest, most sustainable water. www.hawaiianspring.com

Essentia Water, Inc. Donna Braxton 22833 Bothell Everett Hwy, Ste 220 Bothell, WA 98021 425-402-9555 www.essentiawater.com PRODUCTS: Essentia PACKAGING: 20 oz. PET, 1 L PET, 1.5 L PET

Evian Natural Spring Water Evian Natural Spring Water Steve Finn 100 Hillside Avenue White Plains, NY 10603 914-872-8449 www.evian.com PRODUCTS: Evian Natural Spring Water PACKAGING: 1 L PET, 500 mL PET, 750 mL PET, 330 mL PET, 750 mL Glass, 330 mL Glass, 1.5 L PET

Ex Aqua Ex Drinks, LLC Ex Drinks 1879 Whitney Mesa Drive Henderson, NV 89014 866-753-4929 www.exdrinks.com PRODUCTS: Ex Aqua Still PACKAGING: 16 oz. PET, 11 oz. PET

JULY-AUGUST.09.BEVERAGESPECTRUM.57

Ex Aqua Vitamins

Flavor Wave

Ex Drinks, LLC. Ex Drinks 1879 Whitney Mesa Drive Henderson, NV 89014 866-753-4929 www.exdrinks.com

Great Lakes Bottling Co. Duane Dewitt 4460 44th St Suite A Grand Rapids, MI 49512 616-975-0733 www.greatlakesbottlewater.com

PRODUCTS: Raspberry, Lemon & Lime

PRODUCTS: Sugar Free, Grape, Lemon, Lime, Raspberry, Strawberry

PACKAGING: 500 mL PET,

FIJI Water

PACKAGING: 16.9 oz. PET

Fred FIJI Water Ambereen Renfro 11444 W. Olympic Blvd. #210 Los Angeles, CA 90064 310-312-2850 www.fijiwater.com

Fred Beverages, Inc. Fred 2633 Lincoln Boulevard #536 Santa Monica, CA 90405 1-877-437-9283 www.fredspot.com

PRODUCTS: FIJI Natural Artesian Water

PRODUCTS: Fred

PACKAGING: 330 mL PET, 500 mL PET, 1 L PET, 1.5 L PET

PACKAGING: 600 mL PET, 400 mL PET

Flav0

Fruit20 Essentials Flav, LLC Robert Chang 824 N. Grand Ave. Charter Oak, CA 91724 877-352-8426 www.flavh2o.com

Sunny D Allison Kallmeyer 4747 Lake Forest Drive Blue Ash, OH 45242 513-483-3300 www.fruit2o.com

PRODUCTS: Apple, Lemon Lime, Mandarin Orange

PRODUCTS: Fruit20, Fruit20 Essentials

PACKAGING: 16.9 oz. PET

FlavH2O

PACKAGING: 18 oz. PET

Fun Quenchers Enhanced Water Flav, LLC Robert Chang 824 N. Grand Ave Charter Oak, CA 91724 877-352-8426 www.flavh2o.com

Fun Quenchers, Inc. Linda Frank 26062 Merit Circle Laguna Hills, California 92653 949-582-3918 www.funquenchers.com

PRODUCTS: Apple, Mango, Wild Cherry, Kiwi-Watermelon, Pineapple, Orange, Peach

PRODUCTS: Fun Quenchers Enhanced Water

PACKAGING: 12 oz. PET 58.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 8 oz.

MAKE POWDERED DRINKS MORE BEAUTIFUL.

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As the beverage industry’s premier supplier of quality ingredients, DSM Nutritional Products has the complete package of nutritional solutions to make your powdered drinks more healthful and appealing to consumers.

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IN G

14 PACKETS

Function: WATER

Glacier Ridge

Function Drinks Bob Miller 2639A Manhattan Beach Blvd Redondo Beach, CA 90278 310-725-9050 www.functiondrinks.com

Glacier Ridge Jim Davis 4270 Indian Field Clinton, NY 13323 314-731-7025 www.glacierridgebeverage.com

PRODUCTS: Function: WATER

PRODUCTS: Mountain Berry, Red Grape, Orange Passion, Kiwi Lemonaide, Strawberry Mandrin Tea, Peach Raspberry, Blackberry Grape, Tropical Supreme, Sports Spring Water

PACKAGING: 750 mL PET, 1 L PET

PACKAGING: 20 oz. Glass, 16.9 oz. PET, 1 L PET, 24 oz. PET, 12 oz. Glass

Good Vibes for You

ganicwater ganic consumer products Ltd. Cinto Gersie Am Weiher 4a Langenselbold, Germany 63505-958775 www.ganicwater.com PRODUCTS: Cinnamon Soul, American Jasmin, Cranberry Pearl, Crystal Melon, Strawberry Slim, Caramel Toffee, Orange Beach, Smooth Ginger, Citric Lemongrass, Spearmint Hint

Good Vibes for You Ryan Chester 2850 West Horizon Ridge Parkway, Suite 200 Henderson, NV 89052 702-430-4777 www.goodvibesforyou.com PRODUCTS: Still Spring Water PACKAGING: 350 mL PET, 600 mL PET, 1.5 L PET

PACKAGING: 17 oz. PET, 0.5 mL PET

GIVE Water

H 10 O Vitamin Infused Waters

PurBlu Beverages Mark Slepak 301 Grant Street, Suite 820 Pittsburgh, PA 15219 412-281-9808 www.drinkgive.com

