The Highlight Reel: Innovation on Tap

Overview

The Highlight Reel: Innovation on Tap features insights into the non-alcoholic beverage industry with BERO & Stiller's Sodas.

What You’ll Learn

• Non-alc is moving from niche to mainstream — occasion and ritual matter as much as formulation.
• Consumers shop the whole beverage set; category lines between soda, seltzer, and NA blur at shelf.
• Pair founder intuition with blind and in-context testing before you scale production.

Key Insights

• Growth opportunities in the non-alcoholic space.
• The growing importance of functional drinks and ingredients.
• How "better for you" trends will shape beverage innovation.

Episode Transcript

Host Introduction

Pri Carr: Hello and welcome to the Highlight Reel, an interview series with CPG leaders who are blazing innovation across the industry. I’m Pri Carr, President and COO at Highlight. Today I'm joined by John and Alex, who are trailblazers in the industry.

Discussion Points

• John Herman: CEO and co-founder of BERO, with a strong background in better-for-you brands.
• Alex Doman: Co-founder and CEO of Stiller's, preparing an innovative beverage launch.

Industry Trends

• Growth in Non-Alcoholic Beverages: Adoption rates show significant interest, with over 55% of people having tried non-alcoholic beverages recently.
• Mainstream Adoption: Discussion around consumer expectations and evolving preferences.
• Innovations in Beverage Categories: Insights into how brands like BERO and Stiller's plan to navigate a changing market.

Challenges and Insights

• Both founders discuss the challenges they faced when entering the market.
• Consumer Preferences: The blend of taste, branding, and marketing strategies.
• Innovation and Intuition: Balancing data-driven decisions with intuition in product development.

Final Thoughts

• Alex's Perspective: The importance of differentiating a brand in a quickly changing landscape.
• John's Take: Acknowledging the lessons learned from past launches and the ongoing importance of taste and branding in success.

Conclusion

• Join us for insights into how leaders Marketers are adapting to the burgeoning market for non-alcoholic beverages and what that means for future product innovations.