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Home » Newsletters » Beverage Digest Newsletter

Beverage Digest Newsletter

March 16, 2023

View Archived Issues

Download Files:

  • March 16, 2023 BD Issue.pdf
  • Non-Carb-Green-Sheet-FY2022.pdf

Opening Thoughts: March 16, 2023

If you haven’t yet listened to BD’s new podcast, The Breeze With Beverage Digest, I hope you will.

Our debut episode, “Is Gatorade Beatable?” explores Coca-Cola’s mission to use a combined BodyArmor and Powerade to overtake sports drink leader Gatorade in the coming years. Coke leaders are through being an also-ran in this category, and PepsiCo has no plans to give up its supremacy. That will make for great competition, even as the category shifts beneath both companies’ feet with the emergence of “rapid hydration.”

Episode 2, “Is Sprite Beatable?” delves into PepsiCo’s Starry lemon-lime soda launch and the company’s plans to disrupt the dominance of Coca-Cola’s Sprite. We discuss how Sprite spent decades embracing hip-hop and the NBA to build a loyal consumer base, and how PepsiCo has decided to start from scratch with Starry to reach Gen Z consumers after years of struggles with lemon-lime brands including Sierra Mist.

I’m joined for both podcasts by...

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1-lead-b.jpg

Expo West Fertile Ground for Next Growth Trends

Natural Products Expo West was nearly back to pre-pandemic form this year with more than 3,000 exhibitors and 65,000 attendees. The show, held last week in Anaheim, California, hosts the vanguard of consumer health and wellness trends, mostly in packaged food and beverage. Had you been at Expo West in 1999, you would have seen bottled organic tea brand Honest in its infancy, a dozen years before Coca-Cola would eventually acquire the company in full from co-founder and fair trade tea evangelist Seth Goldman. While many brands at the show will fail, they often still represent trends that will one day go mainstream and generate meaningful growth, usually at premium pricing. As a result, Expo West is a magnet for strategic companies, private equity investors, distributors, and retailers looking for the next big trend or growth brand. With all of this in mind, BD walked the show floor — 10 football fields in size — for three days, spending most of that time in the “Hot Products” zones, where the smallest and newest companies exhibit. Here’s what caught our attention:

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Unilever-Owned Liquid I.V. Focused on $1B Brand Status

Liquid I.V., the powdered water enhancer acquired by Unilever in 2020, is closing in on $1 billion in net sales, according to the company. The brand will reach the milestone in the “near future,” the company said, while declining to define that timeframe. The “hydration multiplier,” which promises to hydrate as much as 2.5 times faster than water and is used by some consumers as a hangover remedy, is the largest single-serve drink mix brand on the market with a...

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Non-Carb Retail Results: 2022

US non-carbonated beverage categories tracked by BD posted strong retail pricing growth in 2022 as manufacturers sought to offset higher costs for everything from packaging to transportation. In the face of higher pricing, volume sales declined meaningfully for...

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Territory Changes and Deals: March 16, 2023

Collection of key deals from around the industry so you don't miss a beat...


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People: March 16, 2023

The latest industry executive moves to keep you in the know... 

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Briefs: March 16, 2023

A collection of recent developments from around the industry to keep you up to speed...

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    Expo West 2023: Live Updates

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