# Elevated Beverage Brands are elevating the aesthetic and recipes of traditional Latin beverages. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Apr 29, 2021 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/modernized-beverage ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## What is the Elevated Beverage trend? **Elevated Beverage:** Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials. ## The consumer insight behind the Elevated Beverage trend When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 17, 2020 to Apr 30, 2021 - Published: Apr 29, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Elevated Beverage trend ### Elevated Latin Beverages Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache to better target Latinx Millennials. ### Fermented Probiotic Beverages There is increasing demand for flavorful, low-calorie, and probiotic-rich beverages like Tepache that appeal to health-conscious consumers seeking an alternative to sugary drinks. ### Real Fruit, Ready-to-Drink Beverages Ready-to-drink aguas frescas are gaining popularity for their tasty blend of fruits, water, and sugar. The appeal is amplified for those seeking a convenient and healthy drink experience with added vitamins and electrolytes. ## What the Elevated Beverage trend means for industry ### For Beverage Industry Innovation opportunities lie within the beverage industry to explore the use of traditional ingredients and preparation techniques in modern products that satisfy the demands of diverse consumers. ### For Health Food Industry Disruptive innovation opportunities exist for the health food industry to create tasty and healthy beverages that incorporate prebiotics, probiotics, vitamins and low calories to appeal to mainstream health-conscious consumers. ### For Packaging Industry The packaging industry has an opportunity to offer modern and aesthetically pleasing designs for traditional beverages, appealing to Millennial consumers who prioritize modern designs and appealing aesthetics. ## Workshop question Conceptualize a product that combines modern aesthetics with cultural tradition. ## Trend signals for Elevated Beverage Trend score 4.0 out of 10, from popularity 63%, activity 48%, freshness 10%. - Popularity: 63% - Activity: 48% - Freshness: 10% ## Examples of the Elevated Beverage trend 4 featured examples from Nov 17, 2020 to Apr 30, 2021. - [Ready-to-Drink Aquas Frescas](https://www.trendhunter.com/trends/agua-bonita): Agua Bonita Boasts Two Impactful Flavors in Modern Packaging (Category: Marketing) Implication: The beverage industry can tap into health-conscious consumers' demands for innovative and better-for-you beverage options. - [Tropically Flavored Probiotic Beverages](https://www.trendhunter.com/trends/big-easy-bucha): These New Big Easy Bucha Tepache Drinks are Tasty (Category: Marketing) Implication: Disruptive innovation opportunity: Incorporate probiotics into different beverage products to tap into the growing demand for functional and health-enhancing drinks. - [Fermented Pineapple Beverages](https://www.trendhunter.com/trends/pineapple-beverage): De la Calle Puts a Fresh Spin on Traditional Mexican Tepache (Category: Lifestyle) Implication: De la Calle's pineapple probiotic drink and its rising popularity highlights opportunities for innovation in the beverage industry, particularly with the growing trend towards hea… - [Horchata Cold Brew Coffees](https://www.trendhunter.com/trends/horchata-cold-brew1): Bandida Boasts an Aesthetically Pleasing On-the-Go Beverage (Category: Marketing) Implication: Beverage companies can leverage the popularity of cold brew coffee and incorporate unique flavors and ingredients to differentiate their products from competitors. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)