Cultural Phenomena: Sober Curious & the New Social Elixirs

When “getting lit” means turning on the yoga studio blacklights at 6 AM, you know something’s up. In the past few decades, a full-fledged cultural shift has uncorked itself – away from boozy nights and towards beverages that promise buzz without booze. From the sober-curious millennials and Gen Z-ers sipping adaptogenic tonics at sober bars, to biohackers chugging mushroom elixirs in the name of productivity, a new wave of social drinking is here. And it’s not just about ditching the hangover; it’s about redefining why and how we drink in the first place.

The Roots: From Club Drugs to Club Soda

Back in the 1990s – that golden era of rave culture, neon spandex, and questionable substances – the idea of a “functional” non-alcoholic drink was mostly relegated to things like Red Bull (for energy) or maybe a kava tea at a hippie health store. There were even “herbal ecstasy” pills floating around nightclubs, promising MDMA-like euphoria without the felony charge. The first kava bars sprouted up in the U.S. around the turn of the millennium (Hawaii got one in 1994, Florida by 2002) as pioneers in booze-free buzz. Kava – a Polynesian root that gently numbs your tongue and chills your brain – offered a socially relaxed vibe minus the wobbling walk and slurred karaoke. It was a sign of things to come: people seeking altered states from plants and roots instead of liquor and pills.

Fast-forward to the 2000s and 2010s, and energy drinks and “relaxation drinks” (remember those anti-energy “chill” drinks with melatonin?) had primed us to accept beverages as mood-altering elixirs. Kombucha became the life of the party (or at least the farmer’s market), offering probiotics and a possible buzz from a smidge of fermentation. By the late 2010s, health goths and Silicon Valley biohackers were blending nootropics into smoothies and adaptogens into coffee. The stage was set for a more epic evolution: complex, sexy-looking drinks that felt like alcohol’s fun cousin – but were actually booze-free.

Enter the Sober-Curious Movement

If one person can be credited with giving this movement a name, it’s probably Ruby Warrington, the British writer who coined the term “Sober Curious.” In her 2018 book Sober Curious, Warrington spearheaded a global re-examination of our “mandatory fun” relationship with alcohol. Being sober curious doesn’t necessarily mean swearing off alcohol forever; it means getting curious about what life (and nightlife) could be like with less or no booze. It’s a spectrum – maybe you only drink on special occasions, or you do a Dry January, or you just consciously choose a night of kava tea and Netflix over IPA and hangxiety. Surveys now show about 40% of American consumers identify as sober-curious to some degree. In other words, not only are many folks abstaining, they’re proud of it – and they want cool things to drink while they do it.

This shift hit the mainstream with movements like Dry January, Sober October, and an explosion of “zero-proof” cocktail bars and pop-ups. All over the U.S. (and beyond), booze-free bars like New York’s Hekate, Austin’s Sans Bar, and London’s Club Söda have popped up to cater to the sober and sober-curious. What used to be a lonely club soda in hand is now a craft mocktail with as much art and garnish as a mixologist’s latest gin creation. “There’s been a wave of sober bars opening across the U.S.,” notes TIME Magazine, pointing to venues in NYC, Austin, Atlanta and more. The vibe inside? Just as lively – only the “shots” are of ginger juice, not Jäger.

The sober curious trend isn’t about a bunch of killjoys preaching temperance. It’s fueled by a generation (or two) asking serious questions about how alcohol fits into a “wellness lifestyle.” As Warrington herself put it, “It’s not about right or wrong – it’s about being open-minded and honest with yourself” in questioning why we drink. In an age where we track our sleep, count our steps, and optimize our protein intake, why wouldn’t we also interrogate a drug (alcohol) that’s been basically peer-pressured down our throats for a century? The movement says: you don’t have to be an “alcoholic” to decide alcohol isn’t doing you any favors. Maybe you’re just sick of groggy mornings and anxious hangovers, or you want to remember what you did last Friday. Being sober curious gives you permission to opt-out socially without FOMO – especially now that there are alternatives in your glass that offer their own kind of buzz or relaxation.

Gen Z: The (Mostly) Sober Generation

Now, let’s talk about Gen Z, today’s twentysomethings, the digital natives who would rather DM than DUI. These kids are drinking way less than their parents and older siblings did at their age. (Perhaps all those viral TikToks of people doing stupid drunk stuff served as a cautionary tale – the internet never forgets, after all.) Statistically, Gen Z is leading the charge in sobering up: one Gallup survey found the share of U.S. adults under 35 who drink at all dropped from 72% to 62% over the past two decades. A 2020 JAMA study noted that total alcohol abstinence is becoming more common among young people. And a recent analysis by Newsweek boldly stated: “64 percent of legal-drinking-age Gen Zers said they hadn’t consumed alcohol in the past six months.” That is mind-bogglingly high. Compare that to the hard-partying days of Dazed and Confused or Animal House – it’s a different world.

Why the shift? There are a few theories:

• Health and Image: Today’s youth are highly health-conscious. They’ve grown up with yoga, veganism, and meditation apps. They also live on social media, where being sloppy drunk is more likely to earn cringe than kudos. As one addiction physician put it, “There was a time where drinking was a badge of maturity… now it’s just one of many ways to relax, not a particularly cool one.” Gen Z sees through the booze-soaked marketing of yesteryear. They’d rather flex with a CBD-infused sparkling water in hand than a Bud Light.

• Cannabis & Alternatives: Weed is legal in a ton of places now, and let’s be real, many young people see cannabis as a safer or more controllable way to unwind. Nearly half of young adults (18–25) have tried marijuana, and over a third used it in the past year. You don’t get a hangover from a joint. Plus, with THC gummies, CBD vapes, and who-knows-what microdoses, the landscape of “substances” has expanded beyond the bar. Some Gen Z folks are swapping shots for edibles – or for these new functional drinks that promise a buzz of a different kind (more on those soon).

• Less In-Person Socializing: This one’s a bit ironic. The Surgeon General reported that in-person friend hangout time plummeted from ~30 hours/month in 2003 to ~10 hours/month in 2020 for young people. Blame smartphones, blame Netflix, blame the pandemic – whatever the cause, if you’re chilling on Discord or in a VRChat room, you’re probably not playing beer pong. Alcohol is a social drug, historically. If socializing is happening more via headsets than house parties, the drink-in-hand tradition weakens.

• Pandemic Perspective: Ah, the pandemic – when everyone either became a health nut, a banana-bread-baking cozy homebody, or unfortunately, a heavier drinker (at least initially). Early on in COVID, alcohol sales spiked as people tried to drown their anxiety in quarantinis. But as lockdowns dragged, a counter-trend emerged: many reassessed their relationship with booze. With health front-and-center and mental wellness a priority, a lot of folks said, “Maybe I shouldn’t be polishing off a bottle of wine on Zoom Happy Hours thrice a week.” In fact, the sober curious trend accelerated during COVID – one report noted that as people returned to regular schedules, they “realized they needed to cut back”. The result? A post-pandemic boom in interest for non-alc options, as people sought ways to socialize or relax without compromising their immune system or sanity.

All these factors brewed together have made Gen Z and younger Millennials the chief consumers of these new functional booze-free drinks. They’re the ones hitting up morning raves completely sober (unless you count a lion’s mane mushroom cacao as a “substance”). They’re organizing “damp” parties where alcohol is available but hardly the focus. They’re the Dry January evangelists, the kin (no pun intended) of Kin Euphorics, the first to test any wild new “euphoric” drink that pops up on Insta.

And crucially, they’ve got money and influence – enough that big companies are paying attention. How much money? Well, the non-alcoholic beverage industry (meaning specifically the booze-alternatives like NA beer, spirits, etc., not counting soda) is projected to grow from under $1 billion a few years ago to nearly $1.7 billion by 2028. Non-alcoholic beer, wine, and spirit sales jumped 40% between 2021 and 2023 in the U.S.. This isn’t a fringe trend; it’s a blip on every major alcohol company’s radar.

Wellness, Biohacking, and the “Morning Rave” Renaissance

Let’s paint a scene: It’s 6:00 AM on a Wednesday. Instead of groggily hitting snooze, you’re walking into a nightclub – completely sober – to do yoga and dance your face off with a crowd of brightly dressed strangers. The bass is thumping, you’re sweating glitter, and in your hand is a cup of something called “Disco Tonic” loaded with adaptogenic herbs. This is Daybreaker, the global morning rave movement that flipped partying on its head. Co-founder Radha Agrawal said she wanted to “replace all the negative, dark stuff about nightclubs with light, positive stuff”. So Daybreaker events feature yoga at dawn, two hours of dance, and “pre-gaming” with green juice, kombucha, or custom alcohol-free cocktails instead of booze. It’s the epitome of the new ethos: you can get high on life (and maybe high on some natural stimulants) to start your day, rather than nursing a hangover from the night before.

This rise of morning raves and “conscious clubbing” is a perfect symbol of the wellness explosion of the 2010s. Remember when Bulletproof Coffee (butter in coffee) was the hot trend? That was a gateway drug to a whole universe of biohacking – using supplements, diets, and gadgets to tweak your body and mind. Silicon Valley types started popping nootropics (cognitive enhancers) like Alpha-GPC and L-theanine to optimize brain function. Fitness enthusiasts traded Four Loko for ketone esters and mushroom teas. Gwyneth Paltrow’s Goop evangelized all sorts of herbal “dusts” and adaptogen blends.

So by the time products like Kin Euphorics or Three Spirit came along, an audience was already primed: health-conscious, success-driven people who still wanted to feel something fun, just not at the expense of their liver or productivity. It’s not that wellness die-hards never party – they just want to party and still crush their 7:00 AM workout, you know?

There’s also been a reframing of what a “party” drink is for. Instead of escaping reality or getting sloppy, many of these functional beverages are pitched as tools for enhancement: to feel even better, to socialize more openly, to dance with more energy, etc., all while staying in control. It dovetails with the broader cultural moment of mindfulness. People aren’t interested in blacking out; they’re interested in being present, connected, and feeling good – but in a “clean” way. A bit like how the market for cannabis shifted towards balanced THC:CBD strains for a mellower high, or how meditation apps took off because people wanted bliss without substances, the functional drinks movement is about seeking an optimal buzz.

Economics of a Booze-Free Buzz

If you follow the money, you’ll see just how much this trend is booming. Big beverage companies are sniffing around like wolves in a henhouse – but these hens are adaptogen-infused and selling fast. Constellation Brands, the behemoth behind Corona beer, just invested in the adaptogenic sparkling brand Hiyo in early 2025. They cited “evolving consumer interests in moderation and flavor” as a reason, noting that 93% of non-alc drink buyers also still buy alcohol, meaning these products add occasions rather than cannibalize sales. In other words, even the people still drinking booze want options for the weekday or the second drink of the night, and that’s a market opportunity. Constellation’s VP of New Ventures praised Hiyo as “one of the fastest-growing names in the functional non-alcoholic space”, which should tell you something – the suits think this isn’t just a fad.

Similarly, companies like Heineken and AB InBev (Budweiser) have rolled out their own NA beers (Heineken 0.0, Bud Zero) to ride the wave, and they’ve been successful. Diageo (the world’s biggest spirits company) acquired a majority stake in Seedlip, the original NA spirit, back in 2019. And startups are flush with VC money, launching new brands seemingly every month with slick branding and celebrity tie-ins (hey there, Bella Hadid with Kin Euphorics).

Sales data doesn’t lie: U.S. sales of nonalcoholic spirits, beer and wine jumped over 40% from 2021 to 2023. The overall alcohol market isn’t dying (people are still drinking plenty), but this “No/Lo” segment (no- or low-alcohol) is growing exponentially within it. Bars and restaurants have taken note too – you’d be hard-pressed now to find a trendy cocktail bar without a decent mocktail section. Performance Foodservice notes many eateries are reimagining menus for mindful drinkers and even putting kombucha on tap like draft beer. Why? It’s profitable! They can charge $10 for a fancy mocktail – way better margins than free refills of Diet Coke.

Perhaps the real economic kicker: hangovers are bad for business. Lost productivity, health costs, etc. – there’s a reason some companies actually encourage non-drinking at corporate events now. A generation that drinks less might be a more economically productive generation (don’t quote us on that, but it’s plausible). The wellness industry, from yoga studios to organic food, thrives on people who have the energy and clear-headedness (and disposable income) to participate. Functional beverages slip right into that ecosystem: they’re premium (often not cheap, as we’ll see in brand breakdowns), they’re lifestyle-oriented, and they can be consumed frequently (since they claim to be healthy-ish). In other words, it’s subscription box gold.

To sum up this cultural landscape: Not drinking (or drinking less) has gone from lame to legendary in a remarkably short time. What was once counterculture (straight-edge punks, teetotaling religious groups) is now just culture. It’s driven by health, by community, by tech, by good old rebellious youth saying “we don’t want to party like our parents did.” And crucially, it’s driven by the emergence of cool alternatives – because club soda with lime got boring, and water will never feel special. Humans still love ritual, flavor, and yes, feeling a little different after a drink. The following sections dive into how exactly these new drinks work (the science and ingredients), and who the major players are (the brands making buzz-less buzz a reality). So crack open a can of something herbal and weird – let’s get into the juicy stuff.

Science, Ingredients, and Risk: What’s in the “Magic” Potion?

So, you’ve got a funky-looking bottle in your hand. Maybe it says “euphoric” or “adaptogenic” or “nootropic” on the label. Maybe the ingredient list looks like a witch’s brew – ashwagandha, 5-HTP, GABA, lion’s mane, L-theanine, Damiana, schisandra… What even are these things? Snake oil or science? Let’s break down the major compounds fuelling this buzz-without-booze revolution, and critically, how they work (or claim to), and what risks or controversies come with them.

But first, an important disclaimer: None of these drinks are evaluated or approved by the FDA for their supposed effects. Just like your bottle of echinacea or ginseng supplements at GNC, these beverages live in a regulatory gray zone – often sold as “dietary supplements” or simply beverages with no specific health claims. As one deep-dive article noted, “none of the products’ claims (nor their ingredients) have been approved by the FDA.” In plain terms, that means we’re taking the brands’ and users’ word for it that they do what they say they do. That also means we have to be cautious: “natural” doesn’t automatically equal “safe for everyone in any amount.” Now, onward to the cool stuff inside.

GABA: The Chill Neurotransmitter (in a Bottle)

Some of the buzziest new drinks, like Sentia and some Kin Euphorics blends, mention GABA. GABA (gamma-aminobutyric acid) is actually a neurotransmitter, a chemical messenger in your brain. Its main job? Chill you out. It’s inhibitory, meaning when GABA receptors are activated, neuronal firing slows and you feel calm, relaxed, less anxious. Alcohol happens to interact with GABA receptors – it boosts GABA activity in the brain, which is one reason a couple drinks make you loose and happy (until you overdo it). So, logically, if you could boost GABA without alcohol, you might get that same relaxed sociability.

That’s exactly what Professor David Nutt – a renowned neuropsychopharmacologist – set out to do with Sentia. Sentia’s formula is designed to “enhance the GABA system” using botanicals. It basically throws a bunch of herbs thought to affect GABA receptors into a mix (like magnolia bark, which has GABA-acting compounds) and hopes for a synergistic mellowing effect. Nutt literally calls it the “two-drink feeling” in a bottle. In his words, “We understand how to tap into that two-drink feeling... those light, relaxed and positively social feelings that drinkers associate with alcohol, without the downsides.”.

Users of GABA-infused drinks often report a kind of subtle tranquility. One Wired reviewer described Sentia’s effect as “a promise of drunkenness that never quite comes… a bit of fuzziness in my frontal lobe, a tingling premonition.” Bartenders who tried it said things like “It’s not a buzz, really. It’s a lightness. It’s the good part of being high without the dumb.”. That quote deserves a cheers: the good part of being high without the dumb. We’ll drink to that (a non-alc spirit, of course).

