Word: greene
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...will some of the dishes in the new cookbook, which include mudslide pie made with Oreos and graham crackers.) But Batali's visits to NASCAR events to research the book revealed--not least to him--that his appeal transcends foodies or Italophiles. Last June, just before he threw the green flag at the NASCAR event at Pocono Raceway in Long Pond, Pa., tens of thousands of fans began to chant, "MOLTO! MARIO!"--a reference to Molto Mario, one of the five Food Network shows in which he has starred since 1996. NASCAR was impressed. "You have a certain image...
Arizona has grown through a careful combination of solid value pricing, attractive packaging and a steady stream of new products. Such new health-conscious items as Diet Decaffeinated Green Tea have thus far not cannibalized sales of its reliable iced-tea flavors. Almost all the drinks come in oversize 24-oz. cans, with the 99¢ price painted on the front to prevent retail markups, and each flavor gets a distinct look. "Arizona's marketing has been in eye-catching, aesthetically pleasing packaging," says Gary Hemphill, managing director of Beverage Marketing Corp., a research and consulting firm. "To win that shelf...
...bottles have cult followings. "If I were planning a room inspired by [Arizona's] Green Tea with Ginseng," wrote interior designer Carelton Varney in the Palm Beach Daily News, "I'd go for an aqua-blue wall with a carpeting of rose pink, and I'd be certain to find an Asian print to use for drapery...
...drink business, selling bottles adorned with cherry blossoms? From death stares to drapes in three easy steps. Vultaggio and partner John Ferolito established a semisuccessful beer distributorship before trying to produce their own brands. Their first choices were a little less refined than mandarin-orange-flavored green tea sweetened with honey. They started Midnight Dragon malt liquor in the mid-1980s and, to promote it, printed thousands of posters featuring a scantily clad woman sipping Midnight Dragon through a straw and a vulgar tagline. Midnight Dragon peaked at 3 million cases annually. In the early '90s, Vultaggio's Crazy Horse...
...stubborn, but he is not standing still. Vultaggio is making a bet on the energy-drink craze, pioneered by Red Bull and the hot upstart Monster. In April he will unveil a hybrid product: Arizona's Green Tea Energy Drink, packaged in a sleek black can--a bizarre combination that promises to keep you up all night while helping your heart. Don't be surprised if Vultaggio finds another hit. "People see something exciting, and they remember it," he says. "Think they remember the first time they had C2 [Coke's low-calorie cola]? I doubt it." Sure...