Category: Beverage

Abstract

The current business climate influences any marketing strategys success. The marketing manager must thoroughly analyze the market while designing a marketing strategy to identify the most influential environmental factors. Regulators and the general public are becoming concerned about the potential dangers of energy drinks. The marketing managers job is to ensure that products are safe and acceptable to consumers. The companys strengths and weaknesses, as well as possible threats and opportunities, must be reflected in the strategy. The energy drink industry is affected by several macro-environmental factors, including market segmentation and positioning system, market segmentation, competitive pressures, and price strategy.

Introduction

One of Campbell Soup Companys most successful brands, V8, is launching two new energy drink products, V8 V-Fusion + Drinks and Shots, all of which will be sold under the Campbell Soup Company Symbol (CPB). The companys corporate responsibility program aims to positively contribute to the workplace, the marketplace, and the communities where it operates (Visram et al., 2017). The new drink will be manufactured with components people love and trust, making them healthier solutions to most caffeinated beverages on the marketplace. Drinks like this contain one serving of fruits and veggies and a healthy dose of herbal tea.

Market Environmental Factors

The fact that energy drinks deliver quick Energy and mental and physical stimulation is a significant factor in the expansion of the market for energy drinks. These variables are the primary predicted drivers for the global energy drinks industry, and we should adopt the same to compete in this field (Visram et al., 2017). Moreover, the development of the worldwide market is driven by the increasing popularity among adolescents.

However, caffeine overload can result in hypertension, nausea, irritability, and other health problems that limit the expansion of the energy drinks market. In contrast, throughout the forecast period, a shift in customer preferences toward beverage consumption and a healthy lifestyle is predicted to generate attractive growth prospects for the market (Visram et al., 2017). The market is categorized by product type, end-user, and geographic location, and all these environmental factors are crucial for our success In the United States as an energy drink company. The rise of the worldwide market for energy drinks as a result of their availability on a variety of channels, such as contemporary trade and the Internet, has been facilitated by their accessibility on a variety of distribution channels, including modern commerce and the Internet.

Social Factors

The degree of employment significantly impacts energy drinks in the United States. Demand for energy drinks is expected to increase when there is a lot of work. In addition, the aging population harms the consumption of energy drinks. Sugary products have a more significant impact on older clients. Compared to the younger generation, they are less tolerant of energy drinks. While older people are concerned about the health effects of energy drinks, younger consumers associate energy drink intake with a feeling of fashion. The V Fusion + Energy marketing manager should take advantage of the growing trend of drinking energy drinks with alcoholic beverages to maximize the products commercial viability. Social and environmental factors heavily influence the energy drink industry.

Ecological Factors

Environmental issues are one of the most influential aspects of the energy drink market in the whole world, not just the U.S. Climate and weather patterns, as well as the natural environment, are examples of ecological components that affect human actions and decisions (Grewal & Levy, 2020). The environmental climate might influence the number of natural elements consumed daily. The energy drink industry is threatened by the perception that its products are produced, rather than natural foods, due to the environmental impact Fusion + Energy product can overcome this notion by using natural products such as vegetables and raw fruits to manufacture their energy drink to be more natural than manufactured.

Economic Environment

The economy is among the most potent environmental elements. Recent disruptions to international trade have brought most economies close to recession. In moments of recession, the loss of income diminishes the spending power of consumers and has a detrimental effect on the sector. Energy drinks are considered premium, relatively expensive items. Consequently, market conditions affect the product (Grewal & Levy, 2020). Most likely, customers will swiftly switch to other, lower-cost traditional beverages. Given the current uncertain economic climate, I, as the V Fusion + Energy marketing manager, can overcome this challenge by selling V Fusion + Energy reasonably feasible in the United States.

Political and Legal Environment

Political and legal authorities in the United States are exerting growing pressure on the energy drink industry to enact legislation protecting consumers from the noticeable detrimental effects of sugar-rich foods. This means that V Fusion + Energy Company should develop an energy drink that meets the regulatory agencies permitted caffeine limits while delivering the intended value. There is a significant likelihood that the industry will be subjected to more pressure due to new regulations. As a result, the energy drink market will be significantly affected. The energy drink sectors interests must be protected, and as a marketing executive, I must collaborate with other industry actors to design legislation that does just that.

Competitive Analysis

Several significant companies top the energy drink market. The competitors have nearly identical capabilities. The dominant industry participants are Red Bull, Coca-Cola, and Pepsi Cola, especially in the United States (Rambe & Jafeta, 2017). These brands have considerable market share, making them formidable rivals. Each of their market offerings is equally appealing to customers. For example, competitors use product marketing techniques emphasizing the products most essential features.

Monster highlights the drinks immediate and long-lasting effects in its advertising. Consumers will likely move from the energy drink to another product relatively low. Finding a caffeine-free beverage thats as good as the present offerings from energy drink manufacturers is impossible, so those who arent content will have to settle. In the energy drink industry, new competitors pose little threat. Successful marketers rely on brand recognition to sell their products (Grewal & Levy, 2020). Due to safety concerns, customers favor brands with a safety track record. New entrants must have difficulty gaining a foothold in the fiercely competitive industry. This means that V Fusion + Energy product needs to come up with a very competitive advertisement targeting the youth population in the United States to dominate the energy drink industry.

Segmentation, Targeting, and Positioning

Segmentation is how a corporation divides varied customer demographics into smaller units based on their unique differences. Segmentation facilitates the evaluation of the most attractive section for achieving business objectives. Targeting, on the other hand, refers to selecting the segment on which to focus the marketing process. Brand positioning concludes with creating a mental image that customers may associate with the product. V Fusion + Energy Company needs to position itself using the same product but with a little adaptation, an advantageous positioning method discussed in Grewal and Levy in their book (Grewal & Levy, 2020).

This is crucial since the energy drink market in the United States is most successful depending on the age of potential consumers. Most teenagers love to try similar products but with a little difference (Rambe & Jafeta, 2017). Work, social and economic standing, and gender are other determinants. Energy drinks are regarded as premium products closely associated with the working class. Targeting for the V Fusion + Energy would include young adults with solid income and jobs. For example, the younger generation in the U.S is less responsive to beverages containing caffeine than the older generation.

Similarly, the stable income of the working class affords purchasing power. They equate energy drinks with distinction, making them a lucrative customer base. The products visual identity focuses on conveying a strong but low-caffeine image. Customers concerned about the high levels of caffeine and sugar in most energy drinks will be drawn to this product positioning.

Pricing Strategies

V Fusion + Energy is an excellent product in a market where consumers are attracted mainly by well-known brands. The products success in the United States will rely on the companys capacity to penetrate market segments that the high cost of energy drinks may hamper. For the new product Fusion + Energy, it will be best if it uses the most common pricing strategy used in European countries, as mentioned in Grewal and Levys book, where in certain jurisdictions, retailers are prohibited from selling things below cost. In contrast, others cannot promote sale pricing or discounted items until they have been on the shelves for more than a month.

