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Home » Topics » Marketing

Marketing
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Big Geyser Incubates New Crop of Aspiring Stars, Acquisition Targets

Trade Show Highlights Poppi, Sparkling Ice, Lemon Perfect, and More
April 4, 2024

New York direct store distributor Big Geyser is known for helping turn aspiring non-alcoholic brands into stars by incubating them up and down the street in one of the most competitive beverage markets in the world. Brands handled by Big Geyser often graduate to the national distribution systems of Coca-Cola, PepsiCo, or Keurig Dr Pepper. Notable examples include Vitaminwater and Smartwater, BodyArmor, and Monster Energy. Even more impressive recently is Big Geyser’s ability to hold onto hot brands even after they sign national distribution deals. Recent examples are...


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Opening Thoughts: April 4, 2024

April 4, 2024

We tried it. My family assembled at the house this past weekend to sample one of the oddest examples of social media targeted collaboration we’ve seen. I’m talking about Empirical’s Doritos Vodka.

This is the nacho cheese flavored spirit that made the rounds of lifestyle publications, blogs, and social media feeds last December. We took the bait and bought a bottle. All in, the $65 vodka cost us $81.50 for 750-ml after fees and taxes. It arrived in March.

You likely didn’t get a bottle yourself unless you acted fast — the limited run sold out immediately. After all, this bit of laboratory fun by an avant-garde Danish distillery was taken to the masses by PepsiCo’s Frito-Lay to generate free media attention and TikTok level excitement. Guilty as charged.

The first thing I can say is that Doritos Vodka absolutely tastes like Doritos nacho cheese. Empirical describes the flavor as “nacho cheese, corn tostada, umami, hint of acidity.” No disagreement here.

I am not a...


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Boston Beer CEO Dissects Hard Dew Experiment and Distribution Reversal

Says Brand ‘Unfairly Beaten Up.’ Repeat, Velocity ‘Good’
March 20, 2024

In the summer of 2021, Dave Burwick’s career path collided with itself. That’s when Boston Beer, the maker of Sam Adams craft beer and Truly Hard Seltzer, announced a partnership with PepsiCo to create Hard Mtn Dew. Burwick was President and CEO of Boston Beer. Earlier in his career, he spent 20 years at PepsiCo, where he once managed the Mtn Dew brand before eventually becoming...


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Opening Thoughts: March 20, 2024

March 20, 2024

Have you heard about “crispy” Diet Coke? I dismissed this TikTok driven trend until my daughter mentioned it the other day.

As readers of this newsletter know, my adult son and daughter, ages 27 and 22, are an important window for me. What I see and hear from them has been valuable to my understanding of how young consumers digest media and consider brands. My kids and their friends are an antidote to the skepticism that can infect a 53-year-old brain.

It turns out my daughter and her friends are fans of “crispy” Diet Coke. And there is ritual around the drink. First, a Diet Coke goes into the freezer to get near the tipping point to ice. Next, ice is added to a reusable cup. On top of the ice goes a sachet of True Lime, which is a crystallized Lime powder (that I hadn’t heard of). The near-frozen Diet Coke is then poured over the ice and lime powder, creating the desired “crispy” effect. As my daughter explains: “It’s cold, carbonated, and super refreshing. Lime makes it even more crispy.” So young people do drink Diet Coke?

That wasn’t all she surprised me with. I’ve often...


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Territory Changes and Deals: March 20, 2024

Coke Consolidated, Coke United, Liquid Death and More
March 20, 2024
Collection of key deals from around the industry so you don't miss a beat..
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Briefs: March 7, 2024

March 7, 2024
A collection of recent developments from around the industry to keep you up to speed...
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Noteworthy Launches: March 7, 2024

March 7, 2024

As previously reported by BD, Gatorade Water is now available nationally in the US. The alkaline bottled water is the brand’s first unflavored water. To mark the occasion, PepsiCo rented ...


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Territory Changes and Deals: February 20, 2024

February 20, 2024
Collection of key deals from around the industry so you don't miss a beat...
Read More

Briefs: February 20, 2024

February 20, 2024
A collection of recent developments from around the industry to keep you up to speed...
Read More

Noteworthy Launches: February 20, 2024

February 20, 2024

Talking Rain has launched a Starburst line of Sparkling Ice flavors based on the taffy-like candy. The flavors are Cherry, Lemon, Orange, and Strawberry and the drink is formulated to have a “creamy, candy mouthfeel,” according to Talking Rain...


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