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More sophisticated products such as fast-rehydration drinks are becoming popular especially in Japan where stamina enhancing sports drinks with added ingredients to aid performance are becoming more popular. Wellness and nutraceutical drink products are increasingly being targeted at specific segments of the population for example age gender lifestyle and particular health conditions. Examples include Sunny Delight for children and drinks for women. Targeting specific segments of the population has been the motivation for many new products such as women-specific products issue-oriented products for example prostate and breast cancer prevention. At present the sports drink market is the most mature and therefore presents little opportunity for growth which has become apparent already in the US and Japanese markets.
Later the focus shifted from households to full scale production at breweries. This also provided people with employment opportunities as they could start working beverage jobs in a growing industry and by the end of the era people had mastered the art of brewing and distilling alcoholic drinks. Period of Renaissance Brewing became a full time occupation and masters of the art would pass down the techniques to their heirs. The advancement in technology proved beneficial to the beverages industry as it brought about new innovative ways of making alcohol alcoholic beverages were much purer now and drinks such as gin and brandy were made for the first time. American Revolution Alcohol consumption was now at its peak and the beverages industry was thriving drunkenness was common and it wasn t until the war that efforts were made to curb the use of alcohol.
Japan was a pioneer in functional beverages and foods consuming nearly twice as many functional beverages as any other nationality. The Japanese have always made the direct connection between what you eat and drink and what you are and they ve long viewed their diets as being a primary source of health and medication. Energy drinks have been established in Japan for decades and are also known as tonic drinks. Initially targeted at young consumers (and routinely used by this demographic as alcohol drink mixes) these drinks are now being aimed at people of all ages who need a healthy energy boost. People now understand that almost everything we take in has some kind of effect-this is a new kind of knowledge. Consumers are more empowered because of this knowledge and companies are responding to this new found personal edification. Other market sectors are continuing to expand. Enriched juices and juice-based drinks fortified with vitamins and minerals are gaining in popularity as are herbal-infused beverages.