Miller to test craft-style lights

Miller Brewing Co., Milwaukee, will begin testing new craft-style light beers in February as part of the Miller Lite Brewers Collection. The company says consumers in Minneapolis, San Diego, Baltimore and Charlotte, N.C., will be the first to sample blonde, amber and wheat styles in the new collection.

Light beers are the largest-selling beer category in the United States, but to date, are only a small part of the craft and import segments. Sam Adams Light and Heineken Premium Light are notable exceptions, and will likely be the new line’s top competition.

“The brewer who can provide a more refreshing and drinkable craft style can stake out a whole new niche in the market,” Randy Ransom, Miller chief marketing officer, said in a statement. “That’s what we intend to do.”

The company says the new beers capitalize on three current beer trends: the popularity of light beer, a desire for more variety and the “premiumization” of the category. The line will be priced between mainstream light beers and craft beers.

In other news

PBG adds Batavia bottling group

The Pepsi Bottling Group, Somers, N.Y., has signed a letter of intent to acquire Pepsi-Cola Batavia Bottling Corp., a family owned and operated business in Batavia, N.Y. Pepsi-Cola Batavia serves New York's Genesee, Orleans and Wyoming counties, along with parts of Livingston, Alleghany and Cattaraugus counties. It was founded in 1890 and is currently owned by Thomas and John Houseknecht. The Houseknecht family will continue to own and operate Loose Ends Vending Inc. The transaction is expected to close during the first quarter of 2008. Terms of the transaction were not disclosed. Read more on the agreement

Gross takes new post at G&J Pepsi-Cola Bottlers

G&J Pepsi-Cola Bottlers, Mason, Ohio, has named Walter L. Gross III senior vice president, on-premise oversight and governmental affairs for the Cincinnati-based bottling company. In this position, Gross will be responsible for mentoring and oversight functions for the company’s vice president, on-premise departments, as well as support the on-premise function during executive and board meetings.

Gross started with G&J in 1970 and has held numerous positions within the company, such as plant manager, marketing manager and vice president, on-premise. He will continue to serve on the board of directors for the American Beverage Association, and has served in many board positions in his hometown area of Lexington, Ky., including: Cardinal Hill Hospital, Central Kentucky Blood Center, Lexington Art League, God’s Pantry, Family resource for Cardinal Elementary and the Herrington Lake Yacht Club. More about G&J Pepsi-Cola

Old Orchard selects new region manager

Old Orchard Brands, Sparta, Mich., has hired Henry VonSalzen to oversee the company’s East Coast grocery sales as Eastern regional manager. VonSalzen joins Old Orchard with more than 20 years of sales and marketing experience, representing brands such as Ore Ida, the Campbell Soup Co. and Rosina Foods. More on Old Orchard

Potencia taps new distributor

Potencia Energy Drink, Morrisville, N.C., has signed Anheuser-Busch Distributor Dichello Distributors in Orange, Conn., to represent its brand.

“Dichello Distributors, who has been delivering beverages for 70 years along with A-B Distributor Hartford Distributors, will make up the entire master distribution network for the state of Connecticut," said Potencia Chief Executive Officer Daisy Ramirez in a statement. "We are so happy to have them join us distributing our authentic Hispanic Product." More information about Potencia

Awake

Apple & Eve LLC, Roslyn, N.Y., released Awake, a “good morning energy” drink. The 100 percent juice energy drink is a blend of six juices from concentrate, B vitamins and vitamins C and E. Awake also is available in a Light version with less than half the calories of the regular formula. http://www. awake-energy.com

Snapple Antioxidant Water

Cadbury Schweppes Americas Beverages, Plano, Texas, launched a line of Snapple Antioxidant Waters. Snapple Antioxidant Water features seven flavors inspired by “superfruits,” with antioxidants, vitamins and electrolytes. The Protect line offers Tropical Mango and Orange Starfruit flavors; the Defy line includes Raspberry Acerola and Grape Pomegranate flavors; the Awaken offerings contain Strawberry Acai and Dragonfruit flavors; and the Restore line consists of an Agave Melon flavor. http://www.snapple.com

Mochasippi Premium Coffee Drink

Community Coffee Co., Baton Rouge, La., introduced Mochasippi Premium Coffee Drinks, an RTD bottled version of its Mochasippi coffeehouse drinks. Mochasippi drinks in Mocha, Vanilla and Coffee flavors are an excellent source of calcium and low in fat, sodium and cholesterol, the company says. http://www.communitycoffee.com