Beverage Spectrum Nov-Dec 2008

DECEMBER 23, 2008

NEW BEVERAGE GUIDE 2008

THE YEAR’S NEW BEVERAGES IN REVIEW & BEVNET.COM’S BEST OF 2008 AWARDS

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© 2008 America’s Milk Processors. got milk?® is a registered trademark of the California Milk Processor Board. *Based on August, 2008, USDA and IRI nationwide grocery surveys for the average price of a gallon of milk.

NOVEMBER – DECEMBER 2008 vol. 6 :: no. 8

cover story

BEFORE THE PEBBLE DRO 51 New Beverage Guide

This year’s new beverages in review

features

32 BevNET’s Best of 2008 Who won and why

38 Before the Pebble Drops

Future insights from some of the industry’s finest

Thoughts, ideas and predictions 2009 38 colfor 8 umns 46 Ins and Outs of Licensing

SPECIAL SECTION

Bevnet.com

8 First Drop

NEW BEVERAGE GUIDE

Sara Snow

10 Publishers Toast

Green Lifestyle Expert / TV Host

Year-End Relief

category focus

THE YEAR’S NEW BEVERAGES IN REVIEW 32

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

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

departments

51

2008

DSM

A Tough Rapp to Beat

Today people are looking for foods and bever DO something for them, more than just quenc obvious to workers in all sectors of the thirst or fill their bellies. Tremendous organic economy that a mistake here or a bit of 12 Bevscape Business natural foods companies are stepping up with mismanagement there can quickly ripple No tive morefoods Zimaand drinks that do just that. Goodb out and affect you. Look at the price of oil, which a dairy-free probiotic drink; Guayaki’s ‘good e 16 Bevscape Innovation resulted in the increased popularity of biofuels, which actually helps you metabolize; Sambazon deliv Healthy teens led to a change in the destination of the corn crop, antioxidants with healthy fats, Zenergize has which affected the price of High Fructose Corn Syrup.

20 Channel Checkto enhance your filtered tap wate flavor pellets You drop a pebble into the lake, eventually the We are go deep into energy innovative alternatives to so many of the u water moves out to the edges. beverages on the market.

24 New Products From Economics to Eco-Friendliness, Energy to Water and juice for kids Efficacy, the beverage business in 2009 will be under Bio: Snow has been called “first generation org 82 Promo Parade the spell of major influences from the world at large.

She has a TV series with practical advice on liv Giant on wine Some will be under your control, but many will place Obey Living Fresh and Get Fresh with Sara Snow, bot millions of viewers with a message of simple, a you in a reactive stance. Some of the pebbles will bareseries air on Discovery Health and FitTV, she ca ly affect you, but others will hit like a cannonball. nights, she’s a featured blogger on Treehugger.

Here at Beverage Spectrum, we pride ourselves at DVD, Growing Green Babies. being reliably on-trend. But for every trend, there’s 74 Enhanced Waters a counter-trend, and for every subculture, there’s a Enhanced complexity dominant paradigm. The most important part of Ed Nappen forecasting, then, might be to figure out what part Beverage category technical director, of the story applies to you and your business. That’s International Flavors and Fragrances why it’s important to consult a range of people 80 Review when you look to the future.

Expo East gets its the duebiggest [trends] is there’s bee I think one of As part of our end-of-the-year wrap-up, we cent successes of blends of products that you w thought we should look at what is in the winds normally see together. There will be alternativ for 2009, and in keeping with the notion that you that will be popping up that will be equally su need a broad group, we really twirled the Rolodex. [as AriZona’s Arnold Palmer.] There’s plenty o We wanted to make sure we tapped some of the flavored teas on the market, but the classic Ar great brains of the industry for a look at what Palmer is made with actual lemonade. There’s they expect in the coming year. stopping them from [offering] different varieta What we got ranged from the frank to the fantastic, of green tea. and all of it is food – or drink – for thought.

s the year wraps up, it’s

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How cultural icons can help you sell product

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NOV-DEC.08.BEVERAGESPECTRUM.51

Bio: Nappen has been with IFF for nine years, a He holds a BS in Biology from Muhlenberg Coll completed all coursework for his MS in Food S NOV-DEC.08.BEVERAGESPECTRUM.7

THE FIRST DROP

By Jeffrey Klineman

TOUGH RAPP TO BEAT I’VE WANTED TO WRITE about C.J. Rapp for quite a while. With this tumultuous year wrapping up, it seems an especially good time to visit with the guy some call “The Energy Grandfather.”

It’s been about 20 years since Rapp’s Jolt Cola burst onto the national consciousness.

In that period, enough drinks have touted near-noxious energy levels that it makes Rapp’s glorious Jolt slogan, “All the sugar and twice the caffeine!” seem quaint and harmless.

But back in the mid-1980s, that claim was enough to create a media sensation out of Rapp and Jolt. Just ask the gamers: before caffeine was re-sourced as the guarana berry and repackaged as “energy,” Jolt was considered the highest-test fuel around. But the energy drink market nearly turned Jolt’s early notoriety into a footnote. Rapp’s pretty realistic about why that happened.

“I don’t think there’s been a brand since us that generated the amount of P.R. we did in such a short amount of time,” he says.

“But that created the illusion that Jolt was so much bigger than it was. The exposure was so fast and so explosive that at the time of point of launch, we couldn’t catch up to the P.R. I mean, we had one distributor, and all of a sudden we’re in USA Today.”

Without enough product to spread around, the brand couldn’t support the phenomenon, and the market eventually overtook Jolt.

But it’s high time all of the drink makers on the rise give Rapp his due as an innovator, marketer, and all around crazy fellow.

How crazy is Rapp? He played junior hockey in Canada. Think about it: if you’re a bottler’s kid from Rochester, which would you rather do? Put on some pads and face off every night against a Hansen Brother

8.BEVERAGESPECTRUM.NOV-DEC.08

wannabe, or sneak a half-rack of cola off the back of the delivery truck and do a little ice fishing?

But something in Canada must have made Rapp’s crazy a tough kind of crazy, because even after Jolt moved from its 15 minutes as a national phenomenon to the cultural agate type between Beanie Babies and Hands Across America, he’s still got the soul – and the mind – of a kid who loves to test the merchandise.

In fact, Rapp recently demonstrated a great example of innovating on a shoestring budget, beating every other energy drink maker to the punch in launching re-sealable 16 and 23.5 oz. energy drink cans. The idea cost more than a company with a sales footprint the size of Rapp’s could afford – “In brand equity, we have equal footing with Red Bull and Monster. In case sales, we’re still way behind, obviously,” he concedes – but he still found a way, convincing Rexam to manufacture the cans for Jolt first, and then, after giving his brand a head start, letting the packaging company market the design to other beverage marketers.

A bunch of other companies are in that can now, but Rapp still takes pride in being the first. Call it innovator pride. Or call it too many sticks to the head. Either way, Rapp found a manufacturer to make his design, to implement what he saw as a way to push his

product forward, even without the cash.

Now, we know that despite its brand-name recognition, Jolt isn’t setting the retail aisles on fire. But Rapp’s encouraged, and he’s used his latest innovation as a springboard to re-center the entire line around the resealable can. He’s got a pile of new flavors, and the whole enterprise seems to have a bit of manic energy right now. Rapp’s got an energy shot out, Jolt gum, Jolt mints, and yes, they’re all Jolt-ed up with caffeine and sugar, rest assured.

“Jolt has advantages outside of beverages,” he told me. “Eventually it will come to represent all things energy.”

It could happen. But even if it doesn’t, it’s a great lesson on the ability to take a stick to the head and come back crazy enough to keep innovating. It’s a lesson we’d all do well to remember as the year ends, and we struggle, collectively, to get back up off the ice.

PUBLISHER’S TOAST

By Barry J. Nathanson

IN TOUGH TIMES, THERE IS STILL A SILVER LINING

PUBLISHER Barry J. Nathanson bnathanson@bevnet.com EDITOR Jeffrey Klineman jklineman@bevnet.com ASSOCIATE PUBLISHER John McKenna jmckenna@bevnet.com ART DIRECTOR Matthew Kennedy mkennedy@bevnet.com GRAPHIC DESIGNER Amadeu Tolentino atolentino@bevnet.com ASSISTANT EDITOR Matt Casey mcasey@bevnet.com PRODUCTION MANAGER Adam Stern astern@bevnet.com JR. DESIGNER Natalie Iknaian niknaian@bevnet.com SUBSCRIPTION INQUIRIES Adam Stern astern@bevnet.com 617-715-9679 ONLINE RENEWALS & CHANGES www.bevspectrum.com/subscribe

MERCIFULLY, 2008 IS coming to an end. It was a brutal year for every aspect of the economy. Living in New York and watching so many financial sector friends join the ranks of the no-longer-employed showed me first-hand evidence of the ruin. It was kind of the National Bureau of Economic Research to finally concede that a recession was at hand, and had been since last December. We could have told them that: people from every segment of the economy have been ravaged by the current events. Our savings, 401k’s and IRA’s plunged to levels that I have not seen in my 60 years.

As with everyone else, the beverage business did not escape unscathed. The skyrocketing ingredient, production and transportation costs cut into margins and profits early in the year. The cost to do business became too great an obstacle to surmount for many companies. As the magnitude of the second half economic collapse became all too clear, the vital investment money to fund new and small companies dried up. Marketing and advertising initiatives took a back seat to struggling to pay the bills. In-store support and field work slowed and made it harder to generate sales. Retail was squeezed, and 10.BEVERAGESPECTRUM.NOV-DEC.08

had to raise pricing to survive, again driving away customers.

I know that I do not paint a pretty picture.

But in all this I see the essence of our business still shining through. As you read this issue, you’ll see the heart and soul of the beverage industry, the brands themselves.

This issue is devoted to some of the best the market has to offer: BevNET’s Best of 2008 awards showcase the stellar efforts of marketers, innovators and executives. The New Product Guide banners the initiatives of so many marketers to give the consumers what they desire. In my eyes, all of the entries are winners. The number and the quality of the entries speaks well of an industry that’s second to none in creativity. In a tough year we had hundreds of new launches worthy of consideration. While the other aspects of the business were challenged, the innovation process never wavered.

The economy will recover, the business will be back and we’ll go forward. I’m happy to report that the main driver of the beverage industry, its creativity, has never been better.

Here’s to a happy, healthy, and profitable year for all.

ARTICLE REPRINTS (500 copies or more) FosteReprints 800-382-0808 x142 BEVERAGE SPECTRUM PUBLISHING INC. CHAIRMAN John F. (Jack) Craven jack@bevnet.com PRESIDENT AND EDITORIAL DIRECTOR John Craven jcraven@bevnet.com EDITORIAL 1 Mifflin Place, Suite 300 Cambridge, MA 02138 ph. 617-715-9670 fax 617-715-9671 ADVERTISING 1123 Broadway, Suite 210 New York, NY 10010 ph. 212-647-0501 fax 212-647-0565

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BEVSCAPEBUSINESS THE LATEST NEWS ON THE BRANDS YOU SELL EXECUTIVE MOVES

The newly-combined Anheuser-Busch InBev company announced appointments for prominent positions that use personnel from both companies. David A. Peacock will take over as president of Anheuser-Busch and keep his office based in St. Louis. Peacock served as vice president of marketing at Anheuser-Busch and Chief Executive Officer of Wholesaler Equity Development Corp., a subsidiary of Anheuser-Busch. Also, Luiz Fernando Edmond will become zone president of North America. He previously served as InBev’s zone president for Latin America North and AmBev’s Chief Executive Officer.

O.N.E. Natural Experience announced two new appointments in their Los Angeles-based corporate offices. Ike Gill joined the company as Chief Operating Officer / Chief Financial Officer.

Gill was previously the COO at Penta Water. John Moffitt joins O.N.E. as Vice President of Sales. Before joining O.N.E., Moffitt was Senior Vice President DSD Sales & Operations at Naked Juice.

The Pepsi Bottling Group, Inc. announced three executive appointments within the company’s global management team. Rob King, who served as President of PBG North America since 2006, will now expand his responsibilities to include Mexico. Brent Franks has been named President of PBG Mexico and will now direct the company’s business there. Franks has served as PBG’s Senior Vice President of Global Sales and Chief Customer Officer since 2006. Victor Crawford has been appointed Senior Vice President of Worldwide Operations and System Transformation.

Crawford has served as PBG’s Senior Vice President of Worldwide Operations since 2006.

SUPER GRAPES Welch’s has long promoted its grape sales. Now, it’s promoting the grape itself, from mere fruit to… superfruit. The purple Concord grape is loaded with polyphenols, according to the venerable juice company, putting it in the company of other fruits like the pomegranate and açai berry, both of which have seen sales grow due to their own high antioxidant counts.

It might not be the worst idea in the world: given the sales boost that red wine received from grapes’ health benefit, and the fact that just about every other fruit, from the cranberry to the acerola, has made some kind of superfruit claim or another, what’s to stop Welch’s from throwing its stems into the 30-fruitover-the-top-rope competition?

Welch’s also comes to the ring with a pair of competitive advantages: deep name recognition and lots of old-school cash, enough to hire an emerging personality like Food Network host Alton Brown to flog their fruit for them. Will it work? Hard to tell, but a lot of the heavy lifting has already been done by the initial superfruit companies – and when it comes to putting a face (or a fruit) onto a trend, the flyover states are still more familiar with the grape than the mangosteen.

ZIMA ZEROED-OUT Consumers may not have noticed this one, but Zima is no more. MillerCoors announced in October that it would discontinue the malt beverage introduced by Coors in 1992.

MillerCoors said they decided to end the line – which arguably started the malternative category – to reduce “complexity” within the company’s brand portfolio. The company asked distributors to replace Zima on store shelves with Sparks beverages.

Zima production ceased on October 10, and MillerCoors expect the last orders of the product to be filled in December.

12.BEVERAGESPECTRUM.NOV-DEC.08

RETIRED.

BEVSCAPEBUSINESS ALCOHOL TAXES HEADING UP? The cash register price of beer, wine and liquor could be headed upward in most of the country if legislators listen to the suggestions of the Marin Institute.

The group, which describes itself as an alcohol industry watchdog, urged 38 states with budget shortfalls to follow the lead of California Governor Arnold Schwarzenegger, who recently proposed a nickel-per-drink tax on alcohol.

The group projects that the tax could raise an additional $355 million in New York. Florida could add $430 million to its budget with a similar increase. Some states have not raised alcohol taxes in decades, the group said. For example, the last time alcohol taxes were raised in Massachusetts was 1975; while in Arizona alcohol taxes were last raised in 1983.

ORGANIC TRAILING OFF? The current economic climate of bailouts, frozen credit markets and plunges on Wall Street is likely to hurt the recentlylucrative organic food and drink market, according to Mintel research.

The organic market should reach $7.2 billion in 2008, according to Mintel, but the organization sees year over year growth slowing, and doesn’t expect sales to rally anytime soon.

“Rising food and gas prices, the credit crunch and economic uncertainty have deeply affected people’s shopping habits,” said Marcia Mogelonsky, senior analyst at Mintel. “Across the board, Americans are spending less and ‘organic versus traditional’ is a decision many people are thinking about carefully.”

Mogelonsky sees two major costrelated challenges for organic manufacturers: rising food prices and private label brands. Average food prices at home have increased more than 7 percent in the last year, and private label organics have exploded. Mintel’s Global New Product Database tracked over 540 new private label organic foods in 2007, compared to 35 new products seen in 2003.

14.BEVERAGESPECTRUM.NOV-DEC.08

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

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

BEVSCAPEINNOVATION THE LATEST IN PRODUCT DEVELOPMENT AND MARKETING TEEN CHOICES

CANNING THE COMPETITION

In a trend that could be good news for enhanced waters and bad news for fullcalorie CSDs, a Mintel survey found that teens may be putting down the cheese fries and picking up broccoli.

Despite maintaining McDonald’s as their most common fast-food option, 41 percent of surveyed teens said they liked the trend toward healthier fast food and 61 percent of teens said it’s important to eat a balanced diet.

Mintel’s research found that 35 percent of respondents purposefully eat foods rich in vitamins and nutrients. About a quarter try to eat foods that are low in fat, and 22 percent seek out low-in-sugar foods.

Ball Packaging Europe’s resealable beverage can collected a fistful of packaging awards this year. The can, currently used for Burn Energy Drink from Coca-Cola in France, features a flat, twist-open mechanism integrated into the top of an otherwisetraditionally-shaped beverage can.

The design won the Can of the Year Award 2008 as well as winning gold in a category for twopiece beverage cans and silver in a category for caps and closures at the Can of the Year Awards. The design also claimed the Best in Metal Award 2008 from the European Metal Packaging Manufacturers Association.

The Glass Packaging Institute aims to increase glass recycling awareness by sponsoring Recycle Glass Day on December 10 and hosting a carbon calculator on its web site, www.gpi.org.