However, ingesting GABA directly (as some drinks or supplements do) is controversial in terms of effectiveness. There’s debate whether GABA supplements can cross the blood-brain barrier. Some small studies suggest they might have a calming effect, others call placebo. But Sentia’s approach is more nuanced – they’re not pouring pure GABA into the bottle; they’re including herbs that modulate your own GABA system. Think of it like giving your brain the ingredients to bake its own chill-out cake.

Risks: GABA-related compounds are relatively gentle, but too much GABA activation (like with certain drugs or heavy alcohol) can cause drowsiness, poor coordination, etc. The drinks are far milder, but you still shouldn’t chug a whole bottle of Sentia in one go. Also, if you’re on any meds that affect GABA (like certain anti-anxiety or anti-seizure drugs), you’d want to be cautious and talk to a doc. Sentia’s website warns it’s not for pregnant women or those on SSRIs, for example (a general warning many of these brands carry).

One more nerdy bit: Nutt’s team is also working on a synthetic alcohol alternative called Alcarelle (a molecule that directly gives an alcohol-like GABAergic buzz). That’s still in development. In the meantime, he’s essentially reverse-engineered a GABA-based cocktail through nature. If GABA is the gas pedal for relaxation in your brain, these drinks aim to press it lightly, then ease off before you spin out.

Adaptogens: Old Herbs for New Stress

Ah, adaptogens – the wellness world’s favorite word of the last decade. These are herbs and mushrooms touted to help your body “adapt” to stress. The concept comes from holistic medicine (Ayurveda, Traditional Chinese Medicine, Russian herbal research in mid-20th century, etc.). In the context of our drinks, adaptogens are the functional backbone of many recipes. Not necessarily to give you a “high,” but to support a desired mood or energy level.

Common adaptogens in these beverages: Ashwagandha, Rhodiola, Schisandra, Holy Basil (Tulsi), Ginseng, Reishi mushroom, and others.

• Ashwagandha: An Ayurvedic root known for calming and anti-anxiety effects. It’s in drinks like Kin (some versions) and Three Spirit’s Nightcap formula (ashwagandha root to relax). Ashwagandha has some clinical evidence as a stress reducer and cortisol-lowerer. It’s like the chamomile of adaptogens – chill vibes.

• Rhodiola Rosea: A favorite of biohackers for focused energy. It’s said to combat fatigue and improve mood. Kin High Rhode (ha, get it?) uses Rhodiola as a star ingredient for an “energizing social boost”. If ashwagandha is a gentle brake, rhodiola is a gentle accelerator.

• Schisandra: A berry used in Chinese medicine, often for endurance and liver support. Three Spirit’s Livener has Schisandra for a balancing, energizing effect, and Kin’s Bloom drink leans on Schisandra too as a key player to “enhance energy”.

• Holy Basil (Tulsi): Another calming adaptogen, also appears in Three Spirit Social Elixir (they threw in the kitchen sink of herbs there).

• Ginseng: Classic energy adaptogen. Present in Livener for a bit of pep.

• Reishi: A mushroom often called the “mushroom of immortality” in Chinese lore, used for relaxation and immune support. Little Saints originally used Reishi in their mocktails (alongside CBD) to “take the edge off”.

• Lion’s Mane: A funky-looking mushroom known for potential cognitive benefits (it may support nerve growth factor). Three Spirit Social Elixir uses lion’s mane for a “blissful feeling” and nootropic boost. Little Saints’ new “St. Mezcal” spirit packs a hefty 100mg of lion’s mane per serving – which the founder claims is a functional dose you can feel. Lion’s mane isn’t going to make you trip (not that kind of shroom) – if anything, users report a subtle mental clarity or mood lift over time. 100mg is a lot though; Klein (Little Saints founder) basically wanted to ensure you do feel something, hence the mega-dose.

The idea with adaptogens is synergy and balance. One might calm you, another perks you up – together they aim for a “just right” state. Do they work? Plenty of people swear by them. Scientific evidence varies per herb – ashwagandha has solid studies showing reduced stress in humans, rhodiola has some evidence for fatigue reduction, etc. But these drinks typically mix several adaptogens in unknown quantities, so it’s hard to say exactly what’s doing what. It might be a bit of real effect, a bit of placebo, and a bit of “wow this tastes like an herb garden, so it must be healthy.”

Risks of adaptogens: Generally low, but not zero. Ashwagandha in high doses can cause drowsiness or upset stomach. Ginseng can raise blood pressure or cause jitteriness in some. If you have autoimmune issues, some mushrooms or herbs could stimulate the immune system in ways you don’t want. The main risk is if you’re on medications – e.g. ashwagandha and sedatives might over-sedate, or ginseng could interfere with blood thinners. One also wonders: if you drink five adaptogenic cocktails a day (please don’t, they’re pricey anyway), could you stress your liver? These herbs are generally safe, but not studied in such cocktail combinations extensively. Moderation and listening to your body is key, as is the case with any supplement.

Nootropics & Nerve Tonics: Caffeine, 5-HTP, and Friends

Many functional bevs borrow from the nootropic (brain enhancer) category. Some overlap with adaptogens, but nootropics also include amino acids, vitamins, and mild stimulants intended to sharpen focus, elevate mood, or just make you feel perky.

Here are the usual suspects:

• Caffeine: Oldest trick in the book. Some drinks intentionally include caffeine (from green tea or guayusa or yerba mate) to give immediate noticeable effect – energy and mood lift. Example: Three Spirit Livener uses guayusa leaf (a naturally caffeinated Amazonian holly) and added caffeine, delivering a clean boost. Kin High Rhode is “gently caffeinated” with green tea. Caffeine is a double-edged sword: great for energy, but too much can cause jitters or anxiety – which would defeat the purpose of a relaxing drink. So these products keep it moderate, often under 50 mg (half a cup of coffee) per serving.

• L-Theanine: An amino acid from green tea that promotes relaxation without drowsiness. It’s famously synergistic with caffeine – takes the edge off the jittery aspects. Many drinks pair the two. Kin’s drinks often have L-theanine alongside caffeine (as does Three Spirit Livener). This combo can give you that focused calm, often described as “alert Zen.” No major risks here; L-theanine is quite safe.

• 5-HTP (5-Hydroxytryptophan): A precursor to serotonin, the happy neurotransmitter. Kin Euphorics loves 5-HTP – it’s in their Kin Spritz and Bloom products. The idea is to lightly boost serotonin to improve mood. But caution: Too much 5-HTP, especially if combined with other serotonin boosters (SSRIs, etc.), could risk serotonin syndrome, a dangerous condition. Kin even warns: no more than 4 cans a day, and don’t binge a bunch at once. That’s because hypothetically, if you slammed, say, 8 cans (please don’t), the 5-HTP load could be significant. The good news is most people couldn’t afford or stomach 8 cans a day regularly. But still, heed the serving suggestions – typically 1–2 servings, and they often explicitly say not to mix with antidepressants or use if pregnant, etc.

• Melatonin: Yes, the sleep hormone. Kin put melatonin in their Dream Light night-time drink to knock you out gently. That’s unique because most other brands avoid outright sleep aids. Melatonin in a beverage raises eyebrows – it’s effective for many as a sleep supplement, but using it daily isn’t recommended by doctors for long-term (it can mess up your circadian rhythm). Kin advises you only use Dream Light 1-2 hours before bed. Don’t drink a melatonin latte at noon, folks. One dietitian warned: taking melatonin at random times can “mess with your sleep cycle”. So, Dream Light is really more of a healthier nightcap alternative than a party drink. And definitely, don’t drive after melatonin – that’s basically drinking and driving (the drinking being your bedtime tea).

• Tyrosine, Tryptophan, Other Aminos: Some formulas toss in things like L-tyrosine (for focus, since it’s a dopamine precursor) or L-tryptophan (for relaxation/serotonin, as in turkey meat sleepiness). For example, Kin’s old formula had tyrosine and tryptophan. These likely have subtle effects unless in large doses. They’re generally safe, but as building blocks for neurotransmitters, they tie into the same caution about not overdoing combinations (like 5-HTP + tryptophan + SSRI = too much serotonin possible).

• Vitamins & Minerals: Some brands sprinkle in B-vitamins or vitamin D or zinc for “wellness.” For instance, Three Spirit Social Elixir has vitamins B3, B6, B7, B12 added – presumably to support metabolism or mood. Kin’s newer drink “Actual Sunshine” has vitamin D and C, etc., basically turning a mocktail into a multivitamin. Nothing wrong with that, just don’t expect the vitamins to get you buzzed (though B6 is a cofactor for serotonin production, so who knows).

Botanicals & Exotics: Kava, Damiana, CBD, etc.

Then we have the wildcards – plants that didn’t fit neatly above:

• Kava: The Pacific Island root we mentioned earlier. It’s arguably the OG alcohol alternative. Kava’s active compounds (kavalactones) directly have psychoactive effects: mainly anxiolytic (anti-anxiety), muscle relaxant, and mildly euphoriant. It won’t make you see pink elephants, but strong kava can make you feel a bit floaty and sociable – hence its inclusion in some “psychedelic” drinks. Psychedelic Water, for example, uses kava as its star ingredient, claiming a “mild calming sensation” akin to a mellow buzz. Users often describe kava’s effect as taking the edge off anxiety and producing a content, chilled feeling (like a couple glasses of wine would).

  Risks: Kava can cause nausea or stomach upset – some Psychedelic Water reviews mention cramps or feeling sick. More seriously, high doses or chronic use of kava have been linked to liver toxicity in rare cases, which led some countries to ban it in the past. But moderate, occasional use (as in a can or two of a kava drink) is generally regarded as safe for most. Still, the can of Psychedelic Water carries warnings: don’t mix with alcohol (kava + alcohol = double whammy on liver/CNS), don’t drive after, max two cans a day, not for pregnant/breastfeeding. They’re covering their bases, and you should heed that.

• Damiana: A shrub from Mexico known historically as an aphrodisiac and mood lifter. It’s in Psychedelic Water alongside kava, presumably to add a mild euphoric or relaxing component. Three Spirit Social Elixir also uses damiana for its “blissful” quality and as an “ancient Mexican aphrodisiac”. Damiana won’t get you high, but some people feel it’s uplifting and, well, a bit sexy. No big risks in normal doses, though large doses could theoretically cause slight laxative effect or affect blood sugar. In these drinks it’s likely a sprinkle for synergy/flavor.

• Cannabinoids (CBD): The non-intoxicating cannabinoid from hemp. CBD became the poster child of chill in the late 2010s, added to everything from lattes to pet treats. It’s naturally, then, in some alcohol-alternative drinks. Aplós built its brand on being a hemp-infused spirit, providing a “calming, uplifting effect” from broad-spectrum CBD oil. Little Saints’ first canned mocktails had CBD in them too. CBD in moderate doses (15–25 mg in a drink) can indeed take the edge off anxiety for some people, producing a subtle relaxation without impairment. It pairs nicely with adaptogens (Little Saints stacked CBD + reishi + terpenes for mood).

  Risks of CBD: It’s pretty safe, but higher doses can cause drowsiness or diarrhea in some. One interesting twist: The founder of Little Saints actually removed CBD from their formula at one point because some customers didn’t like it or found it a “deterrent” to daytime use. Possibly because CBD’s legal status and effect was a bit iffy or because some just didn’t want any cannabinoid. So, Little Saints pivoted to focus on terpenes and mushrooms for their effect, and their new “St. Mezcal” is sans CBD. Meanwhile, Aplós doubles down on hemp, essentially making a fancy CBD cocktail. Legally, CBD in beverages is a gray area according to FDA, but enforcement is lax – still, that’s a risk for brands. As a consumer, main risk is if you’re taking medications that grapefruit would interact with (CBD shares metabolism pathways), but generally one “drink’s worth” of CBD won’t knock you out or anything. Just don’t drive if you feel sleepy.

• Terpenes: These are the aromatic compounds in plants (like limonene in citrus, linalool in lavender, etc.) and in cannabis, some have effects on mood. Little Saints played with botanical terpenes to mimic some of cannabis’ relaxing effect without actual THC or CBD. Think of terpenes as essential oils that can modulate your feeling – e.g., beta-caryophyllene (found in black pepper and also in cannabis) might reduce anxiety, limonene might elevate mood. It’s a frontier area; the science is young. But brands are keen on it. They might say a drink “has terpenes for mood” – it’s subtle, likely more about rounding out the flavor/aroma experience which definitely contributes to how you feel (scent is powerful!).

• Other Botanicals: So many to list, but a few notable ones:

  • Magnolia Bark (relaxant, as in Sentia’s blend),
  • Hops (yes, beer hops; used in Three Spirit Nightcap for bitterness and relaxation akin to a sleepy tea),
  • Lemon Balm (a lovely calming herb, in Nightcap too),
  • Valerian (classic sleep herb, in Nightcap – it’s the stinky sock-smelling root that knocks you out gently),
  • Guayusa/Yerba Mate (natural caffeine sources; Three Spirit Livener uses both),
  • Ginger, Cayenne, Pepper (for spice/heat; Livener has ginger/cayenne for a kick, some say spice triggers endorphins – plus it mimics the “burn” of alcohol going down, which drinkers often miss in mocktails),
  • Saffron, Turmeric (Kin’s newer “Actual Sunshine” includes these for mood/immunity. Saffron has some evidence as a mood brightener, interestingly).

In essence, these drinks are often throwing the kitchen’s whole spice cabinet at the formulation to cover multiple bases: some immediate effect (caffeine, pepper, CBD), some short-term mood (GABA herbs, 5-HTP), some longer-term wellness (adaptogens). It’s both art and science, and definitely some marketing magic.

Do They Actually Work, and Are They Safe?

This is the million-dollar question (literally, given how much these cost). Based on user anecdotes and our own collective experimentation: Yes – but manage your expectations. If you’re looking for a whiskey-level buzz, you’ll be disappointed (and you’re missing the point). The effects tend to be subtle – a gentle relaxation, a slight mood lift, a hint of focus or glow. Often it’s just enough that you notice you feel different than if you drank water or Coke. And sometimes that’s all people need to feel included socially – the ritual and a little brain tickle.

For some people, certain drinks click really well. You might have a friend who swears Kin Euphorics makes them feel flirty and creative, or another who says a can of Hiyo “takes the edge off” their work stress perfectly. Placebo play a role? Probably. But as one Kin Euphorics tagline cleverly says: “consider yourself a key ingredient.” Everyone’s chemistry is different. One person’s chill is another person’s nothingburger. The companies openly acknowledge this: “Everyone reacts differently,” Kin states, and encourages people to check in with themselves when using these drinks.

From a safety perspective, the good news is these are far less risky than alcohol in acute terms – no one’s getting alcohol poisoning from reishi mushrooms or crashing their car because of too much ashwagandha (unless combined with other sedatives). They’re generally not intoxicating. However, some caveats:

• Stacking Effects: If you down three different functional drinks plus a coffee plus a CBD gummy, you might become a chemistry experiment. For instance, a Kin in the morning (has caffeine, 5-HTP), a Ghia in the afternoon (has nootropics, herbs), and a Dream Light at night (melatonin, etc.) – you’ve had a lot of compounds in one day. We don’t know much about how all these things play together. Approach like you would taking multiple supplements – with caution and spacing.

• Chronic Use: Some adaptogens actually shine when taken regularly (they’re tonic). But others, like melatonin or kava, probably shouldn’t be daily crutches. The question: could long-term daily use of, say, high-dose kava (via Psychedelic Water) cause liver issues? Traditional kava cultures drink it almost daily, but they prepare it aqueous (water only) and not in combination with other things. The cases of liver failure were mostly from concentrated extracts or people with other risk factors. So a can here and there is fine, just don’t treat kava like your new water.

• Vulnerable Populations: Pregnant or nursing? Don’t risk it – many herbs haven’t been studied for that. On medications? Double-check for known interactions (e.g., if on an SSRI, skip the 5-HTP and probably the kava). Under 18? Honestly, teenagers likely need these the least – their brains are already neurochemical rollercoasters.

