Beverage Spectrum March 2011

March 30, 2011

CRaFT BEER What to drink... and what to sell.

BOTTLED WaTER: HOW IT CAN SHAKE THE DOLDRUMS UNDERSTANDING INTELLECTUaL PROPERTY COGNITIVE BEVERaGES BOOST BRAINS AND SALES

2011

AN INTRODUCTION TO BREWBOUND.COM PAGE 36

ENERGY DRINK GUIDE PAGE 51

THE FOUR LEADING NAMES IN ENERGY DRINKS.

If you want to sell more Red Bull, try selling more Red Bull. In other words, stock all four of our sizes. According to Nielsen Scantrack, size variants are twice as effective as flavor variants in the Energy category.* With Red Bull, you’re offering the number one single-serve beverage in Convenience ranked by dollar sales,† as well as the brand that helped drive 12% growth in the energy category in 2010.‡ And to add to the growth potential for 2011, all sizes are also available in Sugarfree.

RED BULL GIVES YOU WIIINGS. †AC

*Nielsen Scantrack FDMCxWM 52 weeks ending 07/10/10.

Nielsen US Conv Scantrack, 4 weeks ending 01/22/11. ‡ Nielsen Grocery and Convenience FY 2010, CSDx >1L.

MARCH 2011 vol.

9 :: no. 2

Columns 4 FIRST DROP Jeff thinks about the Whole Foods conundrum.

6 PUBLISHERS TOAST Barry welcomes characters to the business.

24 GERRY’S INSIGHTS 34

Views from Expo West

Departments 8 BEVSCAPE BUSINESS Snoop Dogg and Pabst 10 BEVSCAPE INNOVATION Plant bottle battle 14 CHANNEL CHECK Bottled water pricing 16 NEW PRODUCTS 36

Bai goes Congo; Ocean Spray Sparkles 20 COOLER CHECK-IN Inside Goodbelly; Kronik’s New Owners 82 PROMO PARADE Dr Pepper Ponders Existance

Features 34 DO HIGHER IQs BOOST SALES? A look at brain boosting beverages.

40

36 COVER STORY: CRAFT BEER What to carry and what to sell.

40 IS MY BEVERAGE COVERED? Understanding intellectual property.

46 METABOLISM DRINKS What you need to know about the complicated category.

Special Section 51 BEVNET’S 2011 ENERGY GUIDE 46

Our annual guide to all things energy.

COVER IMAGE COURTESY OF HOPS DIRECT, LLC Beverage Spectrum (Postal Number 024-552) is published monthly with combined issues in January/February, May/June, July/August and November/December by Beverage Spectrum Publishing, Inc., a wholly owned subsidiary of BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices.

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

By Jeffrey Klineman

THE FIRST DROP

SOURCE aND STYLE IN CONFLICT – aND IN CONCERT THE BEAUTY OF WHOLE FOODS wasn’t just the save-the-earth strategy of organics, it was also the marketing of gourmet as a characteristic of natural. No one has ever seen fruit, vegetables, meat, or even a grab-and-go drinks cooler set up like they have at Whole Foods – either natural or conventional.

Effective as it is, that alliance between marketing and mission that can also cause some to wonder just what Whole Foods sees as its core purpose. Sometimes, aims seem to head in different directions – occasionally while chasing the smart consumers. One case in point is the seemingly divergent goals of two juice companies, Uncle Matt’s and Evolution Fresh, both of which rely on their dealings with the big retailer for future growth.

First, consider Uncle Matt’s Organics, where for years Matt McLean had toiled in relative peace, a friendly guy in a family business growing and juicing organic oranges. Whenever we’ve called Uncle Matt’s for information for stories, they’ve been unfailingly helpful and quick to respond. Nice people in a nice business, with strong advocacy for organic farming.

McLean’s big break came about 18 months ago, when he and his company stepped to the plate to pinch hit for two of the biggest organic O.J. brands in the country, the Whole Foods store brand and Organic Valley, both of which were running short on supply. Uncle Matt’s hit it out of the park, providing a river of juice to stores nationally – a feat of sourcing attributable to his company’s ongoing purchase and conversion of conventional farms throughout the state. By this spring, Uncle Matt’s had become a beverage supplier in big demand at Whole Foods, with a “know your food” story that got them

4 BEVERAGESPECTRUM.MARCH.2011

recognition at the retailer’s annual “Tribal Gathering” in Austin, Tex. “Sometimes part of business is that you just keep showing up, and when the time is right, you’re ready,” McLean told me.

He’s been ready to the tune of seeing his sales double in the past year.

The footprint for Uncle Matt’s is simple: try to offer an organic alternative to other premium O.J. brands like Tropicana or Simply Orange.

“We don’t need to complicate it,” Mclean said. “For us, we feel like we’ve got a very scalable brand and product.”

Next, consider Evolution Fresh – a company whose product has, for years, been known for its freshness, tastiness, and the limitations that those values create: With incredible freshness comes a short shelf life: while Evolution products aren’t organic, they aren’t pasteurized, either. Put their orange juice up against Uncle Matt’s and you can tell the difference. That’s not to say that Matt’s tastes bad – it’s just that there is a different emphasis placed on flavor at Evolution, one that has long sacrificed lifespan for freshness and taste.

“You can’t be ultra-premium if you’ve been heated,” said Jimmy Rosenberg, the founder of Evolution.

But with all that flavor emphasis, Evolution still couldn’t get out to the public until it began a program of technological innovation designed to offer it a low-heat, high-pressure method of pasteurizing its products (it’s described in our BevScape section). Such a technology is expensive; to get it, Rosenberg had to cede some measure of control to investors to get his product to shelves. It’s also risky: maybe the public isn’t clamoring for this kind of flavor and freshness; maybe the Whole Foods consumer is more interested in or-

ganic instead. Some are going to be turned on by the taste, others are going to wonder why, with all the extra cost, they couldn’t work within an organic value system.

But there’s more at play – organic juice, like Uncle Matt’s, doesn’t mean it’s coming from the same organic orchard, as any good reader of Michael Pollan (The Omnivore’s Dilemma, In Defense of Food) knows. It’s a product that is sourced from all over, it may come with thousands of miles of transportation costs, and it can still be factory agriculture, even if it’s organic methodology. Meanwhile, with juices like Evolution, the value system isn’t worse, but it is different: certainly, you can taste the care with which Evolution is made, but can you taste the growing method?

We can argue until kingdom come about the value of one method over the other. We can also use the discussion to point out some of the benefits we see from the Whole Foods model: product innovation, a growing organic business, an expansion of higher standards. That those values don’t always overlap means that there’s more business for everyone – but you still have to wonder how long they can coexist before the entire model gets sucked into that conflict.

WhOOping Ass tAking nAmes Open A CAn of WhoopAss and attack your day. Whether it’s a massive workout, all-nighter, or just whooping ass, this drink has the functional ingredients to get you there and back again.

Amino Acids such as Taurine, L-Arginine, L-Carnitine, L-Lysine are the building blocks of protein and are critical to metabolism. Contains yerba mate, grape extract, and polyphenols from green tea, which have been linked to supporting your workout recovery. Robust Vitamin Blend: B2, B3, B6, B12. Total 2250 ORAC Units: Equal to antioxidant power of 2.5 servings of vegetables.

JOnes WhOOpAss 2010 best prOduCt relAunCh

PUBLISHER’S TOAST

By Barry J. Nathanson www.bevspectrum.com

CHaRaCTERS WELCOME

Barry J. Nathanson PUBLISHER bnathanson@bevnet.com

Jeffrey Klineman EDITOR jklineman@bevnet.com

Ray Latif ASSISTANT EDITOR rlatif@bevnet.com

SaLES John McKenna ASSOCIATE PUBLISHER jmckenna@bevnet.com

IT’S A DAILY RITUAL, PERUSING the comments on BevNET.com. Recently, however, I spotted one item that brought me back to my early days covering the marketplace. I don’t even remember what the post was about, but something struck me: the name Rick Hill. It brought a smile to my face.

Rick Hill was the marketing genius behind Barq’s Root Beer. He created the “USSR going out of business” sale and a myriad of other off-the-wall, brilliant marketing initiatives. He made the brand visible and relevant. He always made me laugh and challenged me to think and react. He was crazy, but crazy good.

I hope it is the same Rick Hill that we named in the release.

It got me to thinking about some of the great characters and marketing/executive savants that I’ve encountered over the last 19 years, so I’ve decided to give a shout out to a few of them. They all influenced the beverage arena and made it a better place. They each had a style and eccentricity that set them apart.

John Clarke and the entire Dr Pepper/7UP marketing team knew how to party and play, but they still were able to produce some of the best marketing and advertising campaigns I’ve ever seen. They went toe-to-toe against the big two and held their own. Their bottler meetings were a sight to behold.

If you look in the dictionary for frenetic, Lance Collins would be one the illustrations. He started out of his garage, where I visited him many times, and saw his style first hand. He worked at a frenzied pace, never stopped creating, and put together a terrific brand portfolio. I’d leave my meetings with him exhausted but exhilarated.

The erudite of the group is Jim Koch, a courtly gentleman with a passion for his brand, Samuel Adams, unmatched by anyone. Beneath that serene exterior was a

adam Stern ASSOCIATE PUBLISHER

mad scientist at work. He concocted brilliance, and he’s still at the top of his game.

Peter Van Stolk was second to none in marketing prowess. His connection with the consumer, interaction with them, and ability to create brand awareness and sensational headlines stood above the rest.

His Turkey & Gravy and other madcap creations made Jones a marketing legend.

I loved his energy and enthusiasm. He was and is a joy to be around. Also, my daughter was the inspiration for MyJones.com.

That’s a story for another time.

That nutty Lizard King, John Bello, drove me crazy. He couldn’t stop talking or sit still. He had too much he wanted to accomplish and too little time. He made the most of every day, and never backed down in his belief and confidence in SoBe. He took the functional concept and ran with it. He also loved Mickey Mantle, which endeared him in my heart.

Darius Bikoff never wavered in this belief in the importance of vitaminwater.

Nothing could stop his drive, passion and success. He had a fervor that was never deterred. His grasp of popular culture and media was astounding and filtered its way into all brand copy. He willed glaceau to success, and to a hefty payout, I might add.

Don Vultaggio literally stood above the rest. After all, he’s about six-foot-five or so. He worked from the gut, created more groundbreaking brands and packaging than any company. He always believed in his concepts and figured out a way to make it happen. “No” was never an option at Arizona. He accepted his infrequent failures and never looked back. He’s still the innovator to reckon with.

These are but a few of the people I have encountered and admired. There are many more I could add. I hope that there will be a next generation of these characters to add to the pantheon of beverage legends.

Characters Welcome!

astern@bevnet.com

Jeff Hyde ACCOUNT EXECUTIVE jhyde@bevnet.com

aRT & PRODUCTION Matthew Kennedy CREATIVE DIRECTOR Natalie Iknaian GRAPHIC DESIGNER BEVERaGE SPECTRUM PUBLISHING, INC. John F. (Jack) Craven CHAIRMAN jfcraven@bevnet.com

John Craven PRESIDENT & EDITORIAL DIRECTOR jcraven@bevnet.com

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6 BEVERAGESPECTRUM.MARCH.2011

BB

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

ZICO adds Kevin Garnett as Shareholder and Spokesman Kevin Garnett is no longer a “Knight of G.” Instead, call him a Knight of Z. ZICO, that is.

The ultra-intense power forward for the Boston Celtics has agreed to terms that will make him a shareholder and paid spokesman for the coconut water brand, which is also partially owned by the Coca-Cola Co.’s Venturing & Emerging Brands unit (VEB).

Garnett left Gatorade in December and approached ZICO as part of negotiations, according to founder and CEO Mark Rampolla. The seven-footer was introduced to the natural electrolyte source after he began rehabilitating from an injury with a holistically-inclined physical therapist, Rampolla said.

For ZICO, the endorsement by Garnett puts the product in the hand of a mainstream athlete and may provide some celebrity firepower to counter the “q rating” of its chief rival, Vita Coco, which has Madonna as a shareholder, among others. It

From Billy Dee to Snoop Dogg Though the possible ire of government regulators looms large, Pabst Brewing Company will introduce a new fruit flavored 12 percent ABV drink called Blast by Colt 45. The debut of Blast on April 5 will give Pabst an entry into the fast growing and profitable category of fruit infused, high alcohol malt beverages – the same category that has been savaged by regulators and media alike due to their use of caffeine.

Looking to revitalize the Colt 45 brand after a decade-long decline in sales, Pabst designed Blast to appeal to the popular tastes of young, urban consumers. Blast will come in grape, strawberry lemonade, raspberry watermelon and blueberry pomegranate flavors, each packaged with similarly colored labeling. Additionally, the company will spend millions of dollars to launch the beverage with advertising in hip-hop music magazines like Vibe and recently partnered with a rap music icon to endorse the product.

In what was reported to be a long term marketing agreement, rapper Snoop Dogg will promote Blast during live appearances and via the micro blogging website, Twitter. In a recent tweet, he encouraged his nearly 2.9 million followers to “follow @blastbycolt they got that good cumn at ya”. Certainly, times have changed since the 1980’s when in television commercials for the beer, actor Billy Dee Williams smoothly impressed upon viewers to simply, “Never run out of Colt 45.”

Much like its competitors, Anheuser-Busch InBev NV's Tilt and United Brands Co.'s Joose, Blast will be sold in 23.5-ounce cans for about $2.50 and also in six packs of seven-ounce bottles for around $7. While the FDA has issued a national ban on the combination of caffeine with flavored malt beverages, there are still ongoing regulatory issues at the state level. In Vermont, for example, a bill exists that would “prohibit the sale of flavored malt beverages in containers exceeding 12 fluid ounces.”

8 BEVERAGESPECTRUM.MARCH.2011

is also part of a strong overall move toward middle America by ZICO, a brand that once counted yoga studios as its highest-profile retail channel. Lately, the brand has gone into several mainstream channels, including Target and Rite Aid, and it is getting almost all of its growth via a from-concentrate, PET plastic bottle. The brand has also begun a SKU-proliferation that is likely to garner more shelf space. In addition to tropical fruits, it recently introduced a chocolate version.

Still, there is some internal trepidation concerning the move. ZICO – and other coconut waters – are still finding their way in terms of consumer education. Adding a mainstream athlete, particularly one as closely identified with his previous brand as Garnett, may cause the brand to be prematurely defined.

It will be up to Rampolla to keep the brand on the ball, rather than run over by it.

Silverwood Partners: Expect investment to pick up in Natural Products, Beverages “The market is back” for beverage company investment, according to a report from the Sherborn, MA-based investment bank, citing deals in beverage and other natural products that include recent investments in Aquahydrate, Mix1, O.N.E. and Activate.

As the stock market has rebounded and the economy continues to improve, we are seeing increased interest in deals from strategics, venture funds, fundless sponsors and angel investors,” said Mike Burgmaier, a managing director with Silverwood. “Several new funds have formed and institutional investors that stood on the sidelines over the last few years are seeking to deploy capital. We expect these trends to continue throughout 2011.”

Other observations from the report: while ‘deal flow’ — the number of investments that investors are seeing — is back to pre-recession levels, valuations are still down, and that deals in the past year seemed to include a set of downturn “winners and losers,” with unprofitable brands forced to sell after searching for financing, while winners were more easily able to find cash to accelerate growth.

“Many companies with stalled growth, low gross margins or extended losses have found difficult capital markets at company-expected valuations,” Burgmaier said. “In these circumstances, the best remaining options are to sell at a pragmatic price, find a merger partner or shut down. However, access to capital has significantly eased for companies that enjoy a market-leading position or strong growth with good margins and profitability — or at least a plausible path to profitability.”

BI

BEVSCaPE INNOVaTION • Product development & marketing news

are Eco-Bottles the Next Big Beverage Battle?

March has already brought a great deal of activity in packaging innovation, from the incorporation of 100 percent recycled PET to the use of plant polymers in some bottles. Most notable so far has been PepsiCo’s announcement that it had “cracked the code” on a commercially viable bottle made of 100 percent bio-based plant materials. With the Coca-Cola Co. also working on various plant-based bottles – they’ve got one that’s at 30 percent – it’s entertaining to think that environmentally-friendly products could be the battleground for new kind of Cola War, as the Associated Press put it in a recent story.

PepsiCo made the announcement in the midst of a huge interactive push at SXSW 2011, stating that the “green” bottle looks, feels and protects beverages in exactly the same way as its current bottle. The new bottle is still plastic, but made from raw bio-based plant materials used to create a molecular structure that is chemically identical to petroleum-based PET. The company currently uses switch grass, pine bark and corn husks in the bottle’s production and plans to eventually use orange peels, potato peels, oat hulls and other agricultural waste from its foods business. But while the bottle is fully recyclable, it is not biodegradable or compostable.

PepsiCo will test production of the bottle in 2012 and upon a successful completion, will move to commercialize the product across all of its beverage lines.

But it’s not the only company pushing forward in environmentally sustainable packaging. At the just-concluded Natural Products

Expo West, several companies were offering bottles that contained high levels of recycled post-consumer waste, including Activate Drinks, which was at 100 percent post-consumer. Other varieties of plant-based bottles are also already in use, although they tend to be made from plant crops grown specifically for that purpose.

Evolution Under Pressure at Expo West — and That’s a Good Thing It’s been one of the hardest questions for high-end juice brands to answer: sure, your juice is the freshest. But how do you keep it that way?

The answer, in most cases, has been high-heat pasteurization, a process that increases the shelf life of the product but often kills that “fresh-squeezed taste” sought by so many companies.

For Evolution Fresh, the second run at the super-premium juice category pioneered by Naked Juice founder Jimmy Rosenberg, that question has also been the limiting factor. With pulpy, vibrant flavors, Evolution has been a clear leader on taste for several years – but with no way to extend product life beyond a week or two, it’s also clearly been a prisoner to its region. It was even hard to get the product beyond California’s eastern border.

That’s why a new process at Evolution, High Pressure Pasteurization (HPP), left

10 BEVERAGESPECTRUM.MARCH.2011

Rosenberg all smiles during the Natural Products Expo West show in Anaheim, Calif. Using HPP, Evolution products are subjected to thousands of pounds of pressure after they are bottled, effectively wiping out any potentially pathogenic bacteria without the high temperatures that can damage the juice.

Under HPP, the brand has a 45-day shelf life – a length previously unheard of in non-

pasteurized fresh juice. It’s an expensive process that has not yet been deployed in the U.S. – in fact, the company is still experimenting with its effects on various juice types – but the company was developed proprietary packaging and will be launching 5 SKUs of the juices nationally in July.

“We can go across the country,” said Rosenberg, as he offered up samples of orange, apple, and tangerine juice at his booth.

“We’ve redone the whole thing, and we can grow a business. Two years ago, we didn’t know if things were going up or down.”

Juice experts questioned during the show agreed that the process held a great deal of potential for the brand, which has long had the advantage of Rosenberg’s intense expertise but had faced severe downside limitations. Last year, Evolution garnered investment from Fireman Capital Partners, which helped the company purchase the equipment needed to do high-pressure bottling.

BI

BEVSCaPE INNOVaTION • Product development & marketing news

Cargill Feels Way to Better Taste The food giant Cargill says it has sweetened the diet soda dilemma by introducing a new approach to formulating better-tasting diet beverages, a system called TasteWise. The product of seven years of research, TasteWise and its texurizing blends, which will be commercialized as Trilisse, rely on a deepened understanding of mouthfeel, taking fl avor, sweetness and texture into account simultaneously.

“When you modify one of these you throw the others out of whack,” said Andy del Rosal, team leader of Cargill’s North American beverage applications scientists. “We’ve really come up with a way to change the way the industry feels about mouthfeel.”

Del Rosal says the traditional way of measuring the texture of a beverage is with rheology, which is the study of a liquid’s fl ow, consumer panels and bench top experimentation, but that the tongue can actually tell things about a beverage that these methods cannot measure.

“The measurements all look alike but your tongue can actually tell the difference,” he says.

The tongue tests the mouthfeel of a beverage by rolling it around, and del Rosal says that just testing thickness was not helping them understand mouthfeel any better.

