Functional beverage brands sell drinks built around a benefit beyond taste, such as calm, focus, hydration or a social buzz without alcohol. The category includes adaptogenic options like De Soi and Kin Euphorics, zero-sugar sparkling water like Hop Wtr, low-dose cannabis drinks like Cann, mushroom coffee from Four Sigmatic and Magic Mind's focus shots. Studying their ads shows how brands explain an unfamiliar benefit quickly, handle claim limits, and position against alcohol or coffee. It is a strong reference for any new-category consumer product.
Auric is an Indian wellness brand selling Ayurveda-based supplements and nutrition products, including juices and health drinks. The brand sells direct-to-consumer online in India, advertising across Meta placements.
BREZ (drinkbrez.com) is a West Palm Beach-based functional beverage brand founded in 2023 by Aaron Nosbisch. It blends hemp-derived THC with Lion's Mane mushrooms to create a clear-headed, alcohol-free social tonic sold DTC nationwide.
Brew Dr. Kombucha is a food-beverage brand selling bottled kombucha in a variety of flavors, brewed using organic teas and herbs. Based in Oregon, the brand distributes through grocery and natural food retailers across the U.S. It advertises across Meta placements.
Cann is an LA-based low-dose THC+CBD social tonic co-founded in 2019 by Jake Bullock and Luke Anderson (both ex-Bain & Company). Each 8oz can contains 2mg THC and 4mg CBD — designed to deliver a mild social buzz equivalent to one glass of wine. With $32M raised and celebrity investors including Gwyneth Paltrow and Rebel Wilson, it is the leading cannabis beverage brand in the US.
Clevr Blends was founded in 2019 in Santa Barbara, CA by Hannah Mendoza and Roger Coppola. The brand makes oat milk powder-based adaptogen SuperLatte mixes. Meghan Markle became an investor and sent public praise via Instagram in 2021, generating global media coverage that defined the brand's luxury wellness positioning. Also searched as Clevr.
Cove Drinks is a beverage brand selling ready-to-drink products through retail and online channels. It advertises across Meta placements to build consumer awareness in the food-beverage category. Further details on its specific product line are not confirmed.
De Soi is an LA-based non-alcoholic sparkling aperitif co-founded in 2022 by Katy Perry and winemaker Morgan McLachlan. Each can contains adaptogens (ashwagandha, L-theanine, lion's mane) and natural botanicals, positioned as a sophisticated wine alternative for the sober-curious. The Katy Perry co-founder story drove significant launch press coverage.
Four Sigmatic is a Finnish-American functional beverage brand that popularized mushroom coffee in the US, adding adaptogenic mushrooms (Lion's Mane, Chaga, Reishi) to coffee and elixirs. Heavy podcast advertising, especially Joe Rogan, drove category creation and DTC scale. Also searched as Four.
Gorgie was founded in January 2023 by Michelle Cordeiro Grant, who previously built LIVELY lingerie into a $105M acquisition within three years. Grant launched Gorgie to fill a gap she identified personally: a clean energy drink designed with women's wellness needs in mind rather than the male-dominated 'extreme sport' positioning of legacy energy brands. The brand launched in Whole Foods on January 11, 2023 and expanded rapidly into Sprouts and other natural grocery retailers. Gorgie closed its first year with seven-figure revenue and grew 5x in year two. The brand raised $6.5M at launch and a $24.5M Series A in April 2025, bringing total funding to $37M. The product formula — 150mg green-tea caffeine, l-theanine, biotin, zero sugar, no artificial sweeteners — is designed to support energy without the jitteriness associated with conventional energy drinks.
Harmless Harvest was founded in 2009 by Douglas Riboud and Justin Guilbert. The brand produces raw organic coconut water that naturally turns pink due to antioxidant content. It is fair-trade certified and sources from Thailand. Danone acquired the brand in 2021. It is the premium leader in the coconut water segment. Also searched as Harmless.
