The Beverage Industry's Source

September 2009

Cover Story

How Much Is There In Less?

INSURRECTION IS MOUNTING in the beverage cooler. The once meek and mild low-calorie health beverages, until recently relegated to the odd-ball health-nut niche, have grown rebellious. Premium bottled teas, lightly sweetened sodas, and electrolyte-enhanced waters are staking a larger claim to shelf space as a healthful alternative to sugar laden drinks. Consumers are reaching for them more as they look for beverages with… less.

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Features

Big Shots

Big Shots

As the category grows, big firms struggle with small packages

Columns

Category Report: Juice

Category Report: Juice

Premium juice brands have shown surprising elasticity during economic decline

Brands In Transition

Celsius Rising

Celsius Rising

How Celsius survived - and thrived - even after a challenge from Coke

Gerry's Insights

Coke And Coconut Water

Coke And Coconut Water

The beverage giant enters a segment "dominated" by three minnows.

From The Editor

Innovative Packaging Put On Ice

Innovative Packaging Put On Ice

A great piece of guerilla marketing: beer in team colors

Publisher's Toast

Back To The Age Of Aquarius

Back To The Age Of Aquarius

A brief history of beverages since Woodstock

Bevscape

Bevscape Innovation

Bevscape Innovation

Online marketing, big cans and innovation briefs

Bevscape

Coke And Pepsi Get (coco)nutty

Coke And Pepsi Get (coco)nutty

Both Coca-Cola and PepsiCo recently announced investments in cocnut water.

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