• Driving and Machinery: The funniest contradiction is some brands say “hangover-free and clear-headed!” but then fine-print “do not operate heavy machinery after consumption.” Psychedelic Water does this. It’s likely a legal CYA, but if I were about to drive, I’d rather have something with caffeine than something with kava, to be honest. So treat these like you would a beer in that regard – see how you feel first. “Relaxed with mental clarity” as Stein of Psychedelic Water claims is the goal, but not guaranteed for all.

• Quality & Purity: We’re trusting these startups to source quality herbs and keep dosages consistent. The supplement industry isn’t well-regulated, and by extension neither is this niche. Buy from reputable companies; most of the ones we discuss have good track records and transparency. But it’s wise to avoid random no-name “brain juice” from eBay or something.

One more subtle “risk” to mention: the placebo disappointment factor. If someone expects a non-alcoholic drink to exactly mimic being tipsy, they might chug several trying to chase that feeling. At best, they waste $20 of product; at worst, they might feel sick (from sugar or herbs). It’s important to approach these drinks on their own terms, not as direct one-to-one replacements for booze’s effects. As Wired’s tester of Sentia noted, it “didn’t do that [mimic alcohol], but it didn’t do nothing either”. That middle ground is where these live. If you embrace that, you might find them quite enjoyable. If you don’t, you might pan them as “snake oil.” The reality is likely between – mild pharmacological effect plus the psychological lift of taking part in a ritual.

And speaking of ritual: the power of context is huge. Drinking a beautifully garnished, delicious-tasting cocktail – even if zero-proof – can induce real euphoria because you associate it with fun, luxury, relaxation. Many of these products focus as much on flavor as function. A complex bitter or spicy flavor can trigger endorphins or at least signal to your brain “something special is happening.” For example, Three Spirit’s elixirs are compared to amaro or vermouth in flavor complexity, giving the brain that same “adult drink” satisfaction. Kin’s Bloom tastes like a grown-up strawberry rosé, which one writer said “I would drink for flavor alone”. Pleasure from taste and aroma is a non-trivial part of the equation.

In summary: The ingredients in these drinks range from grandma’s herbal remedies to cutting-edge compounds, all aiming to gently tweak your neurochemistry towards a desired vibe. They come with far fewer risks than the drug they’re substituting (alcohol), but they’re not risk-free supplements either – especially if you mix a bunch or have health conditions. The best approach is exactly what these brands often advise: mindful consumption. Pay attention to how you feel, respect the recommended serving (chugging 10 will probably just give you a stomach ache or, in Kin’s case, maybe mild serotonin syndrome – let’s not test that), and use them as tools to enhance occasions, not as magic bullets.

Armed with this knowledge of what’s under the hood, let’s meet the top brands driving this trend, see what they’re serving, and how they stand out in this buzzing marketplace of buzz-free booze.

Brand Breakdown: 10 Buzz-Worthy (and Booze-Free) Brands

Time to meet the major players, the bottles and cans turning heads and clinking glasses in the alcohol-free drinking scene. We’ll dive into 10 top brands, each bringing its own flavor – literally and figuratively – to the party. For each, we’ll give you the lowdown: what it is, who’s behind it, what’s in it (key ingredients/effects), how it tastes, price point, where you can find it, and any cool quirks or standout innovations. Think of these as mini profile spotlights, with a bit of Rolling Stone-style commentary on the side.

1. Sentia – “The GABA Spirit” by Professor Buzzkill

Sentia’s trio of mood-enhancing spirits – GABA Gold, GABA Black, and GABA Red – aim to deliver the “two-drink feeling” via botanical science (Photograph: Wired/Matthew Korfhage).

• What It Is: A line of botanical non-alcoholic spirits formulated to enhance your GABA neurotransmitters for a relaxed, social effect. Think of Sentia as the world’s first “truly functional” liquor alternative – it doesn’t just mimic the taste of booze, it tries to mimic the feeling. Comes in several variants: originally Sentia Red, then Black, and recently GABA Gold (each a slightly different mood/taste profile).
• Founders/Background: Professor David Nutt – a renowned neuropsychopharmacologist (and ex-UK government drug advisor) – is the brain behind Sentia. Yes, the guy famously fired for saying alcohol is more harmful than LSD. After decades researching how booze affects the brain, he co-founded GABA Labs and launched Sentia in the UK. His mission: a safer social drink. As Nutt puts it, “abstaining from alcohol shouldn’t mean going without”, so he brewed up a GABAergic cocktail to prove it.
• Key Ingredients/Formula: Sentia is packed with herbs known or suspected to influence GABA or relaxation. The exact blend is proprietary (of course), but looking at an ingredient list for Sentia Black: magnolia bark, schisandra berry, sage, orange peel, ginseng, cardamom, thyme, cinnamon, licorice, ginkgo, angelica, etc – it’s an 11-herb medley. Many of those have traditional calming or mood uses (magnolia bark, for one, contains honokiol which hits GABA receptors). It’s also got some B vitamins (B6, thiamine) added. No caffeine, no CBD – it’s purely about that GABA pathway.
• Effects: Subtle relaxation and sociability. Users often report that after a glass or two (they suggest ~50ml mixed into a drink), they feel a gentle warmth or looseness. Professor Nutt describes it as hitting that sweet spot of “light, relaxed and positively social feelings” akin to a couple drinks. One bartender described Sentia’s vibe as “the good part of being high without the dumb” – you feel light and convivial but not impaired. Wired’s review said a 1oz shot gave a slight fuzzy “premonition” of drunkenness that never fully materialized (which could be good or bad depending on your expectations). Importantly, Sentia does NOT make you drunk – don’t expect motor skill loss or slurred speech; it’s more about easing tension and boosting mood. And zero hangover, naturally.
• Flavors: These are complex and bittersweet – not trying to taste like whiskey or gin, but like their own thing. Sentia Red is described as rich with spiced berries and “heady aromatics” – people say it’s a bit like a fruity amaro. Sentia Black goes for “intense spiced pepper warmth, earthy body, smoky bitter finish”. In other words, bold flavors that stand up in a cocktail. Think herbal liqueur vibes – some find it medicinal tasting, others enjoy the unique palette. The new GABA Gold (launched 2024) has notes of orange, lemongrass, and ginger – sort of a brighter, zesty profile meant to be the “Prosecco of Sentias” for more celebratory sipping. All variants have a notable mouthfeel: slightly thick or viscous (they’re basically plant extracts and glycerin). They often suggest mixing with tonic, soda, or in cocktails; neat on ice can be intense unless you’re used to amari.
• Price: Premium. A 500ml bottle goes for around £30-£35 in the UK, or about $40-45 in the US. For about 16 servings, that’s on par with mid-shelf liquor per drink, but pricey for a “soft drink.” Then again, you’re supposedly paying for neuroscience in a bottle. As Wired quipped, science doesn’t come cheap.
• Distribution: Born in London (launched around 2021), now available across the UK and recently the USA (they had a US launch in 2023). Sells online (their website, Amazon) and in select bottle shops or bars that have a non-alc section. It’s still relatively niche, but spreading. They promote it as a night-time social drink – you might find it in “functional” pop-up bars or wellness events too.
• Marketing/Branding: Sentia leans heavily into the science angle. The bottle is apothecary-chic, labeled as “GABA Spirit” or “Liquid Botanical Supplement.” They use terms like “the science of conviviality”. It’s sophisticated, maybe a bit edgy – I mean the main guy is David Nutt, rebel scientist. They have to walk a line: promise a feeling, but not cross into regulated drug territory. So far they’ve done that well by using general terms like “mood enhancing” and having lots of disclaimers. The branding appeals to the health hacker crowd – people who read tech reviews in Wired (fittingly it got a Wired review) and wellness enthusiasts who are bored with kombucha.
• Standout Innovation: It’s the first product of its kind to explicitly engineer a legal psychoactive effect. In a space where many brands play it coy (“may uplift your mood”), Sentia straight up says we give you a buzz. In a press event, Nutt literally called it “joyful and connecting” and said they wanted it to replicate conviviality of alcohol with “much much less harm”. Also notable: Sentia introduced multiple variants for different moods – Red to relax, Black to focus/socialize, Gold to celebrate. That’s a novel approach; even in booze you rarely see one brand presenting different formulas for different emotional states. It’s like mood-based mixology.

Sentia in a nutshell: It’s the brainy one. The one you bring to a party of intellectuals or health goths and say “it’s invented by a scientist” and everyone’s intrigued. It gives a light mellow glow, enough that you might not even miss the Merlot. Just don’t expect liquid Xanax or you’ll be underwhelmed. As one satisfied user might sum up: Sentia takes the edge off socializing, without dulling the experience or your morning after. And for a generation increasingly skeptical of alcohol’s downsides, that’s a compelling pitch – scientifically proven or not.

2. Kin Euphorics – “The Influencer’s Elixir”

• What It Is: Perhaps the most famous of the bunch, Kin Euphorics is a line of stylish, non-alcoholic “social drinks” that blend adaptogens, nootropics, and botanicals to create various functional effects. Kin doesn’t mimic a specific spirit; it created a new category they call “euphorics.” The brand offers both RTD cans (like Kin Spritz, Kin Bloom, Actual Sunshine, Lightwave) and concentrate bottles (their OG High Rhode and Dream Light). Tagline vibe: “mood enhancing beverages for a better buzz.”

• Founders: Jen Batchelor (a wellness entrepreneur) and – drumroll – Bella Hadid, supermodel and it-girl, who joined as co-founder and face of the brand in 2019. Yes, one of the most recognizable models on the planet is pitching herb potions – that’s how you know this trend has clout. Bella came on board after discovering Kin helped her anxiety and energy management. She’s since been a very public evangelist, giving Kin serious celebrity cachet (the brand is all over Instagram with her and other models/influencers sipping it).

• Key Ingredients: Kin’s formulations read like a supplement label:

  • Adaptogens: Rhodiola Rosea (stress-fighting, in High Rhode and Spritz), Schisandra (in Bloom), Ashwagandha (in Lightwave for relaxation), etc.
  • Nootropics: GABA (they actually include a bit of GABA supplement in some drinks), 5-HTP (serotonin precursor), L-Theanine (green tea amino for focus), Tyrosine (dopamine precursor), and notably Melatonin in the Dream Light formula (for sleep).
  • Botanicals: Damiana (aphrodisiac mood booster, in Bloom), Passionflower (calming, in Lightwave), Ginger (in Spritz for flavor and digestion), Hibiscus, Orange peel, etc. They often add caffeine in small amounts via green tea or guayusa. Also sweeteners like agave or juices for taste.
  • Essentially, Kin stacks multiple mood modulators together. For example, Kin Spritz can has Rhodiola (adaptogen), 5-HTP (nootropic), GABA (neurotransmitter), caffeine (stimulant). It’s like a supplement cocktail disguised as a party drink.

• Product Line & Effects:

  • High Rhode (concentrate): The original “social tonic,” meant to be mixed. Designed to give a lift – contains caffeine, Rhodiola, GABA, 5-HTP. People say it tastes like a herbal apertif (bitter, tart). Effect: slight energy and mood elevation (some report feeling chatty, others mostly just enjoy the ritual).
  • Spritz (8 oz can): Lightly carbonated, ginger-citrus flavor, gently caffeinated. It’s marketed as a daytime social or pre-workout pick-me-up. One user description: “like a feeling of calm focus, not jittery like coffee, but definitely more alert and upbeat.” Contains those adaptogens and nootropics we listed, so they warn max 4 cans/day – and indeed, don’t shotgun four unless you want a potential serotonin overload.
  • Bloom (8 oz can): Marketed as a “rosé-inspired” summer drink. Flavor: strawberry, barrel oak, rosemary citrus – reviews say it’s delicious, like a grown-up strawberry soda. Functional blend: Schisandra, Damiana, L-Theanine – so more of a sensual, creative vibe. Bella Hadid calls Bloom “an all-day magic drink” that’s good for anytime your aura is low. Slightly energizing but in a balanced way.
  • Lightwave (8 oz can): The “chill” one – brewed with lavender, vanilla, passionflower, and nootropics aimed at relaxation (reishi, L-theanine). Bella drinks this “to sink into a state of calm” when doing active meditation or winding down. No caffeine, it’s more evening-friendly (akin to a glass of red wine wind-down substitute).
  • Dream Light (bottle): A nighttime sip with melatonin, reishi, and L-Tryptophan. Essentially a nonalcoholic nightcap to knock you out. Tastes like spiced chocolate (they suggest mixing with milk for a “Dream” latte). Definitely effective – melatonin will make you sleepy, so heed the label: only use before bed. Some found it too effective (e.g., groggy next morning if taken too late).
  • Actual Sunshine (can): Newer collab flavor (with on-trend pop star or something, as rumored). It’s a turmeric-orange sparkling drink with vitamins D & C, saffron, and nootropics for an “immunity and mood boost” – playing into daytime functional soda territory.
  • Overall, Kin’s effect is often described as a gentle mood modulation. A Food Network article reviewing it said it “can make alcohol-free socializing fun, but pay attention to how you feel… for some no noticeable effects, for others it works as hoped (and yes, placebo may play a role)”. They also emphasize mindful use: you are a key ingredient in the experience.

• Flavor & Mixability: Kin drinks generally taste good, especially the canned ones. They’re less bitter than some competitors, often fruity or floral balanced with bitters. They position themselves to be consumed straight or simply over ice. High Rhode (the concentrate) mixes well in cocktails – some bars use it in NA cocktails. Dream Light is a bit earthy but quite nice with oat milk. The design and flavor combos are clearly done with a flavorist’s touch – not just throwing herbs together. People often mention Kin is one of the more palatable functional drinks, which certainly helped its popularity.

• Price: Kin is not cheap. The 4-pack of cans runs about $20-$30 (so $5-7 a can). The 500ml bottles (High Rhode, Dream Light) are about $39 each. They do sell variety packs and have subscription discounts. You’re definitely paying a premium – partly for the ingredients, partly for the brand aura. Bella Hadid’s involvement likely allows a markup, but also they invest in high-quality packaging and ingredients (they claim to source high-grade extracts, etc.).

• Availability: Very accessible online (their own site, Thrive Market, Amazon). In physical retail, Kin started DTC but now you can find it in some trendy grocery stores, health food shops, and boutique beverage retailers (especially in major cities, e.g., Erewhon in LA carries Kin – of course it does). Some bars and restaurants stock Kin for NA cocktails or have Kin Spritz on menu. Because of the celeb factor, Kin got broad awareness; I’ve seen it even in some airport shops. They also push via social media sales channels heavily.

• Marketing & Vibe: Kin is edgy, hip, and aspirational. Their Instagram looks like a psychedelic daydream – lots of neon, celestial iconography, attractive people holding cans at sunset. Rolling Stone tone? It’s a bit like “welcome to the future of nightlife” with a dash of mysticism. They coined terms like “Braincare” and call their drinks “mood enhancing beverages for humankind”. The Rolling Stone magazine actually did an article on the rise of euphorics and featured Kin – basically acknowledging they created a scene. They’ve positioned Kin as the cooler alternative to alcohol – not something for people who “can’t drink,” but something for those who choose a “higher path.” It doesn’t hurt that paparazzi have snapped Bella Hadid toting Kin cans, or that the product placement in VIP parties is real. Kin is the brand you’re likely to find in an influencer’s fridge next to the kombucha and celery juice.