“The epiphany was to look at lubrication instead of viscosity and thickness,” he says.

Cargill’s team used tribology, which is the study of lubrication and wear of surfaces in relative motion, to measure the differences in mouthfeel between regular and diet beverages. It allowed them to see the mouthfeel gap between diet and traditional drinks.

“Once you can see there is a difference than you can begin to close that gap,” del Rosal said.

The traditional way of reducing calories in a product is replacing the sugar with artificial sweeteners, but they can produce slightly off-note tastes. However, according to Cargill, their TasteWise system can help get rid of these in concert with their Tru-

via rebiana, one of a host of stevia-extract sweeteners to hit the market in recent years.

Jeff Page, the Vice President of Cargill Beverage Category and Enterprise Marketing, says this development was partly fueled by increased consumer interest in healthier products across the board, as well as new policy initiatives. Page says almost 75 percent of consumers are looking for simple changes to make their diet healthier, and are also more likely to change their purchasing choices based on the nutrition facts label.

But taste is still the major factor, which is why Cargill has developed TasteWise.

“Taste always wins,” says Page. “And there are a lot of challenges when you reduce the sugar and calories of a product.”

But Page and del Rosal say Cargill is uniquely equipped to deal with the calorie reduction problem.

“Cargill is the only company that can look at all three factors holistically,” says del Rosal. “We can help with any part of the taste triangle.”

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FINALLY, something new in the tea door.

Introducing all natural Teamonades from Calypso.

Half flavored tea, half all natural lemonade— the newest idea in flavored teas.

Six great flavors: Half&Half, Blueberry, Peach, Plumcot, Mint, Mangerine.

Learn more about our Calypso beverages line at www.KingJuice.com (414) 482-0303 | email: sales@kingjuice.com

CC

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

SPOTLIGHT CaTEGORY

SPaRKLING aND STILL WaTER 52 Weeks through 2/20/2011

It’s still a pricing game in the bottled water business, although maybe not as severe a pricing game as we thought: with an average of a three-cent discount over last year, it doesn’t feel like too much of a race to the bottom. Of course, there’s such a thing as not having much lower to go. On the upside, though, both Nestle and Coke took slight increases on Poland Spring and Smartwater. Smartwater appears to have given the boot to FIJI as the top high-end brnad in the country, by the way – it even outsells Perrier, as well.

Brand

Dollar Sales

Change vs. year earlier

Private Label

$983,587,900

6.29%

Aquafina

$717,864,000

-0.62%

Glaceau Vitamin Water

$705,472,500

-5.29%

Dasani

$623,127,900

-5.27%

Poland Spring

$401,945,100

14.94%

Nestle Pure Life

$319,945,700

30.44%

Glaceau Smart Water

$294,835,500

29.35%

SoBe Life Water

$271,135,200

22.70%

Deer Park

$240,759,200

4.17%

Arrowhead

$203,449,500

-10.33%

Ozarka

$190,120,200

-4.02%

Fiji

$173,761,300

6.12%

Glaceau Vitamin Water Zero

$164,633,600

317,901.39%

Propel

$159,896,300

19.87%

Ice Mountain

$155,517,300

5.36%

Zephyrhills

$140,947,700

-0.37%

Evian

$94,970,980

0.80%

Crystal Geyser

$88,317,620

-12.21%

Aquafina

$76,587,840

-16.20%

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

TOPLINE CATEGORY

VOLUME

52 Weeks through 2/20/2011

BEER $18,551,400,000

BOTTLED JUICES $5,178,790,000

BOTTLED WATER $7,783,166,000

ENERGY DRINKS $6,890,656,000

SPORTS DRINKS $3,880,301,000

TEA/COFFEE $3,052,518,000

-0.40%

0.96%

2.60%

15.29%

12.52%

11.19%

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

14 BEVERAGESPECTRUM.MARCH.2011

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ENERGY SHOTS Brand

5 Hour Energy

HOT! Stacker 2 Dollar Sales

Change vs. year earlier

CaPPUCCINO

HOT! Seattles Best

Brand

Dollar Sales

Change vs. year earlier

$844,156,000

51.60%

Frappuccino

$540,319,600

7.77%

Red Bull

$28,868,170

3.01%

Doubleshot

$56,726,840

4.24%

Stacker 2 6 Hour Power

$27,280,670

-9.08%

Doubleshot Light

$10,013,140

-14.60%

Monster Hitman

$13,088,120

-34.77%

Private Label

$7,961,498

55.17%

Stacker 2

$6,422,296

252.26%

Seattles Best

$5,460,016

5,689.15%

Private Label

$5,086,433

61.44%

Emmi

$1,191,283

21.16%

NOS

$4,410,876

-59.59%

Cinnabon

$1,171,985

-58.30%

VPX Redline Power Rush

$3,824,421

-24.19%

Illy Issimo

$1,048,025

170.71%

Nitro 2 Go

$3,595,237

-10.27%

Pomx

$944,612

54.93%

Community

$393,906

-27.51%

Vital 4U Screamin Energy

$3,288,088

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

52 Weeks through 2/20/11

ENERGY DRINKS Brand

-7.89% NOT! NOS

HOT! Monster Mega Energy Dollar Sales

Change vs. year earlier

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

52 Weeks through 2/20/11

NOT! Cinnabon

TEa

HOT! Gold Peak

Brand

Dollar Sales

Change vs. year earlier

Red Bull

$2,275,101,000

14.65%

AriZona

$632,046,500

3.32%

Monster Energy

$1,155,747,000

20.32%

Lipton

$292,281,200

-13.06%

Rockstar

$430,328,900

12.95%

Lipton Brisk tea

$275,661,300

63.47%

NOS

$215,698,800

13.67%

Snapple

$192,551,700

4.91%

Doubleshot

$184,175,300

24.35%

Lipton Pureleaf

$164,316,400

6.76%

Diet Snapple

$128,473,000

16.24%

Monter Mega Energy

$176,424,100

133.12%

Java Monster

$107,521,900

-8.43%

Gold Peak

$125,019,500

85.31%

AMP

$139,300,600

-5.60%

Nestea

$108,858,500

-9.83%

Full Throttle

$108,938,700

-7.24%

AriZona Arnold Palmer

$104,984,500

70.73%

$88,224,000

-42.05%

Lipton Diet

$58,948,690

-14.12%

Monster Energy XXL

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

52 Weeks through 2/20/11

NOT! Monster Energy XXL

IMPORT BEER Brand

HOT! Dos Equis XX Dollar Sales

Change vs. year earlier

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

52 Weeks through 2/20/11

NOT! Lipton Diet

DOMESTIC BEER Brand

HOT! Keystone Light Dollar Sales

Change vs. year earlier

Corona Extra

$919,604,400

-2.36%

Bud Light

$5,290,339,000

0.87%

Heineken

$568,533,100

-3.11%

Budweiser

$2,106,234,000

-5.08%

Modelo Especial

$285,113,900

16.84%

Coors Light

$1,896,942,000

3.01%

Corona Light

$167,519,300

-2.18%

Miller Lite

$1,688,976,000

-0.97%

Tecate

$165,404,600

-9.38%

Natural Light

$1,117,188,000

-0.41%

Labatt Blue

$118,284,400

0.37%

Busch Light

$736,355,600

1.99%

Labatt Blue Light

$104,970,100

9.10%

Busch

$674,963,700

-2.33%

Dos Equis XX

$103,029,900

23.36%

Miller High Life

$502,277,700

-1.41%

Stella Artois

$89,459,300

16.62%

Keystone Light

$491,516,900

4.69%

Heineken Premium Light

$81,217,770

-14.19%

Michelob Ultra Light

$470,735,600

1.28%

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

52 Weeks through 2/20/11

NOT! Heineken Premium Light

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

52 Weeks through 2/20/11

NOT! Budweiser

MARCH.2011.BEVERAGESPECTRUM 15

NP

NEW PRODUCTS • The newest options for cooler and shelf.

JUICE

DaIRY

Ocean Spray has a launched a new line of sparkling juice drinks. Ocean Spray Sparkling Juice Drinks are made with real fruit and no artificial colors, flavors or preservatives. They are available in two original and two diet flavors: cranberry and pomegranate blueberry. They are distributed nationally in four-packs of 8.4 oz. cans at a suggested retail price of $3.79. For more information, please call (508) 946-7185.

Silk has introduced Silk Pure Coconut coconut milk. The product is calcium-fortified and available in original and vanilla flavors with 80 and 90 calories per serving, respectively. It is packaged in 64 oz. recyclable cartons and has a suggested retail price of $3.49. Pure Coconut is available nationwide. For more information, please contact (303) 635-4680.

Bai has introduced a new pear flavor to its line of coffeefruit beverages. Bai Congo Pear is sweetened with stevia and contains only 5 calories per serving. Each 16 oz. bottle has a suggested retail price of $1.99-2.99. All Bai flavors are distributed in the Northeast, the West Coast and the Midwest. For more information, please call (207) 563-7695.

R.W. Knudsen Family has launched Light!

Juices in cranberry, blueberry and pomegranate flavors. The juices are sweetened with Truvia, an all-natural sweetener from the stevia plant, and contain no added sugar. The product is available at natural and traditional grocers nationwide and is sold at a suggested retail price of $2.99 per 32 oz. bottle. For more information, please call (303) 449-2108.

Fentimans has launched its Rose Lemonade flavor for distribution across North America. The beverage is made with the juice of real lemons and pure Bulgarian rose otto oil giving the liquid a pale blush color and delicate aroma. The new flavor will be sold in Fentimans’ uniquely designed 4-pack of full-sized 9.3 oz. bottles at a suggested retail price of between $6.99 and 7.99. For more information, please contact (604) 326-3201.

Uncle Matt’s Organic has launched Uncle Matt’s Homestyle Organic Lemonade. The beverage is made from organic Californiagrown lemons and as with all Uncle Matt’s products, no synthetic pesticides, herbicides or fertilizers are ever used in the growing process. The lemonade is sold in 59 oz. clear PET bottles at a suggested retail price of $4.99 and is available nationwide. For more information, please contact (352) 267-4846.

16 BEVERAGESPECTRUM.MARCH.2011

WINE Bota Box has introduced the Bota Box Mini. The wine is packaged in 500 mL Tetra Paks and is available in Cabernet Sauvignon, Merlot, Pinot Grigio and Chardonnay varietals. It is distributed nationwide and has a suggested retail price of $4.99. For more information, please call (707) 265-1715.

Cantina di Soave has added Durello/ Chardonnay and Merlot/Pinot Noir blends to its line of Duca del Frassino premium boxed wines. The wine is packaged in a 100 percent recyclable box that lasts up to five weeks after opening. All Duca del Frassino boxed wines are imported and distributed nationally by MW Imports and sold at a suggested retail price of $19.99.

For more information, please contact (646) 624-2885.

DRINK MIXES MiO is a new “liquid beverage enhancer” that has zero calories and no artificial flavors or caffeine. MiO comes in Berry Pomegranate, Strawberry Watermelon, Fruit Punch Mango Peach, Sweet Tea and Peach Tea flavors; each 1.62 oz. bottle provides 24 servings. Mio is sold at a suggested retail price of $3.99 per bottle and is available in the beverage mix section and water aisle of mass market and grocery stores nationwide. For more information, please call (202) 835-8877.

FUNCTIONaL DRINKS FRS Healthy Energy has launched new formulas of their Healthy Protein and Healthy Energy drinks. The Healthy Protein products are available in Orange

NP Cream and Blackberry Acai flavors and include 25 grams of whey protein, 7 grams of dietary fiber, and essential vitamins. Healthy Energy products come in Cherry Limeade and Wild Berry flavors formulated with organic sugar and stevia at 90 calories per bottle and a Peach Mango flavor produced with sucralose at 20 calories. The drinks are sold in 12 oz. bottles for a suggested retail price of $2.59 and will be available nationwide in April. For more information, please call (845) 570-0879.

Reliv International, Inc. has introduced Reliv 24K, a new nutritional supplement. The product’s name comes from its 24 active ingredients, including omega-3 fatty acids, resveratrol, B vitamins and others that provide energy, mental clarity and stress relief. The product is sold direct to consumer in a 28 oz. plastic bottle at a suggested retail price of $50 and also in 6-packs of 2 oz. bottles for $27. For more information, please call (636) 733-1303.

MIXERS True Toniqs has come out with their second functional beverage, Trim Toniq.

Trim Toniq is an appetite suppressant made with herbs and natural compounds designed to have appetite-lowering effects without stimulants. It also contains CLA (conjugated linoleic acid), which has 18 clinical studies showing its ability to reduce body fat, especially around the belly. Trim Toniq is sold in an 8.4 oz. aluminum can at a suggested retail price of $2.59 and will be available at all retail outlets nationwide

ENERGY DRINKS XYIENCE has introduced Xenergy Xtreme Fruit Punch. The sugar and calorie-free energy drink is sold in 16 oz. cans for a suggested retail price of $2.49-2.79 and also in 4-packs for $9.99. All Xyience products are distributed nationwide. For more information, please call (702) 596-9866.

ENHaNCED WaTER Olade Enhanced Water has been refor-

18 BEVERAGESPECTRUM.MARCH.2011

mulated with organic stevia, fortified with vitamin C, contains higher and more balanced levels of electrolytes, and now bears the USDA organic seal. The water comes in Lemon, Mango, Strawberry, Ginger, Pomegranate and Cranberry flavors and is distributed nationally. MSRP for each 16 oz. bottle is $1.99. For more information, please call (310) 356-6635.

Maayan, LLC has introduced Mind Essential Slim Water. The new product combines four flower essences with natural peachmango flavor and agave and has 10 calories per serving. It is sold in .5 oz. glass bottles for a suggested retail price of $2.99-3.99 and is distributed in health food stores around Southern California. For more information, please call (888) 788-1541.

Bolthouse Farms has introduced Aura Botanical Water, a 100 percent natural enhanced water infused with herbs and fruit juice. The water is available in Cucumber Lemon Rosemary, Orange Basil and Grapefruit Sage flavors, with a suggested retail price of $1.99 for each 15.2 oz. bottle. Aura products are distributed nationwide. For more information, please call (646) 733-6352.

SPIRITS Jack Daniel’s has introduced its Tennessee Whiskey-based ready-to-drink beverages.

The beverages contain 5 percent ABV and are available in Jack & Cola, Jack & Diet Cola, and Jack & Ginger flavors. Each variety is sold in 4-packs of 12 oz. recyclable aluminum bottles with 4-packs of 12 oz. recyclable cans available in select states.

For more information, please contact (615) 780-3319.

Blue Angel Spirits, LLC has released Blue Angel Vodka nationwide. The vodka is crafted using select American grain in a proprietary four-column distillation and unique filtration system. It has a suggested retail price of $19.99 for a 750 mL bottle and $29.99 for a 1.75 L bottle. For more information, please call (323) 337-9042.

TY KU has introduced TY KU Sake Silver as part of its premium portfolio of spirits.

TY KU Sake is made from four natural ingredients: water, rice, yeast and handmade

NP koji. TY KU Sake Silver has a fresh, slightly sweet taste with subtle pear notes. The sake is sold in a 720 mL bottle for a suggested retail price of $15.99 and will be available nationwide April 1. For more information, please call (310)432-0020.

in 34 oz. clear PET bottles for a suggested retail price of $1.99 per bottle. Distribution began in the Northeast in February 2011 and will continue with a nationwide rollout throughout the year. For more information, please call (516) 812-0292.

Peligroso Tequila has launched in Arizona, California and Hawaii. The tequila is crafted with 100 percent WEBER Blue Agave and aged in white oak whiskey barrels from Tennessee. Peligroso offers three separate types of glass to further distinguish the unique character of each type of tequila: Silver, Reposado and Añejo. The suggested retail price of each 750 mL bottle ranges from $44.99-74.99. For more information, please call (323) 462-6600.

PROTEIN DRINKS

BEER

Bolthouse Farms has introduced a Protein PLUS Parfait Smoothie that contains 100 percent natural ingredients and 25 grams of protein per bottle. Each serving has 180 calories and 3 grams of fiber. The Parfait Smoothie is the third Bolthouse Protein Plus flavor, joining Chocolate and Mango, and is available nationwide at a suggested retail price of $3.19 for each 15.2 oz. bottle. For more information, please call (646) 274-3623.

The Boston Beer Company has released Samuel Adams Wee Heavy as part of its Imperial Series. Wee Heavy is a Scotch ale crafted with peat smoked malt and English East Kent Goldings and Fuggles hops giving the beer subtle sweetness and an earthy smokiness. The beer contains 10 percent ABV and is sold in 4-packs of 12 oz. glass bottles available nationwide at a suggested retail price of $9.99. For more information, please call (617) 368-5035.

Orgain has introduced Orgain Healthy Kids organic nutritional shakes. The beverage contains 10 different organic fruits and vegetables, organic complex carbohydrates, 25 vitamins and minerals and 8 grams of organic protein. It is packaged in an 8.25 oz. Tetra Pak carton with a sealed straw, with a suggested retail price of $2.29-2.39.

The drinks will be available nationwide in May 2011. For more information, please call (205) 344-6443.

Narragansett Brewing Company has introduced Narragansett Bock. A traditional Bavarian helles lager beer, Narragansett Bock is deeply flavorful with a rich golden color and full body. The beer is crafted with light and dark Munich malts, Pilsner malt, Malted Wheat, Northern Brewers and Hallertau hops and contains 6.5 percent ABV. It is sold in 6-packs of 16 oz. cans at a suggested retail price of $7.99 and is distributed in New England and New York. For more information, please call (617) 375-9700.

Orgain has also launched a new flavor of original Orgain: Iced Café Mocha. Orgain’s nutritional shakes contain 255 nutrientdense calories, 16 grams of organic protein, organic complex carbohydrates, fiber and a synergistic immune and vitamin blend.

They are sold in 11 oz. Tetra Pak cartons for a suggested retail price of $2.99. For more information, please call (205) 3446443.

SPORTS DRINKS AriZona Beverages has introduced AriZona SPORTS Line. The new line of isotonic sports drinks is made with a proprietary all-natural formula containing a balanced concentration of salts and minerals designed for rapid absorption in the body.

The drinks are available in Fruit Punch, Lemon-Lime and Orange flavors and sold

TEaS The Healthy Beverage Company has launched Steaz Zero Calorie Iced Teaz. The drinks are naturally sweetened with stevia and made with premium organic and Fair Trade Certified green tea. The line features Citrus, Raspberry, Peach Mango and Half and Half (Green Tea and Lemonade) flavors and is sold in 16 oz. aluminum cans for a suggested retail price of $1.29 nationwide.

For more information, please call (215) 321-8330. •

MARCH.2011.BEVERAGESPECTRUM 19

Repeat Offenders: Entrepreneurs Reviving

KRONIK ENERGY

BY MIRIAM LAMEY

KRONIK ENERGY IS A BRAND THAT has been through its share of obstacles, but it’s got some new hope. Under the helm of a new management team – one that came in from the outside and scooped it up whole -- the company hopes to regain the momentum that made it a regional favorite in the Southwest, and possibly drive forward across the country.

The brand had grown quickly in Arizona early in the decade but its expansion – and subsequent collapse – left a trail of angry creditors. But now there’s some new fuel under Kronik’s hood, in the form of the cash supplied by new president John Gaston and his three compatriots, Ben Gregg (CEO), Chris Wickson (VP of Marketing) and James Gabriele (VP of Operations), all of whom are enamored of two things: high-octane auto racing and high-performance company turnarounds. In a packed field like energy drinks, the group knows it is facing a hard road – but they think that there’s some life in the Kronik engine yet.

“The thing about energy is that we know it’s hard to penetrate with an old brand,” said co-owner Wickson. “That’s why we wanted something that still resonated.”

That’s the kind of reasoned thinking one might imagine from an executive team with at least one major success under their belt. And the folks now running Kronik have a doozy: a personal training company that they sold to workout behemoth L.A. Fitness.

Of course, resonance is great in the mind of consumers – but not so much in the minds of distributors and retailers, for whom the return of Kronik may be hampered by a bad taste left behind by previous ownership. By 2009, Kronik was

20 BEVERAGESPECTRUM.MARCH.2011

pretty much inert, having defaulted to creditors and facing foreclosure.

