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DECEMBER 30, 2011

MAGAZINE

STEPPING OUT, STEPPING UP Michael Kirban, BevNET’s Person of the Year

BREWBOUND: 11 FOR 2011

BEVNET LIVE HITS SANTA MONICA

BEST OF 2011

MALTERNATIVES MOUNT A COMEBACK FORMERLY

2012 NEW BEVERAGE GUIDE


DECEMBER 2011 M

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Contents • Volume

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9 • No. 8

Columns 4 FIRST DROP Toward Standards 6 PUBLISHERS TOAST We’re All in it Together 24 GERRY’S INSIGHTS Opening Up to Incubation

Departments 8 BEVSCAPE BUSINESS And now BevNET Magazine 12 BEVSCAPE INNOVATION Bio-bottles and Legal Files 14 NEW PRODUCTS Kombucha Shots 18 CHANNEL CHECK A little bit extra at the end of the year 66 PROMO PARADE Dave Matthews Wines

Features 32

22 BREWBOUND The Brewbound 11 for 2011 26 BEVNET LIVE IN REVIEW A look at the Winter 2011 event 28 CATEGORY FOCUS Malternative Makers Stage a Comeback 32 COVERS TORY: BevNET Interviews Vita Coco CEO Michael Kirban BevNET’s Best of 2011 Person of the Year

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36 BEST OF 2011 A full list of this year’s winners

Special Section 43 NEW BEVERAGE GUIDE A look at the new products of 2011

36 COVER PHOTO BY JORDAN HOLLENDER

BevNET Magazine (Postal Number 024-552) is published monthly with combined issues in January/February, May/June, July/August and November/December by BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices. POSTMASTER: Please send address changes to BevNET Magazine, Subscriber Services, 44 Pleasant Street, Suite 110, Watertown, MA 02472

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


By Jeffrey Klineman

SET THE STANDARDS I didn’t start this talk. Mike Kirban brought it up, for one, and the Kombucha folks have been talking about it since at least the middle of last year. Heck, many of the industry stalwarts like Coke and Pepsi have worked on it themselves in one guise or another. But I’m going to mention it here, and ask, right away, what you think about it yourselves. What am I talking about? The standardization of industry norms and best practices for emerging beverage categories. Kirban, the CEO of Vita Coco, brought it up at BevNET Live in Santa Monica, discussing it as a way to hedge against consumer confusion and disappointment regarding coconut water. And while Kirban undeniably has a dog in the fight – his chief competitor uses a product made from concentrate, while he uses pure juice – the fact is that there’s still enough noise around coconut water’s signal properties and attributes, as well as enough new entries into the category, that it would be good for the industry to officially define what it is and what it does before anyone else does it for them. The most compelling reason for this is that industry standards and practices often form the framework for what regulatory agencies adopt. If you build good bones, then even when the government arrives – and it will, and there’s no reason it shouldn’t – the structure it builds around those bones will help support it, rather than try to knock it down and start the whole thing all over again. Certainly, the Kombucha business has been negatively affected by the lack of standardized practices. While the bifurcation of products into above and below .05 percent alcohol has kept a repeat of the Summer of 2010 at bay, it’s going to take just a couple of rogue fermented bottles on the Whole Foods shelf to knock all of the producers back to square one again. The best defense against that is a shared set of standards that the industry can compare with individual product lines during that kind of emergency situation.

4 BEVNET MAGAZINE DECEMBER 2011

For functional products, which are already entering into a landscape with boundaries formed by the Food and Drug Administration and the Federal Trade Commission, many of the standards are already in place, but there’s still potential for self-policing to work. Products that are supposed to produce certain effects can use scientific study to indicate efficacious dosage minimums on their own. Again, when the government comes knocking, the standards of the science you’re using are going to be evaluated and it’s better to talk to the lawyers now, from an inoculation standpoint, then later, when you’re trying to figure out what parts of the body you can save. These kinds of ideas aren’t radical. As I said, big food companies have longstanding best practices for advertising claims, ingredient standards, packaging and safety. Some of them were adopted under pressure from the outside, some came internally. As they’ve grown, they’ve found increasing need for lobbying arms, industry-based media campaigns, and increasing knowledge about where companies can work together and where the rifts are the result of competition. Knowing where those rifts lie is a good problem to have. Lots of the companies we write about and speak with talk of growing categories as much as they do of

growing brands. There are ways to do that from a firm base – best practices can help establish a significant part of that base. At the entrepreneurial level, there have been a few attempts at best practices. In the past, Yerba Mate companies have met regularly to discuss issues, but they are the exception. Most of the best practices are attribute-based – fair trade and organic groups operate under their own certification mandates, as do carbon offset rating agencies. Those examples clearly illustrate places where government oversight has been largely determined by industry practices; but as of today, in most emerging beverage categories, there has not been enough pooled research or definition of goals to help communicate those messages to consumers or regulators. From a sales standpoint, it shows a clear lack of vision; from an intervention standpoint, it’s just plain dangerous. At least, that’s how I see it. How many of you would work with others in your evolving product categories to establish or discuss standards? How many retailers and distributors would feel more comfortable selling products that come from at least a minimal level of industry oversight? How many of you believe that you should all hang together, or else run the risk of hanging separately? Let us know what you think.


MAGAZINE

By Barry J. Nathanson

www.bevnet.com/magazine

MUSINGS FROM SANTA MONICA Our entire team has just returned from the BevNET Live conference in Santa Monica and we are flying high. I have spent 30 years in publishing, attending and hosting conferences for most of those years. To me, our event has finally topped them all. We gathered 460 beverage professionals from every part of the business; marketers, distributors, retailers, suppliers, the investment community and consultants and service providers. The excitement and energy at the venue was palpable. The spirit of cooperation, consideration and sheer open dialogue was tremendous. The educational program and the accompanying speaker roster delivered in spades. Meanwhile our “sampling bar” was teeming with over 120 new and exotic brands. A “Mini-Expo” bannered over 40 goods and services to aid our attendees in conducting their businesses. Networking was non-stop, old friendships were rekindled and new ones were formed. The beverage marketplace was on display at its finest. We are blessed to work in such a great industry, and all the good was crystallized in the two days we spent together. BevNET is privileged to serve as the conduit for bringing the industry together. Yes, there are issues and tough economic times that permeate the air, but the feeling that anything is possible was palpable. It is important to feel good about what you do and how you conduct yourself personally and professionally. The industry needed a lift, and that is what they got. I just want to share a few takeaways that I gleaned there: • Coconut waters are the shining star, and will continue to be going forward. Its variables are endless. • The power of Red Bull, Monster, and Rockstar is dominating the energy drink space, but the other brands seem to have found their markets as well. • Functional Drinks are still proliferating, but there are still the questions of the effi-

6 BEVNET MAGAZINE DECEMBER 2011

cacy that must be proven to the consumer. They need to be convinced. Protein drinks are growing at a rapid pace. • The delivery system caps are just hitting their stride. Between Activate, V Blast, Karma and other entries joining the fray, the category will grow. • Lemonade is no longer seasonal, and proves that old fashioned good taste, without functional claims, is still a winning proposition. • The investment community is still hesitant to invest, and sets their threshold at $5 million in sales before they will consider a brand. Too many brands are on the verge of elimination because they cannot raise the funds to grow. • Legal issues, labeling and functional claims will come under greater scrutiny. The toothless tiger of government regulation might actually have the guts to do what it is supposed to do. • The power and prowess of experienced distribution players organizing their own networks, such as Coast Brands Group and NIDA, is strengthening. • That Coke and Pepsi are following the moves of the entrepreneurial spirits is indeed encouraging -- but don’t set your agenda and hopes on them acquiring your brand as your business plan

Barry J. Nathanson PUBLISHER bnathanson@bevnet.com

Jeffrey Klineman EDITOR jklineman@bevnet.com

Ray Latif ASSISTANT EDITOR rlatif@bevnet.com

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

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• There was so much to absorb at the conference. I encourage those who want to capture BevNET Live to go to our site and read about and view the sessions. It’ll be time well spent. One last note: We announced at the conference that the name of my baby, Beverage Spectrum, was changing to BevNET Magazine. It was the right move and now incorporates all aspects of our franchise. But it is an emotional change, analogous to a parent seeing their child grow up and prosper. With our terrific team, I’m glad my child is still in good hands. We all hope you enjoy happy and healthy holidays.

DO YOUR PART: PLEASE RECYCLE THIS MAGAZINE


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BEVSCAPE BUSINESS

The latest news on the brands you sell

Why we're now BevNET Magazine

If the cover didn’t tip you off, I am pleased to confirm it for you: as of this issue, we have changed the name of our print publication, Beverage Spectrum, to BevNET Magazine. It is a decision we’ve made for many reasons, but first among them is for simplicity’s sake. Over the past few years, BevNET. com has established itself as the leading online resource for beverage industry news, trends, and new product coverage. Since 2004, we have also published Beverage Spectrum, the leading print publication for beverage industry news and analysis. With the New Year approaching, it seemed an appropriate time to extend the BevNET brand, which you already know from our digital offerings and from BevNET Live, our conference series, to the magazine you currently hold. In 2012 and beyond, we look forward to evolving BevNET Magazine beyond just the change in name, however: as you’ll see in the coming issues, we will be offering expanded coverage of the supplier and product development components of the beverage business. We also plan to incorporate more news on the growing craft beer industry. While we look forward to these changes for BevNET Magazine, we also want to assure our readers that our focus isn’t changing: we will continue to be the leader in coverage of new products, trends and innovation. BevNET has a long-standing history of being the go-to resource for what’s new and hot in the beverage world, and we’re confident that unifying Beverage Spectrum with the rest of the BevNET brand will only serve to enhance our mission. As always, we appreciate your continued readership and support. If you have any questions, comments or concerns, please do not hesitate to contact me directly.

John Craven Founder & CEO

Correction An item in the June 2011 Beverage Spectrum Magazine incorrectly identified the owners of BÖDE Sport Beverage. The correct owner is Hydro One, LLC.

8 BEVNET MAGAZINE DECEMBER 2011

Letter to the Editor Dear Editor: We are regular readers of Beverage Spectrum as a source of good information. But we take offense to a comment in the latest “Gerry’s Insights” column. We always strive to achieve longterm brand authenticity through honest and straightforward brand communications. To imply otherwise insults our integrity. Nestle Pure Life Purified Water – clearly labeled as purified water which undergoes rigorous filtration – depicts healthy, active people in all aspects of its labeling and marketing. Our regional spring water brands, such as Poland Spring, Arrowhead, and Deer Park display their share of pastoral images because, indeed, they come from natural settings, and we preserve 14,000 acres of land around those springs to protect the watershed and habitats. The dig is unnecessary. Thanks for listening. – Jane Lazgin (Jane Lazgin is the Director of Corporate Communications for Nestle Waters North America) Editor’s Reply: To be clear and fair to both Nestle and to the columnist, I edited the column and am directly responsible for adding the comment in question. I apologize for the unfair distortions created by the excess sarcasm. Ms. Lazgin’s points about Nestle’s sourcing practices are correct and I regret the error. --Jeffrey Klineman

Hiring and Consulting Neil Kimberly, a longtime Dr Pepper Snapple Group strategist and independent beverage consultant, as well as former blogger with Food, Fluids & Beyond, will be joining the Hershey Co. as Director, Strategy in the Hershey Global Innovation team in Hershey, PA. Bob Miller has joined Skinny Water as Chief Sales Officer. Miller, who built large scale sales operations for companies like SoBe and Function, joined the zero-calorie enhanced water company earlier this month. Matt Kohler joined FRS as Chief Marketing Officer. Kohler previously worked at VP of marketing at Green Dot Corporation. OJO fortified eye care nectar, which took home the very first award for the BevNET Live New Beverage Showdown, has signed of a consulting agreement with James S. Tonkin of HealthyBrandBuilders. He will help refine and implement OJO’s business and financial strategy in order to strongly position the company for additional financing and development. RealBeanz, a new RTD gourmet iced coffee combining coffee, milk, and functional ingredients such as vitamins and herbs, announced that it has signed a brand management agreement with Ridgewood, NJ based Cascadia Managing Brands. Cascadia Managing Brands will assist RealBeanz with the company’s strategy development, execution, distribution expansion and management and marketing in the United States.


Big Changes at O.N.E., Celsius Shareholder concerns at O.N.E. Coconut Water and Celsius Holdings led to big changes last month. O.N. E. Coconut Water dismissed both Steve Coston, the president of the O.N.E., and Steve Vasquez, the vice president of sales. O.N.E. founder Rodrigo Veloso said that the moves were part of a general restructuring at the company, though he declined to explain the exact reasons behind Coston and Vasquez’ seemingly abrupt exit.

“We respect them and wish them well, but I don’t want to comment on [their departure] right now,” said Rodrigo Veloso, the founder of O.N.E. As a replacement, O.N.E. brought on Tim Prager, as executive vice president of sales and marketing. Prager, a Nestle Waters veteran, was working in a similar function at Sweet Leaf Tea – a company that, like O.N.E., received investment from Catterton as a prelude to a deal with a larger strategic acquirer. Veloso did say that the company had been struggling to stay in the fast-moving coconut water mix: sales of O.N.E. products have lagged in the past year as compared to those of category leaders, Vita Coco and ZICO. Speaking with BevNET, Veloso blamed weak returns on supply chain and sourcing issues, but claims that O.N.E. has moved past such problems and the company is focused on fully moving into the Pepsi system beginning in 2012. Veloso also noted that O.N.E. would finally debut a long-awaited organic SKU in the first quarter of the year.

10 BEVNET MAGAZINE DECEMBER 2011

At Celsius Holdings, founder Steven Haley was removed from his position as CEO and replaced by Gerry David, a longtime executive at a number of consumer products companies. While Haley will stay on with Celsius as a consultant, his exit – which, according to Haley, had been discussed as early as June – appears to have been prompted by Carl DeSantis, Celsius’ main shareholder. Haley explained that DeSantis owns $4 million worth of Celsius debt and was owed the full amount in September 2012. Had DeSantis’ debt stayed on the books, any new capital or investment over the next year would end up going directly to him – a daunting notion for an already struggling company. “It would have put a stranglehold on the company,” Haley said. “There were really no other answers. [DeSantis] wanted more of his team at Celsius where he could take control of the company and do things his way. His heart and his pocketbook are in the right place, and he’s showing it.” In addition to replacing Haley as CEO, DeSantis agreed to push back the loan payment for two years and increased his

ownership stake in the company from 42 percent to 52 percent. Haley noted that his exit was “very amicable” and that he “wants the best for Celsius.” David, who was also named president of Celsius, was most recently the executive vice president of sales and marketing of consumer products at Oragenics, a biopharmaceutical company. David specializes in start-ups as well as turnaround and fast growth projects and joins Celsius at a time when the company faces declining sales and is attempting belt-tightening on sales and marketing expenses. Through the first three quarters of 2011, revenue at Celsius dropped by nearly 17 percent as compared to the same timeframe in 2010, though net loss – $1.2 million vs. $14 million the year before – was significantly lower. In Celsius’ most recent earnings report, David said that the company has “done an outstanding job of getting the Celsius brand placed on the shelves of thousands of retail outlets… the focus now is driving consumers into the stores” via social/digital media campaigns, direct response TV and sampling programs at health and fitness clubs.


Starbucks Gets in the Buyout Game With Evolution Juice Starbucks made big news in November, announcing the purchase of super-highend Evolution Juice for $30 million, stating it planned to use it as the jumping off point for a bold move into what chairman Howard Schultz termed a “$50 billion health and wellness sector.” “We’re not only buying a juice company but we’re using this acquisition… to position us to build a major health and wellness category in an exciting way,” Schultz told investors and media during a conference call announcing the deal. “Our logo change [earlier this year] was in anticipation of a new direction to leverage the iconic nature and trust of Starbucks to other products.” The company also announced that it was making a key change in an earlier acquisition, Tazo Tea. Starbucks said it was moving Tazo from its original base in Portland, Ore. to Kent, Wash. as

a way to seek production efficiencies. Starbucks spokesman Alan Hilowitz said that the transition will begin in April of next year and be completed by November. While the Tazo consolidation was driven by scale, the Evolution purchase was due to innovation. According to Schultz, Evolution’s recent investment in manufacturing technology that enables juices to be pasteurized in the bottle under high pressure – but without the heat that can kill flavor and vitamins — was the prime motivation behind the acquisition. The “HPP” process created a huge turnaround for Evolution, which had previously been hamstrung by its own commitment to freshness, as its lack of pasteurization had kept it restricted geographically to the West Coast. The company adopted HPP technology earlier this year, and it eventually created not just increased distribution, but ap-

parently increased attention, as well. “Evolution possesses a unique technological advantage – that’s the technology of HPP,” Schultz said. “This gives us a significant technological advantage over Naked, Odwalla, and the people who are selling fresh juice today.” Schultz said that Starbucks plans to build off of Evolution’s strong distribution infrastructure on the West Coast and expand the Evolution brand into new channels and increase its grocery footprint nationally.

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DECEMBER 2011 BEVNET MAGAZINE 11


BEVSCAPE INNOVATION

Product development & marketing news

Legal Files: Bio-Bottle Breakdowns In what is being described as the first “greenwashing” lawsuit in the state’s history, California Attorney General Kamala Harris filed a complaint last month against two beverage companies and a plastic bottle manufacturer for deceptively marketing and labeling their packaging as “biodegradable” and “recyclable.” The lawsuit could have far-reaching implications for how beverage companies choose bottle manufacturers and label their products. In the short term, however, it’s likely to have at least two water companies scrambling for replacement bottles to comply with the law. The complaint named Balance Water, AquaMantra, and ENSO Plastics as defendants and claims that “the advertising and marketing practices of these companies are misleading to California consumers and businesses, and potentially harmful to the environment.” The lawsuit also states that the three companies are in violation of the

state’s 2008 environmental law banning the words “biodegradable,” “degradable” or “compostable” on the labels of plastic food and beverage containers. The lawsuit centers around ENSO Plastics’ specially coated PET bottles used by both Balance Water and AquaMantra. According to ENSO’s website, the bottles contain a microbial additive that is incorporated into PET resin during the manu-

facturing process. ENSO claims that the additive will enable the bottles to naturally biodegrade within one to five years. The hitch is that the bottles would need to be placed in an environment with high microbial activity, such as a landfill. The Attorney General’s Office, however, disputes ENSO’s claims that the additive will speed up the process of degradation. The lawsuit states that the claims are false, deceptive, and misleading and further notes that “items containing degradable additives… are considered contaminants by postconsumer plastic recyclers and, where possible, such items are culled out from recyclable plastics.” The Attorney General’s Office fears that consumers – thinking that the bottles will biodegrade – will improperly dispose of the bottles or will try and recycle them and cause problems for commercial recycling companies. Both AquaMantra and Balance Water have said they will try to comply with the law.

