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Beverage Innovation

Tracking The Drinks Marketplace


Himalayan Spring Water To Expand To UAE As Bisleri Seeks 25 Percent CAGR

Bisleri International aims to grow turnover from ₹2,300 crore in its most recent financial year to ₹5,000 crore by FY2026, representing a CAGR of 25 percent. Tushar Malhotra, Head of Marketing, said the non-water segment will represent 10 percent of total turnover by that year. Bisleri is pushing into overseas markets, starting with UAE in October, with packaged drinking water, partnering with Nasser Abdulla Lootah Group. Emirates Drinking Water Company will manufacture and bottle the water. Its Himalayan spring water will launch first in Dubai before a broader rollout.  


Coca-Cola Aims To Be At The Forefront Of Generative AI

Coca-Cola’s new global head of generative AI spoke in an interview about how it’s leveraging AI to connect with digital artists and become a creative pioneer in generative AI. In August, Coca-Cola held its first ever Real Magic Creative Academy – a “creativity and generative AI innovation symposium” - in its Atlanta global headquarters. The aim was to develop stronger links with independent digital artists and provide them with skills for marketing that incorporates generative AI. The artists were invited to view the giant room that houses the brand’s artistic artifacts from the last 140 years. They also met people from tech leader Nvidia, consulting firm Bain and Company and other companies to discuss opportunities for generative AI.  

Coca-Cola Is Still Top Of Brand Finance’s Drinks Brand Evaluation

At around $33.5 billion, Coca-Cola has retained its place as the most valuable and strongest non-alcoholic drinks brand, according to Brand Finance, even though its value fell five percent. Its strengths include familiarity and reputation, innovation, large-scale marketing initiatives and digital engagement, such as the Coca-Cola Fan Zone for the 2022 FIFA World Cup in 2022. The consultancy measures brand strength using a balanced scorecard approach involving metrics such as stakeholder equity and business performance. Also in the category’s Top 10 are energy brands Red Bull, Monster and Gatorade. A metric gaining prominence in Brand Finance’s evaluation is sustainability. Coca-Cola attained the highest Sustainability Perceptions Value at USD4.6 billion, which measures how much brand value is tied up in sustainability perceptions.  

Other Companies

Juvee Expands Beyond The US, Debuting Abroad In Canada

US energy drink brand Juvee will make its international debut in Canada on Amazon.ca. The brand, owned by 100 Thieves, will offer two flavors: Kiwi Strawberry and Blue Raspberry. Juvee claims to deliver invigorating and mood-lifting benefits. The 355ml can contains B Vitamins, Taurine and 128mg of caffeine, for energy; L-Theanine for improved mood; Panax Ginseng for focus; and Vitamin C for general health benefits. There’s also zero sugar, only 5 calories in a can of Kiwi Strawberry and 10 in Blue Raspberry. They are priced at CAD$38.99 for a 12-pack (single flavor or variety pack).  

The Drinkable Company Seeks To Offer Cannabis Drinks Where It Can

Cannabis-infused beverages in the US face a confusing regulatory framework, with individual state rather than federal legislation providing the laws. The Drinkable Company, founded by Mark Mahoney and Lee Brody, is focused on those states where it is legal, and will use social media to campaign for broader acceptance and awareness elsewhere. Its range comprises three ready-to-drink products in 12oz cans containing 5mg of THC. Zenith Cold Brew Coffee is a zero calorie blend of coffee beans and cannabis, to boost energy; Tiger Tea, is a sweet green tea with antioxidants, in two flavors; and Swivel Craft Soda contains natural flavors and has four varieties (cola, diet cola, orange and root beer,). It rolls out in August at some Massachusetts and Maine locations. Mahoney said the product can be shipped to around 30 states at the moment, but “social media gives you a much broader reach.”  

C4 Introduces Smart Energy, Aimed At Elevating Cognitive Performance

Smart Energy is a new on-the-go drink range designed to improve cognitive performance, following a company study that identified consumer needs that were not being met. Containing Brainberry and Nootropics to help hone mental focus and attention, C4 Smart Energy is sold in 330ml cans and a 20-serve pouch of sachets to be poured into a bottle of water. Smart Energy contains zero sugar and no artificial colors or carbohydrates. 106mg of natural caffeine comes from Green Coffee bean extract.  

Gut Health Increasingly Seen As Key Health Benefit in Sodas

According to Salomi Naik, head of innovation at Ai Palette, consumers are changing their preferences for sodas, opting for low or no sugar variants with functional benefits such as gut health. The focus on gut health includes weight management and digestive health, but also on its contribution to holistic health. Innovation in sodas has helped the category face the challenge from alternatives like flavored sparkling waters, tea or coffee. Taste remains the key driver for sodas, but consumers are increasingly looking for health benefits too. Naik highlighted Olipop, which offers prebiotic sodas, as a disruptor in this space. It’s expected to post revenues of some $200 million this year. Poppi is another brand producing sodas with prebiotics, and is positioned as supporting weight loss, cholesterol reduction and better skin health.

German Beverage Startup, Holy, Raises €10.5 Million

Holy, a German direct-to-consumer drinks brand, has raised €10.5m in support of expansion into new markets in Europe, more product launches and a move into retail channels. It was founded three years ago and produces powdered energy drinks and iced tea to be mixed with water at home. The brand claims a packaging reduction of 90 percent and says its products are low in sugar and calories, and contain ingredients like vitamins, nootropics, antioxidants and fiber for functional benefits.  

Highland Spring Executive Talks About ESG For Bottle Water

Highland Spring’s managing director Simon Oldham says the UK bottled water brand has grown share in what has proved to be a resilient market. Talking specifically about sustainability, he said that consumers are more aware of the product they’re drinking and the brand they’re buying it from. Getting that right is a competitive advantage, and Highland Spring aims to halve its emissions by 2030 and to use only rPET by 2025, although that relies on there being enough good quality recyclate available. The failure of Circularity Scotland, which oversaw Scotland’s deposit return scheme, hasn’t helped the situation. Oldham supports the proposed delay of the UK’s Extended Producer Responsibility scheme, to allow more time to develop a sound system, and believes there are alternative packaging formats and models like refill that can help solve the plastic problem. That leaves climate change as the key challenge. He claims that water has a carbon footprint of 15g per liter, versus 18g for carbonated soft drinks and 140 for juice drinks, and water is healthiest. rPET also has a low carbon footprint and is lightweight, for transport. He therefore wants the debate to shift away from knee-jerk criticism of bottled water, because if “you take bottled water away, people aren’t going to stop drinking…You’re going to buy something in potentially worse packaging that’s full of sweeteners, or full of sugar, or is of a high-fat content, or has got caffeine in it.”  

Liquid I.V. Adds To Its Powdered Hydration Lineup

Unilever’s powdered hydration brand, Liquid I.V., is broadening its range with Hydration Multiplier Sugar-Free, in three flavors: Lemon Lime, Green Grape and White Peach. Sai Chaluvadi, Liquid I.V. VP of R&D for scientific affairs, said the better-for-you variant uses allulose as a sweetener. It occurs naturally in figs, for example, and doesn’t produce a glycemic response. The powders also contain the amino acids glutamine and alanine to boost immunity. Liquid I.V. launched over a decade ago and was acquired by Unilever in 2020. It has seen accelerated growth in the last two years, with distribution at Costco and other large retailers, and is exploring new areas, including introducing kid’s hydration products in early 2023.  
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