First, it was mocktails. Now? It’s full-on functional drinks promising calm, focus, or a vibe—all without the booze. Meanwhile, AI is quietly helping brands decide what’s next on your shelf (before you even know you want it). We’re diving into both shifts this week.
From No-Alcohol to ‘Feel-Good’ Drinks
What started with Dry January and zero-proof cocktails has evolved into something way bigger. Today, consumers especially Gen Z and millennials aren’t just avoiding alcohol; they’re actively seeking drinks that enhance their mood, energy, and focus.
Take Kin Euphorics, which offers a drink built for intentional unwinding. De Soi, co-founded by Katy Perry, delivers bubbly blends for celebration without the alcohol. And Hiyo? It’s a social tonic made for joining the moment, minus the foggy aftermath.
And innovation isn’t slowing down. Brands are exploring adaptogens like ashwagandha and reishi for stress relief, nootropics for mental sharpness, and botanicals for subtle mood lifts with many brands drawing inspiration from ancient traditions.
This isn’t just a trend it’s the next category. Gen Z is leading this shift; with nearly 60% of them actively moderating their alcohol intake, the next wave of drinking isn’t about what’s missing it’s about what’s added.
