Industry innovation doesn’t stop with products; it extends to our ongoing commitment to being a part of the solution to the complex issue of obesity and teaching people about the importance of calorie balance.  The total amount of beverage calories available in the marketplace decreased by 21 percent from 1998 to 2008, according to Beverage Marketing Corporation data.  And with our national School Beverage Guidelines, we have removed full-calorie soft drinks from all schools and replaced them with more lower-calorie, smaller-portion beverage options.  As a result, there has been an 88 percent reduction in calories from beverages shipped to schools since 2004.  Last year, our industry launched the Clear on Calories labeling initiative which puts new calorie labels on the front of every bottle, can and pack we produce – right up front and personal.  It’s just another way we’re providing information to consumers so they can choose the beverage that’s right for themselves and their families..

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Also, our member companies have committed to clearly display the calories in all beverages on the front of the can or bottle as well as on company controlled vending and fountain machines.  And, importantly, our member companies are producing fewer total beverage calories for the marketplace through the innovation of more no- and low-calorie beverages. From 1998-2008, industry cut the total beverage calories it brought to market by 21 percent.

Additionally, America’s leading beverage companies follow responsible practices regarding marketing to children that recognize the central role that parents and other caregivers should play in making choices for their children. Under guidelines applied globally, companies do not advertise any beverages other than juice, water or dairy-based drinks on programming predominantly aimed at children under 12.

For us here at Sip & Savor, it’s important that we share with our readers important information about what our member companies’ are doing proactively.  With these voluntary commitments, the beverage industry is leading the way on issues like public health and marketing to children.   And, these voluntary actions will achieve meaningful results.

The beverage industry is continually pushing the ball forward, as it works to bring more no- and low-calorie beverages to market.  In fact, from 1998 to2008, this innovation drove a 21 percent reduction in calories available from beverages in the marketplace.  Our member companies’ recycling efforts, Clear on Calories calorie labeling initiative and School Beverage Guidelines are all solid examples of industry innovation breaking down barriers and leading the way on education and environmental impact.

There’s a lot to say about our industry’s innovation.  And don’t forget, you can find out about that innovation by following us on Facebook and Twitter, too!

In the coming days, we’ll be sharing more details with you about the many things you can expect to see and hear at InterBev 2010.  And we’ll also be giving a shout out to the many companies that are sponsoring InterBev Live events and more.  Until then, you can check things out on the InterBev website.  And don’t forget to read up on the InterBev Beverage Innovation Awards, too!  The deadline for entries has been extended to September 8, so don’t miss your chance to have your company, products, programs and initiatives recognized at this year’s inaugural awards program!

Enjoy the holiday weekend – make sure you get in some R&R, because we’re going to keep you busy from dawn to dusk in Orlando from September 22 to 24!

But, it isn’t just Apple and the technology sector that is committed to innovation.  Our member companies are regularly bringing new products to market – many of them are low- and no-calorie beverages.  In fact, the beverage industry has reduced the amount of calories brought to market by 21 percent since 1998!

So load up your digital music player with music from the iTunes store and explore the great outdoors!  After all, we’re closing in on the end of the active months of summer and there isn’t much time left for bike rides and picnics.  But, whatever you do – don’t forget to ‘Think Inside the Bin!’ after you are through hydrating with your favorite beverage!

Some critics of the beverage industry argue that sugar-sweetened beverages are to blame for the obesity epidemic.  But, that doesn’t add up, because, as obesity rates have continued to rise, soft drinks sales have declined.  In fact, since 2000, soft drink sales have gone down nearly 12 percent largely due to industry’s innovations in no- and low-calorie beverage options.  And a Beverage Marketing Corporation analysis showed that the beverage industry has reduced the amount of calories it brings to market by 21 percent since 1998.  Industry innovation continues to bring more low-calorie, zero-calorie and smaller-portion beverages to market – and clearly consumers are availing themselves of those choices.

