Beverage World presents the latest news from across the worldwide beverage market.

PepsiCo's Super Bowl buy is its largest ‘activation’ ever

No company has more invested in the Super Bowl than PepsiCo, and that's reflected in planning that begins years in advance, and marketing programs that begin six or more months prior to any given year's big game. Indeed, Super Bowl XLIX marks the company's biggest, multi-brand "activation" ever. PepsiCo brands' 2015 in-game presence will include three ads (at $4.5 million per 30 seconds this year): two Doritos ads plus a Pepsi ad leading up to the Pepsi-sponsored halftime show. In addition, the pre-game show will include nearly a dozen ads for Mtn Dew Kickstart. (mediapost.com)


MillerCoors brewery lights up solar array

MillerCoors has constructed a 3.2-megawatt solar array at its brewery in Irwindale, California. It’s the largest one installed at any U.S. brewery, according to the proud new landlord. The site has already reduced its energy consumption by 30% over the past five years, and the installation is meant to further offset the company’s reliance on the local grid. The array includes more than 10,000 panels scattered across 10 acres and financed through an arrangement with SolarCity. (forbes.com)


Hawaii sues over 5-Hour Energy drink claims

Hawaii has joined at least three other states in suing the maker and distributer of 5-Hour Energy drinks for allegedly making false, misleading and unsubstantiated claims about their products. The state Office of Consumer Protection filed a lawsuit in state court Thursday against Michigan-based companies Living Essentials LLC and its parent, Innovation Ventures LLC. Oregon, Washington and Vermont filed similar lawsuits last summer. (staradvertiser.com)


Okla. proposal would put beer makers on par with wineries

A bill proposed by a Tulsa, Okla., senator would bring brewers of beer in Oklahoma on par with wineries by giving them the ability to sell their products directly to consumers on site. The bill would amend state statute to allow breweries to sell beer to consumers “on the premises of the brewery.” There is some question if the bill is constitutional, however. The Oklahoma Constitution requires brewers of beer to sell their products to licensed wholesale distributors. Winemakers, however, are allowed to sell wine by the bottle directly to consumers at the winery. (swtimes.com)


CCE to open innovation center at Georgia Tech

Atlanta-based Coca-Cola Enterprises Inc., Coca-Cola’s marketer and distributor in Western Europe, will open a nearly 5,000-square-foot innovation and development center at Georgia Tech University. At the center, CCE will work on emerging technologies and data products for retail customers, such as Tesco and Carrefour, that will help them improve efficiencies, reduce costs and drive sales. (bizjournals.com)


Idaho feels effects of craft cider movement

Hard cider is the latest adult beverage trend to reach Idaho, where the raging craft beer scene has shown little sign of slowing down. "I think that Boise is primed for another alternative to beer," says Molly Leadbetter, marketing director for her family's Leadbetter Cider Co. "Our craft beer scene has been so fun, but I think people are ready to try something new." (Idaho Statesman)