Pro athletes from the NFL, NBA, and MLB are backing Waiākea, betting on a purpose-driven water brand focused on sustainability. The sports stars’ investment underscores the growing power of mission aligned partnerships in the F&B industry.
CES roared back to full strength in 2026, and food focused innovators stole a surprising share of the spotlight with breakthroughs in water tech, AI powered cooking, and experiential retail. For brands watching the future of food and beverage, a handful of standout exhibitors offered a glimpse of where consumer expectations are headed.
Tensions flared at the World Economic Forum, as the U.S. pushed a Greenland framework and the EU weighed its “trade bazooka,” putting a $2T transatlantic trade relationship on edge. Food industry leaders should brace for ripple effects as potential tariffs threaten to reshape global supply chains.
Cocktails are entering their maximalist era, with bars embracing chef driven techniques, purposeful garnishes, and tiny pours that turn drinks into full sensory experiences. This year expect umami rich creations, amaro riffs, and endlessly reimagined martinis.
Gen Z is reshaping restaurant strategy with digital-first connection, solo dining, and a hunger for immersive, social media-ready experiences. Operators that deliver storytelling, sensory “food moments,” and premium non-alcoholic options are most likely to win over the young cohort.
