Young people are shifting perceptions of soberness

Young people are reviewing their relationship with alcohol and reappraising sobriety. There are both cultural and individual reasons as to why young people are shifting away from alcohol. For 

 of young Americans, it’s because they find heavy drinking culture to be boring, while in Australia, 

, which could explain why only one in ten 18- to 24-year-olds drink more than two drinks a day. In 

, young people are rejecting traditional drinking options in order to forge their own paths by focusing on health. With sober young people finding online communities to solidify their outlooks, brands are responding by increasing their low-to-no offerings. 

 ‘Now You Can’ campaign celebrated the inclusion of non-drinkers at social events, while 

, a leading alcoholic retailer in Australia, is opening its first-ever bar that will only sell drinks containing 0.5% alcohol or less.

People want to cut down without compromise

As the non-alcoholic drinks category continues to expand, research has found that consumers are unsatisfied with the range of products available on the market. In Europe, 

 of people who consume alcohol have cut down for reasons including improving general wellbeing (38%), saving money (33%), and improving physical fitness (31%). In addition to this, consumers are pursuing low- and no-alcohol drinks across a range of moments in their day, from low-key times like reading at home or taking a bath, to dinner parties and nights out with friends. “People having non-alcoholic drinks don’t want to look like they’re the odd one out,” 

, co-founder of Club Soda, an organisation that promotes more mindful drinking. Only a third of people are currently satisfied with available options, and brands are responding accordingly – Heineken rolled out their 0.0% offering from bottles to draught, providing the sober-curious with an option at social events.

As well as moving away from alcohol for health reasons, consumers are also actively seeking non-alcoholic beverages that contain health benefits, as seen with the rise and rise of 

 of Americans having changed their daily routine in order to incorporate more functional drinks, beverage brands are activating non-alcoholic offerings in this space to cater to a growing cohort. For example, Corona has launched the world’s first non-alcoholic beer with 30% of the daily recommended vitamin D and just 60 calories per 330ml bottle. The desire for sober options that combine both social and wellbeing benefits is another indication of the shift away from drinking culture as part of broader trends towards wellness. Young people, like those active on 

, are leading the charge and demonstrating to brands that they want to feel in control of how they drink.

How are soft drinks evolving to address modern consumer needs?

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

What’s driving the rise of functional drinking?

With people aspiring to healthier lifestyles, drinking less and drinking more consciously is gaining popularity. But while the non-alcoholic drinks category is expanding, research finds that many consumers are still left unsatisfied with the range of products available on the market.

People seek more variety in non-alcoholic drinks

Working to dismantle social expectations in the name of self-improvement, sobriety is the health movement piquing Gen Zers' interest on TikTok. As younger cohorts grow discerning of the behaviours underlying their drinking habits, brands can think about mindful or sober-curious consumption.

Sober-curious Gen Zers are finding community on TikTok

Costco has begun selling an apocalypse-ready emergency bucket stocked with meals that last over two decades in preparation for emergencies. As the future becomes more uncertain amid heightened social tensions, people are looking for tools to give them feelings of long-term security.

Costco's doomsday buckets signal desire for preparedness

The UK criminal justice system is in crisis. In response to prison system challenges, a craft brewery in Oxford is offering training in ale brewing to previously incarcerated Britons, supporting new starts while addressing labour shortage challenges plaguing the country.

Tap brewery's training targets reoffending rates in UK

Beer has been a part of Japanese culture since the 1800s, becoming the country’s most popular bar drink. But alcohol consumption habits are changing. Young Japanese people do not feel inclined to drink as much as their predecessors did, signalling a need for brands to adapt to new preferences.

What’s behind Japan’s long love affair with beer?

On social media platforms, meals are getting a little calorific. As women embrace the carnivore lifestyle and swap out vegetables for hunks of meat and butter, it’s fueling a shift in diet culture and giving rise to collectives with like-minded, non-mainstream foodie values.

Who are the new lady carnivores?

Dairy company Chobani has developed Chobani Super Milk, a shelf-stable cow's milk designed solely for distribution during natural disasters and to food-insecure communities. As geopolitical and climate instability grows, crisis-ready products are becoming more important for supporting people. 

