Young people are shifting perceptions of soberness

Young people are reviewing their relationship with alcohol and reappraising sobriety. There are both cultural and individual reasons as to why young people are shifting away from alcohol. For 

 of young Americans, it’s because they find heavy drinking culture to be boring, while in Australia, 

, which could explain why only one in ten 18- to 24-year-olds drink more than two drinks a day. In 

, young people are rejecting traditional drinking options in order to forge their own paths by focusing on health. With sober young people finding online communities to solidify their outlooks, brands are responding by increasing their low-to-no offerings. 

 ‘Now You Can’ campaign celebrated the inclusion of non-drinkers at social events, while 

, a leading alcoholic retailer in Australia, is opening its first-ever bar that will only sell drinks containing 0.5% alcohol or less.

People want to cut down without compromise

As the non-alcoholic drinks category continues to expand, research has found that consumers are unsatisfied with the range of products available on the market. In Europe, 

 of people who consume alcohol have cut down for reasons including improving general wellbeing (38%), saving money (33%), and improving physical fitness (31%). In addition to this, consumers are pursuing low- and no-alcohol drinks across a range of moments in their day, from low-key times like reading at home or taking a bath, to dinner parties and nights out with friends. “People having non-alcoholic drinks don’t want to look like they’re the odd one out,” 

, co-founder of Club Soda, an organisation that promotes more mindful drinking. Only a third of people are currently satisfied with available options, and brands are responding accordingly – Heineken rolled out their 0.0% offering from bottles to draught, providing the sober-curious with an option at social events.

As well as moving away from alcohol for health reasons, consumers are also actively seeking non-alcoholic beverages that contain health benefits, as seen with the rise and rise of 

 of Americans having changed their daily routine in order to incorporate more functional drinks, beverage brands are activating non-alcoholic offerings in this space to cater to a growing cohort. For example, Corona has launched the world’s first non-alcoholic beer with 30% of the daily recommended vitamin D and just 60 calories per 330ml bottle. The desire for sober options that combine both social and wellbeing benefits is another indication of the shift away from drinking culture as part of broader trends towards wellness. Young people, like those active on 

, are leading the charge and demonstrating to brands that they want to feel in control of how they drink.

How are soft drinks evolving to address modern consumer needs?

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

What’s driving the rise of functional drinking?

With people aspiring to healthier lifestyles, drinking less and drinking more consciously is gaining popularity. But while the non-alcoholic drinks category is expanding, research finds that many consumers are still left unsatisfied with the range of products available on the market.

People seek more variety in non-alcoholic drinks

Working to dismantle social expectations in the name of self-improvement, sobriety is the health movement piquing Gen Zers' interest on TikTok. As younger cohorts grow discerning of the behaviours underlying their drinking habits, brands can think about mindful or sober-curious consumption.

Sober-curious Gen Zers are finding community on TikTok

Premium and craft rums are blossoming in Australia. Distilleries are driving innovation and embracing sustainability and immersivity. With 14 million drinkers nationwide, Australians are seeking authenticity, unique flavours, and sustainable production. Distillers are now innovating with versatile mixes that set rum apart. 

How craft rum is winning over Aussie drinkers

Alex Cooper's Unwell Hydration drink has drawn mixed reactions, with fans praising her ambition but questioning its authenticity. The backlash highlights how audiences are growing skeptical of celebrity-endorsed products perceived as opportunistic or detached from genuine values.

Alex Cooper's drink ignites celeb endorsement skepticism

Actress and entrepreneur Issa Rae expanded her prosecco brand Viarae in 2024 with a rosé release. As more Americans gravitate toward sparkling wine, young people consume less alcohol, and trust in celebrities drops, how is Viarae able to build such a buzz to become a wine aisle staple?

How Viarae makes prosecco accessible to casual drinkers

Young Australians are drinking less, but they haven’t given up the vice completely. They’re just drinking more portable and ready-to-drink cocktails, including new tequila-based ones. What does this emerging preference reveal about drinking habits and brand loyalty in the country?

Why Aussies are developing a taste for new tequila drinks

As people are becoming more mindful about their expenses and drinking habits, bars are scrambling to keep their customers coming. In Japan, 'izakayas' (informal bars) are going through an especially tough time, with over two hundred of them closing their doors for good in 2024.

Shifting drinking habits are threatening Japan's bars

Hellmann’s activation at Charli XCX’s Birmingham show tapped into the power of cultural alignment. By authentically engaging with brat culture, Hellmann's leveraged shared identity and fandom, avoiding the pitfalls of inauthentic trend-chasing that can dilute brand impact.