“We were already looking for another venture when we were exiting the personal training deal,” he said, “we had been in communication with Kronik for two years before taking it.” Both Kronik and their previous business were based in Arizona, where the brand had a solid fan base.

An added plus: Gaston and co-owner Ben Gregg are both avid auto racers, active in so-called “Sprint Car” racing, and they felt that the Kronik name would marry well with their other passion.

At the time of the purchase, Kronik had a humble set of assets: a year ago, the company had “three vans, at the most, just out of Phoenix,” Gaston said. Since then, the brand has managed to significantly expand its distribution network across the western half of the country – partly, at least, through a relationship with Coast Beverages, which has shepherded it into several West Coast chain accounts.

So far, the brand has managed to get distribution at Hensley in Phoenix, Sequoia in Fresno, and others, including Seven Wine and Spirits in Nevada, and Superior, Bay Eagle and Merris through Arizona, Utah and Idaho. The brand has hooked up with Coast Brands Group. According to at least one distributor, the new team’s willingness to write checks to help settle the company’s outstanding debts has helped it get back onto shelves.

“We started out just cold calling. Our first priority of business was to reestablish relationships with previous distribution and retail channels that were once there,” Gaston said.

Gaston said he feels putting a human face on the brand has helped it enter

its current points of sale, which include AM/PM stores, Rob and Robbie’s, Maverick’s and Nugget’s stores across Northern California. “In our previous business,” Gaston said, “All we had were relationships and partnerships out there. We felt that experience applied in this industry would do us well.”

Good Growth for

GOODBELLY

BY LAURIE BUDGAR

IMAGINE THAT YOU COULD MARKET a beverage that tastes good and capitalizes on one of American consumers’ top health concerns — what would it be? In all likelihood, it would be a product very much like GoodBelly, a line of juices and shots with probiotic bacteria to promote digestive health.

“Digestive health touches every single consumer,” says Melissa Abbot, director of culinary insights at The Hartman Group, a Bellevue, Wash.-based marketresearch firm. “It’s becoming more mainstream knowledge that if your digestion is not good, the rest of your health will fall out of whack.”

Armed with that awareness, consumers are buying probiotic-fortified foods and beverages by the cartload. Natural foods and beverages with probiotic content posted 36.3 percent growth in the conventional channel in 2010, and 8 percent in the natural channel, according to SPINS, a market research and consulting firm in Schaumburg, Ill. But until recently, most of those products have been dairy-based, leaving few options for people who can’t — or prefer not to — consume dairy. “We’re the nondairy alternative. It tastes better, too,” says Alan Murray, CEO of Next Foods, the Boulder, Colo., company that manufactures GoodBelly. A lot of consumers seem to agree with him. Murray says GoodBelly’s numbers are outpacing the category’s, showing year-over-year sales up 40 percent in January.

Abbot says putting probiotics in a juice was revolutionary. “Because it’s in a breakfast food, it’s an aspirational kind of thing — in the morning, you’re thinking more positively about your day, and you’re committed to being a good steward to your [body].”

22 BEVERAGESPECTRUM.MARCH.2011

Most of the products’ distribution, so far, has been in the natural channel. “I think we’re in all Whole Foods – call it 90 percent of SPINS – and that’s clearly the sweet spot for us, that’s where the growth’s coming from,” Murray says.

“Although in January, Kroger asked to put us in 1,100 stores, in the natural set, which is where we want to be. And Safeways are picking us up now as well.

So, it’s accelerating out of the natural and organic stores into others pretty quickly.”

MILKING THE SCIENCE Certainly, GoodBelly isn’t the only nondairy probiotic beverage on the market.

Naked has one in its line of juices and smoothies. PRE uses a bacterial blend provided by Jarrow Formulas, a leader in probiotic supplements, in its powdered drink mix. PHD puts probiotic powder in the caps of its bottled water, keeping the bacteria viable until consumers add it to the water just before drinking.

But none have achieved the market penetration that GoodBelly has, perhaps because of its efficacy. It’s difficult to get bacteria to remain viable in an acid environment — whether the acid

comes from juice or the human digestive tract. “Enough studies have been done that clearly show some strains are just stronger than others,” says Mary Ellen Sanders, PhD, executive director of the International Scientific Association for Probiotics and Prebiotics. GoodBelly licenses the L. plantarum 299V bacterial strain from Probi, a Swedish firm that has decades’ worth of studies on the bug. “L. plantarum is one that is known to be … strong relative to acid,” Sanders says. And Murray says tests show the bacteria are still active at the end of the juice’s 70- or 80-day shelf life.

Ironically, however, Abbot thinks it’s the company’s very lack of fixation on science that resonates with consumers.

“Goodbelly is playful, it’s fun, it’s not taking itself too seriously. They don’t hit consumers over the head with the science and [illustrations] of the whole digestive tract. At the same time, they’re doing a fantastic job of poking fun at this issue that no one really wants to talk about.

The reason they are doing so well, I’m quite convinced, is they’re very approachable and not too science-y.”

Remarkably, GoodBelly has achieved

this growth with a bare-bones marketing campaign. Preferring to let the dairy companies do the heavy lifting in terms of consumer education, GoodBelly relies primarily on word-of-mouth, citing internal research that shows that 82 percent of consumers who try the product will tell a friend.

WORKING OUT THE BUGS It wasn’t always this way. Shortly after GoodBelly launched in 2008, “we had some rather extravagant marketing programs that were probably a little bit ahead of their time for a company of our size,” Murray says. They scaled it back and worked on line and flavor extensions instead.

The first products were 80 mL juice “shots,” in flavors like mango and blueberry-acai. The company has since developed more kid-friendly shot flavors; BigShots, which pack more than double the amount of probiotics into the same

80 mL; family-size juice quarts; 8 oz. grab-and-go drinks called Splash, sweetened with stevia; and powder packets that consumers can stir into water or juice.

Even as it expanded, the company struggled with how to price GoodBelly — and how to position it. Is it a drink that happens to have probiotics, or a probiotic product that happens to be a juice? Abbot says she hopes the debate never ends.

“If you let the consumer decide what the need is, that’s the brilliant part. Once you tell consumers, ‘This is perfect for after exercise,’ then they think, ‘Oh, can I not have it before exercise?’ Planting a seed like that could have a negative effect, especially with such a new brand.”

On the flip side, it’s easy for a young company like Next Foods to get sidetracked and become too successful.

“When you work with entrepreneurs, you get a lot more ideas than you can digest,” Murray says. “So I’ve really been disciplined about what we’re saying yes to, and

being very strict about not allowing this thing to proliferate too much too quickly.”

BACTERIAL GROWTH CYCLE Nevertheless, Murray acknowledges that the product is still in the very early stages of its growth cycle. “Until now, only the early adopters and natural and organic shoppers really had good access to it.”

That will likely change soon. “This year, as we move to the next growth phase, we’ll probably be looking for the next round of capital,” Murray says, hinting that the money will come from strategic investors, and will go toward distribution and customer acquisition — but don’t call it marketing. “Marketing sounds so old-fashioned. This is sexy new stuff.”

How optimistic is he about the product’s future? “This thing isn’t going to flatten out for ages. I would be astonished if we didn’t have double-digit growth for the next five years.”

MARCH.2011.BEVERAGESPECTRUM 23

GERRY’S INSIGHTS

By Gerry Khermouch

NaTURaL aSCENSION – aND ITS INHERENT LaG FOR A FEW YEARS NOW THE impression has been spreading – promulgated by folks like me – that natural foods are rapidly going mainstream and that it’s only a matter of time before you can grab a 6-pack of kombucha at the local c-store.

Hyperbole aside, is there much truth to that sentiment? As an informal gauge, I’ve found it interesting to observe the growing (if still small) number of natural foods exhibitors at the Natural Products Expo West who turn up as exhibitors at the NACS c-store extravaganza in the fall not long after their Expo debuts. That migration simply didn’t happen in such short order in the past.

These thoughts are prompted by my visit to the latest edition of Expo West in Anaheim, where I spent literally every minute of every day on the show floor and still didn’t cover all the beverage exhibitors. It’s a phenomenal show whose steady increases in exhibitors, attendees and overall energy level has seemed unstoppable. Even during the worst of the recent (current?) recession you couldn’t tell from a surface glance at the show floor that anything was amiss in the broader economy. You couldn’t say that even about NACS, which had seen similar blockbuster growth but certainly has more ties to the macroeconomic environment.

Expo West’s sustained ebullience no doubt reflected how the affluent tier of consumers pursued by Whole Foods marketers has been comparatively insulated from the ravages of the recession. But it also demonstrates natural food’s rapid inroads into the mainstream. All in all, despite the inevitable compromises you see some manufacturers making as they cultivate a broader audience, it’s been heartening to see.

Still, even though natural is moving toward the mainstream as a product class, at this year’s show, there were few among the individual newer products I spotted that

24 BEVERAGESPECTRUM.MARCH.2011

seemed close to mainstream acceptance.

This is not to say there weren’t quite a few intriguing entries. And there is always a lag inherent in the process of introducing items to Expo West and mainstreaming them into the general market. But as the coconut water example proves (more on that in a minute), sometimes things move quicker than you’d imagine.

The entries that intrigued me either harnessed an unusual ingredient, were dramatic and dead-on in their branding, or both. On the superfruit front, I sampled a pair of good-tasting coffee berry entries, Kona Red and Bai, albeit very different in their formulations (Kona Red is a juice, while Bai is more of a functional water).

Whether retailers and consumers are fatigued by the endless onset of new antioxidant-rich drinks is a subject I addressed in my last column. Ditto for Runa Guayusa, which harnesses a nutrient-rich Amazon plant in both loose-leaf and, soon, readyto-drink formats. With kombucha enjoying a resurgence despite taste challenges to some consumers, it was no surprise to see a fair amount of interest surrounding an alternative probiotic-rich entry, KeVita. On the branding front, the baby boomer-targeted Ojo eyecare line launched by an ophthalmologist graphically riffs off eyecharts in an unmistakable way, even viewed from across the store. AmaZon Extracts offers an enhanced water fortified with Amazon superfruits – perhaps the explicit indication of added value that might allow it to escape the downward pricing spiral instigated by vitaminwater and SoBe Lifewater.

Not least, that exquisite Chicago tea and coffee chain, Argo, has pushed into elegantly packaged, beautifully crafted RTD teas alongside the move of its stores into new cities like New York and Boston. All worth keeping an eye on, I think.

Of course, the accelerating spread of innovation beyond natural foods can’t be

better illustrated than by coconut water.

The segment was liberally represented at the show, in the form of established players Vita Coco, Zico, O.N.E. and Naked Juice, and by scads of smaller rivals in cans, glass bottles, plastic bottles and aseptic boxes.

It’s worth reflecting briefly on that segment’s rapid rise. Even the founders of the more successful brands admit that coconut water’s broad acceptance has surprised them. Who’d have thought coconut water wouldn’t spend long years as strictly a New York and L.A. thing? Yet during the industry’s recent supply squeeze, the complaints were just as loud from distributors in secondary and tertiary U.S markets.

That could be a sign that, with the spread of social media and the continued expansion of Whole Foods, we’re moving into an era where dissemination of healthy food concepts is nearly instant.

More likely, it reflected the crisp messaging of an ingredient that was positioned as an all-natural, unprocessed hydration alternative to items like Gatorade and vitaminwater. With Zico’s launch first of a concentrate-based bottled version and, at this show, a chocolate flavor that puts it into a more indulgent realm, we’re clearly entering a new phase. Will plays like that – as well as its increasing use as an ingredient in other common products, like teas and smoothies – move coconut water toward ubiquity among potential consumption occasions? Or do they harbor the risk of undermining the fresh-from-thecoconut positioning that got the segment this far? Tune in this fall to NACS, where some answers may emerge.

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

WaTERED DOWN

Why Bottled Water Companies Can’t Shake the Doldrums by: Jeffrey Klineman What’s the problem with the water business? It turns out it’s the same problem that used to dog the water business: boredom.

Yes, five years after a person’s water bottle was considered a status symbol, the water market is at commodity pricing and there’s very little that distinguishes one brand from another. As such, the market has stagnated, with many large manufacturers staying in the category not to increase their business but to keep from losing it. And while stalwart category leader Nestle Waters remains capable of performing profitably as a highly efficient water production machine, even that company has begun looking to products like tea as a way to grow its business.

“It’s a [lousy] category now,” said Martin Chalk, the founder of Balance Water, which uses wildflower essences to infuse normal water with various functional properties. “Without adding sugar or artificial flavors, you can’t do anything to differentiate except in terms of source or package.”

For Chalk – and for a large number of unflavored water companies – the answer has been to try to add functionality without changing the taste. Companies from Balance Water to Smartwater (isotonic properties), Avitae (caffeine), Aquahydrate (increased alkalinity and as well as electrolytes and minerals), and even Function: Water have all tried to crack the code of unflavored but not uninteresting.

But another element is missing from that code, according to Adam Gayner, the founder of the hip-centric, flaskpackaged Fred water brand – the real insights of the consumers.

“It’s a stagnant category in the mind of the buyer and the mind of the in dustry,” Gayner said. “But not a lot of people are paying attention to the minds of the consumers.”

Still, there is an argument that consumers have made it clear to distributors that 28 BEVERAGESPECTRUM.MARCH.2011

“The category can be dull and lifeless, but there can be brands who can attract attention within it,” said Adam Gayner, founder of the Fred water brand. their interest in water was transitional, that the category did its job just a little too well. Water sold consumers healthy alternatives to CSDs, and now they want more of them. That’s because, in the end, water is just water, and there’s no beverage more easily and cheaply available in the U.S. The key reason that so many consumers moved from CSDs to water was because they made a large-scale decision to make themselves healthier through calorie reduction. But to hear some marketers talk, that move was just the first step in a longer consumer journey. Now, the makers of

other beverages – functional waters, sports drinks, protein drinks, condition-specific products – have taken it as their mission to keep consumers moving on the road to health. And rather than take share from CSDs, they look to water as the place where they’ll fish for customers.

“When we did our ‘source of business’ for our portfolio, the number one source was water,” said Deepak Masand, the new head of marketing for newfangled sports and energy product FRS. “There’s more efficacy that people can demand from their drinks than that. The idea is you can have your body perform more effectively with another product than with water.”

While Masand’s assertion may or may not be ultimately borne out scientifically – there is certainly plenty of evidence that points to water as the key beverage when it comes to health – there is also an increasing body of sales evidence that says that consumers refuse to live by water alone. Particularly as functional alternatives continue to offer innovative choices that fuel the imagination.

And with pricing so low for the water that consumers might actually want – and ongoing backlash against companies over the potential environmental costs of extra water bottle no matter how valiantly companies have tried to innovate on their packaging – it’s no wonder that distributors might believe consumers aren’t as excited about bottled water as they could be. Especially when they know they’ll face an uphill battle against larger companies on pricing.

But, Gayner said, until independent distributors back new water brands, those new varieties that, like Fred water, do offer a chance for consumer loyalty don’t stand much of a chance.

“The category can be dull and lifeless, but there can be brands who can attract attention within it,” Gayner said. “For us, shelf space is more the problem than consumer acceptance.” •

BRAND NEWS: BOTTLED WATER

BRaND NEWS Alka Power. This April, distribution of Alka

Power alkaline water starts on the West Coast through Nature’s Best. The all-natural ionic alkaline water is purified and enhanced through patented seven-step process and infused with all-natural ionic calcium, magnesium, trace sodium and potassium. The 16.9 and 23.7 oz. sizes come in 24-packs, while the 33.8 oz. bottles are available in packs of 12. Alka Power can be found in Whole Foods, Gelson’s, Clarks Nutrition and many smaller health retailers.

WAT-AAH!, a functional water for kids free

of sugar, colors and flavor is now available in over 3,000 stores nationwide, including Whole Foods, ShopRite, Food Lion/Bloom, Albertson’s, Earthfare and others. Besides its natural distribution nationally through UNFI and Nature’s Best, it continues its DSD growth while currently being serviced by Great States, Atlas Distributing, Beverage Network of Maryland, Dora’s Naturals Inc., Mussetter Distributing Inc., 7 Up Bottling and United Beverages. Over 600 schools are now carrying WAT-AAH!, which comes in Body, Brain, Power, Energy and its latest, Defense, which contains ultra-purified water plus an immune boosting zinc mineral.

Topo Chico mineral water, bottled at the source since 1895, this year introduced a new re-sealable cap for its 340 mL glass bottles.

The ecological package is convenient and targeted towards the on-premise markets like delis and cafeterias. Additionally, Topo Chico has been rapidly developing its popularity as a mixer in Mexico.

Penta Water announces new consumer mes-

saging, focusing on the term “revolution” as a way to more effectively communicate its 13step, 11-hour patented purification process that combines high-speed spinning with pressure to reduce water into smaller water clusters. Penta is currently available in more than 3,500 stores nationwide, including Whole Foods, Vitamin Shoppe, The Fresh Market, Sprouts and many health food stores.

Jana. Southeastern Europe’s Jana natural ar-

tesian water has been breaking into retailers across the country. Coming from one of the 30 BEVERAGESPECTRUM.MARCH.2011

deepest artesian wells in the world at 2,500 feet below the earth’s surface, Jana offers a high level of mineral composition that includes but is not limited to calcium, magnesium and silica. Jana is currently available in both glass and PET single-serving bottles that range in size from 330 mL to 1.5 L, and 6-packs of both .5 L and 1 L bottles. The brand has been authorized in numerous retailers including Kroger, Ralphs, Fred Meyer, Meijer, Spartan, Food Lion, Winn Dixie, Bilo, Ingles and Topps. Availability has been limited to a few select cities like New York, Miami, and Los Angeles, but last year Jana began a push to offer the product to more consumers.

Hawaiian Springs Young Natural Artesian Water is kicking off the year by launching Preserving Paradise, its charitable initiative dedicated to preserving Hawaii’s unique ecosystem and particularly its native flora and fauna. The brand will introduce a new “Preserving Paradise” emblem on product labels for all bottle sizes to raise awareness among consumers. In addition to being sold at leading natural food stores, in late 2010 the brand expanded its retail availability at SaveMart and Lucky supermarkets throughout California. Hawaiian Springs currently comes in 1.5 and 1 L, 330 and 500 mL bottles, and a 750 mL variety with a sports cap.

VOSS Water. VOSS artesian water from southern Norway introduced a new 4-pack for its iconic 375 mL glass bottles in both Still and Sparkling variations. The new multi-pack is specially designed to be the perfect take-home package to supplement Voss’ on-premise portfolio. The carbon neutral water is currently available in 375 and 800 mL glass bottles, and the Still option in 330, 500 and 850 mL PET sizes.

Ferrarelle. New York-based sister companies Oak Beverages and Boening Brothers have announced that they will be distributing Italy’s Ferrarelle naturally carbonated mineral water throughout their 14 New York state territories. Ferrarelle is enriched with potassium, silica, calcium, chloride, fluoride, bicarbonates and carbon dioxide. It comes in packs of 12 1 L bottles or individual sizes of 33.7 oz., 26.4 oz.,17/6 oz., 11.2 oz. and a platinum edition in the 26.4 oz. size.

Iceland Spring water was handed out to crew, press and celebrities at this year’s 83rd Academy Awards at the Kodak theatre. Filtered through lava over decades and bottled daily at its source in Iceland, the water has a naturally high pH of 8.88. Iceland Spring is sustainable and self-replenishing, and the company also plants trees in Iceland to offset the carbon emissions of shipping water elsewhere. Offered in bottles of 33.8 oz. and 50.7 oz., Iceland Spring is currently available in Whole Foods, Vitamin Shoppes and other gourmet and natural outlets. redleaf. Canada’s redleaf water recently announced two new developments: they expanded the sizes of their product to include a 1 L bottle, and are also currently bottling all sizes of their water in fully biodegradable and recyclable plastic. The ultra-purified water, which comes from a natural and renewable artesian source in the Canadian Rockies, is also the exlusive water supplier for the Los Angeles Angels and Oakland Athletics baseball clubs during their 2011 Major League Baseball Spring Training.

