Activate™ Wins “Best New Enhanced Water” at BevNET Live 2009

LOS ANGELES – December 8, 2009 – Activate™, a vitamin-enhanced functional beverage, was named “Best New Enhanced Water” at the seventh annual BevNET “Best Of” award ceremony reception and dinner, held December 7^th in Santa Monica, California.

Activate employs a patented, unique solution in which vitamins are stored in dry powder form in a special container within the lid, then released before consumption. The functional beverage comes in four fruit flavor and enhancement combinations:  Fruit Punch/Vitamin, Orange/Immunity, Lemon-Lime/Energy and Berry/Antioxidant. The drink is sweetened with Stevia and contains only five calories per bottle.

BevNET, a beverage-oriented media company which produces a website that reviews non-alcoholic beverages and publishes the trade magazine Beverage Spectrum, presented a total of 16 awards at a dinner held on the opening night of its conference at the Loews Santa Monica Beach Hotel.  Award categories included best packaging innovation, best product relaunch, and best new energy shot, among others.  BevNET awarded the “Best New Enhanced Water” prize to Activate for its ability to “utilize cap dispensing technology…in a way that adds value rather than gimmickry” and because of the beverage company’s “responsibility for the bioavailability of the functional ingredients.”

Activate’s two founders, Anders Eisner and Burke Eiteljorg, were present at the ceremony to accept the award.

SIP YOUR VITAMINS

Fed up with hard-to-swallow vitamins? Fergie and Matthew McConaughey are fans of Activate, purified water infused with a vitamin and mineral blend. While vitamins sitting in water too long can reportedly lose their potency, Activate’s vitamins are stored in the unique cap – which drops them into the water when twisted open. The five-calorie beverage comes in fourformulations, including Antioxidant (with heart-healthy Coenzyme Q10) and Immunity (with immune system-boosting echinacea and zinc). Read Health.com’s cheat sheet to learn your must-have vitamins! – Jenny Sundel

Hollywood’s haute drinks
. . .  you can always twist, shake and activate with a new beverage that releases a powder boost when you open the cap. Matthew McConaughey, who could be the poster child for the perfect beach body and healthy lifestyle, has been reordering cases of the benefit-enhanced Activate water($2.30; ActivateDrinks.com).

ACTIVATE Deionized Water launches NEXT WEEK!!!

-Pure Water. Nothing More. Nutrients deteriorate sitting in water. So we don’t add any. In fact, we go further – by removing minerals that contain impurities through our unique deionization filtering process. -

Ask your local supermarket for availability.

Beverage Business INSIGHTS
 Published 90 X a year       Vol 6, No 94       November 10, 2009

Activate, which has staked its identity on cap-injection technology that prevents nutrients from degrading while they sit inertly in bev, is staying consistent to theme with water entry called Activate Deionized Water that launches next week. Instead of adding electrolytes or other nutrients, brand removes impurity-containing minerals via deionization filtering process. Line breaks in 20-oz and 1-liter plastic bottles with conventional caps, with image of pair of water drops nested together at top of bottle barrel. Tagline: “Pure water. Nothing more.” Activate prexy Dan Holland claimed solid reception, with Ralph’s and Fry’s chains picking it up immediately.