Yerba Madre, previously known as Guayakí Yerba Mate, has launched its first seasonal beverage, 'Watermelody,' as part of a broader strategy to innovate within the ready-to-drink yerba mate market. This release coincides with the brand's recent rebranding and the introduction of a new can design. Watermelody combines organic watermelon, yerba mate and hibiscus, aiming to appeal to consumers looking for a refreshing and energising drink during the summer months and back-to-school season. The product will initially be available at select grocery retailers in the Western US, Texas, and the Pacific Northwest, with plans for nationwide distribution through Sprouts and Amazon starting October 1. The development of Watermelody reflects the brand's commitment to consumer engagement, as it was influenced by feedback from its community of over 12,000 dedicated fans, referred to as "Ambacebador" superstars. Jennifer Brush, VP of product innovation and brand, highlighted the importance of community input in shaping the product, noting that the brand aims to provide organic energy with a fruity twist. Yerba Madre maintains a strong position in the ready-to-drink yerba mate segment, reportedly outperforming the overall tea category in dollar sales velocity. The company attributes its success to a focus on sustainable sourcing practices, working directly with family farmers and Indigenous communities in South America. The new flavour is certified organic and Fair Trade, aligning with growing consumer preferences for ethically sourced products.

Finsbury Food Group has acquired a 70% stake in Lola’s Cupcakes, a UK-based player in the premium cupcake and celebration cake sector. This acquisition marks Finsbury's inaugural foray into the direct-to-consumer segment, aligning with its long-term growth strategy. Lola’s, known for its strong ecommerce presence, generates approximately half of its £25 million annual revenue through online sales. The brand operates a network of 45 kiosks and collection lockers strategically located in high-traffic areas, including major transport hubs in London. With a workforce of around 400 employees based at its Park Royal facility, Lola’s has established itself as a beloved UK brand with a reputation for quality and innovation. John Duffy, chief executive of Finsbury Food Group, said: “Today marks an exciting milestone in the trajectory of Finsbury Food Group as we welcome Lola’s into the family". He continued: "This acquisition not only underscores our commitment to a buy-and-build strategy but also enables us to penetrate the direct-to-consumer market for the first time. With Lola’s strong digital presence and entrepreneurial spirit, we see significant potential for growth and innovation.” The integration of Lola’s into Finsbury’s operations is expected to leverage the latter’s extensive manufacturing expertise and commercial reach, providing new avenues for product development and market expansion. Asher Budwig, managing director of Lola’s, added: “I’m thrilled to be working with the Finsbury team on the next chapter of Lola’s story. With Finsbury’s manufacturing capabilities and support, I’m confident we can elevate Lola’s to new heights.” The acquisition follows Finsbury’s transition from public to private ownership in 2023, when Isle of Man-based asset manager DBAY Advisors took control of the business. The move to acquire Lola’s is part of Finsbury's broader strategy to diversify its offerings and scale operations within the bakery market.

Collaboration with ABB Tetra Pak has also today announced it is developing an energy assessment programme in collaboration with ABB to help food and beverage producers lower their environmental impact and cut costs. These solutions are being showcased in the Swedish Pavilion at Hannover Messe 2019. The programme provides an assessment of the entire plant, helping customers minimise their environmental impact and maximise profitability. Based on this analysis, Tetra Pak provides recommendations for food producers on opportunities to reduce energy consumption and help them make informed decisions about how resources are used in their plants. Based on pilot projects in the Americas, the programme can potentially reduce carbon emissions for food and beverage manufacturing and cut energy cost by between 15% and 25%. The strategic collaboration will combine the strengths of ABB Ability digital solutions and Tetra Pak’s unique expertise in food manufacturing – and will build on both companies’ global installed base, deep domain and digital transformation expertise. Nilsson continued: “There is a sense of urgency for all industries to reduce their environmental impact across their operations, and we are developing programmes together with our partners to reduce this impact for our customers and the overall industry. The plant assessment programme is an excellent example of an area where we have found and created opportunities for environmental savings.” And Visar Krasniqi, group vice-president for digital transformation at ABB, added: “With this strategic collaboration, Tetra Pak and ABB will create and drive a leading manufacturing ecosystem to provide Tetra Pak’s customers with the most advanced digital solutions and services. Additionally, this will enable Tetra Pak’s customers to run ABB’s digital solutions and their operations with improved overall efficiency, flexibility and sustainability.” To find out more about how you can boost your productivity with the use of data and technology, click here.