Hellmann’s culturally aligns with Charli XCX fans

Zomato’s Recommendations from Friends feature lets users discover restaurants and dishes based on their social circles. This move aligns with the global shift toward hyper-personalisation, as brands leverage data to foster trust, loyalty, and deeper customer connections in competitive markets.

Zomato launches recommendations from friends feature

Uber is spreading festive joy with the launch of an on-demand delivery service for Christmas trees and carol singers. The move addresses the desire for cost-effective, stress-free solutions that enhance seasonal joy, fostering connection and empathy amid the holiday rush.

Uber targets cost-conscious shoppers with Xmas special

Avanti West Coast has launched a low-alcohol beer, responding to the rise in alcohol-induced accidents over the festive period. People are increasingly seeking moderation and brand responsibility, but the move raises the question of how far companies should be involved in drinkers' personal choices.

UK train company launches low-abv beer for festive safety

Guinness faces festive shortages across the UK as demand surges, driven by social media trends and rising popularity among women and younger drinkers. While alcohol consumption dips overall, the shortage highlights the allure of shared indulgence and performative rituals.

Guinness shortage highlights allure of shared indulgence

In partnership with a New York-based food bank, Robolox launched a game where young users can learn about hunger through play. By blending education and entertainment, it showcases how brands can innovate to reach new audiences to support meaningful causes while tackling real-world problems.

Robolox game donates IRL meals through virtual kitchen

A Powerade initiative seeks to redefine brand-athlete partnerships by placing importance on holistic wellbeing and the power of breaks. Featuring top athletes, the bold campaign aligns with a cultural shift toward people demanding that brands ‘show up’ with purpose-driven actions.

Powerade cracks 'The Athletes Code' to mental health

Cryptic restaurant reviews on Google Maps in Mandarin are being used to share honest restaurant reviews with native Mandarin speakers when travelling. Using homophones and cultural references, the comments reflect the rise of 'crafty solutionism' as people develop hacks to subvert the system.

Chinese diners are outsmarting online review censorship

Zevia’s seasonal promo taps into the power of authenticity by mocking synthetic reality. In a crowded market, the campaign aims to connect with people seeking trust, transparency, and relatability from brands, offering them an entertaining way to spark timely conversations.

Zevia targets AI fears with natural soda spot

48 Collagen Café in Paris blends beauty and wellness through collagen drinks and treatments. Located in the trendy 9th arrondissement, it caters to the beauty-from-within trend, providing aesthetic lattes and rejuvenation sessions, making it a hub for quick, yet premium and experiential, self-care.

How 48 Collagen Café makes healthy drinks for beauty buffs

As the Brazilian population struggles with rising obesity rates, the country has become a booming market for weight-loss drugs. The global demand for GLP-1 drugs is increasing, with some governments stepping in to expand accessibility and treatment to all, not just the wealthy. 

Brazil fuels major demand for weight-loss drugs

Cheetos’ latest marketing stunt turns snacks into statements, reinforcing its boundary-pushing image while tapping into people’s cravings for originality and fun. The campaign capitalizes on a cultural shift toward humor-driven marketing that can ultimately translate to brand loyalty.

Cheetos adopts provocative marketing in new art display

A watchdog group has found that although most supermarket loyal offerings are genuine, a majority of Britons feel that retailers are driving up their prices to make products on offer seem more appealing. The discrepancy showcases the increasingly critical attitude consumers are adopting.

Report shows trust gap between UK grocers and customers

Cadbury 5 star’s ‘Make AI Mediocre Again’ campaign takes aim at the fear of AI increasing pressure to get more work done. Although Indians are optimistic about what AI will mean for them, they're among the most stressed at work and might benefit from AI lightening their load a little.

Cadbury 5 Star campaign scrambles AI training data

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

The health-focused scanning app Yuka has introduced a feature to bring power to shoppers pushing for changes in the food and beauty industries. This aligns with the high demand for transparency and accountability as people prioritise informed, ethical, and sustainable choices.

Yuka turns shoppers into change agents

The Sri Lankan drinks scene is burgeoning locally and internationally, driven by a desire from brands and consumers alike to elevate authentic local flavours. As people search for hyper-local experiences, the food and drinks industry is transforming to accommodate cultural diversity.

Sri Lankan drinking culture accelerates internationally

The allure of food tourism is growing in Australia, with hyper-local produce and tasting menus taking centre stage. Young Australians are shaping the culinary landscape, making it more about memorable and personalised experiences.

