Beverage decline isn't fate: structural rituals beat situational fads
Beverage Industry argues hard seltzer, prebiotic soda, RTDs and tequila spike then fade, while energy drinks reset baselines by embedding into morning, afternoon and pre-workout routines. The lesson for retail: ritual-based innovation compounds; novelty-driven hits decay.
Beverage Industry analysis argues category decline isn't inevitable: situational innovation (hard seltzer, prebiotic sodas, RTDs, tequila) spikes and fades, but structural innovation that embeds into routines—like energy drinks' morning, afternoon, pre-workout rituals—resets the baseline permanently.