Barry Nathanson

Over the past few years, I’ve become more aware of the “enhancers” that are taking a larger role in our industry. “Enhanced beverages” have been a major part of the industry for many years now. From the original SoBes and Vitaminwaters to present day functional products, these drinks now dominate the retail landscape and are the major drivers of volume in many categories.

Fuel cost is a major deterrent to our national recovery. I see and hear how it impacts our beverage universe. Yet, there are no clear answers or policies to address the spike and no coherent way to bring it down.

As we come to the close of what has been a tumultuous year, I want to take stock of some of the issues that have dominated the news recently. The events of the past few weeks in my home city of New York are staggering and overwhelming. The efforts to recover and rebuild have been exemplary. It’s a stark contrast to an issue that has dominated our beverage universe – the controversy surrounding an unjust wrongful death lawsuit filed against Monster Energy.

In an industry that is often risk averse, BevNET Magazine publisher Barry Nathanson suggests that beverage retailers and distributors take more chances on new brands and innovative products. “Beverages are in a lull, waiting for the next great thing. If it arrives soon, terrific. But until then, take a chance on some exciting new entries,” said Nathanson.

I’m from the old school. I’ve written, many a time, my aversion for much of modern technology, although often it’s not in longhand anymore. Friends, both personal and professional, are aghast that I still haven’t embraced a smart phone and the world that it opens up. My colleagues kid me about it, although they seem to accept that they’ll never see me log into our Sales Force system anytime soon. I just turned 64, and, somehow, I’ve been able to get by and stay connected to the industry just fine.

This is the time of year that, as the “Boys of Summer” return to Florida for Spring Training, I get to think about my favorite things: the Yankees, and my annual baseball analogy column. I just love the chance to compare the comings and goings of the sport I love to the action in the business I love. This year, I’m going to play the grizzled vet, dispensing lore and wisdom to a group of eager rookies wondering how they’ll break into the lineup.

I am big admirer of great packaging. I can think of no other industry that is more successful in its presentation of its products than the beverage industry. In no other business is there such a premium placed on packaging with regard to its ability to position, define and give clarity to what the essence of the brand is. Without packaging, there’s just a puddle. With it, there’s not just a functional container but a key enticement to buy.…

It’s a daily ritual, perusing the comments on BevNET.  Recently, however, I spotted one item that brought me back to my early days covering the marketplace.  I don’t even remember what the post was about, but something struck me: the name Rick Hill. It brought a smile to my face.…

In the May issue of Beverage Spectrum Magazine, John Craven, founder and editor of BevNET.com has authored an article on healthy carbonated soft drinks. In addition, there is a section detailing “BevNET.com’s Products to Watch in Summer ’03″.
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Beverage Spectrum, which uses the tagline “The Magazine for Beverage Retailing” was created by Barry Nathanson and Greg Prince (both formerly of VNU’s beverage publications). The magazine is published by the CSP Information Group and offers a comprehensive guide for retailing in the beverage industry. Contact Beverage Spectrum at 212-647-0501.
See below for the excerpt.
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