Beverage alliance IncuBev provides one-stop-shop for beverage brands navigating ‘the choppy go-to-market waters’

By Mary Ellen Shoup contact

- Last updated on GMT

©GettyImages / Weedezign
©GettyImages / Weedezign

Related tags: Beverages, Product development, Symrise

Four companies have teamed up combining their beverage commercialization expertise to launch IncuBev, a multi-phase service offering to assist beverage brands with the challenges of product development and commercialization.

The IncuBev collaboration includes Haney, a Packaging Microfactory; PTI, a packaging development firm; Symrise, a global supplier of natural flavor and nutrition solutions; and Califormulations, a provider of beverage formulas and small-scale production for commercialization trials.

IncuBev’s multi-phase approach aims to provide speed, efficiency, focus, and agility from expert industry sources for brand owners facing the challenges of consumer testing and validation for their new beverages, line extensions, and product improvements, said IncuBev.

“What differentiates IncuBev is that collectively, we are a single source that provides the flavor, the packaging, the printing, and the filling. The result is a true end-to-end beverage development ecosystem, from innovation to commercialization,”​ said Paul Graham, president, Symrise Flavors NA.

The four-company alliance will help beverage brand owners develop and execute their go-to-market strategies and expedite pre-commercial activities including product development, package conceptualization, prototyping, and activation for consumer testing and concept validation.

“All four companies have experienced the challenges beverage brands encounter when trying to successfully navigate the choppy go-to-market waters. Not having the resources of larger brand owners, those entrepreneurs frequently don’t know where to go for answers or may not even know what questions to ask,”​ the companies stated in a press release.

"The IncuBev family of companies hopes to remove those pain points and guide brand owners to successful brand introductions."

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