Dairy Talks
Snack & Baking
Drink Talks
Alcohol Talks (1 Day Only)
Condiment & 3R Food
Function & Ingredient
Channel Talks (3 Days)
Pack Talks
Marketing Talks
Startup Talks
Tech Talks (Day 2-3)
Plenary Session (Day 3)
 (Day 1)
 (Day 2)
Drink Talks
· 6.25 (Day 1)
Wow, Drink It Up!
4.2H - Hall C1
Trends and Strategies
In 2023, the pace of consumption recovery continued, but as Heraclitus said, "No man ever steps in the same river twice," implying that we are increasingly realizing that consumption recovery is not simply about "returning to the past"; a new era of consumption has dawned. Amidst this subtle transformation, beverages have delivered remarkable performances, showing notable growth across various subcategories of the food and beverage industry. The current high growth signifies fiercer competition—demanding more forward-thinking breakthrough strategies, superior products, faster pace of innovation, and more refined channel strategies. The FBIF2024 Drink Talks will share insights into the future trends of beverage innovation from perspectives such as product innovation, brand enhancement, and channel evolution.
Look Ahead: Beverage Innovation Trends—More than Products

Products are just the results. The first step of innovation starts with insights into new consumer segments, new scenarios, and new channels.

With an Annual Growth Rate of Over 150%, How Will the C-end Transformation of The Keyang Brand Be Planned?

With the rise in commodity costs and the influx of e-commerce into the production end, a large number of OEM factories are stepping into the spotlight, facilitating the process of brand consumerization through channel borrowing. However, research and development are not simply about replacing big brands, and marketing is by no means equivalent to platform promotion. Supply chain brands lacking in R&D innovation and brand marketing capabilities will struggle to survive in the long term relying solely on "production" as their lifeline.

Keyang - the leader in cereal drinks. The growth rate in 2023 will exceed 150%, and it has been certified by Sullivan as the pioneer of the red bean and barley water category and the market leader in category sales! Zhonghe Food, a subsidiary of Keyang, has nearly 30 years of experience in red bean processing, and its annual filling production capacity is as high as 10W+ tons! From red bean processing to red bean barley water, how can Yang C-end successfully transform?

From Category to Brand: Insights from YUZU VALLEY Breaking 1.1 Billion in 2 Years

YUZU VALLEY's double yuzu juice ignited the market's enthusiasm for yuzu juice, prompting major enterprises to follow suit. YUZU VALLEY set a good example from the beginning by expanding and broadening the yuzu juice category. As homogeneous competition intensified, YUZU VALLEY upgraded to the new "Song You Juice" brand in July last year, transitioning from a category to a dual-drive model of category + brand. This broke through the low-price internal competition, resulting in sales exceeding 1.1 billion in just 2 years.

[Panel Discussion] As Dining Channels Differentiate And Upgrade, How Can Beverage Brands Seize The Initiative?

Restaurant chains grew from 12% in 2018 to 19% in 2022, according to Meituan. The highest growth in chain expansion, 45% year on year, is seen in the 5,000-10,000-store band.

Starting from traditional catering channels, Hope Water achieved sales exceeding 500 million yuan within 4 years and is expanding into more dining scenes. XianMu Technology occupies 20% of the catering supply chain market, focusing on emerging leisure dining scenes and building a bridge between leisure dining enterprises and beverage brands.

Facing the continuous differentiation and upgrading of catering channels, Hope Water and XianMu Technology will interpret new opportunities for beverage brands from different perspectives.

Lunch & Food Show Tour
Flavors Level Up
How Does Ginger Flavor Drive Beverage Innovation?

