1+ day, 5+ hour ago  (1049+ words) Functional benefits continue to reshape soft drinks and dairy-based beverages. The inclusion of vitamins, minerals and gut health credentials are moving from niche to mainstream. Within this, brands are increasingly focusing on simple formats that fit seamlessly into everyday routines…...

3+ day, 31+ min ago  (388+ words) The term "modern soda" was coined in 2024 by Walmart: featuring innovative, better-for-you brands that are far from the traditional sugar-packed drinks loved by previous generations. Brands like stevia-sweetened Zevia and gut health brands Olipop and Poppi have led the charge…...

1+ week, 3+ hour ago  (753+ words) Athletic Brewing and Lucky Saint have both built up a loyal following of passionate consumers. How have they done this: and what's key for other brand builders in alcohol-free? >> Here from Athletic, Lucky Saint and other brands in our free-to-attend…...

1+ week, 10+ hour ago  (1394+ words) Beverage innovators continue to diversify their portfolios with formats aimed at consumers seeking more functionality, stronger flavour cues and greater convenience. Across retail and foodservice, demand is rising for products that bridge consumer needs for refreshment, wellness and indulgence. Shoppers…...

1+ week, 6+ day ago  (805+ words) Alcohol-free drinks have made it into the mainstream. Consumers now accept alcohol-free drinks as a socially-acceptable choice, and availability is increasing across bars, restaurants and in retail. And as the category grows, more and more brands are exploring the functional…...

2+ week, 3+ day ago  (447+ words) New York-headquarted Tilray had already bought the BrewDog brand in a cut-price deal earlier this month: now it's followed that with the acquisition of BrewDog's US brewery and three pubs. The acquisition includes BrewDog's brewery, pub and hotel in Columbus…...

2+ week, 4+ day ago  (574+ words) Understanding what functional benefits consumers want means taking a step back and looking at what they need. More specifically, it's about understanding their "need states'; that is, the parts of their daily lives where they need that extra boost. And…...

2+ week, 6+ day ago  (732+ words) The alcohol-free wine category has grown rapidly in recent years, meeting shifting consumer priorities around wellness, moderation and inclusive social experiences. They aim to replicate the complexity, aroma and mouthfeel of conventional wines: but all without the alcohol. Quality has…...

3+ week, 8+ hour ago  (1459+ words) Beverage brands are leaning into flavour discovery, convenience and permissible indulgence as consumers seek fresher, cleaner options. This week, functional cues remain key, with natural energy, hydration and mood'focused formats gaining momentum. Premiumisation continues across spirits and alcohol-adjacent categories, with…...

3+ week, 6+ day ago  (889+ words) It's a term being used by increasingly by brands in the US and further afield. It's used with everything from coffee to energy drinks? So what does it mean? "A lifestyle brand is more than a product on a shelf,…...