Most small-business owners see the world through rose-colored glasses when launching their companies, optimistic that their new ventures will succeed and thrive. In the case of Rooibee Red Tea, Louisville, Ky., this optimism has produced strong results.
When playing Jenga, players have to carefully remove small wooden blocks to simplify a tower’s structure without pulling out the wrong block, which can cause the tower to topple. In some ways, formulating beverages is like playing a game of Jenga: Formulators add and remove certain elements to simplify beverage processing or meet consumer interests; however, if they pull out the wrong ingredient, the beverage’s structure can fall apart.
In recent years, consumer concerns about sugar intake have created a macrotrend of healthier beverages. As a result, the beverage industry has seen natural sweeteners like stevia evolve and become more widely used.