The Flow: Apple Rush’s equity infusion, Coke’s olympic troubles

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Apple Rush announced it has secured a $500,000 equity infusion
line. Proceeds are earmarked for producing floor-stock of the Apple Rush brand,
as well as to increase stock of the other beverage lines sold by Garden Beverage.

Wall Street Journal reported
that PepsiCo
has dumped the agency that had been handling its massive Gatorade and Tropicana
accounts for the past six years.   

New York Times reported
that, as one of the most prominent sponsors of the
Olympics, Coca-Cola found itself on the hot seat when protesters chanted and
waved picket signs outside the company’s annual shareholder meeting. 
Fortune Magazine printed an in-depth
about Coca-Cola’s
efforts to be more earth-friendly by improving the efficiency of their vending
machines.  Coca-Cola Recycling LLC
has signed on as a sponsor of the Curbside Value Partnership.  Stores
in Canada pulled Nalgene bottles from their shelves after the Canadian government
declared toxic Bisphenol-A, a substance found in the hard plastics.  Coca-Cola
Co. canceled plans to sponsor a float in Japan’s Olympic torch relay amid
controversy over China’s crackdown against Tibetan demonstrators. Read more here A New Jersey legislator introduced a bill that would ban the sale of energy
drinks to people under the age of 18. The legislation would not address coffee,
and Assemblyman Ralph Caputo (D-Essex) said he was inspired by Blow Energy Drink Mix. Read the full
story here.

DLR Associates Inc., Potencia USA LLC and its Potencia Energy Drink brand has
finalized a distribution agreement with Greenville South Carolina’s Modern South Distribution Nor-Cal Beverage Co., makers of Go Girl Energy Drink, secured a
distribution deal with Columbia
to cover the states of Washington, Oregon and Idaho.  Celsius Holdings, Inc. announced their
distribution partnership with Varni
Brothers Corp.
to distribute Celsius in the Central Valley California
market.  NuVim, Inc. announced that
distribution in Wal-Mart supercenters will be consolidated to the Florida
markets in order to test additional marketing techniques to increase the per
store sales volume.  DNA Beverage
, producers of DNA Energy
announced it will be distributed across Central
Florida by Schenck Company.

Hall of Fame Beverages, Inc. announced
the appointment of Robert Rosario as their new CEO, effective May 1st. Rosario worked
at Hansen Beverages Inc., and has
over five years in the interactive interface software design business working with
clients ranging from SONY/BMG to Universal Pictures.   Laura Leinweber, communications director, has
left Sambazon.  Rockstar Inc. Energy Drinks promoted
Frank Guernsey to the new role of vice president marketing international. He
previously served in the US-centric role as director of marketing.  Purple Beverage Company, Inc. hired
Marc de Grandpre, former Managing Director of the New York Red Bulls of Major League Soccer, as Vice President of Marketing.  Coca-Cola Enterprises announced that
Pamela O. Kimmet has been named senior vice president, human resources, joining
the company in May. Ms. Kimmet, 49, will oversee the development and
implementation of global human resources initiatives and will report to John F.
Brock, president and chief executive officer.

Fji Water announced it is expanding
its partnership with the Avon Foundation. Fiji continues to be the official
bottled water of the Avon Walk for Breast Cancer in all nine cities and will
now donate 5% of all FIJI Water sales from participating retailers during the
month of each Avon Walk. For a full list of walk location and dates, visit  WheyUP announced
partnership with the Arizona Rattlers of the Arena Football League to be the
team’s “official sports drink.”  glaceau
signed country star and American Idol winner Carrie Underwood as a spokesmodel
for vitaminwater Zelle Competition and Liquid Salvation Inc. announced a co-branding
agreement in the NASCAR Camping World East Series.  The Gatorade Company, a division of PepsiCo, announced an endorsement
deal with Candace Parker of the WNBA’s Los Angeles Sparks. published an article charting the rise and possible fall of bottled water. Read it here.