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American Beverage: The Next Chapter

February 8, 2021
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For anyone working in the association community, the recent news from the American Beverage Association (ABA) is worth noting. Their CEO, Katherine Lugar, recently revealed a new organizational brand for ABA that removes the word “Association” from their visual identity.

This is big news!

Not only did ABA shed the word association from its brand identity, the organization also took the bold step to move from a traditional red, white, and blue identity to an approachable, bold, patriotic and modern purple identity—which, by the way, is also the color of unity (and a blend of America’s colors).

Why such a bold transformation?

Well, if you know the leadership, team, and members of American Beverage, it makes complete sense.

The American Beverage Association, which represents Coca-Cola, Keurig, Dr Pepper, Pepsi and hundreds of other great organizations, has been an innovative, solutions-oriented organization since its founding in 1919, when it was known as the American Bottlers of Carbonated Beverages. In 1966, the organization changed to become the National Soft Drink Association. And finally, in 2004, it evolved into the American Beverage Association. Therefore, this present-day brand transformation is consistent with the ambitious mission and vision of American Beverage, its members, and the industry they represent—the brand demonstrates that American Beverage continues to adapt and stay on the leading edge of progress.

How different is your industry today compared to when it was founded? How different are the needs of your members, and how different are the jobs they need your organization to do for them? Think of the massive technological, social, regulatory, and political changes we now face and how different the environment is today from even the past 10 years—not to mention 100+ years ago when many of your organizations were founded. Does your brand and visual identity align with who you are today?

As the agency entrusted to lead this strategic and creative work on behalf of American Beverage, 360 Live Media is proud to see this new brand and visual identity be so well-received by the members, the board of directors, the leadership, and the community of American Beverage.

Congratulations to Katherine Lugar, her team, and the beverage industry for leading the way for the association and professional society community with this bold, smart, and strategic approach.

This year will usher in a new era of opportunity for associations and societies who have taken advantage of the crisis that we are all still navigating through by examining who they are, what they stand for, and how they want to be seen by those they represent—and those they don’t, but could.

The next chapter for American Beverage starts now!

Who will write your next chapter?


Don Neal
Founder & CEO

360 Live Media
703-915-8421