There's no doubt that ginger remains a promising contender. Ginger flavor enjoys considerable acceptance worldwide. As early as 2017, Google's beverage trend report noted a 32% increase in searches for ginger drinks (including ginger tea, ginger beer, and ginger ale) across the United States, United Kingdom, Spain, and Mexico. Searches for categories like ginger water and ginger juice grew by 79%. According to Technavio's data, the ginger market is projected to reach $3.4 billion by 2026, with a compound annual growth rate of 7.3% from 2021 to 2026. While ginger beverages have seen rapid growth in the Asia-Pacific market, they have yet to establish dominance as a flavor profile in the Chinese market.

Bundaberg: From Australia's Top Ginger Beer To The Globally Popular "Craft" Soda.

For 64 years, Bundaberg, originating from Australia, has been committed to handcrafting "craft" sodas. Not only is it well-known in Australia, but it has also expanded its business to 60 countries worldwide, generating a revenue of 1.5 billion.

Entering China 8 years ago, Bundaberg started with its classic ginger beer, using its unique ginger flavor to tantalize consumers' taste buds. It then introduced a variety of colorful fruit-flavored sodas, gradually establishing an iconic brand image. Now, how can Bundaberg in China leverage rapidly developing emerging channels to enter more everyday consumption scenarios and unlock broader markets?

What Are the New Possibilities of Ginger Flavor?

In order to explore the possibility of ginger flavor in the Chinese market, FBIF specially invited 5 top domestic and foreign ingredient companies as beverage flavor designers to select and send 2-3 groups of ginger-themed flavor innovation works, and conduct on-site scoring through evaluation in various dimensions. Enlighten the perfect use of ginger flavor in beverages and the innovative development of ingredient design. In this interaction, creators can not only freely play around the theme, but also choose their favorite brands to create targeted creations, thereby gaining explosive exposure and cooperation opportunities. Don’t miss it!

How Did Traditional Mexican Fermented Beverages Achieve 100% Growth In The United States?

Tepache is a traditional Mexican drink that is made from fermenting the peel of pineapples. After kombucha and kefir ignite the fermented drinks market in North America, Tepache ascends to be the next growth driver.

As the first brand that introduces Tepache in packaged products, how did De La Calle achieve 100% growth in 2022?


The Cactus That Challenges the Coconut: How Was The Doubling of Cactus Beverages Achieved Year After Year?

At FBIF2017, we attempted to discuss the performance and potential of cactus in the beverage category. Six years later, the latest data shows that from 2018 to 2022, the compound annual growth rate of cactus-flavored beverages launched in North America and the UK was 56.51%.

Nevertheless, due to the uniqueness of the ingredient, there is still a lack of awareness about the category of cactus beverages.

Pricklee, a cactus beverage brand from the United States, promotes its product with the slogan "No Coco," challenging coconut water, highlighting the health benefits and efficient hydration properties of cactus beverages just like coconut water. Through social media marketing, it has established a quirky and fun brand image and has achieved year-on-year doubling of success since its official launch in 2021.

Drink Talks
· 6.26 (Day 2)
Wow, Drink It Up!
4.2H - Hall C1
Category Innovation
In the ultra-competitive beverage sector, innovation in product, brand, or channel is like beating around the bush when it comes to occupying consumers' mind space. Perhaps we need a more comprehensive approach to drive long-term category innovation as consumers' perceptions are formed by category.
Faced with numerous beverage categories, FBIF2024 will break down the issue into two dimensions. 1. For categories that are slowing down, like carbonated drinks, fruit and vegetable juices and so on, where to seek new growth amid coexistence of consumption upgrading and downgrading? 2. For fast-growing smaller categories, like sports drinks, instant coffee, zero-sugar tea and so on, how to seize opportunities in category substitution and become the next-gen star categories?
How Can Zero-sugar Tea Drinks Win Over Consumers Who Loves Sweet Drinks?

Zero-sugar tea drinks account for around 90% bottled tea drinks in South Korea and Japan. China, on the other side, sees high-speed growth of sugar-free tea drinks, but the gap in market share is still large compared with mature markets like Japan and South Korea.

The substitution between sweetened and sugar-free tea drinks has come to a new stage. Apart from keeping pace with the health trend, anything else sugar-free tea drinks can do to win over consumers who like sweet drink?

