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JULY 26, 2012

SPEC I AL

BEVNET’S 2012

WATER GUIDE SEC T I ON

Why the Big Apple’s Assault on Super-Sizes is Small Potatoes. NEW TERRITORY FOR TEA

THE HISPANIC BEER EQUATION

ANNIE’S IPO: WHY IT MATTERS TO BEVCOs


JULY/AUGUST 2012 M

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Contents • Volume

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10 • No. 5

Columns 4 COVER STORY FIRST DROP The Bloomberg Ban 6 PUBLISHERS TOAST Per Caps, Perhaps? 22 GERRY’S INSIGHTS Big Deal!

Departments 8 BEVSCAPE BUSINESS Campbell Soup Co. acquires Bolthouse 10 BEVSCAPE INNOVATION The FDA chases Rockstar 12 NEW PRODUCTS More dessert inspired vodka 18 CHANNEL CHECK Refrigerated teas 24 THE EXPERTS Bunnies and BevCos 4

58 PROMO PARADE Coca-Cola and track star David Oliver

Features 26 THE HISPANIC BEER EQUATION Why the nation’s fastest-growing ethnic population means big money for Mexican import brands 30 NEW TERRITORY FOR TEA New trends are helping to launch exciting brands and grow the category 30

Special Section 39 BEVNET’S 2012 WATER GUIDE Our annual guide to the category

39

COVER IMAGE COURTESY NYC MAYOR’S OFFICE

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

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Beverage Development Ingredient Supply Shots Energy Drinks Enhanced Waters and More Proprietary Flavors Premixes and Bases U.S. Distributor


By Jeffrey Klineman

Regular readers of this column (all nine of you) are aware that I’m not one to blast regulation. In fact, my knee tends to jerk the other way, believing that, grandstanding aside, the social obligations of a business mean that most regulations are worthy of strong consideration and adoption. I have written in favor of careful regulation and scrutiny of additives and ingredient claims, as well as improving the utritional value of products while limiting their downside. On the other hand, I recently supported a pushback against extensive civil litigation against beverage companies when that litigation appears intended to enhance the lifestyle of the litigator more than the social compact. I’ve urged caution when it comes to marketing high-calorie, high-sugar products to children – particularly since I’m scared to have hyper children waiting for me at home. But I’ve also been impressed by the moves the industry has made to self-police when it comes to calorie and ingredient disclosure. It’s in that context that I have observed the immediate response to a proposal on “supersizing” from New York Mayor Michael Bloomberg – one echoed later by my city of residence, Cambridge, Mass. – to limit the sale of beverages that have more than 25 calories per 8 oz. serving to package sizes that are 16 oz. or less. Because it’s an ordinance proposed by the city’s Board of Health, it will be fairly easy for Bloomberg to get approval, and it will fall to him to enforce the ban on the establishments the Board of Health regulates, including restaurants, movie theatres, delis and sports arenas. Industry reaction has been predictable: the powers-that-be in the American Beverage Association and its allies, including groups representing restaurant and entertainment businesses, have been overwhelmingly against it, taking to the airwaves, putting up signs, lobbying, and organizing Astroturfed public rallies decrying the proposal. As I write this, the “Million Big Gulp March” has just finished up outside City Hall Park. Bloomberg has been portrayed as everything from nanny to meddling mom, but from a dietary standpoint, there’s 4 BEVNET MAGAZINE JULY/AUGUST 2012

very little wrong with his basic rationale: too many calories are making too many people in New York obese, and drinks with lots of sugar are contributing to the extensive calorie load. And while the freedom to choose those calories may seem like an individual one, in fact, the overall impact of those choices is one that creates real costs for the public. It’s expensive, in other words, to fight the problems caused by a population that is unhealthily fat. It’s the same rationale that has been applied – successfully, and with little impact to the restaurants and bars – in the case of bans on cigarette smoking. But the supersize regulation is more complicated. For one thing, the ban would allow high-calorie milk-based products (some of which pack huge caloric loads and commensurate amounts of sugar) slide. Industry figures fighting caffeine regulation in energy drinks are used to comparing themselves to Starbucks coffees for caffeine content; that model works again when looking at calories: a 16 oz. Venti Starbucks Caramel Frappuccino, comes in at 350 calories; would make the cut. A 16.9 oz. PET bottle of Honest Tea Lemon Tea, which comes in at 80 calories per bottle, wouldn’t. Neither would a 20 oz. Vitaminwater (125 calories). There might be some variable that allows for packaging size discrepancies eventually applied to the regulation, but as it stands now, given the nuances of package formats, the havoc this proposal will wreak on shelf sets should comprise a legitimate cause for industry concern. Furthermore, there are inconsistencies in Bloomberg’s own finger pointing: he is a fan of the gorge-tastic Nathan’s Hot Dog eating contest and he’s cut the ribbon at Brooklyn Brewery expansions (significant because craft beer clocks in much higher calorically than comparable premium offerings). Also, under Bloomberg, New York has become the city that birthed a million cupcake bakeries and food trucks, and recently hosted the Great Googa Mooga, a culinary event that featured, among other decadent treats, Foie Gras-stuffed doughnuts. While calorie concerns are legitimate, the super-size beverage ban, with its obvi-

ous shortcomings (free refills, just buy two instead, etc.), is a symbolic one, but it also raises relevant questions about where the line should be drawn -- while also riling up an opposition that has historically been willing to work with local governments. With cigarettes, the issues were more straightforward, the villain was acting alone. Even banning trans-fats wasn’t a bad idea: again, there’s a single ingredient, and the industry tide had already turned against them. With calories, there’s a real “pound of feathers” argument: why not ban bacon in large portions? Or butter? Both of those items are readily available – are, in fact, thriving – in Bloomberg’s New York, without threat of caloricallyderived fine. But – and here’s the kicker – one just has to go to a cupcake bakery (they stick bacon in the frosting now, even) to see that there are regulations that work. Along with the trans-fat ban, one of the Bloomberg Administration’s most successful public health initiatives has been the requirement that chain restaurants display calorie counts on their menus. Here’s the rationale behind it, straight from the Department of Health’s campaign itself: “When people have access to calorie information, they use it. Health Department surveys have shown that when restaurant patrons use calorie information in deciding what to order, they average nearly 100 fewer calories in each meal purchased.” Guess what? Most of those plus-sized soft drink containers – at least the RTD ones – of beverages have been offering that calorie information up for years. Extending that disclosure shouldn’t be that hard at fountains, movie theatres and stadiums. Print it on the cups. Make the industry provide all the information you think they should. But don’t enact misleading, toothless, inconsistent bans, especially when you’re still encouraging them to chase their foie gras donut with a Frappuccino.

IMAGE COURTESY NYC MAYOR’S OFFICE

THE BLOOMBERG BAN


MAGAZINE

By Barry J. Nathanson

www.bevnet.com/magazine

PER CAPS, PERHAPS?

Barry J. Nathanson PUBLISHER bnathanson@bevnet.com

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

Ray Latif ASSISTANT EDITOR rlatif@bevnet.com

I’m a stat man, always will be. I like to peruse them as a source of reference for where we’ve been and where we’re going. Every day we are inundated with numbers for substantiation, justification and the like. We show consumer trends, measure media, check the pulse of voters, shoppers and investors. The GDP is a key measurement of the health of our economy. The world revolves around the comings and goings of the Dollar, the Euro, the Yen. Stock markets around the world are the ultimate arbiters of the state of our success or failure. As a sports nut, I’m heavily invested in ERA, RBI, PPG, MPH, saves, wins and losses. I consume batting average, pitching charts, passing and running stats on a daily basis. Numbers give us a measurement of changes, trends, growth and slippage. So, I decided to look at them to determine where the beverage industry has been and where it might be going. We have many factors to look at, but I’ve always felt that Per Caps (annual gallon consumption per capita) give the best perspective. I’ve been in the industry for 20 years now and throughout my time I’ve always looked to these Per Caps. Fortunately, Beverage Marketing Corp. has chronicled this valuable data over the time frame I’ve been involved. Those numbers show how the industry has shifted over the years. When I first entered the marketplace, CSD’s were king. Sitting on their lofty perch around the mid 50’s, no other category came close. Ten years into my run, in 2001, CSD’s weighed in at 53, with beer and milk around 22, and bottled water and coffee at 18, juices at 14 and tea at 10. Sports drinks would garner a little over 2 and energy drinks were barely measureable. The obtuse “all others” comprised another 27. We like to think that we’ve changed so much, with all the new entries in the beverage arena. Yet, as we look over the trends during this timeframe, in reality, it’s not all that different. The shift has

6 BEVNET MAGAZINE JULY/AUGUST 2012

SALES John McKenna DIRECTOR OF SALES jmckenna@bevnet.com

Adam Stern SENIOR ACCOUNT SPECIALIST astern@bevnet.com

Jeff Hyde ACCOUNT SPECIALIST jhyde@bevnet.com

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

John Craven CEO & EDITORIAL DIRECTOR jcraven@bevnet.com

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been the tremendous erosion of CSD’s. From 2001 to 2011, the category dropped 9 per caps. That’s a lot of soda taken off the table. The main beneficiary has been bottled water, which has gone from 18 to 29. Fifteen years ago, I was extolling the importance and growth of water. It’s nice to see I’m right occasionally. The other measurements from 2001 to 2011 show somewhat minimal shifts. With all the hoopla and excitement of sports drinks, the change is from mid 2’s to mid 4’s. Not all that much to write home about. Energy is still only in the mid 1’s. I was surprised by that. Still, you’re talking billions in sales. Beer and milk dropped 2 gallons, while coffee and tea remain the same. “All others” moved up one tick. We all look at the industry as one that re-invents itself and has seismic shifts. That perception is greater than the reality. The new drinks abound, but the business really hasn’t deviated from its core. Consumers just have so much capacity in their bellies. Over the years, the consumption level remains 192 per caps. That’s a lot to digest.

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BEVSCAPE BUSINESS

The latest news on the brands you sell

Skinny Secures Financing Skinny found a fat wallet in the form of a sale of $9 million in preferred and common stock to investment firm Trim Capital, as well as a $6 million line of credit extended by Trim. Trim will eventually own 65 percent of the common stock of Skinny Water. “The investment Trim Capital is making in Skinny Water will give the Company the capital to execute its growth plan. Having access to this capital will allow us to accelerate our marketing and brand initiatives, add new product lines

under the Skinny Nutritional Corp. umbrella of Skinny trademarks and build inventory levels to satisfy the demand for our products,” said Michael Salaman, CEO of Skinny Nutritional Corp. Trim Capital LLC’s Managing Partner, Marc Cummins states “Skinny Water is exactly the type of investment we look for – one with the perfect combination of a solid consumer proposition, a healthy distribution system and a robust product pipeline that will continue to deliver great-tasting and healthy products to the marketplace.”

Bolthouse Bought by Campbell Soup Co. After a seven-year run with a private equity group transformed it from a familyowned agricultural concern into one of the country’s fastest-growing juice companies, Bolthouse Farms has been sold to Campbell Soup Co. for just over $1.5 billion.

CEO Leaves Jones Soda Bill Meissner, the CEO of Jones Soda, the Seattle-based brand CSD brand that has long been a youth favorite for its inventive flavors, creative, user-generated packaging and unconventional attitude, has resigned following a series of disagreements with the publicly-traded company’s board of directors. Leaving with Meissner were board chair Richard Eisworth and CFO James Stapleton. Meissner was replaced as CEO by Jennifer Cue, a former CFO and COO at Jones who rejoined the board in this year after leaving in 2005.Cue is the company’s fifth CEO in five years.

“It really just boiled down to strategic differences and how we viewed the business, its opportunities and challenges,” Meissner told BevNET. “It’s really important for a company to be aligned from the top down. Without this, execution becomes very difficult. The separation of the chairman, our CFO and me really allows the company to go forward with alignment on its view of the business and the strategy from the board all the way through the new management team. The company is expected to slash spending in an attempt to consolidate the gains it had made in rebuilding the Jones 8 BEVNET MAGAZINE JULY/AUGUST 2012

brand behind its core offerings. Cue has long been regarded as one of the key employees who assisted the company’s rise under founder Peter van Stolk, although she left soon after van Stolk as the public company’s share price began to flag. “Our objective is to align the Company’s cost structure with its operating resources and position the Company for profitable revenue generation,” said Mick Fleming, the company’s new board chair. Meissner joined Jones in April, 2010, leaving Talking Rain, where he had also been CEO. He had immediately taken to the road to try to rebuild faith in the brand’s national DSD network. Under Meissner, the company had slashed several underperforming members of the brand family, including Naturals, Organics, 24C and Gaba, along with many Jones Soda varieties, instead focusing the company behind its best selling Jones Soda SKUs and trying to revive the company’s energy drink fortunes behind the WhoopAss line, which was re-branded with a more masculine, exercise-oriented image. In the spring, Jones attempted to move back into the natural channel via the launch of Jones au Naturel, a line of fortified natural CSDs with fiber and stevia. “The products are great, the employees are phenomenal and over the last 24 months we built a solid distribution network able to service all channels of trade,” Meissner said of Jones and its future.

In addition to its juice portfolio, which has powered Bolthouse’s rise in the beverage world, the company also makes salad dressings and fresh carrots. The company was famously able to use its connections with supermarket produce buyers to help it grab space in the produce section alongside more established brands like Naked, Pom and Odwalla, and created a broad portfolio that included a wholly-owned and operated acai plant in Brazil in addition to its initial carrot juice mixes. Campbell’s said today that it plans to allow Bolthouse to continue to operate as a separate unit, which will include keeping President and CEO Jeff Dunn on board. Campbell’s has shown significant growth in its own juice business via its V8 portfolio at a time when its core soup offerings have struggled; the company said that Bolthouse had reported sales of $689 million for the fiscal year ended March 31, including earnings before interest and taxes of $92 million. “Bolthouse is a great strategic fit with Campbell,” Denise M. Morrison, Campbell’s chief executive, said in a statement. “Its business platforms, capabilities and culture are well aligned with the core growth strategies we announced last year.


Core Power Enters Coke System Coca-Cola Refreshments has agreed to begin distributing Core Power, a milkbased protein drink manufactured with the product of two large dairy co-ops based in West Texas, New Mexico, and the Midwest. Core Power — owned by parent company Fair Oaks Farms Brands, Inc., which operates out of a 30-person office in Chicago — is run by former Coca-Cola Co. CMO Steve Jones, best known as the man who helped tie Coke to the hit television phenomenon “American Idol.” Core Power, which is lactose-free and boasts between 20 and 26 grams of whey protein in 11.5 oz. bottles, is shelf-stable, giving it the potential to sit for up to nine months without going bad. The 5-SKU product employs monkfruit and stevia in a 150-calorie version that has 20 grams of protein, while the full-calorie version can hit 240 calories and 25 g of protein. Long range plans are to take Core Power national, according to the company. The initial plan, beginning in July, is for CCR to take over the bulk of the distri-

bution of Core Power in Texas and Colorado, as well as Ohio, Indiana, Michigan, and Chicago. CCR will also run the product into chain grocery and other large-format stores in Arizona and Central California all the way to San Diego. Beyond that, however, two wellplaced sources within Coke indicate that Core Power is a likely target as the next outside investment from the company’s Venturing and Emerging Brands Group, which is charged with helping develop entrepreneurial companies into potential “billion dollar brands.” Publicly, the group doesn’t discuss its investment strategy, but Jones has strong boosters within the organization; VEB President Deryck van Rensburg even went so far as to comment on the distribution arrangement in the press release that announced it, calling the brand “part of an exciting category for consumers and retailers that is still in the early stage of its growth potential.”

