Beverage giants – think Coca-Cola and PepsiCo – are no longer simply about soda. They’re now about creating portfolios with products which promise to prioritize health, wellness and convenience: whether in hot new product categories or investments in areas such as touchless tech and at-home solutions. Meanwhile, beverage entrepreneurs are looking to be ahead on the next big thing as they explore niche categories and push beverage boundaries. Consumers no longer want empty calories: they want guilt-free beverages that refresh, hydrate, or keep them powering through the day. Customization, personalization and functionality are all buzzwords for 2021. No one, however, wants to sacrifice flavor as they explore new ideas. So how are fortunes faring for some of the most hyped categories in the beverage market? What innovations truly have the chance to conquer the market? And which innovations are going to continue to shape the category in years to come?
Chief Executive Officer
Global Head of Marketing & Innovation, Non-Alcoholic Beverages