Why are Britons opting for natural energy drinks?
12 Jan 2023
Why are Britons opting for natural energy drinks?

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?

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.

​​Anita Rae

​​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.

Lara Piras

Lara Piras is a copywriter, researcher, and brand strategist. Considered a youth culture expert, her vast industry knowledge comes from working with some of the industry’s best, including MTV, WGSN, Vogue UK, and Vogue US.