New Belgium Brewing Co. created the Taos Scavenger Hunt, a competition on the ski slopes of Taos, N.M. All proceeds were donated to the Field Institute of Taos, an organization that creates outdoor education programs to encourage an active, healthy lifestyle. The Taos Scavenger Hunt was the first in a three-hunt series. Colorado hunts took place at Telluride Ski Resort and Loveland Ski Area.
Heineken gives back
Hundreds of Heineken USA employees joined with Orlando, Fla.-based wholesaler, Schenck Distributing to participate in a day of giving for Give Kids The World Village, a non-profit resort in Central Florida. The resort creates “magical” memories for children with life-threatening illnesses and their families, it says. The two groups focused their efforts on behind-the-scenes projects such as painting, landscaping, cleaning and sanitizing toys. Heineken also contributed $10,000 to the organization.
Diet Coke dons a ‘Red Dress’
Diet Coke tapped model Heidi Klum as its heart health ambassador in support of The Heart Truth campaign. Diet Coke’s involvement in the project included sponsorship of The Heart Truth’s Red Dress Collection fashion show at Fashion Week 2009. In addition, the company debuted a print, television and digital advertising campaign featuring Klum; packaging with The Heart Truth’s Red Dress logo; and a Web site with consumer education about heart health.
Rubyy at Fashion Week
Christian Siriano, winner of Bravo’s Project Runway, and actress Tori Spelling partied with Rubyy Blood Orange Energy Drink at NYC Fashion Week’s after party. Rubyy launched in Los Angeles and Miami, and each 12-ounce bottle contains B vitamins, 130 calories primarily from fruit juices and 80 mg. of caffeine. Rubyy’s fashion-forward bottle was developed by Louis Vuitton Moet Hennessey’s packaging designer, Werner Design Werks in Minnesota.
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Beverage Industry’s October issue spotlights leaders throughout the beverage market and how they are steering their company’s throughout the pandemic. Also in this issue is an update on the bottled water market and it continues to post strong volume gains, how natural and organic retailers are combating broader competition, the ingredient solutions available for next-generation performance beverages, and much more!