Although a staple within the North American beverage market, the juice and juice drinks category has been challenged as other beverage categories have emerged as go-to options for consumers in terms of hydration and refreshment.
Welch's, Concord, Mass., launched its marketing campaign Tough as Grapes, which focuses on an audience of Gen X men with a tough and gritty look at how Welch's Grape Juice is made with one of the world's “toughest” antioxidants, the company says.
