Martín Caballero

Martín Caballero

Managing 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

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.

KonaRed Closes Capital Raise With Venice Brands

Hawaiian coffee company KonaRed has closed a “significant capital raise” from venture capital fund Venice Brands, which will be directed towards supporting sales, marketing and distribution of the brand’s range of coffee products.

Quietly Building, Cascadia Capital Starts to Spread Its Bets

In order to distinguish themselves within the highly competitive food and beverage space, Seattle-based investment firm Cascadia Capital must identify the right opportunities -- and get to them before their rivals do.

Starbucks Announces TAZO Sale to Unilever

Starbucks Corporation today announced an agreement to sell the TAZO tea brand to Unilever for $384 million, a move that will allow the Seattle-based coffee giant to focus on supporting its other premium tea brand, Teavana.

Hello Beverages Bring On IBC To Shape Growth in 2018

Hello Beverages recently partnered with InterContinental Beverage Capital (IBC), a New York-based middle market advisory group with a focus on CPG industries, to help shape and execute their ambitious plans for growth in the coming year.

Humm Kombucha To Open $10M East Coast Facility

Today Humm Kombucha announced it had reached an agreement with the City of Roanoke, Va. for the construction of a new $10 million, 100,000 sq. ft. facility that will be the future home of the brand’s East Coast brewery.

Icelandic Glacial Partners With Golden West To Build New Beverage Brands

Icelandic Water Holdings, the parent company of premium water brand Icelandic Glacial, has entered into a partnership with Golden West Food Group Inc. to collaborate on marketing, sales and distribution for the latter’s two beverage brands, Bowery Coffee Co. and the forthcoming KÖE Kombucha. The deal, which was finalized two weeks ago, is the first step in turning Icelandic Glacial into a multi-brand global beverage company, according to CEO Reza Mirza.

NACS 2017 Video: Mark Wahlberg Talks Being “More Involved and Aggressive” With AQUAhydrate

In this video interview recorded at the NACS 2017 show in Chicago earlier this month, actor Mark Wahlberg, a co-owner of premium high-pH alkaline water brand AQUAhydrate, spoke to BevNET assistant editor Martin Caballero about his personal commitment to growing the brand, how his roles as an investor and endorser has evolved since he first joined AQUAhydrate, and how he has leveraged product placement in his film and television projects to give the brand a bigger platform.

NACS 2017 Video: AriZona Beverages Pushing Toward Premium

In a video interview recorded at the NACS 2017 show in Chicago, the Vultaggio brothers Wesley, who also serves as the company’s chief creative officer, and Spencer, AriZona’s chief marketing officer, joined BevNET assistant editor Martin Caballero to discuss how the brand’s identity is evolving towards new categories, use occasions and consumer types. The brothers spoke about AriZona’s pivot towards premium beverage offerings, including its premium Good Brew iced tea line and the brand’s new sparkling mineral water.

NACS 2017: Major Players Move to Address Trends in RTD Beverage

As the dominant players in c-store coolers nationwide, Coca-Cola, PepsiCo, Dr Pepper Snapple Group, Monster Energy and other major corporations showed a range of new products and line innovations aimed at taking -- or at least holding -- a larger share of the market. As they do, they are taking different approaches to various opportunities and challenges currently roiling the marketplace, including concerns over sugar content, the development of a broader dairy set, and offering natural and “clean” energy products.

NACS 2017 Video: Muscle Milk Builds Out C-Store Protein Set

In a video interview recorded last week at the NACS 2017 show in Chicago, Lisa Selk, president and CEO of CytoSport, discussed the development of the brand’s recently debuted plant-based protein line, Evolve, and how it fits into the company’s overall C-store strategy. She also explained how Cytosport is diversifying the Muscle Milk portfolio with food and beverage products that fit different use occasions and broaden the brand’s appeal beyond simply supporting athletic performance.

NACS 2017: Coffee, Energy Drinks Highlighted in New Products

Though convenience store traffic has dipped in 2017, you couldn’t tell from looking around the packed floor at this year’s National Association of Convenience Stores (NACS) show last week in Chicago. Exhibitors from across the spectrum of food and beverage took over two halls of the McCormick Place for three days, showcasing a range of new products and innovations that will be rolling out to c-store coolers over the next year.