When it comes to beverages, consumers have high expectations – and constantly evolving preferences. From enhancing social experiences to rehydrating after workouts, beverages play a multitude of roles in consumers’ daily lives. Consumers want their beverages to not only serve specific functions, but also to add some extra excitement to ordinary days. As a result, they’re expecting brands to push the boundaries when it comes to beverage innovation. It’s time to rethink everything from flavor offerings to functionality for coffee, soda, cocktails, and more. Grab consumers’ attention – and keep them coming back for more – by innovating to create buzzworthy beverages that are anything but basic.