The pandemic disrupted the beverage category as closures and stay-at-home orders challenged brands to engage consumers across new channels and occasions. Evolving consumer preferences led to growing areas of demand such as hard seltzers, no-to-low alcohol beverages, functional beverages, and energy drinks among others.
As a result, many beverage portfolios are looking for ways to defend their core, while also supporting new brand launches. As restaurants, stadiums, and convenience channels see more footfall, beverage brands will likely continue to evolve their approach and explore strategies that capture attention and prompt action.
If you have any questions, please reach out to Caitlin Collins, VP, Client Strategy.