Beverage Marketing

Beverage marketing touches every aspect of the brand. It communicates key product attributes to consumers, executes promotional programs, manages incentive programs for distributors and retailers, develops co-operative marketing campaigns with strategic partners, conducts and interprets research, stays on top of competitive activity, and is responsive to changing market conditions. It must also administer financial resources with the goal of achieving maximum ROI for every marketing dollar spent. It is important to understand the distinction between two key functional areas of beverage marketing—consumer marketing and channel marketing. Consumer Marketing Activities undertaken by the company to reach the end consumer is the definition of classic consumer beverage marketing. This can include sampling programs, public relations efforts, advertising campaigns, consumer research, internet activation, promotions, and more. Consumer marketing strategies and tactics are an essential part of brand management, and many companies will usually allocate adequate funds in this area. Channel Marketing and Co-op Marketing efforts On the other side of the coin, beverage marketing to the retail trade, or channel marketing, is important as it can strengthen a beverage brand's relationship with key retail partners. An effective channel-marketing program will focus on merchandising activity, heighten in-store awareness, and reach consumers where it matters most—at the point of purchase. A co-op marketing program can be an effective way to partner with a retailer to optimize promotional efforts, such as discount pricing, in-store displays, contests, advertising, direct mail and more. New brand owners will often find themselves inundated with offers and opportunities from vendors looking for promotional dollars. A producer must be able to evaluate these opportunities and determine which ones will best help the brand's growth.

Diet Drinks

Diet drinks, sometimes known as light drinks and are sugar-free, naturally or artificially sweetened, non-alcoholic beverages typically marketed to health-conscious people, diabetics, athletes, and other people who want to lose weight or stay fit. Many diet drinks are carbonated. Aspartame, known by the brand name NutraSweet, is one of the most commonly used artificial sweeteners. Many Americans choose to consume soft drinks morning, noon, and night. They are tasty drinks, available everywhere, and are relatively inexpensive. Unfortunately, for most Americans, soft drinks are also a prime source of extra calories that can contribute to weight gain. Using artificial sweeteners in soft drinks instead of sugar or high fructose corn syrup offers an advantage by sidestepping common problems associated with weight gain or diabetes. Artificial sweeteners contain zero carbohydrates, no fat, and no protein, so they do not directly influence caloric intake or blood sugar levels. The bottom line is switching from sugar-sweetened soft drinks to diet drinks cuts calories. The FDA approves the use of five artificial sweeteners. Gram for gram, each one is sweeter than sugar. Approved sweeteners include: aspartame (Equal, NutraSweet), which is 180 times sweeter than sugar; acesulfame-K (Sunett, Sweet One), which is 200 times sweeter than sugar; saccharin (Sweet'N Low, Necta Sweet), which is 300 times sweeter than sugar; sucralose (Splenda) which is 600 times sweeter than sugar; and neotame which is 7,000 to 13,000 times sweeter than sugar. Tooth Decay Regular soft drinks contain a lot of sugar, which can cause cavities. Diet soda is naturally or artificially sweetened and does not necessarily contribute to cavities. Soda pop is a sweetened, acidic, often caffeinated, carbonated drink. Regular soda pop is sweet because of different kinds of sweeteners whereas "diet" pop is sweet because of added natural or artificial sweeteners. Every year the average American consumes 45 gallons of soda. Adults are just as prone to tooth decay, despite well-developed and well-calcified tooth enamel. Soft drinks can be double-trouble for teeth. More than sugar, the acids in many popular soft drinks contribute to tooth enamel decay and make teeth more prone to rot.