Chobani addresses instability with stable milk product

Nespresso is looking to give Gen Z an immersive boutique experience to support brand engagement. As personalized interactions continue to prove powerful, brands have an opportunity to create memorable, educational, and shareable moments that reinforce identity and resonate with younger audiences.

Nespresso spotlights immersive coffee iterations

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Swedish research offers guidance for plant-based fermented foods that meet consumer preferences. As audiences try to incorporate flexi diets into their daily lives, this research is paving the way for more appealing and healthier alternatives in the growing flexitarian market.

Swedish researchers develop plant-based fermented foods

First came K-pop, then came K-beauty. Now, the latest instalment of the K-wave has arrived in the UK in the form of cooking. Korean cuisine is taking off among UK foodies, with dishes such as kimchi, tteokbokki, and Korean fried chicken all appealing to British taste buds.

K-wave hits British menus as Korean food surges

Booze culture is shapeshifting in the home country of ‘kanpai!’ With drink experimentations, financial concerns, and changing work-life perceptions buzzing in the mix, does alcohol still have a special place in Japanese society, and where can opportunities be cultivated for brands?

The Japanese are rethinking their relationship with booze

Whiskeys that taste like cinnamon, apple, honey, tropical fruit, cold brew, cookie dough, and even peanut butter have proliferated in the 2020s, gaining serious popularity with consumers – particularly young ones. But what’s driving this flavorful trend, and how can brands tap into it?

What’s behind the rise of flavored whiskey?

San Miguel Brewery is the Philippines’ top beer producer, with a wide range of beer brands that have made a name for themselves locally and internationally. In a country where beer and drinking customs are indispensable, San Miguel is influential in the social and cultural lives of everyday Filipinos.

How San Miguel became a Filipino rite of passage

Malibu and Oatly have collaborated to offer stressed adults a playful escape with their 'Piña Oatlada.' As UK adults increasingly seek breaks from daily routines and stressors, this dairy-free, alcoholic soft-serve provides a fun and tasty sensorial reprieve during challenging times.

Malibu and Oatly offer a cocktail escape for stressed adults

Chocolatiers are seeking cocoa alternatives as prices rise worldwide, looking to supplement its use in chocolate. As climate change makes certain resources more scarce, brands and consumers alike are looking for sustainable alternatives to their longstanding favourites.

Chocolatiers seek cocoa alternatives as prices surge

According to new research, high-income holidaymakers in the APAC region are increasingly planning their vacations around culinary destinations, pointing to a shift in priorities for HNWIs. As travelers grow to demand unique experiences, culinary tourism is becoming a major driver for luxury travel.

Culinary tourism is growing in APAC

Asda is the latest UK supermarket to scrap plans to install refill stations in its aisles. Citing a lack of consumer uptake, the decision is a significant step back in the industry’s war against plastic and highlights how efforts need to be backed by consumer behaviour change.

Asda scraps refill stations as shoppers stick to plastic

Cottage cheese sales are surging as people share recipes online, driven by a desire for an easy, cheap way to get more protein into one’s diet. As people become more health conscious, they’re turning to affordable, nutritious, and versatile staples they may have previously overlooked.

Protein-conscious eaters drive cottage cheese popularity

Nestlé has introduced Maggi Rindecarne, a new plant-based ‘meat extender’ meant to be mixed into animal-derived meat. As plant-based meat loses its stigma, many are looking to alternative proteins to help fill out their diets in a way that’s friendly to their budgets and their palates.

Nestlé introduces plant-based 'meat extender'

Bundaberg Rum led a campaign to end the federal tax on alcoholic spirits and won the hearts of its customers by becoming a brand that speaks up for its people. Amid the cost of living crisis and more young people becoming sober curious, how can brands market to this new generation of drinkers?

How Bundaberg Rum campaigns for the Australian spirit

Time-poor, wallet-conscious Britons are looking for ways to speed up their home cooking and eating routines so they can free up precious leisure time. From AI solutions to meal prep, Canvas8 spoke to seven people across the UK about their favourite food and nutrition hacks.

