#11 - MFI: Bold Brews and Refreshing Twists

June 2, 2025

This edition of MFI Weekly Trends & Insights is all about freshness – from fizzy protein drinks to heritage brand makeovers, we’re sipping on innovation. Our focus this round was less about a theme and more about the brilliant beverage buzz around the world. Whether it’s a subtle design shift or a completely new experience in a bottle, drinks are where the fun is this week. Let’s pop the cap and take a look:

1. World Whisky Day Sparks Innovation in Premium Spirits

Whisky got the celebration it deserves with World Whisky Day, and The Balvenie used the moment to showcase its cask finish range. Ageing innovation and nutty, spicy flavour profiles came packaged in premium gifting cylinders that continue to emphasise whisky’s position as a collector’s dream. Premium materials and occasion packaging prove the luxury narrative is still alive and well.

References:  The Balvenie website

2. Flavoured Spirits and the Rise of Honey Alcohol

Honey is making waves in the spirits world – Sweet Honey Gin has joined the movement with a 41% ABV product that’s easier to drink and bursting with sweetness. From lychee beers to fruit-forward cocktails, the push is on for a smoother, sweeter spirit experience that expands consumer appeal.

References:  The Absolut Group website

3. Heritage Rebrands and Summer Makeovers

From Coco5’s sunny gradient update to Lipton’s clean, minimalist rebrand and “We Choose Tea” campaign, we’re seeing packaging evolve with lighter colours, flat design, and bold simplicity. Even iconic iced tea brands are modernising to stand out and connect with wellness-driven, design-conscious consumers.

References: Lipton’s website

4. Music, Sport and the Art of Experience Branding

Pepsi’s “Refresh the Game” campaign fuses football icons with modern female empowerment. Meanwhile, Kona Big Wave x Spotify’s Soundwave event and Tomorrowland’s collaboration with Absolut Vodka show that music festivals are becoming fertile ground for limited-edition drinks and cultural capital. Packaging now captures moments in time.

References: Absolut X Tomorowland website

5. Functional Beverages Expand Into Protein and Wellness

From refreshing protein sodas and protein iced teas to smoothies that double as supplements, drinks are going full function. New RTD formats like BetterBlends smoothie kits, Javvy’s protein coffee, and protein-rich sparkling waters show how brands are solving for daily nutrition in increasingly delicious, easy-to-consume formats.

References: Javvy website

6. Tea & Citrus Hit the Mainstream

Sprite’s new tea-infused soft drink signals how mainstream players are tapping into iced tea’s halo. Tea is no longer confined to just a category – it’s being used as a flavour note and a health marker across carbonated soft drinks, alcoholic mixers, and hybrid innovations.

References: Coca-cola website

That's a Wrap

From sweetened spirits to vitamin-charged protein brews, this edition proves the beverage world is fizzing with fresh takes and new formats. Whether it’s a rebrand, a remix, or a ready-to-drink reinvention, we’re loving the creativity that’s pouring out right now. Cheers to a world where drinks keep getting smarter, bolder, and tastier!