Context can bring great perspective to possible pathways of innovation. I recently joined the Beverage Industry team and am honored to step in and help lead this longstanding, venerable media brand. Our publication traces its roots to 1946, and for a child of the 1970s, it’s fascinating to envision the state of the world in those pivotal days in the wake of World War II. The year opened with the first meeting of the United Nations and closed with the December screening of Frank Capra’s “It’s a Wonderful Life” in New York, a year collectively imbued with hope for a brighter future.

That also was the year Texas bottler Niles Foster invented Hi-C, the legendary orange drink famous for its elevated vitamin C content. The food and beverage industry had latched onto fortification as broad-based approach toward eradicating debilitating human conditions resulting from vitamin deficiencies, so why not give vitamin C a chance to shine in the sun? It was an enduring proposition, with periodic product innovations through the decades aptly reflecting changing times and integrating with popular culture.

Next year, Beverage Industry will celebrate its 80^th birthday. Throughout the year, I’m planning to look back through those past decades, highlighting pivotal moments in the growth and development of our global beverage markets. We learn much by looking back, providing the necessary context to strategically look forward.

One of the top trends capturing consumer spending today is our non-alcohol (NA) renaissance, with innovations across the board seeking to capture attention across beer, wine and spirits, wherever traditional alcoholic beverages are sold at retail and in foodservice. I’m an NA consumer and avid gardener, growing my own hops to create infused waters (or, as the brewmasters call it, “hop tea”), serving as a summertime addition to accent my iced tea or lemonade — or just diluted with some ice-cold carbonated water to stand and shine on its own.

We’ve long bridged the gap between the days of O’Doul’s serving as the standalone NA option to the point of near market saturation. Yes, multiple consumer demographics have latched onto moderation, balance, and even committed sobriety, but will the trend endure? Will those key “part-time NA” consumer demographics who typically enjoy alcohol-containing products continue their periodic NA ways? And what does it mean from a branding perspective for beverage companies long associated with alcohol-containing options to play in the NA market? We look at many of these questions this month in our coverage.

As the NA market plateaus and matures, some brand attrition is unavoidable. Building a following will be key, and the first step is repeat purchase.

One piece of the puzzle to building strong consumer acceptance is improving organoleptic characteristics capable in today’s NA beverage production. Nonthermal processing methods help preserve NA product flavor, and membrane technology has proven an instrumental catalyst for earning repeat customers for many of the NA brands on the market today.

The group of media brands and conferences I oversee includes a Membrane Technology Forum[JJ2]  event dedicated to technical advancements in this field, with significant work accomplished every year across several beverage sectors, including beer, wine, spirits, juice, sports drinks, dairy beverages and — yes — NA alcohol alternatives of all types. This is a topic that will see increased coverage in Beverage Industry moving forward.

I’ve been publishing information for the food and beverage industry for three decades, and there’s always something new to learn — better approaches toward formulation, production, bottling, and distribution. That’s the fuel that keeps my engine running.

I also find continual inspiration from your stories — your pathway toward success, current initiative,s and top challenges. Please reach out and share your story, and let me know how we at Beverage Industry can continue to best serve your beverage industry business information needs.