What’s driving the rise of functional drinking?
1 Feb 2022
What’s driving the rise of functional drinking?

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

Erin Costello

Erin Costello is a communications and events associate at Imbibe, a product development company based just outside of Chicago. With a passion for marketing, particularly in content creation, copywriting, and campaign strategy, she helps plan and implement communication strategies across multiple platforms. Erin also drives event participation by organizing and executing initiatives.

Laurie Demeritt

As the CEO of food and beverage research agency the Hartman Group, Laurie Demeritt drives the vision, strategy, and operations for the company's associates. A nationally recognized authority on consumer behavior and culture, Demeritt received her MBA in marketing and environmental management from the University of Washington and her BA in political science from Cornell University.

Haleigh Resetar

Haleigh Resetar is a West Virginia University graduate with degrees in journalism and integrated marketing communications. She worked as a communications specialist in the higher education, automotive, and healthcare industries before joining SPINS as a corporate communications specialist in 2021.

Jacopo Mazzeo

Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.