The Flow: Pepsi’s protest; caffeinated workout

Villanova University has entered into a long-term contract with The Philadelphia Coca-Cola Bottling Company, making Coca-Cola products the “official beverages” of Villanova University in its dining halls, retail cafes, convenience stores and vending machines, effective in January. In exchange, Coke becomes an official partner and sponsor of Villanova University Athletics. •• The Coca-Cola Company is joining forces with United Resource Recovery Corporation to create the world’s largest bottle to bottle plastic recycling facility. •• Coca-Cola Company has worked with Zeller Plastik Mexico to develop a sports closure for the re-launch of Powerade. •• China’s Ministry of Commerce recently held a hearing meeting on The Coca-Cola Company’s planned acquisition of China Huiyuan Juice Group Ltd. •• XYIENCE announced they are relocating to a new, larger office and warehouse facility in southeast Las Vegas.

The American Family Association (AFA) is protesting Pepsi‘s
support of gay and lesbians because of PepsiCo’s contributions to the
Human Rights Campaign (HRC), the nations largest gay rights advocate,
and Parents, Families and Friends of Lesbians and Gays (PFLAG), a
support group for parents with gay and lesbian children. •• Coca-Cola Enterprises is nearly complete with a major lighting retrofit project to reduce energy consumption in its California facilities. The project will decrease CCE’s energy consumption for lighting by 5.6 million kilowatt-hours a year, with the potential to decrease 113 million kilowatt-hours over the 20-year life of the new system. This is enough electricity to power 537 homes annually. 

Innovative Beverage Products
recently introduced Immunity Enhanced Beverage, a ready-to-drink liquid supplement intended to strengthen the body’s immune defense, while also reducing the symptoms of the common cold and/or flu. •• Nestle Nutrition announced BOOST Kid Essentials nutritionally complete drink. •• Soma Beverage Company has introduced Metroelectro in a 1-liter bottle, joining the 20-ounce bottle launched last summer.

The Journal of the International Society of Sports Nutrition reported on a study that examined the effects of potent energy drinks on the workout performance of male subjects. Results indicate a significant increase in reaction performance, with no effect on anaerobic power performance. In addition, ingestion of this supplement significantly improves subjective feelings of focus and energy in male strength/power athletes. •• Groupe Danone SA and Chinese partner Hangzhou Wahaha Group Co. began a hearing to decide who owns the $2.4 billion brand Wahaha, which is used on bottled water, juices and tea. •• The Coca-Cola Company rolled out a compostable ‘eco-tainer‘ paper cup designed by International Paper at the University of Washington. •• Research published in the January issue of The American Journal of Clinical Nutrition found that people are now drinking almost 50 additional calories of sweetened beverages daily compared to two decades ago, for an average of about 300 calories daily coming from such drinks. •• Police arrested and charged two men for stealing 55 cases of Red Bull valued at $1,969 from a van that was delivering the energy drink to a Quick Chek in New Jersey.

Celsius Holdings, Inc. announced Jeff Perlman joined the company as its Chief Operating Officer. Mr. Perlman, a former mayor of Delray Beach, has a multi-faceted background in marketing, strategic planning, management, branding, public relations and publishing. At the same time, Richard McGee, former COO of the company will concentrate on his role as President of Field Operations. •• Go Fast Sports and Beverage Company announced the addition of Jody Shepherd kicks as President of Go Fast Sports and Beverage Company. Shepherd comes to Go Fast from Tango, a private investment firm in both the public and private securities markets, based in Boulder, Colorado. Tango’s past investments include Izze Beverage.

Who’s Your Daddy, Inc. announced it shipped over 300,000 Sport Energy Shots since it announced its Master Distributor Agreement with Beryt Promotion, LLC, on November 26, 2008. The Distributor has placed the product in Planet Hollywood and the product is featured on a billboard at the valet entrance of the casino. •• Golden Dragon Holdings, Inc. announced it has entered into an exclusive distribution agreement with Jump Innovations, LLC to distribute the energy drink named “HOT” in China, Hong Kong, Macao, Japan, and South Korea. •• Brain Toniq announced that it has gained national distribution with Whole Foods. •• WheyUp signed a deal with Crescent Crown Distributing. Under this arrangement, WheyUP will be sold at select accounts in Arizona serviced by Crescent Crown Distributing, including convenience stores, grocery stores and other retail outlets.

Fresh off the iTunes release of his debut album, ‘Pressure,’ Hassahn Phenomenon has partnered with Roaring Lion Energy Drink. •• Pepsi announced that it has signed on to present The Creative Coalition Inaugural Ball, taking place in Washington, D.C. on the evening of Tuesday, January 20. •• Mountain Dew Voltage launched its brand with a recognition event featuring a concert by rock band Boys Like Girls on Saturday, Jan. 10 at Mount Snow, Vermont during the second stop of the DEW Tour winter action sports tour. The event celebrated the accomplishments of six “Do Something” scholarship recipients, and will also recognize the Dew fan who developed the winning brand launch concept for the Mountain Dew Voltage flavor. •• Celsius Holdings, Inc. announced the deadline for registration for the Celsius Florida CEO Fitness Challenge has been extended to Friday, January, 23, 2009. Teams can still register and find out more info on the challenge at •• Jones Soda Co. announced that it will make a presentation at the 11th Annual ICR XChange Conference at The St. Regis Monarch Beach Resort & Spa in Dana Point, California. The presentation is scheduled for Wednesday, January 14, 2009 at 11:45 am Pacific Time. Interested parties may listen via live audio broadcast over the Internet available at •• Amstel Light and Fiji Water will be sponsors at the Hollywood Life House at Sundance Film Festival 2009. •• TY KU Sake and Amp Energy Drink will be sponsors at the L-R-G Gifting Villa at Sundance Film Festival 2009. •• Underground Beverage Brand LLC, creators of Underground MUUD coffee, reached an agreement with Los Angeles Dodgers catcher Russell Martin to have him become an official spokesman. ••, Inc. announced today that a new audio interview featuring, Who’s Your Daddy, Inc. is now available at •• Nestlé Waters North America today announced that it has signed a two-year agreement with Bob Greene, best-selling author and creator of the Best Life program to promote Nestlé Pure Life bottled water. •• Tropicana Products, Inc. is launching an integrated marketing and advertising campaign for Tropicana Pure Premium Orange Juice designed to reinforce the brand and product attributes. •• SmartMoney recently talked with Coca-Cola CEO Muhtar Kent about dramatic changes ahead in packaging and his plans for the global slowdown. •• PepsiCo will advertise around President-elect Barak Obama’s innaguration.