2006 Focus Reports: Volume 1

Published by: Beverage Marketing Corporation

Published: Feb. 1, 2006 - 111 Pages

Table of Contents

INTRODUCTION

THE FLAVORED WATER MARKET: BOOM OR BUST?

By Roger Dilworth

The Single-Serve Water Market

Overview

The Flavored Still Water Market

Overview

2005 Competitive Landscape

Flavors

Marketing

Pricing

Distribution

Packaging

The Projected Flavored Still Water Market

Overview

Projections by Brand

Summary - Boom or Bust?

SPORTS MARKETING AND THE BEVERAGE INDUSTRY

By John G. Rodwan, Jr.

Sports Marketing

Overview

Sports and Mass Media

Sponsorships

Challenges

Opportunities

Sports Marketing by Beverage Category

Sports Beverages

Carbonated Soft Drinks

Beer

Assessing Sports Marketing Programs

THE BEVERAGE INDUSTRY’S RESPONSE TO OBESITY

By Roger Dilworth

Obesity in the U.S.

Overview

The Multiple Beverage Market Volume and Calories

The LRB Market Volume and Calories

Industry Responses

Sweeteners

Low-Calorie Products

The Projected LRB Market Volume and Calories

Summary

THE GLOBAL BEVERAGE INDUSTRY CONFRONTS COUNTERFEITING

By John G. Rodwan, Jr.

Counterfeiting and Global Business

Overview

The Scope of the Problem

Costs

Health and Safety

Brand-building

International Response

Counterfeiting and the Beverage Industry

Overview

Types of Counterfeiting

Combating Counterfeiting

Packaging

High-tech Tools

Legislation, Enforcement and Education

APPENDICES

Appendix 1: Anheuser-Busch Sports Marketing 2004

Appendix 2: U.S. Liquid Refreshment and Alcoholic Beverage Market Estimated

Calories per Gallon by Category

Appendix 3: Additional Resources on Counterfeiting

Abstract

• The Global Beverage Industry Confronts Counterfeiting by John G. Rodwan, Jr.;
• The Beverage Industry's Response to Obesity by Roger Dilworth;
• Sports Marketing and the Beverage Industry by John G. Rodwan, Jr.;
• The Flavored Water Market: Boom or Bust? by Roger Dilworth

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