Quench April '21

Beverages Grow Up

I am amazed how much the beverage category offerings have become so sophisticated over the years. It seems that once upon a time, much of the focus was on water.  Water is a good thing, and I consume much of it during the say, but I have always been amazed by how much a consumer will pay for a bottle of water.

When we started publishing Quenchyears ago in order to provide focus to this growing category, it was inspired by a trip up the escalator at the Natural Products Show that was littered with announcements of venture capital funding for any number of beverage brands.  It was clear to me with this much money pouring into the category, that there would be a lot of product development coming along behind it that will make for interesting reading for anyone that follows the category.

The beverage industry has certainly grown up from the days of soft drinks, water, and juices. Specialty beverages today are competing with specialty foods of all kinds to be the chosen meal or snack during a busy day.  Smoothies, fresh-pressed juices, and other functional beverages now provide refreshment along with the nutrition, antioxidants, and other goodies necessary to fuel the body and maintain good health.

We hope you follow along with us as we report on the latest beverage trends and new products. You will find the latest information on the pages of Quenchduring the year in coffee, tea, specialty beverage, and alcoholic beverages.  Together we can stay on top of this important and growing category.