By Barbara Harfmann | Managing Editor

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A new beginning



At the recent Academy Awards, Oscars hosts Regina Hall and Wanda Sykes cracked up legendary actor Dame Judi Dench when told she should follow in Kim Kardashian’s footsteps and “work harder” after she didn’t take home the Oscar for Best Supporting Actress. The 87-year-old Dench laughed hysterically as did those in the audience.

It’s obvious that the eight-time Oscar nominee who won the Academy Award for playing Queen Elizabeth I in “Shakespeare in Love” (1998) doesn’t need any career advice. Yet, even though the star has lost part of her eyesight due to age-related macular degeneration, she reminds herself to “carpe diem,” or “seize the day,” by looking at the tattoo she had inked on the inside of her right wrist at the age of 81.

After seven years as managing editor with Beverage Industry, I, too, have decided to “carpe diem” by moving to a new position within BNP Media as Managing Editor of Dairy Foods, one of our sister publications.

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Before I bid adieu, I want to thank Publisher Steve Pintarelli and Editor Jessica Jacobsen for all their help and support. I also want to thank you the readers for engaging with our magazine and for the feedback and ideas I received.



I have learned so much about this multi-faceted industry and have enjoyed covering all facets of the industry, including Category Focuses (bottled water, wine, spirits, coffee), R&D (sweeteners, protein, health and wellness), Ingredient Spotlights (CBD, citrus) Packaging (equipment, materials), Warehouse/Distribution (automation), Supplier’s Marketplace and Marketing.

But what sticks out most of all are the stories that will be forever etched in my mind. For example, the June 2016 interview in Whitestone, N.Y., with Co-founder and CEO of BodyArmor Mike Repole whose passion for his coconut water-based sports brand was evident from the start. Repole also was so excited that we were able to fit nine employees into a cover photo fittingly shot on a basketball court because he wanted to recognize as many people behind the brand as possible.

For the July 2018 cover story, I interviewed Phil Rosse, president of Mike’s Hard Lemonade Co., and members of his team when it’s hard sparkling seltzer, White Claw, relatively new to the market, was already netting dollar sales of $57 million and experiencing triple digit year-over year growth of 451%, as per IRI data.

Right before the pandemic hit in March 2020, I was beyond excited to attend SoxFest and meet some of my favorite players, including three-time All-Star and first baseman José Abreu (who also signed my new No. 79 Sox jersey) and to be one of the first to sample Sox Golden Ale, brewed in partnership with Goose Island Beer Co. The Goose Island section debuted in right field, complete with a large-scale iconic goose and, of course, plenty of Goose Island beers and other craft brews. (Coincidentally, Goose Island was the first cover story I wrote in August 2015).

I’ve also had the privilege of spotlighting some incredible women making their mark in the beverage industry, including Hint Founder and CEO Kara Goldin who founded her successful flavored water company in 2005 after experimenting with flavors in her kitchen. She also wrote an inspiring book, “Undaunted: Overcoming Doubts and Doubters,” about her journey from waitress to dotcom executive to a disruptive, award-winning CEO and entrepreneur.

During Natural Products Expo West in 2018, I met Mikaila Ulmer of Me & the Bee’s Lemonade and knew I had to tell her story. Ulmer was just a young African-American girl when she founded her lemonade business after being stung by a bee. The now-17-year-old also wrote a book, “Bee Fearless: Dream Like A Kid,” with advice to encourage other entrepreneurs to follow their dreams.

From ad executive to the founder of Lone River Beverage Co., CEO Katie Beal Brown’s story in the March 2022 issue also resonated in a powerful way. With distribution help from Diageo, the company went from startup to acquisition to national distribution in under 18 months. The Texas-born agave-style hard ranch seltzers also are rooted in authenticity, which is further highlighted in TV ads featuring “Yellowstone” actor Ryan Bingham and the company’s campaign to Follow It West.

Before I bid adieu, I want to thank Publisher Steve Pintarelli and Editor Jessica Jacobsen for all their help and support. I also want to thank you the readers for engaging with our magazine and for the feedback and ideas I received. Luckily, there is some crossover between beverages and dairy foods, so I’ll still be writing about trends in plant-based beverages, plant processing stories, suppliers and more. Keep in touch. I’ll close with a favorite quote from poet T.S. Eliot, remember this: “Every moment is a fresh beginning.” BI

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Shot in the Italian cliffside village of Positano on the Amalfi Coast, Peroni’s Live Every Moment TV spot brings to life a summer day on the Mediterranean and pairs stylish locales and al fresco gatherings with the taste of Peroni. Noting that anyone can have a taste of la dolce vita, or “sweet life” during the most mundane moments, the imported beer brand’s new 360 campaign is airing in New York, Miami and Los Angeles, on streaming and online video, and in paid and organic social, influencer marketing, out-of-home advertising and retail.

