Sugar-Sweetened Beverage (SSB) taxes are increasing being promoted as a fiscal policy option for both reducing the consumption of “liquid calories”, as well as for generating revenue for governments. This talk will discuss the importance of and considerations in designing a SSB tax using an evaluation of the Mexico SSB tax as a case study. Additionally it will offer insights into other regulatory options (pushes) as well as non-regulatory options (nudges) to encourage both consumers and the food/beverage industry to make healthier choices and promote healthier offerings.