Mayor Michael Stotts of Barrow, Alaska, and Jolt Energy Drink made an official decree to rename the city to Jolt, Alaska for 24 hours in June. The renaming of the city honors the summer solstice because throughout June 20, the 4,065 residents of Barrow experienced 24 hours of daylight. Jolt Energy airlifted 370 cases to Alaska, and distributed one bottle for every resident to keep the town energized during its extended daylight hours.
DPSG wins bridesmaid spot
Weddings can be expensive nowadays so Kelly Gray and her fiancé Karl Gau of Virginia Beach, Va., auctioned off a spot on eBay to be in their wedding. The auction ended June 25 with the winning bid of $5,700 from a man named “Nick,” who turned out to be a representative from Dr Pepper Snapple Group. “Nick” increased his bid to $10,000 and DPSG will be providing all the drinks to the wedding next summer. Also, the company is launching an online competition to decide who Gray’s mystery bridesmaid should be.
Evian pulls in big bids
Evian Natural Spring Water auctioned its Pinnacle Bottle at several high-profile organizations, garnering close to $50,000. The bottle was auctioned off at The 16th Annual Elton John AIDS Foundation Academy Awards Viewing Party in Los Angeles, the Miami-based Feasts with the Beasts gala, and the annual Food Bank of New York City Can Do Awards. Fashion designer Christian Lacroix created the bottle and only three were released in the United States.
Vineyard donates to breast cancer research
“Good Morning America,” the ABC morning news show, visited Cleavage Creek Cellars vineyards in Napa, Calif. ABC interviewed Budge Brown, owner of the vineyards. Brown, who lost his wife to breast cancer in 2005, is on a crusade to fight breast cancer, and 10 percent of the gross sales of all Cleavage Creek wines are donated to fund breast cancer research. Each bottle features a breast cancer survivor on the label. Two-time breast cancer survivor, ABC journalist Laura Marquez, conducted the interviews. The interview went on air in June.
Save Wrigley Field’s name
In an effort to keep the Wrigley Field ballpark name, Robby Gordon, NASCAR Sprint Cup Series driver and owner, drove the No. 7 “SaveOurName.com” Jim Beam Dodge in July at the Chicagoland Speedway. The Web site saveourname.com was printed on the hood of the car to show support for the Chicago community, Gordon said. Jim Beam, Deerfield, Ill., also unveiled a “Save Our Ballpark’s Name” billboard outside Wrigley Field. Built in 1914, Wrigley Field is the second-oldest ballpark in Major League Baseball.
Jeff Nygaard endorses WheyUp
Jeff Nygaard of the Association of Volleyball Professionals Pro Beach Volleyball Tour will promote WheyUp as his official sports drink. The company will have exclusive rights to use Nygaard’s name in connection with advertisements and promotions, and will provide Nygaard with t-shirts, caps, stickers and patches to wear during competitions, training and media interviews.
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Beverage Industry’s December issue highlights five beverages brands that are “shooting for the moon” in terms of innovation. Also in this issue, we spotlight the premiumization of the private-label beverage market, the latest trends impacting the use of tea ingredients in beverages, the growth of beverage sales in the eCommerce platform, and much more!