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Stumping for Shelf Space
Arizona tea was mixed up by a couple of Brooklynites who first tried flavored seltzer and malt liquor.

Glacéau’s Vitaminwater was the brainchild of J. Darius Bikoff, who insisted on selling his vitamin-spiked flavored water beside regular bottled water rather than in the soda section.

The four founders of Guru Beverage have a pretty good story, too. But the ending remains far from certain. While creating a drink in a blender and finding a bottler is relatively easy and inexpensive, making it a successful brand is difficult.

“Frankly, some of it is luck,” said Gary Hemphill, managing director of the Beverage Marketing Corporation. “Being at the right place with the right product at the right time.”

Guru’s founders met in high school in Montreal, at Collège Jean-de-Brébeuf, and became close as their paths crossed again in later years. Eric Graveline became an investment banker and moved to New York, where he roomed with François Bazinet, a fashion model.

When Mr. Bazinet moved back to Montreal, he and Joseph Zakher opened

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