Stretching the limits of whether alcohol can ever truly be considered healthy, beverage startup Pulp Culture is launching a raw, fresh juice with a natural alcohol content. Their promise? An all-round 'better for you' beverage looking to win over health-conscious American drinkers.

With its all-natural flavorings, subscription model, and Instagram-friendly unboxing experience, Haus taps health-focused Gen Yers who want low-sugar, lower-alcohol options. And the brand’s collaboration with COVID-19-shuttered restos appeals to those looking to support the industry.

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.

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.