Digital technology company ABB has invested $280 million to build a new robotics campus in Västerås, Sweden. ABB offers robotics solutions to four key applications in the food and beverage industry: packaging, picking, palletising, handling and processing. The campus will serve as the hub for ABB Robotics' European operations, offering customers "AI-enabled" collaborative and industrial robots, along with digital solutions designed to facilitate flexible automation. According to the company, the new facility will replace the nine separate buildings "that have grown organically since 1974 and currently constitute the robotics operations in Sweden". Spanning 65,000 square metres, the campus will serve as a contemporary workspace for ABB Robotics' workforce of 1,300 in the area. It will include a new facility, offices, a R&D hub, an experiential centre and a training venue designed for both customers and visitors. In addition, the site will feature autonomous mobile robots as a key element in transporting materials and products among the warehouse, assembly stations and assembly departments. Björn Rosengren, ABB CEO, said: “The investment in our new campus is driven by customer demand and projected market growth. Following important investments in China and the US, the new facility in Sweden will strengthen our capabilities in serving our customers in Europe with locally manufactured products in a growing market." He continued: "Already today, around 95% of the robots ABB sells in the region are manufactured here. This is a strong commitment not only to our “local for local” strategy, but to all our robotics customers across Europe." The investment is expected to enhance ABB's robotics and automation leadership globally. This move will see ABB expand its production capacity by 50% and boost its ability to serve the European market. Once completed, ABB said the company will have committed a total investment of $450 million in its three robotics facilities since 2018, including its Shanghai mega factory that supplies customers in the Asian market and the Auburn Hills site catering to the Americas. The campus will foster close collaboration with customers and partners to co-create robotics and automation solutions within a secure and operational setting. Customers will have the opportunity to test and experiment with their solutions using the ABB's latest automation advancements on-site. Sami Atiya, president of ABB’s robotics & discrete automation business area, commented: “This is a great time to invest in robotics and automation. This new campus is a significant part of our global growth story and key in supporting our European customers as they accelerate investment in robotics and AI due to the reshoring of industry, the move to more sustainable supply chains and long-term labour shortages." "Our Robotics Campus will help us to serve our customers more efficiently and support new and existing sectors like automotive, electronics, logistics, healthcare, e-commerce and pharmaceuticals to unlock the full potential of automation.” In addition, the campus will provide an opportunity "to develop the ecosystem while maintaining rapid lead times, with shorter transports and a reduced carbon footprint," said ABB. The hub will align with ABB's 2030 sustainability targets, focusing on achieving carbon neutrality in its operations through a reduction in greenhouse gas emissions and increasing preservation of resources. Marc Segura, president of ABB Robotics, added: “Our new, sustainable facility in Sweden will be located at the cradle of ABB Robotics' global innovation, starting with ABB’s development of the world's first commercial all-electric robot nearly 50 years ago. In our new R&D centre, we are focusing on the development of new digital and AI-enabled technologies, making robots increasingly accessible while lowering the entry barrier for applications in all industries.” Construction is scheduled to start next year, and the campus is anticipated to open in late 2026.

Following the debut of its ABB Ability BeerMaker intelligent process automation control system for the hot block phase, ABB has now introduced a technology solution tailored for the cold block stage of the brewing process, aiming to enhance breweries' operational efficiency and facilitate the adoption of digital solutions. At the cold block stage of the brewing process – which includes fermentation, maturation, yeast management, filtration, bright beer tanks area, cleaning in place and secondary processes – brewers have the opportunity to manage and introduce variations in recipe and flavour. ABB uses modular automation, digital capabilities, simulation technology and advanced process control (APC) to ensure that the new solution effectively addresses customers’ current challenges and future developments. According to the company, the technology "will benefit customers who require a solution to improve and optimise their processes, reduce their energy and water consumption and increase productivity". The solution is based on the ABB Ability System 800xA distributed control system (DCS). With its primary focus on breweries, ABB Ability BeerMaker provides users with a technological package comprising of ready-made and tested master recipes, processes, templates and objects. Users can easily tailor these to their requirements through various configuration/recipe parameters and control schemes. Brewmasters will gain a versatile production tool enabling unrestricted production schedules and creativity. Gernut van Laak, global food and beverage solution manager at ABB, said: “We know that quality and consistency are among the most important factors for brewmasters. Given the growing scale of the beer industry in Europe and worldwide, driving efficiencies across the beermaking operation is a greater priority than ever. Therefore, finding innovative ways to do this while also operating more sustainably and reducing downtime is vital. “Breweries will continue to require the support of technologists to improve their processes. We’re pleased that our automated solution with digital capabilities built-in for both digital twin (testing of recipes) and advanced process control (APC) will enable better beer production.”

