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The tea segment has nearly doubled in the last three years as consumers found a new interest in lower calorie and healthier beverages, making tea a pop-culture touch-stone. Those shifting trends first benefitted cutting edge startups like Honest Tea and Sweet Leaf, and the big tea brands – Nestea, AriZona, Snapple and Lipton – have all seen fit to re-jigger themselves in the face of a changing market.
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As the energy drink explosion rolls into its second decade, the game is
changing and the stakes are higher. The products have moved from edgy curiosity
to lifestyle necessity. Nevertheless, there are still plenty of people
wondering what Red Bull or Monster taste like, or trying to determine
the difference between Gatorade and Rockstar.
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At one quarter the size of typical energy drinks and promising a better boost with fewer calories, energy shots are fast becoming one of the most profitable uses of space available to retailers.
According to at least one beverage executive, by the end of the next year, energy shots could be a $500 million business.
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The panoply of folk remedies speaks to the need, as do the number of powders, pills, and other prevention gimmicks currently available in non-liquid form. But somewhere between cracking raw eggs into a cup of vinegar, chugging pickle juice, and downing the hair of the dog that bit you, there’s got to be a happier, more palatable medium.
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In 2005, Americans turned to wine as their alcoholic beverage of choice, so beer companies turned to advertising.
It worked. Craft brewers and import beers flourished under the "Here's to Beer" campaign spearheaded by Anheuser-Busch, but a shifting economy could send more money toward Bud, Miller and Coors.
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