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Much has been written about the acceleration of declines in beer during 2025 along with spirit ready-to-drink (RTD) growth and wine softness; however, the outperformance of alternative adult beverages is giving rise to a differentiated market.

The next evolution in wine authentication brings the product online, using the Internet of Things (IoT) to link each bottle to a secure digital identity.

Vicky Painter shares how consumers are more aware of the relationship between energy and overall health, and are therefore more concerned about how products like energy drinks can both benefit and hinder their overall health goals. 

Artificial intelligence continues to be an asset for beverage-makers. Progression in AI’s capabilities has led to increasing usage in terms of insights, supply chain and much more within the beverage industry. 

In 2022, Seth Goldman launched Just Ice Tea, continuing his mission to offer sustainably sourced beverages. Goldman and his team approached Zuckerman Honickman with the ambitious goal of getting Just Ice Tea on store shelves by the end of the year. 

Schrobbelèr B.V., a Dutch herbal liqueur manufacturer, faces challenges that are familiar across the food and beverage industry, including changing consumer preferences, increasing demand for diverse products, and heightened competition.

The U.S. trucking industry continues to face a significant challenge: a shortage of drivers. As older drivers retire, fewer younger individuals are entering the profession. The industry is exploring several solutions to address this issue. 

There has been a rise in weekly consumption of hot coffee specialties, influenced by the current cost-of-living crisis driving consumers to seek affordable luxuries. Furthermore, there has been an impact from rising prices on luxury-related beverage categories and a shift toward more economical alternatives in the soft drink category.

While the alternative adult beverages market grew by 7.5% a year or 426% in total since 2002, the total beer market has declined more than 5% in total during this period. This disparity underscores the macro movement to these flavored forward, more modern products.