Last year marked the third consecutive year of diminishing growth rates in the beer industry, dropping 2.1% to 2.877 billion cases. According to the Beverage Information Group's recently released 2010 Beer Handbook, the beer industry's downturn can be directly attributed to the decline in the light beer segment. Light beer, which accounts for a 52.8% share of the U.S. beer market, posted its first negative year since its beginning 30 years ago.

Other segments of the beer industry differed in their 2009 results. Imports declined 6.9% to 359.6 million 2.25-gallon cases, while the craft beer segment increased 7.0%. Craft beer continues to grow at an extraordinary rate, due to the abundance of flavors and types that attract both young and old consumers. Expanded distribution also continues to be a key driver for growth in this segment. It is clear that the "trading up" trend that began before the recession has continued despite the changing economy.

The premium, super premium and flavored malt liquor segments all faced declines; but the popular and ice segments both had slight upticks due to their value price point and strong consumer bases.

The beer industry's future remains tentative with slow growth expected over the next five years as the country recovers from a struggling economy. Favorable demographics, continued growth of the craft beer segment and success of value-priced beer will help slow declines in the beer category.  

"The growth of the beer industry has slowed every year since 2006," says Eric Schmidt, Manager of Information Services for the Beverage Information Group based in Norwalk, Conn. "There are hints that this slowing will end in 2010, but projections are still forecasting a downturn in the short term."

The cost of the 2010 Beer Handbook is $755; handbook with companion CD is $925. Shipping and handling is $10 for U.S. orders; $20 for all other orders. The handbook and CD can be purchased at www.beveragehandbooks.com or by calling Cynthia Porter at (630) 762-8709.

SOURCE The Beverage Information Group

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The people of Primo Water Corporation want to congratulate the people of Concord, MA for taking a tough environmental stand this year.

Concord residents voted in April to ban the sale of bottled water in their town to ease the growing burden on overflowing landfills. Primo Water took notice and moved to honor the residents by sponsoring Concord's 375th birthday celebration music festival and fireworks show at 5:00pm, September 12th 2010, at Concord-Carlisle High School.  

"We choose not to sell single-use PET bottles for the very reasons the people of Concord chose to vote for the ban," said Kelly Lockwood-Primus, Primo's VP of Marketing. "Primo offers consumers a responsible way to drink great tasting water and still protect the landfills and the rest of the planet from discarded single-use water bottles," she said.  Primo Water's three-and five-gallon bottles are exchanged when empty for a discount on a new bottle. Bottles are then reused an average of 40 times, before the plastic is ultimately recycled. "The Primo bottle exchange system has managed to keep more than 1.8 million pounds of plastic out of our landfills so far."

At the festival, attendees are encouraged to bring their own reusable water bottles, which Primo will refill at no charge. Visitors to the Primo tent will have the chance to win one of 100 home water dispensers to be given away. Primo also plans to give away 2,500 free reusable sport bottles and other items.

Primo Water Corporation offers water and its Energy Star rated water dispensers at thousands of retail locations across the country.  

Learn more about the Primo sponsorship of the Concord, MA 375th birthday celebration at:  http://www.primowater.com/concordmass.php

Primo Water Corporation is the responsible choice for consumers who want to drink great tasting water. A leading nationwide provider of water and Energy Star rated home water dispensers; Primo chooses not to sell water in single-use water bottles and instead promotes the reduction of plastic in landfills by offering zero waste three- and five-gallon bottles. Primo's patent pending recycle/exchange program encourages consumers to return the empty bottle. Primo then refreshes and re-uses the bottles an average of 40 times before recycling the plastic. The majority of Primo water is bottled at locations within 100 miles of its point of sale minimizing its transportation carbon footprint. In nationwide blind taste tests, 3 out of 4 consumers preferred Primo over the nation's top selling spring waters. Learn more about Primo Water at www.primowater.com      

SOURCE Primo Water Corporation

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Six of the toughest professional cowboys in America will achieve extra "style" points this weekend at the Ellensburg PRCA Rodeo when they debut  their Crown Royal-branded riding gear for the very first time. Through a year-long partnership with the Canadian Whisky brand, the team of six will hit the dirt at Ellensburg for what some consider the most dangerous eight seconds in sports in hopes of bringing home a Crown Royal victory.

The 2010 Crown Royal Riders line-up includes:

• Clayton Williams (Carthage, Texas) Bull Rider
• Cody Whitney (Asher, Okla) Bull Rider
• J.W. Harris (Mullin, Texas) 2008 & 2009 PRCA World Champion Bull Rider
• Steve Woolsey (Payson, Utah) Bull Rider and Saddle Bronc Rider
• Tilden Hooper (Carthage, Texas) Bareback Rider
• Wesley Silcox (Santaquin, Utah) 2007 PRCA World Champion Bull Rider

"The Crown Royal Riders team is comprised of the best and toughest professional cowboys in the sport," said Yvonne Briese, Crown Royal marketing director. "We can't wait to see them compete in their Crown Royal gear this weekend at Ellensburg and we look forward to responsibly toasting their wins.  This program will serve to reinforce the important message of responsible drinking to all adult pro rodeo fans."

Though not new to professional rodeo, this earmarks the first official relationship Crown Royal has announced specifically with a team of cowboys.  In addition to dueling in the dirt, the Crown Royal Riders will be on hand to sign autographs and take photos with fans Saturday evening.

