Rule-Breaking Beverages

Brands push boundaries with innovative flavor combinations and formats, blurring lines between soft drinks and non-alcoholic beverages.

Themes

Authenticity and Transparency Reign Supreme , Experiences Over Material Goods , Values-Driven Consumption

Timeframe

near-term

Subcategories

Brand Management Business Strategy Consumer Food Trends Marketing

Impact areas

Flavored lemonades Hopped water Non-alcoholic cocktails

Detailed Analysis

The lines between soft drinks and non-alcoholic beverages continue to blur, with non-alcoholic beers appearing in meal deals and RTD cocktails offering innovative twists on classics. "Brands and beverages are breaking the rules and pushing the boundaries!" This experimentation extends to flavor profiles, with brands exploring unexpected combinations and reinterpreting traditional alcoholic beverages. The report notes that "RTD cocktails are twisting the classic with different flavour combinations and even changing the classic alcohol - we've seen fruity mojitos, cucumber spicy martinis and the classic tequila Paloma made with whiskey!" This trend encourages soft drink brands to embrace creativity and challenge conventional norms.

Context Signals

Blurring lines between soft drinks and non-alcoholic beverages Experimentation with flavor combinations Inspiration from alcoholic beverages

Edge

Development of hybrid beverages combining elements of soft drinks and alcoholic drinks Exploration of unique flavor pairings inspired by global cuisine Use of novel ingredients and brewing techniques

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