989 On Demand sounds like a salacious phone number you call late at night, but it is actually an innovative product from H2M Beverages. The latest in a market full of healthy drinks that promise to balance your electrolytes and provide energy. H2M Beverage is toting 989 On Demand as a noncarbonated drink with a twist. As it turns out, the twist is in the cap.
H2M Beverage offers a small portfolio of soda replacement drinks that includes 989 On Demand plus Liquid Lightning and Herbal Mist. 989 comes under the category of cap-activated enhancement waters. The idea is the nutrients that boost performance and provide energy sit inside the cap until you are ready to drink. This keeps them from losing power while the product sits on the shelf.
In an attempt to stay one step above the rest of the companies who are turning to cap-activation to give their products appeal, 989 On Demand suspends their enhancement ingredients in a liquid form. This gives them a proprietary edge over the rest who store only powder formulas in the caps.
About That Name
The name is a clever marketing gimmick that reminds consumers what is healthy about the 989 formula. The drink contains nine essential vitamins, 84 ionic minerals and five electrolytes. If you lay all the numbers out, you get 9 +8 +(4+5), or a neat play on words to create a memorable brand name. 989 brings no calories to the table along with all-natural ingredients. The flavor comes from stevia, an herbal sweetener. Currently 989 On Demand is available in six varieties.
H2M Beverages is a Pompton, New Jersey based company that in 2008 took over and rehabbed a brand that had been on the market for a number of years – Liquid Lightning. H2M tends to think out of the box in all areas of business. For example, they turned to dairy houses to distribute 989 in order to fall “under the radar,” according to vice president of distribution Darren Matik. They wanted to stay away from corporate distribution networks utilized by Target and Walmart.
The proprietary design of the cap-activation system has not raised the price of the drink. It sells at just two dollars a bottle, making 989 competitive with other products of this genre.
The drink is too new to say whether the fancy twist cap will impress consumers, but H2M Beverages has proven they know how to sell a beverage. Liquid Lightning is one of most visible energy drinks out there and a popular choice for a bar mixer, as well. The accolades go to H2M founders who saw potential and remade the formula into something consumers would crave.
image: Stevia — primary ingredient in drink Image credit Wikimedia Commons