Lauren Sabetta

The International Bottled Water Association (IBWA) highlights how proper hydration is critical during winter months, especially because people are less likely to feel thirsty at this colder time of year.

As the grocery channel continues to experience increased competition from other channels, experts highlight how these retailers are exploring ways to enhance multi-channel shopping using advanced technology.

As many low- and no-alcohol options are positioned as healthier alternatives, featuring fewer calories and sometimes functional benefits, experts discuss how lifestyle, wellness trends and premiumization are impacting the category. 

With SKU growth, lightweighting, and product safety issues impacting can filling and seaming equipment, experts discuss how advancements in technology are giving producers flexibility without sacrificing quality.

Mintel’s “2026 Global Food & Drink Predictions” report highlights how empathetic brands can help consumers who are feeling like they are only surviving, rather than thriving.

Ease, transparency and personalization are consumer priorities impacting omnichannel shopping, and eCommerce is delivering on all three. 

As consumers’ definition of better-for-you evolves, beverage-makers broaden their use of functional ingredients to meet fortifications trends that support physical and mental well-being.

As wellness trends continue to be at the forefront of beverage innovation, experts highlight how brands are leveraging tea’s broad spectrum of functional properties. 

A recent Innova Market Insights report discusses how U.S. consumers perceive hot and iced coffee as two distinct products, requiring brands that incorporate both into their portfolios to approach messaging unambiguously. 

No matter the challenge, Harlen Wheatley, master distiller at Buffalo Trace, highlights how the Distillery’s uncompromised dedication to whiskey-making has shaped the American spirits industry.