Yes, the rollout of Body Armor has featured some missteps; yes, people have noticed. But founder Lance Collins, as grizzled a beverage veteran as any, is determined to achieve success with his multi-function, “superdrink” brand. But the current ultra-competitive pricing environment for beverages, in which new products face off against highly promoted brands made by bigger companies, has made that road tougher than ever, Collins said.
Indeed, cold-pressed, super-premium juices, the majority of which are sold by natural retailers, have attracted a tremendous amount of attention and enthusiasm, and sustained growth appears to be a forgone conclusion. However, a deeper examination of the category reveals a potentially challenging path for new brands.
For L.A. Libations, the introduction of its Aloe Gloe brand in 2011 marked a significant turning point for the three-year old beverage incubator. Until then, the company had developed sales and distribution strategies for a host of other entrepreneurial beverage brands, including Zico and Neuro, and had little experience with manufacturing.
With a deep and established presence in the Los Angeles market and having recently gained a toehold in New York City, Activate is now setting its sights on broader awareness of its cap-dispensing water brand and is prepping to launch a number of line extensions designed to reach a wider swath of consumers.
With significant retail placement in hand, Golazo is now looking to expand awareness and trial of its products through unique interactions aimed at consumers whose interests are aligned with that of the brand.
As natural and organic beverages continue to gain traction among greater numbers of mainstream consumers, Purity Organic has over the past year positioned itself to take advantage of that momentum through a path carved by innovation.
Certainly, the direct-to-consumer delivery model has been a key launching pad for marketers of raw juice products, particularly through the sale of packaged juice cleanse programs. Recently, however, a growing number of companies are attempting to enhance brand awareness while meeting growing demand and interest in raw juice via the construction of retail storefronts. San Francisco-based Project Juice is one such company.
The market for super-premium coffee is rapidly expanding, and over the past two years, Stumptown Coffee Roasters has been laying the foundation to be a primary player in the category often referred to as “third wave coffee.”
Ayala's Herbal Water co-founder Ayala Laufer-Cahana believes that although the target market for the beverages will be those who seek out natural products and lead healthier lifestyles, the product line will attract a range of consumers, particularly as demand for herbal teas continues to grow.
At the recently held 2013 Summer Fancy Food Show, we had a chance to catch up with Ariel Glazer, who, along with Honest Tea co-founder Barry Nalebuff, recently launched KomBrewCha, a new line of low-alcohol, sparkling kombucha products.
One of the most impressive elements of New Beverage Showdown 5 was the number of innovative formulations and brand propositions offered by each of the 21 semifinalists. From a first-of-its-kind tea and aloe blend, to a sparkling matcha drink, to a chia-infused kids’ smoothie, the early-stage companies offered up a range of distinct, yet on-trend, products. In the process, the Showdown saw perhaps the best and most competitive field of entrants since its inception.
Filmed from within the cozy confines of the New Beverage Showdown lounge at BevNET Live Summer '13, we spoke with Justin Prochnow, an attorney with Greenberg Traurig LLP specializing in regulation affecting the beverage industry, who offered up a brief look at some of the most current and pressing legal issues facing beverage brands.
Simply put, the rapid emergence of Sparking ICE on the national stage has been nothing short of extraordinary. Yet, is it possible for the brand to sustain its stratospheric rise? Kevin Klock, the CEO of Talking Rain, has no doubt. In an interview at BevNET Live Summer ’13, Klock indicated that present sales of Sparkling ICE were just the tip of the iceberg and estimated that the brand would reach the $400 million mark by the end of the year.
As one of a handful of companies that pioneered the acai drink category, Sambazon is well aware of the competitive advantages gained from innovating with on-trend ingredients, but perhaps more importantly, how best to package and market new and innovative beverages. The company's strategy aligns mounting consumer demand for healthy and natural drinks with a variety of daypart uses while leaning on Sambazon’s positioning as a marketer of Amazonian “superfoods.”
