BevNET Magazine June 2016 by BevNET.com

JUNE 1, 2016

FANCY FOOD & IFT SHOW PREVIEWS

ENERGY DRINK EXPEDITIONS

ECTO COOLER AND APEROL

“I need problem solving for our beverage line” Business.

Feeding your

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Feeding your Food Business

JUNE 2016

Contents • Volume 14 • No. 4

COLUMNS

FEATURES

ON THE COVER

4 First Drop Gadgets Galore

32 Energy Expeditions with Energy Drink Brand News

42 Heavy Lifting As Protein Brings Change, Muscle Milk Evolves with Protein and Meal Replacement Brand News

6 Publisher’s Toast Water on the Rise 28 Gerry’s Insights Gassed Up

DEPARTMENTS 8 BevScape Spring Deals 16 New Products Blood Oath Bourbon 22 Channel Check Energy Drinks in Focus

EVENTS 50 IFT 2016 Preview Institue of Food Technologists Show 52 Summer Fancy Food Preview Presented by the Specialy Food Association

54 Promo Parade Who You Gonna Call? Ecto-Coolers

BevNET Magazine (ISSN 2165-6061, USPS 24-552) is published bi-monthly except monthly in March, June, September, and October by BevNET.com, Inc. 44 Pleasant Street, Suite 110, Watertown, MA 02472. Periodicals postage paid at Boston, MA and additional mailing offices. POSTMASTER: Please send address changes to BevNET Magazine, Subscriber Services, 44 Pleasant Street, Suite 110, Watertown, MA 02472

JUNE 1, 2016

FANCY FOOD & IFT SHOW PREVIEWS

ENERGY DRINK EXPEDITIONS

ECTO COOLER AND APEROL

cover.indd 1

5/2/16 3:29 PM

The First Drop By Jeffrey Klineman

From an ionizing glass to a “Nespresso for Cocktails,” we’ve seen a science fair’s worth of experimental beverage applications lately, and it’s time to consider the intersection of beverage and technology. Normally, when we talk about beverage technology, our minds turn either to new processing methods, like HPP or new advances in chia grinding, or ingredient innovation, such as making pea protein blendable in solution so as to be non-gag-inducing. Technology is also hacking into – disrupting, as the cool kids say – many of the ways that people either buy their drinks in terms of the traditional retail model or market them, as social methods are replacing the old, tired media formats that produced ink-stained wretches like yours truly. But a lot of the biggest noise is actually being made at home, a safe distance from grocery aisles and Costco pallet displays. Companies see the opening created by Sodastream and Keurig and start to wonder if there’s room on the kitchen counter, rather than the deli counter, for disrupting the traditional beverage transaction. In other words, we have seen the future of beverage and tech, and it seems to be gadgetry. The Juicero certainly sits at the top of any list of these kinds of things, if for no other reason than an astonishingly high initial price – $700, about the cost of, say, a reasonable refrigerator or oven. While there’s a lot of juicing going around these days, I have concerns about Juicero’s ability to reach beyond the devoted. When looking over the marketing materials, the key disruption point seems to be that, by shipping bags of pre-chopped produce to it eliminates shopping and washing vegetables for home juicing by shipping bag. Those are absolutely worthy disruptions, no doubt, but they seem to be the kind of disruptions that devoted juice-at-homers would want to get rid of, rather than the unconverted. And how many existing members of the juicing choir are willing to divorce themselves from their custom blends for 4 JUNE 2016 BEVNET MAGAZINE

The Next Wave in BevTech Just Might Break Me the convenience of the Juicero pack, even if it cuts out the chopping step? There are environmental issues surrounding Juicero, and while they’re troubling, they are still something of a red herring for me. It hasn’t stopped Keurig from blasting its way into so many homes. For both Juicero and the next gadget I’m about to discuss, the Bartesian, there’s also the angle that they can have an impact in restaurants and hotels – Juicero has already signed a deal with Le Pain Quo-

tidien – that could enable its investors to weather the early hiccups that come with introducing a home appliance. If innovation is solving a problem you didn’t know you had, then there might be a chance for this massively integrated juice program. But the company still expects that three quarters of its sales will be in the home, and that means that a lot of home users are going to have to decide they can’t possibly wash another stalk of celery. Speaking of celery, that’s something that’s also deployed as a stirring agent in one of our favorite juice drinks, the Bloody Mary. But it’s also something that you’d have to add on your own if you were

to rely on the Bartesian, which seems to also be another “preparation disruptor.” This automatic cocktail maker uses pods of pre-mixed cocktail ingredients imprinted with a bar code, then infuses booze from bottles that have been plugged into the unit. The company’s COO, Ryan Close, stopped by the office last month and managed to impress the BevNET team, who are only slightly less enamored of free cocktails than they are of breathing. The machine itself comes at lower price points than the Juicero – about $300 to start. But the Bartesian’s pods aren’t yet commercially available; they’re expected to cost about $1-2 apiece, not too bad when compared to on-premise rates, but like the Juicero’s proprietary juice sacks, they tend to take customization off the menu. Both systems are long on design; we can’t yet say the same about Global Ionics’ “Beverage Power” because we only caught an early glimpse of the device when company founder Ken Davidov stopped by to try to convince us that running an electric current through our drinks will make them taste better. The human body completes the circuit as the consumer drinks out of a cup equipped with the Beverage Power device, effectively using the electricity to line up all the negative ions in the drink to help drive them more smoothly into the taste buds, enhancing flavors and textures. For me, the fear of electrocution dampened any experiential enhancement, but I’m kind of a coward. Davidov isn’t, however – he’s stepping into the arena in two ways. First of all, he’s taking on the beverage gadgets. Second, the whole ionization thing, well, it’s gone global, which is why he was in such a rush to get us to check out the Beverage Power. “Somewhere in Japan,” he told us, “there’s this woman who has been working on an ionizing fork.” That might be a troubling bit of news for investors, but hey, the Beverage Power does come with a competitive advantage: since it works with a glass, it has compatibility with both the Juicero and the Bartesian. After all, you can’t drink juice – or cocktails – with a fork.

Publisher’s Toast By Barry Nathanson

Wow, It Actually Happened!

MAGAZINE www.bevnet.com/magazine Barry J. Nathanson PUBLISHER bnathanson@bevnet.com

Jeffrey Klineman EDITOR-IN-CHIEF jklineman@bevnet.com

I’m pretty constant in my routine. My morning work organizing never deviates. I take my afternoon constitutional when I don’t have lunch appointments, and that is followed by my 4 mile walk home every night. The elements be damned, I trek home in 10 degrees as well as 95 degrees. When I arrive home I always turn on NBC Nightly News, something I’ve done for 30-plus years. (Unlike my client beverage companies, when it comes to news, I’m extremely brand-loyal, something I expect will extend to you all and you consumption of beverage trade media, hint, hint!) Sometimes it’s just background, but usually it’s in the forefront of my thoughts and attention. I like to be informed, and their coverage satisfies my quest to be knowledgeable. The other night they had a teaser before a break about beverages, so I really tuned in. The report was startling, making the claim that bottled water had surpassed CSD’s as the beverage of choice for our populace. Per capita, water is the most consumed beverage. I’ve been following the industry and its trends for 24 years now, saw the inevitability, but here is was, in living, hi-def color. Now, those of you who know me well will know that, before it was ever trendy, I’ve preached that this would happen. In all my years presenting and pontificating about beverages, I stated that bottled water, in all incarnations would become the top dog – and there was NBC saying it was so. But what stunned me was that it appeared to have happened much faster than the timetable that I had assumed would make sense. I called my long-time friend, Gary Hemphill, an industry stalwart with Beverage Marketing Corp., as they do a tremendous job of compiling consumption numbers, and he confirmed that this was about to happen, with home and office consumption as part of the calculations that were bringing it over the top. NBC may have jumped the gun a little, but the trend is cast in stone: within the next year, it will happen. Society has spoken, and the water category will indeed be #1.

Despite the fact that I called it long ago, the report has made me melancholy. I grew up on colas. Nothing was better than a cold Coke after a day of sports activity or just hanging with friends. It was an integral part of my childhood, and became a part of my adult lifestyle. During my early years in the industry, the CSDs drove the business and I made great friends and partnerships with those brands. They set the standard for terrific brands and sublime marketing. Early on, I thought that the ride would never end.

Ray Latif MANAGING EDITOR rlatif@bevnet.com

Neil Martinez-Belkin STAFF WRITER nmartinezbelkin@bevnet.com

Jon Landis STAFF WRITER jlandis@bevnet.com

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ART & PRODUCTION Matthew Kennedy CREATIVE DIRECTOR Aaron Willette SENIOR DESIGNER BEVNET.COM, INC. John F. (Jack) Craven CHAIRMAN jfcraven@bevnet.com

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But the public’s desire for healthier living has led to this new reality. I have been part of the movement, as my preferences have changed. After all, I’m a consumer too. It is a trend that has no down side. The adjustments and acquisitions made by the CSD companies show their efforts to react to a new paradigm and make for a better beverage environment. Everyone benefits in the long run. Still, healthier beverages will lead to a healthier life. Water has taken over the top spot. Long live the king.

BPA Worldwide Member, June 2007

DO YOUR PART: PLEASE RECYCLE THIS MAGAZINE

6 JUNE 2016 BEVNET MAGAZINE

Bevscape The latest news on the brands you sell

LAUNCHES OF NOTE Cold Brew Goes Big Starbucks has announced plans to launch its first bottled cold-brew coffee. The news was revealed as part of the company’s 24th Annual Meeting of Shareholders. The new product will debut this summer and is an extension of the North American Coffee Partnership, a joint venture between Starbucks and PepsiCo to produce and distribute bottled coffee drinks, including Frappuccino and Doubleshot. Starbucks, which dominates the RTD coffee category with an estimated 97 percent market share, will initiate the rollout at select company-owned cafes nationwide and select grocery stores regionally in Western Washington, Western Oregon and Denver. The coffee is made with “a premium blend of Latin American and African coffee beans, created specially to be brewed cold,” and is the same blend that Starbucks uses to produce cold brew iced coffee at its retail stores, according to the company. Packaged in a 9.5 oz. glass bottle, Starbucks describes the beverage as “a delicious, unsweetened coffee with a smooth taste and subtle chocolate notes.” It will have a suggested retail price of $3.29 per bottle.

8 JUNE 2016 BEVNET MAGAZINE

REGULATION FDA Warns Pressed Juicery The U.S. Food and Drug Administration (FDA) has sent a warning letter to Pressed Juicery following an inspection of the cold-pressed juice company’s manufacturing facility in Fresno, Calif. and a review of its Hazard Analysis and Critical Control Point (HACCP) plan. In the letter dated March 23, 2016, FDA district director Kathleen M. Lewis wrote that Pressed Juicery failed to meet requirements of section 21 CFR 120 of

processing. Over the past year, the FDA has taken the position that HPP alone is not an effective means of controlling the potential growth of C. botulinium spores in low-acid juices. In April, 2015, Columbia Gorge received a similar warning letter from the FDA. In December coconut water company Harmless Harvest was faced with a similar issue, eventually electing to end its use of HPP in favor of a new proprietary microfiltration process.

the Federal Food, Drug and Cosmetic Act and as such, its juice products “are adulterated in that they have been prepared, packed, or held under insanitary conditions whereby they may have been rendered injurious to health.” Pressed Juicery, which operates its juicing facility in California’s Central Valley, sells its products at more than 30 brick and mortar locations across the West Coast. In 2015, the company made its East Coast debut in New York City. While Pressed Juicery does not disclose its processing methods, citing proprietary methods, the named violation cites the company’s use of high hydrostatic pressure (HHP), a term the FDA uses interchangeably with high pressure

A second violation listed alleges the company has not accounted for all potential food hazards in its HACCP plan, namely patulin, a mycotoxin that can occur in apple juice from rotting apples. Reached via e-mail, a spokesperson from Pressed Juicery provided BevNET with the following statement: “Pressed Juicery is committed to providing safe products to our customers. We are confident in the safety of our products and take great pride in our track record. To date, we are not aware of a single verified incident relating to the safety of our products in the company’s history. We welcome the FDA’s input on further ensuring the safety of our products and are committed to addressing their concerns.”