Michael Ahmadi As global water scarcity intensifies and regulatory pressures mount, the F&B industry is being compelled to rethink its water management strategies. Siemens AG’s Michael Ahmadi, water and wastewater expert, explores how innovative treatment technologies, digital process optimisation and forward-thinking policy alignment are turning water reuse from a regulatory burden into a strategic advantage for the industry. As global freshwater demand continues to outpace supply, projected to exceed availability by up to 40% by 2030, the food and beverage (F&B) sector finds itself at a critical watershed moment. Responsible for approximately 70 % of global freshwater withdrawals, agriculture and food manufacturing now face escalating pressure from water scarcity, climate change, regulatory tightening, and rising operational costs. The traditional manufacturing paradigm (extract, process, consume and discharge) is proving increasingly unsustainable, particularly in water-intensive sectors like F&B. This linear model not only accelerates resource depletion, but also overlooks the potential of what is typically treated as waste. In many cases, discharged water streams contain recoverable value and can serve as viable resources when managed through circular and reuse-oriented approaches. In this context, industrial water reuse emerges as both an environmental imperative and a strategic opportunity, enabling manufacturers to reduce abstraction and discharge volumes without compromising hygiene or product quality. This article examines how advanced treatment technologies and digital process optimisation can help embed water reuse as a core pillar of sustainable, cost-effective F&B production The regulatory landscape The food and beverage industry operates within an intricate landscape of environmental standards and food safety mandates that increasingly shape the adoption of industrial water reuse. In the US, the National Pollutant Discharge Elimination System (NPDES) under the Clean Water Act sets enforceable effluent limits through discharge permits, while technology-based Effluent Limitation Guidelines (ELGs) require implementation of best-available treatment solutions. In Germany, the Abwasserverordnung mandates wastewater discharge standards for over 50 industrial sectors, food and beverage included, and emphasises the use of best available techniques. At the global level, certifications such as ISO 22000 and HACCP, reinforced by Codex Alimentarius and voluntary schemes like the Global Food Safety Initiative, enforce critical control points and traceability to minimise microbial or chemical hazards. Within this regulatory framework, three principal risk vectors emerge: microbial contamination, chemical hazards (such as cleaning agents and heavy metals), and cross-contamination between reuse and product streams. Industry guidance emphasizes rigorous process isolation, comprehensive real-time monitoring, and automated traceability, ensuring water reuse does not compromise food safety or product integrity. Regulatory drivers are complemented by voluntary corporate sustainability goals, ESG commitments, and growing brand expectations to demonstrate circularity and environmental responsibility, further accelerating the uptake of reuse technologies in F&B manufacturing. Technical and operational challenges Water reuse in the F&B industry faces well-known constraints: hygiene standards, variable effluent loads, and heat-intensive cleaning cycles. Clean-in-place (CIP) systems, for example, operate at high temperatures with fluctuating chemical dosing, making reuse of rinse water complex without advanced treatment and monitoring. Fluctuating chemical oxygen demand (COD)/ biochemical oxygen demand (BOD) levels from product losses and washdowns require adaptive treatment strategies, while pathogen control, especially for E. coli and Legionella , remains a top concern. Despite available technologies, many producers hesitate to reuse water due to perceived hygiene risks. Successfully navigating these challenges requires multi-barrier treatment, energy-efficient designs and continuous quality monitoring, all aligned with food safety expectations Advanced treatment technologies To ensure effective and safe water reuse in food and beverage operations, a robust multi-barrier treatment train is essential. Membrane filtration technologies such as ultrafiltration (UF), reverse osmosis (RO) and membrane bioreactors (MBR) form the backbone of many reuse systems. UF provides reliable removal of