Jessica Jacobsen
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Articles by Jessica Jacobsen
Protein market adapts to trade, formulation variables
Consumers’ interest in getting more protein in their diets continues to leave its impact on the food and beverage market. However, that market was impacted by the U.S. import ban on select Canadian imports, which took effect on Sept. 29, as the restrictions includes dairy byproducts such as whey protein. Mitch Madoff, head of retail partnerships at New York-based Keychain, notes that the market has been stretched in recent years, and this could add increased pressure to those sourcing from Canada.
Plant milks differentiate in maturing market
Emerging beverages are known to have strong periods of growth, but as these categories mature, beverage-makers are finding ways to stand out not just from competing markets but also brands in the same beverage segments. “Flavor is becoming a bigger differentiator as the category matures, with brands leaning into bolder and more indulgent profiles,” says Mitch Madoff, head of retail partnerships at Keychain, New York.
De Nada Tequila listening to market with latest evolutions
Whether it’s a large gathering of friends and family, a company celebration or a small get together, many will attest that the host is who can make an event joyous and memorable. For De Nada Tequila co-founders Danny Neeson and Adam Millman, recognizing and honoring the host has shaped what their brand has become.
Canadian import ban prompts shift
Photo by Vicky Gosselin/iStock / Getty Images Plus via Getty Images The U.S. beverage alcohol market has navigated the impact of tariffs on not just materials but also finished products in recent years. However, a new variable arose in late September. Effective Sept. 29, and still in effect as of press time, is an import ban on certain Canadian products, including certain beverage alcohol products of Canada.
Protein’s usage in beverage extending beyond sports nutrition
Once highly associated with athletics and sports nutrition, research shows that protein is playing a bigger role in consumers’ overall wellness needs. “Protein continues to be one of the strongest and most resilient ingredients in food and beverage,” says Tyler Lorenzen, CEO at PURIS, Minneapolis. “What we’ve seen over the past year is a shift from protein being seen primarily as a sports nutrition ingredient to becoming a broader wellness ingredient.
GRIZZLY Energy, Bear ‘n Beaver offer consumers nostalgic flavors
Consumers’ expectations have seen classic and modern beverages balance indulgent flavors with better-for-you appeal. “The craft soda market is in a really interesting place with consumer trends such as better-for-you, low or zero sugar and people seeking nostalgia,” says Andrew Drayson, CEO and managing director at DD Beverage & Nutrition, Vancouver, British Columbia, and Fort Worth, Texas.
Plant milks market shows signs of maturation
Once an emerging entrant to the beverage market, plant-based milks have shown signs of reaching maturation. “Following years of double-digit expansion, the plant-based beverage market has entered a period of maturation,” says Maddie Segal, director of industry engagement at the Plant Based Foods Association.
Delivering more capabilities in robotics
When it comes to robotics, the ties to artificial intelligence (AI) weren’t always so linked, but experts note that those connections have grown in recent years. “There used to be some separation between ‘AI’ and ‘robotics,’” says Hayden Sykes, enterprise sales director at Corvus Robotics, Mountain View, Calif. “Now there’s far more synergy and alignment. When ChatGPT burst onto the scene in 2022, it changed everything for robotics.
Ingredients that help drive performance
With interest in performance beverages on the rise, beverage-makers are turning to a variety of ingredient solutions for pre-, during and post-activities. “The best recovery is supported by protein, carbohydrates, hydration and rest,” says Rhianna Smith, global senior manager of functionally optimized nutrients for Health & Nutrition at Glanbia, Chicago. “A hydration beverage after a workout, or as a protein plus hydration beverage, is a great option.
Robotics adapts to existing beverage warehouses
WALL-E, Johnny 5, R2-D2, and Gir are among some of the beloved robots of pop culture. In beverage warehouses, beloved forms of automation have traditionally been on the front end of production, but as operations have become more complex and labor challenges persist, end-of-line and outbound tasks are receiving love.