How are Britons optimising their nutrition?

Americans are striving to find time-efficient, cost-effective, and healthy meals, but striking a balance is challenging. Canvas8 spoke to seven people from across the US about their favorite hacks, shortcuts, and quick-fix solutions for caring for their nutrition in an increasingly fast-paced life.

How are Americans optimizing their nutrition?

The nutraceutical start-up Wellbeing Nutrition has launched a campaign that uses humour to promote its dissolvable oral nutrient strips. As more Indians adopt a ritualised approach to health and wellness, brands can be assistive by showing how customers can build new routines around their products.

Wellbeing Nutrition makes health rituals fun for Indians

Scotland Food & Drink has launched a training programme to enhance food tourism in the country. As people increasingly look for immersive culinary experiences that bring them closer to the culture they're visiting, initiatives like this help brands and businesses establish their appeal. 

Scotland Food & Drink helps boost food tourism offerings

Sausage company Johnsonville is attempting to boost positive content on social media as part of its campaign to 'Keep the Internet Juicy'. With the US election fast approaching, brands seeking to cut through the toxicity of online platforms are set to resonate with politically fatigued consumers.

Johnsonville urges kindness amid tense political voters

Matugga Rum is the brainchild of Jacine and Paul Rutasikwa, who blend Jamaican heritage and African ingredients with the richness of Scotland’s distillery scene to broaden rum's international appeal. What does this hyper-local approach with international influences say about shifting drink habits?

How Matugga Rum blends Jamaican and Scottish heritage

Despite typical associations with an older generation of stout fans, Guinness has achieved cult status for young drinkers in the UK. As drinking habits shift within this group, people are looking to express their identity through their choice of beverage, and a new culture is forming around the brand.

Guinness popularity is soaring among young drinkers

As people recognise the diversity of lifestyles and dietary requirements, a greater need for functional nutrition emerges – be it options tailored to personal needs or packed with extra benefits. The narrative around nutritional requirements is also shifting, becoming more playful and empathetic.

Functional Choices

Amid ever-accelerating lifestyles, what is the meaning of fast food? Seeking to save time, people no longer want to neglect their health and their desire for treats and are looking for innovative options that fit seamlessly into their routines.

Instant Fix

Rather than being solely fuel or functional, food and drink are becoming integral to how people express themselves, their personalities, and their interests. Brand loyalty, new trends, and movements, and media-based obsessions are becoming instrumental in the sector and its emerging fandoms.

Food Fanatics 

How did food become a fertile ground for fandoms? What’s the meaning of fast food amid ever-accelerating lifestyles? How are people leaning towards functional offerings tailored to personal needs? Will Ozempic reshape our understanding of treats, indulgences, and balanced nutrition?

Eating and Drinking Sector Snapshot: July 2024

Weight-loss drugs are redefining how people relate to food, health, and their bodies, which bodes a significant shift for the food and beverage industry. Newly able to curb their cravings, people are focusing on the health benefits of products and finding new ways to indulge. Meanwhile, conversations about dieting are back on the menu.

Less is More

Jinro Soju, locally known as Chamisul, is one of the only manufacturers that adopted a softer branding image instead of a masculine one as it taps into the female market. How is it maintaining its status as the world’s most popular spirit brand amid falling alcohol drinking rates in South Korea?

Why Jinro Soju toasts the softer drinking habits of Koreans

American diets have improved in the last 20 years, but there's a gap between high-income and low-income groups. Diet disparities feed into the broader issue of health inequalities in the United States, leaving low-income groups at greater risk of certain diet-related diseases.

Research identifies healthy eating gap in the US

In the UK, the sparkling wine category has largely been dominated by two categories: champagne and prosecco. Yet this status quo appears to be diminishing, with people increasingly embracing alternatives that provide comparable quality. So, how can brands adapt to Britons’ shifting tastes?