H 10 O Beverage Co. LLC. John Lawrence 500 North Rainbow Blvd #300 Las Vegas, NV 89107 702-371-3498 www.h10o.com

PRODUCTS: Natural Spring Water: GIVE Life, GIVE Hope, GIVE Love Electrolyte Infused Water: GIVE Strength

PRODUCTS: Women's Berry Sport, Peach Mango Iced Tea, Tropical Energy; Men's Citrus Sport, Lemon Iced Tea, Orange Energy

PACKAGING: 23 oz. PET

PACKAGING: 16.9 oz. PET

Glacia Icebox "Water in a Box"

H2Om Water with Intention

Arctic Natural Waters, LLC Kate Flores 8002 NE HWY 99, Suite 78 Vancouver, WA 98665 360-433-8985 www.iceboxwater.com

H2Om Water with Intention Lex Lang 4225 Alcove Ave Studio City, CA 91604 818-761-5759 www.h2omwater.com

PRODUCTS: icebox jr., icebox liter, icebox 5 liter

PRODUCTS: Love, Perfect Health, Gratitude, Prosperity, Will Power, Joy, Peace

PACKAGING: 500 mL Elopak, 1 L Elopak, 5 L BiB 60.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 16.9 oz. PET

H2Organics Kids Nutrient Enhanced

H2Organics Nutrient Enhanced Water

Cutting Edge Beverages Erin Gabrielle Heit 4000 N. Federal Highway, Suite 200 Boca Raton, FL 33432 561-347-5860 www.cuttingedgebeverages.com

Cutting Edge Beverages Erin Gabrielle Heit 4000 North Federal Highway Suite 200 Boca Raton, FL 33432 561-347-5860 www.cuttingedgebeverages.com

PRODUCTS: Grape Berry, Strawberry Apple, Orange Tangerine

PRODUCTS: Antioxidant Pomegranate Acai, Energy Blueberry Peach, Flexibility Strawberry Apple, Focus Orange Tangerine, Hydration Green Apple, Relax Grape Berry

PACKAGING: 200 mL Tetra Pak

PACKAGING: 20 oz. PET

H2Organics Moms

H2Ultra

Cutting Edge Beverages Erin Gabrielle Heit 4000 N. Federal Highway, Suite 200 Boca Raton, FL 33432 561-347-5860 www.cuttingedgebeverages.com

Fitness Water, Inc. Kevin Clark 301 Forest St, 2A Laguna Beach, CA 92651 801-558-8474 www.H2Ultra.com

PRODUCTS: Prenatal Formula Mandarin Orange, Postnatal Formula Lime

PRODUCTS: Ultra Hydrating Purified Water, Extensive Proprietary Purification Technology, Smooth Clean Taste

PACKAGING: 20 oz. PET

PACKAGING: 16.9 oz. PET

JULY-AUGUST.09.BEVERAGESPECTRUM.61

Hawaiian Springs Artesian Water

Ice Age Premium Glacier Water

Hawaiian Springs, LLC Richard Hadley 3375 Koapaka St, Suite F220-27 Honolulu, HI 96819-1815 808-483-0520 www.HawaiianSpring.com

New Attitude Beverage Corp.

Simon Ginsberg 1422 Bellevue Ave Burlingame, CA 94010 650-685-8783 www.iceagewater.com

PRODUCTS: Hawaiian Springs Young Natural Artesian Water

PRODUCTS: Ice Age Glacier Water

PACKAGING: 330 mL PET, 500 mL PET, 750 mL PET, 1 L PET, 1.5 L PET, 5 L PET

Hiball Sparkling Energy Water

PACKAGING: 1.5 L PET, 1 L PET, 20 oz. PET, 17 oz. PET, 12 oz. PET, 750 mL Glass, 350 mL Glass, 750 mL Can, 5 L BiB

Ice Mountain Natural Spring Water

Hiball, Inc. Todd Berardi 1862 Union St. San Francisco, CA 94123 415-420-4801 www.hiballenergy.com

NestlĂŠ Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com

PRODUCTS: Hiball Sparkling Energy Water, Hiball Sparkling Energy Juice

PRODUCTS: Ice Mountain Natural Spring Water

PACKAGING: 10 oz. Glass

PACKAGING: 0.5 L PET

Hint

Iceland Spring Hint, Inc. Kara Goldin 2124 Union Street, Suite D San Francisco, CA 94123 415-513-4050 www.drinkhint.com

Pure Distribution US, LLC David Lomnitz 777 S. Flagler Drive, Ste 800 W.T. West Palm Beach, FL 33401 561-515-6075 www.icelandspring.com

PRODUCTS: Mango-Grapefruit, Raspberry-Lime, Pomegranate Tangerine, Tropical, Strawberry-Kiwi, Hibiscus-Vanilla, Watermelon, Blackberry, Honeydew-Hibiscus, Peppermint, Lime, Cucumber, Pear PACKAGING: 16 oz. PET

PRODUCTS: Iceland Spring

honeydrop beverages

PACKAGING: 0.5 L PET, 1 L PET, 1.5 L PET

Icelandic Glacial

honeydrop beverages David Luks 120 East 87th Street New York, NY 10128 646-942-8058 www.honeydrop.com

Icelandic Glacial, Inc. Kristjan Olafsson 2862 Columbia Street Torrance, CA 90503 424-201-6800 www.icelandicglaciaLcom

