#4 - MFI: The Evolution of Beverage Trends

March 17, 2025

From unusual flavour combinations like pickle-flavoured drinks for St. Patrick’s Day to AI-generated gin and cutting-edge packaging innovations, our fourth MFI Trends & Insights session explored key market movements shaping the future of beverages. Here are the top insights:

1. Unconventional Flavour Trends Driven by Occasions

Seasonal occasions continue to shape flavour innovation, as seen with the rise of pickle-flavoured drinks leading up to St. Patrick’s Day. Brands like Claussen and Dirty Sue are leveraging the trend of unconventional flavours, tapping into the playful and cheeky nature of the holiday. This follows the pattern observed during Valentine’s Day, where brands focused on sweet, romantic flavours.

Meanwhile, Captain Morgan’s new Chili Lime Rum is another example of a brand jumping on a trending taste profile. Drawing inspiration from Tajín—a popular Mexican spice blend—this innovation brings a bold, spicy, and tangy twist to rum. The rise of spicy and pickled flavours suggests a shift toward more adventurous beverage choices.

References: Captain Morgan’s Website

2. AI in Beverage Development: Efficiency vs. Creativity

Beveland Distillers launched AI-generated gin, leveraging machine learning to analyse 2 million ingredient combinations. While this speeds up product development, it raises concerns about the lack of human nuance in flavour curation. AI-generated products tend to be ‘safe’ rather than innovative, sticking to familiar notes like lavender, hibiscus, and lychee.

The key question remains: Can AI ever truly capture the depth of human taste preference, or will it always be limited to refining existing combinations?

References: Beveland, The Spirits of Business Website

3. Packaging Innovation: Extended Shelf Life Without Refrigeration

Amcor’s Storm Panel Packaging is revolutionising the dairy category by offering milk products with a 12-month shelf life without refrigeration. This breakthrough removes significant logistical constraints and opens new possibilities for product development.

By focusing on efficiency and preservation, brands are now able to innovate freely without the typical shelf-life restrictions that often dictate formulation decisions. This could mark the beginning of a new era in packaging-driven beverage innovation.

References: Amcor, PKN Packaging News Website

4. Collaborations Between Iconic Brands Continue to Grow

  • Baileys x Grind Coffee capitalises on the Irish coffee trend for St. Patrick’s Day, offering a more traditional yet premium take on occasion-driven beverages.
  • Jack Daniel’s x Coca-Cola Cherry showcases how brands can revive underperforming flavours. Cherry Coke has historically been one of the least popular Coca-Cola variants, but this partnership repositions it as a premium mixer rather than a standalone soda.
  • Absolut Vodka x Ocean Spray highlights the increasing demand for ready-to-drink (RTD) convenience. The collaboration offers pre-mixed cocktails that align with evolving consumer

References: Absolut Vodka, Ocean Spray, Food Engineering Website

5. Pricing Transparency as a New Consumer Expectation

Nurishment’s on-pack pricing strategy signals a shift toward greater transparency in pricing. As supermarket pricing practices become a growing concern, brands are taking the lead in pre-marking prices on packaging, removing ambiguity around fluctuating retail markups. This could set a precedent for more FMCG brands to adopt similar pricing strategies, much like how health star

References: Nurishment’s Website

Looking Ahead

From occasion-driven innovation to AI-enhanced product creation, the industry is experiencing a convergence of convenience, transparency, and exciting new flavour adventures. Join us as we continue to explore the trends driving consumer preferences and shaping the future of beverage innovation.

Stay tuned for the next edition of MFI Trends & Insights as we keep tracking the latest industry shifts!