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Volume 24 No. 156
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Arizona Beverages To Launch DiMaggio Caffeinated Drink Called "Joltin' Joe"

Arizona Beverages is “limbering up to launch a new, caffeinated cold drink in a can -- and is angling to score another hit by slapping Joe DiMaggio’s image on it,” according to James Covert of the N.Y. POST. The New York-based iced tea company has created a “lightly carbonated espresso drink” that will be called “Joltin’ Joe.” The 15.5-ounce beverage is “slated to hit stores next week” across N.Y. DiMaggio is pictured “wearing a cap that says ‘USA’ instead of a Yankees cap.” The product is scheduled to be “rolled out nationwide by the middle of September,” and comes 71 years after DiMaggio’s 56-game hitting streak. Moda Licensing President & CEO Michelle Alfandari, whose company is a partner in Joe DiMaggio, LLC, said, “We felt the Joe DiMaggio brand seamlessly extended into coffee and energy” (N.Y. POST, 8/29).