American Beverage Association’s Vision for Health

Kevin Keene, president and CEO of the American Beverage Association (ABA), shared insights on the initiative “Make America Healthy Again (MAHA)” during an event on Wednesday. He emphasized the importance of “meaningful choice” and “accessible transparency” in promoting better health and strengthening the economy. The discussion was moderated by Alex Marlowe, Editor-in-Chief of Breitbart News.

Keene expressed that MAHA is about revamping America’s health landscape. “We’ve been supportive of this for nearly 20 years, looking for innovative ways to contribute since the current administration took office,” he explained. He pointed out several key elements that the ABA sees as crucial for advancing the MAHA agenda from the beverage industry’s standpoint, highlighting meaningful choice and transparency.

He stated, “It’s about giving consumers as much choice as possible. That’s where innovation thrives. And then being honest about our products, so that consumers can make informed decisions for themselves and their families.” Keene noted that this has been a focus for him and the association for quite some time.

As he looked at the beverage aisle, he referenced major brands like Coca-Cola and Pepsi, alongside regional favorites such as Polar and Cheerwine, saying that consumers now have many new options.

Keene elaborated on what he means by “meaningful choice,” suggesting it’s about providing options that are more than just existing products—they should actually taste good and be sugar-free.

He emphasized that about 60% of the beverages purchased by Americans do not contain sugar. “Many might just think those are diet sodas, but that’s a misconception,” he clarified, adding that over half of this percentage consists of “non-soda beverages,” including sparkling and flavored waters.

“This includes tea, zero-sugar sports drinks, and innovative hydration options like Body Armor,” he noted. “And let’s not forget sugar-free energy drinks. That’s the exciting part—these options are tasty and that’s where people are choosing to spend their money.” He reiterated the focus on making these choices clearer and more accessible to consumers.

For more, check out the complete event below.