Word: bevmark
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...side, the Drank concept taps into the dominant trend in the beverage industry. Cola sales have sunk as people move to functional drinks that promise to hydrate you, focus you, give you a boost and perhaps calm you down. "Consumers want the added benefit," says Tom Pirko, president of Bevmark LLC, a consulting firm. "If you're a new player, the label on the can better send a very strong message that it's doing something else for you besides just tasting good. The industry is verging on pharmacology...
...players that has turned the entire soft-drink industry on its head. Teas, sports drinks, bottled water and energy drinks, once considered niche players, are driving the market, while the once invincible colas have lost their crown. "Carbonated beverages are in serious trouble," says Tom Pirko, president of BevMark, an industry consulting firm. Shipments of soda slipped 0.7% in 2005, says Beverage Digest--the first annual decline in 20 years. Coca-Cola's flagship, Coke Classic, was down 2%; Pepsi-Cola fell 3.2%. And soda is absorbing some of the blame for America's obesity. A study released in early...
Some analysts think that Vultaggio's stubborn streak, especially his rejection of advertising, is hurting him. Pirko, president of BevMark, believes that with soda lagging, Coke and Pepsi will shift some focus to trouncing Arizona. "It's vulnerable," Pirko says of Arizona. "Word of mouth might work when there's little competition, but now the shelves are overloaded, groaning with new products. He who spends is usually he who gets the space." Vultaggio is utterly unmoved. "We've got a winning formula," he says. "What's the sense of changing...
...malternatives" have captured 4.5% of the $8 billion beer market. But industry analysts say the new brands are aimed in part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the company name out," says Tom Pirko of BevMark, a California beverage-consulting concern. "In a sense, the drinks are impostors." James Thompson, marketing vice president for Diageo, denies any such motivation. He says the ads simply target consumers thirsty for the next new flavor. He estimates that malternative brands will spend $250 million to $300 million on television...
...idea. But veteran Coke watchers couldn't help speculating that there must have been a shove from disenchanted members of the company's board of directors. "This was a guy you would have had to carry out in a box," says Tom Pirko, president of Bevmark, a consultant to the industry. "The pressure for him to crack just had to be nuclear...