The Year of Beverages: How QSR Brands Win with Audio

Have you checked out the beverage aisle lately? It’s more than soda, water, juice, and energy drinks these days. There’s alkaline water, protein-infused cold brew, collagen coffee, double-energy drinks with half the jitters (or triple energy with all the jitters), juice, non-alcoholic beer, and handmade, locally sourced, independently crafted everything.

It’s the year of the beverage, and there's a market for everyone.

For quick-serve restaurant (QSR) brands, beverages have transformed from an afterthought upsell into a serious traffic driver, revenue driver, and cultural signal. The US non-alcoholic beverage market is projected to grow approximately 5% annually through 2032, reaching $247B. 1 And competition is heating up, with chains like Starbucks rolling out protein lattes, Dunkin' launching refresher lines, and Sonic partnering with Red Bull for their Rechargers.

The question for beverage marketers isn't whether to invest. It's how to stand out in a crowded, innovation-heavy category. And for QSR advertisers, cutting through the noise requires reaching consumers where they're already engaged.

That's where audio advertising comes in. What if we told you your customers are listening to ads in the car while deciding which QSR to drive to? And they're thirsty.

Audio meets consumers at peak beverage moments

Go anywhere with foot traffic, and take a look around. What do the people around you have in common? A lot of them probably have earbuds in their ears and a fancy cup in their hand. That's the sweet spot for beverage brands: audio listeners with drinks on their minds.

Audio advertising aligns perfectly with beverage routines throughout the day. Over three in four Pandora listeners tune in while getting ready for the day, right when they're reaching for that coffee (or choosing where to drive through). Nearly 69% of SoundCloud listeners tune in while working, the exact window for a seasonal latte or specialty coffee run, and 54% of SiriusXM Podcast Network listeners are tuned in while exercising, making them prime candidates for protein drinks and recovery beverages. 2

And those are all impressive audiences. But the real opportunity for QSR advertising? It’s in the car.

The overwhelming majority of SiriusXM listening happens in-car—90%, to be exact. 3 Listeners spend more than two hours per day with SiriusXM on the road, 3 with 85% of listeners who typically order beverages at QSRs listening to audio in the car on the way to a fast-food restaurant. 4

That's not just reach. That's reaching people at the exact moment they're making beverage decisions.

QSR beverage demand is rising, especially among multicultural audiences

Multicultural audiences are the fastest-growing consumer segments, and they're driving beverage momentum at QSRs. From 2024 to 2025, QSR beverage purchases rose 9% among adults 18 and up. For Latino consumers (an already growing population), that growth was 15%, nearly twice the rate of the general population. 4

Latino consumers

Latino listeners show a strong affinity for beverage consumption—and are highly receptive to audio cues during key decision-making moments:

• Latino listeners are 67% more likely than the general adult population to be interested in ordering energy drinks at QSRs 4

• They’re 42% more likely to be interested in specialty drinks 4

• 75% Hispanic adults 18 and older listen to audio in the car on their way to a fast-food restaurant 4

• 59% say they could be inspired by an audio element like the fizz of a soda or the clink of ice to order from a QSR 4

Black consumers

Black listeners demonstrate strong digital ordering behaviors and a deep connection to culturally relevant audio content, especially in moments tied to entertainment and community:

• Black listeners are 115% more likely than the general population to order fast food for pick-up or delivery when watching sports on TV 4

• They’re 69% more likely to order from a QSR via app or website 4

• More than 75%  of Black adults 18 and up listen to audio in the car en route to QSRs 4

• They also index 60% higher for society & culture as their top podcast genre than the average listener, offering clear opportunities for contextual podcast placements 4

Asian consumers

Asian listeners over-index on convenience-driven occasions and show strong responsiveness to audio in routine, on-the-go moments:

• Asian listeners are 28% more likely to be interested in specialty drinks 4

• They’re 60% more likely to order fast food for pick-up or delivery as a break from work 4

• More than 75% listen to audio in the car on the way to QSRs 4

• 67% could be inspired by audio cues to place an order 4

The takeaway: Audio advertising doesn't just reach multicultural audiences. It resonates with them in culturally relevant, habitual moments that influence beverage choice.

Audio doesn't just inspire thirst—it drives measurable lift

Can audio really move the needle on beverage sales? The data says yes.

Over six in 10 adult listeners could be inspired to try a fast food product or restaurant after hearing an audio ad, with multicultural listeners over-indexing. Nearly half of podcast listeners say they could be inspired to try a QSR after hearing their favorite podcast host talk about it.

And when it comes to real results, a recent campaign for a CPG juice soft drink advertiser saw a +17-point lift in purchase intent among multicultural audiences and a +13-point lift in ad recall among adults 18-34. 5 The secret sauce? Sponsored Station creative developed by Studio Resonate, which was key in generating recall and driving intent among targeted audiences.

Another campaign for a sports drink brand saw a +50-point increase in consideration and purchase intent and a +41-point increase in brand favorability. 5 Those lifts outpaced benchmarks among competitive brand buyers, signaling a clear market share growth opportunity.

Make 2026 your year of beverages with SiriusXM Media

Here's the picture: Beverage growth is accelerating. Multicultural consumers are driving momentum. QSR advertising in the car creates high-intent, screen-free opportunities. Audio advertising transforms everyday sips into immersive brand moments.

If you want to meet QSR customers when they're already en route, there's no better lane than audio. Let's talk.

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