Beverage World - May 2008 - (Page 10) [EDITOR’SNOTE] Top of the World We at Beverage World have been thinking about the world a lot lately. No, these aren’t some kind of pseudo-philosophical navel-gazer musings I’m talking about, but a convergence of global beverage product features and presentations happening of late. In this issue we are presenting, for the first time, our Top Global Brands report, compiled and authored by associate editor Jennifer Cirillo. Some of the brands on the lists are no big shockers, like Coke and Budweiser, but there are a few not-so-obvious ones on there, so have a look, starting on Page 40. Also, as I write this, I’ve been putting the finishing touches on my global new products workshop session at Beverage Forum, which I’ll present on day two of the May 21-22 conference at New York City’s Waldorf=Astoria. Among the trends that continue to drive the worldwide beverage business, which I’ll cover in the session, are the Green movement and the gravitation toward higher-end products. It’s hard to pick up a newspaper or magazine, surf the Web or turn on the TV or radio without encountering some reference to eco-sensitivity or sustainability. So it’s pretty much a no-brainer to include it in my presentation. But what of premiumization? Is that last year’s news? With the slowing US economy and widespread speculation of a global economic slump, doesn’t it seem illogical that the trading up that defined the first half or so of the current decade would continue into the next one? There are two schools of thought. Some would argue that consumers, in the US and abroad, will be nixing the more luxurious goods as they tighten their belts. And that would include somewhat pricier elixirs in favor of more budgetfriendly options. Then there’s the other school of thought, those who subscribe to the concept of “affordable luxury.” It’s a term marketers of fancy imports and craft beers often utter in relation to their products and it’s something that may well be recession-proof. See, the theory is that consumers might be more inclined to postpone that Mediterranean cruise or put off the kitchen renovations until more solvent times. But they’re still going to want to feel good about themselves and allow themselves minor indulgences, like that craft Jeff Cioletti, editor-in-chief beer, that sleek bottle of Voss water or that Grey jcioletti@beverageworld.com Goose martini, so they still feel somewhat pampered in an uncertain economy. Not to mention, when it comes to higher-end brands, there are elements of education and adventure in their consumption. Consumers feel a sense of ownership when they’ve tried a new up-market brand and become ambassadors for the brand when they expose their friends to it. They won’t want to give up that sense of worldliness anytime soon, whether economies are booming or busting. And I would submit that that is a truly global phenomenon. Why do you think it’s called worldliness? BW BEVERAGEWORLD Kevin Francella, Group Publisher Beverage World +1.646.708.7327 kfrancella@beverageworld.com EDITORIAL Jeff Cioletti, Editor-In-Chief +1.646.708.7303 jcioletti@beverageworld.com Andrew Kaplan, Managing Editor +1.646.708.7301 akaplan@beverageworld.com Heather Landi, Senior Editor +1.646.708.7302 hlandi@beverageworld.com Jennifer Cirillo, Associate Editor +1.646.708.7307 jcirillo@beverageworld.com ART Rosanna Bulian, Art Director +1.646.708.7312 rbulian@beverageworld.com CONTRIBUTING EDITORS Hank Behar, Michael Bellas, Bob Deierlein, Adam Kleiner, John Koss, Susan Wright EDITORIAL RESEARCH Joy Francesconi +1.978.299.3499 jfrancesconi@beverageworld.com PRODUCTION Jeff Carlson, Production Manager +1.312.456.2822, ext. 255 jcarlson@idealmediallc.com E-MEDIA Amanda Westbrooks, Website Manager +1.312.456.2822 awestbrooks@idealmediallc.com GROUP DIRECTORS Barbara Killeen, Director of Operations and Research +1.646.708.7325 bkilleen@idealmediallc.com Erin Fiden, Group Marketing Director +1.312.456.2822 efiden@idealmediallc.com Delane David, Director of E-Media +1.312.456.2822 ddavid@idealmediallc.com SALES DEPARTMENT Jeff Blanch, Northeast/Mid-Atlantic Sales Director +1.203.739.0775 jblanch@beverageworld.com Leo Guenther, Account-Specific Sales Director +1.904.217.0751 leoguenther@comcast.net Lisa Adams, Midwest/West Sales Director +1.773.871.0757 llark@aol.com Gabriele Fahlbusch, Europe +49.202.271.6915 fahlbusch@intermediapartners.de Adam Hays, Project Director +1.978.299.3440 ahays@beverageworld.com Nadine Buccieri, Classifieds/Tele-Sales +1.818.920.3185 nbuccieri@beverageworld.com Antoinette Cantwell, Advertising Sales Coordinator +1.646.708.7315 acantwell@beverageworld.com 303 E. 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