Reset, Refresh, Rethink: The New Wave of Drinks

Welcome to this week's edition of GRATE,

September always feels like a natural reset—the unofficial start of a new season and a chance to set fresh goals. One of mine is simple but surprisingly tricky: staying properly hydrated. I’ll admit, I’m not a huge fan of fizzy drinks, and plain water often feels uninspiring. But as life gets busier, I know how important it is to keep hydration

front and centre.

This personal challenge got me thinking about the huge wave of drinks innovation we’ve seen over the summer. Consumers everywhere are asking more of their drinks than simple refreshment, driving a surge in low- and no-alcohol options, functional hydration packed with electrolytes and vitamins, and low-sugar sports drinks that don’t compromise on performance.

 At the same time, heritage brands are refreshing their image, playful crossovers are winning new fans, and celebrity-backed launches are adding credibility and aspiration. This week, I’m spotlighting five standouts that capture where the category is heading—but they’re just the beginning of a much bigger shift in how and why we drink.

The common thread across all these launches is that drinks are no longer just about quenching thirst—they’re about delivering an experience, whether that’s functional, emotional, or cultural. For brands, the opportunity lies in blending credibility with creativity, and for consumers, it means more choice than ever before.

And as we head into September, that spirit of reset feels fitting: a reminder that even the simplest rituals—like staying hydrated—can be reimagined, refreshed, and made more exciting. 

If this summer is any indication, the future of drinks will be defined by bold innovation and smarter choices, sip by sip. 

As always, enjoy the read and let me know what's inspiring your NPD pipeline after reading this. 

And if you are heading to the Speciality Fine Food Show, I'll be there Tuesday, (so guess what next week's newsletter will be all about ;)

Annie x

FOXES BOW - THE HIP FLASK. REIMAGINED

I love what these guys have done for whiskey, making it cooler and more casual. And now they’ve taken that same thinking into convenience with a sleek, portable whiskey pouch, perfect for festivals, concerts, and life on the go. The founders, Tony Foote and Alice Carroll—two Limerick natives—created the brand to reflect a modern, contemporary Ireland in the whiskey world. It’s a bold move that nods to heritage while reimagining how

(and where) whiskey can be enjoyed.

ALL ABOUT KOMBUCHA - LIVE SODAS

All About Kombucha has always stood for making gut health simple, fun, and accessible. Founded in Galway by friends Keith and Emmett, the brand was born out of a shared passion for brewing better-for-you drinks that still feel like a treat. Their new “live sodas” are the next evolution—bridging the gap between familiar soft drinks and fermented wellness beverages. They’ve managed to capture all the fizz and flavour of a cola or lemon soda, while staying true to their roots in probiotic, functional health.

MAS BY MESSI

When Lionel Messi launches a drinks brand, it’s easy to assume it’s just another celebrity side project. But MAS feels different. It’s rooted in Messi’s own lifestyle, built around clean hydration, low sugar, and credibility that comes from the world’s greatest footballer himself. For fans, it’s aspirational; for the wellness crowd, it’s proof that performance and authenticity can sit in the same bottle. A great example of how celebrity brands can work when the story aligns with the product.

HYTROPICS ELECTROLYTE DRINK

Hytropics was literally born at 36,000 feet—somewhere between Dublin and New York. As pilots, the founders knew first-hand the toll dehydration and fatigue can take, and set out to solve it. Their answer is a precision formula combining electrolytes for hydration, B vitamins for vitality, and ginseng for focus. The result is a clean, modern alternative to legacy sports drinks that gives you balance and clarity when you need it most. Hytropics isn’t just a drink—it’s your edge.

NU AMAZON GUAYUSA SPARKLING DRINK

NU started with founder Conor’s discovery of guayusa tea while visiting a friend in Ecuador. Unlike coffee or synthetic energy drinks—which gave him jitters and a crash—guayusa felt different: clean, focused energy without the anxiety. Beyond that, it tasted great, carried real health benefits, and supported sustainable Amazonian agriculture. That sparked the big question: why don’t more people know about this? Nu Infusions is his answer—a sparkling, plant-powered energy drink blended with lemon water kefir. It’s a smart evolution of energy drinks, turning a traditional Amazonian leaf into something modern, functional, and exciting.

FLAVOUR SPOTLIGHT: TROPICAL BOTANICAL FUSION

This week’s must-try flavour direction is a vibrant mash-up of tropics and botanicals—think coconut-mango, citrus-basil blends, and hibiscus-rose floral whispers. Not only do these profiles deliver on hydration, they bring a mood-lifting freshness that feels both indulgent and wellness-minded. Whether in a sparkling functional drink or a pared-back cocktail, they’re redefining what “refreshment” can taste like. Other Key Flavour Stars Making Waves 

Coconut‑mango, citrus‑basil, and tropical punch are fuelling the "summer refresher" craze, offering a lush, elevated alternative to the usual citrus or berry notes. 

Bittersweet grapefruit is rising fast among wellness drinkers—thanks to its perceived immune, digestive, and weight-support benefits.

Hibiscus, rose, and white peach are leading the botanical trend, lending floral sophistication across both non-alcoholic and cocktail formats.