With beverage companies such as Anheuser-Busch, which will distribute and market Borba Skin Balance Waters, entering the beautifying market, the industry is beginning to respond to consumers’ beauty concerns.

Beverage Industry surveyed readers of bevindustry.com, with the question: “What functional benefit are consumers most interested in?” Half of respondents said weight loss is the No. 1 concern, which arguably could be considered part of beauty and health category. Beauty and immune defense both tied for second with 18 percent.

Two-thirds of U.S. consumers agree that the pressure to look good is much greater now than ever before, according to a global beauty survey by The Nielsen Co., Schaumburg, Ill.

However, although consumers agree that the pressure is on to look good, less than a quarter of U.S. consumers agree they spend more on beauty products and treatments than their parents’ generation. On a global scale, 30 percent of consumers agreed they spend more than they used to. ACNielsen also reports that the trend is the older you get, the less you spend on beauty products.

When consumers do invest their personal grooming dollars, U.S. respondents reported spending the most on hair care (82 percent), skincare regimes (61 percent) and facial treatments (47 percent), ACNielsen says.

What’s important for advertisers and marketers to know is that many consumers say they invest in beauty products simply because it makes them feel good. “Successful marketers realize there is an essential emotional component involved in the beauty decision, and are tapping into consumers’ emotions to differentiate their products in a crowded marketplace,” said Shuchi Sethi, vice president, consumer products, Nielsen Customized Research.

The industry will have to wait and see if beverages can trigger that “essential emotional component.”

Fans of Voss Water now can incorporate the bottled water into their haircare routine. Highbrow haircare company Alterna introduced its limited-edition Ten Shampoo and Conditioner Set made with 100 percent Voss Artesian Water. The limited-edition Ten Voss luxury gift sets include 8.5-ounce shampoo, 6.7-ounce conditioner and 12.6 ounces of Voss Artesian water packaged in a keepsake box for $300. Alterna plans to donate $25,000 of the proceeds to WaterAid’s global campaign for safe water. The company also makes shampoo made with champagne grapes, caviar and white truffles.

Breaking a Guinness World Record takes a lot of energy. That’s why Burn energy drink provided its beverage to a radio deejay who attempted to break the record for continuous live radio broadcast. DJ Johnny Walker of Greensboro, N.C., drank Burn energy drink while spinning songs for more than 175 hours last month. Walker was aiming to beat the previous world record of 125 hours set by Italy’s Stefano Venneri. The North Carolina deejay, said he wanted to “crush the previous record, not just break it.”

Canadian Club whisky rolled out a limited- edition bottle to celebrate racecar driver Dario Franchitti’s first Indianapolis 500 win. The collector’s edition bottle will feature Franchitti’s signature and image from the Indy 500 winner’s circle as well as an image of his No. 27 Canadian Club car. Only 15,000 cases of the special packaging will be produced. Canadian Club is a sponsor of Andretti Green Racing, for which Franchitti drives, and also offered an XM Satellite Radio contest, “Party With Canadian Club and XM.” The winner of the contest could throw a party for 100 friends, along with members of the Andretti Green Racing team, which also includes Danica Patrick, Tony Kanaan and Bryan Herta.

This month is National Bourbon Heritage Month, according to a recent vote by the U.S. Senate. The result of the unanimous vote was announced by Beam Global Spirits & Wine Inc., Deerfield, Ill., and celebrates the family heritage, tradition and deep-rooted legacy of the bourbon industry in the country. Earlier this year, the company declared 2007 as the “Year of Bourbon” due to bourbon’s growing popularity. The company’s brands include its Jim Beam, Knob Creek, Baker’s, Booker’s, Basil Hayden’s and Maker’s Mark brands.

Bawls Guarana was on-hand to fuel gaming sessions at two popular gaming conventions and tournaments. At QuakeCon, a free gaming convention and tournament held in Dallas, Bawls provided energy to more than 2,800 players who brought their own computers to partake in an LAN party. Late last month, more than 20,000 gamers headed to Seattle for the Penny Arcade Expo. The expo is dubbed the “world’s largest gaming event” with a schedule including tournament play, live music, panel discussions and an exhibitor hall. Bawls provided a free bottle of its energy drink to attendees on opening day.

Silver Granate, Pandora’s Cure and Peresphone’s Pleasure were announced as the winners of the “Ultimate Cocktail for a Cure” competition. The creatively named drinks were the result of the contest sponsored by Pama Pomegranate Liqueur, Easy Leaf Products and Hendrick’s Gin. Online entries were accepted through the end of July and were critiqued by three rounds of expert judges. The contest benefited the Y-Me Breast Cancer Organization, and the mixologists, including winners Elba Giron, Mirjana Kucan and Charles Joy, won $4,000 in prizes.