Beverage Spectrum March 2011

M a r c h 3 0 , 2 0 1 1

CRaFT BEER

BOTTLED WaTER:HOW IT CAN SHAKE

THE DOLDRUMS

AN INTRODUCTION TO BREWBOUND.COM

UNDERSTANDINGINTELLECTUaL

PROPERTY

COGNITIVE BEVERaGES

BOOST BRAINS AND SALES

What to drink...and what to sell.

2011

GUIDE

PAGE 51PAGE 36

ENERGY DRINK

THE FOUR LEADING NAMES IN ENERGY DRINKS.

RED BULL GIVES YOU WIIINGS.*Nielsen Scantrack FDMCxWM 52 weeks ending 07/10/10.

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

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

MARCH 2011vol. 9 :: no. 2

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

Columns

4 FIRST DROP

Jeff thinks about the Whole Foods

conundrum.

6 PUBLISHERS TOAST

Barry welcomes characters to

the business.

24 GERRY’S INSIGHTS

Views from Expo West

Departments

8 BEVSCAPE BUSINESS

Snoop Dogg and Pabst

10 BEVSCAPE INNOVATION

Plant bottle battle

14 CHANNEL CHECK

Bottled water pricing

16 NEW PRODUCTS

Bai goes Congo; Ocean Spray Sparkles

20 COOLER CHECK-IN

Inside Goodbelly; Kronik’s New Owners

82 PROMO PARADE

Dr Pepper Ponders Existance

Features

34 DO HIGHER IQs BOOST SALES?

A look at brain boosting beverages.

36 COVER STORY: CRAFT BEER

What to carry and what to sell.

40 IS MY BEVERAGE COVERED?

Understanding intellectual property.

46 METABOLISM DRINKS

What you need to know about the

complicated category.

Special Section

51 BEVNET’S 2011 ENERGY GUIDE

Our annual guide to all things energy.46

40

36

34

COVER IMAGE COURTESY OF HOPS DIRECT, LLC

THE FIRST DROP By Jeffrey Klineman

4 BEVERAGESPECTRUM.MARCH.2011

SOURCE aND STYLE IN CONFLICT – aND IN CONCERT

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

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

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

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

recognition at the retailer’s annual “Tribal Gathering” in Austin, Tex.

“Sometimes part of business is that you just keep showing up, and when the time is right, you’re ready,” McLean told me. He’s been ready to the tune of seeing his sales double in the past year.

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

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

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

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

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

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

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

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

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

WhOOping Ass tAking nAmes

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

WhOOping Ass tAking nAmes

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

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BPA Worldwide Member, June 2007

Barry J. Nathanson [email protected]

Jeffrey Klineman [email protected]

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Jeff Hyde ACCOUNT [email protected]

aRT & PRODUCTIONMatthew Kennedy CREATIVE DIRECTOR

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PUBLISHER’S TOAST By Barry J. Nathanson

CHaRaCTERS WELCOME

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

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

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

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

If you look in the dictionary for frenetic, Lance Collins would be one the illustra-tions. He started out of his garage, where I visited him many times, and saw his style fi rst hand. He worked at a frenzied pace, never stopped creating, and put together a terrifi c brand portfolio. I’d leave my meet-ings with him exhausted but exhilarated.

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

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

Peter Van Stolk was second to none in marketing prowess. His connection with the consumer, interaction with them, and ability to create brand awareness and sensational headlines stood above the rest. His Turkey & Gravy and other madcap creations made Jones a marketing legend. I loved his energy and enthusiasm. He was and is a joy to be around. Also, my daugh-ter was the inspiration for MyJones.com. That’s a story for another time.

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

Darius Bikoff never wavered in this belief in the importance of vitaminwater. Nothing could stop his drive, passion and success. He had a fervor that was never deterred. His grasp of popular culture and media was astounding and fi ltered its way into all brand copy. He willed glaceau to success, and to a hefty payout, I might add.

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

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

BB BEVSCaPE BUSINESS •


The latest news on the brands you sell.

ZICO adds Kevin Garnett as Shareholder and Spokesman

From Billy Dee to Snoop Dogg Silverwood Partners: Expect investment to pick up in Natural Products, Beverages

Kevin Garnett is no longer a “Knight of G.” Instead, call him a Knight of Z. ZICO, that is.

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

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

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

is also part of a strong overall move toward middle America by ZICO, a brand that once counted yoga studios as its highest-profile retail channel. Lately, the brand has gone into several mainstream chan-nels, including Target and Rite Aid, and it is getting

almost all of its growth via a from-concentrate, PET plastic bottle. The brand has also begun a SKU-proliferation that is likely to garner more shelf space. In addition to tropical fruits, it re-cently introduced a chocolate version.

Still, there is some internal trepidation concerning the move. ZICO – and other coconut waters – are still fi nding their way in terms of consumer educa-tion. Adding a mainstream athlete, particularly one as closely identifi ed with his previous brand as Gar-nett, may cause the brand to be prematurely defi ned.

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

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

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

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

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

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

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

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

“Many companies with stalled growth, low gross margins or extended losses have found diffi cult capital markets at com-pany-expected valuations,” Burgmaier said. “In these circum-stances, the best remaining options are to sell at a pragmatic price, fi nd a merger partner or shut down. However, access to capital has signifi cantly eased for companies that enjoy a mar-ket-leading position or strong growth with good margins and profi tability — or at least a plausible path to profi tability.”

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BI BEVSCaPE INNOVaTION•


Product development & marketing news

are Eco-Bottles the Next Big Beverage Battle?

Evolution Under Pressure at Expo West — and That’s a Good Thing

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

March has already brought a great deal of activity in packaging innovation, from the incorporation of 100 percent re-cycled PET to the use of plant polymers in some bottles. Most no-table so far has been PepsiCo’s announcement that it had “cracked the code” on a commercially viable bottle made of 100 percent bio-based plant materials. With the Coca-Cola Co. also work-ing on various plant-based bottles – they’ve got one that’s at 30 percent – it’s entertaining to think that environmentally-friendly products could be the battleground for new kind of Cola War, as the Associated Press put it in a recent story.

PepsiCo made the announcement in the midst of a huge in-teractive push at SXSW 2011, stating that the “green” bottle looks, feels and protects beverages in exactly the same way as its current bottle. The new bottle is still plastic, but made from raw bio-based plant materials used to create a molecular structure that is chemically identical to petroleum-based PET.The company currently uses switch grass, pine bark and corn

husks in the bottle’s production and plans to eventually use or-ange peels, potato peels, oat hulls and other agricultural waste from its foods business. But while the bottle is fully recyclable, it is not biodegradable or compostable.

PepsiCo will test production of the bottle in 2012 and upon a successful completion, will move to commercialize the product across all of its beverage lines.But it’s not the only company pushing forward in environmentally sustainable packaging. At the just-concluded Natural Products

It’s been one of the hardest questionsfor high-end juice brands to answer: sure, your juice is the freshest. But how do you keep it that way?

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

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

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

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

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

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

“We can go across the country,” said Rosenberg, as he offered up samples of or-ange, apple, and tangerine juice at his booth. “We’ve redone the whole thing, and we can grow a business. Two years ago, we didn’t know if things were going up or down.”

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


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BI BEVSCaPE INNOVaTION•




Cargill Feels Way to Better Taste

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

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

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

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

The tongue tests the mouthfeel of a bev-erage by rolling it around, and del Rosal says that just testing thickness was not help-ing them understand mouthfeel any better.

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

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

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

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

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

Jeff Page, the Vice President of Cargill Beverage Category and Enterprise Market-ing, says this development was partly fueled by increased consumer interest in healthier products across the board, as well as new policy initiatives. Page says almost 75 per-cent of consumers are looking for simple changes to make their diet healthier, and are also more likely to change their purchasing choices based on the nutrition facts label. But taste is still the major factor, which is why Cargill has developed TasteWise.

“Taste always wins,” says Page. “And there are a lot of challenges when you re-duce the sugar and calories of a product.”But Page and del Rosal say Cargill is uniquely equipped to deal with the calorie reduction problem.

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

Introducing all natural Teamonades from Calypso. Half flavored tea, half all natural lemonade—the newest idea in flavored teas.

FINALLY, something new in the tea door.

Learn more about our Calypso beverages line at www.KingJuice.com(414) 482-0303 | email: [email protected]

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

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Introducing all natural Teamonades from Calypso. Half flavored tea, half all natural lemonade—the newest idea in flavored teas.

FINALLY, something new in the tea door.

Learn more about our Calypso beverages line at www.KingJuice.com(414) 482-0303 | email: [email protected]

