Dietary Guidelines are a challenge—and an opportunity—for the beverage industry.

The 2025-2030 Dietary Guidelines for Americans were just released released, and the message is clear: It’s time to rethink our relationship with sweetness.

For the first time, the guidelines have taken an incredibly firm stance, suggesting that we should aim to move away from both added sugars and non-nutritive sweeteners.

As someone who helped build the hop water category from the ground up, I’ve always believed we could replace the ‘sweetness crutch’ with botanical complexity. Not to mention without alcohol.

I am also encouraged to see that sparkling is no longer vilified. Yes many carbonated beverages are loaded with added sugar, but many are not. Sparkling beverages help deliver the flavors in ways that non-carbonated beverage cannot and this can lead to better beverage choices by consumers.

The goal isn’t just to make drinks “healthier”—it’s to make them more interesting and enjoyable.

My name is Paul Tecker and I am a long time home brewer, craft beer enthusiast and self-proclaimed hop aficionado. For nearly 15 years, I have been involved with the thriving natural and organic beverage industry and continue to be convinced that the future is bright for healthier food and beverages. One of my hobbies is growing hops in my back yard for home brewing. This led to the creation of my H2OPS brand hop water. Although I was born in the Pacific Northwest (where hops flourish) I now make my home in Southern California with my wife and two growing boys.