The use of recycled glass in the manufacture of new packaging reduces the amount of energy needed to make a new product, and because there is no limit to the number of times glass can be recycled, the environmental benefits of glass recycling are unique in the container industry. As a rule of thumb, the group projects that, for every 1 percent of recycled glass used, energy costs drop 0.5 percent. A 10 percent increase in recycled glass use decreases fossil fuel emissions by 2.5 percent and decreases particulate emissions by 7 percent.

“We hope this awareness event will result in higher levels of glass collected for recycling and create positive attitudes about recycling overall,” said Joe Cattaneo, GPI President. “Recycling is an integral part of the cradle-to-cradle process of glass packaging manufacturing. Every time a consumer recycles a glass jar or bottle, they help to save energy and our environment.”

16.BEVERAGESPECTRUM.NOV-DEC.08

PHOTO COURTESY OF BALL PACKAGING EUROPE

RECYCLED IDEAS

BEVSCAPEINNOVATION MARKETING REPORT ALERT: PRODUCT CLAIMS, BOTTLES, AND GOOD OL’ WORD OF MOUTH

Apparently, packaging innovation DOES count for something. While functional and ingredient claims are all the rage, a survey by beverage consulting company Canadean suggests that beverage marketers might benefit more from packaging innovation and design advances, particularly those that are geared toward saving weight and increasing recyclability.

In a down economy where materials costs are up along with transportation costs, the notion that a bottle costs less to make, less to ship, and lasts as clutter for less time is particularly attractive, the report concluded. It also pointed to improvements in aesthetic design as a possible sales tool.

Let’s face it, a cool-looking bottle isn’t confusing – and confusion is apparently one of the reasons that product claims don’t take you as far as a neat-o bottle. According to Business Insights, another consulting firm, a great many of those claims are either confusing or just plain fall on deaf ears. It’s hard not to, when there are a great many products that are throwing down 10 or more claims per package, according to Business Insights.

So if you’re claiming your bottle is lighter and slimmer, maybe just throw in one or two better-for-you claims, as well. Anything beyond that appears to be overkill.

Here’s something else that’s encouraging when it comes to your product: all those years you spent building it into the definitive brand might not help, either. According to a recent report from Ketchum PR’s Global Food & Nutrition Practice, brands only matter to about 1/3 of Americans when it comes to food buying decisions. Tops in the consumer’s decision-making-process are taste, quality, and value, each above 70 percent.

Meanwhile, if you’re concerned about what consumers are saying about your brand, chances are you shouldn’t be. It turns out that consumers talk a lot less about beverages than they do other brands, according to yet another study, from market research consultancy Keller Fay Group.

In a report on “word of mouth” advertising, Keller Fay noted that beverages trail other industries when it comes to mentions of both TV and online advertising – both of which are keys to generating consumer-to-consumer product discussions. And that’s doubly deadly to the beverage industry, according to the group, as word of mouth is a bigger driver of “purchase intent” for beverages than most other categories.

In other words, if people are talking about your drink, more of them are more likely to buy it than if people are talking about, say, tires.

So how do you provoke word-of-mouth?

Well, there’s TV, online ads, and even more important these days, social networking – one of the key media suggested by Ketchum as a way of indicating that your product encompasses taste, quality, and value.

If you can get your brand to stand for all of those things – and have folks talking about it, either online or on the street – chances are you’re on the right track. But then again, maybe a nice package can say all three, as well.

18.BEVERAGESPECTRUM.NOV-DEC.08

We’re More Than Just Juice!

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WILD Flavors, Inc. 1261 Pacific Avenue, Erlanger, KY 41018 USA 1.888.WILD Flavors marketing@wildflavors.com www.wildflavors.com

Channel Check

november-december 2008

SPOTLIGHT CATEGORY

ENERGY DRINKS 52 Weeks through 11/2/08

It appears that the Java Monster is loose in the energy drink category, rapidly jumping into the supermarket/ club/mass channels represented here to make it the #6 product in a little more than a year. Meanwhile, Coke and Pepsi entries Full Throttle and SoBe continue to falter. Juice-based energy drinks Rockstar Juiced and Monster Khaos seem to have leveled off a bit while still contributing. Coffee energy is the big story of the year, however, as the growth of Starbuck’s Doubleshot entry, along with Rockstar Roasted and Java Monster all lapped the category.

Could that mean good things for yearend launch Adina Natural Highs?

ENERGY DRINKS

Dollar Sales

Change vs. year earlier

CATEGORY TOTALS

$888,529,700

10.4%

Red Bull

$362,292,900

7.6%

Monster Energy

$142,574,800

14.0%

Rockstar

$99,919,150

4.9%

Amp

$34,988,340

26.3%

Full Throttle

$24,640,460

-34.4%

Java Monster

$21,127,890

543.6%

Monster XXL

$18,628,470

56.8%

SoBe No Fear

$15,322,010

-46.2%

Amp Overdrive

$13,175,320

69.2%

NOS

$11,872,880

114.6%

Rockstar Juiced

$11,669,540

-2.3%

Full Throttle Blue Demon

$10,557,140

0.6%

Doubleshot

$10,444,430

N/A

Private Label

$9,654,318

23.4%

SoBe Adrenaline Rush

$8,755,056

-45.7%

Monster Khaos

$7,747,934

6.5%

Rockstar Roasted

$6,338,020

N/A

Monster

$6,140,298

72.4%

Amp Sugar Free

$5,210,769

2,843.7%

Glaceau Vitamin Energy

$4,938,205

563.0%

Amp Relaunch

$4,743,032

N/A

SoBe Lean

$4,069,783

12.1%

Monster M80

$3,985,153

339.3%

Amp Elevate

$3,643,057

N/A

Amp Traction

$3,504,397

N/A

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

BOTTLED WATER

ENERGY DRINKS

$5,108,370,000 -1.5%

$888,529,700 10.4%

TOPLINE CATEGORY

BEER

SPORTS DRINKS

52 Weeks through 11/2/2008

$7,817,215,000 4.0%

$1,705,652,000 0.2%

BOTTLED JUICES

TEA/COFFEE

$3,813,534,000 0.8%

$1,403,560,800 -3.3%

VOLUME

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

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Channel Check november-december 2008 SPORTS DRINKS

Dollar Sales

Change vs. year earlier

Gatorade

$593,680,800

-8.9%

Powerade

$239,329,700

-3.9%

Gatorade G2

$149,221,600

4,101,542,006.2%

Gatorade All Stars

$129,386,200

-1.0%

Gatorade Frost

$126,815,000

-11.2%

Gatorade Rain

$108,878,700

-30.5%

Gatorade Fierce

$66,526,080

-28.6%

Gatorade Tiger

$57,309,300

N/A

Gatorade X Factor

$53,108,410

-37.0%

Gatorade A.M.

$50,803,520

-20.2%

Heading Up: Gatorade G2

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

RTD COFFEE

Dollar Sales

Change vs. year earlier

Frappuccino

$187,529,200

0.9%

Doubleshot

$23,855,690

-9.5%

Doubleshot Light

$10,062,200

-7.5%

Starbucks Cappucino

$6,977,614

-49.4%

Bolthouse Farms

$4,545,371

0.5%

Godiva Belgian Blends

$3,352,866

-66.9%

Private Label

$2,043,166

54.1%

Cinnabon

$1,439,194

-17.7%

Emmi

$780,425

3,544.0%

Hillside

$501,434

-18.0%

Heading Up: Emmi

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

IMPORT BEER

Dollar Sales

Change vs. year earlier

Corona

$441,314,500

-2.3%

Heineken

$298,673,300

2.1%

Corona Light

$125,204,200

-0.1%

Tecate

$95,611,580

11.5%

Heineken Premium Light

$73,211,260

11.5%

Modelo Especial

$63,177,880

15.6%

Newcastle

$50,519,480

1.5%

Guinness Draught

$48,433,350

1.8%

Stella Artois

$48,091,740

43.1%

Labatt Blue

$44,121,510

-2.3%

Heading Up: Stella Artois

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

22.BEVERAGESPECTRUM.NOV-DEC.08

CONVENIENCE/PET STILL WATER

Dollar Sales

Change vs. year earlier

Private Label

$702,240,000

8.4%

Aquafina

$435,692,300

-15.9%

Glaceau Vitaminwater

$433,647,200

20.5%

Dasani

$427,096,200

-5.9%

Poland Spring

$254,445,800

-1.7%

Propel

$173,164,400

-11.2%

Arrowhead

$170,834,800

-8.9%

Deer Park

$130,346,100

-10.9%

Nestle Pure Life

$119,458,000

-1.5%

Crystal Geyser

$106,486,000

-1.3%

Heading Up: Vitaminwater

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

NATURE’S ANSWER TO D

NATURE’S ANSWER TO DIET SODA

TM

RTD TEA

Dollar Sales

Change vs. year earlier

AriZona

$300,473,400

4.4%

Lipton

$237,590,300

-2.1%

Snapple

$123,456,400

-8.1%

Lipton Brisk

$83,125,590

-5.6%

Diet Snapple

$76,459,900

-9.3%

Nestea

$62,089,220

-7.6%

Increase penny profit, and attract health conscious customers back to the soda aisle.

natural new Introducing Zevia a 100% NATURE’S ANSWER TO NATURE’S ANSWER TO product revolutionizing the CSD segment.

ANSWER TO NATURE’S ANSWER NATURE’S TO DIET SODA NATURE’S ANSWER TO NATURE’S ANSWER TO DIET SODA NATURE’S ANSWER TO Increase penny profit, andSODA attract health NATURE’S ANSWER TO DIET ®

TM

TM

NATURE’S ANSWER NATURE’S TO DIETANSWER SODATO NATURE’S ANSWER TO NATURE’S ANSWER TO NATURE’S ANSWER TO DIETANSWER SODA TO NATURE’S NATURE’S ANSWER NATURE’S TO DIETANSWER SODA TO NATURE’S ATURE’S ANSWER TO DIETANSWER SODATO NATURE’S ANSWER NATURE’SANSWER ANSWERNATURE’S TONO DIET SODA CALORIES MADE WITH STEVIA TO NODIET CALORIES ATURE’S TO SODA ANSWER TO NATURE’S ANSWER TO NO ASPARTAME MADE WITH STEVIA NATURE’S ANSWER TO NO CALORIES ATURE’S ANSWER TO DIET SODA NO ASPARTAME OR DIET SPLENDA ATURE’S ANSWERNATURE’S TO SODA NATURE’S ANSWER TO ANSWER TO OR SPLENDA NO CALORIES NO ASPARTAME NATURE’S ANSWER GREAT TASTE MADE WITHSODA STEVIA TO ATURE’S ANSWERNATURE’S TO DIET SODA ANSWERTOTO OR GREAT TASTE NO SPLENDA ASPARTAME NATURE’S ANSWER TO NATURE’S ANSWER Diet Lipton

$52,796,520

17.1%

Lipton Pureleaf

$35,856,010

-91.4%

Private Label

$26,514,680

40.5%

Diet Nestea

$17,441,390

-0.9%

Heading Up: Java Monster

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

DOMESTIC BEER

Dollar Sales

Change vs. year earlier

Latest SPINS Results: Total US - 12 Weeks

TM

conscious customers back to the soda aisle.

Increase penny profit, and attract health #2 Brand Nationally!

Introducing Zevia® a 100% all natural new #1 Growth Driver for Category! conscious customers back to the soda aisle.

Increase penny profit, and attract health TM product revolutionizing the CSD segment ® Introducing Zevia a 100% all natural new conscious customers back to the soda aisle. product revolutionizing the CSD segment ® MADE WITH STEVIA MADE WITH STEVIA Introducing Zevia a 100% all natural new Increase penny profit, and attract health product revolutionizing segment conscious customers backthe to CSD the soda aisle.

Introducing Zevia® a 100% all natural new

NATURE’S ANSWER TO DIET SODA ATURE’S ANSWER NATURE’S TO DIETANSWER SODA TO ATURE’S ANSWER TO DIET SODA NATURE’S TO NATURE’SANSWER ANSWER TO ATURE’S ANSWER ANSWER NATURE’S TO DIET DIETANSWER SODA TO ATURE’S TO SODA NATURE’S ANSWER TO ATURE’S ANSWER TO DIET SODA NATURE’S ANSWERNATURE’S TO DIET SODA ANSWER TO NATURE’S ANSWER TO ATURE’S ANSWER TO DIET SODA NATURE’S ANSWER TO ATURE’S ANSWER TO SODA NATURE’S ANSWER TODIET DIETANSWER SODA NATURE’S TO ATURE’S ANSWER TO DIET SODA NATURE’S ANSWER TO Bud Light

$1,366,358,000

4.0%

Miller Lite

$687,141,100

0.4%

Budweiser

$661,018,800

-2.3%

Coors Light

$655,216,200

8.7%

Natural Light

$269,610,900

1.4%

Michelob Ultra Light

$204,284,700

4.7%

Busch Light

$197,675,700

3.9%

Miller High Life

$168,035,500

5.8%

Busch

$152,466,800

4.5%

Miller Genuine Draft

$139,746,000

-7.9%

Heading Up: Coors Light

52 Weeks through 11/2/08 SOURCE: Information Resources Inc. Total food/drug/mass excluding Wal-Mart

product revolutionizing the ® CSD segment ® ®

Available in 4 refreshing flavors: Cola,

NO CALORIES®

OR Available in 4SPLENDA refreshing flavors: Twist, Orange, and Ginger RootCola, Beer.Twist, GREAT TASTE Orange, Ginger Root Beer.

ASPARTAME Zevia®NO is and currently seeking beverage distributor Available in 4 refreshing flavors: Cola, Twist, GREAT TASTE ® of trade: partnerships for the following channels

OR food SPLENDA Orange, Ginger Root Beer. ® is and supermarket, service, and hospitality. currently seeking beverage Zevia Available in 4 refreshing flavors: Cola, Twist, If interested, inquire with Jeff Taylor, National Sales distributor partnerships for the following TASTE Orange, Ginger Root Beer. ® GREAT is and currently seeking beverage Zevia Manager - 206-805-8800 ext 2 - jeff@zevia.com channels of trade: supermarket, food distributor the following Available inpartnerships 4 refreshingfor flavors: Cola, Twist, www.zevia.com currently seeking beverage Zevia® isand service, hospitality. channels of trade: supermarket, Orange, and Ginger Root Beer. food distributor partnerships for the following NOV-DEC.08.BEVERAGESPECTRUM.23 If interested, inquire with service, and hospitality. channels of trade: supermarket, food

NATURE’S ANSWER TO D

NATURE’S ANSWER TO

NEWPRODUCTS WATER Project 7, a consumer goods company passionate about social change, has announced the launch of its first product, Project 7 Purified Water, available for purchase online at www.Project7.com. Fifty percent of profits from Project 7 Purified Water will benefit seven areas of need: Build the Future, Feed the Hungry, Heal the Sick, Help Those in Need, Hope for Peace, House the Homeless, and Save the Earth. This product will retail with an SRP of $1.19 to $1.29 per bottle, and is currently seeking retail distribution.

For more information, call (817) 488-9777.

Evian Natural Spring Water is splashing into children’s lunch boxes with Evian Les Petits. Starting this fall, 6-packs of the Evian Les Petits bottles will debut in stores across the US. Evian has created fun graphics to complement the new bottles and packaging.

The new artwork features graphics of trendy, urban mothers with their children, as well as images of colorful sea creatures. A 330 ml Evian Les Petits bottle will fit neatly into a child’s lunch bag. Evian Les Petits will be available in stores across the country, such as Target and Safeway, as well as at regional outlets such as Fresh Direct in New York City, Publix in Florida, Ralphs in California, Winn-Dixie in Florida and Louisiana, Jewel in Chicago and Schnucks and Dierbergs in St. Louis with a suggested retail price of $5.49. For more information, call (212) 999-5585.

SPORTS DRINKS Muscle Milk Light has gotten even lighter with 100-Calorie Shakes in a new sugar-free, lower-in-fat formula than original Muscle Milk Light. Lactose-Free, Muscle Milk Light 100-Calorie shakes are available in Chocolate, Chocolate Mint, Mocha Latte, Strawberries ‘n Crème, and Vanilla Crème flavors, and retail for $7.99 per 4-pack at grocery and specialty retailers nationwide. For more information call (310) 277-0437.

JUICE Organic Juice USA is introducing three new flavors as part of its “Antioxidant Team:” Pomegranate-Acai-Tart Cherry, Pomegranate-Acai-Black Mulberry, and Pomegranate-Green Tea. All three blends are rich in antioxidants. The PomegranateAcai-Black Mulberry is available in a 16 oz. bottle. The Pomegranate-Acai-Tart Cherry and Pomegranate-Green Tea are available in

24.BEVERAGESPECTRUM.NOV-DEC.08

both 16 and 32 oz. bottles. These flavors are USDA approved, 100 percent certified organic, OU Kosher, not-from-concentrate, and contain no added sugar, preservatives, colorants, genetically modified ingredients or hormones. The juices are cold pressed directly from fruit and filtered with the pulp.

