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First Beverage Adds Starbucks and Jones Vet Groff

Beverage Business INSIGHTS:

Josh now is back on same team as Joth. Joth Ricci, coo of First Beverage Group’s recently formed Beverage Intelligence Group consulting unit, has recruited his former Jones Soda colleague, Josh Groff, to serve as an associate. During Ricci’s stint as Jones Soda ceo, Groff had served as brand mgr, where he rebranded core soda line and aided during retrenching period of sku rationalization, reporting directly to Ricci. He’d moved from there to product mgr job at Starbucks, where he launched Via instant-coffee line into food, drug, mass and club channels. Earlier in career he worked at Miller Brewing and Burton Snowboards. Bev Intelligence Group is part of broader enterprise founded by Bill Anderson that’s invested in the brands Activate and Thomas Kemper Sodas and also recently hatched bev incubator fund.