Last month, Palo Alto-based alkaline sports drink makers Phenoh 7.4 made their expansion into the East Coast market by way of a partnership with Natural Wayz Beverages. Now, the company will look to establish its presence in the Southwest United States, by securing shelf space in Central Market’s nine Texas locations.
GoodBelly now sports a tagline of “Drink daily for healthy digestion,” and features fruit images that are more reminiscent of those found on conventional multi-serve juice products.
A pair of discussions from BevNET Live's second day underscored that no matter how brilliant a product idea might be, it needs to provide the consumer with a strong experience that will draw them back.
“In earlier stage companies, there’s a lot of excitement around what we might be creating -- but you have to channel some of that into what the world’s ready for,” said Califia Farms CEO Greg Steltenpohl.
After two days of animated and inspirational presentations, Tio Gazpacho, an RTD version of the famous Spanish soup, took two titles: Audience Favorite & winner of New Beverage Showdown 8.
The question is whether brands should try to present themselves as an alternative category to the average Starbucks drink – which some describe as a dairy type of beverage – or as another part of the coffee mix.
Two common threads link this year’s best: One, brands have maintained a focus on health-driven trends, initiating timely innovation in both formulation and packaging. Two, companies have executed on multi-channel retail and distribution strategies at a time when mainstream consumers become increasingly aware and actively pursue beverages in natural-focused categories.
Coconut water companies are responding to a recent report that the category has gone flat. In short, they aren’t buying it.
Coke will look to take its advertising dollars elsewhere, as Idol’s ratings and, by extension, its ad revenue continue to be on the decline.
The position had been vacant since May, 2013, when John Cochran left the company to become CEO of Ole Smoky Tennessee Moonshine.
Beverage companies big and small have reached agreements to broaden their distribution across several channels, including grocery, convenience, club and online.
The Wall Street Journal recently reported on athletes incorporating soft drinks into their diets.
“These nutso ideas are what everybody’s looking for right now” Primozich said. “Weirdo ideas like putting soup in a bottle and throwing it in the beverage case.”
The round is the third in the past 18 months for the company, taking the total amount invested in the brand to $45 million.