Retail prices on these new products range from $4.99-$5.99 for 16 oz., $8.49-$9.99 for 32 oz. For freshness, the juices are flash pasteurized to keep the nutrients and flavors.

For more information, call (631) 567-3487.

Honest Tea has debuted the newest addition to its line of Honest Ade organic thirst quenchers — Superfruit Punch with Yumberry and Goji Berry. Yumberry is now being touted as the next “powerhouse berry,” while goji berry continues to gain recognition among US consumers for its sweet taste and health benefits. Honest Ade Superfruit Punch combines these berries with organic strawberry and pear juice. This product is available in a 16.9 fl. oz., fullyrecyclable PET 1 bottle with a suggested retail price of $1.59. For more information, call (301) 760-4824.

From NBI JuiceWorks comes Drenchers new product, Power, an orange-crème all-natural super juice that packs protein, vitamins, nutrients and amino acids to increase energy and enhance strength. Each 8 oz. serving of Power has 210 calories and contains two servings of fruit. Available in shelf stable 12 oz. and 64 oz. sizes, Drenchers Power contains Bodyguard, a fortification package of vitamins, nutrients, amino acids, electrolytes and herbs, including: L-Arginine , Creatine and Glutamine. For more information, call (312) 768-7376.

Leading Brands Inc. has launched PureBlue SuperJuice. This product is a 100 percent juice blend of wild blueberries, varietal grapes and black currants. Each 10 oz. (300mL) bottle of PureBlue contains 750 mgs of polyphenols. PureBlue is an extension of the company’s TrueBlue franchise of premium wild blueberry juice blends.

The company will initially roll out PureBlue in the health channel where it will retail for less than most other similarly sized options.

For more information, contact Leading Brands at (604) 685-5200.

CHILDREN’S PRODUCTS Nui has debuted three new beverage flavors as well as new eco-friendly beverage packaging. The Nui EcoPak bottle uses 75 percent

GUAVA GROOVE PURE TRANQUILITY ORANGEUHAPPY MANGO MOJO POMHYDRATE LYCHEE LUV PEACH NIRVANA

www.vitaminfiberwater.com Distributed by Vitamin + Fiber Water 510.264.0648

less plastic and 75 percent less energy to produce. It is fully recyclable and has a reclosable sport top. A cross between water, juice, sports drinks and caffeine-free green tea, Nui is packed with vitamins, fiber and calcium. New beverage flavors include Solid Gold (lemon-pineapple), Sublime Green (lemon-lime) and Booyah! Blue (blueberrypomegranate). Existing beverage flavors include Raging Red (cherry), Outrageous Orange (orange) and Purple Power (grape). For more information, please call (612) 372-6464.

Coca-Cola North America has launched Minute Maid Kids+ 100% Apple Juice to its line of nutritious and great-tasting 100 percent juices for children. The chilled juice will be available in supermarkets and other retailers nationwide beginning late January 2009. The product contains no added sugar, artificial flavors or colors and provides children with a source of essential nutrients. Every serving of Minute Maid Kids+ 100% Apple Juice contains calcium and antioxidant vitamins A, C and E. Available in chilled 64 oz. cartons, Minute Maid Kids+ 100% Apple Juice will join Minute Maid Kids+ 100% Orange Juice in the chilled section of retailers nationwide. The launch of Minute Maid Kids+ 100% Apple Juice will be supported with a marketing program that includes in-store and out-of-store trial and awareness tactics. MSRP is $2.89-$3.09. For more information call (919) 277-1158.

RELAXATION DRINKS Malava Relax is an “anti-energy” drink made with certified organic kava, an herb used for its calming effect in the islands of the South Pacific for more than three thousand years. Malava natural juice cocktails are made with all-natural ingredients and fortified with essential vitamins. Flavors include Orange Mango, Pink Lemonade, and caffeine-free Brewed Black Tea. Low calorie Malava Relax Lite comes in Cranberry Grapefruit, Pomegranate Blueberry, and Sangria flavors. These products are sold at health food stores, grocery stores, farmers markets, and convenience stores nationwide.

For more information, call (949) 258-4346.

BEER Peak Organic Brewing, is collaborating with like-minded small businesses and non-profits to create Espresso Amber Ale. The Espresso Amber Ale is brewed with Maine-roasted, organic fair trade espresso in collaboration with Coffee By Design. Peak Organic Espresso Amber Ale is the first Fair Trade

26.BEVERAGESPECTRUM.NOV-DEC.08

Certified beer brewed in the United States.

The Espresso Amber Ale is a flavorful, robust ale with toasty notes from the espresso in the front palate that delicately compliment the sweeter notes from the malts in the back palate. For more information, call (781) 648-7157.

Corona Light is extending its package line with the addition of the new Corona Light 12 oz. Tall Can. The new package will roll-out in Arizona, California, Colorado, Florida, New Mexico, Nevada and Texas in December, with remaining U.S. markets to follow in early 2009. The rollout will be supported with point-of-sale materials, including shelf strips, display cards and static stickers. For more information call Crown imports at (312) 873-9279.

Shipyard Brewing Company has released two products in its new Pugsley’s Signature Series line. Barley Wine Style Ale and Imperial Porter will be available in November.

These two beers will be exclusively in 22 oz. bottles. Barley Wine Style Ale is a big beer made with six different malts and balanced with a very full hop charge of Summit, Challenger and Fuggles hops. Imperial Porter is a full bodied, very dark, malty beer with a good roasted character coming from the Crystal, Chocolate and Black Patent Malts used in the mash. MSRP for these products is $8.99 per bottle. For more information, call Shipyard at (207) 761-0807.

ENERGY Adina for Life, Inc., has launched a new certified Fair Trade, all-natural coffee energy drink. Adina Natural Highs coffee drinks deliver the antioxidant equivalent of four servings of fruit per container. Available in five flavors, Caramel Kick, Hazelnut Hookup, Vanilla Nutcase, Mocha Madness and Double Xxpresso (which provides an extra 50 milligrams of caffeine), Natural Highs is sold in 8 oz. single-serving cans and has a suggested retail price of $1.99. Natural Highs will also be available in four-packs.

For more information call (415) 986-7212.

SPIRITS JETT is a super premium vodka infused with Caffeine, Guarana and Ginseng. Bottled and produced in France, JETT Vodka retails for $29.99 in locations throughout Los Angeles with national distribution planned for the near future. For more information, call (310) 402-3921.

Beam Global Spirits & Wine, Inc. has expanded its whiskey portfolio with the introduction of (ri)1 Whiskey, the company’s

A Fresh Approach

to Lifestyle Beverages

Introducing Drenchers™, a highly delicious and nutritious line of beverages featuring the Bodyguard™ fortification package of essential vitamins, nutrients, amino acids, electrolytes and herbs.

The Drenchers™ line is shelf-stable and includes: All Natural 100% Super Juices—(Endurance, Power, Restore, Immunity, Heart Healthy) Fit ‘N Lean Super Juice Beverages—10 Calories Per 8 oz Serving (Endurance, Power, Restore, Immunity, Heart Healthy) Super Blends—Healthful Indulgence (Iced Coffee, Chai Tea Latte, Mocha Cappuccino, Chocolate Raspberry Frappe) Formulated to provide a single-minded nutritional benefit in each flavor, with Drenchers™ there is no more hunting around for your nutrition. Available in 12-ounce single serve and 64-ounce multi-serve plastic bottles, Drenchers™ is the perfect blend of healthy and refreshing flavors.

w w w.nbijuiceworks.com

™

Superior Healthful Refreshment™

TM

first ultra-premium rye whiskey. Bottled at 92 proof, (ri)1 is packaged in a distinctive glass bottle with a single label. (ri)1 is priced at $46-48 per 750 ml bottle. Future variants, including (ri)2 and (ri)3, are planned to create a complete product line. For more information, call (847) 948-8888.

TEA Inko’s LLC has launched 64 oz. multi-serve versions of three of its most popular flavors: White Peach, Blueberry and Unsweetened Mint. Available for immediate nationwide distribution prior to the end of 2008, each carries an MSRP of $3.99. The two lightly sweetened Inko’s brews contain only 28 calories per serving, while its unsweetened mint flavor contains zero calories. All of Inko’s White Teas contain less than three milligrams of caffeine per serving. For more information, call (917) 273-7594.

Tizane is the nation’s first line of premium botanical drinks. Bottled in 12 oz. glass bottles, each infusion is hand crafted in small batches. This product comes in the following flavors: Jasmine, Hibiscus, and Lemongrass.

With only 60-80 calories per 12 oz. bottle, Tizane’s light sweetness comes from the blue agave plant. These products retail for a suggested price of $2.99. It has launched in the mid-Atlantic region and continues its roll- out in the northeast this fall. For more information call (781) 648-7157.

Sayan Chaga, available in original, raspberry and peach varieties, consists of wild, hand-picked herbs and berries. The Chaga beverage is made from a rare herb that is hand-picked in the birch tree forests. Chaga is believed to improve health and slow the aging process. Sayan Chaga is available at Whole Foods Markets and at health food markets, and retails for $2.99 per bottle. For more information, call (512) 514-6046.

ENERGY SHOTS Cougar Energy Drink for Women is a new energy shot engineered to provide natural energy and offer antioxidants, detoxifiers, and ingredients for healthier hair, skin and nails; accomplished with zero calories, carbohydrates and sugar. Pomegranate, Noni and Aloe Vera are just a few key ingredients that have been added to Cougar to offer women the results they want from energy drinks. This product is seeking distribution.

For more information call (817) 692-6317

28.BEVERAGESPECTRUM.NOV-DEC.08

CSDs DRY Soda Co. has unveiled two new flavors: Juniper Berry and Vanilla Bean. The new sodas will join DRY’s original offerings – kumquat, lavender, lemongrass and rhubarb – on store shelves this November.At 60 calories per 12 oz. bottle, Vanilla Bean DRY is aromatic, lightly sweet and delicate without being cream-soda like. Juniper Berry DRY has only 55 calories, and is crisp with a pine essence and high acidity. The two new flavors are all-natural, made with fruit or herb extracts and sweetened with 14-19 grams of pure cane sugar. They will be available in single bottles, four-packs and 12-bottle shippers (online only). In the United States and Canada, DRY can be found at select Whole Foods Markets, and in natural and specialty food retail stores, fine hotels and resorts.

For more information on pricing, call DRY at (206) 652-2345.

WINE Ravenswood Winery has released a new 2006 Vintners Blend Petite Sirah. The new entry, the sixth in the collection, is derived predominantly from vineyards in Sonoma County and Lodi and results in an intenselyflavored, robust Petite Sirah. Line priced at $10, the new Vintners Blend 2006 Petite Sirah began shipping in early September, with anticipated widespread on-shelf distribution by mid-October, 2008. The new wine will be the first in the Vintners Blend collection to sport a new, updated package that better underscores the brand’s heritage and the quality of this tier in the Ravenswood portfolio. For more information, call (415) 912-3786.

Bodega Septima has just introduced their highest end wine: 2005 Bodega Septima Gran Reserva. Owned by the Codorníu Group, Bodega Septima is situated in the Luján de Cuyo area of Mendoza, a highaltitude wine district planted in the shadow of the Andes Mountains. A blend of 55 percent Malbec, 34 percent Cabernet Sauvignon and 11 percent Tannat, Bodega Septima Gran Reserva is the inspiration of winemaker Rubén Calvo. Bottled in December 2006, it is ready to drink now. The suggested retail price is $25. For more information, call (718) 403-0097. •

micro nutrients. macro margins. antioxidants electrolytes zinc Leveraging the growth of premium and enhanced waters, Metroelectro offers the best of both worlds.

The first micronutrient water to market, Metroelectro is a premium bottled water that combines all the benefits of enhanced waters without sweeteners, calories, or artificial flavors.

Metroelectro offers a unique ingredient profile, awesome packaging, and a promotional program that drives sales at retail. For information call 415 979-0781, e-mail info@metroelectro.com, or log on at metroelectro.com. electrolytes Fiji Smartwater Metroelectro Vitaminwater Gatorade

_

antioxidants

_ _

zinc

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no calories no sweeteners nothing artificial

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a product of somabeveragecompany

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MONEYMEN

By Kelli B. Grant

KNUDSEN, PCG AIM FOR A KNOCKOUT AMID RISING PRICES on everything from gas to electricity to groceries, Average Joe consumer is looking for a little more bang for his buck on every purchase.

It’s an opportunity for truly functional drinks to shine – but only if they’re competitively priced and well-marketed, says Brent Knudsen, founder and managing partner of San Francisco-based Partnership Capital Growth Advisors. “Sometimes you get these great, knockout beverages, but no one’s going to pay $12 for a 12 oz. bottle of anything,” he says. “These days a beverage has to work economically and be within the range where consumers will buy it and the manufacturer can make money.

And if the product doesn’t stand out in the market, you’ve got to go back to the drawing board.”

He ought to know. As both a financial advising firm and an investor that specializes in healthy and sustainable products, PCG Advisors has influenced plenty of successful brands, including vitaminwater, Naked Juice, Sambazon and CytoSport. In April, it served as exclusive financial advisor on organic, fair-trade coffee company Adina for Life’s $6.6 million private equity financing, led by Boston-based Sherbrooke Capital. Knudsen himself has more than 25 years of experience in the market, having served previously as one of the original partners at North Castle Partners.

We talked to Knudsen about what it takes to get a little attention from distributors and consumers in today’s market:

Beverage Spectrum: How important is innovation right now?

Brent Knudsen: Critical. Right now the beverage industry is just so packed. You really have to be innovative to break out of the pack, to get the enthusiasm of distributors -- which gets the product on the shelf -- and to get the enthusiasm of consumers who will buy it. It has to be a combination. There aren’t that many beverages that have broken through by consumer enthusiasm alone;

30.BEVERAGESPECTRUM.NOV-DEC.08

Jones Soda is maybe the one exception to that. The success of products like Snapple, SoBe and more recently, Muscle Milk (made by CytoSport), are also driven by enthusiasm from the distributors to promote a new, interesting and innovative product.

Which ongoing trends do you see potential in?

Brent Knudsen, founder and managing partner of San Francisco-

based Partnership Capital Growth Advisors There’s a lot of innovation in function want to be healthier. And as those of us in and functional drinks right now, things that the Baby Boom era age we look for things are really good for people. Muscle Milk is by which we can be healthier, so it’s obvious one of the more innovative products out that this is a very, very high growth area. there right now, because it took an area Beverages, I think I just laid it out, are where nobody focused on and offered a real health the action is: they can be healthy in regard benefit with protein and good taste. Adina to function, active with regard to the energy is innovative in its fair-trade coffee and alldrinks, and sustainable, with market players organic ingredients. like Adina who focus on fair trade, organic, and sustainable.

What’s overplayed?

Water is obviously out of control, overdone Consumers are concerned about this idea and overcrowded. All the big guys out there of “greenwashing” – exaggerated claims do flavored water. People recognize that about a product’s eco qualities. How do you vitaminwater wasn’t necessarily efficacious, separate the truly innovative products from but that it was innovative at the time and a those with more marketing hype? huge success. They’ve tried to improve on it, That’s a good point. Consumers have by either turning it into a real vitamin-water become more sophisticated at differentiatthat’s really efficacious or by lowering the ing between products. Before, when there calories while adding flavor, like OWater. was just one and it claimed it was green, it’s I think that’s a standout; the idea of a flat, the best thing consumers could find. They non-juicy flavored water is really innovative. felt better about drinking something that sounded good. But as the choices increase, You focus on healthy, active, sustainable those days are on the wane. Some of the living. How does that intersect with the innovative products are truly functional, beverage industry? and good marketers will point that out. As a Fundamentally, it’s a huge growth area. consumer, if there’s’ something that says it’s Just look at what’s on the magazine covers green versus something that really is, you’re today and you find “healthy,” “active” and going to choose the real thing. “sustainable” on nearly every one. People

How have your earlier beverage clients shaped your interest in the market?

people are used to, and, so, more appealing.

Some of our earlier investments were before industry learned a lot with regard to treatments against E. coli and the effect of pasteurization. The advancements opened everybody’s eyes on how to treat perishable products, like orange and carrot juice, in a non-invasive way to maintain the health benefits and take these products to a broader consumer base. Carrot juice, at the time we first invested in Naked Juice, had a 10- to 14-day shelf life. It was nearly impossible to really distribute it broadly, because by the time you get it to the warehouse for a day or two, get it on the truck, get to the location, you’ve got only a couple of days to sell it before you have to take it of the shelf. Now technology allows you to put a product like that out there for 60 days or more, a really good product, and that permits a more massive distribution process.