Why food tourism is winning luxury fans in Australia

Research shows that financial pressures and growing environmental awareness are reshaping chocolate buying behaviors. As some Americans choose to buy in smaller quantities and increasingly value sustainability, there is an opportunity for brands to tap into these shifting values.

Inflation impacts Americans' chocolate choices

Stonegate and Heineken UK's 'Pub Alone' campaign aims to create meaningful conversations about holiday loneliness. Inspired by the classic movie Home Alone, it promotes pubs as connection hubs for young people, addressing the growing need for IRL social spaces during the festive season.

Home Alone-inspired ad highlights loneliness epidemic

South London rap artist Giggs and oat milk giant Oatly have teamed up to launch a limited-edition line of dairy-free cake and custard kits to raise awareness of the prevalence of lactose intolerance in the UK. In the process, they're encouraging retailers to think outside the dairy box.

Oatly spotlights the scarcity of dairy-free options

LVMH is setting its sights on domestic wine and spirits production to mitigate potential tariffs on alcohol imports under Donald Trump’s presidency. Against this backdrop, people’s palates may shift inward, and brands can consider emphasizing American-ness through innovative, unexpected narratives.

LVMH boosts Made in America drinks in light of tariffs 

Vodka brand Smirnoff has announced Grammy-nominated artist Troye Sivan as its 'Chief Vibes OFFicer' in a multi-year partnership where his mission will be to see everyone ‘Go Off’. The partnership nods to changing drinking habits among Gen Zers and a communal repositioning of alcohol.

Smirnoff partners with Troye Sivan to court Gen Z

Through the Korean Cultural Center’s ‘Korean Food Awareness’ campaign, the centre hopes to impart knowledge and skills to restaurants in Germany about how to prepare authentic Korean dishes. Ensuring accurate cultural representation is key to success in an increasingly globalised world.

Demand for authentic K-food in Germany sparks response

Olipop’s animated Christmas ad plays on the power of community and togetherness with a story of two yeti mascots on a mission to spread festive cheer. Brands can introduce functional products into family meals with emotive and sincere messaging that helps them feel anchored and understood.

Olipop’s Xmas ad celebrates empathy and connection

Soho House, the international private members' club, is continuing its global expansion with the Ibiza Farmhouse, a first for Spain. Members-only clubs are becoming increasingly popular thanks to their promise of curated exclusivity, privacy, and refuge from homogenised experiences.

Soho House to open in Ibiza amid members-only club boom

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

Supper clubs are offering an alternative to the restaurant experience without skimping on quality. In an age defined by digital interactions, some Britons are becoming exhausted by the pervasiveness of screens and are looking for more opportunities to connect IRL over a hearty meal.

How Britons are using supper clubs to beat digital fatigue

Flexitarianism, or occasional vegetarianism, is finding new Australian converts every year thanks to a rise in health and environmental consciousness. Social media and foodie influencers have also played a role in popularising the trend but more work needs to be done to make flexitarianism more accessible, affordable, and enjoyable for the majority of Aussies.

Aussies are turning ‘flexitarian’ to fight climate change and heal their bodies

M&S is leaning into the growing appeal of Korean cuisine with a range of ready-to-eat tteokbokki meals. Positioning the street food as a grab-and-go option, the move speaks to the shifting sentiments around Korean food no longer being an occasional indulgence but rather an everyday staple.

M&S range brings quick-fix Korean favourites to aisles

Freshleaf, an Indian start-up, is redefining tea by transforming regular consumption into a wellness-focused "personal delightful moment of joy" for urban Indians. Young consumers' preference for premium tea is driven by a health-conscious lifestyle and an inclination towards niche categories.

How Freshleaf elevates the joy of tea for young Indians

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

Alcohol consumption in Africa has often been led by lifestyle aspirations but now Nigerian artists are taking innovative, collaborative, and non-commercial approaches to producing alcohol by infusing craft beers and gins with botanical flavours and contemporary African narratives.

What’s behind the rise of Nigerian alcohol brands?

Americans are increasingly drinking less to achieve better wellbeing and have more energy for busy lifestyles. But what determines their choices when looking for low- and no-alcohol alternatives, especially in social situations? Canvas8 spoke to people across the country to find out.

What do Americans want from alcohol alternatives?

Britons are increasingly adopting a more moderate approach to drinking, but don't want to miss out on its social aspects. From flavours to rituals and value for money, Canvas8 spoke to people across the UK to understand what they want from non-alcoholic beverages.

