New tea territory

August 17, 2009
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Most beverage companies have learned in 2009 that consumers are looking for value on top of the innovative flavors and stand-out packaging they came to expect in better economic times. Arizona Beverages, Lake Success, N.Y., is one company that is reaping the rewards of a value proposition, but the company didn’t adopt the strategy to deal with the current downturn — it took the unusual step of pre-pricing some of its products in the mostly upscale ready-to-drink tea category several years ago. What was a surprise success then has turned into an even bigger boon in today’s market.
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