Why Britons are looking beyond champagne for sparkling wine

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

Chinese Gen Zers turn to 'wild-eating' for escapism

Nestlé has affirmed its commitment to sustainability with the launch of its Sustainably Sourced chocolate range, exclusively available in airports. This move takes heed of growing eco-consciousness among travellers and caters to wider consumer desires for transparent sustainability.

Nestlé unveils chocolate range for conscious consumers

An online study has found that humans are unable to tell authentic restaurant reviews from those generated by AI. AI-generated reviews present a challenge for the restaurant industry, with the potential for shady practices artificially inflating, or tainting people’s view of certain businesses.

AI-generated restaurant reviews mislead customers

Pure Leaf Iced Tea has launched a campaign encouraging workers to take a break, looking to help employees carve time out of their day and center their relaxation rituals around iced tea. As people aspire to live softer lives, communications are tapping into the ways they’re looking to slow down.

Pure Leaf pushes back against hustle culture

Heinz has launched a limited edition ‘holy grail’ product for superfans, combining 14 sauces. Interest in bold flavours is growing among experimental Gen Zers, and now brands are leaning into novel ways to encourage exploration and personalisation within existing offerings.

Heinz taps into Gen Z's customisation desires 

Kellanova's Pop-Tarts took the crown at Cannes for its Edible Mascot campaign, which saw players eating the toasted character after the game. This taps into the growing interest in multisensorial brand activations that deepen consumers' relationship with a brand through all five senses. 

Superbowl Edible Mascot campaign wins Cannes Grand Prix

The Dusty Knuckle is a London-based bakery with a social purpose at its core, offering training and mentorship to at-risk young people. This mission has been instrumental to its success, resonating with conscientious consumers and distinguishing itself from other top-tier bakeries.

How The Dusty Knuckle builds community through baking

Decaffeinated coffee is seeing increased interest, with one winning the Brewers Cup – typically won by conventional caffeinated options. As demand for better-for-you and functional drinks grows there is an opportunity for brands to support shoppers dialling in their health and wellbeing.

Decaf coffee prestige signals ‘better for you’ demand

Pub culture has long been a part of Australian society, but a new trend in no- and low-alcohol drinking – driven by younger generations – has seen a shift in how Australians are engaging with these community spaces. What can brands learn and expect from this spreading sober culture?

Gen Z Aussies are craving sober nightlife

Online meat marketplace Licious is making Indians ‘born to eat meat’ – to some extent. The brand attempts to organise a heavily unorganised meat sector, eat up the premium meat market, and fight social stigma. Already on the IPO route, how did Licious become a success in a not-so-vegetarian society?

How Licious repackages India’s meat-loving culture

French food company Danone is leaning into offerings for ageing populations – an ever-increasing demographic. Demand for products and services that cater to older people will continue to grow, creating an opportunity for brands to meet a new set of needs, from healthcare to beauty and cosmetics.

Danone meets needs of ageing global population

Heineken and Publicis London have launched 'HeineCare,' an insurance policy for football fans who spill their pints during the Euros. Leaning into the communal chaos of sports matches, the campaign looks to turn beer spills into a cause for celebration for football fans.

HeineCare insurance offers fans free refills during games

The ‘90s were peak alcohol. For Gen X growing up at the time, lads and ladettes reigned supreme, and drinking was synonymous with having a good time. But nearly 25 years later, this booze-loving generation has started to shift not only their perception of alcohol, but their drinking habits too.

What's the future of Gen X drinking?

For nearly a century, Yakult probiotic milk has captured ‘childhood in a bottle’. Health-conscious shoppers are rediscovering it, driving the market boom for functional foods in Asia. As global wellness goals shift, the Japanese brand finds its way into more refrigerators and formative years.

Why Yakult became a symbol of Asian care and childhood

‘Go organic, go local’ is on the minds of Aussies as country folk and city slickers have embraced urban farming, transforming their backyards into productive gardens. Can urbanising agriculture offer a sustainable solution as global populations rise and natural disasters shadow like a dark cloud?

Why are Aussies growing their own food?

Coca-Cola has won the Print and Publishing Grand Prix at Cannes Lions for its ‘Recycle Me’ campaign. As sustainability firmly plants itself in mainstream consciousness, using images of the brand's logo crushed in various ways, the ad encourages a global effort to make recycling a daily habit.