suspended solids and pathogens, with nearly 99,9 % pathogen rejection, while RO is essential for high-level purification, reducing both organic and inorganic contaminants to near-zero levels. MBRs combine biological treatment and solids separation efficiently, making them ideal for managing fluctuating organic loads in F&B rinse streams. UV-based Advanced Oxidation Processes (UV-AOP) including UV/H2O2 and UV/chlorine are widely used as tertiary treatment, effectively targeting micropollutants and meeting stringent regulatory standards. Approximately 76% of advanced reuse plants now use UV-chlorine AOP following RO. To manage pH variations and nutrient levels, chemical balancing and nutrient removal modules are integrated where required, especially critical for CIP reuse loops and beverage processing streams. Increasingly, these systems are offered as modular, skid-mounted packages, allowing scalability and rapid deployment. These compact solutions are ideal for exportable reuse plant designs across industrial and municipal contexts. Digitalisation & process simulation As water reuse systems grow in complexity, digital tools are playing an increasingly critical role across the entire lifecycle, from design and commissioning to daily operations. Advanced simulation platforms are now widely used to model mass balances and the dynamic behaviour of reuse systems before physical implementation, helping manufacturers minimise trial-and-error and ensure hygienic integrity from the outset. Virtual commissioning environments allow control architectures to be tested under realistic conditions prior to deployment, reducing start-up risks and enhancing operator training. During operation, integrated digital platforms enable real-time tracking of water and energy consumption, offering actionable insights and performance benchmarks, particularly valuable in resource-intensive processes like clean-in-place (CIP). Liquid analytics tools support food safety compliance by continuously monitoring water quality parameters such as turbidity, total organic carbon (TOC) and UV absorbance (UVA). Process simulation environments are increasingly used not only during planning but also during operation, where digital twins ingest real-time plant data to optimise performance and inform decision-making. While digitalisation cannot replace robust treatment infrastructure, it significantly enhances responsiveness, traceability, and long-term efficiency in industrial water reuse operations Seeing the solution in action: Case study examples Below are three real-world implementations that highlight modular and efficient water reuse in F&B contexts, with measurable reductions in water and energy use while retaining high food-safety standards Beverage Facility – US A beverage plant implemented an MBR followed by RO polishing and UV disinfection to treat process wastewater for use in cooling towers and chillers. The system reclaimed 26.6 million US gallons of water annually, offsetting 31.6% of total plant demand and reducing cooling tower makeup by 11% (~9 million gallons/year). Dairy Plant – Brazil A large dairy facility in Minas Gerais installed an MBR coupled with nanofiltration; a water pinch analysis showed the system could reduce freshwater use in CIP by 33.4%, and by up to 66.7-95.4% across all plant operation. Seismic Brewing – US, Santa Rosa Seismic Brewing installed an advanced water reuse system in 2016, cutting potable water use to 2.7 gallons per gallon of beer, far below the industry average. Using biological wastewater treatment, filtration, RO and UV disinfection, treated wastewater is reused onsite for non-potable purposes, reducing costs, environmental impact and reliance on municipal water and sewer infrastructure Reuse isn’t a risk – it’s a route forward Water reuse is no longer a niche sustainability tactic. It is a strategic enabler for resilience, compliance, and cost control in the F&B sector. As regulations tighten and water becomes a limiting factor for growth, manufacturers must act decisively. This means embracing cross-sectoral innovation, aligning with forward-thinking technology providers, and pushing for policy frameworks that support safe reuse. But beyond technology and compliance, a shift in internal culture is essential: reuse must be viewed not as a compromise, but as an opportunity to lead. From rinse loops to full-process reuse, the solutions are ready. What’s needed now is bold action to integrate them and turn water reuse from a defensive strategy into a competitive advantage.

