Alan Maxwell Pottasch, the marketer behind the "Pepsi Generation" and a creator of Pepsi-Cola advertising for nearly five decades, died late last month at the age of 79. Pottasch joined Pepsi-Cola in 1957 and launched the "Pepsi Generation" ad campaign in 1963, creating one of the longest-running advertising campaigns in history. His commercials won more than 60 major awards, including the Grand Prix at Cannes. Pottasch was appointed senior vice president, worldwide creative for Pepsi-Cola in 1972, and while he officially retired from Pepsi in 1991, Pottasch continued to serve as a creative consultant to the company.
Reyes Holdings LLC, Rosemont, Ill., has acquired Dearing Beverage Co., Winchester, Va., which distributes brands from Miller, Boston Beer Co., Pyramid Breweries, Magic Hat and Mike's Hard Lemonade. The rights to distribute Dearing’s brands, and ownership of the 70,000 square-foot-warehouse were transferred to Reyes Holdings’ subsidiary Premium Distributors of Virginia.
Coca-Cola North America was named the top supplier of the year by Abuelo’s restaurants, Lubbock, Texas. The company also signed a five-year agreement as the beverage provider for Baja Fresh. The new contract will include Minute Maid juices and juice drinks, as well as Evian and Dasani waters.
Celsius Holdings Inc., Delray Beach, Fla., has gained shelf placement for its Celsius soft drinks at Valero Corner Stores throughout Texas and Colorado as part of a program to create an “upscale and healthier options” carbonated beverage section. Valero will feature the special sections in more than 500 corporate-operated stores.
Pepsi Bottling Group, Somers, N.Y., has entered into a six-year agreement with The Dining Alliance, Rochester, N.Y., which is a marketing and purchasing group for independent restaurants in Albany, Buffalo, Rochester and Syracuse, N.Y., as well as Pittsburgh and Miami. The companies anticipate the new partnership will increase sales in Dining Alliance’s metro areas throughout New York state, Pittsburgh and Boston.