These constraints jeopardize the companys critical competitive stance as the lowest-cost provider on the market. Other factors, such as taxes, quotas, anti-dumping rules, and currency conversion policies can influence pricing decisions. Still, these extra intermediaries often add costs and raise the products final selling price. Due to these economic considerations, there is an ongoing demand for streamlining distribution networks whenever possible.

As Marketing Manager, I will utilize the market research methodology stated in the M: marketing book by Grewal and Levy to identify the price plan for our new product. I will begin by saying the objectives and requirements for research, which are: Determine the cost of the V Fusion + Energy drink in the United States (Rambe & Jafeta, 2017). I will then design the research. Observational data will be my primary source of information. Thus qualitative research is most appropriate in this case. Qualitative research is a social study that focuses primarily on how individuals construct meaning from their knowledge in the environment in which they reside.

Additionally, it pertains to the comprehension of their daily experiences. Observation allows researchers to determine whether qualities, differences, or similarities are pertinent to this comparison. In this circumstance, qualitative research must address all of our queries. Thirdly, I will begin collecting data, most of which will be primary as I will be conducting the observation in the field. I will then examine the data, produce an insight based on the results, and estimate the optimal pricing for V Fusion + Energy in the United States.

Conclusion

For the energy drink industry, macroeconomic factors matter greatly. Climate change, societal unrest, and political-legal uncertainty are important influences on the energy drink sector. To gain a presence in the fiercely competitive industry, V Fusion + Energy may want to consider marketing to the young and working-class and implementing a penetration price plan.

References

Grewal, D. & Levy, M.(2020).M: Marketing (7th ed). McGraw-Hill. South University Online Library

Visram, S., Crossley, S. J., Cheetham, M., & Lake, A. (2017). Children and young peoples perceptions of energy drinks: A qualitative study. PloS one, 12(11), e0188668.

Rambe, P., & Jafeta, R. J. (2017). Impact of social media advertising on high energy drink preferences and consumption. Journal of Applied Business Research (JABR), 33(4), 653-668.

Psychological factors

According to Talloo (205), an individuals purchasing decision is influenced by a number of psychological factors such as beliefs and attitudes, motivation, and perception. Another psychological element relates to the consumers tastes and preferences (Schroder 56). Additionally, the decision to purchase the energy drink is also influenced by the consumers beliefs and attitudes regarding the energy drink. Some of the beliefs and attitudes that may influence the consumers purchase decision of the energy drink relates to the associated quality and health benefits. For example, most dieters would prefer the energy drink. Some consumers may prefer purchasing the energy drink due to its characteristic of helping dieters.

Social-cultural factors

One of the social-cultural factors that influence the consumers decision regarding the purchase of Rockstar energy drink relates to opinions of various reference groups. In their purchasing patterns, consumers seek the opinion of others regarding the product they intend to purchase. This is aimed at reducing the time used in evaluating the effectiveness of the product (Lamb, 107). For example, the consumers may seek the opinion of various reference groups, for example, coworkers, friends, and family regarding the energy drink (Hawkin, Mothersbaugh & Mookerjee 32). Additionally, the decision to purchase the energy drink is also influenced by the consumers social class. The energy drink is very famous amongst extreme crowds such as hip-hop enthusiasts and sportsmen and women (Delano para. 13).

Situational factors

Lake (92) asserts that consumer behavior is also affected by situational factors. Some of these factors relate to personal, situational factors (Lantos, 146). For example, a decision to purchase Rockstar energy drinks may be influenced by the need to quench ones thirst and to boost ones energy. Situational factors are usually beyond the marketers influence. However, marketers can manipulate this element of the shopping process through effective product positioning.

Global marketing presence

Type of global presence

In its marketing process, Rockstar Incorporation has integrated the concept of global marketing. As a result, Rockstar energy drink is readily available in different parts of the world (Rockstar Energy Drink 1). The firm has ensured the global presence of the energy drink through the incorporation of various marketing channels, such as the use of agents.

The overall importance of global sales to the product

Rockstars global sales play an important role in the growth of the energy drinks market share. This arises from the fact that the revenue generated from the sales enables the firm to undertake effective research and development in order to improve the energy drink. Additionally, the sales also enable the firm to undertake effective promotion of the energy drink in the global market (Dietspotlight.com para. 3).

Differences in product marketing overseas

In its international market, the firms management team has adopted a different marketing strategy compared to that in its domestic market. One of these relates to exporting the energy drink to the various markets. The firm also uses credible agents and distributors in order to ensure the presence of the energy drink in the international market (Dietspotlight.com para. 3).

Market segmentation and product positioning

In its operation, Rockstar has appreciated the fact that market segmentation and product positioning enable firms to satisfy their customers needs (Cant, Strydom & Jooste 103). Rockstar has segmented and positioned its market on the basis of the consumers lifestyle and product usage. This has been attained by targeting various categories of consumers, such as the working class, youth, and sportsmen and women. Its positioning strategy has been anchored on the claim that the drink provides the energy needed by the consumers.

Marketing Research

The competitors products positioning

Rockstar energy drink is competitively positioned compared to other energy drinks such as Redbull and Monster energy drinks. This arises from the fact that the price of Rockstar energy drink is relatively low compared to those of its competitors.

Positioning map

The perceptual map below illustrates the position of Rockstar energy drink on the basis of two variables, which include price and quality.

Market share breakdown for Rockstar compared to that of its competitors

The graph below illustrates the market share for the Rockstar energy drink.

Works Cited

Cant, Michael, Strydom, Joseph and Jooste, Charles. Marketing management. New York: Juta and Company Limited, 2010. Print.

Delano, Chloe. Energy drink market: History, growth, projections, trends and the uncertain future of energy drinks. Enzine Articles. 2009. Web.

Dietspotlight.com. Rockstar enerdy drink review. 2012.

Hawkins, Del, Mothersbaugh, David and Mookerjee, Amit. Consumer behavior building marketing strategy. New Delhi: Tata McGraw Hill. 2011. Print.

Lake, Laura. Consumer behavior for dummies. Hoboken, NJ: John Wiley, 2009.

Lamb, Charles. Marketing. Toronto: Nelson Education, 2012. Print.

Lantos,Geoffrey. Consumer behavior in action: Real life applications for marketing managers. Armonk, NY: M.E Sharpe, 2011. Print.

Rockstar Energy Drink. International. 2009.

Schroder, Monika. Food quality and consumer value: Delivering food that satisfies. Springer, New York: 2003.

Talloo, Mark. Business organization and management. Delhi: University of Delhi, 2003. Print.