Coca-Cola’s bid to encourage recycling wins at Cannes

South Korea's Gen MZ (Gen Y and Z) is driving a significant surge in functional foods and transforming gift-giving into acts of self-care. Leading wellness brand Jung Kwan Jang captures this dynamic market by turning traditional products into innovative, trend-savvy offerings.

How Jung Kwan Jang reroots functional foods for Gen MZ

The lighter wine styles like white and rosé are gaining increasing appeal among American consumers. At a time when the wine sector is facing challenges in maintaining market share, this trend could serve as a lifeline for producers and brands. How can they effectively capitalize on this opportunity?

Why are young Americans favoring lighter wine styles?

With growing numbers of sober-curious consumers exploring low- and no-alcohol products, AB InBev is engaging with global drinkers by placing its light and zero beers at the forefront of major sports events, including the Paris 2024 Olympic Games. How is this pivot capturing new drinking mindsets?

How AB InBev courts sports fans and mindful drinkers

Boomers are looking for on-the-go, nutrient-dense, tasty snacks that fit into their hectic lifestyles without compromising their health. They’re also looking for nostalgic flavors that hint at a more permissive era of snacking. Can brands help Boomers to have their cake – and eat it too?

What do US Boomers want from their snacks?

Founded in 2011, Marou Chocolate, Vietnam’s first-ever bean-to-bar chocolatier, prides itself on sourcing cacao directly from Vietnamese farmers, and using only local ingredients in its chocolates. Its success led it to make a name for itself and for Vietnam in the global artisanal chocolate scene.

How Marou turned local chocolate into an artisanal luxury

Marodi, a Croatian pasta brand, is working to preserve the traditional folk songs of Croatian heritage by launching a heartwarming campaign that combines music and pasta. As people search for a sense of rootedness, this initiative aims to ensure that the songs are cherished for generations to come.

Marodi campaign strives to preserve Croatian heritage

Trader Joe's Pronto is the company's new store format designed to cater to the needs of time-pressed, health-conscious Americans in New York. By offering a curated selection of grab-and-go meals, snacks, and beverages in a compact and convenient store layout, it's making on-the-go options easier.

Why Trader Joe’s Pronto is making on-the-go food easier

Amid economic shifts, China’s fast-food industry is booming. Driven by affordability, convenience, and culture, homegrown and international brands are tasting further success in the industry, highlighting how customer preferences and economic conditions are reshaping the Chinese fast-food landscape.

Inside the fast-food industry boom in China

Luckin’s rapid rise has overshadowed giants like Starbucks. The coffee chain’s reign was cemented in 2023 when it opened 8,000 new stores. Its popularity comes from its high-profile collaborations and social media chic, but will it hold its own against a neo-coffee culture in China?

How Luckin became a staple for China’s coffee lovers

COVID-19 spurred on Gen Zers’ obsession with restaurant merchandise – a trend that has seen small businesses, and now some of the UK’s biggest high street chains, release their own clothing lines. What’s behind this loyalty and how can brands appeal to this generation’s desire for foodie merch?

Why are Gen Z Britons obsessed with restaurant merch?

Tea’Stone has captured the hearts and tastebuds of China’s Gen Z, injecting fresh energy into a heritage category. With an authentic, craft-led approach that reinterprets tradition with innovative flair, the brand shows what third spaces and slow living can look like for China’s youth.

How Tea’Stone brews a third space for Chinese tea lovers

India’s newfound love for speciality coffee is brewing a new era of beverage preferences among local caffeine lovers, driving market trends and redefining cafe enthusiasts’ tastes. This shift presents new opportunities for brands looking to innovate in a rapidly growing market.

What’s fuelling Indians’ newfound obsession with coffee?

‘Dirty soda’ is booming across America. These sweet, simple concoctions underscore a cultural shift towards non-alcoholic options and a desire for diverse, social, and experimental drinking experiences. How can brands tap into the trend and cater to the growing ‘sober-curious’ market?