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

Half flavored tea, half all natural lemonade—C

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CC CHaNNEL CHECK •


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

SPOTLIGHT CaTEGORY

SPaRKLING aND STILL WaTER

TOPLINE CATEGORY

VOLUME

BEER $18,551,400,000

BOTTLED JUICES $5,178,790,000

BOTTLED WATER $7,783,166,000

ENERGY DRINKS $6,890,656,000

SPORTS DRINKS $3,880,301,000

TEA/COFFEE $3,052,518,000

52 Weeks through 2/20/2011

52 Weeks through 2/20/2011

15.29%

11.19%

12.52%

2.60%

0.96%

-0.40%

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

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

Brand Dollar Sales Change vs. year earlier

Private Label $983,587,900 6.29%

Aquafi na $717,864,000 -0.62%

Glaceau Vitamin Water $705,472,500 -5.29%

Dasani $623,127,900 -5.27%

Poland Spring $401,945,100 14.94%

Nestle Pure Life $319,945,700 30.44%

Glaceau Smart Water $294,835,500 29.35%

SoBe Life Water $271,135,200 22.70%

Deer Park $240,759,200 4.17%

Arrowhead $203,449,500 -10.33%

Ozarka $190,120,200 -4.02%

Fiji $173,761,300 6.12%

Glaceau Vitamin Water Zero $164,633,600 317,901.39%

Propel $159,896,300 19.87%

Ice Mountain $155,517,300 5.36%

Zephyrhills $140,947,700 -0.37%

Evian $94,970,980 0.80%

Crystal Geyser $88,317,620 -12.21%

Aquafi na $76,587,840 -16.20%

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

MARCH.2011.BEVERAGESPECTRUM 15


5 Hour Energy $844,156,000 51.60%

Red Bull $28,868,170 3.01%

Stacker 2 6 Hour Power $27,280,670 -9.08%

Monster Hitman $13,088,120 -34.77%

Stacker 2 $6,422,296 252.26%

Private Label $5,086,433 61.44%

NOS $4,410,876 -59.59%

VPX Redline Power Rush $3,824,421 -24.19%

Nitro 2 Go $3,595,237 -10.27%

Vital 4U Screamin Energy $3,288,088 -7.89%


Red Bull $2,275,101,000 14.65%

Monster Energy $1,155,747,000 20.32%

Rockstar $430,328,900 12.95%

NOS $215,698,800 13.67%

Doubleshot $184,175,300 24.35%

Monter Mega Energy $176,424,100 133.12%

Java Monster $107,521,900 -8.43%

AMP $139,300,600 -5.60%

Full Throttle $108,938,700 -7.24%

Monster Energy XXL $88,224,000 -42.05%


Bud Light $5,290,339,000 0.87%

Budweiser $2,106,234,000 -5.08%

Coors Light $1,896,942,000 3.01%

Miller Lite $1,688,976,000 -0.97%

Natural Light $1,117,188,000 -0.41%

Busch Light $736,355,600 1.99%

Busch $674,963,700 -2.33%

Miller High Life $502,277,700 -1.41%

Keystone Light $491,516,900 4.69%

Michelob Ultra Light $470,735,600 1.28%


Corona Extra $919,604,400 -2.36%

Heineken $568,533,100 -3.11%

Modelo Especial $285,113,900 16.84%

Corona Light $167,519,300 -2.18%

Tecate $165,404,600 -9.38%

Labatt Blue $118,284,400 0.37%

Labatt Blue Light $104,970,100 9.10%

Dos Equis XX $103,029,900 23.36%

Stella Artois $89,459,300 16.62%

Heineken Premium Light $81,217,770 -14.19%


AriZona $632,046,500 3.32%

Lipton $292,281,200 -13.06%

Lipton Brisk tea $275,661,300 63.47%

Snapple $192,551,700 4.91%

Lipton Pureleaf $164,316,400 6.76%

Diet Snapple $128,473,000 16.24%

Gold Peak $125,019,500 85.31%

Nestea $108,858,500 -9.83%

AriZona Arnold Palmer $104,984,500 70.73%

Lipton Diet $58,948,690 -14.12%

SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 2/20/11






CC

ENERGY SHOTS

ENERGY DRINKS TEa

CaPPUCCINO

IMPORT BEER DOMESTIC BEER

HOT! Stacker 2

HOT! Monster Mega Energy HOT! Gold Peak

HOT! Seattles Best

HOT! Dos Equis XX

NOT! Heineken Premium Light

NOT! Lipton Diet

NOT! Budweiser

NOT! Monster Energy XXL

NOT! NOS NOT! Cinnabon

HOT! Keystone Light


Frappuccino $540,319,600 7.77%

Doubleshot $56,726,840 4.24%

Doubleshot Light $10,013,140 -14.60%

Private Label $7,961,498 55.17%

Seattles Best $5,460,016 5,689.15%

Emmi $1,191,283 21.16%

Cinnabon $1,171,985 -58.30%

Illy Issimo $1,048,025 170.71%

Pomx $944,612 54.93%

Community $393,906 -27.51%


NP NEW PRODUCTS • The newest options for cooler and shelf.

JUICE

Ocean Spray has a launched a new line of sparkling juice drinks. Ocean Spray Spar-kling Juice Drinks are made with real fruit and no artifi cial colors, fl avors or preserva-tives. They are available in two original and two diet fl avors: cranberry and pome-granate blueberry. They are distributed nationally in four-packs of 8.4 oz. cans at a suggested retail price of $3.79. For more information, please call (508) 946-7185.

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

R.W. Knudsen Family has launched Light! Juices in cranberry, blueberry and pome-granate fl avors. The juices are sweetened with Truvia, an all-natural sweetener from the stevia plant, and contain no added sugar. The product is available at natural and traditional grocers nationwide and is sold at a suggested retail price of $2.99 per 32 oz. bottle. For more information, please call (303) 449-2108.

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

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

DaIRY

Silk has introduced Silk Pure Coconut co-conut milk. The product is calcium-fortifi ed and available in original and vanilla fl avors with 80 and 90 calories per serving, respec-tively. It is packaged in 64 oz. recyclable cartons and has a suggested retail price of $3.49. Pure Coconut is available nation-wide. For more information, please contact (303) 635-4680.

WINE

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

Cantina di Soave has added Durello/Chardonnay and Merlot/Pinot Noir blends to its line of Duca del Frassino premium boxed wines. The wine is packaged in a 100 percent recyclable box that lasts up to five weeks after opening. All Duca del Frassino boxed wines are imported and distributed nationally by MW Imports and sold at a suggested retail price of $19.99. For more information, please contact (646) 624-2885.

DRINK MIXES

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

FUNCTIONaL DRINKS

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

The newest options for cooler and shelf.


NP

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

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

MIXERS

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

ENERGY DRINKS

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

ENHaNCED WaTER

Olade Enhanced Water has been refor-

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

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

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

SPIRITS

Jack Daniel’s has introduced its Tennessee Whiskey-based ready-to-drink beverages. The beverages contain 5 percent ABV and are available in Jack & Cola, Jack & Diet Cola, and Jack & Ginger flavors. Each variety is sold in 4-packs of 12 oz. recy-clable aluminum bottles with 4-packs of 12 oz. recyclable cans available in select states. For more information, please contact (615) 780-3319.

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

TY KU has introduced TY KU Sake Silver as part of its premium portfolio of spirits. TY KU Sake is made from four natural in-gredients: water, rice, yeast and handmade


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

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

BEER

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

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

SPORTS DRINKS

AriZona Beverages has introduced AriZona SPORTS Line. The new line of isotonic sports drinks is made with a proprietary all-natural formula containing a bal-anced concentration of salts and minerals designed for rapid absorption in the body. The drinks are available in Fruit Punch, Lemon-Lime and Orange flavors and sold

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

PROTEIN DRINKS

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

Orgain has introduced Orgain Healthy Kids organic nutritional shakes. The bever-age contains 10 different organic fruits and vegetables, organic complex carbohydrates, 25 vitamins and minerals and 8 grams of organic protein. It is packaged in an 8.25 oz. Tetra Pak carton with a sealed straw, with a suggested retail price of $2.29-2.39. The drinks will be available nationwide in May 2011. For more information, please call (205) 344-6443.

Orgain has also launched a new flavor of original Orgain: Iced Café Mocha. Orgain’s nutritional shakes contain 255 nutrient-dense calories, 16 grams of organic protein, organic complex carbohydrates, fiber and a synergistic immune and vitamin blend. They are sold in 11 oz. Tetra Pak cartons for a suggested retail price of $2.99. For more information, please call (205) 344-6443.

TEaS

The Healthy Beverage Company has launched Steaz Zero Calorie Iced Teaz. The drinks are naturally sweetened with stevia and made with premium organic and Fair Trade Certified green tea. The line features Citrus, Raspberry, Peach Mango and Half and Half (Green Tea and Lemonade) flavors and is sold in 16 oz. aluminum cans for a suggested retail price of $1.29 nationwide. For more information, please call (215) 321-8330. •

NP


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

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

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

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

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

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

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

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

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

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

“We started out just cold calling. Our fi rst priority of business was to reestab-lish relationships with previous distribu-tion and retail channels that were once there,” Gaston said.

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

Repeat Offenders:Entrepreneurs RevivingKRONIK ENERGYBY MIRIAM LAMEY

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


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

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

Armed with that awareness, consum-ers are buying probiotic-fortified foods and beverages by the cartload. Natural foods and beverages with probiotic content posted 36.3 percent growth in the conventional channel in 2010, and 8 percent in the natural channel, according to SPINS, a market research and consult-ing firm in Schaumburg, Ill.

But until recently, most of those products have been dairy-based, leaving few options for people who can’t — or prefer not to — consume dairy. “We’re the nondairy alternative. It tastes better, too,” says Alan Murray, CEO of Next Foods, the Boulder, Colo., company that manufactures GoodBelly. A lot of consum-ers seem to agree with him. Murray says GoodBelly’s numbers are outpacing the category’s, showing year-over-year sales up 40 percent in January.

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

Most of the products’ distribution, so far, has been in the natural channel. “I think we’re in all Whole Foods – call it 90 percent of SPINS – and that’s clearly the sweet spot for us, that’s where the growth’s coming from,” Murray says. “Although in January, Kroger asked to put us in 1,100 stores, in the natural set, which is where we want to be. And Safeways are picking us up now as well. So, it’s accelerating out of the natural and organic stores into others pretty quickly.”

MILKING THE SCIENCECertainly, GoodBelly isn’t the only non-dairy probiotic beverage on the market. Naked has one in its line of juices and smoothies. PRE uses a bacterial blend provided by Jarrow Formulas, a leader in probiotic supplements, in its powdered drink mix. PHD puts probiotic powder in the caps of its bottled water, keeping the bacteria viable until consumers add it to the water just before drinking.

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

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

Ironically, however, Abbot thinks it’s the company’s very lack of fixation on science that resonates with consumers. “Goodbelly is playful, it’s fun, it’s not taking itself too seriously. They don’t hit consumers over the head with the science and [illustrations] of the whole digestive tract. At the same time, they’re doing a fantastic job of poking fun at this issue that no one really wants to talk about. The reason they are doing so well, I’m quite convinced, is they’re very approach-able and not too science-y.”

Remarkably, GoodBelly has achieved

Good Growth for GOODBELLYBY LAURIE BUDGAR


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

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

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

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

Even as it expanded, the company struggled with how to price GoodBelly — and how to position it. Is it a drink that happens to have probiotics, or a probiotic product that happens to be a juice? Abbot says she hopes the debate never ends. “If you let the consumer decide what the need is, that’s the brilliant part. Once you tell consumers, ‘This is perfect for after exercise,’ then they think, ‘Oh, can I not have it before exercise?’ Planting a seed like that could have a negative effect, especially with such a new brand.”

On the flip side, it’s easy for a young company like Next Foods to get side-tracked and become too successful. “When you work with entrepreneurs, you get a lot more ideas than you can digest,” Murray says. “So I’ve really been disci-plined about what we’re saying yes to, and

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

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

That will likely change soon. “This year, as we move to the next growth phase, we’ll probably be looking for the next round of capital,” Murray says, hinting that the money will come from strategic investors, and will go toward distribution and customer acquisition — but don’t call it marketing. “Marketing sounds so old-fashioned. This is sexy new stuff.” How optimistic is he about the product’s future? “This thing isn’t going to flatten out for ages. I would be astonished if we didn’t have double-digit growth for the next five years.”

GERRY’S INSIGHTS By Gerry Khermouch


NaTURaL aSCENSION – aND ITS INHERENT LaGFOR A FEW YEARS NOW THE impression has been spreading – promul-gated by folks like me – that natural foods are rapidly going mainstream and that it’s only a matter of time before you can grab a 6-pack of kombucha at the local c-store. Hyperbole aside, is there much truth to that sentiment? As an informal gauge, I’ve found it interesting to observe the grow-ing (if still small) number of natural foods exhibitors at the Natural Products Expo West who turn up as exhibitors at the NACS c-store extravaganza in the fall not long after their Expo debuts. That migra-tion simply didn’t happen in such short order in the past.

These thoughts are prompted by my visit to the latest edition of Expo West in Anaheim, where I spent literally every minute of every day on the show fl oor and still didn’t cover all the beverage ex-hibitors. It’s a phenomenal show whose steady increases in exhibitors, attendees and overall energy level has seemed un-stoppable. Even during the worst of the recent (current?) recession you couldn’t tell from a surface glance at the show fl oor that anything was amiss in the broad-er economy. You couldn’t say that even about NACS, which had seen similar blockbuster growth but certainly has more ties to the macroeconomic environment. Expo West’s sustained ebullience no doubt refl ected how the affl uent tier of consum-ers pursued by Whole Foods marketers has been comparatively insulated from the ravages of the recession. But it also dem-onstrates natural food’s rapid inroads into the mainstream. All in all, despite the in-evitable compromises you see some manu-facturers making as they cultivate a broad-er audience, it’s been heartening to see.

