Inside Modern Beverage Culture

Taste. Hydration. Nutrition. Experience. Energy. Pairing. These core beverage needs help illuminate the “why” behind consumer purchasing choices.  But there are at least 40 other needs that fall under each of these categories, adding dimension and complexity to the already dizzying beverage landscape. Lead researchers Judi Harris and Danielle Kleiner-Kanter offer deeper insight into the Hartman Group Modern Beverage Need State Model and other key topics from Modern Beverage Culture 2023 in this week’s podcast.  About the report Modern Beverage Culture 2023 explores how consumers engage with today’s rich beverage landscape, including cultural context, attitudes, behaviors, and aspirations around beverage consumption. It offers a deep dive into consumer perceptions around 12 different beverage categories, the complex balance between need states and occasion priorities, plus innovation opportunities that lie within. To learn more about the report and how it can inform your strategy, contact Melissa Abbott: [email protected] If you like these insights, subscribe to our free weekly email newsletter where we share data-packed infographics, insightful articles, food & beverage industry trends and more.