Ferrara's Trolli brand has teamed up with PepsiCo's Mountain Dew to launch an exciting new product line that merges the worlds of sour gummy candy and energy beverages. This collaboration introduces two limited-edition offerings: Trolli x Mountain Dew Sour Brite Crawlers gummi candy and Mountain Dew Zero Sugar x Trolli Cherry Lemon, set to hit shelves this month. The partnership leverages the strengths of both brands, known for their vibrant flavours and innovative approaches to snacking. Trolli's Sour Brite Crawlers will feature three unique flavour combinations – Original Citrus, Original Citrus x Cherry and Original Citrus x Blue Raspberry – each designed to deliver the classic Mountain Dew citrus flavour in a chewy, sour gummy format. Chad Womack, brand director at Trolli, noted the strategic alignment with consumer preferences. “Trolli stands for taking bold risks and creating unexpected flavour experiences," he commented. "Pairing with Mountain Dew allows us to deliver on our consumers' love of daring to think differently.” The collaboration aims to surprise and delight fans by combining the signature citrus kick of Mountain Dew with Trolli’s unique gummy texture. In addition to the gummi candy, the partnership will also launch Mountain Dew Zero Sugar x Trolli Cherry Lemon, a limited-time beverage that combines Mountain Dew's signature citrus flavour with the tangy essence of Trolli's Cherry Lemon Sour Brite Crawlers. Michael Smith, VP of flavoured CSD marketing at PepsiCo Beverages US, highlighted the innovation behind this collaboration. “Together, we've created the perfect sweet and sour taste experience that's truly irresistible,” he added. Both products are poised to resonate with a younger demographic that values authentic and adventurous flavour profiles. Trolli x Mountain Dew Sour Brite Crawlers will be available in various package sizes – 4.25oz, 6.3oz and 12.3oz – starting this August, while Mountain Dew Zero Sugar x Trolli Cherry Lemon will launch exclusively at Walmart on August 25, before rolling out nationwide on September 8 in both 20oz bottles and 12-pack 12oz cans.

Bacardi has initiated a new glass recycling programme in partnership with Reciclaje del Norte and the Municipality of Cataño, aimed at reducing waste at its Bacardí rum distillery in Puerto Rico. Launched in May 2025, this initiative is part of Bacardi's broader commitment to environmental stewardship and community engagement. The programme facilitates the weekly collection of glass bottles from local bars and restaurants in the Cataño Bay area. Once collected, the glass is crushed and repurposed into building materials, significantly contributing to waste reduction efforts. To date, the initiative has successfully collected over 1.3 tons of glass, highlighting its potential impact on minimising landfill waste and promoting recycling awareness among local businesses. Magaly Feliciano, Bacardi's global sustainability director, said: “As a family-owned business, we believe strongly in doing the right thing by giving back to our local community and helping protect the environment in Cataño. This project exemplifies how we can collaboratively make a meaningful difference.” Cataño's mayor, Julio Alicea Vasallo, noted the programme's transformative potential for the local economy. “This fantastic glass recycling programme is not just another initiative; it is an innovative effort that includes our businesses in Cataño Bay in constructing an economy where waste is not waste, but an opportunity for something more,” he remarked. Bacardi's glass recycling initiative is one facet of its comprehensive sustainability strategy, which also includes transitioning from oil to gas at its distillery to lower greenhouse gas emissions and implementing water reuse systems that conserve millions of gallons annually. The company has also received Wildlife Habitat Council (WHC) Certification for its efforts to protect the local bat population, underscoring its commitment to environmental conservation.

Jordan's Skinny Mixes, a player in the low-calorie beverage market, has launched its highly anticipated 2025 Harvest Collection, introducing four new sugar-free syrup flavours designed to enhance seasonal beverages and culinary creations. The new offerings – Cookie Butter, Apple Crisp, Vampire Kiss and Voodoo – are poised to cater to the growing demand for flavourful yet health-conscious beverage options. Each syrup in the Harvest Collection boasts a formulation of zero sugar, zero calories and zero carbs, appealing to health-conscious consumers and businesses alike. The new flavours aim to transform ordinary drinks and dishes into festive delights, aligning with the seasonal trend towards indulgent yet guilt-free eating and drinking. Cookie Butter Syrup ($8.99, 25.4 fl oz): A rich blend of spiced cookie and sweet cream, this syrup is perfect for enhancing coffee, protein shakes, and baked goods. Apple Crisp Syrup ($8.99, 25.4 fl oz): Combining baked apple, cinnamon, and brown sugar, this syrup is ideal for adding warmth to ciders, smoothies, and oatmeal. Vampire Kiss Syrup ($8.99, 25.4 fl oz): A bold mix of black cherry and chocolate, this syrup offers a vibrant flavour profile suitable for cocktails and sparkling waters. Voodoo Syrup ($8.99, 25.4 fl oz): A decadent fusion of cocoa and cream, this syrup is versatile enough to be used in coffee, smoothies and dessert toppings. In addition to the new flavours, the Harvest Collection also includes a Fall Harvest Trio ($14.99, 3x 12.7 fl oz) featuring flavours such as Brown Sugar Cinnamon, Pumpkin Spice and Maple Bourbon Pecan. These established favourites continue to resonate with consumers seeking to incorporate seasonal tastes into their daily routines. As the demand for sugar-free and low-calorie products continues to rise, the company’s latest offerings are expected to attract attention from retailers and foodservice operators looking to diversify their product lines and meet evolving consumer preferences.