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

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

The entries that intrigued me either harnessed an unusual ingredient, were dramatic and dead-on in their branding, or both. On the superfruit front, I sampled a pair of good-tasting coffee berry entries, Kona Red and Bai, albeit very different in their formulations (Kona Red is a juice, while Bai is more of a functional water). Whether retailers and consumers are fa-tigued by the endless onset of new antioxi-dant-rich drinks is a subject I addressed in my last column. Ditto for Runa Guayusa, which harnesses a nutrient-rich Amazon plant in both loose-leaf and, soon, ready-to-drink formats. With kombucha enjoy-ing a resurgence despite taste challenges to some consumers, it was no surprise to see a fair amount of interest surrounding an alternative probiotic-rich entry, KeVita. On the branding front, the baby boomer-tar-geted Ojo eyecare line launched by an oph-thalmologist graphically riffs off eyecharts in an unmistakable way, even viewed from across the store. AmaZon Extracts offers an enhanced water fortifi ed with Amazon superfruits – perhaps the explicit indica-tion of added value that might allow it to escape the downward pricing spiral insti-gated by vitaminwater and SoBe Lifewater. Not least, that exquisite Chicago tea and coffee chain, Argo, has pushed into el-egantly packaged, beautifully crafted RTD teas alongside the move of its stores into new cities like New York and Boston. All worth keeping an eye on, I think.

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

better illustrated than by coconut water. The segment was liberally represented at the show, in the form of established play-ers Vita Coco, Zico, O.N.E. and Naked Juice, and by scads of smaller rivals in cans, glass bottles, plastic bottles and aseptic boxes.

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

That could be a sign that, with the spread of social media and the continued expansion of Whole Foods, we’re mov-ing into an era where dissemination of healthy food concepts is nearly instant. More likely, it refl ected the crisp messag-ing of an ingredient that was positioned as an all-natural, unprocessed hydration alternative to items like Gatorade and vi-taminwater. With Zico’s launch fi rst of a concentrate-based bottled version and, at this show, a chocolate fl avor that puts it into a more indulgent realm, we’re clearly entering a new phase. Will plays like that – as well as its increasing use as an ingre-dient in other common products, like teas and smoothies – move coconut water to-ward ubiquity among potential consump-tion occasions? Or do they harbor the risk of undermining the fresh-from-the-coconut positioning that got the segment this far? Tune in this fall to NACS, where some answers may emerge.

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


by: Jeffrey Klineman

WaTEREDWhy Bottled Water Companies Can’t Shake the Doldrums

What’s the problem with the water business? It turns out it’s the same problem that used to dog the water business: boredom.

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

“It’s a [lousy] category now,” said Mar-tin Chalk, the founder of Balance Water, which uses wildfl ower essences to infuse normal water with various functional prop-erties. “Without adding sugar or artifi cial fl avors, you can’t do anything to differenti-ate except in terms of source or package.”

For Chalk – and for a large number of unfl avored water companies – the answer has been to try to add functionality with-out changing the taste. Companies from Balance Water to Smartwater (isotonic properties), Avitae (caffeine), Aquahydrate (increased alkalinity and as well as electro-lytes and minerals), and even Function: Water have all tried to crack the code of unfl avored but not uninteresting.

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

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

Still, there is an argument that consum-ers have made it clear to distributors that

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

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

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

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

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

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

their interest in water was transitional, that the category did its job just a little too well. Water sold consumers healthy alter-natives to CSDs, and now they want more of them. That’s because, in the end, water is just water, and there’s no beverage more easily and cheaply available in the U.S.

The key reason that so many consumers moved from CSDs to water was because they made a large-scale decision to make themselves healthier through calorie re-duction. But to hear some marketers talk, that move was just the fi rst step in a lon-ger consumer journey. Now, the makers of

DOWN

“The category can be dull and lifeless, but there can be

brands who can attract attention within it,” said Adam Gayner,

founder of the Fred water brand.


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

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

Topo Chico mineral water, bottled at the source since 1895, this year introduced a new re-sealable cap for its 340 mL glass bottles. The ecological package is convenient and tar-geted towards the on-premise markets like delis and cafeterias. Additionally, Topo Chico has been rapidly developing its popularity as a mixer in Mexico.

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

Jana. Southeastern Europe’s Jana natural ar-tesian water has been breaking into retailers across the country. Coming from one of the

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

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

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

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

BRAND NEWS: BOTTLED WATER

BRaND NEWS


Iceland Spring water was handed out to crew, press and celebrities at this year’s 83rd Academy Awards at the Kodak theatre. Fil-tered through lava over decades and bottled daily at its source in Iceland, the water has a naturally high pH of 8.88. Iceland Spring is sustainable and self-replenishing, and the company also plants trees in Iceland to off-set the carbon emissions of shipping water elsewhere. Offered in bottles of 33.8 oz. and 50.7 oz., Iceland Spring is currently available in Whole Foods, Vitamin Shoppes and other gourmet and natural outlets.

redleaf. Canada’s redleaf water recently an-nounced two new developments: they ex-panded the sizes of their product to include a 1 L bottle, and are also currently bottling all sizes of their water in fully biodegrad-able and recyclable plastic. The ultra-puri-fied water, which comes from a natural and renewable artesian source in the Canadian Rockies, is also the exlusive water supplier for the Los Angeles Angels and Oakland Athletics baseball clubs during their 2011 Major League Baseball Spring Training.

Bottled at the Source on the

Big Island of Hawaii

www.HawaiianSpringsWater.com

For sales information contact:[email protected]

Neo. Rockhumanity recently announced the launch of their new product, its purified, alka-linized and electrolyte infused Neo energized water, which has a pH of 9.5. Available in 1 L and 20 oz. recyclable bottles, Neo water off-sets its entire carbon footprint. rockhumanity has recently begun distribution in southern California.

Aspen Pure Water recently announced ad-justments to their packaging, with less plastic used in their 16.9 oz. bottles and 60 percent recycled cardboard used for all their boxes. Bottled at its source in the Rocky Moun-tains, Aspen Pure Water is also available in bottles of 24 oz., 1 L, 16.9 oz. 6-packs and 1 L 3-packs. Aspen Pure Water also extended its distribution via partnership with two new distributors: Premier Beverage in New Mexico and Northland Beverage in Arizona.

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


BRAND NEWS: BOTTLED WATER

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

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

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

Fred Beverages recently announced an inno-vative new oval shape for their 1000 mL water bottle. While the 400 mL and 600 mL varieties of Fred water come in fl at, fl ask-like bottles, the new oval shape was designed specifi cally for the larger, 1000 mL size. Fred also added new retailers, including full distribution in The Fresh Market, Kimpton Hotels and Holiday Stationstores. The company also recently add-ed U.S. Foodservice and Shamrock Foods to its more traditional platform. Fred has plans to work extensively with a prominent entertain-ment agency for product placement.

Function Drinks. Southern California-based Function Drinks’ vapor-distilled, electrolyte-en-hanced Fuction: Water has expanded its distri-bution. Recently Function: Water became avail-able in chains like CVS, Duane Reade, Henry’s, Bloom and Ralph’s. Nationwide, Function: Wa-ter can be found in most Whole Foods and select GNC locations. It comes in two sizes: 750 mL bottles with sports caps and 1 L bottles.

Volvic Natural Spring Water, whose bottles, caps and shrinks are 100 percent recyclable, has focused its efforts on lowering its impact on the environment. Volvic is going greener by

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

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

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

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

NY2O. New York-based New Dutch Water Corp. has introduced its premium, micro-fi ltered NY2O Water, made, bottled and produced entirely in the United States. NY2O is the only bottled water sourced ex-clusively from the protected Catskill Natu-ral Preserve. The clear 20 oz. bottles are de-signed specifi cally to both evoke the energy and imagery of New York City and also to be easy to hold. Bottled locally, NY2O is currently available at gourmet delis, mar-kets, and select restaurants, lounges and hotels throughout Florida, Southern Cali-fornia, San Francisco and NYC.

Gleneagles. Scotland’s Highland Spring Ltd. recently unveiled a brand new logo for


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

Caribbean Blue Natural Spring Water.

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

Avitae has added a 90mg version to its prod-uct line. The 90mg version has about the same caffeine as a cup of coffee, while the original 45mg bottle has about the same caffeine as a diet soda. Just purifi ed water and natural caf-feine, ávitae provides hydration with the clean refreshing taste of purifi ed water but with a caf-feinated lift. This product is available at Kroger, Speedway, Meijer, Giant Eagle, HEB and more.

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

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

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

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

prevent heart attacks and strokes. See: www.MgWater.com/download Adobe Springs contains 110 mg of magnesium per liter, and is the only licensed bottled water source in

California that meets the WHO standard.

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


by: MIRIAM LAMEY

CAN BOOSTING BRAINS BOOST YOUR SALES?

With beverages that claim to help to kick-start the day, ensure a good nightʼs sleep and perhaps even shave off a pound or two, it seems that a person can

fi nd any elixir for any ailment. Now, it might even be possible to down the contents of a can in order to become smarter. From the slightly gimmicky to the intensely scientifi c, a smattering of new cognitive beverage offerings aim to help everyone deal with todayʼs increased workload, family demands and 24/7 media blasts in an allegedly more calm and focused manner. Can these so-called “brain beverages” turn anyone into an instant PhD? Probably not,

but they certainly want to help provide a bit of mental clarity and focus for all the average Joes who work the 9 to 5 – sorry, the 8 to 6 shifts.


“Our target is everyone, software engi-neers, technologists, academic profession-als – many outside of the ‘geek’ world who need to increase their focus and mental ability,” explained Brett Lemker of Brain Toniq - a beverage that describes itself as “the clean and intelligent think drink.” And from what Lemker says, Brain Toniq is a drink to help the average American get through the day a little more effectively.

“We live in a time frame where an increasingly larger segment of the popu-lation needs to be intelligent workers,” Lemker said. People must “maximize focus, [and] come up with new ideas. [They’re] multitasking, analyzing, brain-storming.” He added that such activities “all require intense mental focus” and that the beverage “tries to cater to everyone.”

Similarly, ZUN founder and CEO Brian Stearns explained via email that, “the cogni-tive health segment of functional beverage has great potential to dominate shelf space.” He added the company hopes that the con-sumer will understand the premise: “if you energize the brain your body will follow.”

At 80 calories for a 8.4 oz. can, Brain Toniq is just a touch lighter than Red Bull, but it still holds 20 grams of sugar from Agave nectar. ZUN, on the other hand, seems more like a soda in its rocket-shaped 12 oz. bottle, but the beverage hopes to pack a mental punch with caf-feine, taurine and coenzyme Q10, in addi-tion to its 500 percent of the daily value of vitamin B12 and 100 percent daily value of Vitamins B6, E and C.

In contrast, Brain Toniq incorporates more exotic ingredients that it claims enhance brain function. Its list includes Siberian Ginseng, Rhodiola root powder, and DMAE, which, according to the com-pany website, is a “is a natural-occurring substance” that facilitates the “production of acetylcholine, that crucial neurotrans-mitter responsible for carrying messages between brain cells.”

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

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

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

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

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

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

Paul doesn’t seem to think so, citing the aging population and baby-boomers as two groups that may be interested in enhancing their mental capabilities. “I think the category has a lot of age possibilities,” Paul said. “We have really focused on adult market.”

Other brain beverages on the market include a suite of SKUs from a variety of functional lines, including Neuro and vitaminwater. Other drinks that feature l-theanine have long been thought of as fo-cus enhancers, although they are not sold with the idea that they will improve brain health over the long term. And the entire category took a shot in the early spring of 2009 when function: brainiac was featured in a story on ABC News 20/20. In a less-than-scientific comparison, the drink did not appear to enhance retention or cognition, although the story did not create a laboratory-worthy environment.