Legal Files II: FDA Has BPA Deadline In a court settlement that may have wide-ranging implications for the beverage industry, the Food and Drug Administration (FDA) has agreed to decide whether to ban bisphenol A (BPA), a controversial plastic and resin ingredient commonly used to line plastic bottles and metal cans. The settlement resolves a lawsuit filed against the agency by the Natural Resources Defense Council (NRDC), an environmental action group, and requires the FDA to make a final decision on BPA by March 31, 2012. While for years the FDA maintained that low doses of BPA are safe, mounting scientific research about the negative effects of the chemical caused the NRDC to send a written petition to the FDA in 2008 that asked the agency to ban BPA. The petition noted that the ingredient has been found to act as a hormone disruptor and poses a number of health risks, particularly amongst infants, children and pregnant women. In January 2010, the FDA announced that it had concerns about the potential 12 BEVNET MAGAZINE DECEMBER 2011

health effects of BPA. The agency concluded that it would “support changes in food can linings and manufacturing to replace BPA or minimize BPA levels.” However, the FDA never made a direct ruling on whether to prohibit the chemical for use in food and beverage containers. After 18 months with no direct response to the petition or clear action regarding BPA, the NRDC decided to file a lawsuit, which led to yesterday’s ruling. The agreement was approved by U.S. District Judge Barbara S. Jones of the Southern District of New York who said the FDA must issue a final decision, not a “tentative response.” “Every day, millions of American consumers are exposed to this dangerous chemical, commonly used in packaging for canned foods, beverages and even baby formula,” said Dr. Sarah Janssen, a senior scientist in the Environment and Public Health program at NRDC. “The FDA has an obligation to protect us from toxic food additives. As thousands of studies have already shown,

BPA is a dangerous chemical that has no place in the food chain. Its use in food and beverage containers needs to be banned.” While many new beverage companies have begun to utilize BPA-free containers, some of the largest drink manufacturers have held firm on its use. On its website, Coca-Cola noted that “the clear scientific consensus is that there is no risk to the public from the miniscule amounts of BPA found in Coca-Cola or other beverage cans.” Coca-Cola continues to use BPA to line its cans despite a request from a number of its shareholders to prepare a report that detailed the company’s efforts to find an alternative to the chemical. Coke stated that 75 percent of its shareholders voted against the proposal for a report.


Bio Bottles Part Two: Coke Makes a Deal Meanwhile, on the other side of the bio-bottle coin, Coca-Cola was investing in strategic partnerships rather than retrenching. The company announced that it had signed multi-year, multi-million dollar Joint Development and Supply Agreements to scale-up Virent’s plant-based Paraxylene (PX), trademarked BioFormPX, as a route to commercially viable, 100 percent renewable, 100 percent recyclable PlantBottle PET resin. Virent’s BioFormPX will be used in Coca-Cola’s existing supply chain to make 100 percent bio-based PTA that will be mixed with biobased MEG to produce PlantBottle PET Resin with 100 percent bio-based content. “The Coca-Cola Company’s commitment to provide its customers with PlantBottle packaging made from 100 percent renewable and recyclable materials is a bold example of visionary brand leadership,” said Lee Edwards, CEO of Virent. “I am delighted that Virent’s partnership with Coca-Cola will play a significant role in achieving this vision.” “While the technology to make bio-based materials in a lab has been available for years, we believe Virent is a company that possesses technologies that have high potential for creating them on a global commercial scale within the next few years,” said

Rick Frazier, Vice President, Commercial Product Supply, The Coca-Cola Company. “This is a significant R&D investment in packaging innovation and is the next step toward our vision of creating all of our plastic packaging from responsibly sourced plant-based materials.” Virent and The Coca-Cola Company will rapidly progress both development and engineering under this effort, with Virent targeting 2015 for the first commercial plant opening. The majority of the PX produced from Virent’s first plant will be allocated for purchase by The Coca-Cola Company’s supply chain partners for the Company’s product packaging. Virent will reserve the remainder of the BioFormPXTM for market development in complementary PET and polyester applications. The world’s largest soft-drink maker introduced the PlantBottle packaging in 2009, which consists of a conventional plastic made with up to 30 percent plant-based material. Since that time, The Coca-Cola Company has aggressively sought viable plant-based options for the remaining 70 percent of the material. Virent’s BioFormPX product will allow Coca-Cola to offer its customers up to 100 percent renewable, 100 percent recyclable bottles which can be processed through existing manufacturing and recycling facilities.

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DECEMBER 2011 BEVNET MAGAZINE 13


NEW PRODUCTS

The newest options for cooler and shelf

CSD’s Dr Pepper Snapple has launched Dr Pepper Ten, a 10-calorie version of flagship soda targeted to male consumers. The beverage still contains all 23 flavors of regular Dr Pepper and has two grams of sugar. Dr Pepper Ten comes in a variety of package sizes and is sold nationwide. For more information, please call (972) 673-7000. Big Red has launched Big Red Zero, the company’s new and improved zero calorie soda. Utilizing advanced sweetener technology, the new formulation tastes more like the original flavor of regular Big Red – but with zero calories. The new product is currently sold in the brand’s core markets of San Antonio, TX and Louisville, KY and will be distributed nationally within the coming weeks. Big Red Zero comes in 20 oz. and 2 L bottles and 6- and 12-packs of cans. For more information, please call (512) 501-3861.

JUICE DRINKS Odwalla has introduced Odwalla Smoothie Refreshers, a line of 150-calorie juice drinks. The beverages are formulated with coconut water and contain 100 percent of the recommended daily value of vitamin C. Flavors included Mango Lime Twist, Mixed Berry Shuffle, and Pear Berry Jive. Odwalla Smoothie Refreshers are packaged in 12 oz. “Plant Bottles” and are available in the refrigerated sections of natural food stores, select supermarkets and specialty outlets throughout the United States. The suggested retail price for the drinks is $2.49-2.99. For more information, please call (404) 676-4120. Adina has introduced Blood Orange with Mangosteen to its zero-calorie line-up. Like the current flavors, the new SKU contains a 200 mg blend of organic fruit and herbal extracts. Adina’s proprietary herbal package contains lemon balm, valerian, chamomile, hibiscus, basil, lemon verbena, tulsi, rooibos, and amalaki extracts. Adina’s products are also Fair Trade certified, gluten-free and Kosher. Adina’s all-natural fruit drinks are sold in 14 oz. glass bottles and have a suggested retail price of $1.49$1.69. Adina currently uses a DSD distribution network to distribute its products in 32 U.S. states including HI. For more information, please call (415) 285-9300. 14 BEVNET MAGAZINE DECEMBER 2011

FaVe Juice Company has launched FaVe, an all-natural blend of 100 percent fruit and vegetable juice. Each 8 oz. serving contains three full daily servings of vegetables and 60 calories. The juice comes in three flavors: Strawberry-Banana-Kiwi, Blueberry-Pomegranate-Goji, and Orange-Tangerine-Pineapple. FaVe is packaged in 46 oz. recyclable PET plastic bottles and will have a suggested retail price of $3.99. The product will be sold in shelf-stable juice departments of food stores across the country beginning in early 2012. For more information, please call (248) 808- 2585.

ENHANCED WATER Talking Rain has launched twist, a zerocalorie, naturally sweetened, non-carbonated, preservative-free, antioxidant-rich all-natural premium water. The product is available in Lemon, Mandarin White Tea, Mango Acai, Pomegranate Blueberry Indies, and Lime Wild Strawberry flavors and packaged in a European-style bottle. twist has a suggested retail price of $1.29-1.49 per 19 oz. bottle and is distributed nationwide. For more information, please call (425) 222-4900. Langlade Springs LLC and Aqua Technology Systems LLC have partnered to introduce pHerformance Water, a 100 percent natural Wisconsin spring water that contains no stimulants, no sugars, and no artificial ingredients. According to the manufacturers, pHerformance natural mineral spring water is produced from an aquifer located in Wisconsin’s North Woods created by Ice Age glaciers and bottled with a new technology that reduces the water molecules in size while energizing the oxygen molecules. The result is a water that contains up to 700 times the activated oxygen levels compared to regular bottled water allowing the body to rapidly re-hydrate. pHerformance Water is packaged a biodegradable and recyclable PET plastic bottle and has a suggested retail price of $1.89-2.49 per 16.9 oz. bottle. The water is distributed in Wisconsin, Minnesota and along the East Coast. For more information, please call (715) 526-5681.

SHOTS RuckPack is a new caffeine-free energy shot created by a veteran Marine Corps officer based on his battlefield experiences in


Afghanistan. RuckPack contains a host of natural vitamins and supplements and has no caffeine or sugar. RuckPack is available online at RuckPack.com and selected retail outlets. A 24-pack of 2 oz. bottles sells for $54.95 online. Individual bottles are priced at $2.99. For more information, please call (916) 374-7949. Kraft Foods has introduced MiO Energy to its line of liquid flavor enhancers. The highly concentrated and caffeinated liquid is designed to be mixed with eight ounces of water to create a beverage that contains 60 milligrams of caffeine. MiO Energy will come in Black Cherry and Thunder Punch flavors. The product is packaged in two sizes – 12 servings and 18 servings – and will be sold nationwide at a suggested retail price of $3.99 per bottle. For more information, please call 877-535-5666. Smart Energy Distributors has launched Smart Energy Shots, a non-alcoholic, natural beverage with zero calories and zero sugar. The product is packaged in a frosted 750 mL bottle and has a suggested

retail price of $19.99. Smart Energy is currently available at grocery stores, restaurants, and bars in the San Francisco Bay Area and is also sold online. For more information, please call (800) 803-0433. My Body Shots is a new line of vitamin enhanced rehydration shots. The line contains seven products: Electro Sport, Electro Kids Sport, Electro Nyte, Electro Travel, Electro Immunity, Electro Vitamin, and Electro Vitamin for Kids. Each shot is formulated with concentrated amounts of quick-absorbing electrolytes, vitamins and minerals and packaged in a shot format. My Body Shots have no preservatives, caffeine, artificial colors or sweeteners. The 2.5 oz. shots are sold in 6-packs for $15.99 at mybodyshots.com and selected retail outlets. For more information, please call (866) 935-4230.

RTD COFFEE RealBeanz is a new line of ready-to-drink iced coffee that combines premium-brewed beans with fresh artificial growth hormonefree milk, and functional ingredients such as

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DECEMBER 2011 BEVNET MAGAZINE 15


vitamins and potent herbs. RealBeanz comes in five varieties drinking. Cappuccino/Energize, Caramel/Focus, Mocha/Resist, Vanilla Nut/Relax, Diet Cappuccino/Trim & Fit. The coffee is packaged in a 9.5 oz. glass bottle inspired by old-fashioned milk containers. RealBeanz is currently distributed in the Tri-State area and has a suggested retail price of $2.29 per bottle. For more information, please call (718) 514-6699.

COCONUT WATER Juvenex Inc. has introduced KarmaLife Coconut Water, the first line of Indian Coconut Water available to U.S. consumers. The beverage contains five essential electrolytes and juice concentrate from the antioxidantrich Kokum berry. KarmaLife comes in a 12 oz. glass bottle with a resealable screw-top and has a suggested retail price of $2.19-2.79. The product is distributed in the Midwest, Northeast and Southern California. For more information, please call (248) 436-2866. Nature’s Guru has introduced Instant Tender Coconut Water Powder, an all-natural, no preservative powdered coconut water designed to mix with water. The product has five essential electrolytes and is low-calorie and fat free. Instant Tender Coconut Water Powder has a suggested retail price of $5.99 per 10-pack box. It is currently available at select Whole Foods Markets and other natural and organic grocery stores nationwide, as well as online at Amazon.com. For more information, please call (949) 478-GURU.

SPIRITS Fabulous American Beverages, a producer and marketer of finely crafted spirits, has launched Kansas S pirit Whiskey. The whiskey is made with winter wheat, column distilled and blended with premium aged whiskey. The spirit contains 40 percent alcohol-by-volume and has a suggested retail price of $29.99 per 750 mL bottle. For more information, please call 212-336-2172. Hennessy has introduced its Privilège NyX Collector bottle. The second in the brand’s “Privilège Collection,” the well-recognized Hennessy Privilège bottle is re-cast in a modern translucent platinum glass with metallic purple trim inspired by a starry night. Logos

16 BEVNET MAGAZINE DECEMBER 2011

etched in luminescent ink adorn the label, collar, and cork and are visible only under black light. Each Hennessy Privilège NyX bottle is marked with a limited edition number of authenticity, as well as a flash code tag that can be scanned by smart phones to unlock access to Hennessy’s mobile hub. Hennessy NyX has a suggested retail price of $45.99 - $49.99 per 750 mL bottle and is available at fine retailers in select markets nationwide. For more information, please call 212-798-9724. Laphroaig Distillery has introduced Laphroaig Triple Wood. The new product garnered its name from a triple maturation process in which the whisky is aged in American Oak ex-bourbon barrels, nineteenth-century style quarter casks, and European Oak Oloroso sherry casks. The spirit’s vanilla and nutty flavor is complemented by Laphroaig’s signature peat smoke and a slight tang from time spent in rich White Oak casks. Only 13,500 bottles of Laphroaig Triple Wood are available in the U.S. market. Laphroaig Triple Wood is 48 percent alcohol by volume and is currently available at participating retail locations for a suggested retail price of $60 per 750 mL bottle. For more information, please call (847) 444-7073. Smirnoff has introduced Smirnoff Whipped Cream Flavored Vodka and Smirnoff Fluffed Marshmallow Flavored Vodka. The vodkas are triple distilled, ten times filtered, and blended with a whipped cream flavor. The new products contains 30 percent alcohol by volume and comes in 50 mL, 750 mL, 1 L and 1.75 L sizes and is available nationwide. The vodka has a suggested retail price of $12.99 per 750 mL bottle. For more information, please call (646) 223-2314. Ivana B Skinny cocktails are a new line of wine-based ready-to-drink beverages. The cocktails come in Margarita, Cosmopolitan, and Appletini flavors and contain 10 percent alcohol and 100 calories per 5 oz. serving. Ivana B Skinny cocktails are currently distributed at select retailers in 17 states. For more information, please call (904) 214-6769.


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CHANNEL CHECK

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

Christmas Bonus: You get extra categories! Instead of a deep dive into a single product, for this end-of-the-year roundup we’re including extra numbers to keep you warm – and busy – through the winter. PAB Brand