Neo. Rockhumanity recently announced the

launch of their new product, its purified, alkalinized and electrolyte infused Neo energized water, which has a pH of 9.5. Available in 1 L and 20 oz. recyclable bottles, Neo water offsets its entire carbon footprint. rockhumanity has recently begun distribution in southern California.

Aspen Pure Water recently announced ad-

justments to their packaging, with less plastic used in their 16.9 oz. bottles and 60 percent recycled cardboard used for all their boxes.

Bottled at its source in the Rocky Mountains, Aspen Pure Water is also available in bottles of 24 oz., 1 L, 16.9 oz. 6-packs and 1 L 3-packs. Aspen Pure Water also extended its distribution via partnership with two new distributors: Premier Beverage in New Mexico and Northland Beverage in Arizona.

Deer Park brand natural spring water recently

announced their new 50 percent recycled .5 L PET bottles, in the same Eco-Shape bottle design. The new water bottles will bear the same Deer Park logo, but with additional graphics

Bottled at the Source on the Big Island of Hawaii

For sales information contact: clint.welker@hawaiianspring.com

www.HawaiianSpringsWater.com MARCH.2011.BEVERAGESPECTRUM 31

BRAND NEWS: BOTTLED WATER signifying the change in packaging. Currently, consumers can purchase the recycled PET bottles in Baltimore and Washington D.C. The distribution of these new bottles will remain restricted to these areas until a larger supply of high quality rPET becomes available.

AQUA Pacific. Natural Resource Distributors

recently announced it is the exclusive distributor for AQUA Pacifi c Mineral Water in the United States and Mexico. Available in 600 ml, 1 L and 1.5 L recyclable bottles, AQUA Pacific is sourced from an artesian aquifer and is bottled on location in the Nadi Highlands of Fiji. Natural Resource Distributors also plan to expand throughout the western and southeastern United States by summer 2011.

Ty Nant Spring Water Ltd. continues to pro-

duce its award winning natural mineral and spring waters in stylish, elegantly designed bottles. Based in Wales, Ty Nant is known for its iconic blue glass bottles. Other varieties of the still and carbonated water are also available in red glass bottles and curvaceous PET bottles. Ty Nant Spring Water is currently distributed in various retail outlets worldwide.

Fred Beverages recently announced an inno-

vative new oval shape for their 1000 mL water bottle. While the 400 mL and 600 mL varieties of Fred water come in flat, flask-like bottles, the new oval shape was designed specifically for the larger, 1000 mL size. Fred also added new retailers, including full distribution in The Fresh Market, Kimpton Hotels and Holiday Stationstores. The company also recently added U.S. Foodservice and Shamrock Foods to its more traditional platform. Fred has plans to work extensively with a prominent entertainment agency for product placement.

Function Drinks. Southern California-based

Function Drinks’ vapor-distilled, electrolyte-enhanced Fuction: Water has expanded its distribution. Recently Function: Water became available in chains like CVS, Duane Reade, Henry’s, Bloom and Ralph’s. Nationwide, Function: Water can be found in most Whole Foods and select GNC locations. It comes in two sizes: 750 mL bottles with sports caps and 1 L bottles.

Volvic Natural Spring Water, whose bottles,

caps and shrinks are 100 percent recyclable, has focused its efforts on lowering its impact on the environment. Volvic is going greener by 32 BEVERAGESPECTRUM.MARCH.2011

increasing the content of recycled PET from 25 to 50 percent per bottle. All 1.5 L, 1 L and 0.5 L bottles of Volvic will also have a new bright green label that lists these environmental efforts. Volvic is also kicking off a new Drink 1 Give 10 campaign in partnership with the Rainforest Foundation, through which Volvic will make a significant donation to enable the Rainforest Foundation to help 10 indigenous groups protect their rights and forests.

Apollinaris. Germany’s Apollinaris naturally sparkling mineral water recently introduced its Selection premium clear glass bottles in New York. These new bottles are an addition to the classic retail green bottle, with a light natural carbonation aimed towards adapting to rich meals and wine pairing in restaurants and hotels. Available in more than 43 countries around the world since 1852, Apollinaris Classic and Selection come in 33 cL and 1 L varieties.

Saint Géron. First introduced on New

York’s restaurant tables, Saint Géron Naturally Sparkling Mineral Water is now available in Los Angeles, San Francisco, Washington D.C. and Miami. Bottled in Auvergne, France since 1908, Saint Géron comes in a flagship 750 mL glass bottle designed by Argentinean artist Alberto Bali and is only available in restaurants.

TalkingRain has launched a 17 oz. pink bottle of artesian spring water, the sales from which benefit breast cancer research. The company has also launched a sparkling line.

NY2O. New York-based New Dutch Water Corp. has introduced its premium, microfiltered NY2O Water, made, bottled and produced entirely in the United States.

NY2O is the only bottled water sourced exclusively from the protected Catskill Natural Preserve. The clear 20 oz. bottles are designed specifically to both evoke the energy and imagery of New York City and also to be easy to hold. Bottled locally, NY2O is currently available at gourmet delis, markets, and select restaurants, lounges and hotels throughout Florida, Southern California, San Francisco and NYC. Gleneagles. Scotland’s Highland Spring

Ltd. recently unveiled a brand new logo for

its line of bottled water, Gleneagles. Sourced from Scotland’s protected Gleneagles estate, both still and sparkling versions are available in chic, 750 mL glass bottles complete with the bold new logo: a sleek, lower-case “g” whose tail seems to be rippling like waves in a pool of water. Gleneagles, with its sophisticated glass bottles, are an on-premise brand, available internationally through distributors.

Lauquen Natural Artesian Water has added Savary as one of its distributors. Sourced and purifi ed in an underground, mountain-fed aquifer in Patagonia, Lauquen water contains a unique blend of minerals, and is never exposed to air to ensure its purity. Lauquen, which comes in recyclable .25 L and .75 L glass bottles with printed labels instead of paper, is available in several high-end locations in New York and Los Angeles, with plans to expand to Florida as well.

FIJI. Derived, bottled and shipped from the

Fiji Islands, FIJI is the top-selling premium bottled water brand. In the past year, due to a partnership with Southern Wine & Spirits, FIJI expanded its on-premise distribution in 10 states. Available in 500 mL, 1 L and 1.5

L bottles, FIJI’s newest addition, the 6-pack Mini & Mobile, in 330 ml bottles, has seen a 50 percent increase in unit sales versus their previous 9-pack.

Caribbean Blue Natural Spring Water.

Available in eco-friendly 20 oz. bottles free of BPA and PET plastics that contain harmful byproducts, Caribbean Blue Natural Spring Water bottles are 100 percent recyclable and biodegradable. New 1 L and 11 oz. bottles are also in the works. Naturally filtered by deep beds of permeable quartzite at a protected source in the Wasatch Mountains, Caribbean Blue is currently available in WholeFoods and Roots Organic Markets. Come April it will be available in the New England market, Florida and nationwide in Canada.

Avitae has added a 90mg version to its prod-

uct line. The 90mg version has about the same caffeine as a cup of coffee, while the original 45mg bottle has about the same caffeine as a diet soda. Just purified water and natural caffeine, ávitae provides hydration with the clean refreshing taste of purified water but with a caffeinated lift. This product is available at Kroger, Speedway, Meijer, Giant Eagle, HEB and more.

The World Health Organization (WHO), has just recommended that all drinking water contain at least 25 mg of magnesium per liter, to prevent heart attacks and strokes.

See: www.MgWater.com/download Adobe Springs contains 110 mg of magnesium per liter, and is the only licensed bottled water source in California that meets the WHO standard.

Our 5 trained Board Members are all licensed Contractors--- average age 45.

MARCH.2011.BEVERAGESPECTRUM 33

CAN BOOSTING BRAINS BOOST YOUR SALES? by: MIRIAM LAMEY

With beverages that claim to help to kick-start the day, ensure a good nightʼs sleep and perhaps even shave off a pound or two, it seems that a person can find any elixir for any ailment. Now, it might even be possible to down the contents of a can in order to become smarter. From the slightly gimmicky to the intensely scientific, a smattering of new cognitive beverage offerings aim to help everyone deal with todayʼs increased workload, family demands and 24/7 media blasts in an allegedly more calm and focused manner. Can these so-called “brain beverages” turn anyone into an instant PhD? Probably not, but they certainly want to help provide a bit of mental clarity and focus for all the average Joes who work the 9 to 5 – sorry, the 8 to 6 shifts.

34 BEVERAGESPECTRUM.MARCH.2011

“Our target is everyone, software engineers, technologists, academic professionals – many outside of the ‘geek’ world who need to increase their focus and mental ability,” explained Brett Lemker of Brain Toniq - a beverage that describes itself as “the clean and intelligent think drink.”

And from what Lemker says, Brain Toniq is a drink to help the average American get through the day a little more effectively.

“We live in a time frame where an increasingly larger segment of the population needs to be intelligent workers,” Lemker said. People must “maximize focus, [and] come up with new ideas.

[They’re] multitasking, analyzing, brainstorming.” He added that such activities “all require intense mental focus” and that the beverage “tries to cater to everyone.”

Similarly, ZUN founder and CEO Brian Stearns explained via email that, “the cognitive health segment of functional beverage has great potential to dominate shelf space.”

He added the company hopes that the consumer will understand the premise: “if you energize the brain your body will follow.”

At 80 calories for a 8.4 oz. can, Brain Toniq is just a touch lighter than Red Bull, but it still holds 20 grams of sugar from Agave nectar. ZUN, on the other hand, seems more like a soda in its rocketshaped 12 oz. bottle, but the beverage hopes to pack a mental punch with caffeine, taurine and coenzyme Q10, in addition to its 500 percent of the daily value of vitamin B12 and 100 percent daily value of Vitamins B6, E and C. In contrast, Brain Toniq incorporates more exotic ingredients that it claims enhance brain function. Its list includes Siberian Ginseng, Rhodiola root powder, and DMAE, which, according to the company website, is a “is a natural-occurring substance” that facilitates the “production of acetylcholine, that crucial neurotransmitter responsible for carrying messages between brain cells.”

However, for a real dose of science to go with this potentially new afternoon pick-me-up, Dr. Rob Paul of Nawgan wants to take the consumer back to the lab. “Nawgan started as a science entity with an interest to bring science to the market,” Paul explained. With ingredients like acetylcholine, commonly found in Alzheimer’s disease treatments, and lycopene which may help reduce oxidative stress and reduce inflammation, the

“The marketing needs to be strategically defined as not too medicinal,” said Dr. Rob Paul of Nawgan.

“Our job is to take science that people may be less familar with and apply it to marketing.”

beverage almost needs an accompanying encyclopedia. However, Paul said that Nawgan’s composition is the result of careful scientific planning and the right kind of balance.

“The ingredients are selected at doses that hit a therapeutic window,” he explained, “one that reaches high enough levels with biological meaning, but not too high that there are potential side effects of interactions with other medications or supplements.”

For the general public, this may be a little tough to swallow, so Nawgan has planned “fun and creative marketing campaigns” including what Paul describes as “playful” print ads and memory games and tests through the website. “The marketing needs to be strategically defined as not too medicinal,” he explained. “Our job is to take science that people may be less familiar with and apply it to marketing.”

While Lemker says Brain Toniq is waiting for growth before kicking off major marketing campaigns, and ZUN is building its name through “visibility and trial,” the Nawgan team seems to have the most cal-

culated approach so far – hardly surprising since the company is helmed by a bunch of scientists. But while all three cognitive beverages have high hopes for their products, can it be too early to tell whether or not there is a market for brain boosters?

Paul doesn’t seem to think so, citing the aging population and baby-boomers as two groups that may be interested in enhancing their mental capabilities.

“I think the category has a lot of age possibilities,” Paul said. “We have really focused on adult market.”

Other brain beverages on the market include a suite of SKUs from a variety of functional lines, including Neuro and vitaminwater. Other drinks that feature ltheanine have long been thought of as focus enhancers, although they are not sold with the idea that they will improve brain health over the long term. And the entire category took a shot in the early spring of 2009 when function: brainiac was featured in a story on ABC News 20/20.

In a less-than-scientific comparison, the drink did not appear to enhance retention or cognition, although the story did not create a laboratory-worthy environment.

That may be why the rollout has been slow nationally. Currently, most brainboosting brands only have distribution in very select U.S. markets. Nawgan is currently being distributed by Major Brands in St. Louis and Brainwave in Arizona.

Brain Toniq is now being sold in Vitamin Shoppe stores and is being distributed by UNFI, Tree of Life, Natures Best, Altura Distributors, and Azure in Oregon, according to Lemker. He adds that the brand is looking to make its official launch at Expo West. Likewise, ZUN is sold in 13 states through Kum & Go and is experiencing local distribution by New Age Beverage out of Denver, Colorado. But it’s still early days for these companies and whether cognitive beverages can take off in a big way is another story entirely, peppered with plenty of “ifs.” As more competition emerges and pushes the category out of fad territory and into the mainstream, witness the growth of NERD, for example, in the South, perhaps we could be looking at a wiser, more productive America. Then again, the beverages might just be a better way to get a few extra vitamins and afternoon caffeine boost. Now that’s certainly something to wrap your head around. • MARCH.2011.BEVERAGESPECTRUM 35

Welcome to our new Brewbound section.

As the craft beer industry continues to expand – to the tune of more than 10 percent each of the past two years – it has become one of the most remarkable stories in the beverage industry.

The popularity and entrepreneurial spirit of craft beer is causing distributors and retailers alike to reconsider their product lineups and creating a new class of interested, studious consumers.

Recently, BevNET.com launched Brewbound.com, a web site and information source dedicated to serving the rapidly evolving craft beer community. As part of the BevNET.com family, Beverage Spectrum is excited to be able to utilize the site’s resources and expertise to provide our readers with information on new craft beer products and trends as a regular feature.

Brewbound.com is committed to keeping craft beer fans up to date with all the news the beer industry has to offer. Whether it’s the announcement of new products, investments, beer reviews or exclusive content from the most acclaimed events in the beer world, Brewbound.com is there to provide coverage. In addition, Brewbound.com offers users the ability to rate and review the beers they try. With reviews for every kind of consumer – and not just the “Beer Geek” – Brewbound.com emphasizes this consumer imperative: should I buy this beer?

For Beverage Spectrum readers, the imperatives are similar. Which craft beers should we carry in our product portfolio? Will a beer I’m interested in be available in my area? What are these products my consumers are discussing, and how can they affect my sales?

On the next page, we present Brewbound’s first contribution to this publication, a geographic guide to craft beer in the U.S. The U.S. beer market is broken up by region, highlighting three sub-sections of breweries that you should know – established, top-10 craft brewers, many of whom have developed national distribution, growing breweries that are fast becoming regional powerhouses, and those innovative, exciting breweries that are ‘on the verge’ of breaking through into wider recognition. Established breweries are a ‘must-have’ for distributors and retailers alike. Growing brands should be given some serious attention and can significantly increase the bottom line. On-the-verge brands are smaller breweries worth paying attention to, especially if you plan on offering your customers a little something extra.

Speaking of a little something extra, as you read over the map, and other offerings Brewbound.com has to offer, please consider the following: if there’s anything else we can offer you, please let us know. And remember: there’s even more craft beer information over at the web site Brewbound.com.

Christopher Furnari, Editor, Brewbound.com 36 BEVERAGESPECTRUM.MARCH.2011

WATER FOR LIFE

Confused what to carry?

With hundreds of emerging breweries, local brewpubs, even first-run “pro-sumer” beer hitting the market, who wouldn’t be. That’s why we had Brewbound assemble this geographic guide to some of the most significant regional breweries out there. If you’re a retailer or distributor looking to get into the craft beer game, use this as the starting point for your portfolio, and no matter where you are, you can’t go wrong.

CALIFORNIA/NEVADA: Established: Sierra Nevada On November 15th, 1980, Ken Grossman brewed the first batch of Sierra Nevada Pale Ale, a beer that has since become the benchmark for the style. While their Pale Ale is the workhorse behind the number two craft brewery in the U.S., it is Sierra Nevada’s attention to detail and constant innovation that makes them an “established” regional brewery.

NORTHWEST: Established: Deschutes Choosing an established brewery in the Northwest is a bit like choosing the best place to get pizza in Italy. With a rich history of craft brewing in Oregon and Washington, picking the most established brewery is tough. In the end, Deschutes is our winner because of their production level, their quality and their independent fame.

MOUNTAIN WEST: Established: Grand Teton With so many great craft breweries on the coasts, it’s easy to forget about the mountain states. But Grand Teton Brewing Co. has been brewing quality beer since 1988. Their wares, particularly Bitch Creek ESB and Black Cauldron, are creative, well recognized and consistent. Founder Charlie Otto is also credited for resurrecting the modern-day growler.

Growing: Full Sail Aside from making some of the better special releases in all of craft beer, Full Sail is 100 percent employee-owned, making this brewery one of the best to work for.

Growing: Big Sky Brewing Co. This brewery has good distribution for their size. Though not available on the east coast, we can’t imagine consumers wouldn’t want to buy beers with names like Trout Slayer and Moose Drool.

On the Verge: Ninkasi Though small in production, they are big on flavor, particularly their Total Domination IPA and Tricerahops Double IPA. Maybe they have the goddess to which they derive their name from on their side.

On the Verge: Laughing Dog Don’t be fooled by the cute labels – this beer is for real. Alpha Dog and DogZilla are must-buys.

Growing: Stone Brewing Co. Their motto, “fizzy yellow beer is for wussies,” speaks to their passion for craft beer. They are expanding into Europe and have become one of the better distributed craft beers inside the U.S and out.

On the Verge: The Bruery About as special as they come, The Bruery’s quality ingredients are their defining feature.

Even if it means hand-roasting yams for their “Autumn Maple,” seasonal release, they will stop at nothing to make unique beer.

SOUTHWEST/COLORADO: Established: New Belgium Brewing Ranking 3rd among craft breweries in production volume, this Fort Collins based brewery’s year-round selections like Fat Tire are widely available enough to serve as many new craft drinkers’ “gateway beer.” But New Belgium still manages to be innovative with various seasonal releases and their Lips of Faith line.

Growing: Oskar Blues Pioneers in the “can revolution,” these guys not only know how to make some good suds, they also care about our environment. We suggest G’Knight and Dale’s Pale Ale. On the Verge: Avery Brewing Historic art branded with a signature ‘A’ makes this beer stand out on the shelves, but the beer inside is just as creative! Try the White Rascal.

38 BEVERAGESPECTRUM.MARCH.2011

MISSOURI/SOUTHEAST: Established: Boulevard Another top-ten craft brewery in production volume, Boulevard has grown to be Missouri’s largest craft brewery by created quality brews in the traditional styles as well as special selections in the Smokestack Series. Cork-top bottling and elegant labeling are just two of Boulevard’s outstanding qualities.

MID-WEST: Established: Bell’s Brewery Established in 1985, Bell’s falls just outside of the top ten in production volume. Constantly innovating with numerous seasonal and special releases gives Bell’s the feel of a brewing company that is on the verge, but consistent quality has led to distribution numbers that compete with some of the more established breweries in the U.S. Growing: Goose Island Award winning beers like their IPA and incredibly classy labels make this beer the perfect gift for any beer lover. The 312 Urban Wheat recently took home a gold medal at the 2010 Great American Beer Festival and turned it into a buyout target by Anheuser Busch, which bagged the Goose for $38 million at presstime.

On the Verge: 3 Floyds Taking a page out of Willy Wonka’s book, this brewery has managed to create year round buzz for ‘Dark Lord Day.’ Golden tickets are sold for the opportunity to buy a set allotment of their limited release Russian Imperial Stout.

NEW ENGLAND: (Boston Beer Company, makers of Samuel Adams, was excluded in this report based on its widespread availability – you all know what it is) Established: Harpoon You would be pretty hard-pressed to find a bar or restaurant in Massachusetts that doesn’t have at least one tap dedicated to Harpoon. Like so many other craft breweries that sprung up in the 1980’s, Harpoon has built a following of drinkers who regularly choose their suds on Sunday. With craft offerings like their IPA and UFO, and by virtue of being a top 10 brewery based on production volume, Harpoon earns the ‘established’ title in the NE region.