Muscle Milk is another great example. It’s a shelf-stable product, ships very efficiently, and has up to a 12-month shelf life. One of the lessons learned there was one of shelf appeal. They went from a Tetra-Pak to a plastic bottle, because it looked more like what

When you’re looking to invest, what catches your eye about a product or company?

Innovation in the product and the opportunity to take advantage of a large, open market. Adina is a good example of that, as a ready-to-drink, organic, fair-trade coffee.

Now, understand that the ready-to-drink coffee market really has only one player -- Starbucks, which thanks to their joint venture with Pepsi and the Pepsi distribution system has north of 70 percent of the market. It’s a unique opportunity for us: a huge, huge market with only one major player. So Adina comes in with what I think is a better product, one that’s organic and fair trade and can takes advantage of that market opportunity. As a company, they had already shown traction and are profitable. We look for, if not a strong bottom line, then a strong growth margin and a controllable profit line before considering marketing and sales.

growth -- probably in that order. You need a great product for marketing and distribution, and you need the right infrastructure, but that has to be incremental so you’re not ahead of yourself in expenses.

Do you have different preferences when you’re advising?

Our focus is on partnership and finding the very best partners for businesses whatever that partnership might be. We only advise companies that would be a good long-term investment for the investor or ourselves, so similar criteria to our investing. We don’t relax the criteria much, with one exception: there are some products or businesses that would be a great fit for a strategic buyer who is already in that market, but would be nearly impossible for a financial investor to buy. We’re working on one such foreign company now, but I can’t tell you any more about that.

How do you like to see your money used?

What else can manufacturers do to get your attention?

We like to see it go to product development, sales and marketing, and helping the infrastructure of the company to promote future

Call us! We’ll talk to anybody, and no matter what size you are we’ll try to find you a direction. •

C on c

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NOV-DEC.08.BEVERAGESPECTRUM.31

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DSM ith age comes change. And as the BevNET’s Best Of awards turns six, we felt the time was right to add some new categories that reflect the changes in the beverage business. Specifically, this year’s awards include categories for fastgrowing product types like energy shots and mixes, as well as organic products and kids’ beverages. With more than 300 entries, our work was cut out for us – not just because of the volume, of course, but because of the high quality of the products we had to consider.

At a time when the economy is shrinking and companies are cutting employees and marketing budgets, it’s a bit of sweet relief to know that innovative products are still finding their ways onto store shelves, enabling retailers to find new economic drivers through the embrace of new categories.

Just look at two of our biggest winners: Muscle Milk and 5-Hour Energy; each of them pulled the neat trick of finding unseen cracks in the market, and then, like ice expanding in a roadway, jimmied those cracks into full-blown categories. By finally hammering home the idea that protein could be sold through mainstream retail outlets as an RTD beverage, Muscle Milk takes home our Best of 2008 Product of the Year. Meanwhile, through an outstanding, omnipresent marketing campaign, 5-Hour Energy president Scott Henderson is our Innovator of the Year. And here’s the rest of what has truly been an outstanding set of Best of 2008 award-winners.

BEVERAGE OF THE YEAR Muscle Milk

BEST ENERGY DRINK BAWLS Guarana G33K B33R

There have been a number of attempts to make protein palatable in a mainstream sense. Until now, the best marketers could do is add the stuff to other products, like water, sports drinks, or juice smoothies, and let the mixtures fall where they may.

Now here comes Muscle Milk, a product whose only reason for being is as a protein source. And guess what? It works. By building Muscle Milk’s flavor profile around the protein, rather than forcing a square peg into a round hole, the CytoSport team focused consumer expectations. And by pulling it out of Tetra-Pak and moving it into PET, Muscle Milk sidesteps the only-at-the-gym stigma.

Mainstream retailers are finding it to be the right product at the right time: as a meal replacement or pre-or-post-workout product in a society that is increasingly on the go.

With its jump into the Pepsi system, expect to see this product gathering an even bigger head of steam in the next year.

BAWLS knows its customers. For years, they’ve catered to the hackers, the game designers, the programmers and tech support guys who work and play long hours in front of their machines. In fact, the case of BAWLS inevitably consumed during an all-night Local Area Network multi-player gaming events has come to be known as ‘Geek Beer.’

So earlier this year, BAWLS saluted their loyalty, launching a terrific root beer flavor that integrates the high-end BAWLS bottle design values with classic “Leet Speak.” In a category where every possible niche and variety has been tried in recent years, this one should find a ready audience and stick around for quite a while.

32.BEVERAGESPECTRUM.NOV-DEC.08

BEST FUNCTIONAL BEVERAGE Muscle Milk

BEST CARBONATED BEVERAGE Red Bull Simply Cola

Muscle Milk this year took the protein drink mainstream in a way that no other product line has been able to accomplish. It’s a drink for those who want to get pumped up, and it’s also one for those who want to get filled up and retailers are embracing it for both of those reasons. Some recognition in this category must also be reserved for products like Purple Stuff and Malava Relax, both of which have fun entries in the emerging field of relaxation drinks, and, on the antioxidant side, Zola’s delicious new Superfruit Smoothies, but Muscle Milk is what this year’s big buzz is all about.

Guess what Red Bull managed to do this year, besides sell a lot of energy drinks?

It put its brand equity into a cola revival.

With a nice-looking, nice-tasting package, Red Bull has managed to re-introduce this magical flavor as a sweet treat with somewhat natural sourcing, a far cry from what consumers are used to from Coke and Pepsi.

And that’s no mean feat. There were other quality CSDs introduced this year, including some interesting vitamin-enhanced products and some very tasty tea-based beverages, but again, none of them generated the interest or satisfaction that came when Red Bull started sharpening its horns with cola.

BEST PACKAGING INNOVATION PHD (Probiotic Health Daily)

BEST TEA Steaz Organic Iced Teaz

You can talk about the LifeTop cap until you’re blue in the face, but until you find a worthwhile application, you’re just talking about another gimmick. So imagine the surprise of the Best Of judges when they came across PHD, which uses the pocket of the cap to store millions of live probiotic bacteria before the drinker releases them into the product. PHD is a little rough around the edges still, reflecting its origin as a studentrun contest entry. They haven’t licked the problem that plagues the LifeTop cap: once you’ve released the probiotics, you still have to take the cap off to drink it, but form and function nevertheless combine in a big way with PHD.

Steaz wins here by finding the low-hanging fruit: a high-quality, organic, fair-trade certified canned tea. This product, at 80 calories per can, still manages to wring out a fair amount of sweetness, while also employing a number of hot fruit flavors. By making a canned tea taste right, and stand for the right things, as well, Steaz has once again shown it knows how to wrap social imperatives into a consumer-friendly product. While there were some other good teas this year, including Pixie Mate’s solid tea/yerba mate blends and some interesting sparkling entries from TeaZazz and Vida Tea, Steaz made a smart move here, and it’s the best one of the year.

BEST ENERGY SHOT UpShot

BEST KIDS’ DRINK Honest Kids

Upstart UpShot wins Best of 2008 because it moves the energy shot category forward, improving on the basic flavor and design of its product. Sure, an energy shot gives a quick burst of caffeine, but UpShot’s molded bottle and strong fruit flavors make it a tactile and tasty burst, indeed. Honorable mention here goes to NOS, which has translated the core value of its larger energy drink into a shot; whether it or any of the other large company entrants are able to catch the leader will be one of the ongoing stories of the year.

There are a lot of reasons that this product works. It’s low-calorie, low in sugar, it’s got the fun of the Minute Maid pouch and the buy-in-bulk ethos of the 24-count, recyclable multi-pack. But the big point here is that it’s organic, and it extends a well-respected organic brand right where it should be, as a bridge of trust between parents and kids.

Hansen’s Organic signed a terrific licensing deal with Clifford, The Big Red Dog, while Sportastic and Nui both offered up interesting takes on packaging. But Honest Kids, with its balance between values and customer demands, hit the sweet spot.

NOV-DEC.08.BEVERAGESPECTRUM.33

BEST NON-CARBONATED BEVERAGE Adina Natural Highs Coffee Energy On its way to trying to produce its version of an energy drink, Adina has come up with one of the best-tasting canned coffee drinks around. With just enough sweetness, great coffee flavor, a bit of extra caffeine and a marketing emphasis on coffee’s antioxidant benefits, this drink will likely catch on with cold coffee fans, energy fiends and organic health nuts in equal measure. A bright packaging scheme, interesting flavors (caramel!) and the super slogan “drink no evil” round out this impressive entry. Winning Best NonCarbonated Beverage should be a familiar feeling for the Adina team, as it grabbed the award in 2005. Back then, it was for a set of superior bottled juice cocktails; this time, it’s for cans of “juiced-up” coffee, but the core principles remain the same: high-quality ingredients, interesting packaging, and an impulse to do the right thing through organic, fair-trade manufacturing practices.

BEST BRAND REVAMP GURU Energy Drink Guru initially operated on Canadian energy drink terms, which basically meant very little in the way of energy. There was Guru and Guru Lite, and they both tasted pretty good, looked pretty good, and had the all-natural thing going for them. After Canadian regulations changed, they even got to add guarana!

But last year Guru’s brain trust launched four solid, 12 oz. line extensions with a new, urban techno look. Still all-natural and mostly organic, and sweetened with organic cane, honey, or white grape juice, they’ve taken the brand into fast-growing varieties like Green Tea with Honey Lemon, Tangerine, Superfruit and Lemonade. They’ve also taken on functionality, adding electrolytes to the Lemonade while taking away carbonation, and laid the groundwork for further brand extensions, tagging their products with Juicy, Tea, or Full On (for sports).The result: great tasting, great variety, and an edge that can only come from new packaging and a new direction.

BEST ORGANIC BEVERAGE In a category with a lot of excitement and a great deal of variety, both of these product lines earn kudos because they successfully extended well-known organic brands into established categories.

Steaz Organic Iced Teaz With its line of value-priced canned teas, Steaz Organic Iced Teaz slides right into Whole Foods as the organic shadow to the AriZona monolith. The line also dovetails nicely with Steaz green tea soda and green tea energy platforms. The team at Steaz has always taken its organic, fair-trade mission as seriously as any company, but it’s also managed to apply those values to products that, while good tasting and high-quality, don’t carry a heavy snob factor. In a cost-conscious time, this is a good way of staking out more turf as a growing organic brand.

Honest Kids The gang at Honest Tea have staked a parallel claim via their Honest Kids line. With these low-sugar fruit drinks, the Honest brand is sending a message to its customers: we’ve been here for you, and now we’re here for your kids, too. Again, kids beverages seem to fit naturally and logically with the Honest collection of teas and juices. Considering that they’re probably already familiar with the teas, once their kids stick a (recyclable, natch!) multipack of Honest Kids into the grocery cart, it’s going to be hard for your typical LOHAS parent to take it back out.

34.BEVERAGESPECTRUM.NOV-DEC.08

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INNOVATOR OF THE YEAR Scott Henderson Living Essentials As the former owner of a micro-brewery, Scott Henderson knows a thing or two about the beverage business. But he also knows what his job is at Living Essentials, which the veteran executive joined in 2006, just a couple of years after the company first formulated 5-Hour Energy. And it isn’t micro-brewing. “We just go out there and sell,” he says.

And since Henderson came on board, that’s all that Living Essentials has done, to the tune of nearly $50 million in advertising this year, all designed to extend the company’s first-mover advantage in the energy shot category. This is the year things took off for energy shots in general and 5-Hour in particular, and it owes largely to Living Essentials’ recognition that it had the right product and the right time slot in which to sell it. With a steep upward arc in sales across the category and competition from mainstream companies coming to play, Henderson nevertheless says he doesn’t imagine fortunes changing for Living Essentials in the near future.

“Having the ‘Big Boys’ in means two things,” he said. “On the one hand, they are worthy competitors. But on the other hand, it validates the company and what we’ve been doing.”

BEST ENHANCED WATER Joint Juice Fitness Water By creating a brightly-colored, almost tongue-in-cheek look for a single-function product, the makers of Joint Juice are introducing it to a whole new group of customers, the more active, younger weekend warriors who are likely to experience joint pain not through simple aging but through sports.

While the core Joint Juice can aims squarely at the Costco-shopping senior set, with the right marketing, walking around with a daily bottle of the Fitness Water could be a road rash-like badge of honor, rather than an AARP card. Definitely an innovative twist to a firmly-entrenched product line.

36.BEVERAGESPECTRUM.NOV-DEC.08

BEST MARKETING CAMPAIGN 5-Hour Energy Late at night, as the game ends and the reality programming turns smutty, the advertising barrage begins. If ever a company knew where to find its audience, it is 5-Hour Energy. The sell is simple: you’re up too late, dude, so drink this. Change the channel.

Repeat the ad. The company has plowed a significant percentage of its profits over the past few years into its television ad spend, but this is the year it all came together, with enough ubiquity to fully establish it as the leader of its category. There were some other interesting entries, but 5-Hour wins for sticking to its guns and for reminding the industry just how powerful an ad medium television can be.

BEST TABLET/POWDER nuun Dissolvable powders and tablets have shown significant growth this year, but most of them have grown as a reaction to boredom with the plain old bottle of water. But by adding electrolytes, nuun made its tablets into an innovative hydration tool, one that veers away from the caffeine or vitamin enhancement, which can create off-flavors, while giving the product a real purpose. For the endurance athlete, the ability to drop a set of electrolytes into a bottle at a water stop is an innovative convenience.

BEST PACKAGING DESIGN BORBA Stylish. Sleek. Functional. Images of fresh fruit on a white field matching the color liquid of each flavor give the BORBA line a uniformly aesthetic appeal. The decidedly feminine and perceived upscale appearance of the packaging are perfectly aligned for the product's demographic target. The BORBA brand team at Anheuser-Busch also added a clear, oversized lid to an otherwise unexceptional bottle that had been reminiscent of a Naked or Odwalla smoothie container. The lid helped even out the width, making for an attractive display set. Also intended for use as a cup, the lid offers more than just good looks. All in all, the BORBA package incorporates clean design, straightforward text, and a uniquely functional shape. •

Consumers want beverages with healthy ingredients. Leave it to WILD. Concern about fostering good health as well as maintaining a high quality of life has been shown to impact 70% of food purchases. Consumers’ belief that active ingredients reduce the risk of disease and improve long-term health qualities has pushed the functional foods market to domestic sales of $26.9 billion and $81 billion worldwide.

Recognizing the need for ingredients without formulation issues, WILD Flavors has developed H.I.T.S., Health Ingredient Technology & Solutions®. This line of health ingredients will add value to your formulations for more commercially viable foods and beverages. To support you in implementation of H.I.T.S. from concept-to-market with industry, market and technological support, WILD offers health ingredients, flavors, colors, sensory evaluation and complete commercialization of ideas.

WILD’s Heart Healthy Tropical Beverage

To learn how WILD can help your formulations fall in favor with consumers, call 1.888.WILD FLAVORS, or email us at marketing@wildflavors.com.

BEFORE THE PEBBLE DROPS Thoughts, ideas and predictions for 2009 Sara Snow

Green Lifestyle Expert / TV Host

s the year wraps up, it’s

obvious to workers in all sectors of the economy that a mistake here or a bit of mismanagement there can quickly ripple out and affect you. Look at the price of oil, which resulted in the increased popularity of biofuels, which led to a change in the destination of the corn crop, which affected the price of High Fructose Corn Syrup.

You drop a pebble into the lake, eventually the water moves out to the edges.

From Economics to Eco-Friendliness, Energy to Efficacy, the beverage business in 2009 will be under the spell of major influences from the world at large.

Some will be under your control, but many will place you in a reactive stance. Some of the pebbles will barely affect you, but others will hit like a cannonball.

Here at Beverage Spectrum, we pride ourselves at being reliably on-trend. But for every trend, there’s a counter-trend, and for every subculture, there’s a dominant paradigm. The most important part of forecasting, then, might be to figure out what part of the story applies to you and your business. That’s why it’s important to consult a range of people when you look to the future.

As part of our end-of-the-year wrap-up, we thought we should look at what is in the winds for 2009, and in keeping with the notion that you need a broad group, we really twirled the Rolodex.

We wanted to make sure we tapped some of the great brains of the industry for a look at what they expect in the coming year.

What we got ranged from the frank to the fantastic, and all of it is food – or drink – for thought.

Today people are looking for foods and beverages that DO something for them, more than just quench their thirst or fill their bellies. Tremendous organic and natural foods companies are stepping up with innovative foods and drinks that do just that. Goodbelly with a dairy-free probiotic drink; Guayaki’s ‘good energy’ actually helps you metabolize; Sambazon delivers antioxidants with healthy fats, Zenergize has vitamin/ flavor pellets to enhance your filtered tap water. These are innovative alternatives to so many of the unhealthy beverages on the market.

Bio: Snow has been called “first generation organic”, and “green living’s real deal.”

