Beverage Bulletin... NASA Has Patened New Electrolyte Concentrate Formula
NASA & Wellness Brand, Four XXXX Lager, Fever Tree, The Pepsi Bottling Co, Drambuie Fruit 20, Pepsico, Carlsberg
NASA has researched, qualified and patented an electrolyte concentrate formula that reportedly maintains and restores optimal body hydration levels quickly and conveniently. Developed as a remedy for dehydration, it helps prevent the loss of body fluids during heavy exercise, heat exposure and illness. It also can be used to treat dehydration caused by altitude sickness and jetlag, said NASA. NASA's Ames Research Center, Moffett Field, California licensed the patented rehydration formula to Wellness Brands Boulder, Colorado. Wellness Brands plans to launch its first electrolyte concentrate brand, 'The Right Stuff' in June 2009.More on This story Australia-based brewer Lion Nathan is reportedly set to cease selling its four XXXX lager brand on the UK market ending 25 years of its presence in the country. The brand, which is brewed under license in the UK by Anheuser-Busch InBev, is to be dropped in favour of lion Nathan's Steinlager Pure, accrording to Australia-based publication the Age. The brewer is expecting to generate higher earnings from sales of Steinlager Pure on the UK beer market, which has seeen falling demand of light amidst the backdrop of the economic downturn.
Fever-Tree scooped a top Marketing Society award for Best New Brand from a SME at the Marketing Society Awards in London. The brand was picked for its ongoing commitment to offering drinkers a better quality mixer to complement the rising number of premium spirits on the market. As Fever-Tree itself says, "If two-thirds of your long drink is the mixer, then that mixer had better be good." Other news from Fever-Tree is that sales of Tonic Water in Spain have nearly caught up with the UK sales. Delighted to see that Spaniards, Europe's biggest consumers of G&Ts, have finally seen the light! And on the back of this hike in sales, Fever-Tree has been fighting off enquiries from UK brokers trying to buy large quantities of Fever-Tree to ship to Spain. They aren't happy with these 'parallels' because they suspect they are destined for the likes of Carrefour.
The Pepsi Bottling Group (PBG) has signed a letter of intent to acquire Ab-Tex Beverage, the fifth in a series of recent acquisitions to expand PBG's US territory and enhance its ability to meet customer needs. Ab-Tex bottles, packages and distributes several beverage brands, including Pepsi-Cola, Dr Pepper, Mountain Dew, 7UP, and Sunkist.
Drambuie is set to unveil a new bottle design and international advertising campaign in an effort to appeal to younger consumers.The family-owned Scottish drinks group wants to show a younger generation how the liqueur can be mixed with ginger or soda and lime to make it a longer drink, The Sunday Times reports.The new bottle will be clear, taller and thinner, rather than dark brown, and will have a new interlocking "DD" logo on the neck.
Fruit2O, has introduced a new fortified water called Fruit2O Essentials, which provides nutrients found in two servings of fruit with zero calories in each bottle.
PepsiCo has continued in its bid to acquire its two US anchor bottlers Pepsi
Bottling Group and PepsiAmericas, and remains convinced that there are annual synergies of at least £121m. After rejections from both bottlers last month, who claim the proposal undervalues their worth, PepsiCo believes there is no justification for the estimates that PBG released yesterday of purported annual synergies of £457m to £518m. By way of comparison, PBG previously communicated to PepsiCo that a combination of PBG and PepsiAmericas (NYSE: PAS) would generate synergies well below $100 million. The company said its proposal to acquire its two anchor bottlers was because of "the need to strategically reshape the business and improve the system's competitiveness and growth prospects".
Following the launch of its TalkSPORT partnership in April, Carlsberg has announced the next phase in its £1 million "Probably the Best Night In" campaign to help increase sales in the off-trade and incentivise consumers to pick up a 4-pack of lager.With more consumers opting to stay in than ever before, Carlsberg has teamed up with a selection of carefully chosen partners, including LOVEFiLM, McCoy's Crisps, Pukka Pies and TalkSPORT, to provide "Probably the Best Night In..." Carlsberg advertising will be running on LOVEFiLM.com offering consumers a voucher for £1 off a 4 pack of Carlsberg or Carlsberg Export. Consumers can also enter a competition to win free beer.
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