HOT! Tilt Dollar Sales

Change vs. year earlier

CRAFT BEER Brand

HOT! Magic Hat Dollar Sales

Change vs. year earlier

Mikes Hard

$306,513,400

32.75%

Samuel Adams

$235,823,600

7.81%

Smirnoff Ice

$202,902,400

-11.86%

Sierra Nevada

$136,046,800

12.97%

Four Loko

$146,139,100

3.38%

New Belgium

$97,499,590

11.75%

Twisted Tea

$82,385,680

36.38%

Shiner

$73,227,540

16.74%

Tilt

$61,173,920

101.49%

Widmer

$41,497,080

4.81%

Smirnoff

$39,337,840

40.55%

Deschutes

$39,916,910

9.02%

Sparks

$38,796,990

-44.84%

Redhook

$33,020,830

2.74%

Bacardi Silver

$35,051,220

-24.40%

Magic Hat

$28,116,460

22.78%

Joose

$24,960,680

-53.95%

Pyramid

$24,759,660

0.82%

Jeremiah Weed

$11,892,380

N/A

Long Trail

$21,339,530

6.76%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

DOMESTIC BEER Brand

Bud Light

NOT! Joose

HOT! Michelob Ultra Light Dollar Sales

$5,299,442,000

Change vs. year earlier

0.85%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

IMPORT Brand

NOT! Pyramid

HOT! Stella Artois Lager Dollar Sales

Change vs. year earlier

Corona Extra

$949,971,400

3.49%

Heineken

$571,962,900

-0.20%

Modelo Especial

$321,766,900

18.27%

Budweiser

$2,071,793,000

-2.69%

Coors Light

$1,936,125,000

3.61%

Miller Light

$1,663,110,000

-1.33%

Corona Light

$167,719,800

-0.53%

$152,825,600

-9.77%

Natural Light

$1,089,285,000

-3.41%

Tecate

Busch Light

$731,379,900

-0.70%

Dos Equis XX Lager Especial

$120,048,600

23.14%

$113,024,800

34.11%

Busch

$683,204,600

1.25%

Stella Artois Lager

Michelob Ultra Light

$503,466,600

7.05%

Labatt Blue

$112,244,100

-6.22%

Miller High Life

$496,534,700

-2.26%

Labatt Blue Light

$105,554,700

1.76%

Keystone Light

$482,855,000

-1.62%

Newcastle Brown Ale

$78,684,820

-0.73%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

TEA Brand

NOT! Natural Light

HOT! AriZona Arnold Palmer Dollar Sales

AriZona

$612,488,300

Lipton Brisk Tea Lipton Snapple

Change vs. year earlier

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

CAPPUCCINO/ICED COFFE Brand

NOT! Tecate

HOT! Illy Issimo

Dollar Sales

Change vs. year earlier

-3.06%

Frappuccino

$558,981,300

5.25%

$284,393,600

12.34%

Doubleshot

$258,640,500

12.00%

$259,914,900

-15.03%

Seattles Best

$18,171,950

346.51%

$185,988,000

-0.89%

Doubleshot Light

$9,003,435

-11.14%

Private Label

$7,859,999

10.53%

Illy Issimo

$4,105,753

482.18%

Emmi

$970,954

-16.45% 8.12%

Lipton PureLeaf

$149,344,600

-11.25%

Diet Snapple

$140,192,900

9.85%

AriZona Arnold Palmer

$140,090,900

45.97%

Nestea

$98,962,170

-11.51%

Community

$444,292

Gold Peak

$83,920,310

13.83%

Main St. Cafe

$222,571

-8.20%

Lipton Diet

$72,346,900

19.59%

PomX

$211,091

-80.37%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

18 BEVNET MAGAZINE DECEMBER 2011

NOT! Lipton

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

NOT! PomX


BOTTLED FRUIT DRINKS Brand

HOT! Lipton Brisk Dollar Sales

Change vs. year earlier

BOTTLED LEMONADE

HOT! Lipton Brisk

Brand

Dollar Sales

Change vs. year earlier

Hawaiian Punch

$187,163,800

3.51%

Minute Maid

$53,529,020

0.70%

V 8 Splash

$120,025,500

9.08%

Lipton Brisk

$34,740,050

4,029.07%

Tampico

$91,564,780

-3.79%

Calypso

$16,771,400

21.33%

Lipton Brisk

$85,576,110

159.70%

Country Time

$14,438,680

-5.06%

Bug Juice

$69,371,850

-23.32%

Private Label

$12,689,460

22.06%

Snapple

$67,175,420

4.32%

Santa Cruz Organic

$9,998,240

12.75%

Private Label

$65,827,690

3.85%

Sobe Lean

$4,897,748

12.77%

Fuze Slenderize

$58,497,990

-10.68%

Tum E Yummies

$57,660,760

55.33%

Kool Aid Bursts

$54,953,630

1.74%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

NOT! Bug Juice

ENERGY DRINKS Brand

HOT! Monster Recovery Dollar Sales

Change vs. year earlier

Tropicana

$2,702,413

-79.14%

Hawaiian Punch

$2,546,245

-45.70%

Snapple

$2,016,845

-28.51%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

NOT! Tropicana

ENERGY SHOTS Brand

HOT! E6 Dollar Sales

Change vs. year earlier

Red Bull

$2,521,342,000

14.19%

5 Hour

Monster Energy

$1,343,052,000

23.39%

5 Hour Energy Extra Strength

$37,532,220

$463,241,500

12.08%

Stacker 2 6 Hour Power

$28,961,100

-7.44%

$14,486,890

-55.29%

Rockstar

$930,407,400

23.69% 337.94%

Nos

$231,377,300

10.76%

Red Bull

Monster Mega Energy

$191,911,900

13.44%

Private Label

$12,347,240

74.06%

Worx

$11,211,420

N/A

Stacker 2

$4,400,533

73.06% 2,715.26%

Java Monster

$189,952,000

12.04%

Amp

$141,407,200

0.19%

Rockstar Recovery

$129,096,200

161.21%

E6

$4,338,592

Full Throttle

$97,536,260

-12.31%

Spike Double Shot

$3,551,172

76.22%

Nitro 2 Go

$3,220,932

-15.36%

Monster Recovery

$93,894,240

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

SPORTS DRINKS Brand

Gatorade Perform

1,141.74% NOT! Full Throttle

HOT! Gatorade G2 Perform Dollar Sales

Change vs. year earlier

$2,019,247,000

40.15%

Powerade Ion4

$652,973,800

4.75%

Gatorade G2 Perform

$421,721,100

55.84%

Gatorade

$415,368,900

-30.86%

Powerade Zero

$183,029,700

6.51%

Gatorade Frost

$55,513,320

Gatorade Cool Blue

$52,937,410

G2

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

PET STILL WATER Brand

HOT! Glaceau Vitamin Water Zero Dollar Sales

Change vs. year earlier

$1,021,336,000

3.24%

AquaďŹ na

$689,829,800

-4.27%

Glaceau Vitamin Water

$654,776,100

-7.75%

Dasani

$638,641,000

2.70%

Poland Spring

$386,233,400

-2.12%

-41.49%

Nestle Pure Life

$373,385,400

24.14%

-22.54%

Glaceau Smart Water

$337,393,400

21.13%

$46,728,840

-68.61%

Deer Park

$235,920,200

-1.14%

Powerade

$38,724,180

-0.59%

Glaceau Vitamin Water Zero

$203,428,600

70.83%

Gatorade Recover

$30,649,780

38.18%

Ozarka

$195,272,000

2.60%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

20 BEVNET MAGAZINE DECEMBER 2011

NOT! Gatorade Frost

Private Label

NOT! Red Bull

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 10/30/11

NOT! Glaceau Vitamin Water


Brewbound

A better way to experience beer

By Christopher Furnari

THE BREWBOUND “11” IN 2011 Normally, we’d do a “Top Ten,” but with the year being what it was and all, we couldn’t resist the chance to go to 11. Here’s hoping that the craft beer business busts through even that Spinal Tap imposed ceiling and beyond in the New Year. Until then, cheers!

11. Best Managed Potential Demand Crisis – Victory Brewing Headwaters Pale Ale After originally being part of the “Pursuit of Pale Ale” series, the Headwaters Pale Ale officially moved year-round in February. Turns out the Bill Covaleski and the folks at Victory know what they are doing. The beer sold through faster than anticipated and the brewery couldn’t supply the demand nationwide. Except in their home market, Headwaters experienced a quick disappearance on retailers’ shelves between July and October until the company could purchase its 2012 allotment of citra hops. The company then over-purchased for 2012 and shuffled the brewing schedule to produce more Headwaters when they received the shipment in October – quenching thirsty drinkers’ thirsts everywhere. 10. Best New Year-Round Offering: Widmer Pitch Black IPA In 2010, black IPAs emerged as a new style that had staying power. One of the early adopters of the trend, Widmer Brothers, originally released their ‘Pitch Black IPA’ offering into the ‘W’ series in the early part of 2010. Pitch Black outperformed previous W releases like Brrr and Drifter – which have both since become year-round offerings. After seeing the success, Widmer made the decision to take the beer yearround in 2011. It was the company’s first new nationwide release since Drifter Pale Ale in 2008. The beer launched on February 21st and is now one of the brewery’s top-selling selections behind the Hefeweizen and Drifter brands. 22 BEVNET MAGAZINE DECEMBER 2011

9. Best New Package Design/Decision: Sixpoint Craft Ales 2011 was definitely a breakout year for canned craft beer, although the move into the metal package has been on the rise since 2009, when Charlie Papazian, president of the craft beer trade group the Brewers’ Association, noted that the number of craft breweries canning their beer was just 52. Craftcans.com, a website that tracks craft beer in cans puts the current number at 148. And not a single craft brewer transitioned into the package better than Brooklyn’s Sixpoint. In May, the company capitalized on growing awareness of the brand by announcing it would be expanding from a draught-only distribution model to 16 oz. cans. With sleek graphics, detailed design and an excellent price point, Sixpoint has quickly become a standout on the shelf. 8. Best Collaboration: Baird/Ishi/Stone Green Tea IPA It’s no secret that craft brewers love working together and 2011 certainly saw its fair share of collaborations. But these mashups can be tricky: they often end up turning into a competition to see who can brew with the most unique ingredients. Nobody bridged the gap better -- and for a better reason -- than Stone Brewing Co., which teamed up with Bryan Baird (Baird Brewing Company, Numazu, Japan) and Toshi Ishii (Ishii Brewing Co., Guam) to brew a one-time beer for tsunami relief. Sencha, a variety of whole leaf Japanese green tea, was used in the dry hopping phase. The brewers also experimented with lesser-known hop varieties to create an incredibly quaffable 9.2 percent IPA. All $64,000 generated from sales of the beer benefited the Japanese Red Cross Society. 7. Best New IPA/Double IPA: 21st Amendment Hop Crisis As IPAs passed Pale Ales earlier this year to become the country’s most popular year-round style, ranking second in dollar sales only to craft seasonals, it’s quite

clear that consumers are craving more and more IBU’s. That means more brewers are doubling down on Double IPAs. The newest beer to enter the Double IPA category arrives by way of Nico Freccia and Shaun O’Sullivan at 21st Amendment. Hop Crisis boasts 94 IBU’s, and it’s noticeable. And at 9.7 percent, only a handful of other beers in the category have a higher ABV. Hop Crisis stands out on the shelf, too -- 21st Amendment is consistently referenced as a leader in design and packaging amongst craft brewers. 6. Biggest Beer Headline: Goose Island Acquired by Anheuser-Busch The Goose dropped a bomb on the industry just as folks were settling back in from an inspiring Craft Brewers Conference in March. Goose founder John Hall described the sale as more of a partnership, allowing Goose Island to grow and continue to develop new beer styles. As the news spread, the craft beer blogosphere reacted with fury -- but while beer geeks may have been upset with the sale, the deal set an important precedent for future craft acquisitions. 5. Emerging Trend: ‘Session’ Beers Though the trend towards higher ABVs certainly isn’t going away anytime soon, some brewers challenged that in 2011 with ‘session’ offerings. Massachusetts start-up Notch Brewing, for example, is brewing nothing but full-flavored beers under 4.5 percent ABV. Other breweries continue to release new session offerings and even re-brand existing beers under the ‘session’ moniker. Most recently, Shmaltz Brewing announced that, going forward, Hebrew Genesis would be described as a dry hopped session ale. 4. Best Growth Year: Ninkasi Brewing Ninkasi’s growth was well-documented in 2011, even in industry conference calls. Just eight months into the year, the brewery was the leading craft beer vendor


Brewing. Founder and President Luke Livingston launched the brand into Maine markets in January and the company is on pace to brew over 5,000 barrels of beer in its first calendar year. Baxter Brewing brewed, packaged and shipped two styles of beer throughout Maine and also entered Massachusetts in August. Livingston said he plans to enter New Hampshire and Vermont in 2012.

for new product dollar sales, according to Symphony/IRI data. Ninkasi will finish the year brewing over 57,000 barrels, 26,000 more than 2010, and flagship offering Total Domination IPA was up over 50 percent on draught. The brewery also introduced a seasonal box set of four 22 oz. bottles, as well as two new packaged beer selections. The company is outpacing New Belgium for growth through the first 5 years in business, and accomplishing all that growth in its existing markets (AK, OR, WA, ID and San Francisco, CA). 3. Breakout Brewery: Sun King Brewing If you hadn’t heard of Sun King Brewing before the Great American Beer Fest, you certainly found out about it after. The brewery took home an impressive eight GABF award medals – four of which were gold. 2. Best New Brewery: Baxter Brewing No startup brewery in the country has experienced instant success quite like Baxter

Photo Copyright www.StudioSchulz.com

1. Person of the Year: Greg Koch, Stone Brewing Co. Nobody in craft beer was busier this year than CEO and Co-Founder of Stone Brewing Greg Koch. Koch co-authored a book, announced $26.6 million in expansion plans that include two new locations and a hotel, and picked up an Ernst and Young Entrepreneur of the Year Award in the process. Koch did all of this while continuing to remain environmentally conscious. He drives a Chevy Volt, thinks locally while growing globally and never stops advocating against ‘fizzy yellow beer.’ Cheers to 15 years in business, Greg.

FOOD & B EVERAGE P ROCESSING & PACKAGING E QUIPMENT A UCTION! Thursday, February 9, 2012 Onsite/Online 105 Evans Row, Cheraw, South Carolina

412.521.5751 www.mdavisgrp.com

LATE MODEL EQUIPMENT REMOVED FROM MAJOR FOOD AND BEVERAGE OPERATIONS! EQUIPMENT SOLD READY TO SHIP!! MANY ITEMS SOLD AT ABSOLUTE AUCTION! EQUIPMENT CAN BE SEEN UNDER POWER UPON REQUEST!! Assortment Of Pumps (Centrifugal, Displacement, Diaphragm, Etc.), Valves And Motors; (10+) TANKS: Various Sizes Ranging From 100-20,000 Gallons; PROCESSING: CIPs, Heat Exchangers, Carbo Coolers, Batch Tanks, Processing Tanks, Mixing Tanks, 2002 Reverse Osmosis System, Liquifiers, Vilter Compressors, & MORE! PACKAGING: Accumulation Tables, Single Filers and Various Conveyor Systems, Labelers (Sleeve, Shrink, Cut and Stack): 2007 Krones Contiroll Roll Fed Labeler, Krones Canmatic 18 Station Labeler, Pace M500 Unscrambler, 2002 PE Roll Fed Labeler, Lantech/Cousins Automatic Pallet Wrappers, 2009 PDC Sleeve Labeler with Steam, PLUS MANY MORE!! Tray/Case Forming Packing And Sealing: Manufactured By SMI, Standard Knapp, Arpac, Douglas, KHS, Moen, SWF & Pearson; Bottle Washers/ Rinser, Plastic & Lug Cappers & Level Inspectors, BRAND NEW 2010 WATEC C1250-2 DESALINATION SYSTEM!! FILLERS: 2007 Krones Hotfill Mono-Block Filler-Capper, 2000 Fogg 78 Valve Pressure Gravity Rotary Filler with KHS Plastic Capper, 2005 Sidel Triblock 90-90-30 Rinser Filler Capper, Sidel Zalkin 80-20 Filler with ROPP Capper, Crown 72 Valve Can Filler with Angelus 120L Seamer, Crown-Simplimatic Alcoa 99-18 Filler Capper, Crown 64 Valve Filler with Alcoa 16 Head Capper, KHS 96 Valve Filler with Alcoa 16 Head Capper, Simonazzi Triblock 100-140-24 Rinser Filler Capper, & MORE!!

MAJOR EQUIPMENT TO BE ADDED IN UPCOMING WEEKS! VISIT www.mdavisgrp.com FOR MORE INFO! DECEMBER 2011 BEVNET MAGAZINE 23


By Gerry Khermouch

INSIDE INCUBATION With institutional investors getting a bad rap in beverages these days – the National Enquirer version of the complaint is they force you to juice your projections in order to get the deal done, then steal your company when you fail to hit those unrealistic targets – a lot of early-stage beverage companies have been in a quandary as to where else to turn once they’ve reached the limits of where friends-and-family and angels can take them. (In fairness, the institutional groups have their own grievances against beverages as good investment prospects.) One avenue worth a gander – albeit with a careful eye – is the growing ranks of beverage incubators. “Grade school for consumer products,” is how Dino Sarti, a partner in an incubator called L.A. Libations, put it at the recent BevNET Live conference in Santa Monica, and that kind of captures their essence. Though they take various forms and their substance is not always easy to separate from their marketing hype, the incubators offer a range of expertise in critical areas such as product development, distribution and financing (including sometimes serving as an intermediary with the institutions). For new brands, they offer the prospect of devising a grounded development and launch plan. For the distributors and retailers who’re being pitched, they offer some assurance that the entrepreneur has received at least minimal adult supervision on the way to market. I’ll admit I find the borders to be blurry between incubators and other species of service providers to new brands: consultancies like Cascadia Managing Brands and Jim Tonkin’s Healthy Brand Builders; boutique private-equity shops like First Beverage Group; sales agencies like Coast Brands Group (which itself launched an incubation unit earlier this year). But it’s worth scanning some of the options. Incubation units launched by the beverage giants always garner a disproportionate share of attention because those companies represent such an obvious strategic exit for new brands. Currently, Coca-

24 BEVNET MAGAZINE DECEMBER 2011

Cola’s Venturing & Emerging Brands unit has earned a spot in everyone’s Rolodex for its bias toward action and willingness to experiment. (It operates separately from another incubator, minority-owned by Coke, called Brain-Twist in New York.) Among other strategics, the Learning Labs concept established by Pepsi Bottling Group seems to continue on at PepsiCo, though its strategy and approach remain murky, whether by design or because of the ongoing churn at PepsiCo. We might also include Nestle Waters North America among these, though I get the sense so far that NWNA prefers not to go really small in chasing opportunities. Partnering with one of those is a fairly predictable aspiration, because of their national distribution networks and identity as potential acquirers. But it can leave you exposed to the whims of those companies’ own portfolio strategies as they, for example, launch their own entries into the same category. (Or, as in the case of AnheuserBusch with its 9th Street Beverage unit, the incubator can be abruptly abandoned when the core strategy changes.) Among strategics not wedded to a specific national channel is Sunsweet, which has been involved with brands like Function, Ayala Herbal Water and C2O Coconut Water. Independent Coke bottler Coca-Cola Consolidated has remained committed to an incubation unit called BYB, which has scored a sizable success with its sub-premium Tum-E Yummies kids line while looking to build premium brands such as Bean & Body and Bazza. And Sunny Delight Beverage Co. has sought to move beyond its value-price niche with plays such as Bossa Nova acai. All three meld the deep resources of a big company, a channel-agnostic approach to distribution, and leadership by bigcompany lifers who’ve proved surprisingly agile in the emerging-brand realm. Then there are the independents. Big Red has successfully grown its core soft drinks while placing a side bet on Thomas Kemper Soda and winning the assignment to produce and distribute the much-

ballyhooed Street King energy shot line. Shadow Beverages, created by some old Pepsi hands, has been on an impressive run, capped by its assignment to develop a multi-tier functional line for GNC. GBS Growth Partners got started helping Coke Consolidated devise its BYB plan but has managed forays into fresh teas, energy drinks and functionals. Among others, L.A. Libations has served as an agent for relatively established brands like Icelandic Glacial water while nurturing small brands, some of them Coke entries like Illycaffe, and recently launching an aloe line of its own. Maverick Brands, though it seems to prefer to operate under the radar, has done well with Sunkist Naturals and launched a coconut water play called Coco Libre. And Brands Within Reach has parlayed its success managing Danone’s Volvic brand into a broad array of investments, acquisitions and agency assignments. Though it’s hard for outsiders to sort out the incubators’ different approaches and verify their claims, they do offer advantages to startups. They usually bring deep experience in a range of disciplines, and are more likely to be agnostic on the right distribution approach than a strategic with a captive system to keep humming. Most have solid contacts at retail chains, though it’s important that these have been deployed not just on mainstream sodas and teas, where brandbuilding is a very different game. And while they generally prefer an ownership stake as well as a retainer, that’s not a bad thing in keeping the partners aligned, as long as it’s tied to measurable accomplishments by the incubator. As GBS partner Jack Brennan promised at BevNET Live, “we also understand that the entrepreneur needs to make a big part of the money, so we’re not greedy.” Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.


