BevNET Live: Big Changes, Hard Choices, with Hiball CEO Todd Berardi
October 23, 2012 by Jeffrey Klineman
BevNET is pleased to announce that Todd Berardi, CEO and Founder of Hiball, will be offering a case study based on his brand during the upcoming BevNET Live conference in Santa Monica, Calif.
The decision to undertake a drastic rebranding effort on behalf of a still-developing brand can be a gut-wrenching process for many entrepreneurs, as they develop personal, emotional, and financial attachments to their products and business plans.
But that’s what Berardi went through earlier this year, taking Hiball, a carbonated, essence-flavored energy water that had already achieved notoriety for its distinctive glass packaging and “energy seltzer” formulation, as well as steady natural channel distribution, through a packaging and formulation revamp.
The decision to restage the product in a more traditional 16 oz. can, while also taking on an organic energy mix of caffeine and other ingredients, has been largely successful, helping the brand land a much wider range of retail accounts and develop new partnerships that reflect its rising sales volume.
As his presentation unfolds, Berardi will take the BevNET Live audience through a series of decisions that most entrepreneurs will face but few relish – one that outlines the challenges, risks, and motivations of changing the brand. It’s a talk that will offer BevNET Live attendees an empathetic framework for their own business decisions, as well as fuel their awareness that their hard work and strategic planning can ultimately create positive outcomes.
About BevNET Live
BevNET Live’s Winter 2012 event will be held at the Loews Santa Monica Beach Hotel in California on Dec. 3 and 4. BevNET Live is a two-day forum for beverage entrepreneurs, suppliers, distributors, retailers and investors to gather, speak, exchange ideas through interactive panels and lectures, and enhance their marketing and product development strategies through our Beverage School. Attendees can tap the expertise of investment professionals who can help groom them to attract money, business owners with inspiring success stories, and the BevNET.com community, which has spent a decade dedicating itself to careful reporting on the fast-moving beverage industry. More information and registration information.
About Todd Berardi and Hiball Energy
Todd founded Hiball in 2005. Hiball Energy is a natural sparkling energy water and organic energy drink company based in San Francisco, Calif. Hiball Sparkling Energy Water is the only energy drink on the planet without sugar or sweeteners of any kind that is naturally calorie-free. All products are made with an organic energy blend including Guarana, Ginseng, Caffeine and have B-Vitamins to give consumers a clean energy boost without sacrificing taste or health. Hiball Energy re-launched the brand in 16 oz. cold-activated cans in the Spring of 2012; it can now be found at Whole Foods, Safeway, Kroger, Wegmans, Stop & Shop, Albertsons, Earthfare, Bristol Farms, Jewel-Osco, New Seasons, Haggens, 24H Fitness, Lifetime Fitness and Amazon.com.
Prior to Hiball Energy, Todd explored the concept of a therapeutic juice company (CLEARDAY) focused on providing 100% natural juices fortified with medically proven active ingredients to combat common conditions or ailments that affect our population on a daily basis. Clearday won Business Plan of the Year for 2003 USC Graduate Marshall School of Business. A graduate of the University of Southern California with a BS in Business Administration, Todd started his career as Sales Analyst at Donaldson, Lufkin & Jenrette Investment Bank in San Francisco.