Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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?

Starbucks is rolling out a marketing campaign to launch its energy drink brand Baya. Boasting ingredients that support the immune system, it's tapping into the rise of functional drinking behaviors as people look to optimize their physical and mental health through their food and beverage choices.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

Clearly Drinks has released a health-focused range of drinks specifically designed for menopause and pregnancy. In addition to broadening the potential applications of functional beverages, the launch shows how brands can help address issues that are rarely discussed in public.