Introduction

As the manager of a bottling company whose customers have launched complaints about the amount of soda that is less than recommended 16 ounces, I have undertaken investigations to ascertain the problem and report to my boss. To get valid and reliable data, I directed employees to sample 30 bottles randomly during different shifts. Employees then measured the amount of soda in each of the 30 bottles and tabulated the findings for further analysis. To determine if the claim launched by customers is true, the case study will calculate descriptive statistics, construct a 95% confidence interval, perform a hypothesis test, discuss the causes of the claim, and offer an appropriate recommendation.

Main body

Descriptive statistics were calculated using MS Excel functions and tabulated in the table below.

Table 1. Descriptive Statistics.

The mean for ounces in the 30 bottles sampled (M = 15.954) is less than the recommended 16 ounces. The standard deviation (SD = 0.855) indicates that the amount of soda in each bottle is highly variable (15.954±0.855). Since the median (16.01) is greater than the mean (15.954), it implies the distribution of data has a negative skew.

The 95% confidence interval was constructed using mean (15.954), standard deviation (0.855), critical value (1.96), and sample size (n = 30).

Standard error = standard deviation/√sample size = 0.855/√30 = 0.1561

Margin of error = Critical value (Z) x standard error = 1.96 x 0.1561 = 0.30596

95% Confidence Interval = Mean ±Margin of Error = 15.954±0.30596 (15.648, 16.260)

Therefore, the lower limit and the upper limit of 95% confidence interval of a true mean of the amount of soda that the company produces are 15.648 and 16.260 ounces respectively. The confidence level shows that the true mean of the population could be less than 16 ounces.

The study performed a hypothesis test to verify or refute the claim that the amount of soda in bottles is less than 16 ounces, The one-sample t-test is an appropriate statistical test because the study entails a comparison of sample and hypothesized means for ounces of soda in bottles.

The case analysis entailed the formulation of the following hypotheses:

Null hypothesis: The mean amount of soda in bottles is equaled 16 ounces.

μ = 16

Alternative hypothesis: The mean amount of soda in bottles is less than 16 ounces.

µ < 16

Table 2 shows that the one-sample t-test fails to reject the null hypothesis that the mean amount of soda in bottles is 16 ounces, t(29) = -2948, p = 0.3851. The logic of the hypothesis test is that the t-value is not in the rejection region and the p-value is greater than the significance level of 0.05. Hence, the conclusion is that the claim of customers is not true since the mean of ounces does not differ significantly from the advertised value of 16 ounces.

Table 2. One-Sample T-Test.

Conclusion

Statistical analysis has disapproved the claim made by customers that the amount of soda is less than 16 ounces. The reason behind the claim is that a substantial proportion of bottles contain less than 16 ounces of soda. Since the average volume of soda is 15.954 ounces, it shows that a significant number of bottles contain less than the recommended amounts of 16 ounces. Moreover, variations in the mean (15.954±0.855) and the 95% confidence interval (15.954±0.30596) show that over half of bottles contain less than 16 ounces of soda. Thus, to mitigate the issue, the company ought to improve its quality control measures to ensure that the mean of bottled soda is within the recommended range, and the standard deviation and 95% confidence interval do not include values less than 16 ounces.

This essay talks about the benefits of some popular hot beverages. The ideas in this essay are supported with information and evidence from various sources. The possible weakness of this essay is that it talks only about the benefits of those hot beverages. The essay also talks about those benefits briefly.

This topic is very important because people think that hot beverages are not good for health. Many people can stop drinking hot drinks because of some common wrong beliefs. The information and numbers in this essay come only from web sources.

Introduction

Most people don’t try to make their lifestyles healthy because they find it exhausting. Two things jump into their minds: A Lot of exercise, and diets that don’t include delicious foods. There is an easy way to have a healthy nutrition system and that is to drink a hot beverage regularly. Most people don’t know that hot beverages are full of benefits. There are many wrong beliefs about the negative effects of those beverages. This essay will talk about 3 famous beverages: Tea, coffee and cocoa.

What Are the Health Benefits That Can Be Found By Drinking Tea Regularly?

Drinking tea frequently reduces the risk of having “Arthritis” in the future by more than 50%. Also, it was found that the bones of people who drink tea frequently are stronger than the bones of people who don’t drink tea. Gargling with tea (especially “black tea”) can improve the “immunity to flu virus”. Drinking tea can protect you from heart diseases. And that is because “tea is a rich source of the flavonoids quercetin, kaempferol, and myricetin”. Drinking tea is good for teeth because it “may prevent cavities and gum disease”. Tea is very rich in “Antioxidants”. “Antioxidants rid the body of molecules called free radicals, which side products of damage done to the body by pollution and the natural aging process”. (“Medical Benefits”). Tea also protects the body from many types of cancers because of the “anti-cancer properties of antioxidant polyphenols” (Tsang, “Tea”). “Green tea” is good for losing weight because it helps the body to “accelerate calorie burning”. Drinking tea can reduce the levels of “LDL cholesterol” (bad cholesterol) inside the human body (“Benefits of Tea”).

What Are the Health Benefits That Can Be Found By Drinking Coffee Regularly?

Researches proved that coffee can reduce the risk of having “colon, breast, and rectal cancers”. Coffee provides great protection from “Parkinson’s disease”. But it protects men only from that disease (Harvard University). Coffee protects from that disease by “increasing the supplies of the brain chemical”. Drinking coffee can reduce the risk of having “Gallstones” because coffee can “prevent bile from crystallizing”. Coffee is good for protection from heart diseases (“Healthy Coffee”).

Coffee provides great protection from “liver cirrhosis” even for alcohol addicts. According to researches done by Harvard University, “people who consume one to three cups of caffeinated coffee daily can reduce diabetes risk by up to 10%”. The main reason for that is that coffee can increase “insulin sensitivity”. And that’s because coffee is rich in “magnesium”, “antioxidants”, “chlorogenic acid” and “tocopherols”. Coffee is good for people who spend a lot of time practicing sports because coffee refreshes the energy of the body. Drinking coffee is also a great solution for headaches. Coffee drinkers can be safe from “migraine severity”. Also coffee “improves cognitive function” (Cutler).

According to the University of Scranton, no other food contains antioxidants as much as coffee does. Even vegetables and fruits don’t contain the same amounts of antioxidants (Tsang, “Coffee”).

What Are the Health Benefits That Can Be Found By Drinking Cocoa Regularly?

Drinking cocoa can reduce the risk of having heart diseases because cocoa maintains “the smoothness of arterial flow” (Sahelian). It’s good for the heart because it’s very rich in “Magnesium”. The human body must receive enough amounts of magnesium or else there will be a high risk of having “hypertension”, “heart disease”, “diabetes”, “joint problems” or “PMT” in the future (Star). Researches showed that cocoa makes the skin softer and protects it from the bad effects of sunlight. And that’s because cocoa is rich in antioxidants. Drinking cocoa can protect from “Alzheimer’s” (Sahelian). Cocoa is beneficial for the bone. Drinking cocoa also is good for the feelings because it’s is very rich in “anandamide” (Star).

