Beverage trends
Five categories, read the same way each time: what the numbers say, which shifts are structural rather than seasonal, and what each one demands of the pack. Written for founders and innovation leads committing a format, a range and a launch window.
RTD and Canned CocktailRTD and Canned Cocktail Trends 2027What is coming up in RTDs in 2027: format splitting, base spirit as positioning, on-premise as a second engine, and three design trends for canned cocktails.
Functional BeverageFunctional Beverage Trends 2027What is coming up in functional beverages in 2027: gut health as a platform rather than a claim, fibre following protein, need-state range navigation, and three design trends for functional packs.
No and Low AlcoholNo and Low Alcohol Trends 2027What is coming up in no and low alcohol in 2027: craft replacing absence as the proposition, moderation as repertoire behaviour, the value question, and three design trends for NA packs.
Soft DrinkSoft Drink Trends 2027What is coming up in soft drinks in 2027: prebiotic soda after the first wave, reformulation pressure, the adult daypart, multipack economics, and three design trends for soda packs.
Energy DrinkEnergy Drink Trends 2027What is coming up in energy drinks in 2027: clean caffeine and sustained release, the hydration crossover, cognitive positioning, and three design trends for energy cans.The occasion lens
Category explains the market. Occasion explains the choice — and it is what separates a structural shift from one that is real but not yours.
How to tell a trend from a fad →