Many people will tell you that in beverage industry, taste is king. As brand owners develop new beverages, they are tasked with finding that balance between function and flavor. Within the energy drink and shot markets, more beverage producers are seeing the importance of this balance and releasing new products that fit the bill.

“As taste is one of the core drivers that consumers seek from their beverages, it is important for energy drinks to deliver on flavor,” says Lauren Masotti, client manager of U.S. Beverages for Kantar Worldpanel USA, New York.