We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.

Beverage Innovation

Tracking The Drinks Marketplace


Coca-Cola Embraces AI For Marketing Innovation

At the Cannes Lions Festival for Creativity, Coca-Cola's global CMO Manolo Arroyo highlighted the transformative potential of artificial intelligence in reshaping marketing strategies towards growth rather than just efficiency. Arroyo revealed that 90 percent of Coca-Cola's AI initiatives are geared towards enhancing top-line growth and overall effectiveness, emphasizing a shift from traditional media investments to exploring AI-driven innovations since early 2023. Arroyo stressed the importance of embracing AI and next-generation martech as a major focus area for the year ahead. He encourages a culture of innovation within Coca-Cola, leveraging AI not only for operational efficiency but also for creative breakthroughs. The discussion at Cannes also featured insights from other industry leaders, including Canva CMO Zach Kitschke, who emphasized the collaborative culture in harnessing creativity and aligning marketing goals with broader corporate objectives. The panel underscored AI's role in democratizing creativity and driving enterprise-level leadership in marketing.

Coca-Cola Protects Trademarks Amid Russian Market Withdrawal

The Coca-Cola Company filed patent requests with Russia's Rospatent to register trademarks for Coca-Cola, Sprite and Fanta, after Coca-Cola withdrew its brands from the Russian market in 2022. The trademark filings aim to maintain Coca-Cola's intellectual property rights in Russia, highlighting the high value and importance of these assets. Russian law stipulates that trademarks unused for three years can be canceled, putting Coca-Cola's patents at risk of expiration next year. This proactive step ensures the company retains brand protection, even as its operations in Russia remain suspended. 

BodyArmor's Digital Pivot and Strategic Partnerships Drive Market Penetration

As the market for hydration products heats up, Coca-Cola-owned BodyArmor is strategically positioning itself in an increasingly competitive landscape. The brand is leveraging major partnerships and a significant shift to digital channels to enhance its market presence. Tom Gargiulo, CMO of BodyArmor, underscores the importance of digital marketing and strategic partnerships to boost brand awareness and household penetration. BodyArmor Sports Nutrition, which includes both BodyArmor and Powerade brands, boasts high repeat rates and strong consumer loyalty. However, the brand is striving to elevate its household penetration and awareness. To achieve this, BodyArmor has formed partnerships with major sports leagues like the NHL and US Soccer, tapping into broad fan bases and enhancing credibility through associations with elite athletes. Gargiulo has also emphasized a shift towards digital media, enhancing BodyArmor's social media presence and digital investments to align with current consumer media consumption trends. Collaborations with content publishers like Barstool Sports and Dude Perfect have been crucial in reaching Gen Z consumers, who heavily consume content online. BodyArmor is expanding beyond sports, partnering with international musician Anitta for the Flash I.V. product to reach a broader audience, including the Hispanic community. The brand's innovative marketing strategies also include augmented reality bottles and a regional Super Bowl ad highlighting its use of real ingredients, contrasting with the artificiality associated with AI.


REIGN Storm Introduces Clean Energy Boost With Plant-Powered Innovation To The UK

Monster Energy has launched REIGN Storm, a new addition to its UK lineup addressing the growing demand for clean energy drinks. Available nationwide, REIGN Storm offers zero-sugar refreshment in Valencia Orange, Peach Nectarine and Kiwi Blend flavors, appealing to health-conscious consumers seeking both energy and taste. Positioned as a better-for-you alternative, REIGN Storm distinguishes itself with plant-based caffeine sourced from green coffee beans, guarana and green tea. The drink targets active lifestyles with a formulation that includes nine essential vitamins and minerals like Zinc and Biotin, promoting immunity, reducing fatigue and enhancing concentration. Ben Ashlin, VP of Brands at REIGN Storm, highlights the brand's entry into the wellness energy segment. Available in 355ml cans at major retailers and fitness centers across the UK, REIGN Storm is vegan-friendly, using natural ingredients without preservatives or added sugars. Priced at £1.70 per can, it targets a diverse audience from fitness enthusiasts to adventurers seeking a clean energy boost.

Other Companies

BlueTriton And Primo Water Merge To Expand Market Presence In Bottled Water Industry

BlueTriton Brands, parent of Poland Spring and several other bottled water brands, is merging with Primo Water, a Florida-based water-cooler vendor. The combined entity will be listed on the New York Stock Exchange and maintain dual headquarters in Stamford, Connecticut and Tampa, Florida. With a workforce of approximately 13,400 employees and combined annual revenues of around $6.5 billion, the merged company aims to leverage its extensive portfolio, which includes well-known brands like Pure Life, Arrowhead, and Ozarka. Led by Primo CEO Robbert Rietbroek, the combined company plans to capitalize on synergies to achieve $200 million in annual cost savings through operational efficiencies and expanded market reach. The merger is expected to strengthen their competitive position in North America’s beverage market, led by brands like Dasani, Aquafina and Evian.

Nixie Introduces Organic Zero Sugar Sodas To Challenge Diet Soda Norms

Nixie, known for its sparkling water, is making an entry into the soda category with its new Organic Zero Sugar Soda range, aiming to disrupt the $10 billion diet soda market dominated by beverages using synthetic ingredients. The line includes cola, root beer and ginger ale flavors, crafted with USDA-certified organic flavors and extracts. These zero-calorie sodas contain no artificial sweeteners and are made using water purified through reverse osmosis filtration, aligning with vegan, gluten-free and Non-GMO Project standards. Founder Nicole Bernard Dawes emphasized Nixie's commitment to offering a healthier and more sustainable alternative to conventional sodas. Set to launch this summer across the US, Nixie will debut at select retailers including Sprouts Farmers Market and Amazon.

DAVIDsTEA Launches RTD Cold Brew Sparkling Iced Teas Across North America

DAVIDsTEA Inc. introduced a new line of ready-to-drink cold brew sparkling iced teas, now available at its stores across Canada and online. The initial collection features three flavors: Organic Cream of Earl Grey, Organic Queen of Tarts and Magic Potion, each crafted through a unique cold brew process lasting up to 24 hours for a smooth taste. Sarah Segal, CEO and Chief Brand Officer, emphasized the products' accessibility and convenience, catering to tea enthusiasts looking for on-the-go solutions without sacrificing quality. The beverages are crafted with natural ingredients, aligning with consumer preferences for clean label products. Customers in both Canada and the US can also purchase these new offerings through DAVIDsTEA’s website, with availability also at select retail locations.

Ueshima Introduces RTD Canned Coffees To The UK

Japanese coffee company Ueshima has launched its first ready-to-drink canned coffees in the UK market, featuring Iced Latte and Iced Matcha Latte varieties. These beverages are positioned as premium options, made with high-quality ingredients, low in sugar and calories, and packaged in fully recyclable cans. The launch aims to capitalize on the success of its at-home coffee range, tapping into a growing demand for convenient yet premium coffee options. The products can be bought at an RRP of £2.
This is an image-free monthly sample. Contact us to get something focused on your business at the frequency you want…