"It's an honor to represent Crown Royal for the first time at one of the most exciting rodeos of the year," World Champion Wes Silcox said. "To be a member of such an elite team of cowboys is pretty remarkable. I'm sure we'll have some healthy competition along the way with the end goal of toasting with a Crown Royal, responsibly of course."

Known as one of the "old rodeos", the Ellensburg Rodeo is the final Gold Rodeo stop on the Wrangler Million Dollar Tour. In Ellensburg, today's best riders, ropers, and wrestlers compete in what many consider to be the best rodeo arena in the nation. The top 24 qualifiers from the Gold and Silver Tours advance to the Justin Boots Playoffs September 10 – 12 in Puyallup, Washington. For more information, visit www.ellensburgrodeo.com.

About Crown Royal

Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

SOURCE Crown Royal

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Dr Pepper Snapple Group, Inc. (NYSE: DPS) today announced that Larry Young, DPS president and CEO, and Marty Ellen, chief financial officer, will present at the 2010 Barclays Capital Back-to-School Consumer Conference in Boston at 11:15 a.m. EDT (10:15 a.m. CDT) on Wednesday, Sept. 8.

(Logo:  http://photos.prnewswire.com/prnh/20080507/LAW016LOGO)

(Logo:  http://www.newscom.com/cgi-bin/prnh/20080507/LAW016LOGO)

The audio and slide presentation will be accessible live through the DPS website at http://www.drpeppersnapple.com and will be archived for replay for a period of 14 days.

About Dr Pepper Snapple Group

Dr Pepper Snapple Group, Inc. (NYSE: DPS) is the leading producer of flavored beverages in North America and the Caribbean. Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 6 of the top 10 non-cola soft drinks, and 9 of our 12 leading brands are No. 1 in their flavor categories. In addition to our flagship Dr Pepper and Snapple brands, our portfolio includes Sunkist soda, 7UP, A&W, Canada Dry, Crush, Mott's, Squirt, Hawaiian Punch, Penafiel, Clamato, Schweppes, Venom Energy, Rose's and Mr & Mrs T mixers. To learn more about our iconic brands and Plano, Texas-based company, please visit www.drpeppersnapple.com.

SOURCE Dr Pepper Snapple Group, Inc.

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Frontier Beverage Co. (OTC Bulletin Board: FBEC) has announced its partnership with Pennsauken, N.J.-based The Honickman Organization, to distribute the company's new low-calorie ultimate relaxation aid, Unwind™, to the mid-Atlantic region.

Under the agreement, The Honickman soft drink operations -- Canada Dry Delaware Valley and Canada Dry Potomac Corp. -- will bring Unwind™'s new sleek 12 oz. lightly-carbonated cans, containing a mere 40 calories and only 10 grams of sugar, to select stores in Virginia, Maryland, Washington, D.C., Delaware, Eastern Pennsylvania and Southern New Jersey.

"This distribution agreement opens up a huge territory for Unwind," said Terry Harris, Chief Executive Officer, Frontier Beverage Co. "With the help of Honickman, one of the country's largest Canada Dry distributors, we are going to be serving several large markets, which include some major colleges and universities and the mid-Atlantic beach communities, including the Jersey Shore."

"This is perfect timing for the people who have spent the summer at the beaches along the East Coast relaxing and are now returning to their hectic lifestyles at work, or the college students who, after enjoying an action-packed summer, are returning to the stressful life of school, to take a step back and Unwind™," said Harris.

Honickman is one of the nation's largest privately-owned bottling companies that bottles and distributes soft drinks and New Age brands. The Canada Dry operations will be adding Unwind™ to their current portfolio of beverages, including Arizona™, Glaceau™, Snapple™, Canada Dry®, Sunkist®, A&W® and 7-Up®.

"The Honickman Organization is constantly looking at consumer trends for emerging categories that will help generate incremental profit for our retailers," said John Taglienti, Executive Vice President of Sales and Marketing for Canada Dry Delaware Valley and Canada Dry Potomac. "We've seen an overwhelming response for relaxation beverages from consumers; however, we've also seen growing consumer demand for lower-calorie options. By offering a variety of great-tasting flavors, low calories, and low sugar in a relaxation drink, Frontier Beverage Group is leading innovation in the relaxation beverage category."

For those who are "Tired of Being Wired," Unwind™ offers a way to settle down at the end of a hard day with a relaxation blend to suit every lifestyle.  Melatonin, valerian root, rose hips and passion flower -- which can all be found in local nutrition or vitamin stores and have been used by herbalists for years to cope with anxiety and insomnia -- provide Unwind with its calming properties. To enhance the functional benefits, Unwind™ also features Goji and Acai berry extracts to provide an antioxidant boost.

For more information, please visit www.unwindbeverage.com or call 1-877-233-RELX (7359) and be sure to follow Unwind on Twitter at @unwindbeverage and join our Facebook fan page at www.facebook.com/unwindbeverage for new product information, company updates and contests.

About Frontier Beverage Co.

Founded in late 2009, Frontier Beverage is headquartered in Memphis, Tennessee and is a publicly-traded company under the sign FBEC. For more information or up-to-date information on Frontier Beverage and its flagship product, Unwind, please visit: http://finance.yahoo.com/q?s=fbec.ob or contact ir@frontierbeverage.com.

Frontier Beverage Co. is the distributor of Unwind, the ultimate relaxation aid for consumers worldwide. Unwind offers a healthy alternative to the calming drink experience due to its low-calorie, low-sugar and high-antioxidant formula.

SOURCE Frontier Beverage Co.

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