Although athletes are the long-standing target consumers of sports drinks, more companies are broadening their options to meet the demands of “everyday athletes.”

Distributing beverages would be a far more difficult task without the developers who produce software that handles the logistics behind the operations.

The Keystone Center, a non-profit organization that creates consensus solutions to public health problems, has created the Smart Choices Program to help easily identify smart nutrition options.

Hundreds of bottles and cans line the shelves at grocery and other stores around the country. With the proliferation of SKUs and variety of recipes, processing automation equipment can keep track of individual processes at a beverage plant, making operations simpler and more flexible.

As a mother of four, Sharelle Klaus, chief executive officer and founder of Dry Soda, Seattle, knows a thing or two about what tastes good when you’re not able to drink alcohol. After being frustrated with the “lack of options,” Klaus began looking into the beverage industry to create a drink that would pair well with dinner and satisfy her palate.

With the proliferation of SKUs and demands for greater flexibility, case packing and wrapping machines are crucial parts to a beverage’s creation.

Trading up for premium spirits and wine is a trend that Richard Hurst, senior vice president of beverage alcohol for The Nielsen Co., Schaumburg, Ill., knows all about. Growth levels for wine and spirits were high in previous years because of consumer interest in premium beverages, Hurst says. Recently, though, the dramatic downtown in the economy has affected growth in certain wine and spirits categories, and specifically where that growth is coming from.

Founded by spirits mogul Sydney Frank and hip-hop artist Lil Jon, Crunk Energy Drink, Roswell, Ga., is more than “another energy drink,” says Tom Mahlke, president and chief executive officer of Crunk. It’s a brand that combines the flavor of botanical ingredients with a high-energy music concept.

Juice and juice drink companies added more antioxidants, vitamins and flavor extensions to their lines.

Contract manufacturers are particularly attuned to cost efficiencies as they offer services to beverage companies and use excess capacity to make the most of their plants.