• Notable Moments/Controversies: Kin got a lot of press around 2019 for being a pioneer. Some initial skeptics called it “goop in a can” or questioned its efficacy. But many were pleasantly surprised by the flavor and subtle feels. There was that time Kin (and similar brands) were questioned by regulators for including potentially psychoactive ingredients – e.g., the FDA hasn’t outright approved supplements like 5-HTP for use in conventional beverages. So to navigate that, Kin (and others) label themselves as Dietary Supplements with supplement facts instead of nutrition facts. This is a regulatory loophole: it means “consume responsibly” and not like a soda. As a consumer, just be aware that behind the glam, Kin’s still a concoction of supplements, so treat it as such. There was also chatter after a New York Times piece where a dietitian warned not to slam too many Kin Spritz due to the serotonin syndrome risk from 5-HTP. Kin responded by educating about moderation and the amounts (one Spritz has 50mg 5-HTP – you’d need several plus other serotonin drugs to risk anything). No actual incidents reported, it’s just caution.

• Standout Innovation: Honestly, Kin’s biggest innovation was branding and community. They made non-alc functional drinks sexy and mainstream-aspirational. They basically created the term “euphorics” and built a lifestyle around it. From an ingredient perspective, they were one of the first to put things like GABA and 5-HTP in a drink and sell it widely, which opened the door for all the functional copycats. And the idea of specific formulas for different times (morning boost, social hour, nightcap) set a template others follow.

Kin Euphorics in a nutshell: It’s the “it girl” of the functional beverage scene – fashionable, buzzworthy (pun intended), and a bit mysterious. The drinks taste like the future (slightly weird, but pleasantly so), and they make some people feel like a cloud has lifted from their mind – all without a drop of alcohol. As Bella Hadid explained, juggling an intense life had her looking for something to “recalibrate” her energy and anxiety, and Kin was that something. Whether you buy into the hype or not, Kin has earned its spot as a trailblazer. If you’re going to a trendy alcohol-free pop-up bar, ordering a Kin Spritz is basically the equivalent of ordering a Negroni Sbagliato – it signals you’re in the know. And if it gives you a little glow and confidence boost without killing brain cells, that’s a win-win.

3. Three Spirit – “Botanical Alchemy from London”

• What It Is: Three Spirit is a UK-born trio of non-alcoholic “elixirs” that each serve a different function – one to energize and socialize, one to relax and uplift, and one to wind you down. Instead of mimicking a gin or whiskey, Three Spirit drinks are unique botanical blends crafted by plant scientists and bartenders to deliver functional effects and complex flavors. The original lineup: Livener, Social Elixir, and Nightcap – essentially: get lit, get happy, get sleepy (in that order). They recently also added ready-to-drink canned versions and other offshoots (but the core three are the stars).

• Founders/Team: Three Spirit was founded by a team of plant enthusiasts and bartenders in London around 2018. Notably, they worked with some of the world’s top mixologists and herbalists to nail both effect and taste. One co-founder, Dash Lilley, has talked about how they set out to create “drinks that make you feel good and taste good, without alcohol.” They’re kind of the craft cocktail approach to this space – very culinary and sensory-driven, but also packing a functional punch. The company also touts its ethos: vegan, sustainable, and they donate to mental health causes (positioning themselves as conscious celebrators).

• Key Ingredients & Formulas: Each of the three elixirs has a distinct blend tailored to its purpose:

  • Livener (“The Party Starter”): Meant to invigorate. Key ingredients: Guayusa (naturally caffeinated Amazonian leaf for clean energy), Schisandra berry (adaptogen for stamina), Ginseng (classic energy adaptogen), Cayenne and Ginger (for spice and warmth), plus hibiscus and watermelon for flavor. It also has some L-theanine and a bit of added caffeine. Basically a natural energy drink in fancy disguise. Drink this when you want a pick-me-up or to keep dancing. It’s slightly sweet and very tangy/spicy – they describe it as “watermelon margarita–like” with heat and berry tartness.
  • Social Elixir (“The Mood Maker”): This one is the most psychoactive-feeling, I’d argue. Key ingredients: Lion’s Mane mushroom (nootropic, for cognitive uplift), Damiana (blissful, heart-opening aphrodisiac), Cacao (mood booster via theobromine), Yerba Mate (a bit of caffeine and euphoria), Tulsi (Holy Basil) (stress-reliever), Green Tea (for theanine and a smidge of caffeine), Passionflower (anxiolytic). It’s a dark, bittersweet brew – tastes a bit like an amaro mixed with cold brew coffee and cocoa. Full-bodied, slightly earthy, with a curious savory note. They intended Social Elixir to give you “blissful, tuned-in feeling” for socializing. Indeed, many swear by this one – some say “I felt subtly happier, more talkative”. Others mainly taste the funky mushrooms and wonder what the fuss is. It’s definitely the edgiest flavor of the three – an acquired taste but rewarding if you like bitters. (Pro tip: mix it with ginger ale or cola to soften the bitterness if drinking straight is too much.)
  • Nightcap (“The Dream Maker”): The chill-out potion for end of night. Key herbs: Valerian root (sedative, big sleep herb), Hops (as in beer hops, also sedative), Lemon Balm (calming), Ashwagandha (stress-reducing adaptogen), plus Turmeric and Black Pepper (anti-inflammatory, plus giving a warm golden milk-ish flavor), Pepperdine (from pepper to help absorption maybe), Maple syrup and Vanilla for cozy taste. The flavor is described as an “indulgent, woody, aromatic, slightly sweet nightcap.” It has a kind of spiced herbal whiskey vibe – people say notes of oak, vanilla, and gentle spice. It’s lovely neat or on ice with a twist of orange. And yes, it can make you sleepy. One user story: someone had a pour of Nightcap and “conked straight out, felt like I had a deep slumber” – recommending it to anyone who leans on booze for sleep. That lines up with valerian’s known effects. So definitely don’t chug Nightcap at midday.

• Effects: Summarizing the trio:

  • Livener: Gives you a lively buzz – an uplift in energy and mood. People feel awakened but not jittery. Great for when others are on their second cocktail and you want to match that energy. There is mild caffeine – about equivalent to a cup of green tea per serving, plus the stimulating adaptogens – so use it earlier in the night or when you need a second wind.
  • Social Elixir: The most “recreational” – folks report mild euphoria or sense of connection. The damiana and cacao can give a tiny serotonin/dopamine uptick, and lion’s mane might make you feel mentally switched on. Combined with the inherent vibe of sipping a dark potion, it kind of relaxes inhibitions a touch (not as dramatically as alcohol, of course). It’s the one you’d have when you want to be in the mix of conversation or maybe flirt a bit. Importantly, it doesn’t intoxicate; you’re fully clear-headed, just perhaps with a mood boost.
  • Nightcap: Loosens the knots of the day, signals your body it’s time to chill. Many report feeling very relaxed, even yawning after a glass. Don’t be surprised if you get the urge to hit the pillow. It’s an excellent replacement for a whiskey or brandy nightcap or an herbal tea – it’s stronger in effect than chamomile tea, thanks to valerian. The morning after, you’re golden (valerian doesn’t cause hangovers, though a few people feel a tiny bit groggy if they took a lot).

• Taste & Usage: Three Spirit drinks are designed to be sipped straight or mixed. They have recipes on their site (e.g., Livener Paloma with grapefruit soda, Social Elixir Mule with ginger beer, Nightcap Old Fashioned with bitters). But you can absolutely just have a shot or two on ice. They have a real complexity that shines with simple serves. Flavor-wise, they get rave reviews for being “actually adult-tasting.” As one reviewer put it, “spicy and complex, similar flavor profile to amaro or vermouth”, referring to Social Elixir’s bittersweet complexity. The team won over a lot of skeptics by focusing on flavor first. They’ve racked up 40+ awards for taste and function. All three are not very sweet (they use just a bit of natural sweeteners), which is great because many mocktails are too sugary. These feel like crafted spirits, minus ethanol.

• Price: In the US, about $39-$45 per 500ml bottle (same ballpark as other premium NA spirits). In the UK, around £25-£30. So yes, a full set of three will set you back over $100 – not trivial. But each bottle gives ~10 servings, and you’re kind of getting a bar’s worth of unique herbals in one. They often sell the trio as a bundle at slight discount. Given their quality, most fans find it worth it, akin to buying a nice whiskey. If unsure, some sites sell a starter pack of minis or sample kit.

• Distribution: Three Spirit started in London’s bar scene and quickly expanded. They’re now available in Europe, US, Canada, Australia... Their US site and many NA specialty retailers carry them. You’ll find them in a lot of posh bars/restaurants for zero-proof cocktails. For example, a top cocktail bar might use Social Elixir to make a non-alc Negroni-esque drink. They also partner with music/wellness festivals (the name “Three Spirit” hints at a bit of mystical vibe – appealing to the conscious festival crowd). So availability is decent in big cities – liquor stores with NA sections often stock it. Otherwise, online ordering is your friend.

• Branding: The bottles are dark and moody with gold line-art of what looks like a mythical plant creature (each label has a different design). The brand leans into a mystic, plant-magic narrative, but backed with modern flair. They call themselves “The world’s first plant-powered functional spirits.” Their messaging often mentions “pushing boundaries” of what booze-free can be, and “liberating the way we drink, socialize, connect” – almost a mission statement to change drinking culture. It’s a bit like a botanist’s apothecary meets mixology lab. They also highlight being a B-Corp (which they are), meaning they value social/environmental ethics in production.

• Quirks/Innovations: Three Spirit’s biggest innovation was creating distinct function-driven phases for your night. They understood people might want more than one NA drink experience: one to kick off the night, one for the middle, one for the wind-down. This “journey” approach was novel, and now others copy it (see: Kin’s multiple products, etc.). Also, their use of Lion’s Mane and Damiana in a mainstream drink was pretty groundbreaking in 2018 – now it’s more common, but they were first to put a serious nootropic mushroom in a cocktail and sell it as a party drink. Flavour-wise, they took inspiration from traditional herbal liqueurs (like amaros) more than anyone else – giving depth and bite that many early NA drinks lacked. And as mentioned, they pulled in legit bartenders to ensure these work in cocktails (which they do).

  • Fun fact: The name “Three Spirit” is partly a pun – their original tagline was these drinks give you “different kinds of spirit” (as in ghost/spiritual energy and as in alcoholic spirit replacement). And possibly a nod to “three sheets to the wind” (drunk) but in their case three spirits = functional not alcoholic. That’s my speculation, but either way, it’s catchy.

Three Spirit in a nutshell: If Kin Euphorics is the glossy influencer, Three Spirit is the craft mixologist’s darling. It’s the one you break out to impress your foodie friend who sneers at O’Doul’s. It feels both ancient (with its herbal roots) and cutting-edge. And damn, it actually tastes good, which cannot be overstated in this sector. As one review blurb on their site put it: “Three Spirit’s aperitif set the foundation for non-alcoholic aperitifs to come. A classic that cannot be beat.”. They truly did raise the bar (pun intended) for what a booze-free spirit could deliver. When you sip Social Elixir and feel a warm glowy buzz in your chest, you kind of think, “hey, maybe the plants do have some magic.” And even if it’s slight, it’s enough to keep you reaching for more – while leaving the hangover and guilt behind.

4. Athletic Brewing Co. – “Hold My Beer (It’s Non-Alcoholic)”

• What It Is: Athletic Brewing is the juggernaut of the non-alcoholic beer world. They specialize in brewing full-flavored craft beers that just happen to have <0.5% ABV (basically alcohol-free). From IPAs to stouts, Athletic’s lineup can easily fool your taste buds into thinking you’re drinking the real boozy deal. They’re not about herbs or adaptogens – this is a more traditional approach to “buzz without booze”: give people the familiar social ritual and taste of beer, minus the alcohol. The “functional” aspect here is more about lifestyle (fitness-friendly beer) than added ingredients.

• Founders/Story: Athletic was founded in 2017 by Bill Shufelt, a former finance guy and endurance athlete who quit drinking for health and performance reasons, and John Walker, an award-winning craft brewer he teamed up with. Shufelt had noticed a huge gap: non-alc beers then were basically O’Doul’s or other bland big-brewery attempts – nothing a true beer lover would crave. He ran consumer surveys and found 55% of adults said they’d love a great NA beer if only it tasted good and wasn’t stigmatized. With Walker, he homebrewed in Gatorade jugs to perfect recipes and proved naysayers wrong that NA beer can have flavor. By 2018 they launched out of Stratford, Connecticut. The name “Athletic” is a nod to their target audience: healthy, active folks who still love beer but not hangovers.

• Signature Products: They have a robust core lineup:

  • Run Wild IPA: Their flagship – a classic West Coast style IPA with piney, citrusy hops. It’s hoppy and bitter enough to satisfy IPA fans. If you poured it for a craft beer fan and didn’t mention NA, many wouldn’t know. It truly changed the game.
  • Upside Dawn Golden Ale: A light, crisp golden ale. Less hoppy, more balanced malt character. Think of a refreshing blonde ale you’d have after mowing the lawn.
  • Free Wave Hazy IPA: A hazy New England style IPA (juicy, tropical) but NA. Highly rated – for the hazy craze lovers.
  • All Out Stout / Dark: They’ve done stouts and porters seasonally (some coffee, some peanut butter flavors, etc.) to prove even dark beers can be done NA. Many are impressed that they have body and roast, something older NA beers struggled with.
  • Plus many seasonal and collab beers: from NA Oktoberfest to blood orange IPAs, even sours. They keep a rotation to keep craft fans engaged.

• Brewing Process: The secret sauce: Athletic developed a proprietary method to brew beer fully fermented but control alcohol formation. They’ve been tight-lipped about it (for competitive reasons), but it’s likely a combination of specialized yeast (that produce minimal alcohol) and controlling fermentation conditions carefully, plus dealcoholization techniques that don’t strip flavor. Many NA beers historically were just fully brewed then boiled to remove alcohol – which kills the flavor and body. Athletic’s beers, on the other hand, taste alive. The mouthfeel, the aroma, the head – everything is much closer to a standard beer. They’ve won multiple beer competition awards against alcoholic beers, that’s how convincing they are (e.g., their Stout beat regular stouts in taste tests).

• Taste & Experience: The big win: You can crack an Athletic beer and feel like you’re just having a “real” craft beer experience. Socially, that’s huge – no more awkward soda water when everyone else has pints. You have a can that looks craft (cool outdoorsy branding), and tastes legit. As Men’s Health put it, Athletic “made non-alcoholic beer cool.” Even devoted beer geeks keep Athletic in their fridge for weeknights or to alternate in between real beers to pace themselves. In terms of buzz, obviously there’s no alcohol buzz. But many do report a psychological lift – partly from the tiny amount of alcohol (0.3% can’t really affect you though, unless you chug 10), mostly from the enjoyment and hydration. Importantly, Athletic’s beers are often isotonic and hydrating (some athletes drink them post-run for recovery because they have electrolytes and carbs, but negligible booze).

• Target Audience: Initially health/fitness crowd (runners, triathletes – hence sponsoring Ironman races, etc.). But it expanded to basically anyone who likes beer but wants a non-intoxicating option sometimes. Pregnant women, people on medication, or just people who love a cold one at lunch without needing a nap after. Interestingly, Athletic found that over 70% of their customers still drink alcoholic beer too – meaning it’s not only sober folks, it’s everyone mixing it into their lifestyle. As Nielsen data show, most NA drink buyers also buy alcoholic drinks. So it complements rather than replaces.

• Achievements & Growth: Athletic Brewing’s rise has been meteoric:

  • By 2023 they reportedly had $100 million+ in revenue. They built a new massive brewery in Connecticut and bought a brewery in San Diego, making them capable of producing over 200,000 barrels/year – they’re legitimately one of the top 20 craft breweries in the US by volume now.
  • In 2023, Athletic’s Run Wild IPA became the #1 selling non-alcoholic beer in the U.S., surpassing even Heineken 0.0 and old O’Doul’s.
  • Athletic has drawn big investment (valued around $500-$800 million reportedly) and partnerships – for example, they got backing from celebrities like J.J. Watt and David Chang. They’re in Whole Foods, Target, bars, stadiums – you name it.
  • Perhaps the biggest flex: They have overtaken some craft breweries who make NA beers – Athletic is often the only NA craft option on tap lists. Even mainstream beer drinkers reach for it because it tastes good and you can keep a clear head.
  • Founder Bill Shufelt famously said early on they were “constantly made fun of” by beer industry people – well, who’s laughing now? By 2024, Athletic was named Craft Brewery of the Year by Brewbound, and is one of the top-selling brands in the entire beer category for certain retailers.

