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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.
Marketers continue to launch new recovery drinks
Mike's chugs on while caffeine faces criticism
Celebs invest in Vita Coco, soda taxes strike back
Text marketing beverages, sweet, sweet... calcium?
Smartphones now our main contact mode
Dr Pepper goes big, Coke sends ambassadors
Coconut water, spirits, beer, juice and relaxation drinks
The future may be small
A beer fan's lament
mix1 has taken a long time to catch on