MIKE TROUT

BUSTER POSEY

Bevscape SPRING BRINGS DEALS Tio Pulls In Strategic Investment Innovative bottled soup brand Tio Gazpacho has completed a $1.25 million Series A funding round led by 301 INC, General Mills’ business development and venture investing unit. Proceeds from the round, which was raised on equity crowdfunding platform CircleUp, will go toward new sales and marketing initiatives designed to expand placement and awareness of Tio Gazpacho’s high pressure processed, ready-to-drink soups. The company will also use some of the investment for the development of a new sub-line designed for conventional grocery and foodservice channels. Tio Gazpacho founder Austin Allan began the search for new funding last year, initially targeting $500,000 for the raise. That number grew based on a revised business strategy for 2016 and additional interest from potential

investors. Along with 301 INC, the round includes partnership with a fund managed by CircleUp — aptly named the “Growth Fund” — which matches other investments made through the platform. It also includes financing from a Miami-based investor and another company that Allan connected with through CircleUp; Allan declined to name the two parties and said that each wanted to remain unnamed. Launched in 2014, Tio Gazpacho markets a fourSKU line of super-premium, organic fruit and vegetablebased gazpacho drinks. Leading with the tagline “no bowl required,” the products won acclaim for their high level of freshness and flavor and as conveniently packaged and healthy soups that span a range of use occasions. Allan hopes to launch a new 10 oz. line in 2017 and envi-

sions a price point of approximately $5 for the products. While the flagship Tio Gazpacho soups are primarily sold in natural grocers and retail for $8 per 12 oz. bottle, the smaller sized soups will be targeted for placement in conventional

grocery retailers and foodservice outlets. 301 INC will be a key strategic partner in the development of the new line, with Tio leaning on General Mills’ knowledge and expertise in sourcing, distribution, marketing and operations.

Runa racks up more celebrities Actor Leonardo DiCaprio and top ranked tennis pros John Isner and Steve Johnson are the latest high profile figures to invest in Runa, joining a list of investors in the organic guayusa tea company that includes the likes of actor Channing Tatum, music producers Dr. Luke and Mike Dean and manager to the stars Coran Capshaw. Gage said the company intends to allocate its new funds toward strengthening its consumer marketing efforts, a component of which will be putting Runa’s new investors to work. Gage said Isner and Johnson’s brand ambassador duties are still in the works but revealed that Runa will tap the two tennis stars to promote the product at this summer’s U.S. Open. “The drink has become such an integral part of my everyday routine, and I’m 10 JUNE 2016 BEVNET MAGAZINE

excited about the opportunity to support such a game-changing brand.” Isner said in a press release. Isner is no stranger to the beverage game, having been sponsored by Vita

Coco in the past. DiCaprio, meanwhile, has said he plans to donate any profits from his side of the investment back to the Ecuadorian farm community that grows guayusa. Photo: http://leonardodicaprio.com/

WHICH WIIINGS SUIT YOU?

46% of shopping trips are quick trips and beverages are consumed within 2 hours 87% of the time. Consumers are unwilling to go to extraordinary measures to find cold beverages. Place cold Red Bull by the register in your store and watch your energy sales soar! Source: 2013 Smart Revenue + Red Bull Path 2 Purchase

Bevscape SPRING BRINGS DEALS (continued) CAVU Backs Health-Ade

DPSG Ups BodyArmor Stake

Bud Adds Backbone

Health-Ade, the maker of a fast-growing brand of organic kombucha drinks, has raised $7 million from CAVU Venture Partners, a recently launched fund focused on investment and incubation in healthy food and beverage companies. Health-Ade co-founder Justin Trout told BevNET that the funding will be used primarily for the build-out of a new 35,000 sq. ft. production facility in Torrance, Calif.

Dr Pepper Snapple Group (DPSG) has increased its ownership position in BodyArmor, investing an additional $6 million in the premium sports drink brand. The deal, finalized in March, took place approximately seven months after DPSG acquired an 11.7 percent stake in BodyArmor for $20 million. DPSG now owns 15.5 percent of the brand, and, as a result of the investment, is the second largest shareholder behind BodyArmor chairman and co-founder Mike Repole.

Anheuser-Busch InBev continued its torrid craft beer acquisition pace with its April acquisition of Virginia-based Devils Backbone Brewing Company. Terms of the transaction were not disclosed and the transaction is expected to close in the second quarter. The move is part of an ongoing march into the craft brewing world by the world’s largest brewery, which has acquired eight craft beer companies since 2011.

The deal represents the second major financing round for Health-Ade, which was founded four years ago by husband and wife team Justin and Daina Trout and close friend Vanessa Dew. In October, 2013, the private equity arm of beverage advisory firm First Beverage Group purchased an equity stake in Health-Ade. CAVU was founded by a trio of highprofile beverage industry veterans: former vitaminwater CMO Rohan Oza, Sweet Leaf Tea and Deep Eddy Vodka co-founder Clayton Christopher, and Suja investor Brett Thomas. Health-Ade is aiming to raise an additional $5 million that will be to used to support continued growth of the brand once the new facility comes online. Trout said that the company has not yet identified a timetable for when it expects to close the round. CAVU’s investment gives Oza a seat on Health-Ade’s board of directors, where he is joined by Daina Trout and First Beverage’s Bill Anderson and Tom First. Christine Perich, the CEO of New Belgium Brewing, is also a board director and has been involved with Health-Ade since “the very beginning,” Trout said. 12 JUNE 2016 BEVNET MAGAZINE

In a call with BevNET, Repole said that the $6 million will go toward new staffing and marketing initiatives. Formulated with natural electrolytes, coconut water and vitamins, BodyArmor is marketed as a natural and better-foryou alternative to sports drinks that are made with artificial ingredients. Launched in 2012 by serial beverage entrepreneur Lance Collins, Repole, the former president of vitaminwater, joined the brand as a co-founder through early investment.

“While we are joining a creative group of craft breweries in the division, Devils Backbone will retain a high level of autonomy and continue its own authentic DNA within The High End framework,” brewery co-founder Steve Crandall said via a press release. The latest craft brewery to join A-B’s growing portfolio of craft brands in “The High End,” Devils Backbone produced 60,000 barrels in 2015. The brewery expects to make about 95,000 barrels in 2016. The sale of Devils Backbone had rapid aftershocks within the industry. Devils Backbone co-owner Steve Crandall, who had served on the board of the non-profit Brewers Association and chaired the trade group’s market development committee, offered to resign the same day his company announced the sale to A-B. Devils Backbone will still remain an associate member of the BA and continue to enter beers for judging at competitions like the Great American Beer Festival, but the company will no longer be allowed to vote on important association issues, according to the group’s bylaws.

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Bevscape NEW CONSULTANCY

NEW FUND

Golden Eagle Execs Take Wing

Collins + Consumer

A pair of former Arizona beer distribution executives have launched a new consultancy aimed at helping U.S. craft brewers and wholesalers with strategic business planning. Kimberly Clements, the former owner and CEO of Tucson-based Golden Eagle Distributors before the company was sold to competitor Hensley Beverage in January, and her former vice president of sales and marketing, Daniel Lust, have formed PINTS LLC.

Equity and investment crowdfunding platform CircleUp and venture capital firm the Collaborative Fund have announced the launch of Collab+Consumer, a new fund on CircleUp for early-stage, missiondriven companies in retail, apparel, CPG and pet care. The fund, which totals $10 million, will invest $500,000 to $3 million per company.

consumer brands seeking investment connect with and receive capital from accredited investors. The relationship between the two companies has been ongoing. Collaborative Fund led CircleUp’s $30 Million Series C round in 2015 and its Managing Partner and Founder Craig Shapiro is on the company’s Board of Directors. Shapiro

“Many of our companies are excited about the prospect of finding strategic capital when they work with us – this partnership provides them with yet another partner that helps fill this demand,” Allie Rabman, a business development associate at CircleUp, tells NOSH. Collaborative Fund provides seed capital for startup companies that aspire to change the world with disruptive businesses. Investors in the fund include musician Pharrell Williams, Zappos founder Tony Hsieh and Kiva co-founder Jessica Jackley. It has invested in food and beverage brands including Hampton Creek, Blue Bottle Coffee, Exo and Revolution Foods. CircleUp is an online platform that helps

has a personal investment profile on the website and has invested in brands such as cereal and gardening company Back to the Roots through the platform. The partnership comes at a time when many consumers are seeking to purchase more than just a physical product. The story behind the company and the values it holds are, in some cases, almost as important as the product itself. “When you think about what connects people to brands, part of that comes from the product itself, but a lot of it stems from an emotional connection,” Rabman notes. “If a brand is mission-driven, it is able to connect with consumers on a deeper level.”

The new PINTS venture, short for “partners invested in transformational solutions,” intends to aid craft brewers with all aspects of distributor management, including contract negotiations, new market due diligence, go-to market strategies, portfolio development, sales training and logistics. The company will also provide retail and data analysis services, Clements said. “We’ve found that some brewers don’t really speak ‘distributor’ very well,” she told Brewbound. “The business is changing so quickly and having a vision of where things are going and seeing the bigger picture is really important.” Clements and Lust, who are equal partners in the new venture, will also work directly with wholesalers. The company’s first client is Hensley Beverage, Clements said.

14 JUNE 2016 BEVNET MAGAZINE

New Products The newest options for cooler and shelf

CSD Sipp Eco Beverage Co. has added a new package for its line of organic sparkling drinks. The brand’s 10.5 oz. slim cans are available in all five of Sipp’s flavor varieties: Mojo Berry, Ginger Blossom, Summer Pear, Lemon Flower and Zesty Orange. The suggested retail price per can is $1.49. For more information, please call Sipp Eco Beverage Co. at (484) 467-7108. PepsiCo has launched 1893, a new line of premium colas. Made with kola nut extract, sugar and sparkling water, the sodas come in two varieties: Original and Ginger Cola. Packaged in 12 oz. slim cans, the beverages are sold in stores where Pepsi products are available and have a suggested retail price of $1.79 per can. For more information, please call PepsiCo at (914) 253-2000.

TEA AriZona Beverages has launched Good Brew, a line of 100 percent natural, brewed iced teas made with tea leaves sourced from Indonesia, Argentina and Kenya. The line comes in six flavor varieties: Unsweet Tea, Sweet Tea, Lemon Tea, Green Tea, Arnold Palmer Half & Half and Peach Tea. The beverages have 60-70 calories per 8 oz. serving, depending on variety, and contain no artificial flavors, colors or preservatives. The products are available in 59 oz. and 20 oz. bottles and are sold at Walmart stores along the East Coast, Shoprite locations in metro N.Y., and Publix stores in the Southeast. The teas have a suggested retail price of $2.59 for a 59 oz. bottle and $1.79 for a 20 oz. bottle. For more information, please call AriZona at (516) 812-0300.

WATER Talking Rain Beverage Company has launched a new line of unsweetened carbonated waters. Sparkling Ice essence of sparkling water drinks contain no sweeteners, calories, artificial 16 JUNE 2016 BEVNET MAGAZINE

colors or preservatives. The line comes in four varieties: a non-flavored sparkling water and three lightly-flavored versions featuring essence of lemon lime, essence of peach and essence of tangerine. Each is packaged in a clear bottle with bright, bold color accents to distinguish the four different flavor varieties. The new products are available at Target stores nationwide and also in select Stop & Shop supermarkets on the East Coast and in Safeway locations on the West Coast. The new line will be sold in singleserve 17 oz. bottles for a suggested retail price of $1.19-$1.29. For more information, please call Talking Rain at (425) 222-7786. VOSS Water of Norway has added two flavors to its sparkling water line. The new Lemon Cucumber and Tangerine Lemongrass varieties are all-natural, unsweetened and contain no calories. They are available at WaWa, Stop & Shop, H-E-B, and Safeway locations in Northern California and the Pacific Northwest, among other retailers. The products retail for $1.49-$1.99 for a 375 mL glass bottle. For more information, please call VOSS USA at (212) 995-2255.

