The Rise of Mood-Enhancing Beverages: An Alternative to Alcohol

Harry Cooke, an industry professional in the drinks sector, acknowledges the social pressure surrounding drinking while working. This inspired him to create Collider, a low-alcohol beer enhanced with functional mushrooms and botanicals aimed at promoting relaxation and stress reduction. According to Cooke, experiences with the brew can vary among individuals, but those who are more stressed often report greater effects, acknowledging the significant role of the placebo effect as well. Collider is designed to evoke positive emotions.

Collider is indicative of a broader cultural shift towards finding a balance between excessive indulgence and complete sobriety, often referred to as moderation. This trend also represents a rebellion against strict wellness standards, with consumers seeking a joyful middle ground. Thus, we welcome the emergence of what is dubbed hedonism 2.0.

Cooke mentions that Collider will soon feature prominently on a new functional drinks menu at the Dishoom restaurant chain. The sector known as “non-alcoholic plus” or “mood-boosting adult beverages” is small yet flourishing. While some brands fail to offer effective doses of mood-enhancing substances, others, like Sentia, Kin Euphorics (co-founded by model Bella Hadid), Impossibrew, NuWave Mood Enhancing beers, Anima Mundi teas, and Karmaceuticals’ Sonder zero-proof drinks, have made significant strides. Hadid, upon her exit from alcohol consumption, articulated the importance of discerning between “pleasure and happiness,” emphasizing that Kin aims to evoke energy and joy instead of disconnection.

Recently, Karma Campbell, the founder of Karmaceuticals, opened a unique no-alcohol, fully functional craft cocktail bar at the Shoreditch & Soul wellness center in East London. With a background in herbal medicine, Campbell reflects on the generational insights he gained by observing how the past generation balanced partying and self-care. He began by offering his herbal cocktails at major UK festivals like Glastonbury and Boomtown, emphasizing choice in the fun-to-responsibility equation. His concoctions, including the popular Turbo Tonic, aim to deliver uplifting sensations without leaving the unpleasant side effects typically associated with alcohol.

Today’s innovations in beverage options reflect a societal evolution. After personally testing these mood-enhancing drinks, I can attest to their subtle yet noticeable effects, including restful sleep and no morning-after hangover. These beverages could even be enjoyed in a workplace setting.

The emergence of hedonism 2.0 addresses our shifting desires. In London’s new Town restaurant, chef Stevie Parle offers an ambiance reminiscent of lively dining establishments of bygone eras, encouraging guests to indulge without excessive compromise. He maintains that the focus remains on high-quality ingredients.

Parle recently launched a successful outdoor grill called Joy, known for its lobster and rosé offerings. With a growing focus on taste and overall experience, he acknowledges the emerging interest in wellness, noting that their Wild-farmed beef contains beneficial omega-3 fatty acids. Additionally, the influence of weight-loss medications like Ozempic is prompting many restaurants to re-evaluate their drink and food menus, offering various portion sizes to cater to diverse appetites.

Research supports users’ experiences, indicating that GLP-1 mimetics reduce cravings not just for food but for alcohol and other substances as well. The wine list at Town, featuring a selection of Bordeaux, is primarily available by the glass or carafe, appealing to those seeking smaller amounts. Parle emphasizes a commitment to providing enjoyable experiences for every patron while keeping wellness in mind.

As nightclubs and live music venues dwindle, a new trend toward “listening rooms” is emerging, with the expansive basement of Town set to feature a record collection curated by DJ associates, adding a chance for spontaneous gatherings. This trend, dubbed hedonism 2.0, caters to those who once embraced strict wellness regimens but now crave authentic experiences with a more balanced approach.

“People are becoming more aware that, while they acknowledge the downsides of drinking, they don’t want to completely forgo social enjoyment,” states Siobhan Payne, co-founder of the Pinnacle Guide to top bars. “Leading bars now offer either small cocktail options or half-measure versions of their main drinks, a trend gaining momentum globally, particularly in London, where innovative concepts like the one-sip martini are gaining popularity.”

Recently, Johnny Smith introduced his restaurant venture, Smith & Willis. This venue, designed for private events, showcases a fusion of Berlin speakeasy and modern loft aesthetics, reflecting the duo’s mission to facilitate enjoyable social experiences. Smith highlights a return to the joy of gathering over dining and music, stressing the contemporary need for fun and connection amidst a business-driven environment.

This new era of socializing prioritizes enjoyment and connection without the negative consequences often inflicted by excessive drinking, signaling a shift in how society approaches celebration and relaxation.