Flavor innovations, wellness benefits offer bottled water manufacturers opportunities
In May, the International Bottled Water Association (IBWA) shared that for the tenth consecutive year, bottled water was the top packaged beverage sold, based on data from Beverage Marketing Corporation (BMC), Wintersville, Ohio. By volume share, bottled water sales in 2025 accounted for 45.5% of refreshment beverages. “It’s time to recognize bottled water as America’s official beverage of choice.
Performance beverages offering more benefits for consumers
As consumers take greater control of their health and well-being, performance beverages that were once designed to fuel athletic and fitness activities also are being incorporated into broader wellness goals. “Performance is no longer a single benefit or a category reserved for elite athletes,” says Simon Hague, vice president of beverage solutions at Kerry, Beloit, Wis.
Beverages bring increasing value to restaurants
When picking places to meet up with friends to catch up, I always try to steer our destination to a place where the beverage list is as vast as the food choices. Based on the 2026 Restaurant Beverage Trends report from the National Restaurant Association, powered by presenting sponsor The Coca-Cola Co., it looks like I’m not the only one.
Gulf Distributing invests in the future
As one of the leading beverage distributors in the Southeast, Gulf Distributing Company, Mobile, Ala., has shown its willingness to invest in the future of its operations. The wholesaler transformed the vacant Mobile Press-Register building into a 243,000-square-foot, state-of-the-art facility. “One of the biggest advantages of the new headquarters is the ability to integrate advanced technology throughout our operations,” says Rebecca L.
2026 Wholesaler of the Year: Gulf Distributing Company
The task of balancing innovation with rich history is not always an easy one to undertake for companies. For Gulf Distributing Company, that balance has helped the third-generation, family-owned business thrive in today’s beer wholesale community. “What started with just 15 employees and three brands has grown into one of the Southeast’s leading beverage distributors, representing more than 1,000 brands and employing over 1,300 people across Alabama, Florida and Mississippi,” says Rebecca L.
Labeling equipment adapts to growing beverage portfolios, customer needs
The proliferation of SKUs might be highly associated with space constraints on store shelves and warehouses, but today’s manufacturing and packaging equipment also is adjusting to these growing portfolios. Justin Slarks, at Sleeve Seal, Little Rock, Ark., notes how labeling equipment has adjusted to the increase of SKUs. “The need for labelers that can change formats easily has increased,” he says.
IFT FIRST addresses top issues in food science
The Institute of Food Technologists (IFT), a nonprofit scientific organization committed to advancing the science of food and its application across the global food system, welcomed suppliers and attendees to McCormick Place for the IFT FIRST Annual Event and Expo, which took place July 12-15 in Chicago.
BACARDÍ builds on brand, rum’s legacy
Although National Rum Month might be coming to close as August wraps, the spirit’s role in consumers’ imbibing celebrations continues to shine. “Rum continues to play an important role in the U.S. spirits market, even as consumer tastes shift and the overall spirits landscape becomes increasingly competitive,” says Lisa Pfenning, Americas Vice President of BACARDÍ Rum.
Fall beverages supply more than just pumpkin
Image courtesy of The Coffee Bean & Tea Leaf In the beverage market, every season is ripe with seasonal releases that get consumers excited. However, many will confirm that the fall seasonals get more flowers than the others. This is likely because of the pumpkin spice market. According to Coherent Market Insights, the global pumpkin spice market is estimated to reach $1.22 billion in 2026 with a compound annual growth rate of 10.6% through 2033 to reach $2.46 billion.
Dirty sodas are coming home
In the beverage market, the word dirty typically was only associated with cocktails like the dirty martini or dirty Shirley, but the non-alcohol segment has stepped into the “dirty” beverage space with the rise of dirty sodas. “The dirty soda market is really strong right now,” says Mitch Madoff, head of retail partnerships at Keychain, New York.
