NEW DRINKS
ON THE BLOCK

Sian Edwards shares five lessons
from insurgent beverage brands

Artwork by Nina Allen

The Big Idea:

Today’s most exciting beverage brands are winning by breaking the mold. They’re tapping into under-served audiences, especially younger consumers looking for products that reflect their values and lifestyles. Fun, bold branding, paired with natural ingredients, creates an irresistible sense of guilt-free enjoyment. Ultimately, it’s all about balance — delivering health benefits, sustainability, indulgence, and convenience in one smart package. The takeaway? Success comes from staying nimble, culturally tuned-in, and never forgetting that consumers want it all!

NEW DRINKS ON THE BLOCK

Find Under-Serviced Audiences
Traditional beverage categories, such as energy drinks, have historically targeted a male audience, with links to gaming and extreme sports, but research by Nielsen indicates that women are expected to control 75% of discretionary spending globally by 2028 – highlighting a major gap in the market.

Brands such as Olipop, Alani Nu and Unwell are demonstrating the power of creating an offering to target upwardly mobile, young Millennial and Gen Z women, aligning their brands with an aspirational lifestyle.
Have Fun with Branding
One major commonality among all of the brands is fun, attention-grabbing and colorful branding. If you’ve seen our research on Gen Alpha consumers, you’ll know that this is especially attractive to young consumers – driving sales and engagement with the brands.
Finding ways to pair natural ingredients with fun/different branding, as exhibited by Ted’s Matcha, Loverboy and Liquid Death, gives consumers a sense of guilt-free fun.
Embrace the Low/no Movement
Several brands in this list, such as Juni, Spindrift and Trip are targeted toward alcohol occasions, offering a low/no option that promises an elevated experience – without the downside. Younger consumers are increasingly turning to flexitarian/sober-curious lifestyles, in a marked difference from older generations, and brands that can capture this social occasion have seen major success.
Innovate with Flavors
Flavor innovation and Limited-Time Offers (LTOs) have become essential tools for attracting consumers, encouraging brand switching, and generating buzz online. Insurgent brands excel in this space — take Bones’ ‘Electric Unicorn’ fruity cereal range, for example. It taps into pop culture, embraces bold creativity, and shows how playful, boundary-pushing flavors can capture attention and drive engagement.
Deliver guilt-free products
A standout theme among insurgent brands is the rise of ‘guilt-free’ offerings — products that deliver a satisfying experience without compromising on health goals or personal values. Today’s consumers are looking for it all: natural ingredients, functional benefits, sustainability, indulgent taste, and convenience. Bloom is a great example of a brand that gets this balance right. With the tagline 'treat yourself to wellness,' they offer a range of functional powders that support well-being, while still feeling like a treat.

Siân Edwards

Director of Strategy and Insights Finlays Solutions