From CBD-infusions to brain-boosting nootropics, energy drinks are in the midst of a wellness makeover as Britons increasingly seek natural pick-me-ups. As the category evolves, how can new and emerging brands innovate and engage with consumers in an already thriving drinks market?
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.
Anita Rae is the founder and CEO of the natural energy drink company Crave Drinks. She has a multinational background and has been involved in several industries from management consulting to e-commerce and sports nutrition.
Combining a sense of exclusivity with a heavy touch of influencer culture, Prime Energy Drink has won the hearts of young Britons, who are clamouring to get their hands on it. With Gen Zers on the constant lookout for the next big thing, Prime's fast ascension may be both a blessing and a curse.
Combining replenishment with waste reduction, Waterdrop’s new electrolyte offering provides options for the health and environmentally conscious. As people seek a diversity of food and drink that matches their personal and social values, the brand stands to expand definitions 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?
As people look to shift their relationships with drinking post-pandemic, some are choosing to ditch booze for specific occasions. After tracking this behaviour in our Eating and Drinking Sector Snapshot, Canvas8 spoke to nine Britons to learn what's tempting about no- and low-alcoholic beverages.