PRODUCTS: Bee Strong (Blueberries and Honey), Bee Alive (Blood Orange Juice and Honey), Bee Good (Apples and Honey), Bee Calm (Chamomile Tea and Honey)

PRODUCTS: Icelandic Glacial Natural Spring Water

PACKAGING: 16.9 oz. PET 62.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 330 mL PET, 500 mL PET, 750 mL PET, 1 L PET

Metromint

Mountain Valley Spring Water Soma Beverage Company Jon Weber PO Box 885462 San Francisco, CA 94188 415-979-0781 www.metromint.com

Mountain Valley Spring Company Breck Speed 150 Central Avenue Hot Springs, AR 71901 501-624-1635 www.mountainvalleyspring.com

PRODUCTS: Peppermint, Spearmint, Lemonmint, Orangemint, Cherrymint, Chocolatemint

PRODUCTS: Spring Water, Sparkling Water

PACKAGING: 16.9 oz. PET

Mind Essential Maayan, LLC Orly Glick 10 Preston Irvine, CA 92618 714-244-2885 www.mindessentiaLcom PRODUCTS: Relax, Focus, Slim, Sleep, Confidence PACKAGING: 8.5 oz. PET, 8.5 oz. Glass, 12 oz. PET, 12 oz. Glass

PACKAGING: 8 oz. PET, 12 oz. PET, 0.5 L PET, 24 oz. PET, 1 L PET, 1.5 L PET, 333 mL Glass, 0.5 L Glass, 1 L Glass, 5 gaL Glass

Nestlé Pure Life Natural Fruit Flavor Nestlé Waters North America, Inc. Larry Cooper Group Marketing Manager 777 West Putnam Ave Greenwich, CT 6830 866-599-8980 www.nestle-purelife.us PRODUCTS: Kiwi-Strawberry Splash, Lemon Splash, Orange Splash, Raspberry Splash PACKAGING: 16.9 oz. PET

JULY-AUGUST.09.BEVERAGESPECTRUM.65

Isbre - Norwegian Glacier Spring Water

Jones 24c

Isbre Holding Corp.

Garrett Sandberg 50 Chestnut Ridge Rd Montvale, NJ 7645 201-802-0005 201-802-0006

Jones Soda Co. Conor Gentes 234 9th Ave N Seattle, WA 98109 206-436-8792 www.24c.com

PRODUCTS: Isbre – Norwegian Glacier Spring Water

PRODUCTS: Lemon Lime, Tropical Citrus, Cranberry Apple, Mandarin Orange, Berry Pomegranate, Kiwi Dragonfruit, Strawberry Lemonade, Peach Mango, Blueberry Grape, Red Grapefruit

PACKAGING: 500 mL PET, 1000 mL PET

PACKAGING: 20 oz. PET

Island Chill Natural Artesian Water of Fiji

Kiwaii

Island Chill Distribution LLC/ Dayals Artesian Waters LLC Fiji Jay Dayal 1 KINGS ROAD BA, BA 1121 679-667-5605 www.islandchilLcom

Kiwaii Waters (US), Inc. Derek J. Fullerton 591 Telegraph Canyon Rd. #219 Chula Vista, CA 91910 619-397-0473 www.kiwaii.com PRODUCTS: Kiwaii

PRODUCTS: Natural Artesian Water

PACKAGING: 1 L PET, 500 mL PET

PACKAGING: 500 mL PET, 1 L PET, 1.5 L PET

Jana

LaCroix Jana North America, Inc. Rory Ahearn 461 Park Ave South New York, NY 10016 212-889-5262 www.janawater.com

National Beverage Vanessa Walker 8100 SW 10th Street Fort Lauderdale, FL 33324 954-581-0922 www.lacroixwater.com

PRODUCTS: Artesian Water

PRODUCTS: Orange, Grapefruit/Pamplemousse, Cran-Raspberry, Lime, Lemon, Berry, Pure, Pink Variety Pack, Blue Variety Pack, Green Variety Pack

PACKAGING: 0.25 L PET, 0.5 L PET, 1 L PET, 1.5 L PET, 0.33 L Glass, 0.75 L Glass

Johnny Water

PACKAGING: 12 oz. Can, 16.9 oz. PET

Metroelectro

Johnny Iceberg Water Johnny Iceberg Water 22 Enterprise Road Toronto, ON M9W1C3 416-241-1212 www.johnnywater.ca

Soma Beverage Company Jon Weber PO Box 885462 San Francisco, CA 94188 415-979-0781 www.metroelectro.com

PRODUCTS: Pure, Fresh, Sugar Free, Sodium free, Ozonated

PRODUCTS: Metroelectro

PACKAGING: 330 mL PET, 500 mL PET, 750 mL Glass, 1 L PET 64.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 20 oz. PET, 1 L PET

Nestlé Pure Life Nestlé Waters North America, Inc. Larry Cooper Group Marketing Manager 777 West Putnam Ave Greenwich, CT 6830 866-599-8980 www.nestle-purelife.us PRODUCTS: Nestle Pure Life Purified Water

numero water numero water Tim Smith 1660 India Street San Diego, CA 92101 619-236-8369 www.numerowater.com PRODUCTS: 29, 51, 76 PACKAGING: 16.9 oz. PET, 30.4 oz. Glass