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Monster Energy sees itself as a lifestyle company. Red Bull is a media empire. As for high-end CSD Izze, Co-founder Todd Woloson said that he saw it as something like an onion. Those ideas about branding – and many other off-beat ideas that are necessary to distinguish beverage companies in highly competitive times – came alive during the BevNET Live Winter event in Santa Monica. The two-day conference, the sixth held by the beverage media company in the past three years, served as a capstone on a year filled with innovation and intrigue in the beverage world. Appropriately, it was BevNET founder John Craven who first made news at the event, notifying attendees that the company’s trade magazine was changing its name to BevNET Magazine from Beverage Spectrum. The publication will feature enhanced coverage of suppliers and ingredients, as well as its traditional mix of news and trend information. But news about the host company was just the beginning. Following Craven’s announcement and opening remarks, a host of industry leaders and thinkers took to the stage to introduce the room-filling crowd of 460 to ideas about addressing the issues of product introduction, growth, distribution and investment. Former FUZE CEO Lance Collins explained one of the most important ways 26 BEVNET MAGAZINE DECEMBER 2011

that he harnesses his ideas to create marimmediately following Collins’ presentaketable products, introducing a “roll call” tion. Collins, visibly energized by the return of much of his old team, joined with of brand-building partners, most imTom First, a brand builder and investor portant of which is his longtime creative in the beverage space, as well as retailing “muse,” Paula Grant of Nyack, NY’s specialist Perry Abbenante and distribuFlood Creative, as well as his sales and tion ace and Aloe Gloe owner Danny marketing “fraternity”: a group includStepper to talk about the potential for ing longtime sales chief John Kenneally, resonant, authentic brands who is just one of many in the marketplace. AUTHENTICITY, team members currently The exploration of living at Collins’ house in ONE OF THE KEY authenticity returned Los Angeles. The group is THEMES RUNNING with Grant , who worked working on shepherding THROUGH THE with fellow designers Ian Collins’ newest product, a McLean and Mark Mitchell multi-function vitamin and EVENT AND ONE to create a series of three mineral-enhanced beverage EXPLORED BY presentations exploring called Body Armor through A PANEL OF visual authenticity. Grant, its early growth phase. ENTREPRENEURS who was just one of sevEven with money and eral new faces enriching experience behind him, Colthe speaker mix, instructed attendees lins said, he is fully cognizant of the long to distill their ideas down to a simple odds for runaway success in the beverage sentence in order to get at an authentic business, which can provide high returns root. McLean talked about conceptualfor brand CEOs but typically involves izing authenticity across several differlong odds and hard work. Collins advised ent product types, while Mitchell spoke entrepreneurs to stay away from venture to the ways authenticity can help build capital and private equity funds, and also and support new categories while giving explained his “hive” approach. “Surround yourself with people smarter advantages to first movers. Also shaking things up were Red Bull than you and you’ll go far,” he said. marketing director Amy Taylor, who Still, that fight for success can be wowed attendees by giving glimpses of abetted by authenticity, one of the key Red Bull’s focus on growing influential themes running through the event and subcultures as a way of enhancing the one explored by a panel of entrepreneurs


brand’s ability to generate media that in turn brings credibility to the brand. By associating the energy drink with rising stars of those subcultures – and then not pushing, but instead capturing –their excitement in live events and on film, the brand has become a recognizable player both on television and on-line, with recognition that transcends the cooler and extends into sponsorship and, at best, works as a litmus test for legitimacy. Taylor might have shown how Red Bull became the best-selling energy drink in the world, but BevNET itself stirred the pot even more, offering its Best of 2011 awards, including an interview with Vita Coco founder Mike Kirban, who was selected as Person of the Year. Another coconut water, ZICO Chocolate, took the Product of the Year title, continuing a three-year run of dominance in the top awards for the burgeoning category. BevNET Live’s first afternoon was devoted to smaller groups. Attendees had the opportunity to choose between nine 45-minute breakout sessions offering granular instruction on ingredients and packaging, marketing through science, charities, and celebrities, and distribution and retailing advice, while in another private session a group of beverage company CEO’s were given the chance to discuss problems and issues in a new BevNET Live roundtable session. Networking continued for all with a multi-booth “miniexpo” and subsequent cocktail hour. While Monday’s event might have been given over to awards chosen in the weeks leading up to BevNET Live, Tuesday’s session was marked by a day-long march to choosing the winner of the New Beverage Showdown, a session sponsored by Coca-Cola’s Venturing & Emerging Brands group that saw six new brand owners square off in an attempt to win $5000 and the kind of “instant credibil-

ity” that public victory can confer. Brands participating included 82GO, a new water “pouch” developed by Bawls founder Hoby Buppert; HDX, a sports drink mix targeted to adventure athletes; Coco Café, a coffee/coconut water hybrid; high end soda Joia; Jet Way, an anti-jet lag functional beverage company and Runa, a new tisane made with the leaf Guayusa. With morning and afternoon sessions offering interesting pitches and advice that aided both the participants and the audience, the tension built throughout the day. Of course, there was also the traditional mix of entrepreneur presentations and panels taking place as well. To start the day, Clayton Christopher, the founder and former CEO of Sweet Leaf Tea joined with Catterton Partners’ Michael Farello and Nestle Waters North America CFO William Pearson to provide a three-headed presentation on the inception, growth through investment and eventual sale of Sweet Leaf to the larger strategic acquirer. At one point, Farello explained the difference between Sweet Leaf ’s having turned itself into a viable national brand and a viable national company – introducing the steps it would eventually follow to make Nestle its ultimate destination. Meanwhile, Christopher revealed some of the tough early decisions an entrepreneur needed to make to keep the business going – such as choosing between product liability insurance and employee payroll. Such considerations had Pearson humorously musing whether he needed to go back and reexamine the deal documents, but he nevertheless termed the acquisition a success. Another successful acquisition was touched on during a presentation by Todd Woloson, the co-founder and former CEO of Izze Beverage, which was purchased by PepsiCo at the end of 2007. The spunky company relied on what Woloson termed “discovery” as a way of winning consumers. He described

a process by which the brand owners “thought of Izze as a real person… what would Izze do? Where would Izze go?” as part of the company’s marketing and distribution play. Initially describing the discovery process as “the layers of an onion,” Woloson talked about ways that the brand had kept the element of surprise by holding back flavors from accounts in an attempt to always have something new to provide in case a SKU didn’t sell. While Monday had featured a drop-in from Person of the Year winner Kirban, Monster, the company that won Best Energy Drink for 2011 sent over two representatives, President Mark Hall and marketing chief Geoffrey Bremmer. The pair provided insight into the energy drink category – which Bremmer said still had a long way to go in terms of adding consumers, let alone increasing the number of use occasions for existing adopters – and also its competitive environment. Hall termed the energy shot category “medicine” instead of a beverage, while nevertheless conceding that his company needed to continue to play in it. He also offered the overall branding strategy for Monster as a contrast to competitor Red Bull – whereas Red Bull has turned into a media company, from the start, Monster aimed to become a “lifestyle brand.” He also turned an inquiry about negative press surrounding the energy drink category on its head, declaring that caffeine couldn’t be an issue “as long as there’s a Starbucks on every corner.” BevNET Live’s Tuesday afternoon session moved from inspirational brands to distribution and investment. The audience was introduced to a rising young distribution company, Gourmet Purveyors International, as well as several ideas about attracting brand investment, including a panel on brand incubation and another on recent trends in capital availability and the switch to capital efficiency as a measure of a brand’s investment-worthiness instead of growth rate. After a presentation on Field Marketing and another exploring diverse – and somewhat unorthodox — retail channels, it was time to announce the winner of the showdown: Coco Café. The company’s owners, Eilan Eifer and Brian McCaslin, work locally – so locally, in fact, that they were preparing to walk down Ocean Avenue, just outside the hotel, with their oversized winner’s check. DECEMBER 2011 BEVNET MAGAZINE 27


Malternatives Adjust,

Move Forward By: Ray Latif

Faced with last year’s crippling FDA ban on the addition of caffeine to alcoholic beverages, a number of malternative brands were left for dead as many assumed that the drinks, stripped of their energy, would lose their allure and crumble as quickly as Superman wearing a crown of Kryptonite. However, malternatives proved that they are not only alive and well, but soaring their way to the cash register through the undeniable popularity of the beverages as well as a greater emphasis on innovation from brands within the space. Nevertheless, state and federal regulators continue to take aim at the beverages, claiming that malternatives’ high alcohol content, sweet flavor profile and colorful packaging encourage binge drinking and underage use. Based on sales data over the past year, it’s clear that the FDA’s ban has done little to affect consumption of malternative drinks. Flavored malt beverages accounted for nearly $1 billion in sales over the last 52 weeks, up 6.7 percent over the same period last year, according to Symphony/ IRI data. And in the face of consistent and vociferous criticism from state and federal regulators - concerned that the high alcohol beverages are often abused by those both above and below the legal drinking age - the malternative category is thriving. Two of the most popular malternative brands, Four Loko and Mike’s Hard Lemonade, combined for over $460 million in sales over the past year and are expanding their reach to a variety of demographics with new products and flavors. At the same time, longstanding beer brands, including Pabst Blue Ribbon and Mississippi Brewing Company, are leaping into the category with “me too” types of drinks. Pabst debuted a new fruit flavored 12 percent ABV product called Blast by Colt 45 in April, while Mississippi Brewing recently launched Arnold Palmer Hard, an alcoholic version of AriZona’s Arnold Palmer iced tea and lemonade combo line. 28 BEVNET MAGAZINE DECEMBER 2011

all included lemonade flavors to their brand line-ups. Not to be outdone, Mike’s has introduced Mike’s Harder, a new higher alcohol line of its lemonade drinks. Despite vast financial success within the category, malternative brands still 1. Glass packaging. Though a majority face intense scrutiny from government of malternative brands have embraced regulators and elected leaders. In October, the large format can, a package popular Phusion Products agreed to re-label and among younger consumers and the one repackage its 23.5 cans of Four Loko in most often sold in convenience stores, a order to resolve Federal Trade Commisnumber of companies have added a glass sion (FTC) charges of decepbottle option as a way to TWO OF THE tive advertising. The FTC introduce their products to a wider range of demoMOST POPULAR alleged that Phusion misrepresented Four Loko by claiming graphics and gain entry MALTERNATIVE that the beverage contained an into new retail channels BRANDS, FOUR amount of alcohol equivalent such as grocery and mass markets. Leading the way LOCO AND MIKE’S to one or two regular 12 oz. are United Brands, which HARD LEMONADE, beers. According to the FTC, “one can of Four Loko conreleased new 12 oz. glass HAVE COMBINED tains as much alcohol as four bottles for its JOOSE malt FOR OVER $460 to five 12 oz. cans of regular beverage line in January, and Phusion Projects MILLION IN SALES beer and is not safe to drink on a single occasion.” which recently added a To resolve the charges, Phusion will new 8 percent ABV line of 11.2 oz. glass be required to include alcoholic content bottles to its line of Four Loko products. disclosures on the labels of its products that contain more alcohol than 2 ½ regu2. Variety packs. Following the suclar beers. Additionally, the company will cess of the format seen in the craft beer have to use resealable containers for any industry, variety packs are becoming products that have more alcohol than the increasingly utilized by malternative equivalent of 2 ½ regular beers. producers, North American Breweries Additionally, the attorneys general (NAB) introduced its new Seagram’s of 35 states recently asked the FTC to Smooth line with both 12- and 24-count variety packs containing each of the line’s impose even more stringent marketing guidelines on malternatives. Suggested four flavors. Similarly, Four Loko’s new guidelines include prohibiting the sale glass bottle line debuted with 12-bottle of flavored malt beverages in containers variety packs featuring all three flavors. exceeding 12 ounces and limiting the number of alcohol servings per can to two 3. New lemonade flavors. Though standard drink. According to the AGs, Mike’s Hard Lemonade is the undisputed label disclosure and a resealable package leader in lemonade flavored malternative do not eliminate binge-drinking risks. beverages, a number of companies within Nevertheless, it wouldn’t be surprising the space have added lemonade flavors to see malternatives continue to flourish in to their portfolio of beverages within the spite of greater regulation. In pushing the past year. Lemonade itself is a beverage on the rise, and its infusion into malterna- category this close to the $1 billion mark, the companies in the space have shown a tives appears to be a natural progression. remarkable ability to adapt and evolve in Jeremiah Weed, NAB’s Seagram Smooth, order to protect their booming businesses. and Phusion’s new Poco Loko line have As the category continues to grow and expand, three key trends have emerged as brand producers look to spur greater consumption and profits.


BRAND NEWS

Malternatives

Phusion Projects, LLC. Four Loko is now

available in 11.2 oz. glass bottles and comes in Lemonade, Fruit Punch and Watermelon. The beverages contain eight percent alcohol by volume and are available in 6-packs of individual flavors and in 12-bottle variety packs featuring all three flavors. Phusion has also introduced Poco Loko, a

new version of Four Loko with unique flavors and in a smaller can size with lower alcohol by volume. Poco Loko is packaged in 16 oz. cans and contains 8 percent alcohol by volume. The new line comes in four unique flavors: Green Apple, Black Cherry, Mango and Lemonade. The product is available in single cans and 4-packs. Grupo Matarromera. Emina Zero.0 is a

new zero-calorie, alcohol-free wine that also contains no sugar. The wine is produced using grapes from vineyards in Castilla y Leon, Spain. The product comes in red, rosé, white, and sparkling varieties and is packaged in slim 250 mL cans and 750 mL glass bottles. Emina Zero.0 has recently been awarded with two innovation awards: the Cinco Dias Awards for Business Innovation, and the Innoval prize, an award given to the most prestigious products in the Spanish food industry. North American Breweries has introduced Seagram’s Smooth, a new brand in its Seagram’s portfolio. Seagram’s Smooth is a line of premium flavored malt beverages with five percent alcohol by volume and is available in four flavors: Classic Lemonade, Limeade, Pomegranate Lemon and Tea Lemonade & Mango. Seagram’s Smooth is available in a 12- and 24-count variety pack. Kirin Brewery of America LLC has in-

troduced Kirin Free, the world’s first malt beverage with zero-percent alcohol, to the United States. Kirin Free’s innovative yeastfree brewing process results in a completely alcohol-free beverage. Kirin Free contains 60 calories per 11.3 oz. serving. The product launched in three select areas of Southern California: Los Angeles County, Orange County, and San Diego County.

of iced tea and lemonade. The drink contains five percent alcohol by volume and contains 110 calories per 8 oz. serving. Arnold Palmer Hard is packaged in 24 oz. cans and is currently available in Arizona, Hawaii, Illinois, Indiana, Kentucky, Massachusetts, Michigan, Nevada, New Mexico, New York, North Dakota, Ohio, Oregon and Pennsylvania and will continue to roll out nationally. Jeremiah Weed has introduced three new flavors: Lightning Lemonade, Roadhouse Tea and Spiked Cola. The 12- and 23.5 oz. canned beverages, each at 5.8 percent alcohol by volume, provide a new twist to the Jweed trademark. Jeremiah Weed flavored malt beverages are available nationwide for a suggested retail price of $2.49-2.79 for a 23.5 oz. can and $7.99 for a 6-pack of 12 oz. cans. The company will support the new products with an integrated marketing program including Jeremiah Weed southern style responsible drinking programming. Pabst Brewing Company launched a new fruit-flavored 12 percent alcohol by volume drink called Blast by Colt 45. Blast comes in grape, strawberry lemonade, raspberry watermelon and blueberry pomegranate flavors, each packaged with similarly colored labeling. Blast will be sold in 23.5-ounce cans for about $2.50 and also in 6-packs of 7 oz. bottles for $7. Boston Beer Company. Twisted Tea is now

available in an 18-pack of cans. Twisted Tea Raspberry is now available in 24 oz. cans. Boston Beer has also introduced Twisted Tea Blueberry. Mike’s Hard Lemonade has introduced

two light versions of its popular lemonade flavored drink: Mike’s Lite Hard Lemonade and Mike’s Lite Hard Cranberry Lemonade. Each contains 100 percent natural flavors and sweeteners and both gluten-free. Mike’s also launched a new line of higher alcohol drinks called Mike’s Harder Lemonade. Each product in the new line contains 8 percent alcohol by volume. Mike’s Harder comes in Blueberry, Grape Punch, and Orange Citrus Punch, and Limeade flavors

Mississippi Brewing Company has launched

Arnold Palmer Hard. The product is an alcoholic version of AriZona’s Arnold Palmer line

30 BEVNET MAGAZINE DECEMBER 2011

United Brands Company has launched JOOSE in 12 oz. glass bottles. The line of


drinks contains 8.5 percent alcohol by volume and features Cherry-Lime, Más Mango, Dragon JOOSE, Raspberry Lemonade, and Green Apple flavors. The new 12 oz. bottles enable the brand to appeal to a wider range of demographics and an opportunity to thrive in new channels such as grocery and mass merchant accounts. Each JOOSE product is made with natural flavors. E & J Gallo Winery introduced two new fla-

vors to its Bartles & Jaymes line of wine coolers. E & J Mojito combines lime, mint and rum flavors. E & J Sangria contains traditional flavors of red wine accented with oranges, limes and lemon. Diageo. Smirnoff has introduced a new Tropical Punch flavor to its Smirnoff ICE line. The new product combines fruit punch and tropical flavors and contains 4.5 percent alcohol by volume per 11.2 oz. glass bottle.

premium malt mixed drinks. The drink features the combined flavors of orange juice and vodka and contains 5.8 percent alcohol by volume per 11.2 oz. glass bottle. Coronado Corp. has acquired Vampt, an aga-

ve-infused, nectarine-flavored malt beverage. Vampt contains 8 percent alcohol by volume and is packaged in 12 oz. glass bottles as well as 16 and 24 oz. cans. Coronado will focus its U.S. distribution of Vampt in convenience stores, grocery stores and up-and-down-thestreet retailers that are primarily serviced by beer distributors. Anheuser-Busch. Bacardi Silver has launched a new interactive and functional website to create a more personal online user experience. The site makeover gives users multiple ways to connect to and interact with the brand and showcases Bacardi Silver as the drink of choice for party-ready consumers.

