Energy Drinks & Shots

HiBall's cold-activated graphics

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Hiball Energy teamed up with Ball Corp. to debut a line of reformulated sparkling energy waters and organic energy drinks in cold-activated, lightweight 16-ounce aluminum cans.
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Premium energy packaging

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Premier Beverage Group is rebranding its OSO line of energy drinks. Scheduled to launch in the first quarter of this year, the new bottles and cans were designed to stand apart from the mainstream energy drink category with a premium look.
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Rebranding unveiling

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Vemma updated the packaging for its Verve brand of energy drinks and shots.
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Xyience appeals to an active lifestyle

Xyience Xenergy drinks target healthy energy
By Jessica Jacobsen
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As the energy drink market expanded years ago, sports nutrition and supplement company Xyience, Las Vegas, saw the emerging category as the next step for its products. That evolution led to the development of Xyience Xenergy drinks. “Xenergy is ‘zen energy;’ that’s what it means,” says Michael Levy, chief financial officer and chief operations officer with Xyience. “It has a concept of healthy energy for people with an active lifestyle.”


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2011 Executive of the Year Rodney Sacks

By Jennifer Zegler
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Rodney Sacks, chairman and chief executive officer of Hansen Natural Corp., Corona, Calif., in conjunction with his executive team comprised of Hilton Schlosberg, vice chairman and president of Hansen Natural, and Mark Hall, president of Monster Beverage Co., lead the company once known solely for its namesake natural beverages to international growth as the producer of one of the top-selling energy drinks on the market.
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Marketing through the generations

Identifying the wants and needs of age groups
By Stephanie Cernivec
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Once a product makes it to the store shelf, brand appeal and package design can’t always carry it to success. That’s when companies turn to marketing. But when the market is filled with millions of individuals of various ages with different backgrounds, marketing can turn into a puzzle. Marketers are tasked with not only determining their message, but also the product’s audience and the best ways to reach them. If all of these pieces don’t fit, the brand’s target audience might not be enticed to purchase the product.
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Rebel with a cause

Hip-hop artist 50 Cent partners to launch beverage with charitable benefit
By Jennifer Zegler
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As a hip-hop artist and actor, Curtis “50 Cent” Jackson is no stranger to collaborations. However, Jackson’s latest collaboration does not involve celebrities, but Pure Growth Partners, a New York City-based company that conceives and markets consumer brands with a philanthropic component.
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Beverage Beat: In search of acceptance and understanding

By Jennifer Zegler
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Last month, market research firm Nielsen outlined its new platform of 12 criteria for new product success during an “Innovation Revelation” webinar. In addition to outlining the dozen steps, Vicki Gardner, senior vice president of product innovation North America for the New York-based company, noted that traditionally successful product launches often offer benefits previously unavailable in the marketplace.


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Focus on function

5-Hour Energy maintains dominance in energy shot category
By Jennifer Zegler
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Centered on an otherwise empty wall in the lobby of the Farmington Hills, Mich., headquarters of Living Essentials LLC is a homemade wooden plaque for “2010 Runner-Up Worst Ad in America.” The plaque commemorates the company’s award from The Consumerist website for 5-Hour Energy’s “2:30 Feeling” TV ad. At the bottom, the plaque concedes, “We couldn’t even win this one.”


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Rapper launches energy shot with philanthropic edge

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Pure Growth Partners, a New York City-based company that conceives and markets consumer brands, announced the launch of Street King, an energy shot made in collaboration with rapper, actor and entrepreneur Curtis “50 Cent” Jackson.


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Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

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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 September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

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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.

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