Functional DRINKS - what’s the future?

IN OUR SECOND WONDERNETWORK WEBINAR THIS YEAR, WE DISCUSSED THE FUTURE OF FUNCTIONAL DRINKS

No longer a new phenomenon, the last few years have seen an explosion of new brands into the functional drinks space. According to Euromonitor International, functional beverages are expected to be the fastest growing sub-group in the global beverage market—a market predicted to reach $1 trillion by 2022.

Over the last six years more drinks brands have emerged beyond the pioneering spirit alternatives that led the change. CBD in drinks has become mainstream, established alcoholic spirits have come to the market with a non-alcoholic alternatives, and there has been an influx of functional beers, wines, kombuchas and adult soft drinks which include adaptogens in the ingredients list. Many are satisfying wider drinking occasions and meeting the needs of an increasingly health-conscious consumer with their well-being front of mind.

In the world of drinks, functional often means non-alcoholic drinks that are said to positively enhance (Neuro) or mind function, whilst meeting the lifestyle needs of the mindful drinker.

As a creative agency specialising within the drinks industry, we’ve met a host of drinks brands, each with its own unique function. From mind-enhancing mushroom beer to endorphin drinks designed to release feelings of pleasure, the category is wide and varied. Appeal for these types of drinks shows no signs of slowing down and with so many options, it begs the question what classifies it as functional?

On Tuesday 12th July 2022, we came together to unpack this topic in more depth. Hearing from experts from across the board, we explored what it means to be functional, what makes a product so; and what’s required (if anything) to define a brand as such.

We examined the demand for functional drinks, looking at the different directions the category is going and where consumers are opting for them – whether that’s within the on-trade, off-trade or at home, and the different roles brands can play in each. We also looked at how this category is growing in the US vs. the UK and the different trends that have come from each.

The session was hosted by our brilliant guest Laura Willoughby MBE, former politician, business woman and Co-Founder of Club Soda! Club Soda is a social impact organisation which works with individuals, brands and venues to change attitudes towards mindful drinking, increase choice, and quality of drinking when you choose not to drink alcohol.

OUR PANEL OF SPEAKERS INCLUDED

Zoey Henderson
Owner of Fungtn, Zoey is passionate about bringing functional drinking into the mainstream craft beer space. Fungtn is a brilliant brand which sits nicely in between the growing markets of no & low alcohol, fungi, health & wellness and craft beer. Zoey is part of the growing conversation around mindful drinking and more conscious consumerism.

Heidi Dillon
With over 20 years of experience in the spirits industry and natural & organic beverage and food categories, Heidi is a seasoned brand marketer and innovation strategist. In recent years Heidi has spearheaded Distill Ventures’ North American portfolio brand marketing and consumer strategy and led the U.S. Non-Alcoholic drinks acceleration portfolio and program. We were thrilled to have her join in the conversation.

Vaughan Yates
Founder of The Virgin Mary Bar in Dublin, one of the world’s first high end alcohol free cocktails bars, Vaughan is passionate about offering consumers a better choice and carefully created drinks specifically for alcohol-free socialising. He’s a speaker, raconteur, pioneer of healthy hedonism and we were delighted to have him on board!

We had a WONDERful time. In case you missed it…