Prospective authors looking to submit their work to Beverage Industry may find the following style guide helpful. This list includes stylistic preferences, the preferred spelling of certain industry terms, guidelines for cutlines and more.
a
Use instead of per except for special circumstances. See per
acai
adverbs
Adverb should precede the verb
Arabica
beverage-maker, beverage-makers
Bloody Mary
blow molder
capitalization
Brand and company names should be capitalized unless that is how the name is trademarked. Ex. eBay, neuro drinks, etc. They should not be in all caps unless cover story company specifically requests it. Company names that are acronyms also are an exception.
Flavors/varieties associated with a brand should be capitalized. Arizona released Blueberry Lemonade. General flavors should not be capitalized. The analyst said apple flavors are on the upswing.
chief executive officer
Use in all references. Do not abbreviate on second reference to CEO.
Coca-Cola
Acceptable in headlines when referring to The Coca-Cola Co. or brand. See The Coca-Cola Co.
cocktails
All cocktails should be lowercased except for Margarita and Bloody Mary. See Margarita. See Bloody Mary
DHA
Acceptable on all references when omega-3 is used in context.
drinktec
Lowercase in all references except at the beginning of a sentence.
EPA
Acceptable on all references when omega-3 is used in context.
HDPE
Acceptable on second reference for high-density polyethylene
headquarters
Headquarters should be listed for all companies. Exceptions are when subsidiaries are the focus of the sentence and not the parent company. See subsidiary companies.
For respective sections (Channel Strategies, Packaging, Ingredient Spotlight, R&D, Warehouse/Distribution and Operations), headquarters only need to be listed companies within that segment, not beverage companies. However, a company name should be included when referencing a brand. Dollar General, Goodlettsville, Tenn., has seen an increase in beverage traffic since it began selling beer. Anheuser-Busch’s Bud Light is one of the top-selling beers for the retailer.
For company groupings, list headquarters for up to three companies. Four or more do not need headquarters listed to avoid confusion for the readers.
held
Use for physically restricting someone. He held the runner at first. The man was held on a $50,000 bond.
GMO
Acceptable on first reference for genetically modified organisms
LDPE
Acceptable on second reference for low-density polyethylene
Margarita
may
Used to express permission
might
Used to express possibility or a wish
North American Coffee Partnership
Pepsi and Starbucks joined forces in 1994 to create the North American Coffee Partnership (NACP) to market cold ready-to-drink coffee products under the Starbucks name and using the Pepsi distribution network. Reference this in articles when necessary.
Oxford comma
Should only be used to avoid ambiguity, otherwise, don’t use it.
Pepsi Lipton Tea Partnership
Pepsi and Unilever formed the Pepsi Lipton Tea Partnership North American in 1991 and subsequently the Pepsi Tea International (PTI) in 2003 across 40 countries. The companies refer to it in press releases as the Pepsi Lipton Tea Partnership, removing North American. Brands under this agreement are Brisk, Lipton and Pure Leaf. Reference this in articles when necessary.
per
Should only be used in special circumstances, such measurements that cannot easily be replaced by “a” or “for” each.
PET
Acceptable on first reference for polyethylene terephthalate. Note: This deviates from all other plastic resins.
PP
Acceptable on second reference for polypropylene
PS
Acceptable on second reference for polystyrene
PVC
Acceptable on second reference for polyvinyl chloride
shrink tunnel
Starbucks
Acceptable in headlines when referring to Starbucks Coffee Co. Also acceptable on second reference
subsidiary companies
List location for subsidiary versus parent company. St. Louis-based Anheuser-Busch, a division of AB-InBev, released a new flavored malt beverage. U.S. locations should be given priority over international except in cases where subsidiary is more of an appositive mention. Houston-based Omega Protein Corp. foresees increases non-milk proteins for beverages. Its subsidiary Cyvex Nutrition recently released a potato-based protein.
The Coca-Cola Co.
Use when referring to Atlanta-based beverage company in all references, except headlines.
timeframe
One word; deviates from AP style and dictionary.
took place
Use when referring to past events. See held.
touchscreen
One word; deviates from AP style and dictionary.
tradeshow
One word; deviates from AP style and dictionary.
UV
Acceptable on second reference for ultraviolet. Note: Not acceptable on first reference because of UV Vodka possible confusion.
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