Bret Werner at MikeWorldWide, offers insights into what opportunities brands that aren't advertising during the Super Bowl can utilize to still engage with the event.

Given the increased interest in cognitive health and the role energy drinks play in daily routines, suppliers highlight the ingredients beverage-makers are utilizing that support cognitive health and energy needs.

With growing interest in gut health and the benefits of pre- and probiotics, beverage brands are launching an array of drinks across categories.

The positive connotations associated with exotic fruits are helping these ingredients to influence innovation within the beverage market.