julyaugust2012

THE HISPANICBEER EQUATION

ANNIE’S IPO: WHY ITMATTERS TO BEVCOs

NEW TERRITORY FOR TEA

JULY 26, 2012

Why the Big Apple’s Assault onSuper-Sizes is Small Potatoes.

BEVNET’S 2012WATER GUIDE

S P E C I A L

S E C T I O N

JULY/AUGUST 2012Contents • Volume 10 • No. 5

Columns

4 COVER STORYFIRST DROPThe Bloomberg Ban

6 PUBLISHERS TOASTPer Caps, Perhaps?

22 GERRY’S INSIGHTSBig Deal!

Departments

8 BEVSCAPE BUSINESSCampbell Soup Co. acquires Bolthouse

10 BEVSCAPE INNOVATIONThe FDA chases Rockstar

12 NEW PRODUCTSMore dessert inspired vodka

18 CHANNEL CHECKRefrigerated teas

24 THE EXPERTSBunnies and BevCos

58 PROMO PARADECoca-Cola and track star David Oliver

Features

26 THE HISPANIC BEER EQUATIONWhy the nation’s fastest-growing ethnic population means big money for Mexican import brands

30 NEW TERRITORY FOR TEANew trends are helping to launch exciting brands and grow the category

Special Section

39 BEVNET’S 2012 WATER GUIDEOur annual guide to the category

Beverage DevelopmentIngredient Supply

ShotsEnergy Drinks

Enhanced Waters and MoreProprietary FlavorsPremixes and Bases

U.S. Distributor U.S. Distributor

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39 COVER IMAGE COURTESY NYC MAYOR’S OFFICE

By Jeffrey Klineman

4 BEVNET MAGAZINE JULY/AUGUST 2012

THE BLOOMBERG BANRegular readers of this column (all nine of you) are aware that I’m not one to blast regulation. In fact, my knee tends to jerk the other way, believ-ing that, grandstanding aside, the social obligations of a business mean that most regulations are worthy of strong consider-ation and adoption.

I have written in favor of careful regula-tion and scrutiny of additives and ingredi-ent claims, as well as improving the utri-tional value of products while limiting their downside. On the other hand, I recently supported a pushback against extensive civil litigation against beverage companies when that litigation appears intended to enhance the lifestyle of the litigator more than the social compact. I’ve urged caution when it comes to marketing high-calorie, high-sugar products to children – particu-larly since I’m scared to have hyper chil-dren waiting for me at home. But I’ve also been impressed by the moves the industry has made to self-police when it comes to calorie and ingredient disclosure.

It’s in that context that I have observed the immediate response to a proposal on “supersizing” from New York Mayor Mi-chael Bloomberg – one echoed later by my city of residence, Cambridge, Mass. – to limit the sale of beverages that have more than 25 calories per 8 oz. serving to package sizes that are 16 oz. or less. Because it’s an ordinance proposed by the city’s Board of Health, it will be fairly easy for Bloomberg to get approval, and it will fall to him to enforce the ban on the establishments the Board of Health regulates, including restaurants, movie theatres, delis and sports arenas.

Industry reaction has been predict-able: the powers-that-be in the Ameri-can Beverage Association and its allies, including groups representing restaurant and entertainment businesses, have been overwhelmingly against it, taking to the airwaves, putting up signs, lobbying, and organizing Astroturfed public rallies decrying the proposal. As I write this, the “Million Big Gulp March” has just finished up outside City Hall Park.

Bloomberg has been portrayed as everything from nanny to meddling mom, but from a dietary standpoint, there’s

very little wrong with his basic rationale: too many calories are making too many people in New York obese, and drinks with lots of sugar are contributing to the extensive calorie load. And while the free-dom to choose those calories may seem like an individual one, in fact, the overall impact of those choices is one that creates real costs for the public. It’s expensive, in other words, to fight the problems caused by a population that is unhealthily fat.

It’s the same rationale that has been ap-plied – successfully, and with little impact to the restaurants and bars – in the case of bans on cigarette smoking.

But the supersize regulation is more complicated. For one thing, the ban would allow high-calorie milk-based prod-ucts (some of which pack huge caloric loads and commensurate amounts of sugar) slide. Industry figures fighting caf-feine regulation in energy drinks are used to comparing themselves to Starbucks coffees for caffeine content; that model works again when looking at calories: a 16 oz. Venti Starbucks Caramel Frappuccino, comes in at 350 calories; would make the cut. A 16.9 oz. PET bottle of Honest Tea Lemon Tea, which comes in at 80 calories per bottle, wouldn’t. Neither would a 20 oz. Vitaminwater (125 calories).

There might be some variable that allows for packaging size discrepancies eventually applied to the regulation, but as it stands now, given the nuances of package formats, the havoc this proposal will wreak on shelf sets should comprise a legitimate cause for industry concern.

Furthermore, there are inconsisten-cies in Bloomberg’s own finger pointing: he is a fan of the gorge-tastic Nathan’s Hot Dog eating contest and he’s cut the ribbon at Brooklyn Brewery expansions (significant because craft beer clocks in much higher calorically than comparable premium offerings). Also, under Bloom-berg, New York has become the city that birthed a million cupcake bakeries and food trucks, and recently hosted the Great Googa Mooga, a culinary event that fea-tured, among other decadent treats, Foie Gras-stuffed doughnuts.

While calorie concerns are legitimate, the super-size beverage ban, with its obvi-

ous shortcomings (free refills, just buy two instead, etc.), is a symbolic one, but it also raises relevant questions about where the line should be drawn -- while also riling up an opposition that has historically been willing to work with local governments. With cigarettes, the issues were more straightforward, the villain was acting alone. Even banning trans-fats wasn’t a bad idea: again, there’s a single ingredient, and the industry tide had already turned against them. With calories, there’s a real “pound of feathers” argument: why not ban bacon in large portions? Or butter?

Both of those items are readily available – are, in fact, thriving – in Bloomberg’s New York, without threat of calorically-derived fine. But – and here’s the kicker – one just has to go to a cupcake bakery (they stick bacon in the frosting now, even) to see that there are regulations that work. Along with the trans-fat ban, one of the Bloomberg Administration’s most suc-cessful public health initiatives has been the requirement that chain restaurants display calorie counts on their menus.

Here’s the rationale behind it, straight from the Department of Health’s cam-paign itself:

“When people have access to calorie in-formation, they use it. Health Department surveys have shown that when restaurant patrons use calorie information in decid-ing what to order, they average nearly 100 fewer calories in each meal purchased.”

Guess what? Most of those plus-sized soft drink containers – at least the RTD ones – of beverages have been offering that calorie information up for years. Extend-ing that disclosure shouldn’t be that hard at fountains, movie theatres and stadiums. Print it on the cups. Make the industry provide all the information you think they should. But don’t enact misleading, tooth-less, inconsistent bans, especially when you’re still encouraging them to chase their foie gras donut with a Frappuccino. IM

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By Barry J. Nathanson

BPA Worldwide Member, June 2007

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MAGAZINE


PER CAPS, PERHAPS?

I’m a stat man, always will be. I like to peruse them as a source of reference for where we’ve been and where we’re going. Every day we are inundated with numbers for substantiation, justifi -cation and the like. We show consumer trends, measure media, check the pulse of voters, shoppers and investors.

The GDP is a key measurement of the health of our economy. The world revolves around the comings and goings of the Dollar, the Euro, the Yen. Stock markets around the world are the ultimate arbiters of the state of our success or failure.

As a sports nut, I’m heavily invested in ERA, RBI, PPG, MPH, saves, wins and losses. I consume batting average, pitching charts, passing and running stats on a daily basis.

Numbers give us a measurement of changes, trends, growth and slippage. So, I decided to look at them to determine where the beverage industry has been and where it might be going. We have many factors to look at, but I’ve always felt that Per Caps (annual gallon consumption per capita) give the best perspective.

I’ve been in the industry for 20 years now and throughout my time I’ve always looked to these Per Caps. Fortunately, Beverage Marketing Corp. has chron-icled this valuable data over the time frame I’ve been involved.

Those numbers show how the industry has shifted over the years. When I fi rst entered the marketplace, CSD’s were king. Sitting on their lofty perch around the mid 50’s, no other category came close. Ten years into my run, in 2001, CSD’s weighed in at 53, with beer and milk around 22, and bottled water and coffee at 18, juices at 14 and tea at 10. Sports drinks would garner a little over 2 and energy drinks were barely measureable. The obtuse “all others” comprised another 27.

We like to think that we’ve changed so much, with all the new entries in the beverage arena. Yet, as we look over the trends during this timeframe, in reality, it’s not all that different. The shift has

been the tremendous erosion of CSD’s. From 2001 to 2011, the category dropped 9 per caps. That’s a lot of soda taken off the table. The main benefi ciary has been bottled water, which has gone from 18 to 29. Fifteen years ago, I was extolling the importance and growth of water. It’s nice to see I’m right occasionally.

The other measurements from 2001 to 2011 show somewhat minimal shifts. With all the hoopla and excitement of sports drinks, the change is from mid 2’s to mid 4’s. Not all that much to write home about. Energy is still only in the mid 1’s. I was surprised by that. Still, you’re talking billions in sales. Beer and milk dropped 2 gallons, while coffee and tea remain the same. “All others” moved up one tick.

We all look at the industry as one that re-invents itself and has seismic shifts. That perception is greater than the reality. The new drinks abound, but the business really hasn’t deviated from its core. Consumers just have so much capacity in their bellies. Over the years, the consumption level re-mains 192 per caps. That’s a lot to digest.

To find out more, contactWes Strickland. VP of Sales, at 888-231-2684 or hitOhYeahNutrition.com

The latest news on the brands you sellBEVSCAPE BUSINESS


Bolthouse Bought by Campbell Soup Co.

Skinny Secures Financing

CEO Leaves Jones Soda

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

In addition to its juice portfolio, which has powered Bolthouse’s rise in the bever-age world, the company also makes salad dressings and fresh carrots. The company was famously able to use its connections with supermarket produce buyers to help it grab space in the produce section along-side more established brands like Naked, Pom and Odwalla, and created a broad portfolio that included a wholly-owned and operated acai plant in Brazil in addi-tion to its initial carrot juice mixes.

Campbell’s said today that it plans to allow Bolthouse to continue to operate as a separate unit, which will include keeping President and CEO Jeff Dunn on board.

Campbell’s has shown signifi cant growth in its own juice business via its V8 portfolio at a time when its core soup offerings have struggled; the company said that Bolthouse had reported sales of $689 million for the fi scal year ended March 31, including earnings before interest and taxes of $92 million.

“Bolthouse is a great strategic fi t with Campbell,” Denise M. Morrison, Camp-bell’s chief executive, said in a statement. “Its business platforms, capabilities and culture are well aligned with the core growth strategies we announced last year.

Skinny found a fat wallet in the form of a sale of $9 million in preferred and common stock to investment fi rm Trim Capital, as well as a $6 million line of credit extended by Trim.

Trim will eventually own 65 percent of the common stock of Skinny Water.

“The investment Trim Capital is mak-ing in Skinny Water will give the Com-pany the capital to execute its growth plan. Having access to this capital will allow us to accelerate our marketing and brand initiatives, add new product lines

under the Skinny Nutritional Corp. um-brella of Skinny trademarks and build inventory levels to satisfy the demand for our products,” said Michael Sala-man, CEO of Skinny Nutritional Corp.

Trim Capital LLC’s Managing Partner, Marc Cummins states “Skinny Water is exactly the type of investment we look for – one with the perfect combination of a solid consumer proposition, a healthy distribu-tion system and a robust product pipeline that will continue to deliver great-tasting and healthy products to the marketplace.”

Bill Meissner, the CEO of Jones Soda, the Seattle-based brand CSD brand that has long been a youth favorite for its inventive fl avors, creative, user-generated packaging and unconventional atti-tude, has resigned following a series of disagreements with the publicly-traded company’s board of directors.

