Beverages are defined as any liquid other than water especially prepared for human consumption. Beverages can be classified into different types such as, alcoholic, non alcoholic, fruit juices, soft drinks and hot beverages.

The beverage industry has been one industry, which has witnessed tremendous growth and has not faced a slow down even in the recent times of recession. Beverages manufacturers have realized that on one hand they need to focus on youth centric beverages such as, canned juices and soft drinks and also cater to the demands for popular beverages such as, tea and coffee. The traditional beverage drinks have also gone through changes to cater to the demands of consumers. Drinks such as, frappucino, espressos are being introduced in cans, sachets and bottles to be useful to consumers.

Beverages manufacturers world over have realized the importance of marketing products innovatively and to manufacture products based on consumer demand. They have not only retailed their products to big outlets and supermarkets but also come up with novel ideas such as promoting their products in trade fairs, cinema multiplexes etc. A few manufacturers have come up with the idea of opening their own coffee shops where people can sit and enjoy a good cup of coffee.

Beverages manufacturers have also come up with beverages that promote both taste and healthy lifestyle. Manufacturers have created products such as, healthy yogurts and smoothies as a good drink for a good start to your day. Similarly there are many protein based and energy drinks that have been introduced to cater to the hectic and demanding lifestyle of many working professional who don’t have enough time to go to gym or a brisk walk. Market trends have revealed that energy drinks are one of the most important segments of the beverages industry and contributes significantly to the revenue generated by the beverage industry.

The new age beverages cater to every need of the consumers from vitamin drinks, protein shakes, soft drinks to traditional drinks such as, coffee and tea. Beverages manufacturers need to keep in mind the points mentioned below to increase their market visibility and consumer base:-

• Do a thorough market research before making a decision to manufacture a particular kind of beverage. Carry a detailed survey on customer preference and demands.

• Make sure you have a professionally drafted business plan for production of beverages.

• Ensure you have the manpower and machinery to carry production of beverages.

• Be prompt in adopting new technologies to match pace with competition.

• Participate in trade shows organized by food and beverages councils to promote your products to a larger audience.

• Comply with government regulations with respect to usage of ingredients, production techniques and packaging regulations.

• Be innovative and formulate right marketing strategies to effectively market your product.

Be assertive and bring a momentum to your production by implementing business strategies in an effective manner. It is important to give your brand a distinct identity by focusing on all areas of beverage marketing and production.