Dry January offers a chance for people to reset their drinking habits and HOP WTR sets itself apart as a sparkling refreshment that's hop-forward. The crisp, non-alcoholic brew boasts no calories or sugar, and it is purposefully crafted with mood-boosting ingredients. With stress-busting hops, adaptogens and nootropics, the beverages are functional, refreshing and full of flavor from Citra, Amarillo, Mosaic and Azacca hops that are reminiscent of an IPA. The canned drinks, which can be enjoyed for Dry January and beyond, are offered in flavors like Classic, Blood Orange, Mango and soon, an all-new Lime variety.
HOP WTR founders Nick Taranto and Jordan Bass developed the beverage as a stand-in for beer and they report a "significant growth with health-conscious women and those who never identified as beer drinkers in the first place."
Dry January Refreshments
HOP WTR is a Hop-Forward, Alcohol-Free Sparkling Refreshment
Trend Themes
1. Alcohol-free Beverages - Crafting non-alcoholic brews with functional, mood-boosting ingredients can cater to health-conscious consumers and offer a stand-in for traditional alcoholic beverages.
2. Functional Refreshments - Adding stress-busting hops, adaptogens and nootropics to beverages can provide consumers with a functional and refreshing experience that goes beyond just quenching their thirst.
3. Flavorful Sparkling Drinks - Using fruity and hoppy flavors to create a sparkling beverage can offer an alternative to sugary and calorie-heavy sodas that still satisfies consumers' taste buds.
Industry Implications
1. Beverage Industry - Companies can explore the potential of adding functional, alcohol-free beverages to their product line-up to cater to health-conscious consumers and expand their target audience beyond traditional alcohol drinkers.
2. Health and Wellness Industry - Functional refreshments can be marketed as mood-boosting, stress-reducing and wellness-enhancing drinks that provide a more holistic experience than traditional soft drinks and sodas.
3. Food and Hospitality Industry - Restaurants and bars can incorporate flavorful, non-alcoholic beverages into their menus to appeal to customers seeking healthier options or those participating in initiatives like Dry January.