View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Analysis
July 25, 2018

Japan’s “summer of clear” tests the conventional wisdom on beverage colours – NPD trends

A burst of clear-coloured beverage innovation in Japan this summer is challenging the traditional role of colour in beverage innovation, potentially providing new insights into the role colour plays in beverage choice. The conventional wisdom is that colour strongly affects the perceived taste and flavour of a beverage. Removing colour can be both disruptive and attention grabbing, but can violating colour-flavour norms really be a path to success in beverage innovation?

A burst of clear-coloured beverage innovation in Japan this summer is challenging the traditional role of colour in beverage innovation, potentially providing new insights into the role colour plays in beverage choice. The conventional wisdom is that colour strongly affects the perceived taste and flavour of a beverage. Removing colour can be both disruptive and attention grabbing, but can violating colour-flavour norms really be a path to success in beverage innovation?

Subscribe to Just Drinks

Verdict Network

Join over 80,000 beverage industry professionals by unlocking full access for just $1 (plus VAT if applicable)

Already a Member? LOGIN HERE

Just Drinks membership gives you:

  • Unlimited access to Just Drinks content including in-depth analysis, exclusive blogs, industry executive interviews and management briefings
  • Unbeatable market coverage from wine and beer, to soft drinks
  • Unrivalled apparel industry comment from Olly Wehring, Andy Morton and leading industry analysts

Want multi-user access? Explore our multi-user & corporate memberships

70% of the beverage companies in the Forbes Global 2000 use Just Drinks

Related Companies

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Drinks