How Blurred Categories Will Change the Beverage Industry

We've previously discussed that the divide between the three alcohol categories is slowly blurring, but a new report from Rabobank suggests category blurring will go beyond just alcohol. In fact, crossover products are estimated to increase their share of global RTD beverage volume nearly three times between 2005 and 2025."Over the next decade, this category blurring will permanently alter the beverage landscape, with companies straddling several categories and expanding the definition of beverages to include dairy, food and pharmaceuticals," writes