PACKAGING: 16.9 oz. PET, 8 oz. PET, 700 mL PET, 1 L PET

New York Springs Natural Spring Water

Olympic Rain

New York Spring Water, Inc. Richard Zakka 517 West 36th St. New York, NY 10018-1100 212-777-4649 www.newyorksprings.com

Harbor Wholesale Grocery Mike Erickson 7845 Center Street NW Tumwater, WA 98501 1-800-624-3614 www.harborwholesale.com

PACKAGING: 1.5 L PET, 1 L PET, 16.9 oz. PET, 8 oz. PET

PRODUCTS: Natural Spring Water, Distilled Water PACKAGING: 16.9 oz. PET, 20 oz. PET, 1 L PET, 1 gal PET, 2.5 gal PET

Next Generation Waters

One Natural Experience

Next Generation Waters Jourdan Binder 7230 N.W. Miami Ct. #2 Miami, FL 33150 305-754-1122 www.nextgenerationwaters.com

One Natural Experience Lucy Rendler-Kaplan 1401 Westwood Blvd. Ste 200 Los Angeles, CA 90024 310-802-4228 www.onedrinks.com

PRODUCTS: Kick, Thin, Chill, Hot, Livelong, Strong, Nuu Spring Water

PRODUCTS: O.N.E. Water

PACKAGING: 16.9 oz. PET

NOAH'S Spring Water

PACKAGING: 16.9 oz. Tetra Pak

Oregon Rain

NOAH'S Spring Water Tony Varni 400 Hosmer Avenue Modesto, CA 95351 209-521-1777 www.noahswater.com

CLG Corp.DBA Oregon Rain 3213 Waconda Rd. Gervais, OR 97026 503-588-4010 www.oregon-rain.com

PRODUCTS: Spring, Sparkling Spring, Sparkling Spring w/ Lime, Sparkling Spring w/ Cherry-Pomegranate

PRODUCTS: Oregon Rain Virgin water

PACKAGING: 12 oz. Glass, 20 oz. PET, 1 L PET, 8 oz. Can 66.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 16.9 oz. PET, 16 oz. Glass, 750 mL Glass, 1 L Glass, 1 L PET, 1.5 L PET

FROM THE LAND WHERE THERE IS

VIRTUALLY NOTHING UPI COMES A NATURAL SPRING WATER THAT IS TRULY SOMETHING.

Iceland Spring is a premium, natural spring water bottled daily at the source in Iceland. Naturally filtered through lava over decades, Iceland Spring has a natural pH of 8.88 and has absolutely no impurities.

pHealthy. Natural. Delicious.

owater

Poland Spring Natural Spring Water owater Tom First 33 Bradford Street Concord, MA 1742 978-405-6300 www.owater.com

Nestlé Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com

PRODUCTS: unsweetened owater, sport owater, infused owater

PRODUCTS: Poland Spring Brand Natural Spring Water

PACKAGING: 20 oz. PET, 17 oz. PET

PACKAGING: 0.5 L PET

Ozarka Natural Spring Water Nestlé Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com PRODUCTS: Ozarka Natural Spring Water PACKAGING: 0.5 L PET

PURE COOL Watermark Innovation, LLC (PURE COOL) Patti Ann Kelly 400 Noyac Road Southampton, NY 11968 201-693-8285 www.drinkpurecool.com PRODUCTS: Tropical Tiki, Triple Chill, It's Berry Cool, Sparkling Pear Ginger Ice, Sparkling Mojo Cool PACKAGING: 16 oz. PET, 12 oz. Glass, 12 oz. 4 Pack Carton

Park City Ice Water

PURE SWISS

Park City Ice Water Murray Anderson 8 Circle Dr Newton, KS 67114 316-288-0002 www.earthfriendlypr.com

Pure Swiss, Inc. Alex Fries PO Box 26291 San Francisco, CA 94126 415-992-7735 www.pureswisswater.com

PRODUCTS: Perfect Glacier Eco-Pouch Bottled Water

PRODUCTS: Still, Mild Carbonated

PACKAGING: 16 oz. Tetra Pak

Penta Water

PACKAGING: 500 mL PET, 1.5 L PET, 500 mL Glass, 1 L Glass

Real New York Water

Penta Water Company, Inc. Rita Konrad 2091 Rutherford Road Carlsbad, CA 92008 760-438-6686 www.pentawater.com

Real New York Water John Battagliola P.O. Box 997 Springfield, NJ 07081-0997 908-598-9315 www.realnywater.com

PRODUCTS: Penta Water

PRODUCTS: Real New York Water

PACKAGING: 16.9 oz. PET, 33.8 oz. PET

PACKAGING: 500 mL PET

68.BEVERAGESPECTRUM.JULY-AUGUST.09

Rockin' Water

Skinny Water

Rockin' Water Amy Guerrieri 187 Sound Beach Avenue Old Greenwich, CT 6870 203-990-0000 www.rockin-water.com

Skinny Nutritional Corp.

Michael Salaman 3 Bala Plaza East, Suite 101 Bala Cynwyd, PA 19004 610-784-2000 www.skinnywater.com

PRODUCTS: Apple, Grape, Orange, Cherry

PRODUCTS: Raspberry Pomegranate, Lemonade Passionfruit, Goji Fruit Punch, Peach Mango Mandarin, Acai Grape Blueberry, Orange Cranberry Tangerine

PACKAGING: 12 oz. PET

PACKAGING: 16 oz. PET

Saratoga Spring Water

smartwater

Saratoga Spring Water Co. Nick Pone 11 Geyser Rd. Saratoga Springs, NY 12866 518-584-6363 www.saratogaspringwater.com

glacéau glacéau 17-20 Whitestone Expressway Whitestone, NY 11357 877-GLACEAU www.glaceau.com

PRODUCTS: Natural Spring Water, Sparkling Spring Water

PRODUCTS: smartwater

PACKAGING: 12 oz. Glass, 28 oz.

