Snapple 2008 Annual Report Download - page 13

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Hawaiian Punch drove the growth of our juice drink
business in 2008, resonating with value-conscious
consumers. And Clamato continues to be a strong
player across the continent. In the U.S. and Mexico,
sales were driven through aggressive grassroots
Hispanic marketing and sampling as well as the
added, steady revenue stream of Anheuser-Busch’s
new Clamato Chelada. Our Mexico operations also
introduced Clamato Camarón, a shrimp- avored
line extension that drove incremental volume and
share growth for the Clamato brand by seizing upon
its burgeoning popularity as an ingredient in shrimp
cocktails. In Canada, Clamato is marketed as part of
the Mo ’s portfolio and, along with Mo ’s Garden
Cocktail, continues to grab share in a robust
“red juice” category.
Energizing Our Flavor Portfolio
Venom Energy debuted in two  avors – Mojave Ra ler
and Black Mamba – in 2008. Distinguished by its
striking graphics and resealable 16.9 oz. aluminum
container, Venom Energy was launched mid-year,
primarily in convenience and gas channels and will roll
out two new  avors as well as 4-packs in 2009 as the
brand expands distribution into new accounts.
Over time, we expect the growth of Venom Energy
to help o set the  nancial impact from the loss of
distribution rights for a licensed energy brand and
to help build our stake in the fast-growing energy
drink category.
Taking an Ownership Interest in
Allied Brands
Dr Pepper Snapple Group has a proud heritage of
developing allied brands with third-party brand
owners, and we continue to identify and pursue
relationships with emerging players. To ensure
that we have a role in the growth and success of
these brands over the long term, we plan to take
equity positions in them, as we did in 2008 with the
companies that own and market Hydrive, Big
Red soda and All Sport isotonic beverages.
Hydrive is a new low-calorie, non-carbonated
energy drink, and Big Red and All Sport have been
distributed in our system for years. We expect
these brands to bene t from be er alignment on
innovation, marketing and sales strategies.
Growing Great Brands
9
In 2009, a comprehensive
restage of Snapple’s
premium teas and juices
will make the “Best
Stuff on Earth”
even better.