Beverage World - October 15, 2007 - (Page 8)

[EDITOR’SNOTE] BEVERAGEWORLD W 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 William Atkinson, Hank Behar, Michael Bellas, Lucien Chauvin, Bob Deierlein, John Koss, Susan Wright EDITORIAL RESEARCH Joy Francesconi +1.978.299.3499 jfrancesconi@beverageworld.com PRODUCTION Jeffrey 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 blanch14@snet.net 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 Everything’s Gone Green You might notice a slight floral motif in this month’s issue. No, we’re not desperately longing for spring now that autumn has arrived and winter’s breathing down our necks. (We envy those of you dear readers in the Southern Hemisphere. Happy spring!) The flower in a bottle that you see before you and throughout most of the pages ahead of you, is your earthy guide through Beverage World’s first-ever Eco Issue. It’s a true sign of the times when a publication geared largely to a mainstream beverage business audience can devote (nearly) an entire edition to environmental issues. A decade ago we would have been labeled “granola” or “tree huggers.” But now, those issues are so much a part of both the public and industrial consciousness that it’s no longer possible, nor considered responsible, to shrug them off as the discourse of advocates on the fringes of society. During my visit to New Belgium Brewing Co.’s Colorado headquarters for this month’s cover story, chief branding officer Greg Owsley relayed a statement by clothing company Patagonia’s founder, Yvon Chouinard, that more or less sums up the incentive that companies have to reduce their carbon footprints: “You can’t do business on a dead planet.” That’s admittedly a bit extreme and apocalyptic, but the sentiment is in the right place. And it’s not lost on many in the beverage business who are taking proactive steps today to ensure a vibrant tomorrow. Some of them offer their perspectives in the pages that follow, with a series of “Eco-Leaders” op-ed pieces from Anheuser-Busch, The Coca-Cola Company, Coors Brewing, Honest Tea, Nestlé Waters North America and PepsiCo. You’ll also get a chance to read about the ecofriendly efforts of some up-and-coming “Green Teams” across the beverage categories. Additionally, we’ve dedicated our entire Jeff Cioletti, editor-in-chief BevSolutions section to the green scene, with jcioletti@beverageworld.com insights on earth-friendly packaging, facilities, fleets, supply chain practices, point of sale and beverage ingredients. But don’t worry, we haven’t forgotten our October tradition: the Beverage World Global 100, counting down the 100 largest beverage companies around the world. The list begins on Page 87. Before that, pour yourself a glass of your favorite libation and raise a glass to planet Earth. Just remember to recycle the bottle. BW 8_BEVERAGE WORLD_OCTOBER 2007 303 E. Wacker Drive, 21st Floor Chicago, IL 60601 Kevin Francella, Chief Operating Officer +1.646.708.7327 kfrancella@idealmediallc.com EDITORIAL OFFICES 90 Broad St., Suite 402, New York, NY 10004 +1.646.708.7300 Fax: +1.646.708.7399 beverageworld.com REPRINT INQUIRIES Lisa Abelson +1.516.379.7097 labelson@optonline.net SUBSCRIPTION INQUIRIES +1.847.763.9627 bw@halldata.com LIST RENTALS Postal, Julius Single, +1.845.731.2731, Shawn Kingston, +1.845.731.3828 COPYRIGHT CLEARANCE CENTER +1.978.750.8400 copyright.com BEVERAGEWORLD.COM http://www.beverageworld.com/ http://copyright.com http://www.beverageworld.com/

Table of Contents Feed for the Digital Edition of Beverage World - October 15, 2007

Beverage World - October 15, 2007 Table of Contents Global Recycling Trends Editor’s Note CCE’s Recycling Initiative New Beverages: VeeV New Beverage Roundup Market Metrics: Green-Minded Consumers Cover Story: Earth’s Brewer Adina World Beat Beverages • Fetzer Vineyards Kim Jeffery, Nestlé Waters North America Sambazon Icelandic Water Holdings John Compton, PepsiCo North America Dennis Puffer, Coors Brewing Co. ITO EN Sierra Nevada Brewing Co. • Cuca Fresca Exports Jeff Seabright, The Coca-Cola Company Mendocino Wine Co. Doug Muhleman, Anheuser-Busch Seth Goldman, Honest Tea Supply Chain: Waste Management Production: Environmental Operations Operations Observations Packaging: Lightweight Bottles Trendspotting R&D: Eco Beverages • Ask the Expert Sales & Marketing: Green POS Materials Distribution: Green Fleets Distribution: Fleet of the Month: Manhattan Beer Distributors FleetBeat The Beverage World Top 100 Classifieds Ad Index

Beverage World - October 15, 2007

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