As consumers today work to pay their bills and buy groceries, data shows that mass merchandisers are serving as a go-to channel to stretch their dollars. 

The COVID-19 pandemic illuminated consumer interest in vitamins and minerals. Experts note that more of today’s consumers are awakening  to “better-for-you” (BFY) beverage trends as they continue to seek drinks that provide fortification

With consumers’ brains in overdrive, many are turning to beverages that support their mental well-being.

Given the demand for ingredients that support cognitive health and energy enhancement, ingredient suppliers caution that formulation is more complicated than simply adding into the formula.

As physical fitness remains top of mind for those seeking healthier lifestyles, experts note that today’s consumers not only are turning to sports drinks to deliver on recovery, but also seek such drinks to help meet overall wellness goals.

Experts note that convenience, drinkability and protein content are key drivers of the performance beverage market.

Although on-the-go lifestyles are prompting interest in beverages with an energy and cognitive focus, experts highlight that purity and effectiveness are leading new product development.

As beverage-makers look to align taste profiles with the growing demands on health-and-wellness products, suppliers are crafting solutions that support those goals.

Experts share insights on why consumers are drawn to clean label and non-GMO beverages, as well as what beverage-makers can do to appeal to such preferences.

Today’s performance beverages have evolved beyond providing energy, but also are supporting broader health and wellness goals.

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.” 

The Arizona Bowl, which brings together teams from the Mountain West Conference and Mid-American Conference each year, announced a multi-year sponsorship deal, titling the event the “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop,” to air at 2:30pm MST on Dec. 28. 

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

Consumers have hit the road and air this summer, creating more eyeballs on out-of-home ad campaigns. Clear Channel Outdoor offers insights on how beverage brands can create campaigns to help support their summer sales goals.

Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, has teamed up with Soccer United Marketing (SUM) to unveil a new multi-year partnership with the Federación Mexicana de Futbol (FMF), making Keurig Dr Pepper an official partner of the U.S. tours for the Mexican Men’s and Women’s National Teams.

SONIC Drive-In, Atlanta, is casting a spell on taste buds nationwide this Halloween season with the launch of its Witch’s Brew Slush Float. 

Piper-Heidsieck, Reims, France, announces the launch of its Twist the Script campaign, a tribute to the brand’s creativity and history, it says.

Mango Shotta, a brand of Sazerac, Louisville, Ky., announced its latest initiative, inspired by Arturo, the brand’s eerie skeleton dog mascot. In the spirit of Halloween fun and commitment to shelter dogs, Mango Shotta unveiled its search for the “Scariest Spokesb*tch."

Launched in 2020, Chlorophyll Water provides more than just hydration. The water is loaded with chlorophyll and vitamins, supplying plenty of potential health benefits while valuing sustainability.

The Los Angeles-based THC beverage brand Nowadays offers alternatives to alcohol with similar buzz.

Global technology and engineering company Emerson recently launched a compact valve position indicator.

High-brightness LED lights designer and manufacturer Smart Vision Lights recently revealed the RHI200-DO Lightgistics series light.

For beverage manufacturers looking to tackle the challenge of building a new facility, experts highlight the ins and outs of planning to get the job done, as well as current trends that are shaping the need to build or revamp a facility.

Teeling Whiskey and Notre Dame Athletics have collaborated on a special, limited-edition bottle featuring Teeling’s Small Batch whiskey.

Johnnie Walker is unveiling a limited-edition bottle design of Black Label with numbers ranging from 001-456, the number of players featured in the series “Squid Game,” which returns to Netflix on Dec. 26

Now, after five years on the market, Tip Top’s portfolio has grown, now with 16 offerings. Its most recent offering is the Whiskey Sour, which launched earlier this month.

The increasing interest in functional beverages often focuses on the attributes these ingredients can provide consumers. However, as these beverages and ingredients proliferate, the colors market is playing a vital role in supporting this trend.

BENEO, a functional ingredient manufacturer, has increased global capacity for its prebiotic chicory root fibers by 30%, while also reducing specific energy consumption by 35%.

Ingredient companies continue to advance operations with new product launches, facility expansions, as well as a diversified workforces. 

Ingredient companies announce coalitions, new hires and new ingredient solutions to support sugar reduction efforts.

Kyowa Hakko Bio President and CEO Yuki Kanzaki underscored the pivotal role of Cognizin in the company’s future success. 

As beverage-makers seek out prebiotics and stevia solutions, ingredient suppliers are increasing production capabilities to support these needs.

Glanbia Nutritionals, Chicago, introduced OptiATP, a new optimized form of Adenosine 5-Triphosphate that is stable in low pH/high acid and high heat ready-to-drink beverage processing environments.

Ingredient suppliers are prioritizing sustainability with new hires and innovations.

Ingredient suppliers announce acquisitions and pinpoint consumer trends driving color concepts.

Ingredient suppliers announce headquarter moves, while awareness of Uganda -sourced vanilla grows.

Ingredient manufacturers announce facility expansions and openings.

With the countdown to summer officially on, MTN DEW wants everyone to celebrate the great outdoors by unveiling three new limited-time MTN DEW RED, WHITE & BLUE offerings.

PepsiCo’s Pepsi, Purchase N.Y, and Little Caesars, Detroit. Mich. announced the return of the fan-favorite Pepsi Pineapple, available exclusively at Little Caesars for a limited time only.

This year’s State of the Industry report on carbonated soft drinks explores how flavor and functionality innovations entice consumers. 

The Coca-Cola and OREO brands have teamed up as “besties” to create two exclusive and limited-edition products: OREO Coca-Cola Sandwich Cookie and Coca-Cola OREO Zero Sugar Limited Edition. 

PepsiCo, Purchase, N.Y., has teamed up with award-winning singer Kelly Rowland to turn local restaurant regulars into hometown celebrities with a chance to be featured in a Pepsi ad and have their favorite menu item renamed in their honor.

Pepsi, Purchase N.Y., unveiled its Gladiator-themed campaign titled “Make Your Gameday Epic.” As a longtime NFL sponsor, Pepsi is celebrating the start of the 2024 NFL season and the anticipated theatrical release of Paramount Pictures’ “Gladiator II,” with a short-film that will electrify game days for cola-lovers and NFL fans alike.

Barritt’s Ginger Beer, from Barritt’s Beverages International Ltd, is celebrating 150 years of its ginger beer with the launch of a vibrant new mixer line, as well as a brand refresh inspired by Bermuda’s pastel-colored houses.

Mountain Dew, a brand of PepsiCo Inc., Purchase, N.Y., announced that it is taking on a brand-new visual identity, reclaiming the mountain with a new logo and visual identity. The official rollout of the new visual identity will debut next summer, with packaging hitting shelves as early as May 2025.  

The Coca-Cola Co., Atlanta, announced the highly anticipated regional relaunch of Barrilitos, a cherished Mexican soft drink brand with a rich legacy dating back to 1938. 

In time for the holidays, Sprite announced it is bringing back its iconic Sprite Winter Spiced Cranberry.

The limited-edition L0VE.L0VE Heineken 0.0 packaging is available exclusively at the U.S. Open to celebrate the start of every match and the endless outcomes when enjoying a zero alcohol brew.

Ahead of National Hard Seltzer Day on Sept. 20, here are a few new products shaking things up in the seltzer category.

This spooky season, Samuel Adams invites consumers to share a cold Sam Adams with a cold Sam Adams through an otherworldly, limited-edition At-Home Séance Kit.