Martín Caballero

Martín Caballero

Assistant Editor, BevNET

Martín writes news articles and feature stories covering the non-alcoholic beverage industry for BevNET. A graduate of Boston University, Martín's previous work has appeared in USA Today, The Boston Globe and The Boston Herald.

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Posts by Martín Caballero

Premium Juice Takes On Sugar Challenge

In the face of the growing anti-sugar movement, juice brands are responding by refining their offerings and attitudes towards the formulation, marketing and processing of their products in divergent and innovative ways.

Soda Tax Update: Philly Tariff To Be Challenged

A few months after Chicago government officials voted to repeal the city’s soda tax, Philadelphia's version of the controversial tariff may be headed for a similar fate.

Boochcraft Bucking Kombucha Trends With Boozier Brews

Rather than fight for room in a kombucha market growing more crowded and competitive every day, Boochcraft has taken a different approach: jumping from the category standard of 0.5 percent alcohol by volume (ABV) or lower to around 7 percent.

Bill Moses Partners With Clearlake Capital to Launch Disruptive Brands

KeVita co-founder and former CEO Bill Moses is teaming with private investment firm Clearlake Capital Group L.P. to launch Disruptive Brands, a new platform aimed at investing in and supporting innovative emerging brands across the consumer packaged goods spectrum.

Shamrock Farms Rebranding Protein, Cold Brew Lines

Shamrock Farms is preparing to debut new branding and packaging for its milk-based, ready-to-drink (RTD) protein beverages and cold brew coffees, bringing both lines under an updated masterbrand ahead of further expansion into national distribution and sales in 2018.

Power of One: Brands Building From Focus on Single Ingredient

Even as products boasting complex flavor profiles enter the beverage market, a simple, pure ingredient experience has everlasting appeal for consumers. Three emerging beverage startups exemplify both the opportunities and challenges of following a single-ingredient strategy.

Seven Aims to Broaden Sparkling Water Category

Project 7 founder Tyler Merrick told BevNET he sees as an opportunity to bring more depth and complex flavors into the category with the launch of Seven sparkling waters, which debuts this week in 12 oz. cans.

In the Courtroom: Soda Titans Under Fire Over “Diet” Claims; Forager Sued

In this In the Courtroom roundup, the country's three largest soda companies face multiple lawsuits alleging their diet products are false and misleading to consumers trying to lose weight, while Forager Project gets hit with a class action suit claiming its cold-pressed juices are also misleading.

CB Insights Webinar Highlights Influential Food & Bev Startups

Zoe Leavitt, Retail Food & Technology Analyst at strategic data analytics firm CB Insights, today discussed the evolving relationship between large CPG corporations and emerging startups during a webinar titled “Startups Shaping the Future of Food.”

Reed’s Highlights Reduced SKUs, Future Changes in Q3 Earnings Call

Reed’s Inc. reported a 11.7 percent decline in net sales for Q3 2017 in an earnings call today in which the company also announced other brands in its sprawling portfolio would be discontinued to focus on the Reed’s and Virgil’s labels.

Essentia Announces New Packaging for Multi-Packs

Premium alkaline water brand Essentia is launching new packaging designs for its multi-packs, a move the company is framing as the next phase in its brand evolution efforts.