What’s behind the 'dirty soda' boom?

In South Korea, office workers are swapping their go-to lunch restaurants for cafeterias and office-based canteens in an attempt to save on their lunch-related expenses. Amid the cost of living, people are having to adjust to decreased budgets and adopt new spending habits.

Cost-savvy Koreans are turning to cafeterias for lunch

Telehealth start-ups are emerging to offer Ozempic and similar GLP-1 weight-loss drugs to men, who are often left out of these appeals. While this represents an underserved market for these products, education, and sensitivity are needed when talking to men about weight-loss drugs.

Start-ups attempt to address male Ozempic gap

Eating and Drinking

With football fandom a global phenomenon, Pepsi Zero Sugar helped UEFA Champions League final watchers stay up until 3 am for the kick-off of the big game. As fandom becomes more dispersed, there are opportunities for brands and teams to embrace the quirks of watching live sports from a distance.

Pepsi Zero Sugar supports overseas football fans

As people hold onto travel despite financial pressures, they expect on-the-ground comforts while they're in flight. To tap into this, EasyJet has teamed up with Costa Coffee to offer passengers an airline-friendly range of cappuccinos, lattes, and other customer favourites.




EasyJet boosts in-flight experience with Costa Coffee

Liquid Death launched its second ad with superhero The Deep from the Prime Video series The Boys, in which he educated kids about the harm of drinking soda in a less-than-acceptable manner. The intentionally disastrous ad was well received online, as was Liquid Death's 'apology' for the campaign.

Liquid Death 'apologizes' for ad with superhero The Deep

Young Americans are driving a growing interest in non-carbonated alcoholic options – including hard teas and fruit-infused alcoholic waters. As a result, new entrants are seizing the opportunity by creating innovative drinks like Boozy Iced Tea and Mom Water and threatening to disrupt the category.

Gen Z prefers bubble-free alcohol

Coca-Cola has unveiled its latest flavour – Coca-Cola Wozzaah Zero Sugar –to celebrate the diversity of the African continent. As people continue to look to brands to represent their culture and heritage, there's a need to amplify local stories through meaningful collaborations.

Coke taps the African market for new flavour 

Capri-Sun is updating its iconic drink pouches with adult-size 96-oz., multi-serve packages of its top-selling, iconic Fruit Punch flavor – its first innovation in nearly a decade. The brand is looking to appeal to the identities and beliefs of nostalgia-obsessed 'kidults.'

Capri-Sun updates packaging for nostalgic kidults

Coffee consumption in the US has halved since 1946, with new working schedules and beverage options shifting how Americans caffeinate themselves. With people less dependent on coffee, they're looking for novel ways to get an energy fix, including through new and different drinks. 

Americans are drinking less coffee

China's coffee industry is booming, driven by the growth of independent cafes that are attracting coffee enthusiasts with unique offerings and community events. The trend is spreading from megacities to smaller towns, where localized flavours and cultural experiences are winning over residents.

Coffee craze booms in China through hyper-local flavours

Ready-to-drink coffee beverages are exploding in popularity among young people, with sweet drinks leading the growth. As the price of a latte continues to rise in coffee shops, young people new to the category are turning to sweetened RTD options in order to get their daily caffeine fix.

Young people gravitating towards RTD coffee

In Brazil, coffee production remains largely in the hands of a more affluent White population, with Black people still being associated with slavery within this industry. Cafe di Preto is a high-end coffee company that works to break this stereotype by empowering and working with Black farmers.

Cafe di Preto empowers Brazil's Black coffee producers

Gen Alphas have high levels of eco knowledge, and over half are at least somewhat hopeful for what the future holds. To equip future generations with green skills, Dutch coffee company De Koffiejongens has invited kids to its Board of Little Directors to get them involved in eco workshops.

Coffee company hires kids for Board of Little Directors

The Nescafé espresso concentrate taps into younger generations' taste for iced drinks and makes at-home enjoyment easier. As coffee consumption continues to evolve, offerings like this provide both customisation and convenience for those looking to expand their drink options.

