Technology, transparency and sugar reduction are three trends driving change in the beverage marketplace. As consumers become more engaged using digital technologies they are demanding products they perceive as healthy and often in custom, personalized formats.

“Look at coffee,” said Andy Dratt, chief commercial officer for Imbibe, Niles, Ill., during a March 26 presentation at the Research Chefs Association’s annual meeting in Savannah. “Stores are built around made-to-order. We are seeing this in other areas, too. Coke has Freestyle and Pepsi has Spire. We are seeing these products that offer customization, but also provide manufacturers with a lot of data they can learn from.”