The release even goes so far as to say that van Rensburg views the arrangement as a great example of how Coke joins in helping to develop new, next-generation beverage brands. The plan for the product is to go with supermarket and largeformat chains through the end of the year, at which point the brand will start to look to convenience and other potential retail channels, according to Anders Porter, who is the spokesman for Fair Oaks Farms Brands. The brand grew out of an opportunity fostered by the capacity of the 87 family-owned farms in the two co-ops, Select Milk Producers and Continental Dairy Products. Jones was working as head of a product development role at Select Milk Producers until last year, when he suggested rearranging the corporate structure to create a new product line based around the growing awareness of whey protein.

JULY/AUGUST 2012 BEVNET MAGAZINE 9


BEVSCAPE INNOVATION

Product development & marketing news

Starbucks Founder Schultz Addresses IFT Delivering the keynote address at The Institute of Food Technologists (IFT) annual trade show in Las Vegas, Starbucks Chairman and CEO Howard Schultz related how Starbucks endured and eventually mitigated the effects of its recent troubles. Having taken an 8-year hiatus from the company he founded, Schultz returned to Starbucks in 2008 to help lead it through the economic downturn which had hit the hitherto rapidly expanding chain particularly hard. According to Schultz, the company survived this stretch by keeping true to the values and principles upon which it had been founded. Expanding on the message, Schultz explained that companies can prevail and even succeed amidst the stilldifficult economic conditions by doing as Starbucks did, operating with transparency and authentically. Refreshingly, the attendees and exhibitors at this year’s IFT were as authentic and transparent as ever. Green technologies, although more typically associated with packaging suppliers, are also an important driving force in the ingredient supply industry. One such example of green ingredient sourcing came from Blue Marble Bio-

materials, which produces natural flavors and fragrances using waste materials such as spent coffee grounds, beer mash, and forestry products. The company spins the straw of these waste products into ingredient gold using proprietary polyculture fermentation technology, AGATE, short for Acid, Gas, and Ammonia Targeted Ex-

traction. This technology employs various kinds of bacteria in a production chain to breakdown the plant material and, in doing so, create extracts and oils such as lavender, cinnamon, pine, and roasted coffee. Natural sweeteners continue to make waves in the supply industry. Some of the momentum maintained by stevia in recent years has transferred to luo han guo or monk fruit, the only other high-intensity, naturally-derived sweetener. Tate & Lyle, which markets its monk fruit-based sweetener, PureFruit, to beverage companies, was handing out samples of a soon-tolaunched table top version. Sold in packets under the Nectresse brand name, it will be marketed by McNeil Nutritionals per an arrangement similar to that which is currently in place between the companies for the marketing of table top Splenda. Though the Nectresse brand will not be found on beverage labels, the launch of the table top monk fruit sweetener is a clear sign that the companies behind it feel monk fruit is ready for the mainstream. Held at the Las Vegas Convention Center, the event is the largest gathering of supplier and food scientists in the country with over 1,000 exhibitors showcasing their flavors, ingredients and processing technologies.

WILD Flavors Acquires Cargill’s Global Juice Cold Blends & Compounds Business WILD Flavors GmbH has completed the acquisition of Cargill’s global juice cold blends and compounds business after receiving all necessary antitrust approvals. The acquisition, which was first announced on April17, 2012, is a key step in the company’s global growth strategy and further strengthens its position as the leading natural ingredients company for the food and beverage industry. “Combining our expertise with the capabilities of the newly acquired business enables WILD to offer the most complete product portfolio in the global juice business,” said Michael H. Ponder, CEO of WILD Flavors. “This further supports WILD Flavors’ unique market position

10 BEVNET MAGAZINE JULY/AUGUST 2012

as the truly single source of supply for all of the natural ingredients our customers need to produce a high-quality, finished beverage product,” he added. WILD will have a much broader product portfolio and will be the ideal partner to its customers at all stages of the developing process for new juice-based beverages. The acquisition adds a global network

of three production and storage facilities with direct sea access in Japan, the Netherlands and the United States to WILD Flavors’ existing operations. This differentiated and integrated supply chain is an essential asset to meet the fast-growing demand for fruit juices in these geographical areas over the coming years.


FDA Chases Rockstar For the second time this year, the Food and Drug Administration (FDA) has warned a beverage company that products labeled as supplements must be sold and marketed as supplements, not beverages. Recently, the FDA sent a letter to Rockstar cautioning the company that, despite being labeled as supplements, its Coffee & Energy products are represented, advertised, and sold as beverages. And because the products contain gingko, an unapproved food and beverage additive, the agency has deemed the line to be “adulterated.” The letter to Rockstar follows a similar one that the FDA sent in March to Revolt Distribution, which markets Slowtivate Relaxation Drink. The FDA warned the company that even though Slowtivate is labeled as a dietary supplement, the product has the appearance and representation of a conventional beverage and considered unsafe because of its inclusion of melatonin, which, like Gingko, is an unapproved

additive, according to FDA guidelines. Rockstar said it would reformulate Rockstar Roasted without the additive and that it would also voluntarily remove it from the rest of the Rockstar line before the end of the year. In its letter to Rockstar, the FDA stated that the company’s use of the term “energy supplement” on its Coffee & Energy labels and the use of a “Supplement Facts” panel for nutrition labeling “do not make [its] products dietary supplements, because [the] products are represented for use as conventional foods.” The FDA lists a number of examples and factors to support its argument including Rockstar’s use of the word “coffee,” which the agency states is a word commonly held to describe a beverage and a conventional food. As the FDA continues to wade into the issue of companies labeling products as supplements versus conventional beverages, Justin Prochnow, an attorney with

Greenberg Traurig and expert in regulatory issues regarding consumer product companies, said that beverage companies need to be extremely cautious in how they label and market their products. “This follow-up to the Slowtivate letter posted in March over the use of melatonin in a product labeled as a supplement, but deemed to be a beverage by the FDA, only serves to further the notion that it is vitally important to be consistent in your labeling and references to your product,” said Prochnow. “If you sell your product as a supplement, reference it as a supplement at every turn.”

JULY/AUGUST 2012 BEVNET MAGAZINE 11


NEW PRODUCTS

The newest options for cooler and shelf

JUICES 12NtM Sparkling Beverages, a line of chef-crafted, all-natural blends of herbs, spices, fruit juices and teas, has launched a new 6.3 oz. single-serve bottle. The new product is available in two flavors: Blanc, a citrus-ginger blend, and Rouge, pomegranate-black currant blend. Each bottle contains 47 calories and has no added sugar or artificial sweeteners. 12NtM Sparkling Beverages 6.3 oz. bottle are currently distributed in Nantucket and New York City and have a suggested retail price of $2.99. For more information, please call (914) 924-9558. Sweetgreen, the farm-to-table organic salad restaurant group, today announced the launch of Sweetpress, a new line of organic cold-pressed juices to be sold exclusively at Sweetgreen locations and online starting this summer. Sweetpress juices are raw and freshly cold-pressed to preserve optimal nutrients and flavor. Sweetpress is available in six varieties: Purify, made with kale, spinach, cucumber, apple, lemon, ginger; Energize, made with carrot, orange, grapefruit, ginger, cayenne; Satisfy, made with carrot, beet, apple, cucumber, spinach, lemon, parsley; Detox, made with pineapple, apple, ginger, mint; Hydrate, made with cucumber, pineapple, pear, coconut water, lime; and a Seasonal variety made with watermelon, coconut water, mint, lime. Sweetgreen is packaged in a 12 oz. bottle and has a retail price of $7.00 for the Purify variety, and $6.00 for the other varieties. For more information, please call (301) 646-0336. The Coca-Cola Company, Inc. has launched two new juice drink flavors for its line of Minute Maid products. Minute Maid Fruit Punch and Minute Maid Strawberry Passion are made with real fruit juice and are both excellent sources of Vitamin C. The drinks are packaged in 15.2 oz. PET bottles and are sold in convenience, drug and grocery stores nationwide. For more information, please call (713) 669-3126.

FUNCTIONAL BEVERAGES FIX, is an anti-aging beverage formulated to promote younger looking skin, and healthy hair and nails. According to the manufacturer, FIX utilizes data from clinical tri-

12 BEVNET MAGAZINE JULY/AUGUST 2012

als to support its youth-enhancing claims, including published reports in peer-reviewed journals such as Archives of Dermatological Research, Journal of the American Academy of Dermatology, and Skin Research and Technology. These trials show that the ch-OSA compound in FIX reduces wrinkles by 30 percent, increases skin elasticity by 87 percent, and thickens and strengthens hair by 13 percent. FIX contains no calories and is packaged in a 16 oz. PET bottle with a full shrink-wrap label. FIX is launching nationwide with four flavors: Acai Raspberry, Orange Pineapple, Strawberry Kiwi, and Blueberry Pomegranate. The product has a suggested retail price of $2.49. For more information, please call (877) 854-5494. Bai Brands, maker of the five-calorie bai5 antioxidant-infused beverage, announces the debut of its variety pack. The 12-bottle variety pack features four Bai flavors - Sumatra Dragonfruit, Costa Rica Clementine, Brasilia Blueberry and Malawi Mango - with three bottles of each flavor. The variety pack is sold at Costco and Amazon.com and has a suggested retail price of $28-30. For more information, please call (609) 586-0500. BODYARMOR, an all-natural multifunctional beverage, has introduced two new flavors: Acai Blueberry Pomegranate and Tropical Citrus. Each BODYARMOR SuperDrink flavor contains 10 percent coconut water and four nutrient-rich proprietary blends comprised of antioxidants, Vitamins A, C, B complex, electrolytes and amino acids. The drinks are packaged in 16 oz. PET bottles and have a suggested retail price of $1.79. BODYARMOR is distributed nationwide. For more information, please call (310) 424-5077. Mamma Chia, maker of the first organic chia-based beverage, has introduced three new flavors to its line of drinks: Grapefruit Ginger, Guava Mamma and Kiwi Lime. Lightly sweetened with less than one tablespoon of organic agave nectar, each bottle of Mamma Chia contains 2500 mg of omega-3, 25 percent of the recommended daily amount of fiber, 4 grams of protein, and 95 mg of calcium, plus powerful antioxidants and valuable minerals. The three new varieties join six existing Mamma Chia flavors, all of which are gluten-free, vegan, kosher, and certified


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NUTRITION DRINKS Abbott Nutrition has launched Ensure Clear, a fruit-flavored nutrition beverage. Ensure Clear is fat-free and an excellent source of antioxidants, vitamins C, E and selenium. Available in blueberry pomegranate and peach flavors, Ensure Clear is sold in 4-packs of 10 oz. bottles for a suggested retail price of $7.99. The drinks are distributed at pharmacies, grocery stores, drug stores, wholesale clubs and mass merchandisers nationwide, or online at www.AbbottStore.com. For more information, please call (847) 937-6100. New Whey Nutrition has launched Fit2Go. Fit2Go is a shelf-stable nutrition drink made with 15 grams of protein, 19 vitamins and minerals, and 3 grams of fiber. Fit2Go also has a 1000 ORAC rating and contains 70 calories per 3.8 oz. bottle. Fit2Go is also lactose free, gluten free, fat free, sugar free and cholesterol free. The product has a suggested retail price of $2.99 per bottle and $29.99 for a 12-pack and is available at GNC and Rite-Aid stores. For more information, please call (888) 795-0444.

WATER Spindrift Beverage Co, maker of a line of fresh-fruit squeezed sodas, has launched Spindrift Water. Spindrift Water is made with raw, fresh ingredients and contains no added sugar. The line comes in three varieties: Spindrift Sparkling Lemon Water, a zero-calorie sparkling water made with fresh squeezed lemon juice; Spindrift Sparkling Raspberry Lime Water, a 10-calorie sparkling water made with raspberries and fresh squeezed lime juice; and 10-calorie Sparkling Tangerine Water, made with sparkling water and fresh-squeezed tangerine juice. Spindrift products are distributed at restaurants, specialty stores and gourmet retailers and have a suggested retail price of $1.99- $2.25 per bottle. 24-packs of Spindrift are available for purchase at Famous Foods. For more information, please call (617) 391-0356.

14 BEVNET MAGAZINE JULY/AUGUST 2012

The Coca-Cola Co. Inc., has launched a new coconut water-infused flavor to its line of Vitaminwater products. Coco-Refresh contains the same base ingredients as other Vitaminwater flavors (water, crystalline fructose, cane sugars, B-vitamins, electrolytes), along with 10 percent coconut water from concentrate and pineapple flavoring. Coco-Refresh is packaged in a 20 oz. PET bottle and contains 120 calories and zero grams of fat. The product is distributed nationwide and has a suggested retail price of $1.59. For more information, please call (404) 676-2683.

COFFEE RealBeanz, a line of ready-to-drink gourmet iced coffee has launched two new flavors: Iced Cappuccino made with Coconut Water and Iced Dark Roast made with Coconut Water. Both flavors are made with 20 percent coconut water and contain 70 calories. RealBeanz iced coffees are made with premiumbrewed beans, artificial growth hormone-free milk (rSBT free), and nutrient enhanced flavors. The products are available nationwide at select Whole Foods locations, gourmet retailers and select supermarkets. For more information, please call (513) 226-1233.

POWDERS Ninja Blended Boost is a nutrient-infused, taste-free powder supplement that can be added to a variety of blended drinks. The powder contains over 25 vitamins, minerals, nutrients and antioxidants and is naturally sugar- and caffeine-free. The powder supplement comes in individual sticks and is packaged in boxes of 20 sticks for a suggested retail price of $19.99. Ninja Blended Boost is distributed at Target and Wal-Mart stores nationwide and online at www.NinjaHealthyExtras.com. For more information, please call (312) 245-9805.

KOMBUCHA Reed’s has launched a new line of organic kombucha drinks. Reed’s Culture Club Kombucha comes in four, ginger-based formulas: Goji Ginger, Cranberry Ginger, Lemon Raspberry Ginger and Hibiscus Grapefruit Ginger. The new line has a suggested retail price of $3.49 for a 13.5 oz. bottle and is currently distributed in natural foods and mainstream supermarket chan-


nels along the West Coast. For more information, please call (800) 99-REEDS.