Lori Fromm says that cocoa maintains brain functions. About that subject, she says the following:

Several studies suggest that consumption of special cocoa made to be rich in flavanols, a naturally occurring nutrient abundant in fresh cocoa, may improve blood vessel function. Now, scientists believe the potential blood flow benefits associated with consumption of this flavanol-rich cocoa may extend to the brain which could have important implications for learning and memory.

Surprisingly, researchers found that cocoa is good for losing weight. Drinking cocoa increases the levels of “HDL cholesterol” (good) and reduces the levels of “LDL cholesterol” (bad) (Sahelian). And that’s because it contains “oleic acid” (Star). Also, it was found that people who drink cocoa regularly are less likely to have “hypertension” or “cardiovascular” in the future (Fromm). Cocoa can protect from cancers because it contains flavonoids. It is also a great solution for people who suffer from “diarrhea” (“Benefits of Cocoa”).

Conclusion

Tea, Coffee, and cocoa are similar in their nutritious ingredients. All of them contain antioxidants, and that means great protection for the human body. Hot beverages are good for the heart. Drinking any of these beverages can protect you from various types of cancers. Older people can protect their health just by drinking their favorite drinks. Drinking hot beverages can be a good part of a healthy diet.

References

“Benefits of Cocoa.” Oohoi.com. 2009.

“Coffee Health Benefits: Coffee may protect against disease.” Harvard Health Publication. 2006. Harvard University. Web.

Cutler, Nicole. “Coffee’s Liver Benefits.” LiverSupport.com. 2009. Web.

Fromm, Lori. “Flavanols in cocoa may offer benefits to the brain.” EurekAlert!. 2007. Web.

“Healthy Coffee – Health Benefits of Coffee.” Volcanica Coffee. 2009. Volcanica Coffee, Web.

Sahelian, Ray. “Health Benefit of Cocoa Bean.” 2009. Web.

Star, Michael. “Healthy Chocolate? Yes! A Health Food for Heart and Mind.” Astrolody Zine. 2006. Web.

“Tea: Medical Benefits.” 2009. FarsiNet Inc. Web.

“The Benefits of Tea.” Tea Muse. 2009. Web.

Tsang, Gloria. “Benefits of Coffee?.” HealthCastle.com. 2005. Healthcastle Nutrition Inc. Web.

Tsang, Gloria. “Health Benefits of Tea.” HealthCastle.com. 2008. Healthcastle Nutrition Inc. Web.

Background Soft drinks have become tied to the Americans living with the coca-cola company leading in the sale of soft drinks. In general, 500 soft drinks manufacturers are operating in the United States. The high number symbolizes the intake of soft drinks whereby data have demonstrated that Americans consume more soft drinks than any other beverage. In addition, soft drinks attribute to more than 30% of US beverage consumption. Coca-cola Company controls more than 60% of the U.S. soft drink market by producing the best-selling brands. This translates to the production of 2,000 gallons of soft drinks per minute in a single line of operation. What’s more about this industry? According to the National Soft Drinks Association (NSDA), the soft drink industry forms a large part of the U.S. economy generating thousands of jobs, buying both products and services from other industries, and contributing valuable foundations in the local communities (Berkey 2004, p. 778).

Products bought by the soft drink companies include; flavorings, metal cans and plastics used for packaging. Other commodities are advertising services, fruits and vegetables, corn syrup, carbonated water, sugar and many others that render the production of a soft drink. Development The soft drink industry started in the mid-1880 when the syrup was created and mixed with carbonated water and taken over the drug stores counter during lunchtime. Selling of the soft drink required the fountain service hence the drug stores remained as the selling point during this era. This however led to the development of bottling machinery in the U.S. and by 1895 the soft drink was sold in all states. In short duration, a massive of independent coca-cola bottlers formed the model of distribution and others like the Pepsi-cola industry followed suit. The years 1960 and 1970 saw the diversification for the two soft drink industries. In 1960, the coca-cola company bought Minute Maid and Duncan foods. In 1965, Pepsi-cola merged with Frito-Lay and later acquired Pizza Hut, Kentucky Fried Chicken and Taco Bell restaurants. In 1980, consumers become more aware of health problems associated with soft drinks. This however led to a decline in the market of soft drinks whereas on the other hand bottled water increased their sales. This prompted the soft drink manufacturers to develop low-calorie and non-caffeine drinks such as diet coke and diet Pepsi. By 1992, coca-cola had faced stiff competition from other soft drink manufacturers. The kaleidoscope of traditional soft drinks showed decline and manufacturers sought solutions by introducing new age beverages. These have projected a growth rate of 8-11 percent annually by 1996. The market is flooded with the plethora of new-age drinks from many companies. Outlook Even though soft drinks have been entangled with the lifestyle of Americans they are linked to several harmful effects. Major health reforms in the U.S. indicate that it cost a single person $6000-$8000 to have sustainable healthcare. United States of America is ranked 23^rd among the most privileged countries in the world has advantaged health care for its citizens. Cancer is prevalent in the U.S. and research has shown that the root cause of this disease is mortality which stems from cardiovascular disorders. Recent research has demonstrated that mortality caused by cancer is low in other nations. It is therefore at this point to point out the content of soft drinks that might lead to harmful health effects to shed light and expose the danger associated with the soft drinkers (Berkey 2004, p. 885).

Content of soft drinks and their effects Typically soft drinks also known as carbonated beverages are popular drinks around the world. However, they contain harmful ingredients and their overconsumption should be avoided. This includes; mixture of carbonated water, citric acid, potassium, caffeine, phosphoric acid, aluminum, aspartame, caramel color, and high fructose corn syrup. Each one of this content has is associated with adverse health effects as outlined in the following paragraphs. Some of the disorders linked to consumption of soft drinks include; tooth decay, obesity, osteoporosis as well as nutritional deficiencies (Golden 2000, p. 542). Very important is educating consumers about the side effects of these harmful soft drinks. When a person takes the beverage, there is no immediate negative reaction such as vomiting or diarrhea but a refreshing and energizing feeling of caffeine, sour taste of phosphoric acid with a sweet taste of sugar to complement this sour taste and bubbling of carbon dioxide. The contents of soft drinks have a long-term effect on our body since they cause imbalances that end in the above debilitating disorders. Phosphoric acid is used to enhance the incorporation of carbon dioxide in the drink to reduce the pressure in order for the beverage to be bottled with a metal cup. Phosphoric acid is the key cause of osteoporosis and bone fracturing. Phosphoric acid and carbon dioxide remove the nutritious minerals from bones causing the bones to become weak and thereby likelihood of breakage. The phosphorous-calcium ratio is disrupted by phosphoric acid which easily dissolves calcium from the bones (Berkey 2004, p. 780). This acid is strong and is used widely to clean deposits in our showers. Shockingly, a tooth can decay in phosphoric acid (Tahmassebi, Duggal & Malik-Kotru 2003, pp. 2-3).

