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SoBe Lifewater adds new flavors to coconut water line

BY Allison Cerra

PURCHASE, N.Y. — SoBe Lifewater has introduced three new beverages to its SoBe Lifewater with Coconut Water line.

The brand said the line now touts such tropical flavors as pacific coconut, pomegranate nectarine and mango mandarin.

“We knew that if we were going to create a drink with coconut water, we had to give it a SoBe spin,” SoBe senior marketing director Rebecca Granne said. “SoBe Lifewater with Coconut Water flavors are a new twist on a hot trend. We’re delivering unique ‘flavors with benefits,’ three great-tasting flavor blends that are infused with coconut water, naturally sweetened and a great way to get hydrated.”

SoBe Lifewater with Coconut Water beverages are available at stores nationwide.

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Brisk launches limited-edition packaging, campaign in line with 3-D release of ‘Star Wars: Episode I’

BY Allison Cerra

PURCHASE, N.Y. — Brisk is gearing up for the 3-D theatrical release of "Star Wars: Episode I The Phantom Menace" with limited-edition packaging and a campaign.

A nod to a galaxy far, far away, the iced tea brand will have Sith warrior Darth Maul on the 24-oz. cans and one-liter bottles of its raspberry iced tea, the brand said. What’s more, the Darth Maul bottles, along with iced tea with lemon, sweet tea, tea lemonade, green tea peach, strawberry melon, lemonade, pink lemonade and fruit punch beverages, will be supported by Brisk’s Uncap the App promotion, which encourages consumers to look for under-the-cap codes, visit UncaptheApp.com and download an exclusive mobile game application called Brisksaber.

The campaign also is supported by television ad spots featuring Yoda and Darth Maul, which will debut Jan. 15.

The Uncap the App promotion and limited-time Darth Maul packaging are available until the end of April.

"At Brisk, we’re inspired by creativity and always looking for fresh and authentic ways to work with artists—from emerging talent to seasoned pros, like those at Lucasfilm," said Brisk brand director Eric Fuller said. "Our goal is to leverage iconic characters in a way that engages fans with that Brisk edge they’ve come to expect. A creative collaboration with ‘Star Wars’ delivers just that."

In related news, Brisk also said it has launched new multi-serve one-gallon jugs for the following flavors: iced tea with raspberry, tea lemonade fusion, white tea pink lemonade fusion and strawberry melon juice drink.

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Seasonals, craft brews provide boost to beer segment

BY Barbara White-Sax

Craft beers — particularly seasonals — have provided much-needed innovation to the beer category, providing the category with double-digit sales increases for the last several years. Craft brews’ sales were up 16.2% for the 52 weeks ended in early October 2011, according to the Brewers Association. While craft brews represent 4.9% of total beer category volume, the segments accounts for 7.6% of retail dollar volume.

Seasonals and variety pack sales “continue to explode,” according to Dan Wandel, SVP beverage alcohol client solutions at SymphonyIRI Group. Craft seasonal, craft India pale ales and craft pale ales held the top three best-selling craft beer positions in supermarkets in 2011, according to SymphonyIRI data. Variety packs, amber ale, amber lager, wheat, bock and fruit beers also made the top 10 list of best-selling craft beers.

Wandel does see some weakness in the craft segment due to a proliferation of SKUs, increased competition from Anheuser-Busch and Coors, and higher pricing. Increased competition in this highly competitive segment, Wandel said, already has challenged sales growth for large craft brewers. The Brewers Association noted that higher pricing in the craft segment already has led to some growth deceleration.

 

The article above is part of the DSN Category Review Series. For the complete Beverages Buy-In Report, including extensive charts, data and more analysis, click here.

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