The Flow: DPSG’s marketing, Haralambos farms

A new study from Johns Hopkins University covers familiar ground by warning consumers that energy drinks contain dangerous amounts of caffeine. The American Beverage Association quickly responded.

After losing vitaminwater, California’s Haralambos Beverage distributor will re-align itself as a “beverage farmer,” according to company president Tony Haralambos. The company recently cut 200 of its 430-person work-force to prepare for the transition to its new role. Haralambos told Beverage Business Insights that the company, following its lucrative glaceu buyout, will refocus its efforts on bringing in new brands, and requiring an ownership stake from each one.

Dr Pepper Snapple Group eliminated three positions from its marketing department, including that of Randy Gier, exec VP-marketing.In addition to Mr. Gier, two other executives — Sean Gleason, senior VP-Brand Action Team, and Cindy Hennessy, senior VP-innovation — have left the company. As part of a broader restructuring, Dr Pepper Snapple Group, Jim Trebilcock, currently senior VP marketing and a 21-year DPS veteran, is assuming overall responsibility for the company’s marketing efforts. He will report to DPS President/CEO Larry Young.

Purple Beverage Company, Inc.announced that it has signed a distribution agreement with Eureka, California beverage distributor, DelReka Distributing Company, to bring Purple to outlets on the Northern California coast.

Venom Energy announced a partnership with Dallas Cowboys wide receiver Terrell Owens and named him to the newly created post of Chief Mayhem Officer. Slugger Manny Ramirez signed on as the leading spokesperson for RecoveryX, an energy/sports drink that contains a clinically tested algae extract which has been shown to reduce edema (swelling) and which may support a compromised immune system. A VITAZEST Water marketing team manned a Water Oasis booth at the 2008 American Association of Diabetes Educators Exhibition. Celsius is the official beverage sponsor of the 19th annual Chris Evert/Raymond James Pro-Celebrity Tennis Classic from October 31st through November 2nd, 2008 at the Delray Beach Tennis Center in South Florida. The Coca-Cola Foundation announced a $300,000 grant to the Rails-to-Trails Conservancy to create a nationwide network of walking and biking trails using former rail lines that will support more than 1.9 million people in the Washington DC, Chicago, New York City, Los Angeles and New Orleans communities. PepsiCo Foundation announced two major new grants to WaterPartners and Safe Water Network programs to provide access to safe water and sanitation for individuals and communities in developing countries. The grants, totaling $7.6 million, promote and accelerate sustainable approaches to water access, conservation and usage in underserved regions. This commitment seeks to create awareness and generate change to help achieve the United Nations Millennium Development Goals. In the last year, PepsiCo have made more than $16 million in commitments for water projects around the world. TeaZazz Sparkling Tea will be sponsoring the Melt Gallery/Otis Across LA opening reception for Prodigal Reality Art Show on October 4, 2008 in Los Angeles, CA.