A budding marketing opportunity for brand owners, NIL is gaining traction, but as beverage companies look to engage in this realm, it is important to understand the dynamics.

In the consumer packaged goods space there’s no shortage of celebrity-backed products, particularly beverages. Although proliferating across all segments, alcohol brands are seeing the most activity.

Honey has a rich history in beverage alcohol whether it’s with the creation of meads — a honey wine — or its addition to whiskey. Now the ingredient is finding itself in more spirits categories as brands look to differentiate.

Three Chord Bourbon announced the highly anticipated release of its 2024 Backstage Series with The Allman Brothers Band, a blend of straight bourbon whiskey finished with toasted peach wood.

Driven by opportunity and a belief that strong community, family and friends are paramount to leading a purposeful life, Golden Eagle Vodka’s Co-Founder and CEO Dakota Blaze Rader shares how the brand aims to reinvigorate the premium vodka segment by blending American heritage with modern luxury.

When it comes to beverage manufacturing and packaging practices, OEMs are creating the machinery necessary to help beverage-makers conserve and reduce their energy output. For plastic bottle manufacturing, it’s not just the increasing adoption of rPET plastic bottles, but also reducing the amount of carbon dioxide that it takes to power these machines, experts note.

Beverage packaging and manufacturing operations have married speed and accuracy to inspect and protect today’s beverages through a variety of applications and environments.

Sustainability and on-the-go consumption are among the key packaging influencing coding technology as these solutions look to support high line speeds and varying pack sizes.

Although safety is a top priority when it comes to labeling, trends in beverage labeling materials — mainly sustainability — also are greatly impacting labeling equipment. 

As the beverage industry works toward tackling environmental degradation, experts highlight how sustainable packaging efforts are having an impact on plastic bottle manufacturing.

With market trends, SKU proliferation and more, experts highlight how flexible can filling and seaming equipment works to fill a variety of container sizes, while ensuring product safety.

As the retail market continues to drive demand for flexible case packing and wrapping equipment, experts highlight how these packaging systems work to meet beverage market trends.

With market trends, SKU proliferation, and more, impacting filler technology, experts highlight how technological advancements work to address issues from sustainability to product safety.

Experts share insights on coding technology for beverage packaging.

Given the high interest in sustainability from consumers, today’s plastic bottle manufacturers are taking the steps to ensure their business aligns with what consumers are looking for.

Technomic released its Beverage Global Menu Category Report, which explores foodservice category sizing by country, outlook and expectations, consumer patronage and preferences, menu trends, global and local chains, and brands to watch.

Circana, an advisor on the complexity of consumer behavior, released new Circana Compass insights, providing a comprehensive update on the 2024 performance of the global retail food and beverage (F&B) industry and an outlook for 2025.

Whole Foods Market’s Trends Council unveiled their Top 10 anticipated food and beverage trends for 2025 in the retailer’s 10th annual Trends predictions report. 

New beverages today are turning more and more to natural colors as clean label and holistic views of health connect with an increasing consumer base.

The COVID-19 pandemic illuminated consumer interest in vitamins and minerals. Experts note that more of today’s consumers are awakening  to “better-for-you” (BFY) beverage trends as they continue to seek drinks that provide fortification

As more and more consumers learn about the gut microbiome and its role in overall health and wellness, experts highlight how incorporating fiber and biotic solutions can help beverage-makers meet consumers’ various need states.

With growing awareness of the connections between individual health and that of nature or the environment, such interests are prompting more consumers to seek out clean label and non-GMO beverages.

As more consumers are recognizing the link between immune-health and overall health, experts note that the demand for functional beverages that support immunity has never been higher.

As consumers become increasingly aware of their sugar intake, beverage-makers must deliver drinks that are sweet with natural sweeteners.

The Institute of Food Technologists (IFT) returned to McCormick Place for the IFT FIRST: Annual Event & Expo where exhibitors were presented with an array of ingredient samples, interactive demos and product tastings.

Experts note that convenience, drinkability and protein content are key drivers of the performance beverage market.

As wellness trends have taken hold in the beverage space, experts highlight how natural and organic trends are impacting color choices used in the market.

Experts note that shifts in consumer behavior have caused beverage brands to find new ways to deliver on fortification and personalization.

With consumers’ wellness approach toward weight management, experts highlight how demand for nutritious drinks that support overall well-being is transforming the industry. 

Although on-the-go lifestyles are prompting interest in beverages with an energy and cognitive focus, experts highlight that purity and effectiveness are leading new product development.

Natural sweeteners are looking to deliver sweet solutions while accommodating consumer demands for less sugar content.

Experts note how more and more consumers — not just athletes — are striving to live healthier lives and making conscious decisions about their health.

As beverage-makers look to align taste profiles with the growing demands on health-and-wellness products, suppliers are crafting solutions that support those goals.

Experts share insights on why consumers are drawn to clean label and non-GMO beverages, as well as what beverage-makers can do to appeal to such preferences.

The Institute of Food Technologists (IFT) returned to McCormick Place for the IFT FIRST: Annual Event & Expo where exhibitors were presented an array of ingredient literature as well as prototypes featuring these solutions.

Today’s performance beverages have evolved beyond providing energy, but also are supporting broader health and wellness goals.

From offering consumer insights, enhancing product development to supply chain optimization, experts weigh in on how AI solutions are transforming the beverage industry. 

Seagram's 7 Crown, a brand of Diageo North America, New York, is toasting timeless American staples with an icon in America – the 7&7— with the launch of its new ad campaign, Timeless Taste.

Consumers have hit the road and air this summer, creating more eyeballs on out-of-home ad campaigns. Clear Channel Outdoor offers insights on how beverage brands can create campaigns to help support their summer sales goals.

With all the current buzz around brand collaborations, experts highlight some of the opportunities, challenges, and factors to consider when embarking on a licensing partnership.

Piper-Heidsieck, Reims, France, announces the launch of its Twist the Script campaign, a tribute to the brand’s creativity and history, it says.

This year’s State of the Industry report on dairy drinks and alternatives notes that total milk, comprised of dairy, plant and all other milks, looks to stabilize volume declines.

The Los Angeles-based THC beverage brand Nowadays offers alternatives to alcohol with similar buzz.

Manufacturer of both pre-engineered standard and custom-designed conveyor solutions Multi-Conveyor recently built a new series of conveyor technologies.

The demands of today’s global markets are rigorous.

For beverage manufacturers looking to tackle the challenge of building a new facility, experts highlight the ins and outs of planning to get the job done, as well as current trends that are shaping the need to build or revamp a facility.

The challenges of today’s labor market have made automated guided vehicles (AGVs) a growing solution for beverage warehouses.

As operational complexity increases in today’s beverage warehouses, experts highlight how voice picking and guided work solutions are helping to achieve goals in fast-paced environments.

When it comes to beverage operations, the incorporation of automation is laying the ground work to make a case for implementation of robotics.