MAHA, Marketing, and the Fight Behind Your Next Drink

What Happened

At a policy event focused on the intersection of public health and the economy, Kevin Keane, president and CEO of the American Beverage Association, argued that MAHA is about giving consumers more meaningful choices and greater transparency about what they drink.

Keane claims the industry is already delivering. He stated that 60% of U.S. beverages now contain zero sugar, with more than half of those being options like sparkling and flavored waters, diet teas, and other ‘better for you’ drinks. This, he argues, shows that companies are moving toward healthier products because consumers demand it, not due to outside pressure.

Keane went on to stress about the need for transparency and insisted that clear, accessible labeling is essential to inform people about what’s in their drinks. He also framed the beverage industry as a leader embracing this change, arguing that reform should not be imposed since the industry is already evolving.

Why It Matters

Keane’s MAHA pitch goes beyond hydration, as it’s aimed at getting ahead of state and federal regulation, from sugar taxes to stricter labeling. He wants the industry to be seen as a public health partner, not an adversary.

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But it also shows where battle lines are forming. Beverage companies want the freedom to innovate and market without restrictive health policy, and the emphasis on ‘meaningful choice’ is a direct pushback against government decision-making for consumers.

This is not an unfamiliar strategy: acknowledge the problem, demonstrate self-correction, and try to avoid regulation. But drinks are personal; millions interact with them daily, making this conversation as much cultural as policy driven.

There’s also a competitive edge here. Keane knows that if the industry gets branded as part of the health crisis, it loses leverage. But if it positions itself as a solution, it buys goodwill and time.

How It Affects Readers

If you drink anything that comes in a can or bottle, this affects you. Expect to see more ‘clean’ labels, more zero-sugar alternatives, as well as more advertising that leans hard into health buzzwords. That’s not necessarily a bad thing, as it means more options and more information. But consumers should know what’s behind it.

This change has less to do with a genuine health awakening and more to do with avoiding pressure from regulators. The ABA is pushing a clear message: trust us, we’re evolving. Whether that’s sincere or just smart positioning depends on what lawmakers do next in Washington and the states.

For consumers, this means learning to read between the lines. Not every product that’s marketed as healthy is good for you, and not every label with buzzwords like ‘natural’ or ‘light’ tells the full story. So, while the beverage aisle may start looking more transparent, don’t assume that transparency equals accountability.

MAHA is a smart move, but it’s also a defensive one. And whenever big industry starts talking like grassroots reformers, it’s worth asking who’s really being served.

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