COCONUT WATER Coco Libre has launched a line of organic sparkling coconut waters. The new product line was developed in response to consumer trends for healthier soda alternatives, according to the company. Available in four varieties – Original, Grapefruit, Cucumber + Lemongrass and Lemon + Ginger – the beverages are made with organic juice and contain no added sugar. Each contains 20 calories per 12 oz. can. The drinks are available at Whole Foods Market and have a suggested retail price of $1.99. For more information, please call Maverick Brands at (650) 739-0555.

KIDS’ DRINKS Capri Sun has expanded its juice drink line with the launch of Capri Sun Organic, the brand’s first organic offering. The new certified USDA organic juice drinks contain one serving of fruit and 100 percent of recommended daily value of vitamin C in every pouch. Each is made with 66 percent fruit juice and contains no added sugar, artificial colors, flavors or preservatives. Available in Fruit Punch, Tropical Punch, Apple, and Grape, the new products can be found in the juice aisle at retail stores nationwide. Prices vary

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COFFEE Forto Strong Coffee, a brand of organic coldbrewed coffee shots, has introduced two new flavor varieties: Mocha and Caramel. The new flavors add subtle aromas to the coffee, which is made using 100 percent Arabica beans and cold-brewed for 20 hours. Each 2 oz. bottle contains 200mg of caffeine, the equivalent of drinking two cups of regular coffee. The new Mocha and Caramel products join existing French Vanilla and Espresso varieties. The beverages have a suggested retail price of $2.99 and are distributed at select retailers. For more information, please call Blaze PR at (310) 395-5050.

JUICE R.W. Knudsen Family has launched an apple ginger juice blend. Made with ginger puree and apple juice, the beverage contains no added sugar. It is USDA Organic and Non-GMO Project Verified and has a suggested retail price of $3.99-4.99 for a 32 oz. bottle. The product is available nationwide at select natural and conventional retailers. For more information, please call R.W. Knudsen Family at (530) 899-5010. Biotta, a Swiss maker of high-quality, all natural juices, has added an organic tart cherry juice to its line of functional juices. Biotta Tart Cherry Juice is 100 percent pure cherry juice. The beverage is an excellent source of vitamin C and a good source of potassium. It is certified USDA Organic and Non-GMO Project Verified. Packaged in 16.9 oz. bottles, Biotta juices are available nationwide, including at Kroger, Target and Whole Food Market locations. For more information, please call CAJ Food Products, Inc. at (888) 524-6882.

PROGRESSIVE ADULT BEVERAGES Truly Spiked & Sparkling is a new line of alcoholic sparkling waters. The beverages are 5 percent ABV and have 100 calories and 2 grams of carbs per serving. Developed to be a light, refreshing alternative to wine, light beer and cocktails, the drinks are gluten-free and come in

18 JUNE 2016 BEVNET MAGAZINE

three flavor varieties: Colima Lime, Grapefruit & Pomelo, and Pomegranate. The products are available in 6-packs for a suggested retail price of $9.99-10.99 and distributed in approximately 20 major markets throughout the U.S. For more information, please call Boston Beer Company at (617) 368-5111. Fishers Island Lemonade is a craft cocktail made with premium vodka and whiskey and, natural lemon and honey flavors. The beverage is 9 percent ABV and packaged in 12 oz. cans. It is sold in 4-packs for a suggested retail price of $15.99 and distributed in the Northeast. For more information please call Fishers Island Lemonade at (860) 306-3189.

WINE Pampelonne is a line of premium sparkling French wine cocktails. The products are available in two varieties – Rose Lime and Red Sangria – and packaged in slim 250 mL cans. The can design is inspired by the luxurious beaches of the French Riviera and the lighthearted spirit of St. Tropez, according to the manufacturer. Pampelonne is available in six states across the U.S and has a suggested retail price of $10.49 for a 4-pack. For more information, please call Gather PR at (516) 428-7210. Lila Wines is a new brand of premium canned wine. Available in three varieties – Provence Rosé, Marlborough Sauvignon Blanc and Italian Pinot Grigio – the wines are gluten-free, low in calories, and contain no added sugar. Each 8.4 oz. aluminum can is coated with a custom lining developed specifically to maintain the quality and unique characteristics of each varietal, according to the producer. The products are available at retailers in 35 states. They are sold in four-packs of 8.4 oz. cans with a suggested retail price of $12.99. For more information, please call Latitude Beverage Company at (855) 879-8466.

WHISKEY Rogue Spirits has released its first straight whiskey, Oregon Single Malt Whiskey. Ocean aged for at least two years, Oregon Single Malt Whiskey is made using Rogue Farms Risk malt grown and floor malted by

hand at Rogue’s Barley Farm in Tygh Valley, Ore. Aged in American oak barrels, the spirit is burnished copper in color and has a delicate aroma of honey on the nose. It features sweet malted barley and butterscotch flavors studded with citrus and smoke that is supported by a balanced finish. The 80 proof whiskey is available at all Rogue meeting halls and at select retailers throughout the United States for a suggested retail price of $44.99 for a 750 mL bottle. For more information, please call Rogue Spirits at (541) 867-3660. Luxco has launched Blood Oath Pact No. 2, the second expression in its limited release, ultra-premium bourbon series, Blood Oath combines rare, top-notch bourbons, blended and bottled by hand for an exclusive Kentucky straight bourbon whiskey. Pact No. 2 is a union of three well-bred bourbons ranging in age from seven to 11 years. The first, a seven-year rye bourbon finished in port barrels, is joined by an 11-year wheated bourbon and an 11-year rye bourbon. Pact No. 2 is bottled at 98.6 proof and available in limited quantities nationally. It

has a suggested retail price of $99.99 for a 750 mL bottle. For more information, please call Luxco at (314) 772-2626. Branded Spirits USA has launched Ol’ Major Bacon Bourbon, a bacon-infused whiskey. Real bacon – in the form of rendered bacon fat – is pressure-infused into the bourbon. The result is a spirit with a bouquet of crisp bacon and subtle honey aroma, according to the distiller. The taste profile is both savory and sweet, with hints of sea salt and bacon giving way to a maple, bourbon finish. The whiskey retails for $27.99 for a 750 mL bottle and distributed to select retailers. For more information, please call Branded Spirits USA at (415) 279-4980. Rebel Yell Kentucky Straight Bourbon Whiskey has added two new flavors to its lineup: Rebel Yell Ginger Whiskey and Rebel Yell Root Beer Whiskey. Both are bottled at 70 proof. The spirits have a suggested retail price is $16.99-19.99 and are available nationwide. For more information, please call Luxco at (314) 772-2626.

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New Products Brown-Forman has introduced the company’s first new bourbon brand in 20 years with the release of Coopers’ Craft. The whiskey celebrates the company’s more than 70 years of barrel-making and wood expertise. Drawing inspiration from the craft of raising barrels and the importance of wood in bourbon-making, Coopers’ Craft uses a unique charcoal finishing process. It is available in Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina and Tennessee. The spirit is presented at 82.2 proof and has a suggested retail price of $28.99 for a 750 mL bottle. For more information, please call Brown-Forman at (502) 585-1100.

TEQUILA Alacran Tequila has launched Alacran Reposado Tequila. The spirit is made with 100 percent Weber Blue agave harvested in the highlands of Los Altos in Jalisco. It is matured for four months in American Oak barrels from bourbon generating a rich, caramel and oak flavor with a hint of vanilla. Packaged in a clear glass bottle, each is hand labeled and numbered. The tequila retails for $49.99 and is sold at select restaurants and stores. For more information, please call Tamara York Public Relations at (212) 967-8300. Olmeca Altos Añejo is the newest addition to the Altos Tequila brand. The spirit is made with 100 percent blue agave and aged for 18 months in oak barrels. The tequila features woody notes and vanilla and chocolate flavors that are enhanced by the sweet, cooked agave taste and notes of dried fruit and almonds, according to the distiller. It is available on-premise in select markets including California, Colorado, Illinois, Florida, New York and Texas at a suggested retail price of $34.99 for a 750 mL bottle. For more information, please call Pernod Ricard USA at (630) 574-3800.

OTHER SPIRITS Prost Beverage Company has released Climax Moonshine Fire 32. The cinnamon-flavored moonshine is made using a pot-distilled recipe created by Tim Smith, a

20 JUNE 2016 BEVNET MAGAZINE

volunteer fire chief in Climax, Va. Smith created the moonshine to honor and help raise funds for volunteer fire stations across the United States. The spirit is 40 percent ABV. It has a suggested retail price of $29.99 for a 750 mL bottle and is currently available in most markets. For more information, please call Prost Beverage at (772) 461-8644. T. Edward Wines & Spirits is relaunching Borsci San Marzano Liqueur. A slightly bitter dark liqueur that has been a mainstay in traditional Italian stores and kitchens for over 175 years, Giuseppe Borsci first began to bottle and sell the liqueur in 1840 in the small Apulian town of San Marzano. The closely guarded family recipe traces its history to monastic herbal infusions historically used as treatments or elixirs. The liqueur may be served neat as a digestif or in a long drink for an aperitif. In the kitchen it may be poured over gelato or coffee, used to macerate fruit, or mixed into cakes. Borsci San Marzano Liqueur is available in 750 mL bottles with a suggested retail price of $28. For more information, please call T. Edward at (212) 233-1504. Diageo has launched Smirnoff Sourced, a new line of gluten-free flavored vodkas. Made with 10 percent real fruit juice from concentrate, the line comes in three varieties: Ruby Red Grapefruit, Pineapple, and Cranberry Apple. Each contains less than 94 calories per serving. The spirit is best served chilled on the rocks, with soda water, or in a simple mixed drink, according to the company. The vodka has a suggested retail price of $13.99 for a 750 mL bottle. For more information, please call Diageo at (646) 223-2019. Miami Cocktail Company has launched an organic craft cocktail line. The company’s Small Batch Organics line features two pre-bottled artisan cocktails, Tropical Sangria and Blood Orange Mimosa. Each is made with 100 percent natural ingredients and organic wine. The products are 9 percent ABV and contain no artificial preservatives, artificial colors, flavors or sweeteners. The cocktails have a suggested retail price of $14.99 for a 750 mL bottle. They are distributed at Whole Foods Market stores in the retailer’s Florida region. For more information, please call Miami Cocktail Company at (305) 482-1974.

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Channel Check

SPOTLIGHT CATEGORY

Energy Drinks SOURCE: IRI, a Chicago-based market research ﬁrm (@iriworldwide)

What’s HOT & what’s NOT in stores now

52 Weeks through 3/20/16

As our Energy Drinks feature indicates, there’s a lot of broadening of the category’s big brands into areas like protein, coffee, juice, and more. But looking at the Red Bull/Monster/ Rockstar core, there’s still a ton of growth, with zero-calorie and and line extensions growing faster than core brands. NOS is taking off, perhaps due to the combination of Monster marketing and Coke’s distribution system. Over at PepsiCo, the AMP portfolio might be lagging category growth, but over in canned juice drinks, Mountain Dew Kickstart, at $313 million, doubles Pepsi’s energy drink revenue. Brand

Dollar Sales

Red Bull Monster Energy

$3,008,746,752

5.62%

$1,511,695,104

11.36%

Red Bull Sugar Free

$677,205,440

7.23%

Monster Energy Zero Ultra

$465,823,008

21.51%

NOS

$419,470,464

11.68%

Java Monster

$334,183,168

17.54%

Monster Rehab

$321,931,904

5.55%

Monster Energy Lo Carb

$316,908,704

0.61%

Rockstar

$267,643,872

1.07%

Monster Mega Energy

$257,022,816

5.12%

Red Bull The Blue Edition

$212,125,520

31.95%

Red Bull The Summer Edition

$206,006,656

AMP Energy

$159,506,864

13.82%

Monster Energy Absolute Zero

$147,998,016

-11.97%

Red Bull The Red Edition

$140,453,984

19.41%

Full Throttle

$136,410,784

-1.12%

Rockstar Pure Zero

$123,112,400

10.59%

Rockstar Punched

$119,757,056

17.77%

Monster Energy Ultra Red

$119,224,632

-4.43%

Rockstar Sugar Free

$118,988,768

4.32%

TOPLINE CATEGORY VOLUME Beer

$33,709,539,406

5.1%

Bottled Juices

$7,061,504,000

2.09%

Bottled Water

$14,084,584,448

9.77%

Energy Drinks

$11,884,605,440

10.56%

Tea/Coffee

$5,309,177,344

12.66%

Drink Mixes

$892,008,128

-2.99%

SOURCE: IRI, a Chicago-based market research ﬁrm (@iriworldwide) 52 Weeks through 3/20/16

