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Finding new ways to reach consumers in a crowded marketplace and digital world can be difficult. While sifting through my emails and news, I’m always intrigued by brands that are finding unique ways to utilize the digital world to connect and excite their consumers.

The warm days of summer tend to motivate consumers to reach for light, refreshing beverages — whether it be non-alcohol or alcohol. The readers of Beverage Industry also found favor for this beverage profile in the Readers’ Choice: New Product of the Month poll for July.

When reading the Sunday paper last month (yes, I’m a millennial who gets a physical newspaper), my interest was piqued when learning about a new craft beer collaboration.

One of the best ways to reduce exhaust emissions and cut fuel costs obviously is to burn less fuel. Although fuel prices have substantially decreased in the past few years and have largely stabilized for now, beverage fleets remain proactive about reducing their fuel consumption. Between route/load optimization and updates to the latest drivetrain technology, the low-hanging fuel-economy fruit has been thoroughly harvested. Among the more common fuel saving strategies reported is the use of factory-installed idle shut-down timers to reduce unnecessary engine idling.

The supply chain always is a topic of conversation because virtually every industrial operation machine designer constantly is attempting to thoroughly understand operating conditions and create the most efficient, timely and economical manufacturing environment that can be used for converting raw materials into product, producing packaged products and delivering finished products to the consumer. This is especially true in all segments of the beverage industry.

During the past several years, technological advancements have produced many exciting marketing opportunities. Virtual reality is one innovation that is being embraced by brands and consumers alike.

When it comes to new products in the beverage market, finding drinks that are both healthy and functional is a priority for many consumers, myself included. At the recent Institute of Food Technologists (IFT) Annual Conference and Expo in Las Vegas, many exhibitors showcased new ingredients and flavors, clean-label applications, sugar-reduction solutions, and plant-based products that support enhanced performance, cognitive and digestive health, and much more.

Today, fitness beverages are resonating with consumers and Beverage Industry readers. In the magazine’s Readers’ Choice: New Product of the Month poll for June, Celsius Heat won the poll by obtaining 33 percent of the vote. 

The saying goes that perception doesn’t always meet reality. As brand owners look to meet the evolving needs of American consumers, understanding the habits, perceptions and intentions can be crucial when striving to build brand loyalty.

Having been to Alaska on three occasions, I couldn’t help noticing that the beautiful glaciers have receded more with each time I visited, which is impacting wildlife, oceans and the overall environment.