Until recently, the beverages market was divided simply between alcoholic and non-alcoholic beverages. As consumers’ tastes grew more sophisticated and demand surged for a variety of beverage options catering to lifestyle changes and health concerns, the beverages industry has responded with a dizzying array of options to choose from. For the purposes of this study, TriMark Publications has divided the global beverages markets into the following product segments include:  

1) Alcoholic beverages such as wines, beers and spirits;

2) Non-alcoholic beverages such as bottled water and milk;

3) Brewed beverages such as coffees and teas;

4) Carbonated beverages such as sodas and soft drinks;

5) Non-carbonated juice products both fresh and pre-packaged;

6) Energy drinks which are generally caffeinated beverages in both carbonated and non-carbonated forms.

There are certain challenges in beverage industries:

The first is that gas prices will start to impact consumption. With this in mind, the beverage industry needs to have a very precise focus on what changes are occurring in consumer behavior.

Second, now day’s consumers are viewing the value of their beverage choice through a healthy eating and drinking lens and are questioning whether they want to drink it at all.

Third, is the issue of sustainability —whether the issue is organic food, eco-friendly packaging or Fair Trade practices, figuring out how to deal with these evolving green issues will become a true challenge for companies.

Fourth is the need to innovate. The winning approach will be the one that provides a fresh look, approach and attitude to beverages.

There are certain things through which beverage companies can keep their brands top of mind. First, beverage companies need to begin to understand the changing shape of thirst.

Retailers themselves need to remind people that beverages can be functionally driven. They can merchandise beverages based on the quality of the beverage and packaging innovations through which people should come to know clearly what the product is.

A blast from the past and premium packaging rounded out some of the biggest beverage packaging news this month. The Coca-Cola Co., Apple Rush Co. Inc. and Beam Global Spirits & Wine all announced the repackaging of some of their brands.

Nowadays America's beverage companies are making it easier to choose the beverage that's right for you - with more choices, smaller portions, fewer calories and clear calorie labels.

As US firms work to take advantage of the $700-billion global beverage marketplace there are many challenges that must be overcome to find success in the growing opportunities within this sector. Proving out successful international strategies are companies such as Starbucks, Nascent Wine Co. Inc., Pepsi Bottling Group, Inc. and Coca Cola Co. who have learned to overcome the challenges associated with entering international markets through understanding the culture, the environment and by developing key marketing and distribution partners within the global beverage markets

President and CEO of the American Beverage Association (ABA), has announced that Karen Hanretty has joined ABA as vice president for public affairs for the association. Hanretty has extensive experience at both the state and national level, including a broad range of industry issues as well as political campaigns.

ABA is expanding and focusing capabilities in public affairs and public policy development by adding Hanretty and building out a new department under the direction of Kevin Keane, longtime ABA executive and now senior vice president of policy and public affairs. The goal of the new department is to strengthen ABA's communications capability and develop sound health, science and environmental policy that support advocacy efforts in government affairs, public affairs, legal and regulatory affairs.