22 JUNE 2016 BEVNET MAGAZINE

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Channel Check CANNED JUICE DRINKS Brand

Dollar Sales

Mountain Dew Kickstart

$313,735,200

AriZona

Change vs. year earlier 24.34%

$188,476,672

-3.35%

San Pellegrino

$67,818,352

14.24%

Jumex

$56,583,444

14.37%

$51,897,412

13.72%

V8 V Fusion Plus Minute Maid

$45,402,208

0.35%

Goya

$30,245,222

22.30%

Bai5 Bubbles

$23,366,282

N/A

Kerns

$22,622,050

7.33%

Foco

$19,110,012

25.60%

SPORTS DRINKS Brand

Specially Designed for Beverage Formulation

Dollar Sales

Gatorade Perform

Change vs. year earlier

$3,304,299,520

3.13%

Powerade ION4

$796,579,776

4.87%

Gatorade Frost

$469,930,720

5.17%

Gatorade

$409,837,984

64.20%

Gatorade G2 Perform

$343,662,912

-8.01%

$316,116,256

47.50%

Powerade

$237,803,408

16.01%

Powerade Zero ION4

$205,338,816

7.73%

Gatorade G2

$55,622,900

26.20%

BodyArmor

$49,858,712

178.79%

Gatorade Fierce

DOMESTIC BEER Brand

Dollar Sales

Change vs. year earlier

Bud Light

$6,086,315,360

Coors Light

$2,425,20,045

0.7% 2.4%

Budweiser

$2,124,046,488

0.5%

Miller Lite

$2,045,602,814

4.1%

Michelob Ultra Light

$1,125,430,893

22.1%

Natural Light

$1,046,492,230

-1.8%

Busch Light

$869,412,876

0.7%

Busch

$624,776,635

-2.5%

Miller High Life

$456,383,072

-0.8%

Keystone Light

$442,710,324

-3.8%

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Brand

Dollar Sales

Blue Moon Belgian White Ale

$260,759,133

Change vs. year earlier 11.4%

Samuel Adams Seasonal

$130,681,769

-11.7%

Sierra Nevada Pale Ale

$129,079,548

1.7%

Leinekugels Shandy Seasonal

$106,165,715

-0.1%

Shock Top Belgian White Ale

$93,952,120

-4.7%

Shiner Bock

$90,019,086

5.2%

Samuel Adams Boston Lager

$86,768,880

-7.2%

New Belgium Fat Tire Amber Ale

$84,837,771

-2.6%

Lagunitas India Pale Ale

$69,188,264

36.8%

Sierra Nevada Torpedo Extra IPA

$55,292,355

7.7%

SOURCE: IRI, a Chicago-based market research ﬁrm (@iriworldwide) 52 Weeks through 3/20/16

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Channel Check CAPPUCCINO/ICED COFFEE Brand

Dollar Sales

SPARKLING WATER Change vs. year earlier

Brand

17.81%

Private Label

$555,481,024

31.99%

Sparkling ICE

$62,605,944

-20.07%

Dollar Sales

Change vs. year earlier

Starbucks Frappuccino

$1,028,309,184

Starbucks Doubleshot Starbucks Java Monster

$45,215,964

12.38%

Starbucks Frappuccino Light

$26,136,284

-0.74%

Starbucks Doubleshot Light

$16,846,884

38.47%

Polar

$98,016,928

21.52%

ILLY Issimo

$10,999,341

28.98%

Sparkling ICE Lemonade

$60,070,364

-21.93%

Nestle Skinny Cow

$7,728,556

118.18%

Schweppes

$56,288,764

28.37%

Gevalia Java Nut

$7,031,935

N/A

Topo Chico

$51,544,892

25.19%

Rockstar Roasted

$6,019,916

5.35%

Canada Dry

$37,527,472

33.19%

Dollar Sales

9.16%

$371,735,456

13.73%

$200,408,368

10.59%

La Croix

$163,149,136

58.04%

San Pellegrino

$117,264,680

9.05%

Perrier

STILL WATER Brand

$408,009,888

RTD TEA Change vs. year earlier

Private Label

$2,290,231,552

12.44%

Dasani

$1,070,731,584

Aquaﬁna

Brand

Dollar Sales

Change vs. year earlier

AriZona

$674,408,384

0.72%

7.93%

Lipton Pure Leaf

$571,202,944

31.16%

Lipton Brisk

$344,328,640

-2.55%

$1,041,443,008

9.86%

Nestle Pure Life

$910,709,248

-0.28%

Glaceau Smart Water

$811,255,360

Lipton

$324,161,024

5.12%

18.41%

Gold Peak

$261,093,424

44.76%

$649,685,056

11.41%

Snapple

$225,513,200

8.04%

Glaceau Vitamin Water

$489,405,568

4.48%

-4.46%

Deer Park

$438,800,096

6.19%

Ozarka

$370,097,120

Fiji

$320,737,472

Poland Spring

AriZona Arnold Palmer

$201,474,848

Lipton Diet

$194,899,744

0.41%

6.06%

Diet Snapple

$179,629,552

-1.06%

18.56%

Peace Tea

$62,483,476

-6.98%

SOURCE: IRI, a Chicago-based market research ﬁrm (@iriworldwide) 52 Weeks through 3/20/16

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Gerry’s Insights By Gerry Khermouch

For all my life I’ve been told that there’s no such thing as a free lunch, though I’ve refused to accept that kind of negativity, believing that through diligence and perseverance I’d find a way to reprise that once-common tradition. Since I’m not a gambler, Las Vegas or Foxwoods don’t hold the answer, and when I make a donation at the blood center they only give me tiny bags of cookies and crackers. So the closest I’ve come to that mythical free lunch is right where the tradition originated, at a New York saloon – my beloved McSorley’s Old Ale House, where over the years I’ve quaffed hundreds of their inscrutable “dark ales” accompanied by overstuffed ham-and-cheddar sandwiches priced around $5. (Until recently they used to be more like $3.50.) But I’m starting to wonder whether there isn’t the equivalent of a free lunch in beverages: bubbles. I’ve come to be amazed at how many marketers have been adding carbonation to items that otherwise would be dull or challenging in flavor or perceived as not refreshing, thereby obtaining a lift at little added cost and no added calories. Boring water or unsweetened iced tea? Add fizz! Sludgy probiotics? Add fizz! As a solution it seems too good to be true, and it’s kind of paradoxical as well. After all, the epochal shift in beverages was supposed to be from carbonated soft drinks to still beverages. CSDs show no sign of breaking out of their long skid and just the other day, on Coca-Cola’s first-quarter conference call, a Wall Street analyst challenged the company on whether it’s moving fast enough to tilt the business toward noncarbs. And yet here we are, with dozens of marketers acting as though the path to future glory lies in carbonation. Wherever beverages may be going as a category, these marketers seem to have concluded, consumers really don’t want to let go their bubbles. “The world is not flat. Your tea shouldn’t be either,” goes the faux-logic of Talking Rain in introducing its new Sparkling Ice Tea subline. It’s not as though this is coming completely out of the blue. One clue might

28 JUNE 2016 BEVNET MAGAZINE

No Hot Air, But Gerry Gets Gas have been the spectacular rise of the energy drink category. Many of us have viewed that segment’s distinctive contribution as its ability to deliver a functional benefit – increased energy – that consumers immediately can apprehend and thereby believe in. But, as the energy drink marketers themselves seem to have been quite aware from the start, they’re also offering a new twist on bubbly CSDs. In other words, in contrast to players in other up-and-coming segments, they haven’t asked their consumers to change their drinking preferences all that much. So now everyone else is blitzing on bubbles. For some time, of course, such mainstays as Perrier and San Pellegrino, and their flavored variants, have been growing fast. The oncestaid seltzer category has been shaken up with new and expanded entrants, from Canada Dry to Polar to Hal’s (from New York distributor Big Geyser). Bottled-water brands have been adding to or expanding their sparkling lines: Icelandic Glacial added a sparkling subline last fall, Pepsi’s Aquafina just added a flavored sparkling essence line, and Voss has lately moved its sparkling subline into a pair of culinary flavors, too. National Beverage’s La Croix line of unsweetened sparkling drinks has been enjoying explosive growth, blowing out 12-packs at prices as low as $3, prompting a response from Sparkling Ice via a new essence subline. Though non-carbonated Hint Water finally is showing signs of igniting, its Hint Fizz companion line seems to have done its share to coax new consumers into the unsweetened-water category. Even more interesting are all the brands coming into sparkling from less obvious places. A flock of tea brands – real teas, not Sparkling Ice! – have tried to add pizzazz that way, under brand names like Sound Tea or Motto (a matcha-based entry), and noncarbonated tea brands are starting to move in too, as Bhakti Chai just did at Expo West in March. The caf-

feinated water brand Avitae, after finally gravitating to flavors, just offered its first sparkling entries too. At Expo West, even the probiotic beverage marketer GoodBelly added a sparkling line. And recall that Coca-Cola a few years back even ventured an Asian-style sparkling dairy drink called Vio that I thought was actually pretty good – maybe it’s time for them to try again. The phenomenon is happening outside retail stores too, as coffee shops, including Starbucks, offer ways for visitors to carbonate their iced coffee in-house. There are tradeoffs, of course. Going the fizz route constrains packaging options, adding complexity and some expense, and often forcing marketers to diverge from the packaging identity of their core line. Some consumers worry that carbonated beverages are bad for their teeth or bones, even though the medical evidence doesn’t support that. (It’s the sugar in CSDs that takes that toll and has given carbonation a bad rap.) For distributors, the proliferation creates conflicts among their suppliers – is Sparkling Ice Essence a rival of Polar Seltzers? Can you add a sparkling tea brand without getting a stern warning from Snapple? And what about the impact of all this CO2 on global warming? (OK, I’m kidding on that one – I think.) Still, I’m all for the trend, as the fizz, cheap solution that it may be, offers consumers an easier glide path away from CSDs and into the healthier stuff they should be drinking more of, like bottled waters and unsweetened teas. And if this seems like a lot to write about what’s at heart a pretty simple phenomenon, I’m with you there. As a news-driven newsletter guy, I always worry about taking the lazy route of gassy pontification on slow news days. But this gas really does seem to be news. It will be fascinating to see how the winners and losers shake out in this one. Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

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INTRO In a time where carbonated soft drinks seem increasingly passé and Americans are more conscious of what they’re putting into their bodies than ever before, consumers have proven themselves to be pretty comfortable with caffeine. That, among other things, explains why the energy drink business is booming, somehow impervious to the same pitfalls that have made way for the decline in consumption in soda. According to multi-outlet sales data from Chicago-based market research firm IRI, energy drink dollar sales were up by 11.76 percent in the 52-week period ending February 21, 2016. That level of double-digit annual growth is projected to continue through 2019, bringing the category to just shy of $15 billion in sales. The reason for the lack of any sort of slowdown may be that, while they represent an evolution of the soda; energy drinks are regarded by their manufacturers as something that fits all too well with their era: they are a functional platform, and that function, energy, is all too courant. All categories mature; those that are platform-based, however, also start to find the borders of that platform, those grey areas where it might be able to explore

32 JUNE 2016 BEVNET MAGAZINE

and claim, or else slip off the edge. A look at the energy category shows the products at its center, and the edges, where expeditious line extensions lie.