Leaving with Meissner were board chair Richard Eisworth and CFO James Stapleton. Meissner was replaced as CEO by Jennifer Cue, a former CFO and COO at Jones who rejoined the board in this year after leaving in 2005.Cue is the company’s fi fth CEO in fi ve years.

“It really just boiled down to strategic differences and how we viewed the busi-ness, its opportunities and challenges,” Meissner told BevNET. “It’s really im-portant for a company to be aligned from the top down. Without this, execution becomes very diffi cult. The separation of the chairman, our CFO and me really allows the company to go forward with alignment on its view of the business and the strategy from the board all the way through the new management team.

The company is expected to slash spending in an attempt to consolidate the gains it had made in rebuilding the Jones

brand behind its core offerings. Cue has long been regarded as one of the key em-ployees who assisted the company’s rise under founder Peter van Stolk, although she left soon after van Stolk as the public company’s share price began to fl ag.

“Our objective is to align the Com-pany’s cost structure with its operating resources and position the Company for profi table revenue generation,” said Mick Fleming, the company’s new board chair.

Meissner joined Jones in April, 2010, leaving Talking Rain, where he had also been CEO. He had immediately taken to the road to try to rebuild faith in the

brand’s national DSD network.Under Meissner, the company

had slashed several underper-forming members of the brand family, including Naturals, Organics, 24C and Gaba, along with many Jones Soda varieties,

instead focusing the company behind its best selling Jones Soda SKUs and trying to revive the company’s energy drink fortunes behind the WhoopAss line, which was re-branded with a more masculine, exercise-oriented image. In the spring, Jones attempted to move back into the natural channel via the launch of Jones au Naturel, a line of fortifi ed natural CSDs with fi ber and stevia.

“The products are great, the employ-ees are phenomenal and over the last 24 months we built a solid distribution net-work able to service all channels of trade,” Meissner said of Jones and its future.

JULY/AUGUST 2012 BEVNET MAGAZINE 9

Core Power Enters Coke System

Coca-Cola Refreshments has agreed to begin distributing Core Power, a milk-based protein drink manufactured with the product of two large dairy co-ops based in West Texas, New Mexico, and the Midwest.

Core Power — owned by parent com-pany Fair Oaks Farms Brands, Inc., which operates out of a 30-person offi ce in Chi-cago — is run by former Coca-Cola Co. CMO Steve Jones, best known as the man who helped tie Coke to the hit television phenomenon “American Idol.”

Core Power, which is lactose-free and boasts between 20 and 26 grams of whey protein in 11.5 oz. bottles, is shelf-stable, giving it the potential to sit for up to nine months without going bad. The 5-SKU product employs monkfruit and stevia in a 150-calorie version that has 20 grams of protein, while the full-calorie version can hit 240 calories and 25 g of protein.

Long range plans are to take Core Power national, according to the company. The initial plan, beginning in July, is for CCR to take over the bulk of the distri-

bution of Core Power in Texas and Colorado, as well as Ohio, Indiana, Michigan, and Chicago. CCR will also run the product into chain gro-cery and other large-format stores in Arizona and Central California all the way to San Diego.

Beyond that, however, two well-placed sources within Coke indi-cate that Core Power is a likely tar-get as the next outside investment from the company’s Venturing and Emerging Brands Group, which is charged with helping develop entrepreneurial companies into potential “billion dollar brands.”

Publicly, the group doesn’t discuss its investment strategy, but Jones has strong boosters within the organization; VEB Presi-dent Deryck van Rensburg even went so far as to comment on the distribution arrange-ment in the press release that announced it, calling the brand “part of an exciting cat-egory for consumers and retailers that is still in the early stage of its growth potential.”

The release even goes so far as to say that van Rensburg views the arrangement as a great example of how Coke joins in helping to develop new, next-generation beverage brands.

The plan for the product is to go with supermarket and large-

format chains through the end of the year, at which point the brand will start to look to convenience and other potential retail chan-nels, according to Anders Porter, who is the spokesman for Fair Oaks Farms Brands.

The brand grew out of an oppor-tunity fostered by the capacity of the 87 family-owned farms in the two co-ops, Se-lect Milk Producers and Continental Dairy Products. Jones was working as head of a product development role at Select Milk Producers until last year, when he sug-gested rearranging the corporate structure to create a new product line based around the growing awareness of whey protein.

Product development & marketing newsBEVSCAPE INNOVATION


Delivering the keynote address at The Institute of Food Technologists (IFT) annual trade show in Las Vegas, Starbucks Chairman and CEO Howard Schultz related how Starbucks endured and even-tually mitigated the effects of its recent troubles. Having taken an 8-year hiatus from the company he founded, Schultz returned to Starbucks in 2008 to help lead it through the economic downturn which had hit the hitherto rapidly expanding chain particularly hard.

According to Schultz, the company sur-vived this stretch by keeping true to the values and principles upon which it had been founded. Expanding on the message, Schultz explained that companies can prevail and even succeed amidst the still-difficult economic conditions by doing as Starbucks did, operating with transpar-ency and authentically.

Refreshingly, the attendees and exhibi-tors at this year’s IFT were as authentic and transparent as ever. Green technolo-gies, although more typically associated with packaging suppliers, are also an important driving force in the ingredient supply industry.

One such example of green ingredient sourcing came from Blue Marble Bio-

WILD Flavors GmbH has completed the acquisition of Cargill’s global juice cold blends and compounds business after receiving all necessary antitrust approvals.

The acquisition, which was first an-nounced on April17, 2012, is a key step in the company’s global growth strategy and further strengthens its position as the leading natural ingredients company for the food and beverage industry.

“Combining our expertise with the capabilities of the newly acquired business enables WILD to offer the most complete product portfolio in the global juice busi-ness,” said Michael H. Ponder, CEO of WILD Flavors. “This further supports WILD Flavors’ unique market position

Starbucks Founder Schultz Addresses IFT

WILD Flavors Acquires Cargill’s Global Juice Cold Blends & Compounds Business

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

as the truly single source of supply for all of the natural ingredients our customers need to produce a high-quality, finished beverage product,” he added.

WILD will have a much broader product portfolio and will be the ideal partner to its customers at all stages of the developing process for new juice-based beverages.

The acquisition adds a global network

traction. This technology employs various kinds of bacteria in a production chain to breakdown the plant material and, in doing so, create extracts and oils such as laven-der, cinnamon, pine, and roasted coffee.

Natural sweeteners continue to make waves in the supply industry. Some of the momentum maintained by stevia in recent years has transferred to luo han guo or monk fruit, the only other high-intensity, naturally-derived sweetener. Tate & Lyle, which markets its monk fruit-based sweet-ener, PureFruit, to beverage companies, was handing out samples of a soon-to-launched table top version. Sold in packets under the Nectresse brand name, it will be marketed by McNeil Nutritionals per an arrangement similar to that which is currently in place between the companies for the marketing of table top Splenda. Though the Nectresse brand will not be found on beverage labels, the launch of the table top monk fruit sweetener is a clear sign that the companies behind it feel monk fruit is ready for the mainstream.

Held at the Las Vegas Convention Center, the event is the largest gathering of supplier and food scientists in the country with over 1,000 exhibitors showcasing their flavors, ingredients and processing technologies.

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


FDA Chases Rockstar

WILD Flavors Acquires Cargill’s Global Juice Cold Blends & Compounds Business

For the second time this year, the Food and Drug Administration (FDA) has warned a beverage company that products labeled as supplements must be sold and marketed as supplements, not beverages. Recently, the FDA sent a letter to Rockstar cautioning the company that, despite being labeled as supplements, its Coffee & En-ergy products are represented, advertised, and sold as beverages. And because the products contain gingko, an unapproved food and beverage additive, the agency has deemed the line to be “adulterated.”

The letter to Rockstar follows a similar one that the FDA sent in March to Revolt Distribution, which markets Slowtivate Relaxation Drink. The FDA warned the company that even though Slowtivate is labeled as a dietary supplement, the prod-uct has the appearance and representation of a conventional beverage and considered unsafe because of its inclusion of melato-nin, which, like Gingko, is an unapproved

additive, according to FDA guidelines.Rockstar said it would reformulate

Rockstar Roasted without the additive and that it would also voluntarily remove it from the rest of the Rockstar line before the end of the year.

In its letter to Rockstar, the FDA stated that the company’s use of the term “energy supplement” on its Coffee & Energy labels and the use of a “Supplement Facts” panel for nutrition labeling “do not make [its] products dietary supplements, because [the] products are represented for use as conventional foods.” The FDA lists a num-ber of examples and factors to support its argument including Rockstar’s use of the word “coffee,” which the agency states is a word commonly held to describe a bever-age and a conventional food.

As the FDA continues to wade into the issue of companies labeling products as supplements versus conventional bever-ages, Justin Prochnow, an attorney with

Greenberg Traurig and expert in regula-tory issues regarding consumer product companies, said that beverage companies need to be extremely cautious in how they label and market their products.

“This follow-up to the Slowtivate letter posted in March over the use of melato-nin in a product labeled as a supplement, but deemed to be a beverage by the FDA, only serves to further the notion that it is vitally important to be consistent in your labeling and references to your product,” said Prochnow. “If you sell your product as a supplement, reference it as a supple-ment at every turn.”

The newest options for cooler and shelfNEW PRODUCTS


JUICES

12NtM Sparkling Beverages, a line of chef-crafted, all-natural blends of herbs, spices, fruit juices and teas, has launched a new 6.3 oz. single-serve bottle. The new product is available in two fl avors: Blanc, a citrus-ginger blend, and Rouge, pomegran-ate-black currant blend. Each bottle contains 47 calories and has no added sugar or arti-fi cial sweeteners. 12NtM Sparkling Bever-ages 6.3 oz. bottle are currently distributed in Nantucket and New York City and have a suggested retail price of $2.99. For more information, please call (914) 924-9558.

Sweetgreen, the farm-to-table organic salad restaurant group, today announced the launch of Sweetpress, a new line of organic cold-pressed juices to be sold exclusively at Sweetgreen locations and online starting this summer. Sweetpress juices are raw and freshly cold-pressed to preserve optimal nu-trients and fl avor. Sweetpress is available in six varieties: Purify, made with kale, spinach, cucumber, apple, lemon, ginger; Energize, made with carrot, orange, grapefruit, ginger, cayenne; Satisfy, made with carrot, beet, apple, cucumber, spinach, lemon, parsley; Detox, made with pineapple, apple, gin-ger, mint; Hydrate, made with cucumber, pineapple, pear, coconut water, lime; and a Seasonal variety made with watermelon, co-conut water, mint, lime. Sweetgreen is pack-aged in a 12 oz. bottle and has a retail price of $7.00 for the Purify variety, and $6.00 for the other varieties. For more information, please call (301) 646-0336.

The Coca-Cola Company, Inc. has launched two new juice drink fl avors for its line of Minute Maid products. Minute Maid Fruit Punch and Minute Maid Strawberry Passion are made with real fruit juice and are both excellent sources of Vitamin C. The drinks are packaged in 15.2 oz. PET bottles and are sold in convenience, drug and gro-cery stores nationwide. For more informa-tion, please call (713) 669-3126.

FUNCTIONAL BEVERAGES

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

als to support its youth-enhancing claims, including published reports in peer-reviewed journals such as Archives of Dermatological Research, Journal of the American Acad-emy of Dermatology, and Skin Research and Technology. These trials show that the ch-OSA compound in FIX reduces wrinkles by 30 percent, increases skin elasticity by 87 percent, and thickens and strengthens hair by 13 percent. FIX contains no calories and is packaged in a 16 oz. PET bottle with a full shrink-wrap label. FIX is launching nationwide with four fl avors: Acai Raspberry, Orange Pineapple, Strawberry Kiwi, and Blueberry Pomegranate. The product has a suggested retail price of $2.49. For more information, please call (877) 854-5494.

Bai Brands, maker of the fi ve-calorie bai5 antioxidant-infused beverage, announces the debut of its variety pack. The 12-bottle variety pack features four Bai fl avors - Su-matra Dragonfruit, Costa Rica Clementine, Brasilia Blueberry and Malawi Mango - with three bottles of each fl avor. The variety pack is sold at Costco and Amazon.com and has a suggested retail price of $28-30. For more information, please call (609) 586-0500.

