Cheers! Three beverage trends your business can capitalize on

Trend #2: Functional ingredients

Consumers are more health-conscious than ever. They’re reading labels and looking for drinks that do more than quench their thirst — it’s a vessel for good-for-you options like protein, collagen, no sugar, and other clean ingredients.

These functional beverages are designed to provide wellness benefits, but they also have the potential to introduce your brand to a whole new market while providing additional value to your existing consumers.

Make your move:

Focus on flavour

Wellness ingredients are great, but it doesn’t matter if your drink doesn’t taste good. Make sure any functional product offering is both delicious and full of benefits.

Clear communication

Consumers want to know what they are getting, without a long laundry list of hard-to-read ingredients. So, focus on clearly communicating the wellness benefits associated with your beverage. This is also an opportunity to communicate your values to consumers, aligning yourself with what they care about. This helps build affinity and loyalty towards your brand.

Innovate with packaging

Attractive, functional packaging can make your product stand out on packed shelves. You may even want to consider eco-friendly options to further appeal to wellness- and eco-conscious consumers. For instance, many consumers are looking for grab-and-go convenience, so slim aluminum cans may be more appealing than glass bottles.

Educate your audience

Use your marketing channels to teach consumers about the benefits of your functional beverages. This raises awareness for any new products, and further aligns your brand with their values.

Trend #3: Demand for local products

Canadian consumers love local. They want to know the story behind your beverages and feel good about supporting your local business. This trend encompasses both alcoholic and non-alcoholic options, but one thing is clear — they want a drink that’s unique and high quality.

Make your move:

Innovate locally

Use your roots to your advantage. Experiment with small batches and interesting flavours that reflect your community. You may even want to consider sourcing local ingredients, like botanicals or berries, to give your beverages a little extra community flair.

Tell your story

Share the story of your brand and connect with your customers on a personal level. Consumers are more likely to support brands they feel a connection with, especially if you share the same community.

Collaborate with local partners

By working with local vendors, farms, and retailers, you can create a truly local product.

Host events

Organize tasting events, tours, and community gatherings to build a loyal following. For instance, a large, family-style table in your brewery could double as a meeting place for local groups. These events act as a touchpoint between your brand and consumers, and helps build brand loyalty.

Embrace the future

The Canadian beverage industry is full of change and opportunity — all you need to do it tap into it.

However, it’s important to make smart, authentic choices that ring true for your brand. Maybe it doesn’t make sense for you to produce a drink full of functional ingredients, but your brand could produce a non-alcoholic craft soda that feels authentic to what your business stands for. Identify the trends that work for you.