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Category: In the Media

Insights

How Much Hype Can You Fit in a Bottle?

Functional beverages promise energy, gut health, and more—but do they work? Emmy-winner David Page explores the real science, myths, and hype behind today’s hottest drinks with insights from Imbibe’s experts.

What’s Driving Beverage Innovation in 2025

What’s driving today’s beverage choices? Mood, occasion, and function top the list. Gen Z and Millennials lead the charge, with 72% of Gen Z trying new drinks monthly. Trending: low-sugar sodas and functional beverages with fiber or adaptogens.

Energy Drinks in Esports: The Next Wave

Crafting energy drinks for the esports and gaming audience demands precision. Imbibe's Adam Johnson explains it's more than just caffeine; it's about designing with intention to meet gamers' unique needs.

Women’s Beverages: Steeped in Functional Ingredients

Explore the rising trend of women's beverages that are 'steeped' in functional ingredients. Discover how these innovative drinks are formulated to support women's unique health and wellness needs.

Imbibe: Your Strategic Flavor Partner

WGN Morning News now knows that Imbibe designs great flavors, whether trendy like London Fog or your conventional Strawberry.

Bitter Masker developed by Imbibe for Functional Beverages

Discover NonSense BP-1 from Imbibe, a new bitter masker for highly caffeinated functional drinks that simplifies formulations by potentially replacing multiple ingredients.

Using Sensory Science to Create the Drinks You Love

Ever wondered about the science behind your favorite beverages? Discover how Insights and Innovation Manager Nikki Wollak, a Food Scientist, utilizes sensory science to craft the drinks you love.

Imbibe Tackles the Growing Functional Beverage Industry

Taste challenges in functional energy drinks? Imbibe unveils its next-generation masking technology, addressing the needs of the booming market for caffeine-rich and functional beverages.

Discover What A Galaxy Tastes Like.

Ever pondered the taste of the cosmos? Discover the fascinating world of flavor chemists and how they bring imaginative, even imaginary, tastes to life.