Key takeaways
The rise of smaller and local players, the entrance of alcoholic players with 0% offerings, the sophistication of tastes, the blurring of segments, the engagement of celebrities (e.g. Beyonce) in creating their own brands, and so more... within a few years the market of non-alcoholic beverages has been revolutionized.
Today, market entry barriers are very low as money is cheap and as there is a pull coming from venture capitalists and retailers who are giving small brands double their fair share. For those individuals who look for a manual, there is good news as there are even books...