The Orange Crush brand was a popular carbonated orange soft drink brand since it was introduced in 1916. They reached out to international markets gradually and were at the height of popularity in the 70s. Till the 80s they dominated the carbonated orange soft drink sector. In just eight years time after launch they had grown to 1200 bottlers handling different territories. However, with the launch of a couple of new brands the Orange crush brand lost its dominance after the 80s. In January 2009 its distribution and marketing rights were taken by Pepsi Bottling group who hope to bring it back to its top position.
The bottlers are the ones who convert basic concentrates into carbonated soft drinks. The carbonate producers supply the concentrate flavors to the bottlers. They add concentrate and sweeteners to carbonated water to make the carbonated soft drink. The ready beverages are then packed into bottles and cans with the specific brand name of concentrate producers. Franchised bottlers are then responsible for further distribution to the retail channels in their defined territory. Retail channels are the convenience stores, retail outlets, malls, and superstores who deal with the customers directly.
Orange Crush launched in 1916 by Clayton J Howell was among the first carbonated orange soft drink to be developed. At the time it was made from oil from orange skin and other ingredient like carbonated water. Its refreshing taste soon gained popularity. The tingling taste and the soothing flavor was loved by youngsters and elders alike and was most sought after during the hot summers. It reached the Canadian market in 1918. In 1921 orange juice was added as an ingredient. They introduced many flavors to the Crush brand like Grape Crush, Lemon Crush etc. The Crush brand became an international flavor with expansions in 20s, 30s and 50s.
Orange Crush was then acquired by Cadbury Beverages 1989. They planned to market it by reviving it with a new look and graphics. The well known flavor was retained with the original ingredients. The largest non-cola soft drink enterprise in North America Cadbury Schweppes Americas Beverages, took care of its marketing. In 2008 the Dr Pepper Snapple Group was established after the spin off, of Cadbury Schweppes Americas Beverages (CSAB) from Cadbury Schweppes PLC.
An agreement was signed between Dr Pepper Snapple Group and Pepsi Bottling Group (PBG) which gave (PBG) the distribution rights for the Crush brand. The Pepsi Bottling group would be distributing it in most of their territories around US from February 2009. It is an opportunity for PBG to diversify with the brand that once dominated the carbonated orange soft drink sector. The younger generation is their ideal target who would love the drink on any occasions any time of the day. They also hope to win back old customers who loved the Orange Crush flavor.
Pepsi Bottling Group is extensively marketing and distributing Orange Crush in a manner similar to their other products. Orange Crush brand may soon dominate the orange soft drink sector with this new agreement with Pepsi Bottling group.
Did you know that Sweden has been the leading innovator of flavored carbonated water
for the last 6 years? With a world market share of 2/3rds and increasing?
More and more people are turning to flavored carbonated water due to its amazing refreshing
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fruit concentrate or calories. Some of the many great fruit flavors that can be purchased
include black currant, apple, lemon and blueberry and many more.
And for the first time ever, owners of home carbonating machines have quick and easy access
to a huge variety of 25 Aromhuset flavors which is currently only being offered worldwide by