The Flow: Pepsi to reprise Throwback; Dew Ultra Violet review


  • PepsiCo announced that both Pepsi Throwback and Mountain Dew Throwback will return at the end of December for an 8-week limited run. BevBoard has a discussion on the topic. Link
  • BevNET Review – Mtn Dew Ultra Violet: For the first time in the brand’s history, Mountain Dew is introducing a flavored line extension available exclusively in a diet version. Link
  • The recent change in direction at PepsiCo marketing has resulted in many of the company’s top marketers leaving in what one former executive described as a “blood bath” according to AdAge. Link


  • Game Juice announced the launch of its new “Global Gamer”-style label. The new label features a hooded character.
  • Hydro One Beverages announced it will expand its line to include a new joint health beverage. Link


  • HYDRIVE Energy, LLC announced that Dr Pepper Snapple Group will rollout HYDRIVE Energy Drinks and HYDRIVE Energy Chews in the majority of its distribution locations over the next six months. Link
  • BAWLS Guarana is expanding its product line at Kroger-owned Smith’s Food & Drug Stores and has joined forces with Northeastern supermarket chain Market Basket. Link
  • Celsius Holdings, Inc. announced that Celsius will soon be available at Wegmans Food Markets with 73 stores in the mid-Atlantic region including New York, Pennsylvania, New Jersey, Northern Virginia and Maryland. Link
  • Innovative Beverage Group Holdings, Inc. announced a partnership with X & R Beverage Distributors Inc., based in Miami, to distribute drank. Link


  • A grand jury has indicted a former Pennsylvania bottled water company, Trident LLC, along with its president and CEO, for second-degree theft, issuing bad checks and related offenses. Link


  • JOLT Energy Drink teamed up with Island/Def Jam emerging artists to launch an under-the-cap music promotion. Link
  • WhiteWave Foods Company announced it has extended its partnership with Conservation International for an additional three years to enhance the company’s efforts to ensure sustainable sourcing of agricultural products, and to promote improved livelihoods for farmers. Link


  • While many firms have trimmed their marketing budgets in recent years, marketers are investing more heavily in online “word-of-mouth” marketing, according to Link
  • Supermarkets are not only ramping up their sales of private label products, but also their promotion of them, according to Supermarket News. Link


  • Ball Corp. said it plans a public offering of about $650 million in senior notes due 2016 and 2019. Link
  • looked at how PepsiCo may be able to complete its merger with PepsiAmericas and Pepsi Bottling Group without paying taxes on the deal. Link


  • Bud Light lost its sense of humor, then sales, according to AdAge. Link
  • PepsiCo‘s marketing is looking increasingly like a basket case under PepsiCo Americas Beverages CEO Massimo D’Amore, according to Jim Edwards at BNET Advertising. Link
  • “The coffee bean can be a lean, mean, health-boosting macine” according to this article from Silicon Valley’s Mercury News. Link
  • Crystal Geyser Water Co. acknowledged it no longer uses on-site water sources for its bottled sparkling water, but wouldn’t reveal the current source of its water to a reporter from Northern California’s Press Democrat. Link


  • An Environmental Working Group investigation of almost 200 bottled water brands found less than 2 percent disclose the water’s source, how the water has been purified and what chemical pollutants each bottle of water may contain. Link


  • Hibiscus Products LLC announced that its concentrated hibiscus extract syrup is now available in the U.S. Link
  • Despite a reduction in demand and an increase of supply, aluminum prices have climbed 30 percent in 2009 – partly because much of the world’s aluminum supply has been locked into long-term deals by investors – according to public radio show Marketplace. Link
  • Sentry Protection Products announced LT Rack Sentry, which the company said can protecting pallet racks in temperatures as cold as negative 30 degrees Fahrenheit. Link


  • Power Trip Beverages announced it has hired beverage industry veteran Gary Dukes as Director of International Sales.
  • Ball Corporation announced that Michael L. Hranicka has been named executive vice president and chief operating officer for the company’s North American metal beverage packaging operations. Link


  • Rexam has put an unexpected product in beverage cans in Europe: cell phone SIM cards. Link