Glass, 8 oz. PET, 16.9 oz. PET, 24 oz.

PET, 1 L PET, 1.5 L PET

PACKAGING: 20 oz. PET, 750 mL PET, 1 L PET, 1.5 L PET

JULY-AUGUST.09.BEVERAGESPECTRUM.69

Terra Montana Glacier Water

Vita Coco Coconut Water

Watermark Beverages, Inc. Ted Wen 8591 Fraser Street Vancouver, BC, Canada V5X 3Y1 604-323-0772 www.terramontanawater.com

All Market, Inc. Bob Ziegler 39 West 14th St, Suite 409 New York, NY 10011 212-206-0763 www.vitacoco.com

PRODUCTS: Terra Montana GlacierWater from Canada

PRODUCTS: 100% Pure, Acai & Pomegranate, Pineapple, Peach & Mango, Tangerine, Passion Fruit

PACKAGING: 500 mL PET, 1.25 L PET

Topo Chico

PACKAGING: 330 mL Tetra Pak, 500 mL Tetra Pak, 1000 mL Tetra Pak

vitaminwater

Interex Corp Angel Flores 222 W. Las Colinas Blvd #1730 Irving, TX 75039 972-401-4872 www.topochico.com

glacéau glacéau 17-20 Whitestone Expressway Whitestone, NY 11357 877-GLACEAU www.vitaminwater.com

PRODUCTS: Topo Chico Mineral Water

PRODUCTS: power-c, essential, xxx, revive, focus, sync, b-relaxed, energy, endurance, multi-v, balance, formula-50, defense, tranquilo, rescue

PACKAGING: 11.5 oz. Glass, 20 oz. PET, 750 mL Glass, 1.5 L PET

PACKAGING: 12 oz. PET, 16 oz. PET, 20 oz. PET, 32 oz. PET

vitaminwater10

Twist Talking Rain Scott Barcenilla PO Box 549 Preston, WA 98050 425-222-4900 www.drinktwist.com

glacéau glacéau 17-20 Whitestone Expressway Whitestone, NY 11357 877-GLACEAU www.vitaminwater10.com

PRODUCTS: Pomegranate Blueberry, Wild Strawberry, West Indies Lime, Mandarin White Tea, Lemon, Mango Acai

PRODUCTS: go-go, mega-c, revitalize, recoup,energy, essential, multi-v, xxx PACKAGING: 20 oz. PET, 16 oz. PET

PACKAGING: 19 oz. PET

VBlast! Vitamins & Spring Water

Volvic

New York Spring Water, Inc. Richard Zakka 517 West 36th St. New York, NY 10018-1100 912-777-4649 www.VBlast.com

AMI Brands Maelys Boissiere 164W 25th St. 12F New York, NY 10001 646-257-4879 www.drink1give10.com

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

PRODUCTS: Volvic Natural Spring Water

PACKAGING: 16.9 oz. PET 70.BEVERAGESPECTRUM.JULY-AUGUST.09

PACKAGING: 500 mL PET, 1 L PET, 1.5 L PET

Water Bottle with Filter

Save Money & Save the Earth!

Clean wa ter anytime!

BPA FREE

Filter Inside

• Reusable, 100% BPA-free bottle includes filter • 24-oz. capacity

• Filters 100 gallons = 533 refills • Removes 99.9% of microbial cysts (cryptosporidium & giardia)

and Clean, filtered water straight from the tap!

Clear2Go™ water bottle with its own replaceable filter is the perfect solution for clean water on the go

www.clear2o.com

Vorsong

Zephyrhills Natural Spring Water Vorsong, Inc. Andrew Watkins 316 W. 2nd St., #1000 Los Angeles, CA 90012 310-383-6239 www.vorsong.com

NestlĂŠ Waters North America, Inc. Angela Barile 777 West Putnam Ave Greenwich, CT 6830 1-800-4-SPRING www.nestle-waters.com

PRODUCTS: Feng Shui Brand Iceberg Energy Water

PRODUCTS: Zephyrhills Natural Spring Water

PACKAGING: 333 mL PET, 999 mL PET

PACKAGING: 0.5 L PET

WAT-AAH!

ZICO Pure Premium Coconut Water WAT-AAH! Anthony Bianco 27 W. 20th St. #606 New York, NY 10012 212-627-2630 www.wat-aah.com

ZICO, LLC Maile Buker 643 Cypress Ave. Hermosa Beach, CA 90254 310-379-9505 www.zico.com

PRODUCTS: WAT-AAH! Body, WAT-AAH! Brain, WAT-AAH! Bones, WAT-AAH! Energy

PRODUCTS: Natural, Mango, Passion Fruit-Orange Peel

PACKAGING: 16.9 oz. PET

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

Whistler Water Whistler Water Lissa Poloni P.O. Box 1400 Whistler, BC V0N 1B0 1-877-65WATER www.whistlerwater.com PRODUCTS: Whistler Water, Whistler Water Sport Cap

SERVICE AND SUPPLIER LISTINGS

PACKAGING: 350 mL PET, 500 mL PET, 1 L PET, 1.5 L PET

A. Holliday & Company, Inc.

zao zao Josh Young 3812 Littlebrook Drive Clemmons, NC 27012 888-926-9283 www.zaowater.com PRODUCTS: Ultra Pure PACKAGING: 20 oz. PET

72.BEVERAGESPECTRUM.JULY-AUGUST.09

Christine Renken 4141 Yonge Street, Suite 301 Toronto, ON M2P 2A8 416-225-2217 www.teacoff.com

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.

