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Celebrity endorsements proliferate in the beverage business

Beverage campaigns utilize TV, social media to engage consumers
Barbara Harfmann
February 15, 2017
In his 2003 hit song “Celebrity,” country crooner Brad Paisley sings about the perils of celebrity and “acting like a fool just ’cause you’re on TV.” Yet, many alcohol and non-alcohol beverage brands recognize that the star power of athletes, musicians and actors often equates not only to deeper consumer connections but also to increased brand recognition that translates into sales.
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Sprite Cherry/Zero

Sprite launches Cherry, Cherry Zero flavors nationwide

Flavor inspired by insights from Coca-Cola Freestyle machines
February 13, 2017

After a number of successful limited-time flavor innovations, Sprite, a brand of Atlanta-based The Coca-Cola Co., is adding two new cherry-flavored products to its beverage portfolio. Sprite Cherry is hitting store shelves nationwide in a 20-ounce PET bottle. The brand also is introducing Sprite Cherry Zero to give fans another zero-sugar and zero-calorie option, the company says. Both new options are caffeine-free and made with 100 percent natural flavors, it adds.


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Coca-Cola Bottling Co. Consolidated to expand distribution

Company signs letter of intent for territories in Cleveland
February 7, 2017

Coca-Cola Bottling Co. Consolidated (CCBCC), Charlotte, N.C., announced that it has signed a non-binding letter of intent with Atlanta-based The Coca-Cola Co., to expand the company's distribution territory in northern Ohio. 


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PepsiCo Super Bowl LI

PepsiCo spotlights LIFEWTR, Pepsi Zero Sugar at Super Bowl LI

Company announces series of advertising for Super Bowl
January 24, 2017

Building on its longstanding partnership with the NFL and a season-long activation for its food and beverage brands, Purchase, N.Y.-based PepsiCo Inc.’s North America Beverages division will be out in full force on air, online and on the ground during Super Bowl LI, which takes place Feb. 5 at NRG Stadium in Houston. The company will spotlight two zero-calorie products during this year’s game — LIFEWTR and Pepsi Zero Sugar, it says.


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PepsiCo makes Forbes, Just Capital’s corporate responsibility list

2016 Just List ranks U.S. companies on corporate responsibility
Amanda Del Buono
January 16, 2017
While the new year is a good time to plan for the future, it also provides an opportunity to look back at the accomplishments of the past year. At the end of 2016, Just Capital and Forbes released their inaugural “Just 100 List,” which ranks publicly traded companies in the United States that best perform the priorities of American consumers.
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The Honickman Group leadership

2017 Beverage Bottler of the Year: The Honickman Group

East Coast distributor helping to further Balance Calories Initiative
jessica Jacobsen
Jessica Jacobsen
January 11, 2017
As one of the largest independent Pepsi-Cola and Canada Dry bottlers in the United States, Pennsauken, N.J.-based The Honickman Group, not only is making a difference in the territories it serves on the East Coast — New York, New Jersey, Pennsylvania, Delaware, Maryland, Virginia and Washington, D.C. — but also in the broader beverage community.
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