That may be why the rollout has been slow nationally. Currently, most brain-boosting brands only have distribution in very select U.S. markets. Nawgan is cur-rently being distributed by Major Brands in St. Louis and Brainwave in Arizona. Brain Toniq is now being sold in Vitamin Shoppe stores and is being distributed by UNFI, Tree of Life, Natures Best, Altura Distributors, and Azure in Oregon, ac-cording to Lemker. He adds that the brand is looking to make its official launch at Expo West. Likewise, ZUN is sold in 13 states through Kum & Go and is expe-riencing local distribution by New Age Beverage out of Denver, Colorado. But it’s still early days for these companies and whether cognitive beverages can take off in a big way is another story entirely, peppered with plenty of “ifs.” As more competition emerges and pushes the category out of fad territory and into the mainstream, witness the growth of NERD, for example, in the South, perhaps we could be looking at a wiser, more produc-tive America. Then again, the beverages might just be a better way to get a few extra vitamins and afternoon caffeine boost. Now that’s certainly something to wrap your head around. •

“The marketing needs to be strategically defined

as not too medicinal,” said Dr. Rob Paul of Nawgan. “Our job is to take science that people may be less familar with and apply

it to marketing.”


Welcome to our new Brewbound section.As the craft beer industry continues to expand – to the tune of more than 10 percent each of the past two years – it has become one of the most remarkable stories in the beverage industry. The popularity and entrepreneurial spirit of craft beer is causing distributors and retailers alike to reconsider their product lineups and creating a new class of interested, studious consumers.

Recently, BevNET.com launched Brewbound.com, a web site and information source dedicated to serving the rapidly evolving craft

beer community. As part of the BevNET.com family, Beverage Spectrum is excited to be able to utilize the site’s resources

and expertise to provide our readers with information on new craft beer products and trends as a regular feature.

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

For Beverage Spectrum readers, the imperatives are similar. Which craft beers should we carry in our

product portfolio? Will a beer I’m interested in be available in my area? What are these products my con-

sumers are discussing, and how can they affect my sales?On the next page, we present Brewbound’s first contri-

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

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

Christopher Furnari, Editor, Brewbound.com

WATER FOR LIFE


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

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

On the Verge: The BrueryAbout as special as they come, The Bruery’s quality ingredients are their defi ning feature. Even if it means hand-roasting yams for their “Autumn Maple,” seasonal release, they will stop at nothing to make unique beer.

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

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

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

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

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

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

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

Growing: Oskar Blues Pioneers in the “can revolution,” these guys not only know how to make some good suds, they also care about our environment. We suggest G’Knight and Dale’s Pale Ale.

On the Verge: Avery Brewing Historic art branded with a signature ‘A’ makes this beer stand out on the shelves, but the beer inside is just as creative! Try the White Rascal.

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

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


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

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

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

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

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

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

MID-WEST:Established: Bell’s Brewery Established in 1985, Bell’s falls just outside of the top ten in production volume. Constantly innovating with numerous seasonal and special releases gives Bell’s the feel of a brewing company that is on the verge, but consistent quality has led to distribution numbers that compete with some of the more established breweries in the U.S.

Growing: Goose Island Award winning beers like their IPA and incredibly classy labels make this beer the perfect gift for any beer lover. The 312 Urban Wheat recently took home a gold medal at the 2010 Great American Beer Festival and turned it into a buyout target by Anheuser Busch, which bagged the Goose for $38 million at presstime.

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

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

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

On the Verge: Brewery Ommegang They produce Belgian Style ales that are authentically crafted. Hennepin, a Belgian Saison, pairs well with just about any meal.

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

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


BY: GREGG SULTaN


It is critical that entrepreneurs and business people have at least a basic understanding of the different forms of intellectual property protection that might apply to their products. There is, however, an enormous amount of confusion about the differences. For example, it is a com-mon occurrence for clients to ask whether they can “copyright our brand” or “get a patent on our logo.” The first step for me as an attorney is to respond to those ques-tions by rephrasing them in a way that ad-dresses the actual concern. Then, I explain in a clear and concise manner what the clients might really be interested in doing and then guide them through the process of developing, protecting, and eventu-ally exploiting the proprietary rights in their products. It is particularly important to get this process right with beverages, since every area of intellectual property law theoretically could apply to them. In this article, I will briefly explain the main forms of intellectual property and the theory behind each one. Then I will examine ahypothetical soft drink product and discuss how it can best be protected by intellectual property laws.

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

COPYRIGHTSCopyright law is designed to encourage original and creative expression of ideas

and information in a tangible form, such as literary, musical, pictorial, sculptural, motion picture, and other artistic works. To qualify for copyright protection, a work must possess at least some minimal degree of originality and creativity (and that threshold is fairly low). As soon as a work is created and the idea or infor-mation is fixed in a tangible medium of expression, federal copyright law protects the work from infringement – that is, from another person copying or publishing all or a substantial portion of the work or creating or publishing a very similar work (which implies that the copyrighted work was likely copied) – for a period of the life of the author plus 70 years or 95 years from the date of publication or 120 years from the date of creation (whichever is shorter) in the case of companies. To maximize one’s rights, a proper copy-right notice should be used on the work. Registration of the copyright with the U.S. Copyright Office, while not required for copyright protection, is normally recom-mended to enforce the copyright and qualify for certain types of enhanced dam-ages in the case of infringement claims.

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

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

TRaDE SECRETS In most states in the U.S., a trade secret is defined as “information, including a formula, pattern, compilation, program, device, method, technique or process that derives economic value, actual or po-tential, from not being generally known to, and not being readily ascertainable by proper means by, another person who can obtain economic value from its disclosure or use, and is the subject of efforts that are reasonable under the circumstances to maintain its secrecy.” (Some states have their own definition which may differ somewhat from this one.) Patents and trade secrets cover much of the same subject matter, but they are very different in practice, since patent applications require full disclosure of the invention, while trade secret law requires secrecy, and patents normally last for 20 years from the date of filing, while trade secrets can last indefinitely.

Now let’s imagine that we have a new soft drink product with some unique features. The product has a distinctive brand name and logo associated with it. It comes in a unique bottle housed in cre-ative packaging. The bottle features a new technology to maintain the temperature of the beverage. And the drink itself is the product of a proprietary formula. From reading above, you may be able to predict which areas of intellectual property law apply to the different aspects of the prod-uct. Nevertheless, a further analysis may reveal some surprises.


First, let’s take the brand name and the logo. Assuming these items have been properly cleared for use (i.e., it does not appear that anyone else has prior rights to them), if they are used to identify and distinguish the source of the product, they can be protected by trademark law. If the logo has a suffi ciently original and creative design aspect to it, it could also qualify for copyright protection once it is on the bottle or a label or packaging associated with the product.

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

Third, the technology that enables the bottle to maintain the temperature of the beverage could be patented if it is new, useful and non-obvious and there are no prior patent claims on such a technology. Filing a patent application, however, is a public record and normally a patent ex-pires 20 years after the date it was fi led. It rewards the investment of time and money in the invention, but only for that limited period of time. That may be the right way to go depending on the business plan, but if the need to maintain the confi dential-ity of the invention or the desire to try to exploit it for a longer period of time is paramount, then fi ling a patent applica-tion may not be the right strategy. Another possibility is to treat the technology as a trade secret. If that path is taken, then it is necessary to maintain a program to keep the technology secret and make sure any-one who must know about it is bound to keep that knowledge in strict confi dence and not disclose it to anyone else. The use of appropriate non-disclosure or confi den-tiality agreements is essential.

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

utility patent protection if it is considered new, useful and non-obvious. There is another type of patent called a design patent for which an application could be fi led to protect the ornamental features of the bottle, but those features have to be new and non-obvious, and to the extent that such features are primarily utilitar-ian or functional in nature, a design patent would not be granted for them. If the bottle shape is suffi ciently distinctive such that it is able to and has become associated in the mind of the public as a source identifi er, it can also be protected as “trade dress” under trademark law. If the shape of the bottle qualifi es for a utility patent, however, it is unlikely to be protectable as “trade dress” since func-tionality prohibits trademark rights.

Finally, we come to the proprietary soft drink formula. In this case, the real life ex-amples of Coca-Cola and Pepsi are useful. While Coke and Pepsi could have fi led for patents on their formulas, that would have required full disclosure of the formulas and the patents would only have lasted for a few years. After that, the formulas would become publicly available. Instead, Coke and Pepsi (and almost all other soft drink brands) have never disclosed their formulas and they keep them a closely guarded trade secret. By treating their formulas as trade secrets, Coke and Pepsi will continue to retain sole ownership and control over them until another party independently discovers them (which may never happen). Accordingly, the decision by Coke and Pepsi to treat their formulas as trade secrets turned out to be the right choice, but in doing so, they each took a calculated risk that no one else would discover and publicly disseminate their formulas anytime soon. If that had hap-pened, their respective monopolies would not have lasted very long.

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

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

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

Instead of fi ling for patents on their

formulas, that would have required full disclosure of the

formulas, Coke and Pepsi have both chosen

to keep the formulas closely guarded

trade secrets.


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

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

by: KENDRA STANTON LEE

SLIMMING PROSPECTS

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

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

The target demographic has been showing up to the polls and there’s hope that this physically fi t constituency will vote early and often for the slim-makers of choice. And it’s a growing voter base: according to a market research company Mintel, 54 percent of U.S. consumers want more products to enhance metabolism. Another research group, Frost and Sullivan, estimated the global market for satiety, fat-burning, and weight management ingredi-ents at $7.5 billion in 2009.

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

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

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

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

SPRUNG FROM SCIENCESince then, marketers have gone to great pains to demonstrate that the metabolism category did not begin on a scribbled-on napkin or in an epiphany shower, but rather in a lab report. When you’re talking metabolism boost, you’re talking science, nutrition, anatomy and more.


Dr. Alex Hughes, the spine surgeon who developed Function Beverages along with friends Dayton Miller and Josh Simon, said he fi rst began to see an opportunity for applying physiology through a ready to drink beverage when he was in medical school. “I was learning about a lot of things that pharmacists were us-ing on patients that were sick. What amazed me then was that the things they were using were all natural supplements,” he said. Rather than consumers purchasing a whole new shelf of supple-ments, said Hughes, “I thought it would be fun to create a solu-tion-based beverage intended for healthy consumers.”

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

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

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

Celsius Founder Steve Haley said his company has been engaged in scientifi c studies since its launch in 2005. More expansive and expensive studies followed in 2007, probing the effect of its bever-age combined with exercise. “Early on, our studies were proving an extended rise in metabolism [when consuming Celsius] and we proved that very well, on the pure premise of calorie burning. But all along, we’ve wanted to move into the ‘power of Celsius’--that combined with walking to the mailbox, you will get more benefi t.”

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

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

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

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

SAME GOAL, DIFFERENT INGREDIENTThe other road to losing pounds while consuming liquid ounces is being paved by protein. The concept is much the same as metabo-lism: the drink should be one that multitasks for the slim wannabe. Thus, a line of beverages offer protein enhancements for lean mus-cle building and better recovery post-workout: Gatorade G Series, Powerade with Protein, Muscle Milk, Whey Up, and OhYeah!

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

Whey protein has been linked to encouraging fat loss while maintaining lean body mass. More developments in protein ingre-dients that purport to accelerate fat loss without sacrifi cing lean body mass may be on the horizon.

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

Common ingredients found in Metabolism Boosting Drinks

Ginger, Cayenne Pepper – These ingre-dients can increase thermogenesis in body temperature which may result in a metabolism boost.

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

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

Caffeine – The most used and abused drug, caffeine increases the heart rate which in turn can increase metabolism. Working concert with the above ingre-dients, caffeine can have some potent effects on the body, with increased me-tabolism an intended effect from ther-mogenics drinks.

ADDING THESE UP FOR WEIGHT LOSS


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

SLIMMING WHILE YOU EXPANDWith the known effects of these slimming drinks so variant depend-ing on the consumer, what is the outlook for product development?

