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  • How can brands tap into Gen Yers mindful drinking?
  • How can brands tap into Gen Yers mindful drinking?
    Sun Chaser (2020) ©

Why drinking clean is the new abstinence

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

Location United States

According to Jen Batchelor, the Gen Yer founder of alcohol-free drinks brand Kin Euphorics, hangovers are hardly the worst consequence of drinking. “There’s this idea that only the liver suffers and that hangovers are the worst part,” she says. “But [by the time] you get a hangover, you’re pretty far gone.” [1] Indeed, drinking too much on a single occasion can increase blood pressure, putting strain on the heart, lower the immune system and impact your digestive system. [2] The detrimental effects of alcohol have been known for a long time – but now, it appears, Gen ...



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  • Sufferfest beer sates thirst for functional drinks

    Sufferfest beer sates thirst for functional drinks

    Beer isn’t traditionally thought of as healthy, but Sufferfest was made to be consumed after a grueling workout. It taps into the demand for functional food and drink, transforming a traditionally indulgent product into one the straddles both the leisure and wellness worlds.