BODYARMOR, an all-natural multifunc-tional beverage, has introduced two new fl avors: Acai Blueberry Pomegranate and Tropical Citrus. Each BODYARMOR Super-Drink fl avor contains 10 percent coconut wa-ter and four nutrient-rich proprietary blends comprised of antioxidants, Vitamins A, C, B complex, electrolytes and amino acids. The drinks are packaged in 16 oz. PET bottles and have a suggested retail price of $1.79. BODYARMOR is distributed nationwide. For more information, please call (310) 424-5077.

Mamma Chia, maker of the fi rst organic chia-based beverage, has introduced three new fl avors to its line of drinks: Grapefruit Ginger, Guava Mamma and Kiwi Lime. Lightly sweetened with less than one table-spoon of organic agave nectar, each bottle of Mamma Chia contains 2500 mg of omega-3, 25 percent of the recommended daily amount of fi ber, 4 grams of protein, and 95 mg of calcium, plus powerful antioxidants and valu-able minerals. The three new varieties join six existing Mamma Chia fl avors, all of which are gluten-free, vegan, kosher, and certifi ed

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organic by the USDA. The drinks are distrib-uted nationwide at Whole Foods as well as mainstream grocery stores for a suggested re-tail price of $3.49 per 10 oz. bottle. For more information, please call (760) 624-8883.

NUTRITION DRINKS

Abbott Nutrition has launched Ensure Clear, a fruit-flavored nutrition beverage. En-sure Clear is fat-free and an excellent source of antioxidants, vitamins C, E and selenium. Available in blueberry pomegranate and peach flavors, Ensure Clear is sold in 4-packs of 10 oz. bottles for a suggested retail price of $7.99. The drinks are distributed at pharma-cies, grocery stores, drug stores, wholesale clubs and mass merchandisers nationwide, or online at www.AbbottStore.com. For more information, please call (847) 937-6100.

New Whey Nutrition has launched Fit2Go. Fit2Go is a shelf-stable nutrition drink made with 15 grams of protein, 19 vitamins and minerals, and 3 grams of fiber. Fit2Go also has a 1000 ORAC rating and contains 70 calories per 3.8 oz. bottle. Fit2Go is also lactose free, gluten free, fat free, sugar free and cholesterol free. The product has a suggested retail price of $2.99 per bottle and $29.99 for a 12-pack and is available at GNC and Rite-Aid stores. For more infor-mation, please call (888) 795-0444.

WATER

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

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

COFFEE

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

POWDERS

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

KOMBUCHA

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


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

SPIRITS

Phillips Distilling Company has introduced two new flavors to its UV Vodka line: UV Chocolate Cake and UV Whipped. UV Chocolate Cake is infused with the rich taste of German chocolate cake, while UV Whipped is light and fluffy with hints of crème chantilly and vanilla. Both vodkas are distilled four times and activated carbon-filtered. The new flavors are supported by national print and digital advertising, along with sponsorships at national music festivals such as South by Southwest, Coachella and Austin City Limits Music Festival. Both flavors are available nationwide and have a suggested retail price of $12.99 for a 750 mL bottle. For more infor-mation, please call (612) 677-1717.

Kahlúa, the original and number one selling coffee liqueur, has introduced a new line of 200 mL cans to its pre-mixed cocktail port-folio. Kahlúa Iced Espresso, Kahlúa Iced Mocha and Kahlúa Cinnamon Spice 200 mL Cans-To-Go are distributed nationwide and sold in 4-packs and single serve formats. To support the launch of Kahlúa Cans-To-Go at retail, the brand will offer custom designed POS materials including floor racks, floor and door decals, case cards and extenders, shelf talkers and gravity feed units. Kahlúa Cans-To-Go have a suggested retail price of $2.50 for a single can and $9.99 for a 4-pack. For more information, please call (914) 848-4782.

SVEDKA Vodka has introduced SVEDKA Colada, a blend of coconut flavored vodka with creamy Indonesian coconuts, sweet and tart pineapple and a hint of mango. SVEDKA Colada is packaged in a white lacquered bottle, accented with chartreuse lettering, and a metallic gold closure. SVEDKA Colada has a suggested retail price of $12.99 for a 750 mL bottle and is available nationally. For more information, please call (877) 766-2033.

Beam Inc. has launched two new flavors to its Pucker Vodka line. Lemonade Lust and Raspberry Rave combine natural flavors of lemons, limes and raspberries with a vodka distilled four times. The flavors joining the original four Pucker varieties: Sour Apple

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

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

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

FLAVORED MALT BEVERAGES

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

Phusion has also launched Moskato Life, a malt-based, progressive adult beverage that drinks like a Moscato wine. The beverage is lightly carbonated and contains 6 percent al-cohol by volume. Moskato Life comes in two fl avors - Moscato and Rose – and is packaged in a 750 mL bottle. The Moskato Life line will be supported by marketing efforts includ-ing an interactive web presence of dedicated Facebook page with targeted advertising. The product has a suggested retail price of $6.99 and is available now in select markets with national availability by the summer’s end. For more information, please call (888) 901-6344.

Diageo has launched a new line of frozen malt beverage pouches for its Parrot Bay and Smirnoff brands. The Parrot Bay pouches come in three fl avors: Frozen Strawberry Daiquiri, Frozen Mango Daiquiri and Frozen Pina Colada. The Smirnoff pouches also come in three fl avors: Frozen Strawberry Lemon-ade, Frozen Blue Raspberry Lemonade and Frozen Cherry Limeade. Both Parrot Bay and Smirnoff Frozen Pouches are naturally-fl avored and contain 5 percent alcohol by volume. The products are packaged in single 10 oz. pouches for a suggested retail price of $1.99 and distributed nationwide. For more information, please call (646) 223-2305.

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TOPLINE CATEGORY VOLUME

BEER $24,778,861,000 6.70%

BOTTLED JUICES $5,107,800,000 -1.32%

BOTTLED WATER $8,167,496,000 5.01%

ENERGY DRINKS $8,287,326,000 18.10%

SPORTS DRINKS $4,248,470,000 5.95%

TEA/COFFEE $3,419,708,000 6.76%

52 WEEKS THROUGH 6/10/2012SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.

SPOTLIGHT CATEGORY

52 Weeks through 6/10/2012

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

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

REFRIGERATED TEAS

Brand Dollar Sales Change vs. year earlier

Private Label $178,430,100 2.91%

Red Diamond $92,738,320 3.16%

Gold Peak $80,523,270 41.44%

Turkey Hill $66,262,770 3.28%

Milos $37,771,940 5.80%

Turkey Hill Natures Accent $35,464,270 -9.24%

Swiss Premium $32,174,600 3.51%

Bolthouse Farms Perfectly Protein $22,358,320 21.50%

GTs Kombucha Synergy $10,559,930 155.31%

Rosenbergers Dairies $8,688,538 -3.63%

Gallikers $7,779,968 -10.33%

Schneider $7,685,004 -9.50%

POM Tea $5,694,678 -19.90%

Clover Farms $5,631,998 -0.02%

Dairymens $4,162,657 17.96%

Prairie Farms $4,046,256 12.63%

Deans $3,559,732 -8.63%

Ssips $3,016,160 23.31%

Nestea $2,827,899 16,027.95%

T G Lee $2,685,524 30.67%

Schneider Valley Farms $2,548,031 -22.38%

United Dairy $2,320,824 16.13%

Arnold Palmer Tee $2,212,182 2.26%

Mayfi eld $2,196,202 -11.30%

Cloverland $1,751,485 -5.64%

Smiths $1,649,156 -10.45%

Lipton $1,604,434 -8.38%

My Tea $1,564,741 -2.89%

Johnny Fleemans Gourmet Fruit Tea $1,397,263 N/A

Newmans Own $1,377,073 9.87%

Guers $1,227,613 9.46%

Turners $1,220,441 -1.95%

Turkey Hill Sun Brew $984,963 N/A

Marburger $788,221 4.69%

Toll-free 866.907.0400 • www.cheminutra.com © 2012 Chemi Nutra

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What’s hot – and what’s not – in stores nowCHANNEL CHECK



Bud Light $5,429,988,000 2.73%

Budweiser $2,063,427,000 -0.89%

Coors Light $2,005,576,000 5.37%

Miller Lite $1,706,934,000 1.89%

Natural Light $1,106,766,000 0.46%

Busch Light $738,134,700 0.84%

Busch $674,311,400 -0.52%

Michelob Ultra Light $563,776,500 17.87%

Miller High Life $500,145,100 0.57%

Keystone Light $482,246,000 -1.37%


Private Label $1,031,449,000 2.67%

Aquafina $697,264,900 -0.35%

Dasani $675,778,000 7.77%

Glaceau Vitamin Water $640,271,500 -5.62%

Poland Spring $403,644,700 3.71%

Nestle Pure Life $398,004,400 15.38%

Glaceau Smart Water $394,363,100 26.11%

Deer Park $260,169,300 9.70%

Glaceau Vitamin Water Zero $214,500,500 13.10%

Fiji $200,661,300 14.29%


Red Bull $2,820,889,000 18.96%

Monster $1,487,857,000 19.63%

Rockstar $502,797,900 13.82%

NOS $249,135,200 11.91%

Monster Rehab $245,358,400 884.22%

Java Monster $217,862,900 23.46%

Monster Mega $217,852,600 19.64%

AMP $149,358,500 6.76%

Rockstar Recovery $145,253,800 51.05%

Full Throttle $98,427,960 -4.65%

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




IMPORTED BEER

ENERGY DRINKS ICED CAPPUCCINO

DOMESTIC BEER HOT! Stella Artois

HOT! Monster Rehab HOT! Seattles Best

HOT! Michelob Ultra Light

NOT! Keystone Light NOT! Labatt Blue

NOT! Full Throttle NOT! Emmi


Frappuccino $598,239,700 9.60%

Doubleshot $285,616,600 15.89%

Seattles Best $18,693,850 104.60%

Private Label $8,953,758 7.76%

Doubleshot Light $8,582,371 -9.37%

Starbucks Doubleshot $7,545,039 N/A

Illy Issimo $5,404,017 140.21%

Emmi $771,831 -32.83%

Marleys One Drop $764,438 N/A

Community $442,660 12.96%


Corona Extra $1,007,521,000 9.98%

Heineken $596,114,800 5.26%

Modelo Especial $373,282,500 26.32%

Corona Light $173,079,800 4.67%

Tecate $155,393,400 -1.28%

Dos Equis XX Lager Especial $148,584,600 36.35%

Stella Artois Lager $135,435,000 38.18%

Labatt Blue $104,705,200 -9.63%

Lebatt Blue Light $101,241,600 -3.90%

Newcastle Brown Ale $79,453,550 1.00%


BOTTLED WATER HOT! Glaceau Smart Water

NOT! Glaceau Vitamin WaterSOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 6/10/12

SPORTS DRINKS HOT! Powerade Zero ION4

NOT! G2


Gatorade Perform $2,060,140,000 5.24%

Powerade ION4 $672,244,000 1.73%

Gatorade $460,116,000 14.12%

Gatorade G2 Perform $419,202,300 6.66%

Powerade Zero $191,989,600 1.85%

Gatorade Cool Blue $61,132,300 30.32%

Gatorade Frost $58,284,230 8.68%

G2 $52,506,220 -1.69%

Powerade $42,607,390 11.33%

Powerade Zero ION4 $33,456,350 480.66%


By Gerry Khermouch

BIG DEAL!Thanks to the miracle ofsmart phones, my contacts often zap me photos of interesting store displays they spot in their market meanderings. One subset that we occasionally flag in my newsletter consists of ridiculously hot deals on purportedly superpremium bev-erages. Besides appealing to my readers’ prurient interest, these impromptu case histories generally serve to support the no-tion that, despite rhetoric from top brass to the contrary, it’s easy to get sucked into brand-equity-draining deals when you’re trying to hit a volume number or appease an important retail customer. And, no surprise, the most egregious deals usually emanate from the major companies for whom moving vast tonnages of product seems always to be the overriding priority.