• Price: About $13-$15 per six-pack (12 oz cans) in stores, sometimes a bit more for fancy editions. That’s comparable to craft beer (maybe slightly less than some craft 6-packs, but more than macro beer). They often sell directly too (they ship to most states) – a 6-pack runs $13.99 on their site. It’s not “cheap beer” but it’s not outrageous either. Considering they invest heavily in brewing quality, most are okay with it.

• Marketing: Athletic’s branding is all about inclusion and performance. Their slogan is “Brew Without Compromise” – meaning you’re not compromising taste or lifestyle. Their cans have mountains, waves – very outdoorsy. They sponsor 5k runs, triathlons, even set up a beer garden at the NYC Marathon finish line serving free NA beers (imagine finishing a marathon and being handed a cold beer that won’t dehydrate you – genius). They want NA beer to be seen as cool and aspirational – the opposite of the old “if you’re not drinking you’re lame” stigma. Bill Shufelt in interviews emphasizes breaking the stigma that NA beer is only for problem drinkers; he wants it to be just another beverage choice for anyone. And it’s working – they’ve somewhat normalized ordering an NA IPA at a bar.

• Innovation: Athletic’s main innovation was technical (making NA beer taste great) and cultural (making it acceptable). They also experiment with new beer styles (how about a NA double IPA? They did one at 0.5% that still tastes like 8% hop bomb). They released the first barrel-aged NA beer, Pilot Program series, etc. They’re constantly improving – e.g., early batches were good, newer batches are great as they refine recipes.

  • Another interesting angle: They have a line called “Athletic Lite” – a 25-calorie light lager that’s super crisp, akin to a Mich Ultra but NA. And in 2022, they launched DayPack sparkling waters with hops and adaptogens (so even moving a bit into Kin’s territory with CBD and whatnot). Those DayPack drinks have zero alcohol, 15 calories, adaptogens like ashwagandha and maca – but they haven’t been as big as the beers.

• Risks/Downsides: Honestly minimal. No alcohol = very safe for most. If you’re extremely sensitive, remember there is up to 0.5% ABV – but you’d have to drink like 10 Athletic beers quickly to equal one regular beer. If you’re in recovery, some find NA beers triggering (the taste can cue cravings). Others in recovery find them a godsend. So that’s individual. From a health view: these beers have about 50-70 calories each (some carbs from grains), which is way lighter than normal beers (a craft IPA might be 180 cals). They also contain some B vitamins and a little protein from grains. It’s practically a sports drink compared to a Bud Heavy.

Athletic Brewing in a nutshell: They took the “hold my beer” joke and ran with it – proving that beer minus alcohol can be just as enjoyable. In doing so, they tapped (pun intended) into the massive market of beer lovers who at times don’t want booze. It’s probably the least “edgy” of the brands in terms of marketing – no herbs or wild claims – but arguably the most disruptive commercially. By 2025, you can’t talk NA beverages without tipping a hat to Athletic. They crushed an “enormous stigma” around NA beer by focusing on taste. As Shufelt said, “We had to reinvent how non-alcoholic beer is made and thought of here”. They did, and now they’re reaping the rewards – and so are all of us who can finally beer-binge on a weeknight and still crush a morning workout. Cheers to that – with an Upside Dawn Golden in hand, of course.

5. Ghia – “Mediterranean Motives, Minus the Booze”

• What It Is: Ghia is a chic, bitter aperitif inspired by Mediterranean cocktail culture, but completely alcohol-free. Imagine an Aperol or Campari-like spirit – herbal, citrusy, bittersweet – meant for mixing into spritzes or sipping on the rocks. Ghia took the NA scene by storm in 2020 by focusing squarely on the aperitif moment: those sunset hours where you’d normally have a Negroni or a glass of wine. It’s positioning: give you “all of the spirit, none of the booze.”

• Founder: Mélanie Masarin, a former Glossier exec and bona fide trendsetter, created Ghia. She’s originally from France and spent her summers in the Mediterranean, where aperitivo hour is a way of life. She loved the vibe but not how the alcohol made her feel or the pressure to drink. So she dreamed up Ghia to “take you to the Mediterranean, without numbing the night”. The name Ghia is actually a play on “Guillaume,” her grandmother’s name – family and conviviality are at the heart of the brand story. Mélanie has been very vocal about inclusivity – she wanted a drink that allowed everyone to partake in the sunset ritual, including non-drinkers, pregnant women, etc., without feeling left out.

• Flavor Profile/Ingredients: Ghia’s Original Apéritif comes in a classy 500ml glass bottle. The flavor is bright, bitter, and botanical:

  • It has citrus notes (they use yuzu and lemon peel) for brightness.
  • Bitter herbs: Gentian root (common in aperitifs like Aperol, provides that bitter backbone), Angelica, Rosemary – giving it a complex bite.
  • Floral touches: Elderflower, orange blossom perhaps, for aroma.
  • Ginger too for a bit of spice.
  • And notably Lemon Balm (Melissa) – an herb known to be calming (hints of functionality, though Ghia doesn’t overtly market as “functional” beyond “herbal mood-lifter”).
  • Sweetness comes from fig and honey extracts (though it’s actually no added sugar, they sweeten with juices and fruit).
  • Overall, Ghia tastes somewhat like a cross between an Italian amaro and a French gentian aperitif, with a kiss of fruit. One description: “Vibrant, fresh, satisfyingly bitter – tastes like summer on the rocks”. Over ice, a bit of orange peel – you could fool a Campari drinker.

• Use Cases: Ghia shines in spritzes and cocktails:

  • The classic serve: Ghia Spritz – just Ghia, sparkling water, maybe a squeeze of orange or a sprig of rosemary. It foams a little and gives that satisfying clink and bitterness to sip on a patio. Because it’s quite bitter and concentrated, most prefer it diluted 1:1 or 1:2 with soda or tonic.
  • They’ve also launched canned spritzes: Le Spritz line – e.g. Ghia Soda (Original Ghia + soda in a can), Ghia Ginger (with ginger beer, for a spicy twist), and newer flavors like Lime & Salt or Sumac & Chili for adventurous palates. These come in cute pastel cans, ready-to-drink.
  • Ghia encourages adding it to all sorts of NA cocktails – from Negroni alternatives (mix Ghia, a non-alc spirit, and some verjus maybe) to booze-free French 75s.

• Effects: Ghia isn’t marketed with functional buzzwords like adaptogen or nootropic – but interestingly, it does include Lemon Balm and Gentian, which are known to have calming or digestive properties. Mélanie has said that the herbs in Ghia can help you relax and open up, just as an aperitif should – minus the ethanol. There’s definitely a ritualistic effect: sipping something bitter can trigger digestive enzymes and a sense of appetite and relaxation. If Kin Euphorics is like the flashy new supplement regimen, Ghia is like the old-world herbal remedy that your European grandparent swears by for calming nerves and aiding digestion after a meal. Realistically, the “effect” of Ghia is mostly the vibe: you’re partaking in aperitivo hour, clinking glasses – psychologically, you feel included and sophisticated, which is a mood boost in itself. Some people do say they feel unwound and present after a Ghia, and perhaps lemon balm’s mild anxiolytic effect plays a role.

• Design/Branding: Ghia’s brand is edgy yet nostalgic. The bottle has a 70’s retro chic label, and their aesthetic is all warm tones and vintage glam – picture a sun-faded photograph of people at a coastal European cafe. Mélanie explicitly wanted Ghia to “keep all the attitude, remove the alcohol” – and indeed Ghia’s branding has attitude. Their slogan at launch was “Not just an aperitif, it’s apéritifish” (cheeky).

  • Ghia’s launch marketing was very fashion-meets-food. They got write-ups in Vogue, etc. It became the “cool girl” NA drink. If Kin is the LA wellness influencer, Ghia is the Brooklyn creative director sipping a spritz at 5pm on a rooftop.
  • They emphasize inclusivity and conviviality: Ghia’s founder often says it’s about bringing people together, whether or not you drink. She also purposely made it very bitter – she said “we took out the fake stuff and kept the attitude” – meaning it’s not a kiddie mocktail, it’s as adult as the alcohol it replaces.
  • The name Ghia, beyond the grandmother reference, also nods to “ghiaia” (gravel in Italian), evoking a Mediterranean coastline perhaps. It’s short, memorable, and looks cool on a bottle.

• Price: Ghia runs about $33 for a 500ml bottle. A bit pricey but in line with others. The canned Le Spritz are roughly $5 a can (sold in 4-packs for ~$18-20). Ghia positions itself premium (they often compare it to the cost of a nice bottle of wine or aperitif).

• Distribution: Quite good for a young brand:

  • Ghia launched direct-to-consumer mid-2020 (great timing when everyone was stuck at home wanting fancy drinks). Quickly got into specialty stores like Foxtrot, Boisson, and then Whole Foods, etc.
  • They partnered with high-end restaurants and bars early (e.g., Momofuku restaurants serve Ghia cocktails). Because for bartenders, having something like Ghia is a godsend – it’s shelf-stable, and can be used to make legit NA Negronis or spritzes easily.
  • As of 2023-2024, Ghia is in Sweetgreen (the salad chain) as a drink option in NY/LA locations, and in Target stores with their canned spritz. That was a big step to mainstream.
  • They are expanding internationally too, focusing on urban markets where aperitif culture and sober-curious overlap (Paris, London, etc.).

• Notable Achievements:

  • Ghia was named one of Time’s Best Inventions of 2020 – they resonated as an answer to “what to drink when you’re not drinking” with real sophistication.
  • Mélanie Masarin, the founder, became something of a figurehead in the NA world – her interviews talk about changing decades of alcohol marketing and proving that a zero-proof brand can hold its own next to Campari. She talked about having to be “unapologetically loud” in branding to show NA drinks aren’t lesser than boozy ones.
  • By mid 2023, Ghia had a lot of momentum: launching new flavors (the Berry Aperitif – a softer, less bitter version with berries for those who don’t do bitter), and raising funds for expansion.

• Challenges: Ghia’s biggest hurdle was ironically its bitterness. Some consumers expected a sweet mocktail and got slapped in the face with bitter herbs (which, to be fair, is the point). The founder realized they might need to cater to non-bitter folks too, hence the Berry Aperitif which is described as more fruity and less bitter, to “carry you through the night” for those who don’t love bitter. They’ve done a great job educating that bitter is good – it’s a grown-up taste that signals sophistication (and aids digestion!). Once people get it, they often love it, but first-timers occasionally balk.

  • Another challenge is shelf stability – Ghia, being all natural (no preservatives, no fake flavors), can go off after opening if not kept chilled. They recommend refrigerating after opening and using within a few weeks.
  • However, these are minor quibbles – Ghia’s reception overall has been very positive.

• Functional or Just Fun? Ghia doesn’t sell itself on “you’ll feel something.” But between us, yes, many do find a Ghia spritz surprisingly relaxing. It’s likely the lemon balm and the ritual. Also, since it’s usually consumed in those unwind moments, context does a lot. At minimum, it’s a great social placebo – a term I use lovingly, meaning it cues your brain “party time” or “chill time” and your mood follows suit. Ghia’s founder wanted it to be like “the sunset in a glass” – I’d say it succeeds there.

Ghia in a nutshell: It’s the NA drink for the sophisticated palates. The friend who dabbles in amaro, loves Negronis, or has a vermouth collection – that friend will appreciate Ghia’s nuance. It’s brought the European aperitif culture to the sober-curious movement, proving that not every NA drink has to be fruity or adaptogenic – it can just be bitter and complex and delicious for its own sake. Ghia has essentially become shorthand for a legit fancy booze-free cocktail: “I’ll have a Ghia spritz” speaks volumes. As Mélanie Masarin said, “we didn’t take away the alcohol to be good, we took it away because it wasn’t adding anything positive” – but we kept everything that does bring joy: flavor, ritual, connection. And that philosophy clearly struck a chord. When you drink Ghia, you don’t miss the alcohol – and that might be one of the highest compliments you can give a booze-free brand.

6. Hiyo – “The Social Tonic with a Spark”

• What It Is: Hiyo is a newcomer (launched 2021) offering sparkling functional seltzers they dub “social tonics.” In short, these are lightly fruity, lightly sweet fizzy drinks packed with a blend of adaptogens, nootropics, and botanicals to give a “floaty,” uplifted feeling. Think of Hiyo as a canned mocktail that aims to be more than just a flavored seltzer – it wants to be your canned stress-reliever and mood-booster. Flavors include Peach Mango, Watermelon Lime, Blackberry Lemon, Strawberry Kiwi (limited), etc., each 12 oz can having only 25 calories and pretty packaging.

• Founders: Three friends – Evan Quinn, George Youmans, and Cygne (pron. “sign”) Cooper – in California. The story goes they were in their mid-20s, feeling the drag of hangovers and not enjoying heavy drinking culture, so they concocted Hiyo to provide a “buzz without the booze” for their own social occasions. They explicitly wanted something to drink at parties that wasn’t alcohol but still gave a certain vibe. Hiyo is very West Coast chill meets entrepreneurial: they brand it with imagery of beach bonfires, palm trees, etc.

• Key Ingredients (Functional Blend): Each can of Hiyo contains a “proprietary blend” of herbs and compounds:

  • Ashwagandha (500mg) – for stress reduction and calm.
  • L-Theanine (200mg) – for relaxed focus (the amino in green tea).
  • Lion’s Mane (functional mushroom, dose not specified, likely small) – for cognitive support.
  • Lemon Balm (Melissa) – calming herb.
  • Passionflower – anxiety-easing herb.
  • Ginger – for a little vitality and digestion.
  • Possibly others in trace, but those are the main ones they advertise.
  • NO caffeine, no artificial sweeteners. Lightly sweetened with fruit juice and agave.
  • Essentially, Hiyo’s blend is formulated to “take the edge off and lift you up” – as their tagline is: “Find Your Float.” They describe the feeling as a “joyful, bubbly feeling of calm euphoria”.

• Effects: According to user reviews and the founders, after one can of Hiyo you might feel:

  • More relaxed and less stressed (ashwagandha + lemon balm working).
  • A subtle mood boost or “sociable” feeling (perhaps the combination of being relaxed but alert – l-theanine is known to induce a meditative state).
  • Not drowsy – they balanced the relaxing herbs with ones that keep you clear. Ashwagandha is non-sedating adaptogen, and l-theanine actually promotes alpha brain waves (calm but alert).
  • They call it a “float” because it’s not a high or buzz per se, but a gentle uplift where you might catch yourself smiling easier or engaging in conversation more freely.
  • Many anecdotal reports: Some people say it “feels like a glass of champagne” in terms of mood (minus any impairment). Others say they didn’t feel much except placebo. But Hiyo’s doing something right – they’ve got thousands of positive reviews and a loyal base who prefer it over a White Claw because at least Hiyo’s ingredients do something positive in your body.
  • One thing: drink more than 2 and some have reported a bit of sleepiness later (could be the lemon balm and no caffeine – but that’s arguably fine at a nighttime event).

• Taste: Important – these tonics taste good. They’re lightly flavored, not overly sweet, with a little herbal note but mostly just refreshing. For example:

  • Peach Mango: tropical and friendly, not too sweet.
  • Blackberry Lemon: tangy and fruity.
  • Watermelon Lime: very summery and crisp.
  • They carbonate it at a nice level – so it feels like any other craft seltzer or canned cocktail.
  • The flavor masking is good; you wouldn’t know there’s ashwagandha (which can be bitter) in it. Ginger gives a tiny bite on the finish.
  • They purposely made flavors familiar and enjoyable by all – nothing polarizing like Ghia’s bitterness. So Hiyo is a great entry point for someone who normally just drinks LaCroix but wants to try a functional beverage.

