Flathead Lake Monster soda marketed nationally

The Flathead Lake Monster will get national exposure in a soda-pop deal cooked up between a Kalispell marketer and a national beverage company.

Brian Beck, who co-developed Flathead Lake Monster huckleberry creme soda with the now-defunct Kessler Brewing Co. of Helena, bought both the huckleberry and root-beer recipes from Kessler and has signed a licensing agreement with North American Beverage Co.

Beck was approached by the New Jersey-based company last fall and the deal was made to license the Flathead Lake Monster logo and develop additional flavors.

"The trademark is terrific," said John Imbesi, president of North American Beverage Co. "It's like the Loch Ness monster, Nessie, only better. Flathead Lake Monster has a certain amount of mystique to it."

The legendary Flathead Lake Monster was reportedly first sighted by a steamboat captain in 1889 and has been spotted several times through the years. Whether it's fact of fiction, no one knows for sure.

North America Beverage has revamped the huckleberry creme soda recipe and developed additional flavors that include wild white grape, sour cherry, granny apple and black raspberry.

Flavorings are handcrafted, Imbesi said, and the gourmet soda is tunnel-pasteurized through a cooking process that enhances the natural flavors.

"Tunnel pasteurizing makes the product more fruity, more flavorful," he said.

The soda is being produced at a number of breweries throughout the country. Distribution will be nationwide. The soda has already been introduced in Connecticut and Minnesota and will soon be available in Virginia, Missouri and Indiana.

"We're working on getting it into Town Pump," Imbesi said. "By this time next year we'll have full distribution. The local grocery stores will have it."

The soda sells for about $1.19 a bottle.

Flathead Lake Monster root beer will be discontinued for awhile and should reappear in a year or two.

"Soft drinks are treats," Imbesi said. "They're a little indulgence people can enjoy in the moment. We concentrated on one thing - making a beverage that tastes great."

Imbesi started North American Beverage in 1993 and introduced Chocolate Moose premium milk chocolate drink that year. In 1998 the Havana Cappuccino line was added.

Beck will have an advisory position in the marketing of Flathead Lake Monster soda. He also owns and operates Bex Activewear, Montana Hardware and Company B Inc., merchandising businesses he's developed.

"Brian is a creative, inspiring individual," Imbesi said. "He's a marketing genius."

Features editor Lynnette Hintze may be reached at 758-4421 or by e-mail at lhintze@dailyinterlake.com