Are Soft Drinks Now Adult Sodas?

In the ever-evolving beverage landscape, new premium offerings are revitalizing the market for soft drinks, namely "adult sodas." Adult soda is often formulated with more natural flavors, less sugar, botanicals, and other functional ingredients such prebiotics and/or probiotics. They are made for more mature palates, sometimes even adhering to modern health trends. It’s a big and growing market. 62% of adults in the US purchased carbonated soft drinks in the past 12 months, according to Innova Market Insights. Innova saw that reduced sugar and caffeine-free were the most important criteria when it came to purchase decisions.

What is Adult Soda, Anyway?

Marketing
Sugar
Flavors
Quality Ingredients

In the sparkling water category, think La Croix versus Liquid Death. Both cans of water, but very different positioning. Sodas still involve some form of carbonated water, fruity flavors, and the primary ingredient, sugar, usually in the form of corn syrup. While you’ll find more natural ingredients in these beverages, how they differ is largely in how they are marketed.

A focus on high-quality, natural ingredients is as much of a differentiator as is having less sugar. With so many brands vying for the market, deciding what is and what isn't an "adult soda" can be confusing. For our purposes, we are excluding cannabis and adaptogen-infused soft drinks.

Adult sodas are formulated to provide a balance of sweetness, acidity, and bitterness, with significantly less sugar than regular sodas. They often avoid artificial sweeteners, opting instead for natural flavorings and a touch of real sugar. This approach not only enhances a drink's flavor profile but also makes it a versatile mixer for cocktails. In terms of pricing, adult sodas generally fall into a premium category compared to mainstream sodas, with prices often comparable to or slightly higher than other non-alcoholic craft beverages like kombucha or artisan teas. These brands are helping to define adult sodas.

The Pioneer: Grown Up Soda (GuS)

Founded by Steve Hersh in 2003, GuS is a pioneer in the adult soda market and continues to be popular today. Its offerings aim for an adult flavor profile with minimal sweetness, and each soda is crafted with high-quality juice. As a product manager at a big soda brand and a consumer marketing behemoth, Hersh sidestepped the health pitfalls of artificial sweeteners, carefully adjusting his recipe to achieve genuine flavor with fewer calories. Hersh's goal wasn't to be a health-driven venture like the diet sodas from Big Soda but he got there anyway. "We aim for a 40% reduction in sugar across the board," says Hersh. Interestingly, the current formulation was a pivot away from early products which included corn syrup. "After two months I'm like oh my God I gotta be in cane sugar, what was I thinking?" Many consumers prefer cane sugar, as evidenced by the popularity of Mexican Coke in the United States which never moved away from its original formulation. Hersh was prescient, as today, many soda brands are turning again to cane sugar to sweeten their beverages, but using less of it, and adding other healthy ingredients.

Today GuS falls in-between the likes of a regular Coke in sweetness (which comes in at 140 calories)) and Coke Zero. A side benefit comes from using GuS Soda as a mixer, where less sugar makes for a better-tasting cocktail. Examples like their ginger ale offer 90 calories per serving as compared to around 150 for big soda and are excellent mixers for cocktails, thanks to their reduced sugar content. GuS was on the menu at New York's Per Se and Yountville's The French Laundry for 10 years, as an option for those seeking a non-alcoholic alternative to accompany a tasting menu.

American Bitter: Casamara Soda Club

Founded by Jason LaValla, Casamara Club emerged from a passion for botanical extracts and a desire to fill a gap in the non-alcoholic beverage market. LaValla, a former lawyer turned soda maker, was inspired by his experiments with amaro and bitters, leading him to create what he calls botanical sodas. Though you might find that these were the follow on to the Italian bitter sodas such as Chinotto. These beverages boast cocktail-inspired aromatics with an extra dry finish, designed to appeal to sophisticated palates. Each soda balances sweetness, acidity, and bitterness, offering a full-flavored experience without relying on artificial sweeteners or high sugar content. Rather than try to "chase the burn," LaValla followed his instincts to get to what lies at the core of a great drink. "Alcohol is a flavor enhancer. That means a great cocktail only needs to hit two major taste profiles. For example, a daiquiri is sweet and sour. A Negroni is bitter and sweet. Non-alcoholic drinks need to hit three major taste profiles to be perceived as “full flavored," that’s why we try to balance sweetness, acidity, and bitterness altogether."