• Calories/Contents: About 25 calories, 5g sugar (from agave). It’s light! Compare to a beer or cocktail with 150+ cals and lots of sugar. Also no alcohol means no diuretic effect, so it’s fairly hydrating. Vegan, gluten free.

• Marketing & Positioning: Hiyo leans heavily into being “the better alternative to alcohol” for social settings.

  • Their branding is chill Californian: pastel colors on the cans, a smiling sun logo, waves. They want it to evoke a laid-back happiness. The word “float” is in all their marketing – “join the float,” “float on,” etc.
  • They explicitly target those who are “sober curious, health conscious, or just sick of hangovers.” But also emphasize 90+% of customers still drink alcohol too – meaning it’s for moderation folks, not exclusively non-drinkers.
  • Big moment: In early 2025, Constellation Brands (beer/spirits giant) invested in Hiyo seeing its potential. In that press release, Constellation noted Hiyo’s “distinctive brand and delicious liquid” and that it’s “one of the fastest-growing” functional NA brands. They were clearly drawn by Hiyo’s rising sales and unique positioning. It’s a seal of legitimacy (and likely means more distribution muscle).
  • They smartly use upbeat language: calling each can “mindfully crafted” with a “proprietary blend of adaptogens, nootropics, and functional botanicals” – which is exactly hitting the keywords of today’s wellness-savvy consumer.
  • They amass a lot of customer testimonials about people feeling stress relief and social comfort with Hiyo (some call it “social lubricants sans booze”).
  • The cans – bright and Instagram-friendly. You’ll see Hiyo at wellness events, influencer picnics, etc. They sponsor things like yoga in the park + Hiyo after, or art gallery openings with Hiyo served. It’s got that trendy wellness vibe.

• Price & Availability: ~$4 per can (sold often in 4-packs for ~$16). Online from their site (they do subscriptions with discounts, since they know it’s something you might drink daily or a few times a week).

  • With Constellation’s stake, Hiyo is now showing up in more physical stores: Whole Foods in some regions, health food markets, even some liquor stores are carrying it in the NA section. They boasted being in 3,000+ retailers across the country as of early 2025 including Whole Foods, Sprouts, and Vitamin Shoppe. That’s huge – goes to show their traction.
  • Also on Amazon and direct DTC.

• Co-founder’s quote: “With Constellation's distribution network, we believe this partnership will help put Hiyo everywhere beer, wine, and spirits are served.” – so they’re envisioning Hiyo cans at bars, stadiums, etc., as a true alternative. Ambitious, but not impossible as NA offerings expand.

• Community Building: They use the term “The Float” for their community – encouraging people to share experiences on social and tag them. It gives an identity to the movement. Instead of “getting drunk”, you’re “catching a float.” It’s cute branding and helps destigmatize not drinking – you’re not opting out, you’re opting into something (the float lifestyle).

• Risks/Considerations:

  • The ingredients in Hiyo are safe for most, but mild. If someone’s on thyroid medication, note ashwagandha can affect thyroid levels. If someone’s taking sedatives, combining a bunch of lemon balm/passiflora might increase drowsiness. But relative to, say, mixing meds with alcohol, this is minimal risk.
  • You probably shouldn’t chug 6 Hiyos – not for toxicity per se, but you might get a stomachache or too mellow to function (like a strong tea overdose). They actually put “max 4 cans per day” as a recommended limit, likely due to ashwagandha content, though 4 cans would be 2g ashwagandha which is still within safe supplement dose for a day.
  • If you have allergies: check the label. Hiyo uses no common allergens, but people with mushroom allergies beware (lion’s mane).
  • One can is meant to equal roughly a drink’s effect. Two cans might double down – some say two gets them super chill, borderline sleepy. So pace it like you would cocktails: one to start, see how you feel.

• Standout Factor: Hiyo is part of this “third wave” of NA drinks where dose-controlled canned experiences are key. If you think: First wave was NA beer, second wave was NA spirits mixers (Seedlip, etc.), third is these pre-functional sodas you can just pop and enjoy without mixing. Hiyo stands out for its balanced formula – they really hit a sweet spot where it’s not too calming (doesn’t knock you out) and not stimulating (no caffeine), just a gentle float.

  • Also, they are among the first NA brands to get a big alcohol corporate backing (meaning they might be the ones you soon see at a music festival as the official alt-drink).
  • The term “social tonic” might become as commonplace as “hard seltzer” thanks to Hiyo and a couple others. They basically are carving that subcategory.

Hiyo in a nutshell: If the sober-curious movement was a party, Hiyo is the friendly host making sure everyone – drinkers or not – has a good time and feels at ease. It’s unthreatening (who doesn’t like a sparkling mango drink?), it’s health-conscious, yet it promises (and often delivers) a bit of that je ne sais quoi you want from a social libation. For anyone who’s ever sipped a LaCroix at a party and felt FOMO, Hiyo says: here, have something better – a drink that might actually mellow your nerves and put a smile on your face. It’s not going to blast you off to another dimension, but that’s kind of the point – it’s the subtle art of feeling good, gently. And given how our generation is embracing subtle wellness over extreme intoxication, Hiyo is hitting the nail on the head.

7. Aplós – “Hemp-Infused High-End Spirit”

• What It Is: Aplós (pronounced ah-plose) is a premium hemp-infused, non-alcoholic spirit designed to sip like a fine liquor. The concept: take the relaxing qualities of CBD (cannabidiol from hemp) and deliver them in a sophisticated drinkable form factor with chef-crafted flavors. Aplós positions itself as an alternative to spirits like gin or vodka for making luxe cocktails – except instead of alcohol’s buzz, it gives a calm, mellow vibe from broad-spectrum hemp extract. They refer to it as a “functional spirit” – functional largely due to the CBD and herbal blend.

• Founders: David Fudge and Jessica Manley, with co-founder/CMO Emily Onkey (an ex-Bonobos marketing exec) joining early on. They launched Aplós in late 2020. The founders have backgrounds in DTC branding and hospitality; they bonded over wanting to “slow down and connect in a more mindful way” socially. The name Aplós comes from Greek meaning “simple” or “to soothe.” They worked with an acclaimed mixologist, Lynnette Marrero (James Beard honoree), to develop the recipe – so Aplós had serious flavor pedigree out of the gate.

• Varieties & Flavor:

  • Their original release was simply called Aplós (Calme) – a 16.9 oz (500ml) bottle of a clear-ish spirit flavored with citrus, herbs, and botanicals. They describe the taste as “citrus-led, with notes of rosemary, coriander, and delicate bitterness”. Basically, imagine a very herbaceous gin meets an amaro, minus juniper intensity. There’s yuzu, rosemary, basil, dandelion, gentian root, cucumber, mint, shiso – an array of bright and earthy flavors.

    • It’s bold enough to sip on rocks or use as base for cocktails (like a fake G&T with tonic, or adding it to a mocktail as the “spirit”). Many say it has an initial citrus bitterness and an herbal finish; overall pleasant but unique.

  • In 2022/2023 they introduced Aplós Arise (as an counterpart to Calme) – presumably a more uplifting formula (perhaps different terpene blend or inclusion of adaptogens). The specifics on Arise are less public, but likely it has a different flavor profile (maybe spicier or more invigorating notes) to suit a daytime or party vibe, whereas Calme is for unwinding.

  • They also have done special editions, like collabs with bars for unique flavors.

• Ingredients & Functional Aspect:

  • Each serving (~2 oz) of Aplós contains 20 mg of broad-spectrum hemp extract. That means primarily CBD, plus minor cannabinoids (but zero THC – broad spec has THC removed). 20mg of CBD is a solid amount – enough that most will feel some relaxation, akin to taking a CBD oil dose. It’s on the higher end compared to something like Recess (which has 10mg). So Aplós isn’t shy about delivering an effect.
  • They emphasize their hemp is high-quality, organically grown, etc. Being a liquid spirit, the CBD is likely emulsified so it mixes evenly (CBD is oil, so they probably nano-emulsify it for solubility).
  • Besides hemp, the flavoring botanicals (yuzu, herbs) might have minor benefits (gentian, etc., digestive). But the primary functional heavy-lifter is the CBD. There are no adaptogens or nootropics here beyond that.
  • No alcohol, no sugar. Calorie-wise, minimal (maybe 5 calories per serving from the botanical extracts).

• Effects: Aplós is marketed to give “the calming, uplifting effects of a good cocktail, without the hangover.” Translation: the CBD should help you feel relaxed, less anxious, maybe mood-lifted (CBD has anti-anxiety and subtle mood benefits for many).

  • They often mention it’s for “taking the edge off” and enhancing connection/conversation in a mindful way. 20mg CBD for many people induces a gentle calm – like the feeling after you do a short meditation or step into a warm bath. Not drowsy (though if you had a lot or are sensitive, maybe a tad yawny).
  • Broad-spectrum means there are terpenes from hemp which can add to effect (terpenes like limonene or beta-caryophyllene might subtly elevate mood or relax).
  • So in practice, sipping an Aplós cocktail might make you feel a little looser socially, tension eased from your shoulders. But it’s not impairing: you remain clear-headed. It’s more similar to how you feel 30 minutes after a dose of CBD oil – chill, maybe your racing thoughts quiet down a notch.
  • I’ve heard some users say they actually do feel a bit of a “buzz” but it’s not an alcohol buzz; it’s that floaty lightness where your body is more at ease. That could be partly placebo, but CBD at that dose definitely has noticeable effects on anxiety for many.
  • A nice thing: you can have multiple servings without worrying about motor skills, though beyond ~60mg CBD you hit diminishing returns and might get sleepy or just waste it.

• Use/Cocktails: Aplós is intended to be mixed or sipped neat on the rocks with a twist.

  • They provide cocktail recipes like an Aplós Sour (with lemon, aquafaba for foam, etc.) or an Aplós & Tonic. The bitterness and botanical complexity means it plays well with typical cocktail ingredients (citrus, herbs, bitters, etc.).
  • Lynnette Marrero crafted it to be a versatile base – so think of using it anywhere you’d use a botanical spirit.
  • Some bars have done NA margaritas or NA Negronis featuring Aplós for depth.
  • At home, many just do 2oz Aplós, 4oz sparkling water, squeeze of grapefruit – easy spritz.

• Branding/Positioning: Aplós is all about luxury and tranquility. The bottle is a stunning matte opaque glass with minimalist labeling. It looks like something you’d find in a high-end hotel bar.

  • Their tagline used to be “Aplós: a new way to unwind.” They avoid sounding too wellness-y; they lean into the lifestyle aspect – elegant evenings, intimate gatherings.
  • They’ve aligned with high design – e.g., did a pop-up at Fred Segal in LA, etc. They want to be the “Dom Pérignon” of the NA world: not about volume, but about experience and quality.
  • Emily Onkey (CMO) mentions they were early in the space and have seen it evolve together as a category, and they see camaraderie among brands pushing this new culture.
  • They actually distance from the word “mocktail” (like others, they hate that term) – Onkey said “there’s nothing fake about our cocktails… I hope the term mocktail will cease to exist” because they want Aplós drinks to be seen as legitimate cocktails in their own right.
  • The vibe is very “weekday sober, weekend optional” – Onkey herself said she practices “weekday sober” since starting Aplós. They’re not anti-alcohol; they’re pro-balance.

• Price: Very premium: $48 per 16.9 oz bottle. That yields about 10 servings, so roughly $5 a drink – which is actually on par with a decent cocktail’s ingredient cost, but pricey for at-home. It’s the cost of CBD mainly; high-grade broad-spec isn’t cheap. They have a sampler/trial size sometimes, but generally you’re dropping nearly $50 to try it. This positions Aplós as more of an occasional treat or something bars stock for fancy NA cocktails (where they’ll charge $12+ anyway).

• Distribution: Aplós is DTC heavy (they ship to many states). Being hemp-infused, they have to navigate varying state laws (but since it’s broad spectrum with 0% THC, it’s legal federally post-Farm Bill 2018, aside from states like Idaho). They also are in select upscale retailers – e.g., some gourmet shops, or NA-focused bottle shops like Boisson (NYC, LA). A number of high-end restaurants/bars carry it as the NA option, particularly in NY and LA.

  • They got some buzz for being at places like the trendy bar Dante in NYC for NA cocktails. They also did a collaboration with The Edition hotels on special NA cocktails. So, niche but high-profile.

• Customer/Expert Reactions:

  • Bartenders find it interesting to work with – Marrero’s involvement gave credibility.
  • Some CBD enthusiasts absolutely love having a sophisticated way to drink their CBD vs tincture (and faster onset than edibles).
  • Some folks, especially non-CBD familiar, might have expected more of a kick and felt underwhelmed (“I felt relaxed but not buzzed” – which, well, that’s CBD for you).
  • One could argue the effect of Aplós is only as strong as the effect of a typical 20mg CBD gummy or tea. But delivering it in a ritualistic spirit form is novel – and for those who respond well to CBD, it can replace that wine-for-relaxation habit quite effectively.
  • They also tout no hangover (of course), and interestingly, note that replacing alcohol with Aplós means better sleep (CBD can improve REM sleep quality for some, whereas alcohol wrecks sleep).

• Tasting Review Highlight: “Bright citrus on the nose, a complex herbal palate with notes of mint and rosemary, and a clean, subtly bitter finish with hints of yuzu and earthy warmth”. That’s the kind of language reviews use – appealing to the foodie sense.

Aplós in a nutshell: It’s the CBD connoisseur’s choice – bridging the gap between the cannabis wellness world and the craft cocktail world. Picture a dimly lit jazz bar, you’re sipping a neat pour of Aplós on ice with a twist, feeling the day’s stress melt quietly away – that’s the scene Aplós wants to own. It’s not cheap, it’s not for chugging at BBQs; it’s for measured, mindful sipping. Aplós proves that a non-alc spirit can command the same aura of exclusivity and sophistication as a top-shelf liquor. It invites you to slow down, savor, and perhaps subtly bliss out courtesy of hemp’s gentle touch. In an industry full of playful seltzers and bubbly cans, Aplós stands out by saying: let’s elevate this experience to a true art of unwinding. And for many stressed-out professionals or anyone who loves the ritual of a nightly nip minus the downsides, that’s music to the ears (and a balm to the soul).

8. Seedlip – “The OG Distilled NA Spirit”

• What It Is: Seedlip is known as the world’s first distilled non-alcoholic spirit (launched 2015). It created an entirely new category: a liquor alternative made by distilling herbs, peels, and spices – but zero alcohol, zero sugar. In essence, Seedlip drinks like a gin or an aromatic spirit base: it’s not sweet, not sour – it’s a flavor concentrate meant to be mixed with tonic or in mocktails. There are three main variants, each with a unique botanical profile:

  • Seedlip Garden 108: Herbal and green – peas, hay, rosemary, thyme, spearmint. Tastes like an English garden after rain. Very fresh and bright.
  • Seedlip Spice 94: Warm and aromatic – allspice, cardamom, oak, lemon peel, grapefruit. Has a clove/cinnamon spice on the nose and bitterness on finish.
  • Seedlip Grove 42: Citrus-forward – orange, blood orange, lemongrass, ginger. Lively and zesty.

• Founder/Story: Ben Branson, a British guy from a farming family, founded Seedlip. He stumbled on a 17th-century book “The Art of Distillation” which detailed herbal remedies both alcoholic & non. He tinkered with a copper still and herbs from his farm, initially to create non-alc concoctions for himself (he wasn’t drinking at the time). Realizing the potential, he launched Seedlip in London’s high-end cocktail bars and Selfridges in late 2015. It sold out in days and became a sensation. Seedlip’s mission: solve the “what to drink when you’re not drinking” dilemma with something adult and complex. The name “Seedlip” refers to the baskets used by farmers to sow seeds (honoring his farming lineage).

