The beverage market has been in transition for several years now. Anything goes, as long as it tastes good to the consumer. This is how new taste experiences are created – from cannabis-laced drinks to coffee enriched with various flavors, there are no limits to the imagination. The boundaries between individual categories are becoming increasingly blurred. Beverages that fall between two categories, such as coffee with juice, colored beer, or carbonated juices, are increasingly becoming the norm. This development leads to a strong fragmentation of the market. Countless startups are trying their luck, but the major players, too, have long since recognized the potential and are investing heavily in innovative ideas. Here, too, the focus is on health – less sugar, less alcohol, more functionality. This development holds enormous potential for the juice and beverage industry.