Recess Created the Zero-Proof "Margarita" for Dry January
Laura McQuarrie — January 12, 2022 — Lifestyle
References: takearecess & bevnet
Functional seltzer brand Recess released the Zero-Proof "Margarita" as a Dry January special edition and it's a limited-time treat that's fueled by hemp and adaptogens. Infused with L-theanine, ginseng, lemon balm and 10mg of hemp extract, the 25-calorie canned beverage is full of calming and comforting properties. The thoughtfully selected ingredients in the beverage are beneficial for stilling the mind and centering the body, all the while boosting vitality, easing tension and helping people to unwind. As Recess describes, its Zero-Proof "Margarita" "tastes and feels like a margarita without the hangover."
Catering to an ever-growing community of sober-curious consumers, this Dry January drink nourishes the mind and body with real fruit ingredients and agave. Millennial and Gen Z consumers are driving the demand for NOLO beverages as they seek healthier choices centered on moderation and mindfulness without compromise.
Catering to an ever-growing community of sober-curious consumers, this Dry January drink nourishes the mind and body with real fruit ingredients and agave. Millennial and Gen Z consumers are driving the demand for NOLO beverages as they seek healthier choices centered on moderation and mindfulness without compromise.
Trend Themes
1. Hemp-infused Beverages - There is a growing interest in producing functional drinks infused with hemp-based ingredients that can relax and calm the mind and body.
2. NOLO (no or Low-alcohol) Beverages - The demand for NOLO (no or low-alcohol) beverages is increasing as sober-curious consumers seek healthier and more mindful choices without sacrificing taste and enjoyment.
3. Functional Mocktails - Functional mocktails that contain adaptogens and other natural ingredients that promote relaxation, boost vitality, and reduce stress are becoming more popular with health-conscious consumers looking for non-alcoholic options.
Industry Implications
1. Beverage Industry - The beverage industry can tap into the trend of hemp-infused and functional beverages by developing new drinks that cater to health-conscious and sober-curious consumers.
2. Hospitality Industry - The hospitality industry can offer NOLO (no or low-alcohol) beverage options, like the Zero-Proof Margarita, to attract health-conscious and mindful customers to restaurants and bars.
3. Wellness Industry - The wellness industry can incorporate hemp-infused and functional beverages into their products and services, such as retreats and spas, to provide relaxation, reduce stress, and boost vitality for their customers.
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