Word: pirko
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...flip side, the Drank concept taps into the dominant trend in the beverage industry. Cola sales have sunk as people move to functional drinks that promise to hydrate you, focus you, give you a boost and perhaps calm you down. "Consumers want the added benefit," says Tom Pirko, president of Bevmark LLC, a consulting firm. "If you're a new player, the label on the can better send a very strong message that it's doing something else for you besides just tasting good. The industry is verging on pharmacology...
...Will Bianchi back up his big talk? Well, a sedation movement would make some sense, given all the stresses surrounding us. "In this time of great anxiety, anything that allows you to be calm has tremendous benefit attached to it," says Pirko. "The timing might be perfect on this." So kick back, relax and crack open a purple can. Just Drank at your own risk...
...players that has turned the entire soft-drink industry on its head. Teas, sports drinks, bottled water and energy drinks, once considered niche players, are driving the market, while the once invincible colas have lost their crown. "Carbonated beverages are in serious trouble," says Tom Pirko, president of BevMark, an industry consulting firm. Shipments of soda slipped 0.7% in 2005, says Beverage Digest--the first annual decline in 20 years. Coca-Cola's flagship, Coke Classic, was down 2%; Pepsi-Cola fell 3.2%. And soda is absorbing some of the blame for America's obesity. A study released in early...
Some analysts think that Vultaggio's stubborn streak, especially his rejection of advertising, is hurting him. Pirko, president of BevMark, believes that with soda lagging, Coke and Pepsi will shift some focus to trouncing Arizona. "It's vulnerable," Pirko says of Arizona. "Word of mouth might work when there's little competition, but now the shelves are overloaded, groaning with new products. He who spends is usually he who gets the space." Vultaggio is utterly unmoved. "We've got a winning formula," he says. "What's the sense of changing...
...tobacco giant Philip Morris. But thanks to an irreverent ad blitz that has presented Miller as a fresh alternative to the self-anointed "king of beers," Miller has drawn its rival into an unusually bitter media war and almost overnight "given itself a new identity," as beverage consultant Tom Pirko puts it. In its ubiquitous series of mock political commercials, Miller has mercilessly poked fun at Budweiser by declaring that a democracy should have a president, not a king. Taking a cue from the cola wars, Miller has launched its own version of the Pepsi challenge, engaging beer drinkers...