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Modern Beverage Culture 2018

Celebratory, functional, nourishing, quenching. Is there anything more intertwined in America’s contemporary food culture and lifestyles than the role of beverages? Not only do they provide basic sustenance, they serve as an expression of our tastes and values. Beverage-consumption rituals can bring people together or provide solace in quiet, solitary eating occasions. Beverage culture is evolving and dynamic. What does today’s beverage landscape look like? 

Beverages are dramatic disruptors in today’s food and beverage marketplace. New categories, brands, and formats have captured the attention of consumers of all ages and lifestyles and are breathing new life into both retail and food service sectors. Beverages have acquired vast amounts of real estate — on shelves and in key demand spaces — as producers and purveyors expand their offerings to meet consumers’ evolving needs and desires. 

Navigating a New Landscape of Opportunity

Beverages today represent the epitome of consumer choice — a vast array of options to meet demand for better solutions against evolving needs and lifestyles. It’s a complex, compelling landscape full of strategic implications for manufacturers, retailers, and restaurant/food service operators alike. 

Modern Beverage Culture 2018 unpacks the dynamics that drive consumer choice and shape the exciting opportunities ahead in today’s beverage landscape. 

Report package includes general report (PowerPoint and PDF), including executive summary, in-depth analysis and implications, and demographic data tables (Excel). 


  • Methodology
  • Executive Summary
  • Modern Beverage Culture
  • Beverage Attitudes and Aspirations
  • Beverage at Retail and Restaurants
  • Spotlight on Choices for Children
  • Modern Beverage Need State Model
  • Beverage Occasions and Need States
  • Implications and Recommendations

Appendix: Beverage Category Dashboards and Trends  

If you are a Hartman Retainer Services client, this report may be available to you. Questions about Hartman Retainer Services and account representatives, contact: melissa@hartman-group.com 

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Published December 2018 (127 pages)

Now: $7,500

List Price: $15,000