The global coffee market has reached a value of $485.59bn, reflecting rapid growth fueled by increasing consumer preference, the rise of specialty coffees and the proliferation of coffee shops. Health-related associations, such as reduced risks of cardiovascular disease and certain cancers, are also contributing to this expansion. Alongside traditional consumption, the sector is benefiting from a surge in functional coffees.

MTN WTR is introducing Extra Strong Sparkling Water to the US, inspired by Japan's trend of ultra-carbonated beverages. The product, made from alkaline spring water filtered through volcanic rock at Mount Fuji, contains 4.0 to 4.5 volumes of CO2 per can, almost double the carbonation of regular sparkling water. The US version of Extra Strong Sparkling Water will be available in new 500-milliliter cans at restaurants and stores, including Amazon, Erewhon, H Mart and 99 Ranch.

TeaJoy has launched do-it-yourself bubble tea kits on an ecommerce platform, marking an expansion beyond its business-to-business model. The kits, requiring no cooking, offer two varieties and serve four.

Lemon Perfect CEO Yanni Hufnagel discusses his transition from college basketball coach to beverage entrepreneur, highlighting the inspiration behind the brand and its growth strategies. In a podcast interview, Hufnagel shares milestones such as the company's launch in Costco and the hiring of Chief Marketing Officer Mary Lee. Hufnagel also addresses the increasing demand for healthy products and outlines future plans to enhance the supply chain and product quality.

Marketers from companies such as Duolingo and Sephora discussed the importance of agility in a rapidly changing landscape at a recent event. Duolingo is leveraging cultural trends by launching an anime series to attract Japanese learners, while Sephora has partnered with women's basketball teams to reach new audiences. Meanwhile, Audible has tailored its marketing strategy for the Japanese market, and Unilever has utilized social listening tools to inform campaigns.

Keurig Dr Pepper Chief Marketing Officer Drew Panayiotou is leading a marketing overhaul that consolidates agencies, emphasizes data-driven strategies and adopts Silicon Valley-inspired practices such as agile teams. The "full-stack marketing" approach aims to balance short-term performance with long-term brand building, exemplified by a partnership with Disney Advertising to enhance digital ad targeting and integrate Dr Pepper's "Fansville" into college football broadcasts.

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