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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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Bottled water has matured as a category – and it’s got the headaches to prove it. Retailers, take heart, though: a little flavor and some vitamins will keep the pep in your step.
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Energy slims down, how diets drinks equal fat profits.
Time was, if you wanted a diet energy drink, you had to raid Dietrich Mateschitz’s private stash. But no longer.
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