With the World Beverage Innovation Awards drawing nearer, we take a look at five trends that are shaping the beverage industry right now in the hope that it inspires your entry into this year’s awards scheme – to be held at BrauBeviale in Germany this November.
Following the rise in conscious living and healthy eating habits, variations of protein drinks will see further growth, particularly with plant-based alternatives to animal protein. Protein drinks will reach a wider market of consumers through a combination of unique flavours and healthy, sustainable ingredients
© Cannabis Energy Drink
A now-legal high
Last year’s prediction of botanical beverages has gone a step further this year as a result of the legalisation of marijuana in Canada, and softening consumer attitudes towards cannabis. There is no shortage of opportunities for innovation with the growth of cannabis-infused drinks. Cannabis is a controversial ingredient that will be positioned alongside natural medicinal beverages.
Adult soft drinks
Health-conscious millennials are found to be drinking less than their parents. So, this year non-alcoholic drinks are a growing area. New and unique combinations will inspire these tonics and ‘non-alcoholic’ spirits, and natural botanic ingredients will drive innovative flavours.
The influence of craft last year will continue on into 2018, but cold brew coffee will grow in popularity as opposed to traditionally brewed coffee. Cold brew guarantees a stronger flavour without the bitter and often acidic taste of traditional coffee. The personal touch from smaller producers and a simplistic design will adorn the packaging of successful brands.
Despite drinking less, the hectic modern lifestyle of Generation-Y is driven by convenience. Canned alcohol is not necessarily revolutionary, but original flavour combinations will lead the way, particularly in the form of pre-mixed cocktails.
World Beverage Innovation Awards
Have you launched a new product? Then the World Beverage Innovation Awards are for you! We regularly come across new products and trends, providing them with the platform to get the exposure they deserve. Showcase your latest innovations and set that trend!
Find out more here
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