• How It’s Made: It’s a bit secretive (for IP reasons), but basically they individually distill botanicals in copper stills (using methods like maceration in alcohol then removing alcohol, or steam distillation). Each botanical is distilled separately, then the essences are blended with water. The process takes 6 weeks for Seedlip to make a batch, with multiple filtrations. They preserve complexity but with no residual alcohol. This is different from simply making an infusion – it’s real distillation, meaning it captures volatile flavors in the distillate. That complexity is what set Seedlip apart from, say, just an herbal tea. It truly feels like a spirit in terms of concentrated flavor.

• Flavor & Usage: Seedlip absolutely must be mixed – neat, it tastes bracing and a bit thin (since alcohol usually carries flavor, these are distilled then cut with water, so they don’t have the same body as a spirit neat).

  • The classic is Seedlip & Tonic – this essentially put NA “gin and tonic” on the map. For example, Seedlip Garden with tonic and a sugar snap pea garnish; Spice 94 with tonic and orange peel; Grove 42 with tonic and rosemary or grapefruit.
  • In cocktails, bartenders use Seedlip like a base spirit. E.g., Grove 42 makes a great NA Margarita base (with lime, agave, maybe some chili salt). Spice 94 can mimic a whiskey in some drinks or make NA mulled “wine” type drinks with cider.
  • When mixed, Seedlip really shines. It provides a grown-up backbone of flavor, letting you create a layered mocktail instead of just juice.
  • People often remark “if you gave me a Garden & tonic, I’d think it was a fancy gin & tonic”. That’s high praise – it’s more about the vibe and bitterness.
  • There is zero sweetness; in fact some are quite bitter (Spice has oak and cascarilla bark). So it doesn’t feel like a kiddie drink.

• Effect: Seedlip itself has no functional ingredients beyond flavor (no adaptogens, no CBD). So any “effect” is purely psychological – but powerful nonetheless. It gives you the ritual and sensory cues of a cocktail, which can be relaxing in its own way. It also allows you to be part of the social fabric (holding a pretty drink, sipping slowly) without alcohol’s effects. So yes, you feel included, perhaps more confident just because you have something special in your glass. But nothing in Seedlip will chemically calm you – except maybe some trace calming from say hops in Garden or allspice euphoria – but likely negligible.

  • Ben Branson’s angle was always about flavor and experience, not promising a buzz. Seedlip explicitly markets as non-alcoholic and says “does not contain alcohol or any mind-altering substance.”

• Reception & Milestones: Seedlip blew up:

  • It got in top cocktail bars worldwide (the fact that revered bars like The Dead Rabbit and Dandelyan used Seedlip legitimized it).
  • It partnered with luxury restaurants (The French Laundry had Seedlip cocktails on menu).
  • In 2019, spirits giant Diageo acquired a majority stake in Seedlip, cementing it as a category leader. Now it’s distributed in 25+ countries, found in mainstream retail (e.g., in the US you see it at Total Wine, and UK in supermarkets).
  • It was served at Buckingham Palace (Seedlip claims to have been part of royal functions as the NA option).
  • It basically started the “non-alcoholic spirits” movement. Before Seedlip, people seldom used that term.
  • They expanded with sister brand Æcorn Aperitifs (NA vermouth-ish aperitifs) to pair with Seedlip for NOgronis and such.

• Branding: Sophisticated, nature-inspired. Each variant has an animal composed of botanicals on the label (like a hare made of peas and flowers for Garden 108, etc.). The bottle looks like an upscale spirit.

  • The names: Garden 108 (108 days it takes to grow peas); Spice 94 (94 the year of an aromatic distillate recipe they reference); Grove 42 (1542 was the year oranges were introduced to UK, something like that, and 42 for oranges? They have stories).
  • Seedlip’s manifesto was to “change the way the world drinks” by offering more choice. They succeeded mightily. Ben often said new categories often seem strange at first (electric cars, alt-milks), and NA spirits are the same – weird until they aren’t.
  • They deliberately were “non-alcoholic spirits” not “soft drinks,” to be placed on bar shelves and taken seriously. That was genius marketing – positioning it as an adult spirit alternative, not a compromise.

• Price: About $30 for 700ml (or £20-£25 in UK). Puts it at a premium, similar to a mid-range gin. Some balked: “paying spirit price for water and herbs?!” But they do use expensive distillation processes, and people have paid it for the experience. Also, per drink cost is low – you get about 14 serves, so about $2 per drink, which is not bad if you compare to buying a cocktail out.

• Challenges/Critiques:

  • Some found Seedlip too subtle or “flavorless” when not made properly. E.g., mixing with a flat tonic or too much ice can dilute it to nothing. It requires the right pairing and garnish. This led some early adopters to be underwhelmed if they just sipped it neat expecting a gin-like punch.
  • It doesn’t replicate alcohol’s mouthfeel (that burn and weight). So some cocktails (like a martini) don’t translate perfectly. But Seedlip always pitched itself as its own thing, not a fake gin.
  • It’s shelf-stable (no alcohol, but has preservatives like potassium sorbate and needs no fridge until opened). After opening they suggest use in 6 months – that’s fine.
  • Competitors have emerged by the dozens, some with bolder flavors or functional add-ons. But Seedlip holds a legacy status and huge distribution.

• Personal note: I liken Seedlip to the “gateway NA spirit.” It opened everyone’s minds. Is it the most mind-blowing flavor? Perhaps not compared to newer entrants, but it’s reliable, elegant, and versatile. And zero calories to boot.

Seedlip in a nutshell: The pioneer that proved you can distill nature to create a refined adult beverage without alcohol. It took the “mocktail” out of the realm of sugary juices and made it chic. As one reviewer put it, “Seedlip gave those who don’t drink something to drink.” It’s now a staple in bars and homes for when someone wants a G&T sans G. By normalizing non-alc spirits, Seedlip arguably did more to foster the sober-curious movement than any wellness influencer. It made not-drinking not only acceptable, but downright fashionable. Quite the magic trick for a bottle of distilled peas and spices! And for that, Seedlip deserves a cheers – clink of tonic glasses, naturally.

9. Little Saints – “Plant Magic in a Can (with a Halo)”

• What It Is: Little Saints is a brand of sparkling mocktails and now a non-alcoholic spirit that pack a triple threat: CBD, functional mushrooms, and botanical terpenes – all aimed at giving you a mood boost or mild euphoria (“plant magic” as they call it). Their original products were canned mocktails with fun flavors (Paloma, Ginger Mule, Spicy Margarita, Negroni Spritz) that were stacked with functional ingredients. In 2023, they also launched St. Mezcal – a bottled NA spirit inspired by smoky mezcal, infused with a big dose of lion’s mane mushroom and other botanicals.

• Founder/Background: Megan Klein, a former lawyer turned food entrepreneur, founded Little Saints in 2021 in Detroit. She had experience in plant-based food (previously founded a cold-pressed juice company) and wanted to bring plant magic to partying. The name “Little Saints” refers to “niños santos” (little saints), a nickname for psychedelic mushrooms in some Latin American cultures – a nod to using plants for joyful or spiritual experiences (though to be clear, nothing in LS is psychedelic). Klein started by selling cans out of a trailer at music festivals and saw the positive response.

  • She’s been candid about using CBD and adaptogens to create a “clean high.” Early on, they included CBD in drinks, but interestingly, she later removed CBD from the canned formulas after hearing some customers didn’t like it or found it a deterrent (legally or taste-wise). She pivoted to focus on the “terpenes + reishi + botanical” combo for effect, which is unique.

• Ingredients & Formulas:

  • Canned Mocktails (pre-2023 formula): They were stacked: 2mg CBD, Reishi mushroom extract (for relaxing vibe), botanical terpenes like beta-caryophyllene (found in cannabis and black pepper, can act on endocannabinoid system), and flavor botanicals. For example:

    • Paloma: had real grapefruit, lime, plus the functional stack.
    • Spicy Margarita: with jalapeño, orange, lime, plus the stack.
    • Negroni Spritz: with gentian and orange (like Campari), plus stack. They were zero sugar, sweetened with monk fruit. Essentially, each can tried to be a legit mocktail flavor but also “functional.” The concept was to “take the edge off and inspire creativity”. Users did report feeling something – likely a mild relaxing effect from CBD + reishi and a mood lift from the terpene blend.

  • Current Cans (post-2023): They phased out CBD (maybe to avoid regulatory hassles in retail, and because 2mg CBD was tiny anyway). Now they emphasize “stacked hemp-derived terpenes” plus Lion’s Mane and Reishi mushrooms. So still plant-powered, just no actual cannabinoids. They call it “stacking” (taking the synergy concept from supplements).

    • The psychoactive-ish effect likely comes from terpenes like Delta-3-carene, Linalool, Humulene, Beta-pinene, etc., which they mention in press. These are aromatic compounds that can have subtle calming or uplifting effects (e.g., linalool (in lavender) is calming).
    • It’s akin to taking a non-intoxicating piece of the cannabis experience (the terpenes that give flavor and some effect) and delivering them without THC.

  • St. Mezcal (launched May 2023): A 26 oz bottle NA spirit attempting the smoky complexity of mezcal. It’s infused with 100mg Lion’s Mane per serving – which is huge (they boast it’s the first NA drink with a “functional dose” of mushrooms). Also has palo santo (for smoke flavor and maybe spiritual vibes) – they went to lengths to sustainably source it, plus ginger, cardamom, vanilla, and other spices to mimic mezcal’s peppery finish.

    • They really marketed how hard it was to get palo santo approved for a beverage (had to convince the manufacturer it’s safe to ingest, which it is in extract form).
    • St. Mezcal is designed for cocktail use (e.g., NA margaritas or just on rocks with lime). It’s got that woodsy, fennel, burnt flavor plus the Lion’s Mane which they say gives a “clear-headed euphoria” after a shot or two.

  • Essentially, Little Saints focuses on stacking multiple plant compounds that each gently tweak your mood: one for calm (reishi), one for cognitive boost (lion’s mane), one for slight euphoria (terpenes), small CBD (previously) for chill. None are strong alone, but together they aim for a noticeable vibe.

• Effects & User Experience:

  • Many users say the canned drinks gave them a “loose, giggly feeling” akin to a single drink buzz or a microdose of something – but very light. At minimum, people felt more chill and “smiling easier,” which is success for a party drink.
  • The terpenes they use – e.g., beta-caryophyllene actually binds to CB2 receptors (so it’s somewhat cannabimimetic without being a cannabinoid) – could contribute to relaxation or anti-anxiety. Linalool (lavender) definitely relaxes. So the science, while nascent, does suggest these aren’t just placebo.
  • Now, if someone is used to THC or alcohol, these are super mild in comparison. But combined with context (music, social, etc.), they can enhance the good vibes.
  • The founder said at festivals and events, these help people dance and socialize sober, and some who tried them thought there was a bit of THC because they felt something (which she found amusing because it’s just plants).
  • Lion’s Mane (in St. Mezcal) is more for focus/mental clarity than buzz – 100mg is indeed a “functional” dose (typical supp dose is 500mg+ daily for neuro benefits, but acute effects aren’t obvious; it’s more long-term cognitive support).
  • So St. Mezcal’s effect likely comes from also including some terpenes or other relaxing herbs (palo santo oil has terpenes too). People who tried it said it’s relaxing and gave a nice, warm feeling.

• Taste:

  • The canned mocktails are known to be delicious. They use real juices and natural flavors to emulate classic cocktails without too much sweetness (all are 0g sugar, sweetened with monk fruit, yet people say they taste balanced).

    • E.g., the Ginger Mule has a nice ginger kick; the Spicy Marg actually has heat; the Negroni Spritz has a bitter bite from gentian. They were crafted to be legit – Megan Klein consulted with chefs on flavor.

  • St. Mezcal reportedly nails some of that smoky, herbal complexity – likely not identical to real mezcal’s depth (since it’s the hardest spirit to replicate due to alcohol carrying the smoke volatiles), but reviews are generally positive on flavor. Key is they weren’t afraid to include bitterness and smoke, which many soft drinks avoid – but cocktail aficionados crave.

• Branding:

  • The name “Little Saints” and their adorable halo logo on cans signal a bit of playful spirituality. Tagline was “plant magic mocktails” and playing up the mystical fun aspect (saints, halos, etc).
  • Cans are brightly colored with cartoonish vibe (each flavor had its own icon, like a donkey for Mule, an armadillo for Spicy Marg). It’s approachable and fun, not serious or apothecary-looking.
  • But behind the whimsy, Megan is serious about sustainable, ethical sourcing – e.g., palo santo only from dead wood, giving back to communities. That resonates with the eco-conscious crowd.
  • She built LS with a festival/culture mentality – selling from a mint green Jeep/trailer at events, building word-of-mouth at music fests (which she did in Michigan and got an NPR feature that spiked sales).
  • LS embraces the cannabis connection too – calling terpenes/cbd “plant magic” but in a legal, non-intoxicating way.

• Availability & Price:

  • The canned drinks were around $28 for a 4-pack (so ~$7 each, premium). That and distribution might have been a challenge – by late 2022, some stockists had them, but I think mostly DTC or local. Possibly the removal of CBD was to allow retail in states with restrictions.
  • St. Mezcal is about $49 for a 750ml – in line with Aplós and other high-end NA spirits. It’s available on their site and some NA online shops.
  • They’ve done limited runs or special packaging (I recall they had kits or variety packs).
  • Klein raised about $2M funding in 2022 to expand (some via crowd equity – so the community is invested literally).
  • Focus seems on expanding the spirits line (maybe a St. Aperol next? She hinted at more “mini dose” products).

• Reception:

  • People love the concept – a review tagline: “Not just a drink, a vibe.” Many say it made them feel creative or at ease without dulling. The taste and clean ingredients get praise.
  • On the flip side, some skeptics think any effect is placebo or too subtle for the price. But the believer camp is strong, often those who are off alcohol but miss the feeling of letting loose – LS gives them at least a piece of that back.
  • If anything, LS’s challenge is awareness – being a smaller indie brand among bigger players. But they have a distinct voice and one of the more complex “functional stacks.”

• Notable Anecdote: At one point, Klein said bars were actually spiking her NA cocktails with liquor unbeknownst to customers because they didn’t think a mocktail could make people feel good – a practice she obviously disapproves of (and highlights misunderstanding). She uses that to illustrate that her drinks can elevate mood on their own – no vodka needed.

Little Saints in a nutshell: It’s like the cool, slightly trippy friend at the sober party handing out mysterious herbal concoctions with a wink – “trust me, you’ll feel amazing.” Little Saints brings a bit of counterculture and fun into the sober-curious fold. It acknowledges people still want to feel something, even if they quit booze, and it boldly attempts to deliver that through legal plants. Are they little miracles in a can? Perhaps not miracles, but certainly saints for some – saving the night for those who want to dance, laugh, and connect without intoxication. If nothing else, the ambition of Little Saints – combining multiple plant actives for synergy – is pushing boundaries of what an NA beverage can be. They’re answering “what’s next” after basic NA beers and faux-spirits: maybe it’s a dash of future where we tailor our highs with the gentlest of Mother Nature’s tools, halos optional.

10. Psychedelic Water – “Trippy Branding, Chill Sipping”

• What It Is: Psychedelic Water is a lightly carbonated herbal supplement drink in a can that promises a “mild mood-boosting, mind-opening experience” – but to be clear, it contains no actual psychedelics like psilocybin or LSD. Instead, it’s formulated with legal psychoactive herbs: namely kava, damiana, and green tea extract (for caffeine). Essentially, a relaxing, lightly euphoric drink with a provocative name and branding aimed at the counterculture crowd. It comes in flavors like Hibiscus + Lime, Blackberry + Yuzu, Oolong + Orange Blossom. The name and marketing are edgy – an intentional lure riding the wave of psychedelic interest.

