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Beverage growth is being driven by shifting consumer demand toward personalization, zero sugar, hydration, energy and functional benefits. Today, 60% of consumers are interested in zero-sugar beverages and more than 40% seek drinks with added functionality. Innovation and variety are fueling this next wave, with mixology, customization and premium offerings creating opportunities to drive trade-up. As a total beverage company, The Coca-Cola Company is evolving to meet these needs with a portfolio built for emerging trends, helping operators create standout beverage experiences and keep menus relevant.