What do Britons want from alcohol alternatives?

Americans will soon have a not-so-new pantry staple in the form of Chilean Sea Bass – Goldfish’s temporary rebranding of the 62-year-old cracker’s name. Nostalgia and kidulting ideals continue to be a driving force for people looking to hark back to their simpler childhood days.

Goldfish crackers temporarily renamed to attract adults

With global resources threatened by unending demand and a greater awareness of supply chains' precarity, people are increasingly interested in practical sustainable offerings. Quality, price, and reliability are at the top of the priority list, but novelty is also welcome.

Resource rehash

People, especially in cities, are turning to food and drink not just for sustenance but for a third space and cultural fix. As togetherness becomes a priority, people want to find experiences and belonging with a flavour, offering brands new chances and moments for reaching them.

Nourishing moments

Eating and drinking are activities steeped in heritage and tradition, which provide a sense of comfort amid global instability. Seeking both a sense of belonging and a way to explore safely, people are celebrating, sharing, and preserving unique hyperlocal food experiences.

Cultural appetites

Sober lifestyles are on the rise and drinking habits are shifting but alcohol is still deeply embedded in our culture. People want drinking to be a part of their lifestyles but are seeking more than just a habitual fix – they want the experience to provide novelty, entertainment, or a sense of community and tradition.

Sustaining the buzz

What do people want from alcohol at a time when sober-curious lifestyles are becoming the norm? Why are people turning to hyperlocal culinary experiences? How are third spaces and immersive experiences evolving within the sector? Which sustainable solutions are catching people’s attention?

Eating and Drinking Sector Snapshot: October 2024

Aussies’ obsession with baked goods shows no signs of slowing, despite the cost of living crunch. With TikTok, Instagram, and run clubs at the helm of the boom, small bakeries are turning into local sensations through creative, seasonal flavours, and nostalgic twists. How are these little luxuries keeping loyalty to the local bakery up?

Why a luxury mindset shift is driving sales of baked goods

From the associated plastic pollution to the high levels of sugar, Australia’s love affair with soft drinks needs an intervention. How can companies in the fizzy pop game focus more on reuse than recycling and planet over profit? And what notes can they take from the functional beverage market?

Why Aussies want a functional future for soft drinks

A revamped Mountain Dew logo reflects a shift from extreme solo vibes to outdoor fun with friends. Post-pandemic, people are rediscovering nature and seeking affordable time with each other. Brands are adapting, offering products and experiences that support these lifestyles and preferences.

Mountain Dew's brand refresh stresses nature and friends

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

To help mitigate food waste, the free app Saveful empowers Aussies to turn their leftover pantry ingredients into tasty dishes without sacrificing taste. The brand’s initiatives encourage creativity and personalisation in the kitchen amid the persisting cost of living and food insecurity crises.

How Saveful inspires mindful home cooks to combat waste

Riding on the popularity of Netflix's Culinary Class Wars, convenience stores across South Korea are launching items in collaboration with participants from the show. These collaborations offer fans a way to enjoy the foods featured in the programme in an accessible way while ensuring quality.

Korean convenience stores collab with Netflix star chefs

Nescafé Sunrise has launched a new campaign to celebrate and champion the hard work of coffee farmers in Karnataka. As people seek products that reflect their values and heritage, brands can cultivate trust by emphasising local food tales that bridge the gap between community and culture.

Nescafé Sunrise pledges support for local coffee farmers

With many conscious shoppers considering plant-based milk to be more environmentally friendly and ethical than their dairy alternatives, Trewithen Dairy has launched Regen Milk, a semi-skimmed option that uses regenerative farming techniques to maintain soil health and biodiversity.

Trewithen Dairy courts sustainability-conscious shoppers

How can you tap into the ‘hacker snacker’ mindset? Where is the future of snacking heading? What are the biggest opportunities in snacking culture right now? Our Spotlight on snacking culture will answer all your questions. 

Spotlight on: Snacking culture 

Perceived financial pressures are making people more frugal and favour adverse. Some of this stress could be related to money dysmorphia, an exaggerated insecurity about one's finances. Brands can help by reassuring people and focusing on things that are more important than money.

Frugality in friendship: a growing issue for Gen Z and Y

A Heinz advert for its “family-size” pasta sauce has received backlash for allegedly perpetuating the racist stereotype of the absent Black father. People are demanding greater social and cultural fluency and responsibility, meaning harmful advertising can no longer fly under the radar.

