How the Carb-Conscious Consumer Forever Changed the Drinking Scene

The brewing upheaval in the beverage category offers a lesson to all brands

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The beverage category of today doesn’t remotely resemble the beverage category of five years ago—and it’s going to be unrecognizable in just five more years. That’s not because of some new technology or scientific discovery. Rather, it’s because some bold brands out there have decided to empower consumers to be healthier, truer versions of themselves.

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This story first appeared in the Oct. 25, 2021, issue of Adweek magazine. Click here to subscribe.