Adirondack Beverages

Ampac Flexibles

Kent Sellner 701 Corporations Park Scotia, NY 12302 800-316-6096 adirondackbeverages.com

Sal Pellingra 12025 Tricon Road Cincinnati, OH 45246 513-671-1777 www.ampaconline.com

Manufacturer & distributor of non-alcoholic beverages including spring, purified, and treated water, including flavored, sweetened, and natural waters.

Ampac Flexibles is a packaging solutions provider with capabilities in 3-9 layer blown film, up to 10-color flexo and roto printing, performance laminations, and retort, stand-up and flat pouches including fitments, zippers, spouts and reclosable features.

ALC Risk Solutions

Big World Beverages

Andrew Cohn 7251 W Palmetto Park Road Boca Raton, FL 33433 786-382-6833 www.alcrisk.com

Ned Becker Box 7864 Missoula, MT 59807 406-546-2858 www.bigworldbevs.com

ALC Risk can save you money on your product liability insurance and your work comp, property, auto, health and other insurance needs.

Experts in sourcing and new product development of quality functional beverage products, including functional bottled water products.

Allen Flavors, Inc.

BIOSUN FFI

Joe Moran 220 St. Nicholas Ave. South Plainfield, NJ 7080 908-561-5995 www.allenflavors.com Beyond ingredient supplies which includes flavors, custom premixes and bases, Allen Flavors also provides pre- and postproduction support technically and in every facet of design and production. We have been delivering our concept to marketplace product development and services to hundreds of entrepreneurs and multinational companies alike producing various water products since 1991.

American AquaSource William Wyeth 3818 River Road St.Joseph, MO 64505 816-233-0800 www.aqua-source.com

Bottled water services, bottles, closures, equipment.

Consulting for plant construction.

Disaster relief.

International and Domestic expertise.

74.BEVERAGESPECTRUM.JULY-AUGUST.09

Cary Gould 6306 Benjamin Road - STE 600 Tampa, FL 33634 888-524-6786 www.biosunffi.com

Exclusive distributors of beverage-sweet-dairy flavors, flavorings for Givaudan(world's largest flavor house) relating to processors purchasing less than $250,000/yr of flavors and special need customers(labeling, packaging, blending, etc.)

Biothera Steve Meredith 3388 Mike Collins Drive Eagan, MN 55121 877-699-5100 www.biothera.com

Biothera is a biotechnology company dedicated to developing novel ingredients that improve immune health. Wellmune WGP is our patented, GRAS ingredient designed for functional foods, beverages and nutritional supplements.

Chemi Nutra Blake Kraemer 4463 White Bear Pkwy Suite 105 White Bear Lake, MN 55110 866-907-0400 www.cheminutra.com

DC Morgan JD Michaux 264 S LaCienega #1283 Beverly Hills, CA 90221 1-877-787-TRYDCM www.trydcmorgan.com

Chemi Nutra is a recognized world leader in specialty ingredients for dietary supplements and functional beverages. SerinAid Disperse PS and AlphaSize A-GPC are natural, efficacious nutrients that can help maintain and improve mental performance, boost exercise performance, and positively impact healthy aging.

Custom Label Bottled Water with "free" 4-color label design.($350 value). Water process similar to Aquafina and Dasani. 100% Green and Eco Friendly recyclable packaging. Includes nutritional panel, bar code and recycle logo. Flat rate pricing at .50 center per unit 24 per case, 60 cases per pallet

Closure Systems International

DSM Nutritional Products, Inc.

Clint Rush 6625 Network Way, Suite 200 Indianapolis, IN 46278 317-390-5000 www.csiclosures.com

Closure Systems International, Inc. (CSI) is recognized as a global leader in closure design and production, technical services and high-speed packaging equipment.

Gary Howe 45 Waterview Blvd.

Parsipanny, NJ 07054-1298 973-257-8318 www.pourontheprofits.com

DSM Nutritional Products provides a solid platform for technological innovation, new product development and customized nutrient solutions for beverages. Utilizing its extensive resources, DSM keeps its customers ahead of the ever-changing marketplace, anticipating customer needs as nutritional trends develop and customer demands evolve.

JULY-AUGUST.09.BEVERAGESPECTRUM.75

DWS PRINTING Andy Staib 240 South Fehr Way Bay Shore, NY 11706 631-667-6666 www.dwsprinting.com

McLean Design, Inc. Mike Prone 1401 North Broadway, Suite 220 Walnut Creek, CA 94596 925-944-9500 www.mclean-design.com

DWS Printing offers Cut & Stack AND Pressure Sensitive labels, in addition to in-house Graphic Design - combining "one-stop shopping" with outstanding quality & service.

McLean Design is a strategic brand consultancy specializing in design for consumer packaged goods. Founded in 1991, MDI provides solutions that drive sustainable brand value.

