National Beverage Stock

National Beverage Corp. develops, produces, markets, and sells a distinctive portfolio of sparkling waters, juices, energy drinks and carbonated soft drinks primarily in the United States and Canada.

The company focuses on developing and delighting consumers with healthier beverages in response to the global shift in consumer buying habits and lifestyles. The company’s portfolio satisfies the preferences of a diverse mix of consumers, including ‘crossover consumers’ – a growing group desiring healthier alternatives to artificially sweetened or high-calorie beverages.

The company has extended its flavor and essence leadership and technical expertise to the sparkling water category. Proprietary flavors and the company’s naturally-essenced beverages are developed and tested in-house and made commercially available only after extensive concept and sensory evaluation.

In addition to the company’s social media platforms, it utilizes regionally-focused marketing programs and in-store ‘brand ambassadors’ to interact with and obtain feedback from the company’s consumers.

The company’s primary market focus is the United States and Canada. Certain of the company’s products are also distributed on a limited basis in other countries and options to expand distribution to other regions are being considered.

Brands

The company’s brands consist of beverages geared to the active and health-conscious consumer (‘Power+ Brands’), including sparkling waters, energy drinks, and juices. The company’s portfolio of Power+ Brands includes LaCroix, LaCroix Cúrate, and LaCroix NiCola sparkling water products; Clear Fruit; Rip It energy drinks and shots; and Everfresh, Everfresh Premier Varietals and Mr. Pure 100% juice and juice-based products. Additionally, the company produces and distributes carbonated soft drinks (‘CSDs’), including Shasta and Faygo brands.

Power+ Brands –

LaCroix

Continual flavor and packaging innovations for LaCroix include the unique flavor of Cherry Blossom – a botanical twist of sweet and just a ‘kiss’ of tart. The distinctive taste and stunning packaging of Cherry Blossom conveys the ‘Dazzling Taste of Spring!’ The launch of Cherry Blossom featured an integrated effort involving social and outdoor media, spot radio, consumer sampling and attractive retail in-store displays. In June 2022, PEOPLE Magazine recognized LaCroix Cherry Blossom as the winner of the Flavored Water Category in the PEOPLE’s Food Awards 2022. PEOPLE described Cherry Blossom as ‘spring in a can…with fruity, lightly floral notes.’

Cherry Blossom joined the innovative trio of Beach Plum, Black Razzberry and Guava São Paulo launched in 2021. Beach Plum excites the imagination and inspires dreams of summer with the delectable coolness of the luscious fruit native to the east coast of the U.S.; the sweet twist of Black Razzberry makes taste buds sing with decadent, smooth and irresistible fruit flavor; and consumers savor the sweet tropical delicacy and vibrant essence of Guava São Paulo.

Other successful LaCroix additions include Hi-Biscus, a unique flavor that adds the delicate essence of the hibiscus flower to sparkling water; the enticing savor of LimonCello, which instantly transports fans to the Italian Riviera; and the refreshing taste of Pastèque, which captures the lusciousness of a sweet picnic watermelon.

LaCroix’s dynamic ‘theme’ LaCroix Cúrate (‘Cure Yourself’) celebrates French sophistication with Spanish zest and bold flavor pairings. Packaged in sleek 12 oz. tall cans, popular flavors include Cerise Limón, which pairs sweet cherry with tangy lime for a tasteful infusion that tickles the senses; Piña Fraise, an aromatic combination of pineapple and ripe strawberries that creates a tropical blend delight; and Múre Pepino, which combines sweet and sour blackberry notes with crisp cucumber to create a sensory and taste sensation.

Additional LaCroix flavors are in development that will continue to feature unique packaging and flavor concepts designed to capitalize on LaCroix brand loyalty and popularity of the sparkling water category.

Everfresh and Mr. Pure

Everfresh Premier Varietals, a unique theme from Everfresh, is positioned as a stand-alone brand for display in the produce section of supermarkets. Everfresh Premier Varietals is a premium line of apple juice derived from a variety of apples specific to the taste of the varietal, such as Granny Smith, McIntosh, Honey Crisp, Golden Delicious, Fuji and Pink Lady.

Clear Fruit is a crisp, clear, non-carbonated water beverage enhanced with fruit flavors. Clear Fruit is available in 14 delicious flavors, including consumer favorites Cherry Blast, Strawberry Watermelon, and Fruit Punch. Clear Fruit is available in 20-ounce and 16.9-ounce bottles with consumer-favored sports caps.

Carbonated Soft Drinks

Many of the company’s carbonated soft drink brands enjoy a regional identification that fosters long-term consumer loyalty and makes them more competitive as a consumer choice. In addition, products produced locally often generate retailer-sponsored promotional activities and receive media exposure through community activities rather than costly national advertising.

The company reformulated many of its brands to reduce caloric content while still preserving their time-tested flavor profiles. The company’s brands, optically and ingredient-wise, are continually evolving. The company always strives to make all the company’s drinks healthier while maintaining their iconic taste profiles.

Distribution

To service a diverse customer base that includes numerous national retailers, as well as thousands of smaller ‘up-and-down-the-street’ accounts, the company utilizes a hybrid distribution system to deliver the company’s products through three primary distribution channels: take-home, convenience and food-service.

Warehouse distribution system products are shipped from the company’s production facilities to the retailer’s centralized distribution centers and then distributed by the retailer to each of its store locations with other goods. Products sold through the direct-store delivery system are distributed directly to the customer’s retail outlets by the company’s direct-store delivery fleet and by independent distributors.

The company distributes its products to the convenience channel through the company’s own direct-store delivery fleet and those of independent distributors. The convenience channel consists of convenience stores, gas stations and other smaller ‘up-and-down-the-street’ accounts.

The company’s food-service division distributes products to independent, specialized distributors who sell to hospitals, schools, military bases, hotels and food-service wholesalers. Also, the company-owned direct-store delivery fleet distributes products to schools and food-service locations.

The company’s take-home, convenience and food-service operations use vending machines and glass-door coolers as marketing and promotional tools for the company’s brands. The company provides vending machines and coolers on a placement or purchase basis to the company’s customers.

Sales and Marketing

The company’s marketing emphasizes programs designed to reach consumers directly through innovative digital marketing, digital social marketing, social media engagement, sponsorships and creative content. The company is focused on increasing its digital presence and capabilities to further enhance the consumer experience across the company’s brands. The company periodically retains agencies to assist with social media content creative and platform selection for the company’s brands.

Additionally, the company maintains and enhances consumer brand recognition and loyalty through a combination of participation in regional events, special event marketing, endorsements, consumer coupon distribution and product sampling. The company also offers numerous promotional programs to retail customers, including cooperative advertising support, ‘BrandED’ ambassadors, in-store promotional activities and other incentives. These elements allow marketing and other consumer programs to be tailored to meet local and regional demographics. Additionally, the vompany’s ‘MerchMx’ representatives work to develop a rapport with store managers for the purpose of optimizing shelf space, building displays, placing point-of-sale materials and expanding distribution.

Governmental Regulation

The production, distribution and sale of the company’s products in the United States are subject to the Federal Food, Drug and Cosmetic Act; the Dietary Supplement Health and Education Act of 1994; the Occupational Safety and Health Act; various environmental statutes; and various other federal, state and local statutes regulating the production, transportation, sale, safety, advertising, labeling and ingredients of such products.

History

National Beverage Corp. was founded in 1985. The company was incorporated in Delaware in 1985.