Rum comes from a grass (saccharum officinarum) we call sugarcane. It is the alcoholic distillate or a mixture of distillates fermented juice of sugarcane, sugarcane molasses, or
other sugarcane by-products distilled at less than 190 proof (whether or not such proof is further reduced before bottling to not less than 80 proof). The distillate must possess the taste, aroma and characteristics generally attributed to the libation.
Rum is produced all over the world, wherever sugarcane grows and gets its name from the Latin "saccharum" which means sugar.
PRODUCTION
The production of rum begins with harvesting the cane. The freshly cut cane is brought into the sugar mills, where it is passed through enormous, very heavy crushing rollers that express the juice. The juice is boiled to concentrate the sugar and evaporate the water. Then it is clarified. The result is a heavy, thick syrup. The sugar in the syrup is separated and removed. What remains is molasses. This molasses is then fermented and distilled into rum.
CLASSIFICATIONS
There are four main classifications of rum:
Very dry, light bodied rums; generally produced in the Spanish-speaking countries, of which Puerto Rico, Guatemala and Nicaragua are good examples.
Medium-bodied rums; Barbados and Demerana being two examples.
Rich, full-bodied, pungent rums; which are usually produced in the English speaking islands and countries such as Jamaica and a special rum out of the British Virgin Islands called Pussers Rum
Light-bodied but pungently aromatic; East Indian, Batavia, Arak rum as from Java.
All of these classifications of rum are not restricted to the examples used. Any country can produce more than one type, but some areas are more famous for one particu1ar type more than others
Rums are mainly produced in the region of the Caribbean Sea, including the West Indies and the surrounding countries of Northern and Central America.
Each Rum has it's own unique qualities and attributes. Like the wines of France, rums are labeled as to the area of origin and by law can not be classified by type. Also like wine, the subtle differences in rums can come from the growing area (weather, soil type, humidity, etc.) and the affects it has on the sugarcane plant. The molasses carries the characteristics of the plants and concentrates them. Like most spirits and wines, rums are blended to achieve taste and quality consistency.
Other factors affecting the final product are the distillation process itself (Aguardentes, coming from the middle distillate), the aging process (how long, what type of barrel, charred or not, etc.) and as in special rums, the flavoring additives.
The history of Vodka is unique and varied. Vodka is far and away the most popular spirit category in America,
accounting for more than 20% of all distilled spirits consumption. It is defined by government regulations as a spirit without any distinctive character, aroma, taste or color. Vodka is essentially an un-aged neutral spirit that can be distilled from just about anything fermentable. Although the legendary potato is used in the production of some vodkas, most brands' today, including the imported ones, are made from grain...any grain, including rye, wheat and barley, but principally corn. Vodka in most Slavic languages means "water". (Sometimes it's spelled "Woda", but the pronunciation is the same.) The word "Vodka" translates literally as "dear little water", an affectionate diminutive for this clean, tasteless spirit that blends with virtually any beverage.
Americans knew next to nothing about Vodka before the 1930's and what they did know consisted mainly of impressions gleaned from Russian novels and old movies about Czarist Russia. Consumers weren't really aware of Vodka until after World War II
The History of Vodka
Alcohol has always featured large in the lives of the Eastern Europeans. Its influence can be recorded as far back as 988! In that year the Grand Prince of Kiev was told by his ambassadors that Islam forbade strong drink. Consequently the Prince became a Christian and was sent plentiful supplies of communion wine from Byzantium, which was the seat of orthodox Christianity.
Fermented drink was not enough to satisfy the Eastern Europeans for long. They discovered that the extremes of temperature in that part of the world enabled them to produce a beverage with a higher alcoholic strength.
Russia
In the 1540s the Russian tsar Ivan 'the Terrible' established his own network of distilling taverns and ensured that the profits went straight into the imperial treasury. He outlawed taverns that were outside his control and put a ban on distilling by potential rivals. He kept his options open, however! He was always in need of the support of the nobility, so he allowed them to continue distilling Vodka.
From the beginning of the seventeenth century it had become customary for Vodka to be served at Russian imperial banquets. All formal meals began with bread and Vodka. Vodka was also drunk ceremonially at religious festivals and in church ritual, and to refuse to partake could be considered impious.
Peter the Great, tsar of Russia from 1689 to 1721, was renowned for his hospitality and love of drinking. He served large quantities of Vodka, his favorite drink, at his legendary banquets. On these occasions he would shock foreign guests by cutting open enormous pies out of which dwarfs would jump.
