Research from Imbibe, the flavour supplier and beverage development company, reveals that while consumers still want recognisable flavours they also want them to feel more crafted.
Its forecast called A strategic view of the flavor directions shaping beverage innovation in 2027 has tracked trends using consumer research, menu data, market intelligence as well as its own experience in the development of products.
Imbibe’s forecast identified seven flavour ‘territories’ it believes will define beverage innovation in the US in 2027.
Dark and Dramatic fruits
Deep red and purple fruits are moving beyond seasonal use into year-round drivers of premiumisation.
According to Imbibe’s analysis these flavours deliver “depth, contrast, and visual intensity”, helping brands “elevate familiar profiles without losing accessibility.”
Popular flavours such as black cherry, black raspberry, blackberry, pomegranate and acai permeate the category while emerging trends include honeyberry, plum and dark berry varietals, such as blackcurrant and elderberry.
Modern Tropicals
Tropical flavours remain foundational in beverage development but are now being used to deliver acidity, balance, and familiarity, as consumers seek brighter, more refreshing profiles.
Established flavours include mango, passionfruit (Maracuyá), guava, pineapple and dragon fruit (Pitaya).
But this is evolving into more complex less one-note experiences such as pink guava, Calamansi, tropical and citrus hybrids and named tropical blends such as passionfruit and orange and guava.
Acid-forward citrus
High-acid citrus is evolving from a background note into a primary driver of flavour experience.
Consumers are shifting away from heavy sweetness and brands are leveraging citrus and tart flavours to deliver sharpness, contrast, and perceived refreshment.
Imbibe says that these flavours appeal as they are not overly sugary and feel more modern and differentiated.
Established flavours include blood orange, yuzu, lime, grapefruit and Meyer Lemon, while new flavours set to drive this ‘territory’ include key lime, Calamansi, Suduchi, sour fruit blends and blue raspberry.
Layered Botanicals
Botanical and floral flavours are evolving from standalone novelty into “functional layering tools.”
The flavours provide balanced, less sugary profiles while signalling calmness and wellness. Often used alongside fruit, tea, and functional bases, they help “shape perception” by reducing sweetness, adding aroma, without dramatically altering core flavour profiles, the forecast says.
Familiar flavours include hibiscus, lavender, jasmine, elderflower and peppermint. New flavours set to emerge include cherry blossom (Sakura), rose, orange blossom and botanical and fruit pairings such as berry-hibiscus.
Earth-toned indulgence
Indulgence is shifting from bright sweetness to deeper, more grounded flavour systems, inspired by Asian café culture, the coffeehouse-style experience and desserts.
Established drivers in this area include nutty flavours along with Matcha, Pistachio and Coffee.
Imbibe predicts that new flavours set to emerge include ube, taro, pandan, black sesame, roasted grains (barley, rice) as well as cream and earthy pairings such as matcha latte or taro milk.
Newstalgia
Inspired by soda fountain culture, candy, and Quick Service Restaurant customisation, brands are using nostalgic profiles as a foundation for experimentation.
Imbibe says this can be by layering cream, sour, and candy elements to create highly shareable, format-flexible beverages.
The drinks are “playful” and “texture driven” with an immersive feel such as gummy and slushy.
Look at blue raspberry, cherry, rainbow sherbet, cotton candy while new flavour profiles gaining traction include Dirty Soda, peanut butter & jelly, gummy candy, sour systems (layered with citrus and candy) and cereal Milk.
Swicy and Savoury
Contrast is becoming a defining strategy with sweet, heat, salt, and acid being layered to create “high-impact, multidimensional flavour experiences.”
Imbibe says these are being driven by more adventurous flavour experiences from culinary influences and the demand for more dynamic experiences.
It highlights flavours such as chile-driven heat paired with fruit, citrus, and savoury elements that deliver “intensity, balance, and repeatable complexity.”
Established flavours include chili-lime, mango habanero, hot honey and spicy mango. While new profiles expected to grow in popularity include guava Jalapeño, tamarind chili, pineapple chili, Swangy (swee and tangy theat), Swalty (sweet and salty and heat) and savory crossovers (tomato, herbs, spice blends).
