Feeling Blue: United Brands and Circle K Collaborate on New FMB

Dear Client:When Bob Gulley, a veteran beer buyer for Circle K in the Carolinas, starting seeing increases in sales among the younger millennial crowd for blue-colored non-alc drinks (think blue Powerade and Gatorade), he had an idea that alcoholic blue FMB might appeal to the same young adult crowd as they turn 21. He also noted young adults flocking to ready-to-drink cocktails.With that in mind he approached United Beverage chief Michael Michail, makers of the JOOSE, J Series, and McCale's