To neutralize the acid in the body, high levels of alkaline metals are needed which include calcium, magnesium, and sodium. Mucoid plaque is typically caused by low sodium content in the intestine. This further generates boils and colitis diseases. In addition, a decrease in magnesium in the body has been linked to causing heart diseases. The production of hydrochloric acid is hampered by high levels of phosphoric acid and this may affect food digestion and absorption. Poor digestion of these food varieties leads to various diseases such as anemia and weak bones. Research has confirmed that caffeine is a mild drug with harmful effects, especially to children. Soft drinks contain caffeine yet they are the most widely consumed in the U.S. The drug stimulates the central nervous system (CNS). Although, it is a stimulant, if a large amount is consumed, they result in deleterious diseases like anxiety, insomnia, nervousness as well as irritability. People who take caffeine have developed an addiction problem. Consequently, the high levels of caffeine cause large secretion of calcium from the body thus an alarming case of osteoporosis (Golden 2000, p. 542).

Currently, an underway research has far associated caffeine with birth defects. The dark coloration in soft drink bottles is the presence of caramel color. Caramel color is the chemical referred to as polyethylene glycol. The chemical is obtained by baking sugar to characteristic brown color. Caramel causes cancer and also has genetic effects. On the other hand, aspartame has been used as a substitute for sugar. During digestion, aspartame is broken down into three components namely aspartic acid, methanol and phenylalanine. Aspartic acid is toxic and the main cause of neurological disorders. Methanol is metabolized to formaldehyde in the liver. This product is the key agent of carcinogenic, mutagen and teratogen that leads to birth defects. Accumulation of methanol results in headaches, memory lapses, numbness as well as nerve inflammation. Other body challenges caused by aspartame are blindness and blurred vision. Phenylalanine affects the brain’s neurotransmitters by decreasing serotonin. This condition causes depression and lack of sleep. Cancer is also caused by the sweetening ingredient-saccharin. The Food and Drug Administration (FDO) has authorized the industries to stop using saccharin as a sweeter after concluded research confirmed that it is a carcinogenic agent. Contrary to this firm position by the FDO, saccharin is still being used as a sweetener! A bottle of soda which is 12-ounce contains approximately 33 grams of sugar. High intake of sugar increases the excretion of various elements in the body such as calcium, copper, zinc, chromium among others. With the loss of calcium in the body, the hormone parathyroid is secreted causing the removal of calcium from bones activating the cause of arthritis and gout. Diabetes which is rapidly growing is also caused by the imbalances of insulin secretions which render the pancreas non-functional. Aging is accelerated by accumulation of waste in the body caused by the clumping of the red blood cells. The cause is a build-up of sugar that hampers the flow of blood and delivery of oxygen to all parts of the body. The sugar also forms caries (caused by mutans streptococci) which affects the enamel part of the tooth leading to tooth decay (Tahmassebi, Duggal & Malik-Kotru 2003, pp. 2-3).

Finally, the toxic aluminum metal is consumed by those who take soft drinks. The bottle cap is made up of aluminum. To protect phosphoric acid from reaching the toxic metal, a plastic coating was added to the interior part of the aluminum can. Most surprisingly is that research has proved that phosphoric acid leaches the plastic coat depositing aluminum to the soft drink. Once in the body, aluminum is deposited in the brain which leads to neurofibrillary tangles. This is popular in individuals suffering from Alzheimer’s disease. Additionally, aluminum leads to bone fracturing since it increases the removal of calcium from the body. Soft drinks among children Children are not aware of the dangers associated with soft drinks. Parents play a major role in exposing their children to this harmful health effect by encouraging and buying their soft drinks. Several investigators have accumulated reports on the influence of parents and trends of soft drinking in kids. New-age flavored beverages continue to flourish in the market despite the effects they pose to the population. Awareness of taking soft drinks should be created through the media, hospitals and education forum and their effects elaborated. Parents should not take such drinks in their children’s presence since it encourages them to also consume. Adverts for these soft drinks should also include their harmful effect to make people aware of what they consume on daily basis. Parents are role models in the kid’s life and children want to emulate their habits. Therefore, parents should encourage the young ones to take drinks made from naturally occurring fruits like mangos, oranges, pineapples among others. The substitute Carbon dioxide is a waste product from our body and yet we consume this same obnoxious ingredient by taking soft drinks. Why consume this and we can find a substitute? Healthy juices can be made from naturally occurring fruits (100% fruit juice) that will also add nutritive value to the body. Milk and water are other valuable substitutes that can be taken instead of soft drinks.

List of References

Golden, N. 2000, ‘Osteoporosis prevention-A pediatric challenge’, Archives ofpediatrics & adolescent medicine, vol. 1, No. 54, pp. 542–3

Tahmassebi, J., Duggal, G. & Malik-Kotru, M. 2003, ‘Soft drinks and dental health: A review of the current literature’, Journal of Dentistry, Vol. 34, No.1, Pp. 2-11

Berkey, C.S., Rockett H., Field, A., et al. 2004, ‘Sugar-added beverages and adolescent weight change’, Obesity Research, Vol. 12, pp. 778–88.

American Medical Association, Council on Foods and Nutrition. 1942, ‘Some nutritional aspects of sugar, candy and sweetened carbonated beverages’, JAMA, vol. 120, pp. 763–5.

Suing companies because of the negative aftereffects of accidental spillage of hot drinks must not be allowed to continue.

Tort reform and other preventive measures must be in place to discourage this type of lawsuit. If legal reform is not implemented, the justice system will suffer from unnecessary backlogs. More importantly, food and beverage companies will be driven to bankruptcy. Lawsuits of this nature must not be allowed if based on frivolous claims.

There is no legitimate food and beverage company in the world that was established to intentionally injure their customers by serving scalding hot drinks. Nevertheless, it is important to post warning signs that certain types of drinks are served piping hot.

The customers must also understand that they were never forced to buy products from a particular firm. They enter a restaurant or food store under their own free will. It is their responsibility to know the nature of the food items that they want to buy.

Companies must be protected against lawsuits emanating from frivolous claims. Without this protection, a significant percentage of the population will be affected if businesses declare bankruptcy due to legal problems. Customers must learn how to take responsibility with regards to the proper handling of food items.

Conclusion

It is important for food and beverage companies to inform their customers about hot products that can potentially injure their customers. However, the law must also consider the financial risk that companies had to contend with on a regular basis. Without legal reforms to protect businessmen from frivolous claims, business establishments will disappear from communities that are known to reward plaintiffs with frivolous claims.