She has a TV series with practical advice on living green for the Discovery Networks: Living Fresh and Get Fresh with Sara Snow, both of which have helped Sara reach millions of viewers with a message of simple, attainable green living. Today, Sara’s series air on Discovery Health and FitTV, she can be seen on CNN.com LIVE Thursday nights, she’s a featured blogger on Treehugger.com and host of the newest Gaiam’s DVD, Growing Green Babies.

Ed Nappen

Beverage category technical director, International Flavors and Fragrances I think one of the biggest [trends] is there’s been the recent successes of blends of products that you wouldn’t normally see together. There will be alternative blends that will be popping up that will be equally successful [as AriZona’s Arnold Palmer.] There’s plenty of fruitflavored teas on the market, but the classic Arnold Palmer is made with actual lemonade. There’s nothing stopping them from [offering] different varietals of green tea.

Bio: Nappen has been with IFF for nine years, and has spent 25 years in the industry.

He holds a BS in Biology from Muhlenberg College in Allentown, PA, and has completed all coursework for his MS in Food Science at Rutgers University.

38.BEVERAGESPECTRUM.NOV-DEC.08

Brent Knudson

Founder and Managing Partner, Partnership Capital Growth Advisors

Larry Wu

COO, Bossa Nova Beverage Group On the ingredient front, the crossover of goji berries from unknown health food to mainstream superfruit is complete.

Look for goji berries in a wider variety of savory and sweet food products. It looks like young coconut water is the new sports drink of the Millennial Generation, delivering isotonics in their preferred natural format with eco integrity (it comes in its own package). Also, Stevia natural non-caloric sweetener will get approval as a “GRAS” ingredient and quickly replace Splenda as the sweetener of choice.

In the industry, it is already starting, but look for further consolidation. Smaller brands will be swallowed up as larger beverage companies look to grow faster through acquisition rather than through development and innovation. All companies will focus on retrenching, strengthening their performance, brands, and shelf space. Brands that can’t retrench fast may not be around much longer. Also, listen for the death knell of retail smoothie brands like Jamba Juice, as every retail food outlet and their brother offers smoothies as a menu option.

In the “waaaay out there” department, think about this: Gatorade will develop a Presidential flavor. With an athletically gifted POTUS committed to installing a basketball court in the White House, watch for G-Prez — blue colored, of course.

Bio: Wu is Chief Operating Officer of Bossa Nova Beverage Group and a 20-year food industry veteran. He joined Bossa Nova from Iconoculture, where he advised Fortune 100 corporations and advertising agencies on food and beverage strategy.

On beverages and 2009, I’m pretty bullish based upon some things I’m seeing. I think the functional category is seeing a new life with products that are both efficacious and actually taste good.

Protein drinks are in that category with Muscle Milk’s new packaging, Mix1, and other very good products with great nutritional and taste profiles. I think we’ve had enough of energy drinks and hope that consumers are smarter than to think that a few more grams of caffeine is a good thing. I also think we’ll begin seeing more responsible packaging, whether that’s in water or other products, with an understanding that PET and plastic aren’t good for the planet and that there are other or better packaging alternatives.

Bio: Brent Knudsen is the founder and Managing Partner of Partnership Capital Growth Advisors.

Prior to founding PCGA, Mr. Knudsen was an original partner at North Castle Partners, a leading private equity firm targeting investments in the area of healthy living & aging, where he led investments in areas including spas, fitness clubs and nutrition.

Joey Allen

President, Allen Flavors We’re still seeing a lot of demand for the super fruits. It looks as though a lot of the enhanced waters – its going more toward the high-end, exclusive-type waters.

I called the flavor lab and they told me acai and goji are still going strong. People are looking to more sweeteners like agave and natural sweeteners. The sweeteners made from stevia seem to be making some headway.

We’re still getting the energy drinks, but it seems to be tapering off a little bit, [and] we’re getting quite a few inquiries about the stick packs. [We’re] Still going strong with teas.

All kinds of teas. I don’t think that’s going to slow up – [especially] green tea… it’s known to be such a healthy drink that there doesn’t seem to be any let up in that at all.

Bio: Allen has been in the flavor industry for over thirty years. Allen Flavors, Inc. was founded in 1995.

NOV-DEC.08.BEVERAGESPECTRUM.39

Jessica Jones-Dille

Industry Trend Manager, WILD Flavors, Inc. Some examples of the WILD N.E.X.T. team’s 2009 product and flavor trends related to beverage are holistic sleep, and a focus on anti-stress and anxiety. On the ingredient front, we see potential in health ingredients from the sea and a distinct regionalization of flavors and concepts. In flavors, we see more floral and fruit flavors, such as Blueberry Lavender, Strawberry Passionfruit, Orange Marigold, and classic sweet flavors, such as Honey and Agave. Also, there will be more spice pairings, such as Chocolate Cinnamon, Berry Cardamom, Rosemary Lime, and “Fresh” profiles in flavors and menthol/cooling combinations.

Bio: Jones-Dille, specializes in developing market strategies focused on capturing trend driven food and beverage solutions. She leads WILD’s cross-functional N.E.X.T.Team in identifying emerging trends and determining their impact on the food and beverage industry. The N.E.X.T. team is devoted to coorelating these consumer and product trends into high value opportunities for WILD’s customers.

Tony Keller

President, TandemRain Innovations, Inc. While 2009 will bring forth continued innovations in functional beverages, an increasing number of these products will make their mainstream debut from a historically unlikely source – Private Labels.

National Retailers will continue to introduce private label beverages onto a crowded shelf to build customer loyalty, reduce prices and increase their own margins. This increased placement will likely come as a cost to newly launched National Brand beverage products competing for the same space.

Also, just as National Brands have begun utilizing co-branding opportunities with non-traditional strategic partners to garner market share, National Retailers will also begin to accelerate their creation and utilization of co-branding opportunities. This will become a new way of promoting finished private label products in order to increase brand loyalty to the retail chain.

The increased sensitivity of our environmental footprint will force innovations in packaging, and increase market acceptance and demand for powdered drink mixes. This shift will not only lower our environmental impact, but will also increase product variety on crowded store shelves, and further amplify the need for timely innovation.

Regulations for functional beverages will also begin to converge in late 2009, with one of the following results: either separation of products in the grocery store between “Nutrition” and “Supplement” Fact Panel products; elimination/ restriction of supplements (non-GRAS products) in traditional “Nutrition Fact” platforms (i.e. beverages); or restricting “Supplement” fact panels from making structure/function claims when the product is placed in a traditional “Nutrition” labeled format (i.e. Beverages/Food).

Bio: Keller has extensive experience in the food and beverage industry, with expertise in developing innovative products, introducing new manufacturing processes, securing national key accounts and capturing market share in domestic and global markets. Before joining TandemRain Innovations, Mr. Keller has served in key leadership positions at several companies.

40.BEVERAGESPECTRUM.NOV-DEC.08

Larry Young

President and CEO, Dr Pepper Snapple Group No doubt about it, these are challenging times. But we’ve been here before, and our industry adapted each time and emerged stronger for it. In the late 70s, the price of sugar went through the roof and people predicted the demise of the CSD. Instead, HFCS was introduced in ‘83, lowering the price of sweeteners and putting us on the fast track for growth. In the late ‘80s, we rebounded after Black Monday. And in the late ‘90s, we fought through the Cola Wars and pricing battles.

2009 will be a tough year for our industry. But it’s just another part of the cycle. We expect the industry will emerge stronger and growth will begin again in 2010.

Bio: Young was named president and chief executive officer in October 2007.

In his 30-year career, Larry has produced and sold beverages in the Americas and across Europe and Russia. He previously served more than 25 years in the Pepsi system.

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David English

Vice President and General Manager, Anheuser-Busch’s non-alcohol division, 9th Street Beverages We’ll see more enhanced waters, ready-to-drink teas and sports and wellness drinks coming to market.

These beverages will offer consumers distinct functional benefits, sustainable packaging and they may be tied to a social cause. For these reasons, we’ll be focusing our efforts on products like the 180 line, which will have some enhancements next year, and BORBA Skin Balance Water.

We anticipate several new emerging non-alcohol beverage trends that will target consumers concerned with healthy aging and prolonging youth and who live a busy and active lifestyle. We’ll see more non-alcohol beverages that offer functional benefits, are made with all-natural and organic ingredients… we’ll see fewer beverages made with artificial ingredients and more beverages incorporating vitamins, minerals, fruits and vegetables.

Consumers are increasingly seeking healthy, functional non-alcohol beverages, and we, like others in this industry, will focus on offering products that meet this demand. We’ll see consumers selecting nonalcohol beverages based on individual needs: enhanced athletic performance, healthy aging and convenience.

We’ll also see more consumers purchasing these products at non-traditional accounts such as spas, gyms and health stores, in addition to their local grocery and convenience stores.

Bio: English has worked for Anheuser-Busch for 22 years and has held numerous positions in Brand Management and beer marketing including Vice President, Revenue Management, and Vice President, Research.

In 2005, English was named Vice President-Operations, President’s Office.

John Bello

Partner, Sherbrooke Capital Better for you – really better for you – will be the wave of the future in beverages, and the path will be through the natural channel into the mainstream. We’ve seen it with green tea, pomegranates, acai berries, blueberries and cherries.

But flavor and refreshment still rule in the mainstream. Brands like Function have real stuff in it but are struggling due to taste issues [and the] inability to mask added nutraceutical components.

Fair trade and organic will gain traction as long as they do not stretch the price envelope. These are not brand drivers, but we are going to see the greening of America with these kind of sustainability components expected.

Look for biodegradable packaging. The first to market with hot fill “compostable” packaging will win. It’s about “green.” More green in product and packaging delivery and less green as in impact on the wallet. I think price value will become increasingly important. People will want efficacy, great taste, natural and organic but I think it will not come at the same premium pricing as in the past…

Beverages have always been a penny profit business. Volume is the key. With today’s economy and view of value, new concepts will have to come with a reasonable price tag, especially in the main stream. The 10 for 10 “bogo” promotion mindset that has wounded CSD’s is going to hurt new age premiums in my view.

New concepts need to deliver natural and price value.

Bio: Bello is a partner at Sherbrooke Capital, but earned his reputation by turning SoBe beverages around and selling it for $337 million to PepsiCo, to whom he later also sold Izze for $75 million.

Seth Goldman

TeaEO, Honest Tea Aside from the fact that Honest Tea becomes the unofficial beverage of the new administration, my prediction is that we will see the emergence of a new class of stock – D Shares. As the distribution environment for independent brands becomes increasingly challenging, distributors will insist on being able to buy equity as part of their contracts with beverage brands they take on. Stockholders of D Shares won’t necessarily have the same information rights as other investors, but this form of equity will become an important part of the contracts distributors will seek before they take on new brands.

The other prediction is that health-oriented segments of the beverage industry (such as tea and juice, not soda or beer) will continue their transition toward organics… with the projection that by 2011, 10 percent of all health-oriented beverages will be certified organic.

Bio: Goldman is President and TeaEO of Honest Tea, the company he co-founded in 1998 with Professor Barry Nalebuff of the Yale School of Management. Over the past ten years the company has thrived with a 66 percent annual compound growth rate, as consumers have shifted toward healthier and more sustainable diets. In 2008 The Coca-Cola Company purchased a minority interest in Honest Tea, fueling further growth as Honest becomes the first organic and Fair Trade brand to move into the world’s largest beverage distribution system.

42.BEVERAGESPECTRUM.NOV-DEC.08

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George Kalil

President, Kalil Bottling “I think there’s gonna be a lot of bottlers that think they can confuse and mislead the customer with 8-packs and 16-packs, and I have no plans of doing either. I believe that the best opportunity for quick growth is going to come with new diets and I hope that if one company picks one diet [sweetener] and another one picks another diet [sweetener], and they’re both approved by the FDA, I hope that our marketing geniuses in the industry don’t decide to spend a portion of their money talking about the other guys’ sweetener.

I don’t think that energy drinks or flavored waters have hit their full potential yet, and what new variations, what new categories come forward, I don’t know. I wish I knew, but I don’t know. I think what’s happened to energy drinks and vitaminwater is just unbelievable. I think that there’s a real chance that one of the next great things could be flavors. People love flavors… Of course we need more new-age products.

And we need more direction talking about the benefits of our products and we need to avoid the temptation to try and have one foot on the gas pedal and one foot in the spokes of our competitor as we drive by. It’s easy to put your foot in the spokes of your competitor but there’s no fun in it and no benefit to anybody.

Bio: Kalil grew up in the family bottling business founded in 1948. He worked full time and began managing parts of the business while in high school and college before he became president in 1970.

Under his stewardship, his company has grown from net sales of $400,000 to over $100 million.

Tim Brown

Executive Vice President, Retail Operations, Nestlé Waters North America Like all liquid refreshment beverages in this slowed economy, we expect soft performance for bottled water into 2009. Beyond that, count on continued growth for the category. Looking ahead, people will have more, not less, interest in seeking healthy beverages to support wellness goals for themselves and their families. We at Nestlé Waters are focused on delivering bottled water products that sustain healthy hydration, with a lighter environmental footprint through lightweight, recyclable packaging and enhanced opportunities for people to recycle that bottle.

Bio: Brown has been with Nestle Waters since 1988, and has managed the Cold Channel, National Accounts and Perrier Re-Launch teams. Before coming to Nestle, he worked at Proctor & Gamble Distributing Co.

Gerry Martin

Vice President of Marketing Polar Beverages Energy continues to be a hot category, but it’s slowing down. [It’s unclear if] that slowdown has to do with energy shots, the economy or price points [but] functional energy versions make a lot of sense. That’s where there’s room for the category to grow. We just took on a brand called Celsius. We think that has the potential to be the next big brand. The trick will be they have to educate the consumer on the benefits….

Brands such as Hydrive have potential as well. I think teas will continue to grow. People are looking for something simpler, healthier. They’re label readers now. It’s amazing.

Bio: Martin is a 28 year beverage industry veteran beginning his 13th year as Vice President of Marketing and Sales at the Polar organization in Worcester MA. He worked for PepsiCo in several capacities before joining Polar in 1996.

Bill Sipper

Cascadia Consulting Group My major prediction is Coke’s gonna buy Hansens and put Monster on all the trucks – and maybe keep Budweiser on premise.

[There will be] a lot more consolidation. We get 30 percent of the company today, and we get the opportunity to acquire up to 51 percent at a keyed in price.

I think there’s a lot of maneuvering that’s going to occur. Coke, Pepsi, Cadbury… they don’t build brands anymore. They are a distribution force. [And] these guys don’t get it. It’s all about social networking today. They don’t even know what they don’t know. That’s how messed up they are. They can’t figure out what’s even going on around them.

Bio: Sipper, now a beverage industry consultant, earned his reputation through helping build successful companies like Nantucket Nectars and Evian. Currently, he works with High Voltage Beverages and OGO Bottled Water. •

44.BEVERAGESPECTRUM.NOV-DEC.08

INS AND OUTS OF LICENSING

BY KENDRA STANTON LEE

Who knew Hulkamania extended to energy drinks?

46.BEVERAGESPECTRUM.NOV-DEC.08

our thousand cases of Trump Super Premium Vodka have already shipped to Russia this year. Four thousand more are backlogged, ready to ship. A distributor is lined up to purchase $7.5 million annually. China and India have put in their orders, as well.

How the heck do you sell vodka to Russia? Apparently, Donald Trump is just that good.

Trump Vodka, manufactured by Drinks Americas which partnered with “The Donald” to license the brand, is enjoying worldwide popularity as well as a nod from the International Licensing Industry Merchandiser’s Association (LIMA), which has nominated it for the 2008 International Licensing Excellence Awards.

International demand and accolades aside, here’s how much weight a little license can pull: The Donald doesn’t even drink.

So how do you hook up your drink with a face or name that will garner global success? In other words, who can be your Donald? Well, you license it, paying someone to allow you to use his or her name, image, and very aura for your product.

Depending on whom you ask, licensing can be a science, an art form, or a complete gamble. One thing is certain: it is alive and well in the beverage industry. In 2006, the U.S. saw $108 billion of licensing sales, with food and beverage tapped as the fastest growing sector.

Given the vast market of opportunity, both license owners (licensors) and license buyers (licensees) are looking to carve out their share of revenue and exposure, but not every licensing deal is created equal.

In some cases the right character is tapped at just the right time and a brand explodes. In other cases, the parties proceed with caution, taking careful consideration of all legal implications. Recognition for the brand is built successfully over time.

Here we explore the ins and outs of licensing, from conception to conclusion, with a special focus on product development.

WHY LICENSING? Beverage makers know a valuable license can both reinforce efforts to market an existing brand image, as well as expand its reach into other markets.

