Beverage industry cheat sheet 2027

Words: Siân Edwards
Artwork: Donna Bertram & Ophelia Yang

BEVERAGE INDUSTRY CHEAT SHEET 2027

Everything you need to know about trends
in the beverage industry in 2027

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_{^{TRENDS/DYNAMICS}}

1. Maxxing

pushing one element to the extreme, such as protein-maxxing, is continuing to scale in beverages.

2. Hyper-Targeted Functionality

products designed for specific needs, such as “The Cycle” drinks for support before or during a period.

3. Nostalgia

still going strong, with flavors such as Rocket Pop gaining traction across brands from Bloom and Cove to Unwell and Oreo.

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1. Leisure

a modern hydration “refresher” that’s quickly moved from trendy offices like Meta’s into mainstream retail environments such as H-E-B.

2. FLRT

a zero-sugar energy drink from Monster, designed to reach a new female consumer segment.

3. POCA

a fiber-infused syrup in portable pouches, enabling on-the-go customization of coffee, matcha and more.

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_{^{CELEB FOUNDERS}}

1. Tom Brady - GoodNut

a premium coconut water positioned around performance and clean hydration.

2. Carrie Underwood - HiNote

everyday nutrition drink mix for ‘sustained, jitter-free’ energy.

3. Ben Stiller - Stiller’s SODA

a low-calorie soda with added vitamins, blending nostalgia
with functionality.

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1. Colustrum

emerging in energy drinks and functional sodas, including brands like ARMRA.

2. Paraxanthine

a caffeine alternative gaining traction, used as a key ingredient in newer energy formats such as Kim Kardashian's ‘Update’.

3. Matcha

we still haven't found the ceiling for Matcha's meteoric rise. It's booming across retail and food service, sitting right at the crossroads of experience, color and health. The latest twist? Matcha-infused olive oil from ILEM.

_{^{3 FLAVOURS}}

1. Pickle

from shots to hydration, pickle flavors are going mainstream; brands such as Liquid IV and Rally are bringing a long-standing athletic hack into modern beverage formats.

2. Pandan

nutty and floral, this southeast Asian staple has begun to make its way on to beverage menus in the US, following in the footsteps of other colorful regional favorites like matcha and ube.

3. Hersperidic

as category lines continue to blur, beverage innovation is taking cues from perfumery, using bright, citrus-like notes such as lemongrass, bergamot and orange blossom to create beverages that feel more sophisticated.

_{^{3 RISING RISKS}}

1. AI Fatigue

over-reliance on AI-generated messaging and design can trigger consumer backlash and erode
perceived authenticity.

2. Supply Chains

ongoing volatility and rising input costs continue to challenge brands, particularly smaller operators.

3. Competition

unprecedented levels of NPD are intensifying competition, making it harder than ever to stand out and sustain differentiation.