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Check out Beverage Industry’s May digital edition
Read about the sports and protein drink categories, the liquid supplement market and more in this issue!

Most Popular Stories

Svedka launches colorful advertising campaign

Pepsi and Mountain Dew kick off ‘Iconic Summer’ promotion

Miller Lite selects winners of its Miller Time Internship

Mike’s Hard Lemonade Co. new releases

Sports and protein drinks share the glory

Most Emailed Stories

Liquid supplements make strides in a changing landscape

Liftgate choice and use advice

2012 State of the Industry: Tea and Ready-to-Drink Tea

Coconut water finds a home in the beverage market

New flavors, packages boost spirits category

Celestial Seasonings offers teas for any season and any reason

Starbucks and GMCR form long-term partnership

Mike’s Hard Lemonade Co. new releases

Xyience Xenergy has the power to win

Recent Discussions

CEO - 2012 State of the Industry: Energy Drinks

- A natural alternative for energy

- V8 Hint of Lime and Hint of Black Pepper

- Moskato Life

- Popeye Energy adds a classic touch

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Jarritos mural

Roots marketing

November 16, 2011
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Jarritos launched a new campaign to honor its Mexican roots and loyal fans, it says
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JJ Taylor

‘Cheers to Education’

November 16, 2011
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J.J. Taylor Distributing Florida Inc., Tampa, Fla., donated $20 million in beer excise taxes to Step Up For Students, a non-profit organization that provides scholarships to underprivileged kindergarten through high school students in Florida.
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JFK Hendrick's Gin

Terminal takeover

November 16, 2011
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This summer, William Grant & Sons Global Travel Retail and the International Shoppes partnered to bring Hendrick’s Gin to travelers at John F. Kennedy and Philadelphia International Airports. I
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JFK

Marketing: Hendrick's Gin, Coca-Cola and Bacardi create new promotions

November 16, 2011
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Read about new marketing programs in the beverage industry.
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DosEquis

Marketing through the generations

Identifying the wants and needs of age groups
October 12, 2011
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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Corona ad

Marketing: New Belgium, Corona and Nestle Waters roll-out new promotions

September 12, 2011
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Read about marketing campaigns that are new this month.
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Pina Colada

A new take

September 12, 2011
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The United States Bartenders’ Guild (USBG) challenged 17 of the world’s best bartenders to compete against each other to create an original version of a Pina Colada recipe at the Tales of the Cocktail event in New Orleans.
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Packaging Campaign

Packaging campaign

August 15, 2011
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Global juice drink brand Tampico Beverages, Chicago, launched its Unique Like You digital and social media campaign to support the product’s new 20-ounce single-serve packaging option. The campaign targets 16- to 28-year-old consumers and incorporates an interactive photo contest, comedic videos, online advertising and social media marketing with support from radio, sports and community events, store visits and guerilla marketing.
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Soccer Sweepstakes

Soccer sweepstakes

August 15, 2011
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Modelo Especial, an import beer brand by Crown Imports LLC, Chicago, in collaboration with Sports Illustrated and international soccer player Clint Dempsey, last month invited fans to enter Modelo Especial’s VIP Soccer Sweepstakes. The contest awarded five grand prize winners a trip for two to attend an international soccer match of their choice.
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Thumbnail of Fridgetender

Diageo’s FMBs focus on authenticity, convenience

Brand expansions answer consumers’ call for variety
July 12, 2011
By Jennifer Zegler
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The frequently asked question, “What should I have to drink?” was the inspiration for Diageo’s flavored malt beverage (FMB) strategy. This summer’s advertising for Diageo’s Smirnoff Premium Malt Mixed Drinks answers that question featuring a “Fridgetender,” a portable bartender character who appears in refrigerators and coolers at the right time.  In addition to Smirnoff Premium Malt Mixed Drinks, Diageo’s FMB lineup also includes the recently launched Jeremiah Weed FMBs and Smirnoff On The Rocks, which is a multi-serve version of the Premium Malt Mixed Drinks.


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Jim Koch

Behind the Scenes at Boston Beer Co.

More from Beverage Industry's February 2011 cover story interview with the Boston Beer Co. Photos by Vito Palmisano.
4/25/13 2:00 pm EDT

Global Food Safety Impact on Facilities

AVAILABLE ON DEMAND SQF 2000, FSMA, ISO 22000/PAS220 and other standards continue to gain traction in an attempt to create safer foods and beverages. 

THE MAGAZINE

Beverage Industry Magazine

BI May 2013 cover

May 2013

The May 2013 Beverage Industry includes a cover story on Celestial Seasonings tea, as well as articles about liquid supplements and sports and protein drinks, and an Up Close with Revolution Brewing. 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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