Heinz ad faces backlash for "racist stereotyping"

The humble tomato was the star of the show at Make It Mutti, a pop-up dining experience held in London’s Saatchi Gallery to celebrate Mutti's heritage and values. People are keen to engage with immersive and unique brand experiences as they seek respite from digital fatigue.

Mutti invites London guests to immersive dining pop-up

Australian shoppers are becoming less trusting of Australia’s biggest supermarkets because of fears about misleading pricing practices. The Australian government has announced a further $30 million in funding for the Australian Competition and Consumer Commission (ACCC) to combat this.

Australian trust in big supermarkets wanes

In an age of heightened awareness of social injustices, people are favouring brands that work to redress them. Tapping into this, VSPT Wine Group has teamed up with the Chilean government to help Indigenous Mapuche farmers grow their vineyards into a thriving and sustainable business.


VSPT Wine Group helps Indigenous grape farmers thrive

Obesity rates in the US have dropped 2% from 2020-2023, coinciding with the rise of weight-loss drugs like Ozempic. This is reshaping industries and making them adapt their offerings, from fashion resale markets to gyms and food companies. The cultural impact is expected to grow as more Americans get on board.

US obesity rate drops for the first time in 50 years

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

ASDA is tackling food waste and sustainability issues through an educational programme. As people become increasingly aware of environmental challenges and seek ways to contribute to sustainability efforts, brands can provide guidance and career and education opportunities.

ASDA trials educational sustainability initiative 

Cadbury has done more than satisfy India’s sweet tooth – it’s changed how Indians celebrate Diwali. Combining age-old tradition with modern tastes, the choco-giant has shifted the Diwali gifting culture away from conventional sweets to premium chocolates. How did Cadbury do it?

How Cadbury sweetens Indian gift-giving during Diwali

Eating and Drinking

Australians are driving demand for espresso machines and instant coffee, all the while shunning cafe chains due to the cost of living crisis. As people cut back on non-essential spending, brands face a challenge in delivering daily treats that give value for money without sacrificing quality.

Australians opt for home brews amid rising costs

Starbucks Korea has announced a new concept store in Seoul that targets university students. Brands are honing in on unique, memorable shopping experiences to win over Gen Z, and they could benefit from a more niche approach to counter oversaturation in the experiential retail landscape.

Starbucks South Korea courts Gen Z with concept store

Coca-Cola’s iconic 'Holidays Are Coming' ad has made its return for 2024, but this time it’s entirely AI-generated. The modern take on a highly anticipated festive classic has faced major backlash from fans – a reaction that hints at the enduring charm and irreplaceable magic of the human touch.

Coca-Cola’s Christmas ad reinforces AI unease

In Brazil, Nespresso coffee capsules are getting a new lease of life through Natura’s aluminium upcycling initiative for its hand moisturiser packaging. With the environment in crisis and shoppers being sensitive to greenwashing, brands are under pressure to take meaningful action.

Natura upcycles coffee capsules in hand cream packaging

More and more Britons are growing conscious of how gut health is an important facet of an overall healthy lifestyle. Available through online grocery platform Ocado, XOXO Soda’s prebiotic soda feeds the curiosity around products that promote gut health while meeting a demand for indulgent treats.

XOXO Soda meets health-minded Britons’ need for treats

Nespresso Professional has launched a coffee capsule in the Origins range that captures the diverse flavours of the Indonesian archipelago. Coffee drinkers are increasingly mindful of ethical and sustainable practices from producers, seeking benefits for the environment and local communities. 

Nespresso adds Indonesia to its premium Origins range

The coffee chain added a streamlined donation option to their app to allow customers to contribute to fundraising for aid to Gaza amid the ongoing occupation. This illustrates a successful strategy to address people's increasing demands for brands to commit to social responsibility.

ZUS Coffee uplifts Gaza relief with in-app donations

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

Prepackaged cups of ice have been flying off the shelves of Chinese convenience stores this summer. As people continue to look for affordable indulgences, cost-conscious young shoppers are experimenting with drink combos to make cheaper cold beverages that don't involve a trip to a cafe.

Chinese audiences turn to ice-cups for affordable drinks

While there’s no drought in the US sparkling beverages market, Aura Bora manages to rise above other offerings through its tongue-in-cheek social  presence and offbeat flavors that quench Gen Zers’ thirst for new sensory stimulations. But how did they hit the right spot in an overcrowded market?

