Marketing

Packaging campaign

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

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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Diageo’s FMBs focus on authenticity, convenience

Brand expansions answer consumers’ call for variety

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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Coca-Cola spreading happiness through technology

The history of The Coca-Cola Co. is integrally tied in with the iconic marketing campaigns that made Coca-Cola the worldwide brand it is today. Although technological advances are changing the way it interacts with consumers, the company still sees a common goal for its outreach, explains Clyde Tuggle, senior vice president of global public affairs and communications for The Coca-Cola Co.


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Summer program

Newcastle Brown Ale, a brand of Heineken USA, White Plains, N.Y., is serving up summer fun with the return of its “Your Beer. Your Glass.” summer retail program. Adult consumers can participate for the chance to claim their own Newcastle Geordie Schooner — the authentic British-style brown ale glass — in Newcastle, England.


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Founding recipe

Coney Island Brewing Co., Brooklyn, N.Y., has teamed up with the New York Public Library to create a beer fit for a founding father. To toast the 100th birthday of the library’s landmark Stephen A. Schwarzman Building on 42nd Street, the two institutions are brewing a very limited amount of “Fortitude’s Founding Father Brew,” a porter based on George Washington’s handwritten “small beer” recipe, which can be found in the library’s extensive collections. 


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Special campaigns

Brands of Crown Imports LLC, Chicago, began new national multimedia advertising campaigns. Modelo Especial launched its campaign entitled “Descubre lo Especial” (“Discover What’s Special”) and Corona Extra released its “Refresca Como Somos” (“Refreshes How We Are”). 


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Eco-friendly campaign

Resulting from Middlebury, Vt.-based Woodchuck Hard Cider’s Facebook Global ReLeaf campaign American Forests will plant 13,618 trees in Northern California. Woodchuck Cider committed to planting two trees for every Facebook fan gained during Earth Week 2011 by donating to Global ReLeaf, which is American Forest’s tree planting initiative. 


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Wat-aah partnership

Wat-aah!, New York, partnered with National Association of Broadcasters Education Foundation (NABEF) and Grammy winning artist Beyonce for the “Let’s Move! Flash Workout” event that encourages children around the world to get moving, stay healthy and to support First Lady Michelle Obama’s initiative to combat childhood obesity.


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Winning collaboration

Jones Soda Co., Seattle, announced it has teamed up with winter sports brand K2 Sports to pursue new snow-inspired initiatives. As part of the partnership, K2 will wholly integrate the Jones brand throughout its marketing initiatives as well as create a selection of Jones Soda skis and snowboards. 


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Multimedia

Videos

Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

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Wine Trends

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THE BEVERAGE INDUSTRY STORE

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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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