The Beverage Forum 2025 brought together the most innovative voices in the drinks industry. From functional favorites and trending flavors to founder grit, here are the top highlights from this year’s event.
Once a niche hydration option, coconut water is having a serious moment. Vita Coco’s performance surprised analysts and investors alike, proving that this natural hydrator is now a mainstream staple. Keep your eyes on functional hydration.
The non-alc category continues its meteoric rise. Whether it’s sober curiosity or wellness-driven consumers, the demand for sophisticated non-alcoholic options shows no signs of slowing. It's clear: non-alc is no longer niche—it’s big business.
Functional beverages loaded with protein remain a top performer. From recovery drinks to everyday sips that support fitness goals, the market is rewarding brands that deliver both taste and tangible benefits.
Call it a throwback trend or emotional marketing, but nostalgia is having a real impact on beverage development. Expect to see old-school flavors like Shirley Temples reimagined for modern palates.
Consumers are craving depth of flavor and natural wellness cues. That’s fueling a surge in fermented drinks and iced teas, especially those with premium or international flair.
From hard honey to functional elixirs in squeezable pouches, brands are experimenting with how beverages are delivered. Packaging isn't just about shelf appeal—it’s an experience in itself.
Across the board, flavor is king. Whether you're in non-alc, RTD cocktails, or energy drinks, if it doesn’t taste great, it won’t last. Even the healthiest drinks need to deliver on flavor first.
Traditional spirits are no longer enough. Innovation in liquor—from botanical blends to low-ABV options—is crucial to stay relevant in a crowded market.
Brands with real, relatable stories are cutting through the noise. Think Happy Coffee, BERO, and Almave — all brands tapping into identity, mission, and emotional connection.
We connected with Highlight customers BERO, Plezi, and Vita Coco
Retailers were vocal and clear: success on the shelf starts well before the product hits the shelf. Here’s what they’re looking for:
Great taste is non-negotiable.
Unique packaging must stand out on shelves.
Innovative elements should capture shopper attention.
But it doesn’t stop at the product. Retailers also evaluate partners for qualities that will help them win together, asking questions like:
Can this company meet distribution demands reliably?
Can this company drive awareness and sales off the shelf, not just onto it? Brands need to win a spot on shelf, but they also need to invest in the strategies that will keep them on shelf.
Buyers are paying close attention to alignment with market trends and compatibility with their store’s brand values. For example: Whole Foods cannot stock Campari or Aperol due to artificial red dyes, so there’s a white space for clean-label alternatives that match the consumer experience without compromise.
The best brands come prepared to retailer meetings understanding each retailer's unique perspective and goals. For example:
Bristol Farms prioritizes innovation, bold flavors, standout packaging, and a partner to help drive awareness.
Gelson’s prioritizes strong support and great taste, and see the brands they stock as a true collaborative partners.
Brody’s Sprouts love to see emerging brands and disruptive innovation.
Gopuff prioritizes distribution ability and compelling brand stories.
Whole Foods focuses on clean ingredients (Exhibit A: red dye example above), ease of supply, and a partner mindset.
Category managers emphasized that decisions hinge on market alignment and brand fit, not just a flashy pitch.
Some of the most powerful moments at The Beverage Forum 2025 came from founders who shared the raw, real stories behind their brands and leadership journeys:
Ashley Waldman (Jubilees) created a line of healthier, veggie-infused flavored milks for kids, inspired by a gap in her own family’s nutrition needs.
Kat Cole (AG1, formerly Focus Brands) is a first-generation college grad who rose through the ranks from Hooters to running billion-dollar brands. She shared what it was like to lead a restaurant business through COVID, where the only choice was to protect people or cash—and how that urgency should be the everyday standard for leadership.
Merrilee Kick (BuzzBallz) shared her early days collecting free ice from hotel machines, embodying the hustle of building a brand from scratch.
Melody Richard (Walmart) emphasized the importance of “operating in the grey zone” by anchoring decisions on values: clarity, communication, and collaboration.
Pam Stewart (Coca-Cola) advocated for human-first leadership, where mentoring and motivation go hand-in-hand with grace under pressure.
Chris Hunter (Four Loko, now Koio) from chaos to clarity—his pivot from party brand to purposeful entrepreneurship was a lesson in evolution and personal growth.
The Beverage Forum 2025 made one thing clear: the future belongs to brands that can balance innovation with authenticity, who show up with flavor, flexibility, and purpose, and who invest in the long-term success of their product on shelf.
Whether you're building the next beverage empire or looking to break into retail, the path forward is all about partnership, passion, and a product that speaks for itself.