Switch Beverage Offers All-natural Fizzy Drink, a Juicy Alternative

29/12/06 Veteran beverage industry marketer Maura Mottolese's new job practically screams "point of difference."

As president of The Switch Beverage Co., which recently relocated some operations from Richmond, Va., to Stamford, the New Canaan resident is tasked with getting soft drinks fans to switch to The Switch.

One-hundred percent fruit juice and carbonated like soda pop, The Switch in its marketing campaign proudly points out the difference between its contents and those of competitors such as Coke and SoBe.

"One thing is consumers think it's too good to be true. They have trouble wrapping their minds around it," Mottolese said

The Switch Beverage is sold in 850 Target stores and independent health-food retailers, but Mottolese is looking to widen its presence to include regional grocery stores and delis. Mottolese hopes to establish partnerships with stores to set up taste trials.

"The two greatest challenges are first getting the product widely distributed and really communicating this unique proposition. The idea alone sparks interest," said Mottolese, who became the company's president two months ago.

The Switch Beverage was founded in Richmond in 2001. Though the company still has its accounting and data processing offices there, Mottolese is revitalizing the brand's focus and establishing sales and marketing efforts in Stamford.

http://www.stamfordadvocate.com/business/scn-sa-juicedec27,0,6715796.story?track=rss