Coke, Pepsi backing off kid marketing

Coca-Cola Co. and PepsiCo, the largest beverage companies in the world, are among members of the International Council of Beverages Association (ICBA) to adopt voluntary guidelines on marketing to children.

The worldwide trade association representing the non-alcoholic beverage industry has agreed to implement the guidelines in all countries around the world by the end of 2008, the ICBA said.

The ICBA "Guidelines on Marketing to Children" state that beverage companies voluntarily agree to eliminate the advertising and marketing of a wide range of beverages, including carbonated soft drinks, to any audience comprised predominantly of children under 12. The policy applies to TV, radio, print, Internet, phone messaging and movies, including product placement.

"The non-alcoholic beverage industry produces a wide variety of beverages, all of which can be part of a healthy lifestyle," Susan Neely (at right), president and CEO of the American Beverage Association, said in a press statement.

"However, as parents and grandparents ourselves, we recognize that children may be more susceptible to marketing campaigns and may not always be able to make the right dietary choices for themselves.

"Parents are telling us they want to be the gatekeepers. We are listening and want to protect their role so that we can work together to help teach children around the world how to make more informed choices."

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Confessions of a coca fiend

"The story of my 10-day coca binge is short and, I'm afraid, not terribly sordid. Just the same, if I'm asked to take a drug test anytime soon I'm probably going to have a bit of explaining to do."

Thus begins John Flinn's intriguing "Confessions of a coca fiend" on the SFGate Web site.

If you've ever wondered about the various uses of coca, this story by the executive editor of Travel should be required reading -- entertaining and informative.

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Wine country soft drinks with no wine

A non-alcoholic line of soft drinks using wine grapes is being offered on the Hello DELICIOUS Modern Gourmet Boutique online site.

It better be delicious. The new sampler pack of 12 bottles goes for $35, or nearly $3 a bottle for rosé, chardonnay and pinot noir flavors of what are called Vignette Wine Country Sodas.

The sparkling beverages have no added sugar, are 100% natural, and the line is billed as "the first of its kind to be made with California wine country grapes."

Aiming at the younger, tech-centric consumers, Hello DELICIOUS brags that "We represent the next generation of foodies. We’re all about what’s new, what’s now, and what’s next." And, to prove it, the company has come up with a blog called "The Dish" that it hopes will resonate with customers.

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Fever-tree a flavor tree, too

William M. Dowd photo

There are a lot of tonic waters on the market, but the makers of Fever-Tree Premium Indian Tonic Water have figured out a way to set their product apart from the others.

First, what it doesn't contain:

• Artificial preservatives
• Artificial ingredients
• Sweeteners
• Coloring

Now, what it does have:

• Natural botanicals
• Spring water
• Cane sugar

Fever-Tree's "natural botanicals" are cold-pressed Tanzanian bitter orange oils, coriander and lime oils and African marigold, combined with the cane sugar and spring water, plus natural quinine from the fever-tree (Cinchona ledgeriana) itself.

It has a clear look, a slightly fruity nose, and a hint of natural sweetness followed by a slight bite on the tongue from the quinine and botanicals.

It retails for a suggested $5.99 for a four-pack of 200ml bottles.

I've tried Fever-Tree at home (clean, bracing), and spotted it in bars abroad -- at the trendy Tonic bar on North Castle Street in Edinburgh, Scotland, last week, as just one example. Bar manager Sam Kershaw (above), who splits his time between Scotland and New York, was using it to whip up such drinks as the "Mint Chocolate Chip Russian," the "Cherry Blossom Buck" and the "Clover Tree."

The Fever-Tree folks, however, suggest first trying their product in this classic cocktail:

GIN & TONIC

1 part premium gin
2 parts Fever-tree tonic
Fresh lime
Fresh ice or tonic ice

Keep gin in freezer until use. If desired, make ice cubes ahead of time using the tonic water to prevent dilution.

Mix gin and tonic in a chilled red-wine balloon glass, stirring over several tonic ice cubes. Garnish with either a sprig of fresh mint, a wedge or wheel of lemon or lime, or even a wheel of cucumber. If using citrus, use only the peel to prevent introduction of unwanted oils.

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Aussie water product makes U.S. debut

Not enough domestic or imported bottled water brands for you? Well, on Balance one company agrees with you.

The Balance Water Co. that makes a product combining American spring water with homeopathic Australian flower essences designed to bring about peace of mind and relieve stress, has debuted in the U.S. at Hannaford Supermarkets in the Northeast and various Whole Food Market stores. It made its debut in 2005 in Australia.

"We'd like to do complete national coverage," says Martin Chalk, company co-founder and head of its U.S. operations.

The company says its water contains floral essences designed to help calm and focus body and mind in a variety of ways. The "Water for Traveling" flavor, for example, is equipped with essences designed to combat typical travel-related stresses and the "Water for the Mind" flavor is claimed to help with focus and concentration. The company also sells "Water for Women" and "Water for Children."

Of course, the use of the word "flavor" should be regarded as merely separating one formula from another since the various waters are flavorless.

"We tried very hard not to change the flavor of the water," Chalk told Beverage World magazine. "Even though we put up to eight flowers in a water we use an organic and natural process to do so. We don't use any chemicals. We use some non-invasive methods in order to sterilize the product and remove the flavor. Non-flavored water is the most popular drink in the world." he added.

The company has established bottling stations in New York State's Catskill region and California's Sierra Nevada range so it can use local water, and therefore can avoid shipping large quantities of water across the world. Only the floral essences are shipped, from Australia.

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Japanese flocking to vinegar drinks

Vinegar is used in this country for everything from a marinade base to a salad dressing ingredient to folk medicine. But as a beverage? Not really.

Web Japan, however, reports that the Japanese liking for vinegar -- or o su -- has grown well beyond the condiment stage to become a sought-after beverage.

Buoyed by reports that rice vinegar is effective in promoting weight loss, a wide range of vinegar-based drinks has made its way to market.

Fruit vinegar beverages, diluted with water, lead the parade. They're made primarily from grapes, apples and raspberries. These are like juice but are made from fermented fruits, such as apples, grapes, or raspberries and found favor with women and young people of both genders. Another popular drink is black vinegar ("kurozu"), which has an older customer demographic.

Here's a link to the full story.

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