Tiny Bubbles, Big Business: How Seltzer Became the Hot New Drink
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Struggling to decide between healthy but boring water and sweet, sugary soda, Americans are increasingly turning to fizzy water to quench their thirst.
Although soda remains the leader in the soft drink category, soda consumption has fallen for the 10th year in a row, to the lowest level since 1986, according to The Wall Street Journal. Americans have been dropping sugary soda for years due to health concerns, but lately even diet soda has been losing popularity over worries about artificial sweeteners.
Sales of fizzy water — the category includes such well-known brands as Perrier and San Pellegrino — have grown to about $1.5 billion a year, more than doubling since 2010, according to data from industry research firm Euromonitor quoted in The Washington Post.
Related: How Coke Beat Pepsi in the New Cola Ad War
One of the top new brands is National Beverage’s LaCroix Sparkling Water, whose dozen flavors of bubbly H20 seem to be aimed at millennials in particular. The brand’s bright, colorful cans convey an alternative vibe, and the drink’s Instagram is loaded with attractive young people hoisting a can at pools, beaches and other relaxing places.
National Beverage credited sparkling water as the main factor that grew the company’s stock 75 percent over the last five years. Sales of the LaCroix brand alone have grown to $175 million, almost tripling since 2009.
Another rapidly growing brand, Sparkling Ice, owned by Talking Rain Beverage Company, saw sales boom to more than $384 million in 2014 from $2.7 million in 2009.
Gary Hemphill, managing director and COO of research at Beverage Marketing, sees the sales of seltzer and sparkling water only increasing as consumer demand for healthier refreshments grows.
Trump: Repeal the Obamacare Mandate to Cut the Top Tax Rate
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President Trump repeated his call Monday to repeal the Affordable Care Act’s individual mandate as part of the tax bill. In a tweet — geotagged from Pennsylvania, not the Philippines , where Trump currently is — Trump added that the billions in savings from ending the mandate should be used to cut the top marginal rate to 35 percent and the rest on cuts for the middle class.
The Congressional Budget Office said last week that eliminating the mandate would save $338 billion over the next decade.
The current version of the House tax bill keeps the top individual income tax rate at 39.6 percent, while the Senate bill lowers it to 38.5 percent. However, mandate repeal is not currently part of either tax bill, and, as The New York Times notes, “repeal of the individual mandate was not on the list of 355 amendments that the [Senate Finance Committee] released on Sunday night.”
Tax Reform Is Hard, but the GOP Could Have Made This Easier
The Tax Policy Center’s William G. Gale writes that the GOP’s approach to the tax bill combines a $5.8 trillion tax cut with a $4.3 trillion tax increase to offset the costs. There may have been an easier way. “What if the House GOP simply tried to cut business and individual taxes by $1.5 trillion. No offsets needed. They could have distributed small tax cuts to middle-income individuals by, say, modestly expanding the earned income tax credit and raising the standard deduction. And they could have trimmed the top corporate tax rate by a few percentage points. It would not have been base-broadening tax reform, but neither is the current bill. ... Tax reform is never easy, but crafting the bill this way has vastly increased the challenge of passing it.”
Alan Greenspan: Deal with the National Debt Before Cutting Taxes
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Former Federal Reserve Chairman Alan Greenspan is warning that sharply cutting taxes right now would be an economic “mistake.”
In an interview with Maria Bartiromo on the Fox Business Network Thursday, the 91-year-old Greenspan said it’s more important for President Trump and Congress to put the nation on a sustainable fiscal path by addressing rising entitlement spending driven by the aging of the U.S. population.
“Frankly, I think what we ought to be concerned about is the fact the federal debt is rising at a very rapid pace, and there’s nothing in this bill that will essentially stop that from happening," Greenspan said. "So my view is that we’re premature on fiscal stimulus, whether it’s tax cuts or expenditure increases. We’ve got to get the debt stabilized before we can even think in those terms.”
GOP’s Estate-Tax Repeal Details Would Save Super-Rich Tens of Billions Extra
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It’s no surprise that the House Republicans’ tax bill includes the eventual repeal of the estate tax, a long-held GOP goal. But The Washington Post’s Glenn Kessler highlights an unexpectedly generous aspect of the current bill: It “allows the beneficiaries of estates to not pay capital gains taxes on the increase in value of assets held by the estates. That has not been a feature of most previous estate-tax bills.”
Currently, estates face a federal tax if they’re valued at more than $5.49 million for individuals or almost $11 million for couples. But, for tax purposes, the value of assets passed on to heirs gets “stepped-up” or reset to their value at the time of death. Kessler’s example: “Imagine a home that had been purchased for $250,000 but was now worth $1 million. The ‘stepped-up basis’ would be $1 million. If the heirs sold the house for $1.1 million, they would only owe capital-gains tax on the $100,000 difference, not the $850,000 difference from the original purchase price.”
The GOP bill repeals the estate tax, but also keeps the stepped-up basis — a seemingly small detail that creates a huge tax shelter. It means that heirs of large estates would save tens of billions of dollars a year when they sell assets that have appreciated in value over time — or, as Kessler puts it, that the bill will allow “tens of billions of untapped capital gains to remain beyond the reach of the U.S. government.”
Republicans Are Still Coming After Obamacare’s Individual Mandate
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Speaker Paul Ryan said Sunday that House Republicans are still considering a repeal of the Obamacare individual mandate as part of their tax bill. "We have an active conversation with our members and a whole host of ideas on things to add to this bill. And that’s one of the things that’s being discussed," Ryan said on Fox News. President Trump touted the idea in a tweet last week, and Sens. Tom Cotton and Rand Paul have recently spoken in favor of using the tax bill to eliminate the mandate. The move would save the government $416 billion over 10 years as roughly 15 million people go without insurance due to lower spending on subsidies and health care services, according to the CBO. Those savings could be appealing as Republicans look for revenues in their revised tax bill. But if the controversial repeal of the mandate isn’t included in the tax bill, the White House is reportedly ready to roll out an executive order weakening the requirement that taxpayers provide proof of insurance to avoid paying a penalty.