Wet by Beefeater, Zanies Comedy Club, The Second City Comedy
Club, Samba Room, Jon G. Shedd Aquarium and Leona's Italian Restaurant recently
sponsored "Flirting with Disaster", a fundraising event for the American Red
Cross, in Chicago. Guests mingled at the complimentary cocktail bar while sipping
the signature drink of the evening, "The First Aid Kit,” a blend of Wet by Beefeater,
triple sec, orange juice and a splash of grenadine.
Lights, Camera, Action
Spoetzl Brewery, Shiner, Texas, recently starred in Something's
Brewin' in Shiner, an independent documentary filmed by Austin, Texas-based
Beef and Pie Productions. The film, premiering in Shiner last month, captures
the secret introduction of the brewery's latest beer, Shiner Light, to the town
long before it was available to the rest of Texas.
Portland Brewing Co. has announced it's hosting a Pug Crawl
next month. The pub’s event, which gives pugs a chance to get dressed up in
costumes, participate in a pug kissing booth and a pug fashion show, is a fundraiser
for the Oregon Humane Society. This year’s benefit is expected to raise more
Harr Makes The Team
SoBe’s Team Lizard has picked up professional triathlete and
fitness expert Eric Harr to help promote its beverages. Part of Harr’s role
with “Team Lizard” is to help educate SoBe fans about health and wellness. Harr
also will write a weekly column for SoBe’s Web site.
Citrus On The Rise
First there was cherry flavor added to colas, then
vanilla, lemon and lime came along. Now soft drink companies, namely The
Coca-Cola Co., are trying something new: Grapefruit. According to The Palm
Beach Post, the beverage behemoth has introduced what’s being called
a “fat-burning diet drink” in Japan. Although it’s not a
cola, Body Style Water is a carbonated blend of grapefruit juice and
The launch of the product is not surprising since
grapefruit has been synonymous with weight loss for years, however the
location for the introduction and the non-beverage product line being
marketed with the drink is intriguing.
The report on the new drink suggests the product will
hit Japanese shelves first because it wouldn’t be approved by the
FDA, which requires evidence to prove that a product lives up to its
In addition, Coca-Cola is trying an innovative marketing tie-in
by introducing a lotion with grapefruit and caffeine with the soft drink, both
under the brand Aroma Works.
From the beverage standpoint, I don’t think
it’s so far-fetched. If you consider all of the beverages on retail
shelves in this country that are designed to shave off pounds, I would say
it’s only a matter of time before Coca-Cola reformulates the message
and pitches the soft drink locally.
And with the typical array of copycat beverages that
follow the footsteps of the world’s soft drink leader, it’s
possible grapefruit will be the new flavor in the soft drink aisle.
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The May 2015 issue of Beverage Industry includes a cover story about custom messaging for baby boomers, as well as articles about NVE Pharmaceuticals, sports and protein drinks and more. Check it out today!