When it comes to trends influencing the beverage market, consumers’ preferences for various sweeteners is being expressed through their drink purchases.

Through its new global brand platform and U.S. ad campaign, White Claw is inspiring even more people to seek out genuine, real-world connections — and “Grab Life By The Claw.” 

In conjunction with National Iced Tea Month, Bethesda, Md.-based JUST ICE Tea announced its summer campaign: Tea Marks the Spot. 

Chicago-based Mike’s Hard Lemonade Co. is partnering with actor Lamorne Morris to host an interactive pop-up event: Mike’s Jobstacle Course. This immersive experience will prove that every job has its hard days. And a hard day deserves a refreshing-tasting Mike’s Hard Lemonade, the company says.

With all the current buzz around brand collaborations, experts highlight some of the opportunities, challenges, and factors to consider when embarking on a licensing partnership.

With its complex formulas helping consumers further their pursuit of a healthier lifestyle, the functional beverage market has thrived. Detox drinks have benefited from this interest, but is not without its challenges.

As the beer market expands and consumers have more options to choose from, experts highlight how craft beer brands are positioning themselves in a shifting market while catering their products to meet consumer demand.

Curating a personalized experience is shaping the future for the coffee market as consumers embrace convenient formats, value-added ingredients.

Findings showed that home remains the most popular place for coffee consumption.

With consumers’ ever-changing energy drink needs and wants, Nutrabolt and its C4 brand have resonated with shoppers thanks to its diverse portfolio. To build upon this, the company is embracing its nimble, innovative mindset for its Active Nutrition business.

CMO Kyle Watson states that CELSIUS continues to dominate the space and disrupt the market through best-in-class innovation, bringing variation to the category when consumers need it most. 

As consumers are more conscious about the products associated with a high sugar content, juice manufacturers are taking a proactive approach to meet this demand.

This year’s State of the Industry report on juice and juice drinks highlights how juice manufacturers are taking a proactive approach to meet consumers’ health and wellness goals.

To help consumers through Dry January, bubly sparkling water is making it a little easier for consumers with its “press for bubly” campaign. Consumers have the opportunity to enter for a chance to win their very own, limited run press for bubly button.

When Carolyn Chism Hardy, founder and CEO of Hardy Beverage, learned about the benefits of hydrogen-infused water she used her wealth of knowledge in the beverage market and as an entrepreneur to create health-focused hydration for consumers.

In the beverage industry, packaging talks. Inks and coatings suppliers are highlighting the technology that makes a brand unique and enhances its individuality.

Experts share why consumers and beverage brands are choosing glass packaging, from sustainability to sophistication.

Aside from aesthetics, beverage manufacturers are increasingly looking for labeling materials that support sustainability to stand out from the crowd.

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