At the upcoming Membrane Technology Forum, Brian Sudano, founder and chief executive officer at S&D Insights LLC, will present an educational session titled Where Is the Beverage Market Heading?

Sudano's session will examine how beverage market trends are evolving faster than at any point in the past 50 years, driven by changing consumer preferences, innovation cycles and competitive pressures across categories. As this fast-paced change impacts categories that once followed more predictable growth trajectories, companies are reassessing positioning and long-term strategy.

Recent market examples reflect this change. Plant-based dairy alternatives, once a high-growth category, have entered a period of stagnation with limited innovation, while protein-focused beverages have emerged as a dominant trend. How long protein will maintain its momentum remains an open question.

At the same time, beverage alcohol is undergoing a significant shift, as consumer interest moves away from traditional formats and toward ready-to-drink (RTD) products with implied functionality.

The session will address how beverage manufacturers are navigating these shifts while managing evolving product portfolios, changing distribution models and questions around production capacity. As companies move across categories and formats, new operating structures are emerging, including the potential for more asset-light business models.

Sudano will also examine the near-term outlook for beverage alcohol and the continued evolution of RTDs, with a focus on how these trends may shape the broader beverage market over the next several years.

Sudano says, "With the pace of technology, markets are moving faster than ever. Balancing functionality to include protein, phytochemicals and other ingredients is right in the middle of it. Alcoholic beverages are evolving, with traditional formats giving way to new formats. I believe this will make for an interesting discussion about the future of the beverage marketplace."

About Brian Sudano

Brian Sudano is the Founder and Chief Executive Officer of S&D Insights, LLC, a management consulting firm specializing in the beverage industry. With over 30 years of experience, he is a trusted advisor to global beverage companies, providing strategic insights, market intelligence, and operational expertise across the full beverage landscape.

Prior to founding S&D Insights in 2024, Brian served for two decades as Managing Partner and COO of Beverage Marketing Corporation’s strategic consulting group, where he led advisory engagements across nearly every beverage category and supported clients on growth strategy, market evaluation, and strategic transactions.

Earlier in his career, he held leadership roles at Constellation Brands and Joseph E. Seagram & Sons, focusing on business development, strategic planning, and large-scale integrations. Brian holds an MBA from Rutgers Graduate School of Management and a BS from Delaware Valley College, and is a New Jersey CPA. A recognized industry thought leader, he is frequently cited in major global publications and serves as a contributing editor for Beverage Industry magazine.

Courtesy of S&D Insights LLC

About the Membrane Technology Forum

The annual Membrane Technology Forum, hosted by Dairy Foods magazine and the American Dairy Products Institute, is the premier live event in the commercial membrane and membrane technology sector. This event covers key concepts and innovations for the sector, from the fundamentals of membrane technology, fouling and cleaning, to emerging technologies and applications with real-world case studies that highlight challenges, proposed solutions and results. 

The Membrane Technology Forum serves processors, plant managers, engineers, chemists, equipment manufacturers, research and development, sales and marketing specialists, technicians and other industry professionals.

The program features a series of two dedicated educational tracks, each with short, informative technical sessions covering current topics and emerging trends. Attendees will gain fresh ideas, trusted data and proactive solutions to help their companies evolve with changing trends in membrane technology.

The Membrane Technology Forum also features a select group of innovative and forward-thinking suppliers on hand to demonstrate their new technologies and products designed to improve processing operations.

The 2026 Forum will take place June 15–17 at the DoubleTree by Hilton Bloomington – Minneapolis South in Minneapolis, Minn.

Learn more and register at dairyfoods.com/membrane-forum