SPIRITS Phillips Distilling Company has introduced two new flavors to its UV Vodka line: UV Chocolate Cake and UV Whipped. UV Chocolate Cake is infused with the rich taste of German chocolate cake, while UV Whipped is light and fluffy with hints of crème chantilly and vanilla. Both vodkas are distilled four times and activated carbon-filtered. The new flavors are supported by national print and digital advertising, along with sponsorships at national music festivals such as South by Southwest, Coachella and Austin City Limits Music Festival. Both flavors are available nationwide and have a suggested retail price of $12.99 for a 750 mL bottle. For more information, please call (612) 677-1717. Kahlúa, the original and number one selling coffee liqueur, has introduced a new line of 200 mL cans to its pre-mixed cocktail portfolio. Kahlúa Iced Espresso, Kahlúa Iced Mocha and Kahlúa Cinnamon Spice 200 mL Cans-To-Go are distributed nationwide and sold in 4-packs and single serve formats. To support the launch of Kahlúa Cans-To-Go at retail, the brand will offer custom designed POS materials including floor racks, floor and door decals, case cards and extenders, shelf talkers and gravity feed units. Kahlúa CansTo-Go have a suggested retail price of $2.50 for a single can and $9.99 for a 4-pack. For more information, please call (914) 848-4782.

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SVEDKA Vodka has introduced SVEDKA Colada, a blend of coconut flavored vodka with creamy Indonesian coconuts, sweet and tart pineapple and a hint of mango. SVEDKA Colada is packaged in a white lacquered bottle, accented with chartreuse lettering, and a metallic gold closure. SVEDKA Colada has a suggested retail price of $12.99 for a 750 mL bottle and is available nationally. For more information, please call (877) 766-2033. Beam Inc. has launched two new flavors to its Pucker Vodka line. Lemonade Lust and Raspberry Rave combine natural flavors of lemons, limes and raspberries with a vodka distilled four times. The flavors joining the original four Pucker varieties: Sour Apple

JULY/AUGUST 2012 BEVNET MAGAZINE 15


Sass, Grape Gone Wild, Cherry Tease, and Citrus Squeeze. Pucker Vodkas are available nationwide and have a suggested retail price of $16.99 for a 750 mL bottle. For more information, please call (847) 444-7657.

merges traditional Mexican craftsmanship with modern design and the VIDA logo is embossed for a luxurious, ultra-premium feel. The Vida Reposado has a suggested retail price of $44.99 for 750 mL bottle, the Vida Blanco retails for $39.99, and the Vida Anejo sells for $49. For more information, please call (312) 239-2336.

VIDA Tequila announces the much anticipated launch of its ultra-premium brand in the New York and Chicago markets. Miami, Tennessee and New Jersey arrivals are scheduled for later this quarter. VIDA, a familyowned company, combines the traditional tequila- making process with modern and efficient methods of production, blending ultra-premium tequila. VIDA Tequila comes in three styles: Anejo, Reposado, and Blanco. Anejo is aged in French Oak barrels for up to 24 months and is triple-distilled. Reposado is aged in American White Oak barrels for up to six months, which brings out its sweet and smoky flavor with light citrus undertones. Blanco is created by double distilling the agave, which creates smooth undertones. VIDA tequila bottles are hand-blown by Mexican craftsmen into an authentic Mexican tequila bottle shape. The white, custom-made box

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FLAVORED MALT BEVERAGES Phusion Projects, LLC has introduced Island Squeeze, a line of frozen pouch cocktails. The malt-based, progressive adult beverage will debut with four flavors: Pink Lemonade Light, Pina Colada, Margarita, and Strawberry Daiquiri. Island Squeeze Pink Lemonade Light has nearly one-third less calories than the other pouches. Individually packaged in 10 oz. single serve pouches, Island Squeeze contains 6 percent alcohol by volume and can be frozen and squeezed into a glass, or served over ice. The new line will be distributed regionally has a suggested retail price of $1.99 per pouch. For more information, please call (888) 901-6344.

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Phusion has also launched Moskato Life, a malt-based, progressive adult beverage that drinks like a Moscato wine. The beverage is lightly carbonated and contains 6 percent alcohol by volume. Moskato Life comes in two flavors - Moscato and Rose – and is packaged in a 750 mL bottle. The Moskato Life line will be supported by marketing efforts including an interactive web presence of dedicated Facebook page with targeted advertising. The product has a suggested retail price of $6.99 and is available now in select markets with national availability by the summer’s end. For more information, please call (888) 901-6344. Diageo has launched a new line of frozen malt beverage pouches for its Parrot Bay and Smirnoff brands. The Parrot Bay pouches come in three flavors: Frozen Strawberry Daiquiri, Frozen Mango Daiquiri and Frozen Pina Colada. The Smirnoff pouches also come in three flavors: Frozen Strawberry Lemonade, Frozen Blue Raspberry Lemonade and Frozen Cherry Limeade. Both Parrot Bay and Smirnoff Frozen Pouches are naturallyflavored and contain 5 percent alcohol by volume. The products are packaged in single 10 oz. pouches for a suggested retail price of $1.99 and distributed nationwide. For more information, please call (646) 223-2305.


CHANNEL CHECK

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

SPOTLIGHT CATEGORY

REFRIGERATED TEAS 52 Weeks through 6/10/2012 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

As a subcategory of the RTD Tea group, these products seem to be growing even faster than their single-serve, grab-andgo counterparts, mostly because the refrigerated case is the home of some pretty hot brands, including Gold Peak and GTs Kombucha. GTs appears all over scan data categories, by the way, also showing up in a variety of juice and fruit drink categories. Brand

Dollar Sales

Change vs. year earlier

Private Label

$178,430,100

2.91%

Red Diamond

$92,738,320

3.16%

Gold Peak

$80,523,270

41.44%

Turkey Hill

$66,262,770

3.28%

Milos

$37,771,940

5.80%

Turkey Hill Natures Accent

$35,464,270

-9.24%

Swiss Premium

$32,174,600

3.51%

Bolthouse Farms Perfectly Protein

$22,358,320

21.50%

GTs Kombucha Synergy

$10,559,930

155.31%

Rosenbergers Dairies

$8,688,538

-3.63%

Gallikers

$7,779,968

-10.33%

Schneider

$7,685,004

-9.50%

POM Tea

$5,694,678

-19.90%

Clover Farms

$5,631,998

-0.02%

Dairymens

$4,162,657

17.96%

Prairie Farms

$4,046,256

12.63%

Deans

$3,559,732

-8.63%

Ssips

$3,016,160

23.31%

Nestea

$2,827,899

16,027.95%

T G Lee

$2,685,524

30.67%

Schneider Valley Farms

$2,548,031

-22.38%

United Dairy

$2,320,824

16.13%

Arnold Palmer Tee

$2,212,182

2.26%

Mayfield

$2,196,202

-11.30%

Cloverland

$1,751,485

-5.64%

Smiths

$1,649,156

-10.45%

Lipton

$1,604,434

-8.38%

My Tea

$1,564,741

-2.89%

Johnny Fleemans Gourmet Fruit Tea

$1,397,263

N/A

Newmans Own

$1,377,073

9.87%

Guers

$1,227,613

9.46%

Turners

$1,220,441

-1.95%

Turkey Hill Sun Brew

$984,963

N/A

Marburger

$788,221

4.69%

18 BEVNET MAGAZINE JULY/AUGUST 2012

TOPLINE CATEGORY VOLUME 52 WEEKS THROUGH 6/10/2012

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

BEER

$24,778,861,000

6.70%

BOTTLED JUICES

$5,107,800,000

-1.32%

BOTTLED WATER

$8,167,496,000

5.01%

ENERGY DRINKS

$8,287,326,000

18.10%

SPORTS DRINKS

$4,248,470,000

5.95%

TEA/COFFEE

$3,419,708,000

6.76%


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CHANNEL CHECK

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

ENERGY DRINKS Brand

HOT! Monster Rehab Dollar Sales

Change vs. year earlier

ICED CAPPUCCINO Brand

HOT! Seattles Best Dollar Sales

Change vs. year earlier

Red Bull

$2,820,889,000

18.96%

Frappuccino

$598,239,700

9.60%

Monster

$1,487,857,000

19.63%

Doubleshot

$285,616,600

15.89%

Rockstar

$502,797,900

13.82%

Seattles Best

$18,693,850

104.60%

Private Label

$8,953,758

7.76%

Doubleshot Light

$8,582,371

-9.37%

NOS

$249,135,200

11.91%

Monster Rehab

$245,358,400

884.22%

Java Monster

$217,862,900

23.46%

Starbucks Doubleshot

$7,545,039

N/A

Monster Mega

$217,852,600

19.64%

Illy Issimo

$5,404,017

140.21%

AMP

$149,358,500

6.76%

Emmi

$771,831

-32.83%

Rockstar Recovery

$145,253,800

51.05%

Marleys One Drop

$764,438

N/A

Full Throttle

$98,427,960

-4.65%

Community

$442,660

12.96%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

SPORTS DRINKS Brand

NOT! Full Throttle

HOT! Powerade Zero ION4 Dollar Sales

Change vs. year earlier

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

BOTTLED WATER Brand

$2,060,140,000

5.24%

Private Label

Powerade ION4

$672,244,000

1.73%

Gatorade

$460,116,000

14.12%

Gatorade G2 Perform

$419,202,300

6.66%

Powerade Zero

$191,989,600

1.85%

Gatorade Perform

NOT! Emmi

HOT! Glaceau Smart Water Dollar Sales

Change vs. year earlier

$1,031,449,000

2.67%

Aquafina

$697,264,900

-0.35%

Dasani

$675,778,000

7.77%

Glaceau Vitamin Water

$640,271,500

-5.62%

Poland Spring

$403,644,700

3.71%

Nestle Pure Life

$398,004,400

15.38%

Glaceau Smart Water

$394,363,100

26.11%

Gatorade Cool Blue

$61,132,300

30.32%

Gatorade Frost

$58,284,230

8.68%

G2

$52,506,220

-1.69%

Deer Park

$260,169,300

9.70%

Powerade

$42,607,390

11.33%

Glaceau Vitamin Water Zero

$214,500,500

13.10%

Powerade Zero ION4

$33,456,350

480.66%

Fiji

$200,661,300

14.29%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

DOMESTIC BEER Brand

NOT! G2

HOT! Michelob Ultra Light Dollar Sales

Change vs. year earlier

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

NOT! Glaceau Vitamin Water

IMPORTED BEER Brand

Dollar Sales

Change vs. year earlier

$1,007,521,000

9.98%

Heineken

$596,114,800

5.26%

5.37%

Modelo Especial

$373,282,500

26.32%

1.89%

Corona Light

$173,079,800

4.67%

0.46%

Tecate

$155,393,400

-1.28%

$738,134,700

0.84%

Dos Equis XX Lager Especial

$148,584,600

36.35%

$674,311,400

-0.52%

Stella Artois Lager

$135,435,000

38.18%

Michelob Ultra Light

$563,776,500

17.87%

Labatt Blue

$104,705,200

-9.63%

Miller High Life

$500,145,100

0.57%

Lebatt Blue Light

$101,241,600

-3.90%

Keystone Light

$482,246,000

-1.37%

Newcastle Brown Ale

$79,453,550

1.00%

Bud Light

$5,429,988,000

2.73%

Budweiser

$2,063,427,000

-0.89%

Coors Light

$2,005,576,000

Miller Lite

$1,706,934,000

Natural Light

$1,106,766,000

Busch Light Busch

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

20 BEVNET MAGAZINE JULY/AUGUST 2012

NOT! Keystone Light

Corona Extra

HOT! Stella Artois

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

NOT! Labatt Blue


By Gerry Khermouch

BIG DEAL! Thanks to the miracle of smart phones, my contacts often zap me photos of interesting store displays they spot in their market meanderings. One subset that we occasionally flag in my newsletter consists of ridiculously hot deals on purportedly superpremium beverages. Besides appealing to my readers’ prurient interest, these impromptu case histories generally serve to support the notion that, despite rhetoric from top brass to the contrary, it’s easy to get sucked into brand-equity-draining deals when you’re trying to hit a volume number or appease an important retail customer. And, no surprise, the most egregious deals usually emanate from the major companies for whom moving vast tonnages of product seems always to be the overriding priority. Given the premium-priced $4.1 billion that Coca-Cola paid for Glaceau, some of my respondents seem obsessed with tracking how low the price can go on its flagship Vitaminwater brand. Tenfor-$10 deals have become ubiquitous by now, but often enough they get way more aggressive than that, tossing in a free 32-oz. bottle of Coke’s Powerade brand or some other sweetener. Some deals we’ve spotted in recent years have taken the per-bottle cost of Vitaminwater down as low as 25 cents a bottle. True, Glaceau did its share of 10-for$10’s even as an independent company, but the deals we’ve seen since Coke’s 2007 buyout go way beyond that in degree and frequency. But it’s not just Coke: just the other day, a reader sent me a photo of Tazo teas going for 50 cents per glass bottle in Publix groceries in Florida – 25 cents if one threw in a related tearpad offer. Since Starbucks chief Howard Schultz lately has been touting his Tazo brand as a highpotential franchise already worth a billion dollars, I’ve wondered whether he’s even aware of these deals being cooked up by his ready-to-drink partner, Pepsi. Over the past few months these deals

22 BEVNET MAGAZINE JULY/AUGUST 2012

have become a focus of constant concern among independent entrepreneurs, who already work in a challenging enough realm on the cost and distribution side before losing any prospect of sustaining a premium price. And yet that seems to be precisely what’s been happening. Even for those with the fortitude to resist the margin-breaking impulse to match these deals, the trend means they’re further marginalized as consumers gravitate to the massive end-aisle displays and dump bins full of deeply discounted product – or, if there’s no deal this week, withhold their purchases so they can pantry-load a week later. In effect, it’s sucked the air out of the category, in a way that has put a big hurt on independent innovation. Some of my friends on the entrepreneurial side insist this is all a massive conspiracy by the big companies, but I really doubt that’s the case. Maybe it’s an unanticipated consequence of the discounting, but I don’t believe it’s the actual strategy. I truly believe that, at a visceral level, their executives are not even aware of how much they’re devaluing a category. This view goes back to the days in the early 1990s when Coke and Pepsi first decided to attack the bottled water category. It may be hard to recall, but back then bottled water was a premium-priced segment, with only one major corporate player, Nestle Waters North America. The carnage only began once Coke and Pepsi entered with their tap-water brands, and we ended up with 24-unit cases of half-liter bottles routinely going for $3.99. As pricing went into the dumper, I can distinctly recall top Coke and Pepsi executives on analyst conference calls lamenting the stroke of bad luck that saw the margins of this premium segment evaporating at precisely the moment they chose to enter the category. Though they spoke as though this development was an act of God that had nothing whatsoever to do with their own

activities, I never picked up the least hint of cynicism in those remarks. After all, if your obsessive focus is countering the price moves of your archrival, I suppose it’s hard to look up and ponder where this is taking the category. With NWNA showing it was fully up to withstanding their assault, Coke and Pepsi lately have backed off, but the damage has long been done. A once-premium category now is a warehouse-shipped commodity. This same pattern has been replicated in category after category. In enhanced water, Coke’s constant dealing on Vitaminwater made it impossible for any other brand – even those with far more meaningful amounts of nutrients – to get the premium prices they need to stay viable. Only Pepsi’s entry, SoBe Life Water, with its own willingness to vie on price, has stayed in the game as a meaningful player. Most recently, I’m hearing that Glaceau’s electrolyte-infused bottled water line, Smartwater, has gotten more aggressive on price, with clear implications for an ecosystem of alternatives from independent players like AriZona, Metromint, Function and Activate. Of course, one could argue that this is all a boon to recession-strapped consumers. In some ways it is, though the affluent demo targeted by some of the brands I’ve mentioned actually has withstood the economy’s pressures fairly well and can really afford to pay more than a quarter a bottle for a tea of the quality of Tazo. The way marketing works, though, the constant deep discounts also are draining these segments of the mystique that made them exciting to consumers in the first place, reducing them to yet another boring commodity – like CSDs and milk – not worth a moment’s thought at the shelf. To the extent that the excitement conjured up by new and different brands has any value, the beverage sector is all the poorer as a result. Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.


