As the crossover between alcoholic and non-alcoholic beverage distribution and product development heats up, BD caught up with longtime beverage entrepreneur Larry Trachtenbroit to see what lessons he’s learned after making the transition. Trachtenbroit sold a ready-to-drink coffee business to Coke for more than $5 million 20 years ago before going on to create a beverage innovation shop called Brain Twist that counted Coca-Cola as an investor. More than five years ago, he switched fully to alcohol beverages. He co-founded his current venture FS Beverages with former global ocean shipping industry executive Greg Howard, who is president. FS Beverages is building sales and distribution for a line of alcohol-infused cherries, teas, lemonades, and coffees under a brand called Howie’s Spiked. The flagship product, Howie’s Spiked Cherries, is distributed in 15 Midwestern, Southern, and East Coast markets. The distribution network includes at least 30 independent Anheuser Busch-aligned distributors, as well as other independent wholesale distributors. The company generated revenue of $1.5 million in 2020 after growth of +28%, according to Howard. With the introduction of a spiked coffee called Alc-A-Chino later this year, revenue is expected to approach $2 million in 2021...

Two years ago, Coke extended its 92-year sponsorship of the Olympic Games for another 12 years. At the time, Coca-Cola was in ...

Riding a wave of increased investment and momentum, PepsiCo’s North American bottling system convened in June to discuss marketing and distribution plans for 2022. Bottling executives from the independent Pepsi system and company-owned operations attended the virtual meeting. Despite supply issues in the aftermath of the COVID-19 pandemic, the mood was upbeat, representing an optimism unmatched in recent years, sources told BD. This story is based on information from people who attended the meeting. This year...

This month, Coke is launching a revised formula, updated package graphics, and a new marketing campaign for Coca-Cola Zero Sugar in North America. Similar changes have already been executed in ...