Introduction

Food habits are not independent entities. They reflect and are influenced by the entire ecological milieu in which they occur. Historically, people have been obliged to eat whatever foods were available, primarily to appease hunger. Only after this basic drive of hunger was satisfied were people in a position to be selective regarding food choices. Through experience, they learned which foods were conducive to health and well-being and which were dangerous and to be avoided. Because sufficient food is pivotal to the existence of society, human beings have devoted much time and effort to obtain an adequate food supply. Dinning experience has a great impact on the perception of service and restaurant brand image, customers’ loyalty, and repeat visitors. “Moments of truth” influence the decision to visit a bar or a restaurant again and customers’ satisfaction. Service quality determines the perception of the dinner and unique experience in a particular place. The report will discuss two opposite sides of service quality (positive and negative) and their relations to the moments of truth concept.

Positive “Moments of Truth”

Hendrie (2008) depicts “moments of truth” as a ladder from a negative experience to a positive experience. Positive steps are: “I will agree you are nice,” “I will promote you,” and “I will be your raving fan” (Hendrie). In this case, variation in the number of acts could be expected on the basis of the number of different attitudes towards dining. In addition, familiarity with the event and the place has an impact on the Moments of Truth: it affects attitude toward it and demands that personal involvement influences how much is recalled. Where no real differentiation exists, the business is operating as a commodity, and the guest will choose on price and availability. A low-cost competitive strategy will be required to support the lowest (or equal) price whilst still retaining average industry profitability. The differentiation matrixes should be used to map the business offerings and the relative position of competitors. Based on this analysis, alternative market strategies should be examined and a choice made. In this case, “Moments of Truth” are not accidental but supported by the uniqueness of the place and its brand image. In many cases, mainstream cuisine, regional cooking (including “regional phenomena”), and pop food are examined. Important influences on these types of cooking are identified and described (Howard, 2001). This is an exhaustive subject, about which much more could have been written. The author particularly regrets that space limitations prevented a more extensive treatment of ethnic foods, which add so much interest to the American culinary scene. Women’s defined location in the private sphere of the home, their prescribed roles and expected behavior patterns, and male domination and control of women in the public areas of life, combine to generate social barriers which exclude unaccompanied women from public places. These patterns are reinforced by the managerial strategies of hotels and public houses, which respond to female customers in terms of such stereotypes. Dining out is an expression of individuality, choice, spontaneity, and that we select restaurants for food and price in ways that demonstrate our discrimination and what we value and desire (Parkinson & Green 2002).

For many guests, dining has the capacity to transform emotions into commodities that are made available to the individual as if they were consumer items. The styles of interaction encouraged in the restaurant produce an ‘uncivilized sociality’; the restaurant makes dining out a mannered exercise, disciplined by customs in a framework of prefigured actions. We act in imitation of others, in accord with images, in response to fashions, out of habit, without the need or thought for self-scrutiny. Far from being in control, we are relieved of the responsibility of shaping our relationships with others. The foregoing discussion has indicated some of the ways in which eating occasions are situated in a complex social space. Eating events can clearly be seen to be located at points upon a number of dimensions. For example, we might identify a dimension that has eating events shaped by personal social obligations and relationships at one end and, at the other, eating events articulated by a commercial nexus between a consumer and a service provider. Positive emotions occur because dining out gives pleasure and satisfaction where there is no sense of accountability (Howard, 2001). Many people like restaurants and have positive “Moments of Truth” because so remote from every day a restaurant permits the confident presentation of self (Parkinson & Green 2002). The restaurant is part of the entertainment industry in societies and is concerned with the marketing of emotions, desires, states of mind. There is artifice and pretense; gusts are under the supervision of waiters, they are guided through the menu so that the waiter is between food and eater, wine waiters subdue the diners and establish boundaries and hierarchies and assure diner discomfort. In many places, guests are greeted by a restaurant owner in ways that enhance control. Eating is mediated through money and engenders callous and calculative orientations. In many cases, an attitude that is weak toward a service but differentiates it from competitors’ offerings translates to high attachment and may, in turn, contribute to loyalty. An individual’s attitude toward his auto mechanic may be mildly positive but much more so compared with that toward other mechanics.

Negative “Moments of Truth”

Following Hendrie’s (2008) negative “Moments of Truth” are “I will keep actively bad mouth you” and “I will be non-committal.” These moments and negative experiences are caused by unique customers’ preferences and primary experiences in a place. Critics also recognize athatnsion, which ranges from informal eating situations only loosely constrained by culture and convention to formalized, highly structured eating events. For most of the, there is also a linking between domestic food and restaurant food, and that there is not necessarily a simple dichotomy between ‘eating in’ and ‘eating out. The commercialization of eating out was a consequence of the breakdown of traditional social relationships, particularly those of feudalism, and the growth of towns and cities. Such changes, which accelerated after the industrial revolution and the separation of home from work, had far-reaching consequences for the organization of both (Howard, 2001). Depending on the context and cuisine chosen, eating out may be either similar or radically different from eating at home. The very diversity of contemporary opportunities for eating out challenges conventional ideas about resistance to change is at their strongest in relation to what we eat (Parkinson & Green 2002).

Similar to positive “Moments of Truth,” negative moments are caused by poor service and poor cuisine. The product-service relationships will be considered as forming a spectrum from the purchase of the product alone, such as candy in a self-service operation, to the purchase of service alone, as in a dry-cleaning establishment or barbershop. The latter are “invisible products,” and like products, they have “functional” as well as psychological aspects. For example, the reputation of a hairstylist adds a psychological value to his services (Banotai, 2003). As masses enjoy these services, however, the psychological value depreciates even though technology increases the proficiency of performance and the number that can be accommodated. Personal services seem to be diminished by mass markets, for “the quantity and quality. In this case, marketing is assailed for impelling customers to develop synthetic wants. In so doing, it is accused of broadening the range of wants to be satisfied (Hendrie, 2008). This expansion of demand stimulates the sale of products but really results in the production of goods that are not of great urgency or that are nonessential. Such criticisms are based on the premise that buyers should not determine which goods are of greater urgency to them; they should not be able to choose what items they consider essential, and so guide economic activity. Rather, they should be limited in their choice and selections (Parkinson & Green 2002).

Conclusion

Positive and negative “Moments of Truth” are influenced by service quality and cuisine. They may well view it as a pleasure, highly convenient, and entertaining, with social formulae which make it easier to act without thinking. However, she wants us to be aware that the underlying processes she describes are linked to the rise of modern culture. Attachment is highest when the customer has a strong preference for a product or service and clearly differentiates it from competitive products. Though less expensive and more convenient hair care services are readily available closer to home, she feels strongly about getting the right hair color service and perceives the Manhattan salon as clearly superior to other service providers. A strong preference combined with little perceived differentiation may lead to loyalty. This is particularly true in fast-moving consumer food goods.

