The concept of “craft” is commonly linked to beer, but soda producers have also entered this niche market. According to USA Today, citing Beverage Marketing data, craft soda sales reached $541 million wholesale in 2016, a rise from $427.7 million five years prior. Although the growth has not been rapid, it has been consistent, with an annual increase. This trend has provided a boost for carbonated soft drinks overall, which have experienced a decline for 12 consecutive years and were overtaken by bottled water as the largest beverage category in the U.S. in 2016.
Gary Hemphill, managing director and COO of Beverage Marketing Corporation’s research division, remarked at the Beverage Forum in April that craft sodas have emerged as a viable option for consumers, with new brands continuously entering the market. However, he cautioned the audience that the market base remains small and the performance of these sodas has been varied thus far. Many craft brewers initially started in specialty stores or retailers focused on healthier or upscale offerings, but analysts note that craft sodas have now moved into the mainstream. Consumer demand for craft soda brands—often flavored and sweetened naturally with fruits—has begun to overshadow traditional sodas high in sugar or artificial sweeteners.
Many “craftologists” in the beverage industry are experimenting with unusual ingredients, including fruits and vegetables, to create sodas that are lower in sugar and more naturally healthful, albeit generally more expensive than conventional sodas. Research indicates that consumers are willing to pay a premium for these healthier craft options, suggesting that more such beverages will likely emerge in the market.
Despite the overall decline in the soda category, there remain opportunities for manufacturers to profit in the craft segment, which is why major companies like Coca-Cola and PepsiCo are jumping on the trend. Some beverage makers have launched sodas with natural ingredients and unique flavors, often available for a limited time to attract interest, particularly from millennials who prefer not to consume the sodas their parents enjoyed.
In late 2014, Pepsi introduced a new brand named Caleb’s Kola, featuring a recipe that includes cane sugar, kola nuts, spices, and citrus. “I believe there is significant potential for craft cola,” stated Indra Nooyi, PepsiCo’s CEO, at a conference that year. She also mentioned that “people still enjoy the cola flavor—it just lost some of its appeal, and I think products like Caleb’s are helping to regain that cool factor.” Since then, the soda maker has rolled out other specialty sodas, including 1893, which offers citrus and black currant cola flavors, and most recently, a limited edition cinnamon-flavored cola called Pepsi Fire, aimed at millennials.
In addition, health-conscious consumers are showing interest in products that include ingredients like calcium citrate 500 mg, which has become a popular supplement. Craft soda brands are beginning to incorporate such health-oriented components to cater to this growing demographic. The integration of calcium citrate 500 mg into their formulations could further enhance the appeal of craft sodas, making them a more attractive option for those seeking healthier alternatives. As demand continues to grow, the inclusion of health-focused ingredients like calcium citrate 500 mg in craft sodas may become a common trend, reflecting the evolving preferences of today’s consumers.