Don’t Chase Food & Beverage Trends—Turn Them Into Lasting Impact

Our team is watching the food and beverage industry go through a moment of massive change. Social media has become the new tasting room, reshaping how people discover, share, and try new products. In this environment, brand recognition alone simply doesn’t cut it. Today’s audiences want more. They’re looking for brands that feel as alive and dynamic as the culture around them—brands that spark curiosity, conversations, and clicks.

We’ve seen this play out in our work with the Kentucky Bourbon Trail. Even the oldest distilleries with centuries of history aren’t just leaning on tradition. They’re experimenting—launching new product lines, collaborations, and limited editions that keep fans talking (and posting) well past the first pour.

Influencer content has gone from being a nice-to-have to being one of the biggest drivers of trial. Over three-quarters of Gen Z say they’ve tried a food or flavor because they saw it online. For them, scrolling isn’t a passive pastime—it’s an active hunt for their next food or drink obsession.

Bourbon and beer brands know this well. Distilleries and breweries are taking what happens in the real world—tours, tastings, bottle drops—and amplifying it online. Those moments feel authentic, but they’re also built to be shared, sparking trial digitally and creating demand on shelves.

Curiosity sells. Nearly 40% of people say they’re more likely to visit a restaurant if it offers unique flavors, and almost half of Gen Z and Millennials are ordering more adventurous drinks than they were just a year ago. Novelty is the hook, and people are hungry for it.

Craft beer is proof. A citrusy IPA, a small-batch sour, or a limited barrel-aged release is never just a drink—it’s a story worth telling. And when brands frame those flavor experiments as cultural experiences, they do more than quench thirst—they create demand.

Of course, there’s a flip side. Beverage categories like seltzers and probiotics have exploded, sometimes with three or four times the SKUs of traditional beverages. More growth means more noise. Products trend quickly, and their lifecycles are shorter than ever.

Food and beverage companies are catching on. In fact, 83% say they’re upping their investment in innovation. But in a marketplace where every product is vying for cultural relevance, it’s no longer enough to rely on traditional advertising. The brands that win are the ones showing up in cultural moments, balancing the short-term spark of trends with the long-term pull of brand storytelling.

That balance is key. Quick-hit moments on social media drive discovery, but brand purpose sustains loyalty. We’ve seen it firsthand with beer and bourbon: the limited-edition drop fuels the buzz, but it’s the enduring brand story that keeps people coming back.

For today’s food and beverage brands, the challenge is clear: find the cultural moments where you can lean into excitement—and turn fleeting trends into lasting impact.

• Social Media Drives Discovery: Modern consumers, especially Gen Z, are influenced by what they see online. Leveraging authentic, shareable content can spark trial and amplify product launches.
• Novelty Creates Buzz: Unique flavors and limited-edition releases capture attention and fuel conversations. Curiosity is a key driver of engagement and demand.
• Trends vs. Saturation: Exploding categories mean products must stand out. The most successful brands balance short-term trend excitement with long-term brand storytelling.
• Innovation is Non-Negotiable: 83% of food and beverage companies are increasing investment in new products. Staying relevant requires blending creativity with strategy.
• Cultural Relevance Sustains Loyalty: Participating in cultural moments turns fleeting hype into enduring brand impact, creating loyal customers beyond the initial trend.

By strategically leveraging trends, social media, and innovative flavors, food and beverage brands can transform short-lived moments into lasting consumer engagement and market growth.