IFF (NYSE: IFF), a global leader in food, beverage, health and wellness, has launched SipScape, a digital platform designed to help brands innovate in the fast-changing adult beverage market.
The initiative provides actionable insights on product design, flavor modulation and sweetness reduction, with a particular focus on no- and low-alcohol beverages. It also highlights the growing use of botanicals, natural colors and functional ingredients, reflecting current consumer demand for health-conscious and experience-driven drinks.
Rethinking why people drink
Fernanda De Paula, vice president of global beverages category for IFF Taste, said SipScape was about redefining drinking occasions in line with modern lifestyles.
“Consumers are looking for more than a buzz, and drinks are no longer defined solely by their alcohol content,” she explained. “The most successful new products are those that reflect people’s values, fulfill specific occasions and genuinely resonate with their needs. When done right, beverages can turn fleeting moments into joyful and meaningful experiences.”
IFF describes SipScape as a “virtual social scene” where beverage brands can better understand today’s drinkers, explore their preferences, and identify innovation opportunities.
Powered by trend foresight
The platform draws heavily on PANOPTIC, IFF’s proprietary trend and foresight capability, which tracks cultural and consumer shifts across global markets. PANOPTIC has highlighted several developments reshaping the drinks industry, including the rise of moderation, the appeal of functionality, and younger generations’ focus on conscious consumption.
Through this research, SipScape introduces five new consumer personas, each paired with distinctive concepts that align with their motivations. These profiles are intended to help beverage makers design products that resonate with specific lifestyle needs.
Meet the SipScape “Resident Sippers”
Two of the personas were unveiled as part of the launch:
- Eternal Explorer (Eva): Positioned as “rebels with a cause,” this group—comprising globally minded Gen X and baby boomer consumers—tends to support ethical and sustainable brands. Concepts linked to them include Once Upon Oaxaca Cocktail, a 5% ABV mix featuring Mexican flavors such as mezcal and palo santo, and Mango Sticky Rice RTD Green Tea, a vitamin-rich drink with immune-supporting properties.
- Good-Time Guru (Gemma): Representing Generation Alpha and Gen Z consumers, these drinkers are drawn to experimentation, escapism and personalization. Concepts include Hopped Pineapple Lemonade, an 8% ABV tropical-hops fusion, and Dragon’s Zen Sparkling Energy Drink, a zero-alcohol option balancing sweetness with sophisticated flavors.
Broader implications for the industry
By framing consumer needs through such personas, IFF says SipScape provides beverage companies with tools to create products that go beyond refreshment and alcohol levels. The approach links drinking occasions to emotional resonance, sustainability concerns and identity expression.
SipScape also signals how companies are adapting to a broader transformation in the adult beverage category, where premiumization, wellness and lifestyle alignment are becoming as important as taste.
The exhibition-style platform is accessible online, offering companies a space to explore new concepts and reimagine the future of social drinking.
SipScape is available at iffapps.com/sipscape
