Drink brands are having a moment in wellness. That may sound silly, because Americans have had an endless choice of drinks at their disposal for decades. A number of sodas to pick from at the movie theater, a million and one milk alternatives on grocery store shelves, and entire bar concepts built around one singular alcoholic beverage.
What’s different this time around? Consumer behavior has changed:
Wellness-minded consumers are looking for functional beverages to reach for throughout their daily routines: something to boost their energy in the morning without a sugar rush, something to keep them calm using natural ingredients in stressful moments, and something to help them let loose during nights out without the effects of alcohol.
Direct-to-consumer (DTC) models are easier than ever: Gone are the days that we only drink what we can find in major grocery store chains. Consumers are willing to visit specialty beverage shops, attend events where their favorite drink is the sponsor, or even place an order directly with a business through channels like TikTok shop, which are making it easier than ever for smaller brands to reach massive audiences.
The best news is that this is a great moment for black and brown entrepreneurs to capitalize. The traditional challenges like raising capital, fighting for shelf space, and marketing products are no longer barriers that prevent new concepts from breaking into this space.
So several brands are popping up and taking the wellness community by storm. Here are the ones to keep on our radar and consider saving a spot in your fridge for:
1. Sensori
Sensori offers delicious alcoholic alternatives powered by adaptogens and nootropic ingredients like Blue Lotus, Lion’s Mane, Kanna and more. Mindfully relax or increase your energy with their special formulations using all-natural ingredients. Shop online at drinksensori.com.
2. Parch
Parch harnessed the spirit of the Sonoran Dessert in a can through their non-alcoholic, plant-based beverages. Each flavor is infused with botanicals and adaptogens, and sweetened with agave for a delightful retreat. Shop online at drinkparch.com and at these retail locations.
3. O’kra
O’kra is the world’s first sparkling okra water brand, unlocking the natural benefits of hydration, skin health, and gut health from its star ingredient. Complemented by a light pineapple or pomegranate flavor, this refreshing drink is formulated to give you a beauty boost. Shop online at drinkokra.com.
4. Gorgie
Gorgie is an energy drink brand focused on women’s wellness needs, offering flavor-forward sparkling drinks that give you a sustainable boost. Their recipes feature ingredients like Biotin, L-Theanine, and Magnesium to benefit your overall wellbeing. Shop online at getgorgie.com and at these retail locations.
5. Medase
These zero-proof, organic cocktails are meant to offer a healthier alternative to your favorite order at the bar. Medase developed formulations like a Lemon Drop, Old Fashioned, Jamaican Rum Punch and more, all using health-conscious ingredients. Shop online at medasecocktails.com.
6. Jas
Jas proudly offers alcohol-free, functional cocktails with Latin-inspired flavors. Try their twist on traditional drinks like a Paloma or Mojito, but made with natural ingredients like Yerba Mate and Ashwagandha, and infused into bold flavors. Shop online at drinkjas.com, at Whole Foods, and these specialty shops and bars.
7. WellWithAll
WellWithAll is a Black-owned supplement company that offers natural solutions to common health problems like high blood pressure and high blood sugar. Recently, they entered the beverage game by crafting energy drinks using caffeine from black and green tea and vitamins B and C to give you a natural boost. Shop online at WellWithAll.com, Target.com, Thrive Market, and Fruitful Yield.