How Huiyuan Juice Achieved 167% Profit Growth After Reducing SKUs by 80%?

In today's market, where value for money is paramount, the juice industry, with its relatively low barriers to entry, must be especially wary of homogenization and the risk of bad money driving out good. Facing a complex competitive landscape, Huiyuan Juice, a company with 30 years of experience, has chosen a dual strategy of "focus and innovation." Between 2022 and 2023, after reducing its SKUs by 80%, Huiyuan Juice achieved a 167% increase in profits. Innovative products like prune juice and cilantro juice have also opened new opportunities for the company. A more focused strategy and more grounded innovation may be the key for Chinese juice companies to grow bigger and stronger in the future.

Nescafé "Recreated" Nescafé: From Brand to Product

From "Tastes Great" to "Remind Every Day", from the iconic coffee bean ICON to the agile little red bird, Nescafé, which holds the largest share of China's retail coffee market, "recreated" itself this year with a new Nescafé: From brand mindset to innovative products, what insights are behind Nescafé's new moves? And what trends will it lead in the Chinese retail coffee market?

Blue Ocean Can Be Found Even in The Highly Competitive Coffee Market

When personalized and aesthetic upgrades became the "standard rhetoric" for new consumer brands, it focused more on cost-effectiveness. When cost-effectiveness became the "consumer's first choice", it wanted to become a more story-driven, unique brand—Tasogare Coffee  seems to always take a different approach. Since starting with online sales of drip coffee, Tasogare Coffee, founded 9 years ago, has sold over 1.3 billion cups of coffee as of December 31, 2023, and has amassed over 10 million fans across all channels. In an increasingly competitive coffee industry, how can Tasogare Coffee, which does not aim for first place, find its niche and continuously create more value for consumers, the company itself, and society?

[Panel Discussion] Wild Lemon

How to incubate new brands from common lemon flavors with strategic focus?

Lunch & Food Show Tour
[Special Interaction] Regional Flavors: Big Growth, Not Necessarily from A Super Product

Zuixi Apricot Tea was sold 1 million bottles in four months. Asia Sarsae hit 200-million-bottle sales in one year. Over 10,000 cups of Guhe Sour Plum Soup are sold in one day ... Regional drinks are increasingly accepted by the masses, but it is hard to see one "super product". Fortunately, becoming a super product is not the only answer as supply chains of drinks are more mature. How to generate high growth for regional drinks?


Herbal Drinks Prevail the World

As the health trend gains momentum, herbs appear more widely in new beverage products around the world. Over 300 million bottles of Yakan no Mugicha by Coca-Cola Japan since its launch less than one year ago. Aura Bora, a sparkling water made from real herbs, fruits, and flowers, is one of the fastest growing brands in the sparkling water category in the U.S. Xian Tea by CHI FOREST grew 10 times year on year with more than RMB 100 million sales achieved in the first eight months of 2022.

How can the potential of herbs be unleashed to the maximum by leveraging culinary cultures in the eastern and western worlds?


Umami Cola: Craft Cola Kicks off Drink3 Era

There is little hope to see the authentic formula that Coca-Cola has poured 75 billion to protect and kept a secret for over 130 years, but innovation in carbonated beverages has been ongoing. Besides "reducing sugar," what other unique ideas can we explore? Takahisa Yamada, the founder of UMAMI COLA, drew inspiration from Japan's long history of sake brewing techniques and "brewed" a cola using herbal plants. I'd like to share with you a new formula I saw on the can in advance, as it looks irresistibly alluring.

Replacing sugar with koji from Hakkaisan, UMAMI Cola blends elderflower, tulsi, citrus depressa hayata with ingredients that are often found in energy drinks, arginine, nicotinic acid, BCAA, GABA, vitamin B, etc. 

(Well, I tried. Please see the picture and let the invited speakers tell you more.)