Nestlé launches espresso concentrates for cold drinks

Singapore’s ‘national favourite oat milk brand’ is winning over Southeast Asians’ taste buds. As Oatside Oat Milk caters to the region’s lactose intolerance and sense of humour, more individuals are championing Asia’s first ‘full-stack’ oat milk brand to lead the alternative dairy market.

How Oatside tickled the dairy needs of Southeast Asians

Nightlife in the UK is suffering as young people across the country are spending more time on healthy and sober hobbies than they do going out. While young people are looking for alternative venues for socialisation, bars are turning to novel ways to attract young patrons.

UK nightlife suffers as Gen Zers socialise sober

Coca-Cola has launched Coke Soundz, an innovation that sees the drinks giant step further into the world of AI. The digital instrument bottles up distinctive sounds to add a 'sense of optimism' to music for producers and DJs, positioning the brand as future-facing and optimistic about AI's future.

Coca-Cola leverages AI with soda-themed sound machine

Nestle has launched Espresso in India in an effort to meet a growing demand for premium coffee in the country. This launch aims to elevate the brand’s coffee experience with a sustainable twist and appeal to value-driven consumers who are seeking local-driven luxury products.

Nestle launches premium sustainable coffee range in India

Coca-Cola Australia has a fresh addition to the Coca-Cola Creations line-up: the K-Wave Zero Sugar. Its launch aims to celebrate fans and their dedication to K-pop artists, utilising AI technology to offer immersive and participatory experiences to help create deeper fandoms.

Coca-Cola Australia offers immersive K-pop experience

Emma Chamberlain and Kendall Jenner are teaming up for an espresso martini kit, blending Chamberlain Coffee's Gen Z appeal with Jenner's 818 tequila. Targeting Gen Zers, the collab taps into pop culture and offers both alcoholic and non-alcoholic options, catering to evolving preferences.

818 x Chamberlain create espresso martini kit for Gen Z

Poppi began as a small, Texan family-owned beverage brand known as Mother. Since rebranding in 2020, the prebiotic, apple cider vinegar-based soda has launched a massive 360-degree marketing campaign, found a large Gen Z market, and become a burgeoning competitor for the likes of Coca-Cola and Pepsi.

Why Poppi provides fun sodas for Gen Z health buffs

Acting as a home away from home, equipped with gaming consoles, board games, vinyl players, and film screens, a new breed of socialising spaces is encouraging visitors to connect and engage in person. These venues foster community and belonging in an increasingly isolated digital landscape.

Why Southeast Asian hobbyists are flocking to co-playing spaces

Mountain Dew has reached out to gamers and outdoor enthusiasts alike in an unlikely crossover, looking to market to niche audiences with a line of outdoor gear. Brands are intentionally targeting interest-based communities to build loyalty and excitement among peer groups online and in person.

Mountain Dew targets gamers and outdoor enthusiasts

PepsiCo has created a distinct Flamin’ Hot brand, separating it from its former place scattered under different flavors of chips. Gen Zers have exhibited a strong preference for spicy food, and brands are responding by adding heat across their product lines to cater to adventurous eaters.

PepsiCo brings the heat with Flamin' Hot rebrand

'Sexy water' has flooded TikTok with content, as creators add functional ingredients to water to romanticize hydration rituals. People are looking for fun ways to build healthy habits, creating an opportunity for beverage brands to capitalize on rampant customization behaviors.

'Sexy water' offers customizable hydration

Coffee Mate has teamed up with Dr Pepper to release a creamer made specifically for ‘dirty soda’ – a TikTok trend featuring heavily doctored and customized soft drinks. Gen Zers are more adventurous in their tastes, and brands are looking for novel ways to play to their desire for customizable combos.

Coffee Mate develops creamer for customizable dirty soda

Overhanging counters, adjustable lighting, and acoustic dampening are all part of Starbucks' new Inclusive Spaces Framework, set to launch across the US. The move reflects the increased expectations for commitment to diverse community needs amid increased demands for spaces that cater to all.

Starbucks brings store accessibility the forefront

Coffee and soft drinks

People are seeking exciting non-alcoholic options