Associated British Foods (ABF), the parent company of Kingsmill, has announced its agreement to acquire Hovis Group in a significant deal poised to reshape the landscape of the UK bakery sector. This acquisition comes in the wake of a strategic review of Allied Bakeries, ABF's bakery division, and reflects the ongoing pressures faced by the industry. Back in May 2025, ABF has confirmed it is in discussions with private equity firm Endless , owner of the Hovis bread brand, regarding a potential merger involving ABF's Allied Bakeries business. The proposed transaction, valued at approximately £75 million in July 2025 , aims to combine two of the country’s most recognised bread brands under a single corporate umbrella. The merger signals a pivotal shift in market dynamics, positioning ABF as the new market leader with a commanding 41% share of the UK bread market, surpassing Warburtons, which holds a 34% share. However, the deal also underscores the challenging realities both companies have faced, as they have been grappling with unsustainable losses amid rising inflation and declining bread consumption. James Watson, a partner at operations strategy consultancy Argon & Co, highlighted the broader implications of this acquisition. “The Hovis-Kingsmill merger is a clear sign of the pressures facing the UK bakery sector," he said. "With inflation driving up costs and bread consumption in steady decline, consolidation was always a question of when, not if." Watson further noted that the primary objective of this merger is to enhance operational efficiency. “The real prize here is efficiency – rationalising overlapping bakery networks and cutting costs in procurement, logistics, and manufacturing,” he explained. The Hovis-Kingsmill tie-up joins a growing list of strategic partnerships within the sector, including recent mergers like Mars-Kellanova and Greencore-Bakkavor. “The race is on to adapt – and survive,” Watson added, highlighting the urgency for companies to evolve in response to market challenges. As ABF moves forward with this acquisition, execution will be critical. Watson warned that disrupting existing customer relationships while both brands are struggling could exacerbate their challenges. “Longer term, the challenge is to stop managing decline and start building momentum,” he advised, calling for a focus on addressing structural issues in the bread market and responding more effectively to shifting consumer trends, such as health-conscious products and premium offerings.

US plant-based meal shake brand Ka’Chava has unveiled its first new flavour in three years, strawberry, aiming to blend ‘nostalgic flavour with real nutrition’. The shake is designed to offer a nutritionally complete meal solution in a familiar and ‘craveable’ flavour, reminiscent of childhood favourite strawberry milkshakes. It is crafted with real freeze-dried organic strawberries and a blend of over 85 ‘superfoods,’ nutrients and plant-based ingredients including adaptogens, omega-3s and probiotics. Functional mushrooms, such as reishi and cordyceps, are incorporated in this blend, as well as maca root, chicory root fibre, flax seeds and camu camu berries among other ingredients. Each serving provides 25g of plant-based protein from a blend of yellow pea, organic sacha inchi, brown rice, organic amaranth, organic quinoa, oat milk and coconut milk. It also includes 6g of fibre and 26 vitamins and minerals, designed to support energy, digestion, strength metabolism, cognition, immunity and overall wellness. Strawberry joins the brand’s existing flavour line-up, which includes chocolate, vanilla, chai, coconut acai and matcha. Like all Ka’Chava offerings, the shake is 100% vegan, gluten-free and made without soya, artificial sweeteners or preservatives. Louise Todd, president of Ka’Chava, commented: “We’re thrilled to launch our most requested flavour, strawberry… With strawberry joining our top-selling chocolate and vanilla, we’ve perfected the trio of classic flavours our customers love, offering a truly complete meal to help them feel their best.” The shake is available at select US retailers as well as via Ka’Chava’s webshop and Amazon. It is priced at $69.95 per 930g pack containing 15 servings.

