Even though there is still some confusion over what defines a New Age beverage, retailers are in growing agreement that such drinks are increasing in the supermarket channel. John Bisio, a spokesman for Wal-Mart Stores, Bentonville, Ark., said the chain's buyers and customers have the most interest in "drinks that have a benefit." To him, New Age refers to a drink that provides something extra such as energy or enlightenment. He mentioned SoBe, Snapple and Guzzler, a fruit-flavored spring ...

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