# Regionally Specific Sparkling Drinks The Minute Maid Colour Drink is Made with Rich Grape Juice By Michael Hemsworth | Published 2019-01-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/minute-maid-colour References: [foodbev](https://www.foodbev.com/news/coca-cola-india-launches-minute-maid-colour-sparkling-beverage/) & [coca-colaindia](https://www.coca-colaindia.com/brands/minute-maid) The Minute Maid Colour drink has been launched by [Coca-Cola India](https://www.trendhunter.com/trends/lemondou) as a refreshment option for consumers in the Tamil Nadu area in response to flavor and taste preferences. The drink features a rich grape flavor with a sparkling profile, which makes it a refreshingly crisp beverage to choose in favor of [traditional juice options and soda drinks](https://www.trendhunter.com/trends/cappy-bubble). The beverage will be marketed with a new advertising campaign starring Tamil movie star Keerthy Suresh as well as a significant push on social media alongside on-ground activations. Speaking on the new Minute Maid Colour drink, Director of Juice at Coca-Cola India and South West Asia, Srideep Kesavan, who said, "Consumers in Tamil Nadu have a special love for grape flavoured beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun. The product was developed keeping in mind local affinity and preferences. We named it ‘Colour’ since the term has a strong emotional connect and nostalgia across generations." ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 55% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Regionally Specific Beverages:** Brands can cater to local tastes and preferences, offering refreshing new options that reflect the unique cultural background of a region, promoting customer loyalty and engagement. - **Flavorful Sparkling Options:** Sparkling drinks with unique tastes and fresh combinations can be offered as a healthier, zero-calorie alternative to traditional juices and sodas, combining health benefits with delicious, fun flavors. - **Celebrity Endorsements:** Partnering with local celebrities and influencers can help brands build regional recognition and credibility, increasing their brand awareness and driving sales. ### Who This Affects Most - **Beverage Industry:** Innovation in the beverage industry is evolving, creating opportunities for companies to offer healthier and tastier options for consumers. - **Marketing Industry:** With the rise of social media and influencer culture, the marketing industry can leverage this trend to create more effective and targeted campaigns that connect with regional audiences. - **Hospitality Industry:** Hotels and restaurants can incorporate regionally specific drinks into their menus, offering unique and fresh options that cater to local tastes and preferences, thus providing customers with a full regional experience. ## Related on Trend Hunter - [Orange Branding Updates](https://www.trendhunter.com/trends/minute-maid-1.md) - [Canned Flavored Wine Cocktails](https://www.trendhunter.com/trends/flavored-wine-cocktails.md) - [Refreshing Green Grape Juices](https://www.trendhunter.com/trends/grapeade-beverage.md) - [Refreshing Grape Juice Beverages](https://www.trendhunter.com/trends/welchs-grapeade.md) - [Grape-Flavored Better-For-You Sodas](https://www.trendhunter.com/trends/culture-pop-sodas.md) - [Indian-Inspired Sparkling Drinks](https://www.trendhunter.com/trends/bollygood.md) - [Alcoholic Lemon-infused Beverages](https://www.trendhunter.com/trends/lemondou.md) - [Effervescent Indian-Inspired Beverages](https://www.trendhunter.com/trends/indian-inspired-beverages.md) - [Zesty Citrus Soda Refreshments](https://www.trendhunter.com/trends/cocacola-lime.md)