Dive Brief:
- Taking advantage of a taste for the past and the move towards craft, Coca-Cola relaunched two craft soda brands,Hansen's and Blue Sky sodas, with updated branding and packaging, according to a news release. Cokeacquiredthe brands from Monster Beverage last year. These products fall under Coca-Cola's Venturing & Emerging Brands (VEB) segment.
- 根据VEB,工艺和特殊ty soda comprise under 2% of total U.S. soft drink sales, but sales continue to increase.
- 百事可乐还重新启动了苏打水品牌，它是其邪教经典之一MTN Dew Pitch Black。百事可乐（Pepsico）通过多年的消费者要求返回后，通过抽奖将产品带回了有限的时间。百事可乐说，它将仅在Speedway商店中出售该产品。
Dive Insight:
Nostalgia plays a role in Mtn Dew Pitch Black's nationwide relaunch, as it has in other soda launches and promotions in the past year, including PepsiCo'sCrystal Pepsiand Coca-Cola'sSurge. Tapping into nostalgia for brands that consumers drank years ago is a counter move to growing concerns about sugar and artificial ingredients in soda.
Craft and artisanal products continue to grow in various food and beverage segments, from soda and beer to cheese and chocolate. Consumers are looking for what they feel are more handmade and authentic products. Craft brands could also help offset slowing sales in segments likediet soda.
