2012 New Age Beverages in the U.S.

2012 New Age Beverages in the U.S.

Published: November 2012
Publisher: Beverage Marketing Corporation
Product ref: 154282
Pages: 339
Format: PDF
Delivery: By product vendor

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Offering insight on the array of beverages that compete for shelf space and consumer loyalty, this report examines ready-to-drink tea and coffee, sports beverages, energy drinks, single-serve fruit beverages and all the various New Age segments. It provides data on the segments' volume and sales and discusses leading companies and their strategies.

Report Extract:

Premium sodas have benefited from clever marketing strategies, combining consumer nostalgia with hip technology and retro kitsch.

  • New Jersey-based Boylan, for example, has played on uncluttered glass bottles that reprise the best aspects of older brands with classic flavors and cane-sugar formulations to enjoy steady growth radiating outward from its Northeast bulwark.
  • On the West Coast, the Henry Weinhard and Thomas Kemper brands have garnered reliable sections of the soft drink shelf set, while Goose Island, in the Midwest, and Saranac in the Northeast have garnered a similar presence.
  • Most of those entries offer traditional, sweet formulas (although increasingly avoiding corn syrup as a sweetener in favor of pure cane sugar), 12-ounce glass bottles of the sort largely abandoned by the major marketers and their bottlers in favor of cans and PET plastic, and down-to-earth positioning, often with a retro flair (not usually ironic in tone).
  • That is in striking contrast to a new flock of more explicitly "gourmet" sodas offered in whimsical names, healthier formulas (often using juice for sweetness and flavor) and unusual flavors, whether the varietal fruits of a Fizzy Lizzy, the arcane, culinary flavors (lemongrass or rhubarb, anyone?) of a Dry Soda, or the intense ginger bite of a Bruce Cost Ginger Ale, from the distinguished chef of that name. These aggressively target not just natural and gourmet retailers but restaurants (even white-tablecloth eateries) and cocktail lounges, where they can command prices as high as $6 a bottle.
  • Another subset of these sodas is the green-tea-based sodas, notably Steaz Sparkling Green Tea (earlier Steaz Green Tea Soda).
  • Some - like Polar, Big Red and Cheerwine - are super-regional brands that offer conventional packages at premium rather than superpremium prices, but try to ride their local roots, authenticity and ubiquity to a defensible position versus the major soft drink brands.
  • Others, like the all-natural Reed's, with its emphasis on pungent ginger taste, or Jones, with its novel flavors and interactive stance toward its consumers (most memorably, by running consumer-submitted photos on the label), try hard to attain an utterly unique positioning that will click with adventurous young consumers.

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Related research categories

By sector: General drinks

By market: United States (in North America)

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