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Clamato
A HISTORY IN RED
Clamato was invented in 1969 in California by the Duffy Mott Company. This spicy drink was an innovator at the time, resutling in the creation of an entire new category in blended juices called “seafood blends.” Clamato was acquired by Cadbury Beverages in 1982 as part of the purchase of Duffy-Mott.
One factor contributing to the success of Clamato was the invention of the Bloody Caesar Cocktail in 1969. Walter Chell was commissioned by the proprietors of Marco’s restaurant to come up with a new drink to celebrate their grand opening in Calgary, Alberta, Canada. After three months of exploring different recipes, Chell discovered a spicy drink made of Clamato juice, vodka, salt, pepper, Worcestershire sauce and a dash of oregano.
In the U.S., Clamato is often mixed with beer to creat the aptly named “Red Beer.” This drink is especially popular among Hispanics, who are Clamato’s primary consumers.
In 2003, Clamato launched Clamato Energia, an energy drink with the zest and flavor of Clamato and containing ginseng, guarana and taurine.
Clamato is the undisputed market leader in the seafood blend category. Today, this category leader continues as part of Plano, Texas-based Dr Pepper Snapple Group, Inc., an integrated refreshment beverage business marketing more than 50 beverage brands throughout North America.