THE THREE KINGDOMS The advantage lent by Red Bull’s premium pricing strategy has kept it the category leader even when its growth rates are slower than the competition. The company did $4.4 billion in sales in the aforementioned 52-week period. But Monster Beverage, which has been making major moves across several fronts, is in hot pursuit of that crown. Nearly two years since the announcement of the Coca-Cola Company’s purchase of a 16.7 percent stake in the company, transitional issues related to Monster’s move to Coke’s distribution system appear to be in the rearview. Analysts like Wells Fargo Securities’ Bonnie Herzog have remained bullish on the brand throughout, convinced such growing pains would eventually translate into a growth spurt. Herzog recently projected Monster to outperform the energy category through 2016 with double-digit sales growth. Beyond the U.S., Herzog has said Monster’s alliance with Coca-Cola could see the

company double its existing 10 percent share of the global energy drink market within the next 5-8 years. Another power play from Monster came in February, when the company announced its plan to acquire its longtime flavor supplier American Fruits & Flavors in a deal worth $690 million. Monster, along with third place brand Rockstar, is also seeing strong results outside its flagship brands, indicating that consumers want more than just the functionality of energy, but for it to be flavored to their particular preferences. Monster’s esoteric line extensions in coffee (Monster Java), tea (Monster Rehab) and protein (Muscle Monster) account for a sizable stake of the company’s sales, as do Rockstar’s 20 SKUs, which venture even further outside of its base into energizing horchatas and ginger brews. Red Bull, meanwhile, still relies on its core brand much more than the competition, although the company’s flavored and zero-calorie “Editions” line have been solid performers.

OUTSIDE THE CASTLE WALLS Zero-calorie and low sugar energy brands like Celsius and XYIENCE continue to target the caffeine-craving consumer

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untapped potential. And in addition to the contents of conventional energy drinks not resonating with them, Oh says the marketing and imagery of these brands no longer speaks to the aging demographic as well. “Energy as a function is so broad and extends beyond the nightclub scene and extreme sports,” said Oh. “We wanted to speak to all of the people who needed a 2 p.m. pick-me-up.”

beyond the category’s conventional 18-34 year old males. There was a time when that meant going after women, almost exclusively, but as consumers from all walks of life have begun seeking better-for-you beverage options, that’s started to shift. Global market research firm Mintel reports sales of zero-calorie energy drinks in c-stores have grown from a seven percent share in 2012 to 16 percent in 2016. Celsius president and CEO Gerry David says the brand’s recent authorization at 7-Eleven stores nationwide came out of the convenience store giant’s efforts to offer a healthier alternative to traditional energy drinks. “That’s the demand being pushed up from the consumer level,” David says. “To

The independent leading brands of the energy drink movement are not content with having dug into their billion-dollar brand castles. They seek new worlds to conquer. A broad view of the platform finds many

see that happening at the convenience store level says a lot.” Following its 2014 sale to Texas-based independent soda company Big Red Ltd., XYIENCE, a brand previously best known for its ties to the Ultimate Fighting Championship (UFC) underwent a brand overhaul, shifting the focus of its marketing from the cagefighting promotion to NCAA college football and basketball and targeting “older millennials,” a population seeking the functional benefits of energy drinks but more conscious of things like sugar content and calorie counts. Thomas Oh, senior vice president of marketing at Big Red, points to the older millennial as one of white space with

brands trying to stretch their territory. These are the spaces that will determine the power of energy: can the leading brands build outposts in other functional realms, where yogis, academics, and Googlers run wild? Already deeply rooted in bodybuilder culture, the best example of the products expanding their borders are in protein, where the caffeine is the mortar and protein the brick, and in coffee blends, where the function is the same and the power of the brand is propulsive. It’s this trick, moving brands into other functional realms, where Monster and Rockstar have left Red Bull behind to some extent, going for a wider set of innovations over price. But it’s also where the

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natives of the realms have gotten restless, pumping themselves up on caffeine and taking the fight to the invaders. Looking at the beverage world writ large, then, here are the functional areas where the key skirmishes are taking place, and, knowing that these battles are still in their early stages, at least a little bit of a scorecard.

WATER The consumer demand for caffeine has beverage brands from outside categories entering the energy segment. In 2015, bottled water brand Hint introduced ‘Hint Kick’, a 3-SKU line of flavored waters with 60 mg of caffeine from coffee bean extract. Company founder Kara Goldin said the line extension came not out of a calculated pursuit to enter the category but rather from feedback from her existing brand’s constituency, who were requesting a Hint product with a pick-me-up effect. It’s a play from an established enhanced water brand that came several years after a Rockstar push into the segment, one that was quickly scuttled. Times change, however, and caffeinated water brands like Avitae are on the rebound along with the Hint push. That means the energy drink companies could be gearing up for another run: According to Wells Fargo Securities analyst Bonnie Herzog, an enhanced water could also be on the way from Monster later this year.

NATURAL ENERGY While juice blends from Rockstar and Monster have been part of the portfolio for a long time – and Mountain Dew Kickstart has been a huge hit – they haven’t yet tried to make an advance in the natural beverage set beyond the launch of Rockstar Organic. There’s a strong contingent of energy drinks that have incubated in natural and specialty channels, some of which are pushing into conventional: Runa, Guru, Hiball, Guayaki, Sambazon, Inko’s and Steaz all play in natural energy in one form or another, and the base ingredients of yerba mate, tea, and guayusa have all done some migration into other parts of the natural beverage set. Guayusa has stretched as far as HPP juices and even into chia drinks: Garden

36 JUNE 2016 BEVNET MAGAZINE

of Flavor, makers of probiotic-infused, high pressure processed (HPP) juices have launched their own line of organic, coldpressed energy drinks containing 100 mg of caffeine from the Ecuadorian power source, while Purity Organic and even Mamma Chia are also using it for stimulation.

energizing effects of matcha with coconut water, as is upstart brand CEO (Clean Energy On-Demand) which launched in 2015, blending watermelon juice, coconut water and organic caffeine.

SPORTS & HYDRATION

The addition of caffeine to protein blends is the hottest part of the innovation war right now, with both Monster and Hiball trying to ride increased consumer interest in the ingredient to greater overall sales volume. It’s an interesting place for convergence, and one that Monster has focused on for several years with varying levels of success – protein drinks are dominated by companies like Cytosport and Abbott Labs, while the GNCs of the world have long sold their own blends that have a more technical feel. Still, for Todd Berardi, founder of Hiball, energy has been the vehicle with which his company has played across multiple categories in its decade of business, from organic energy drinks to sparkling waters to coconut water, to cold brew coffee. Protein’s just the next stop. “Our strategy is to use energy as the common platform to bring consumers better-for-you, healthier beverages,” Berardi says. “Consumers are looking for options for energy and we want to have a product for any sort of taste profile or need state.”

Both Monster and Rockstar have long played in hydration, but have couched it more in terms of “recovery” and “rehab” to correlate with their hard-partying image rather than any kind of sports hydration. A more sports-focused drink, Rockstar Xdurance, has also come and gone, but the big brands are still trying: Kickstart recently added two coconut water-infused flavors to the line, billing the hybrid as a “hydrating boost.” Meanwhile, the largest coconut water companies have opted for coffee blends for their boosts rather than going for the straight caffeine and B-vitamins that are at the heart of the energy drink engine. Rockstar played in coconut water briefly, but Hiball has been the energy drink company that has led the charge in recent years. Meanwhile, green tea brand Ito En is trying to head energy drinks off at the pass via its newly recently launched matcha colada, combining the naturally

PROTEIN

Brand News Red Bull has added a limited-edition Kiwi Twist variety to its flavored Editions line. The Edition addition follows that of the Red Bull Orange Edition, which launched in February and ranked as a top 20 energy category SKU in its first full month of distribution according to data from Chicago-based market research firm IRI. The Editions line also consists of Red Bull Red (cranberry), Blue (blueberry) and Yellow (tropical fruits), all of which are line priced with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. Monster Beverage has introduced a new addition to its Java Line, Salted Caramel, a non-carbonated hybrid coffee and energy drink featuring a blend of rich caramel with a sprinkle of salt. The product features a sweet and savory salted caramel flavor brewed with premium coffee and a silky, smooth cream blend, along with the proprietary Monster Energy blend. The launch marks the company’s sixth flavor in the Java family joining Mean Bean, Loca Moca, Kona Blend, Vanilla Light and Irish Blend. Rockstar Energy’s popular “Punched” line has entered 6,500 Taco Bell restaurants nationwide. Served as a frozen, fruit punchflavored slushie, the launch follows the success of a limited test run at Taco Bell’s Tennessee locations. Rockstar Punched Freeze contains 220 calories and 92 mg of caffeine per 16 oz. serving. CRUNK!!! Energy has added a Blood

Orange flavor that contains real blood orange juice and other energizing herbs and botanicals to its line of naturally flavored energy supplements. Blood-Orange is the fifth addition to the line, joining Pomegranate, Tropical-Blast, Mango-Peach and Grape Acai flavors. The brand boasts a proprietary blend of natural stimulants, antioxidant-rich botanicals, and adaptogens like Ashwaganda, Skullcap, Guarana, Ginseng, White Willow, Horny Goat Weed, Grape Seed Extract, and Milk Thistle. BAWLS Guarana recently gained

distribution in Hawaii by partnering

38 JUNE 2016 BEVNET MAGAZINE

Energy Drinks

Brand News Sponsored By

with Koha Oriental Foods, a food and beverage distribution network based in Honolulu. The company has also reformulated its highly caffeinated zero calorie / zero sugar soda option, formally known as BAWLS Guarana “EXXTRA.” Bawls Guarana ZERO is now available exclusively through the brand’s official webstore found at www.shop.bawls.com. Sambazon, the pioneer that brought acai

to the U.S., introduced a plant-based energy drink line, Amazon Energy. Made with organic yerba mate, green tea, and guarana, each can of Amazon Energy is made with organic and GMO-free ingredients sustainably sourced in the Brazilian Amazon. Unlike other energy drinks, the light berry flavored sips are rich in antioxidants from acai berries and acerola cherries and plant-based caffeine. Amazon Energy is available in Original Amazon Energy, Jungle Love Amazon Energy, and Low Calorie Amazon Energy varieties. Positive Energy recently refreshed its

packaging across its seven SKU line of USDA Certified Organic, Non-GMO Verified, gluten free and vegan energy drinks. The functional beverages are a blend of 100 mg of organic caffeine from green coffee beans and organic juices. The brand currently has distribution in over 20 states and recently launched nationally with Sprouts Farmers Markets. To highlight the new distribution, the launch includes a special in-store offer of 2 for $3 and will be supported by numerous activation events with the chain over the next few months. Agua Brands has re-launched its website in conjunction with a new marketing campaign that speaks to its fundamental messaging that hydration is at the core of the Agua Brand DNA. The campaign includes an updated logo, company icon and imagery all of which translate Agua’s objective of reinvented hydration for the “water-bored” consumer. Available in Tea and Lemonade, Kiwi Strawberry, Fruit Punch, Orange Passion and Pomegranate Acai flavors, each bottle of Agua Active Hydration contains the same amount of

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throughout Massachusetts with a suggested retail price of $2.99.

Scheckter’s Organic Energy has un-

FEEL is adding Dragonfruit Lime and

veiled a sweeping brand redesign. The new look, inspired by traditional and artisanal food packaging, brings the brand closer to its organic credentials, according to the company. Scheckter’s has also added two new flavors to its lineup, Green Tea & Ginger and Green Tea & Mint, which landed on shelves in May.

Blackberry Pomegranate varieties to its line of naturally flavored energy drinks. The new additions join existing wild berry, raspberry lemonade and mango passionfruit flavors, all of which provide a full day’s supply of Vitamin C. The brand is currently available at natural and specialty retailers like Whole Foods and Fresh Thyme, with distribution through KeHE and UNFI.

