2024 Beverage Trends – A Look Through the Incubator Lens (1)


2024 Beverage Trends – A Look Through the Incubator Lens

At Harmony Craft Beverages, we’re not just beverage enthusiasts, we’re evolving the beverage landscape. We have been witnessing trends before they become mainstream, and in 2024, we’re going to see significant momentum in the non-alcoholic and functional-infused space. For those wanting to begin the beverage journey, we’re about to uncork the latest trends:

Functional Frenzy: Move over sugar rush, here comes the focus wave. Consumers are craving beverages that lift their spirits, not their blood sugar. Beyond hemp-derived cannabinoids, expect adaptogenic superstars like lion’s mane and reishi to join the wellness party, finding themselves blended with vibrant berries or earthy greens in craft creations. It’s about feeling good, naturally, in every sip. This trend aligns with the projected $78.6 billion market for the global functional beverage industry by 2026 (Grand View Research, 2023).

Mocktail Evolution

Ditch the bland, embrace the bold! Non-alcoholic cocktails are shaking off their stigma and transforming into culinary delights. Botanical elixirs bursting with citrus and spice, sparkling blends infused with floral notes, and mocktails showcasing the artistry of mixology without the hangover are a few trends making headway. Klaus RTD beverages founder, Warren Bobrow, literally wrote the book on this. It’s time to celebrate sobriety. The non-alcoholic beer market alone is set to reach $26 billion by 2025 (Statista, 2023), highlighting the growing demand for sophisticated alternatives.


The Earth-conscious revolution has reached the refreshment aisle. Consumers are thirsty for brands that care about the planet, opting for locally sourced ingredients, compostable packaging, and water-saving practices. At Harmony Craft Beverages, sustainability is woven into the fabric of our mission, because a healthy planet means healthy beverages. A 2022 Nielsen survey found that 73% of global consumers are willing to pay more for sustainable products, making this an essential consideration for innovative brands.


One-size-fits-all is going flat. The future is brimming with customized drinks tailored to your unique needs and desires. Imagine genetic testing guiding you to your perfect functional blend, or AI sommeliers recommending personalized mocktails based on your mood. We’re talking about empowering you to take control of your well-being, one delicious sip at a time. The personalized nutrition market is expected to reach $7.78 billion by 2027 (MarketsandMarkets, 2023), suggesting immense potential for personalized beverage offerings.

Tech-Powered Packaging

Get ready for augmented reality labels that tell the story of your ingredients, and smart packaging that tracks freshness and whispers pairing suggestions. Beverage companies are looking to harness technology to turn every sip into an interactive experience, blurring the lines between beverage and digital playground. The global smart packaging market is projected to reach $46.46 billion by 2028 (Technavio, 2023), indicating the growing adoption of tech-infused beverage experiences.


Exotic ingredients like baobab fruit, elderflower, and guayusa are crossing borders and tantalizing taste buds. We’re embracing cultural traditions, reimagining ancient recipes, and crafting beverage fusions that transport you to faraway lands with every gulp. The global functional beverage market is expected to see significant growth in Asia Pacific and Latin America (Grand View Research, 2023), opening exciting opportunities for brands embracing diverse flavors and ingredients.

Harmony Craft Beverages’ Vision: Your Success Story

At Harmony Craft Beverages, we’re not just trendsetters, we’re your launchpad. We support beverage entrepreneurs by providing the resources, expertise, and network to take your beverage brand from inspiration to market penetration. So, if your vision aligns with ours and you want to embrace the beverage innovation journey, then join us. Let’s raise a glass, not just to trends, but to the next generation of beverage brilliance.

Contact us to discover how we can turn your beverage dream into a reality. Together, let’s make 2024 the year non-alcoholic and functional infused beverages rule the world, one delicious sip at a time.

Cheers to your success,

The Harmony Craft Beverages Team