Given the premium-priced $4.1 billion that Coca-Cola paid for Glaceau, some of my respondents seem obsessed with tracking how low the price can go on its flagship Vitaminwater brand. Ten-for-$10 deals have become ubiq-uitous by now, but often enough they get way more aggressive than that, tossing in a free 32-oz. bottle of Coke’s Powerade brand or some other sweetener. Some deals we’ve spotted in recent years have taken the per-bottle cost of Vitaminwater down as low as 25 cents a bottle. True, Glaceau did its share of 10-for-$10’s even as an independent company, but the deals we’ve seen since Coke’s 2007 buyout go way beyond that in degree and frequency. But it’s not just Coke: just the other day, a reader sent me a photo of Tazo teas going for 50 cents per glass bottle in Publix groceries in Florida – 25 cents if one threw in a related tearpad offer. Since Starbucks chief Howard Schultz lately has been touting his Tazo brand as a high-potential franchise already worth a billion dollars, I’ve wondered whether he’s even aware of these deals being cooked up by his ready-to-drink partner, Pepsi.

Over the past few months these deals

have become a focus of constant concern among independent entrepreneurs, who already work in a challenging enough realm on the cost and distribution side before losing any prospect of sustaining a premium price. And yet that seems to be precisely what’s been happening. Even for those with the fortitude to resist the margin-breaking impulse to match these deals, the trend means they’re further marginalized as consumers gravitate to the massive end-aisle displays and dump bins full of deeply discounted product – or, if there’s no deal this week, withhold their purchases so they can pantry-load a week later. In effect, it’s sucked the air out of the category, in a way that has put a big hurt on independent innovation.

Some of my friends on the entrepre-neurial side insist this is all a massive conspiracy by the big companies, but I

really doubt that’s the case. Maybe it’s an unanticipated consequence of the discounting, but I don’t believe it’s the actual strategy. I truly be-lieve that, at a visceral level, their executives are not even aware of how much they’re devaluing a category. This view goes back to the days in the early 1990s when Coke and Pepsi first decided to attack the bottled water cat-egory. It may be hard to recall, but back then bottled water was a premium-priced segment, with only one major corporate player, Nestle Waters North America. The carnage only began once

Coke and Pepsi entered with their tap-water brands, and we ended up with 24-unit cases of half-liter bottles routinely going for $3.99. As pricing went into the dumper, I can distinctly recall top Coke and Pepsi executives on analyst confer-ence calls lamenting the stroke of bad luck that saw the margins of this premium segment evaporating at precisely the moment they chose to enter the cat-egory. Though they spoke as though this development was an act of God that had nothing whatsoever to do with their own

activities, I never picked up the least hint of cynicism in those remarks. After all, if your obsessive focus is countering the price moves of your archrival, I suppose it’s hard to look up and ponder where this is taking the category. With NWNA showing it was fully up to withstanding their assault, Coke and Pepsi lately have backed off, but the damage has long been done. A once-premium category now is a warehouse-shipped commodity.

This same pattern has been replicated in category after category. In enhanced water, Coke’s constant dealing on Vi-taminwater made it impossible for any other brand – even those with far more meaningful amounts of nutrients – to get the premium prices they need to stay vi-able. Only Pepsi’s entry, SoBe Life Water, with its own willingness to vie on price, has stayed in the game as a meaningful player. Most recently, I’m hearing that Glaceau’s electrolyte-infused bottled water line, Smartwater, has gotten more aggressive on price, with clear implica-tions for an ecosystem of alternatives from independent players like AriZona, Metromint, Function and Activate.

Of course, one could argue that this is all a boon to recession-strapped consum-ers. In some ways it is, though the afflu-ent demo targeted by some of the brands I’ve mentioned actually has withstood the economy’s pressures fairly well and can really afford to pay more than a quarter a bottle for a tea of the quality of Tazo. The way marketing works, though, the constant deep discounts also are draining these segments of the mystique that made them exciting to consumers in the first place, reducing them to yet another boring com-modity – like CSDs and milk – not worth a moment’s thought at the shelf. To the extent that the excitement conjured up by new and different brands has any value, the beverage sector is all the poorer as a result.

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

©2012 Tate & Lyle SPLENDA® is a trademark of McNeil Nutritionals, LLC.

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Since late March, the successful initial public offering (IPO) of natural foods company Annie’s Inc. (you’ve probably bought their macaro-ni and cheese before) has dominated market-related discussions within the natural products industry. One reason for this is that, unlike the technol-ogy industry, where IPOs frequently happen, consumer brands usually get acquired prior to achieving the size necessary to garner suffi cient institu-tional investor interest to support going public. For example, prior to the Annie’s IPO, the last two successful healthy consumer food or beverage IPOs were Teavana (July 2011) and The Fresh Market (late 2010).

Although more common transactions like acquisitions and private place-ments are certainly newsworthy, they do not create the same high profi le of a public offering, nor do they provide the associated transparency of valua-tion and business performance. The IPO remains an option that beverage companies should remember. A deep look at the Annie’s IPO shows why.

Bunnies & BevCosWhy the Annie’s Initial Public Off ering

is Important to the Drinks BusinessBy Nicolas McCoy


At its core, Annie’s business shares many of the fundamentals of successful beverage companies. A review of Annie’s IPO pro-spectus reveals that the business evolution from staple foods like macaroni and cheese to snacks provided nearly all of the com-pany’s growth over the past two years, and now represents a large component of rev-enue. Beverages are attractive to investors for many of the same reasons as snacks. With both, faster consumption rates (daily habits) and broad distribution (grocery, C-Store, delis, etc…) lead to rapid growth compared to many other categories. An-nie’s aggressive move with snacks increased revenue 40 percent and, more importantly, gross profi t dollars by over 60 percent from levels experienced in the company’s fi scal year ending March 2010.

The lessons from mining Annie’s IPO prospectus and related documents provide some additional insights of value that have parallels in the beverage industry:

• Capital effi cient growth: Annie’s paid-in capital to revenue ratio was about one-to-one as of 2009, a high level of investment for a later-stage business approaching $100 million in revenue. Since then, through margin improvements and growth driven by new product introductions, the ratio dramatically improved, enabling the company to grow profi tably without the infl ux of additional capital.

• Extendable brand: Through its growth, Annie’s successfully retained a clear brand identity with consumers across multiple SKUs and categories. Beverage brands that can do this also can become winners (think Honest Tea and SoBe, for example)

• Price point: Annie’s product line is priced at a premium to mainstream products – but not materially higher than less-healthy alternatives so as to limit its customer base.

That’s not to say that it’s easy to go public. A successful IPO requires favor-able market and industry conditions and a company of suffi cient size, growth, and profi tability to draw interest from institu-tional investors. The IPO size requirement has grown substantially since the 1990s, as target investment funds have grown larger and demand signifi cant liquidity

before making investments. A further danger is that many companies manage to complete an IPO but then fail to attract suffi cient investment interest to sustain trading levels. To provide an idea of how successful the Annie’s IPO was, consider the following points:

• Annie’s offering price was $19/share, higher than an already revised upward range of indicated values.

• Annie’s stock opened at $31.11/share and now trades near $38.00/share as of writ-ing this article—an enterprise valuation of nearly 5x and 30x trailing twelve-month revenue and EBITDA, respectively.

• Over 80 percent of the Annie’s shares offered were sales by insiders, an amount signifi cantly higher than average. For comparison, the 2011 IPO Report pub-lished by WilmerHale states that for all U.S. IPOs between 2007 and 2010 only 54 percent had selling shareholders and the median percentage sold was 33 percent.

So, knowing it’s a success, what else does that mean for beverage companies? First, consider the sector implications: A suc-cessful IPO provides confi dence to institu-tional investors in regards to the funda-mentals of the healthy living consumer sector. Annie’s was a target investment from a growth investor (Solera Capital). Growth investors typically seek companies with established brands with the ability to expand in a capital-effi cient manner to a size that will support a much higher-value exit. According to Annie’s IPO prospec-tus fi led with the SEC, Annie’s had ap-proximately $7 million in revenue in 1999 and presumably had 2x to 3x that amount when it received its fi rst investment from Solera in 2002, given that it had revenue of $65 million in 2007.

Beyond that, however, an IPO like Annie’s helps buttress the idea that large mainstream brands can still be built inde-pendently and profi tably. There has been an accelerating trend of health-oriented con-sumer companies selling to large corpora-tions at earlier stages of development. This is particularly true with beverage compa-nies, as nearly all of the major players have formed special internal groups focused on locking up promising brands at early stages.

On the other end, however, there are few instances where institutional investors

have made large commitments of capital with the purpose of growing a consumer brand independently until it can merit public ownership. But Solera’s approxi-mately $75 million investment in Annie’s is unusual and proves that the model of independently building brands is still valid: The IPO cashed out Solera with more than their investment amount -- plus, their retained stake has a paper value of approximately $400 million, based on current trading values.

Investors and acquirers become more aggressive during favorable economic times. Today’s active IPO market is refl ec-tive of favorable economic and broader market conditions as a strong IPO market can be the fi rst to vanish in a downturn and the last to fl ourish in expansions. Everyone remembers the high valuations associated with the Internet IPO and investment frenzy. A similar ‘bubble’ was observed with beverage angel funding after the success of Glaceau before the 2008 re-cession. It is expected that the remainder of 2012 and 2013 will feature more high-pro-fi le M&A announcements, and again, here is a place where we can look at the Annie’s IPO for another important fi nancial tool: comparable data, or “comps.” IPOs Pro-vide Valuable Information to Investors and Other Sector Participants

Investors at any stage evaluate an invest-ment based on its internal fundamentals such as revenue, growth, profi tability, management team, etc., and also on the certainty of a successful exit. Financial investors benefi t greatly from the disclo-sure of all of these fundamentals within the IPO prospectus -- but so can companies in the industry. For example, it is helpful to an investor that is evaluating a healthy beverage company to know that Annie’s gross margin improved from 30 percent in 2009 to approach 40 percent prior to going public. This benchmark can then be used to evaluate projected margins of the target investment company when it reaches critical mass. Other branded product companies will be interested many of the disclosures on strategy such as the signifi cantly increased use of six to nine month forward contracts to hedge ingredient costs. Acquisition an-nouncements may disclose price but rarely reveal revenue, gross margin or overall prof-itability. All sector participants benefi t from the detailed disclosures that offer unique insight into the growth and development of well-known private companies.


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


“Los Latinos Tenemos Algo Extra.” Translated in English, it means “We Lati-nos Have Something Extra,” and it’s the tagline for Corona Extra’s new national marketing campaign targeted at Hispanic consumers. From Corona’s perspective, the Hispanic-American population does have something extra: an affi nity for beer, especially import brands. And with a rap-idly growing Hispanic population in the U.S., it’s not just Corona that’s focusing on this broad, ethnically diverse group: industry-wide, larger domestic and import companies are dedicating greater atten-tion and marketing dollars toward selling Hispanic consumers Mexican and Latin American import brands.

That’s not to say that ethnic market-ing is the only force behind the growth of Mexican and Latin American im-ports. Beers like Corona and Dos Equis have long since left their German and Canadian competition in the dust, a change attributable to clever marketing and changing taste patterns. But as the Hispanic population grows, marketers see even larger potential for these already popular brands.

Hispanics currently make up over 16 percent of the total U.S. population; current projections are that by 2050, that fi gure will swell to 30 percent. And according to Mintel, a global research fi rm, Hispanics drink more imported beer than any other ethnicity (34 percent versus 28 percent of total population). Hispanics also spend more money on import brands than do non-Hispanics: 25 percent of Hispanic beer expenditures are on import brands, compared to just 13 percent for non-Hispanics.