Smirnoff also launched Signature Screw-

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BevNET’s 2011 Person of the Year, came from a category that has swept most of the top awards in recent years, Coconut Water, and from a company whose rapid growth has made it the largest of the three main companies that pioneered that product. So what was different? Scale. This was the year that Manhattan-based Vita Coco moved from pioneering a category to operating a national beverage company, and Kirban made sure it did so quickly and with few missed steps. In 2011 Kirban thought big, ramped up the company’s marketing approach to a national program while transitioning distribution in several major markets from independents to the Dr Pepper Snapple system. He also managed to play it fairly safe: while the company obviously spent money on marketing initiatives and distribution buyouts, it did so with an eye toward keeping the brand moving steadily toward becoming a national brand. Certainly, 2011 was not all roses for Vita Coco – the company’s pickup of Yankee slugger Alex Rodriguez as a Manhattan-based spokesman brought with it a slight PR blowback, as A-Rod had previously invested in rival Zico. Rather than get upset, however, Kirban simply moved forward with the understanding that the slugger is much more of a known quantity than any insider-y intrigue. Indeed, what is more impressive is the way Kirban turned supply problems that beset the company in 2010 into a steady supply of product in 2011, turning what could have been a major disruption into a hiccup. With a low key, no drama approach, Kirban has changed the type of business he has run from one that chases accounts up and down the street to one that chases high-profile new hires and national billboard contracts. That development of a long range outlook was on display during BevNET Live, where Kirban followed the acceptance of his award with an interview with BevNET founder John Craven. Interested in what they said? Read on. 32 BEVNET MAGAZINE DECEMBER 2011

John Craven: What was this year like for Vita Coco? Michael Kirban: 2011 was total insanity. It was a great year, we saw over 100 percent growth and for the seventh consecutive year, it was amazing, coming from a pretty substantial base which was in 2010. We had some pretty big highs and some interesting lows throughout the year. We started the year with some inventory issues early on left over from 2010, and as supply started to really ramp up we focused on our core markets and launched an ad campaign. We decided to go big, we decided to go big in our core markets to really separate from what was becoming a crowded category. And I think it worked. It was a huge success, it brought a lot of notoriety, a lot of awareness of the category, especially the brand, and really helped push us into the mainstream. But it also brought probably the biggest


low for the year for me personally, which was getting slapped with our first classaction lawsuit. JC: That’s a sign of success, though. MK: Exactly. It’s so funny. I was really down, I felt like it was an attack on me personally, an attack on my brand, my baby that I’d built, and then I started to talking to industry experts and our celebrity investors and the first thing they kept on saying is exactly that: “Welcome to the big time,” – so I guess that it was actually working. We had a crash BevNET’s John Craven discusses Vita Coco’s growth with Michael Kirban at BevNET Live Winter 2011 in Santa Monica, CA. course in the U.S. legal system, which is not impressive at all, MK: Inventory, or supply in general is still ucts, many using it as an ingredient. and we’re excited for 2012, we’re excited to the biggest barrier to entry into the catDo you think that’s something that have our eighth year of – again – triple digit egory and it’s definitely the biggest barrier ultimately helps or hurts what you’re growth, and really be a big business in 2012. to the scalability of the category. I think trying to do? I’m assuming you’re We’ll be bigger than brands like Naked, that’s going to continue. staying all about pure. Odwalla, Fiji, I mean really big brands so it’s We’ve invested millions of dollars in MK: That’s our focus. It’s really incredreally amazing to see what we started, which our supply chain, we have teams in Latin ible. A few years ago I was here on this was last year in 2010 a nice mid-sized busiAmerica and Southeast Asia building out stage talking, and someone asked me ness grow into a big beverage business. supply, but as coconut water becomes where I saw coconut water going. And I more popular and big beverage compatalked about the future bastardization of JC: What do you think the success nies, retailers, and entrepreneurs start get- pure coconut water. I think that’s what you guys have had says about the ting into the category, that’s where they’re we’ve seen. I don’t think it’s necessarcategory and where it goes? going to see the biggest challenge is really ily a bad thing, you’re seeing it in sports MK: I think it says that this category is scaling it, but with that, I think, comes drinks, you’re seeing it in teas, you’re here to stay. That’s a question I’ve always another challenge, which is quality, and seeing it in smoothies. But you’re also been asked, “Is it a fad or a trend?” But standardization of pure coconut water. seeing it, now, move away from the when you start seeing pallet displays of I think that’s something that’s going to beverage aisle, and into the beauty aisle, Vita Coco nationally in Wal-Mart stores, have to happen. I’d like to work with our which is really amazing. You’re seeing it and you start seeing coconut water sets competitors to standardize, “What is pure in fragrances, you’re seeing it in lotions, within every major grocery store with coconut water, and what is pure coconut moisturizers, conditioners. about a dozen brands in them, it really water from concentrate,” and label it I think the only concern I have around shows that the success of Vita Coco and properly. And what is the difference bethat is that you don’t want to create this the success of the category this year has tween a can and a tetra pak and a bottle. ingredient apathy like you saw with acai a helped further validate the category as a It’s important to educate the consumer few years ago. People started to forget that sustaining trend as opposed to a fad. of that, or else you’re going to start to see it was this amazing antioxidant superfruit, more negative pressure from consumers and it just kind of all got blurry because JC: But what about the challenges not understanding it. everybody was using it as an ingredient in for the category – inventory and everything. I think that’s the only real area supply issues have been a big JC: What do you think about it as an where I’m concerned. But I otherwise I problem; where does that go from ingredient? You look out and there’s think it’s great. It’s really incredible to see here and what else is out there? a lot of coconut water based prodwhere the category is going. DECEMBER 2011 BEVNET MAGAZINE 33


SPONSORED BY

Product of the Year: ZICO Chocolate flavored Coconut Water While most entries into the coconut water space have been focused on either straight coconut water or traditional or tropical fruit flavors, Zico did something radically different by launching a chocolate flavor. It was definitely a risky move on their part – and its something that hasn’t yet realized its full potential – but so far the response to it is extremely positive. It’s one of those products that is almost universally liked – even people who don’t like coconut water seem to make an exception for this one. And when it comes to BevNET Best of Awards, the ability to take something that’s innovative and turn it into something that clearly has some commercial legs to it is exactly what the panel looks for. So this year is ZICO Chocolate’s – congratulations to the BevNET 2011 Product of the Year

36 BEVNET MAGAZINE DECEMBER 2011

Best Functional Beverage: Body Armor Body Armor super drink is a fruit flavored line of functional beverages that has a coconut water base. In addition to coconut water, Body Armor takes a “kitchen sink” approach, with functional ingredients that tackle hydration, recovery and antioxidant-based health protection. Plus it has really great looking packaging in a proprietary bottle that really reflects its brand purpose. Ultimately what made our panel give the award to Body Armor, though, is that regardless of functionality this is a proiduct you’d want to drink over and over again.

Best Energy Drink: Monster Rehab A combination of tea and lemonade, standard energy ingredients, and electrolytes – even a little bit of coconut water – put Monster Rehab on a higher level than most other entries from a functional


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was definitely the best of the bunch. The design of the bottle is unique and appealing, with a cup on the cap that helps the consumer pour just the right amount; from a flavor point of view, these products use very enjoyable Brazillian superfruit enhanced formulations brought to the party by ZOLA, Jamba’s partner in the product. Each variety has its own unique blend of enhancements, which include things like vitamins, antioxidants, and natural caffeine. Overall, our panel felt that this product did a great job of blending flavor, functionality, and packaging Plus it has the Jamba brand, which is well known as for its premium products.

perspective. The flavor was also spot on — it was easily the best tasting energy drink that the panel tasted all year. Additionally, Monster has always featured strong branding and the Rehab product is no different. The can is very familiar in appearance but it also offers unique yellow and faded gold tones really help sell the tea and lemonade flavor inside. That’s why, after much jittery deliberation, Monster Rehab is the winner of BevNET’s Best of 2011 Best Energy Drink.

Best Relaxation Drink or Shot: Dream Water While the product has been on the market longer than just this year, 2011 was definitely a big turning point for the brand, both because of the company’s execution and because the function – relaxation – became validated by a plethora of products in the space. And as far as those products go, Dream Water is the cream of the crop. Our panel loved the branding, the flavor, and their approach to describing the function of the beverage without making it seem like a pharmaceutical product.

Best Non-Carbonated Beverage: Mamma Chia Mamma Chia helped turn a burgeoning functional ingredient – the chia seed – into a refreshing and hip beverage. The rehydrated chia seeds, which float throughout the drink set this product apart from not only other chia beverages most other beverages as well. Meanwhile, the glass bottle and clean label combined with the striking visual of the suspended chia seeds. The combination of visual and ingredient innovation catapulted this product to the top of the panels’ list.

Best Carbonated Beverage: Joia What makes Joia so special is its unique approach to flavor. The company combines mellow fruit flavors with spices and herbs to create something that’s extremely unique and addictive. Additionally, the branding of their product is very clean and attractive, with

38 BEVNET MAGAZINE DECEMBER 2011

Best Product Revamp: Deluxe Honeydrop

whimsical looking graphics that are well executed and should be very appealing with consumers who are seeking a natural soda. Ultimately, the panel really liked that this product felt both different and familiar, a combination that is difficult for many brands to achieve.

Best Tea or Tea Based Beverage: Chia GT Kombucha Synergy GT’s, the winners of BevNET’s 2010 Product of the Year award, executed these new flavors extremely well. The blend of chia seeds tastes great and cuts down on the fermented flavor of the kombucha. The chia addition also provides additional health benefits, and the company has given the product an eye popping visual look. Our panel decided that the combination of great flavor, appearance and innovation should be a boon for both the kombucha and chia categories.

Best Juice or Juice Based Beverage: Jamba Daily Superfruit Shots from Zola Jamba’s brand has spread to several new products RTD drinks as part of an awareness-raising campaign, but this product

Every year there are dozens of products that relaunch and restage themselves but our panel believes that this year it was Deluxe Honeydrop that shined the brighest.. The switch from an ehanced water to a tea and juice play was significant and well done, and helps the brand execute better behind its core honey branding. Additionally, Honeydrop moved from a 16 oz. stock PET container to a propietary glass bottle and redesigned its label, both of which help clarify the brand’s focus.

Best Smoothie or Meal Replacement: Simpli Oatshakes Simpli is an oat-based product that comes in a couple of different flavors and packaging formats. And in additon to being a potential dairy alternative, Simpli Oat Shakes contains protein, fiber and vitamins, making it something that can definetely satify your hunger. And their chocolate flavor is one of the best-tasting non-dairy chocolate flavors out there.

Best Sports or Hydration Beverage: Greater Than Greater Than is a coconut water based sports drink that launched last year. However, in 2011 the company tweaked the flavors and added a sharp-looking black label. One of the key components to


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natural rather than forced and it reiterated that Vita Coco is a product that can be consumed during many different occasions. And, as with the product itself, their campaign was everywhere in target cities – up and down the street, on buildings, buses, and even in the media. It was clearly a campaign that reached the masses, while building Vita Coco as a product that crosses many racial, ethnic, and class barriers as well as myriad use occasions.

Greater Than is its mathematically iconic branding, which, combined with its grassroots marketing campaign in Chicago, has really help the brand resonate in the sports community. And when it comes to sports drinks our panel thinks Greter Than is one of the best-tasting entrepreneurial entries into the category in a long while.

Best New Powder, Tablet or Mix: Mio This liquid flavor enhancer was designed to be mixed with water, like other products in the category, but it’s dispensed from a nifty-looking, convenient 1.6 oz. bottle that makes about 24 drinks per container. While each of Mio’s flavors taste great, it is the fact that Mio complete dissolves in water without mixing any kind of ingredient “cloud” or clump impressed the panel the most.

Best Social or Interactive Marketing: Coca-Cola Freestyle

Best Enhanced Water: Aloe Gloe The product – which is positioned as an “aloe water” – is the most innovative and well executed product that entered into the enhanced water category this year. The panel really likes the packaging and positioning of the product, which seems much more approachable and mainstream compared to most other products using aloe vera.

Best Packaging Design: Stumptown Cold Brew Up and coming coffee roaster Stumptown won the award for Packaging Design this year for its Stumptown Cold Brew. The fact that they chose a stubby – a little brown glass bottle that has been around forever – and turned it into something that feels modern, cool, and innovative impressed the panel a lot. Plus, they did a great job executing the vintage style label art. Both of these are very consistent with the Stumptown brand. The label is clean, readable and direct - you know exactly what it is. Plus, the silkscreen application gives the appearance of quality, which is what Stumptown is all about. Just from looking at it, it’s clear that the coffee inside the bottle isn’t going to disappoint.

40 BEVNET MAGAZINE DECEMBER 2011

Best Packaging Innovation: CSWISS CSWISS’s new cardboard can, which is made by a European company called Cartocan, is a highly innovative and brandappropriate take on the ubiquitous 250ml energy drink can. Aside from having a softer feel in your hand, the cardboard makes for much more vibrant colors and helps the design for CSWISS really pop. But for the panel, it ultimately came down to the fact that this is an innovation on a package format that has already proven itself and been massively successful.

Best Marketing Campaign: Vita Coco Vita Coco’s “Hydrate Naturally” campaign is simple and easy to understand, but it’s also a powerful and succinct way to state the benefit of the product. In core markets they canvassed both Los Angeles and New York with ads featuring crossover superstar Rihanna, while in Boston and New York they also utilized sports icons in Alex Rodriguez and Dustin Pedroia. What’s great about all of these campaigns is that the product use seemed

The campaign for the Coca-Cola Freestyle, which is a unique on-premise soda delivery system that allows consumers to build custom tailored beverages, was spearheaded by two very clever digital applications. The first was an iPhone app, which, using the same interface as a Freestyle machine, takes users through a classic memory game. The second was a Facebook application that used the same interface as the Freestyle machine to allow page visitors to build their own virtual drink. Both of these efforts have helped Coca Cola create excitement and build an “insider” group of fans who have their own attachments to the machine in much the same way as visitors of In-N-Out Burger on the West Coast have their own language for their orders. For creating a following online that is actually translating into concrete usage offline, the Coca-Cola Freestyle campaign is the winner of best social or interactive marketing.


Learn more about the what, where and how of PUREFRUIT™ and its appeal with consumers! Download the insight report, “The PUREFRUIT™ Revolution” and visit www.purefruit.com. Tate & Lyle is a leading provider of high-quality sweeteners, texturants, wellness ingredients and innovative solutions for the food and beverage industry. Our passion for food shines through in everything we do, and we are dedicated to helping our customers create cost-effective, better-tasting, healthier and highly successful foods and drinks.

our ingredients – your success ©2011 Tate & Lyle

Purefruit.info@tateandlyle.com

1.800.526.5728


DECEMBER 2011 BEVNET MAGAZINE 43


2GO SELF HEATING

Adina

Amazon OJ

FAST DRINKS 2005 SL

Adina For Life, Inc.

Sambazon

PRODUCTS: CAPPUCCINO

PRODUCTS: Adina Holistics Regular, Adina Holistics zero calorie

PRODUCTS: Amazon OJ

PACKAGING: 200 mL Can

PACKAGING: 10.5 oz. HDPE, 32 oz. HDPE

PACKAGING: 14 oz. Glass

5-hour ENERGY

ALO¯

AriZona Arnold Palmer

Living Essentials

ALO¯ Drink

AriZona Beverages

PRODUCTS: Grape Extra Strength 5-hour ENERGY

PRODUCTS: ALO¯ Exposed, ALO¯ Awaken, ALO¯ Elated, ALO¯ Envliven, ALO¯ Allure, ALO¯ Enrich, ALO¯ Appeal, ALO¯ Escape

PRODUCTS: Peach Sweet Tea Half & Half

PACKAGING: 1.93 oz. PET

PACKAGING: 23 oz. Can

PACKAGING: 500 mL PET, 1.5 L PET

ACTIVATE Drinks

Alibi

Rising Beverage Company, LLC PRODUCTS: Antioxidant Blueberry Pomegrante, Mulitvitamin Lulo Pear

AriZona Half & Half Alibi

AriZona Beverages

PRODUCTS: Alibi PRETOX drink, sparkling pomegranate, Alibi PRETOX drink, sparkling citrus

PRODUCTS: Raspberry Half & Half PACKAGING: 20 oz. PET

PACKAGING: 16.9 oz. 100% Recycled & Recyclable PET

ACUTEfruit

Aloe Gloe

AriZona RESCUE Water

Monarch Beverages

L.A. Aloe

AriZona Beverages

PRODUCTS: ACUTEfruit Tropical Blast

PRODUCTS: Crisp Aloe (Pulp Free), White Grape (Pulp Free), Crisp Aloe (With Pulp)

PRODUCTS: Blueberry Coconut Hydrate

PACKAGING: 8 oz. Can

PACKAGING: 20.5 oz. PET PACKAGING: 15.2 oz. HDPE

44 BEVNET MAGAZINE DECEMBER 2011


Assure Water

BellyWashers

BOS

Assure Water

In Zone Brands

BOS Brands (Pty) Ltd

PRODUCTS: Tropical Tangerine, Kiwi Strawberry Melon, GoJi Lemonade, Peach Mango, Pomegranate Blueberry, Raspberry Acai

PRODUCTS: fruit punch; spill-proof, reusable bottle and top; no added sugars, flavors, colors, or preservatives; BPA-free, 5+1 value pack - 5 juice bottles + 1 reusable, spill-proof top

PRODUCTS: BOS Ice Tea Lemon, BOS Ice Tea Peach, BOS Ice Tea Apple, BOS Ice Tea Slim, BOS Ice Tea Energy

PACKAGING: 12 oz. Pouch

PACKAGING: 275 mL Can

PACKAGING: 8 oz. HDPE

bai

blk water

Byarozavik

bai

Blk Beverages

JSC “MZBN”

PRODUCTS: bai, bai5

PRODUCTS: Original

PRODUCTS: Byarozavik

PACKAGING: 16.9 oz. PET, 14 oz. Glass

PACKAGING: 16 oz. 100% Recycled & Recyclable PET, 8 oz. 100% Recycled & Recyclable PET

PACKAGING: 1 L. PET

BAZI Natural Energy Shot

B’more Organic

C+SWISS hemp ice tea

BAZI, Inc.