Hiyo is an organic social tonic brand founded in 2021 in Venice, California by Evan Quinn (CEO), George Youmans (CRO), and Cygne Cooper (CBO). The brand grew from a personal mission: in April 2019, Quinn and Youmans each had family members hospitalized for alcohol-related issues, leading both to cut back on drinking and eventually to create a functional beverage that could replace alcohol's social role. Hiyo's drinks are formulated with natural adaptogens, nootropics, and functional botanicals to support mood and social ease without intoxication. The brand built its following through sustained TikTok community engagement before securing major retail partnerships including a Live Nation venue deal — making Hiyo available at concerts and events — and expanding into Costco and nationwide Target in 2026. The brand's authentic founding story and community-first growth model distinguish it in a category increasingly populated by VC-backed launches.
Hop Wtr is an LA-based hop-infused sparkling water brand co-founded in 2020 by Jordan Bass and Nick Taranto (co-founder of meal-kit brand Plated). Each can contains hops, adaptogens, and nootropics with zero alcohol and zero sugar. After a Shark Tank appearance and investment from Btomorrow Ventures (BAT), it distributes at Whole Foods, Target, and Amazon. Also searched as Hop.
Kapiva is a Mumbai-based modern Ayurveda brand founded in 2016 by Ameve Sharma (a third-generation Baidyanath family entrepreneur) and Shrey Badhani. The brand modernises traditional Ayurvedic formulations into accessible product formats — cold-pressed juices, herbal ghee, supplements — targeting urban Indians seeking evidence-backed traditional wellness.
KeVita is a food-beverage brand selling probiotic sparkling drinks, including kombucha and water kefir beverages, positioned as functional gut-health products. Owned by PepsiCo, the brand is distributed widely through U.S. grocery and natural food retailers. It advertises across Meta placements.
Kin Euphorics is a New York-based nootropic and adaptogen NA drink brand co-founded in 2018 by Jen Batchelor with supermodel Bella Hadid as investor and creative collaborator. Designed for social occasions — bars, parties, dinner — as an alcohol alternative. Available at DTC, Whole Foods, and Erewhon. Also searched as Kin.
Vita500 is Kwangdong Pharmaceutical's flagship vitamin C drinkable ampule, one of Korea's highest-volume wellness DTC products. Launched in the 1960s and rebranded over decades, it became a pop-culture staple through celebrity endorsements including BTS, selling billions of units through Korean convenience stores and pharmacies. Also searched as KwangDong.
Magic Mind is an LA-based 2oz productivity shot brand founded in 2018 by James Beshara (ex-Tilt, YC-backed). Each shot contains 12 active ingredients including ashwagandha, lion's mane, matcha, and turmeric targeting sustained focus and reduced cortisol. The brand scaled through podcast advertising on entrepreneurship and productivity shows, with a subscription-first DTC model. Also searched as Magic.
Mojo Drinks is a British kombucha brand centred on live cultures, gut health, and functional ingredients. Founded around 2015, the brand built its early audience through DTC e-commerce before expanding into UK grocery retail. Its advertising leans heavily on gut microbiome science, low-sugar credentials, and the functional-beverage trend. Also searched as Mojo.
MudWtr is a food-beverage brand selling a mushroom- and adaptogen-based coffee alternative marketed as a lower-caffeine substitute to coffee. The powdered blend, mixed with hot water or milk, targets consumers seeking energy without coffee jitters or crashes. It is sold primarily direct-to-consumer online and advertises heavily across Meta placements.
Plenish was founded in 2012 by American Kara Rosen after she moved to London and couldn't find quality cold-pressed juice free of added sugar. The brand pioneered organic plant milks, cold-pressed juices and wellness shots in the UK. It achieved B-Corp certification and carbon-negative status before being acquired by Britvic in May 2021.
RAW Pressery is a Mumbai-based cold-pressed juice brand founded in 2013 by Anuj Rakyan. It pioneered HPP (High Pressure Processing) in India to preserve juice nutrients without heat pasteurisation, offering subscription-based delivery of cold-pressed juices, wellness shots, and smoothies to health-conscious urban consumers. Also searched as RAW.
