潜水简介：
- 百威英博的安海斯-布希公司将利用其分配n network (AB One) to distribute ShineWater, a ready-to-drink hydration beverage with 100% of the daily recommended vitamin D, the company said in a statement. ShineWater declined to disclose any additional financial details about the deal, including whether Anheuser-Busch invested in the company.
- The deal will expand ShineWater’s availability throughout its geographic network on the West Coast, in the Northeast and in Oklahoma，为产品在商店出售的门打开门Anheuser-Busch products are carried.
- The vitamin D water is the latest food and beverage brand to latch onto the functional trend as shoppers look for more than sustenance or refreshment from the products they purchase and consume.
Dive Insight:
随着AB INBEV等公司，莫尔森·库尔斯（Molson Coors）和其他人在啤酒销售的下降方面挣扎，他们倾向于其他饮料，为他们提供未来增长的平台 - 其中许多人超出了他们非常熟悉的酒精类别。
莫尔森·库尔斯（Molson Coors）, for example, has invested in Huzzah, a full-flavored seltzer with added probiotics; Golden Wing, a grain-based milk alternative fortified with protein and nutrients; and Zoa, positioned as an above-premium energy drink with natural ingredients, vitamins, electrolytes and amino acids.
Anheuser-Busch此前曾利用其现有的销售和分销网络为其他第三方产品。它们包括葡萄酒和RTD鸡尾酒品牌Beatbox以及饮食补充剂氨基能量 +电解质。当AB Inbev等公司寻求增长时，他们要利用强大的分销网络来增加销售额并涉足否则将超出其通常领域的产品是有意义的。
该公司将Anheuser-Busch拥有的分销商网络描述为“关键资产”，该资产使该国最大的酿酒师可以试行新的消费者产品，然后将最有前途的酿酒商扩展到其较大的批发商系统。
Anheuser-Busch的AB One市场副总裁Scott King说：“满足[消费者]不断变化的需求是为什么我们专注于在啤酒组合中扩展和创新的原因。”
分发Shinewater的交易不太可能为AB INBEV的销售提供有意义的推动，但表明该公司正在促使其不仅仅是一家酒精公司。对于Shinewater，该合作伙伴关系通过利用啤酒巨头的强大分销网络使他们可以快速进入新市场。该公司表示，在2020年初，Shinewater改变了其品牌和分销策略，导致全国销售增长10倍。
In addition to beer makers, other companies have taken notice of growing consumer demand for products with a functional benefit.
Vita Coco的母公司今年夏天宣布将扩展到新的功能性饮料，并推出注入蛋白质的水，称为PWR LIFT。PepsiCo released a functional watercalled Driftwell去年旨在打击压力和诱发放松。
食品和饮料巨人雀巢has moved quickly to get in the functional drinks game through a series of moves. Its latest occurred in March when it获得的Essentia水, a maker of ionized alkaline water, for an undisclosed amount. Ocean Spray also has发射了一系列功能水called B1U that highlights the names of each functional blend — I need a boost, I need rhythm, I need immunity and I need power — prominently on the label.
鉴于消费者动态的转变以及随之而来的销售激增，公司正在垂钓该领域的事实并不奇怪。Statista estimated retail sales of enhanced bottled water预计2022年四年前的4.1亿美元将在2022年达到53亿美元。
