MAKING A SPLASH

From concession stands at aviation shows to contests involving car giveaways, a variety of events will draw attention to private-label, national-brand, specialty and regional beverages this summer, according to retailers polled by SN.Take Safeway, Pleasanton, Calif., which is promoting its private-label line of Select colas in a promotion called "OPN 1 UP."Through the summer, consumers who purchase

From concession stands at aviation shows to contests involving car giveaways, a variety of events will draw attention to private-label, national-brand, specialty and regional beverages this summer, according to retailers polled by SN.

Take Safeway, Pleasanton, Calif., which is promoting its private-label line of Select colas in a promotion called "OPN 1 UP."

Through the summer, consumers who purchase any six-, 12-, 24-pack or case of any Select regular cola, diet, diet lemon c

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