Steaz’s energy drink line recently gained new distribution, most notably in Sprouts’ 230 stores and Safeway’s 178 stores in northern California and Hawaii. The green tea-based brand has four energy flavors: Berry, Super Fruit, Orange and Zero Calorie Berry. Mamma Chia recently expanded its line of Organic Chia Energy Beverages to Walmart stores nationwide. The 4-SKU line is USDA Certified Organic as well as Non-GMO Project verified, and delivers the benefits of Omega-3s, complete protein with fiber and the clean energy source of guayusa to naturally provide energy. They can also be found at Whole Foods, Target, Safeway and Albertsons. XL Energy Drink has expanded the

on-premise presence of two of its SKUs (regular and sugar-free) into all Carolina Ale House restaurant and bar locations. The product is now available in over 30 locations in the states of North Carolina, South Carolina, Georgia, Florida, Texas, Tennessee and Virginia. The brand also recently underwent a packaging redesign for its 8.4 oz. cans. CEO (Clean Energy On-demand) is a blend of watermelon juice, coconut water and natural caffeine from organic green coffee beans. The product, which launched in December of 2015, contains 50 calories and 70 mg of caffeine per 16.9 oz. bottle, has no artificial ingredients or added sugar and is gluten free. CEO is available at health clubs, gyms, golf courses, and specialty stores

40 JUNE 2016 BEVNET MAGAZINE

EnerBee has launched their new Hibiscus Berry Tea flavor across all Whole Foods Markets in Florida and throughout the state of Georgia. Mainly sweetened with organic honey, Enerbee also contains 100 mg of naturally occurring caffeine from green tea and yerba mate. The brand donates a portion of its proceeds to organizations who aim to save the honeybees and recently finished participating in Whole Foods’ “Share the Buzz” campaign where they made a donation to the Xerces Society. EnerBee is USDA Organic certified and Non-GMO verified. MatéBros is committed to providing

all-natural energy that supports healthy lifestyles around the world. Boasting five all-natural ingredients, 7 grams of sugar and 35 calories, the non-carbonated beverage is powered by caffeine from the yerba mate tea leaf. The brand recently entered Certco and Woodman’s grocery stores. Marquis has crafted a USDA Certi-

fied Organic energy drink that is zero calorie, zero sugar, non-GMO, glutenfree, vegan and kosher. The brand is now available at Whole Foods Markets in Northern California and has entered into a DSD partnership with Statewide Beverage Co. to expand its footprint in Southern California. DIABOLO, an all-natural, low-sugar,

low-calorie French Soda brand, has landed its DIABOLO LOCO energy line in 218 Sprouts Farmers Markets. The line has an existing presence at Albert-

son’s, H-E-B, Bashas, and Save Mart and Lucky stores in Northern California. With only 25 calories, 7 grams of cane sugar and 80 mg of caffeine per serving, the Loco line comes in French Lemonade and Acai Berry Guava flavors. Beaver Buzz is celebrating the brand’s

11th anniversary with the addition of Beaver Buzz Black. The cane sugarsweetened energy brand is also available in four other flavors, Citrus, Saskatoon Berry, Green Tea, and Canadian Punch, the latter of which is a zero-calorie, zero-sugar offering to address that growing market segment. Beaver Buzz can be found on store shelves throughout Canada and online via Amazon.com GURU has received USDA Organic certi-

fication for its low calorie, low sugar ‘Lite’ line of natural energy drinks. The company’s Energy Water line recently underwent a packaging redesign and its pomegranate flavour was named beverage of the year from Vegan Health and Fitness magazine. HARDCELL has added two new fruit flavors to its energy shot lineup, Tropical Storm and Blue Hurricane. Each 2 oz. bottle contains 4064 mg of the brand’s energy blend. The new flavors are now being sold in over 300 locations throughout Metro Detroit and the surrounding areas, Tennessee, Kentucky, Ohio, Indiana and California. Chasing Rabbits, a non-GMO, low-glycemic and sustained-energy drink, recently added distribution in Hawaii through Underground Wine Merchants, a Honolulu wine, craft beer, and non-alcoholic beverage wholesaler. Rock N Roll energy drinks come in lemon-lime and peach-citrus flavors. The drinks are sweetened with stevia extract and have no sugar, artificial colors, artificial sweeteners or artificial flavors. Rock n Roll Energy Drinks have no calories, taurine, high fructose corn syrup, phosphoric acid or carbonic acid and no added caffeine.

BEVNET MAGAZINE JUNE 2016

Long associated with bodybuilders and serious athletes, protein drinks have in recent years drawn surging interest from a broad spectrum of consumers. Demand for the beverages is being driven by an increasingly health-conscious population that embraces protein for its efficacy in building and maintaining muscle, workout recovery, boosting metabolism and weight management. The demand has fueled a new wave of protein-centric drinks, including enhanced waters, juice blends, nut milks and iced coffees. Paving the way for these products are technological advances in blending protein powders with liquids â&#x20AC;&#x201C; clumping and chalky or gritty textures had been common 42 JUNE 2016 BEVNET MAGAZINE

Brand

Dollar Sales

Change vs. year earlier

Ensure

$359,572,224

Muscle Milk

$285,589,280

-3.39% 4.10%

Pedia Sure

$221,726,080

-0.26%

Private Label

$213,431,392

7.13%

Ensure Plus

$153,040,480

-1.83%

Atkins

$141,280,432

19.93%

Boost

$118,379,736

23.58%

Premier Protein

$110,684,352

95.59%

Body Fortrss Spr Advncd Why Prot

$103,779,984

-5.57%

Glucerna

$103,354,824

0.09%

Boost Original

$89,204,120

21.42%

Kelloggs Special K Protein

$86,813,056

-3.26%

Slim Fast

$80,702,456

N/A

Muscle Milk Pro Series 40

$74,279,872

38.92%

Core Power

$60,069,384

34.43%

EAS Advant Edge Carb Control

$58,573,208

1.04%

Six Star Pro Nutrition

$51,313,100

-19.37%

Boost Plus

$49,731,308

22.59%

Nestle Nutrition Boost

$45,143,836

10.40%

Slim Fast 321 Plan

$42,261,260

-60.62%

not just, ‘Well, what makes me feel good, in the moment?’ but ‘What’s it going to give me?’” The rapid evolution of the category prompted one market leader, Muscle Milk, to reassess its marketing and branding strategies, even from a leadership position. In the two years since Hormel Foods acquired Muscle Milk parent company Cytosport, brand executives combed through a slew of research to identify key attributes and need states for protein drinks. Findings included high consumer demand for clean ingredient labels, plant protein-based formulations, and growing consumption of protein drinks among female consumers. To that end, Muscle Milk recently announced a revamp in the formulation and packaging of its flagship “Genuine” and Pro Series beverage lines and introduced several new products designed for a variety of consumers and daypart uses. Muscle Milk Genuine protein drinks now feature simplified ingredient statements and contain less sugar and fat. Additionally, the products no longer contain soy. The changes were achieved without compromising taste, according to Muscle Milk president and CEO Greg Longstreet. Maintaining high quality flavor was a critical aspect in the reformulation, he noted.

SOURCE: IRI, a Chicago-based market research ﬁrm (@iriworldwide) 52 Weeks through 3/20/16

issues – as well as innovative methods for sourcing protein from plant-based ingredients, including legumes, nuts and seeds. Market research firm Euromonitor International’s recent “Global Trends in Protein” report found that “protein’s popularity is generally growing much faster than consumers’ awareness of how much protein they need and, indeed, how much protein they are already consuming.” As a result, “marketers are scrambling to piece together the increasingly disparate health and cultural drivers affecting consumption.” A notable outcome is companies’ efforts to communicate functional claims beyond muscle health, a strategy that has garnered interest from female, millennial and elderly consumers, Euromonitor reports. For beverage companies whose primary business is in other drink categories, protein innovation has created incremental revenues. At Bolthouse Farms, for example, president Scott LaPorta said he’d seen a 20 percent increase in compound annual growth rate for protein-infused varieties of super-premium beverages, such as the brand’s Protein Plus products. Meanwhile, milk-based protein drinks, created by separating the components of milk and bolstering the protein content, continue to gain traction and are widely available. Brands including Core Power, Rockin’ Refuel and Organic Valley’s Organic Fuel have extended their presence on shelf with innovative marketing initiatives and line extensions containing pumped up protein content. “Millennial consumers, in particular, are asking questions about the functionality of every beverage choice they make,” said Greg Steltenpohl, the CEO of Califia Farms, which markets almond milk and coffee drinks infused with protein. “It’s

44 JUNE 2016 BEVNET MAGAZINE

Muscle Milk’s new product launches are now aimed at a wider variety of use states. A line of smoothies made with Greek-style yogurt and coffee-infused protein shakes, which contain 25g and 20g of protein per serving, respectively, were designed for both inside and outside the gym, according to the company. The brand also expanded availability and packaging options for its organic Muscle Milk line and also gave a facelift to its 100-calorie line of drinks. The yogurt combo is on-trend, notes Chris Schmidt, Senior Consumer Health Analyst at Euromonitor International. “Protein and caffeine is a combination that’s gaining a lot of speed in the protein supplement world,” Schmidt said. “Protein’s ability to provide sustained energy matches well with the immediate energy kick from caffeine. And of course everyone is looking for ever more functionality from their drinks, so being able to marry protein’s health benefits with an everyday product like coffee could do well.” The company’s expanding portfolio aims to be “accessible to a broader range of lifestyle consumers that also addresses the opportunity within different day parts [such as] breakfast

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consumption in a convenient way,” Longstreet said. Although the ultimate goal for Muscle Milk is “to provide protein for everybody,” Longstreet explained that the common thread to package updates and brand extensions was a desire to increase the brand’s appeal among women. “We saw an opportunity for us to be more approachable and better align ourselves with this growing female consumer who’s looking for products in this space,” Longstreet said. “That certainly drove the new packaging, artwork and design, which was meant to contemporize the brand and also make the brand more approachable while still holding our core equity.” Cytosport has also relaunched Evolve, which debuted in 2013 as a low-calorie protein shake designed “to serve as a complement to any woman’s evolution toward a healthy lifestyle.” The original product, which contained nearly 40 ingredients, including milk-based protein isolate, has been completely stripped

contain over 50 percent more protein – up to 40 grams per package. Longstreet cited Pro Series’ success at convenience store giant 7-Eleven – the largest customer of Pro Series – as proof of mainstream consumer demand for more protein and functionality in foods and beverages. “There has been a dichotomous evolution of the brand,” said Euromonitor’s Schmidt. “They have more clearly separated their mass-facing products from their hardcore/specialty sports nutrition products with the rebranding. The mass-facing Muscle Milk products have been redesigned to be more of a generally healthy or active lifestyle brand than a sports supplement, per se.” Longstreet envisions a portfolio in which sales are evenly distributed between Muscle Milk’s core Genuine line and its sub-lines. That revenue split may be a reality in the near future, according to Muscle Milk CMO Nikki Brown, who spearheaded the research that led to recent innovation efforts. Based on the

down, repackaged and reformulated. Now made with pea-based protein, a first for Cytosport, Evolve is vegan and contains no dairy, soy, gluten, artificial flavors or tree nuts. Offered in four flavor varieties, Longstreet views Evolve as addressing growing consumer demand for “cleaner sources of protein.” “We see that as an emerging trend that has driven a couple of things on our end,” he said. “With the new look and packaging, a desire for cleaner protein drove us to this plant-based protein category. It’s a nice complement to the Muscle Milk business which continues to grow and evolve for us.” Longstreet noted that while the company sees significant upside for its naturally formulated products and a long runway for plant-based protein, Muscle Milk’s Pro Series is currently the fastest-growing line in the portfolio. Although Pro Series beverages are made with artificial ingredients (as are the brand’s Genuine and 100-calorie products) they

success of the brand’s 100-calorie line and early retailer and consumer feedback concerning its smoothies and organic products, Muscle Milk is reaching new demographics through innovation. “We’ve been able to demonstrate through our 100-calorie line, as we would expect, it’s more of a snack option, it does skew more female,” Brown said. “We’ve begun to innovate, we’ve talked about [bringing] more female and active lifestyle users into the category. We are beginning to see that happen in our research with our sub-group products.” Jerry Reda, the COO of Big Geyser, which distributes the brand in metro New York – the only region where the brand is not carried by PepsiCo – took that sentiment a step further. He described Muscle Milk as “on fire” in New York, and credited the brand’s executive team as leading the category with sustainable innovation. “I have been incredibly impressed with Hormel in what they’ve done with Muscle Milk,” Reda said.