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Bunnies & BevCos Why the Annie’s Initial Public Offering is Important to the Drinks Business By Nicolas McCoy

Since late March, the successful initial public offering (IPO) of natural foods company Annie’s Inc. (you’ve probably bought their macaroni and cheese before) has dominated market-related discussions within the natural products industry. One reason for this is that, unlike the technology industry, where IPOs frequently happen, consumer brands usually get acquired prior to achieving the size necessary to garner sufficient institutional investor interest to support going public. For example, prior to the Annie’s IPO, the last two successful healthy consumer food or beverage IPOs were Teavana (July 2011) and The Fresh Market (late 2010). Although more common transactions like acquisitions and private placements are certainly newsworthy, they do not create the same high profile of a public offering, nor do they provide the associated transparency of valuation and business performance. The IPO remains an option that beverage companies should remember. A deep look at the Annie’s IPO shows why. 24 BEVNET MAGAZINE JULY/AUGUST 2012


At its core, Annie’s business shares many of the fundamentals of successful beverage companies. A review of Annie’s IPO prospectus reveals that the business evolution from staple foods like macaroni and cheese to snacks provided nearly all of the company’s growth over the past two years, and now represents a large component of revenue. Beverages are attractive to investors for many of the same reasons as snacks. With both, faster consumption rates (daily habits) and broad distribution (grocery, C-Store, delis, etc…) lead to rapid growth compared to many other categories. Annie’s aggressive move with snacks increased revenue 40 percent and, more importantly, gross profit dollars by over 60 percent from levels experienced in the company’s fiscal year ending March 2010. The lessons from mining Annie’s IPO prospectus and related documents provide some additional insights of value that have parallels in the beverage industry: • Capital efficient growth: Annie’s paid-in capital to revenue ratio was about one-to-one as of 2009, a high level of investment for a later-stage business approaching $100 million in revenue. Since then, through margin improvements and growth driven by new product introductions, the ratio dramatically improved, enabling the company to grow profitably without the influx of additional capital. • Extendable brand: Through its growth, Annie’s successfully retained a clear brand identity with consumers across multiple SKUs and categories. Beverage brands that can do this also can become winners (think Honest Tea and SoBe, for example) • Price point: Annie’s product line is priced at a premium to mainstream products – but not materially higher than less-healthy alternatives so as to limit its customer base. That’s not to say that it’s easy to go public. A successful IPO requires favorable market and industry conditions and a company of sufficient size, growth, and profitability to draw interest from institutional investors. The IPO size requirement has grown substantially since the 1990s, as target investment funds have grown larger and demand significant liquidity

before making investments. A further danger is that many companies manage to complete an IPO but then fail to attract sufficient investment interest to sustain trading levels. To provide an idea of how successful the Annie’s IPO was, consider the following points: • Annie’s offering price was $19/share, higher than an already revised upward range of indicated values. • Annie’s stock opened at $31.11/share and now trades near $38.00/share as of writing this article—an enterprise valuation of nearly 5x and 30x trailing twelve-month revenue and EBITDA, respectively. • Over 80 percent of the Annie’s shares offered were sales by insiders, an amount significantly higher than average. For comparison, the 2011 IPO Report published by WilmerHale states that for all U.S. IPOs between 2007 and 2010 only 54 percent had selling shareholders and the median percentage sold was 33 percent. So, knowing it’s a success, what else does that mean for beverage companies? First, consider the sector implications: A successful IPO provides confidence to institutional investors in regards to the fundamentals of the healthy living consumer sector. Annie’s was a target investment from a growth investor (Solera Capital). Growth investors typically seek companies with established brands with the ability to expand in a capital-efficient manner to a size that will support a much higher-value exit. According to Annie’s IPO prospectus filed with the SEC, Annie’s had approximately $7 million in revenue in 1999 and presumably had 2x to 3x that amount when it received its first investment from Solera in 2002, given that it had revenue of $65 million in 2007. Beyond that, however, an IPO like Annie’s helps buttress the idea that large mainstream brands can still be built independently and profitably. There has been an accelerating trend of health-oriented consumer companies selling to large corporations at earlier stages of development. This is particularly true with beverage companies, as nearly all of the major players have formed special internal groups focused on locking up promising brands at early stages. On the other end, however, there are few instances where institutional investors

have made large commitments of capital with the purpose of growing a consumer brand independently until it can merit public ownership. But Solera’s approximately $75 million investment in Annie’s is unusual and proves that the model of independently building brands is still valid: The IPO cashed out Solera with more than their investment amount -plus, their retained stake has a paper value of approximately $400 million, based on current trading values. Investors and acquirers become more aggressive during favorable economic times. Today’s active IPO market is reflective of favorable economic and broader market conditions as a strong IPO market can be the first to vanish in a downturn and the last to flourish in expansions. Everyone remembers the high valuations associated with the Internet IPO and investment frenzy. A similar ‘bubble’ was observed with beverage angel funding after the success of Glaceau before the 2008 recession. It is expected that the remainder of 2012 and 2013 will feature more high-profile M&A announcements, and again, here is a place where we can look at the Annie’s IPO for another important financial tool: comparable data, or “comps.” IPOs Provide Valuable Information to Investors and Other Sector Participants Investors at any stage evaluate an investment based on its internal fundamentals such as revenue, growth, profitability, management team, etc., and also on the certainty of a successful exit. Financial investors benefit greatly from the disclosure of all of these fundamentals within the IPO prospectus -- but so can companies in the industry. For example, it is helpful to an investor that is evaluating a healthy beverage company to know that Annie’s gross margin improved from 30 percent in 2009 to approach 40 percent prior to going public. This benchmark can then be used to evaluate projected margins of the target investment company when it reaches critical mass. Other branded product companies will be interested many of the disclosures on strategy such as the significantly increased use of six to nine month forward contracts to hedge ingredient costs. Acquisition announcements may disclose price but rarely reveal revenue, gross margin or overall profitability. All sector participants benefit from the detailed disclosures that offer unique insight into the growth and development of well-known private companies. JULY/AUGUST 2012 BEVNET MAGAZINE 25


Why the nation’s fastest-growing ethnic population means big money for Mexican import brands. By Chris Furnari

26 BEVNET MAGAZINE JULY/AUGUST 2012


“Los Latinos Tenemos Algo Extra.”

Translated in English, it means “We Latinos Have Something Extra,” and it’s the tagline for Corona Extra’s new national marketing campaign targeted at Hispanic consumers. From Corona’s perspective, the Hispanic-American population does have something extra: an affinity for beer, especially import brands. And with a rapidly growing Hispanic population in the U.S., it’s not just Corona that’s focusing on this broad, ethnically diverse group: industry-wide, larger domestic and import companies are dedicating greater attention and marketing dollars toward selling Hispanic consumers Mexican and Latin American import brands. That’s not to say that ethnic marketing is the only force behind the growth of Mexican and Latin American imports. Beers like Corona and Dos Equis have long since left their German and Canadian competition in the dust, a change attributable to clever marketing and changing taste patterns. But as the Hispanic population grows, marketers see even larger potential for these already popular brands. Hispanics currently make up over 16 percent of the total U.S. population; current projections are that by 2050, that figure will swell to 30 percent. And according to Mintel, a global research firm, Hispanics drink more imported beer than any other ethnicity (34 percent versus 28 percent of total population). Hispanics also spend more money on import brands than do non-Hispanics: 25 percent of Hispanic beer expenditures are on import brands, compared to just 13 percent for non-Hispanics. Crown Imports, which has revenues of more than $750 million in sales annually, is the top U.S. import vendor in Symphony IRI tracked food, drug and convenience channels. The company owns three of the top five import brands in the U.S. – Corona Extra, Modelo Especial and Corona Light – and sees the Hispanic market as a significant growth opportunity. “There is a big opportunity to continue to grow our beer brands with this growing population base,” said John Alvarado, the Senior Director of Brand

Marketing for Crown Imports. “Our portfolio has a strong position amongst the Hispanic consumer base and we think that is why others are getting in.” It’s why Crown rolled out the “Los Latinos Tenemos Algo Extra” campaign, which is specifically aimed at Hispanics in the 2134 demographic. It’s also why the company is spending more marketing dollars on reaching the entire Hispanic demographic. “Our overall investment against the Hispanic demographic has grown over the last five years,” Alvarado said. “[And] when you look at the critical 21-34 [year-old] demographic, the percentage that Hispanics will make up of that segment is tremendous,” he said. “By 2020, Hispanics will comprise 20 percent of that 21-34 category.” Crown isn’t the only company that recognizes the growth opportunities that lay in the Hispanic demographic. Anheuser-Busch InBev recently acquired the remaining 50 percent ownership in Grupo Modelo for $20 billion. Anheuser-Busch’s VP of U.S. Marketing, Paul Chibe, said 2012 represents the company’s largest spend to-date on multicultural marketing. “More and more, consumers are looking for brands to be inclusive and connect with them on a cultural level,” Chibe said. “This shift in mindset has made multicultural marketing invaluable to our success, particularly with Hispanic beer drinkers, the fastest growing segment within the category.”

Marketing Mix While its purchase of Grupo Modelo indicates the values it places on import brands, AB has also reached out to the Hispanic population through internal product innovation of its domestic brands as well. That has led to renewed focus on offerings like Budweiser Chelada and Bud Light Chelada - a blend of beer and clamato juice which was developed using Hispanic consumer insights. “Hispanic beer drinkers, specifically those of Mexican descent, have been mixing beer with Clamato for decades,” he said. “Budweiser Chelada and Bud Light Chelada honor that tradition in an authentic, relevant way.” Still it’s the import business that is driving growth. According to Symphony IRI data, Mexican imports own 55.8 percent of total imports in the U.S. Food, Drug and Convenience channels. The category is up 2.7 percent from 2011 and closing in on $1 billion in sales in those channels. Now, newer offerings like Medalla Light from Puerto Rico and Heineken USA brand Indio have entered the space, launching in states with dense Hispanic concentrations like California, Texas and Florida. Beer industry analyst and retail expert Bump Williams said it’s pretty clear why these new brands are earning placement. He points to three critical reasons - value, market share and population. “Consumers can get a tremendous value with high-end import beer,” Williams

JULY/AUGUST 2012 BEVNET MAGAZINE 27


said. “The Mexican import category owns the biggest share of total import beer sales and capitalizes on the highest growth segment in U.S. population.” But these new product offerings will be faced with stiff competition from stalwart brands like Dos Equis. That brand’s Most Interesting Man in the World campaign is one of the category’s greatest marketing success stories. “The Most Interesting Man is an icon,” said Williams. “Dos Equis has done an incredible job of differentiating themselves from every other brand and capturing nearly every consumer demographic with the campaign.” The advertising campaign launched by Dos Equis in 2006 has helped boost sales for Dos Equis and brought serious attention to the entire category. In Symphony IRI tracked U.S. Food, Drug and Convenience channels, the Dos Equis XX Special Lager brand is now the sixth best-selling import brand with nearly $74 million in sales. Case sales in those channels are up nearly 42 percent over 2011. Kelly McDonald, the President of McDonald Marketing, and one of the top

Hispanic marketing experts in the U.S. explained why it’s working. “Dos Equis has done a nice job of identifying their core consumer,” she said. “The Most Interesting Man is a selfassured person who doesn’t care what you think. They are playing to a subtle but very powerful chord.” Competitive Mix However, much like the craft beer category, limited shelf space for Hispanicthemed imports could potentially limit the success of new entrants to the U.S. market. Alvarado believes that retailers should consider providing additional shelf space for Hispanic beer offerings. “Based on the changing demographic, there probably should be more shelf space,” Alvarado said. “Retailers make the final decision but if you look at Hispanic consumers as being a large growth opportunity, there should be more shelf space given to brands from Latin America.” So what are some brands to keep an eye on? Williams has a laundry list of newer brands he is paying attention to. He expects

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brands like Estrella Damm, Carte Blanca, Pacifico, and Kalik to continue making flavor and package innovations, taking a page out of the craft beer playbook. But his top brand to watch is still the category leader, Corona. “I expect some great growth coming from the Corona brands, which goes against what everyone else is saying,” he said. “Now that ABI owns the whole franchise, they will be investing money into logistics and supply chain management disciplines. There should be fewer problems with out of stocks and better execution getting brands across to retailers.”


It wasn’t slowed by the downturn, it has benefitted from health and wellness trends and has been the category into which many exciting new brands have launched and grown. For each of those reasons, RTD tea is a category that remains at a rolling boil: total sales of RTD in the U.S. were up by 7 percent in 2011, according to Euromonitor International – and have moved from just over $5 billion to just under $8 billion since 2006. And things aren’t expected to slow down: the category is expected to grow another 24 percent by 2016, according to the research firm. With its variety, its ability to adapt to packages from cans to bottles and to formats like carbonation and blending, the growth of RTD tea has been Americanized to the farthest degree: what have been the brews of native cultures have been studied to determine ORAC count and caffeine levels, while new brands have risen and fallen with little overall impact on the category’s continual growth.

30 BEVNET MAGAZINE JULY/AUGUST 2012


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Take January’s news that Coke and Nestle were letting a longstanding agreement to produce and market Nestea together lapse. Rather than lament the downfall of a strong brand, both companies looked to growing portfolios of other brands (Honest Tea, Sweet Leaf, Fuze, Tradewinds, Gold Peak, etc.) to fill the distribution void. So what has kept the momentum going? Look at the following four trends, which encompass new varieties, external forces, pricing strategies and what we call the Killer G’s.

PUCKER UP

Lemon Blends continue to win. In the past year, with new “half-and-half ” formulations either arriving or in planning from companies as diverse as Inko’s (best known for its white teas) and Ito En (best known for all manner of pure Oolong and other Japanese variants). “We decided to do our twist by using premium green tea instead of the classic black tea,” said Ito En’s Rona Tison. From energy to relaxation, everyone has been getting in on the mix: Monster Rehab came out as -- you guessed it – a tea/ lemonade mix on one side, while Marley’s Mellow Mood has a Half & Half as well. Organics haven’t escaped the siren call of the Arnold Palmer, with Sweet Leaf and Honest Tea launching Half & Half blends, along with all-natural Xing as well.

Even companies that have been well-known for their own lemon tea, like Snapple, have pushed into the Half & Half zone. Marketers say that consumers like the idea of cutting calories of lemonade with the caffeinated strength of tea. Plus, it’s just plain trendy. About the only company failing to benefit from the ongoing Lemonade boom is New Leaf, which helped launch the craze before it fell off the pace due to ongoing supply and cash issues. Meanwhile, AriZona, the company that started it all, is running the table with its call-brand “Arnold Palmer” varieties of Half & Half, which now accounts for well north of $200 million annually, according to Symphony IRI, which probably isn’t the best measure given the number of independent accounts and foodservice locations where AriZona reigns supreme.