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

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

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

BADGE VALUEArmed with data, stocked with pure ingredients, the cans and bot-tles are fi lled and ready for purchase. This metabolism tour bus is ready to hit the campaign trail. What’s our party line again?

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

While celebrity endorsement is nothing new, the strategic se-lection of a celebrity who promotes fi tness, but not necessarily superhero athleticism, further helps to distinguish the category of metabolism boosters. This is not Peyton Manning’s Gatorade. This is not Tommy Lasorda’s Slim-Fast. This is your drink that does more for you, you, the target consumer who is already doing a great deal about personal fi tness on your own.

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

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

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

SPONSORED BY:

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

PACKAGING: 16 oz. Can, 24 oz. Can, 12 (juice) oz. PET

AMP Energy

AriZona Beverages USA LLC PRODUCTS: AZ Energy, AZ Low Carb Energy

PACKAGING: 15 oz. Can

AZ Energy by AriZona

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

PACKAGING: 12 oz. Can, 16 oz. Can

Beaver Buzz

Big Red Inc. PRODUCTS: Red Jak Premium, Red Jak Low Carb


Big RedJak

RLED, LLC PRODUCTS: Bluphoria Energy Drink w/ Maca Energy

PACKAGING: 1 gal BIB, 500 mL Can

Bluphoria Energy Drink

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


Celsius

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


Cintron Energy Drink

Monarch Beverages PRODUCTS: Regular

PACKAGING: 8.4 oz. Can

CoMotion

Cuba Beverage Company PRODUCTS: Pomegranate-Cranberry, Wild Berry, Passionfruit-Orange

PACKAGING: 12 oz. Can\

Cuba Herbal Energy Juice

Ex Drinks, LLC PRODUCTS: Ex Pure Energy


Ex Pure Energy

Ex Drinks, LLC PRODUCTS: Ex Slim Energy


Ex Slim Energy

Flatt Cola PRODUCTS: Flatt Energy Cola


Flatt Energy Cola

Cuba Beverage Company PRODUCTS: Pomegranate-Cranberry, Wild Berry, Passionfruit-Orange

PACKAGING: 12 oz. Can\

Cuba Herbal Energy Juice

Ex Drinks, LLC PRODUCTS: Ex Pure Energy


Ex Pure Energy

Ex Drinks, LLC PRODUCTS: Ex Slim Energy


Ex Slim Energy

Flatt Cola PRODUCTS: Flatt Energy Cola


Flatt Energy Cola

MORE THAN JUST ENERGY


Big Red, Inc. PRODUCTS: Lulo Lime, Orange Blossom

PACKAGING: 6.8 oz. Glass

G Pure Energy

Go Fast Sports & Beverage Company PRODUCTS: Go Fast Authentic, Go Fast Light, Go Fast Berry Energy Hybrid, Go Fast Lemonade Lime Energy Hybrid, Go Fast Coconut Energy Hybrid, Go Fast Tea Energy Hybrid

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

Go Fast

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

PACKAGING: 12 oz. Can, 11.5 oz. Can

Go Girl Energy Drink

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


Golazo Sports Energy Drink

GBomb Energy LLC. PRODUCTS: grombomb energy

PACKAGING: 10.5 Sleek oz. Can

grombomb energy

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


GURU Energy Drink

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

PACKAGING: 10 oz. Glass

Hiball Energy

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


Ironclad Energy + Hydration

KroniCo LLC. PRODUCTS: Blue Citrus, Blue Citrus Low-Carb, VENGENCE, VENGENCE Low-Carb, Entourage, Entourage Low-Carb, Dragon Berry, Dragon Berry Low-Carb


KRONIK ENERGY

Monster Beverage Company PRODUCTS: M3 Super Concentrate


M3 Super Concentrate

Monster Beverage Company PRODUCTS: Monster Energy, Lo-Carb, Assault, Khaos, M-80, MIXXD, Absolutely Zero, Import, Import Light, DUB

PACKAGING: 8 oz. Can, 12 oz. Can, 16 oz. Can, 18.6 oz. Can, 24 oz. Can, 32 oz. Can

Monster Energy

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


Monster Energy Extra Strength

KroniCo LLC.PRODUCTS: Blue Citrus, Blue Citrus Low-Carb, VENGENCE, VENGENCE Low-Carb, Entourage, Entourage Low-Carb, Dragon Berry, Dragon Berry Low-Carb


KRONIK ENERGY

Monster Beverage CompanyPRODUCTS: M3 Super Concentrate


M3 Super Concentrate

Monster Beverage CompanyPRODUCTS: Monster Energy, Lo-Carb, Assault, Khaos, M-80, MIXXD, Absolutely Zero, Import, Import Light, DUB

PACKAGING: 8 oz. Can, 12 oz. Can, 16 oz. Can, 18.6 oz. Can, 24 oz. Can, 32 oz. Can

Monster Energy

Monster Beverage CompanyPRODUCTS: Super Dry, Anti Gravity, Killer-B, Black Ice


Monster Energy Extra Strength

SHOTSSHOTS


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


No Fear Energy

SunOpta Consumer Products PRODUCTS: Opta Passionate Orange, Opta Berry Fusion


Opta Organic Energy Drink

RLED, LLC PRODUCTS: Oranj Energy Drink

PACKAGING: 500 mL Can, 1 gal BIB

Oranj Energy Drink

Green & Co. PRODUCTS: Pure Energy


Pure Energy

Red Bull North America PRODUCTS: Red Bull Energy Drink

PACKAGING: 8.4 oz. Can, 12 oz. Can, 16 oz. Can, 20 oz. Can

Red Bull Energy Drink

Red Bull North America, Inc. PRODUCTS: Red Bull Sugarfree

PACKAGING: 8.4 oz. Can, 12 oz. Can, 16 oz. Can, 20 oz. Can

Red Bull Sugarfree

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

PACKAGING: 4pk 250 mL Can, 250 mL Can

Red Rain - Canada

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


Red Rain - United States

RLED, LLC PRODUCTS: Roaring Lion Energy Drink, Roaring Lion Sugar Free

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

Roaring Lion Energy Drink

Rockstar Energy Drink PRODUCTS: Rockstar 2X


Rockstar 2X

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


Rockstar Energy Drinks

Rockstar Inc PRODUCTS: Rockstar Pink, Rockstar 2X Energy


Rockstar Energy Slim Cans

RLED, LLCPRODUCTS: Roaring Lion Energy Drink, Roaring Lion Sugar Free

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

Roaring Lion Energy Drink

Rockstar Energy DrinkPRODUCTS: Rockstar 2X


Rockstar 2X

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


Rockstar Energy Drinks

Rockstar IncPRODUCTS: Rockstar Pink, Rockstar 2X Energy


Rockstar Energy Slim Cans


Monarch Beverages PRODUCTS: Regular, Sugar Free

PACKAGING: 8.4 oz. Can, 16 oz. Can

Rush! Energy

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

PACKAGING: 16 oz. Can, 8.3 oz. Can

Solvi Brands LLC

Speedelicious Beverages, LLC PRODUCTS: Speedy Energy Drink


Speedy Energy Drink

The Masters of Beverages, LLC PRODUCTS: Spider Energy - Original


Spider Energy

The Masters of Beverages, LLC PRODUCTS: Lighter Spider - Sugar Free


Spider Energy Sugar Free

The Masters of Beverages, LLC PRODUCTS: Spider Energy - Widow Maker


Spider Energy Widow Maker

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


Stacker 2 Energy Drinks

Fluid Motion Beverage Inc. PRODUCTS: Original, Original Sugar-Free, Blood Punch, Blood Punch Sugar Free, Pomegranate Grape, Energy Cola


Talon Energy

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

PACKAGING: 3 gal. BIB, 1 gal. BIB

Turbo Energy Drink

Vemma Nutrition Company PRODUCTS: Regular, Sugar-free


Verve!

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


Vuka Intelligent Energy

Jones Soda Company PRODUCTS: Whoopass, Whoopass Zero


Whoopass

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

PACKAGING: 3 gal. BIB, 1 gal. BIB

Turbo Energy Drink



Verve!

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


Vuka Intelligent Energy

Jones Soda Company PRODUCTS: Whoopass, Whoopass Zero


Whoopass


XAPP, Inc. PRODUCTS: XAPP Carbonated Protein Energy - Fruit Punch


XAPP Carbonated Protein Energy

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

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

XL Energy Drink

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

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

XS Energy Drinks

Xyience PRODUCTS: Xenergy Premium, Xenergy Xtreme


Xyience Xenergy

The Fever Company, LLC. PRODUCTS: Mango Banana, Kiwi-Strawberry, Pineapple-Coconut


Fever Stimulation

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


FRS Healthy Energy

Function Drinks PRODUCTS: Function: Alternative Energy, Açai Grape, Function: Alternative Energy, Strawberry Guava, Function: Alternative Energy, Citrus Yuzu

PACKAGING: 16.9 oz. PET

Function: Alternative Energy

Guayaki SRP Inc. PRODUCTS: Lemon Elation, Revel Berry, Enlighten Mint


Guayaki SRP Inc.

Monarch Beverages PRODUCTS: Reduced Calories


ACUTEfruit Tropical Blast

ávitae PRODUCTS: ávitae 45 mg, ávitae 90 mg


ávitae

ZUN ENERGY DRINK PRODUCTS: ZUN ORIGINAL RED, ZUN LITE BLUE

PACKAGING: 12 oz. PET

ZUN ENERGY DRINK

NON-CARBONATED

The Fever Company, LLC. PRODUCTS: Mango Banana, Kiwi-Strawberry, Pineapple-Coconut


Fever Stimulation

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


FRS Healthy Energy

Function Drinks PRODUCTS: Function: Alternative Energy, Açai Grape, Function: Alternative Energy, Strawberry Guava, Function: Alternative Energy, Citrus Yuzu


Function: Alternative Energy

Guayaki SRP Inc. PRODUCTS: Lemon Elation, Revel Berry, Enlighten Mint


Guayaki SRP Inc.

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


Java Monster

ISS Research PRODUCTS: OhYeah! Nutritional Shake, Wicked

PACKAGING: 14 oz. PET, 8 oz. PET

OhYeah! Nutritional Shake

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


Rip It Energy Fuel

Rockstar, Inc. PRODUCTS: Rockstar Pink


Rockstar Pink

ROCKSTAR, Inc. PRODUCTS: Recovery Grape


Rockstar Recovery Grape

Rockstar, Inc. PRODUCTS: Recovery Orange


Rockstar Recovery Orange

Rockstar Inc PRODUCTS: Roasted Mocha, Roasted Light Vanilla, Roasted Latte


Rockstar Roasted Energy+Coffee

Warrior Energy, Inc. PRODUCTS: Green Tea, White Tea


Warrior Energy

62.BEVERAGESPECTRUM.MARCH.2011

Monster Beverage Company PRODUCTS: Hammer, Midnite


X-Presso Monster

ZICO Beverages LLC PRODUCTS: ZICO Natural, ZICO Pineapple, ZICO Mango, ZICO Passion Fruit, ZICO Pomberry, ZICO Lime Citrus, ZICO Chocolate

PACKAGING: 11 oz. TetraPak, 1 L TetraPak, 14 oz. PET

ZICO

RECOVERY

Afterglow Beverage Company PRODUCTS: Sour Cherry


Hangover Gone

Monster Beverage CompanyPRODUCTS: Hammer, Midnite


X-Presso Monster

ZICO Beverages LLCPRODUCTS: ZICO Natural, ZICO Pineapple, ZICO Mango, ZICO Passion Fruit, ZICO Pomberry, ZICO Lime Citrus, ZICO Chocolate

PACKAGING: 11 oz. TetraPak, 1 L TetraPak, 14 oz. PET

ZICO

Afterglow Beverage CompanyPRODUCTS: Sour Cherry


Hangover Gone

ONE ENERGY DRINK is driving retail sales and

bringing new consumers

to the category: CRUNK!!!

