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Marketing News: Mile High Drinks awarded finalist position in Beverage Innovation awards ceremony
News Release from:
Mile High Drinks
23/09/2009
Mile High drink award innovation antioxidant
Exceptional antioxidant drink is a finalist in 'Best New Functional Drink' category
British drinks company, Mile High (www.milehighdrinks.com), has been recognised as a 'Best New Functional Drink' finalist in the coveted Beverage Innovation Awards.
The 100% natural, exceptional antioxidant drink, received its accolade at a glittering awards dinner held in Munich, Germany on 15th September 2009 in association with the Drinktec exhibition. Mile High Drinks fought off fierce competition from 340 entries from 40 countries and joined 500 people at the ceremony.
The Beverage Innovation Awards celebrate excellence and innovation in the global non-alcoholic drinks industry.
Mile High was selected as a finalist by a panel of expert judge including senior executives at Rewe, Interbrand and Tate & Lyle. The judges unanimously agreed that Mile High meets all of the finalist criteria:
* Genuinely innovative.
* Establishes a real point of difference with competitors.
* Introduces new
 The 100% natural, exceptional antioxidant drink, received its accolade at a glittering awards dinner held in Munich, Germany on 15th September 2009 in association with the Drinktec exhibition. Mile High Drinks fought off fierce competition from 340 entries from 40 countries and joined 500 people at the ceremony.
The Beverage Innovation Awards celebrate excellence and innovation in the global non-alcoholic drinks industry. Mile High was selected as a finalist by a panel of expert judge including senior executives at Rewe, Interbrand and Tate & Lyle. The judges unanimously agreed that Mile High meets all of the finalist criteria: * Genuinely innovative. * Establishes a real point of difference with competitors. * Introduces new concepts. * Offers added value. * Has market impact. Mile High’s director, Stuart Roberts, was incredibly proud to be recognised as a finalist in the highly competitive functional drinks category, ahead of PepsiCo International and Shotz Health (which were ‘highly commended’). Attending the awards ceremony alongside a host of other innovative and high-profile drinks brands, Roberts said: “Being a finalist in this exciting category puts into perspective all of our hard work over the past four years. Since launching in Waitrose in September 2008 we have achieved more and more listings including Ocado. Our latest listing with Tree of Life means that Mile High will soon be available in leading health food shops and independent stores and delis nationwide”. The awards, organised by beverage innovation magazine, saw guests from around the world convene at the Drinktec exhibition to celebrate the crème de la crème of food and drink NPD. After a day of networking at the nearby Trade Fair halls, the gala dinner gave brand owners a chance to let their hair down and relax while networking. Bill Bruce, Zenith International Publishing group editorial director, said: “This year, more than ever, the Beverage Innovation Awards provides the non-alcoholic drinks industry with the opportunity to celebrate its creativity and innovation. Drinktec is the Olympic Games of the industry’s trade fairs, one of its great strengths being that it’s held only every four years. Visitors see a real step change in the way the industry is responding to the varying demands of the marketplace, and setting new trends through innovation in packaging and ingredients. We’re convinced that the awards reflect the most exciting developments in the industry.” Roberts added: “This is the first time Mile High has been involved in such an event and it was a really great experience being in a room with so many other innovative food and drink brands. As a category finalist we’ve had a lot of interest from the media and other producers, so we’re busy catching up on all the new leads”. -Ends- Notes to editors The best new functional drink category, sponsored by BENEO-Palatinit, was won by Next Generation Waters from the United States for its range of functional waters enhanced with flavours and supplements with health benefits. Other finalists in the category were: Aldi Stores of the UK, for Optifit Liquid Breakfast; Vivadis from Belgium for Maca-Loca; Mile High Drinks of the UK for Mile High; and PepsiCo for Lipton Linea. Highly commended in the category was UK based Shotz Health, for Big Shotz; and PepsiCo International Nordics, for SoBe Pure Rush. For Mile High samples, photography (including packshots of our latest, limited edition bottle in association with Condé Nast Traveller magazine), more information on our antioxidant content and ORAC units, a copy of the media kit or to arrange an interview with Mile High Drinks, please contact Helen Lewis at helen@milehighdrinks.com or call +44 (0) 7904801669. Sales and distribution enquiries should be directed to info@milehighdrinks.com Stuart Roberts, managing director – stuart@milehighdrinks.com +44 (0)7880755774 Clare Pughe, sales manager – clare@milehighdrinks.com +44 (0) 7734489522
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