Fort Dearborn Company

Premium Ingredients International

Gwen Chapdelaine 1530 Morse Avenue Elk Grove Village, IL 60007 847-357-9500 www.fortdearborn.com

Mary Labriola 285 E. Fullerton Avenue Carol Stream, IL 60188 630-868-0300 www.premiumingredients.com

Fort Dearborn Company is the leading provider of decorative prime labels for the beverage industry. We offer multiple label technologies, including cut & stack, pressure sensitive, shrink sleeve and roll-fed labels.

Premium Ingredients International is your connection to highquality ingredients and flavors, expert R&D, and individualized solutions to your unique needs. With strong worldwide supplier relationships, we source and distribute more than 1,200 ingredients from antioxidants and amino acids, to fibers and vitamins, while providing superior service with insight and expertise.

Glover Capital, Inc.

Printpack, Inc.

Marion B. Glover 229 Peachtree Street, NE, Suite 506 Atlanta, GA 30303 404-523-2921

Barbara Drillings 70 Schmitt Blvd Farmingdale, NY 11735 516-935-3965 www.printpack.com

Glover Capital, Inc., negotiates the purchase, sale, merger or restructuring of industry-specific assignments that are national and international in scope. Business valuations are provided to owners for use in settling estates and in gifting or transferring ownership interests.

Printpack is a manufacturer, converter & printer of heat shrink PVC, PETG, OPS & PLA films used for shrink labeling, tamperevident bands & multipacks and polypropylene for roll fed labeling. We print flexo & gravure to 10 colors.

LANXESS Corporation

Prism Visual Software, Inc.

Riaz Musaheb 111 RIDC Park West Drive Pittsburgh, PA 15275 412-809-3784 www.mpp.us.lanxess.com

LANXESS, a leading multi-national company, has brought to market its VELCORIN microbial control agent, which is highly effective in eliminating a wide range of spoilage micro-organisms (yeast, bacteria and mold) in beverages.

76.BEVERAGESPECTRUM.JULY-AUGUST.09

Lynn Keating 1 Sagamore Hill Dr Port Washington, NY 11050 516-944-5920 www.prismvs.com

MiniMate integrates with legacy accounting or can be deployed with Prism's desktop route solution. ServQuest is a fullfeatured operations software with inbound/ outbound call centers, route schedules, equipment tracking.

People today are demanding healthier

Scientifically proven to work. These nutrients help:

beverages that offer real health benefits.

Meet their needs with SerinAid® Disperse PS and AlphaSize® A-GPC. Introducing two natural, efficacious nutrients widely used in mental

• Maintain and improve mental performance – memory, learning, concentration, focus, recall • Improve mood and reduce stress • Boost exercise performance and offer true anti-aging benefits Memory energy, mood support and exercise performance are categories offering tremendous

performance-enhancing dietary

opportunity. Seize the opportunity in enhanced waters,

supplements.

sports drinks and energy drinks.

Toll Free: 866.907.0400 cheminutra.com

To learn more, contact Chemi Nutra – The world leader in specialty nutraceuticals for healthy natural products.

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

The NutraSweet Company Customer Service 222 Merchandise Mart Plaza, Suite 936 Chicago, IL 60654 800-323-5321 www.nutrasweet.com

PURAC is a supplier of high-quality ingredients used in the beverage industry serving the following functions: pH regulation, acidification, mineral fortification, and flavor enhancement and masking.

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.

Racks Incorporated

Underwriters Laboratories

William Schiffman 7684 St. Andrews Ave San Diego, CA 92154 619-301-7971 www.racksinc.com

Dan Klaybor 110 S. Hill St. South Bend, IN 46617-2702 800-332-4345 ext. 45530 www.ulbottledwater.com/bn

Custom Point of Purchase Display Manufacturer. We are one of the biggest and most competitive in pricing, quality, and lead time.

Call William Schiffman to get started now.

An industry leader in bottled water compliance analysis and plant inspection services, Underwriters Laboratories now offers a certification Mark designed specifically for producers of bottled water.

Backed by consumer market research, the UL Certified Water Quality Mark can add value to your brand because consumers prefer bottled water with the UL Mark.

Sovereign Flavors, Inc.

Veriplas Containers

David Ames 4020 W. Chandler Ave Santa Ana, CA 92704 714-437-1996 www.sovereignflavors.com

Speed Stodghill 6600 Geyer Springs Rd. Little Rock, AR 72209 800-919-3329 www.veriplas.com

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

Veriplas Containers makes PET preforms and containers for the bottled water and beverage industry. We have 20 stock moulds and specialize in mixed loads delivered in a timely manner.

Veriplas is a pioneer in the utilization of recylced PET. We can also provide prelabeling and custom mould services.

StarPak Ltd.

WILD Flavors, Inc.

Bob Welch 9690 W Wingfoot, Rd Houston, TX 77041 630-636-6173 www.starpakltd.com

Manufactures printed & plain polyethylene shrink films for all case and multipack bottled water applications compatible with Douglas, KHS Kisters, Cermex, etc. shrink wrap equipment.

78.BEVERAGESPECTRUM.JULY-AUGUST.09

Donna Hansee 1261 Pacific Avenue Erlanger, KY 41018 888-WILDFLAVORS www.wildflavors.com

WILD delivers innovative flavor, color, health ingredient & technology solutions to the industry; solving customers challenges through superior R&D, complete supply-chain services and high-quality manufacturing.

