What will the 2021 World Beverage Innovation Awards judges be looking out for? (Part 1)

The World Beverage Innovation Awards 2021 are a celebration of innovation and excellence across every category of the global beverage industry. We asked this year’s judging panel what they are hoping to see from entrants.

There are 21 awards to win, covering all aspects of the beverage industry, and being shortlisted provides a hallmark of success that will prevail long after the awards draw to a close.

The judges’ criteria points will hopefully offer inspiration and help in crafting winning entries. Enter before this Friday 11 June and save £55 with the early bird discount.

Erik Throndsen
EVP of Beverage Technology, Talking Rain Beverage Company

I am excited to share that I will be joining the judging panel for the 2021 World Beverage Innovation Awards. It is an honour to be given the chance to review and recognise some of the amazing innovations happening in the beverage industry.

I am always interested in seeing what’s next in this rapidly evolving category and learning about how new and emerging brands are approaching functionality and sustainability. Additionally, I love to see how brands bridge the gap between better-for-you and better-for-the-planet.

Here is a breakdown of what I will be looking at this year:

Value: Products that have high levels of benefits and create trust and satisfaction.
Differentiation: Distinctive products that are very difficult to replicate and shift consumers perceptions.
Sustainability: Products that are discovering, creating, and preserving value over the long term.
Taste: Products that taste great and are priced for success.
Beyond: Products that transcend the current market offerings to meet with consumer needs.

Aparna Oak
Director of Flavor Innovation, Imbibe

As Director of Flavor Innovation at Imbibe, Aparna Oak lives and breathes innovation. With literal visibility into product development across beverage categories (the flavour workspace and development labs are separated only by a window), she can watch and support products coming to life, nine to eighteen months before they hit the shelves. With over 300 projects initiated annually at Imbibe, she is no stranger to getting a glimpse into what brands of all sizes are looking to design to capture consumer interest and increase their market share.

To stand out in Aparna’s eyes, here’s what you’re going to need to consider for your beverage:

Unique ingredients (bonus if used in innovative ways): There continues to be immense interest in ancient wisdom, with products relying not necessarily on new ingredients, but on lesser-known ingredients, or ingredients that have been previously relegated to other categories and formats. Using astragalus or amla, for example, may give you the differentiation you’re after.
Immunity opportunity: Immune support remains a top priority for consumers, as the impact of COVID-19 isn’t yet in our rear-view mirror. Infusing immune-boosting properties into sparkling water and hydration beverages is also likely to catch Oak’s eye.
Sustainability: Does this product consider its role in resource utilization and environmental strain? The most successful products will have little to no negative impact on the environment.
Packaging: The primary packaging play is in the way of transparency. Making sure consumers can easily understand the product attributes, benefits and origin story, where applicable, will help catapult your product to the head of the pack.
Function+: Multi-functional is the name of the game, as the days of a beverage hitting the market to merely satisfy thirst are gone. Many products are now fortified to address multiple need-states and offer many benefits to appeal to a broader consumer base.

Bo Sten Hansen
Managing Director & Co-Founder, Copenhagen Sparkling Tea Company

The food and beverage industry is one of the most innovative and dynamic, and during the past years, we’ve seen more companies motivated by the goal to provide healthier and more sustainable solutions. It’s a wonderfully inspiring industry to be part of, however, also one that is highly competitive. The products and brands that manage to stand out, therefore very much deserve recognition through awards like the World Beverage Innovation Awards.

It is an honour to be a part of the judging panel for this year’s award, where I will be focusing on the following criteria:

Balancing new vs. familiar: There’s great value to be found in just the right balance between innovation and stability. Consumers are demanding new experiences, however, a sense of familiarity is necessary in order to assist the consumers in their understanding of new concepts. Something too familiar risks being insignificant, however, something too new risks being incomprehensible.
Sustainability: Thinking sustainability into product development is a must. The industry is finally moving in the direction of more sustainable solutions. Therefore, to ensure long-term relevance of a product, this is something companies absolutely have to consider.
Design: A good design gets people to buy. A good taste gets people to buy again. Design and packaging should not be underestimated as it is a key factor in consumer’s first-time selection of a product.
Communication: Targeted and concise communication is also essential to convince consumers of the quality and experience, they can expect from a product, they still have yet to try.
Solution: Does it solve a problem? With the immense number of new products entering the market, it is important, that it does not just act as an alternative to already existing products, but instead solves a problem, that consumers are facing.

Jie Ying Lee
Senior Strategic Marketing Manager, Beverage, Kerry

I am excited to be the judge for the 2021 World Beverage Innovation Awards. Covid-19 has caused a fundamental shift in human behaviours and needs. At the same time, value is being redefined. Consumers are considering more than just price, and to seek convenience, sustainability, food safety and affordability. Recognising this new normal, I will be paying close attention to the following 4 attributes:

Health and Wellness: The pandemic has propelled consumers toward an even greater sense of wellbeing, challenging the notion of healthy living today and in the future. Consumers have become even more conscious of their health and how what they consume can impact it. Plant forward personalized wellness, accessible nutrition and immunity are high on the agenda.
Redefining Value: Today’s consumer values their daily essentials but they still seek simple pleasures in splurges that elevate their everyday life experience. Values are defined by tangible and measurable benefits which emphasize affordability, convenience, and quality.
Sustainability: Consumers are becoming more aware of the impact of their consumption on the world around them. There is accelerating demand for sustainability, mindful food and energy consumption as well as putting local produce in the spotlight.
Purpose Driven: Product that not only tastes good but also feels good and is a force for good. Ability to integrate the company’s purpose into their product that meets the needs of current and future consumers.

Philip Zinth
Food & beverage industry B2B leader and brewery & water advisory board member

I am excited to serve as a judge for the 2021 World Beverage Innovation Awards. With my extensive background in both the brewery and supply industries, I really see innovation as the true way to success. But it must be meaningful, with a purpose to the brand, sustainable and approachable to come true. So I will look at these principles for my considerations.

Meaningful: Innovations that are not socially and environmentally responsible throughout the product cycle will not be successful long-term. Therefore, they need to be meaningful in the best sense of the word.
Purpose to brand: Brands are the core of products and services. They are long-term and represent the “personality” of the offering. Any innovation must add value to this brand and fit it. If the innovation has no purpose to the brand, it most likely will not succeed and will not have a long-term life.
Sustainable: In a holistic view the innovation should be sustainable. It should have the potential to be a long-term solution in itself. But as in meaningful, it should be environmentally and socially sustainable as well. Variations of existing solutions can be nice one-hit-wonders or bring short-term sales but will not be sustainable and therefore I would not consider them real innovation.
Approachable: Any innovation must be able to be used if they want to be sold, this is especially essential in the technology field. They must fit into varying conditions and locations, if possible, on a global scale. The innovation needs to be approachable by solving real problems around various facilities and regions to gain interest from customers.

Think you’ve got what it takes to win? Enter your innovative beverage products in the World Beverage Innovation Awards 2021 now!