Publisher’s Toast: Barry’s Beverage Hall of Fame

Sure, there are industry awards, but then there are MY awards. Over my 34 years as a beverage magazine publisher, I’ve used my columns to invoke the names of many of the industry luminaries I’ve had the pleasure to meet and work with. Early on in my career, the likes of Don Keough from Coke, Roger Enrico from Pepsi, Peter Coors from Coors, Augie Busch from A-B, Tru Knowles from Dr Pepper, Jack Stahl from Coke, Kim Jefferies from Perrier and countless other leaders were part of the galaxy I orbited. They were fascinating people, generous with their time and their knowledge. I was appreciative that they supported my efforts and utilized my magazine. There was no better group of people to emulate in terms of their success, passion and willingness to impart their expertise. I learned from these masters. Call them the originals, the ones who were there when they built the Hall, much like Ty Cobb, Babe Ruth, Christy Mathewson, Walter Johnson and Honus Wagner were the first ones inducted in the Baseball Hall of Fame (no truth to the rumor that I was actually present at their induction ceremony!)

Then came the next generation of beverage marketers. “New Age” brands changed the landscape. I remember when Michael Bellas from Beverage Marketing Corp. coined the term, and a terrific array of exciting products became all the rage. The consumer embraced these brands and a whole new roster of entrepreneurs became my new “best friends.” My list of those Hall of Famers encompasses the likes of the Snapple Three, as well as the incomparable duo of Don Vultaggio and John Ferilito from Arizona, and John Bello from Sobe. From the corporate ranks, Mike Weinstein steered multiple brands, as did Jack Belsito. Then came Jim Koch from Sam Adams, John Carson from RC Cola, Rodney Sachs and Hilton Schlosberg from Monster, Darius Bikoff and Mike Repole from Vitaminwater, Lance Collins from Fuze: many of these folks are still going, even though there are newer founders who I’ve inducted: the coconut boys, Mike Kirban from Vita Coco and Mark Rampolla from Zico are on my list. I always have a special place in my heart for Seth Goldman, from Honest tea and now Just ice Tea. He was generous to every aspiring brand founder and still gives them good counsel.

Now I’m looking for the next group of beverage marketers who will get the nod and join my personal Hall of Fame. Times change and circumstances evolve, but the core of a person’s soul and demeanor will always be my touchstone (although a propensity to buy ads doesn’t hurt!). I will always be indebted to those named in my column for their wisdom and their friendship. I hope to add new members soon – just give me a call and we’ll talk about your candidacy. After all, you only have one voter to impress.