Word: pirko
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...early 2001, "malternatives" have captured 4.5% of the $8 billion beer market. But industry analysts say the new brands are aimed in part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the company name out," says Tom Pirko of BevMark, a California beverage-consulting concern. "In a sense, the drinks are impostors." James Thompson, marketing vice president for Diageo, denies any such motivation. He says the ads simply target consumers thirsty for the next new flavor. He estimates that malternative brands will spend $250 million to $300 million...
...stepping down at age 52 was his idea. But veteran Coke watchers couldn't help speculating that there must have been a shove from disenchanted members of the company's board of directors. "This was a guy you would have had to carry out in a box," says Tom Pirko, president of Bevmark, a consultant to the industry. "The pressure for him to crack just had to be nuclear...
...cola wars for good. One line of reasoning is that Coke is simply too big to topple. Coke, for instance, has added 8 billion cases of sales in 10 years, according to CEO Douglas Ivester. Others say that Enrico's deliberate strategy is tantamount to declaring defeat. Says Tom Pirko, president of consulting firm Bevmark: "Pepsi has put its tail between its legs and withdrawn...
...Thomas Pirko Niles, Ohio