Preventative health puts spotlight on immune support
Some beverages trend with the seasons. At one point, immune supporting ingredients and beverages operated this way, but that has changed in recent years. “Traditionally, interest in immune health was only given priority during the fall and winter months,” says James Roza, vice president of technical service at BioVivo Science, Jeffersonville, Ind.
Digital platforms take beverage labels to next level
Consumers’ thirst for more information is seeing beverage labels take on a bigger role than branding. Associations and manufacturers are implementing digital tools to keep consumers in the know. “Consumers are more engaged than ever in learning about the foods and beverages they purchase, and the consumer packaged goods (CPG) industry has been committed to meeting that interest for decades,” says Rishi Banerjee, senior director of SmartLabel at Consumer Brands Association (CBA).
Palletizer, depalletizer equipment help warehouses adjust with beverage market
With consumers’ demands changing, the shelves in grocery stores have become more diverse. For shelves to reflect this mix, warehouses also are getting shake-up regarding their inventory. To accommodate this shift, operations need flexible equipment that keeps product flowing.
2026 State of the Beverage Industry: Preference shifts impact spirits, wine markets
When it comes to the spirits market, experts note that the category is facing new challenges and trends to keep up with, as the market landscape has shifted. “2025 was a more challenging year for spirits,” said Mitch Madoff, head of retail partnerships at Keychain, New York, in Beverage Industry’s April issue.
2026 State of the Beverage Industry: Beer market navigates trends, challenges
Consumers’ bevy of beverage choices is not just affecting legacy brand performance but entire markets.
2026 State of the Beverage Industry: Sports, protein drinks serving consumers throughout the day
As fitness as a lifestyle proliferates, sports and protein drinks are positioned to fuel consumers embracing that mindset. “Fitness-driven lifestyles are expanding demand beyond athletes to everyday consumers, especially Gen Z and millennials,” said Mitch Madoff, head of retail partnerships at Keychain, New York, in Beverage Industry’s May issue.
Taking drinks to the next level
(Image courtesy of Abstract Ice) The FIFA World Cup Qatar 2022 is reported to have broken record-breaking numbers across numerous markets. According to data shared by FIFA, in 2022, 5 billion fans across all media (linear TV, digital, social media and FIFA platforms) engaged with the FIFA World Cup Qatar 2022. With the FIFA World Cup 2026 in full swing now, on-premise surely won’t want to miss out on the opportunity to engage with these consumers in their establishments.
Secondary packaging helps beverage brands increase engagement with consumers
People sometimes need that extra push to start a new project or begin a new routine. As sustainability is becoming a bigger part of consumers’ lives, their interests are pushing brand owners to rethink their secondary packaging options. “Consumers and retail partners are much more aware of the environmental impact of secondary packaging than they were even a few years ago,” says Aytunc Atabek, co-founder and chief operating officer at NoBiggie.
Plant waters support consumers’ refreshment, wellness needs
As consumers seek out refreshment options that also meet their health and wellness goals, the market has seen plant waters emerge as a go-to option that delivers on multiple attributes. “Plant waters have stayed pretty steady over the past year, with consumers continuing to gravitate toward natural, functional hydration alternatives,” says Mitch Madoff, head of retail partnerships at Keychain, New York.
Beverage brands show their patriotism
(Image courtesy of Diageo North America With America celebrating its 250th birthday this year, communities are upping the ante with their celebrations, and brands are eager to participate. In a report from Brand Keys, a New York-based brand loyalty and engagement research consultancy, it found that authentic patriotism is what aligns consumers with today’s brands. “When a brand truly embodies patriotism, it goes beyond marketing-as-usual and holiday sales.
Health and wellness remain central to tea, RTD tea market growth
Award-winning actress and producer Jessica Chastain is quoted as saying, “Green tea throughout the day is the healthiest thing I’ve discovered for me.” Similarly, when it comes to consumer consumption of tea and RTD tea, experts note that category growth is fueled by the desire for healthy beverage options. “Health and wellness trends are one of the biggest forces reshaping the tea category,” says Mitch Madoff, head of retail partnerships at Keychain, New York.