“For many people, Peroni reminds them of their travels abroad. So after years of yearning for international travel, our new creative campaign transports viewers through the sights and sounds of the Mediterranean and of course, Peroni,” said Joy Ghosh, vice president of Above Premium Beer at Molson Coors Beverage Co., in a statement.

“Live Every Moment celebrates our authentic heritage and shows how anyone or any occasion can feel like la dolce vita with our Italian lager.” The campaign is aimed at continuing to drive growth as Peroni strives to grow 30% in 2022, and to double its volume by 2025.

Embracing summertime in Italy with la dolce vita “sweet life”

Even prior to the pandemic, U.S. consumers were shifting toward more health-conscious brands. During the past two years, with heightened levels of uncertainty, consumers remain on a mission to boost their immunity, stay healthy and focus on their well-being.

As a result, even more beverage companies have emerged, offering everything from low-calorie alcohol drinks, to personalized, healthier options.

Did You Know ...
  • As mindful drinking continues, sales in the non-alcohol beer market in the United States will account for 23.6% of the total market share in 2022, Future Market Insights states. At a CAGR of 7.8%, the market is expected to expand to $43.6 billion by 2032.
  • The pandemic also has brought an upswing in cannabis consumption. As one of the world’s fastest-growing sectors, the $30 billion cannabis market was up 140% in 2020 and is expected to hit $90 billion in 2025, as consumers increase their usage in diverse parts of their lives, Euromonitor International states.
  • Consumers are looking for low/no-alcohol products. Although non-alcohol spirits are the smallest segment, this segment has accelerated faster than any other segment throughout the past five years, posting 86% growth for the 52 weeks ending February 19, NielsenIQ data states. Prepared cocktails have seen the second-highest growth rates during the past three years and captured an additional $714.5 million in sales during that same timeframe.
  • Of all the healthy beverages, alcohol seltzers, or hard seltzers, have experienced some of the largest growth in the United States. In 2018, the hard seltzer industry generated around $400,000 in sales. Fast forward to May 2020 to May 2021, hard seltzers reached $4.5 billion in sales, another growth, albeit much smaller. And despite hard seltzer’s recent drop-off in growth, Research Markets projects the industry’s global market to grow at a CAGR of 14.4% from 2021 to 2026.
  • Kombucha, a mildly fizzy, fermented drink made from sweetened tea, has become popular across the United States. Often showcased as a healthy drinking option, kombucha has a variety of potential health benefits, including serving as a source of probiotics and antioxidants. With this increase in demand, the global kombucha market is expected to grow at a compound annual growth rate (CAGR) of 19.7% annually from 2022 to 2027, reaching $7.05 billion by 2027, according to Grandview Research.

Going nuts for coconut water

Premium coconut water brand Once Upon A Coconut and LPGA golf pro Jodi Ewart Shadoff inked a new partnership deal, which will see the British born golfer promoting the coconut water brand throughout all of her public appearances. A professional golfer since 2010, Ewart Shadoff qualified for the LPGA Tour in 2011 and has multiple Top 10 finishes through the years. In a statement, she said: “Being a member of the Once Upon a Coconut family is more than just partnering with a brand. Once Upon a Coconut is a brand movement driven by philanthropy and community involvement. The positivity of the brand team members and leadership get me very excited about what the future holds for his new partnership. Oh, and did I mention that the product is the absolute best on the market?”

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Reclaiming fancy teatime “Bridgerton” style

(Video courtesy of Tanqueray)

Back in the day — the Regency era, to be exact — teatime was one of society’s fanciest occasions; a moment to gossip, flirt, laugh with friends and, of course, sip in superior style. In its multi-phased campaign, Tanqueray, in partnership with the Netflix show “Bridgerton,” shows consumers how it reclaims teatime with a modern-day spin. For its fun, oh-so-fancy “T-Time,” Tanqueray teamed up with pop culture icon Joe Jonas, who gamely learns “how to become a Bridgerton” with the help of Jonathan Bailey (Anthony Bridgerton), and “Bridgerton” superfan and comedian Phoebe Robinson in the original video content series. Consumers also will have a chance to win one of three exclusive “Bridgerton”-inspired experiences by showcasing how they hashtag #makeitTtime by sharing an original photo or video on social media highlighting the best ways of dancing, drinking and dressing for “T-time.” The winners automatically will be entered to win one of three experiences: exclusive VIP access to The Queen’s Ball; a curated “Bridgerton” Watch Party with up to 10 friends; and a Regency-era live oil painting complete with costumes inspired by “Bridgerton” for as many as 10 friends.

May 2022    |

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