Refreshing change: Staying relevant in the constantly evolving drinks category

Unlike some other sectors, the beverage industry is not going anywhere anytime soon. With an almost unique advantage of selling a product that its customers literally can’t live without, we can expect to see bottles, cartons, and cans lining supermarket shelves for years to come.

But this consistency does not mean the industry isn’t changing. Like everyone else, drinks manufacturers have grappled with a rapidly changing landscape in recent years, with unexpected hurdles repeatedly throwing spanners into the works. Supply chain disruption, changing regulations, and evolving consumer tastes disrupt the playing field, leaving many businesses scrambling to keep up.

In this evolving landscape, the role of packaging in the drinks category is more important than ever. No longer just a protective barrier between a beverage and the outside world, packaging can help drinks manufacturers adapt to incoming trends and maintain their competitive advantage.

Achieving this requires staying ahead of the latest innovations, and savvy brand owners are leaving nothing to chance. While no one can predict the future, rather than read the tea leaves or scan the stars for solutions, today’s drinks manufacturers are turning to events like the upcoming Packaging Innovations & Empack 2024.

With 400 exhibitors and over 7,000 visitors descending on Birmingham’s NEC next month to learn about the latest technologies and strategies taking the packaging industry by storm, it’s clear that the industry is hungry – or perhaps thirsty – for answers. The conversations and networking at this event will give drinks manufacturers the closest thing they have to a vision of the future – helping them prepare a refreshing change for their drinks packaging.

Evergreen issues?

As much as some things change, others remain the same – and one of those things is the environment.

Issues around sustainability have dominated beverage packaging for years now, and do not look set to disappear any time soon. Packaging designed with sustainability in mind now serves as a major selling point for the eco-conscious consumer. As concerns around the planet grow, people are turning to drinks packaging that seeks to minimise or eliminate waste – and holding to account those brands that fail to act. Single-use plastics are under pressure, and materials that can replace it while retaining optimal barrier performance are in. Glass, metal, and paperboard are all long-established alternatives to plastic that provide an easier-to-recycle solution that does not necessarily cost the Earth.