Given the extraordinary level of competition in the coffee category, it’s not surprising that brands are employing every trick in the beverage playbook.

—NANCY KRUSE, President, The Kruse Company

A ritualistic beverage embedded deep in American culture, coffee has finally been given permission to stretch outside the stereotypical norms of previous generations.

—ADAM MOORE, Chef/President, Flashpoint Innovation

Today, especially among Gen Z, coffee is seen more as an indulgent treat than an everyday necessity. Social media has reshaped how we view coffee. A regular drip coffee no longer feels special.

—KATHY CASEY, Owner, Chef and Mixologist, Kathy Casey Food Studios – Liquid Kitchen

The influence of more global and regional coffee beverages continues to push the boundaries, and a variety of iced coffee beverages looks to be main driver.

—TONY PEREYRA, Co-founder, The Spirits In Motion