Summer Soda War

June 1, 2004
/ Print / Reprints /
ShareMore
/ Text Size+

Summer Soda War

It’s official. Fortification has expanded past the realm of energized sports drinks and waters to beverages that are traditionally considered non-nutritive: soft drinks. It was my guess that beer would be the next carbonated beverage to enter into the business of healthy, vitamin-packed drink manufacturing after the low-carb beer trend took off. But with the recent announcement that 7 UP is planning its debut of 7 UP Plus, fortified with calcium, vitamin C and juice, it appears that soft drinks have beat brews to the punch. Although it won’t be possible to try the new 7 UP for some time because the announcement precedes the actual launch of the product, the product is said to be sweetened with Splenda and the juice flavor has not been revealed, which leads me to believe that identifying the flavor preferences of its core brand consumers might still be in progress.
With C2 and Pepsi Edge leading the charge of what many have called a new mid-calorie category in the soft drink market, is this the beginning of a whole new category? Or the better question: is the U.S. market ready for these product lines? It could be a major boost for soft drink companies. But it could also be the right product at the wrong time, because this isn’t the first time mid-calorie colas have been introduced. The typical summer battle for consumer attention in the soft drink category will ensue, and the attempts to appeal to Americans’ demands for better-for-you carbonated beverages make it an interesting test case to see if consumers really are ready for change.
Absolut planner
On the heels of a slew of well-publicized nuptials, Absolut Spirits Co., working with wedding experts and a number of wedding resources, has created a 12-page guide to help lesbian, gay, bisexual and transgender couples prepare for commitment ceremonies. Including advice about everything from gift registration to rehearsal dinner planning, the guide will appear as a tear-out insert in Out magazine this month. It also is available for download at absolutcommitment.com and GLAAD.org.
Stone’s show
RémyRed has partnered with J Records to support the Stone Love Concert Tour that kicked off in Atlanta in May at the Midtown Music Festival. The RémyRed and Angie Stone show features “RémyRed,” a song that Stone wrote in homage to one of her favorite drinks. Stone also created a RémyRed-inspired cocktail named “The Girlfriend,” and has partnered with RémyRed to launch the RémyRed & Angie Stone Girlfriend Getaway sweepstakes. An advertorial announcing the launch of the sweepstakes will appear in Vogue magazine.
Driving promotion
Beginning this summer, SoBe Beverages and Jeep will join forces to reach consumers through events across the country. As part of SoBe’s Lizard Liberation under-the-cap promotion, eight Jeep Wrangler Unlimited vehicles will be awarded to SoBe grand-prize winners. Additionally, a one-of-a-kind SoBe Jeep Wrangler Rubicon, jointly developed by the companies, will be on display at Jeep 101, a 12-stop driving experience with both on- and off-road courses, Jeep Music Trax, a concert tour, and Camp Jeep two-day events.
Brats on tour
Wine Brats kicked off its “Crossing Paths”-themed Chefs w/out Hats Tour in Chicago this month at the city's Sound-Bar nightclub. Highlighting local food, wine, fashion and music at each city stop, the tour gives wine drinkers an opportunity to socialize and learn about wine in a fun atmosphere.
Festival brew
Canandaigua donated a portion of every purchase of Arbor Mist made last month to the National Arbor Day Foundation to help plant seedlings throughout Arizona forests. As part of its commitment to Arbor Day, Arbor Mist and Arbor Mist Wine Blenders packaging also featured neck hangers with Blue Spruce tree seedlings attached, encouraging patrons to plant trees in support of Arbor Day.
Tournament team
The Impulse Energy team proved its prowess at the first NBA Hoop-It-Up street basketball tournament that took place in Miami last month. Winning the championship title, the Impulse Energy team of former NFL players will be supported with a marketing initiative that includes a sales incentive program in which trade professionals can enter a contest to play with the team. The Impulse Energy team will play in other major cities throughout the summer as part of the Hoop-It-Up tournament.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Wine Riot - Chicago

Second Glass hosted Wine Riot in Chicago on May 2 and 3. Wine Riot offered attendees an all-access pass to hundreds of new wines as well as multiple educational sessions about different wine styles and varietals. (Photos by Jennifer Haderspeck)

6/25/14 2:00 pm EDT

Crafting growth: A look into the bourgeoning craft beer market

Learn how the beer segment is performing and where it is heading, what to consider before expanding your markets and innovations that are captivating consumer audiences.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI July 2014 cover

2014 July

The July 2014 Beverage Industry includes a cover story on the 2014 State of the Industry, as well as articles about PepsiCo Americas Beverages, Rooibee Red Tea kids line, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px