This year's annual National Association of Convenience Stores (NACS) trade show once again served as a showcase for beverage innovation from some of the biggest names in the business, including Coca-Cola, PepsiCo, Nestlé Waters and others.
“Classical marketing.” It was one of the first phrases I heard in the early 1990s after getting de-industrialized out of a reporting career covering subjects like manufacturing, robotics and electronics and making a mid-career transition to a marketing trade magazine, with zero expertise aside from the thousands of TV commercials I’d doubtless ingested over the years.
History tends to make fun of those who sit on the wrong side of business evolution (note Gerry Khermouch’s column in this issue for warnings about too much adherence to tradition). We can’t stick to the old ways, or we might find ourselves on the sidelines, maybe still cheering for our teams but not in the hot seat anymore. And yet, I’m willing to risk it when it comes to LifeFuels.
Today, seltzer and sparkling water have taken front and center in the beverage universe. What started as a trickle, with entries such as Sparkling Ice, a long time innovator, has led to a full- scale invasion.