An Onslaught of New Beverages That Defy Existing Categorization

Beyond soda, “a proliferation of beverages that don’t fit within traditional drink categories is creating tough choices for retailers, confusion for shoppers and a challenge for manufacturers,” Jennifer Maloney and Julie Jargon of the Wall Street Journal explain. From Pepsi’s offer to buy SodaStream to drinks like cold-brew coffee and kombucha defying  shopping aisle organization, consumer tastes are changing. The market has a tidal wave of new drinks as beverage giants jostle outside of their comfort zones to embrace a wane in regular sugar drinks and an interest in more experimental flavors and combinations. Read more about the industry’s fluctuations at the Wall Street Journal.