Energy drinks hit turbulence in 2024, with Celsius and Monster both facing unexpected sales slowdowns. While stock prices have rebounded, lingering consumer uncertainty raises questions about the sector’s long-term prospects.
Peach-enhanced menu items are growing in popularity, now on 19.8% of foodservice menus, according to one report. The fruit has found its stride in beverage innovation, with legacy brands experimenting with the flavor.
Euphoric beverages are emerging as a new category that blends functional ingredients like adaptogens, nootropics, and botanicals to offer mood-enhancing effects, potentially competing with both caffeinated drinks and alcohol. With a growing Gen Z consumer base seeking alcohol alternatives, the sector is poised for growth.
Diageo, the spirits giant, is shifting its long-standing strategy by selectively selling off brands. The industry is watching closely to see whether this pivot will strengthen Diageo’s future or mirror the struggles of American food conglomerates.
