The Game Changers: 10 wellness beverage brands upgrading the drink case – slideshow

Wondering what “health” means to today’s consumers? Just take a look in the refrigerated drink section. Not only has the real estate devoted to chilled RTDs (ready-to-drinks) grown rapidly in many stores, but the products also seem to have arrived straight from the future. The flavors are adventurous and unexpected. The can designs are gorgeous. And innovative drink formulas speak to increased vitality, fun, energy — basically, a total life upgrade, which you can learn more about in the most recent digital magazine focused on wellness beverages.

Feel far-fetched? It doesn’t to young shoppers. “Generally, younger generations (Millennials and Generation Z) are more open to new formats and flavors,” Micah Greenhill explained. He’s the senior marketing director of nonalcoholic beverages at ADM, and one of the authors of the new ADM Beverage Innovation Report. “On top of that, research shows that Gen Z is the most focused on taking a proactive approach to health, which bodes well for ongoing opportunity and innovation in CSDs (carbonated soft drinks), sparkling waters, juices and other functional drinks.”

Don’t expect all of this innovation to come from the top down, though. Small brands and startups are also taking drinks in new directions — and, more than ever, consumers are ready to follow them.

Brad Nichols, director of business development at Flavorman Beverages, pointed out, “There’s simply not as much brand loyalty for today’s consumers as there is trial and novelty in brands.” He added, “There are drinks that target specific activities — like electronic gamers. But increasingly, there may even be subsets that address specific elements within those activities. The ingredients can overlap, but that marketing and storytelling has fundamentally changed.”

Meet 10 brands telling those new stories, and redefining what a beverage can be.