We at Sip & Savor agree that obesity is a very serious issue, and our member companies are committed to doing their part to help with a comprehensive solution.  The industry has already delivered on its commitment to change the beverage landscape in America’s schools by removing full-calorie soft drinks and providing more lower-calorie, nutritious, smaller-portion beverage options.  With the School Beverage Guidelines, our companies have slashed beverage calories shipped to schools by 88 percent since 2004.

In support of First Lady Michelle Obama’s ‘Let’s Move!’ anti-obesity campaign, America’s leading beverage companies have committed to clearly display the calories in all our beverages on the front of the can or bottle as well as on our vending and fountain machines. This means that within two years, every time consumers pick up one of our beverages they will have the calorie information at their fingertips.  These are efforts that will have lasting and meaningful impact.

We’re elated to think that in just a few short months we’ll be connecting with leaders from all sectors of our industry to share thoughts and best practices at InterBev 2010.  This year we’ll convene at the Orange County Convention Center in Orlando, you can hop over to the InterBev2010 Web site for more information.  Registration is open so don’t miss out on this unique opportunity – after all, it’s just three days out of every 730 that we get to gather together at InterBev!

The Senators welcomed many representatives of government and health organizations, each with varying opinions on the topics of the day. One thing became immediately clear – obesity is a very serious and complex issue and something needs to be done to address it.

We at Sip & Savor agree. But, where we disagree with some of the witnesses is that we know that the obesity issue will not be resolved by taxing anything, let alone beverages. We should consider solutions that incorporate education, physical activity and other programs into our communities.

Our view was shared by many members of the New York community, including the Food Industry Alliance of New York, UFCW Local 1500 (the grocery workers union), the National Supermarket Association, the Bodega Association of the United States, Northbridge Environmental Management Consultants and the Business Council of New York State. ABA’s Jim McGreevy provided testimony at the hearing, and so did American Council on Science and Health President Elizabeth Whelan, Sc.D., M.P.H.

There is work to be done in New York to counter obesity. And we all – government and community leaders, organizations, schools and individuals – need to work together if we want to shrink the waistlines of New Yorkers. Let’s just make sure that we are seeking comprehensive approaches that will have a meaningful and lasting impact.

Our companies continue to introduce new, innovative products. In fact, since 1998, there has been a 21 percent reduction in calories in beverages in the marketplace (according to Beverage Marketing Corporation data), as our companies produce more zero-calorie, low-calorie and reduced-portion products to meet consumer demand. And data presented by ABA’s Dr. Maureen Storey at Experimental Biology in 2009 confirms that consumers are taking advantage of these choices.

What’s also interesting is that our companies’ innovation is not limited to flavors and types of drinks; they are industry leaders with their 100 percent recyclable packaging, too. With a range from single serving sizes – like the 7.5 ounce mini can – to multiple serving containers, there is a container size and drink type for every occasion.

With so many choices available – 100 percent juice, sports drinks, soft drinks, bottled waters, energy drinks – there truly is a something for everyone.

Certainly, there will be issues from 2009 that will linger, but hopefully we can take a fresh look at them or move the discussion forward.

Our companies continue to be the most innovative in the food industry – and we expect some exciting new products and changes from them this year.

Our companies are still committed to doing their part to address tough societal challenges. We’re wrapping up a three-year effort to remove all full-calorie soft drinks from schools and replace them with low-calorie, smaller-portion products. But we’re not resting on our groundbreaking School Beverage Guidelines. This industry already is hard at work on more policy innovations designed to meet the concerns of our customers and contribute meaningful solutions in the public policy arena.

Our iconic companies and their brands are part of Americana. We’ll continue to share interesting history, facts and insight into the beverage industry. From the Super Bowl ads to some cool museums to hit, we’ll tap into the fun side of our world.

We know there will still be the critics, too. But, as we always do, we’ll counter the critics with the facts – and the rest of the story they never seem to want to tell.

So keep checking us out. Start your day with some interesting ideas or fun facts to sip and savor.

Please feel free to comment. We’ll publish them: good, bad or indifferent. Our only rule is to play nice – no personal attacks or profanity.