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?

Pop has gone from being a must-have health tonic to a drink with deadly potential. But the rise of healthy soda brands such as Culture Pop may serve to refresh its image. Health drivers in the market are heralding a new wave of sodas that promise benefits beyond a sugar high.

PepsiCo is entering the cannabis-infused drinks category by releasing energy drink Rockstar Unplugged. Focusing on tackling mental fatigue, the beverage is looking to capture people who place a greater emphasis on the functional benefits of the food and drinks that they consume.

Guinness has launched its Cold Brew Coffee Beer, providing stout drinkers with a familiar tipple as well as a much-needed caffeine hit. As people become more adventurous in their drink choices, how can brands provide functionality, flavour, and novelty in the beverages they produce?