46 JUNE 2016 BEVNET MAGAZINE

Brand News Organic Valley’s Organic Fuel is an

organic, high-protein recovery shake for muscle recovery and peak performance, with 26 grams of protein, 70 percent of the recommended daily intake of calcium and no artificial sweeteners. It is available in two flavors, Chocolate and Vanilla. The company’s Organic Balance is an organic milk protein shake positioned as a sensible snack, breakfast or light meal on the go. Packed with protein and essential nutrients, Organic Balance has 16 grams of protein from real organic milk. Sweetened with organic stevia and unrefined, fair-trade, organic cane sugar, it is available in two flavors, Dark Chocolate and Vanilla Bean. Be Well Nutrition has unveiled a packaging update for its ICONIC protein drink line. Now ICONIC PROTEIN, the new 11.5 oz. bottles feature a bright blue label with metallic finishes. ICONIC PROTEIN maintains 20 grams of grass fed milk protein with only 3 grams of sugar and 130 calories. The product is now carrageenan free in all three flavors - Chocolate Truffle, Vanilla Bean, and Cafe au Lait (made with Colombian coffee). The brand launched its update in Fairway, Wegman’s, and select Kroger and GNC stores. Hiball Energy launched a new line of

High Protein Energy Drinks at Natural Products Expo West 2016. Each 11 oz. can includes 20 grams of grass-fed, RBSTfree protein from milk protein concentrate and sodium caseinate along with 100 mg of organic caffeine. Made with organic and fair trade cane sugar, the line extension comes in chocolate, vanilla and coffee flavors and retails for $3.69. Protein2o has unveiled a brand revamp

and complete reformulation. The package refresh was led by New York-based agency Flood Creative, responsible for iconic brands like FUZE, Body Armor and NOS Energy. The new brand identity was designed to appeal to the mass consumer with a cleaner aesthetic, more pronounced fruit imagery and bold nutrition callouts. In addition to the new look, Protein2o has revamped their formulas and are now

48 JUNE 2016 BEVNET MAGAZINE

Protein Drinks & Meal Replacements made with 100 percent ion exchange whey protein isolate with improved flavor profiles, preservative free and certified OU-D Kosher. The revamped line is now available at select retailers. trimino protein-infused water has added

significant chain business with the additions of 7-Eleven, Stop & Shop, ShopRite, Shaw’s and Giant, and is now in more than 5,000 stores. Partnering with distributors like Polar Beverages, Drink King and Decrescente has aided in the brand’s expansion in the Northeast, Mid-Atlantic, Texas, and Florida with national distribution on the horizon. E-hydrate has launched a new product, Protein On-the-Go ACTIVE, a readyto-mix, natural protein and joint health product designed for active adults. The release of ACTIVE also represents an improved formulation, which quickly and smoothly dissolves in water or any added liquids. The new offering will be available at all Target stores nationwide in the Health and Wellness aisle and online at Target.com where it will retail for $11.49 for a 3-pack. Muscle Milk has unveiled two new products: Muscle Milk Protein Smoothie yogurt shakes and Muscle Milk Coffee House protein shakes. Muscle Milk Protein Smoothie yogurt shakes are made with Greek-style yogurt, while the Coffee House protein shakes include caffeine content similar to a cup of coffee while delivering 20 grams of protein. The new offerings are positioned to create options for everyday consumers looking to complement their on-the-go needs for protein both inside and outside of the gym. FuelGood Protein is launching this sum-

mer to cater to the high end consumer looking for the premium qualities of cold-pressed juice and the functionality of protein without compromising on taste, nutrition, or aesthetic profile. The 8 oz. drink contains 140 calories and 15 grams of whey protein. FuelGood will introduce four flavors made with natural and

organic ingredients: Matcha Cardamom, Espresso Caramel, Toasted Cinnamon Vanilla and Thin Mint Cacao.

Distributors and has expanded its distribution throughout the southeast United States and Puerto Rico.

O2 Living’s O2 Green Vitality contains

9 grams of protein and 7 ½ servings of vegetables. The company has recently announced the introduction of 12 oz. bottles of cold-pressed USDA organic fruit and vegetable juices with no water added, making the brand more affordable to consumers. By never adding water, O2 Living’s juices don’t dilute the natural nutrients from the fruits and vegetables making all the flavors ideal for cleanses and everyday meal replacement.

JUS by Julie’s new JUS + Soup Cleanses balance healthy proteins, vegetables and antioxidants. These vegan and gluten free detoxes are designed to provide your body with just the right amount of easy-to-digest, nutrient-rich fruits, vegetables, and super foods that can recalibrate your system. The company uses the same blending process in its soups and juices to get the maximum amount of fiber. There are two options for the 3 Day JÙS + Soup Cleanse: (1) 2 Juices + 4 Soups (2) 3 Juices + 3 Soups.

Chimp Food is 100 percent real, raw, whole food, which is closely portioned to a Chimpanzee diet, then blended together. Each bottle contains 5 different fruits, 5 different berries, 5 different veggies, 5 different nuts and 5 different seeds. The brand recently partnered with KeHE

FitPro USA’s new FitPro Go! Is a carrageenan and sucralose-free real dairy shake. The new 14 oz. formulation contains 35 grams of 85 percent micellar cassein and 15 percent whey isolate with 9 grams of carbs. It is lactose and gluten free, with no artificial flavors or sweeteners.

BEVNET MAGAZINE JUNE 2016

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ALPHABETICAL EXHIBITOR LIST

Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

Abelei Flavors

2904

Blue California Co.

1941

Farbest Brands

3431

Innophos Inc

1619

Activ International

2477

Brenntag North America

3827

Fenchem Inc

634

International Paper

3112

ADM

2002

Briess Industries Inc.

2160

Javo Beverage Company

1573

2602

Buckhorn Inc

4552

Finlay Extracts and Ingredients

4203

ADM/Matsutani LLC

144

California Natural Products

4644

3749

Agro Innova

Flavorchem Corp

Jiaherb Inc

964

FONA International

2890

JK Sucralose Inc

1857

Cargill Inc

2474

Fonterra (USA) Inc

4777

Jungbunzlauer Inc

1008

Carmi Flavor and Fragrance Co

1551

2639

FrieslandCampina Ingredients NA., Inc

Kalsec Inc

4750

Kemin Industries Inc

3220

Kerr Concentrates Inc

4267

Kerry

302

Agropur Ingredients

824

AIBMR Life Sciences

3438

AIDP Inc

2360

Aiya America Inc

4741

CHR Hansen Inc

3444

FutureCeuticals

4438

Ajinomoto North America Inc

1237

CIRANDA Inc.

1279

G3 Enterprises, Inc. GW Dryer

817

Almond Board of California

1902

Gamay Food Ingredients

AloeCorp

2875

Amelia Bay

1660

Applied Food Sciences, LLC

851

Ardent Mills

1241

Arla Foods Ingredients

4045

Aromatech Flavorings Inc

Corbion

1218, 1221

Corn Refiners Association

2680

CP Kelco US Inc

3239

David Michael & Co

2626

Dixie Canner Co.

2424

Kyowa Hakko USA

856

3054

La Crosse Milling Co

4148

Ganeden Inc

2148

Lactalis Ingredients

2258

GEA Group

1607

Lallemand Bio-Ingredients

1616

Gelita USA Inc

1471

Layn USA Inc

3767

Glanbia Nutritionals

2231

LycoRed Corporation

4457

Global Organics Ltd

1680

Mafco Worldwide Corp

3834

GNT USA Inc.

2419

MAK Wood, Inc.

326

Doehler North America

838

4333

Domino Specialty Ingredients

1818

Atlantic Chemicals Trading of North America, Inc

621

Dow Chemical Company

412

Gold Coast Ingredients Inc

2417

Medallion Labs.

1636

Axiom Foods Inc

3705

Draco Natural Products

3620

Goodnature Products, Inc.

4238

Mercer Foods LLC

2845

DSM

2839

Grimmway Farms

3550

Mettler Toledo Inc

1963

DSM Food Specialties

2839

Hill Pharma Inc

3951

Milk Specialties Global

4640

2284

Hilmar Ingredients

3731

Milne Fruit Products Inc

608

Hormel Foods Corp

3467

HP Hood

4362

Mitsubishi International Food Ingredients

1416

Idaho Milk Products

3812

Monk Fruit Corp

563 2226

Azumex Corp

425

BatchMaster Software Inc

3967

Bell Flavors & Fragrances

1267

Dupont Tate & Lyle Bio Products

Beneo Inc

231

Edlong Dairy Technologies

1026

BI Nutraceuticals

1053

Bioenergy Life Science Inc

3381

3745

EMD Performance Materials

BioNeutra North America Inc

3710

Equichem International Inc Erie Foods Int'l Inc

50 JUNE 2016 BEVNET MAGAZINE

3008

Imperial Sugar Co

2267

Morton Salt Inc

416

Ingredion Incorporated

1231

MTC Industries

3671

Nagase America Corporation

3817

Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

Natreon, Inc.

4767

RFI Ingredients

4460

Suan Farma Inc

Natural Flavors Inc

3509

Ribus Inc

2857

SueBee Honey

1601

Tree Top Inc

4509

Naturex Inc

2651

RiceBran Technologies

2951

SunOpta

1577

Unichem Enterprises Inc

3843

Nexira

2216

Roha Food Colors USA

2007

Sunsweet Growers Inc

3831

Univar USA Inc

2463

Nitta Gelatin NA Inc

4034

Roquette America Inc

1526

SVZ-USA

4149

Van Drunen Farms

3414

NP Nutra

437

Rousselot, Inc.

3075

Sweet Green Fields LLC

3051

214

Royal Ridge Fruits

759

Synergy Flavors Inc

1673

Virginia Dare Extract Co Inc

1226

Nutrifusion LLC Ogawa & Co Ltd

3684

S&D Coffee & Tea

2207

SYSPRO

2076

Vita-Pakt Citrus Products Co

358

Parker Flavors

3569

Taiyo International Inc.

4245

461

San Joaquin Valley Concentrates

814

Pizzey Ingredients

2222

PLT Health Solutions

2026

3348

1248

Wacker Chemical Corporation

San-Ei Gen FFI (USA) Inc

Tate & Lyle

1631

Teawolf

3284

Watson Inc

Sensient Technologies Sethness Caramel Color

3763

Techno Food Ingredients Co., Ltd

3404

Skjodt-Barrett Foods Inc.

1850

The Ingredient House

2467

Welch's Global Ingredients Group

3879

Solvay

4280

The Mushroom Company

4020

Wisdom Natural Brands

859

Stauber

3680

The National Food Lab

4027

World Food Processing

1604

1205

Z Trim Holdings, Inc.

1704

PowderPure

3291

Prinova USA

2816

Prova Inc

2255

PureCircle USA

521

Quick Dry Foods USA

3009

Steviva Brands Inc

4733

The Scoular Company

3712

The Wright Group

1262

Weber Flavors

1014 2177, 2276

BevNET IFT 2016 Coverage Sponsored By:

BEVNET MAGAZINE JUNE 2016

Trade Show

Fancy Food Summer 2016 Preview

WHAT

WHERE

WHEN

WHO

Summer Fancy Food Show presented by the

Jacob Javits Center

June 26-28

25,000 buyers and

New York, NY

Expo Hours:

2,500 exhibitors

Specialty Food Association

June 26 – 10 a.m. - 5 p.m. June 27 – 10 a.m. - 5 p.m. June 28 – 10 a.m. - 4 p.m.

ALPHABETICAL EXHIBITOR LIST

Exhibitor

Booth

Aiya America

3858

Alice and the Magician, LLC

5106

American Juice Company

5565

Arrowhead Farms

4743

Be Well Nutrition, Inc.

5017

Bittermilk LLC

4170

Blossom Water, LLC

4816

Brands of Britain LLC

2046

Brands Within Reach

4045

Boylan Bottling Co

4745

Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Doctor Pickle

New Brands

Kettle & Fire bone broth

New Brands

Pyure Brands, LLC

1951

Q Drinks

4738

REED'S, INC.

5378

Reliant Hydration, Inc

5210

Revive Kombucha

5127

Sapp Inc.

5206

Sencha Naturals

4213

Skinny Mixes, LLC

3959

Smart Juices LLC

4331

Stirrings, LLC

4803

Stonyfield

4277 5324

Dona Chai LLC

4726

Kevita

4024

Dr. B's Beverages, LLC

3830

Kristian Regale, Inc.

5325

Drink Maple

4675

La Pavia Beverage Inc.

4239

Eden Foods, Inc.

