Looking for summer beverages that guests will flock to at BBQs and outdoor events? Just add watermelon.
The fruit has emerged as a high-demand beverage ingredient, particularly among Gen Z and Millennial consumers. According to the National Watermelon Promotion Board, younger guests order watermelon drinks far more frequently than Gen X guests or Boomers.
Research shows that fresh watermelon adds perceived value to beverages, with associations that include happiness, natural sweetness, refreshment and mood-boosting appeal. Younger consumers connect watermelon with joy, energy and a sense of adventure.
Despite its popularity, consumers still view fresh watermelon as underutilized in foodservice. Beverage-focused innovation—especially smoothies, refreshers and garnished drinks—presents a clear opportunity for operators looking to differentiate menus and drive trial.
To liven up your summer menus, try such non-alcoholic refreshing drinks as Watermelon Raspberry Lemonade or such cocktails as Watermelon Aperol Spritz. For more ideas, visit Watermelon.org.