CHEAP IS KING

While upscale tea shops and fine cultural associations may have driven some of the lift behind RTD Tea in the past, it’s value pricing that is truly running the category right now. 32 BEVNET MAGAZINE JULY/AUGUST 2012

Brand

Dollar Sales

Arizona

$619,590,700

Change vs. year earlier

Lipton Brisk Tea

$289,320,500

1.82%

Lipton

$250,572,200

-8.96%

Snapple

$185,677,300

-0.40%

Arizona Arnold Palmer

$164,265,200

39.17%

Diet Snapple

$149,959,800

9.80%

Lipton PureLeaf

$145,993,500

-7.01%

Nestea

$98,078,360

-6.09%

Gold Peak

$94,823,110

15.84%

Lipton Diet

$86,922,620

43.83%

Peace Tea

$74,537,510

52.11%

Arnold Palmer Lite Half & Half

$45,921,360

27.16%

Private Label

$38,410,710

-18.89%

Arizona RX

$32,718,160

11.20%

Honest Tea

$26,302,700

11.55%

Sweet Leaf

$23,853,560

26.68%

Tradewinds

$20,810,190

62.35%

Sobe

$15,820,870

-16.81%

Nestea Diet

$14,273,580

-11.10%

XINGtea

$13,841,400

0.23%

Lipton Brisk

$12,888,700

N/A

Tejava

$8,425,011

10.80%

Marley’s Mellow Mood

$7,015,426

551.54%

Snapple The Celebrity Apprentice

$6,441,871

-28.23%

-0.30%

Tazo

$5,530,757

-17.76%

Ssips

$5,282,302

-8.38%

TEAS’TEA

$4,090,654

24.74%

Inkos

$2,726,236

-1.95%

Nantucket Squeezed Nectars

$2,615,031

-10.88%

Steaz

$2,521,235

14.59%

Sobe Lean

$2,072,453

-52.49%

Fuze

$1,906,106

-77.12%

Community

$1,878,988

-10.70%

Guayaki Yerba Mate

$1,833,486

72.42%

Guayaki

$1,809,109

34.87%

Turners

$1,541,836

8.65%

ITO EN

$1,170,132

-14.85%

Celsius

$1,151,108

-57.33%

John Boy and Billy

$1,149,105

-13.87%

Lipton Diet PureLeaf

$960,409

-27.49%

My Tea

$898,587

-11.49%

New Leaf

$892,793

-51.05%

Luzianne

$880,989

-45.86%

Argo

$814,233

2,434.61%

Beacon Drive In

$764,887

-11.35%

Faygo Ohana

$597,835

5.79%

Gregory’s Box’d Beverages

$561,937

26.20%

Kombucha Wonder Drink

$544,940

-26.93%

Sobe Energize

$477,748

1,016.22%

Bigelow

$446,696

0.84%


bucks family tree. Meanwhile, Starbucks itself is rolling out its first retail tea concept behind the Tazo line (even as that line begins to decline a bit in the Pepsi system) and even Guayaki has a Mate Bar in its Sebastopol offices. There are 3,500 retail tea locations in the U.S., compared with more than 25,000 coffeehouses, according to World Tea Media.

GUAYAKI, GUAYUSA, GT, AND GOLD PEAK: WATCH OUT FOR THE KILLER G’s

Just as with the Arnold Palmer, AriZona’s products, driven by its value-priced $.99 cans, lead the category. But other companies are learning to appreciate cheap as well. Peace Tea is riding the coattails of parent company Monster’s distribution deal with the Coca-Cola Co. to move its own $.99, 23 oz. cans, and has taken big steps in circulation: the brand is at about $75 million, according to Symphony/IRI, which doesn’t count Wal-Mart, where Coke practically has its own office. During an earnings call in May Monster CEO Rodney Sacks announced that the brand was up nearly 85 percent over the same quarter for the previous year – it “has really started to come into its own and we think that also can develop into a very nice brand for the company going forward,” he told the audience. Even the AriZona foe Snapple has gotten into the cheaper-is-better game with its own cans of printed-on $.79 iced teas. And here’s a crazy wild-card: Snapple might have a shot at grabbing market share from AriZona in the Big Apple for one simple – but bizarre -- reason: under Mayor Michael Bloomberg’s proposed anti-supersizing initiative, the 16 oz. can of Snapple would still be allowed. The 24 oz. AriZona? That would draw a fine.

While Cheap is King, there are some brands that are showing growth from exotic places: in the old school, Guayaki, which makes RTD yerba mate drinks and has long been a natural foods standby, is showing strong expansion in mainstream accounts, with sales nearly doubling this year. Guayusa, an Amazonian tree leaf imported from Ecuador by the makers of Runa, fills out the new school; the organic, fair trade product has a low calorie profile and is starting to gain traction in natural and specialty accounts. Meanwhile, GT’s Kombucha, which has recovered after the 2010 “kombucha fermentation crisis” to regain its market leader position, is the grand old brand of the kombucha movement, which shows little sign of slowing as interest in probiotics grows. Joining those three emerging companies is a big beverage company-produced brand, Gold Peak, which has succeeded to the point that Coke wasn’t afraid to let its partnership with Nestea dissolve in the U.S. After a slow start, Gold Peak has given Coke a growing set of facings in both the refrigerated multi-serve section of the store – where it’s up more than 40 percent this year – as well as the grab-and-go box.

ON-PREMISE IS EVOLVING

Tea is booming on-premise as well, with iced teas getting a lot of momentum. From on-tap kombucha to McDonald’s selling millions of dollars in $.99 sweet tea, the availability of RTD tea on tap is contributing to the overall momentum mentioned in the introduction. Slick operations like Teavana, Tea Forte, and Canadian import Davidstea are helping create a tea-only branch of the StarJULY/AUGUST 2012 BEVNET MAGAZINE 33


BRAND NEWS

Tea

Runa’s Traditional Guayusa Tea took first place in the Herbal Iced Tea category at this year’s North American Tea Championship. Runa is low in calories (50 calories per 14 oz. bottle), and the brand continues to receive positive reviews for its smooth, clean flavor, according to the manufacturer

lemonade combo has the added factor of raspberry added to the mix. Half & Half Raspberry has a vibrant eye catching label AriZona is known for. The tea is available in 20 oz. “Tall Boys” and 128 oz. gallon jugs and contains 50 calories per serving. Purpose Beverages, Inc., maker of Tevolu-

Adagio Teas has updated its packaging

to emphasize the USDA Organic and unsweetened nature of its ready-to-drink teas. The five varieties are distributed by UNFI and Kehe nationally, Nature’s Best in the SoCal region, and Preferred Beverages in New York City. MaryAnna’s Tea was awarded First Place for its Summer Sweet Tea in the ready-to-drink flavored black iced tea category by the North American 2012 Iced Tea Championship. Guayaki has launched a new line of spar-

kling yerba mate beverages. The teas are USDA organic and GMO-free and come in three flavors: Classic Gold (cola), pomegranate/cranberry, and grapefruit ginger. Classic Gold has 120 mg of caffeine per serving while the other versions contain 80 mg. Crystal Geyser Water Company. Tejava

premium iced tea won first place at the 2012 North American Tea Championship in the ready-to-drink unflavored black tea category. This is the second year in a row Tejava has claimed the top spot in the growing category. AriZona has created a new twist on a

classic with Arnold Palmer Southern Style. Featuring half sweet tea and half pink lemonade, the tea is made of all natural ingredients is and contains 90 calories per serving. Arnold Palmer Southern Style is available in AriZona’s famous 23 oz. big cans. AriZona has also introduced Arnold

Palmer Half & Half Peach, a half sweet tea and half lemonade beverage with a hint of peaches. At only 50 calories per serving, Arnold Palmer Half & Half Peach is available in 23 oz. big cans. AriZona has also launched Half & Half

Raspberry, a half black tea and half 34 BEVNET MAGAZINE JULY/AUGUST 2012

tion iced teas, announced that it has secured expanded distribution in the Mid-Atlantic through Avenue Gourmet. The partnership will expand sales of Tevolution into greater Baltimore, Maryland and southern Pennsylvania. Tevolution donates 25 cents of every sale to its charity partners, including Jumpstart and Project Night Night. Consumers can track the progress of the charity by heading to the retailer’s Web site and entering a code from the bottle. Gourmetti Brands LLC. Chantea has introduced new packaging for its line of green teas with aloe. The new packaging is designed to enhance brand awareness and match the brand’s taste proposition. The new design features a white background with clean lines and bright colors that differentiate the four flavors: original, passionfruit, peach, and lemon. Rooibee Red Tea has launched a new

branded outer shipper case containing three 4-packs. In addition to telling the company’s story, the new shipper case offers a perforated window that opens up to showcase the featured flavor 4-pack. Great for displays and case stacks, the shipper case allows retailers a case option for volume sales. Steaz has introduced a new Superfruit flavor. The green tea based organic formula is lightly sweetened and made with a unique blend of fruits including mangosteen, blueberry, acai, goji, and pomegranate. The new addition is rich in both antioxidants and flavor. ITO EN (North America) Inc. has launched

TEAS’ TEA Plus half & HALF, a new line of fresh brewed green teas and juice. TEAS’ TEA Plus half & HALF is slightly sweetened with all natural cane sugar and a touch of stevia and contains 50 calories per serving. The line comes in three flavors: Green Tea with Lemonade, Green Tea with Green Apple, and Green Tea with Peach. The half & HALF design is a unique departure from TEAS’ TEA original signature striped bottle


Brew up the sales. From America’s #1 refrigerated iced tea * Introducing SunBrew™, a new line of premium iced tea made with simple ingredients like pure water, tea, real sugar and no added preservatives or colors. SunBrew™ is available in Sweetened, Lightly Sweetened and Unsweetened varieties. Fill up today -- and brighten your bottom line! Contact Turkey Hill Dairy Sales Department, 800.873.2479 or email: trela@turkeyhill.com

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BRAND NEWS

Tea

design. Packaged in a 16.9 fl oz square bottle, the recyclable PETE 1 bottle is nonleaching and BPA Free. New Leaf has recently redesigned the packag-

ing of its iced tea line. The new look is more consistent with New Leaf’s lemonade line. Since its restructure in February, New Leaf has continued to focus on its core markets, as well as introducing new distribution with Grass Root Beverages in Florida, Axton in Kentucky, and Star Distributors in Connecticut. Turkey Hill Dairy has launched SunBrew,

a new line of premium iced tea made with simple ingredients like pure water, tea, real sugar and no added preservatives or colors. SunBrew is available in Sweetened, Lightly Sweetened and Unsweetened varieties. The products are fresh and cold produced, and are not shelf stable.

organic cane sugar. It is sold exclusively at Whole Foods to celebrate the long-standing partnership between the two companies. One percent of sales of Raspberry Fields benefit the Whole Planet Foundation. Honest Tea has also launched (not too) Sweet Tea, the brand’s newest plastic-bottled beverage. The beverage is Honest’s take on a traditional Southern sweet tea, and contains 100 calories per bottle. It is made with organic cane sugar and organic stevia and has 40 percent less sugar and calories than the leading sweet teas. Honest Tea also reformulated its Zero Calo-

rie Passion Fruit Green Tea and transitioned it from a plastic bottle to a glass bottle. It is made with organic green tea and organic hibiscus and sweetened with organic stevia. Honest Tea has also introduced Fresh

Cold Star Inc. TEAse is a line of 100 per-

cent all-natural premium-brewed iced tea drinks. TEAse iced tea beverages have no artificial colors, flavors, or preservatives, and are sweetened with pure, all-natural honey and organic cane juice. The teas are available in three flavors: Berry-Blended Black Tea, Green Tea with Honey & Ginseng, and Green Tea with Honey, Pomegranate & Acai and packaged in 16 oz. bottles. AMA Waters. AMAzon Beverages has

brought the benefits and flavor of coconut water to the tea category. The line’s Green, White, Rooibos and Black tea are blended and sweetened with coconut water and infused with healthy extracts from the Amazon Rainforest. The low-calorie, vitamin-enriched teas offer an alternative for coconut water enthusiasts and bring a new consumer base to the tea category. Monster Beverage Corp. Peace Tea has partnered with the Country Throwdown Tour & Vans Warped Tour, and will serve over 286,000 samples to concertgoers throughout the summer. Honest Tea has introduced a new Raspber-

ry Fields flavor. The product is Honest Tea’s newest glass-bottled beverage and made with Fair Trade Certified black tea, organic raspberry juice and raspberry leaves, and

36 BEVNET MAGAZINE JULY/AUGUST 2012

Brewed Iced Tea, a new line of teas made for food service retailers. It comes in four varieties: Classic Green Tea, Just Iced Tea, Lemon Herbal Tea, and Raspberry Tea. It is a new way for consumers to enjoy great-tasting, high-quality organic tea in restaurants and cafes, either unsweetened, or just a tad sweet. H2M Beverages has expanded its line of Herbal Mist 100% Natural fresh-brewed ready-to-drink teas to include Mango, Half & Half, and four Diet flavors, all coming to market as the brand introduced redesigned packaging at the beginning of the year. New Diet Herbal Mist flavors are: Diet Peach, Diet Lemon, Diet Mango, and Diet Half + Half (Lemonade and Tea). The flavors are sweetened with green leaf Stevia. Herbal Mist is also available in Raspberry, Green with Honey, Lemon, Peach, Mango and Half & Half, and all flavors now contain more Yerba Mate. Herbal Mist is now being distributed nationally by US Foods. Cintron Beverage Group recently inked a deal with Daymond John, of TV show “The Shark Tank” and Shark Branding to bring their Latin-inspired, organically-sweetened products to the next level. Cintron produces a line of four black teas, and three green teas packaged in 14 oz. glass bottles. Cintron recently revamped its Facebook page on include news related to its deal with John.


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GT BEVERAGE COMPANY, INC.

Acquafibra, Inc.

PRODUCTS: AQUABALL Water, only better

PRODUCTS: Strawberry, Orange, Peach, Tahiti Lime PACKAGING: 13.5 oz. PET

PACKAGING: 12 oz. PET

ATTRIBUTES: Enhanced, Flavored Acquafibra is a pre-biotic, fiber-enhanced flavored beverage providing 25% of FDA’s recommended daily fiber intake. US produced and bottled, Acquafibra’s 6 grams of prebiotic dietary fiber is a digestible carbohydrate that nourishes the growth of essential intestinal flora, improves digestive functions and enhances mineral absorption. Vitamins B3, B5, B6 and B9 also help balance consumers’ daily diets. Market it to all ages, and display with beverages, fiber (food) or health products.

Age Defense Water

CG Roxane

ATTRIBUTES: Enhanced, Flavored

AQUAhydrate AQUAhydrate, Inc.