In the case of Socko Energy by Bliss Beverages, the drink was already on shelves in 2005 when wrestling icon Hulk Hogan tried the drink and “flipped over it,” according to Bliss president Mike Jannicelli. After some negotiations, Bliss decided to repackage the beverage as Hogan Energy Powered

by Socko. Hogan was seen providing prime product placement for the drink on his show “Hogan Knows Best.”

“He’s the best promoter there is,” said Jannicelli, who said Hogan, he of the 24-inch pythons, is constantly seen drinking Socko and donning Socko shirts. “He’s just amazing,” he said.

Hogan Energy was picked up by Wal-Mart last year and is now distributed nationally.

A licensed image can also be used to launch a brand outright. R.W. Knudsen introduced its organic juicebox line this fall with the hope of a bear market. They have licensed The Berenstain Bears. The Bears, fond storybook characters for generations of children, have automatic recognition and can therefore save Knudsen the time

and costs that other marketing efforts would require in order to reach their targeted consumer. The Bears can lend credibility to the juice, and possibly compel parents to pay more than the alternative (especially with the prospect of being #1 Parent just for bringing home the Bears).

Beverage companies have also been in the position of licensor. Starbucks, for example, is well-known for cross-marketing its company name to brand supermarket items such as ice creams and liqueurs. Its reputation as a purveyor of premier coffees in the café and RTD market triggers similar consumer associations of “luxury” in the supermarket aisles.

In every licensing deal, both parties should experience the benefits of licensing. The licensor gets exposure and cash. The licensee gets a quick marketing connection. This balance is the mark of a successful licensing program.

IMPORTANT CONSIDERATIONS Woody Browne, president of Building Q licensing agency, said the first step in a licensing program is to consider what your company wants to achieve through licensing.

When Hansen’s was looking to connect its Monster Energy with a younger male consumer, it had only to look under its nose, according to Brand Manager Geoff Bremmer.

“Monster had been working with …Lost Enterprises at their surf and skateboard contests and saw the opportunity to capture the consumership they sought.

“Lost brand’s loyal fan base and grassroots marketing program was already intact providing a great foundation to build an energy drink business on,” said Bremmer.

Sometimes, though, the connection is a bit superficial. Think: Rich man for a rich man’s vodka. Think: perfect.

Nevermind that Trump is a teetotaler, lending irony as well as image to his brand.

J. Patrick Kenny, CEO of Drinks Americas, noted that Trump brought more to the table.

“The Trump Trademark means the most luxurious and best of class.

“I was recently in his new Chicago hotel checking on the vodka and in my opinion it is one of the most magnificent hotels I have ever been in. Mr. Trump didn’t personally pour the concrete or design the bar but he found the best person in the world to do so and the results are the same.

“My experience is Donald Trump demands, finds, gets the highest standards of quality and luxury. The point is not that he personally consumes it, the point is he manages to create it and his trademark represents it to consumers,” said Kenny.

In addition to Trump, Kenny has partnered with Paul Newman (Lightly Sparking Fruit Juice Drinks) and Dr. Dre (Cognac). He said Drinks Americas and the partners own the brands often 50/50.

The point is that, it’s not just the name, but the aura, according to Kenny. “We try to partner with icons – and I differentiate icons with celebrities,” he says, “An icon is someone who is global, transgenerational, and bears a premium image to go with the product,” he said.

In order to hedge against risk, licensees may often consider an “evergreen character” such as Scooby-Doo or Barbie that they believe will instantaneously resonate with consumers.

›› STAR SEARCH If the mention of Ovaltine conjures images of a little redheaded orphan, then the forefathers of beverage licensing did their job. In the 1930s, the chocolate malt flavor maker extended its brand name as the sole sponsor of the “Little Orphan Annie” radio program, and the relationship remains a touchstone for licensing in the U.S. beverage industry.

How have other beverage manufacturers captured those timeless consumer associations?

Some have fared well, and some have sunk, both literally and figuratively, in a pool of competition.

According to branding

expert Gerry Khermouch of Beverage Business Insights, “It can be very tough to figure out which brands stretch in the right direction.”

Khermouch cites Fuze Beverage’s NOS High Performance drinks as a success story.

At the time Fuze was acquired by Coke in February 2007, almost no bottlers had any interest in the NOS brand.

“The beauty of what Fuze did is that they first launched a can energy drink, then they had the inspiration to do a blue plastic bottle almost completely identical to the bottle car buffs attach to their engines.

“It was a case of where a totally unexpected brand could go off the charts. Everything came into alignment. The packaging matched product, and there was an influential set of consumers in beverages, cars.”

The “influential set of consumers,” however, does not represent a special interest market to Fuze. Former brand manager Bill Meissner – now with Talking Rain – said, “NOS has grown to a five million case brand in less than three years so we certainly don’t think it’s a Niche. It simply proves that consumers react better to marketing authenticity.”

Fuze reports on its website that NOS bottles were selling for over $25 on e-bay when the drink was first introduced.

Today it ranks as CocaCola’s top energy drink and ranks among top 10 energy drink sellers in the U.S. In contrast, Fuze’s attempt at performance water was undoubtedly a licensing failure.

In 2004, Fuze launched its “Speedo Sportswater,” attaching itself to the Olympic brand swimsuit maker.

“In terms of rationale, it seemed to make perfect sense,” said Khermouch, “Speedo has credibility in hydration. But even at

the time of the launch, there was quite a group of dissenters.

“Speedo doesn’t quite whet the appetite. Thinking about a chlorinesoaked swimsuit, it’s kind of gross. Is anyone wanting to buy a drink with the name of a bathing suit?” said Khermouch.

Ultimately, the skeptics proved right.

“It just wasn’t a licensing connection that consumers were willing to make,” said Khermouch.

Meissner said, “I guess we learned not to name a drink after the most laughable piece of men’s sportswear in human history.”

NOV-DEC.08.BEVERAGESPECTRUM.47

However, certain characters can only carry so much weight, and they often cost more.

“There is a balance between evergreen and just somebody who’s been around a long time,” said Browne, “You see a lot of bad decisions with companies – they pick the safe thing, instead of being on target or on trend.

In today’s tough economy, going safe is okay.

But you’re not necessarily maximizing your opportunities,” said Browne.

Licensees must be circumspect about the opportunities they may see in retail. What was hot yesterday may not be hot today; what is hot today may not be hot tomorrow. Based on this information, licensees must make the best decision in light of their own marketing strategy.

PRODUCT DEVELOPMENT While an important consideration for licensees is “Which license?” for licen-

sors, the question of what will be done once the rights to the license are granted is of prime importance.

Angela Farrugia, CEO of The Licensing Company (TLC), said licensees should be aware that certain restrictions still apply even after rights to the license has been acquired.

“Every single step of the way, the brand owner has approval. Nothing goes to market without their knowing,” said Farrugia.

This sentiment resonates with Monster’s Bremmer. “Each licensee has their own thoughts on where the brand’s priorities should lie and how the brand should progress,” he said.

If licensees are “logo licensing,” that is, attaching a logo or image to an existing product, the process may take much less time than if an entirely new product is being created around a license. Both parties should recognize that the process could be many months in development. Kenny of Drinks Americas said his licensing deals take two to three years from the first conversation to the first shipment to the shelf. Each licensing deal is dependent upon the unique factors at the negotiating table.

Farrugia works primarily with clients to develop new products inspired by licenses. If you ever wondered what a drink might taste like that is inspired by a jelly bean, Farrugia

can speak to the experience of helping to create, build and brand it.

Farrugia is presently working with Jelly Belly Co. to produce beverages due out early in 2009 that not only bear the Jelly Belly logo and brand name, but also recreate the unique Jelly Belly flavor experience, as well.

Farrugia said the process of creating a licensed product from scratch may take as long as nine months, working with flavor technologists to replicate flavors, color and taste. But she said a detailed, time-consuming process is critical to success.

“The consumers won’t be fooled. They will buy a product once and if it doesn’t deliver on taste and flavor, they won’t buy that product again. The branding strategy must be right but also a taste and flavor strategy,” Farrugia said.

Browne also said the process should not be a hasty one.

“I liken licensing to the concept of just rushing in and snatching up a home run. If you’re going to be that random, you’re going to hit and miss. When you miss it looks really, really bad.

[Licensing is] mostly portfolio management and risk management. You have to be in it to win it. Usually, you win it slowly, with singles and doubles,” said Browne. •

›› THE LEGAL DOS AND DON’TS OF LICENSING DO: Consider the investment you are willing to make toward a license.

DON’T: Assume that because there is no rate card for licenses, all prices are relative.

Danny Simon, CEO of The Licensing Group said, “There’s no guidance going into a deal, yet there is some standard in royalty rates charged in various categories of product,” Simon said.

But no one is bound to industry standards. The value of a license is what the licensee agrees to pay for it, he said.

DO: Consider “What is a reasonable level of sales expectation?

Licensees should have some idea of what they are forecasting sales to be or need to be,” said Simon.

DON’T: Rely solely upon market projections in determining contract terms, said Rebecca Stroder, an attorney who specializes in licensing. She said the biggest mistake she sees in licensing deals is when the licensor does not making any requirement for the licensee to actually sell the product.

“They get focused on a high royalty rate or what the licensee has projected as likely sales, and they are very optimistic,” she said.

48.BEVERAGESPECTRUM.NOV-DEC.08

DO: Contractually require that the licensee must pay a minimum royalty per year, or achieve a certain level of sales.

DON’T: Think only in dollar signs. Simon said the licensee may offer a generous advance and pay all royalties for contract period, and ultimately do well for the licensor’s bottomline, but if the product doesn’t perform and doesn’t meet expectations, the licensor does not enjoy the benefit of good exposure that a good license should provide.

DO: Know the industry standard.

Generally, licensing deals are constructed with an advance and a royalty, or percentage of each sale of the licensed good. In the beverage industry, the standard royalty hovers around three percent of the wholesale price of the product.

“With beverages, we’re dealing in consumables – the consumer often buys more than one.

You have your six pack– each one of those cans is buying a royalty,” said Simon.

Contract length standards are typically 15 year terms, split over three terms of five years, said Farrugia. “We’re seeing a request for renewals to be negotiated up front,” she said.

DON’T: Forget contracts protect companies in the event of a problem. Jannicelli of Bliss said, You can always renew if your product is producing. If the product is a success, it goes as long as you want it to.”

SPECIAL SECTION

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5-hour Energy Berry, Orange, LemonLime Living Essentials

5-Hour Energy Extra Strength, Decaf Living Essentials

ALL DAY Energy Shot Botanical Laboratories

Antioxidant Daily Shot Impulse One

AquaSlim ISI Brands

All Sport Body Quencher

AriZona All City NRG Drink

Big Red, Ltd.

Arizona Beverages

Allday Energy Shot

AriZona Arnold Palmer Pomegranate Half & Half

Sky Nutrition, Inc.

Arizona Beverages

9-2-5 Energy Shot

ALO - Line of aloe vera infused drinks

AriZona Green Tea 6.75 oz. box

SPI West Port, Inc.

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Aloe'ha - A Natural Fruit Flavored Aloe Soft Drink

AriZona Green Tea Sugar Free Iced Tea Stix

The Oneta Company

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Active O2

Amazon Energy

Spaten North America

Sambazon

AriZona Mango Green Tea Smoothie Mix

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Activ Water Talking Rain Beverage Company

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BAWLS Guarana G33K B33R

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Hobarama, LLC

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AriZona Pina Colada Green Tea Smoothie Mix

Beaver Buzz - 16 oz. can

BORBA Skin Balance Water

Double D Beverage Co.

9th Street Beverage Co.

Bevolution AMMO

Cell-nique

DrinkCo

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Celsius Green Tea Peach Mango & Raspberry Acai

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AriZona Sweet Strawberry Green Tea Smoothie Mix Arizona Beverages

AriZona Tropical Half & Half Arizona Beverages

BIONADE International

Celsius, Inc.

Ayala's Herbal Water

Biotta 100% Organic Juices

Herbal Water, Inc.

Biotta, Inc.

Balance Water

Blue Cow

Balance Water Company

Mirage Bottling Group

Base Energy Drink X GAMES ENERGY

Bombilla Gourd Mate Tea & Pure Tea

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Bombilla & Gourd, Inc.

Charge! SuperShot Labrada Nutrition

Cocio All Natural Chocolate Milk Cocio

Code Blue Recovery Drink Halo Labs

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'Currant Affair' Black Currant Juice

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Crayons, Inc.

Connecticut Currant, LLC

Cricket Cola - White Peach

Deluxe Honeydrop Beverages

Cricket Natural Beverages

Deluxe Honeydrop

CRUNK!!! Citrus Energy Drink

Dog On It! Fortified Juice Beverages

Drench Skin Rejuvenating Water

CRUNK!!! Energy Drink

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Drank - Extreme Relaxation Beverage Innovative Beverage Group

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DRY Soda, Co.

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Evian Les Petits

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Elite Naturel Juices Elite Naturel/Organic Juice USA Inc.

Elorado Organic Vitamin Spring Water

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First Juice First Juice, Inc.

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Ganic Water Ganic Consumer Products, Ltd.

Genesis BOOST Superfuit Juices Genesis Today

Go Fast Energy GFTea, Z17, & Core Fast Go Fast Sports and Beverage Company

Energize Energy Shot Performaxx Brands Inc

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Fruit 66 4u2u Brands, LLC

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Harney & Sons Organic Iced Teas

Inko's White Tea Giant Jugs

GURU Beverage Corp

Harney & Sons Tea Co.

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HeadShot Mega Energy Shot Impulse One

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Java Monster Hansen Beverage Company

Javaccino JavaPop, Inc.

JB's Ice Tea Cutting Edge Beverages

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Soma Beverage Company

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Skae Beverages International, LLC

MET-Rx Amped Up Energy Shot

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Next Generation Waters

Harcos, Inc.

Marble POP Nishimoto Trading

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Next Generation Waters

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Moxie Energy Drink

NOS Powershot

BDI Marketing

Cornucopia Beverages, Inc.

FUZE Beverages

MOJAVA - Natural Coffee Drink

Multi Vitamin Enhanced Water

Nuun Active Hydration Tablets

Mojito Brands, Inc.

Multi Vitamin Energy Corp.

Nuun & co.

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Hansen Beverage Company

CytoSport, Inc.

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Oi Ocha Tea ITO EN North America, Inc.

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Performaxx ENERGIZE The Ultimate Energy Boost Performaxx Brands

66.BEVERAGESPECTRUM.NOV-DEC.08

Bevnet.com NEW BEVERAGE GUIDE phd (Probiotic Health Daily)

Purple Stuff Calming Elixir

Mass Probiotics, LLC

Funktional Beverages, Inc.

Pixie Mate Organic Energy Teas

Purple Stuff Calming Elixir Shot

Roaring Lion Energy Drink

Pixie Mate

Funktional Beverages, Inc.

Roaring Lion Energy Drink

Protein Blitz

Quinoa Gold

Rubyy Energy Drink

Designer Whey

Newport Quinoa Company

Rubyy Energy Drink

PUNCH Energy Drink

Red Bull Cola

Sayan Chaga

Red Bull

Sayan Health

Pure Fuel

REDLINE

Shotz Energy

ISI Brands

VPX Sports

Shotz Nutrition, LLC

PureSport

REDLINE Bang!

Human Performance Labs

VPX Sports

Simple Kitchen Sparkling Organic Beverages

Purity Organic Fresh-Pressed Apple Juice

REDLINE Power Rush Energy Shot

ZW Enterprises

Purity Organic

68.BEVERAGESPECTRUM.NOV-DEC.08

Rip It Energy Fuel National Beverage Corp.

The Simple Kitchen, LLC

VPX Sports

Simplifast Fast-Ade, LLC

Simply Originals

SPIKE Double Shot

Simply Originals, LLC

SPIKE LLC

Ski Soda - Pure Cane Sugar

Sport Dog 100% Pet Spring Water

Double-Cola Co.

EPETWATER Brands

Snow Naturally Flavored Vitamin Soda

Sportastic Sports Drink

Snow Beverages

GT Beverage Company

SportWave Vitamin Powered Water Sportables, LLC

Stacker 2's 6 Hour Power Extreme Energy Shot NVE Pharmaceuticals

Starbucks Doubleshot Energy+Coffee PepsiCo

NOV-DEC.08.BEVERAGESPECTRUM.69

Bevnet.com NEW BEVERAGE GUIDE Steaz Diet Sparkling Green Tea Healthy Beverage Company

Steaz Iced Teaz Healthy Beverage Company

Stirrings Slim Can Sodas Stirrings, Inc.

Sweet Leaf Tea's Organic Mango Green Tea

Thomas Kemper Cane Sugar Soda

Vegas Fuel Energy Drink

Thomas Kemper Soda Co.

JarMax, LLC

Thomas Kemper Low Calorie Soda

VENGA Functional Infusions

Thomas Kemper Soda Co.

