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We do know that you can create hype in a millisecond, such as the latest amusing advertisement, or pass on scandal as quick as a success story via YouTube. So be careful what you say.

Peter Kruse of Nextpractice GmbH, speaking at the recent CIES Supply Chain Conference, filled us in on such data and asked the question: Is the internet making us stupid?

Apparently, yes in the short term, but not in the long run because the discourse of this large group has the potential to problem solve.

“People and computers result in collective intelligence,” said Kruse. “When we're no longer able to take the pain of too big a complexity, that’s where intuition comes in, both individual and collective.”

Networking is key. We've all invested in the internet and there are 18 million of us involved in semantic solutions. We're discoursing on a bigger scale than ever before and so can solve our global resource problems together. We choose to belong to internet communities that share a common target and the same value systems.

No doubt that’s why we've already received a number of entries for our 2009 Beverage Innovation Awards being presented at Drinktec in 2009.

The credit crunch may have hit the global markets, but the stock of innovation is thankfully riding high, and in today’s marketplace, group approval and awards logos have a substantial effect on consumer purchase.

As Pierre Mille of Unilever said at the same conference: “Fascination is not product bound, but communication bound. Because they are fascinated by a possibility, entrepreneurs will take that personal risk.”

And communication is the key, whether it's ingredients or packaging benefits, a strategy for success or a totally new concept in beverages.

Beverage Innovation

In issue 61 of Beverage Innovation, we show more product innovation than ever before, news on how global entities are dealing with the current economic crisis, who's riding high and who's buckling under the strain.

“Creativity and innovation is key to success,” as Immanuel Hermreck of Bertelsmann said. “Creativity in management is inspiring people and valuing creativity in others. In business, you need more dialogue than an entertainer. Choosing the right people is your best investment of time. Pay for skills, pay for performance – creative talent in the right place is an engine driver."

And to finish, according to Der Spiegel: “There are now 100 million downloads a day taking place with all the push-pull resonance that creates.”

Few of us have the time or inclination to surf the net 24 hours a day. That’s why we bring you the best news on your sector. Easy to read, easy to refer to and visually stimulating. Read by more decision makers than any other magazine in this sector: digestible intelligence in an instant, backed by daily updates for those 24-hour surfers on FoodBev.com, of course.