The Flow: BevNET LIVE adds Rampolla; Kent bashes soda tax



  • ZICO Founder & CEO to speak at BevNET Live Winter 2009: Santa Monica – Mark Rampolla will speak on a panel called “Getting Converts” that will discuss ways that marketers of unfamiliar types of beverages can earn a devoted following. Link
  • glaceau announced the introduction of four new vitaminwater10 varieties: go-go (mixed berry), mega-c (grape raspberry), recoup (peach-mandarin) and revitalize (green tea). Link
  • In a recent editorial, the New York Times endorsed the idea of levying a tax on sugar-sweetened beverages. Link Coca-Cola Chairman and CEO Muhtar Kent made his position clear on such proposals: “I think it’s outrageous… I think it’s outrageous because I have never seen it work where a government tells people what to eat and what to drink.” Link


  • The International Bottled Water Association and the Midwest Food Processors Association have written letters urging the sponsors of Wisconsin state bills that would ban the use of bisphenol A to withdraw them, saying a ban would create unwarranted economic hardship. They also asked that any state action be postponed until after a federal decision is made about the chemical’s safety. Link
  • Absopure Water Company responded to a political push to tax every bottle of water sold in Michigan by saying the proposed 1 cent tax would have far reaching negative effects on the state economy. Link
  • New York supermarkets and convenience stores say they’re preparing for a major increase in the volume of plastic bottles redeemed when a state law adds bottled and enhanced waters to the recycling stream. Link


  • Sprite is challenging fraternities and sororities to donate community service with the launch of “Sprite Step Off,” with a combined prize pool of $1.5 million in scholarships. Link
  • Go Girl Energy Drink will sponsor the fourth annual California Capital Airshow in cooperation with Raley’s Supermarkets. Go Girl is also the exclusive sponsor for aerobatic pilot Melissa Pemberton. Link
  • The Coca-Cola Co. is rolling out new marketing programs to encourage Hispanic consumers to pursue their dreams and connect with multicultural teens. In addition, the Company is offering new packaging options. Link
  • Naked Juice is asking people across America to pass on a “Naked Message in a Bottle.” Facebook users can “drink” Naked Juice and pass virtual bottles along to their friends. For every bottle passed (up to 400,000), Naked Juice will donate five cents to Keep America Beautiful. Link
  • Allday Energy has been selected as the “Official Energy Drink of Muscle Beach.”
  • The Miss America Organization announced that it partnered with Nature’s Bottles, an environmentally-friendly bottled water company. Link
  • The Coca-Cola Scholars Foundation is accepting college scholarship applications now through October 31, 2009 at Link


  • The number of U.S. new food and beverage products claiming “beauty enhancing” functions has slowed, but such products have grown 306 percent globally between 2005 and 2008, according to Mintel’s Global New Products Database. Link


  • The New York Times published a series called “Toxic Waters” about “the worsening pollution in American waters and regulators’ response.” Link
  • The Chicago Tribune profiled Solixir-maker Sol Elixirs LLC, and its founder, Scott Lerner. Link


  • Suntory Holdings Ltd., Japan’s third-largest brewer, may be weakened by an acquisition of Orangina Schweppes, according to Fitch Ratings. Link


  • MOCON, Inc. unveiled its “beverage instrumentation suite of products.” Link
  • Advanced Electron Beams announced the availability of the e25ITB, an electron beam emitter designed for sterilizing the interior surfaces of bottle shaped packaging. Link


  • Apparently unaware of the public outrage generated by Redux Beverages’ Cocaine energy drink, UK company Simply Drinks has launched a beverage called Simply Cocaine in Britain. Link


  • Wieden + Kennedy and Psyop took home the honor for Outstanding Commercial for Coca-Cola‘s “Heist” at the 2009 Creative Arts Emmys, announced on Saturday, September 12 in Los Angeles. Link
  • Teen Vogue named Vita Coco as the refreshment of choice for New York’s Fashion Week. Link


  • NutraGenesis announced that it has hired Sherry Durfey as Customer Services and Logistics Manager. Additionally, NutraGenesis hired Shelly Huber as an Account Executive for their inside sales team.


  • HBO released a human-potable version of Tru Blood, the blood-substitute beverage featured in its vampire soap-opera True Blood. Newsweek writer Kate Dailey called the drink “disappointing,” describing its taste as a mixture of Orange Crush and Hi-C, and its functional side conspicuously lacking the euphoria that characters in the show experience when drinking vampire blood. Link