My phone isn’t smart — if it were a student, it would be a C-average one.

Gordon Wade, chief executive officer of the Category Management Association (CMA), Wimberley, Texas, mentioned during an interview for this month’s Channel Strategies article an interesting observation about the industry’s explosive growth.

Packaging can be an important, yet difficult decision for beverage-makers. In this month’s category focus article about kids drinks, Sarah Theodore, global drinks analyst for Mintel Food & Drink, Chicago, notes that the kids market has been a little bit slow to embrace packaging innovation, but is starting to pick up steam. However, resealable pouch packages, the benefits of which include on-the-go convenience, have begun to catch on in the category, she says.

Similar to the drops, twists and turns of popular amusement park rides, product fads can leave beverage-makers gasping for breath — and redirecting budgets. Take for example, pomegranate, formerly the most super of the superfruits, which has plausibly suffered the most due to consumers’ frequently fickle preferences.

Staying on top of what is new in the beverage industry can sometimes make you forget about its history. When watching the Ken Burns three-part PBS special “Prohibition,” I was surprised to learn that some of the founding fathers of the United States enjoyed fermented cider.

With consumer perceptions of the economy about as bleak as a winter weather forecast in the Midwest, it’s no wonder marketers are embracing any and all methods to reach consumers.

As more beverage companies pop up on the radar, it can be fun and interesting to see where they are located. Having emerging and established companies in your backyard can allow for a sense of pride and connection with those brands.

As the industry continues to watch the rise of better-for-you products, it seems certain consumers also are searching for just-for-me products. Whether it’s a coffee beverage made with personally preferred ingredients or choosing a brand that embodies one’s personality, the customization trend has begun to permeate the industry.

Whether it’s for suppliers or finished beverages, trade shows can provide an eye-opening experience about what trends are on the horizon. At this year’s National Association of Convenience Stores (NACS) Show, the Cool New Products section was a great introduction to what innovations companies were showcasing. And on the show floor there was no shortage of emerging brands and categories.

Beverage Industry last covered Monster Energy in our December 2007 cover story. At that time, Monster’s leadership team, including this year’s Executive of the Year honoree Rodney Sacks, chairman and chief executive officer of Hansen Natural Corp., was somewhat reluctant to participate in our cover photo shoot. Sacks, along with Monster Beverage Co. President Mark Hall and Hansen Natural Vice Chairman and President Hilton Schlosberg, obliged for the cover photo, but the company also extended an invitation to the Monster Beverage staff.