Jeff Rubenstein: From Coconuts to Watermelon in Two Moves
Rubenstein said he was recruited to WTRMLN WTR by marketing ace Rohan Oza, his former boss at the Coca-Cola Co., Inc.
Jeffrey Klineman
Editor-in-Chief
As Editor-in-Chief of BevNET, Jeff Klineman oversees the organization's reporting across all of its web sites, as well as BevNET Magazine. Jeff also plans, curates, and hosts the BevNET Live and NOSH Live conferences. Jeff previously worked as a newspaper reporter for the Lawrence Eagle-Tribune, the Boston TAB and the Metrowest Daily News, and has freelanced for publications like Slate, Boston Magazine, Self, George, Commonwealth, and the Chronicle of Philanthropy. He is a graduate of Yale University and Columbia University’s Graduate School of Journalism. A frequently-cited expert on the beverage industry, Jeff has also twice been named in Forbes as one of the 25 Most Influential when it comes to Consumer and Retail Companies.
Posts by Jeffrey Klineman
Transitional Times at Runa
Last October, Runa opened its doors to a much bigger cash infusion from MetaBrand Capital, a newly launched investment arm of MetaBrand’s food and beverage consulting firm.
Laden with Beverage Ties, Krave Jerky Sold to Hershey’s
Meaty sales for a company stocked with beverage business veterans.
Naked Emerging Brands Shaken Up, Sales Force Consolidated
During its three-year run, Naked Emerging Brands created one partnership, but has not developed as a VC shop and struggled to define itself within the Pepsi system.
Coconut Water’s Growth: Hot or Not?
Coconut water companies are responding to a recent report that the category has gone flat. In short, they aren’t buying it.
BevNET Live: Stretching the Brand to the Consumer
A pair of discussions from BevNET Live's second day underscored that no matter how brilliant a product idea might be, it needs to provide the consumer with a strong experience that will draw them back.
BevNET Live: Innovation Needs to Get to the Shelf, Panel Says
“In earlier stage companies, there’s a lot of excitement around what we might be creating -- but you have to channel some of that into what the world’s ready for,” said Califia Farms CEO Greg Steltenpohl.
Suja Funding Surge Continues: $21 Million More
The round is the third in the past 18 months for the company, taking the total amount invested in the brand to $45 million.
Learning from a Dairy Diaspora
There’s an increasing number of people questioning the whole premise for dairy milk, either because they’ve embraced non-dairy paleo lifestyles, have environmental concerns associated with a dairy-centric agricultural system, or just plain don’t like the taste as much.
Five Years in Review
Brands create categories. But declining categories can smother brands. That’s what a five-year analysis of topline category data tells us.
Chobani to Launch Food Incubator
Billionaire yogurt maker Hamdi Ulukaya, who started Chobani, announced plans today to "invest in and cultivate emerging food entrepreneurs," according to an announcement from the company.
The Flavor Rules
Promising brand propositions can fall apart if the flavor isn’t there, while marginally functional products can catch fire behind great taste. Brands will do whatever they can to maintain their flavor advantage (Coke’s secret formula, anyone?) while a switch in sweetener mix can totally undermine a product (Vitaminwater’s recent stevia experiment comes to mind).
What’s Trending? Ask Whole Foods.
A look at how the retailer is exploring new ways to execute behind its core competency.
Body Armor’s “Upgrade” Slogan Faces FTC Hearing
Body Armor, the upstart sports drink brand that hopes to topple Gatorade from its long-held category leadership, may have to face an FTC hearing over its tagline, “Upgrade Your Sports Drink.”