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Beverage Innovation

Tracking The Drinks Marketplace


Fanta Debuts New Global Identity

Fanta is unifying its brand identity globally for the first time with a new logo rolling out across all its markets. Until now, Fanta has had a different logo and packaging design in the US compared with international markets, with the US using a rounded logo while the UK and other countries adopted an angular font and green leaf motif in 2017. The new design is similar to the UK logo, with similarly angular font and inverted blue and white coloring. The rebranding effort aims to unify Fanta's identity and portray the brand as one that "values spontaneous play".


Monster Energy Files Trademark Registration Objection Over Monster Hunter Game

Monster Energy has filed a trademark registration objection against the name “Monster Hunter”, a video game owned by Japanese game developer Capcom, saying that its brand would be confused with the game. Following the objection, the Japan Patent Office stated “there is no risk of causing confusion as to the origin of the product.” This is not the first time that Monster Energy has gone after other publishers and developers for using the word “Monster” in their game names. Monster successfully had Ubisoft change the name of its game Gods and Monsters to Immortals Fenyx Rising. 

Other Companies

Sparkling Ice Debuts Energy Drink

Sparkling water brand Sparkling Ice has launched a new energy drink called Sparkling Ice +Energy. The sugar-free beverage contains natural caffeine, B vitamins for immunity support and L-theanine to improve concentration. Sparkling Ice +Energy is available at select retailers nationwide in three flavors: Power Punch, Berry Blast and Maximum Mango.

Premium Japanese Green Tea To Be Sold As Wine

Premium Japanese green tea Yamecha is being bottled and branded like fine wine in a bid to reach a global audience. Yamecha has a 600-year history and is largely grown in and around the city of Yame. Yamecha leaves are harvested in small quantities and must be stored in a certain way and steeped at a specific temperature, justifying a higher price point. The Yame promotional council has partnered with sommelier Francois Chartier to develop Yame, a bottled premium Yamecha tea. The 500-milliliter bottle is priced at 27,000 yen ($205). Yame will initially target the US, Spain and France, primarily selling in restaurants and specialty retailers. The promotional council aims to ship 5,000 bottles in five years.

REIGN Launches Clean Energy Range

Energy drink brand REIGN has launched Storm, a new range of plant-based, clean energy drinks. Reign Storm is made with no sugar and an immunity blend containing Biotin, Zinc, Vitamin A, B and C. It has no sugar, no high fructose corn syrup, and no artificial colors or flavors. It features 200 mg of plant-based caffeine from green coffee beans, green tea extract, guarana and guayusa. REIGN Storm is available in four flavors: Kiwi Blend, Valencia Orange, Harvest Grape and Peach Nectarine. 

Brisk Launches Blood Orange Iced Tea

Brisk Iced Tea has launched a Blood Orange flavor available now at retailers including Walmart and Giant. Blood orange has been a popular flavor in recent beverage launches. In 2022, Dunkin’ introduced a Blood Orange Refresher. In 2021, Chili’s launched a margarita called the Spiderbite ‘Rita containing blood orange syrup. 

C4 Energy Rebrands Smart Energy Range

Nutrabolt, the company behind C4 Energy, has rebranded its C4 Smart Energy range formulated to sharpen mental focus and alertness. The rebrand includes six new flavors, an updated formula, brand look and a brand platform “Stay Focused”. The updated formula includes InnovaBean, a plant-based, green coffee bean caffeine source, and Cognizin, a patented form of citicoline designed to support focus and attention. Additionally, C4 Smart Energy will now be available in powder form in convenient on-the-go stick packs. The new flavors include Strawberry Guava, Peach Mango, Cherry Berry Lime, Blood Orange Yuzu, Watermelon Burst and Tropical Passionfruit, with two additional DTC flavors available online only - Blue Raspberry and Black Cherry. The rebrand will be supported by a "4 Moments Of" brand campaign that highlights the everyday moments of focus that unlock individual greatness. The updated C4 Smart Energy range is currently available online and in stores such as Albertsons, Safeway, HEB, Publix, 7-11 and GNC, with more retailers to come soon.

Bang Energy Plans To Sell Business

According to recent filings, Bang Energy, which filed for bankruptcy in October, is planning to sell its business. Analyst Mark Astrachan from Stifel claims Monster Energy is the corporation “best-positioned to acquire” the company. While there are no public indications that Bang and Monster are in talks, a deal makes sense on several levels. Monster is Bang’s largest creditor in bankruptcy and is a co-rights holder to a 5 percent perpetual royalty/license for use of the Bang beverage trademark. An acquisition would be accretive to Monster’s 2024 earnings and likely be a “modest, all-cash purchase”. With the purchase, Monster could grow its share of the US energy drinks market and gain Bang's manufacturing facility in Phoenix.
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