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As societal trends continue to shift towards healthier lifestyles, the beverage industry is undergoing a seismic transformation. Gone are the days when alcohol reigned supreme; today, a new wave of functional drinks is taking centre stage, promising not just refreshment but tangible health benefits.
In the wake of the pandemic, as alcohol consumption wanes among younger demographics, the low- and no-alcohol sector is experiencing unprecedented growth. From bars to supermarkets, the shelves are brimming with an array of non-alcoholic options, catering to a generation that values wellness as much as indulgence.
What exactly are functional drinks, you might ask? Dash Lilley, co-founder of Three Spirit, a non-alcoholic beverage company, defines them as beverages that “do something.” Unlike their traditional counterparts, these drinks are infused with ingredients that offer a myriad of health benefits, ranging from increased energy to enhanced focus and relaxation.
But functional drinks are not a new phenomenon; they’ve been around for centuries. What sets modern iterations apart is their innovative use of herbal and plant-based ingredients, carefully curated to deliver a holistic approach to health and wellbeing. These beverages, featuring ingredients such as guayusa leaves and Lion’s Mane mushrooms, offer a refreshing alternative to traditional sugary sodas.
London-based Three Spirit, for instance, boasts a concoction of over 60 ingredients, each selected for its unique properties. With components sourced from the depths of the Ecuadorian rainforest to the plains of Mongolia, their drinks aim to replicate the sensory experience of traditional alcoholic beverages without the negative side effects.
Similarly, Collider, a new entrant in the functional beer category, utilises ingredients like Lion’s Mane mushrooms and ashwagandha to create a brew that rivals its alcoholic counterparts in taste and satisfaction. It’s a testament to the growing demand for beverages that not only tantalise the taste buds but also nourish the body and mind.
The appeal of functional drinks extends beyond mere flavour; it’s about fostering healthier habits and reducing the incidence of dreaded hangovers. Randy Burt, a managing director at AlixPartners, attributes the rising popularity of these beverages to a broader cultural shift towards wellness. With global sales projected to grow by 7% annually through 2027, it’s clear that the demand for functional drinks shows no signs of slowing down.
Younger consumers, in particular, are driving this trend, eschewing traditional forms of socialising in favour of more experiential activities. For them, alcohol-free functional drinks offer a guilt-free alternative that aligns with their values and lifestyle choices.
Yet, amidst the frenzy of new brands and exotic ingredients, some experts caution against the trend’s potential pitfalls. Corrie Whisner, an associate professor at Arizona State University, advocates for a return to simplicity, urging consumers to prioritise whole foods over highly processed beverages.
Given the abundance of health benefits claims in the market, it’s crucial to approach functional drinks critically. While they may offer a convenient way to boost energy or unwind, they’re no substitute for a balanced diet rich in whole foods.
As the beverage landscape continues to evolve, one thing remains clear: whether it’s a sip of herbal elixir or a swig of mushroom-infused brew, the quest for wellness in a glass is here to stay. So, raise a toast—to health, happiness, and the endless possibilities of functional beverages.
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