Beverage Innovations

Tizane Beverages

Venom Energy Drink

Tizane Beverages

Dr Pepper Snapple Group

toniX energy soda

ViB - Vacation in a Bottle

The Pluto Beverage Co.

Sweet Leaf Tea

Tazo Organic Iced Red Tazo Tea

TeaZazz Sparkling Tea TeaZazz

TwinCal ISI Brands

Upshot Energy Drinks That Work

Thirster RTD Beverages

VBlast! Vitamins & Spring Water

Monarch Food Group US Foodservice

New York Spring Water, Inc.

70.BEVERAGESPECTRUM.NOV-DEC.08

ViB Holdings, LLC

VidaTea Sparkling Green Tea Vida Tea, LLC

Vitamin + Fiber Water Vitamin+Fiber Water (Sugar Bowl Bakery)

VITAMINMIX APSU The Waters Company, LLC

Vitasoy Organic Soymilk

Xtazy Energy Shot xtazy Beverage

Vitasoy USA

VOLT Citrus Shock Soda

Yumberry Organic Juice

High Voltage Beverages, LLC

Sunopta Global Ingredients

WAT-AAH!

Zenergize Drinktabs

Let Water Be Water, LLC

Bevology, LLC

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ZT Red Tea

XO Energy Beverage Corp.

ZredT, LLC

XS Energy - XS Gold

ZYM Catapult

XS Energy

ZYM (BE Innovations)

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NOV-DEC.08.BEVERAGESPECTRUM.71

Bevnet.com NEW BEVERAGE GUIDE

COMPANY INDEX

4u2u Brands, LLC

866-929-0066

www.fruit-66.com

Fast-Ade, LLC

704-841-3837

www.simplifast.com

9th Street Beverage Co.

314-577-2077

www.drinkborba.com

First Juice, Inc.

862-244-4576

www.firstjuice.com

Adina For Life

415-285-9300

www.adinaworld.com

Froose Brands, LLC

610-566-2400

www.froose.com

APSU The Waters Company, LLC

408-425-8711

www.vitamin-mix.com

Function Drinks

310-725-9050

www.functiondrinks.com

Arizona Beverages

516-812-0365

www.drinkarizona.com

Funktional Beverages, Inc.

877-324-7657

www.mypurplestuff.com

Balance Water Co.

917-720-0183

www.balancewater.com

FUZE Beverages

201-461-6640

Base Concept

514-939-1117

www.baseconcept.com

www.drinkfuze.com www.drinknos.com

Bayshore Specialities, Ltd.

905-829-0888

www.fortifiedfuelcell.com

N/A

www.ganicwater.com

BDI Marketing

800-428-1717

www.bdi-marketing.com

Genesis Today

512-858-1977

www.genesisboost.com

Go Fast Sports and Beverage Company

303-893-1222

www.gofastsports.com

Good Vibes for You, LLC

310-663-7922

www.goodvibesforyou.com

GT Beverage Company

949-633-0084

www.gtbeverages.com

GURU Beverage Corp

646-234-6316

www.guruenergy.com

H 10 O Beverage Co., LLC

702-371-3498

www.h10o.com

Beverage Innovations

561-665-8200

www.drinkvenga.com

Bevology, LLC

949-251-0072

www.zenergizehealth.com

Big Red, Ltd.

214-392-7071

www.bigred.com

BIONADE International

919-630-4445

www.bionade.com

Biotta, Inc.

888-524-6882

www.biottainc.com

Bombilla & Gourd, Inc.

610-470-3340

www.drinkbombilla.com

Botanical Laboratories

800-232-4005

www.wellesseallday.com

Brand X, LLC

520-529-4199

www.kaboominfinite.com

Cell-nique

203-856-8550

www.cell-nique.com

Celsius, Inc.

561-276-2239

www.celsius.com

Cocio

847-394-1291

www.cociousa.com

Connecticut Currant, LLC

860-889-3766

www.connecticutcurrant.com

Cornucopia Beverages, Inc.

603-627-7871

www.ccnne.com

Crayons, Inc.

425-284-6390

www.drinkcrayons.com

Cricket Natural Beverages

240-483-7447

www.drinkcricket.com

CRUNK!!! Energy Drink

678-578-5320

www.crunkenergydrink.com

Cutting Edge Beverages

561-347-5860

www.cebev.com

CytoSport, Inc.

707-751-3942

www.cytosport.com

Deluxe Honeydrop

646-942-8058

www.honeydrop.com

Designer Whey

760-431-8152

www.DesignerWhey.com

Double D Beverage Co.

604-536-4050

www.beaverbuzz.com

Double-Cola Co.

423-267-5691

www.double-cola.com

Dr Pepper Snapple Group

972-673-8558

www.venomenergy.com

Dr. Tim's Exotic Juices

435-628-3008

www.drtimsjuices.com

DrinkCo

305-999-3308

www.drinkAMMO.com

Drinks That Work

805-557-0055

www.upshotenergy.com

DRY Soda, Co.

888-DRY-SODA

www.drysoda.com

Eldorado Artesain Springs

303-604-3017

www.eldoradosprings.com

Elite Naturel/Organic Juice USA, Inc.

631-567-3487

www.organicjuiceusa.com

Embodi Beverages

312-243-4100

www.drinkembodi.com

Ganic Consumer Products, Ltd.

Halo Labs

212-616-6326

www.drinkcodeblue.com

Hank's Beverage Company

800-289-4722

www.hanksbeverages.net

Hansen Beverage Company

800-426-7367

www.drinkjuniorjuice.com

Harcos, Inc.

310-955-8445

www.manapotions.com

Harney & Sons Tea Co.

518-78-2410

www.harney.com

Hawaiian Springs, LLC

808-483-0525

www.hawaiianspring.com

Healthy Beverage Company

215-321-8330

www.steaz.com

Herbal Water, Inc.

610-668-4000

www.herbalwater.com

HiBix Corp

925-548-9657

www.oobabeverage.com

High Country Kombucha

303-554-5669

www.hckombu.com

High Voltage Beverages, LLC

704-676-4851

www.DrinkVolt.com

Hint, Inc.

415-513-4050

www.drinkhint.com

Hobarama, LLC

305-531-9708

www.bawls.com

Honest Tea

301-652-3556

www.honesttea.com

Human Performance Labs

877-917-7873

www.puresport.us

Hydration Solutions, LLC

215-527-2718

www.hydrationsolutionsllc.com

Impulse One

877-869-7519

www.impulse-one.com

Inko's White Tea

866-747-INKO

www.HealthyWhiteTea.com

Innovative Beverage Group

713-975-7715

www.drankbeverage.com

iSatori Technologies

303-215-9174

www.isatoritech.com

ISI Brands

616-464-5000

www.twinlabfuel.com

Italian Organics

718-370-3600

www.iojuice.com

ITO EN North America, Inc.

718-250-4000

www.itoen.com

JarMax, LLC

877-356-9100

www.vegasfuel.com

JavaPop, Inc.

802-264-9000

www.javaccinos.com

Joint Juice

415-814-0385

www.jointjuice.com

Energy Beverages Worldwide, Ltd.

972-816-5098

www.925energy.com

Labrada Nutrition

281-774-1349

www.labrada.com

EPETWATER Brands

215-205-3993

www.Epetwater.com

Let Water Be Water, LLC

917-270-9122

www.drinkwataah.com

Evian North America

800-633-3363

www.evian.com

Liquid Potions, LLC

618-942-3749

www.boozerdog.com

72.BEVERAGESPECTRUM.NOV-DEC.08

COMPANY INDEX

LIV Organics

609-495-4390

www.LIV-Organic.com

Skylarhaley

925-314-9397

www.skylarhaley.com

Living Essentials

248-960-1700

www.fivehour.com

Snow Beverages

212-353-3270

www.snowbeverages.com

Maine Root Handcrafted Beverages

207-939-5734

www.maineroot.com

Soma Beverage Company

415-979-0781

www.metroelectro.com

Spaten North America

718-281-1912

www.activeo2usa.com

Malava Beverages

949-493-4900

www.malavabeverages.com

SPI West Port, Inc.

650-616-7777

www.alodrink.com

Mass Probiotics, LLC

781-507-4984

www.drinkphd.com

Spike, LLC

805-660-4755

www.spikeshooter.com

MET-Rx

631-200-5051

www.metrx.com

Sportables, LLC

816-628-1229

www.sportables.net

Mirage Bottling Group

818-335-4638

www.miragebottling.com

Stirrings, Inc.

212-754-1400

www.stirrings.com

Mojito Brands, Inc.

516-967-7528

www.mojitobrands.com

Sunopta Global Ingredients

800-353-6782

Monarch Food Group US Foodservice

847-232-5973

www.usfood.com

www.sunopta.com/ privatelabel/index.aspx

mor Beverage Corp.

303-322-4882

www.morbeverage.com

MTV Invest, LLC

786-245-4006

www.letsgo.eu

Multi Vitamin Energy Corp.

631-206-1120

www.multivitaminenergy.com

Naked Juice

626-633-8300

www.nakedjuice.com

National Beverage Corp.

954-581-0922

www.nationalbeverage.com

NBI Juiceworks

407-291-1151

www.nbijuiceworks.com

New York Spring Water, Inc.

212-777-4649

www.newyorkspringwater.com

Newport Quinoa Company

914-557-5620

www.quinoagold.com

Next Generation Waters

305-519-7605

www. nextgenerationwaters.com

NextFoods

303-443-3631

www.goodbelly.com

Nishimoto Trading

562-802-1900

www.marblepop.com

Nuun & co.

206-260-8732

www.nuun.com

NVE Pharmaceuticals

973-786-7868

www.nveusa.com

O Water

978-405-6300

www.owater.com

On Go Energy

877-LIV-ONGO

www.ongoenergy.com

Penta Water Company

760-930-7877

www.pentawater.com

PepsiCo

914-253-2635

www. starbuckscoffeeonthego.com

Performaxx Brands, Inc.

877-711-MAXX

www.performaxxbrands.com

Pixie Mate

303-444-6283

www.pixiemate.com

Purity Organic

415-673-5555

www.purityorganic.com

Red Bull

310-393-4647

www.redbullusa.com

Revolution Tea

888-321-4738

www.drink3d.com

Roaring Lion Energy Drink

818-243-8200

www. roaringlionenergydrink.com

Rubyy Energy Drink

213-268-1515

Sweet Leaf Tea

512-328-7775

www.sweetleaftea.com

Talking Rain Beverage Company

212-986-7000

www.talkingrain.com

Tazo Tea

800-299-9445

www.tazo.com

TeaZazz

323 829-1333

www.drinkteazazz.com

The Oneta Company

361-853-0123

www.onetacc.com

The Pluto Beverage Co.

215-880-1979

www.tonixenergy.com

The Simple Kitchen, LLC

212-924-9600

www.simplekitchenco.com

The Tesalia Springs, Co.

305-987-8125

www.tesaliasprings.com

Thomas Kemper Soda Co.

503-517-8636

www.tksoda.com

Tizane Beverages

774-279-0930

www.tizane.com

ViB Holdings, LLC

214-749-7767

www.enjoyvib.com

Vida Tea, LLC

858-945-6392

www.vidatea.com

Vincent Foods

877-626-2624

www.ohmamagingerale.com

Vitamin+Fiber Water (Sugar Bowl Bakery)

415-859-0078

www.vitaminfiberwater.com

Vitasoy USA

978-772-6880

www.vitasoy-usa.com

VPX Sports

954-641-0570

www.vpxsports.com

Wet Planet Beverages

585-381-3560

www.joltenergy.com

White Hat Brands, LLC

770-432-0391

www.WhiteHatBrands.com

Wholly Tomato, Inc.

303-349-4244

www.oogavesodas.com

Wild Waters

781-875-1465

www.drinkwildwaters.com

XL Energy Drink Corp

212-594-3080

www.xl-energy.com

XO Energy Beverage Corp.

212-575-7992

www.xoenergy.com

XS Energy

949-637-7759

www.xsblast.com

xtazy Beverage

866-521-8080

www.xtazyenergy.com

Zevia, LLC

206-805-8802

www.zevia.com

www.rubyy.com

Zola Acai

415-775-6355

www.DrinkZola.com

866-573-3832

www.getredtea.com

Sambazon

877-726-2296

www.sambazon.com

ZredT, LLC

Sayan Health

858-218-5258

www.sayanhealth.com

ZW Enterprises

866-786-2407

www.punchenergy.com

ZYM (BE Innovations)

312-474-0744

www.gozym.com

Shotz Nutrition, LLC

972-661-5133

www.shotzenergy.com

Simply Originals, LLC

203-273-3522

www.simply-originals.com

Skae Beverages International, LLC

845-365-1570

www.newleafbrands.com

Sky Nutrition, Inc.

630-444-1755

www.alldayenergy.net

NOV-DEC.08.BEVERAGESPECTRUM.73

CATEGORY REPORT: ENHANCED WATER

ENHANCED BRAND NEWS OPTIONS DIVIDE A CATEGORY Hint, Inc.

BY MATT CASEY Water is simple. Enhanced water, on the other hand, grows more complicated each year.

What started off as an easy formula of vitamins plus water equals profit, has been tugged by newcomers in directions so divergent that some products scarcely seem to belong in the same category.

Zero-sweetener, zero-calorie essence waters share little with lightlysweetened beverages containing active bacterial cultures.

Even where the old formula holds, the category is far from routine.

PepsiCo opened a salvo on category-leader vitaminwater this year when they aired a Propel commercial pointing out that “some” enhanced waters contain 125 calories per bottle – the equivalent of 492 sit-ups. The spot may ultimately cut both ways, though: it begs the question of what, exactly, consumers get from any enhanced water. After all, Pepsi’s own SoBe Lifewater contains a glaceau-like 100 calories per bottle. Now, both beverage giants are hawking lowcalorie versions of those same brands. Cannibalization, anyone?

While big firms work on reducing calories in the bottle, they’ve already dropped prices on the bottle. vitaminwater frequently sells at 10 for $10 in grocery stores, as do its chief rivals, and Powerade Zero has appeared for 99 cents in convenience channels.

All that discounting can add up to thinned profit margins for everybody. Frank Zampardi, glaceau’s director of sales for the mid-Atlantic, defended the discounts as a powerful brand building strategy, however.

“We’ll keep running ‘10 for $10s’ for as long as they want,” he said at the National Association of Convenience Stores show.

But nutritional broadsides and mutual price-strangling represent only the most visible action in this sector. A number of start-ups have now taken a lightly-flavored approach that stays away from vitamin loads. Honeydrop sweetens its organic, calorie-light waters with honey and fruit juice, and “essence waters,” like Hint and Ayala, eschew sweeteners completely.

Some functional waters, conversely, are trying to burnish their reputations by emphasizing on their own efficacy. Function even asked not to be included in an enhanced water update unless the story focused “on truly functional beverages.” Meanwhile, Joint Juice Fitness and Probiotic Health Drink (PHD) offer sheaves of medical studies to support daily consumption of their active ingredients.

All those products have targeted a fertile market. Regular bottled water has suffered over the last year, but vitaminwater has surged 36.4 percent. IRI reports that the brand now boasts $429,670,800 for annual sales, setting a strong precedent for retailers to stock similar products.

Clearly, there’s room to grow – and grow more complicated as young companies continue to introduce fresh ideas. •

74.BEVERAGESPECTRUM.NOV-DEC.08

In addition to its nine existing flavors, HINT recently launched 4 more: Honeydew Hibiscus, Hibiscus Vanilla, Blackberry and Watermelon. HINT also signed a national deal with Whole Foods, and signed on VP of Sales Danny O’Connor, who served at Mistic, SoBe, glaceau and Fuze.

Eldorado Natural Spring Water Eldorado has expanded its new line of Organic Vitamin Charged Spring Water to six flavors with the addition of Peach/Mango and DragonFruit to the original lineup.

The new flavors – and soon the original four – have been reformulated to use only 16 grams of organic cane sugar per serving, low enough to qualify for sale to elementary school students.

H2Om LLC H2Om Water is now available at Whole Foods Markets in all of California, Nevada and Arizona, as well as fine markets and retailers including The Lassen’s chain, Tommy K’s Vitamins, Akins-Chamberlins Markets, New Leaf Markets, California Co-ops and Yoga Studios. H2Om also recently celebrated signing with Tree of Life and UNFI, two of the largest natural health food distributors in the United States.

Jones Soda Co. 24c, the Multi-Vitamin Beverage distributed

by Jones Soda Co., has added four new flavors to its line-up – Blueberry Grape, Kiwi Dragonfruit, Red Grapefruit, and Strawberry Lemonade. Chris Chelios of the Detroit Red Wings has also signed on as a 24c spokesperson.

ganic consumer products Ltd. ganicwater recently won the gold prize for Best Label, and bronze in the category of Best Flavored Water at the 2008 annual Water Innovations Awards.

