The Next Super Berry What: This popular drink company is harnessing the taste and supposed antioxidant properties of a Chinese berry to sell a new water-meets-fruit punch beverage.

The Dirt:We won’t lie. This drink doesn’t claim to cure ailments, detoxify all the vodka you’ve guzzled over the last year, or make your skin blemish free. Those are lofty expectation for anything that can be purchased over the counter. However, we think this drink is the perfect happy medium between water and juice. Now [...]

Alpha Celebrity BrandingGen-X Musicians Join Celebrity Spirits Craze What:Celebrity branding with the alcohol business is going strong, but branching off the usual mainstays.

The Dirt:Hotels and beverages are to male celebrities what perfumes and apparel collections are to female celebrities—the easy money gender-appropriate means to branding. Welcome to the 21st century, where a 15-year-old pop tart can help Walt Disney bring in $1 billion from one character’s merchandise, and moguls build brands by slapping their name on everything [...]

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