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Beverage Innovation

Tracking The Drinks Marketplace


Monster Energy and Call of Duty Unite for Exclusive In-Game Rewards

Monster Energy and Activision, the company behind Call of Duty, have partnered to introduce three limited-edition Monster Energy Call of Duty cans featuring the iconic "Ghost" character. Purchasing any Monster Energy product grants access to exclusive in-game rewards for Call of Duty: Modern Warfare III. Rewards include Double XP codes and various in-game items, such as weapon blueprints and operator skins. The promotion runs from September 1st to December 31st, 2023, and requires customers to upload their Monster Energy purchase receipts to unlock the in-game content. The limited-edition cans are available nationwide in various sizes and flavors.


Nestlé and Starbucks Celebrate Five Years of Global Coffee Alliance

Nestlé and Starbucks established Global Coffee Alliance in 2018 to combine Starbucks' brand strength and coffee expertise with Nestlé's coffee platforms, manufacturing capabilities, and market reach. The alliance aims to enhance the Starbucks brand in consumer-packaged goods and out-of-home channels.  Through this alliance, the companies offer various products, including Starbucks capsules for Nespresso and Nescafé Dolce Gusto, whole bean and instant coffees, K-Cup pods, and creamers for both home and foodservice consumption. Nestlé has expanded Starbucks' on-the-go business globally and launched ready-to-drink coffee beverages in Southeast Asia and Oceania. In 2022, the Starbucks business generated $1.6 billion in incremental sales for Nestlé, extending Starbucks-branded products to nearly 80 markets worldwide. To date, it has served 14 billion cups brewed at home or through foodservice channels. Both companies plan to further innovate, targeting cold and seasonal coffees and expanding out-of-home programs to capture new opportunities, particularly among young consumers.

Nespresso Thrives on Innovation and Personalization Amidst Changing Consumer Behavior

In an interview, Nespresso's North America CEO, Alfonso Gonzalez Loeschen, points to innovations like cold brew options and unique flavors, such as Juicy Watermelon Over Ice, that help it cater to evolving consumer preferences. He also emphasizes their DTC model as critical for success. DTC enables Nespresso to understand its customers better, personalize their experiences, and drive customer loyalty. It enabled them to expand their customer base and maintain consumption levels despite the shift towards out-of-home consumption. 9.5 million Americans reported owning a Nespresso machine as of Spring 2023 (MRI Simmons). Nespresso will focus on younger consumers, particularly Gen Z, and continue innovating its product offerings. Additionally, Nespresso is exploring sustainability through recycling and circularity programs, promoting responsible coffee consumption.

Other Companies

Juni Sparkling Tea Blends Cultures, Mind-Body Benefits with Adaptogens and Nootropics

Juni, a new sparkling tea line created by natural lifestyle influencer Radhi Devlukia-Shetty and her husband, podcast host Jay Shetty, offers a refreshing and health-focused beverage experience. Available in three flavors, Juni combines adaptogens and nootropics with green tea and fruity undertones (peach, tropical, or lemon). The company says each can includes its "Super-5 blend" with adaptogens like ashwagandha and reishi mushroom, enhancing cognitive support, athletic endurance, and stress reduction. Each serving contains 5 calories and a small dose of caffeine sourced from green tea, accompanied by l-theanine for a balanced, focused energy boost. 

Curaleaf Launches Zero Proof™ THC Drinkables as an Alternative to Alcohol

Curaleaf Holdings, a provider of consumer cannabis products, has introduced a new brand called Zero Proof, offering THC-infused drinkables designed for fast-acting and easy consumption. The inaugural product, Zero Proof Squeeze, delivers 2.5mg of THC per dose and offers rapid onset of effects within 15-30 minutes, making it quicker than traditional edibles. The company points to opportunities emerging from declining alcohol consumption rates and ‘seeks to redefine how people socialize’.

Vegan Mushroom Elixirs by Odyssey Now Available in Over 700 7-Eleven Stores

Odyssey Mushroom Elixir, a brand specializing in vegan functional mushroom beverages, expanded its reach to over 700 7-Eleven stores and Wegmans Food Markets across Florida and the East Coast. The elixirs come in various flavors, including Passion Orange Guava, Dragon Fruit Lemonade, Blackberry Lemon Twist, and an exclusive Orange Ginger option for Wegmans. Odyssey Mushroom Elixir focuses on supporting focus, mindful energy, and mood without added sugar, preservatives, artificial flavors, or sweeteners. Mushrooms have gained popularity for potential health benefits, such as reducing fatigue, bolstering the immune system, and supporting gut health and the elixirs contain functional mushrooms, including Lion’s Mane and Cordyceps, alongside adaptogenic botanicals to promote physical and mental well-being.

Taiwan's Presotea Expands Globally, Dominating the Bubble Tea Market

Established in 2006, Taiwan's Presotea is emerging as a global brand in the bubble tea industry. With over 400 franchises worldwide, it has a growing presence in Australia (18 store), Canada (67), and more recently, the United States (27). Presotea emphasizes high-quality ingredients and offers a diverse range of freshly brewed tea and innovative flavors, like "Signature Fruit Tea," "Panda Pearl Milk Tea," and "Mango Slush."  It also allows customers to customize their beverages. One unique feature of Presotea is its "pressure brew" technique, inspired by espresso brewing, preserving the pure essence of tea and ensuring cleanliness and freshness. 

Aura Bora Expands Reach Beyond Natural Channels with Botanical Sparkling Waters

Natural sparkling water brand Aura Bora is venturing into conventional channels and capitalizing on growing consumer demand for botanical-infused beverages. Aura Bora CEO, Paul Voge, highlights the surge in botanical interest among consumers, prompting the company to innovate cocktail-inspired blends to differentiate itself in the competitive sparkling water market. Aura Bora is focusing on premium drinking experiences, incorporating high-end culinary ingredients into its sparkling waters to stand out in the $28.72 billion market that is projected to grow at a CAGR of 11.2% between 2023 and 2029.

Machu Picchu's Organic Energy Drinks Seeks A Different Path

Machu Picchu, a relative newcomer in energy drinks, seeks to offer a healthier and more balanced alternative. Founded by a former Ambev executive, Machu Picchu prioritizes organic ingredients and sources natural caffeine from organic green coffee beans and Peruvian maca and avoids HFCS, artificial flavors, and synthetic caffeine common in many energy drinks. It also differentiates itself with a message of connecting to nature and community and supports causes helping disadvantaged children. Machu Picchu encourages consumers to find balance in their lives, to reconnect with nature and community to promote physical and emotional well-being. Its marketing message, "Feel Good and Do Good Energy," distances itself from extreme and individualistic themes typically associated with energy drinks. 
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