The term “craft” is frequently linked to beer, but the craft movement has also made its way into the soda industry. In 2016, the wholesale sales of craft soda reached $541 million, a rise from $427.7 million five years prior, as reported by USA Today, referencing data from Beverage Marketing. Although the growth has not been rapid, it has been consistent, with increasing sales year after year. This trend has provided a much-needed boost for carbonated soft drinks, which have seen a decline for twelve consecutive years and were overtaken by bottled water in 2016 as the largest beverage category in the U.S.
Gary Hemphill, managing director and chief operating officer of Beverage Marketing Corporation’s research unit, noted at the Beverage Forum in April that craft sodas have become a legitimate choice for consumers, with new brands entering the market. However, he cautioned attendees that the market base remains small and the performance of these craft sodas has been varied thus far. Many craft brewers started out in specialty stores or retailers that focus on healthier or upscale offerings, but analysts indicate that these products are now moving into the mainstream. In fact, consumer interest in craft soda brands—often flavored and naturally sweetened with fruit—has begun to overshadow traditional sodas that are high in sugar or use synthetic sweeteners.
Many “craftologists” in the beverage industry are experimenting with fruits, vegetables, and other unconventional ingredients to create drinks that are less reliant on added sugars and healthier overall, although these craft options are generally more expensive than traditional sodas. Nevertheless, research indicates that consumers are willing to pay a premium for these healthier craft products, suggesting we may see even more options enter the market.
Despite the overall decline in the soda category, there are still opportunities for manufacturers to profit in the craft segment, which is why major players like Coke and PepsiCo are joining the trend. Some beverage companies have launched sodas featuring natural ingredients and unique flavors, often available for a limited time to attract shoppers, particularly millennials who prefer not to drink the sodas their parents consumed. Pepsi introduced a new brand called Caleb’s Kola in late 2014, made with cane sugar, kola nuts, spices, and citrus. Indra Nooyi, PepsiCo’s CEO, remarked at a conference that there is significant potential for craft cola, stating, “People still love the cola taste—it’s just lost some of its cool factor, and I think products like Caleb’s are bringing back some of that cool.” Since then, the soda maker has rolled out other specialty options, including 1893, which features citrus cola and black currant cola, and most recently, a limited-edition cinnamon-flavored cola called Pepsi Fire, aimed at millennials.
For those interested in exploring the craft soda market further, ccm tablet online options are available to enhance your knowledge and experience with these innovative beverages. With a growing array of craft sodas, it’s likely that more brands will emerge, and the craft movement will continue to reshape the beverage landscape.