S A N TA M O N I C A

WINTER 2009

DECEMBER 8, 2009 with Beverage School December 7

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PROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY

PROMO PARADE Evian’s Amazing Babies Danone Waters of America and Evian launched its new, amazing babies-themed Evian Live Young campaign July 3rd.

The brand focused its efforts on the internet and social media, releasing two viral “teaser” videos that were viewed more than 500,000 times, and a new website – http://www.evianliveyoung.com. The company also employed bloggers, an ad on YouTube’s homepage, and ads on more than 300 other websites throughout the summer.

Guinness Celebrates 250 Years, Offers Experiences Guinness announced the launch of GUINNESS EXPERIENCES, offering fans a chance to win one of three experiences. These experiences consist of: a trip into space aboard Sir Richard Branson’s Virgin Galactic Spaceship; a journey to the depths of the sea in the world’s first GUINNESS deep sea bar; an exclusive gig in an intimate studio setting with The Black Eyed Peas.

Guinness is also announcing the launch of a global advertising campaign celebrating the brand’s 250th anniversary. The campaign centers on toasting the visionary founder Arthur

Guinness and brings the proposition of ‘Inspiring the truly remarkable’ to life. The television commercial focuses on a toast to Arthur Guinness.

Gatorade Launches Jordan Series To commemorate Michael Jordan’s induction into the Naismith Memorial Basketball Hall of Fame this fall, Gatorade unveiled the Limited Edition Jordan Series of Gatorade. These new offerings, available from early July until supplies last, celebrate several of Jordan’s legendary “G” moments.

THEN Championship Blue (Berry Cherry Blend): Two labels celebrate Jordan’s early rise to stardom.

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The Jordan Series features three new flavors formulated to represent Jordan’s career. Each tells the story of Jordan’s career through pictures and words. They include:

NOW Championship Gold (Citrus Orange Blend): Based on Jordan’s favorite Gatorade flavor, the citrus orange blend of Championship Gold turns the spotlight on Jordan’s enduring business acumen.

FOREVER Championship Red (Berry Blend): Two labels honor Jordan’s enduring legacy including his career accomplishments (six NBA championships and a host of individual records).

FREE SUBSCRIPTION 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. Please check all product types that your company sells, distributes, or manufactures: (check all that apply) A Carbonated soft drinks B Non-carbonated soft drinks C Bottled water D Beer E Wine F Liquor X None of the above BS0809

PROMO PARADE

PROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY

Go Epic with Pacifico Pacifico beer is asking its fans to upload photos of their adventures for the chance to win an “Epic Adventure.” The contest, which launched July 8 on www.MexicoViaPacifico.com, enables consumers to submit photos for the opportunity to win a surf trip for four to the Moana Resort on Waikiki with professional surfer Joel Tudor, along with other prizes.

Five first prize winners will receive their choice of a shortboard, longboard or stand-up paddle board from Surftech.

Fifty second prize winners will receive a one-year subscription to Surfer Magazine.

To enter, consumers can submit up to three photos of their own epic adventure on www.MexicoViaPacifico.com from July 8 to September 15, 2009. Upon completion of the submission period, the photos will be judged by a panel of experts including a Pacifico representative, professional surfer Joel Tudor and Grant Ellis, photo editor of Surfer Magazine. Photos will be judged on aesthetics as well as the degree of epic-ness of adventure.

Get Your Fruit On with Tropicana

Beefeater Offers Gin Education

To help narrow the fruit gap for kids in need and encourage Americans to increase their fruit consumption, Tropicana Products, Inc. is rallying people to “Get Your Fruit On!” with Tropicana Pure Premium orange juice.

Tropicana’s “Get Your Fruit On!” campaign is donating up to a quarter million fruit servings of Tropicana Pure Premium 100 percent orange juice to the USDA, starting with its national Summer Food Service Program for kids and continuing on with its School Breakfast Program.

The campaign also gave 5,000 people who visited Tropicana.com and pledged to increase their fruit intake a coupon for a free 64 oz. carton of Tropicana Pure Premium.

Pernod Ricard USA recently hosted fullday gin symposiums in New York City and San Francisco. The events, presented

by Beefeater, and featuring experts on gin and mixology, provided trade and media guests with an in-depth journey into the world of gin.

The symposium included a Photographic Essay - presented by Master of Ceremonies and Master Mixologist, Gary Reagan, The History of Gin & The History of the Martini – presented by Historians Anistatia Miller and Jarod Brown and styles of Gin and Comparative Gin Tasting presented by Beefeater Master Distiller, Desmond Payne.

In addition to the comprehensive curriculum on gin, Pernod Ricardi launched new Beefeater 24, a gin crafted by Payne to represent the brand in the super premium gin category.

1800 Offers to Help Build your “ManCave” 1800 Select Silver Tequila is offering customers the opportunity to win the “Ultimate ManCave.” Customers can enter daily at www.1800tequila.com/mancave, to win $10,000 towards home entertainment systems, seating and a supply of 1800 Silver Select Tequila.

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GET MORE OUT OF YOUR CRAFT SECTION.

Choose the craft beer with the best selling variety, Samuel Adams . ®

8 of the top 50 top-selling Craft beer six-packs come from Samuel Adams.

IRI TOTAL VS. FOOD © 2009 THE BOSTON BEER COMPANY, BOSTON, MA