B’more Organic

Chill Drinks, LLC

PRODUCTS: All Natural, D-Ribose, Super Fruit, Antioxidants, Vitamins, Pomegranate, Acai, Blueberry, Raspberry, Chokeberry

PRODUCTS: B’more Organic Mango Banana smoothie, B’more Organic Banana smoothie, B’more Organic Vanilla smoothie

PRODUCTS: C+SWISS, the original hemp ice tea

PACKAGING: 2 oz. PET

PACKAGING: 16 oz. PET

Beauty Foods

BODYARMOR SuperDrink Beauty Foods

BODYARMOR Nutrition LLC

PRODUCTS: Nightly Beauty PACKAGING: 5 oz. Bag in a Box

PRODUCTS: Raspberry Blueberry Goji, Tropical Mandarin, Cherry Citrus, Strawberry Banana Guava, Pomegranate Acai Green Tea, Orange Mango Black & Green Tea

PACKAGING: 8.4 oz. Aseptic Packaging

CAF Fusion Cold Star Inc. PRODUCTS: CAF Fusion,Java Jolt, CAF Fusion,Mocha Blast, CAF Fusion, Vanilla Vortex PACKAGING: 12 oz. PET

PACKAGING: 16 oz. PET

DECEMBER 2011 BEVNET MAGAZINE 45


Celsius Outrageous Orange

CHANTEA

Coco Libre Organic Coconut Water

Celsius, Inc.

Gourmetti Brands LLC

Maverick Brands LLC

PRODUCTS: Celsius Outrageous Orange

PRODUCTS: Chantea Green Tea and Aloe Bits Original, Chantea Green Tea and Aloe Bits - Passion Fruit flavor, Chantea Green Tea and Aloe Vera - Lemon flavor

PRODUCTS: Coco Libre Organic Coconut Water PACKAGING: 11 oz. PET, 33.8 oz. Tetra Pak

PACKAGING: 11.5 oz. 100% Recycled & Recyclable PET

Celtic Prestige

CLICK Espresso Protein Drink

CocoZona

Euro Distribution Co.

Clickco, LLC

AriZona Beverages

PRODUCTS: Celtic Prestige

PRODUCTS: Mocha, Vanilla Latte

PRODUCTS: CocoZona

PACKAGING: 1 L PET

PACKAGING: 14.5 oz. Can PACKAGING: 15.8 oz. Can, 15.31 oz. Can

Chai

Coba Aguas Frescas

CodeBlue

Big Train, Inc.

Coba Aguas Frescas

Halo Labs

PRODUCTS: Caramel

PRODUCTS: Organic Agave Nectar, Purified Water, Natural Tamarind, Natural Mango Puree, Natural Roselle (Hibiscus), Natural Guava Puree, Natural Flavor

PRODUCTS: CodeBlue Strawberry Melon, CodeBlue Blueberry Pomegranate, CodeBlue Meyer Lemon, CodeBlue Peach Mandarin

PACKAGING: 1.2 oz. Pouch, 56 oz. Bag in a Box

PACKAGING: 12 oz. PET PACKAGING: 16 oz. Glass

Chameleon Cold-Brew C&W Beverage Incorporated PRODUCTS: Chameleon Cold-Brew Original Coffee PACKAGING: 16 oz. Glass, 32 oz. Glass

46 BEVNET MAGAZINE DECEMBER 2011

Cocaine

Cottonmouth Redux Beverages LLC

Immortal Elixir Co.

PRODUCTS: Spicy Hot, Mild

PRODUCTS: Cottonmouth

PACKAGING: 8.4 oz. Can, 60 mL PET

PACKAGING: 250 mL Can


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

For more information about Sustamine™ visit www.sustamine.com

Follow Sustamine™

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

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

Sustamine™ is a trademark of KYOWA HAKKO BIO CO., LTD. Copyright ©2011 KYOWA HAKKO U.S.A., INC. All Rights Reserved.

These fine brands contain Sustamine™ in their formulations


Detour - Lean Muscle

Fantastic Fountain

FITOGURU

Forward Foods

Fantastic Fountain Inc.

Health from Nature LLC

PRODUCTS: Milk Chocolate Shake, Vanilla Bean Shake

PRODUCTS: Bluphoria, Oranj, Juggernaut, Lynx

PACKAGING: 14 oz. PET

PACKAGING: 16 oz. Can, 2.5 gal. Bag in a Box

PRODUCTS: FITOGURU INTELLECT, FITOGURU IMMUNO, FITOGURU TONUS, FITOGURU VISION, FITOGURU MAN’S FORCE PACKAGING: 0,28 L Glass

Diabolo

FaVe

Flying Cauldron Butterscotch Beer

Diabolo Beverages

The FaVe Juice Company

Reeds Inc

PRODUCTS: Diabolo Blueberry Lemonade, Diabolo Dragon Fruit Plum, Diabolo Menthe, Diabolo Loco

PRODUCTS: FaVe 100% Juice Strawberry-Banana-Kiwi flavor, FaVe 100% Juice PomegranateBlueberry-Goji flavor, FaVe 100% Juice Orange-TangerinePineapple flavor

PRODUCTS: Butterscotch Beer

PACKAGING: 16 oz. Can

PACKAGING: 12 oz. Glass

PACKAGING: 46 oz. PET

Dr. Antonio Martins Coco

Fentimans

green coco europe gmbh PRODUCTS: Dr. Antonio Martins Coco Juice PACKAGING: 330 mL PET

Four Loko Fentimans

Phusion Projects

PRODUCTS: Ginger Beer, Curiosity Cola, Victorian Lemonade, Dandelion & Burdock, Shandy, Orange Jigger, Tonic Water, Rose Lemonade, Cherrytree Cola

PRODUCTS: Four Loko, Four Loko Bottles, Poco Loko PACKAGING: 23.5 oz. Can, 11.2 oz. Glass, 16 oz. Can

PACKAGING: 9.3 oz. Glass

Ex Drinks

Fit Frappé

FRS Healthy Performance

Ex Drinks, LLC

Big Train, Inc.

The FRS Company

PRODUCTS: Ex Chillout, Ex Pure Energy, Ex Slim Energy, Ex Aqua Vitamins

PRODUCTS: Mocha, Vanilla Latte, Espresso, Chocolate

PRODUCTS: Healthy Energy, Healthy Protein, Healthy Defense, Healthy Slim

PACKAGING: 8.4 oz. Can, 16.9 oz. PET

48 BEVNET MAGAZINE DECEMBER 2011

PACKAGING: 1.09 oz. Pouch, 48 oz. Bag in a Box, 36.2 oz. PET

PACKAGING: 12 oz. Biodegradable PET Bottle, 11.5 oz. Can, 11.5 oz. 4-Pack Carton, 2 oz. Biodegradable PET Bottle


Golazo Sports Energy

grombomb healthy rehydration

Golazo

grombomb

PRODUCTS: Golazo Regular All-natural Sports Energy (hydrating energy), Golazo Sugar Free All-natrual Sports Energy (hydrating energy)

PRODUCTS: grombomb pintail punch, grombomb seaside sour apple, grombomb liptrick lemonade, grombomb wipeout watermelon

PACKAGING: 12 oz. Can

PACKAGING: 10.5 oz. Can

Green Sheep

GUAPA Beauty Drink

Hangover Joe’s Get Up & Go Hangover Joe’s Products (JV) PRODUCTS: Hangover Joe’s “The Hangover Recovery Shot” PACKAGING: 2 oz. PET

Hawaiian Springs Artesian Water

Green Sheep, Inc.

Wellness Foods S.A.

Hawaiian Springs, LLC

PRODUCTS: Green Sheep Water

PRODUCTS: Natural Calorie Burner (Lemon), Skin Care (Red Berries), Anti Aging (Tangerine)

PRODUCTS: Hawaiian Springs Young Natural Artesian Water

PACKAGING: 16 oz. Can

PACKAGING: 17 oz. PET

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

DECEMBER 2011 BEVNET MAGAZINE 49


HDX Hydration Mix

Hockey Soda

HDX Hydration Mix

HOTLIPS Soda - Regular Hockey Soda Beverage Company, LLC

PRODUCTS: HDX Hydration Mix - Performance

PRODUCTS: Hockey Soda Energy

PACKAGING: 0.39 oz. Pouch

PACKAGING: 8.4 oz. Can

HOTLIPS Soda PRODUCTS: Raspberry, Black Raspberry, Blackberry, Boysenberry, Strawberry PACKAGING: 12 oz. Glass

HIJINKS: Energy Mixer

Honest Tea

Hubert’s Lemonade

HIJINKS Energy

Honest Tea

Hansen Beverage Co.

PRODUCTS: HIJINKS: The Original Energy Mixer

PRODUCTS: Zero Calorie, Honest Ade, Honest Tea, Honest Kids, Honest CocoaNova

PRODUCTS: Hubert’s Lemonade Original, Hubert’s Lemonade Raspberry, Hubert’s Lemonade Strawberry, Hubert’s Lemonade Limeade, Hubert’s Lemonade Mango, Hubert’s Lemonade Honey

PACKAGING: 33 mL PET PACKAGING: 16.9 oz. PET, 10.1 oz. Glass, 16 oz. Glass, 6.75 oz. Pouch, 64 oz. PET

PACKAGING: 16 oz. Glass

Hint

Honeydrop

I AM enlightened nutrition

Hint, Inc.

Honeydrop Beverages

PRODUCTS: Blackberry, Watermelon, PomegranateTangerine, Mango-Grapefruit, Strawberry-Kiwi, RaspberryLime, Pear, Honeydew-Hibiscus, Cucumber

PRODUCTS: Blood Orange, Blueberry, Chamomile, Green Tea, Lemon Tea, Lemon Ginger

I AM enlightened nutrition PRODUCTS: I AM HAPPY, I AM SLEEPY, I AM ENERGIZED, I AM HEALTHY

PACKAGING: 14 oz. Glass PACKAGING: 2.5 oz. PET

PACKAGING: 16 oz. PET

hint FIZZ

HOTLIPS RealFruit Soda

it Tastes RAAW Juices

Hint, Inc.

HOTLIPS Soda

Raw Foods International

PRODUCTS: Blackberry hintFIZZ, Peach hintFIZZ, Strawberry-Kiwi hintFIZZ, Watermelon hintFIZZ

PRODUCTS: Cranberry Soda (no sugar added)

PRODUCTS: RAAW Juice Passion Fruit Wheatgrass, RAAW Juice Raspberry Lemongrass, RAAW Juice Pineapple Cucumber, RAAW Juice Cranberry Ginger, RAAW Juice Better Beets, RAAW Juice Carrot Lemonade

PACKAGING: 12 oz. Glass

PACKAGING: 12 oz. Glass

PACKAGING: 12 oz. PET

50 BEVNET MAGAZINE DECEMBER 2011


Jamba All Natural Energy Drink

Joia All Natural Soda

Nestle

KonaRed

Bounday Waters Brands, LLC

PRODUCTS: Crisp Apple, Blueberry Pomegranate, Strawberry Banana

KonaRed PRODUCTS: KonaRed Antioxidant 100% Juice, KonaRed Coconut Water

PRODUCTS: Joia Grapefruit, Chamomile & Cardamom, Joia Blackberry, Pomegranate & Ginger, Joia Lime, Hibiscus & Clove, Joia Pineapple, Coconut & Nutmeg

PACKAGING: 8.4 oz. Can

PACKAGING: 16 oz. Aseptic Packaging, 3 oz. Aseptic Packaging

PACKAGING: 12 oz. Glass

Java Monster

Just Chill Monster Beverage Company PRODUCTS: Mean Bean, Loca Moca, Kona Blend, Vanilla Light, Irish Blend, Toffee

Kronik Energy The Chill Group, Inc.

KroniCo, LLC.

PRODUCTS: regular

PRODUCTS: Blue Citrus, Blue Citrus Low Carb, Vengence, Vengence Low Carb, Entourage, Entourage Low Carb, Dragon Berry, Dragon Berry Low Carb

PACKAGING: 12 oz. Can

PACKAGING: 15 oz. Can PACKAGING: 16 oz. Can

Jet Lag Iced Tea

Just Pure Water

Kudu Energy

Jetway Inc.

aspen pure water

Kudu Energy LLC

PRODUCTS: Beijing Jet Lag Iced Tea, Tokyo Jet Lag Iced Tea

PRODUCTS: aspen pure water, just pure water

PACKAGING: 16.9 oz. PET

PACKAGING: 24 oz. PET, 33.8 oz. PET, 23 oz. Can

PRODUCTS: Kudu Energy Berry Blend, Kudu Energy Tangerine (Possible Roll Out At Show Santa Monica CA 2011) PACKAGING: 2 oz. 100% Recycled & Recyclable PET

Jet Lag Water

KARMA LIFE

Kymera

Jetway Inc.

JUVENEX INC.

Nutrient Sciences, Inc.

PRODUCTS: Honolulu Jet Lag Water, San Francisco Jet Lag Water

PRODUCTS: KARMA LIFE ORIGINAL, KARMA LIFE VANILLA, KARMA LIFE GREEN TEA/MOJITO

PRODUCTS: Kymera Freakish Energy

PACKAGING: 16.9 PET, oz.

PACKAGING: 12 oz. Glass

PACKAGING: 2 oz. PET, 3060 mL Bag in a Box

DECEMBER 2011 BEVNET MAGAZINE 51


Lean

Minx -xXx- Erotic Energy Shot Dewmar International BMC, Inc.

Monster Energy

Stimulicious Brands LLC

Monster Beverage Company

PRODUCTS: Minx -xXx- Male PRODUCTS: Yella Lean Slow Motion Potion, Purp Lean Slow Motion Potion, Easta Pink Slow Motion Potion

PRODUCTS: Monster Energy, Lo- Carb, Absolutely Zero, Assault, M-80, Khaos, Mixxd, Monster Energy Import, Monster Energy Import Light, Monster Energy DUB Edition, M3 Super Concentrate

PACKAGING: 60 mL PET

PACKAGING: 16 oz. Can

PACKAGING: 5 oz. Glass, 16 oz. Can, 18.6 oz. Can, 24 oz. Can, 32 oz. Can

Little Me Tea

Minx -xXx- Erotic Energy Shot Big Time Tea

Stimulicious Brands LLC

PRODUCTS: Julia’s Tropical Tea, Zane’s Grape Tea

PRODUCTS: Minx -xXx- Female PACKAGING: 60 mL PET

Monster Extra Strength Monster Beverage Company PRODUCTS: Anti Gravity, Killer - B, Super Dry, Black Ice

PACKAGING: 32 oz. Tetra Pak PACKAGING: 12 oz. Can

Mamma Chia

MiO

Monster Rehab Tea + Energy

Mamma Chia

Kraft Foods

PRODUCTS: Blackberry Hibiscus, Cherry Lime, Cranberry Lemonade, Raspberry Passion

PRODUCTS: Strawberry Watermelon, Berry Pomegranate, Fruit Punch, Mango Peach, Peach Tea, Sweet Tea, Energy Black Cherry, Energy Green Thunder, Orange Tangerine

PACKAGING: 10 oz. Glass

Monster Beverage Company PRODUCTS: Lemonade, Green Tea, Rojo PACKAGING: 15.5 oz. Can

PACKAGING: 1.62 oz.

MERCY

Modjo Hydrate Elite NEU INDUSTRIES, INC.

Cellutions, LLC

PRODUCTS: MERCY (regular)

PRODUCTS: Modjo Hydrate Elite Lemon Lime Ice, Modjo Hydrate Elite Orange Rush, Modjo Hydrate Elite Island Punch, Modjo Hydrate Elite Blue Crush

PACKAGING: 8.4 oz. Can

52 BEVNET MAGAZINE DECEMBER 2011

MuscleTech Smart Protein Iovate Health Sciences, Inc. PRODUCTS: Smart Protein Energy Shots PACKAGING: 2.5 oz. PET


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MyCause Water

Nuun

Panacea Beverage Company PRODUCTS: MyCause Water PACKAGING: 1 L. PET, 0.5 mL PET

On Point Energy Nuun & Co.

On Point Energy

PRODUCTS: New Strawberry lemonade, New Tropical, New Lemon Tea, New Grape, New Fruit Punch, Tri-Berry, Kona Cola, Citrus Fruit, Lemon- Lime, Orange

PRODUCTS: Wild Berry Shot PACKAGING: 2 oz. PET

PACKAGING: 240 mL PET

Neuro Drinks

OJO Fortified Eye Care Nectar Neuro Drinks

ONE Coconut Water

OJO Fortified Eye Care Nectar

PRODUCTS: NeuroGasm, NeuroSonic, NeuroSleep, NeuroSun, NeuroAqua, NeuroBliss, NeuroSport, NeuroTrim

ONE Coconut Water PRODUCTS: Banana & Strawberry ONE Coconut Water Fruit Juice Beverage, Apple & Greens ONE Coconut Water Fruit Juice Beverage, Tropical Mango ONE Coconut Water Fruit Juice Beverage

PRODUCTS: OJO: Mango Blackcurrant, OJO: Peach Blueberry, OJO: Orange Cranberry, OJO FORTIFIED EYE CARE NECTAR

PACKAGING: 14.5 oz. PET PACKAGING: 8 oz. PET

PACKAGING: 16.9 oz. Tetra Pak,

Neuro Drinks

Omega Orange Juice

Oogavé Sodas

Neuro Drinks

Genesis Today

Oogave, Inc.

PRODUCTS: NeuroGasm, NeuroSonic, NeuroSleep, NeuroSun, NeuroAqua, NeuroBliss, NeuroSport, NeuroTrim

PRODUCTS: Omega Orange juice

PRODUCTS: Organic Cola, Organic Root Beer, Organic Watermelon Cream, Organic Ginger Ale, Organic Mandarin Key Lime, Organic Grapefruit, Organic Vanilla Cream, Organic Strawberry Rhubarb

PACKAGING: 64 oz. PET, 10 oz. PET

PACKAGING: 14.5 oz. PET

PACKAGING: 12 oz. Glass, Bag in a Box

Noah’s Sparkling Spring Water

Omega Water

Pitaya Plus

Varni Brothers Corporation / Noah’s Water

Nature’s Omega

PitayaPlus

PRODUCTS: Omega Water

PRODUCTS: Pitaya, Lemon + Coconut water, Pitaya + Mango

PRODUCTS: Noah’s Sparkling Spring Water, Noah’s Sparkling Lime Spring Water, Noah’s Sparkling Peach Mango Spring Water, Noah’s Sparkling Blueberry Pomegranate Spring Water

PACKAGING: 20 oz. PET

PACKAGING: 12 oz. Can 54 BEVNET MAGAZINE DECEMBER 2011

PACKAGING: 10.5 oz. HDPE, 10.5 oz. HDPE


Power Ranger Power Blast

RealBeanz Iced Coffee

Roaring Lion Energy Drink

Genesis Today

RealBeanz Corporation

RLED, LLC

PRODUCTS: Red Ranger Berry Power Blast, Blue Ranger Blueberry Power Blast

PRODUCTS: Mocha/Resist, Cappuchino/Energize/Regular, Cappuchino/Energize/Diet Sweetened all Natural with Stevia, Caramel/Focus, Vanilla/Relax

PRODUCTS: Roaring Lion energy drink, Roaring Lion Sugar Free

PACKAGING: 6.75 oz. Tetra Pak

PACKAGING: 12 oz. Can, 16 oz. Can, 16.9 oz. PET, 1 gal. Bag in a Box, 3 gal. Bag in a Box

PACKAGING: 9.5 oz. Glass

Prometheus Springs

Relax Me

Rockstar 2X

Prometheus Springs

Genesis Today

Rockstar, Inc.

