Bisleri
Nostalgia And Sustainability Drive Bisleri’s Gen Z Strategy
Bisleri’s #FlavourOfLove campaign taps into nostalgia, using a 1950s-themed love story for its Bisleri Pop to appeal to Gen Z’s desire for simplicity. Bisleri’s strategy extends beyond nostalgia with diverse products like Bisleri Limonata and Spyci Jeera, each with targeted campaigns, emphasizing hydration and refreshment. The company also leverages sustainability through its ‘Bisleri Greener Promise,’ which highlights eco-friendly practices such as plastic recycling and rainwater harvesting.
Coca-Cola
Coca-Cola Expands Canning Lines In Australia
Coca-Cola Europacific Partners is investing nearly A$100m in expanding and upgrading canning capacity at its Richlands, Queensland facility to meet rising demand for canned beverages. It has spent A$22.2m renovating a line that now produces up to 2,000 cans per minute, for Coca-Cola Zero Sugar, Mount Franklin Lightly Sparkling and Sprite, boosting efficiency and cutting energy use by 23 percent. Another A$75m will fund a second line focused on Monster Energy production.
Coca-Cola Relaunches Barrilitos For US Market Expansion
Coca-Cola relaunched its Mexican soft drink Barrilitos in the US, starting with California and Texas, to appeal to Hispanic and younger consumers seeking nostalgic and authentic beverages. This move targets a fast-growing demographic, with Hispanics fueling significant consumer packaged goods growth. The fruity soda, now with a new formula, aims to attract multicultural Gen Z, millennials and families by preserving traditional flavors while adapting to modern tastes. It debuted in 1938 in Mexico and was acquired in 2008 by Coca-Cola, which withdrew Barrilitos some years ago after listening to consumer feedback.
Other Companies
Rowdy Energy Shuts Down Amid Legal And Market Challenges
Rowdy Energy, co-founded by race car driver Kyle Busch, is ceasing operations due to strong market challenges and a legal issue. The company, which positioned itself as a healthier energy drink alternative, faced a notice of violation in California for high levels of lead and mercury in some products, violating Proposition 65. Launched in 2019, Rowdy Energy offered beverages with no sugar or artificial ingredients, featuring caffeine from green tea and L-Theanine for a smoother energy boost. Despite raising $13 million in 2021, the company has decided to shutter operations so Busch can focus on his racing career and family.
Celsius Acquires Manufacturing Partner To Boost Flexibility
Celsius Holdings acquired Big Beverages Contract Manufacturing for $75 million to gain more control over its supply chain and improve production flexibility. It allows Celsius to respond quickly to consumer demand, enabling quicker innovation cycles and the launch of limited-time offerings. Despite a slowdown in the energy drink market, Celsius aims to leverage the acquisition to enhance product margins and profitability. Big Beverages, based in Charlotte, is a Celsius co-packer and the acquired 170,000-square-foot facility will be dedicated primarily to Celsius products.
AZ Lemonade Stand Launches Zero-Sugar Lemonade
AZ Lemonade Stand introduced AZ-ZERO, a zero-sugar, zero-calorie lemonade available in Original and Strawberry flavors, sweetened with monk fruit. The brand also launched a limited-time Cranberry Lemonade and a 1-gallon jug format of its signature flavors, including Original, Prickly Pear, Strawberry and Huckleberry Lemonade. AZ-ZERO products are available at select Arizona retailers and online starting in October.
Rayyan Sparkling Water Launches Natural Lemon Flavor
Rayyan Water introduces Rayyan Sparkling Water with Natural Lemon Flavor, bottled in Qatar. This premium, lightly carbonated beverage offers a refreshing taste without added sugars, calories or fats and is packaged in high-quality glass bottles to preserve the taste and freshness of the natural lemon flavor.
PepsiCo
LA Sues Coke, Pepsi Over Plastic Pollution Claims
Los Angeles County sued PepsiCo and Coca-Cola, alleging deception relating to the recyclability of their plastic bottles and the environmental impact of plastic waste. The county accuses the brands of misleading consumers with promises of a “circular economy,” while data shows most plastic bottles are rarely recycled more than once. Both companies are members of the American Beverage Association, which denies the claims, citing California’s 71 percent bottle recycling rate last year. The lawsuit seeks a ban on the companies’ “unfair and deceptive business practices”, civil penalties and restitution for consumers.
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