There are different trends stirring up the beverage industry that’s affecting our lifestyle. Some consumers want healthier organic options like Health-Ade Kombucha who offers a healthier and less artificial drink. Others offers old products but in new ways like Boxed water. Beverage brand development plays a role in keeping track of the altering drinks in today’s market for the consumers right to buy. It is important for the brand to include a creative and authentic design that destroys ordinary thinking. From brand logos through custom packaging and unique bottle design that translates into digital storytelling. You need to see every possible touchpoint as an opportunity to further the brand’s story and, as a result, it’ connection to the audience. That’s beverage branding and ingredients has to match consumers needs.
1. Classy, Non-alcoholic Drinks
A lot of underage teen go out to have a nice time, no carding for certain drinks can improve your business and increase the revenue of your sales. Craft sodas, fresh squeezed juices, and functional beverages are now more mainstream in clubs, that hosts younger audiences. Who said mixed drinks had to have alcohol anyway? They say that 75% of millennials limit their drinking when they go out, hinting at a moderation movement. Make sure your customers have booze-free options or give them new ideas for substitutes if they are minors. If you have an excellent alcohol-free product or good mixer for a non-alcoholic drink, feature it on your brand’s social media accounts to remind consumers that they don’t need alcohol to have a good time.
2. Drinking Vinegars
The idea of having a glass of vinegar probably doesn’t seem digestible. For centuries, raw apple cider vinegar has been a healing agent in different cultures. Drinking vinegars from companies such as Organic Avenue cut back on the bite of pure vinegar and transforms it into a mixture of something close to a tart fruit. Probiotic drink sales have grown by 31.2% in the past two years. These on the go vinegar drinks are packed with probiotics that help digestion and boost immune health to provide function and taste.
Harmless Harvest recently released their new line of probiotic beverages called Harmless Coconut Probiotics to keep up with consumer demand. Companies are scrambling to pack in probiotics to feed the growing demand for functional and delicious options. Market the health benefits or angle of your beverage to squeeze into this growing niche. It’s all about looking and feeling your best and that includes ingesting healthy beverage choices.
3. Sparkling Water
There is less demand for soda beverages and more on sparkling water. Sparkling waters are an easy swap for consumers cutting calories and high amounts of sugar. With hints of flavor, they are the reigning substitute for soda this year. LaCroix has been in the industry for a while, but has seen major growth in the past ten years because they are a healthier alternative. As consumers realize the health impact of their sweet and sugary sodas of choice, they are making more conscious consumption decisions. With fun flavors like mango, coconut, and strawberry, as well as their decorative designs, consumers can enjoy the taste and the experience. The affinity developed through their social campaigns has skyrocketed their success. Cheers to brand power.
4. Matcha Drinks
Matcha is the vibrant green powder that you might know that is usually in a Starbucks frappuccino. Unlike traditional green tea, matcha is slightly sweeter and less bitter. It blends seamlessly with milks or dairy products complementing the smooth feel of the tea. Tea lovers might try scooping the powder into overnight oats, chia seed pudding, or even baking with it.
A brand called Encha Organic Matcha cultivates their tea from farms in Japan where the founder, Li Gong, discovered what he claims to be the best tasting matcha. Their source transparency and dedication to providing a high quality product has proven to be successful. Encha also features innovative ways to incorporate matcha into customers’ lattes, pastries, and more. The story surrounding this brand evokes a affinity that customers can connect to while providing them the tools to enjoy the tea.
5. Regular Water
There is a deeper development to H2O now. Hydration is taking a new form this year. Whether it is switching its packaging from a bottle to a box or coming from an unsuspecting plant, people are looking twice at their water. Vita Coco Coconut Water, Maple Water, and Avitae are our functional water team captains. While Vita Coco and Maple Water derive their “water” from plants, Avitae is taking traditional water and adding caffeine to it. These companies prove that there isn’t just one way to hydrate. With more than one way to get your recommended 8 glasses a day, consumers can pack in extra nutrients and supplements lacking in normal water. Rethink your brand to deliver more to consumers thirsting for something new.
6. Less Waste
A lot of companies are taking the Earth’s environmental problems more seriously. Products are focusing on making the bottles recyclable by using sustainably sourced ingredients. Statistics show that 83% of Americans say they consider sustainability when making a purchase. But, how can companies go one step further? By using more of the products already in production. Repurposed Pod, for example, looks at the whole cacao plant instead of just the beans that we come to know as chocolate. They take the juicy and tangy pulp that producers have discarded for decades to produce bottled cacao juice. Educate your consumers on where your beverage is made and the steps your company is taking to be more environmentally friendly of the planet. Showing your customers how you reduce waste will brand your dedication to sustainability.
Use these trends as an opportunity to reflect on your brand. What ingredients you are using, where do they come from, and how they are used in the product. Beyond the product, see your brand from the customer’s perspective. Do they see you as a dynamic company, as the trailblazer of beverages? This is important to consider looking at the development of your beverage.