Beverage products have been around for centuries. The world literally enjoys tens of thousands different brands and unique flavour experiences. Despite being already a highly dynamic category, the pace of innovation in beverages is speeding up. People are very open for trying new drinks. It is an inexpensive way to discover an enjoyable experience, which has led to a lot of creativity. When it comes to the premium level, consumers look for tailor-made bespoke products.

Influences going back and forth between North America and Europe, and emerging markets in the Middle East and Asia. People are ready to embrace new taste sensations, from near to home and further afield. In developing markets economic growth and greater mobility of people is driving the thirst for new beverage experiences.