The Governor of Moscow trained a large bear to serve pepper Vodka to' his guests. If anyone showed reluctance in accepting the drink, the bear would remove the guest's clothes, an article at a time.
Poland
Making Vodka was a lot easier in Poland, as fewer official restrictions were imposed. Indeed, in 1546, King Jan Olbrecht issued a decree allowing every citizen the right to make Vodka. As a result many families distilled their own spirit, and as early as the sixteenth century there were forty-nine commercial distilleries in the town of Pozan alone.
Vodka-making and drinking became established at all levels of society in Poland over the next few centuries. Poznan continues to be a major center for the production of Vodka today.
Production
The key to distillation is the separation of alcohol from the water content of fermented liquid. Because water freezes at a higher temperature than alcohol, the Eastern Europeans were able to separate the alcohol by freezing fermented liquid during the winter months. As a result they were left with a drink with a higher strength than that produced by fermentation alone. This was the earliest method of producing stronger spirit in Eastern Europe. The techniques of distillation didn't spread from the west until the fifteenth century. From that time to the mid nineteenth century all Vodka was made in a pot-still using local natural resources such as wheat, barley, ryes, potatoes and rice.
A mash was created by heating the grain to release the starch for conversion into sugar. The sweet liquid was allowed to ferment naturally before distilling. Gradually Vodka-making in Eastern Europe was refined. In the beginning Vodka was the product of a single distillation to a relatively low proof, but distillers soon learned the benefits of two or more distillations on product quality.
Extra distillations mean the final spirit has a higher strength and greater purity. Next the Eastern Europeans introduced filtration to improve the purity of the spirit further. This was carried out initially with felt or river sand, but in the late eighteenth century charcoal began to be used. The filtration standards established at that time remain to this day.
With the invention or the continuous still in the last century, distillers were able to produce Vodka to a very high proof in a continuous operation.
Most Vodka has no color and carries only the clean aroma and character of pure spirit from the still. It has a characteristically light and very slightly oily texture. Different brands have their own characteristics and have been made over the centuries to a variety of styles.
There is a long heritage of making flavored Vodkas in Eastern Europe. This 'goes back to the days home distillation, when Vodka was flavored with herbs, spices and fruit. Nowadays natural flavorings such as cherry, lime, lemon, orange, mint, etc., are added in the final distillation.
We haven't found time to fill in further information in English.
Though we can recommend you to look in one of these fine books about whisky
Remark :
DID YOU KNOW - THAT :
Scotland : Glenmorangie is the biggest selling malt in Scotland. The Famous Grouse is the biggest selling whisky within Scotland. Bruichladdich is Scotland's most westerly distillery. Bladnoch is the most southerly of Scotland's distilleries. Highland Park is the most Northern Scotch Whisky Distillery in the World. Glenugie was the easternmost distillery in Scotland.
Pulteney is the most northern distillery in the Highlands. Strathisla is the oldest malt whisky distillery in the Highlands of Scotland. Founded : Est. 1786 / OBAN is also one of the oldest stills in Scotland. Founded : 1794 Glenturret is one of Scotland's oldest malt whisky distillery. Bowmore is reputed to be the oldest legal distillery on Islay. Tomatin Distillery Compagny's is one of the highest in Scotland and it is also the largest capacity distillery in Scotland. Edradour is the smallest distillery in Scotland - With three people to run the entire operation. Glenfarclas is in Guinness Book of Records for the strongest malt whisky available in a distillery's official bottling. Ireland :
Jameson's is the biggest selling Irish whiskey outside Ireland.
John Powers Irish Blend - The most popular brand in Ireland.
Coleraine is the oldest malt in Ireland and the only irish owned Irish distillery in the world. France :
Aberlour has been well marketed in France, where it is one of the most popular of Scotch whiskies. Europe :
Ballantine's Finest is the number one brand in Europe and the third largest in the world.
U S A :
Aberfeldy the most popular Scotch in the U.S.A
Jack Daniels is America's oldest registered distillery.
World Wide :
The Pinch is the fourth largest blended Deluxe Scotch whisky in the world.
Glenlivet is one of the most popular malts in the world.
Glenfiddich is the largest selling single malt in the world.
Jack Daniels is the most popular American spirit in the world.
