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When Steaz launched its first beverage products back in late 2002, the brand of Doylestown, Pa.-based The Healthy Beverage Co. LLC was working to create a healthy beverage alternative.

Although sports and protein drink companies primarily market to athletes and active consumers, the category’s consumer base is shifting.

Pre-Socratic Greek philosopher Heraclitus said “The only thing that is constant is change.” Applicable to nearly all walks of life, the consumer packaged goods market has come to embody this quote as the market welcomes a number of new products, brands and even categories.

After much pestering, Sam-I-Am finally was able to get his unnamed friend to try the unfamiliar dish of green eggs and ham in Dr. Seuss’ popular children’s book “Green Eggs and Ham.” Although the unidentified character is rather elaborate about the reasons why he did not want to try the meal, in the end, readers learn how much he has come to embrace the non-traditional item.

For decades, TV shows like “Cheers,” “The Simpsons,” “Sex and the City,” and “How I Met Your Mother,” among others, have highlighted the social tradition of meeting friends at a local bar or club for a drink. However, since the Great Recession, consumers seem to be pulling back on this tradition because of their lower levels of discretionary income.

Two men became fast friends as their respective daughters attended the same school, according to Andy Knowlton, co-founder of Fresh Matters LLC, Santa Fe, N.M.

In HBO’s “Game of Thrones” series, various characters have tried to battle their way to claim the Iron Throne using everything from brute force to social cunning. Within the spirits industry, the battle for the throne has been a bit more civilized, but, nonetheless, the alcohol category now has a new king.

When walking through the aisles of retail stores, one might notice how different the consumer packaged goods (CPG) environment is compared with previous decades.

“Come with me, and you’ll be, in a world of pure imagination. Take a look, and you’ll see into your imagination.” Those famous first lines from “Pure Imagination,” the song sung by Gene Wilder in “Willy Wonka and the Chocolate Factory,” might be designed to invoke a sense of childhood bliss in relation to candy and sweet treats in the 1971 movie, but at Lagunitas Brewing Co.’s Chicago facility, the music is designed to welcome legal-drinking-age consumers into a more adult experience.

Although many historians have coined the Industrial Revolution as a turning point in history, it would be interesting to hear what beer historians might say about the current state of this category in relation to the rest of beer’s history and future.