Rebbl makes coconut milk protein drinks infused with adaptogenic herbs and superfoods. Founded in 2013, the brand donates 2.5% of net revenue to Not For Sale, an anti-human trafficking organization. Available at Whole Foods and Sprouts, Rebbl established the premium adaptogen RTD beverage segment before the category became crowded.
Rowdy Mermaid is a Boulder, Colorado-based adaptogen kombucha and functional beverage brand founded in 2016 by Jamba Dunn. The brand integrates medicinal mushrooms and adaptogens into fermented beverages, building a strong independent retail and DTC presence in the functional beverage category. Also searched as Rowdy.
RYZE Superfoods is a Los Angeles-based mushroom coffee brand founded in 2020 by Harvard graduates Andrée Werner and Rashad Hossain. The brand blends six medicinal mushrooms with organic Arabica and MCT oil, achieving ~$74M ARR with minimal outside funding through viral TikTok growth and aggressive Meta scaling. Also searched as Ryze.
Suja Organic is a cold-pressed juice and organic beverage brand offering juices, juice shots, and functional drinks sold through grocery and natural food retailers as well as online. The brand emphasizes organic, non-GMO ingredients within the better-for-you beverage category. Suja advertises across Meta placements as part of its consumer marketing.
Sunwink is a San Francisco-based herbal sparkling tonic brand co-founded in 2018 by Eliza Timpson and Jordan Schenck. The brand makes superfood tonics with meaningful herbalist-recommended doses of adaptogens and herbs targeting stress, mood, and energy. Sunwink donates 2% of revenue to women's causes and built its community through a DTC subscription model.
TRIP is a UK-based functional wellness drinks brand founded in 2019 by Olivia Ferdi and Daniel Khoury — a husband-and-wife team who discovered CBD as a recovery and stress tool and launched what became the UK's number one CBD brand (Nielsen). TRIP entered the market as a lightly sparkling CBD-infused drink before evolving its portfolio to include a Mindful Blend (Lion's Mane 100mg, Magnesium 120mg, Ashwagandha 100mg) that expands appeal to audiences in markets where CBD regulation is restrictive or where consumers prioritize functional ingredients over cannabinoids. The brand became a TikTok UK phenomenon in 2023–24, generating organic traction through authentic wellness content that aligned perfectly with platform trends around anxiety, cortisol, and stress management. TRIP holds 88% of the UK CBD drinks market and is positioned as the fastest-growing soft drinks brand in Britain.
Taika (Finnish for 'magic') is a San Francisco-based RTD coffee brand founded in 2020 by Michael Sharon and Kal Freese. The brand makes oat milk lattes and black coffees infused with adaptogens including ashwagandha, lion's mane, and L-theanine. Oscar-winning filmmaker Taika Waititi joined as creative chief in 2023, elevating the brand's cultural positioning.
The Turmeric Co. was founded in 2017 by Wales and West Brom footballer Thomas Hal Robson-Kanu, who developed the brand after using raw turmeric shots to manage inflammation during his playing career. The brand produces cold-pressed functional shots containing raw turmeric, ginger, and complementary botanicals, sold DTC and in UK retailers. Also searched as The Turmeric.
Three Spirit is a London-based non-alcoholic botanical spirits brand founded in 2018 by a team of plant scientists and world-class bartenders. The brand launched three core expressions — Livener, Social Elixir, and Nightcap — each designed to deliver a specific functional mood shift through maximally potent botanical extraction: adaptogens, nootropics, herbs, distillates, and ferments. Three Spirit established its US presence in 2021 and became the prestige choice for cocktail-savvy sober-curious consumers in upscale bars and restaurants. The brand received multiple major industry awards including Great Taste stars, a double gold at the San Francisco World Spirits Competition for Nightcap, and IWSC No & Low Producer of the Year 2022 with three gold medals. In October 2025, Three Spirit was acquired by Amber Beverage Group, a Latvian spirits and beverage conglomerate, giving the brand significant international distribution infrastructure. Also searched as Three.