Crown Imports, which has revenues of more than $750 million in sales annually, is the top U.S. import vendor in Sympho-ny IRI tracked food, drug and convenience channels. The company owns three of the top fi ve import brands in the U.S. – Co-rona Extra, Modelo Especial and Corona Light – and sees the Hispanic market as a signifi cant growth opportunity.

“There is a big opportunity to con-tinue to grow our beer brands with this growing population base,” said John Alvarado, the Senior Director of Brand

Marketing for Crown Imports. “Our portfolio has a strong position amongst the Hispanic consumer base and we think that is why others are getting in.”

It’s why Crown rolled out the “Los Lati-nos Tenemos Algo Extra” campaign, which is specifi cally aimed at Hispanics in the 21-34 demographic. It’s also why the company is spending more marketing dollars on reaching the entire Hispanic demographic.

“Our overall investment against the His-panic demographic has grown over the last fi ve years,” Alvarado said. “[And] when you look at the critical 21-34 [year-old] demo-graphic, the percentage that Hispanics will make up of that segment is tremendous,” he said. “By 2020, Hispanics will comprise 20 percent of that 21-34 category.”

Crown isn’t the only company that recognizes the growth opportunities that lay in the Hispanic demographic. Anheuser-Busch InBev recently acquired the remaining 50 percent ownership in Grupo Modelo for $20 billion.

Anheuser-Busch’s VP of U.S. Market-ing, Paul Chibe, said 2012 represents the company’s largest spend to-date on multicultural marketing.

“More and more, consumers are looking for brands to be inclusive and connect with them on a cultural level,” Chibe said. “This shift in mindset has made multicultural marketing invaluable to our success, particularly with Hispanic beer drinkers, the fastest growing seg-ment within the category.”

Marketing MixWhile its purchase of Grupo Modelo indicates the values it places on import brands, AB has also reached out to the Hispanic population through internal product innovation of its domestic brands as well. That has led to renewed focus on offerings like Budweiser Chelada and Bud Light Chelada - a blend of beer and clamato juice which was developed using Hispanic consumer insights.

“Hispanic beer drinkers, specifi cally those of Mexican descent, have been mixing beer with Clamato for decades,” he said. “Budweiser Chelada and Bud Light Chelada honor that tradition in an authentic, relevant way.”

Still it’s the import business that is driv-ing growth. According to Symphony IRI data, Mexican imports own 55.8 percent of total imports in the U.S. Food, Drug and Convenience channels. The category is up 2.7 percent from 2011 and closing in on $1 billion in sales in those channels. Now, newer offerings like Medalla Light from Puerto Rico and Heineken USA brand Indio have entered the space, launching in states with dense Hispanic concentrations like California, Texas and Florida.

Beer industry analyst and retail expert Bump Williams said it’s pretty clear why these new brands are earning placement. He points to three critical reasons - value, market share and population.

“Consumers can get a tremendous val-ue with high-end import beer,” Williams


said. “The Mexican import category owns the biggest share of total import beer sales and capitalizes on the highest growth seg-ment in U.S. population.”

But these new product offerings will be faced with stiff competition from stalwart brands like Dos Equis. That brand’s Most Interesting Man in the World campaign is one of the category’s greatest marketing success stories.

“The Most Interesting Man is an icon,” said Williams. “Dos Equis has done an incredible job of differentiating themselves from every other brand and capturing nearly every consumer demo-graphic with the campaign.”

The advertising campaign launched by Dos Equis in 2006 has helped boost sales for Dos Equis and brought seri-ous attention to the entire category. In Symphony IRI tracked U.S. Food, Drug and Convenience channels, the Dos Equis XX Special Lager brand is now the sixth best-selling import brand with nearly $74 million in sales. Case sales in those chan-nels are up nearly 42 percent over 2011.

Kelly McDonald, the President of McDonald Marketing, and one of the top

Hispanic marketing experts in the U.S. explained why it’s working.

“Dos Equis has done a nice job of identifying their core consumer,” she said. “The Most Interesting Man is a self-assured person who doesn’t care what you think. They are playing to a subtle but very powerful chord.”

Competitive MixHowever, much like the craft beer cat-egory, limited shelf space for Hispanic-themed imports could potentially limit the success of new entrants to the U.S. market. Alvarado believes that retailers should consider providing additional shelf space for Hispanic beer offerings.

“Based on the changing demographic, there probably should be more shelf space,” Alvarado said. “Retailers make the final decision but if you look at Hispanic consumers as being a large growth oppor-tunity, there should be more shelf space given to brands from Latin America.”

So what are some brands to keep an eye on?

Williams has a laundry list of newer brands he is paying attention to. He expects

brands like Estrella Damm, Carte Blanca, Pacifico, and Kalik to continue making flavor and package innovations, taking a page out of the craft beer playbook.

But his top brand to watch is still the category leader, Corona.

“I expect some great growth coming from the Corona brands, which goes against what everyone else is saying,” he said. “Now that ABI owns the whole franchise, they will be investing money into logistics and supply chain manage-ment disciplines. There should be fewer problems with out of stocks and better ex-ecution getting brands across to retailers.”

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It wasn’t slowed by the downturn, it has benefi tted from health and wellness trends and has been the category into which many exciting new brands have launched and grown. For each of those reasons, RTD tea is a category that remains at a rolling boil: total sales of RTD in the U.S. were up by 7 percent in 2011, according to Euromonitor International – and have moved from just over $5 billion to just under $8 billion since 2006.

And things aren’t expected to slow down: the category is expected to grow another 24 percent by 2016, according to the research fi rm.

With its variety, its ability to adapt to packages from cans to bottles and to formats like carbonation and blending, the growth of RTD tea has been Ameri-canized to the farthest degree: what have been the brews of native cultures have been studied to determine ORAC count and caffeine levels, while new brands have risen and fallen with little overall impact on the category’s continual growth.

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Take January’s news that Coke and Nestle were letting a longstanding agreement to produce and market Nestea together lapse. Rather than lament the downfall of a strong brand, both companies looked to growing portfolios of other brands (Honest Tea, Sweet Leaf, Fuze, Tradewinds, Gold Peak, etc.) to fill the distribution void.

So what has kept the momentum going? Look at the following four trends, which encompass new varieties, external forces, pric-ing strategies and what we call the Killer G’s.

PUCKER UPLemon Blends continue to win. In the past year, with new “half-and-half” formulations either arriving or in planning from companies as diverse as Inko’s (best known for its white teas) and Ito En (best known for all manner of pure Oolong and other Japanese variants).

“We decided to do our twist by using premium green tea in-stead of the classic black tea,” said Ito En’s Rona Tison.

From energy to relaxation, everyone has been getting in on the mix: Monster Rehab came out as -- you guessed it – a tea/lemonade mix on one side, while Marley’s Mellow Mood has a Half & Half as well. Organics haven’t escaped the siren call of the Arnold Palmer, with Sweet Leaf and Honest Tea launching Half & Half blends, along with all-natural Xing as well.


Arizona $619,590,700 -0.30%

Lipton Brisk Tea $289,320,500 1.82%

Lipton $250,572,200 -8.96%

Snapple $185,677,300 -0.40%

Arizona Arnold Palmer $164,265,200 39.17%

Diet Snapple $149,959,800 9.80%

Lipton PureLeaf $145,993,500 -7.01%

Nestea $98,078,360 -6.09%

Gold Peak $94,823,110 15.84%

Lipton Diet $86,922,620 43.83%

Peace Tea $74,537,510 52.11%

Arnold Palmer Lite Half & Half $45,921,360 27.16%

Private Label $38,410,710 -18.89%

Arizona RX $32,718,160 11.20%

Honest Tea $26,302,700 11.55%

Sweet Leaf $23,853,560 26.68%

Tradewinds $20,810,190 62.35%

Sobe $15,820,870 -16.81%

Nestea Diet $14,273,580 -11.10%

XINGtea $13,841,400 0.23%

Lipton Brisk $12,888,700 N/A

Tejava $8,425,011 10.80%

Marley’s Mellow Mood $7,015,426 551.54%

Snapple The Celebrity Apprentice $6,441,871 -28.23%

Tazo $5,530,757 -17.76%

Ssips $5,282,302 -8.38%

TEAS’TEA $4,090,654 24.74%

Inkos $2,726,236 -1.95%

Nantucket Squeezed Nectars $2,615,031 -10.88%

Steaz $2,521,235 14.59%

Sobe Lean $2,072,453 -52.49%

Fuze $1,906,106 -77.12%

Community $1,878,988 -10.70%

Guayaki Yerba Mate $1,833,486 72.42%

Guayaki $1,809,109 34.87%

Turners $1,541,836 8.65%

ITO EN $1,170,132 -14.85%

Celsius $1,151,108 -57.33%

John Boy and Billy $1,149,105 -13.87%

Lipton Diet PureLeaf $960,409 -27.49%

My Tea $898,587 -11.49%

New Leaf $892,793 -51.05%

Luzianne $880,989 -45.86%

Argo $814,233 2,434.61%

Beacon Drive In $764,887 -11.35%

Faygo Ohana $597,835 5.79%

Gregory’s Box’d Beverages $561,937 26.20%

Kombucha Wonder Drink $544,940 -26.93%

Sobe Energize $477,748 1,016.22%

Bigelow $446,696 0.84%

Even companies that have been well-known for their own lemon tea, like Snapple, have pushed into the Half & Half zone.

Marketers say that consumers like the idea of cutting calories of lemonade with the caffeinated strength of tea. Plus, it’s just plain trendy. About the only company failing to benefit from the ongo-ing Lemonade boom is New Leaf, which helped launch the craze before it fell off the pace due to ongoing supply and cash issues.

Meanwhile, AriZona, the company that started it all, is run-ning the table with its call-brand “Arnold Palmer” varieties of Half & Half, which now accounts for well north of $200 million annually, according to Symphony IRI, which probably isn’t the best measure given the number of independent accounts and foodservice locations where AriZona reigns supreme.

CHEAP IS KINGWhile upscale tea shops and fine cultural associations may have driven some of the lift behind RTD Tea in the past, it’s value pricing that is truly running the category right now.


Just as with the Arnold Palmer, AriZona’s products, driven by its value-priced $.99 cans, lead the category.

But other companies are learning to appreciate cheap as well. Peace Tea is riding the coattails of parent company Monster’s distribution deal with the Coca-Cola Co. to move its own $.99, 23 oz. cans, and has taken big steps in circulation: the brand is at about $75 million, according to Symphony/IRI, which doesn’t count Wal-Mart, where Coke practically has its own offi ce. During an earnings call in May Monster CEO Rodney Sacks announced that the brand was up nearly 85 percent over the same quarter for the previous year – it “has really started to come into its own and we think that also can develop into a very nice brand for the company going forward,” he told the audience.

Even the AriZona foe Snapple has got-ten into the cheaper-is-better game with its own cans of printed-on $.79 iced teas. And here’s a crazy wild-card: Snapple might have a shot at grabbing market share from AriZona in the Big Apple for one simple – but bizarre -- reason: under Mayor Michael Bloomberg’s proposed anti-supersizing initiative, the 16 oz. can of Snapple would still be allowed. The 24 oz. AriZona? That would draw a fi ne.

ON-PREMISE IS EVOLVINGTea is booming on-premise as well, with iced teas getting a lot of momentum. From on-tap kombucha to McDonald’s selling millions of dollars in $.99 sweet tea, the availability of RTD tea on tap is contributing to the overall momentum mentioned in the introduction.

Slick operations like Teavana, Tea Forte, and Canadian import Davidstea are help-ing create a tea-only branch of the Star-

bucks family tree. Meanwhile, Starbucks itself is rolling out its fi rst retail tea concept behind the Tazo line (even as that line begins to decline a bit in the Pepsi system) and even Guayaki has a Mate Bar in its Sebastopol offi ces.

There are 3,500 retail tea locations in the U.S., compared with more than 25,000 coffeehouses, according to World Tea Media.

