Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can.
Supporting this branding tactic is a host of vendors, from beverage formula services to custom can manufacturers. At NASRO 2026, a national school resource officer conference, public safety app Emergent3 traded the usual booth pitch for something familiar: custom “Safety Sodas.” Lockdown Cola (Alert), Coordination Cola (Smart Maps), and Dr. Reunify (Reunification) turned product features into conversation starters. More than 500 cans went out, and more than 40 meetings were booked as a result.
In Sydney this summer, Adidas supplemented a vibrant activation at Pitt Street Mall tied to the FIFA World Cup 2026 with three custom-designed cans (two sparkling iced teas and a sparkling water). Attendees received a branded can and a competition coupon, then were directed to the nearby adidas store. The can worked as a both giveaway and first step in a path to purchase.
And at Cannes Lions 2026, branding and design agency Tavern swapped swag for a “product launch.” Through its Tavern Labs, the agency created Cannes Royale: five 12% ABV Champagne cocktails made with French ingredients and canned in custom 222-millileter cans. Tavern says it treated the activation “like a genuine product launch,” from concept and identity to liquid development, sourcing, production, and packaging. The 15 cases it brought to the House of Brand Transformation were gone on day one.
The agency will host its own Cannes house in 2027—Tavern House—building off this creative concept. Cheers to that.
Related:
- Experiential Marketing Trend of the Week: Tea Time
- CES 2026: An Insider Tour of the Reddit Conversation Bar
More beverage culture insights, beyond cans.
Keurig Dr Pepper’s State of Beverages 2026 report, drawing on YouGov, Ipsos, and Morning Consult surveys, supports the evolution of drinks as a form of identity for younger consumers. According to the data, 58% of Gen Alpha and Gen Z say what they drink reflects who they are, compared with 41% of millennials and older generations.
Check out our recent interview with Oatly on its AFTERTASTE industry summit, designed as the “Davos of beverage,” featuring leaders, operators, tastemakers, creators and journalists from the coffee, f&b, and hospitality industries. It’s just one way this brand is leap from grocery aisle to cultural conversation.
The Trend of the Week is coproduced with the support of Pinnacle.