Casamara Club's offerings, like the Superclassico, evoke the essence of Italian aperitivos and pair well with various foods, making it perfect for dining occasions. It sometimes seems impossible to define this category so let's just describe a few of the drinks to give you an idea of the scope:

Superclassico starts with Alta, which, all by itself is reminiscent of a Negroni, with a fruit forward pink citrus balanced with fresh and fruity spice notes. Serve it with an orange twist and pair with pepperoni pizza, antipasti and happy hour oysters. Onda is an herbaceous lemon spritz with notes of candied lemons, woodsy sage and a bit of salinity that is meant to be paired with seafood risotto, breakfast tacos and french fries. Como is closest to an amaro, a mandarin orange spritz balanced with fresh mint and a bit of wildflower. Serve it with an orange twist, and pair with a deli sandwich or fried rice. Lastly Sera is a delicate,. lightly tart, grapefruit forward take on an Aperol spritz, with notes of cinnamon, lavender and fruit acidity. Serve with a grapefruit peel and pair with braised short ribs or coconut curries. Despite the options, LaValla knows his flavor profiles aren't for everyone and that's okay with him. "Too many brands try to please everyone and end up satisfying no one," he says. " Early on, I tried working with a consultant to commercialize our recipes. It was a complete disaster. They wanted us to use pre-packaged flavor compounds, citric acid, and dyes. The whole industrial playbook. They literally told me that using real botanicals was impractical because "that's not how Arizona Iced Tea got big."

Botanical Creations: Dry Soda Co

Founded in 2005 by Sharelle Klaus in Seattle, Washington, and now known as DRY Botanical Bubbly, the company straddles the line that connects all of these "adult soda" companies with a portfolio of non-alcoholic, lightly sweetened sparkling drinks that are extremely dry and are designed to be paired with fine-dining menus. Like Hersh, she was not only looking for an alternative to the era's overly sweet sodas but also hoped to elevate soda to a seat at the big kids’ table. DRY drinks have evolved from soda substitutes to sparkling wine alternatives, becoming better with each new formulation. Its drinks include botanicals (hence the rebrand) and aromatic flavor profiles inspired by botanical ingredients, such as lavender, cucumber and vanilla, (previous flavors have included juniper, and lemongrass, not typically found in soda). They are lower in sugar and have been crafted with the intention of food pairing and as a sober beverage, rather than a mixer, hence the double meaning of "dry."

Jamaican Heritage meets Quality Ingredients: Big Marble Organics

Known for its commitment to organic ingredients, Big Marble officially launched in 2020 in Phoenix, Arizona, after years in development. Big Marble produces sodas that emphasize natural flavors and a clean, crisp taste. Its focus on sustainability and health-conscious options positions it as a leader in the adult soda market. "Big Marble was started behind the bar of a restaurant I used to own called the Breadfruit and Rum Bar in Phoenix," explains Dwayne Allen, founder. "It tells the story of my Jamaican heritage. I grew up with ginger beer, it was something my grandma used to make as a kid. When we opened the bar and we started developing our cocktail program, we looked around at the options that were available. And there was nothing that really came close to the sort of experience that I was accustomed to." The shift came about when the bar's Jamaican ginger beer supplier switched from using local ingredients to high-fructose corn syrup.

All of the company's products are USDA organic and fair trade. Sustainability has become a bit of a buzzword but Allen walks it like he talks it, using ingredients like sorrel and hibiscus and working closely with his suppliers. "We care about what's happening on the farms and the impact that conventional farming has on our environment, he says. "And certainly we are concerned about social equity. So the fair trade standard ensures that all the folks who are involved with growing and producing the raw materials or the ingredients that we use are treated fairly and equitably". The brand also sponsors local events such as the City of Phoenix's Bike to Work Day and is involved with an organization called Trees Matter, which is dedicated to bringing more shade to the city by expanding the "tree canopy," especially in low-income areas. Big Marble has made a name for itself in the local on-premise space and is looking to take its product national.

From Mixer to Main Act: Fever-Tree

Fever-Tree has established itself as a leader in the premium mixer market by prioritizing quality ingredients and innovative flavors. Co-founders Charles Rolls and Tim Warrilow identified a market gap as the demand for premium spirits increased, yet there were no mixers of matching quality. Fever-Tree launched its Premium Tonic Water in 2005, which includes quinine, a natural element with historical significance, enhancing both taste and health properties. The brand's commitment to using the finest global ingredients, like Sicilian lemons and various types of ginger, ensures a superior mixer experience. Fever-Tree's "Sparkling" line, including flavors such as Pink Grapefruit and Lime & Yuzu, expands their repertoire, offering lower-calorie options perfect for cocktails or standalone enjoyment. Fever-Tree remains devoted to excellence, employing methods like sfumatrice pressing to maintain the natural essence of their ingredients, and continuing to innovate in the mixer category.

Future of the market

The adult soda market is flourishing with innovation and diversity. Brands like GuS, Big Marble, and Poppi highlight how a focus on natural ingredients, reduced sugar, and unique flavor profiles can appeal to discerning consumers. The addition of adaptogens or cannabis can provide health benefits. The lines are expected to continue to blur as may adult sodas do double duty as as premium mixers. Even Big Soda is on board with the change."We continue to make progress on sugar reduction in our beverages” noted Coca Cola CEO James Quincey on an earnings call with investors in April 2025, without committing to any new products or changes to existing ones just yet. With the rise of health-conscious and flavor-focused products, the adult soda category continues to grow, providing exciting options for those seeking a refined alternative to traditional soft drinks.