On this day 87 years ago the first Academy Awards ceremony was held to honor excellence and innovation in film. A lot has changed in film production since 1929 when silent film Wings won Best Picture. Much like the film industry, the beverage industry has made major advancements in innovation since the first soft drink was invented in the 19th century.

America’s beverage companies are constantly innovating to deliver products that meet the changing tastes and lifestyles of our consumers. Consumer preferences have led to more lower- and no-calorie beverages, smaller portions sizes, new flavors and new kinds of beverages like energy drinks.

Consumers also made it known that they wanted the facts about their products at their fingertips. In response we launched Clear on Calories, which placed easy-to-read calorie count labels on the front of all our products.

And when it comes to protecting the planet, America’s beverage companies are leading the way on innovative techniques to conserve, restore and reuse our natural resources. From reducing our water usage to increasing fuel efficiency to creating lightweight packaging that is 100 percent recyclable, environmental stewardship is at the very core of our business.

As an industry built on innovation, we pride ourselves on constantly delivering new choices for our consumers and being at the forefront of efforts to improve our communities and the environment.