PRODUCTS: Spring Water

PRODUCTS: Supercharged Hydration, Alkalized Water with Electrolytes

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

PACKAGING: 1 L PET, 700 mL PET, 500 mL PET ATTRIBUTES: Electrolyte Enhanced

Bona VitaRx AMAzon beverages AMA WATERS LLC PRODUCTS: Coconut Water/ White tea, Coconut Water/ Green tea, Coconut Water/ Black tea, Coconut Water/ Rooibos tea Mixed berry/ Guarana extract, Pomegranate/ Urucu extract, Papaya/ Camu Camu extract PACKAGING: 16.5 oz. PET

PRODUCTS: Intense Energy & Immune Support: Pomegranate Hibiscus & Green Tea, Intense Energy & Immune Support: Strawberry Flower Banana, Intense Energy & Immune Support: Lily Berry Punch, Intense Energy & Immune Support: Kiwi Strawberry Petal, Intense Energy & Immune Support: Pineapple Orange Blossom, Appetite Control: Asian Pear & Peony, Relax & Recover: Mango & Peach Blossom

ASPEN PURE WATER ASPEN PURE PRODUCTS: Water

PACKAGING: 16 oz. PET ATTRIBUTES: Enhanced, Flavored

Age Defense Water is a line of zero sugar flavored water that contain 100mg of the powerful antioxidant, Resveratrol. Age Defense Water targets 3 different functions: Energy, Appetite Control and Relaxation. Intense Energy & Immune Support is the most popular function and comes in 5 different flavors. Each Age Defense Water contains powerful anti-inflammatory Resveratrol and other antioxidants specifically designed to enhance each function.

ATTRIBUTES: Enhanced, Flavored 40 BEVNET MAGAZINE JULY/AUGUST 2012

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


AVITAE Caffeinated Water

Balance Refresh

Avitae USA, LLC

Balance Water Company Inc.

PRODUCTS: ORIGINAL 45mg Caffeine, DOUBLE 90mg Caffeine

PRODUCTS: U.S. Spring water with Australian Flower Essences. Nonflavored

PACKAGING: 16.9 oz. PET

PACKAGING: 1 L PET, 16.9 oz. PET

BLUE04 04 LLC PRODUCTS: BLUEO4 24pk 20oz PACKAGING: 20 fl oz. RPET ATTRIBUTES: Electrolyte Enhanced, Enhanced BLUEO4 is bringing back the basics for hydration and natural energy by introducing the premier natural Oxygenated Enhanced Water Beverage. With 0 Calories and 0 Sugar, BLUEO4 is made from a formulation of purified water infused with a proprietary mix of sodium, magnesium, potassium, chloride and 41 other trace minerals. For a clean, crisp and pure taste AND a boost of the most bio-available oxygen, BLUEO4 is the the next generation natural energy beverage.

ATTRIBUTES: Enhanced

Ayala’s Herbal Water

Balance Relax

Herbal Water, Inc.

Balance Water Company Inc.

PRODUCTS: Sparkling Herbal Water

PRODUCTS: U.S. Spring water with Australian Flower Essences. Nonflavored

PACKAGING: 12 oz. Glass, 16 oz. PET, 750 mL Glass

PACKAGING: 1 L PET, 16.9 oz. PET

ATTRIBUTES: Flavored, On Premise, Sparkling, Organic

Balance Digest

ATTRIBUTES: Enhanced

Celsius

Balance Travel Balance Water Company Inc.

Balance Water Company Inc.

PRODUCTS: U.S. Spring water with Australian Flower Essences. Nonflavored

PRODUCTS: U.S. Spring water with Australian Flower Essences. Nonflavored.

PACKAGING: 1 L PET, 16.9 oz. PET

PACKAGING: 1 L PET, 16.9 oz. PET

Celsius PRODUCTS: Celsius Outrageous Orange On-the-Go Sticks PACKAGING: 7 Count and 14 Count Sticks

ATTRIBUTES: Enhanced

ATTRIBUTES: Enhanced

Balance Mind

Clear Alaskan Glacial Alaska Brands Group LLC PRODUCTS: Virgin Glacial Water - All Natural - Sports and Flat Cap PACKAGING: 257 mL PET, 355 mL PET, 500 mL PET, 710 mL PET, 1 L PET, 1.5 L PET, 750 mL Glass ATTRIBUTES: On Premise

Chia Water

Blk. Balance Water Company Inc.

Blk. Enterprises

PRODUCTS: U.S. Spring water with Australian Flower Essences Nonflavored

PRODUCTS: Blk. Water

PACKAGING: 1 L PET, 16.9 oz. PET ATTRIBUTES: Enhanced 42 BEVNET MAGAZINE JULY/AUGUST 2012

PACKAGING: 16.9 oz. RPET, 8.0 oz. RPET ATTRIBUTES: Electrolyte Enhanced

CocoZona Expresso Xiomega3, LLC PRODUCTS: Chia Water Lemon Lime, Chia Water Berries PACKAGING: 16 oz. PET ATTRIBUTES: Enhanced, Flavored

AriZona Beverages USA PRODUCTS: CocoZona Expresso; ATTRIBUTES: Coconut Water


Brewed organic tea leaves, real lemonade, and just a tad sweet.ÂŽ Contact Us: 800-865-4736 or sales@honesttea.com

Š 2012 Honest Tea, Inc. All rights reserved.


Crystal Geyser Mineral Water Fred

Gize

Crystal Geyser Water Company

Fred Beverages, Inc.

PRODUCTS: Sparkling Mineral Water

PACKAGING: 400 mL PET, 600 mL PET, 1000 mL PET

PRODUCTS: USA-Born Natural Spring Water

C.M.W. Canadian Mineral Water Development S.A. PRODUCTS: Still, Sparkling, Lemon-Elderflower, Raspberry-Ginseng, Pear-Vinegar, Pineappl-Coconut

PACKAGING: 1.25 L PET, 18 oz. PET

PACKAGING: 200 mL Glass, 750 mL Glass

ATTRIBUTES: Flavored, Sparkling

ATTRIBUTES: Flavored, Sparkling

DASANI

GUAPA Beauty Drink The Coca-Cola Company

Wellness Foods S.A.

PRODUCTS: Dasani Purified Water

PRODUCTS: GUAPA Skin Care (Red Berries), GUAPA Silouette, Weight Loss (Mandarin), GUAPA Anti Age, Antioxidants (Lemon)

PACKAGING: PET container made from at least 30 percent plantbased materials

In our new communications world of social media, Fred was created to offer a new form of value to consumers and retailers; Relationship Value. Through entertainment, humor and one-on-one dialogue, Fred is able to drive consumer loyalty and defend against commoditization at a level rarely seen by traditionally-branded beverages. Add Fred to your shelf, friend him on Facebook, see what we mean. Avail. through nationwide distribution

PACKAGING: 17 oz. PET ATTRIBUTES: Enhanced, Flavored

ESSENTIA WATER

ganic Vitaminwater ganic natural beverages GmbH

ESSENTIA WATER, INC. PRODUCTS: Essentia super hydrating water

PRODUCTS: ganic Vitaminwater Daily Max - Grape Acai, ganic Vitaminwater Golden Rush Mango citric, ganic Vitaminwater Love Juice - Wild Plum

PACKAGING: 20 oz. PET, 1 L PET, 1.5 L PET ATTRIBUTES: Electrolyte Enhanced

GNC Nutritional Waters

PACKAGING: 17 oz. PET ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored

ganicwater

FIJI Water

ganic natural beverages GmbH

FIJI Water PRODUCTS: Natural Artesian Water

PRODUCTS: Citric Lemongrass, Smooth Ginger, Spearmint Kiss, Caramell Toffee, Cranberry Pearl

PACKAGING: 330 mL PET, 500 mL PET, 1 L PET, 1.5 L PET ATTRIBUTES: On Premise

PACKAGING: 17 oz. PET ATTRIBUTES: Flavored

44 BEVNET MAGAZINE JULY/AUGUST 2012

Shadow Beverages PRODUCTS: Nutritional Waters PACKAGING: 20 oz. PET ATTRIBUTES: Enhanced, Flavored

Energize your body with GNC Advanced Nutritional Waters. A proprietary blend of ingredients uniquely designed to support muscle energy, advanced hydration and immune function. XP-Extreme Performance when you need more from your water with the addition of L-Theanine, L-Arginine and GABA, with a maximum of 15 calories per bottle. GNC Nutriwater Active, when you need to quench your thirst with Advanced Nutrition, including Polyphenols and L-Theanine with a maximum of 5 calories per bottle.


H.A.R.D. Nutrition

Icelandic Glacial

DC Brands International, Inc.

Icelandic Glacial inc PRODUCTS: Premium Water

PRODUCTS: Whacked Energy, Fat Fighter, Get Over It, Think, Cleanz Plus, Health Plus, Renew, Rebuild, Perform

PACKAGING: 330 mL RPET, 500 mL RPET, 750 mL RPET, 1000 mL RPET

PACKAGING: 20 oz. PET ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored, Organic

Hawaiian Springs Water

Metromint

Premium Healthy Spring Water, Inc.

Soma Beverage

PRODUCTS: 100% natural, New Zealand spring water, pure, BPAFree, pH 7.2, silica rich, sustainable source

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

PACKAGING: 1 L PET, 500 mL PET, 1 L 6 pack, 500 mL 6 pack

PACKAGING: 16.9 oz. PET

ATTRIBUTES: Organic

ICIO Water

Hawaiian Springs, LLC PRODUCTS: Natural Artesian Water from Hawaii’s Big Island PACKAGING: 330 mL PET, 500 mL PET, 750 mL PET, 1 L PET, 1.5 L PET

Hint Fizz

Kiwaii New Zealand Water

LaCroix Sparkling Water ICIO, Inc.

National Beverage Corp.

PRODUCTS: ICIO Natural Infused Water

PRODUCTS: LaCroix Sparkling Water

PACKAGING: 12 oz. PET

ATTRIBUTES: Flavored, Sparkling

PACKAGING: 12 oz. Can

ATTRIBUTES: Flavored

Karma Wellness Water Hint, Inc.

Karma Culture LLC

PRODUCTS: Blackberry, Peach, Strawberry-Kiwi, Watermelon

PRODUCTS: Enhanced Mix-ToDrink Beverage

PACKAGING: 12 oz. Glass, 12 oz. 4-pack carton

PACKAGING: 18 oz. PET ATTRIBUTES: Enhanced

ATTRIBUTES: Flavored, Sparkling

Hint Water

Keeper Springs Hint, Inc. PRODUCTS: Blackberry, Mango-Grapefruit, PomegranateTangerine, Watermelon PACKAGING: 16 oz. PET ATTRIBUTES: Flavored

46 BEVNET MAGAZINE JULY/AUGUST 2012

Leading the sparkling water growth for the past three consecutive years, LaCroix brand is naturally flavored with clean nutritionals. Calorie, sweetener, sodium free and containing nothing artificial, LaCroix is a natural brand sold nationwide. Offered in nine flavors including: Pure, Orange, Berry, Grapefruit/Pamplemousse, CranRaspberry, Lime, Lemon, Coconut and the latest, Peach/Pear.

Metroelectro Keeper Springs Natural Spring Water PRODUCTS: Bottled Water PACKAGING: 500 mL RPET, 500 mL 6 pack, 500 mL 24 pack, 700 mL RPET

NEO Water Soma Beverage

NEO North America Inc.

PRODUCTS: Metroelectro

PRODUCTS: NEO Water

PACKAGING: 20 oz. PET, 1 L PET

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

ATTRIBUTES: Electrolyte Enhanced

ATTRIBUTES: Electrolyte Enhanced


Noah’s Sparkling Water

People Water

Saratoga Spring Water

Noah’s Water

People Water

SSWC

PRODUCTS: Natural Flavors: Lime, Blueberry Pomegranate, Peach Mango, Varni Almond

PRODUCTS: 100% Naturally Spring Fed Water

PRODUCTS: Still, Sparkling, Essence Flavors

PACKAGING: 12 oz. Can

Every 19 seconds, a child dies from a water related illness, that’s 3 children every minute and 180 children every hour (water.org.) People Water has taken this statistic to heart and created a sustainable, caused-based company based upon our Drop for Drop policy. At People Water we are committed to a holistic business model that’s not only focused on the global water crisis, but also provides an eco-friendly bottle filled with 100% natural spring water.

Nuun All Day Nuun & Co. PRODUCTS: Vitamin enhanced all-natural drink tab

PACKAGING: 12 oz. Biodegradable PET Bottle, 16.9 oz. Biodegradable PET Bottle, 1 L Biodegradable PET Bottle

PACKAGING: 12 oz. Glass, 28 oz. Glass ATTRIBUTES: On Premise, Sparkling

Something Natural Sparkling SOMETHING NATURAL PRODUCTS: Blueberry Lemon, Black Cherry, Pink Grapefruit, Strawberry Peach, Raspberry Keylime

PACKAGING: 15 count PET/Tube ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored

PACKAGING: 11 oz. Glass ATTRIBUTES: Flavored, Sparkling

NuZee Artesian Water & Natural Spring Water

PURE SWISS Mineral Water

Sparkling ICE

PURE SWISS Inc.

Talking Rain Beverage Company

PRODUCTS: Sparkling Alkaline Mineral Water, Still Alkaline Mineral Water

PRODUCTS: Black Raspberry, Orange Mango, Kiwi Strawberry, Pink Grapefruit, Coconut Pineapple, Lemon Lime, Pomegranate Blueberry, Lemonade

PACKAGING: 500 mL PET, 500 mL Glass, 1 L Glass ATTRIBUTES: On Premise, Sparkling, Organic

Raw Water NuZee Co. Ltd. PRODUCTS: NuZee Artesian Water, NuZee Sparkling Lemon Water, NuZee Sparkling Water PACKAGING: 300 mL Glass, 750 mL Glass

48 BEVNET MAGAZINE JULY/AUGUST 2012

ATTRIBUTES: Enhanced, Flavored, Sparkling

St Géron Summit Spring Water, Inc.

Brands Within Reach, LLC

PRODUCTS: Maine Natural Spring Water since 1875

PRODUCTS: French naturally sparkling mineral water

PACKAGING: 1 L Glass, 1.5 L PET

PACKAGING: 750 mL Glass

ATTRIBUTES: On Premise, Organic

ATTRIBUTES: On Premise, Sparkling

ATTRIBUTES: Sparkling

NuZee Artesian Water is America’s first top shelf premium glass bottled water. NuZee is bottled directly from the Blue Spring at the magnificent Te Waihou water source in New Zealand. The Blue Spring water can take up to 100 years to seep through the pumice of the Mamaku Ranges. This water is some of the purest spring water in the world and its crystal blue appearance is a result of that purity. Our water contains a very high amount of silica which promotes healthy skin.

PACKAGING: 17 oz. PET


RegIstRatIon

& HousIng

open!

to RegIsteR vIsIt: w w w.InteRBev.com

Owned & Operated by:

Supported by:

“Where the beverage industry does business.” October 16-18, 2012 Sands Expo & Convention Center Las Vegas, Nevada, USA

www.InterBev.com To learn more, email sales@InterBev.com or call 770.618.5884


Syfo Sparkling Waters

Vitamin2o Greenpack

Universal Beverages, Inc.

VBlast Vitamins & Water New York Spring Water, Inc.