Inks, coatings tell deeper story
Image courtesy of D. G. Yuengling & Son Whether you learned about it while watching the History Channel or the 2014 drama series “Turn: Washington’s Spies,” the use of invisible ink during the Revolutionary War exemplifies the importance of this mixture in U.S. history. Although manufacturers of inks today are not developing secret communications, they are utilizing that innovative spirit to create solutions for today’s beverage manufacturers.
IFT FIRST highlights future of artificial intelligence in food
Photo by pawel.gaul/E+ via Getty Images The Institute of Food Technologists (IFT) will host the IFT FIRST Annual Event and Expo, July 12-15, 2026, at McCormick Place in Chicago.
Telematics keep beverage operations moving in and outside warehouse
In the classic field day game tug-o-war, the side with not just the most strength but also the players who are connected and in sync traditionally come away victorious. In beverage delivery and warehouse operations, staying connected not only is making operations more efficient, but also safer for its employees. When it comes to delivery, a representative with San Franscisco-based Samsara explains that the complexity of beverage operations is navigating multiple headwinds at this time.
High West sets the stage for distilling
When people think of Utah, mountain ranges or national forests might spring top of mind. Not many would think about spirits, but literature suggests that distilled spirits have a deeper connection with the Beehive State than initially thought. “Few know this, but distilled spirits appear quite a few times in Utah’s history,” says High West Distillery’s Master Distiller Isaac Winter. “The first mountain man rendezvous was held in what would later become Utah.
What will consumers be sipping this summer?
Image courtesy of Harvest Hill Beverage Co. In the 1966 hit “Summer in the City by The Lovin’ Spoonful, the group sings about how the heat during the day wears on people, but that all changes when the sun goes down: “But at night, it’s a different world/ Go out and find a girl/ Come on, come on, and dance all night/ Despite the heat, it’ll be alright.” Yet, whether it’s during the night or perhaps gathered around an afternoon barbecue, it looks like consumers will turn to premixed cocktails...
Muscle Milk positioned to deliver Protein For All
(Image courtesy of PepsiCo) The transition from spring to summer ignites a host of changes: school is out, vacations are planned and outdoor socializing is widely embraced for those roughly 100 days of summer. However, some changes are meant to stick around for longer than a season and Muscle Milk, a brand of Purchase, N.Y.-based PepsiCo, is embracing that as it unveils its reformulation change and new campaign: Protein for All.
Beverages expected to play larger role in supporting GLP-1 community
GLP-1 agonists have come a long way from when they first gained approval in 2005 from the U.S. Food and Drug Administration (FDA). A November 2025 poll published by the Kaiser Family Foundation (KFF) highlights just how far they truly have come. The health policy organization found that about one in eight adults (12%) say that they are currently taking a GLP-1 drug such as Ozempic or Wegovy either to lose weight or treat a chronic condition.
C4 Energy’s basketball fandom takes shape with new partnerships
Just like the feeling one gets after swishing a deep shot, C4 Energy, a brand of Nutrabolt, is enjoying that same energy as it has entered three new partnerships with the Los Angeles Lakers, Canada Basketball, and NBA Europe, respectively. The following are details of those partnerships: C4 is the Official Energy Drink Partner of the Los Angeles Lakers, joining existing NBA team deals with the Knicks, Celtics, and Heat.
Fitness as a lifestyle keeps interest on sports, protein drinks
The phrase “it’s a lifestyle” highlights that a person’s interests or hobby has evolved beyond a niche, but part of their core personality. As fitness as a lifestyle proliferates, sports and protein drinks are positioned to fuel consumers embracing that mindset. “Fitness-driven lifestyles are expanding demand beyond athletes to everyday consumers, especially Gen Z and millennials,” says Mitch Madoff, head of retail partnerships at Keychain, New York.