Bibliography

Bantam, A. 2003, The Customer Is Always Right. Journal of Environmental Health, 65 (1), 45.

Hendrie, R. 2008, Winning the Moments of Truth. Web.

Howard, D. E. 2001, MICHIGAN Customer Service EXCELLENCE. Policy & Practice of Public Human Services, 59 (1), 12.

Parkinson, A., Green, J. 2002, Cutting It Fine: Inside the Restaurant Business. Vintage; New.

Mexicans are among the top consumers of soft drinks in the world. The average Mexican’s soft drink consumption is about 150 litres per year (OECD, 2019). There is great love for Soda in the country as the residents, especially construction workers, must carry two to three litres of the drink to work (OECD, 2019). Children can be spotted sucking on soda bottles every day as it is locally available, cheap and delicious. The Mexicans love Soda to the extent that they elected a former president of Coca-Cola Mexico and head of the company’s Latin American operations as the country’s first democratically elected president in 2000 (White & Barquera, 2020). In particular, the highlands of Chiapas have a distinctive soda culture. Its availability in the region has made the product to be considered to have magical powers. It is deeply ingrained in the local way of life to the extent that it is used in religious rites.

The high rate of consumption of soft drinks in the country is good news for Boka company as it points to a vast market in the county. White and Barquera (2020) state that there is a higher rate of soft drinks consumption in the country than even in the United States, which is the primary source of the products. Therefore, the country has a high rate of foreign beverage diversity as there are many international and local competitors selling hot drinks, soft drinks, alcoholic drinks, dairy, and soy drinks. The market has high sales as Mexicans appreciate diversity and like sharing international drinks. This shows that Mexico is open to a wide range of tastes and, therefore, a suitable market for investing in the soft drinks business. The proliferation was propagated mainly by the 1994 enactment of the North American Free Trade Agreement (White & Barquera, 2020). Boka drinks will venture into the Mexican market through local manufacturing as supported by the agreement. The company will set up production facilities across different regions that have in an established culture of supporting the consumption of soft drinks.

Problem Analysis and Product and Solution Proposition (The Boka Drink)

Despite the booming soft drinks business in Mexico, there are extremely high levels of overweight and obesity among the population. Over 75 percent of Mexicans are overweight, which has led to increased obesity as the population has become accustomed to sugary soft drinks (OECD, 2019). In addition, 34 percent of people with obesity are morbidly obese, which is the highest and worst level of obesity (OECD, 2019). The greatest challenge has been observed among children whose obesity levels have doubled over the past two decades. The rising patterns of overweight and obesity result in other diseases that reduce the life expectancy of Mexicans. Today, the country has the world’s highest number of deaths from chronic illnesses. The consumption of sugary drinks has mainly contributed to the problem, and they are the leading sources of calories. The high death rate in the country is almost three times the rate observed in the country with the second-highest death rate. However, Boka will compete in the Mexican soft drinks market by providing a distinctive product that will promote a healthy lifestyle by using ingredients that do not contain high calories and sugar.

The company seeks to compete with the existing players in the Mexican market through providing a healthy product. The Boka drink will specifically have a reduced sugar content and low calories so as to compete from a health promotion perspective. The drink will be manufactured using healthier ingredients, particularly fresh fruits and sparkling clean water instead of compound formulas. The use of fresh fruits will enhance the competitiveness of the product since the ingredients carry the natural taste and no sugary additives will be added. This will go along with the existing government regulations that support a healthy lifestyle. The drink will specifically be suitable to school going children and support the government’s agenda of reducing overweight and obesity challenges among children.

The company will further support the global movement of balancing calories in with calories out as part of promoting the healthiness of Mexicans. The approach is, at the moment, greatly embraced in the industry globally since it has emerged as a key solution to the problem of obesity. Even though some existing products may have higher levels of calories and sugar, they are not the solitary cause of increasing obesity in Mexico. The challenge is mainly a problem of taking excessive calories than the amount required or than can be expended by the body. Therefore, the company will enhance its competitiveness by encouraging Mexicans to become more physically active instead of consuming soft drinks and lying idle. Some preferred approaches the company will be involved in is developing a gym in the communities where people can exercise their bodies. Supporting people to engage in active bodily activities will ensure that the high calories consumed get broken down and consumed by the body.

The company will additionally support the existing legal framework that regulates the amount of sugar in the drinks by ensuring the standards are observed. The government considers that excessive sugar consumption is the leading cause of increased obesity levels in Mexico. It is even prevalent in slender people who may otherwise be considered healthy. The problem caused the Mexican government to tax sugar-sweetened beverages in 2013 (OECD, 2019). The goal was to make the products somewhat expensive, reducing consumption across the country. The government imposed a tax of one peso per litre, and notable success was realized in the first year as the consumption of sugary drinks declined by about 12 percent (OECD, 2019). The government imposed additional taxes on high-calorie non-essential foods to further manage obesity by reducing their consumption alongside sugary drinks. The Boka drink will be promoted as a drink that is to be consumed after taking a healthy meal. The company will discourage consumption of its product alongside fast foods that will not support the overall goal of having a healthy Mexican population.

The government has taken steps to regulate the sale and marketing of processed foods. For instance, it published guidelines to be observed at schools to ensure children eat nutritious meat with a low fat and sugar content. The introduction of mandatory front-of-pack food labeling followed the move. The move was intended to warn consumers of foods containing high calories, non-caloric sweeteners, excess sugar, sodium, and saturated fat. Properly implemented food product reformulation could promote healthier lifestyles while gradually shifting people toward healthier diets. The OECD (2019) states that a 20 percent reduction in foods high in calories, sugar, salt, and saturated fats in Mexico could save over 1.4 million people from non-communicable infections by 2050. The company would support these measures to provide adequate warning to allow consumers to make informed decisions by identifying healthy and unhealthy products and help the government manage obesity. The Boka drink will be appropriately labeled to indicate the different varieties of the product that will not contain additives. The labeling will help to educate the public of the need to consume the drink that will be derived from freshly picked fruits.

Furthermore, the Boka company will promote the product and enhance its competitiveness through supporting health campaigns and programs. The approach will entail a relentless rollout of all-encompassing educational campaigns aimed at raising awareness about the health benefits of the Boka drink. Promotional messages will be propagated through the media to promote healthy eating and exercise habits. These campaigns will be captured in posters, television advertising, and other public messaging to support the need for Mexicans to make healthier choices about their life and take care of their bodies. The company will also partner with the government to ensure that the problem of obesity is addressed. The partnership will entail developing and promoting healthy food options across the company’s value chain, including distribution, wholesaling, and retailing. The company will act through the value chain by investing in counseling, weight management clinics, and other resources. This is to provide necessary assistance to people to contain problems with their weight and improve their overall fitness.

