Summer is a great time to emphasize the importance of
hydration. So when the International Bottled Water Association (IBWA)
re-launched its Hydration Calculator, I took a look to see what this water
intake tracking was all about.
The Hydration Calculator helps individuals meet their
hydration goals based on information from expert resources and the most
current findings of the National Academy of Sciences (Feb. 2004).
IBWA’s Hydration Calculator provides helpful suggestions about an
individual’s total fluid intake derived from both beverages and food,
and other information about water’s role in refreshment, health and
The amount of water you need to be adequately hydrated
varies depending on temperature, your weight, level and duration of
exercise a day, and other factors. While the calculator recommends water
intake guidelines tailored to the individual’s need, it is still only
an estimate. You also will receive a schedule of the best times of day to
fulfill your hydration requirements.
So for a person around my weight who participates in
at least 30 minutes of moderate exercising a day, the Hydration Calculator
recommends he or she intake 91.5 ounces of water, with the best times to
drink water before breakfast, mid-morning, before lunch, mid-afternoon,
before dinner and mid-evening. Increase that to 60 minutes of high
intensity exercise and the intake goes up to 118.5-ounces and drinking
water when you wake up, too. That’s about 7 16.9-ounce bottles of
water if you do the math.
IBWA’s site also says people who plan on
spending considerable time outside in warm weather should prepare by
drinking one to two extra 8-ounce servings of water.
Check it out at bottledwater.org/
In honor of the ‘80s, and its 20th anniversary,
Modesto, Calif.-based Bartles & Jaymes commissioned a national survey
to determine how America’s favorite brands and trends have evolved
during the past 20 years. The Bartels & Jaymes cooler was recognized
for pioneering the wine cooler category in the mid 1980s, according to 58
percent of the respondents. Fifty-one percent surveyed reported that they
feel Bartles & Jaymes has withstood the test of time, and 59 percent
said they fondly remember the classic “Thank You For Your
Support” commercials. Bartles & Jaymes is commemorating its 20th
anniversary by releasing limited-edition bottles, reminiscent of those
introduced in 1985, for the summer.
Tales of the Cocktail
Southern Comfort will host its third annual Tales of
the Cocktail, a three-day event celebrating dining, drinking and the
history of the cocktail, Aug. 18 -20, at several locations in the New
Orleans French Quarter. Tales of the Cocktail will welcome best-selling
authors of pop culture, cocktails and cuisine literature to entertain
locals and tourists at a mixture of events, including book signings,
lectures, mixing demonstrations, happy hours and multiple-course dinners at
some of New Orleans most famous bars and restaurants.
MTV and Baja Bob’s
San Diego-based Baja Bob’s was invited to
participate in Silver Spoon Hollywood Buffet in celebration of the MTV
Movie Awards. Baja Bob’s cocktail mixes were part of the two-day
pampering Hawaiian event that catered to celebrities and trendsetters in an
indulgent buffet-like setting at a private estate.
Goose on water
Bacardi’s Grey Goose Vodka is giving team racing
a boost with its title sponsorship of this September’s 2005
International Sailing Federation Team Racing World Championship, which will
be hosted by the New York Yacht Club from its Harbour Court clubhouse in
Newport, R.I. The 2005 event will be sailed in small, high-performance
planning dinghies with more than 400 races expected to be held before the
teams move into the finals on Oct. 1.
Hunter S. Thompson tribute
Denver’s Flying Dog Brewer paid official tribute
to the late Hunter S. Thompson with its Gonzo Imperial Porter. The
product’s packaging features tribute illustrations from
Thompson’s friend and artist, Ralph Steadman. Steadman also will sign
the first 100 bottles of a special batch that will only be available from
Flying Dog’s tasting room.
Coca-Cola Zero run fun
Coca-Cola North America’s Coca-Cola Zero
sponsored the 8th annual Rock ‘n’ Roll Marathon on June 5 in
San Diego. Powerade sports drinks were offered along the route for more
than 20,000 runners and Dasani water at the finish line. Spectators of the
marathon were among the first people in America to taste Coca-Cola Zero,
which hit store shelves this month.
I want to hear from you. Tell me how we can improve.
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!