What’s NExt in BEV

At Upland, we believe the beverage aisle should be as dynamic and refreshing as the drinks it holds. With summer around the corner, consumers will be reaching for meaningful hydration. And that’s where our innovation work with forward-thinking beverage brands comes in.

We’ve helped leaders in the hydration space unlock future growth. We tap into emerging needs with innovations like nostalgia-infused flavor profiles to real-time smart hydration tools. Through our foresight + insight methodology, we anticipate what consumers will reach for next.

So what are we seeing for this upcoming summer?

1. New Levels of Hydration INNOVATION

Consumers are hydrating to perform, glow, recharge, and recover. Whether it’s a low-sugar citrus boost on a morning walk or a botanical electrolyte blend for post-sauna cool-down, beverages are becoming companions to daily rituals.

We’ve seen this shift manifest in everything from expansion into new usage occasions to emerging D2C platforms catering to precise health goals. People crave intelligence in their hydration, whether that’s a smart sweat patch or clean, clear labeling that speaks their language.

Our work in brand strategy ensures that you reach your target audiences with the right message at the right time.

2. Unlocking the Next INNOVATIVE Flavors

This season, flavor multiplicity is fueling the rise of new beverage formats. From tea infusions to nostalgic throwbacks with a wellness twist.

Our concept testing shows consumers are drawn to experiences that feel indulgent and intentional. For example, watermelon rosemary, mango chili, or a citrus blend. Pairings that remind us of childhood or the glory days, but without the sugar crash.

With our innovation roadmapping process, we help brands stretch flavor into function so that every sip delivers more than taste.

3. INNOVATIONS BEYOND Liquid

Summer is about freedom and movement. That means consumers are looking for formats that travel well, reduce waste, and feel good to carry around. Our money flow analysis shows investments rising in reusable, refillable, and traceable packaging. This sets the stage for a beverage industry that’s more portable and responsible.

The takeaway? Your drink does more than hydrate, it signals your values, your vibe, and your vision for the future.

At Upland, we help brands see beyond the horizon. By decoding weak signals, reimagining category roles, and building bold innovation pipelines. Summer hydration is just the tip of the iceberg.

Whether you’re dreaming up the next big beverage or rethinking your shelf presence, let’s make sure your brand doesn’t just refresh, but leads. Want to talk about what your next leap looks like in hydration, wellness, or functional indulgence? Let’s connect.