PRODUCTS: Lemon Ginger Elixir, Pomegranate Black Pepper Elixir, Lychee Wasabi Elixir, Spicy Pear Elixir, Mango Chili Elixir, Citrus Cayenne Elixir

PRODUCTS: Relax Me

PRODUCTS: Rockstar 2X

PACKAGING: 32 oz. PET, 10 oz. PET

PACKAGING: 12 oz. Can

PACKAGING: 16 Glass, oz.

Pure Energy Organic Shots

REVA

Rockstar Energy Drink

Genesis Today

Maxim-Ajmera Inc.

Rockstar Inc

PRODUCTS: Pure Energy Organic Acai Energy Shot, Pure Energy Organic Goji Energy Shot

PRODUCTS: REVA Coconut Water Instant Natural Mix, REVA Coconut Water Instant Natural Mix - Mango, REVA Coconut Water Instant NAtural Mix - Pineapple

PRODUCTS: Original, Sugar Free, Recovery Lemonade, Zero Carb, Recovery Orange, Recovery Grape, Punched, Cola, Pink, 2X

PACKAGING: 2 oz. Glass

PACKAGING: 0.56 oz. Pouch

Purity Organic

RightSize Smoothies Purity Organic PRODUCTS: 100% Gravenstein Apple Juice (2011 Limited Edition) PACKAGING: 16 oz. PET

RightSize Health and Nutrition PRODUCTS: Lean Cocoa Bean PACKAGING: 20.5 oz. HDPE, 30.8 oz. HDPE

PACKAGING: 16 oz. Can, 12 oz. Can, 16 oz. 4-Pack Carton

Rockstar PerfectBerry Rockstar, Inc. PRODUCTS: Rockstar PerfectBerry PACKAGING: 12 oz. Can

DECEMBER 2011 BEVNET MAGAZINE 55


Rockstar Recovery Grape

Simpli OatShakes

Rockstar, Inc.

SIMPLI/Oat Solutions LLC

PRODUCTS: Rockstar Recovery Grape PACKAGING: 16 oz. Can, 24 oz. Can

Rockstar Recovery Orange

Stacker 2 6 Hour Power NVE Pharmaceuticals

PRODUCTS: Simpli OatShake Chocolate, Simpli OatShake Tropical Fruit, Simpli OatGrow Chocolate, Simpli OatShine Chocolate

PRODUCTS: Very Berry, Orange, Grape, Punch, Lemon Lime, Watermelon, Pomegranate, Extra Strength Acai Pomegrante, Extra Strength Grape, Extra Strength Berry

PACKAGING: 250 mL, 750 mL

PACKAGING: 2 oz. PET

SLOW COW

Stacker 2 Xtra Diet Crave Control

Rockstar, Inc.

Boisson Slow Cow inc.

NVE Pharmaceuticals

PRODUCTS: Rockstar Recovery Orange

PRODUCTS: Slow Cow 100%Natural

PRODUCTS: Diet energy and crave control

PACKAGING: 16 oz. Can, 24 oz. Can

PACKAGING: 8.4 oz. Can

PACKAGING: 2 oz. PET

Rooibee Red Tea

Spartos all-natural protein water Stacker 2 Xtra Energy Shot

Rooibee Red Tea

Spartan Beverages

NVE Pharmaceuticals

PRODUCTS: Sweet, Unsweet, Peach, Cranberry Pomegranate, Vanilla Chai, Watermelon Mint, Lemon Honey

PRODUCTS: Spartos blackberry+yuzu, Spartos - orange+pineapple, Spartos sugar free - grape+lemonade, Spartos sugar free jackfruit+watermelon, Goddess - raspberry+kiwi, Goddess cucumber+honeydew

PRODUCTS: Sweet Berry, Refreshing Orange, Juicy Grape, Extra Strength Grape

PACKAGING: 12 oz. 4-Pack Carton

PACKAGING: 2 oz. PET

PACKAGING: 16 oz. PET

RuckPack

SPEED Energy

Steaz Zero Calorie Iced Teaz

Noots! Nutrition, LLC

SPEED Energy Drink

Steaz

PRODUCTS: Regular

PRODUCTS: SPEED Energy Fuel, SPEED Energy Ethanol, SPEED Energy Unleaded, SPEED Energy Octane

PRODUCTS: Zero Calorie Iced Tea Peach Mango, Zero Calorie Iced Tea Citrus, Zero Calorie Iced Tea Half & Half, Zero Calorie Iced Tea Raspberry

PACKAGING: 2 oz. HDPE

PACKAGING: 12 oz. Can, 16 oz. Can, 12 oz. 4-Pack Carton, 16 oz. 4-Pack Carton

56 BEVNET MAGAZINE DECEMBER 2011

PACKAGING: 16 oz. Can


Steaz Zero Calorie

SugarNot

Superfruit Tea

Steaz

Nantze Springs, Inc.

Genesis Today

PRODUCTS: Zero Calorie Sparkling Green Tea Black Cherry, Zero Calorie Sparkling Green Tea Blueberry Pomegranate, Zero Calorie Sparkling Green Tea Raspberry, Zero Calorie Sparkling Green Tea Orange

PRODUCTS: Burger Blue Raspberry, Tropical Loogie, Orange Mucas, Grape Balls of snot, Goopey Green Apple, Strawberry Banana Ooz

PRODUCTS: Superfruit Tea PACKAGING: 64 oz. PET, 16 oz. PET

PACKAGING: 10 oz. PET

PACKAGING: 12 oz. Can

Street King

Superfood Protein Smoothie Street King

Sambazon

PRODUCTS: Street King Grape, Street King Orange Mango

PRODUCTS: Vanilla Superfood Protein Smoothie, Chocolate Superfood Protein Smoothie

PACKAGING: 2.5 oz. HDPE, 2.5 oz. HDPE

PACKAGING: 10.5 oz. HDPE

Syfo Universal Beverages, Inc. PRODUCTS: Syfo Original Seltzer, Syfo Naturally Flavored Lemon-Lime Sparkling Water, Syfo Naturally Flavored Tangerine-Orange Sparkling Water, Syfo Naturally Flavored Wild Cherry Sparkling Water PACKAGING: 10 oz. Glass, 20 oz. PET, 1 L. PET, 2 L. PET

DECEMBER 2011 BEVNET MAGAZINE 57


TEAS’ TEA Low-Calorie

ThirsTea

ITO EN(North America) INC.

VBlast! Vitamins & Spring Water ThirsTea Corp.

New York Spring Water, Inc.

PRODUCTS: ThirsTea Brewed Tea, ThirsTea Sugar Free Sweet Tea, ThirsTea Green Tea w/ Blueberry and Lavender

PRODUCTS: TEAS’ TEA LowCalorie Mango Oolong, TEAS’ TEA Low-Calorie Blueberry Green, TEAS’TEA Low-Calorie Lemon Black, TEAS’ TEA Classic Country Peach, TEAS’ TEA Classic Crispy Apple

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

PACKAGING: 4 oz. HDPE PACKAGING: 16.9 oz. PET

PACKAGING: 16.9 oz. PET

TEAS’ TEA Plus

TONGO Coconut Water

ITO EN (North America) INC.

Verve

TONGO LLC

Vemma Nutrition Company

PRODUCTS: Warrior Punch, Tahitian Lime, Pacific Orange

PRODUCTS: TEAS’ TEA Plushalf & HALF

PRODUCTS: Verve Energy Drink, Verve Zero Sugar Energy Drink, Verve Low-Carb Energy Shot

PACKAGING: 16 oz. PET PACKAGING: 16.9 oz. PET

PACKAGING: 8.3 oz. Can, 2 oz. HDPE

TEAse

TummyTickler

Virgil’s ZERO

Cold Star Inc.

In Zone Brands

Reeds Inc

PRODUCTS: TEAse, green tes,w/ honey ginseng, TEAse, green tea, w/honey,pomegranate, TEA se, black tea, w/ berry

PRODUCTS: 100% juice - apple juice; spill-proof, reusable bottle and top; no added sugars, flavors, colors, or preservatives; BPA-free, 6oz 7+1 value pack - 7 juice bottles + 1 reusable, spillproof top

PRODUCTS: Virgil’s ZERO Root Beer, Virgil’s ZERO Cream Soda, Virgil’s ZERO Real Cola, Virgil’s ZERO Dr. Better, Virgil’s ZERO Orange Cream Soda, Virgil’s ZERO Black Cherry Cream Soda

PACKAGING: 16 oz. PET

PACKAGING: 12 oz. Glass

PACKAGING: 6 oz. HDPE

THiNQ Lifestyle Drink

TummyTickler Tots

Virgin Cocktail

V-Labs, LLC

In Zone Brands

AriZona Beverages

PRODUCTS: Mixed Berry, Citricity

PRODUCTS: 40% reduced sugar apple juice - pre-mixed with purified water; spill-proof, reusable bottle and top; no added sugars, flavors, colors, or preservatives; BPA-free, 4oz 11+1 value pack - 11 juice bottles + 1 reusable, spillproof top

PRODUCTS: Pina Colada, Strawberry Colada

PACKAGING: 12 oz. Can

PACKAGING: 4 oz. HDPE 58 BEVNET MAGAZINE DECEMBER 2011

PACKAGING: 20 oz. PET


®

ME NTAL E NE RGY IS K E Y TO TRUE H UM AN PE RFO RM AN CE .

Energy this. Energy that.

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To learn more about AlphaSize® A-GPC and how to add it to your truly functional beverages and

AlphaSize® A-GPC is widely used in dietary supplements. And look around. Use in functional beverages and shots is exploding. Why? Because AlphaSize® A-GPC is a natural, safe, GRAS ingredient that is science-proven.

shots, contact Chemi Nutra – world leader in specialty nutraceuticals for healthy natural products.

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Scan this code with a QR-Code reader with your smart phone to visit our mobile optimized website.


VITAMIN2O

Wake Me

Wild Poppy

Wellness Foods S.A.

Genesis Today

PRODUCTS: Lemon, Apple, Orange, Strawberry Banana

PRODUCTS: Wake Me

Wild Poppy Juice Company PRODUCTS: Organic Blood Orange Chili, Organic Grapefruit Ginger, Organic Peppermint Lemonade, Organic Peach Vanilla, Plum Licorice

PACKAGING: 32 oz. PET, 10 oz. PET

PACKAGING: 20 oz. PET

PACKAGING: 10 oz. Glass

Vuka Energy Drinks

Warrior Energy

Worx Energy

Vuka, LLC

Warrior Energy

Worx Energy

PRODUCTS: Vuka Workout Original, Vuka Workout ZO-CAL Zero Calorie, Vuka Think Original, Vuka Think ZO-CAL Zero Calorie, Vuka Renew Original, Vuka Awaken ZO-CAL Zero Calorie

PRODUCTS: Warrior Energy White, Warrior Energy Green

PRODUCTS: Worx Energy Original Formula, Worx Energy Extra Strength

PACKAGING: 16 oz. Can PACKAGING: 2 oz. PET

PACKAGING: 16 oz.

XAPP Protein Fitness Drink NEXT Proteins, Inc.

A SMOOTH BLEND OF FRESH THINKING AND TRADITION. We travel to the ends of the earth in search of the finest, natural ingredients to make your new product perfect. While our customers represent a multitude of industries, they have one thing in common: an appreciation for the quality and service that only A. Holliday & Company Inc. can deliver. To find out how you can put more than 36 years of exceptional tea and coffee expertise to work for you, call us at (416) 225-2217 or learn more at www.teacoff.com.

PRODUCTS: XAPP Fruit Punch Energy, XAPP Fruit Punch Recovery PACKAGING: 16 oz. Can

XL Energy Shot XL Energy Drink Corp PRODUCTS: XL Energy Drink, XL Sugar Free, XL Cranberry Energy, XL Energy Shot PACKAGING: 8.4 oz. Can, 2 oz. PET

Call (416) 225-2217 or learn more at www.teacoff.com. TeAs (InsTAnT & leAves) TeAs HIgH In nATurAl CAffeIne InsTAnT Coffees & exTrACTs egCg, polypHenols, flAvonoIds

CerTIfIed orgAnIC IngredIenTs HerbAl & superfruIT exTrACTs nATurAl CAffeIne exTrACTs NEw: COCONuT wATER pOwDER

60 BEVNET MAGAZINE DECEMBER 2011


X-Presso Monster Monster Beverage Company PRODUCTS: Hammer, Midnite PACKAGING: 9.6 oz. Can

Xyience Xenergy

Zoom Water

ZICO ZICO Beverages

Zoom Products, Inc.

PRODUCTS: ZICO Chocolate

PRODUCTS: Zoom Water

PACKAGING: 14 oz. PET

PACKAGING: 16.9 oz. PET

ZIMBI

Xyience

Xymbiot Inc.

PRODUCTS: Xenergy Xtreme Frostberry Blast

PRODUCTS: Zimbi Pomegranate Punch, Zimbi Tropical Wolfberry, Zimbi Apple Yumberry, Zimbi Acai Raspberry

PACKAGING: 16 oz. Can

PACKAGING: 315 mL PET

DECEMBER 2011 BEVNET MAGAZINE 61


COMPANY CONTACT INFORMATION Company

Name

Address

City

State

Zip

Phone

Website

Adina For Life, Inc.

Bruce Burke

383 Main Avenue

Norwalk

CT

06853

203-233-2403

www.adinaworld.com

ALO Drink

Brian Choi

377 Swift Ave.

South San Francisco

CA

Alibi

Holly Eddleston

Unit 99, Westbourne Studios, 242 Acklam Rd

London

AriZona Beverages

Doreen Higney

60 Crossways Park Drive West

Woodbury

Aspen Pure Water

Rob Curtis

1700 E 68th ave

Assure Water

Chuck Miller

bai

94080

650-616-7777

www.alodrink.com

W105JJ

020 7993 4488

www.alibidrink.com/live

NY

11797

516-812-0300

www.drinkarizona.com

Denver

CO

80229

303-289-8655

aspenpure.com

10883 Kinross avenue

Los Angeles

CA

90024

770-262-5709

www.assurewater.com

Ben Weiss

1800 East Street Suite 153

Hamilton

NJ

08609

609-586-0500

drinkbai.com

BAZI, Inc.

Sharon

1730 Blake St. Suite 305

Denver

CO

80202

303-336-1423

www.drinkbazi.com

Beauty Foods

Jacque Gibson

16037 South 18th Ave

Phoenix

AZ

85045

321-622-3663

www.beautyfoods.com

Big Time Tea

Melinda Hicks

930 New Hope Road, Suite 11-189

Lawrenceville

GA

30045

404-375-3754

www.bigtimetea.com

Big Train, Inc.

Christiny Bouback

25392 Commercentre Drive

Lake Forest

CA

92630

949-340-8821

www.bigtrain.com

Blk Beverages

Albie Manzo

214 W.39th suite 202

New York

NY

10018

201-327-3331

www.blkbeverages.com

B'more Organic

Jennifer Buerger

501 Hawthorne Rd

B'more

MD

21210

410-417-7579

www.BmoreOrganic.com

BODYARMOR Nutrition LLC

Jon "JC" Crecy

630 Clinton Place

Beverly Hills

CA

90210

310-424-5288

facebook.com/drinkbodyarmor

Boisson Slow Cow inc.

Patrick Bragoli

3023 boul Hamel, Suite 116

Quebec

QC

G1P4C6

418-266-0432

www.slowcowdrink.com

BOS Brands (Pty) Ltd

Fairweather House

176 Sir Lowry Road

Woodstock, Cape Town

ZA

7925

+27 21 465 9989

www.bosicetea.com

Bounday Waters Brands, LLC

Carleton Johnson

3440 Belt Line Boulevard

St Louis Park

MN

55416

612-308-2056

JoiaLife.com

C&W Beverage Incorporated

Chris Campbell

PO Box 4518

Austin

TX

78765

512-569-1438

www.chameleoncoldbrew.com

Cellutions, LLC

Victor H. Diaz

807 Shotgun Road

Sunrise

FL

33326

954-472-4320

www.modjolife.com

Celsius, Inc.

Irina Lorenzi

2424 N Federal Highway, Suite 208

Boca Raton

FL

33431

561-276-2239

celsius.com

Chill Drinks, LLC

Chill Drinks

3605 NW 115th Avenue

Miami

FL

33178

305-470-9663

www.cswisshempicetea.com

Clickco, LLC

Greg M Smith

639 W. Enterprise Ave

Clovis

CA

93619

559-299-1211

www.drinkclick.com

Coba Aguas Frescas

Jacky Herrera

117 W. 5th St

Los Angeles

CA

90013

213-394-4214

www.drinkcoba.com

Cold Star Inc.

Jan Conley

27 Davis Ave.

Mt.Ephraim

NJ

08059

800-269-4052

www.coldstarinc.com

Dewmar International BMC, Inc.

Marco Moran

132 E. Northside Dr., Suite C

Clinton

MS

39056

601-488-4360

www.SlowMotionPotion.com

Diabolo Beverages

Darin Ezra

16501 Sherman Way

Van Nuys

CA

91406

818-812-6057

www.drinkdiabolo.com

Euro Distribution Co.

Benjamin Elbracht

4470 Chamblee Dunwoody Suite 470

Atlanta

GA

30338

770-457-0300

Ex Drinks, LLC

Headquarters

1879 Whitney Mesa Drive

Henderson

NV

89014

702-949-6555

www.ExDrinks.com

Fantastic Fountain Inc.