Growing: Shipyard Though a bit smaller in production compared to Harpoon, they are just as well known. Good distribution to the opposite coast makes them ‘in-demand.’

On the Verge: Peak Organic 49 percent growth over last year, and perhaps some of the best quality organic suds you can find, make this brewery’s Black IPA and Simcoe Spring ‘must try’ beers.

NEW YORK: Established: F.X. Matt Brewing (Saranac) When you open your doors in 1888, and can rank in the top 10 of craft beer production volume in 2010, you are truly established. The Ithaca, NY brewery has produced 30 beers in the Saranac line and also distributes popular soft drinks.

Growing: Brooklyn Brewery Brooklyn Lager might be their staple (and one of the top selling beers in New York City), but special releases like ‘Black Ops’ make Brooklyn Brewery just plain cool.

On the Verge: Brewery Ommegang They produce Belgian Style ales that are authentically crafted.

Hennepin, a Belgian Saison, pairs well with just about any meal.

MID ATLANTIC: Established: Dogfish Head If Time Magazine did the ‘Person of the Year’ award for craft brewing, Dogfish founder Sam Calagione would have been the hands down winner in 2010. Not only did he grow Dogfish Head in annual production, he also opened a restaurant in Manhattan, began working on the second edition of his book, and inked a deal with Discovery Channel for a T.V. show, Brewmasters.

Growing: Abita Abita, the maker of ‘Purple Haze’ is a classic brewing company in the heart of Louisiana. These brews are a must for any Cajun-themed bar or restaurant.

Growing: Victory Clean and crisp beers in every style make this brewing company one of the most drinkable. Special Release beers like Dark Intrigue also make them unique.

On the Verge: Cigar City Unique hand-crafted selections like Guava Grove set this brewery apart. Collaborations, attention to detail and innovation are the defining characteristics of their recent success.

On the Verge: Stillwater Artisinal Ales The fact that its distribution has grown to nearly 20 states gives this brewery plenty of chance to catch fire.

MARCH.2011.BEVERAGESPECTRUM 39

BY: GREGG SULTaN

40 BEVERAGESPECTRUM.MARCH.2011

It is critical that entrepreneurs and business people have at least a basic understanding of the different forms of intellectual property protection that might apply to their products. There is, however, an enormous amount of confusion about the differences. For example, it is a common occurrence for clients to ask whether they can “copyright our brand” or “get a patent on our logo.” The first step for me as an attorney is to respond to those questions by rephrasing them in a way that addresses the actual concern. Then, I explain in a clear and concise manner what the clients might really be interested in doing and then guide them through the process of developing, protecting, and eventually exploiting the proprietary rights in their products. It is particularly important to get this process right with beverages, since every area of intellectual property law theoretically could apply to them.

In this article, I will briefly explain the main forms of intellectual property and the theory behind each one. Then I will examine ahypothetical soft drink product and discuss how it can best be protected by intellectual property laws.

and information in a tangible form, such as literary, musical, pictorial, sculptural, motion picture, and other artistic works.

To qualify for copyright protection, a work must possess at least some minimal degree of originality and creativity (and that threshold is fairly low). As soon as a work is created and the idea or information is fixed in a tangible medium of expression, federal copyright law protects the work from infringement – that is, from another person copying or publishing all or a substantial portion of the work or creating or publishing a very similar work (which implies that the copyrighted work was likely copied) – for a period of the life of the author plus 70 years or 95 years from the date of publication or 120 years from the date of creation (whichever is shorter) in the case of companies. To maximize one’s rights, a proper copyright notice should be used on the work.

Registration of the copyright with the U.S. Copyright Office, while not required for copyright protection, is normally recommended to enforce the copyright and qualify for certain types of enhanced damages in the case of infringement claims.

PaTENTS

TRaDEMaRKS

There are different types of patents, but for our purposes I will discuss what most people think about when they bring up patents in conversation – the utility patent. A utility patent can protect the functional features of a process, machine, manufactured item or composition of matter, if that feature is new, useful and nonobvious. All patents are granted by the federal government (i.e., the U.S. Patent and Trademark Office). Since patent law is designed to encourage investment in new technology and invention and to reward the effort and expense involved in developing such new technology or invention, a patent grants the owner the exclusive right to stop anyone else from making, using or selling any devices that embody the patented technology or invention for a certain, limited period of time.

In the U.S., trademark rights derive from commercial use of distinctive names, words, symbols, logos (and, in certain limited cases, sounds, smells, colors and shapes) on or in connection with goods or services to identify and distinguish the source of those goods or services. Unlike patent and copyright law, trademark law is not designed to encourage the development of brands by granting a monopoly or property right in those brands, but instead it is designed to prevent consumer confusion, mistake or deception as to the source, affiliation or sponsorship of goods and services. For example, when consumers buy a brand name product, they know it comes from a certain source even if they may not know the name of that source, and they may have come to expect a certain quality associated with that brand. If another party later begins using a similar name for similar goods, consumers could be confused as to the source of the product or whether the source of the

COPYRIGHTS Copyright law is designed to encourage original and creative expression of ideas

brand name they like may sponsor or somehow be affiliated or connected with this other similarly named product. In such a case, the trademark owner could sue for trademark infringement. Federal registration of a trademark (with the U.S. Patent and Trademark Office) is not required to have valid rights in the mark since appropriate commercial use of that mark confers those rights, which will persist as long as such commercial use continues. As with federal copyright registration, however, federal registration of trademarks offers a number of additional legal benefits and advantages.

TRaDE SECRETS In most states in the U.S., a trade secret is defined as “information, including a formula, pattern, compilation, program, device, method, technique or process that derives economic value, actual or potential, from not being generally known to, and not being readily ascertainable by proper means by, another person who can obtain economic value from its disclosure or use, and is the subject of efforts that are reasonable under the circumstances to maintain its secrecy.”

(Some states have their own definition which may differ somewhat from this one.) Patents and trade secrets cover much of the same subject matter, but they are very different in practice, since patent applications require full disclosure of the invention, while trade secret law requires secrecy, and patents normally last for 20 years from the date of filing, while trade secrets can last indefinitely.

Now let’s imagine that we have a new soft drink product with some unique features. The product has a distinctive brand name and logo associated with it.

It comes in a unique bottle housed in creative packaging. The bottle features a new technology to maintain the temperature of the beverage. And the drink itself is the product of a proprietary formula. From reading above, you may be able to predict which areas of intellectual property law apply to the different aspects of the product. Nevertheless, a further analysis may reveal some surprises.

MARCH.2011.BEVERAGESPECTRUM 41

First, let’s take the brand name and the logo. Assuming these items have been properly cleared for use (i.e., it does not appear that anyone else has prior rights to them), if they are used to identify and distinguish the source of the product, they can be protected by trademark law.

If the logo has a sufficiently original and creative design aspect to it, it could also qualify for copyright protection once it is on the bottle or a label or packaging associated with the product.

Second, the packaging of the product likely contains the brand name and the logo, but it also might have some art or design elements associated with it. If these aspects are sufficiently original and creative, copyright protection would apply. Moreover, if and when these aspects are sufficiently distinctive to the extent that the public has come to see them as identifying the source of the product, they also could be protected by trademark law as “trade dress,” a branch of trademark law that protects the look and feel of a product or its packaging.

Third, the technology that enables the bottle to maintain the temperature of the beverage could be patented if it is new, useful and non-obvious and there are no prior patent claims on such a technology.

Filing a patent application, however, is a public record and normally a patent expires 20 years after the date it was filed. It rewards the investment of time and money in the invention, but only for that limited period of time. That may be the right way to go depending on the business plan, but if the need to maintain the confidentiality of the invention or the desire to try to exploit it for a longer period of time is paramount, then filing a patent application may not be the right strategy. Another possibility is to treat the technology as a trade secret. If that path is taken, then it is necessary to maintain a program to keep the technology secret and make sure anyone who must know about it is bound to keep that knowledge in strict confidence and not disclose it to anyone else. The use of appropriate non-disclosure or confidentiality agreements is essential.

Fourth, while probably unlikely, the shape of the bottle itself could qualify for

44 BEVERAGESPECTRUM.MARCH.2011

Instead of filing for patents on their formulas, that would have required full disclosure of the formulas, Coke and Pepsi have both chosen to keep the formulas closely guarded trade secrets. utility patent protection if it is considered new, useful and non-obvious. There is another type of patent called a design patent for which an application could be filed to protect the ornamental features of the bottle, but those features have to be new and non-obvious, and to the extent that such features are primarily utilitarian or functional in nature, a design patent would not be granted for them. If the bottle shape is sufficiently distinctive such that it is able to and has become associated in the mind of the public as a source identifier, it can also be protected as “trade dress” under trademark law.

If the shape of the bottle qualifies for a utility patent, however, it is unlikely to be protectable as “trade dress” since functionality prohibits trademark rights.

Finally, we come to the proprietary soft drink formula. In this case, the real life examples of Coca-Cola and Pepsi are useful.

While Coke and Pepsi could have filed for patents on their formulas, that would have required full disclosure of the formulas and the patents would only have lasted for a few years. After that, the formulas would become publicly available. Instead, Coke and Pepsi (and almost all other soft drink brands) have never disclosed their formulas and they keep them a closely guarded trade secret. By treating their formulas as trade secrets, Coke and Pepsi will continue to retain sole ownership and control over them until another party independently discovers them (which may never happen). Accordingly, the decision

by Coke and Pepsi to treat their formulas as trade secrets turned out to be the right choice, but in doing so, they each took a calculated risk that no one else would discover and publicly disseminate their formulas anytime soon. If that had happened, their respective monopolies would not have lasted very long.

After reading this article, I hope that you can now answer the two questions posed in the introductory paragraph above. No, you may not “copyright your brand,” but you could make sure that your brand is protected as a valid and enforceable trademark. And no, you may not “patent your logo,” but you could take steps to protect your logo as a trademark and, if it is sufficiently creative and original, under copyright law as well.

As you may now realize, determining how best to protect the various intangible assets that comprise your product through use of intellectual property laws can be like navigating a complicated maze. Finding an attorney with experience in these matters who can advise and guide you through that maze is essential and can be the difference between business success or failure.

Gregg Sultan is a lawyer in Snell & Wilmer’s downtown Los Angeles office. He focuses his practice in the areas of intellectual property and corporate law, including trademark, copyright, entertainment, licensing, franchising, mergers and acquisitions, business transactions, and new media and technology transactions.

SLIMMING PROSPECTS by: KENDRA STANTON LEE

party of sorts. Not quite an energy drink, not quite a sports drink, its functionality lies on the outskirts of both of these categories.

Of course, revving metabolism is only one way to slim while you consume. Protein has formed a party of its own. Traditional sports drink brands Gatorade and Powerade have moved into the territory and are joining Muscle Milk, Whey Up, and a number of other protein-oriented products that seek to increase the amount of fat-burning muscle on consumer bodies.

The target demographic has been showing up to the polls and there’s hope that this physically fit constituency will vote early and often for the slim-makers of choice. And it’s a growing voter base: according to a market research company Mintel, 54 percent of U.S. consumers want more products to enhance metabolism.

Another research group, Frost and Sullivan, estimated the global market for satiety, fat-burning, and weight management ingredients at $7.5 billion in 2009.

But there are cross-trends: in a society in which weight loss is pitched by everything from vibrating footstools to cleansing teas, consumers want real results, not just promises. That means they want scientifically proven ingredients and a clear picture of what to expect. It starts with what goes into the products: In a recent report, the Institute of Food Technologists (IFT) noted that that among the trends and market challenges emerging for the makers of weight management products, consumers want clear labeling of ingredients and inclusion of naturally functional ingredients. But it goes beyond that, as well: consumers want to feel confident in these products, because the biggest introduction yet left that confidence wanting.

THE HARD (TO PROVE) LESSON OF ENVIGA When Enviga launched in the U.S., the “calorie burning” sparkling green tea rested its early claims on a thin reed: a three day Nestlé-funded study of a test pool that seemed to be the size of your spin class. The study participants consumed green tea extracts and caffeine equivalent to three cans of Enviga. Behold, the short-term study found all of the study participants experienced a small boost in metabolic rate.

Enter the Center for Science in the Public Interest, along with a slew of other groups and U.S. states sued Coke for false advertising claims. In a 2009 settlement, Coke agreed to pay $650,000, but even more importantly it retracted some of the claims. Of course, by then, Enviga’s failure to move the market was a foregone conclusion, as it had already bogged down in what many considered to be insignificant results and poorly argued science. As Connecticut Attorney General Richard Blumenthal put it at the time, “Enviga’s calorie-burning claims led to credibility loss more than weight loss.”

Since then, other beverage makers have gone on about the science that inspired the metabolism drink concept. But the Enviga legacy has served to inform what other brands should or should not do in marketing a burst to metabolism.

Drinks that slim are on the campaign trail once more, but the platform keeps getting more complicated.

SPRUNG FROM SCIENCE

One party wants to boost your metabolism: frontrunner Celsius faces competition from Function’s Lightweight, Skinny Water’s Crave Control, and even Snapple’s blend of green teas. It’s also still trying to live down the shadow of Enviga, the candidate who never got off the ground. Metabolism fancies itself an independent

Since then, marketers have gone to great pains to demonstrate that the metabolism category did not begin on a scribbled-on napkin or in an epiphany shower, but rather in a lab report.

When you’re talking metabolism boost, you’re talking science, nutrition, anatomy and more.

46 BEVERAGESPECTRUM.MARCH.2011

Dr. Alex Hughes, the spine surgeon who developed Function Beverages along with friends Dayton Miller and Josh Simon, said he fi rst began to see an opportunity for applying physiology through a ready to drink beverage when he was in medical school.

“I was learning about a lot of things that pharmacists were using on patients that were sick. What amazed me then was that the things they were using were all natural supplements,” he said.

Rather than consumers purchasing a whole new shelf of supplements, said Hughes, “I thought it would be fun to create a solution-based beverage intended for healthy consumers.”

Hughes and company, who most famously managed to apply physiology to the cure for the common hangover, have also done work with energy and metabolism.

Still, he says that product development for his brand goes against common business sense in that it’s a device for keeping weight off, rather than losing what you’ve put on. “When we’re deconstructing the physiology of metabolism, that is, looking at

ADDING THESE UP FOR WEIGHT LOSS Common ingredients found in Metabolism Boosting Drinks Ginger, Cayenne Pepper – These ingredients can increase thermogenesis in body temperature which may result in a metabolism boost.

Taurine - The tango of taurine and caffeine is believed to give energy drink consumers an energy buzz. Although not a stimulant like caffeine, some research points to increased athletic performance from taurine’s consumption as it can increase heart function. Consumption of taurine may also result in a metabolism boost, which might lead to more rapid weight loss.

ECGC – Otherwise known as epigallocatechin 3-gallate, ECGC is found in green tea and can be extracted and used as a dietary supplement. Although it appears to aid in boosting metabolism, suppressing appetite, it is unknown exactly how and why it has these effects.

Caffeine – The most used and abused drug, caffeine increases the heart rate which in turn can increase metabolism.

Working concert with the above ingredients, caffeine can have some potent effects on the body, with increased metabolism an intended effect from thermogenics drinks.

48 BEVERAGESPECTRUM.MARCH.2011

basal metabolism as the rate at which we burn calories at rest, we know there are several ways to lose weight,” he said. “There are ways we can rev up our basal metabolism. That’s what [Function’s] Light Weight is about; that’s what alternative energy is about. I think if you follow a system of developing a product that is based in physiology and then look to the literature, it will allow you to achieve that goal,” Hughes said.

Celsius Founder Steve Haley said his company has been engaged in scientific studies since its launch in 2005. More expansive and expensive studies followed in 2007, probing the effect of its beverage combined with exercise. “Early on, our studies were proving an extended rise in metabolism [when consuming Celsius] and we proved that very well, on the pure premise of calorie burning. But all along, we’ve wanted to move into the ‘power of Celsius’--that combined with walking to the mailbox, you will get more benefit.”

The hard science is good and redeeming, but who besides Haley and Hughes are reading these lab reports?

The watchdogs, evidently, which made Haley’s concern for the effectiveness of Celsius’ claims well-placed and well-timed. The Better Business Bureau completed a three-month review of Celsius’ advertising in October 2010, and the beverage appears to have come out on top; the BBB’s National Advertising Division told Celsius to cool it with the calorie burning stats and just to convey that the beverage, combined with exercise, can burn calories.

But beyond government monitoring of claims, consumers are also becoming increasingly savvy about labels. Metabolism drinks typically choose not to patent their unique concoctions of ingredients so as not to have to disclose the quantities of each, but that means that consumers know what to look for – and most of them know to look for EGCG, which has made competition even tougher.

“We are scouring the earth for suppliers to provide EGCG,” said Hughes. “There are lots of different formats that suppliers can supply it in. But you can’t have debris. We have to be very careful on the production line,” he said.

SAME GOAL, DIFFERENT INGREDIENT The other road to losing pounds while consuming liquid ounces is being paved by protein. The concept is much the same as metabolism: the drink should be one that multitasks for the slim wannabe.

Thus, a line of beverages offer protein enhancements for lean muscle building and better recovery post-workout: Gatorade G Series, Powerade with Protein, Muscle Milk, Whey Up, and OhYeah!

The protein enhanced beverages are not to be confused with any chalky power shake, however. Some manage to retain the clarity of the standard sports drink because of developments made in creating a whey protein isolate. This protein can remain clear in liquids. Others simply aim for taste: OhYeah! and Muscle Milk have both managed to create followings based largely on the quality of their flavors. Others, like Whey Up, add energy.

Whey protein has been linked to encouraging fat loss while maintaining lean body mass. More developments in protein ingredients that purport to accelerate fat loss without sacrificing lean body mass may be on the horizon.

Beyond aesthetic, though, is the consumer seeing much of a result? By and large, the scientific studies seem to indicate that they may not. The American College of Sports Medicine journal published a study in June of this past year that showed test subjects (a pool of competitive cyclists) received no marked benefit, though their performance was not harmed by consuming protein-en-

hanced beverages. Dr. Asker Jeukendrup, who authored the study, told the New York Times in November, “I am convinced that protein in carbohydrate drinks during exercise will soon be out of fashion.” While that might be true from a recovery standpoint, muscle tissue has been proven to burn more calories than fat at a resting state – and it’s that bulky truth the marketers rely on.

SLIMMING WHILE YOU EXPAND With the known effects of these slimming drinks so variant depending on the consumer, what is the outlook for product development?

One label that is handily wriggling into the category is Prometheus Springs. Launched on the East Coast and now just reaching the Left Coast, this trio of capsaicin elixirs essentially assigns a flavor to heat. Of its three flavors, each contains “heat extracted from chili peppers.” The active ingredient, capsaicin, purports to boost metabolism and elevate the mood.

Over in Function land, research and development in recent months has been testing its flavor and ingredient combinations.

“Scientifi cally, I would have said a few years ago, who cares about taste? We’re all about effi cacy,” said Hughes, “But [Function] has to be fun, it has to be enjoyable to consume.”

BADGE VALUE Armed with data, stocked with pure ingredients, the cans and bottles are filled and ready for purchase. This metabolism tour bus is ready to hit the campaign trail. What’s our party line again?

Celsius’ brands itself as a “pre-fitness beverage.” Haley said its target demographic is, “Not the body builders, not the elite athletes, just everyday people who want a healthy lifestyle and do all kinds of things for fitness (rollerblading, tennis, golf). That’s our real market,” said Haley. There to endorse the Celsius can to the man and woman is Mario Lopez, a recognizable host of dance and celebrity programs today, and an icon for Generation X who grew up watching Lopez’s A.C. Slater flex his ‘ceps on “Saved by the Bell.” Function, meanwhile, works with trainer-to-the-stars Tracy Anderson, whose resume includes Madonna and Gwyneth Paltrow as clients.