Only CRUNK!!! combines all-natural fl avors with a unique blend of vitamins and herbs for a drink that delivers both taste and energy with no “crash.”

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

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

For distributor or sales opportunities call 866-791-7701 or email [email protected]

For distributor or sales opportunities call 866-791-7701 or email [email protected] www.crunkenergydrink.com

Crunk_TradeAd_5Flavors.indd 1 3/5/10 1:20:41 PM


Hoist PRODUCTS: Hoist


Hoist

PROVITA USA, LLC PRODUCTS: PROVITA PROTEIN ENERGY, PROVITA PROTEIN VITAMIN


PROVITA USA, LLC

Security Beverages Company Inc PRODUCTS: Security Feel Better Anti-hangover digestive drink


SECURITY FEEL BETTER

XAPP, Inc. PRODUCTS: XAPP Carbonated Protein Recovery - Fruit Punch, XAPP Carbonated Protein Recovery - Apple Grape, XAPP Carbonated Protein Recovery - Pomegranate Acai


XAPP Carbonated Protein

Innovative Beverage Group PRODUCTS: Drank


Drank Relaxation

Vitila Brands LLC PRODUCTS: Dream Dust Sleep Aid


Dream Dust Sleep Aid

Ex Drinks, LLC PRODUCTS: Ex Chillout


Ex Chillout

Funktional Beverages PRODUCTS: Purple Stuff Classic Grape, Purple Stuff Berry Calming, Purple Stuff Classic Lemon-Lime


Funktional Beverages, Inc.

RELAXATION

Ambrosia Beverage Group PRODUCTS: Ambro RELAX


Ambro RELAX

Balance PRODUCTS: Balance Relax

PACKAGING: 1 L PET, 500 mL PET

Balance Relax

Big Quark LLC PRODUCTS: BeautySleep


BeautySleep

Innovative Beverage Group PRODUCTS: Drank


Drank Relaxation

Vitila Brands LLC PRODUCTS: Dream Dust Sleep Aid


Dream Dust Sleep Aid

Ex Drinks, LLC PRODUCTS: Ex Chillout


Ex Chillout

Funktional Beverages PRODUCTS: Purple Stuff Classic Grape, Purple Stuff Berry Calming, Purple Stuff Classic Lemon-Lime


Funktional Beverages, Inc.

For free samples and free sleeptools please call 888-484-8452or email [email protected]

www.DreamDust.Com

*Drug Free

*Fast Acting

*No Calories

*No Sugar

*No Carbs

*Fully Insured

*Made in USA

6 / 2 oz Bottles per Display

24 Displays per Case

72 Cases per Pallet

†Minimum Purchase Required. Call for Details.

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

SRP $1.49 - $1.99

For free samples and free sleep

Amazing Formula, Great Packaging,

Affordable!

SRP $1.49 - $1.99

69¢69¢69¢PER BOTTLE†PER BOTTLE†

Dream Dust puts thecompetition to sleepDream Dust puts thecompetition to sleepDream Dust puts thecompetition to sleep


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


LEAN slow motion...potion

Neuro Drinks PRODUCTS: Neuro BLISS


Neuro Drinks

RelaxZen, Inc. PRODUCTS: Day, Night, Sport, Day Flight, Night Flight


RelaxZen

Celsius PRODUCTS: Calypso Punch


Celsius Calorie Burning Shot

Cintron Beverage Group PRODUCTS: Citrus Mango, Pineapple Passion, Tropical Azul, Cranberry Splash


Cintron Beverage Energy Shot

Solvi Brands LLC PRODUCTS: Orange

PACKAGING: 0.1 oz. Stick Pack

Crunk Energy Stix

Dragon Pearl PRODUCTS: Super Natural Energy


Dragon Pearl

SHOTSSPONSORED BY:

12 Gauge Energy, Inc. PRODUCTS: Kick Ass Cola

PACKAGING: 2.5 oz.

12 Gauge Energy Shot

Living Essentials, Inc. PRODUCTS: 5-Hour Energy (Original), Extra Strength 5-Hour Energy, Decaf 5-Hour Energy

5-Hour Energy

Açai Roots PRODUCTS: Açaí Energy Shot


Açaí Energy Shot

BAZI, Inc. PRODUCTS: BAZI Energy Shot


BAZI, Inc.

CelsiusPRODUCTS: Calypso Punch


Celsius Calorie Burning Shot

Cintron Beverage GroupPRODUCTS: Citrus Mango, Pineapple Passion, Tropical Azul, Cranberry Splash


Cintron Beverage Energy Shot

Solvi Brands LLCPRODUCTS: Orange

PACKAGING: 0.1 oz. Stick Pack

Crunk Energy Stix

Dragon PearlPRODUCTS: Super Natural Energy


Dragon Pearl

That’s right, 5-hour ENERGY® has the top six selling energy shot SKUs* in c-stores. And with our

9-box rack, you get all six best sellers plus our unique Decaf version. It’s a great way to give your customers exactly what they want – 5-hour ENERGY.®

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

Call 866-960-1700w w w . 5 h o u r e n e r g y . c o mor ask your 5-hour ENERGY® representative about the 9-Box Rack today.*Nielsen item rank report – total nutritional supplements – 4 weeks ending 10/30/2010.

©2011 Innovation Ventures, LLC. All rights reserved.

The top six energy shot SKUs. One convenient display.

5-hourENERGY.®

ThS

9 bbox rack

†THIS STATEMENT HAS NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION. THIS PRODUCT IS NOT INTENDED

TO DIAGNOSE, TREAT, CURE OR PREVENT ANY DISEASE.

†No crash means no sugar crash. 5-hour ENERGY® contains no sugar. Individual results may vary. See www.5hourenergy.com for more details.

Total Footprint18.5"w x 17.125"h x 8.625"d


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

PACKAGING: 4 mL

DynaPep Energy Berry

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

PACKAGING: 50 mL PET

Go Fast Energy Shot

PepsiCo PRODUCTS: HIJINKS: The Energy Mixer


HIJINKS: The Energy Mixer

Stimulicious Brands, LLc PRODUCTS: Minx xXx - Sex Shot


MINX xXx - Sex Shot

Nitro2Go, Inc. PACKAGING: 2 oz. PET

Nitro2Go Firepower Extreme

Nitro2Go, Inc. PRODUCTS: Regular, Extra Strength


Nitro2Go Instant Energy

Nitro2Go, Inc. PRODUCTS: Sweet Berry, Pomegrape


Nitro2Go Mega Shot

Nitro2Go, Inc. PACKAGING: 2 oz. PET

Nitro2Go Pure Energy

Red Bull North America PRODUCTS: Red Bull Energy Shot


Red Bull Energy Shot

PepsiCo PRODUCTS: Red Bull Sugarfree Energy Shot


Red Bull Sugarfree Energy Shot

National Beverage Corp. PRODUCTS: Red Zone, Code Blue, Citrus X


Rip It Energy Shot

NVE Pharmaceuticals PRODUCTS: Berry, Orange, Grape, Punch, Lemon Lime, Watermelon, Extra Stength Grape, Extra Stength Acai Pomegranate


Stacker 2 6 Hour Power

Red Bull North AmericaPRODUCTS: Red Bull Energy Shot


Red Bull Energy Shot

PepsiCoPRODUCTS: Red Bull Sugarfree Energy Shot


Red Bull Sugarfree Energy Shot

National Beverage Corp.PRODUCTS: Red Zone, Code Blue, Citrus X


Rip It Energy Shot

NVE PharmaceuticalsPRODUCTS: Berry, Orange, Grape, Punch, Lemon Lime, Watermelon, Extra Stength Grape, Extra Stength Acai Pomegranate


Stacker 2 6 Hour Power

template.onepage.indd 1 3/14/11 5:15 PM


NVE Pharmaceuticals PRODUCTS: Diet energy and crave control


Stacker 2 Xtra Diet

NVE Pharmaceuticals PRODUCTS: Berry, Orange, Grape, Extra Strength Grape


Stacker 2 Xtra Energy Shot

Solvi Brands LLC PRODUCTS: Pomegranate

PACKAGING: 2.5 oz.

Strut & Rut Energy Shot

Tomic, Inc. PRODUCTS: Fruit Blast


Tomic Energy Shot


PACKAGING: 3 oz. HDPE bottle

Verve! Energy Shot

Worx Energy Works PRODUCTS: Worx Original Formula, Worx Extra Stength


Worx Energy

Zipfi zz Corp PRODUCTS: Grape Energy Shot, Fruit Punch Energy Shot

PACKAGING: 4 oz. bottle

Zipfi zz Energy Shot

Zombie Blast LLC PRODUCTS: Wildberry, Sugar Free


Zombie Blast Energy Shot

TABLET & OTHER

Celsius PRODUCTS: Berry

PACKAGING: .19 oz.

Celsius Stick Powder Packets

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

PACKAGING: bag of 30 count chews

FRS Healthy Energy Chews

The FRS Company PRODUCTS: Orange, Low Cal Orange, Low Cal Peach Mango

PACKAGING: 32 oz.

FRS Healthy Energy Concentrate


The FRS Company PRODUCTS: Low Cal Wild Berry, Low Cal Orange

PACKAGING: 14 serving packs per box

FRS Healthy Energy Powder

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

PACKAGING: 5 pieces Stick Pack

Go Fast Energy Gum

HELIX Drinks PRODUCTS: HELIX Energy + Ginseng Orange

PACKAGING: .14 oz. Stick Pack

HELIX Energy + Ginseng Orange

Stimulicious Brands, LLC PRODUCTS: Minx xXx - Sex Shot


MINX xXx - Sex Shot

ISS Research PRODUCTS: Pump, Wicked

PACKAGING: 16 oz. PET, 12 oz. PET

MPR

ISS Research PRODUCTS: OhYeah! TPS, Wicked

PACKAGING: 39 oz. PET, 8

OhYeah! Total Protein System

Celsius PRODUCTS: Berry

PACKAGING: .19 oz.

Celsius Stick Powder Packets

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

PACKAGING: bag of 30 count chews

FRS Healthy Energy Chews

The FRS Company PRODUCTS: Orange, Low Cal Orange, Low Cal Peach Mango

PACKAGING: 32 oz.

FRS Healthy Energy Concentrate

Good for Peace of Mind• Patented ingredient

(30-patented applications for D-Ribose)

• Guaranteed purity

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

Good for Product Development• GRAS-affi rmed• Non-GMO• Naturally-certifi ed

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

1-877-4RIBOSE

bioenergyribose.com

Superior Energy Ingredient

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

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

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

BevNet half-page.indd 1 3/10/11 11:22 AM


Rockstar Inc PRODUCTS: Rockstar Iced Mint Energy Gum

PACKAGING: 10 pieces/pack

Rockstar Energy Gum

Enceutical Corp PRODUCTS: Spot On Energy Patch

PACKAGING: 4 patch pouch 12 pack (of 4-patch pouches) 24 pack (of 4-patch pouches)

Spot On Energy Patches

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

PACKAGING: 0.44 oz.

VIP Energy

Zipfi zz Corp PRODUCTS: Citrus, Berry, Pink Lemonade, Orange, Grape

PACKAGING: 11 gram Tube

Zipfi zz Healthy Energy Drink Mix

SERVICES &SUPPLIERS

A.M. Todd Ingredients | Flavors is a global creator and manufacturer of mint oils, fl avorings, and taste modifying materials. Although primarily known for its expertise in Mint, it now offers a full line of Organic Ingredients, Flavors, “clean label” Distillates and Extracts - Certifi ed USDA Organic, IFOAM and Fair Trade

A.M. Todd - Mooreganics

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

Allen Flavors, Inc.

