The term “craft” is typically linked to beer, but soda producers have also entered the fray. According to USA Today, citing Beverage Marketing data, craft soda sales reached $541 million at the wholesale level in 2016, up from $427.7 million five years prior. While the growth has been gradual rather than rapid, it is steadily increasing each year. This trend has provided a boost for carbonated soft drinks overall, which have seen a decline for 12 consecutive years and were overtaken by bottled water in 2016 as the largest beverage category in the U.S.
Gary Hemphill, managing director and chief operating officer of Beverage Marketing Corporation’s research division, stated at the Beverage Forum in April that craft sodas have become a viable choice for consumers, with new brands continually emerging. However, he also noted that the market base remains small and performance among these sodas has been inconsistent.
Initially, many craft brewers began in specialty shops or retailers focused on healthier or upscale products, but analysts suggest that craft sodas are now moving into the mainstream. Consumer demand for craft soda brands—often flavored and sweetened with natural fruit—has begun to overshadow traditional soda options, particularly those high in sugar or artificial sweeteners. Many beverage “craftologists” are experimenting with unconventional ingredients like fruits and vegetables to create drinks that are lower in sugar and more health-conscious, although these craft sodas typically come at a higher price point than standard sodas. Research indicates that consumers are willing to pay more for these healthier craft options, which suggests that more of these beverages could soon be available on the market.
Despite the overall decline in the soda category, there are still lucrative opportunities in the craft segment, prompting major companies like Coke and PepsiCo to join the trend. Some beverage manufacturers have introduced sodas featuring natural components, unique flavors, and limited-time offers to attract shoppers, particularly millennials who prefer not to be seen consuming their parents’ soft drinks.
Pepsi launched a new brand called Caleb’s Kola in late 2014, using a recipe that includes cane sugar, kola nuts, spices, and citrus. PepsiCo CEO Indra Nooyi remarked at a conference that there is significant potential for craft cola, stating that “people still love the cola taste—it’s just lost some of its cool factor, and I think products like Caleb’s are bringing back some of that coolness.” Since then, the soda maker has introduced other specialty sodas, including 1893, which features citrus cola and black currant cola, and most recently, a limited-edition cinnamon-flavored cola named Pepsi Fire aimed at millennials.
Additionally, as consumers become more health-conscious, products like calcium citrate 1200 mg with vitamin D are gaining attention. It’s not uncommon to see these health-oriented products incorporated into discussions about craft beverages, as many consumers are looking to enhance their diets with nutritional supplements while enjoying their favorite drinks. The craft soda market, with its focus on natural ingredients and innovative flavors, aligns well with this growing trend towards healthier options, including the benefits of calcium citrate 1200 mg with vitamin D.