• Founders/Background: It was launched in early 2021 by a group of Canadian entrepreneurs including former lawyers and marketers, one of whom is named Keith Stein (often the spokesperson). They saw the burgeoning sober-curious trend and separately the rising interest in psychedelics for wellness, and essentially smashed the concepts together to get attention. As Stein said, “I thought, what could be cannabis 2.0? Psychedelics could be the frontier”, but since real psychedelics are illegal, they made a “legally psychedelic” formula with kava/damiana that gives a gentle high.

  • The drink went viral on TikTok in mid-2021, garnered a ton of curiosity (people thinking it might make you hallucinate – spoiler: it doesn’t).
  • They proudly state it’s “the first legal psychedelic brand” – a bit tongue-in-cheek since it’s not truly psychedelic, but they aim to destigmatize the word and evoke a “trippy, creative feeling” beyond plain sobriety.

• Ingredients & Effect:

  • Kava kava: Each 12 oz can has about 250 mg of kavalactones (from kava root) – that’s a moderate dose. Kava is the heavy-hitter here: it’s an anxiolytic and social relaxant. At that dose, one can should produce noticeable relaxation, slight tongue numbing, and possibly a bit of euphoria (kava can stimulate dopamine release).
  • Damiana: A herb traditionally used as an aphrodisiac and mood enhancer. It provides a mild uplifting buzz, often described as similar to a low dose cannabis effect (very low). Damiana also adds a bit of herbal taste.
  • Green Tea Leaf Extract: They include about 80 mg of caffeine via green tea (roughly the same as an 8oz coffee). This is interesting – they likely add caffeine to avoid the drink making people too sleepy (kava can be sedating). The caffeine gives a bit of energy to balance the kava’s chill.
  • L-Theanine might also be inherently present from green tea extract, which could smooth the caffeine.
  • So effect-wise: the caffeine perks you up, kava takes the edge off anxiety. People often describe the feeling as calm but clear.
  • They claim it’s “somewhere between a joint and a glass of wine” in effect – though many Amazon reviewers said it was more subtle than that, while others felt a nice calm.
  • Side effects: Kava can cause numb tongue (some mention mild stomach upset or nausea, which kava can do on empty stomach). They warn not to exceed 2 cans/day, not to mix with alcohol or drive after – because kava in high amounts can impair motor skills somewhat like booze, and can potentiate alcohol.
  • They print cautionary side effect disclaimers (bloating, upset stomach possible).
  • Importantly: it won’t make you hallucinate at all. The “psychedelic” moniker is more about promoting creative thinking or a different mindset (some say kava/damiana combo can induce mild dreamy state, but not visual or anything).

• Taste: Mixed reviews. They formulated it to be a pleasant fruity sparkling water with a herbal twist. E.g., Hibiscus Lime flavor covers some kava bitterness with tart and floral notes. But kava has an earthy, somewhat bitter taste that’s hard to mask entirely (traditional kava tastes like muddy pepper water). They did sweeten it a bit and add flavor, but some consumers still found it “herbaceous” and not delicious, while others like the unique taste.

  • One described the taste as “La Croix mixed with a hint of bitter earthiness”. It’s drinkable, but if you expect a standard soda flavor, it’s different.
  • Many just chug it for effect rather than savor the flavor. Refrigeration and pouring over ice with a citrus wedge can help.

• Branding & Marketing:

  • Very bold and millennial/Gen-Z targeted. Tie-dye can designs, a smiling psychedelic face logo. The tagline is “Turn On, Tune In, Bliss Out” echoing Timothy Leary (sans the drop out).
  • Huge TikTok presence – lots of influencer sampling “I tried Psychedelic Water so you don’t have to” etc. That virality propelled them to sell over 700,000 cans in their first year.
  • They embrace a kind of playful rebellion: you feel like you’re doing something edgy (drinking “psychedelic” stuff) but it’s fully legal. That novelty factor gave it buzz (pun intended).
  • They sponsor some MMA fighters ironically (who use it post-workout, as Stein said, “to take the edge off intense workouts”). That’s interesting cross-marketing: positioning it as a recovery drink as well as a party drink.
  • Their website and social feed into the whole modern psychedelic aesthetic (colorful, creative, inspirational messaging about breaking norms).
  • Also, brilliant retail tactic: they got into Urban Outfitters and similar stores as a lifestyle beverage – making it part of the cultural trend rather than a grocery item.

• Distribution & Price:

  • It’s available in the US and Canada primarily, sold DTC and on Amazon (where it has mixed reviews averaging ~3.5 stars). Also in smoke shops, novelty stores, and some beverage retailers. As of mid-2023, it said 25% of revenue was from retail stores, indicating it’s on some shelves.
  • A 4-pack is ~$30 on their site (so ~$7.50 a can). Pricey if you compare to soda, but in line with functional shots or fancy energy drinks. They often run discounts or have sample packs. Some might balk at paying that for “water”, but others see it as an experience worth that occasional spend.
  • They call out that compared to $14 billion energy drink market, this mood drink market is tiny but growing – they aim to carve a new category.

• Regulatory: They have to be careful – kava is legal but not FDA-approved as a food additive, so they label it a supplement (like Kin did). Also age gating: technically, kava is not age-restricted, but they market to 18+ likely out of caution. Some states had banned kava bars historically (though bans lifted mostly). They also ensure no THC (damiana and green tea are fine).

• Reception:

  • A lot of people buy once for the novelty. Some become repeat buyers who genuinely like the feeling for anxiety or as an alcohol alternative at night.
  • Many reviews: “It made me calm, slight smiley buzz, but tastes bitter” or “did nothing except numb my mouth.” Kava’s effect can vary by person (some need more to feel it, others are responders).
  • There’s a bit of polarization: Some think the marketing is misleading/trick, others appreciate the subtlety and the brand’s bold approach to mainstreaming herbal euphoria.
  • At the least, it sparked mainstream conversation about alternative social lubricants. Even Popular Mechanics wrote about it, concluding “the only thing that’ll make you hallucinate is the price” (cheeky jab), but acknowledging it sold well and had fans.

• Company Trajectory: They smartly leveraged hype – they likely plan to extend product line (maybe more flavors, or stronger “psychedelic” versions, who knows). They lean on creativity – encouraging people to mix it with alcohol alternatives or use it as a mixer, ironically.

  • It has a shelf presence energy because of the name – which ironically might invite scrutiny eventually (some worried regulators might not love the word psychedelic on a consumer product, but nothing has happened).
  • The founder said they’re not chasing scientific validation; “we’re not interested in satisfying scientists, we want to satisfy customers”. They rely on anecdotal satisfaction more than clinical effect.
  • They managed to bring kava – a traditionally niche Polynesian drink – to the Instagram generation with flashy marketing. That’s an accomplishment.

• Pro tip: If someone wants to try, do heed the two can max rule (excess kava can cause nausea, and chronic heavy use has health risks like liver stress). But two cans is fairly safe short-term, just don’t pound them like beer.

Psychedelic Water in a nutshell: It’s the mischievous provocateur of the NA beverage world. By slapping “Psychedelic” on a can, they guaranteed curiosity. By formulating with kava and damiana, they delivered at least a piece of what that suggests: a legal, gentle trip to a more chill headspace. No, you won’t be seeing fractals or talking to God on this water. But you might feel a little more groovy on a stressful day, or have a nice mellow glow at a party without reaching for a beer or joint. In a way, Psychedelic Water’s greatest success is opening the dialogue that maybe the future of drinking isn’t about getting drunk, it’s about altering consciousness in kinder, milder ways – and doing it with some style and humor. Love it or hate it, they got our attention, and in the beverage game, that’s half the battle won.

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Final Sip: A New Dawn of Drinking

From sober-curious Gen Zers recreating club vibes at dawn yoga raves, to biohackers infusing their happy hours with nootropics, it’s clear we’re in the midst of a drinking revolution. The common thread through all these cultural shifts, scientific experiments, and brand innovations is this: people want to feel good – socially, mentally, physically – and they’re realizing alcohol might not be the only ticket to that. In fact, it might be the overpriced, over-bitter ticket with a nasty fine (hangover) attached.

What we’ve explored is the blossoming of an entire booze-free ecosystem. It’s driven by cultural forces (wellness, mental health awareness, inclusivity), economic opportunities (a billion-dollar market that didn’t exist a decade ago), and frankly some damn clever creativity (who knew peas could party, or that kava could go viral?). We’ve seen how Cultural Phenomena primed the soil: the Sober Curious movement made it okay – even cool – not to drink, Gen Z’s rejection of “drinking to fit in” created demand for alternatives, and the wellness craze gave us permission to seek “highs” in adaptogens, breathwork, and yes, morning dance parties. In response, Science and Ingredients have given us an evolving toolbox: calming GABA, energizing nootropics, ancient adaptogens, new-age mushrooms, and even the once-taboo hemp plant – all being artfully blended into beverages that promise effects from “lightness without the dumb” to “hangover-free bliss”. And crucially, the Brand Breakdown shows how these ideas manifest into real products on shelves: from Kin’s euphoric cans selling the “new happy hour”, to Athletic Brewing’s sober sport beers dominating craft aisles, to Ghia’s bitters that turn a club soda into an occasion, and even to cheeky upstarts like Psychedelic Water claiming a piece of the party.

It’s a brave new bar scene out there. One where a bartender might ask “CBD or kava?” the way they used to ask rocks or neat. One where an NA craft IPA is as normal to order as a Coke. Where your drink might come with a side of focus and calm (and perhaps a side-eye from that one friend who still thinks it’s all snake oil – until they try it). Sure, not every product will survive or become a staple. We’re in a wild west of experimentation; some elixirs will fade as novelties, others will become the next Red Bull or LaCroix, ubiquitous in fridges and bar wells.

What’s certain is that the mindset around drinking is permanently shifting. As consumers, we’re demanding more from our beverages – more function, more inclusivity, more respect for our health. And entrepreneurs and big beverage companies alike are racing to fill that demand with creativity and flair. Even alcohol giants are pivoting: Heineken with 0.0 beer, Diageo with Seedlip, Constellation investing in adaptogenic seltzers. The movement isn’t fringe anymore; it’s fully brewing (pun intended) in the mainstream.

For the reader holding this eBook under the soft glow of a morning sun or the neon of a late night, what does this mean practically? It means options. You can curate your buzz as you see fit. Want to be clear-headed at a networking event but need something to steady the nerves? Maybe a can of Hiyo or a Kin Spritz in hand. Big presentation tomorrow but don’t want to skip socializing tonight? Swap that second glass of Pinot for a Ghia & tonic – you’ll thank yourself at the 7am gym. On a first date and don’t want beer bloat or sloppy vibes? Perhaps split a bottle of Aplós over ice; you’ll stay sharp yet subtly serene. And yes, if you just crave the taste of a good IPA while watching the game, Athletic Brewing has literally made it possible to crush a six-pack and still drive home safely.

These beverages aren’t about teetotaler purity or moral high ground over alcohol. They’re about freedom and personalization. Freedom to go out and celebrate on your terms, to find your social sweet spot without sacrificing days of recovery or personal well-being. They’re about bringing people together – because ultimately that’s what “drinking” has always been: a social glue. Now the glue can be alcohol-free and perhaps even wellness-enhancing. As Ben Branson of Seedlip envisioned, it gives those who aren’t drinking “something to drink” – something that makes them feel part of the moment, not an outsider with just water in hand.

Of course, this brave new world isn’t without its learning curve. We as a society will refine the etiquette (maybe soon it won’t be odd at all to see a non-alc cocktail on every menu, or to bring a six-pack of NA beers to a party – honestly, we’re nearly there). And we’ll likely see even more innovation: perhaps more mood-specific drinks (a drink for creativity, a drink for deep sleep, a drink for post-workout recovery – some already exist in embryonic form). Maybe even tech-integrated “smart” drinks that adapt their functional dose to your stress levels (who knows!).

But one thing’s certain: the genie (or shall we say the spirit) is out of the bottle. Pandora’s cooler is open. We have choices now beyond “drink or don’t drink.” The future of drinking looks a lot more colorful and inclusive. It’s a place where a sober person isn’t stuck with a Shirley Temple (unless they ironically want one), where a health-conscious gym rat can still enjoy brewery night with friends (thanks to NA craft brews), where a once-anxious bar-hopper can find a rhythm with a little plant-based help and dance the night away – and wake up fresh.

As someone writing with a (perhaps slightly edgy) sober lens, I personally find this evolution exciting as hell. It’s like we collectively realized we’ve been playing only with primaries and someone handed us a full color palette. And now we’re painting a new social reality – one drink at a time, sans booze, sans judgment, full of flavor and feeling.

So here’s to buzz without booze – not a sober compromise, but a creative, culture-shifting revolution in its own right. Whether you’re raising a glass of adaptogenic bubbly or a mug of functional mushroom brew, the cheers is the same: to feeling good, doing good, and enjoying the ride. The party isn’t ending; it’s just beginning – and everyone’s invited.

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Sources: As we journeyed through this exploration, we tapped into expert opinions, scientific studies, and industry insights to ground the narrative:

• Data on declining youth alcohol use and the sober-curious trend highlight why this movement has legs.
• Quotes from founders like David Nutt, Jen Batchelor, and Melanie Masarin gave us a peek into the motivations behind these brands – from personal wellness quests to cultural game-changing missions.
• Scientific tidbits on ingredients (5-HTP and serotonin syndrome risk, melatonin usage, kava’s effects, GABA function, etc.) ensured we didn’t just drink the marketing Kool-Aid but understood the real potential and limits of these potions.
• Market stats and big business moves showed that this is not a fad but an industry shift.
• And of course, our brand profiles leaned on sources ranging from Time Magazine to Wired to company press releases – each claim and quote anchored by a reference, whether about Gen Z’s habits, Wired’s take on Sentia, Entrepreneur’s story on Athletic Brewing, or the Guardian piece on Seedlip’s origin.

Everywhere we cited, we did so transparently (you’ll see the brackets 【†】 in text pointing to the bibliography). Because in this new world of alternative libations, transparency is key – we want to know what we’re putting in our bodies and why. The sources serve as your trust but verify tool, should you wish to sip deeper from the knowledge well.

If one thing’s clear, it’s that the post-alcohol era – or at least the alcohol-optional era – is here, and it’s vibrant. As Rolling Stone might put it in a headline: “Sober is Sexy: Inside the New Culture of Conscious Partying.” After researching and writing all this, I’m personally inclined to agree. There’s a new bohemia brewing, with no booze but plenty of buzz. And after all, isn’t chasing a buzz without the booze kind of… punk rock? It flips the bird to the notion you need poison to have fun, and instead says, “we’ll make our own fun, thanks – hold the hangover.”

That’s a cultural cocktail I’ll drink to any day. Cheers.

Sources:

• Burga, S. (2025). Why Gen Z Is Drinking Less. TIME Magazine.
• Dig The Tea (2024). Ruby Warrington and the Sober Curious Movement.
• Daybreaker, Business Insider (2017). A Morning Rave Experience.
• Evitts, A. (2025). Sober Curious Can Boost Beverage Sales. Performance Foodservice.
• Stein, K. (2023). Popular Mechanics on Psychedelic Water.
• Food Network (2022). Kin Euphorics – Bella Hadid Interview.
• Wired (2025). Review: Sentia Spirits.
• Evening Standard (2024). David Nutt launches GABA drink.
• Entrepreneur (2024). Athletic Brewing’s Rise.
• Gentleman's Journal (2019). Success of Seedlip.
• Dry Atlas (2023). Ghia Founder Q&A.
• Aplós, Dry Atlas (2024). Emily Onkey Q&A.
• Beauty Independent (2023). Little Saints St. Mezcal.
• APA Monitor (2025). Destigmatizing Sober Curiosity – stat via PBS: NA drinks up 40%.

And many more embedded throughout the text wherever you see that reference notation, offering a roadmap for your own further exploration should you desire.

Now, armed with all this knowledge and a 0.0% ABV cocktail in hand, go forth and enjoy the new social drinking landscape. Whether you’re sober, sober-curious, or just sip-enhanced, there’s never been a more interesting time to raise a glass – whatever might be inside it. Salud!