News & Analysis for the Beverage Industry
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As a market that’s growing year on year, brands have an opportunity to make the pure stuff one of the most innovative products around, says Nina Aggarwal, MD and co-founder of brand consultancy Fusion Learning.
When pushing a new product into the already-crowded beverage market, there’s a lot of work that needs to be done. SodaStream’s US President John Sheppard said the company’s biggest challenge is to be seen as more than just a kitschy gift item.
The word ‘craft’ may be most strongly associated with beer: but its influence is much wider and reveals a lot about today’s consumers, says Richard Hall, chairman of Zenith International.