A recent Gallup poll has revealed a significant decline in alcohol consumption among US adults, with only 54% reporting that they drink alcohol – marking the lowest figure recorded in nearly 90 years. This trend reflects a growing scepticism about the health benefits of moderate drinking, as 53% of respondents now believe that even moderate alcohol consumption poses health risks, a stark increase from just 28% in 2015. Key highlights from the Gallup poll Record-low drinking rates: The percentage of adults reporting alcohol consumption has dropped from 62% in 2023 and 58% in 2024. Historically, drinking rates have remained above 60% since 1997, with peaks between 68% and 71% from 1974 to 1981. Changing demographics: The decline in drinking is particularly high among women, whose reported drinking has decreased by 11 percentage points since 2023, now at 51%. Among young adults (18-34), the rate has fallen from 59% in 2023 to 50% today, placing their drinking rate below that of older adults. Political divide: Interestingly, there has been a notable drop in alcohol consumption among Republicans, falling 19 points to 46%, while Democratic drinking rates have remained stable at 61%. Other findings from the poll Youth perspective: Approximately 66% of individuals aged 18-34 now view moderate drinking as unhealthy, up from about 40% a decade ago. This demographic shift indicates a significant change in attitudes toward alcohol among younger generations. Older adults' concerns: Nearly 50% of those aged 55 and older also express concerns about the health implications of alcohol, highlighting a broader societal shift in perceptions across age groups. Independent trends: The decline in drinking rates is not merely a shift toward alternative substances, such as recreational marijuana, which is legal in many states. Gallup's findings indicate that the decrease in alcohol consumption is occurring independently of marijuana use trends, which have remained relatively stable over the past few years. Shifting beliefs about alcohol consumption For the first time in Gallup’s tracking history, 53% of respondents view moderate drinking (defined as one or two drinks a day) as harmful to health. This is a significant increase from 28% in 2018 and 39% in 2023. Only 6% believe it is beneficial, while 37% think it makes no difference. Young adults are leading the charge in recognising the health risks associated with alcohol, with about 66% now considering moderate drinking harmful. This contrasts with older adults, whose belief in the dangers of alcohol has also increased but remains lower. Implications for F&B Industry The implications for the industry could be significant. As consumer preferences evolve, manufacturers and marketers of alcoholic beverages may need to adapt their strategies to address these changing attitudes. Brands may need to explore innovative product offerings, such as, mid strength, no- and low-alcohol or alcohol-free options, to cater to health-conscious consumers. In addition, the US federal government is expected to revise dietary guidelines concerning alcohol consumption later this year, potentially reinforcing the message that no level of drinking is risk-free. Patterns of alcohol consumption Fewer drinks, less frequently: Among those who drink, consumption patterns are shifting. A record-low 24% of drinkers reported having a drink in the past 24 hours, and 40% said it had been over a week since their last drink. The average number of drinks consumed over the past week is now 2.8, the lowest since 1996. Mindful drinking trends: In response to growing health concerns and changing attitudes toward alcohol, many individuals are adopting mindful drinking practices. This includes strategies like zebra striping, where drinkers alternate between alcoholic and non-alcoholic beverages during social events. This method not only helps to reduce overall alcohol intake but also encourages hydration and promotes a more conscious approach to drinking. Beer remains popular: Beer continues to be the most preferred alcoholic beverage, with 30% of drinkers choosing it, compared to 29% for wine and 30% for liquor. Gender differences persist, with 52% of men preferring beer over 23% of women, while women are more likely to choose wine (44% vs. 14%). Find out more about what's driving the 'low and no' trend.... Alternatives to traditional spirits and cocktails have levelled up as discerning consumers demand more from their ‘low and no’ beverages amid the rising moderation trend. Read more about how premiumisation and functional ingredients are redefining this space in our latest feature here . Changing scientific consensus Historically, moderate drinking was often associated with certain health benefits, particularly for heart health. However, recent research has increasingly highlighted the negative health outcomes linked to alcohol consumption, including its role as a leading cause of various cancers. This shift in scientific consensus is prompting a re-evaluation of alcohol's place in US dietary habits. Gallup's director of social research, Lydia Saad, noted that older adults may be slower to adopt new health perspectives due to their long-standing exposure to previous recommendations that suggested moderate drinking could be beneficial. In contrast, younger generations are growing up in an environment where the risks of alcohol consumption are more widely recognised. As drinking rates continue to decline, the overall average number of drinks consumed per week has also dropped to 2.8, the lowest since 1996. This decrease is evident across demographic groups, with women and young adults leading the trend. The findings present both challenges and opportunities for the alcohol industry, which must navigate this new terrain carefully, balancing traditional offerings with emerging demands for healthier choices.