Nature 101 Vitamin + Fiber Water announced a new partnership with Southern Wine & Spirits.

Vitamin + Fiber Water boasts more than seven grams of fiber in every bottle and has a high content of Vitamin C, B, A, and other

essential antioxidants. Vitamin + Fiber Water comes in five flavors: OrangeUHappy, Mellow Mango, Pomehydrate, Lychee Luv, and Peach Ecstasy.

power energy with just 30 calories and 6 grams of sugar per 15.5 oz. re-sealable PET bottle. HYDRIVE is currently available in the Northeast and Midwest and is expected to roll out to other markets during 2009.

Cutting Edge Beverages Cutting Edge Beverages introduced the first clear organically certified enhanced water.

H2Organics combines low calories, low carbohydrates, low sugar and USDA certified organic labeling. The brand’s ten varieties include: ENERGY (blueberry peach), THINK THIN (lemon), FOCUS (strawberry), MELLO (mint), RELAX (grape berry), FLEXABILITY (strawberry apple), ANTIOXIDANT (pomegranate acai), FOCUS (orange tangerine), DEFEND (raspberry), and HYDRATION (green apple).

Next Generation Waters

bot beverages

Ayala’s

bot beverages announced its newest retail partner, Fairway Market, with locations throughout greater New York. All four varieties of bot will be sold in all four Fairway Market locations – Manhattan, Harlem, Brooklyn and Plainview, Long Island.

Ayala’s Herbal Water is now a nationally available USDA Organic Certified flavored water. The brand offers six herbal flavors: Cinnamon Orange Peel, Lemongrass Mint Vanilla, Ginger Lemon Peel, Lavender Mint, Cloves cardamom Cinnamon, and Jasmine Vanilla. The product is available through many natural product distributors.

National Beverage enVitam is a bilingual enhanced water. enVitam’s positioning targets today’s multi-cultural consumers with five flavors, including Pineapple/Maracuya Y Pina, and Orange/ Naranja. The labels are written in Spanish and English, and include merchandising elements for truly bilingual branding. Asante (translation, “to Health”) debuted at the Stanford Cup LPGA in April 2008. Blueberry, Cranberry Goji and Pineapple Passion Fruit are among its nine flavors.

Next Generation Waters’ (NGW) line of functional beverages hit South Florida shelves in November, launching Kick, Chill, Thin and Hot waters. Southern Wine & Spirits is leading NGW’s distribution, rolling out the first four beverages to regional retailers, with a national launch mid-2009. NGW supports WaterAid, an organization that aims to overcome poverty by enabling the world’s poorest people to gain access to safe water, sanitation and hygiene education.

Deluxe Honeydrop Deluxe Honeydrop is a new organic flavored water infused with a drop of organic honey and fruit juices. Containing 80 calories per 16.9 oz. bottle, Deluxe Honeydrop comes in four flavors: Bee Good (apple), Bee Alive (blood orange), Bee Calm (chamomile) and Bee Strong (blueberry). Studies suggest honey may alleviate sore throats and coughs, protect against diabetes, obesity, and hypertension, and reduce the effects of colitis.

Maddie’s Beverage Company Wateroos children’s water drink boxes gained distribution, adding Price Chopper, Roundy’s and Earth Fare to its list of retailers. In addition, the line is now being carried in a new natural food and beverage set at Babies R Us and Toys R Us nationwide. The line includes three flavored waters and one unflavored water. The company recently launched an on-pack promotion with PBS KIDS offering a free trial to PBS KIDS PLAY!.

Inov8 Beverage Company For 2009, HYDRIVE is featuring new graphics and adding a new SKU: HYDRIVE A - Alertness Formula - kiwi strawberry flavor. All HYDRIVE flavors deliver full

Hydration Solutions, LLC Drench Skin Rejuvenating Water promotes healthy skin, and recently announced a new distributor incentive program developed to increase distributor profit margins while expanding the brand’s distribution network.

Big Earth Brands, LTD Vital Action Performance Water is a new performance water geared toward sports enthusiasts. VAPW is available in seven bold colors, each with a unique flavor and functional supplement. Vital Action Performance Water uses Fruit Up Premium, the all-natural sweetener made from a blend of clear fruit extracts. Big Earth Brands also introduced Vital Lifestyle Water, a new, all-natural

NOV-DEC.08.BEVERAGESPECTRUM.75

BRAND NEWS: ENHANCED WATER

beverage that has 60 percent fewer calories, carbs and sugar per serving than other leading vitamin waters. Boasting seven multi-supplemented flavors, Vital Lifestyle Water can be found at a growing number of specialty and gourmet stores across the country as well as Super Target.

Certified organic by the USDA, Totally Organica’s sparkling water is available in eight flavors: lemon lime, cranberry, berry, green apple, raspberry, pomegranate, melon and mint. The drinks contain zero sugars, carbs, calories, sodium or artificial flavorings, sweeteners or color.

Adirondack Beverages

Mass Probiotics, LLC

Adirondack Beverages’ new Enhanced Flavored Spring Waters blend B vitamins with the antioxidant benefit of Ginseng, and provide 10 percent Daily Value per 8 oz. serving of Vitamin B3, Vitamin B6, Vitamin B12 and additional antioxidant enhancement from Panax Ginseng. The company produces their Enhanced Flavored Spring Water in 16.9 oz. 6 pack and a 16.9 oz. 24-pack variety case.

Recently-released Probiotic Health Daily (PHD) uses a push-button cap to deliver live probiotics into flavored water. The probiotics remain alive in the cap for 90 days until consumption. Each product’s cap contains a special blend of six probiotic strains. To activate the cap, the consumer flips the cap open and presses the button to release the probiotics into the water. The drink changes color so consumers know the probiotics are fully mixed.

New York Spring Water, Inc. VBlast! launched regionally (Northeast) in April and is currently being handled by seven distributors, with negotiations in the process for national and international distribution.

VBlast! is natural spring water with a patented cap on the bottle holding fresh liquid vitamins, which are released by the consumer with a twist of the cap.

H 10 O Beverage Company LLC H 10 O Vitamin Infused Waters sponsored SCCA road racing champion Frank Sanchez and Sanchez Motor Sports. Frank is a veteran road racer of more than 35 years. H 10 O Vitamin Infused Waters and Sanchez Motor Sports recently unveiled the new H 10 O #0 Dodge Daytona Racecar for the 2009 racing season.

Soma Beverage Company Exceeding expectations, Chocolatemint is now Metromint’s number three seller behind originals Peppermint and Spearmint. The SKU features an all natural combination of pure water, cocoa essence and real mint.

Clear Beverage Corporation Kid Fuel is currently available in 4-packs, 12-packs and single serve. Kid Fuel is available at Albertsons in Southern California and Nevada, Bristol Farms, and has distribution agreements with Unified Grocers in Southern California, Northern California and Associated Foods Farr West (Utah). The 8 oz. Kid Fuel bottle features educational characters and an ergonomically designed bottle that features a non-spill re-sealable sports cap.

Lifestyle Beverages, Inc. TrimWater is promoting its product with ‘Message in a Bottle’ with The Creative Coalition (A Hollywood/Entertainment advocacy group), and a ‘Be the Next Face of TrimWater’ model search with NEHST Studios. The search will continue into 2009 and include an integrated marketing relationship with a prominent international modeling agency.

Skinny Nutritional Corp.

The company added 11 distributors for Skinny Water in the third quarter of 2008.

These agreements include Anheuser-Busch, Miller-Coors, Red Bull and Snapple distributors. Some of the retail chains which carry the product include Target, 7-Eleven, SuperValu Acme Markets, Wawa Food Markets, Lukoil Kwik Farm stores, Hess Express and Shop Rite.

Organica Beverages, Inc. Organica Beverages, Inc. recently unveiled its flavored sparkling waters, Totally Organica.

76.BEVERAGESPECTRUM.NOV-DEC.08

Mosse Beverage Industries Mosse Beverage Industries introduced its line

BRAND NEWS: ENHANCED WATER

of Flavored Sparkling Water Beverages to the Northeast in June of 2007. The offering includes all natural sparkling beverages in 10 oz. glass bottles in White Grape, Black Grape, Coffee and Black Cherry flavors.

Mosse is now available in Central Markets in Texas, Whole Foods in New York and New Jersey and several independent natural food and gourmet chain stores.

VitaZest Water In recognition of National Diabetes Month, Salad Creations, VitaZest Water and the Diabetes Research Institute Foundation have teamed up to create a diabetesfriendly, create-your-own-salad meal that is available in Salad Creations restaurants around the country. Customers can top off the meal with a vitamin and fruit enriched water by VitaZest.

Watermark Innovation Pure Cool is now in Whole Food stores in Southern California, Arizona, Nevada, Florida, and most recently, in select Whole Food stores in the northeast. Pure Cool’s distribution also includes all Wild by Nature stores on Long Island, and significant placement in many independent retailers in the Midwest, Southwest and Southeast due to a new distribution agreement with Tree of Life.

SoNu Beverages This hockey season, SoNu water will be the official flavored water of the New York Islanders. SoNu Water flavors include pomegranate/acai; blueberry/pear; lemon/tangerine; strawberry/cranberry; mango/peach; and tropical/passion fruit.

Wild Waters Wild Waters continues to grow and make improvements to the line. New packaging initiatives in 2008 include re-designed labels and the launch of a 6-pack for supermarket customers. Formula improvements include the addition organically evaporated cane juice. Wild Waters can now be found schools across the Northeast and major retailers including Shaw’s, Big Y and Stop n Shop, Costco and H.E.B.

78.BEVERAGESPECTRUM.NOV-DEC.08

Coca-Cola Beginning in February 2009, DASANI essence will be offered in three lightly flavored varieties: Lime essence, Strawberry Kiwi essence, and Black Cherry essence.

Packaged in 18.5 oz single PET bottles and 16 oz. 4-packs, the DASANI essence will be available in retailers across the country.

The launch will be supported with sampling, in-store merchandising and a fully integrated media campaign.

Carpe Diem The line of Carpe Diem botanic waters includes Harmonizing, Vitalizing, and Relaxing flavors. The botanic waters are available in California, New York, and Florida. UNFI handles the distribution of Carpe Diem to Whole Foods nationally. Also Carpe Diem is available to order from its website www. carpediem.com.

Alacer Corp.

After only a few months on the market, Emergen-C Health & Energy Water is now the number six enhanced water brand in Natural Foods. Emergen-C Health & Energy water was launched in March 2009. Like the vitamin C drink mix, Emergen-C Health & Energy Water contains 1,000 mg of vitamin C for immunity, B vitamins for a non-caffeinated energy lift and electrolytes for healthy hydration.

owater owater added two new skus to its “infused” line of sports drinks (strawberry pomegranate and pineapple/orange/banana) and introduced sport owater, an unflavored, unsweetened, electrolyte-enhanced water. owater will continue to roll out their multi-market radio advertising campaign featuring founder Tom First talking about healthier hydration with athletes including NFL Hall of Famers, Steve Young and Brent Jones, Boston Red Sox player Jacoby Ellsbury and others. •

CONVENTION SCRAPBOOK

EXPO EAST

BY MATT CASEY

Natural Products Expo East moved to the Boston Convention and Exhibition Center this year, bringing with it more than 100 beverage brands.

Products at the Oct. 15-18 show included organic enhanced waters, energy drinks, high-end RTD smoothies, fermented carbonated soft drinks and a cluster of aloebased beverages.

The BevNET team spotted these interesting product developments: • Enhanced waters from Deluxe Honeydrop, Probiotic Health Daily (PHD), Jones Soda and Owater • Kid’s beverages from Crayons, Froose, First Juice and Nui • Fizz-tab drinks from Bevology and nuun • Juices from Uncle Matt’s, Biota, Smart Juice, Simply Orange, Luvli Juices, Cherry Pharm and Frutzzo • Energy drinks from Steaz, Hi-Ball, Essn, Inko’s and Hansen’s • Carbonated soft drinks from Grownup Soda (GuS), Bionade, Maine Root and Reed’s • Charity-based still water brands GIVE and Project 7 • Coffees and teas from Sweet Leaf Tea, Guayaki, High Country Kombucha, ITO EN, New Leaf, Adina, Javaccino and Cellnique • Probiotic products from Goodbelly, Dahlicious Lassi and Evolve

80.BEVERAGESPECTRUM.NOV-DEC.08

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PROMO PARADE STREET ART AND FINE WINE Fine wine and street art may not be a typical combination, but Kenwood’s 30th Artist Series Cabernet Sauvignon brings them together on the wine’s commemorative label, featuring work by artist Shepard Fairey. The Kenwood Artist Series’ 2004 vintage is released in a year of political change and fervor with Fairey’s “Peace Woman,” specially commissioned by Kenwood for this anniversary edition.

Shepard Fairey is known for his works which range from absurdist propaganda to clandestine street art and commercial projects. Fairey’s signature portrait of Andre the Giant is recognized in the OBEY campaign. The well-known “Hope” posters with the iconic Obama illustration strewn on walls across America indicate the prevalence that Fairey has created with his poignant images.

Fairey’s work brings a fresh relevance and levity to the brand. The 2004 Artist Series stands out with a nose that exhibits black currant, Ceylon tea leaf and dark chocolate, followed by flavors of black currant, Italian plum, cocoa and spice which evolve in the glass. These intense flavors are complemented by a dense yet smooth palate that stays graceful through the lingering finish. While the 2004 Kenwood Artist Series Cabernet Sauvignon can be enjoyed now, fine balance and well-integrated tannins suggest it will develop impressively in the cellar for many years.

ONE BOTTLE, ONE TREE

CELEBRATE IN STYLE Corona Extra and Corona Light are partnering for the second year in a row with Robert Mondavi Private Selection wines this holiday season for the “Celebrate with Style” national chain grocery and drug store promotion.

The promotion, which runs in November and December, includes $2.00 instant redeemable coupons or $5.00 mail-in rebate (in states where legal) with the purchase of one bottle (750 ml or larger) of Robert Mondavi Private Selection wine and Corona Extra or Corona Light (12-pack or larger). A selection of point-of-sale materials, including easel/tuck card and coupon tear pads is available to enhance store displays. Robert Mondavi will merchandise wine displays with neckers and a display rack that will include Corona holiday digital media.

The promotion has been extended this year to include the convenience store segment, as it will include partnering with 7-Eleven stores.

PEPPERED GAMER Dr Pepper and Major League Gaming (MLG) announced an expanded sponsorship under which Dr Pepper will launch a nationwide on-package promotion supported by an online experience built around #1 ranked MLG team, Str8 Rippin.

Starting in January 2009, DPSG will produce approximately 175 million Dr Pepper and Diet Dr Pepper 20-ounce bottles featuring Tom “Tsquared” Taylor, of MLG. Every promotional bottle will include a promotional code that earns consumers online tournament points at www.gamebattles.com in addition to chances to win prizes including Xbox consoles, television monitors, custom headphones and t-shirts.

In addition to the new bottle design, a promotional Web site has been developed to include hours of content allowing fans to see and hear every aspect of Str8 Rippin and the competitive gaming lifestyle. This material includes game play strategy tips from the team and highlights from their 2008 season.

82.BEVERAGESPECTRUM.NOV-DEC.08

Trinity Oaks Vineyard, part of the Trinchero Family Estates portfolio of wines, has pledged to plant a tree for every bottle of wine sold over the next year as part of its inaugural One Bottle, One Tree campaign.

One of the largest programs of its kind in the wine industry, Trinity Oaks has collaborated with Trees for the Future, a non-profit organization specializing in sustainable agroforestry.

“With the ‘One Bottle, One Tree’ program, we plan on helping plant well over a million trees in the coming year,” said Bob Torres, Trinchero family member and Senior Vice President of Operations for Trinchero Family Estates.

Trees planted as part of the One Bottle, One Tree campaign will help restore tree cover to tropical landscapes throughout Africa, Asia and Latin America, and effectively remove approximately 45,000 tons of CO2 from the Earth’s atmosphere each year — enough to offset over 4.5 million gallons of gasoline emissions.

Keep beer drinkers trading up to craft with ®

The best selling craft beer style variety

7 beer styles ranked in the top 50 craft sku’s.

(1)

Drove 30% of all craft growth in the past year.

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Drives more trade up to craft than any other brand.

(2)

(1) IRI, Total US, Food (2) BBC Usage & Attitude Study

© 2008 THE BOSTON BEER COMPANY, BOSTON MA.

A BEER TO BE DISCOVERED SLOWLY. Why are so few things discovered slowly?

With no time to enjoy. But this beer is different.

You savour it layer by layer. Sip by sip.

Requires time to admire the natural hues and intense aroma.

Maybe this is why you drink it slowly.

To leave those who go fast behind.

Those with no time to think. No time to enjoy.

Always enjoy responsibly. ©2007 Import Brands Alliance, Importers of Leffe® Beer, St. Louis, MO