Cregg Peterson

6130 West Flamingo Rd, PMB 389

Las Vegas

NV

89103

818-334-2769

www.FantasticFountain.com

Fast Drinks 2005 SL

Santi Canela

Travessera de Gracia 73

Barcelona

ES

8006

00346090803995

www.fastdrinks2go.com

Fentimans

Jeff L'Heureux

2286 Holdom Ave

Burnaby

BC

V5B 4Y5

604-326-3201

www.drinkfentimans.com

Forward Foods

Kevin Weatherall

527 San Dieguito Dr.

Encinitas

CA

92024

760-500-1181

www.detourbar.com

Genesis Today

Nancy Manchum

14101 W Hwy 290, Bldg. 1900

Austin

TX

78737

800-916-6642

www.genesistoday.com

714 E Pike St.

Seattle

WA

98122

206-682-4625

golazoenergy.com

Golazo Gourmetti Brands LLC

Gofredy Salazar

18851 NE 29th Ave Suite 700

Aventura

FL

33180

305-328-3899

www.drinkchantea.com

green coco europe gmbh

Stefan Reiss

Prinzregentenufer 9

Nuernberg

DE

90489

+49 911 58058890

www.dr-martins.com

Green Sheep, Inc.

5804 Sunset Dr, Suite #4

South Miami

FL

33143

774-573-1894

greensheepwater.com

grombomb

4182 Sorrento Valley Blvd. #C

San Diego

CA

92121

858-784-0379

www.drinkgrombomb.com

Halo Labs

Michael Sachs

450 Alton Road, Suite 906

Miami

FL

33139

212-616-6326

www.drinkcodeblue.com

Hangover Joe's Products (JV)

Shawn Adamson & Mike Jaynes

391 NW State Ave

Chehalis

WA

98532

501-553-3796

www.hangoverjoes.com

Hansen Beverage Co.

Heidi Hand

550 Monica Circle Suite 201

Corona

CA

92880

800-426-7367

www.hubertslemonade.com

Hawaiian Springs, LLC

Clint Welker

3375 Koapaka St F220-27

Honolulu

HI

96819

808-483-0520

www.HawaiianSpringsWater.com

HDX Hydration Mix

Vipe Desai

1023 Calle Sombra. Suite F

San Clemente

CA

92673

949-436-5896

www.HDXmix.com

Health from Nature LLC

Konstantin Samoylov

Stary Petrovsko-Razumovsky Passage 1/23 bld 4

Moscow

RU

127287

798-592-32155

www.fitoguru.com

HIJINKS Energy

John Thomas

1048 Irvine Ave. #639

Newport Beach

CA

92660

949-554-3422

hijinksenergy.com

Hint, Inc.

Kara Goldin, CEO

2124 Union Street, Suite D

San Francisco

CA

94123

415-513-4050

www.drinkhint.com

Hockey Soda Beverage Company, LLC

Joe Bonfiglio

PO Box 1524

Glastonbury

CT

06033

860-690-4403

www.hockeyenergy.com

Honest Tea

Seth Goldman

4827 Bethesda Avenue

Bethesda

MD

20814

800-865-4736

www.honesttea.com

20 Jay Street, Suite 910

Brooklyn

NY

11201

347-889-6242

www.honeydrop.com

Oregon

97214

503-224-2069

www.hotlipssoda.com

Honeydrop Beverages HOTLIPS Soda

Lou Hijar

1432 SE 22nd Avenue

Portland

I AM enlightened nutrition

Eric Schnell

2865 South Eagle Rd

Newtown

PA

18940

888-206-1451

www.thinkiam.com

Immortal Elixir Co.

Han Lee

PO BOX 320

Hastings on Hudson

NY

10706

832-755-9524

www.gotcottonmouth.com

62 BEVNET MAGAZINE DECEMBER 2011


COMPANY CONTACT INFORMATION (continued) Company

Name

Address

City

State

Zip

Phone

Website

In Zone Brands

Traci Strom

2251 Corporate Plaza Pkwy., Ste. 220

Smyrna

GA

30080

678-718-2000

www.inzonebrands.com

Iovate Health Sciences, Inc.

Norm Yeudall

381 North Service Road West

Oakville

ON

L6M 0H4

905-678-3119

www.iovate.com

ITO EN(North America) INC.

Jim Hoagland

20 Jay Street

Brooklyn

NY

10021

718-250-4000

www.itoen.com

Jetway Inc.

Andrea Gall-Krasnick

PO Box 2003

Kailua

HI

96734

808-352-2939

www.jetlagbeverages.com

Makayonka str 19

Minsk

BY

220114

+375 17 2671773

www.mzbn.com

JSC "MZBN" JUVENEX Inc.

Shashi Shastri

26222 Telegraph Rd

Southfield

MI

48033

248-436-2866

www.drinkkarmalife.com

KonaRed

Shaun Roberts

P.O. Box 701

Kalaheo

HI

96741

808-212-1553

www.konared.com

555 S. Broadway

Tarrytown

NY

10591

914-425-2500

www.kraftbrands.com

Kraft Foods KroniCo, LLC.

James Gabriele

2010 W. Parkside Lane #130

Phoenix

AZ

85085

623-580-9221

www.kronikenergy.com

Kudu Energy LLC

Nicholas D'Alonzo

3200 West End Ave Suite 500

Nashville

TN

37203

615-783-1745

www.kuduenergy.com

L.A. Aloe

Danny Stepper

130 19th Street

Manhattan Beach

CA

90266

310-291-1713

aloegloe.com

Living Essentials

Carl Sperber

38955 Hills Tech Drive

Farmington Hills

MI

48331

248-960-1700

5hourenergy.com

Mamma Chia

Janie Hoffman

PO Box 644

Bonsall

CA

92003

760-624-8883

MammaChia.com

Maverick Brands LLC

John Slee

990 Commercial Street

Palo Alto

CA

94303

805-284-6636

www.maverickbrands.com

Maxim-Ajmera Inc.

Jay Ajmera

92 Argonaut Ste. 170

Aliso Viejo

CA

92656

949-362-1177

www.revacoconut.com

Monarch Beverages

Mariam Diallo

1123 Zonolite Road NE - Suite 10

Atlanta

GA

30306

404-262-4040

monarchbeverages.com

Monster Beverage Company

Richard Hastings

550 Monica Circle

Corona

CA

92880

951-739-6200

www.monsterenergy.com

Nantze Springs, Inc.

F. Malone Garrett

PO Box 1273

Dothan

AL

36301

334-794-4218

www.nantzesprings.com

Nature's Omega

Stephanie Perine

164 Commerce Road

Pittston

PA

18640

607-280-1800

www.omegawater.com

Nestle

Beverage Division

800 N. Brand Blvd

Glendale

CA

91203

800-225-2270

www.facebook.com/jambaenergy

NEU INDUSTRIES, INC.

Tina Hedges

197 Grand Street, Suite 6W

New York City

NY

10013

212-510-8571

www.drinkmercy.com

Neuro Drinks

Shannon Schechter

501 Santa Monica Blvd. 2nd Floor

Santa Monica

CA

90401

877-280-6122

www.drinkneuro.com

New York Spring Water, Inc.

Luke Zakka

517 W. 36th St.

New York

NY

10018

212-SPRING-W

www.vblast.com

NEXT Proteins, Inc.

Ashley Hicks

PO Box 690

Carlsbad

CA

92018

760-448-3577

www.nextproteins.com

Noots! Nutrition, LLC

Rob Dyer

P.O. Box 254853

Sacramento

CA

95865

800-877-7502

www.RuckPack.com

Nutrient Sciences, Inc.

Justin Troxell

1391 NW St. Lucie West Blvd, #251

Port St. Lucie

FL

34986

888-360-5282

www.kymera.com

Nuun & Co.

Mason Reay

915 East Pine St.

Seattle

WA

98122

206-219-9237

nuun.com

15 Whitehall Rd

Andover

NJ

7821

973-786-7868

www.stacker2.com

NVE Pharmaceuticals OJO Fortified Eye Care Nectar

DR. JODI LUCHS, MD, FACS

P.O. BOX 393

Merrick

NY

11566

516-724-5610

www.ojonectar.com

On Point Energy

Dennis Wynant

1855 E 29th St

Signal Hill

CA

90755

888-551-0629

www.onpointshot.com

ONE Coconut Water

Lucy Rendler-Kaplan

1401 Westwood Blvd. #200

Los Angeles

CA

90024

310-802-4228

www.onedrinks.com

Oogave, Inc.

Gannon Merrell

4420 Glencoe Street

Denver

CO

80216

877-244-9145

www.oogave.com

Panacea Beverage Company

Michael Fitzgerald, II

39445 Floral Lane

Mechanicsville

MD

20659

301-672-0765

www.mycausewater.com

Phusion Projects

Chris Short

1658 N. Milwaukee Ave.

Chicago

IL

60647

312-217-0608

www.drinkfour.com

PitayaPlus

Ben Hiddlestone

418 Westbourne street

La Jolla

CA

92037

858-344-0819

www.pitayaplus.com

Prometheus Springs

Rahul Panchal

260 Madison Ave, 8th Floor

New York

NY

10016

877-60-SPICY

prometheussprings.com

Purity Organic

Dave Minnick

1625 Bush Street, Suite 3

San Francisco

CA

94109

415-673-5555

www.purityorganic.com

Raw Foods International

Paul Gregg

2665 S Bayshore Drive, Suite 430

Miami

FL

33133

305-856-1991

www.raawfoods.com

RealBeanz Corporation

Avi Blau

Brooklyn

NY

11204

718-514-6699

www.realbeanz.com

Redux Beverages LLC

Jamey Kirby

PO Box 2429

Valley Center

CA

92082

760-470-2125

www.drinkcocaine.com

Reeds Inc

Emily Straubel

13000 S Spring St

Los Angeles

CA

90061

310-598-8948

www.reedsinc.com

750 Oakwood Rd

Lake Zurich

IL

60047

847-438-1598

www.rightsizeonline.com

RightSize Health and Nutrition Rising Beverage Company, LLC

ACTIVATE Drinks

1375 Dove Street, Suite 200

Newport Beach

CA

92660

949-398-8500

www.activatedrinks.com

RLED, LLC

Sean Hackney

8000 Wheatland Ave, #J

Sun Valley

CA

91352

818-243-8200

www.RoaringLion.com

Rockstar Inc

Corporate Office

PO Box 27740

Las Vegas

NV

89126

702-939-5535

www.rockstar69.com

Rooibee Red Tea

Heather Howell

1102 Lyndon Lane

40222

502-548-1020

rooibeeredtea.com

CA

92673

877-726-2296

www.sambazon.com livesimpli.com

Sambazon

1160 Calle Cordillera

San Clemente

SIMPLI/Oat Solutions LLC

Mika Manninen & Helena Lumme

4440 PGA Blvd, Suite 600

Palm Beach Gardens

FL

33410

561-472-8477

Spartan Beverages

Kirk Bardin

28358 Constellation Road, Unit 620

Valencia

CA

91355

661.753.8551

spartos.com

SPEED Energy Drink

Alison McCabe

10615 Twin Lakes Pkwy

Charlotte

NC

28269

704-949-1255

www.speedenergy.com

Steaz

Jay Garnett

329B S. Main Street

Doylestown

PA

18901

215-321-8330

www.steaz.com

57-12 Granger Street

Corona

NY

11368

646-349-5649

www.drinkminx-xxx.com

Stimulicious Brands LLC

64 BEVNET MAGAZINE DECEMBER 2011


Company

Name

Address

City

State

Zip

Phone

Website

Street King

Alyssa Richardson

511 Avenue of the Americas # 326

New York

NY

10011

855.753.6749

www.streetking.com

Switch

Julie Suntrup

6600 Manchester Avenue

St. Louis

MO

63139

314.206.7820

liberateyourbrand.com

13101 Washington Blvd.

Los Angeles

CA

90066

(805) 770-1990

www.drinkjustchill.com

P.O. Box 460

Middletown

NJ

07748

101 Lincoln Centre Dr.

Foster City

CA

94404

650-227-2209

www.frs.com

The Chill Group, Inc. The FaVe Juice Company

David Kirkpatrick

The FRS Company

www.favejuice.com

ThirsTea Corp.

Greg Grout

4611 N Dixie Hwy.

Boca Raton

FL

33431

561-948-5600

www.thirs-tea.com

TONGO LLC

Paul Tecker

160 N. Riverview Dr. Suite 200

Anaheim

CA

92887

760-231-0806

www.DrinkTONGO.com

Universal Beverages, Inc.

Cathy Crossan

10033 Sawgrass Dr. West

Ponte Vedra Beach

FL

32082

904-285-2639

www.syfobeverages.com

Varni Brothers Corp. / Noah's Water

Tony Varni

400 Hosmer Avenue

Modesto

CA

95351

2095211777

www.noahswater.com

Vemma Nutrition Company

Lynn McGovern

8322 East Hartford Drive

Scottsdale

AZ

85255

480-927-8673

www.vemma.com

V-Labs, LLC

Diane Estrada

504 Autumn Springs Court #C17

Franklin

TN

37067

714-624-7455

www.drinkthinq.com

1338 S. Valentia St, Suite 115

Denver

CO

80247

7205351831

www.vuka.com

WV

25401

304 264 0437

www.drinkwarrior.com

Vuka, LLC Warrior Energy

Arthur Ebeling

142 N Queen st

Martinsburg

Wellness Foods S.A.

Mauro Canziani

VITACURA 4380

Santiago

CL

83967

5628859655

www.tomaguapa.com

Wild Poppy Juice Company

George Bryson

2355 Westwood Blvd #413

Los Angeles

CA

90064

1-310-384-1004

www.wildpoppyjuice.com

Worx Energy

Tony DeMatteo

550 Monica Circle

Corona

CA

92880

951.739.6200

www.worxenergy.com

XL Energy Drink Corp

Maja Sponring

521 Fifth Avenue, 32nd FL

New York

NY

10175

212-594-3080

www.xl-energy.com

Xyience

Reuben Rios

1335 E. Sunset Rd Suite J

Las Vegas

NV

89119

702-430-5400

www.xyience.com

Xymbiot Inc.

Justin Yarro

510 East Technology Ave. Bldg. C Suite 1100

orem

UT

84097

801 705 4233

www.drinkzimbi.com

643 Cypress Ave

Hermosa Beach

CA

90254

3103799505

www.zico.com

6440 Sky Pointe Drive Ste 140-166

Las Vegas

NV

89131

208-963-9666

www.zoomwater.us

ZICO Beverages Zoom Products, Inc.

Scott Thomas

DECEMBER 2011 BEVNET MAGAZINE 65


PROMO PARADE

Promotions, events and specials for the industry

ABSOLUT Celebrates LGBT Communities ABSOLUT is hitting the open road with an OUTrageous moving art installation that will pop up at LGBT bars and clubs in New York, Miami, Los Angeles and Dallas. Inspired by the bold David LaChapelle creative, the custom-designed mobile experience brings the party to the people in the form of a hot pink, glass-enclosed fantasy world on wheels. Party-goers will step into the OUTrageous universe, be professionally photographed, and then visit the ABSOLUT Facebook page to retrieve their photo and share it with the global LGBT community. The OUTrageous mobile experience will be rolling into places, such as Chelsea, South Beach, WeHo and Oaklawn where ABSOLUT has been supporting for the past 30 years.For mobile tour information, contact George Maquieira at 212-7401400 X4 or George@spimarketing.com.

Pepsi Joins Pandora, Makes Music Pandora, the leading personalized radio service, The Recording Academy, and PepsiCo, Inc. have announced a multi-layered campaign that will harness and capture the excitement around the 54th Annual GRAMMY Awards, which takes place on Sunday, Feb. 12, 2012. As the premier sponsor of GRAMMY-related content on Pandora, Pepsi is giving fans access to GRAMMYnominated artist content with a GRAMMY mixtape, artist video series and, for the first time, GRAMMY genre stations.

The GRAMMY mixtape can be found at www.pandora.com/ pepsigrammymusic and includes songs from nominees and newcomers in various 54th GRAMMY Awards categories. In late January 2012, Pandora and Pepsi will introduce a GRAMMY artist video series, featuring exclusive interviews with select 54th GRAMMY nominees. The videos will provide an inside look at the artists’ experiences as they prepare for Music’s Biggest Night. Additionally, fans will be able to enjoy first-ever GRAMMY genre stations on Pandora. Approximately 12 genre stations will be based around major musical genres and will spotlight 54th GRAMMY nominees.

66 BEVNET MAGAZINE DECEMBER 2011

Jam-my Wines Award-winning Sonoma County winemaker Steve Reeder and world-renowned musician Dave Matthews announce the introduction of The Dreaming Tree wines - a collection of approachable, high-quality wines developed in partnership with Constellation Wines U.S. The Dreaming Tree wines portfolio, founded and harvested in California’s wine country, is aptly named after the Dave Matthews Band track, “The Dreaming Tree,” from the 1998 album, “Before These Crowded Streets.” The collection includes a 2010 Central Coast Chardonnay, 2009 North Coast Cabernet Sauvignon and 2009 North Coast Crush red blend. A collaborative effort between Reeder and Matthews, The Dreaming Tree wines are a reflection of the duo’s shared passion for making quality wine accessible to all. Bottles used for The Dreaming Tree wines are 50 percent lighter than the average wine bottle, resulting in a smaller carbon footprint as the wines are transported. The natural cork closure is sustainably grown, and the bottle’s label is made with 100% recycled kraft brown paper and sealed with an eco-friendly sealant. To learn more about The Dreaming Tree wines, please visit www.DreamingTreeWines.com.

ACTIVATING Football Partnerships ACTIVATE has launched a sweepstakes as the latest extension of its partnership with NFL Quarterbacks Philip Rivers and Josh Freeman, including a VIP Playmaker Experience. Hosted on ACTIVATE’s Facebook page, this enterto-win contest will choose new winners every two weeks now through Jan. 9 to receive signed memorabilia and free ACTIVATE! One grand prize winner will receive an amazing package that includes: • An in-person VIP meet and greet experience with Philip Rivers or Josh Freeman for the winner and a guest of their choice! • Official jersey or football signed by Rivers or Freeman • Certificate of Authenticity • One year supply of ACTIVATE! Die-hard football fans can enter to win this once-in-a-lifetime opportunity by visiting ACTIVATE’s Facebook page.


BevNET Magazine Nov-Dec 2011  

Michael Kirban, BevNET's Person of the Year

BevNET Magazine Nov-Dec 2011  

Michael Kirban, BevNET's Person of the Year