Coconut water titan Vita Coco has announced the launch of a new advertising campaign called “Stupidly Simple,” a global marketing effort intended to simplify messaging of coconut water to that of a natural, refreshing beverage.
High pressure processing didn’t need to dominate the discussion to make a statement Tuesday, during day one of BevNET Live in New York City.
Wondering why, after years of dominating this kids’ space, Capri Sun would reformulate, getting rid of high-fructose corn syrup, updating its design and plowing cash into marketing?
Millennial consumers are increasingly aware of and concerned about energy drink ingredients, but that hasn’t slowed their consumption of highly caffeinated beverages, according to a new report from Mintel. Notably, it’s older millennials, including those with or planning for children, who are consuming more energy drinks than ever before.
KeVita’s announcement arrives after issues surrounding the alcohol levels in the fermented effervescent beverage have resurfaced in recent months.
Max Baumann and Jenia Kokotuha have partnered up to launch a retail merchandising firm with a focus on developing and sustaining the in-store presence of emerging beverage brands.
In a new article titled “Don’t be fooled by coconut water and other new sports drinks,” Consumer Reports hammers away claims of enhanced hydration and elevated nutrition as touted by beverage brands in a range of categories, including plant-based waters and electrolyte-fortified drinks.
In a sweeping revamp, Agua Enerviva is now known simply as Agua. While still identified as an "energy water," a reworking of the label gives far greater prominence to its low-calorie formulation, something that founder Carol Dollard calls “one of the most important things that consumers are looking at when they pick up a beverage.”
The transition follows Coke’s purchase of a 16.7 percent stake in Monster last August which followed years of careful consideration.
Howell, who joined Roobiee Red Tea as its chief executive officer in 2010, has left the company to become the director of innovation for spirits giant Brown-Forman. Meanwhile, longtime beverage veteran Bill Meissner, most recently the president and CEO capsule-based coffee company Tazza Pronto, has joined Rooibee’s board of directors,
While carbonated soft drink giants continue to lean on price hikes as a way to offset volume declines, the industry continues to struggle.
The upcoming 2,000 sq. ft. space is slated to be up and running later this summer, and will serve as the company’s “innovation center,” according to Spindrift founder Bill Creelman.
Outlaw Energy, a new energy drink brand developed by serial beverage entrepreneur Lance Collins, announced that it has finalized a partnership with Avanzar Sales and Distribution for coverage in Southern California.
The emerging water brand – notable for its 7.4 pH, its founder, Lance Collins, and most distinctively, a custom cup-shaped overcap – is ditching that last bit of distinction as part of a sports cap line extension.
