As a beverage industry expert with over 7 years of experience tracking trends and innovations, I’m captivated by the way viral drink sensations have spread like wildfire across social media in recent years. From colorful unicorn lattes to fluffy Dalgona coffee whipped to perfection, consumers can’t seem to get enough of camera-ready concoctions made for Instagram. Read below about “Viral Beverage Trends- Unique Drinks Taking Social Media by Storm in 2024”.
However, the drinks grabbing the most likes and shares today offer more than eye candy alone. People want an experience from start to sip, not just a pretty picture. The beverages making the biggest splash have great taste, interesting backstories, and elements of fun or surprise that compel you to share them with friends (both online and in real life).
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Viral Beverage Trends- Unique Drinks Taking Social Media by Storm in 2024
Based on my industry connections and recent observations, here are three beverage trends I believe are poised to go viral in 2024:
Next-Level Boba – More Textures, Flavors, and Theater
Boba tea has boomed in popularity over the last decade, evolving from a niche Asian drink to a mainstream phenomenon with mass appeal. The simple formula of tea, milk, and chewy tapioca pearls has endless room for innovation though.
In 2024, I predict next-level boba shops playing with new textures like fruit jelly cubes, popping boba bursts, and hand-pulled noodle straws rising in popularity. We’ll also see more unexpected flavor mashups, theatrical smoking and bubbling drinks, and Instagrammable toppings.
In fact, I recently visited a new boba shop in Los Angeles that specializes in visually stunning “boba clouds.” These fluffy, cotton candy-like bubbles literally overflow your cup for a magical, fairy floss effect. The sweet and colorful creations have already sparked a viral dance and photo trend on TikTok.
As the boba category matures, brands will continue dreaming up novel ways to surprise and delight. Theatrical, multisensory boba experiences also align nicely with the rise of experiential retail.
Functional Wellness Beverages – Adaptogens, CBD, and More
The growing interest in functional foods and holistic wellness has also impacted the vibrant beverage space. Consumers increasingly look to drinks as convenient delivery vehicles for health-enhancing ingredients, from immunity-boosting elderberry to stress-busting adaptogens like ashwagandha.
In 2024, I expect rising demand for ready-to-drink beverages infused with adaptogens, CBD, collagen peptides, pre + probiotics, and more. These functional ingredients promise benefits like reduced inflammation, improved gut health, and protection against free radicals.
While many niche health beverage brands currently sell direct-to-consumer online, the category has grown large enough for mainstream retailers like Target, Walmart, and Whole Foods to allot shelf space. As distribution expands, functional beverages could hit an inflection point with consumers.
When COVID first emerged, my go-to golden milk with turmeric saw a marked uptick in sales. During times of uncertainty or societal stress, functional drinks that promise a health halo will likely continue rising in popularity.
Elevated Mocktails – Sophisticated Flavor Profiles Without Alcohol
The no- and low-alcohol drink movement shows no signs of slowing. As an industry expert, I meet more people today intentionally reducing alcohol consumption for wellness reasons or due to changing social attitudes.
Yet interesting, grown-up drink options beyond sugary sodas or juices remain limited at many establishments. Herein lies the opportunity for elevated, complex mocktails to steal the spotlight!
In 2024, I expect mocktail menus to move beyond basic fruit punches into more sophisticated territory. Think small-batch mixers, unique acid and bitter profiles, aromatics like lavender bitters, and finishing salts or spices that round out flavors.
Some restaurants are even employing dedicated mocktail chefs now, applying chef-driven approaches to craft next-level mocktails as delicious as their alcoholic counterparts.
I was recently blown away by a cherry bark vanilla mocktail, made with homemade vanilla cordial, tart cherry shrub, and actual tree bark bitters infused right at the restaurant. It arrived in a smoked glass bottle, tableside service – easily as exciting as any artisanal cocktail.
As people continue seeking out better-for-you options without sacrificing an elevated drinking experience, expect mocktails to make more noise across high-end dining and specialty cafes.
Key Takeaways for Beverage Brands
For food and beverage brands, keeping a pulse on viral drink trends provides valuable consumer insights you can actually apply to product development and marketing strategies.
As social media continues influencing the products people buy and new brands they discover, the beverages positioned to win big are those engineered specifically to spark joy and inspiration online.
The drink concepts poised to erupt in 2024 all share some common viral-friendly attributes:
- Visually arresting colors and textures
- Unique, unexpected ingredient mashups
- An element of surprise or whimsy
- Camera-ready constructions that compel Instagram posts
- A sense of experience from the first sip
- Align with larger consumer wellness trends
Of course, great taste remains paramount – no one buys a second cup of a drink that looks better than it tastes. But the beverages going viral today do more than quench thirst. They tell a story; they mark an occasion. They create moments worth capturing and sharing. Know all about Viral Beverage Trends- Unique Drinks Taking Social Media by Storm in 2024.
Leveraging Viral Drink Trends for Product Innovation
By staying on top of rising beverage stars across social media, food and beverage manufacturers can actually apply these learnings to inform new product development. Viral drink trends provide real-time data on what resonates with consumers and the ingredients, flavors, and experiences capturing their attention right now.
Brands that lean into these viral-friendly attributes and quickly riff on emerging trends stand the best chance of creating the next must-try drink craze…or at the very least, one that rises above the noise on crowded store shelves.
Because as an R&D expert with over 20 years in the beverage innovation space knows, product lifecycles now move faster than ever thanks to the accelerated word-of-mouth potential through digital channels. The brands embracing this new normal – and actually designing products to spark conversation – will drink to that.
Conclusion
I hope you enjoyed this glimpse into the beverage trends I foresee making a splash in 2024 based on my industry expertise. As someone passionate about keeping my finger on the pulse of rising viral sensations, I can’t wait to see what’s in store as consumer tastes and technology continue evolving! I hope you like reading “Viral Beverage Trends- Unique Drinks Taking Social Media by Storm in 2024”.
Cheers to the drinks yet to come that will capture our attention and imagination. May your cups runneth over with the joy of discovery and connection that food and drink uniquely create. Here’s to the next viral sip that takes us all by storm!
Catherine Previti is a seasoned wine enthusiast with over 8 years of experience in wine tasting and beverage curation. Holding a degree in Viticulture and Enology, she shares expert insights on Vedrinks.com, helping readers navigate the world of wine with confidence. Connect with Catherine on Instagram.
