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The popularity of fall seasonal beverages often is led by pumpkin, but beverage-makers are expanding beyond this seasonal fruit.

The Gatorade Sports Science Institute (GSSI) recently presented findings from its first “Body of Science” study, highlighting several disparities in how women hydrate and fuel their bodies.

Although beverage alcohol is experiencing a growth slump, ready-to-drink (RTD) cocktails remain the bright spot in the market giving spirits brands a wide range of opportunities to take advantage of this trend.

Consumers thirst for more information is seeing beverage labels take on a bigger role than branding. Associations and manufacturers are implementing digital tools to keep consumers in the know.

The beverage industry has had an interesting start to 2026. Many of the trends shaping the market today feel familiar. 

Circana unveils 2025 New Product Pacesetters as top innovations drive $6.2 billion in year-one sales.

As Brand Keys’ 25th annual Most Patriotic Brands survey highlights the top brands and categories that consumers view as patriotic, the market is seeing more brands release products and packaging to celebrate America’s 250^th birthday.

Organic versus paid debate is a false binary for beverage marketers as they evaluate marketing strategies.

In beverage manufacturing, where high-speed production lines, strict sanitation schedules and narrow downtime windows leave little room for error, the ability to anticipate equipment failure can directly impact output, product quality and profitability.

A recent NECG survey challenges the narrative that legal-drinking (LDA) Gen Zs are moving away from beverage alcohol, noting that the shifts in these consumers’ consumption habits are more about drinking differently, not less.