Products produced by the beverage and tobacco manufacturing industries are characterized by intense competition from both global and local players. Changes in preferences, like shifts toward greater health consciousness, can radically impact buying decisions. Extensive marketing campaigns stimulate demand and continuous innovation keeps manufacturers on the forefront. Manufacturers rely on technology to hasten product development cycles, increase efficiency of tracking and tracing programs and improve responsiveness to trends. Alcoholic beverage and tobacco manufacturers are also impacted by taxation, import tariffs and regulation. In the face of many challenges, rapidly changing market trends create ongoing opportunities for new product development.