Trip was founded in 2019 by Olivia Ferdi and Daniel Khoury after Daniel's sports injury introduced them to CBD. The couple left legal careers to build the brand, which became the UK's best-selling CBD drinks brand by 2023. Trip has expanded into the US via Target and Whole Foods and now positions itself as a broader functional wellness drink. Also searched as Trip.
Waterdrop was founded in Vienna in 2016 by Henry Springer and Martin Murray. The brand created the microdrink category — small sugar-free cubes containing flavour and vitamins that dissolve in water. It operates a heavy DTC subscription model alongside retail and Amazon, with plastic-free packaging as a key sustainability differentiator.
Yocha Kombucha (listed as Yoha in some sources) is a Singapore craft kombucha brand founded in 2017 by Amanda Tan and Lawrence Teh. Amanda began brewing kombucha to treat her own eczema and sinusitis, then launched the brand commercially with tropical flavours including lemongrass-ginger and Earl Grey-lavender. Asia Food Innovation Award winner. Also searched as Yoha.
Functional drinks have an education problem. Shoppers must understand what the drink does, why it is different from soda or coffee, and whether they can trust it. Ads solve this with simple benefit language and strong occasion framing: a replacement for the evening drink, a morning focus ritual, or a party option without a hangover. Visual style carries a lot of weight. Many brands borrow from premium spirits and lifestyle media, using styled settings, glassware and social scenes. Others go clinical, with ingredient close-ups and routine content. Formats include short creator videos showing a first sip, founder explainers, and static ads with a single benefit and a flavor lineup. Offers tend to be variety packs, since flavor choice reduces risk. Because many benefit claims are regulated, careful brands use feeling words and occasion language instead of medical promises. When researching, compare how each brand describes the benefit, what it avoids saying, and which occasion it owns.
Occasion and ingredient story separate the leaders. De Soi and Kin Euphorics speak to wellness-minded social drinkers who want an alternative to alcohol. Hop Wtr targets health-minded adults who want a zero-sugar option. Cann frames a mild, low-dose social drink. Four Sigmatic and Magic Mind sell productivity and ritual to biohackers and ambitious professionals. Those buyers differ, and so does the creative. Social drinks use group scenes and gifting. Productivity drinks use desk, gym and morning-routine settings. Look at how brands handle price, since many sit above standard soft drinks. Some justify it with ingredients, others with experience and design. Check landing page alignment too. A strong ad promises one clear benefit, and the page repeats it with proof. Also note whether brands test subscription offers, as repeat purchase is central to the model. Ads that run for long periods usually reveal the hook that works.
They explain one benefit simply, tie it to an occasion like an evening wind-down or a morning routine, and show the first sip. Brands such as De Soi and Magic Mind use lifestyle visuals and creator content to make an unfamiliar drink feel normal. Watch for the exact phrasing of the benefit, because brands in this space choose words carefully and the safest, longest-running phrasing is often the most useful to study.
De Soi and Kin Euphorics are two examples in this directory, aimed at wellness-minded social drinkers. Four Sigmatic also uses adaptogens and mushrooms, with a focus on daily wellness routines. Their ads show the range of approaches, from lifestyle scenes in styled settings to simple ingredient-led education, so you can match the tone to your own audience.
Many frame their product as a social alternative without the downsides, using party, dinner and gifting scenes. They usually avoid attacking alcohol directly and focus on feeling good the next day. Look at the visuals closely, since glassware, color and setting do much of the work of signaling that the drink is a grown-up replacement and not a novelty.
The category is new, so messaging is still being tested. Watching which benefits, occasions and offers stay in market helps you avoid weak positioning and copy what is clearly working. It also helps you spot saturated angles early, so you can look for a fresh occasion, ingredient story or format before spending budget on creative that blends in.
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