GUAYAKI, GUAYUSA, GT, AND GOLD PEAK: WATCH OUT FOR THE KILLER G’s While Cheap is King, there are some brands that are showing growth from exotic places: in the old school, Guayaki, which makes RTD yerba mate drinks and has long been a natural foods standby, is showing strong expansion in mainstream accounts, with sales nearly doubling this year. Guayusa, an Amazonian tree leaf imported from Ecuador by the makers of Runa, fi lls out the new school; the organic, fair trade product has a low calorie profi le and is starting to gain traction in natural and specialty accounts. Meanwhile, GT’s Kombucha, which has recovered after the 2010 “kombucha fermentation crisis” to regain its market leader posi-tion, is the grand old brand of the kombucha movement, which shows little sign of slowing as interest in probiotics grows.

Joining those three emerging companies is a big beverage com-pany-produced brand, Gold Peak, which has succeeded to the point that Coke wasn’t afraid to let its partnership with Nestea dissolve in the U.S. After a slow start, Gold Peak has given Coke a growing set of facings in both the refrigerated multi-serve sec-tion of the store – where it’s up more than 40 percent this year – as well as the grab-and-go box.


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

Adagio Teas has updated its packaging to emphasize the USDA Organic and unsweetened nature of its ready-to-drink teas. The five varieties are distributed by UNFI and Kehe nationally, Nature’s Best in the SoCal region, and Preferred Beverages in New York City.

MaryAnna’s Tea was awarded First Place for its Summer Sweet Tea in the ready-to-drink flavored black iced tea category by the North American 2012 Iced Tea Championship.

Guayaki has launched a new line of spar-kling yerba mate beverages. The teas are USDA organic and GMO-free and come in three flavors: Classic Gold (cola), pomegranate/cranberry, and grapefruit ginger. Classic Gold has 120 mg of caf-feine per serving while the other versions contain 80 mg.

Crystal Geyser Water Company. Tejava premium iced tea won first place at the 2012 North American Tea Championship in the ready-to-drink unflavored black tea category. This is the second year in a row Tejava has claimed the top spot in the growing category.

AriZona has created a new twist on a classic with Arnold Palmer Southern Style. Featuring half sweet tea and half pink lem-onade, the tea is made of all natural ingredi-ents is and contains 90 calories per serving. Arnold Palmer Southern Style is available in AriZona’s famous 23 oz. big cans.

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

AriZona has also launched Half & Half Raspberry, a half black tea and half

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

Purpose Beverages, Inc., maker of Tevolu-tion iced teas, announced that it has secured expanded distribution in the Mid-Atlantic through Avenue Gourmet. The partnership will expand sales of Tevolution into greater Baltimore, Maryland and southern Penn-sylvania. Tevolution donates 25 cents of every sale to its charity partners, including Jumpstart and Project Night Night. Consum-ers can track the progress of the charity by heading to the retailer’s Web site and entering a code from the bottle.

Gourmetti Brands LLC. Chantea has in-troduced new packaging for its line of green teas with aloe. The new packaging is designed to enhance brand awareness and match the brand’s taste proposition. The new design fea-tures a white background with clean lines and bright colors that differentiate the four flavors: original, passionfruit, peach, and lemon.

Rooibee Red Tea has launched a new branded outer shipper case containing three 4-packs. In addition to telling the company’s story, the new shipper case offers a perfo-rated window that opens up to showcase the featured flavor 4-pack. Great for displays and case stacks, the shipper case allows retailers a case option for volume sales.

Steaz has introduced a new Superfruit flavor. The green tea based organic formula is light-ly sweetened and made with a unique blend of fruits including mangosteen, blueberry, acai, goji, and pomegranate. The new addi-tion is rich in both antioxidants and flavor.

ITO EN (North America) Inc. has launched TEAS’ TEA Plus half & HALF, a new line of fresh brewed green teas and juice. TEAS’ TEA Plus half & HALF is slightly sweet-ened with all natural cane sugar and a touch of stevia and contains 50 calories per serv-ing. The line comes in three flavors: Green Tea with Lemonade, Green Tea with Green Apple, and Green Tea with Peach. The half & HALF design is a unique departure from TEAS’ TEA original signature striped bottle

TeaBRAND NEWS

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design. Packaged in a 16.9 fl oz square bottle, the recyclable PETE 1 bottle is non-leaching and BPA Free.

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

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

Cold Star Inc. TEAse is a line of 100 per-cent all-natural premium-brewed iced tea drinks. TEAse iced tea beverages have no artifi cial colors, fl avors, or preservatives, and are sweetened with pure, all-natural honey and organic cane juice. The teas are avail-able in three fl avors: Berry-Blended Black Tea, Green Tea with Honey & Ginseng, and Green Tea with Honey, Pomegranate & Acai and packaged in 16 oz. bottles.

AMA Waters. AMAzon Beverages has brought the benefi ts and fl avor of coconut water to the tea category. The line’s Green, White, Rooibos and Black tea are blended and sweetened with coconut water and in-fused with healthy extracts from the Amazon Rainforest. The low-calorie, vitamin-enriched teas offer an alternative for coconut water enthusiasts and bring a new consumer base to the tea category.

Monster Beverage Corp. Peace Tea has partnered with the Country Throwdown Tour & Vans Warped Tour, and will serve over 286,000 samples to concertgoers throughout the summer.

Honest Tea has introduced a new Raspber-ry Fields fl avor. The product is Honest Tea’s newest glass-bottled beverage and made with Fair Trade Certifi ed black tea, organic raspberry juice and raspberry leaves, and

organic cane sugar. It is sold exclusively at Whole Foods to celebrate the long-standing partnership between the two companies. One percent of sales of Raspberry Fields benefi t the Whole Planet Foundation.

Honest Tea has also launched (not too) Sweet Tea, the brand’s newest plastic-bot-tled beverage. The beverage is Honest’s take on a traditional Southern sweet tea, and contains 100 calories per bottle. It is made with organic cane sugar and organic stevia and has 40 percent less sugar and calories than the leading sweet teas.

Honest Tea also reformulated its Zero Calo-rie Passion Fruit Green Tea and transitioned it from a plastic bottle to a glass bottle. It is made with organic green tea and organic hibiscus and sweetened with organic stevia.

Honest Tea has also introduced Fresh Brewed Iced Tea, a new line of teas made for food service retailers. It comes in four variet-ies: Classic Green Tea, Just Iced Tea, Lemon Herbal Tea, and Raspberry Tea. It is a new way for consumers to enjoy great-tasting, high-quality organic tea in restaurants and cafes, either unsweetened, or just a tad sweet.

H2M Beverages has expanded its line of Herbal Mist 100% Natural fresh-brewed ready-to-drink teas to include Mango, Half & Half, and four Diet fl avors, all coming to market as the brand introduced redesigned packaging at the beginning of the year. New Diet Herbal Mist fl avors are: Diet Peach, Diet Lemon, Diet Mango, and Diet Half + Half (Lemonade and Tea). The fl avors are sweetened with green leaf Stevia. Herbal Mist is also available in Raspberry, Green with Honey, Lemon, Peach, Mango and Half & Half, and all fl avors now contain more Yerba Mate. Herbal Mist is now being dis-tributed nationally by US Foods.

Cintron Beverage Group recently inked a deal with Daymond John, of TV show “The Shark Tank” and Shark Branding to bring their Latin-inspired, organically-sweetened products to the next level. Cintron produces a line of four black teas, and three green teas packaged in 14 oz. glass bottles. Cintron recently revamped its Facebook page on include news related to its deal with John.

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Ayala’s Herbal Water

Balance Water Company Inc.

PRODUCTS: U.S. Spring water with Australian Flower Essences. Non-fl avored

PACKAGING: 1 L PET, 16.9 oz. PET

ATTRIBUTES: Enhanced

Balance Digest


PRODUCTS: U.S. Spring water with Australian Flower Essences Non-fl avored



Balance Mind





Balance Refresh





Balance Relax


PRODUCTS: U.S. Spring water with Australian Flower Essences. Non-fl avored.



Balance Travel

Blk. Enterprises

PRODUCTS: Blk. Water

PACKAGING: 16.9 oz. RPET, 8.0 oz. RPET


Blk.

Celsius

PRODUCTS: Celsius Outrageous Orange On-the-Go Sticks

PACKAGING: 7 Count and 14 Count Sticks

Celsius

Xiomega3, LLC

PRODUCTS: Chia Water Lemon Lime, Chia Water Berries



Chia Water

Alaska Brands Group LLC

PRODUCTS: Virgin Glacial Water - All Natural - Sports and Flat Cap

PACKAGING: 257 mL PET, 355 mL PET, 500 mL PET, 710 mL PET, 1 L

PET, 1.5 L PET, 750 mL Glass

ATTRIBUTES: On Premise

Clear Alaskan Glacial

AriZona Beverages USA

PRODUCTS: CocoZona Expresso;

ATTRIBUTES: Coconut Water

CocoZona Expresso

04 LLC

PRODUCTS: BLUEO4 24pk 20oz

PACKAGING: 20 fl oz. RPET

ATTRIBUTES: Electrolyte Enhanced, Enhanced

BLUEO4 is bringing back the basics for hydration and natural energy by introducing the premier natural Oxygenated Enhanced Water Beverage. With 0 Calories and 0 Sugar, BLUEO4 is made from a formulation of purifi ed water infused with a proprietary mix of sodium, magnesium, potassium, chloride and 41 other trace minerals. For a clean, crisp and pure taste AND a boost of the most bio-available oxygen, BLUEO4 is the the next generation natural energy beverage.

BLUE04

Crystal Geyser Water Company

PRODUCTS: Sparkling Mineral Water

PACKAGING: 1.25 L PET, 18 oz. PET

ATTRIBUTES: Flavored, Sparkling

Crystal Geyser Mineral Water

The Coca-Cola Company

PRODUCTS: Dasani Purifi ed Water

PACKAGING: PET container made from at least 30 percent plant-based materials

DASANI

ESSENTIA WATER, INC.

PRODUCTS: Essentia super hydrating water

PACKAGING: 20 oz. PET, 1 L PET, 1.5 L PET


ESSENTIA WATER

FIJI Water

PRODUCTS: Natural Artesian Water

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


FIJI Water

ganic natural beverages GmbH

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



ganic Vitaminwater

ganic natural beverages GmbH

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


ATTRIBUTES: Flavored

ganicwater

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

PRODUCTS: Still, Sparkling, Lemon-Elderfl ower, Raspberry-Ginseng, Pear-Vinegar, Pineappl-Coconut

PACKAGING: 200 mL Glass, 750 mL Glass


Gize

Wellness Foods S.A.

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



GUAPA Beauty Drink


Fred Beverages, Inc.

PRODUCTS: USA-Born Natural Spring Water

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

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

Shadow Beverages

PRODUCTS: Nutritional Waters



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

Fred

GNC Nutritional Waters


DC Brands International, Inc.

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


ATTRIBUTES: Electrolyte Enhanced, Enhanced, Flavored, Organic

H.A.R.D. Nutrition

Hawaiian Springs, LLC

PRODUCTS: Natural Artesian Water from Hawaii’s Big Island

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

Hawaiian Springs Water

Hint, Inc.

PRODUCTS: Blackberry, Peach, Strawberry-Kiwi, Watermelon

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


Hint Fizz

Hint, Inc.

PRODUCTS: Blackberry, Mango-Grapefruit, Pomegranate-Tangerine, Watermelon



Hint Water

Icelandic Glacial inc

PRODUCTS: Premium Water

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

Icelandic Glacial

ICIO, Inc.

PRODUCTS: ICIO Natural Infused Water



ICIO Water

Karma Culture LLC

PRODUCTS: Enhanced Mix-To-Drink Beverage



Karma Wellness Water

Keeper Springs Natural Spring Water

PRODUCTS: Bottled Water

PACKAGING: 500 mL RPET, 500 mL 6 pack, 500 mL 24 pack, 700 mL RPET

Keeper Springs

Premium Healthy Spring Water, Inc.

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

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

ATTRIBUTES: Organic

Kiwaii New Zealand Water

Soma Beverage

PRODUCTS: Metroelectro

PACKAGING: 20 oz. PET, 1 L PET


Metroelectro

Soma Beverage

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


Metromint

NEO North America Inc.

