US: Castle Brands brings New Coke marketer on board
Castle Brands is adding to its board
Sergio Zyman, who has also worked for PepsiCo, will consult on marketing strategy for the wine and spirits developer, Castle said yesterday (9 May). “His knowledge and experience in the realm of beverage marketing make him a valuable asset for Castle Brands,” board chairman Mark Andrews said.
According to Fortune magazine, Zyman was in charge of Coca-Cola's launch of “New Coke”, which in 1985 reformulated brand Coca-Cola's 98-year-old recipe. New Coke was abandoned after three months because of a consumer backlash.
Despite the failure of New Coke, Zyman was brought back as Coca-Cola's CMO in 1993 after a seven-year break. Today, he is chairman and founder of Zyman Marketing Group and has written several books on marketing.
In year-to-date results released in February, Castle Brands' net losses widened but saw sales increase by 20%.
The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe and slow economic recovery in the US. It is actively expanding in low calorie carbonat...
The Coca-Cola Co (TCCC) is the leading player in both soft drinks and in HW soft drinks. The company’s strength is based on its diversity of category presence from HW carbonates to RTD tea and bottled...
This month, Tom Vierhile from Datamonitor looks at the small but booming soft drink sub-category of 'flavour enhancers'; the 21st Century's answer to the squashes and cordials of yore....
This report offers insight on private label beverage production, quantifies the private label market, sheds light on issues related to contract packing and discusses the trends affecting the private l...
In 2012, beer manufacturers in Kenya became increasingly competitive in their bid for volume share, with the competitive environment witnessing the introduction of a handful of new brands, such as Tus...
- Comment - Heineken's 'No' Cuts SABMiller Options
- Irish whiskey eyes a slice of Scotch's global pie
- SABMiller spurned by Heineken: The start of the en
- Can the New World Learn a Lesson from the Old?
- Guinness: A Great Day for St James's Gate
- Patron Spirits' Patron Citrónge Lime
- Heineken rejects SABMiller purchase proposal
- Wm Grant CMO to head Orangina Scweppes Int'l
- Diageo's Special Releases 2014
- SABMiller, Heineken silent on takeover offer talk