‘Beverage girlies’ are sharing videos of themselves drinking a variety of beverages at the same time as performative coping, signifying the ways in which people are dealing with remote work and hustle culture. What does this say about our attitudes toward an increasingly unstable global environment?

While Gen Yer wellness has been defined by pastel pink colorways and Goop-driven experiments, a new generation of creators is platforming self-care in a whole new way. Enter Sea Moss Girlies, the podcast, meme creator, and community of Gen Zers coming for a trillion-dollar industry.

'Sexy water' has flooded TikTok with content, as creators add functional ingredients to water to romanticize hydration rituals. People are looking for fun ways to build healthy habits, creating an opportunity for beverage brands to capitalize on rampant customization behaviors.

The pandemic has shifted Americans’ drinking habits, leaving them looking for healthier alcoholic beverages. Sunboy is responding to this demand with a line of spiked coconut waters, giving people the chance to feel better about their drinking habits with a beachside cocktail in a can.