In the ever-evolving landscape of our drinking habits, a dynamic shift has occurred over the past few years, driven not only by pandemic-induced behavioral changes but also by the emergence of new and novel beverage categories. Our consumption patterns have undergone a transformation, both in terms of quantity and quality, alongside an unparalleled surge in cross-category beverage innovation.

This seminar delves into the intricacies of these changes, exploring the profound impact of broader consumer trends on our drinking culture. By dissecting these influences, we aim to equip you with a wider viewpoint, enabling you to adeptly navigate and strategize for the future consumer landscape. In this presentation, we unravel the dynamic tapestry of modern drinking, providing insights that go beyond the surface to help you anticipate and meet the evolving preferences of the consumers to come.

Learning Objectives

• Learn how to identify consumer behaviors and attitudes that influence purchasing: economics, wellness, purpose
• Dive into the generations: Is Gen Z really that different?
• Understand the dynamics of the new category-agnostic landscape and why broader beverage trends matter across hydration, sugar, and more
• Discuss the aspects of flavor, function, and form when it comes to brand messaging and future innovation