It’s no secret that the customization trend is spreading like wildfire throughout the beverage industry. Beverage-makers are developing products to serve not just the broad public anymore but also the more niche demographics. NBC’s variety show “Saturday Night Live” even created its own skit this fall about a 24-hour energy drink designed for those who are dating actresses. Demonstrating the need for extra energy to deal with the highs and lows of the acting world, the skit promoted the times when boyfriends require that extra energy to support their actress girlfriends. To add even more humor to the skit, it ended with a promo for a 24-hour energy drink for those who are dating comedians.

Although the “Saturday Night Live” interpretations are a little too extreme, the highlights at this year’s National Association of Convenience Stores (NACS) tradeshow (page 9) showcase the influence that the more targeted segments are having on the marketplace.