Beverage gurus are looking to be ahead on the next big thing as they explore niche categories and push beverage boundaries. Consumers no longer want empty calories: they want guilt-free beverages that refresh, hydrate, or keep them powering through the day. Customization, personalization and functionality are all key. No one, however, wants to sacrifice flavour as they explore new ideas. So how are fortunes faring for some of the most hyped categories in the beverage market? What innovations truly have the chance to conquer the market? And which innovations are going to continue to shape the category in years to come?