1958

LaCroix

3952

Epic Provisions LLC

4070

Live Soda LLC

3929

Fentimans North America, Inc.

5431

Love Beets USA LLC

5054

Mamma Chia LLC

2050

McClure's Pickles LLC

4544

Forager Project, LLC Four Blue Palms, Inc.

4765 4555

MetaMatcha

New Brands

Booth

Bruce Cost Ginger Ale

1651

Buddha Teas

5251

Grady's Cold Brew

4728a

Mocktail Beverages Inc.

4832

SUPERLEAF LLC

Buyer's Best Friend, Inc.

4574

Grante LLC

5339

Motto

4827

Teaonic

5322 4154

C2O Pure Coconut Water, LLC

4375

Califia Farms

3166

Celebes Coconut Corp.

5212

CERES Fruit Juices

4332

Cham - Cold Brewed Chamomile

4251

Chameleon Cold-Brew

Ginseng Up Corp.

4831

Green Mustache

4729a

N.O. Brew Iced Coffee

158

teapigs

GURU Beverage Co.

5553

Nature's Guru

4206

4752

GUS - Grown Up Soda

3833

OneCoffee

5107

Thea's Standard English Tea, LLC

Harmless Harvest

5401

TORANI / R. TORRE & CO.

2461

1345

Harney & Sons Tea Co.

4130

Orchid Island Juice Company

Treehouse Chocolate Co.

5546

Health-Ade, LLC

5400

Organic Gemini

5514

Trickling Springs

573

5664

Hella Bitter LLC

443

Organic Valley

5313

True Cocktails

5124

Cheribundi

5252

Honest Tea, Inc.

5405

Owl's Brew

5573

Vasinee Food Corp.

5131

CideRoad, LLC

4644

Ito En (North America) Inc.

2074

Parker Products, Inc.

5331

5025

Coastal Cocktails Inc.

950

Java To Go

144

Pelican Bay Ltd.

537

Vermont Sweetwater Bottling Co

3866

4524

3965

5362

2246

4414

Pok Pok Som

4612

Wild Poppy Juice Company

4772

Crafted Cocktails

Joe Tea & Joe Chips

Pickett Brothers Beverage Company, LLC

Vita Coco Coconut Water

Copper Moon Coffee LLC

Jindilli Beverages (Milkademia)

3917

4471

4747

Pepper Creek Farms

Vink & Beri LLC

Cocktail Crate

Crio Inc.

2070

Polar Beverages

4809

Yaupon Tea Company LLC

5010

Powell & Mahoney

4826

Joia All Natural Soda

4763

Kaya Sparkling Water

New Brands

52 JUNE 2016 BEVNET MAGAZINE

Promo Parade Promotions, events & specials for the industry

Atlanta Braves and Coca-Cola Partner at SunTrust Park, The Battery Atlanta

The Atlanta Braves have announced a multi-year agreement with The Coca-Cola Company, extending one of the longest partnerships in the franchise’s history and ensuring the iconic brand will have a prominent place at SunTrust Park and The Battery Atlanta, the multi-use development next to the new ballpark. CocaCola has been a partner of the Braves since the team’s move to Atlanta in 1966. The development recreates the historic Roxy Theatre, which will be located at The Battery Atlanta. Working with Live Nation, the Braves have brought back the legendary music venue, which now will be known as The Coca-Cola Roxy Theatre. Coca-Cola will remain the exclusive non-alcoholic beverage partner of the Braves and feature in-park activation of the Red Porch, a seating section in left field that will be beneath a large sign bearing the iconic Coca-Cola spencerian script logo. Each fan sitting in this section will receive a complimentary 20 oz. CocaCola beverage with their ticket. Additionally, Coca-Cola will host three promotional nights each season at SunTrust Park. The original Roxy was a movie theater located on Peachtree Street in Downtown Atlanta that was demolished in the early 1970s. It was relocated to Buckhead and named The Coca-Cola Roxy Theatre, establishing itself as one of the premier live music venues in the Southeast, before closing in 2010. 54 JUNE 2016 BEVNET MAGAZINE

GREY GOOSE Announces Global Plans For Extraordinary Summer

Hood River Distillers, Inc. Honors Armed Forces With 2016 Pendleton Whisky Limited Edition Bottle

GREY GOOSE, the world’s leading super-premium vodka, announced plans for an extraordinary collection of summer experiences. Famed for pioneering new occasions for super-premium vodka, GREY GOOSE will be investing at scale to inspire consumers to trade up to the category this summer. A proven drinks strategy and global experiential campaign will see 20 pop-ups, across 20 locations around the world, in five months. GREY GOOSE Le Grand Fizz, a summer twist on the brand’s signature celebratory serve, GREY GOOSE Le Fizz is to launch globally following a successful preview in key cities and high profile events in 2015.

To elevate summer even further, a global, consumer experiential campaign entitled GREY GOOSE Boulangerie Bleue, will launch in May and transport consumers to the French Riviera via a secret entrance through a traditional French bakery. The GREY GOOSE “Boulangerie” concept is inspired by founder and Maître de Chai François Thibault, who challenged convention to create a vodka of exceptional quality from only the finest soft, winter wheat from Picardie, known as the “bread basket” of France. Appearing in 20 cities and summer hot spots around the world, GREY GOOSE Boulangerie Bleue will give visitors the opportunity to enjoy an extraordinary summer experience that includes some of the finest French food, drink and music. Open from day ‘til night as the ultimate French Riviera club, GREY GOOSE will be partnering with leading chefs to offer specially curated brunch, lunch and dinner summer drinking and dining moments to showcase GREY GOOSE as the perfect accompaniment to every summer occasion.

Hood River Distillers, Inc., the largest and oldest importer, distiller, producer and bottler of distilled spirits in the Northwest, announced the release of a 2016 Pendleton Whisky Limited Edition bottle that honors the integrity and patriotism of those who serve, and have served, in the United States Armed Forces. A portion of the Limited Edition bottle proceeds will benefit programming for Paralyzed Veterans of America (PVA), a charitable partner of the Wrangler National Patriot program. The concept for the bottle design was provided by Noah Currier, a paralyzed Marine Corps veteran and PVA member. After suffering a spinal cord injury following his service in Iraq, Currier joined PVA and later founded his own design company to help raise funds for paralyzed veterans. He attributes his recovery and success to PVA. Founded in 1946, Paralyzed Veterans of America is now the nation’s leading advocate for paralyzed servicemen and women in the United States. PVA works to ensure veterans receive the benefits earned from their military service through spinal cord injury research funding, advocacy, job placement, recreational rehabilitation services, health care and adaptive sports programming. The Limited Edition bottle will be available at spirits retailers throughout the country.

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Promo Parade Aperol Joins ‘Spritz’ Book Tour, Highlighting History and Culture of Iconic Italian Cocktail Aperol, the globally renowned bright orange Italian liqueur, headlines a U.S. Spritz Tour as the official spirit partner of "Spritz: Italy's Most Iconic Aperitivo Cocktail, with Recipes" by the editor-in-chief of Punch Talia Baiocchi and former deputy editor of Punch Leslie Pariseau. The tour, which runs April through September, spotlights an entertaining and illuminating examination of the classic aperitivo cocktail and the drink's rising popularity via narrative essays, stunning photographs, and art deco-inspired illustrations. A refreshing bitter and bubbly cocktail, the Aperol Spritz is fast becoming a favorite outside of Italy, extending to neighboring countries and now making a splash in the U.S. The original "Spritz" recipe – also commonly known as the "Spritz Veneziano" – features Aperol as its key ingredient and was added to the International Bartenders Association's Official Drink list in 2011. Its recipe is easy as 3-2-1 – consisting of 3 parts Prosecco, 2 parts Aperol, and 1 splash

club soda in a balloon glass over ice – topped off with a slice of orange. It's the perfect low-proof cocktail that can be enjoyed during brunch, as a lighter option for an after-work get-together, or as a true Italian aperitif before dinner. In "Spritz," Baiocchi and Pariseau go on a journey to uncover the drink's origins; dig up its unlikely history and culture; explore the evolution of the aperitivo cocktail throughout Northern Italy; and document the spritz's revival around the world. From regional classics to modern variations, "Spritz" includes 50 recipes from some of America's most lauded bartenders, a guide to building a spritz bar, and a collection of food recipes for classic Italian snacks to pair alongside. The "Spritz" book tour runs April through September, making for the ideal time to enjoy the "spritz season," and will make stops in New York, Los Angeles, San Francisco, Miami, New Orleans, Washington, D.C., Philadelphia, Houston, Austin, Portland, and Seattle.

Dales’s Pale Ale and Oskar Blues Brewery Announce Multi-Year Partnership with JR Motorsports Dale’s Pale Ale, Oskar Blues Brewery’s flagship brew and first craft beer in a can, has announced a multi-year extension with JR Motorsports (JRM). Dale’s Pale Ale will sponsor JRM’s No. 88 Chevrolet in three NASCAR Xfinity Series races in the 2016-2017 seasons. The No. 88 Dale’s Pale Ale Chevrolet will make its first appearance on Aug. 19 at Bristol Motor Speedway with driver Regan Smith. The remaining two race dates will be announced at a later date. Dale’s Pale Ale will also be featured on

56 JUNE 2016 BEVNET MAGAZINE

the No. 1 Chevrolet with driver Elliot Sadler as he battles for the series championship each week for the 2016 season. Dale’s Pale Ale became the first craft beer to achieve NASCAR sponsorship status in 2013 and primary sponsor status in 2015 with the start of its partnership with JRM. Smith becomes the eighth driver to pilot the JRM’s No. 88 Chevrolet in 2016, joining Josh Berry, Alex Bowman, Cole Custer, Chase Elliott, Kenny Habul, Kevin Harvick, and of course, the OTHER Dale, Dale Earnhardt Jr.

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Promo Parade

Hi-C Ecto Cooler Returns Ahead of Ghostbusters Reboot Fans of the ghoulish green goodness of Hi-C Ecto Cooler have one more reason to celebrate the return of the “Ghostbusters” franchise to the silver screen. This summer, the juice drink of choice for those nostalgic for the ‘80s and ‘90s will officially return to store shelves for a limited time. Its resurgence comes after a 15-year hiatus, much to the delight of fans everywhere. “Ghostbusters” hits theaters in July. Hi-C Ecto Cooler became a cultural mainstay in 1987 as a tie-in with the original “Ghostbusters” franchise. The drink’s immense popularity kept it around for more than a decade and kept people deliciously hydrated until it was discontinued in 2001. Since then, popular online sites have cited Hi-C Ecto Cooler fondly in articles on ‘90s nostalgia, and have inspired vocal online fan groups. Those groups, along with some lobbying support from Sony Pictures, spurred The Coca-Cola Company to bring Hi-C Ecto Cooler back, just in time for the new “Ghostbusters” theatrical release this summer.

Blackheart Premium Spiced Rum Sponsors Bellator MMA Fighter Phil Davis Blackheart Premium Spiced Rum is taking its Bellator MMA alignment into the cage, announcing its sponsorship of Bellator MMA Light Heavyweight Fighter Phil “Mr. Wonderful” Davis. As Davis’ premier sponsor, Blackheart Rum will be featured on his in-fight gear and throughout his social media and digital platforms. Davis will also be featured across Blackheart retail promotions via collateral as well as local appearances. A former NCAA wrestling champion and four-time NCAA Division I All-American at Penn State University, Davis first entered professional fighting in 2009 as a Light Heavyweight Ultimate Fighting Championship (UFC) Contender. In 2015, Davis parted from UFC and signed

with Bellator MMA, the same year he would go on to win his first title. Davis is a member of the Alliance MMA team based in Chula Vista, Calif. Beginning its alignment with mixed martial arts in June, 2015, Blackheart is the “Official Rum of Bellator MMA.” Blackheart has prominent exposure on in-cage and arena signage, social media platforms, as well as in-event and on-air features and advertisements throughout all Bellator fights. Available nationally, Blackheart brand support consists of a comprehensive marketing plan that includes robust print and digital advertising, social media and website activities and on- and off-premise point-of-sale materials and that all carry the brand tagline “Seduction in a Bottle.”

58 JUNE 2016 BEVNET MAGAZINE

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