Chris Brook-Carter | 19 January 2004
Within the soft drinks trade, the current mania is for functionality. And in an over-crowded market, it was only a matter of time before the functional claims moved from the obvious to the bizarre.
On Friday, we ran a story about a water brand, launched by Nestle, which claims to aid slimming. Water and slimming are, I suppose, a fairly natural fit, although whether consumers actually buy into the concept remains to be seen. That said, if there are visible results for those that do, Dr Atkins & co may have a fight on their hands.
It may be altogether easier to judge the physical results, though, of a second functional water brand to get press coverage last week. A mountainous Bosnian town is the site for the reopening of a bottling factory for a natural spring with alleged aphrodisiac qualities, with the catchy name "Muska Voda" (Men's Water). "We are sure that the Men's Water will chase Viagra out, at least from this region," said the optimistic Ahmo Gogic, co-owner of the newly-established Bosnian-German company which plans to restart bottling what was once the most profitable resource in town.
And then this morning we received an email from a company claiming it has developed a biological process for producing a consumable form of water which releases oxygen in the presence of enzymes; meaning you can drink it and it releases oxygen into your body, or apply it to the skin and it speeds up the healing process.
Can these sorts of products really develop profitable niches? It seems a little far- fetched at present even if the claims are true. However, the idea of bottled water taking off the way it has done was far-fetched a decade ago. And, I suppose, all it would take is the odd celebrity endorsement – Jennifer Aniston preaching the virtues of slimming water, or tales of Hugh Hefner passing out Man Water at his playboy parties – for these brands to turn from quack products to potential goldmines overnight.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Diageo puts Beckham centre stage in Haig Club ad
- TWE unveils Penfolds range after CEO's "bold move"