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There’s caffeine in everything from water to vodka. Yerba mate and
guarana are standard ingredients in everything from banana smoothies to
beer.
But dude. Calm down. It’s time to chill. At least, for beverages, it is.
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It’s midsummer at Starbucks Corporate Headquarters in Seattle, Wash., and despite the swaths of natural light flooding the inside and the warm August weather, a chilled Seattle vibe permeates the entire place. Café colors cover the walls – eggplant, terracotta, burnt orange, butter yellow, sage. The floors are laid with light, clean pine planking; the hallways are wide...
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If you want to have a hope of success these days, the trick, in essence, seems to be to approach the consumer with a distinct point of view and to commit to putting staff resources into the market to make sure your concept isn’t distorted on its way to the consumer. You’ve also got to be willing to continually tweak the concept until you’ve got it right.
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Innovation is most important when it comes to getting a thirsty consumer to overcome their reliance on the tried and true and turn to a new product. It's finding the new space between water and wine, and wedging it into a crowded cooler so that it doesn't just take a slot or a shelf, but creates a whole new door of beverages in a heretofore unrecognized product class like bottled waters or energy drinks.
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