In 2014 a whopping 63% of Americans said they avoid drinking soda, and in 2015 48% of consumers said they were replacing soda with flavored water. Since, the beverage industry has seen a huge increase in flavored waters and new beverage ingredients driven by the desire to reduce sugar consumption. As we saw at the Fancy Food Show, this means brands are seeking ways to attract consumers with new beverages, or twists on old ones.
Vintage brand Original New York Seltzer joined the sparkling water trend with the launch of their new line of flavored sparkling waters cans. Many people may not know the difference between seltzer and sparkling water and ONYS is betting on that. Using their trusted, old-school persona they made a smooth transition to sparkling water.
Owl’s Brew, known for artisanal tea cocktail mixers, debuted a new product offering. Expanding upon their original brand proposition while simultaneously opening up what tea can be, Owl’s Brew introduced Owl’s Brew Radler, a canned beer and tea double brew. This also marks their first alcoholic beverage. Similarly, JOIA, of sparkling beverage (definitely not soda) fame, introduced their new line of craft cocktails in slim cans, named JOIA Spirit.
Wild Poppy also debuted a new product and coincidentally brought the non-soda trend full circle. Wild Poppy is known for their natural juices in glass bottles, but their new product is an all-natural soda in a can. Is this the harbinger of a willing return to soda?
While soda is not completely out of the beverage race, drinking vinegars were clearly clearing new space on the shelves. Returning to the timeless human search for a cure-all beverage, tonics and drinking vinegars were out in full form including Vitox’s drinking vinegar, Shire City Herbal’s Fire Cider and even Golden Brew Tea's new apple cider vinegar tonic.