Nectar is an effective reward for pollinators. In this issue, Liu et al. (pp. 178–187) demonstrate that the floral nectary has experienced morphological and functional differentiation among closely related species of Pedicularis, which could have affected nectar production and pollination modes. The results indicate that the gain or loss of nectar, together with variation incorolla form, may have played a key role in driving species diversification in Pedicularis.