Wellness Foods S.A. PRODUCTS: Lemon, Apple, Orange, Strawberry Banana

PRODUCTS: Original Seltzer, Lemon-Lime Sparkling Water, Tangerine-Orange Sparkling Water, Wild Cherry Sparkling Water

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

PACKAGING: 20 oz. PET ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored

Greenpack is a new innovate packaging concept encompassing a bottle plus a container fitted with 4 reload caps (HDS patented delivery caps), achieving a ecologic 5 pack. Just refill your bottle with water, put a new cap and enjoy a new fresh beverage. This new packaging concept can be customized with any beverage brand and with many different formulations following your company needs. BENEFITS: Great saving in logistics Eco Friendly beverages 100% healthy products (No Preservants).

PACKAGING: 10 oz. Glass, 20 oz. PET, 1 L PET, 2 L PET ATTRIBUTES: Flavored, Sparkling

TONGO Coconut Water TONGO LLC PRODUCTS: Warrior Punch, Tahitian Lime, Pacific Orange

PACKAGING: 16.9 oz. PET ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored

Volvic Brands Within Reach, LLC PRODUCTS: French Natural Spring Water from a Volcanic Source

PACKAGING: 16 oz. PET

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

ATTRIBUTES: Coconut Water

VOSS

X-TREME PH

Topo Chico Interex Corp

X-TREME RESOURCES, L.L.C.

PRODUCTS: Sparkling Mineral Water

PRODUCTS: X-Treme PH Sports Water

PACKAGING: 6.5 oz. Glass, 11.5 oz. Glass, 20 oz. PET, 25.4 oz. Glass, 33.8 oz. PET, 50.7 oz. PET ATTRIBUTES: Sparkling

TRUE, BODE, REV D HYDRO ONE BEVERAGES PRODUCTS: All Natural, Diabetic, Dietetic, Functional, Nutritional PACKAGING: 16 oz. PET ATTRIBUTES: Enhanced 50 BEVNET MAGAZINE JULY/AUGUST 2012

Voss of Norway ASA PRODUCTS: Artesian Water Still, Sparkling

PACKAGING: 16.9 oz. 6 pack, 16.9 oz. 24 pack ATTRIBUTES: Electrolyte Enhanced

X-Treme PH Sports Water is the only bottled water produced by infusing high-quality, purified source water with our proprietary, plant-derived mineral mix of calcium, magnesium and potassium, giving you a pH of 9 PLUS in every bottle, with low total dissolved solids (TDS) of 21-40 mg/L. X-Treme PH Sports Water contains NO caffeine, NO sugars, NO sweeteners, and NO artificial flavorings. Great taste - high alkaline pH better hydration! That’s X-Treme PH Sports Water!

PACKAGING: 375 mL Glass, 800 mL Glass, 330 mL PET, 500 mL PET, 850 mL PET, 330 mL 6 pack, 375 mL 4-pack carton ATTRIBUTES: On Premise

Whistler Water Whistler Water PRODUCTS: Glacial Spring Water, Flat Cap, Sport Cap PACKAGING: 350 mL PET, 500 mL PET, 1 L PET, 1.5 L PET, 750 mL Glass


ZICO Coconut Water ZICO Beverages PRODUCTS: Chocolate, Natural, Pineapple, Mango, Passion Fruit PACKAGING: 14 oz. PET, 11 oz. Tetra Pak

SERVICE & SUPPLIER LISTINGS

ATTRIBUTES: Coconut Water

Zipfizz

AIDP, Inc.

BENEO Inc.

BevForce

AIDP Inc. specializes in water soluble solutions for a clear liquid product. Our proprietary microencapsulation process, called enVantec, delivers stable and clear vitamin solutions featuring Vitamin A, Vitamin D3 and Vitamin E. Collagen has long been a challenge in liquid formats. Our beverage grade collagen perfect for beverages and liquid nutraceuticals.

BENEO offers functional ingredients from natural sources. It helps improve a product’s nutritional and technological characteristics and actively supports customers in the development of more balanced and healthy foods products.

BevForce is a boutique staffing agency that helps good people find great jobs, and guides beverage brands on how to effectively build their teams. As the beverage industry’s leading career network, we’re the only staffing solution that provides an online job board, virtual interview technology and executive recruiting services.

Zipfizz Corporation PRODUCTS: Zipfizz Healthy Energy Sports Mix, Immune Fizz PACKAGING: .39 oz. Sticks/Sleeves, .37 oz. Sticks/Sleeves ATTRIBUTES: Electrolyte Enhanced, Flavored

JULY/AUGUST 2012 BEVNET MAGAZINE 51


Boreal Water Collection Inc.

Closure Systems International

GMP Laboratories

Osio International, Inc.

Boreal Water is a personalized bottled water company specializing in premium custom bottled water for your company. Whether it’s for co-packing, promotion, marketing, or a specific event, Boreal custom labeled bottle water is a onestop shop, a turnkey operation offering customers fully integrated services literally from the ground up.

Closure Systems International, Inc. (CSI) is recognized as a global leader in closure design, manufacturing, and high speed application systems. CSI’s closure systems solutions help customers maximize profits by increasing the marketability of their brands and optimizing their total cost of operations. CSI is part of the Reynolds Packaging Group.

GMP Laboratories is a custom contract manufacturer of dietary supplements. Specializing in ready to drink liquid supplements, we also have the capabilities to produce oxygenated water with state of the art equipment and expertise. We can accommodate a wide variety of packaging needs and offer a turnkey product.

Osio International, a leading supplier to the food and beverage industry, provides flexible packaging solutions from Asia Pacific based manufacturers. Based in Anaheim, CA, a Certified Minority Owned business for over 15 years and has an excellent range of custom printed packaging capabilities including shrink sleeves, roll-stock and pouches.

Cargill

Flavor Producers

Healthy Brand Builders

Overn

Joint concerns are on the rise with consumers across many age groups. Cargill’s Regenasure Glucosamine is the only U.S.-produced, GRAS, vegetarian glucosamine commercially available, providing customers with non-animal, non-shellfish solutions.

Flavor Producers is a leading manufacturer of premium quality conventional and certified organic flavors serving the food and beverage industries since 1981. Your partner in flavor development.

Healthy Brand Builders is a full service consultancy that offers entrepreneurs to large food and beverage companies insights and direction into the complete building process of a brand, from ideation and brand promise, development and implementation of sales and marketing plans, securing expansion/ growth capital and exit plan strategies.

Established in 1987, Overnight Labels, Inc. is an award winning, US based company that manufactures custom, flexographically printed products.Our capabilities include: shrink sleeves, neck bands, flexible film, pressure & non pressure-sensitive labels, rotary silkscreen, cold foil and more. Call for a FREE Sample Pack!

Chemi Nutra

Flexible Pouch-Water/Juice

Naturex Inc.

PHARMACHEM

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

Bottle free, Glass free, change to flexible pouch for your next beverage packaging of water, juice, tea, corktail. Eco-friendly, light, easy handle, BPA free, innovative design, tamper-evident closure, center or corner spout fitment.

Naturex manufactures natural specialty ingredients for the Food & Beverage industry. The group specializes in the development of fruit and vegetable powders, natural flavorings, colorings, preservatives and healthy ingredients as well as natural texturizing and taste improvement solutions that are tailored for beverage applications.

PHARMACHEM is a family of companies with 13 facilities in USA and Mexico that manufacture a variety of ingredients for RTD beverages including VITAMINS, MINERALS, BOTANICAL EXTRACTS, ALOE VERA, and custom PREMIX & FORTIFICATIONS including certified ORGANIC and HEALTH CLAIMS. We make ingredients work.

Citromax Flavors

Glover

O-I

Prinova

Citromax, with global headquarters in Carlstadt, NJ and facilities in Argentina and Brazil, has been one of the world’s premier growers of lemons and producers of oils and juices for more than 40 years. Our family of companies is behind a delicious array of today’s most recognized, iconic flavors in beverages, confection, dairy, and baked goods.

Glover Capital, Inc., negotiates the purchase, sale, merger or restructuring of industry-specific assignments that are national and international in scope. The company also advises owners and senior management on a wide spectrum of corporate financial issues.

Owens-Illinois, Inc. is the world’s largest glass container manufacturer and preferred partner for many leading food and beverage brands. Headquartered in Perrysburg, Ohio, O-I employs more than 24,000 people at 81 plants in 21 countries. O-I delivers safe, effective and sustainable glass packaging solutions to a growing global marketplace.

Prinova provides high-quality ingredients, flavors and value-added services. In-house R&D application specialists create individualized solutions to develop, improve, and enhance beverages. Our extensive product portfolio, global purchasing power and market expertise makes sourcing beverage ingredients and flavors simple, strategic and successful.

52 BEVNET MAGAZINE JULY/AUGUST 2012


Prism Visual Software

The Ingredient House

Veriplas Containers

FOLLOW US ONLINE

Prism’s award-winning software supports companies with sales teams and truck fleets of all sizes. Whether companies organize their routes via pre-order, delivery, route sales, sales order or equipment service, Prism’s operational software, MiniMate and ServQuest, increases the bottom line for all business types.

The Ingredient House is a Global Ingredient Supplier providing customers that special combination of service, quality, and value. Our supply partners with the experienced ingredient house team bring you quality products that add value to your business. Our portfolio covers Sweeteners, Polyols, Fibers and Hydrocolloids. Our team will design a solution for you anywhere in the world.

Veriplas Containers is your innovative source for PET preforms and containers for the bottled water and beverage industry. We have a broad selection of stock containers. Custom projects are welcome. Veriplas is known as a leader in the use of recycled PET content.

SleeveCo, Inc.

The Tapa Company

WILD Flavors, Inc.

http://twitter.com/BevNET

http://www.facebook.com/bevnetcom

SUBSCRIBE TO BEVNET MAGAZINE SleeveCo prints and converts highimpact, reliable, shrink sleeve and stretch sleeve labels. We provide industry-best speed to market, order flexibility, in-house plate making and cylinder engraving, and dedicated field technical service. Award-winning, DuPont-certified graphics professionals expertly deliver a product’s visuallydynamic message.

At The Tapa Company we developed the patented HDS Tapa Inside Technology, that is the only 100% hermetic worldwide patented delivery cap which ensures your active formulation to always be protected and 100% fresh. This means: Achieve the best flavor, Always 100% freshness of the active ingredients, A much longer shelflife.

SunOpta-Food Solutions

The Wright Group

WILD Flavors, inc. Delivers Innovative Flavor, Color, Ingredient System, and Process Technology Solutions to the Food and Beverage Industry with a focus on the functionality, quality, and safety of its products.

www.bevnet.com/magazine/subscribe

AN ENERGy DRINK

WITH a MISSION SunOpta- Food Solutions your partner for private label enhanced waters.

Tata Tea Extractions, Inc.

The Wright Group is an industry leader in the development of custom nutrient premixes and microencapsulation of vitamins and minerals for the beverage industry. Wright’s high-volume liquid blending capacity and customized delivery options help provide the balanced solutions needed to increase your profits.

Triumbari Corp

DISTRIBUTORS WANTED NATIONWIDE BARS • CLUBS • RESTAURANTS • CONVENIENCE STORES & MORE

REDROCKETENERGY.COM

JOIN OUR MISSION:

843.283.3329 AVAILABLE IN 8.4 OZ CANS

Tata Tea Extractions, Inc. are suppliers of cold water soluble Instant Tea powders and also capable of further processing them to meet specific customer needs. The company is capable of supplying Instant tea powders, generally termed as Black Tea powder and its variants and Instant Green tea sourced from its own group manufacturing locations for the Iced Tea Beverage industry.

Triumbari Corp is a premier North American PET bottle manufacturer specializing in Stock and Custom PET bottles for the Cold Fill Water and CSD markets. We proudly offer both PET and 100 % rPET for all of our bottles. We offer assistance in engineering, prototyping, modeling, product development and custom tooling and packaging.

Part of the proceeds from Red Rocket Energy Drink will go to support various wounded warrior charities

PROUDLY MADE IN THE USA

JULY/AUGUST 2012 BEVNET MAGAZINE 53


COMPANY CONTACT INFORMATION COMPANY

CONTACT NAME

ADDRESS

CITY

STATE

ZIP

PHONE

WEBSITE

Acquafibra, Inc.

Gil Maffeo

43 Regatta Drive

Niantic

CT

06357

860-558-5827

www.acquafibra.com

AIDP, Inc.

Kathy Lund

19535 E. Walnut Dr, South

City of Industry

CA

91748

303-734-0860

www.aidp.com

Alaska Brands Group LLC

Greg Galik

814A W Northern Lights Blvd

Anchorage

AK

99503

907-229-3474

www.clearalaskan.com

AMA Waters LLC

ED NEWMAN

501 Brickell Key drive

Miami

FL

33131

609-213-4300

www.amawaters.com

AQUAhydrate, Inc.

5870 W. Jefferson Blvd

Los Angeles

CA

90016

310-559-5058

www.aquahydrate.com

AriZona Beverages USA

Jackie Harrigan

60 Crossways Park Drive W

Woodbury

NY

11797

516-812-0208

www.drinkarizona.com

Aspen Pure

Rob Curtis

1700 E 68th Ave

Denver

CO

80229

303-289-8655

www.aspenpure.com

Avitae USA, LLC

Melissa Pitzer

8500 Memorial Drive

Plain City

OH

43064

888-228-4823

www.avitaeusa.com

Balance Water Company Inc.

Martin Chalk

39 West 32nd St

New York

NY

10001

212-564-0878

www.drinkbalance.com

BENEO Inc.

Joe O’Neill

201 Littleton Road

Morris Plains

NJ

07950

973-867-2140

www.beneo.com

BevForce

Josh Wand

6 Harrison Street, 6th Floor

New York

NY

10013

212-966-2417

www.bevforce.com

Blk. Enterprises

Gianluca Bubbico

PO BOX 725

Franklin Lakes

NJ

07417

201-327-3331

www.blkbeverages.com

Bona VitaRx

Garrett Wesson

890 Lagasca Place

Chula Vista

CA

91910

619-216-3589

www.agedefensewater.com

Boreal Water Collection Inc.

Mark R. Hill

4496 State Rd. 42 N

Kiamesha Lake

NY

12751

845-794-0400

www.borealwater.com

Brands Within Reach, LLC

Olivier Sonnois

689 Mamaroneck avenue

Mamaroneck

NY

10543

914-310-3589

www.bwrgroup.com

5, rue Heienhaff

Senningerberg

LU

1736

+352 26 71 39 61

www.gize.com

C.M.W.Canadian Mineral Water Development S.A. Cargill

Mike Fleagle

15407 McGinty Rd W

Wayzata

MN

55391

630-505-7326

www.regenasure.com

Celsius

Irina Lorenzi

2424 North Federal Highway

Boca Raton

FL

33431

561-276-2239

www.celsius.com

CG Roxane

Steve Weller

200 North Glendora Ave.

Glendora

CA

91740

951-243-5375

www.crystalgeyser.com

Chemi Nutra

Chase Hagerman

4463 White Bear Pkwy.

White Bear Lake

MN

55110

651-407-0400

www.cheminutra.com

Citromax Flavors

Elaine Kellman-Grosinger

444 Washington Avenue

Carlstadt

NJ

07072

201-933-8405

www.citromaxflavors.com

Closure Systems International

Jose Thuel

7702 Woodland Drive

Indianapolis

IN

46278

317-390-5078

www.csiclosures.com

Crystal Geyser Water Company

Steve Weller

200 North Glendora Ave.

Glendora

CA

91740

951-243-5375

www.crystalgeyser.com

DC Brands International, Inc.