Axiom Foods is the world’s fi rst, largest and most innovative source for the Beverage Industry’s allergen-free, Whole Grain Brown Rice ingredients. Our outstanding technology and quality control goes into syrups, sugar solids, protein concentrates/isolates, milks, honey, minerals and fi ber. Our Oryza rice syrup solids can aid in electrolyte absorption.

Axiom Foods

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

Bioenergy Life Science, Inc.

Cargill helps customers capitalize on the growing demand for energy beverages by offering unique ingredient solutions, like Cargill’s Xtend sucromalt. As a slowly digested sweet-ener syrup, sucromalt provides balanced energy (i.e. more constant availability of glucose without the highs and lows in blood sugar) when compared to other sweetener syrups.

Cargill, Inc.

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

Chemi Nutra

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

Citromax Flavors

Discover the difference between cognitive enhancing ingredients.

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

For more information about Cognizin®

contact Kyowa Hakko USA: (212) 319-5353 www.cognizin.com

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

*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.

Visit us at

SupplyExpo

Booth 242

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Closure Systems Inter-national, Inc. (CSI) is recognized as a global leader in closure design, manufacturing, and high speed application systems. In addition, CSI provides unparalleled customer and technical services glob-ally. CSI is part of Reynolds Packaging Group, an operating division of Rank Group Limited. Visit CSI’s website at www.csiclosures.com.

Closure Systems International

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

Comax Flavors

An innovative manufac-turer/supplier of plastic reusable layer pads, pallets and top frames to the beverage industry. Providing companies with an effi cient method to move their products throughout the supply chain, faster, better, safer and more cost-effectively. Corbi takes asset management, logistics, cleaning and services to new heights.

Corbi Plastics, LLC

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

Creative Refrigeration Devices

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

DSM Nutritional Products

EcoFruits International is a wholesale supplier of Acai, Acerola, Cupuacu, and many other superfruits. Our customers often tell us that the QUALITY of our products is superior to any other ingredients they have utilized. We agree! Call us for a sample to see for yourself.

EcoFruits International

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

Glanbia Nutritionals

Glanbia Nutritionals Cus-tomized Solutions has built a reputation on service and quality in the nutritional in-gredient and custom micro-nutrient premix businesses. We provide formulation and ingredient expertise in combination with the quality and consistency of fi nished blends that our cus-tomer’s count on. From order date to ship date, our lead-time is the shortest in the industry. Looking for a basic RDI, Energy, Antioxidant, Recovery blend or an individual nutritional ingredient? Glanbia Nutritionals Customized Solutions can provide the solution to your fortifying requirements.

Glanbia Nutritionas, (NA), Inc. - California

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

Hammer Packaging

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

Lonza Inc.

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

Martin Bauer Inc.

Private label beverage de-veloper and contract manu-facturer of; energy drinks, tea,juices,enhanced waters, fl avored malt beverages and beer. We can take your beverage from concept to commercialization. Turn Key programs available.

Monarch Custom Beverages

When it comes to potent performanceingredients, naturehas the inside track.*

Boost the hydration and recovery

benefits of your next beverage naturally

with pure, clinically tested Sustamine™.*

Produced through a patented

fermentation method, Sustamine is a

dipeptide that is more easily absorbed

by the body than complex protein

molecules.* This makes Sustamine a

highly effective ingredient for hydration,

endurance and recovery.* The only

GRAS L-Alanyl-L-Glutamine, Sustamine

is also tasteless, odorless, and stable in

liquids. If you’re looking for a

rehydration and recovery ingredient

that can give you a natural advantage,

get to know Sustamine.

For more information about Sustamine™

contact Kyowa Hakko USA: (212) 319-5353

www.sustamine.com

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

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

These fine brands contain Sustamine™ in their formulations

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

Moss Adams, LLP

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

Naturex

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

Nordon/Cooler Solutions

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

Nutritional Products International Inc.

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

NVE Pharmaceuticals

Contact us now: to create your custom new beverage. Our common sense ap-proach allows you to 100% own and control every aspect of your fi nished product: without a large initial deposit for development.

Parkside Beverage

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

Performance Packaging

PHARMACHEM is a fam-ily of companies that manufactures a variety of ingredients and beverage products. We supply cus-tom premix and fortifi cation systems. We copack turn-key RTD liquid and instantized powder beverages.

Pharmachem

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

Premium Ingredients International

We manufacture custom Point of Purchase displays. All manufacturing and pro-cessing is done in-house. We use wire, rod, square and round tubing, sheet metal and also integrate wood and plastic in the production of outstanding displays. Powder coating and graphic artwork are also done in-house.

Racks Incorporated

S&D Coffee’s Food Innova-tion & Ingredients Division creates customized extracts and fl avors supported by turn-key, personal service. We are vertically integrated from the source to your door, which means uninterrupted access to the broadest selection of coffee, tea and botanical raw materials while ensuring price stability.

S&D Coffee, Inc.

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

SG BEVERAGE SOLUTIONS INC


SleeveCo prints and converts high-impact, reliable, shrink sleeve and stretch sleeve labels. We provide industry-best speed to market, order fl exibility, in-house plate making and cylinder engraving, and dedicated fi eld technical service. Award-winning, DuPont-certifi ed graphics professionals expertly deliver a product’s visually-dynamic message. We manufacture affordable stretch sleeve application equipment to order.

SleeveCo, Inc.

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

Stauber Performance Ingredients

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

Symrise Inc.

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

The NutraSweet Company

HIGH-QUALITY HIGH-QUALITY HIGH-QUALITY COOLERS COOLERS COOLERS for the Food & for the Food & for the Food & Beverage IndustryBeverage IndustryBeverage IndustryBeverage IndustryBeverage IndustryBeverage Industry

in-house custom graphics capabilities

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COMPANY NAME CONTACT NAME ADDRESS CITY STATE ZIP CODE PHONE NUMBER WEBSITE

12 Gauge Energy, Inc. Jason Kraff 8352 NW 47th Street Coral Springs FL 33067 954-871-0211 www.12gaugeenergy.com

A.M. Todd - Mooreganics Domenick Lucarelli 1717 Douglas Ave Kalamazoo MI 49007 908-433-0030 www.amtodd.com

Açai Roots Igor Pereira 8385 Miramar Mall San Diego CA 92121 866-401-2224 www.acairoots.com

Afterglow Beverage Company Jason Walter 5019 Carolina Beach Rd Wilmington NC 28412 910-742-0152 www.HangoverGone.com

Allen Flavors, Inc. Joe Moran 23 Progress St. Edison NJ 08820 908-561-5995 www.allenflavors.com

Ambrosia Beverage Group Cavin Kindsvogel 2344 Farrington Street Dallas TX 75207 800-314-1822 www.ambrorelax.com

AriZona Beverages USA LLC Doreen Higney 60 Crossways Park Drive West Woodbury NY 11797 516-812-0365 www.drinkarizona.com

ávitae Trent Moffat 7003 Post Rd Dublin OH 43016 614-766-2848 www.avitae45.com

Axiom Foods David Janow 12100 Wilshire Blvd Suite 800 Los Angeles CA 90025 310-264-2606 www.axiomfoods.com

Balance Martin Chalk 39 West 32nd St New York NY 10001 212-564-0878 www.drinkbalance.com

BAZI, Inc. Sharon Studebaker 1730 Blake St. Denver CO 80110 303-316-8577 drinkbazi.com

Big Quark LLC Clark Wolfsberger 7645 Delmar Blvd Saint Louis MO 63130 314-727-6903 BeautySleepUSA.com

Big Red Inc. Jimmy Piloto 6500 River Place Boulevard Building 1 Suite 450

Austin TX 78730 512-501-3890 www.bigredjak.comwww.gpureenergy.com

Bioenergy Life Science, Inc. Kathy Lund 13840 Johnson St NE Minneapolis MN 55304 877-4RIBOSE bioenergyribose.com

Cargill, Inc. Deborah Schulz 15407 McGinty Rd W Wayzata MN 55391 866-456-8872 www.cargill.com

Celsius Sherri Lopes 2424 N. Federal Hwy Boca Raton FL 866-423-5748 www.celsius.com

Chemi Nutra Chase Hagerman 4463 White Bear Pkwy. Suite 105

White Bear Lake MN 55110 866-907-0400 cheminutra.com

Cintron Beverage Ryan Lynn 7400 Brewster Ave. Philadelphia PA 19153 267-298-2100 www.cintronbeveragegroup.com

Citromax Flavors Elaine Kellman-Grosinger 444 Washington Avenue Carlstadt NJ 07072 201-933-8405 www.citromaxflavors.com

Closure Systems International Tabetha Walker-Smith 7702 Woodland Dr Suite 200 Indianapolis IN 46278 317-390-5000 csiclosures.com

Comax Flavors Catherine Armstrong 130 Baylis Road Melville NY 11747 800-992-0629 www.comaxflavors.com

Corbi Plastics, LLC Teresa Dodd 5250 East Terrace Drive Suite 106

Madison WI 53718 608-852-8843 www.corbiplastics.com

Cott Beverages Jennifer Kenney 5519 W Idlewild Ave Tampa FL 33634 813-313-1746 www.cott.com

Cott Corporation Reece Keeler 6525 Viscount Rd. Mississauga ON L4V 1H6 905-672-1900 www.cott.com

Creative Refrigeration Devices Tom Meehan 810 1st St. So. Hopkins MN 55343 800-666-1449 www.crdrefrigeration.com

Cuba Beverage Company Alex Procopio 9219 Mira Este Court San Diego CA 92126 866-431-CUBA www.cubabev.com

DD Beverage Company Andrew Drayson 520 Broadway, Suite 350 Santa Monica CA 90401 604-999-3050 ddbevco.com

Dewmar International BMC, Inc Tim Thomas 132 E. Northside Dr. Ste C Clinton MS 39056 402-312-1477 www.SlowMotionPotion.com

Dragon Pearl Dave Dahl 1030 Huston Street A Grover Beach CA 93433 805-489-6689 dragonpearltea.com

DSM Nutritional Products Gus Castro 45 Waterview Blvd Parsippany NJ 07054 973-257-8357 www.dsm.com

DynaPep Corporation Lisa Krinsky 131 N.W 13th Street Boca Raton FL 33432 561-447-0082 www.dynapep.com

EcoFruits International Wendy Young 10653 S. River Front Parkway #290

South Jordan UT 84095 801-312-0955 www.ecofruitsinternational.com

COMPANY CONTACT INFORMATION



Enceutical Corp Brenda Stoner 3706 Arapaho Road Addison TX 75001 866-228-0428 www.spotonenergy.com

Ex Drinks, LLC Travis Arnesen 1879 Whitney Mesa Drive Henderson NV 89014 702-949-6555 www.ExDrinks.com

Flatt Cola Paul Pucci PO Box 56166 Madison WI 53705 262-705-2080 www.flattcola.com

Fluid Motion Beverage Inc. Paul Tecker 160 N. Riverview Dr. Suite 200 Anaheim CA 92808 800-951-9123 TalonEnergy.com

Function Drinks 3975 Landmark Street Culver City CA 90232 310-725-9050 www.functiondrinks.com

Funktional Beverages Tim Lucas P.O. Box 12168 Spring TX 77391 877-324-7657 www.MyPurpleStuff.com

GBomb Energy LLC. Eric McCormick 4182 Sorrento Valley Blvd. # C San Diego CA 92121 858-784-0379 www.grombombenergy.com

Glanbia Nutritionals Eric Borchardt 5951 McKee Rd. Suite 201 Fitchburg WI 53719 608-316-8500 www.glanbianutritionals.com

Glanbia Nutritionas, (NA), Inc. - California

Michael Cornell 5927 Geiger Court Carlsbad CA 92008 760-438-0089 www.glanbianutritionals.com

Go Fast Sports & Beverage Company Jill Hanna P.O. BOX 40342 Denver CO 80204 303-893-1222 www.gofastsports.com

Go Girl Energy Drink and Nor-Cal Beverage Co., Inc.