While celebrity endorsement is nothing new, the strategic selection of a celebrity who promotes fi tness, but not necessarily superhero athleticism, further helps to distinguish the category of metabolism boosters. This is not Peyton Manning’s Gatorade.

This is not Tommy Lasorda’s Slim-Fast. This is your drink that does more for you, you, the target consumer who is already doing a great deal about personal fitness on your own.

This affirmation of what a beverage can do for its consumer has badge value, says Lindsey Field, national events manager for Skinny Water. Consumers make a sort of “I’m with Skinny” statement, simply by holding a bottle. Of its eight functions, Skinny Water’s best seller is Crave Control that includes EGCG for boosting metabolism.

“That’s the goal for all brands: you want an image associated with who you are. I think that claims your success. People are touting [Skinny Water] not just for function and taste,” said Field. “It’s what women want to be called. We’re not promoting an unhealthy lifestyle. We are promoting a very normal, healthy lifestyle,” said Field whose company works to promote itself at sporting events for women including the Susan G. Komen Race for the Cure, “It just happens to have a very cute name,” said Field.

“We’re introducing a delicious product and building longterm relationships with core consumers. That just shows what a brand can do,” she said. •

SPONSORED BY:

MARCH.2011.BEVERAGESPECTRUM 49

SPONSORED BY:

AMP Energy

Bluphoria Energy Drink PepsiCo

RLED, LLC

PRODUCTS: Original, SugarFree, Elevate, Traction, Lightning, Sugar-Free Lightning, AMP Energy Juice (Orange), AMP Energy Gum

PRODUCTS: Bluphoria Energy Drink w/ Maca Energy PACKAGING: 1 gal BIB, 500 mL Can

Cuba Herbal Energy Juice Cuba Beverage Company PRODUCTS: PomegranateCranberry, Wild Berry, Passionfruit-Orange PACKAGING: 12 oz. Can\

PACKAGING: 16 oz. Can, 24 oz.

Can, 12 (juice) oz. PET

AZ Energy by AriZona

Celsius

AriZona Beverages USA LLC PRODUCTS: AZ Energy, AZ Low Carb Energy PACKAGING: 15 oz. Can

Ex Pure Energy Celsius

Ex Drinks, LLC

PRODUCTS: Orange, Strawberry Kiwi, Lemon Iced Tea, Apple Orchard Blend, Raspberry Acai Green Tea, Peach Mango Green Tea, Wild Berry, Cola, Ginger Ale

PRODUCTS: Ex Pure Energy PACKAGING: 8.4 oz. Can

PACKAGING: 12 oz. Can

Beaver Buzz

Cintron Energy Drink

Ex Slim Energy

DD Beverage Company

Cintron Beverage

Ex Drinks, LLC

PRODUCTS: Citrus, Berry, Green Tea (non-carb), Stripped Sugarfree Citrus, Stripped Sugar-free Berry, Pink Energy

PRODUCTS: Tropical Azul, Citrus Mango, Pineapple Passion, Cranberry Splash, Original, Sugar Free Tropical Azul

PRODUCTS: Ex Slim Energy

PACKAGING: 12 oz. Can, 16 oz. Can

PACKAGING: 16 oz. Can

Big RedJak

CoMotion

PACKAGING: 8.4 oz. Can

Flatt Energy Cola

Big Red Inc.

Monarch Beverages

Flatt Cola

PRODUCTS: Red Jak Premium, Red Jak Low Carb

PRODUCTS: Regular

PRODUCTS: Flatt Energy Cola

PACKAGING: 8.4 oz. Can

PACKAGING: 8.4 oz. Can

PACKAGING: 16 oz. Can

52 BEVERAGESPECTRUM.MARCH.2011

MORE THAN JUST ENERGY

G Pure Energy

grombomb energy

KRONIK ENERGY

Big Red, Inc.

GBomb Energy LLC.

KroniCo LLC.

PRODUCTS: Lulo Lime, Orange Blossom

PRODUCTS: grombomb energy

PRODUCTS: Blue Citrus, Blue Citrus Low-Carb, VENGENCE, VENGENCE Low-Carb, Entourage, Entourage LowCarb, Dragon Berry, Dragon Berry Low-Carb

PACKAGING: 10.5 Sleek oz. Can PACKAGING: 6.8 oz. Glass

PACKAGING: 16 oz. Can

Go Fast

GURU Energy Drink Go Fast Sports & Beverage Company

GURU Beverage Co. PRODUCTS: GURU Original, GURU Lite, GURU 2.0, GURU 2.0 Lite

PRODUCTS: Go Fast Authentic, Go Fast Light, Go Fast Berry Energy Hybrid, Go Fast Lemonade Lime Energy Hybrid, Go Fast Coconut Energy Hybrid, Go Fast Tea Energy Hybrid

PACKAGING: 8 oz. Can

M3 Super Concentrate Monster Beverage Company PRODUCTS: M3 Super Concentrate PACKAGING: 5 oz. Glass

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

Go Girl Energy Drink Go Girl Energy Drink and Nor-Cal Beverage Co., Inc. PRODUCTS: Sugar Free Energy Drink, Pomegranate Star Fruit Energy Drink, Peach Tea Energy Drink, Pomegranate Blueberry Tea Energy Drink, Lemon Drop Sugar Free Energy Drink PACKAGING: 12 oz. Can, 11.5 oz. Can

Hiball Energy

Monster Energy Hiball Inc. PRODUCTS: Sparkling Energy Water Grapefruit, Sparkling Energy Water Wild Berry, Sparkling Energy Water Lemon Lime, Sparkling Energy Water Orange, Sparkling Energy Water Vanilla, Sparkling Energy Juice Lemon Lime, Sparkling Energy Juice Orange, Sparkling Energy Juice Wild Berry, Sparkling Energy Juice Cranberry Apple

Monster Beverage Company PRODUCTS: Monster Energy, Lo-Carb, Assault, Khaos, M-80, MIXXD, Absolutely Zero, Import, Import Light, DUB PACKAGING: 8 oz. Can, 12 oz.

Can, 16 oz. Can, 18.6 oz. Can, 24 oz. Can, 32 oz. Can

PACKAGING: 10 oz. Glass

Golazo Sports Energy Drink

Ironclad Energy + Hydration

Golazo

SHADOW BEVERAGES

PRODUCTS: Golazo Sports Energy Drink, Golazo Sugar Free Sports Energy Drink

PRODUCTS: Ironclad Triple Citrus, Ironclad Goji Berry, Ironclad Sugar Free Black & Blue Blend

PACKAGING: 12 oz. Can

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

PACKAGING: 16 oz. Can

54 BEVERAGESPECTRUM.MARCH.2011

Monster Energy Extra Strength

SHOTS

No Fear Energy

Red Bull Energy Drink

Roaring Lion Energy Drink

SHADOW BEVERAGES

Red Bull North America

RLED, LLC

PRODUCTS: No Fear Super Energy, No Fear Super Energy Sugar Free

PRODUCTS: Red Bull Energy Drink

PRODUCTS: Roaring Lion Energy Drink, Roaring Lion Sugar Free

PACKAGING: 16 oz. Can

Opta Organic Energy Drink

PACKAGING: 8.4 oz. Can, 12 oz.

Can, 16 oz. Can, 20 oz. Can

Red Bull Sugarfree

SunOpta Consumer Products

Red Bull North America, Inc.

PRODUCTS: Opta Passionate Orange, Opta Berry Fusion

PRODUCTS: Red Bull Sugarfree

PACKAGING: 12 oz. Can

Oranj Energy Drink

PACKAGING: 355 mL Can, 500 mL PET, 3 gal BIB, 1 gal BIB

Rockstar 2X Rockstar Energy Drink PRODUCTS: Rockstar 2X PACKAGING: 12 oz. Can

PACKAGING: 8.4 oz. Can, 12 oz.

Can, 16 oz. Can, 20 oz. Can

Red Rain - Canada

Rockstar Energy Drinks

RLED, LLC

Cott Corporation

Rockstar Inc

PRODUCTS: Oranj Energy Drink

PRODUCTS: Red Rain, Red Rain Sugar Free, Red Rain Acai Blu, Red Rain Cran-Orange, Red Rain Tropical Mango

PRODUCTS: Rockstar Original, Rockstar Sugar Free, Rockstar Zero Carb, Rockstar Punched, Rockstar Energy Cola, Rockstar Citrus Punched, Rockstar Juiced Orange Mango Passion, Rockstar Guava, Rockstar Pomegranate

PACKAGING: 500 mL Can, 1 gal BIB

PACKAGING: 4pk 250 mL Can, 250 mL Can

PACKAGING: 16 oz. Can, 24 oz. Can

Pure Energy

Red Rain - United States

Rockstar Energy Slim Cans

Green & Co.

Cott Beverages

Rockstar Inc

PRODUCTS: Pure Energy

PRODUCTS: Red Rain Original, Red Rain Zero Calorie Original, Red Rain Downpour Cherry Limeade, Red Rain Zero Calorie Downpour, Red Rain Hydroplane Berry Pomegranate, Red Rain Zero Calorie Hydroplane

PRODUCTS: Rockstar Pink, Rockstar 2X Energy

PACKAGING: 8.4 oz. Can

PACKAGING: 16 oz. Can

56 BEVERAGESPECTRUM.MARCH.2011

PACKAGING: 12 oz. Can

Rush! Energy

Spider Energy Sugar Free Monarch Beverages

Turbo Energy Drink

The Masters of Beverages, LLC

PRODUCTS: Regular, Sugar Free

Turbo Energy Drink PRODUCTS: Turbo Energy Drink 3 Gallon Bag In Box, Turbo Energy Drink 1 Gallon Bag in Box, Diet Turbo Energy Drink 1 Gallon Bag in Box

PRODUCTS: Lighter Spider Sugar Free

PACKAGING: 8.4 oz. Can, 16 oz. Can

PACKAGING: 16 oz. Can

PACKAGING: 3 gal. BIB, 1 gal. BIB

Solvi Brands LLC

Spider Energy Widow Maker

Solvi Brands LLC PRODUCTS: Pomegranate, Sugar Free Pomegranate, Citrus, Grape-Acai, MangoPeach

Verve!

The Masters of Beverages, LLC

Vemma Nutrition Company

PRODUCTS: Spider Energy Widow Maker

PRODUCTS: Regular, Sugar-free PACKAGING: 8.3 oz. Can

PACKAGING: 16 oz. Can PACKAGING: 16 oz. Can, 8.3 oz. Can

Speedy Energy Drink

Stacker 2 Energy Drinks

Speedelicious Beverages, LLC PRODUCTS: Speedy Energy Drink

Vuka Intelligent Energy

NVE Pharmaceuticals

Vuka, LLC

PRODUCTS: Enraged Raspberry, Sinful Citrus, Pounding Punch, Gyrating Grape, Kickin’ Classic, Kickin’ Classic Zero

PRODUCTS: Workout (Berry Lemonade), Think (Pomegranate Lychee), Awaken (Orange), Renew (Mango Peach)

PACKAGING: 12 oz. Can PACKAGING: 8.4 oz. Can

PACKAGING: 16 oz. Can

Spider Energy

Talon Energy

Whoopass

The Masters of Beverages, LLC

Fluid Motion Beverage Inc.

PRODUCTS: Spider Energy Original

PRODUCTS: Original, Original Sugar-Free, Blood Punch, Blood Punch Sugar Free, Pomegranate Grape, Energy Cola

PACKAGING: 16 oz. Can

PACKAGING: 16 oz. Can

58 BEVERAGESPECTRUM.MARCH.2011

Jones Soda Company PRODUCTS: Whoopass, Whoopass Zero PACKAGING: 16 oz. Can

XAPP Carbonated Protein Energy ZUN ENERGY DRINK XAPP, Inc.

ZUN ENERGY DRINK

PRODUCTS: XAPP Carbonated Protein Energy - Fruit Punch

PRODUCTS: ZUN ORIGINAL RED, ZUN LITE BLUE

PACKAGING: 16 oz. Can

PACKAGING: 12 oz. PET

Fever Stimulation The Fever Company, LLC. PRODUCTS: Mango Banana, Kiwi-Strawberry, PineappleCoconut PACKAGING: 12 oz. Can

XL Energy Drink

FRS Healthy Energy

XL Energy Drink Corp

The FRS Company

PRODUCTS: XL Energy Drink, XL Sugar Free, XL Cranberry Energy, XL Lime&Lemon Energy, XL Energy Shot

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

PACKAGING: 8.4 oz. Can, 16.9 oz. Can, 2 oz. PET

XS Energy Drinks

NON-CARBONATED

ACUTEfruit Tropical Blast Monarch Beverages

XS Energy

PRODUCTS: Reduced Calories

PRODUCTS: XS Naranja Blast, XS Wild Berry Blast, XS Classic Blast, XS Gold, XS Energy Shots

PACKAGING: 8 oz. Can

PACKAGING: 12 oz. Can, 8.4 oz. Can, 2 oz. PET

PACKAGING: 11.5 oz. Can

Function: Alternative Energy Function Drinks PRODUCTS: Function: Alternative Energy, Aรงai Grape, Function: Alternative Energy, Strawberry Guava, Function: Alternative Energy, Citrus Yuzu PACKAGING: 16.9 oz. PET

Xyience Xenergy Xyience

รกvitae

Guayaki SRP Inc. รกvitae

PRODUCTS: Xenergy Premium, Xenergy Xtreme

PRODUCTS: รกvitae 45 mg, รกvitae 90 mg

PACKAGING: 16 oz. Can, 16 oz. Can

PACKAGING: 16.9 oz. PET

60 BEVERAGESPECTRUM.MARCH.2011

Guayaki SRP Inc. PRODUCTS: Lemon Elation, Revel Berry, Enlighten Mint PACKAGING: 16 oz. Can

Java Monster

Rockstar Recovery Grape Monster Beverage Company

X-Presso Monster Monster Beverage Company

ROCKSTAR, Inc. PRODUCTS: Recovery Grape

PRODUCTS: Loca Moca, Mean Bean, Toffee, Vanilla Light, Kona Blend, Irish Blend

PRODUCTS: Hammer, Midnite

PACKAGING: 16 oz. Can

PACKAGING: 12 oz. Can

PACKAGING: 15 oz. Can

OhYeah! Nutritional Shake

Rockstar Recovery Orange

ISS Research

Rockstar, Inc.

PRODUCTS: OhYeah! Nutritional Shake, Wicked

PRODUCTS: Recovery Orange PACKAGING: 16 oz. Can

PACKAGING: 14 oz. PET, 8 oz. PET

ZICO ZICO Beverages LLC PRODUCTS: ZICO Natural, ZICO Pineapple, ZICO Mango, ZICO Passion Fruit, ZICO Pomberry, ZICO Lime Citrus, ZICO Chocolate PACKAGING: 11 oz. TetraPak, 1 L TetraPak, 14 oz. PET

Rip It Energy Fuel

Rockstar Roasted Energy+Coffee

National Beverage Corp.

Rockstar Inc

PRODUCTS: G-Force, F-Bomb, Power, Red Zone shot, Code Blue shot, Citrus X shot

PRODUCTS: Roasted Mocha, Roasted Light Vanilla, Roasted Latte

PACKAGING: 16 oz. Can

PACKAGING: 15 oz. Can

Rockstar Pink

RECOVERY Hangover Gone

Warrior Energy Rockstar, Inc.

Warrior Energy, Inc.

PRODUCTS: Rockstar Pink

PRODUCTS: Green Tea, White Tea

Afterglow Beverage Company PRODUCTS: Sour Cherry

PACKAGING: 12 oz. Can PACKAGING: 16 oz. Can

62.BEVERAGESPECTRUM.MARCH.2011

PACKAGING: 2 oz. PET

ONE ENERGY DRINK is driving retail sales and bringing new consumers to the category: CRUNK!!!

Only CRUNK!!! combines allnatural flavors with a unique blend of vitamins and herbs for a drink that delivers both taste and energy with no “crash.”

There’s no better way to reach today’s youth than with CRUNK!!! Through its strong roots in music, solid reputation on the streets, and a social network of millions, CRUNK!!! is rocking its way into the AC Nielsen Top 10 rankings.

Every day, new consumers are getting CRUNK!!! Are yours???

For distributor or sales opportunities call 866-791-7701 or email sales@crunkenergydrink.com

www.crunkenergydrink.com

Hoist

Drank Relaxation Hoist

Innovative Beverage Group

PRODUCTS: Hoist

PRODUCTS: Drank PACKAGING: 12 oz. Can PACKAGING: 16 oz. Can

RELAXATION PROVITA USA, LLC PROVITA USA, LLC

PACKAGING: 2.9 oz. PET

PACKAGING: 1 oz. Glass

PRODUCTS: XAPP Carbonated Protein Recovery - Fruit Punch, XAPP Carbonated Protein Recovery - Apple Grape, XAPP Carbonated Protein Recovery Pomegranate Acai PACKAGING: 16 oz. Can, 24 oz. Can

64 BEVERAGESPECTRUM.MARCH.2011

PRODUCTS: Dream Dust Sleep Aid

PACKAGING: 8.4 oz. Can

PACKAGING: 2 oz. PET

Ex Chillout Balance

PRODUCTS: Security Feel Better Anti-hangover digestive drink

XAPP, Inc.

PRODUCTS: Ambro RELAX

Balance Relax

Security Beverages Company Inc

XAPP Carbonated Protein

Vitila Brands LLC

Ambrosia Beverage Group

PRODUCTS: PROVITA PROTEIN ENERGY, PROVITA PROTEIN VITAMIN

SECURITY FEEL BETTER

Dream Dust Sleep Aid

Ambro RELAX

Ex Drinks, LLC

PRODUCTS: Balance Relax

PRODUCTS: Ex Chillout

PACKAGING: 1 L PET, 500 mL PET

PACKAGING: 8.4 oz. Can

Funktional Beverages, Inc.

BeautySleep Big Quark LLC PRODUCTS: BeautySleep PACKAGING: 2 oz. Glass

Funktional Beverages PRODUCTS: Purple Stuff Classic Grape, Purple Stuff Berry Calming, Purple Stuff Classic Lemon-Lime PACKAGING: 16 oz. Can

Dream Dust puts the competition to sleep

69¢

PER BOTTLE†

SRP $1.49 - $1.99 *Drug Free

*No Carbs

*Fast Acting

*Fully Insured

*No Calories

*Made in USA

*No Sugar

Amazing Formula, Great Packaging, Affordable!

6 / 2 oz Bottles per Display 24 Displays per Case 72 Cases per Pallet

For free samples and free sleep tools please call 888-484-8452 or email sales@vitilabrands.com

†Minimum Purchase Required. Call for Details. *These statements have not been evaluated by the Food and Drug Administration.

This product is not intended to diagnose, treat, cure or prevent any disease.

www.DreamDust.Com

LEAN slow motion...potion

12 Gauge Energy Shot

Dewmar International BMC, Inc PRODUCTS: PURP, EASTA PINK, YELLA

Celsius Calorie Burning Shot

12 Gauge Energy, Inc.

Celsius

PRODUCTS: Kick Ass Cola

PRODUCTS: Calypso Punch

PACKAGING: 2.5 oz.

PACKAGING: 2.5 oz. PET

PACKAGING: 16 oz. Can

Neuro Drinks

5-Hour Energy

Cintron Beverage Energy Shot

Neuro Drinks

Living Essentials, Inc.

Cintron Beverage Group

PRODUCTS: Neuro BLISS

PRODUCTS: 5-Hour Energy (Original), Extra Strength 5-Hour Energy, Decaf 5-Hour Energy

PRODUCTS: Citrus Mango, Pineapple Passion, Tropical Azul, Cranberry Splash

PACKAGING: 14.5 oz. PET

PACKAGING: 2 oz. PET

RelaxZen

Açaí Energy Shot

Crunk Energy Stix

RelaxZen, Inc.

Açai Roots

Solvi Brands LLC

PRODUCTS: Day, Night, Sport, Day Flight, Night Flight

PRODUCTS: Açaí Energy Shot

PRODUCTS: Orange

PACKAGING: 2 oz. PET

PACKAGING: 0.1 oz. Stick Pack

PACKAGING: 3 oz. PET

SHOTS SPONSORED BY:

66 BEVERAGESPECTRUM.MARCH.2011

BAZI, Inc.

