As the world becomes more accustomed to the challenges of an ongoing pandemic, consumers are striving for balance in all aspects of their life. Still, rather than sacrificing on indulgent beverages, consumers are embracing them with some slight modifications, experts note.

Last fall, experts at the Louisville, Ky.-based Flavorman revealed that drink trends to watch for in 2022 include big and bold flavors, along with guilt-free indulgence, as a return to simplicity will dominate drinks in the new year.

Although drinks with subtle displays of flavor had previously taken center stage, that is likely to change in 2022, the company says. With the seltzer market beginning to saturate, beverage-makers now are seeking ways to differentiate from the competition, opting for bigger and bolder profiles, it adds.

“Client requests have taken a 180-degree turn on flavor, especially where seltzers and sparkling waters are concerned,” said Tom Gibson, chief flavorist for Flavorman, in a statement. “Whereas before, clients would be looking for a gentler spritz of nuanced flavors in their drink, we are now seeing more clients ask for loud and proud, single-note flavors.”

Favorites like watermelon, strawberry, cherry, apple and grape will see a resurgence as consumers reach for those immediately recognizable and nostalgic profiles, the company says.

Additionally, floral profiles like hibiscus, lavender and elderflower are becoming more mainstream and making way for the earthier, more herbal flavors of turmeric, anise and rosemary, as consumer tastes now are evolving toward botanical-forward beverages — particularly in the premium sector, it adds.

Moreover, as premium beverages are often associated with quality ingredients, consumers indulging in these drinks aren’t as concerned with calorie restrictions or sugar because they recognize that they are treating themselves to a unique experience, it notes. The same can be observed in the spirits and beverage alcohol sectors, while simplicity takes the form of moderation, it says. BI

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Inspired to help people feel their best, Orgain launched its first-ever national brand campaign called That Orgain Feeling, it says. Set to Nina Simone’s iconic “Feeling Good” track, the campaign flips the script on where people focus their attention in pursuit of wellness, it adds. “As a brand whose passion and focus has always been about providing everyone access to good, clean nutrition, it’s important for us to ditch the unrealistic and uniform ideas of health and instead prioritize how we fuel our bodies, because eating right is the first step in elevating all those feel-good feelings that a purposeful, healthy journey can provide,” said Andrew Abraham, CEO and founder of Orgain, in a statement. The campaign was developed by creative agency 180LA, which joined forces with Orgain last fall as its newest agency partner, and was directed by the Malloy Brothers. The media buy features a mix of cable and streaming platforms and will appear on Bravo, HGTV, ESPN, E!, NFL, Food Network and Hulu. As dedicated PR and social programming will complement the campaign, bringing That Orgain Feeling to life across several channels to remind us that even small steps can lead to significant change, Orgain also will partner with several well-known personalities throughout 2022, the company says.

Pepsi introduced its Pepsi Music Lab, a new annual program designed to remove music industry barriers, create new opportunities for artists, and shine a spotlight on the next generation of hip-hop superstars, the company says. The brand teamed up with award-winning producer, acclaimed engineer and artist Pi'erre Bourne to launch the Pepsi Music Lab Academy – a three-day intensive for three rising stars with intimate studio sessions led by Bourne. Each participating artist will leave with an original track produced and released by Bourne and Pepsi. Artists could apply by submitting an original track and video testimonial to PepsiMusicLab.com by Jan. 16. “Pepsi Music Lab is a transformational opportunity for artists around the country, especially since they’ll be given the opportunity to partner with award-winning producer Pi'erre Bourne and learn from his extensive knowledge and skills,” said Todd Kaplan, vice president of marketing for Pepsi, in a statement. Bourne added: “I can’t wait to see all the amazing music submitted on PepsiMusicLab.com and I’m even more excited to see what tracks we can create together over the course of this program.” The brand also will host the Pepsi Music Lab Virtual Summit this month to share insights, advice on brand building, securing representation and more.

Black-owned Victor George Spirits announced that the Fort Lauderdale Community Redevelopment Agency (CRA) board voted unanimously to provide $2.45 million to help fund construction of a 15,000-square-foot facility that will house a distillery, restaurant, cigar bar, whiskey lounge, co-working space and a rooftop bar and lounge located on historic Sistrunk Boulevard. Victor G. Harvey, owner of nationally distributed Victor George Vodka “VG,” through his development company, Northeast 6th Development will help transform a once vibrant area back to a destination where neighborhood residents, out of town visitors and other locals can dine, drink and tour the distillery, the company says. “As our core brand VG continues to grow nationwide, we are committed to helping our own city grow, particularly the Sistrunk corridor,” Harvey said in a statement. The new building will be named The Victory Building after the historic Victory Theatre once located on Sistrunk. This was the mecca of entertainment for Black people in Fort Lauderdale and the only theater they could attend up until the end of segregation in 1964.

Twinings blends positivity and vibrancy in its new Drink in Life campaign, inviting consumers to share in the optimism of the reinvigorated brand. Showcasing its new Superblends collection, Drink in Life demonstrates how these new products help consumers feel good, live well and enjoy life, the company says. “Our Drink in Life campaign is rooted in the idea that taking even the smallest step counts when it comes to reaching your wellness goals and contributing to your overall health,” said Mike Currie, vice president of marketing at Twinings North America, in a statement. “Twinings is committed to delivering quality teas with exceptional taste and aroma that make consumers feel good — both inside and out — with every sip.” The Drink in Life campaign features Twinings’ new Superblends collection, which are well-being-focused teas that include functional additives and ingredients. The Superblends collection is available in four premium flavors, with additional flavor releases slated for this year.