NBWA 2007 Show Review

The biennial tradeshow for the National Beer Wholesalers Association (NBWA) took place Sept. 30 to Oct. 2 in Las Vegas at the Bally’s & Paris casinos. The NBWA is made up of 2,750 licensed independent beer distributors throughout the US.

Exhibitors at the show, including more than 20 non-alcoholic beverage companies, were eager to get in front of the more than 3,700 attendees. In recent years, beer distributors have become a vital link in the non-alcoholic beverage distribution system, but there was an extra motivation to put forth a good impression at the show: Following the recent sale of the functional water brand Vitaminwater to the Coca-Cola Co., many were eager to replace what had been a profitable brand. Additionally, beer distributors, with their access to on-premise locations such as nightclubs and bars, have become very important to energy drink companies hoping to grow their on-trade business.

On the show floor BevNET encountered beverage companies of all types. We spotted energy drinks such as Syzmo (the exclusive sponsor of our show coverage), Liquid Ice, Inko’s White Tea Energy, Mad Croc, & Banzai Energy Drink. Two new energy drinks were also at the show: Wildlife energy drink (for outdoorsmen!) and Skin energy. Bottled water brands, including Iceland Spring, Saratoga Springs, Mountain Valley and Vital Lifestyle were also at the show, along with tea and soda brands such as New Leaf, Jones Soda and Sweet Leaf.