The beverage business requires the successful coordination of many different factors in order to produce finished drinks efficiently and effectively. Mistakes can generate additional cost and delay, and will also increase the likelihood that the beverages produced will differ substantially from the beverage samples that were originally approved. In some cases, this causes deviations that degrade the quality and consistency of a beverage, impairing a brand's reputation; in the worst cases, these problems can lead to expensive product recalls and purchase order cancellations.
How does a beverage brand owner efficiently coordinate research and development, flavor chemistry, concentrate manufacturing, supply chain management, regulatory compliance, production and quality assurance? The answer for many of the largest consumer packaged goods companies is to build extensive infrastructure in order to manage all the critical components involved. This can be an effective strategy; however it is also a time-consuming and costly initiative.
A cheaper option, in theory, is to rely on the successful cooperation of many companies and multiple outside agencies (flavor houses, bottlers, packaging companies, R&D facilities, QA labs, ingredient providers, certification agencies, etc.). This approach lengthens the time scope of a project. In addition, a single mistake can more than erase the theoretical cost savings, and without a clear quarterback, the beverages produced in such a piecemeal fashion are unlikely to be fully optimized for the marketplace. More pointedly, when problems do occur — whether they result from poor planning, faulty execution or unavoidable circumstances — no one is in charge so no one is responsible.
This is when the blame game begins for real. Each outside party, with its limited interests in the project, invariably points its finger at another's involvement. The brand owner is left not only without products to market, but also with a tangled web of allegations and complaints to sort out.
There must be a better way.
Over the years Imbibe has invested in the people, facilities and systems to enable brand owners to develop best-in-class products with unrivaled speed-to-market. To achieve this objective, Imbibe has established six core disciplines: flavor chemistry, product development, specification and compliance, concentrate manufacturing, supply chain management and quality assurance. Imbibe utilizes these areas of expertise to create beverages which achieve or exceed a marketer's objectives in taste, value and function.
Imbibe provides beverage brand owners affordable access to all of the tools utilized by the leading consumer packaged goods companies by leveraging our technical infrastructure to support hundreds of products. Acting as a single resource, Imbibe can internally perform all the mission critical steps involved in the development and production of beverages, while also managing an extensive network of auxiliary businesses and functions. Our constant interaction with major industry suppliers and independent specialists allow us to manage all communications in an expeditious and timely manner.
Imbibe's unique model has been built and refined over time. We have been continuously improving its elements and demonstrating its benefits to our customers since our inception in 1963. We have repeatedly demonstrated the substantive and profitable impact consistently wonderful drinks can have on a beverage brand owner's business. In fact, the greatest testimony to Imbibe's approach has been that for nearly fifty years our customers have also been, in large part, our sales force, recommending us to friends and associates in the industry and maintaining contact with us throughout their careers.