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After becoming a category-killing brand of unforeseen proportions, the iconic sports drink has returned to earth. After a few missteps, it is attempting to innovate its way back to its athletic core. But has the public passed it by?
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Single-serve powdered drink mixes may be the hottest beverage in stores right now. Buoyed by their low price and the even lower price of the water needed to complete the equation, as well as by new formats that put them in sleekly attractive, easy-to-use single-serve sleeves – also called stick packs – mixes are now firmly in the mix. And beverage makers aren't complaining, particularly those whose products are as much about function as they are about flavor.
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The signs of age are there, most perceptibly in a sail-sized card wishing Jim Koch and the company he founded, Boston Beer Co., a happy 25th anniversary, but also in the origin of the specific beer he’s pouring out for a visitor to try. Koch brewed the first few kegs of Noble Pils for his daughter’s wedding. That recently-betrothed daughter was about five years old when Koch started trying to sell the first kegs of his landmark Samuel Adams Boston Lager.
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If the world of beverages turned on sales numbers alone, it’s likely that little attention would be paid to the relaxation drink category. But sometimes, it takes more than sales to truly build momentum. Particularly when launching a new category, it’s important to get people talking – particularly when the product can make a tacit promise that it will fulfill a much-needed function.
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From Iced Teas to Energy Shots, take a look at the BevNET.com New Beverage Guide for a record of the beverage products introduced in 2009. From dox to bot the Guide will show you who to contact to start stocking up. We’ve included nearly over 150 brands. With so much movement in so many new categories, isn’t it great to be able to track them all in one place?
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