Dragon Pearl BAZI, Inc.

Dragon Pearl

PRODUCTS: BAZI Energy Shot

PRODUCTS: Super Natural Energy

PACKAGING: 2 oz. PET PACKAGING: 2 oz. PET

The top six energy shot SKUs. One convenient display.

5-hour ENERGY.

®

Total Footprint

18.5"w x 17.125"h x 8.625"d

T That’s right, 5-hour ENERGY ® h has the top six selling energy shot S SKUs* in c-stores. And with our 9 box rack 9-box rack, you get all six best sellers plus our unique Decaf version. It’s a great way to give your customers exactly what they want – 5-hour ENERGY.®

What you get: 24 berry, 24 extra strength, 12 orange, 12 grape, 12 lemon-lime, 12 pomegranate and 12 decaf.

Call 866-960-1700 w w w. 5 h o u r e n e rg y. c o m

or ask your 5-hour ENERGY® representative about the 9-Box Rack today. *Nielsen item rank report – total nutritional supplements – 4 weeks ending 10/30/2010.

†THIS STATEMENT HAS NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION. THIS PRODUCT IS NOT INTENDED TO DIAGNOSE,TREAT, CURE OR PREVENT ANY DISEASE.

†No crash means no sugar crash. 5-hour ENERGY® contains no sugar. Individual results may vary.

See www.5hourenergy.com for more details. ©2011 Innovation Ventures, LLC. All rights reserved.

DynaPep Energy Berry

Nitro2Go Firepower Extreme

Red Bull Energy Shot

DynaPep Corporation

Nitro2Go, Inc.

Red Bull North America

PRODUCTS: DynaPep Energy Berry, DynaPep Energy Mint, DynaPep Energy Cinnamon

PACKAGING: 2 oz. PET

PRODUCTS: Red Bull Energy Shot PACKAGING: 2 oz. PET

PACKAGING: 4 mL

Go Fast Energy Shot Go Fast Sports & Beverage Company PRODUCTS: Go Fast Energy Sahot

Nitro2Go Instant Energy

Red Bull Sugarfree Energy Shot

Nitro2Go, Inc.

PepsiCo

PRODUCTS: Regular, Extra Strength

PRODUCTS: Red Bull Sugarfree Energy Shot

PACKAGING: 2 oz. PET

PACKAGING: 2 oz. PET

PACKAGING: 50 mL PET

HIJINKS: The Energy Mixer

Nitro2Go Mega Shot

Rip It Energy Shot

PepsiCo

Nitro2Go, Inc.

National Beverage Corp.

PRODUCTS: HIJINKS: The Energy Mixer

PRODUCTS: Sweet Berry, Pomegrape

PRODUCTS: Red Zone, Code Blue, Citrus X

PACKAGING: 1.1 oz. PET

PACKAGING: 4 oz. PET

PACKAGING: 2 oz. PET

MINX xXx - Sex Shot Stimulicious Brands, LLc

Nitro2Go Pure Energy Nitro2Go, Inc.

PRODUCTS: Minx xXx - Sex Shot PACKAGING: 2 oz. PET PACKAGING: 2.0 oz. PET

Stacker 2 6 Hour Power NVE Pharmaceuticals PRODUCTS: Berry, Orange, Grape, Punch, Lemon Lime, Watermelon, Extra Stength Grape, Extra Stength Acai Pomegranate PACKAGING: 2 oz. PET

68 BEVERAGESPECTRUM.MARCH.2011

Stacker 2 Xtra Diet

Verve! Energy Shot

NVE Pharmaceuticals

Vemma Nutrition Company

PRODUCTS: Diet energy and crave control

PRODUCTS: Regular, Sugar-free

PACKAGING: 2 oz. PET

Stacker 2 Xtra Energy Shot

PACKAGING: 3 oz. HDPE bottle

TABLET & OTHER

Celsius Stick Powder Packets

Worx Energy

NVE Pharmaceuticals

Worx Energy Works

PRODUCTS: Berry, Orange, Grape, Extra Strength Grape

PRODUCTS: Worx Original Formula, Worx Extra Stength

PACKAGING: 2 oz. PET

PACKAGING: 2 oz. PET

Celsius PRODUCTS: Berry PACKAGING: .19 oz.

Strut & Rut Energy Shot

Zipfizz Energy Shot

Solvi Brands LLC

Zipfizz Corp

PRODUCTS: Pomegranate

PRODUCTS: Grape Energy Shot, Fruit Punch Energy Shot

PACKAGING: 2.5 oz.

FRS Healthy Energy Chews The FRS Company PRODUCTS: Pineapple Mango, Lemon Lime, Orange, Pomegranate Blueberry

PACKAGING: 4 oz. bottle PACKAGING: bag of 30 count chews

Tomic Energy Shot

Zombie Blast Energy Shot

FRS Healthy Energy Concentrate The FRS Company

Tomic, Inc.

Zombie Blast LLC

PRODUCTS: Fruit Blast

PRODUCTS: Wildberry, Sugar Free

PRODUCTS: Orange, Low Cal Orange, Low Cal Peach Mango

PACKAGING: 1.9 oz. PET

PACKAGING: 32 oz.

PACKAGING: 2.5 oz. PET

70 BEVERAGESPECTRUM.MARCH.2011

FRS Healthy Energy Powder

HELIX Energy + Ginseng Orange MPR

The FRS Company

HELIX Drinks

ISS Research

PRODUCTS: Low Cal Wild Berry, Low Cal Orange

PRODUCTS: HELIX Energy + Ginseng Orange

PRODUCTS: Pump, Wicked

PACKAGING: 14 serving packs per box

PACKAGING: .14 oz. Stick Pack

Go Fast Energy Gum

MINX xXx - Sex Shot

PACKAGING: 16 oz. PET, 12 oz. PET

OhYeah! Total Protein System

Go Fast Sports & Beverage Company

Stimulicious Brands, LLC

ISS Research

PRODUCTS: Go Fast Energy Gum - The Taste of Adrenaline, Go Fast Energy Gum - with Real Lemon-Lime, Go Fast Energy Gum - with Real Coffee, Go Fast Energy Gum - with Real Coconut

PRODUCTS: Minx xXx - Sex Shot

PRODUCTS: OhYeah! TPS, Wicked

PACKAGING: 2.0 oz. PET

PACKAGING: 39 oz. PET, 8

PACKAGING: 5 pieces Stick Pack

More and more companies fuel their products with the Superior Energy Ingredient.

Good for Peace of Mind • Patented ingredient (30-patented applications for D-Ribose)

• Guaranteed purity

Good for Incorporation • Instantly soluble • Very stable • Half the sweetness of sucrose

Good for Product Development • GRAS-affirmed • Non-GMO • Naturally-certified

Good for Your Consumer • One calorie per gram • Halal, Kosher

Bioenergy RIBOSE® is a natural, functional ingredient that quickly restores and maintains energy. Our patented and clinically-proven ingredient reduces fatigue, muscle pain, and stiffness.

BevNet half-page.indd 1

Bioenergy RIBOSE is the one energy ingredient that can help your product work better, taste better and perform better.

Superior Energy Ingredient 1-877-4RIBOSE

bioenergyribose.com MARCH.2011.BEVERAGESPECTRUM 71 3/10/11 11:22 AM

Bioenergy Life Science, Inc.

Rockstar Energy Gum Rockstar Inc PRODUCTS: Rockstar Iced Mint Energy Gum PACKAGING: 10 pieces/pack

Spot On Energy Patches Enceutical Corp PRODUCTS: Spot On Energy Patch PACKAGING: 4 patch pouch 12 pack (of 4-patch pouches) 24 pack (of 4-patch pouches)

VIP Energy VIP Energy LLC PRODUCTS: Exotic Berry, Pink Fusion, Naked (Flavorless), All Natural PACKAGING: 0.44 oz.

Zipfizz Healthy Energy Drink Mix Zipfizz Corp PRODUCTS: Citrus, Berry, Pink Lemonade, Orange, Grape PACKAGING: 11 gram Tube

72 BEVERAGESPECTRUM.MARCH.2011

SERVICES & SUPPLIERS

Bioenergy Life Science, Inc. is an integrated life science company whose core technology is D-ribose. D-ribose is vital for the cellular synthesis of ATP (adenosine triphosphate). Bioenergy RIBOSE, widely used in foods and nutraceuticals/ supplements for energy enhancement, accelerates energy recovery in muscles, reduces fatigue and improves exercise performance over time.

A.M. Todd - Mooreganics

Cargill, Inc.

A.M. Todd Ingredients | Flavors is a global creator and manufacturer of mint oils, flavorings, and taste modifying materials.

Although primarily known for its expertise in Mint, it now offers a full line of Organic Ingredients, Flavors, “clean label” Distillates and Extracts - Certified USDA Organic, IFOAM and Fair Trade

Cargill helps customers capitalize on the growing demand for energy beverages by offering unique ingredient solutions, like Cargill’s Xtend sucromalt.

As a slowly digested sweetener syrup, sucromalt provides balanced energy (i.e. more constant availability of glucose without the highs and lows in blood sugar) when compared to other sweetener syrups.

Allen Flavors, Inc.

Chemi Nutra

We have provided concept to marketplace services to the beverage industry for more than 20 years. Our research and development services as well as ingredient supply and technical support in production are legendary. We maintain the talent, passion, and support necessary to bring any beverage to market. We can assist at any level of development. Give us a concept and we’ll give you a product ready for bottling.

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.

Axiom Foods

Citromax Flavors

Axiom Foods is the world’s first, largest and most innovative source for the Beverage Industry’s allergen-free, Whole Grain Brown Rice ingredients.

Our outstanding technology and quality control goes into syrups, sugar solids, protein concentrates/isolates, milks, honey, minerals and fiber. Our Oryza rice syrup solids can aid in electrolyte absorption.

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 also behind a delicious array of many of today’s most recognized, iconic flavors in beverages, confection, dairy, and baked goods.

at s po tu x 2 si lyE 4 Vi pp th 2 Su o o B

Discover the difference between cognitive enhancing ingredients.

Discover the difference all-natural Cognizin® can make in your functional food and beverage products. Cognizin is a proprietary form of citicoline, a potent brain-health nutrient clinically shown to support mental energy, focus, attention and recall.* Tested in human clinical trials and developed using a patented fermentation process, Cognizin is a pure, allergen-free GRAS ingredient that’s stable and effective.* For a functional difference consumers are sure to notice, add the proven brain power of Cognizin to your next product.*

For more information about Cognizin® contact Kyowa Hakko USA: (212) 319-5353 www.cognizin.com

*These statements have not been evaluated by the Food and Drug Administration.

This product is not intended to diagnose, treat, cure, or prevent any disease.

Cognizin® is a registered trademark of Kyowa Hakko Bio Co., Ltd. Copyright ©2011 Kyowa Hakko U.S.A., Inc.

Closure Systems International

DSM Nutritional Products

Hammer Packaging

Closure Systems International, Inc. (CSI) is recognized as a global leader in closure design, manufacturing, and high speed application systems.

In addition, CSI provides unparalleled customer and technical services globally. CSI is part of Reynolds Packaging Group, an operating division of Rank Group Limited. Visit CSI’s website at www.csiclosures.com.

DSM Nutritional Products is the world’s premier ingredient supplier to food and beverage producers providing a solid platform for technological innovation and new product development. Utilizing its extensive resources, DSM Nutritional Products keeps its customers ahead of the ever-changing marketplace, anticipating customer needs as nutritional trends develop and customer demands evolve.

Hammer Packaging, established in 1912, headquartered in Rochester, NY, is a privately-held multi-color packaging printer with expertise in sheet-fed offset, web offset and flexography. Hammer uses leading-edge technology and ISO 9001:2000 practices to produce high-quality printed labels and package decoration for the global beverage, food, horticulture and household products industries. Core products produced include cut & stack labels, in-mold labels, shrink sleeve labels, roll-on shrink-on labels, roll-fed labels and pressure sensitive labels.

Comax Flavors

EcoFruits International

Lonza Inc.

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

EcoFruits International is a wholesale supplier of Acai, Acerola, Cupuacu, and many other superfruits.

Our customers often tell us that the QUALITY of our products is superior to any other ingredients they have utilized. We agree! Call us for a sample to see for yourself.

Lonza is a leading supplier of Carnipure L-Carnitine, the energy nutrient. Carnipure tartrate and Carnipure crystalline are self-affirmed GRAS, bright white, pH and heat stable, highly water soluble and form colorless solutions. ResistAid is a natural immune support ingredient that has antioxidant capacity. It is highly water soluble and stable at a wide temperature and pH range.

Corbi Plastics, LLC

Glanbia Nutritionals

Martin Bauer Inc.

An innovative manufacturer/supplier of plastic reusable layer pads, pallets and top frames to the beverage industry.

Providing companies with an efficient method to move their products throughout the supply chain, faster, better, safer and more cost-effectively. Corbi takes asset management, logistics, cleaning and services to new heights.

At Glanbia Nutritionals, we formulate success. Through superior ingredients, innovative thinking and true collaboration we’re equipped to provide the ingredient and formulation solutions to help you bring better products to market.Glanbia Nutritionals delivers science-based nutritional solutions for a variety of applications.

The Martin Bauer Group is one of the world’s leading suppliers of botanical ingredients serving the food, beverage, dietary supplement and pharmaceutical industries since 1930. Our product line includes leaf teas, herbal raw materials, tea & herbal extracts, tea flavors and custom designed products.

Creative Refrigeration Devices

Glanbia Nutritionas, (NA), Inc. - California

Monarch Custom Beverages

CRD is a dynamic design,engineering and mfg.Co.,specializing in unique design solutions for the competitive and crowed marketplace of refrigerated consumer products. We will spotlight your products against all others while reinforcing brand recognition, incremental sales and consumer excitement.

Glanbia Nutritionals Customized Solutions has built a reputation on service and quality in the nutritional ingredient and custom micronutrient premix businesses.

We provide formulation and ingredient expertise in combination with the quality and consistency of finished blends that our customer’s count on. From order date to ship date, our lead-time is the shortest in the industry. Looking for a basic RDI, Energy, Antioxidant, Recovery blend or an individual nutritional ingredient? Glanbia Nutritionals Customized Solutions can provide the solution to your fortifying requirements.

Private label beverage developer and contract manufacturer of; energy drinks, tea,juices,enhanced waters, flavored malt beverages and beer. We can take your beverage from concept to commercialization. Turn Key programs available.

74 BEVERAGESPECTRUM.MARCH.2011

When it comes to potent performance ingredients, nature has the inside track.* Boost the hydration and recovery benefits of your next beverage naturally with pure, clinically tested Sustamine™.* Produced through a patented fermentation method, Sustamine is a dipeptide that is more easily absorbed by the body than complex protein molecules.* This makes Sustamine a highly effective ingredient for hydration, endurance and recovery.* The only GRAS L-Alanyl-L-Glutamine, Sustamine is also tasteless, odorless, and stable in liquids. If you’re looking for a rehydration and recovery ingredient that can give you a natural advantage, get to know Sustamine.

*These statements have not been evaluated by the Food and Drug Administration.

This product is not intended to diagnose, treat, cure, or prevent any disease.

For more information about Sustamine™ contact Kyowa Hakko USA: (212) 319-5353 www.sustamine.com

Sustamine™ is a registered trademark of Kyowa Hakko Bio Co., Ltd. Copyright ©2011 Kyowa Hakko U.S.A., Inc. These fine brands contain Sustamine™ in their formulations

Moss Adams, LLP

NVE Pharmaceuticals

Premium Ingredients International

Moss Adams is the 11th largest accounting and business consulting firm in the United States and the largest such firm in the West. We provide accounting, tax, financial and business advisory services to middle-market companies. The professionals at Moss Adams, LLP, have years of experience working with leading organizations within the beverage industry, and are adept at assisting with the unique challenges that many companies face.

NVE’s 250,000 sq. ft. production facility is ready to handle any of your product needs, from carbonated 8.4 oz. cold filled energy drinks and sodas, to 2 oz through 10 oz energy, vitamin and relaxation shots. Contact Walter Orcutt, Executive Vice President, to find out how you can save money and get your product fast on your next production run!

Your connection to beverage solutions with high-quality ingredients & flavors with a full-service R&D lab. We are the largest importer of Vitamin C, B Vitamins and Amino Acids and carry full lines of sweeteners, botanicals, caffeine, vitamins and energy blends. Get exactly what you need, supported by best-in-class service.

Naturex

Parkside Beverage

Racks Incorporated

Naturex manufactures natural speciality ingredients for the Food & Beverage, industries. Headquartered in France, Naturex employs 950 staff and has 11 production units located in Europe (France, Italy, Spain, Switzerland and England), the United States (New Jersey and California), Brazil, Australia and Morocco. In addition, the group has sales offices all over the world.

Contact us now: to create your custom new beverage.

Our common sense approach allows you to 100% own and control every aspect of your finished product: without a large initial deposit for development.

We manufacture custom Point of Purchase displays.

All manufacturing and processing is done in-house.

We use wire, rod, square and round tubing, sheet metal and also integrate wood and plastic in the production of outstanding displays. Powder coating and graphic artwork are also done in-house.

Nordon/Cooler Solutions

Performance Packaging

S&D Coffee, Inc.

Conveniently located in the Northeast, Nordon/CSI supplies an array of widely recognized glass door merchandisers & specialty coolers for commercial use. As a leader in total asset management; we are one point of contact for your equipment, parts, distribution, energy saving initiatives, marketing campaigns, service & support.

Contact us today.

Modern manufacturing facilities and dedication to customer service assures you receive a positive buying experience.FLEXIBLE PACKAGING: Laminations, retort packaging, Rollstock, bags, spout and zippered pouches, shrink sleeves LABELS: Pressure sensitive, paper, laminated, foil, embossedRIGID PACKAGING: Folding cartons, display boxes, tins, POP displays MACHINERY: Spout Pouch filling, VFFS machinesRE-USABLE GROCERY BAG: The Best Bag®

S&D Coffee’s Food Innovation & Ingredients Division creates customized extracts and flavors supported by turn-key, personal service.

We are vertically integrated from the source to your door, which means uninterrupted access to the broadest selection of coffee, tea and botanical raw materials while ensuring price stability.

Nutritional Products International Inc.

Pharmachem

SG BEVERAGE SOLUTIONS INC

Nutritional Products International, Inc. is your best route into the United States – the single largest market in the world. NPI is a world-class team of experts and we will promote and sell your products into convenience stores, grocery & drug chains, warehouse clubs, mass merchandisers, international distributors, beverage distributors, online retailers, and the military. NPI is the clear choice for your success in the US!

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

SG Beverage Solutions provides SUPERIOR Quality Refrigerated Coolers to the beverage industry at very REASONABLE PRICES. We are leaders in product development (use of LED’s & Ball-Bearing Fans) so as to ensure that our customers are buying the most Energy-Efficient & Maintenance-Free Coolers possible. Additionally, we can print and apply graphics making us a “one-stop shop” for our customers !

76 BEVERAGESPECTRUM.MARCH.2011

SleeveCo, Inc.

SleeveCo prints and converts high-impact, 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. We manufacture affordable stretch sleeve application equipment to order.

HIGH-QUALITY

COOLERS

for the Food & Beverage Industry

Stauber Performance Ingredients

CREATIVE PRODUCT TYPES:-Juices-Health Drinks-Protein DrinksSmoothies-Flavored Waters-Desserts-Vegetable Products-Fruit Products- -Supplements and many more CREATIVE CAPABILITIES:-Innovating Ingredients-Concept Development-Research- Product Formulation-Manufacturing Trends-Product Documentation-Packaging Trends-Promotional Strategies-Label Design-Sourcing

Symrise Inc.

Symrise is a global supplier of flavorings and fragrances while also manufacturing raw materials and active ingredients for the food, perfume, and cosmetics industries. Its sales of $1.36 billion in 2009 place the company among the top four in the international flavors and fragrances market. Headquartered in Holzminden, Germany, Symrise is represented in over 35 countries in Europe, Asia, the United States and South America. Used by manufacturers of foods, perfumes, and cosmetics, our products are an inseparable part of daily life.

