Drinks as thirst quenchers? They are far more than this, according to the German futurologist Matthias Horx. He thinks drinks are lifestyle. Luxury and sustainability are no longer contradictory. For example, a person who enjoys smoothies doesn’t show he is too lazy to snip fruit, but demonstrates spirit of the times, humour and style! According to Horx, drinks will be successful in future if they are presented as “pleasant personalities” and meet the consumers’ desire for health and activity – just like the fruity drink snacks in the handy container for a vitamin boost between times.
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