Ballantine's 30 years old considered to be one of the oldest and also one of the most expensive blends available. Ballantine's is the leading super-premium scotch in the world.
Old Bushmill's can glory with the title 'The oldest licensed distillery in the world'. License to distill in 1608. Locke's Distillery claimes to be one of the oldest distilleries in the world.
Dá Mhile is the first official organic whisky in the world.
Suntory have the largest still in the world.
J & B is the second most popular blended whisky in the world.
The most expensive bottle of spirit ever sold in the world, is a bottle of aged single malt Scotch whisky sold at a charity action in Italy for 47.000£ (Pnd.) Johnnie Walker Red label is the world's largest selling Scotch Whisky.
Johnnie Walker Black label is the world's best selling de luxe whisky.
The Worlds highest Distillery is placed in Bolivia !
Highland Park is the most Northern Scotch Whisky Distillery in the World.
Coleraine is the only irish owned Irish distillery in the world.
Bourbon :
Early Times the second biggest selling bourbon.
J.S. Pemberton(left) Asa G. Candler(middle) Frank Robinson(right)
Coca-Cola began it's existance in a three-legged brass pot in the backyard of John S. Pemberton on May 8, 1886. Pemberton was a pharmacist trying to create a new headache tonic. Pemberton took his creation to the now famous Jacob's Pharmacy (pictured below), about 2 blocks from his home. There the syrup was mixed with cold tap water and sold to ailing customers for 5 cents. As the story goes, a customer in great pain came in and ordered the syrup and the soda jerk accidentally mixed it with carbonated water instead of regular tap water. The customer loved the new drink, declaring it "Delicious and Refreshing!"
Frank Robinson, Pemberton's partner and bookkeeper, suggested the name "Coca-Cola", taking each part of the name from a key ingredient in the product and proclaiming that the two C's would look good in advertising. Mr. Robinson penned "Coca-Cola" in the unique flowing script that is now famous worldwide!
In 1886, sales of Coca-Cola averaged 9 drinks per day. That first year, Pemberton sold only 25 gallons of syrup. For his efforts, Pemberton grossed $50.00 and spent $73.96 on advertising!
As John Pemberton's health grew worse, he sold the company off. Asa Candler took sole ownership of the company by 1891 for a mere $2,300.00!!! (that included all rights, including his initial investment!)
In 1894, Coca-Cola was first bottled by Joseph Biedenharn, owner of the Biedenharn Candy Company of Vicksburg, Mississippi. Candler believed that the bottling idea was crazy and that people would never go for it! As the popularity of Coca-Cola increased, many imitators came onto the scene, offering products such as "Koca-Kola", so the company decided that they needed a bottle that would be easily recognizable so as not to be confused with any other. The Root Glass Company of Terre Haute, Indiana designed the now famous "contour bottle" or "hobbleskirt". This bottle design was first patented in 1915 and then again December 25, 1923. In the year 1928, bottle sales first surpassed fountain sales, proving that the bottling idea had been a great success!
Asa Candler's merchandising flair helped expand the company to every state and territory by 1919. In that year, Candler (who then went on to become mayor of Atlanta, Georgia!) sold the company to Ernest Woodruff and a group of investors for $25 million and in 1923 Robert Woodruff (Ernest's eldest son) became president of the company. Robert Woodruff's more than six decades of leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over!
At the beginning of WWII, Robert Woodruff issued an order to "see to it that every man in uniform gets a bottle of Coca-Cola for 5 cents wherever he is and whatever it costs the company!" In 1943, during World War II, Eisenhower sent a telegram requesting 10 additional Coca-Cola bottling plants overseas for our troops. At the beginning of the war, Coke was bottled in 44 countries. At the close of the war, 64 additional bottling plants had been established abroad. The presence of Coca-Cola did more than lift the morale of the troops...it gave many local people in those countries their first taste of Coca-Cola, paving the way for unprecedented worldwide sales after the war!
The cover page of the May 15, 1950 issue of Time magazine features a Coca-Cola advertisement. It was the first time that a consumer product had been featured on their cover. That same issue also contained a detailed story about Coca-Cola's extensive distribution and franchising system.
In 1981, Robert Goizueta became president of Coca-Cola and soon became one of the most successful businessmen in the world. Mr. Goizueta had come to America from Cuba with little more than a suitcase.