PRODUCTS: NEO Water

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


NEO Water

National Beverage Corp.

PRODUCTS: LaCroix Sparkling Water

PACKAGING: 12 oz. Can


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

LaCroix Sparkling Water


Noah’s Water

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

PACKAGING: 12 oz. Can

Noah’s Sparkling Water

Nuun & Co.

PRODUCTS: Vitamin enhanced all-natural drink tab

PACKAGING: 15 count PET/Tube

ATTRIBUTES: Electrolyte

Enhanced, Enhanced, Flavored

Nuun All Day

PURE SWISS Inc.

PRODUCTS: Sparkling Alkaline Mineral Water, Still Alkaline Mineral Water

PACKAGING: 500 mL PET, 500 mL Glass, 1 L Glass

ATTRIBUTES: On Premise, Sparkling, Organic

PURE SWISS Mineral Water

Summit Spring Water, Inc.

PRODUCTS: Maine Natural Spring Water since 1875

PACKAGING: 1 L Glass, 1.5 L PET

ATTRIBUTES: On Premise, Organic

Raw Water

SSWC

PRODUCTS: Still, Sparkling, Essence Flavors

PACKAGING: 12 oz. Glass, 28 oz. Glass

ATTRIBUTES: On Premise, Sparkling

Saratoga Spring Water

SOMETHING NATURAL

PRODUCTS: Blueberry Lemon, Black Cherry, Pink Grapefruit, Strawberry Peach, Raspberry Keylime

PACKAGING: 11 oz. Glass


Something Natural Sparkling

Talking Rain Beverage Company

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


ATTRIBUTES: Enhanced, Flavored, Sparkling

Sparkling ICE


PRODUCTS: French naturally sparkling mineral water

PACKAGING: 750 mL Glass

ATTRIBUTES: On Premise, Sparkling

St Géron

People Water

PRODUCTS: 100% Naturally Spring Fed Water

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

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

People Water

NuZee Co. Ltd.

PRODUCTS: NuZee Artesian Water, NuZee Sparkling Lemon Water, NuZee Sparkling Water

PACKAGING: 300 mL Glass, 750 mL Glass


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

NuZee Artesian Water & Natural Spring Water

October 16-18, 2012Sands Expo & Convention Center

Las Vegas, Nevada, USA

www.InterBev.com

October 16-18, 2012“Where the beverage industry does business.”

Owned & Operated by:

Supported by:

RegIstRatIon & HousIng

open!to RegIsteR vIsIt: w w w.InteRBev.com

To learn more, email [email protected] or call 770.618.5884


Universal Beverages, Inc.

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

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


Syfo Sparkling Waters

TONGO LLC

PRODUCTS: Warrior Punch, Tahitian Lime, Pacifi c Orange



TONGO Coconut Water

Interex Corp

PRODUCTS: Sparkling Mineral Water

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


Topo Chico

HYDRO ONE BEVERAGES

PRODUCTS: All Natural, Diabetic, Dietetic, Functional, Nutritional



TRUE, BODE, REV D

New York Spring Water, Inc.

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



VBlast Vitamins & Water


PRODUCTS: French Natural Spring Water from a Volcanic Source

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

Volvic

Voss of Norway ASA

PRODUCTS: Artesian Water Still, Sparkling

PACKAGING: 375 mL Glass, 800 mL Glass, 330 mL PET, 500 mL PET, 850 mL PET, 330 mL 6

pack, 375 mL 4-pack carton


VOSS

Whistler Water

PRODUCTS: Glacial Spring Water, Flat Cap, Sport Cap

PACKAGING: 350 mL PET, 500 mL PET, 1 L PET, 1.5 L PET, 750 mL Glass

Whistler Water

Wellness Foods S.A.

PRODUCTS: Lemon, Apple, Orange, Strawberry Banana



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

X-TREME RESOURCES, L.L.C.

PRODUCTS: X-Treme PH Sports Water

PACKAGING: 16.9 oz. 6 pack, 16.9 oz. 24 pack


X-Treme PH Sports Water is the only bottled water produced by infusing high-quality, purifi ed source water with our proprietary, plant-derived mineral mix of calcium, magnesium and potassium, giving you a pH of 9 PLUS in every bottle, with low total dissolved solids (TDS) of 21-40 mg/L.

X-Treme PH Sports Water contains NO caffeine, NO sugars, NO sweeteners, and NO artifi cial fl avorings.

Great taste - high alkaline pH - better hydration! That’s X-Treme PH Sports Water!

Vitamin2o Greenpack

X-TREME PH

ZICO Beverages

PRODUCTS: Chocolate, Natural, Pineapple, Mango, Passion Fruit

PACKAGING: 14 oz. PET, 11 oz. Tetra Pak


ZICO Coconut Water

Zipfi zz Corporation

PRODUCTS: Zipfi zz Healthy Energy Sports Mix, Immune Fizz

PACKAGING: .39 oz. Sticks/Sleeves, .37 oz. Sticks/Sleeves

ATTRIBUTES: Electrolyte Enhanced, Flavored

Zipfi zz

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

AIDP, Inc.

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

BENEO Inc.


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

BevForce

SERVICE & SUPPLIER LISTINGS


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

Closure Systems International

Flavor Producers is a leading manufac-turer of premium quality conventional and certifi ed organic fl avors serving the food and beverage industries since 1981. Your partner in fl avor development.

Flavor Producers

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

Flexible Pouch-Water/Juice

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

Glover

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

Healthy Brand Builders

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

Naturex Inc.

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

O-I

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

Osio International, Inc.

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

Overn

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

PHARMACHEM

Prinova provides high-quality ingredi-ents, fl avors and value-added services. In-house R&D application specialists create individualized solutions to develop, improve, and enhance bever-ages. Our extensive product portfolio, global purchasing power and market expertise makes sourcing beverage in-gredients and fl avors simple, strategic and successful.

Prinova

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

Boreal Water Collection Inc.

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

Cargill

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

Chemi Nutra

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

Citromax Flavors

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

GMP Laboratories


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

Prism Visual Software

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.

SleeveCo, Inc.

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

SunOpta-Food Solutions

Tata Tea Extractions, Inc. are suppli-ers of cold water soluble Instant Tea powders and also capable of further processing them to meet specifi c cus-tomer needs. The company is capable of supplying Instant tea powders, gener-ally termed as Black Tea powder and its variants and Instant Green tea sourced from its own group manufacturing loca-tions for the Iced Tea Beverage industry.

Tata Tea Extractions, Inc.

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

The Ingredient House

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

The Tapa Company

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

The Wright Group

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

Triumbari Corp

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

Veriplas Containers

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

WILD Flavors, Inc.

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COMPANY CONTACT INFORMATION

COMPANY CONTACT NAME ADDRESS CITY STATE ZIP PHONE WEBSITE

Acquafi bra, Inc. Gil Maffeo 43 Regatta Drive Niantic CT 06357 860-558-5827 www.acquafi bra.com

AIDP, Inc. Kathy Lund 19535 E. Walnut Dr, South City of Industry CA 91748 303-734-0860 www.aidp.com

Alaska Brands Group LLC Greg Galik 814A W Northern Lights Blvd Anchorage AK 99503 907-229-3474 www.clearalaskan.com

AMA Waters LLC ED NEWMAN 501 Brickell Key drive Miami FL 33131 609-213-4300 www.amawaters.com

AQUAhydrate, Inc. 5870 W. Jefferson Blvd Los Angeles CA 90016 310-559-5058 www.aquahydrate.com

AriZona Beverages USA Jackie Harrigan 60 Crossways Park Drive W Woodbury NY 11797 516-812-0208 www.drinkarizona.com

Aspen Pure Rob Curtis 1700 E 68th Ave Denver CO 80229 303-289-8655 www.aspenpure.com

Avitae USA, LLC Melissa Pitzer 8500 Memorial Drive Plain City OH 43064 888-228-4823 www.avitaeusa.com

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

BENEO Inc. Joe O’Neill 201 Littleton Road Morris Plains NJ 07950 973-867-2140 www.beneo.com

BevForce Josh Wand 6 Harrison Street, 6th Floor New York NY 10013 212-966-2417 www.bevforce.com

Blk. Enterprises Gianluca Bubbico PO BOX 725 Franklin Lakes NJ 07417 201-327-3331 www.blkbeverages.com

Bona VitaRx Garrett Wesson 890 Lagasca Place Chula Vista CA 91910 619-216-3589 www.agedefensewater.com

Boreal Water Collection Inc. Mark R. Hill 4496 State Rd. 42 N Kiamesha Lake NY 12751 845-794-0400 www.borealwater.com

Brands Within Reach, LLC Olivier Sonnois 689 Mamaroneck avenue Mamaroneck NY 10543 914-310-3589 www.bwrgroup.com

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

5, rue Heienhaff Senningerberg LU 1736 +352 26 71 39 61 www.gize.com

Cargill Mike Fleagle 15407 McGinty Rd W Wayzata MN 55391 630-505-7326 www.regenasure.com

Celsius Irina Lorenzi 2424 North Federal Highway Boca Raton FL 33431 561-276-2239 www.celsius.com

CG Roxane Steve Weller 200 North Glendora Ave. Glendora CA 91740 951-243-5375 www.crystalgeyser.com

Chemi Nutra Chase Hagerman 4463 White Bear Pkwy. White Bear Lake MN 55110 651-407-0400 www.cheminutra.com

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

Closure Systems International Jose Thuel 7702 Woodland Drive Indianapolis IN 46278 317-390-5078 www.csiclosures.com

Crystal Geyser Water Company Steve Weller 200 North Glendora Ave. Glendora CA 91740 951-243-5375 www.crystalgeyser.com

DC Brands International, Inc. Bill Anderson 9500 W. 49th Ave. Unit D-106 Wheat Ridge CO 80033 303-279-3800 www.HARDNutrition.com

Essentia Water, Inc. Sales 22833 Bothell Evrt Hwy Bothell WA 98021 877-293-2239 www.essentiawater.com

FIJI Water David Ricanati 11444 W. Olympic Blvd. Los Angeles CA 90064 310-312-2850 www.fi jiwater.com

Flavor Producers Janet Guzman 28350 W. Witherspoon Pkwy Valencia CA 91355 661-257-3400 www.fl avorproducers.com

Flexible Pouch-Water/Juice Yu Cho Yuen Tommy Flat 5K, Century Industrial Ctr, Hong Kong HK Nile +86 4007889908 www.lipackhk.com

Fred Beverages, Inc. Kim Ourada 2633 Lincoln Boulevard Santa Monica CA 90405 877-HES-WATE www.fredspot.com

ganic natural beverages GmbH Cinto Gersie Gottlieb Daimlerstr. 1 Langenselbold DE 63505 +496184952640 www.ganiwater.com

Glover Capital, Inc. Marion B. Glover 229 Peachtree Street, NE Atlanta GA 30303 404-523-2921

GMP Laboratories of America Yusuf Ishaq 2931 E. La Jolla Street Anaheim CA 92806 714-630-2467 www.gmplabs.com

GT Beverage Company, Inc. Tom Weiss One Technology Drive, C515 Irvine CA 92618 949-545-8932 www.gtebevarges.com

Hawaiian Springs, LLC Clint Welker 3375 Koapaka St. Honolulu HI 96819 808-483-0520 www.hawaiianspringswater.com

Healthy Brand Builders James S Tonkin 7559 E. Woodshire Cove Scottsdale AZ 85258 4805966360

Herbal Water, Inc. Albert Cahana 308 E. Lancaster Ave. Wynnewood PA 19096 610-668-4000 www.herbalwater.com

Hint, Inc. Kara Goldin 2124 Union Street, Suite D San Francisco CA 94123 415-513-4050 www.drinkhint.com

HYDRO ONE BEVERAGES Sammy Nasrollahi 314 Main Street Greenwood SC 29646 864.227.0663 www.hydroonebeverages.com

Icelandic Glacial inc Kristjan Olafsson 2862 Columbia Street Torrance CA 90503 424-201-6800 www.icelandicglacial.com

ICIO, Inc. Alex Van Lang 935 Westbourne Dr. #205 Los Angeles CA 90069 310-652-4790 www.iciowater.com

Interex Corp José C. Carrillo 222 W. Las Colinas Blvd. Irving TX 75039 972-401-4870 www.topochico.com

Karma Culture LLC Shanna Baccari 30-A Grove St Pittsford NY 14534 585-218-0022 www.drinkarma.com

Keeper Springs Natural Spring Water Michael Hoare 80 Pegan Lane Dover MA 02030 917-297-8011 www.keepersprings.com

National Beverage Corp Vanessa Walker 8100 SW 10 Street Ft Lauderdale FL 33324 954-581-0922 www.lacroixwater.com

ON–DEMAND VIDEO LEARNING

B e v e r a g e S c h o o l . c o m

WHY BEVERAGE SCHOOL?

