Trend-spotting: What’s the ‘next big thing’ in beverages?

By Rachel Arthur

- Last updated on GMT


Related tags trend spotting Beverages Npd cannabis beverages functional beverages Energy drinks Sports drinks Rabobank

There’s no shortage of beverage innovation out there – but which ideas truly have the potential to shape the category in years to come? We’ll be putting the question to a panel of industry experts in our free-to-attend webinar.

Tune into BeverageDaily’s free-to-attend Beverage Innovations webinar​ to hear fresh perspectives from beverage entrepreneurs, incubators and market analysts – all of whom have their finger on the pulse of the latest hot topics in the industry.

And the webinar will also allow you, our audience, to put your questions to the panel - which includes next-generation beverage incubator L.A. Libations​, market experts Rabobank​ and pioneering cannabis company Truss​ - as part of the live event on November 16.

From flavor to functionality

Innovation in today's beverage market is coming from all directions. Beverage giants – think Coca-Cola and PepsiCo – are no longer simply about soda: they’re looking to develop new products and make careful acquisitions in particularly exciting categories.

Meanwhile, beverage entrepreneurs are looking to use their agility to get ahead on the next big thing as they explore niche categories and push beverage boundaries.

Functionality, sustainability, flavor development and customization are all set to play in increasingly large role in tomorrow's beverage market. But challenges come from a crowded market and economic headwinds. 

The key to product development is knowing which innovations have a real chance for success - and which gimmicks won't live up to expectations. To tackle the subject, we've assembled an expert panel for our free-to-attend webinar...

Meet our panel

Bonnie Shah, CMO at next-generation beverage incubator L.A. Libations​ (known for its work with ZOA, Molson Coors, Shaka Tea and many others) will also be on our panel to give her top tips to entrepreneurs – as well as drawing on her background in communications, consumer behavior and marketing.

And Jim Watson, Senior Analyst Beverages at Rabobank​, will be able to give us the macro view on where entrepreneurs are making inroads – and where big brands hold the key to carving out categories.  


First-of-its-kind sports drink GoodSport​ ​('naturally powerful hydration') launched in 2021, turning the category on its head by drawing on an unlikely hero ingredient: milk.

Zach Hotle, Chief Operating Officer of the company, will take us through how the Chicago-based brand has been building the brand – as well as drawing on his experience in helping entrepreneurs and investors launch and scale brand (his prior experience includes work with Nike, Red Bull, Neuro drinks and Limitless (acquired by KDP)).

bev innov social tu 2

Also carving out a new category is Nerd Focus​, the world’s first ‘think drink’ and the first energy drink of its kind formulated to increase clarity and concentration.

truss little victory celtzer
Truss launched its 'Celtzer' earlier this year.

Co-founder Rocco LaVista will be on our panel to highlight the consumer need states the brand is tapping into – as well as drawing on his expertise as founder and CEO of Gurkha Consulting, a business consultancy specializing in start-ups and small companies.

When Canada legalized cannabis edibles in 2019, Truss Beverage Co​ was at the forefront of getting a host of completely new products to market. And it still is – the joint venture between Molson Coors Canada and cannabis producer HEXO Corp is the top selling cannabis brand in Canada with a portfolio of CBD and THC brands to appeal to a wide range of consumers.

Melanie Smith, innovation lead at Truss, will tell us why 2022 is a year of ‘category-defining product development’ ​for the company: giving the inside track on how to identify good innovation in a category that’s quickly evolving.

The free-to-attend Beverage Innovations takes place on November 16 at 11am CST / Chicago (register to add the event to your calendar in your time zone). 

As the audience, you'll have the chance to submit your questions live to our panelists. 

Alternatively, submit your questions when you register and you can catch up on demand after the event. 

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