In 1985, the Coca-Cola Company introduced its new formula for Coke, calling the product "New Coke" and then "Coke II". The public demanded their original formula back and the company soon began producing "Coca-Cola Classic".
Today, Coca-Cola is available in nearly 200 countries around the globe and its trademark is written in approximately 80 languages! It is one of the most recognizable logos in the world!
Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina.
The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www.pepsi.com.
The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola.
Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage.
In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere.
The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states.
Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year.
Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race."
The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense."
Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then cameWorld War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand.
One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression.
1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames "Brad's Drink," a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28.
1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.
1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as "Exhilarating, invigorating, aids digestion."
1905 A new logo appears, the first change from the original created in 1898.
1906 The logo is redesigned and a new slogan added: "The original pure food drink." The trademark is registered in Canada.
1907 The Pepsi trademark is registered in Mexico.
1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears, and will be used intermittently over the next two decades.
1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will satisfy you."
1932 The trademark is registered in Argentina.
1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces.
1938 The trademark is registered in the Soviet Union.
1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as Much for a Nickel" to increase consumer awareness of Pepsi's value advantage.
1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. "Nickel, Nickel" will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted.
1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas.
1943 The "Twice as Much" advertising strategy expands to include the theme, "Bigger Drink, Better Taste."
1949 "Why take less when Pepsi's best?" is added to "Twice as Much" advertising.
1950 "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated.
1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with "The Light Refreshment" campaign.
1954 "The Light Refreshment" evolves to incorporate "Refreshing Without Filling."
1958 Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.
1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon meet in the soon-to-be-famous "kitchen debate" at an international trade fair. The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets Sociable."
1961 Pepsi further refines its target audience, recognizing the increasing importance of the younger, post-war generation. "Now it's Pepsi, for Those who think Young" defines youth as a state of mind as much as a chronological age, maintaining the brand's appeal to all market segments.
1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. "Come alive! You're in the Pepsi Generation" makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes.
1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.
1966 Diet Pepsi's first independent campaign, "Girlwatchers," focuses on the cosmetic benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain Dew!"
1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, "Taste that beats the others cold. Pepsi pours it on" emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign.
1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with "Live/Give," a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture.
1973 Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin' Free" captures the mood of a nation involved in massive social and political change. It pictures us the way we are-one people, but many personalities.
1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior.
1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. "Puppies," a 30-second snapshot of an encounter between a very small boy and some even smaller dogs, becomes an instant commercial classic.
1979 With the end of the '70s comes the end of a national malaise. Patriotism has been restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood and the Pepsi Generation carries it forward into the '80s.
1982 With all the evidence showing that Pepsi's taste is superior, the only question remaining is how to add that message to Pepsi Generation advertising. The answer? "Pepsi's got your Taste for Life!," a triumphant celebration of great times and great taste.
1983 The soft drink market grows more competitive, but for Pepsi drinkers, the battle is won. The time is right and so is their soft drink. It's got to be "Pepsi Now!"
1984 A new generation has emerged-in the United States, around the world and in Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the most popular entertainer of the time, Michael Jackson, stars in the first two commercials of the new campaign. The two spots quickly become "the most eagerly awaited advertising of all time."
1985 Lionel Richie leads a star-studded parade into "New Generation" advertising followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal. Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment 10G."
1987 After an absence of 27 years, Pepsi returns to Times Square, New York, with a spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's Choice."
1988 Michael Jackson returns to "New Generation" advertising to star in a four-part "episodic" commercial named "Chase." "Chase" airs during the Grammy Awards program and is immediately hailed by the media as "the most-watched commercial in advertising history."
1989 "The Choice of a New Generation" theme expands to categorize Pepsi users as "A Generation Ahead!"
1990 Teen stars Fred Savage and Kirk Cameron join the "New Generation" campaign, and football legend Joe Montana returns in a spot challenging other celebrities to taste test their colas against Pepsi. Music legend Ray Charles stars in a new Diet Pepsi campaign, "You got the right one baby."
1991 "You got the Right one Baby" is modified to "You got the Right one Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a campaign soon to become the most popular advertising in America is on its way. Supermodel Cindy Crawford stars in an award-winning commercial made to introduce Pepsi's updated logo and package graphics.
1992 Celebrities join consumers, declaring that they "Gotta Have It." The interim campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been there, Done that, Tried that."
1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S.
1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers.
1995 In a new campaign, the company declares "Nothing else
