LTOs Are Hot To Go

The beverage industry is seeing an explosion in demand for fun, vibrant beverages that delight tastebuds and cameras alike, with fruit flavors making a mega comeback.

Key Drivers

This trend is driven by the growing influence of social media. Younger Gen Z and Gen Alpha consumers increasingly embrace a ‘camera eats first’ mindset, documenting their drinks before enjoying them which drives demand for vibrant, visually stunning beverages like refreshers. Social media has also expanded access to diverse cultural influences, turning once-regional specialties like chai and matcha into global favorites. Brands are tapping into this momentum and consumers’ ongoing enthusiasm for limited-time offerings (LTOs), using beverages in cross-industry collaborations such as Loewe x Tease Matcha.

How This Trend is Manifesting

01.

Treat & Indulgence

More consumers are viewing beverages as small indulgences, selecting drinks as personal treats that enhance moments of enjoyment, relaxation, or self-care.

02.

Experiential Beverages

Consumers are drawn to beverages that emphasize experiences, seeking out offerings that merge comforting tastes with bold, novel innovation, often inspired by diverse cultural influences and trends.

03.

Crafted Quality & Process

As consumers continually look to ‘trade up’ their beverage purchases, they are looking to demonstrate expertise and connoisseurship through selection of high quality and crafted products – think cold brew, rare origins and ‘made for you’ in foodservice.

This Trend in Action

Dutch Bros: Seasonal indulgent launches including ‘Birthday Cake cold brew with cream and soft top’ appealing to consumer needs for moments of treat and indulgence in foodservice.

Blue Bottle Coffee: Nestle-owned Blue Bottle specializes in craft and quality tea and coffee across North America and Asia. Their menu features limited-edition specialty coffees including rare light roast Bolivian Alasitas Gesha Coco Natural beans, with brewing options like espresso, drip, cold brew and pour-over.

Top Tips to Access This Trend in 2026

Position beverages as canvases for expression and collaboration. Take cues from fashion, art and beauty for design, packaging and storytelling to fully harness the trend of cross-industry collaborations.

Experiment with texture innovation. Think light foams, gels or mix and match add-ons that invite low-stakes, playful customization and encourage adventure.

The success of LTOs is closely tied to cultural relevance. We recommend building a dynamic LTO calendar that plans ahead but staying nimble and being ready to pivot in response to viral food trends.

What’s Next?

The thirst for vibrant, visually intriguing drinks will only intensify as Gen Alpha’s spending power rises. Fruit flavors are making a major comeback – led by tropical flavor profiles that blend global influences with bold, eye-catching color. Expect the classics like mango and pineapple to evolve into more adventurous notes of guava, dragon fruit and lychee.

Which LTO from 2025 did you love the most?

Dutch Bros’ Mochi Berry
Starbucks’ Tiramisu range
Blank Street's Banana Bread Matcha