Why Aura Bora quenches Gen Z thirst with zesty humor

Nestlé’s Nespresso is expanding its product category to honey and honey syrup for the first time in nearly 40 years. As people continue to seek tailored nutrition that focuses on their daily needs, brands can cater to functional dietary requirements by offering healthier alternatives to sweeteners.

Nespresso launches honey range for functional drinkers

Gen Zers are drinking less alcohol than any other generation. This doesn't mean they lack interest in beverages; rather, they're creating new habits and rituals around drinking, whether it's with alcohol, functional drinks, or low- and no-options. They're drinking mindfully with a focus on wellness.

How drinking culture is changing for Gen Z

Inspired by French cafes, South Korean bakery-cafe Paris Baguette has taken advantage of Koreans’ admiration for European baked goods and their desire to build cultural capital to become a well-loved franchise worldwide. What can other brands learn from its international success?

How Paris Baguette bakes Korean aspiration into pastries

Many health-conscious individuals are reducing their alcohol intake and adopting more moderate lifestyles, but what are they looking for in alcohol-free offerings? Canvas8 spoke to Dr. Scott Taylor Jr. about perceptions of low-and-no craft beers and what may lead people to change up their habits.

Do more with less! The science of ‘nolo’ drink perceptions

More and more Vietnamese cafes are opening across Portland, meeting a growing demand for Vietnamese drinks and snacks. As people increasingly seek out diverse cuisines, diaspora communities are introducing new foods and flavors to a broader audience while adding their own cultural spin. 

Vietnamese coffee sees surging popularity in Portland

Coffee culture in Australia was largely modelled after European cafes, but it has since developed its own style. However, new waves of Asian migrants, a growing cost of living crisis, and digital workers using cafes as offices are changing what it means to ‘grab a coffee’ in 2024.

Amid a financial crisis, how are Aussies getting their coffee fix?

Pure Leaf Iced Tea has launched a campaign encouraging workers to take a break, looking to help employees carve time out of their day and center their relaxation rituals around iced tea. As people aspire to live softer lives, communications are tapping into the ways they’re looking to slow down.

Pure Leaf pushes back against hustle culture

Decaffeinated coffee is seeing increased interest, with one winning the Brewers Cup – typically won by conventional caffeinated options. As demand for better-for-you and functional drinks grows there is an opportunity for brands to support shoppers dialling in their health and wellbeing.

Decaf coffee prestige signals ‘better for you’ demand

Coca-Cola has won the Print and Publishing Grand Prix at Cannes Lions for its ‘Recycle Me’ campaign. As sustainability firmly plants itself in mainstream consciousness, using images of the brand's logo crushed in various ways, the ad encourages a global effort to make recycling a daily habit.

Coca-Cola’s bid to encourage recycling wins at Cannes

With football fandom a global phenomenon, Pepsi Zero Sugar helped UEFA Champions League final watchers stay up until 3 am for the kick-off of the big game. As fandom becomes more dispersed, there are opportunities for brands and teams to embrace the quirks of watching live sports from a distance.

Pepsi Zero Sugar supports overseas football fans

As people hold onto travel despite financial pressures, they expect on-the-ground comforts while they're in flight. To tap into this, EasyJet has teamed up with Costa Coffee to offer passengers an airline-friendly range of cappuccinos, lattes, and other customer favourites.




EasyJet boosts in-flight experience with Costa Coffee

Liquid Death launched its second ad with superhero The Deep from the Prime Video series The Boys, in which he educated kids about the harm of drinking soda in a less-than-acceptable manner. The intentionally disastrous ad was well received online, as was Liquid Death's 'apology' for the campaign.

Liquid Death 'apologizes' for ad with superhero The Deep

Young Americans are driving a growing interest in non-carbonated alcoholic options – including hard teas and fruit-infused alcoholic waters. As a result, new entrants are seizing the opportunity by creating innovative drinks like Boozy Iced Tea and Mom Water and threatening to disrupt the category.

Gen Z prefers bubble-free alcohol

Coca-Cola has unveiled its latest flavour – Coca-Cola Wozzaah Zero Sugar –to celebrate the diversity of the African continent. As people continue to look to brands to represent their culture and heritage, there's a need to amplify local stories through meaningful collaborations.

Coke taps the African market for new flavour 

Luckin’s rapid rise has overshadowed giants like Starbucks. The coffee chain’s reign was cemented in 2023 when it opened 8,000 new stores. Its popularity comes from its high-profile collaborations and social media chic, but will it hold its own against a neo-coffee culture in China?

How Luckin became a staple for China’s coffee lovers

Coffee and soft drinks

People are seeking exciting non-alcoholic options