- Get up to speed on the beverage industry

- Learn about common missteps for startups

- Hear from experts in various fields

- Affordable & on–demand

ALSO INCLUDED:

- Full video of BevNET Live

bevschool.onepage.indd 1 7/25/12 4:20 PM


COMPANY CONTACT INFORMATION

COMPANY CONTACT NAME ADDRESS CITY STATE ZIP PHONE WEBSITE

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

NEO North America Inc. Sonny Paige 1322 2nd Street Santa Monica CA 90401 800-604-7051 www.poweredbyneo.com

New York Spring Water, Inc. Luke Zakka 517 w 36th St New York NY 10018 646-924-9260 www.vblast.com

Noah’s Water Tony Varni 400 Hosmer Avenue Modesto CA 95351 209-521-1777 www.noahswater.com

Nuun & Co. Nathan Underwood PO Box 3312 Seattle WA 98114 206-219-9237 www.nuun.com

NuZee Co Ltd Travis Gorney 7940 Silverton Ave San Diego CA 92126 855-WE-NUZEE www.nuzeewater.com

O-I Marc Kibbey One Michael Owens Way Perrysburg OH 43551 567-336-5000 www.o-i.com

O4 LLC Customer Service 13900 CR 455 Clermont FL 34711 855-425-8304 www.blue04.com

Osio International, Inc. Rick Majewski 2550 E. Cerritos Ave. Anaheim CA 92806 714-935-9700 www.osiopack.com

Overnight Labels Inc Carrie Houghton 151-15 West Industry Ct Deer Park NY 11792 631-242-4240 www.overnightlabels.com

People Water Chris Dorfl ein 922 south State Street Pleasant Grove UT 84062 801-358-1388 www.peoplewater.com

Pharmachem Gregory Drew 265 Harrison Turnpike Kearny NJ 07032 201-719-7405

PlasTech Innovations Inc. Hoby Buppert 3301 NE 1st Ave Miami FL 33137 305-372-2978 www.82gowater.com

Premium Healthy Spring Water, Inc. Lou Savant 1866 Leithsville Rd. #310 Hellertown PA 18055 610-748-0118 www.kiwaii.com

Prinova Nicole Aurelio 285 E. Fullerton Avenue Carol Stream IL 60188 630-868-0300 www.prinovausa.com

Prism Visual Software Lynn Keating 1 Sagamore Hill Dr Port Washington NY 11050 516-944-5920 www.prismvs.com

Pure Swiss Inc. Alex Fries PO Box 26291 San Francisco CA 94126 877-60-water www.pureswisswater.com

Rising Beverage Co. LLC Patricia Sanderlin 1375 Dove Street Newport Beach CA 92660 909-286-4507 www.activatedrinks.com

Shadow Beverages Sam Jones 4650 E Cotton Center Blvd Phoenix AZ 85040 480-371-1100 www.drinkgnc.com

SleeveCo, Inc. Jyl Gryder 103 Lumpkin Campground Rd. N Dawsonville GA 30534 706-216-3110 www.sleeveco.com

Soma Beverage Mike Love PO Box 885462 San Francisco CA 94188 415-694-6552 www.metromint.com

Something Natural Jeremy 21 Broadway Boston MA 02127 617-334-5655 www.drinksomethingnatural.com

SSWC Saratoga Sales 11 Geyser Road Saratoga Springs NY 12866 518-584-6363 www.sswc.com

Summit Spring Water, Inc. Ray Simoglou PO Box 480 Harrison ME 04040 207-583-2286 www.summitspring.com

SunOpta-Food Solutions Chad Hagen 2100 Delaware Ave Santa Cruz CA 95060 831-600-3604 www.sunopta.com

Talking Rain Beverage Company Nina Morrison P.O. Box 549, 30520 SE 84th St. Preston WA 98050 425-222-4900

Tata Tea Extractions, Inc. Ravi Sankararaman 1001 W Dr MLK Jr Blvd Plant City FL 33563 813-650-3607

The Coca-Cola Company Geoffrey Henry 1 Coca-Cola Plaza Atlanta GA 30313 404-676-0883 www.dasani.com

The Ingredient House Rudi Van Mol 6 Addison Avenue Belle Mead NJ 08502 908-829-3076 www.theingredienthouse.com

The Tapa Company Mauro Canziani Hoffa Av. Vitacura 4380, Of. 31 Santiago Metropolitan CL 7630275 56 2 4410900 www.tapacompany.com

The Wright Group Chris Hebert 6428 Airport Road Crowley LA 70526 800-201-3096 www.thewrightgroup.net

TONGO LLC Paul Tecker 160 N. Riverview Dr. Anaheim CA 92808 760-231-0806 www.drinktongo.com

Triumbari Corp Patrick F Moore Corporate -370 Healey Road Bolton ON L7E5C1 513-480-4210

Universal Beverages, Inc. Cydelle Mendius PO Box 448 Ponte Vedra Beach FL 32004 904-280-7795 www.syfobeverages.com

Veriplas Containers Speed Stodghill 283 Mountain Valley Water Place Hot Springs AR 71909 501-779-1320 veriplas.com

Voss of Norway ASA Sai-Ek Praditpolpanich 236 W 30th St. 12th FL New York NY 10001 2129952255

Wellness Foods S.A. Mauro Canziani Hoffa Av. Vitacura 4380, Of. 31 Santiago Metropolitan CL 7630275 56 2 4410900 www.tapacompany.com

Whistler Water Bruce Gemmell PO Box 1400 Whistler BC V0N 1B0 604-606-1903 www.whistlerwater.com

WILD Flavors, Inc. Donna Hansee 1261 Pacifi c Ave Erlanger KY 41018 859-342-3600 www.wildfl avors.com

X-Treme Resources, LLC Pamela Sue Tedeton 738 Well Rd. West Monroe LA 71292 888-717-4426

Xiomega3, LLC Enrique Silva 6433 Topanga Canyon Blvd Canoga Park CA 91303 818-786-1639 www.mychiawater.com

ZICO Beverages ZICO 2221 Park Place El Segundo CA 90245 310-379-9505 www.zico.com

Zipfi zz Corporation Jason Stricevich 18303 Bothell Everett Hwy Mill Creek WA 98034 425-398-4240 www.zipfi zz.com

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Promotions, events and specials for the industryPROMO PARADE


After three months of online entries, thousands of Facebook votes and head-to-head projects with the Final 8 contes-tants, Monster Energy’s search for the Ultimate Intern is complete. Laura Golly, 20, from Naples, Fla. and Blake Anderson, 21, from Glenmoore, Pa. have won the coveted titles of Monster Energy Ultimate Intern, announced by Monster Energy personality Rob Dyrdek at his Los Angeles-based Fantasy Factory during the competition’s final event day. The Monster Energy Ultimate Intern Search began April 9, 2012, during which time nearly 2,000 candidates submitted online applications with one-minute videos showcasing why they should be considered for the important internships never before offered by the global energy drink company.

Golly and Anderson’s two-month internship will run through August 24, 2012. Each winner will rotate in various positions at Monster Energy, including participation at the X-Games 18, the Vans Warped Tour 2012, and the Street League DC Pro Tour Fueled by Monster Energy. They will often be working with professional athletes and entertainers who are sponsored by Monster Energy, and other company representatives and partners. Winners will be exposed to various parts of the busi-ness and are responsible for creating and posting social media content about their experiences and provide unique insights into emerging consumer trends. The compensation package for each intern is worth an estimated $15,000.

Promotions, events and specials for the industryPROMO PARADE

Coca-Cola has kicked off “On the Go with D.O.,” a My Coke Rewards promotion offering a once-in-a-lifetime opportu-nity for moms to bring 2008 Olympic bronze medalist and 2012 Olympic hopeful David Oliver (also known as “D.O.”) to their children’s school for an exciting “field day” of ath-letic activities. In the spirit of

the Olympics, “On the Go with D.O.” is designed to inspire Af-rican Americans to get physically active with their families and rally the community together to cheer on Oliver in his quest to compete in London for the gold.

To participate in the promotion, consumers are encouraged to purchase Coca-Cola and donate points under-the-cap or on the package to their children’s school on MyCokeRewards.com/FieldDay now through August 12. The field day experi-ence will be awarded in the fall. The My Coke Rewards site also includes more information on Oliver and downloads such as screensavers, ringtones and other great prizes.

Additionally, Coca-Cola invites consumers to join the Com-pany in supporting Oliver on his quest to the London 2012 Olympic Games. Fans can send the hurdler their best wishes by submitting a personal photo and brief words of encourage-ment, including the phrase “Coca-Cola 8-pack” or “Team USA,” to www.coke.com/cheers.

Snapple, the official beverage spon-sor of NBC’s hit reality competi-tion “America’s Got Talent,” has launched the Snapple “Find a Star” promotion to give fans a chance to win a VIP trip to New York to see the show’s Season Seven finale and other prizes. Five lucky fans will win the opportunity to see the finalists’ live performances and watch as the winner is crowned.

Fans can look for a star under the red caps of specially-marked “America’s Got Talent” Snapple products. Each star has a code that can be entered at Snapple.com for the chance to win one of five trips to the season finale or other prizes, such as a free six-pack of Snapple. The Snapple “Find a Star” promotion will be featured on 16 oz. bottles of Snapple Diet Half ‘n Half, Peach Tea, Diet Peach Tea, Lemon Tea and Diet Lemon Tea.

The Arena Football League and AVITAE Caffeinated Water reached a title partnership agreement for ArenaBowl XXV. The League’s Championship game, slated for Friday, August 10, 2012, will be coined “AVITAE ArenaBowl XXV”. The game, which culminates the League’s celebration of its 25th Anniver-sary, will be played at the New Orleans Arena in New Orleans, LA and will be televised nationally on NFL Network.

AVITAE is a caffeinated water company that seeks to provide consumers with a better alternative to less healthy caffeinated beverages and sugary drinks. AVITAE offers “the healthy hydra-tion you want with the caffeine lift you need.”

“We are thrilled to announce the AFL’s title partnership with AVITAE for ArenaBowl XXV,” said AFL Commissioner Jerry B. Kurz . “AVITAE has joined a group of tremendous partners who believe in and are dedicated to the success of the league and its players. So much of what has been accomplished can be attrib-uted to their support.”

Coca-Cola Partners with Track Star and Olympian David Oliver to Inspire Summer Physical Activity

Avitae Caffeinated Water to Title ArenaBowl XXV

Snapple Gives Fans a Chance to Attend the “America’s Got Talent” Finale

Monster Energy Selects Winners of Nationwide Ultimate Intern Search

PERSONALITY MATTERS.Social media works the same for brands as it is does for people; a fun, authentic and engaging personality attracts followers and creates loyal fans. Even when that personality is a bottle of water.

Fred speaks directly to the hyper-connected youth in ways other brands simply can't. Fred's a buddy, not just another product. The result for you? Higher repeat traffic, greater penny profit and bigger market baskets.

To find out more, give Fred’s people a shout: [email protected], 1-877-HES-WATER. And check Fred out on Twitter @FredWater and on Facebook at Facebook.com/HelloFred.

® 2012 Fred is a registered tradem

ark of Fred Brands.

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