Functional beverage market seeing growing interest in relaxation, stress-relief ingredients
For many Americans, coping with stress is a regular part of their lives. Last spring, a national survey commissioned by the Ohio State University Wexner Medical Center found that 45% of U.S. adults are stressed at least once a week because of the news or what’s happening on social media. The survey also found that 16% of respondents reported daily feelings of stress. Although stress is not a new element in consumers’ lives, it has taken on greater importance as more look to manage its impact.
SNAP Food Restriction waivers impacting soft drink sales
There’s no question to the impact that taxes and regulation can have on the food and beverage industries. I recall in 2017 when a neighboring county enacted a sweetened beverage tax. Although it only lasted approximately four months, Cook County, Illinois, implemented a penny-per-ounce tax on both sugar-sweetened and artificially sweetened drinks.
Health needs, technology advancements support maturing plant protein market
When Chappell Roan hit the concert scene in 2024, the rising star experienced the variables that came as her music now became mainstream. To cope with her newfound fame, she adjusted her performance schedule and exposure to what suited her needs. As consumers continue their love affair with protein, plant-based solutions have moved from being a niche option to a go-to ingredient to meet protein needs in beverage development.
Zero, diet extensions keep carbonated soft drink market fresh
There are times that one wants to avoid getting a zero, whether it be for test or homework scores, or judges scoring during a competition. In an evolving beverage market, zero calories or zero added sugars is a driving force for innovation, and the carbonated soft drink (CSD) is no different.
Hint delivers simple, accessible hydration
Image courtesy of Hint Inc. The value-action gap is a philosophy, often associated with environmental causes or concerns, where there’s a discrepancy between what a person states are their goals versus the actions they take to meet them. One beverage category where the value-action gap couldn’t be more present is the packaged water market.
Survey finds beverage purchases increasingly influenced by health
Image courtesy of SYSTM Foods In the more than 15 years that I have been with Beverage Industry, I’ve always enjoyed learning about the emerging ingredients and flavors that drive the next generation of beverages. One area though where this has perhaps not benefited me is the amount of time I spend in the grocery store. I find myself reading ingredient lists not just for items I intend to buy, but ones that pique my interest. Shopping trips no longer are a quick in and out.
-196 brings Japanese craftsmanship to US market
In beverage alcohol, not many categories experienced as strong of a year as ready-to-drink (RTD) spirit cocktails. In fact, during its annual economic briefing, the Distilled Spirits Council of the United States (DISCUS) reported that premixed cocktails, including spirit RTDs were up 16.4% in 2025, totaling $3.8 billion in sales. Carol Robert, president of international at Suntory Global Spirits, believes that this performance exemplifies the reach and staying power of the RTD market.
2026 Beer Market Report: Moderate outlook for US beer market
Consumers’ bevy of beverage choices is not just affecting legacy brand performance but entire markets. According to Chicago-based NielsenIQ (NIQ) the U.S. beverage alcohol market saw total off-premise dollar sales decline 3.4%, totaling $110 billion, for the 52 weeks ending Jan. 3, 2026.
2026 Beer Market Report: Imported beer contends with tough comps as year wrapped
After approximately a decade of posting dollar sales growth, the imported beer market took a turn in the later part of 2025, resulting in a decline in dollar sales. For the 52 weeks ending Dec. 28, 2025, imported beer sales totaled $11.1 billion, a decrease of 2.6%, in total U.S. multi-outlets, grocery, drug, mass merchandisers, convenience, military, and select club and dollar retailers, according to Circana data. Case sales were down 4.2% during that time as well.
2026 Beer Market Report: Declines impact FMBs, hard seltzer’s performance
After years of growth, the flavored malt beverage (FMB) market moved into declines. The other flavor-focused segment, beer centric hard seltzers, also continued to experience contraction. “FMB’s and hard malt-based seltzer together declined in the 6% to 7% range in 2025 as RTDs continue to capture a greater share of the alternative adult beverage market,” says Brian Sudano, CEO at S&D Insights LLC, Norwalk, Conn.
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