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Sergio Zyman, the former chief marketing officer of The Coca-Cola Company and the chairman and founder of Zyman Marketing Group, was appointed to Castle’s board of directors, it was announced Thursday in a release.

Over the past few years, I’ve become more aware of the “enhancers” that are taking a larger role in our industry. “Enhanced beverages” have been a major part of the industry for many years now. From the original SoBes and Vitaminwaters to present day functional products, these drinks now dominate the retail landscape and are the major drivers of volume in many categories.

Inspired by the emergence and popularity of the so-called “Paleo diet,” Amara has reformulated and repositioned its detox and recovery product into a “raw” superfruit drink. The revamped beverage, a carbonated blend of raw CoffeeBerry and Maqui berry extracts, caffeine, B-Vitamins and antioxidants, now undergoes a first-of-its-kind co-packing process in order to maintain a raw liquid and a long shelf life without the use of high pressure processing (HPP) or pasteurization.

Robberies, vendettas and crude language… it’s just another run-of-the-mill week for the beverage industry.

Less than 18 months since the brand’s debut, Golazo, which markets a line of soccer-inspired energy and sports drinks, has more than tripled the number of retail locations where its products are sold. The company today announced that Golozo drinks are now sold in 1,600 stores in eight states throughout the West Coast, including all Safeway and Whole Foods locations in the region.

Adapting to the millennial generation’s desire for variety and convenience (dubbed “the chill hustle” by MTV trendspotter Nick Shore at BevNET Live Winter 2012), a multitude of brands have altered their approach to beverages. It’s not just what the beverage is—it’s what you can add to the beverage. As a result, powder and liquid enhancers have further cemented their positions in the beverage industry, symbolizing the new-age thirst for portable interaction and healthy products.

Sparkling Ice, the core brand of TalkingRain Beverage Co. and one of the fastest growing non-alcoholic beverage lines in the country, has expanded its lemonade portfolio with three new flavors: Raspberry Lemonade, Strawberry Lemonade and Lemonade with Tea.

One week after Monster Beverage Corp. sued San Francisco City Attorney Dennis Herrera over his demands that the company reformulate its energy drinks and stop marketing to minors, Herrera has countered with a lawsuit filed this morning in San Francisco Superior Court.

On the heels of an announcement that the U.S. Food and Drug Administration (FDA) will begin investigating the safety of caffeine as a food additive, Monster Beverage Corp. has filed a lawsuit against San Francisco City Attorney Dennis Herrera over his demands that the company reduces the caffeine content in its energy drinks and stop marketing to minors.

As the primary focus on most labels, it’s a given that a logo should be a memorable and recognizable symbol of a brand. However, the process of designing a logo is often a difficult path to navigate; every company wants its brand to stand out, but how does a logo most effectively align with what’s inside the bottle?

In a hotel across the John Wayne Airport in Santa Ana, Calif., about 40 miles south of Los Angeles, Clayton Christopher had dinner with Eric Dopkins to discuss consulting. He didn’t expect to make a hire.