2024 has been another year jam-packed with innovation as beverage brands look to stay ahead of the curve in 2025.

As ever, we’ve had our finger on the pulse of the biggest trends: including the emergence of a new ‘Modern Soda’ category, the latest flavor trends, and developments in functional beverages and hydration.

Sustainability is not a new topic: but the question now is how it will reshape the entire beverage industry moving forward. Do paper bottles have what it takes to become a mass market proposition? How will climate change reshape wine regions, or change the coffee we drink? Can small changes such as ditching labels on bottles make a big difference?

We know that competition in the beverage aisle is fierce: so in 2024 we’ve been delving deeper into how brands can stand out with our ‘How to Build a Beverage Brand’ series. Innovators and entrepreneurs share their top tips for thriving in a competitive market.

Looking ahead to January, we’ll once again be tracking the buzzing no/low alcohol market very closely: expect to hear a lot more about the innovations in the category – and how this sector is predicted to evolve in the coming years.