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Beverage Innovation

Tracking The Drinks Marketplace


Bisleri Aims To Make Hydration Cool

Bisleri’s Director of Sales and Marketing, Tushar Malhotra, talked about how the brand is trying to make hydration cool as it’s important for mental and physical health, not just for quenching thirst. Malhotra said it has run several recent campaigns, including #DrinkItUP, featuring Deepika Padukone, and sports marketing campaigns as the official hydration brand for five Indian Premier League and six Indian Super League teams. It’s active in other sports too and available in over 300,000 outlets across India. Malhotra also talked about how the carbonated drinks category is changing from “just colas” with Gen Z preferring different flavors such as lemon, lime, mint and jeera. Bisleri’s Limonata offers lemon and lime flavors in the same drink and its campaign is digital first, on Instagram, YouTube and connected TV, but also at college and music festivals and on TV with the T20 cricket World Cup.  


New Exotic Flavor For Powerade: Golden Mango

Coca-Cola Europacific Partners and its Powerade brand have launched Golden Mango. Powerade sits fourth in the list of top sports brands in the UK. Powerade Golden Mango is sold in 500ml plain packs and contains Vitamin B6, to help combat tiredness and fatigue. The brand has also revamped its packaging to improve on shelf recognition and the readability of claims: Bold Hydration for Body & Mind. It is part of Coca-Cola’s official partnerships with this year’s UEFA EURO soccer championships and the Paris Olympic Games. 


Nestlé’s Guoran Light Coffee is Where “Coffee Meets Tea’

In a ‘coffee meets tea’ concept, Nestlé China launched an upcycled cascara range. It first launched its cascara drinks three years ago in Australia. Nescafe Nativ Cascara was positioned as a better-for-you product in a new ‘adult social beverage’ category. Cascara is the dried skins of coffee cherries and the new Guoran Light Coffee combines tea and coffee characteristics to fuse coffee culture and Chinese tea culture. There will be two flavors - Refreshing Original and Elegant White Tea – with zero sugar and fat, but a small amount of natural caffeine from the cascara. Using cascara increases the utilization rate of coffee berries, which Nestlé sees as “important application within the concept of circular economy” and a way of improving the livelihoods of farmers in the Yunnan region, where the berries are cultivated. 

Other Companies

Three New Iced Teas From Café Bustelo Will Start Selling Soon

Café Bustelo is this summer launching Café Bustelo Espresso Style Iced Coffee Beverages in three varieties - Unsweetened, Sweetened and Vanilla. It comes in bottles featuring a silhouette reminiscent of a Greca, an Italian coffee maker that uses steam to make espresso. They can be consumed direct from the fridge and feature the flavor familiar to Café Bustelo fans. Sweetened contains real sugar and the Vanilla option blends notes of vanilla and cherry. Vanilla will be a Target-exclusive; Sweetened and Unsweetened will be sold by retailers including Kroger and Walmart.

No Sign Of An End To Rapid Growth In Energy Drink Sales In India

Energy drinks, once a niche category, are now very much mainstream in India with ranges like PepsiCo’s  Sting, Red Bull and Coca-Cola’s Thums Up. The Safety and Standards Authority of India is reviewing regulations for energy drinks, or caffeinated drinks. Euromonitor says Indians consumed over 570 million liters of energy drinks last year, up from less than 20 million liters in 2018, and it could reach well over 600 million liters this year, buoyed by growing brand awareness, strong marketing and the prolonged heatwave. Sting leads the pack, according to Euromonitor, with a 90 percent volume share. Anshul Gupta, founder and CEO of Kirana Club, sees no slow-down in the category and “if anything, I see energy drinks getting increasingly massified as consumers shift directly to consuming these products rather than graduating slowly from colas and other carbonated beverages to energy drinks. I see this as their first introduction to caffeine”. Kirana Club found that 70-75 percent of kirana stores that stock soft drinks were selling energy drinks.

Funny Water Continues To Expand Its Non-Carbonated Alcoholic Water

Funny Water, a line of non-carbonated water containing 3.75% alcohol-by-volume, is targeting consumers wanting a drink that’s easy to consume and delivers a slight buzz. It launched in 2021 in three flavors, but now has eight. Founded by PJ Loughran and Jake Vogel, Funny Water recently appointed a new CEO, Jarrett Malnarich, who has years of experience in CPG categories, including beverages. Malnarich says many consumers want still options that are lighter than hard seltzer, beer or canned cocktails. Funny Water will continue to expand in the US and Canada this year, and there are plans to launch a non-alcoholic version. Molson Coors recently launched Happy Thursday, non-carbonated spiked refreshers, as a way of addressing evidence that some Gen Z consumers prefer alternatives to hard seltzer without the bubbles, which can cause bloating and burning.

Starbucks’ New Protein Drink with Coffee Was Developed With Arla

Starbucks and Arla have partnered to develop a new range of high-protein coffee-based ready-to-drink beverages called Protein Drink with Coffee. They contain 20g of protein in each bottle and are made using low-fat milk and no added sugar. There are three flavors - Caffe Latte, Chocolate Mocha and Caramel Hazelnut – and they will be available at major UK retailers from the middle of June.
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