If the world of beverages turned on sales numbers alone, it’s likely that little attention would be paid to the relaxation drink category. But sometimes, it takes more than sales to truly build momentum. Particularly when launching a new category, it’s important to get people talking – particularly when the product can make a tacit promise that it will fulfill a much-needed function.
Mike's chugs on while caffeine faces criticism
Marketers continue to launch new recovery drinks
Celebs invest in Vita Coco, soda taxes strike back
Smartphones now our main contact mode
A beer fan's lament
Text marketing beverages, sweet, sweet... calcium?
The future may be small
mix1 has taken a long time to catch on