Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

Soup to Nuts Podcast: Mood boosting beverages, non-alcoholic options rise with ‘sober curious’ movement

For many Americans in 2020, pouring a stiff drink at the end of the day – or the middle of it – was less about socializing with friends and more about coping with the chaos of the pandemic, and while many of the challenges from last year remain – research shows fewer people plan on turning to alcohol in the New Year and instead are embracing non-alcoholic and functional beverages as healthier alternatives…

In this episode of FoodNavigator’s Soup to Nuts podcast, we take a closer look at what’s driving the ‘sober curious’ movement and its market potential. Holly McHugh, a marketing associate with the beverage development firm Imbibe, shares which benefits and ingredients resonate with consumers as well as how to overcome formulating and regulatory challenges when incorporating functional ingredients into beverages.

Read the full article and listen to the podcast here.

Keep Reading:

Why Culture Should Be One of Your Key Ingredients

Just as a winning formula is more than the sum of its parts, our culture is an intentional blend of qualities that fuels our ability to solve complex formulation challenges, unlock whitespace innovation, and accelerate speed to market.
READ MORE

Flavor Drop: Americana – Rocket Pop & S’mores

Nostalgic flavors are driving innovation. Discover how Rocket Pop and S'mores are captivating consumers, sparking new product launches, and inspiring cross-category experimentation in food and beverages.
READ MORE

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.
READ MORE
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.