CORRECTION
A story in last month’s Beverage Spectrum incorrectly stated that Rock Star’s diet brands comprised the second-best selling brand in that segment.
Monster lo-Carb is the second-best selling diet energy brand.
BUDWEISER UNVEILS NEW DRIVER
Budweiser has announced that Gillett Evernham Motorsports driver Kasey Kahne will become the next world-class racer to take the wheel of the iconic red Budweiser car when the 2008 NASCAR Sprint Cup season kicks off in February.
"Budweiser has a long and storied history with NASCAR and some of its most successful drivers.
We're excited about Kasey's ability to add to that outstanding lineage," said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc. "Along with team owners George Gillett and Ray Evernham, we feel the pieces are in place for the No. 9 Budweiser Dodge to contend for NASCAR Sprint Cup championships for years to come."
Budweiser’s longtime sponsorship with champion driver Dale Earnhardt,
Jr., ended when he left his race team at the end of last year.
His successor was NASCAR's Rookie of the Year in 2004 after closing out the Cup season 13th in NASCAR points standings. Throughout its history in NASCAR, the iconic Budweiser car has been driven by Terry Labonte, Darrell Waltrip, Bill Elliott, Ken Schrader, Ricky Craven, Wally Dallenbach and Dale Earnhardt Jr.
Budweiser has announced its intention to put out several promotional packages and marketing-driven can styles around its new driver.
JONES SODA LANDS NEW STADIUM DEAL
In a move that gives the beverage company anchors on both coasts, Jones Soda recently won a contract to provide CSDs and bottled water to the Barclays Center, the new home of the New Jersey Nets, when it opens in 2009.
The independent soda maker, whose CEO Peter Van Stolk resigned last month, is already the beverage vendor for the Seattle Seahawks in its home city, and issued a promotional package of products with flavors like “Dirt” and “Sweat.”
The Nets, long an also-ran to the Knicks in terms of popularity in the region, identified Jones’ underdog status as one of the prime reasons behind the deal. Expected promotional flavors: Bench Warmer. Nothing but Net. Butch Beard.
DRINK WITH THE LORD
Chapter one
A new company is offering “spiritualwater,” a “crisp fresh purified bottled
drinking water that will change your life.” Yes, it’s water for those who want the reassurance of having God with them as they rehydrate.
Featuring a lower-case type treatment similar to vitaminwater, spiritualwater
offers ten different prescriptive varieties, including “Defense,” “Balance” and “Formula J.” Instead of Glaceau’s zippy label text, however,
consumers of spiritualwater can enjoy one of ten different prayers or hymns.
It’s the perfect antidote to impure thoughts!
Chapter two
On the dehydrating end of the spectrum,
Israel’s own Haroz Vintners has come up with The Grapes of Galilee, a set of wines for Christians who seek “a physical connection to their spiritual
homeland.”
The Grapes of Galilee are named for – and grown in – the region of Israel where, when crashing a wedding,
Jesus is said to have turned water into wine. While that particular varietal was not identified, these bottles include a Cabernet, a Merlot and a Chardonnay.
For a truly assimilated drinking experience, it is recommended that these products be cellared near the Manischewitz.
ROCKSTAR 21 OFF THE SHELF
Despite the furor over the potential for retailers to mix up energy drinks and their alcoholic, “energy malternative” counterparts on store shelves, there’s apparently one less product to worry about – although maybe not by intent.
Recently, members of the California Coalition on Alcopops and Youth saluted Rockstar for taking its high-octane adult line, Rockstar 21, off the shelves. Last year, the company was criticized – as part of an ongoing campaign against that class of alcoholic energy products – after a store clerk mistakenly sold the 6 percent alcohol “21” to a juvenile.
Coalition members fear the combination of alcohol and caffeine is likely to fall into juvenile hands due to the similarities in packaging between energy malternatives and their popular energy drink cousins, which are extremely popular among the youthful demographic.
In September, Rockstar notified alcohol enforcement agencies in California and Oregon that it was giving up the license for the product. Company founder Russ Weiner would not comment on the discontinuation
of the product line.