Gordon Guzenski 2286 Stone Blvd. West Sacramento CA 95691 916-372-0600 www.gogirlenergy.com

Golazo Todd Olsen 419 Occidental Ave S Seattle WA 98109 206-682-4625 www.golazoenergy.com

Green & Co. Susan Melody Buffalo NY 14216 716-783-9296 www.pureenergydrinks.com

Guayaki SRP Inc. Luke Gernandt 6782 Sebastopol Avenue Sebastopol CA 95472 707-824-6640 www.guayaki.com

GURU Beverage Co. Brian 295 Greenwich St. #163 NY NY 10007 212-480-4878 www.guruenergy.com

Hammer Packaging Lou Iovoli PO Box 22678 Rochester NY 14692 585-424-3880 www.hammerpackaging.com

HELIX Drinks James Ward 5423 Kavanaugh Blvd Little Rock AR 72207 901-647-7514 www.helixdrinks.com

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

Hoist Kelly Heekin PO BOX 9281 Cincinnati OH 45209 513-321-3400 www.drinkhoist.com

Innovative Beverage Group Peter Bianchi 5833 B Westview Dr Houston TX 77055 713-975-7715 www.drankbeverage.com

ISS Research Wes Strickland 5400 WT Harris Blvd Charlotte NC 28269 704-948-4345 www.issresearch.com/mpr

Jones Soda Company William Meissner 234 9th ave N Seattle WA 98109 206-436-8704 www.drinkwhoopass.com

KroniCo LLC. James Gabriele 2010 W. Parkside Ln. Phoenix AZ 85027 623-580-9221 www.kronikenergy.com

Living Essentials, Inc. www.5hourenergy.com

Lonza Inc. Thomas Brancato 90 Boroline Road Allendale NJ 07401 800-365-8324 www.lonzanutrition.com

Martin Bauer Inc. Gary Vorsheim 300 Harmon Meadow Blvd. Suite 510

Secaucus NJ 07094 201-659-3100 www.martin-bauer-group.us

Monarch Beverages 1123 Zonolite Road NE Atlanta GA 30306 404-262-4040 monarchbeverages.com

Monarch Custom Beverages Larry Williams 2205 Riverstone Blvd. Suite 104

Canton GA 30114 678-493-7000 monarchcustombeverages.com

Monster Beverage Company Richard Hastings 550 Monica Circle Corona CA 92880 951-739-6441 www.monsterenergy.com

Moss Adams, LLP Carol Suruki 21700 Oxnard Street #300 Woodland Hills CA 91367 818-577-1916 mossadams.com

National Beverage Corp. Brent Bott 8100 sw 10th st. Plantation FL 33324 954-581-0922 www.ripitenergyfuel.com

Naturex Samuel Menard 375 Huyler street South Hackensack NJ 07606 201-440-5000 www.naturex.com


COMPANY CONTACT INFORMATION (continued)


Neuro Drinks Ken Tenace 501 Santa Monica Blvd Santa Monica CA 90401 310-393-6444 www.drinkneuro.com

Nitro2Go, Inc. 8020 Palm Ave. Highland CA 92346 800-250-2345 www.nitro2go.com

Nordon/Cooler Solutions Joe Moffett 1 Cabot Blvd. East Langhorne PA 19047 800-211-7745 www.nordoninc.net

Nutritional Products International Inc. Brian Gould 301 W. Atlantic Ave. Suite 7-8 Delray Beach FL 33444 561-544-0719 www.nutricompany.com

NVE Pharmaceuticals Glenn Lee 15 Whitehall Rd Andover NJ 07821 973-786-7868 www.stacker2.com

NVE Pharmaceuticals Walter Orcutt 15 Whitehall Road Andover NJ 07821 973-601-8484 www.nveusa.com

Parkside Beverage Cydney Whitmoyer PO Box 210 Leesport PA 19533 610-916-2439 www.parksidebeverage.com

PepsiCo Andrea Foote 700 Anderson Hill Road Purchase NY 10577 914-253-2600 www.pepsico.com

Performance Packaging Laura Martin 6430 Medical Center Street #102

Las Vegas NV 89148 702-240-3457 Performance-Packaging.com

Pharmachem Gregory Drew 265 Harrison Avenue Kearny NJ 07032 201-719-7405 www.pharmachemlabs.com

Premium Ingredients International Nicole Aurelio 285 E. Fullerton Avenue Carol Stream IL 60188 630-868-0300 www.premiumingredients.com

Provita USA, LLC Jeff Jonke 1900 Preston Road Plano TX 75093 972-922-3344 www.provitaenergy.com

Racks Incorporated William Schiffman 7684 St Andrews Avenue San Diego CA 92154 619-301-7971 racksinc.com

Red Bull North America, Inc. 1740 Stewart St. Santa Monica CA 90404 310-393-4647 www.redbullusa.com

RelaxZen, Inc. Brent Sonnek-Schmelz 621 Shrewsbury Ave Shrewsbury NJ 07702 877-448-2323 www.relaxzenshots.com

RLED, LLC Brian Boaté 8000 Wheatland Ave Sun Valley CA 91352 818-243-8200 www.RoaringLion.com

Rockstar Inc Customer Service P.O. Box 27740 Las Vegas NV 89126 702-939-5535 www.rockstar69.com

S&D Coffee, Inc. Scott Geringer 300 Concord Parkway South Concord NC 28027 800-933-2210 www.sndfl avors.com

Security Beverages Company Inc 1221 Brickell Ave # 909 Miami FL 33131 786-619-1129 www.securityfeelbetter.com

SG Beverage Solutions, Inc. Tom Shuman 2801 NW 55th Court Ft Lauderdale FL 33309 800-882-6693 www.sgbeveragesolutions.com

Shadow Beverages George Martinez 1860 W. University Drive, Ste 114

Tempe AZ 85281 480-371-1100 ironcladenergy.com

SleeveCo, Inc. Jyl Gryder 103 Lumpkin Campground Rd. N

Dawsonville GA 30534 706-216-3110 www.sleeveco.com

Solvi Brands LLC Tom Mahlke 1250 Northmeadow Pkwy Roswell GA 30076 678-578-5320 www.crunkenergydrink.com

Speedelicious Beverages, LLC Frank Lopera 27-28 Thomson Ave Long Island City NY 11101 310-560-2840 www.drinkspeedy.com

Stauber Performance Ingredients Shirley Rozeboom 4120 North Palm Street Fullerton CA 92835 888-441-4233 www.stauberusa.com

Stimulicious Brands, LLC Customer Service 57-12 Granger Street Corona NY 11368 646-349-5649 www.drinkminx-xxx.com

SunOpta Consumer Products Greg Hill 2199 Delaware Ave. Santa Cruz CA 95060 831-600-3607 www.optaenergy.com

Symrise Inc. Ian Thurston 300 North Street Teterboro NJ 07608 201-288-3200 www.symrise.com

The Fever Company, LLC. Philadelphia PA www.iwantfever.com

The FRS Company Carli LaForgia 101 Lincoln Centre Dr Foster City CA 94404 650-227-2209 www.frs.com

The Masters of Beverages, LLC Pete Algarin PO BOX 79378 Corona CA 92877 951-582-9556 www.spiderenergy.com

The NutraSweet Company Brad Meyers 222 Merchandise Mart Plaza Suite 936

Chicago IL 60654 312-873-5000 www.nutrasweet.com

Tomic, Inc. Joseph Chang 17280 Newhope St. Fountain Valley CA 92708 877-496-3332 www.DrinkTomic.com

Turbo Energy Drink Chris Hannemann 2440 Alki Ave SW #402 Seattle WA 98116 206-938-0596 www.turbo-nrg.com



Vemma Nutrition Company Bridget Bond 8322 E. Hartford Dr. Scottsdale AZ 85255 480-927-8999 www.vemma.com

VIP Energy LLC Ricky Poland 160 N Wall St #206 Columbus OH 43215 419-704-0481 vipenergymix.com

Vitila Brands LLC Max Proskoff 5707 31 Ave Woodside NY 11377 888-484-8452 www.dreamdust.com

Vuka, LLC Todd Fenton 1338 South Valentia Street Denver CO 80247 720-535-1831 www.vuka.com

Warrior Energy, Inc. Arthur Ebeling 142 North Queen St. Martinsburg WV 25401 304-264-0437 www.DrinkWarrior.com

Worx Energy Works Richard Hastings 550 Monica Circle Corona CA 92880 951-739-6441 www.worxenergy.com

XAPP, Inc. Ashley Hicks P.O. Box 690 Carlsbad CA 92018 760-444-2286 www.xapp.com

XL Energy Drink Corp Maja Sponring 521 Fifth Avenue New York NY 10175 212-594-3080 www.xl-energy.com

XS Energy 15233 NE 90th St. Redmond WA 98052 xsblast.com

Xyience Reuben Rios 1335 E. Sunset Rd Las Vegas NV 89119 702-430-5428 www.xyience.com

ZICO Beverages LLC Bill Lange 643 Cypress Ave. Hermosa Beach CA 90254 310-379-9505 www.zico.com

Zipfi zz Corp Ashley Scrupps 18303 Bothell Everett Highway

Mill Creek WA 98012 877-947-3499 www.zipfi zz.com

Zombie Blast LLC Tom Talbott 12640 Moore St. Cerritos CA 92703 www.zombieblast.com

ZUN Energy Drink Fuzzee Bee Beverage Company

4845 Pearl East Circle Boulder CO 80301 303-447-6881 www.zunenergy.com

PROMO PARADEPROMOTIONS, EVENTS, AND SPECIALS FOR THE INDUSTRY


Tres Generaciones Tequila Courts Golden Boy

Diet Doctor Uses Yahoo!

For the second year, Apple & Eve will be sponsoring the Fruitables Music Mash-Up to benefi t music and arts education in America. Teaming up with Cory Mon-teith, star of the TV show Glee and the VH1 Save the Music Foundation, Apple & Eve will give the two best performers $10,000 for their school’s music program. One winner will be selected from the el-ementary grades and one will be selected from the middle school grades. They will also donate $1 for every few Facebook fan to the VH1 Save the Music Foundation, giving up to $50,000.

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

Diet Dr Pepper will launch a virtual scavenger hunt across Yahoo!’s Movie, Music, TV, News and mobile services beginning March 31, called “The Hunt For The Unbelievable.” Users will be required to fi nd six characters (Alien, Easter Bunny, Santa Claus, Tooth Fairy, Leprechaun and Sasquatch) and could win a trip worth $10,000 if they complete the scavenger hunt. “The Hunt For The Unbelievable” extends Diet Dr Pepper’s “We Ex-ist” campaign to the internet for the fi rst time.

A Fruity Music Mash-Up From Apple & Eve

Nestle Bunny Finds Sports Traction

Whynatte Brews On Four Cylinders

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

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

Nestle Bunny Finds Sports Traction

Beverage Spectrum March 2011

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Transcript of Beverage Spectrum March 2011