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Vodka will serve as a base for many Christmas cocktails, predicts Bacardi. Pic:getty/wmaster890

Vodka and gin cocktails can conquer Christmas, says Bacardi

By Rachel Arthur

Bacardi believes people will throw out the festive rule book this year and mix up their drinks choices: with over a third (38%) of people it recently surveyed looking forward to embracing ‘more modern’ Christmas customs.

Pic:getty/bymandesigns

A future of fizz or going flat? The soft drinks industry post-2020

By Danielle Jackson, Strategic Planner, ZEAL Creative

The soft drinks category has been working through a challenging year. Danielle Jackson, strategic planner at UK brand activation marketing agency ZEAL Creative, asks what lessons the industry can learn and take into 2021.

Five beverage trends for 2021: Imbibe’s predictions

Five beverage trends we’ll see in 2021: Imbibe’s predictions

By Rachel Arthur

2020 has been defined by coronavirus: which has changed the way we shop, socialize, entertain and more. And it will continue to be the biggest driver of food and beverage trends next year, according to US beverage development company Imbibe.

©Getty Images - Pict Rider

Just drink when you’re thirsty? Think again

By Hank Schultz

A new paper suggests that measuring proper hydration in the body is far more complex than might be assumed. Multiple tests might need to be done to get an accurate measurement, the authors claimed.

Photo: NERD (BevUSA)

NERD rebrands and expands as nootropics beverage trend gains steam

By Mary Ellen Shoup

Following its acquisition by Beverage USA Holdings Inc. (BevUSA) earlier this year, mental acuity beverage company NERD is on track to become a nationally-recognized brand with new retail distribution, an expanded direct-to-consumer business, and refreshed...

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