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Synopsis The objective of this book is to discuss the various challenges faced by the non-alcoholic beverage industry worldwide: competition, health-awareness among consumers, constant innovation, packaging, advertising, flavor and ingredient innovation, distribution, regulations, changing consumer tastes, preferences, etc. The constituent ingredients of the beverage industry have been a reason for doubt among all, more so in the recent past due to the cola scams…yet the “COLA” fever simply doesn’t die from the youth. Several studies worldwide have demonstrated a direct linkage between sugar-sweetened beverage consumption and weight gain among consumers. All over the world, mainly in the US, several ‘Beverage Guidance Systems’ have been formed to provide guidance on the overall nutritional benefits and risks caused by various beverage categories. This is the biggest challenge for the industry. There are other challenges like the impulsive attitude of the consumers and their ever-changing tastes and preferences, controversies regarding beverage ingredients, and constant demand for marketing innovations. Furthermore, consumption of non-alcoholic beverages has a certain link not only with food habits but also with general lifestyles. The players in this industry, having developed keen insights into this fact, have mastered the art of leveraging this in their marketing and promotion efforts. The players in this industry have been able to perfect the art of their customer segmentation and position themselves appropriately, so as to acquire their right customers, retain them and derive optimal monetary value. Yet, the beverage industry and its ‘never-say-die’ attitude is on a roller coaster like never before.