Bill Anderson

9500 W. 49th Ave. Unit D-106

Wheat Ridge

CO

80033

303-279-3800

www.HARDNutrition.com

Essentia Water, Inc.

Sales

22833 Bothell Evrt Hwy

Bothell

WA

98021

877-293-2239

www.essentiawater.com

FIJI Water

David Ricanati

11444 W. Olympic Blvd.

Los Angeles

CA

90064

310-312-2850

www.fijiwater.com

Flavor Producers

Janet Guzman

28350 W. Witherspoon Pkwy

Valencia

CA

91355

661-257-3400

www.flavorproducers.com

Flexible Pouch-Water/Juice

Yu Cho Yuen Tommy

Flat 5K, Century Industrial Ctr,

Hong Kong

HK

Nile

+86 4007889908

www.lipackhk.com

Fred Beverages, Inc.

Kim Ourada

2633 Lincoln Boulevard

Santa Monica

CA

90405

877-HES-WATE

www.fredspot.com

ganic natural beverages GmbH

Cinto Gersie

Gottlieb Daimlerstr. 1

Langenselbold

DE

63505

+496184952640

www.ganiwater.com

Glover Capital, Inc.

Marion B. Glover

229 Peachtree Street, NE

Atlanta

GA

30303

404-523-2921

GMP Laboratories of America

Yusuf Ishaq

2931 E. La Jolla Street

Anaheim

CA

92806

714-630-2467

www.gmplabs.com

GT Beverage Company, Inc.

Tom Weiss

One Technology Drive, C515

Irvine

CA

92618

949-545-8932

www.gtebevarges.com

Hawaiian Springs, LLC

Clint Welker

3375 Koapaka St.

Honolulu

HI

96819

808-483-0520

www.hawaiianspringswater.com

Healthy Brand Builders

James S Tonkin

7559 E. Woodshire Cove

Scottsdale

AZ

85258

4805966360

Herbal Water, Inc.

Albert Cahana

308 E. Lancaster Ave.

Wynnewood

PA

19096

610-668-4000

www.herbalwater.com

Hint, Inc.

Kara Goldin

2124 Union Street, Suite D

San Francisco

CA

94123

415-513-4050

www.drinkhint.com

HYDRO ONE BEVERAGES

Sammy Nasrollahi

314 Main Street

Greenwood

SC

29646

864.227.0663

www.hydroonebeverages.com

Icelandic Glacial inc

Kristjan Olafsson

2862 Columbia Street

Torrance

CA

90503

424-201-6800

www.icelandicglacial.com

ICIO, Inc.

Alex Van Lang

935 Westbourne Dr. #205

Los Angeles

CA

90069

310-652-4790

www.iciowater.com

Interex Corp

José C. Carrillo

222 W. Las Colinas Blvd.

Irving

TX

75039

972-401-4870

www.topochico.com

Karma Culture LLC

Shanna Baccari

30-A Grove St

Pittsford

NY

14534

585-218-0022

www.drinkarma.com

Keeper Springs Natural Spring Water

Michael Hoare

80 Pegan Lane

Dover

MA

02030

917-297-8011

www.keepersprings.com

National Beverage Corp

Vanessa Walker

8100 SW 10 Street

Ft Lauderdale

FL

33324

954-581-0922

www.lacroixwater.com

54 BEVNET MAGAZINE JULY/AUGUST 2012


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COMPANY CONTACT INFORMATION COMPANY

CONTACT NAME

ADDRESS

CITY

STATE

ZIP

PHONE

WEBSITE

Naturex Inc.

Samuel Menard

375 Huyler Street

South Hackensack

NJ

07606

201-440-5000

www.naturex.com

NEO North America Inc.

Sonny Paige

1322 2nd Street

Santa Monica

CA

90401

800-604-7051

www.poweredbyneo.com

New York Spring Water, Inc.

Luke Zakka

517 w 36th St

New York

NY

10018

646-924-9260

www.vblast.com

Noah’s Water

Tony Varni

400 Hosmer Avenue

Modesto

CA

95351

209-521-1777

www.noahswater.com

Nuun & Co.

Nathan Underwood

PO Box 3312

Seattle

WA

98114

206-219-9237

www.nuun.com

NuZee Co Ltd

Travis Gorney

7940 Silverton Ave

San Diego

CA

92126

855-WE-NUZEE

www.nuzeewater.com

O-I

Marc Kibbey

One Michael Owens Way

Perrysburg

OH

43551

567-336-5000

www.o-i.com

O4 LLC

Customer Service

13900 CR 455

Clermont

FL

34711

855-425-8304

www.blue04.com

Osio International, Inc.

Rick Majewski

2550 E. Cerritos Ave.

Anaheim

CA

92806

714-935-9700

www.osiopack.com

Overnight Labels Inc

Carrie Houghton

151-15 West Industry Ct

Deer Park

NY

11792

631-242-4240

www.overnightlabels.com

People Water

Chris Dorflein

922 south State Street

Pleasant Grove

UT

84062

801-358-1388

www.peoplewater.com

Pharmachem

Gregory Drew

265 Harrison Turnpike

Kearny

NJ

07032

201-719-7405

PlasTech Innovations Inc.

Hoby Buppert

3301 NE 1st Ave

Miami

FL

33137

305-372-2978

www.82gowater.com

Premium Healthy Spring Water, Inc.

Lou Savant

1866 Leithsville Rd. #310

Hellertown

PA

18055

610-748-0118

www.kiwaii.com

Prinova

Nicole Aurelio

285 E. Fullerton Avenue

Carol Stream

IL

60188

630-868-0300

www.prinovausa.com

Prism Visual Software

Lynn Keating

1 Sagamore Hill Dr

Port Washington

NY

11050

516-944-5920

www.prismvs.com

Pure Swiss Inc.

Alex Fries

PO Box 26291

San Francisco

CA

94126

877-60-water

www.pureswisswater.com

Rising Beverage Co. LLC

Patricia Sanderlin

1375 Dove Street

Newport Beach

CA

92660

909-286-4507

www.activatedrinks.com

Shadow Beverages

Sam Jones

4650 E Cotton Center Blvd

Phoenix

AZ

85040

480-371-1100

www.drinkgnc.com

SleeveCo, Inc.

Jyl Gryder

103 Lumpkin Campground Rd. N

Dawsonville

GA

30534

706-216-3110

www.sleeveco.com

Soma Beverage

Mike Love

PO Box 885462

San Francisco

CA

94188

415-694-6552

www.metromint.com

Something Natural

Jeremy

21 Broadway

Boston

MA

02127

617-334-5655

www.drinksomethingnatural.com

SSWC

Saratoga Sales

11 Geyser Road

Saratoga Springs

NY

12866

518-584-6363

www.sswc.com

Summit Spring Water, Inc.

Ray Simoglou

PO Box 480

Harrison

ME

04040

207-583-2286

www.summitspring.com

SunOpta-Food Solutions

Chad Hagen

2100 Delaware Ave

Santa Cruz

CA

95060

831-600-3604

www.sunopta.com

Talking Rain Beverage Company

Nina Morrison

P.O. Box 549, 30520 SE 84th St.

Preston

WA

98050

425-222-4900

Tata Tea Extractions, Inc.

Ravi Sankararaman

1001 W Dr MLK Jr Blvd

Plant City

FL

33563

813-650-3607

The Coca-Cola Company

Geoffrey Henry

1 Coca-Cola Plaza

Atlanta

GA

30313

404-676-0883

www.dasani.com

The Ingredient House

Rudi Van Mol

6 Addison Avenue

Belle Mead

NJ

08502

908-829-3076

www.theingredienthouse.com

The Tapa Company

Mauro Canziani Hoffa

Av. Vitacura 4380, Of. 31

Santiago Metropolitan

CL

7630275

56 2 4410900

www.tapacompany.com

The Wright Group

Chris Hebert

6428 Airport Road

Crowley

LA

70526

800-201-3096

www.thewrightgroup.net

TONGO LLC

Paul Tecker

160 N. Riverview Dr.

Anaheim

CA

92808

760-231-0806

www.drinktongo.com

Triumbari Corp

Patrick F Moore

Corporate -370 Healey Road

Bolton

ON

L7E5C1

513-480-4210

Universal Beverages, Inc.

Cydelle Mendius

PO Box 448

Ponte Vedra Beach

FL

32004

904-280-7795

www.syfobeverages.com

Veriplas Containers

Speed Stodghill

283 Mountain Valley Water Place

Hot Springs

AR

71909

501-779-1320

veriplas.com

Voss of Norway ASA

Sai-Ek Praditpolpanich

236 W 30th St. 12th FL

New York

NY

10001

2129952255

Wellness Foods S.A.

Mauro Canziani Hoffa

Av. Vitacura 4380, Of. 31

Santiago Metropolitan

CL

7630275

56 2 4410900

www.tapacompany.com

Whistler Water

Bruce Gemmell

PO Box 1400

Whistler

BC

V0N 1B0

604-606-1903

www.whistlerwater.com

WILD Flavors, Inc.

Donna Hansee

1261 Pacific Ave

Erlanger

KY

41018

859-342-3600

www.wildflavors.com

X-Treme Resources, LLC

Pamela Sue Tedeton

738 Well Rd.

West Monroe

LA

71292

888-717-4426

Xiomega3, LLC

Enrique Silva

6433 Topanga Canyon Blvd

Canoga Park

CA

91303

818-786-1639

www.mychiawater.com

ZICO Beverages

ZICO

2221 Park Place

El Segundo

CA

90245

310-379-9505

www.zico.com

Zipfizz Corporation

Jason Stricevich

18303 Bothell Everett Hwy

Mill Creek

WA

98034

425-398-4240

www.zipfizz.com

56 BEVNET MAGAZINE JULY/AUGUST 2012


SANTA MONICA

W I N T E R 2012

BEVERAGE ENTREPRENEUR & INNOVATION CONFERENCE

December 3 & 4, 2012 Loews Santa Monica Beach Hotel Santa Monica, CA

Featuring the BevNET EXPO on December 3 for more information visit www.bevnet.com/live SPONSORS & PARTNERS

veb

venturing & emerging brands

™


PROMO PARADE

Promotions, events and specials for the industry

Coca-Cola Partners with Track Star and Olympian David Oliver to Inspire Summer Physical Activity Coca-Cola has kicked off “On the Go with D.O.,” a My Coke Rewards promotion offering a once-in-a-lifetime opportunity for moms to bring 2008 Olympic bronze medalist and 2012 Olympic hopeful David Oliver (also known as “D.O.”) to their children’s school for an exciting “field day” of athletic activities. In the spirit of the Olympics, “On the Go with D.O.” is designed to inspire African Americans to get physically active with their families and rally the community together to cheer on Oliver in his quest to compete in London for the gold. To participate in the promotion, consumers are encouraged to purchase Coca-Cola and donate points under-the-cap or on the package to their children’s school on MyCokeRewards. com/FieldDay now through August 12. The field day experience will be awarded in the fall. The My Coke Rewards site also includes more information on Oliver and downloads such as screensavers, ringtones and other great prizes. Additionally, Coca-Cola invites consumers to join the Company in supporting Oliver on his quest to the London 2012 Olympic Games. Fans can send the hurdler their best wishes by submitting a personal photo and brief words of encouragement, including the phrase “Coca-Cola 8-pack” or “Team USA,” to www.coke.com/cheers.

Snapple Gives Fans a Chance to Attend the “America’s Got Talent” Finale Snapple, the official beverage sponsor of NBC’s hit reality competition “America’s Got Talent,” has launched the Snapple “Find a Star” promotion to give fans a chance to win a VIP trip to New York to see the show’s Season Seven finale and other prizes. Five lucky fans will win the opportunity to see the finalists’ live performances and watch as the winner is crowned. Fans can look for a star under the red caps of specially-marked “America’s Got Talent” Snapple products. Each star has a code that can be entered at Snapple.com for the chance to win one of five trips to the season finale or other prizes, such as a free six-pack of Snapple. The Snapple “Find a Star” promotion will be featured on 16 oz. bottles of Snapple Diet Half ‘n Half, Peach Tea, Diet Peach Tea, Lemon Tea and Diet Lemon Tea.

58 BEVNET MAGAZINE JULY/AUGUST 2012

Avitae Caffeinated Water to Title ArenaBowl XXV The Arena Football League and AVITAE Caffeinated Water reached a title partnership agreement for ArenaBowl XXV. The League’s Championship game, slated for Friday, August 10, 2012, will be coined “AVITAE ArenaBowl XXV”. The game, which culminates the League’s celebration of its 25th Anniversary, will be played at the New Orleans Arena in New Orleans, LA and will be televised nationally on NFL Network. AVITAE is a caffeinated water company that seeks to provide consumers with a better alternative to less healthy caffeinated beverages and sugary drinks. AVITAE offers “the healthy hydration you want with the caffeine lift you need.” “We are thrilled to announce the AFL’s title partnership with AVITAE for ArenaBowl XXV,” said AFL Commissioner Jerry B. Kurz . “AVITAE has joined a group of tremendous partners who believe in and are dedicated to the success of the league and its players. So much of what has been accomplished can be attributed to their support.”

Monster Energy Selects Winners of Nationwide Ultimate Intern Search After three months of online entries, thousands of Facebook votes and head-to-head projects with the Final 8 contestants, Monster Energy’s search for the Ultimate Intern is complete. Laura Golly, 20, from Naples, Fla. and Blake Anderson, 21, from Glenmoore, Pa. have won the coveted titles of Monster Energy Ultimate Intern, announced by Monster Energy personality Rob Dyrdek at his Los Angeles-based Fantasy Factory during the competition’s final event day. The Monster Energy Ultimate Intern Search began April 9, 2012, during which time nearly 2,000 candidates submitted online applications with one-minute videos showcasing why they should be considered for the important internships never before offered by the global energy drink company. Golly and Anderson’s two-month internship will run through August 24, 2012. Each winner will rotate in various positions at Monster Energy, including participation at the X-Games 18, the Vans Warped Tour 2012, and the Street League DC Pro Tour Fueled by Monster Energy. They will often be working with professional athletes and entertainers who are sponsored by Monster Energy, and other company representatives and partners. Winners will be exposed to various parts of the business and are responsible for creating and posting social media content about their experiences and provide unique insights into emerging consumer trends. The compensation package for each intern is worth an estimated $15,000.


PERSONALITY MATTERS. Social media works the same for brands as it is does for people; a fun, authentic and engaging personality attracts followers and creates loyal fans. Even when that personality is a bottle of water. Fred speaks directly to the hyper-connected youth in ways other brands simply can't. Fred's a buddy, not just another product. The result for you? Higher repeat traffic, greater penny profit and bigger market baskets. To find out more, give Fred’s people a shout: Info @ FredBrands.com, 1-877-HES-WATER. And check Fred out on Twitter @ FredWater and on Facebook at Facebook.com/HelloFred.

ÂŽ 2012 Fred is a registered trademark of Fred Brands.

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