Conclusion

Mexico provides a good market for the soft drinks business given the high consumption of the product across all regions and ages. However, the high sugar content and high use of processed foods have been considered to be the main reason for the increasing obesity levels in the country. This has led to poor health and increased deaths associated with diseases caused by obesity. The Boka drink seeks to provide a natural and healthy alternative based on the use of fresh fruits. The drink will be promoted as a healthy option to meet the government’s goal of having a healthy Mexican population, especially children. There will be partnerships with the government to develop and implement health campaigns and programs.

References

Organization for Economic Co-operation and Development (OECD). (2019). The heavy burden of obesity – The economics of prevention. Oecd.org. Web.

‌ White, M., & Barquera, S. (2020). Mexico adopts food warning labels, why now?Health Systems & Reform, 6(1). Web.

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• Cognac is a spirit produced by distillation of wine.
• The general name of the spirit is “brandy.” To be called “cognac,” brandy needs to comply with certain legal requirements.
• The name “cognac” comes from Cognac, France, where the spirit was produced originally.
• Cognac is sometimes referred to as “eau-de-vie,” which means “water of life.”
• The government and quality control of cognac is executed according to the three decrees of Controlled Appellation of Origin, dated 1909, 1936, and 1939.
• Cognac is made of certain types of grapes, distilled in copper pot stills, and aged in oak barrels made of materials from particular French forests.
• Cognac needs to spend at least two years in oak barrels
• Cognac is dark yellowish brown and transparent, sometimes with tints of red.
• The spirit normally contains 40 percent of alcohol by volume.
• Cognac has a rich taste and a strong fragrance. Its flavor is wooden and fruit, sometimes also nutty, bitter, or floral.

• Cognac is usually served after the main course. It is to be slowly sipped, not drunk in shots.
• Typical products to be served with cognac are chocolate, coffee, and cigars. Sometimes, cheese and lemon are also served with cognac.
• Grades of cognac are not standardized, but a label on a bottle usually reads one of the following: VS (Very Special), VSOP (Very Superior Old Pale), XO (Extra Old), or Extra (a.k.a. Hors d’âge, “beyond age”).

• VS and VSOP cognac can be mixed with water or used to make cocktails
• All other kinds of cognac, which are higher in quality than VSOP, should be drunk neat, i.e. without anything added to them.
• The four most famous cognac brands are Rémy Martin, Martell, Courvoisier, and Hennessy.
• Three particularly popular cocktails made with cognac are Sazerac, Sidecar, and French connection.

• The Sazerac is one of the oldest known cocktails. It is made by mixing cognac with sugar and pouring the mixture into an Old Fashioned glass rinsed with absinthe and ice. It is usually served with lemon peel in it or lemon twist as decoration.
• The Sidecar is made by mixing cognac with triple sec and lemon juice and served in a cocktail glass.
• The French connection is made by mixing equal parts of cognac and an amaretto-flavored liqueur and served in an Old Fashioned glass.
• An unopened bottle of cognac can be stored for years. However, it will not add anything to the spirit’s age written on the bottle. The age of cognac is the time it spends in an oak barrel, not in the bottle.
• Bottles of cognac should be stored in the shade under constant temperature, preferably cool. It should not be too humid. Otherwise, the label on a bottle may come off.
• Bottles of cognac should be kept upright so that the spirit does not come in contact with the cork. However, if the cork is not touched by the content of the bottle at all, it may become too dry after several years.

• Once opened, cognac begins to slowly deteriorate. The cork should be placed on the bottle after every time cognac is poured to minimize the contact with the air. Since the deterioration is slow, and opened bottle of cognac may last for months.
• Two types of glassware are traditionally used for cognac: a tulip glass and a balloon glass.

Quick Facts

When speaking about rum, you should remember that this is one of the oldest and the most popular alcoholic beverage in the world. It hardly needs any promotion as it is popularized through films, literature (adventure stories especially those involving pirates), social media. Rum is made from molasses or sugarcane juice through distillation and fermentation. The distilled rum has no color, but it becomes brown as it is aged in oak casks. It can preserve its clarity if it is aged in stainless still. The major producers of this beverage are Caribbean and Latin America countries. However, other countries (such as the USA, Canada, South Africa, Japan, Spain, India, and so on) also produce rum.

When drinking rum, the person may taste molasses, burnt caramel, spices, vanilla, and oak. However, the taste may depend on the region the beverage is produced. The target market is really wide as many groups of people love this bittersweet drink. You can find rum lovers among young and middle-aged men, adult females, old men. Younger generations may prefer cocktails with rum.

Brief History

It is believed that fermented beverages produced from sugarcane juice appeared in ancient India and China. However, the distilled beverage was first produced in the 17^th century after Caribbean slaves had found that sugarcane juice can be fermented into an alcoholic beverage. The beverage became very popular in Latin and North America and spread to other regions. During the 17^th and 18^th century, it could even be used instead of money as sailors were often paid in … rum. This drink was also very popular during the two World Wars. Perhaps, the history of this drink makes people associate rum with strong, courageous and adventurous men.

Production

The key ingredients are molasses and sugarcane juice. Water and yeast are used for fermentation. After the distillation, the liquid is placed in oak (or stainless steel) barrels, which affects the color and the taste. The alcohol content is around 40-50% ABV. The rum should be aged for more than a year. The older the beverage is, the darker and more expensive it can be. The drink is normally blended, and other ingredients (like caramel or vanilla) can be added. Some types of rum can be filtered to remove any unfavorable color and flavor.

Regulations to Follow

Alcohol and Tobacco Tax and Trade Bureau regulations including

• CFR Part 20 (distribution and use of rum),
• CFR Part 21 (formulas for rum).

Labeling

Labelling regulations provided by TTB include the requirement to provide information on many features including but not confined to:

• Alcohol content
• Country of origin
• Brand name
• Ingredients and blending materials
• Class and type
• Age

Popular Brands

Popular Drinks Are

Mojito

• A mix of rum,
• soda,
• lime,
• mint,
• sugar.

Squish mint, lime and sugar and add rum and soda.

The Daiquiri

• A mix of rum,
• sugar syrup,
• lime juice.

Piña Colada

• Mix light rum,
• coconut cream,
• pineapple juice,
• shake it or blend it.

Classification

Rum can be

• dark (aged for over two years in oak barrels),
• white (kept in stainless steel tanks for a couple of weeks),
• aged (aged for over three years, kept in oak barrels and produced in French West Indies),
• amber (aged for a year and a half in oak barrels),
• vintage (kept in ‘exotic’ or non-oak barrels, which creates certain risks to the flavor and overall quality),
• spiced (a mix of white rum and different spices).

Storage

Rum is a dream product for a bar or restaurant manager as there are no particular storage requirements for bottled rums.

So, it is really your choice!

Serving Rum

Rum can be served in grappa glasses and should be held in hands to make the liquid warm, which releases the flavor.