All articles by Phil Tappenden
Phil Tappenden
Hibiscus in soft drinks – a trend that will continue to bloom
With a breadth of usage and category applications, hibiscus seems to be settling in for the long run.
Why the fizz in the premium mixers market will continue
With several major brands established and newbies continuing to spring up, the question is: what growth is still in the offing for the premium mixers market?
Why M&A moves suggest a healthy future for soft drinks
As belts tighten, brand owner M&A activity has gone quiet, But not, as category commentator Phil Tappenden explains, in soft drinks.
Is energy drinks experiencing a second coming? – comment
Category blurring is all the rage in beverages, and energy drinks wants to get in on the action. Soft drinks commentator Phil Tappenden explains.
Have soft drinks brand owners been virtue signalling over Ukraine? – comment
The wave of condemnation of Russia’s move into Ukraine has been near-universal – especially online. Category commentator Phil Tappenden considers the response in soft drinks.
The booming e-sports and e-gaming marketing opportunity for soft drinks – comment
One consumer trend to have been super-charged by the pandemic is the e-sports trend. For soft drinks brand owners, argues soft drinks category commentator Phil Tappenden, this presents an opportunity too good to miss.
How soft drinks is trying to save the world, one bottle label at a time – comment
In a move bound to have marketers convulsing, some soft drinks brand owners have recently taken to ditching their labels. Category commentator Phil Tappenden considers the successes of efforts so far.
How soft drinks brand owners can rise in the fall – comment
A new season, a new soft drinks commentator! Phil Tappenden joins the Just Drinks ranks and brings with him for his first outing season’s greetings.