The NutraSweet Company

The NutraSweet Company, headquartered in Chicago, stands alone in its ability to provide customers with a full value portfolio including superior quality products, unrivaled technical, R & D and regulatory support, competitive pricing and an experienced management team. The NutraSweet Company is the leading global manufacturer of the great tasting zero-calorie sweeteners aspartame, neotame, and twinsweet (aspartame-acesulfame salt).

in-house custom graphics capabilities

1.888.733.1213

SGBeverageSolutions.com MARCH.2011.BEVERAGESPECTRUM 77

COMPANY CONTACT INFORMATION COMPANY NAME

CONTACT NAME

ADDRESS

CITY

STATE

ZIP CODE

PHONE NUMBER

WEBSITE

Jason Kraff

8352 NW 47th Street

Coral Springs

FL

33067

954-871-0211

www.12gaugeenergy.com

Domenick Lucarelli

1717 Douglas Ave

Kalamazoo

MI

49007

908-433-0030

www.amtodd.com

Aรงai Roots

Igor Pereira

8385 Miramar Mall

San Diego

CA

92121

866-401-2224

www.acairoots.com

Afterglow Beverage Company

Jason Walter

5019 Carolina Beach Rd

Wilmington

NC

28412

910-742-0152

www.HangoverGone.com

Joe Moran

23 Progress St.

Edison

NJ

08820

908-561-5995

www.allenflavors.com

Cavin Kindsvogel

2344 Farrington Street

Dallas

TX

75207

800-314-1822

www.ambrorelax.com

Doreen Higney

60 Crossways Park Drive West

Woodbury

NY

11797

516-812-0365

www.drinkarizona.com

รกvitae

Trent Moffat

7003 Post Rd

Dublin

OH

43016

614-766-2848

www.avitae45.com

Axiom Foods

David Janow

12100 Wilshire Blvd Suite 800

Los Angeles

CA

90025

310-264-2606

www.axiomfoods.com

Balance

Martin Chalk

39 West 32nd St

New York

NY

10001

212-564-0878

www.drinkbalance.com

BAZI, Inc.

Sharon Studebaker

1730 Blake St.

Denver

CO

80110

303-316-8577

drinkbazi.com

Big Quark LLC

Clark Wolfsberger

7645 Delmar Blvd

Saint Louis

MO

63130

314-727-6903

BeautySleepUSA.com

Big Red Inc.

Jimmy Piloto

6500 River Place Boulevard Building 1 Suite 450

Austin

TX

78730

512-501-3890

www.bigredjak.com www.gpureenergy.com

Bioenergy Life Science, Inc.

Kathy Lund

13840 Johnson St NE

Minneapolis

MN

55304

877-4RIBOSE

bioenergyribose.com

Deborah Schulz

15407 McGinty Rd W

Wayzata

MN

55391

866-456-8872

www.cargill.com

Sherri Lopes

2424 N. Federal Hwy

Boca Raton

FL

866-423-5748

www.celsius.com

Chase Hagerman

4463 White Bear Pkwy.

Suite 105

White Bear Lake

MN

55110

866-907-0400

cheminutra.com

Cintron Beverage

Ryan Lynn

7400 Brewster Ave.

Philadelphia

PA

19153

267-298-2100

www.cintronbeveragegroup. com

Citromax Flavors

Elaine Kellman-Grosinger

444 Washington Avenue

Carlstadt

NJ

07072

201-933-8405

www.citromaxflavors.com

Closure Systems International

Tabetha Walker-Smith

7702 Woodland Dr Suite 200

Indianapolis

IN

46278

317-390-5000

csiclosures.com

Comax Flavors

Catherine Armstrong

130 Baylis Road

Melville

NY

11747

800-992-0629

www.comaxflavors.com

Teresa Dodd

5250 East Terrace Drive Suite 106

Madison

WI

53718

608-852-8843

www.corbiplastics.com

Cott Beverages

Jennifer Kenney

5519 W Idlewild Ave

Tampa

FL

33634

813-313-1746

www.cott.com

Cott Corporation

Reece Keeler

6525 Viscount Rd.

Mississauga

ON

L4V 1H6

905-672-1900

www.cott.com

Creative Refrigeration Devices

Tom Meehan

810 1st St. So.

Hopkins

MN

55343

800-666-1449

www.crdrefrigeration.com

Cuba Beverage Company

Alex Procopio

9219 Mira Este Court

San Diego

CA

92126

866-431-CUBA

www.cubabev.com

Andrew Drayson

520 Broadway, Suite 350

Santa Monica

CA

90401

604-999-3050

ddbevco.com

Tim Thomas

132 E. Northside Dr. Ste C

Clinton

MS

39056

402-312-1477

www.SlowMotionPotion.com

Dragon Pearl

Dave Dahl

1030 Huston Street A

Grover Beach

CA

93433

805-489-6689

dragonpearltea.com

DSM Nutritional Products

Gus Castro

45 Waterview Blvd

Parsippany

NJ

07054

973-257-8357

www.dsm.com

DynaPep Corporation

Lisa Krinsky

131 N.W 13th Street

Boca Raton

FL

33432

561-447-0082

www.dynapep.com

EcoFruits International

Wendy Young

10653 S. River Front Parkway #290

South Jordan

UT

84095

801-312-0955

www.ecofruitsinternational.com

12 Gauge Energy, Inc. A.M. Todd - Mooreganics

Allen Flavors, Inc. Ambrosia Beverage Group AriZona Beverages USA LLC

Cargill, Inc. Celsius Chemi Nutra

Corbi Plastics, LLC

DD Beverage Company Dewmar International BMC, Inc

78.BEVERAGESPECTRUM.MARCH.2011

COMPANY NAME

CONTACT NAME

ADDRESS

CITY

STATE

ZIP CODE

PHONE NUMBER

WEBSITE

Enceutical Corp

Brenda Stoner

3706 Arapaho Road

Addison

TX

75001

866-228-0428

www.spotonenergy.com

Ex Drinks, LLC

Travis Arnesen

1879 Whitney Mesa Drive

Henderson

NV

89014

702-949-6555

www.ExDrinks.com

Flatt Cola

Paul Pucci

PO Box 56166

Madison

WI

53705

262-705-2080

www.flattcola.com

Fluid Motion Beverage Inc.

Paul Tecker

160 N. Riverview Dr. Suite 200

Anaheim

CA

92808

800-951-9123

TalonEnergy.com

3975 Landmark Street

Culver City

CA

90232

310-725-9050

www.functiondrinks.com

Tim Lucas

P.O. Box 12168

Spring

TX

77391

877-324-7657

www.MyPurpleStuff.com

GBomb Energy LLC.

Eric McCormick

4182 Sorrento Valley Blvd. # C

San Diego

CA

92121

858-784-0379

www.grombombenergy.com

Glanbia Nutritionals

Eric Borchardt

5951 McKee Rd. Suite 201

Fitchburg

WI

53719

608-316-8500

www.glanbianutritionals.com

Glanbia Nutritionas, (NA), Inc. California

Michael Cornell

5927 Geiger Court

Carlsbad

CA

92008

760-438-0089

www.glanbianutritionals.com

Jill Hanna

P.O. BOX 40342

Denver

CO

80204

303-893-1222

www.gofastsports.com

Gordon Guzenski

2286 Stone Blvd.

West Sacramento

CA

95691

916-372-0600

www.gogirlenergy.com

Todd Olsen

419 Occidental Ave S

Seattle

WA

98109

206-682-4625

www.golazoenergy.com

Buffalo

NY

14216

716-783-9296

www.pureenergydrinks.com

Function Drinks Funktional Beverages

Go Fast Sports & Beverage Company Go Girl Energy Drink and Nor-Cal Beverage Co., Inc. Golazo Green & Co.

Susan Melody

Guayaki SRP Inc.

Luke Gernandt

6782 Sebastopol Avenue

Sebastopol

CA

95472

707-824-6640

www.guayaki.com

GURU Beverage Co.

Brian

295 Greenwich St. #163

NY

NY

10007

212-480-4878

www.guruenergy.com

Hammer Packaging

Lou Iovoli

PO Box 22678

Rochester

NY

14692

585-424-3880

www.hammerpackaging.com

HELIX Drinks

James Ward

5423 Kavanaugh Blvd

Little Rock

AR

72207

901-647-7514

www.helixdrinks.com

Hiball Inc.

Todd Berardi

1862 Union St.

San Francisco

CA

94123

415-420-4801

www.hiballenergy.com

Hoist

Kelly Heekin

PO BOX 9281

Cincinnati

OH

45209

513-321-3400

www.drinkhoist.com

Innovative Beverage Group

Peter Bianchi

5833 B Westview Dr

Houston

TX

77055

713-975-7715

www.drankbeverage.com

ISS Research

Wes Strickland

5400 WT Harris Blvd

Charlotte

NC

28269

704-948-4345

www.issresearch.com/mpr

William Meissner

234 9th ave N

Seattle

WA

98109

206-436-8704

www.drinkwhoopass.com

James Gabriele

2010 W. Parkside Ln.

Phoenix

AZ

85027

623-580-9221

www.kronikenergy.com

Jones Soda Company KroniCo LLC. Living Essentials, Inc. Lonza Inc. Martin Bauer Inc.

www.5hourenergy.com Thomas Brancato

90 Boroline Road

Allendale

NJ

07401

800-365-8324

www.lonzanutrition.com

Gary Vorsheim

300 Harmon Meadow Blvd.

Suite 510

Secaucus

NJ

07094

201-659-3100

www.martin-bauer-group.us

1123 Zonolite Road NE

Atlanta

GA

30306

404-262-4040

monarchbeverages.com

Monarch Beverages Monarch Custom Beverages

Larry Williams

2205 Riverstone Blvd. Suite 104

Canton

GA

30114

678-493-7000

monarchcustombeverages.com

Monster Beverage Company

Richard Hastings

550 Monica Circle

Corona

CA

92880

951-739-6441

www.monsterenergy.com

Carol Suruki

21700 Oxnard Street #300

Woodland Hills

CA

91367

818-577-1916

mossadams.com

Brent Bott

8100 sw 10th st.

Plantation

FL

33324

954-581-0922

www.ripitenergyfuel.com

Samuel Menard

375 Huyler street

South Hackensack

NJ

07606

201-440-5000

www.naturex.com

Moss Adams, LLP National Beverage Corp.

Naturex

MARCH.2011.BEVERAGESPECTRUM 79

COMPANY CONTACT INFORMATION (continued) COMPANY NAME

CONTACT NAME

ADDRESS

CITY

STATE

ZIP CODE

PHONE NUMBER

WEBSITE

Ken Tenace

501 Santa Monica Blvd

Santa Monica

CA

90401

310-393-6444

www.drinkneuro.com

8020 Palm Ave.

Highland

CA

92346

800-250-2345

www.nitro2go.com

Neuro Drinks Nitro2Go, Inc. Nordon/Cooler Solutions

Joe Moffett

1 Cabot Blvd. East

Langhorne

PA

19047

800-211-7745

www.nordoninc.net

Nutritional Products International Inc.

Brian Gould

301 W. Atlantic Ave. Suite 7-8

Delray Beach

FL

33444

561-544-0719

www.nutricompany.com

NVE Pharmaceuticals

Glenn Lee

15 Whitehall Rd

Andover

NJ

07821

973-786-7868

www.stacker2.com

NVE Pharmaceuticals

Walter Orcutt

15 Whitehall Road

Andover

NJ

07821

973-601-8484

www.nveusa.com

Cydney Whitmoyer

PO Box 210

Leesport

PA

19533

610-916-2439

www.parksidebeverage.com

PepsiCo

Andrea Foote

700 Anderson Hill Road

Purchase

NY

10577

914-253-2600

www.pepsico.com

Performance Packaging

Laura Martin

6430 Medical Center Street #102

Las Vegas

NV

89148

702-240-3457

Performance-Packaging.com

Pharmachem

Gregory Drew

265 Harrison Avenue

Kearny

NJ

07032

201-719-7405

www.pharmachemlabs.com

Premium Ingredients International

Nicole Aurelio

285 E. Fullerton Avenue

Carol Stream

IL

60188

630-868-0300

www.premiumingredients.com

Jeff Jonke

1900 Preston Road

Plano

TX

75093

972-922-3344

www.provitaenergy.com

William Schiffman

7684 St Andrews Avenue

San Diego

CA

92154

619-301-7971

racksinc.com

1740 Stewart St.

Santa Monica

CA

90404

310-393-4647

www.redbullusa.com

Brent Sonnek-Schmelz

621 Shrewsbury Ave

Shrewsbury

NJ

07702

877-448-2323

www.relaxzenshots.com

Brian BoatĂŠ

8000 Wheatland Ave

Sun Valley

CA

91352

818-243-8200

www.RoaringLion.com

Customer Service

P.O. Box 27740

Las Vegas

NV

89126

702-939-5535

www.rockstar69.com

Scott Geringer

300 Concord Parkway South

Concord

NC

28027

800-933-2210

www.sndflavors.com

1221 Brickell Ave # 909

Miami

FL

33131

786-619-1129

www.securityfeelbetter.com

Tom Shuman

2801 NW 55th Court

Ft Lauderdale

FL

33309

800-882-6693

www.sgbeveragesolutions.com

George Martinez

1860 W. University Drive, Ste 114

Tempe

AZ

85281

480-371-1100

ironcladenergy.com

Jyl Gryder

103 Lumpkin Campground Rd. N

Dawsonville

GA

30534

706-216-3110

www.sleeveco.com

Solvi Brands LLC

Tom Mahlke

1250 Northmeadow Pkwy

Roswell

GA

30076

678-578-5320

www.crunkenergydrink.com

Speedelicious Beverages, LLC

Frank Lopera

27-28 Thomson Ave

Long Island City

NY

11101

310-560-2840

www.drinkspeedy.com

Stauber Performance Ingredients

Shirley Rozeboom

4120 North Palm Street

Fullerton

CA

92835

888-441-4233

www.stauberusa.com

Stimulicious Brands, LLC

Customer Service

57-12 Granger Street

Corona

NY

11368

646-349-5649

www.drinkminx-xxx.com

Greg Hill

2199 Delaware Ave.

Santa Cruz

CA

95060

831-600-3607

www.optaenergy.com

Ian Thurston

300 North Street

Teterboro

NJ

07608

201-288-3200

www.symrise.com

Philadelphia

PA

Parkside Beverage

Provita USA, LLC Racks Incorporated Red Bull North America, Inc. RelaxZen, Inc. RLED, LLC Rockstar Inc S&D Coffee, Inc. Security Beverages Company Inc SG Beverage Solutions, Inc. Shadow Beverages SleeveCo, Inc.

SunOpta Consumer Products Symrise Inc. The Fever Company, LLC. The FRS Company

www.iwantfever.com

Carli LaForgia

101 Lincoln Centre Dr

Foster City

CA

94404

650-227-2209

www.frs.com

The Masters of Beverages, LLC

Pete Algarin

PO BOX 79378

Corona

CA

92877

951-582-9556

www.spiderenergy.com

The NutraSweet Company

Brad Meyers

222 Merchandise Mart Plaza Suite 936

Chicago

IL

60654

312-873-5000

www.nutrasweet.com

Tomic, Inc.

Joseph Chang

17280 Newhope St.

Fountain Valley

CA

92708

877-496-3332

www.DrinkTomic.com

Chris Hannemann

2440 Alki Ave SW #402

Seattle

WA

98116

206-938-0596

www.turbo-nrg.com

Turbo Energy Drink

80.BEVERAGESPECTRUM.MARCH.2011

COMPANY NAME

CONTACT NAME

ADDRESS

CITY

STATE

ZIP CODE

PHONE NUMBER

WEBSITE

Vemma Nutrition Company

Bridget Bond

8322 E. Hartford Dr.

Scottsdale

AZ

85255

480-927-8999

www.vemma.com

VIP Energy LLC

Ricky Poland

160 N Wall St #206

Columbus

OH

43215

419-704-0481

vipenergymix.com

Vitila Brands LLC

Max Proskoff

5707 31 Ave

Woodside

NY

11377

888-484-8452

www.dreamdust.com

Vuka, LLC

Todd Fenton

1338 South Valentia Street

Denver

CO

80247

720-535-1831

www.vuka.com

Warrior Energy, Inc.

Arthur Ebeling

142 North Queen St.

Martinsburg

WV

25401

304-264-0437

www.DrinkWarrior.com

Worx Energy Works

Richard Hastings

550 Monica Circle

Corona

CA

92880

951-739-6441

www.worxenergy.com

Ashley Hicks

P.O. Box 690

Carlsbad

CA

92018

760-444-2286

www.xapp.com

Maja Sponring

521 Fifth Avenue

New York

NY

10175

212-594-3080

www.xl-energy.com

15233 NE 90th St.

Redmond

WA

98052

Reuben Rios

1335 E. Sunset Rd

Las Vegas

NV

89119

702-430-5428

www.xyience.com

Bill Lange

643 Cypress Ave.

Hermosa Beach

CA

90254

310-379-9505

www.zico.com

Ashley Scrupps

18303 Bothell Everett Highway

Mill Creek

WA

98012

877-947-3499

www.zipfizz.com

Zombie Blast LLC

Tom Talbott

12640 Moore St.

Cerritos

CA

92703

ZUN Energy Drink

Fuzzee Bee Beverage Company

4845 Pearl East Circle

Boulder

CO

80301

XAPP, Inc. XL Energy Drink Corp XS Energy Xyience ZICO Beverages LLC Zipfizz Corp

xsblast.com

www.zombieblast.com 303-447-6881

www.zunenergy.com

MARCH.2011.BEVERAGESPECTRUM 81

PROMO PARADE A Fruity Music Mash-Up From Apple & Eve

PROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY

Tres Generaciones Tequila Courts Golden Boy Beam Global has partnered with boxer Oscar De La Hoya’s promotion company, Golden Boy Productions to increase visibility of their super-premium Tres Generaciones Tequila. The campaign will include promotions in the boxing ring, and will stress the parallels between the success of De La Hoya and Tres Generaciones through tenacity and dedication.

Diet Doctor Uses Yahoo!

For the second year, Apple & Eve will be sponsoring the Fruitables Music MashUp to benefit music and arts education in America. Teaming up with Cory Monteith, star of the TV show Glee and the VH1 Save the Music Foundation, Apple & Eve will give the two best performers $10,000 for their school’s music program.

One winner will be selected from the elementary grades and one will be selected from the middle school grades. They will also donate $1 for every few Facebook fan to the VH1 Save the Music Foundation, giving up to $50,000.

Whynatte Brews On Four Cylinders Whynatte Latte introduced a four pack of their coffeeenergy drinks while simultaneously signing Motorcross Pro Matt Lemoine as a promotion partner. Whynatte had been looking to sponsor someone who was genuinely interested in the product, and in that rvegard Lemoine is a perfect fi t. Lemoine has enjoyed Whynatte Lattes for quite some time and is trying to get his friends hooked as well. Retailing at $7.99, the four pack was a product of consumer requests, and has been selling quickly.

82 BEVERAGESPECTRUM.MARCH.2011

Diet Dr Pepper will launch a virtual scavenger hunt across Yahoo!’s Movie, Music, TV, News and mobile services beginning March 31, called “The Hunt For The Unbelievable.”

Users will be required to find six characters (Alien, Easter Bunny, Santa Claus, Tooth Fairy, Leprechaun and Sasquatch) and could win a trip worth $10,000 if they complete the scavenger hunt. “The Hunt For The Unbelievable” extends Diet Dr Pepper’s “We Exist” campaign to the internet for the first time.

Nestle Bunny Finds Sports Traction

Nestle Nesquik and ESPN will launch a marketing partnership between May 1 and August 15, 2011 to promote “The Ultimate Pass,” which will offer the chance to win ESPN-geared prizes, including a backstage tour of ESPN’s headquarters. Nesquik bottles will provide a promotional texting code and the campaign will attempt to provide greater visibility for Nestle product, which is vital for their direct-store-distribution model, which will allow Nestle to distribute their products to a larger range of stores.