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 Drink Makers Add Some Kick to Marketing Energy Drinks  


Call it Red Bull for kids. That’s how Ilie Ioncescu described Kool Cow, his “vitamin-enriched carbonated milk drink,” one of the products on display at the Americas Food and Beverage Show, held at the Miami Beach Convention Center.

“It’s an energy drink for children,” said Ioncescu, vice president of Global Beverage Enterprises, which makes Kool Cow.

About 250 companies from around the world came to the Americas Food and Beverage show to introduce new products and look for distributors. At this, the 11th annual show, energy drinks were all the buzz.

Energy-drink consumption is up 20 percent this year, with sales expected to top $9 billion in three years, according to Beverage Marketing Corp.

Source: Tacoma News Tribune (WA)

Posted on Tuesday, September 30, 2008 (Archive on Tuesday, October 07, 2008)
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