The American Beverage Association on Monday unveiled a new brand that drops "Association" from its name.

American Beverage, as the group will now be called, "captures the strength and unity of our industry as it moves ahead together," the association said in a statement. The group also adopted a new tagline, "Driving Solutions Together."

"This is an exciting moment for our industry," CEO Katherine Lugar said. "We have a lot to be proud of due to the leadership our members have shown in reducing our plastic footprint, lessening our impact on the environment and innovating with beverage choices to support families' efforts to reduce sugar in their diet. Our new look reflects our inherent drive toward innovative solutions."

American Beverage was founded in 1919 as the American Bottlers of Carbonated Beverages. The group has rebranded twice since then, becoming the National Soft Drink Association in 1966 and then the American Beverage Association in 2004.

The association is an advocacy powerhouse, having successfully fought off many attempts by local governments and states to tax sugary beverages. More recently, the group has renewed efforts to prop up recycling programs as single-use plastics bottles have come under increasing fire from activists and politicians for their effect on the environment.

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