(Viral) Insight of the Day: The trendy CBD drink that helps you 'relax' going viral on social media
- InsightTrendsWorld
- Feb 26
- 12 min read
Why?
Gen Z's "Sober Curious" Movement: A significant driver is the rise of the "sober curious" lifestyle, particularly among Gen Z. Younger generations are increasingly choosing to reduce or abstain from alcohol, seeking healthier and more mindful alternatives for socializing and relaxation. CBD drinks like Trip perfectly cater to this trend by offering a sophisticated, alcohol-free option.
Desire for Relaxation and Mindfulness: In today's fast-paced and often stressful world, there's a growing demand for products that promote relaxation and mindfulness. CBD is associated with these benefits, and drinks infused with CBD are seen as a convnient and appealing way to achieve a sense of calm and stress relief.
Social Media and Influencer Marketing Power: Social media platforms, especially TikTok, are incredibly influential in driving trends, particularly among Gen Z. Influencers actively promoting CBD drinks like Trip on these platforms create significant buzz, desirability, and the "fear of missing out" (FOMO) effect. The "TikTok made me buy it" phenomenon is a powerful force in this trend.
Aesthetic Appeal and "Trendiness": Brands like Trip often have sleek, visually appealing packaging and marketing that is highly "Instagrammable" and "TikTok-worthy." This aesthetic appeal contributes to their social media virality, as users are more likely to share and promote products that look good online.
Perceived Health and Wellness Benefits: CBD and ingredients like Magnesium are associated with wellness and natural health solutions. Consumers are increasingly drawn to beverages that offer perceived health benefits, aligning with the broader trend of prioritizing health and well-being in their lifestyle choices.
Accessibility and Online Sales: Many trendy CBD drinks are easily accessible online, often through direct-to-consumer channels and platforms like TikTok Shop. This online availability makes it convenient for consumers to discover and purchase these viral products, further fueling their spread.
In short, the virality of trendy CBD "relaxing" drinks is a result of their perfect alignment with Gen Z's values and preferences: a desire for alcohol-free socializing, a focus on wellness and mindfulness, and the powerful influence of social media trends and influencer marketing.
Sources and related content
Why it is the topic trending:
Gen Z's New Drink Obsession: Gen Z is embracing Trip, a CBD and Magnesium-infused "calming beverage," as a trendy alternative to alcohol, signaling a shift in drinking habits among younger generations.
Social Media Viral Trend: Trip is going viral on social media platforms like TikTok, driven by influencer endorsements and the "TikTok made me buy it" phenomenon.
"Sober Curious" Lifestyle: The rise of Trip reflects the growing "sober curious" movement, particularly among Gen Z, who are increasingly ditching alcohol and seeking alcohol-free alternatives for socializing and relaxation.
Focus on Mindfulness and Relaxation: Trip is marketed as a beverage that promotes mindfulness and relaxation, aligning with the wellness and mental health focus of younger consumers.
UK Market Success: Trip has rapidly become a major player in the UK beverage market, demonstrating the commercial viability of functional, alcohol-free drinks.
Overview:
The article highlights the rising popularity of Trip, a UK-based brand of CBD and Magnesium-infused drinks, particularly among Gen Z consumers. Driven by social media trends on TikTok and the growing "sober curious" movement, Trip is becoming a trendy alcohol alternative. Influencers are promoting Trip's "calming" and "mindfulness" benefits, and the brand has quickly become a significant player in the UK carbonated drinks market. This trend reflects a broader shift in Gen Z's relationship with alcohol, with many opting for alcohol-free options that align with health and wellness values.
Detailed Findings:
Trip's Rise on TikTok: TikTok influencers are heavily promoting Trip drinks, showcasing "bargains" from TikTok Shop and highlighting the beverage's "mindfulness" and "relaxation" benefits. The hashtag #TripDrink is likely trending on the platform.
"Calming Beverages" Trend: Trip is part of a larger trend of "calming beverages" infused with CBD or Magnesium, targeting consumers seeking relaxation and stress relief.
Gen Z and "Sober Curious" Movement: The article connects Trip's popularity to Gen Z's embrace of a "sober curious" lifestyle, with many young adults reducing or eliminating alcohol consumption.
Influencer Endorsements: Influencers like @xkellywongx and @smmwithhollymae are actively promoting Trip, praising its benefits for stress relief and mindfulness, and encouraging their followers to try it.
Aesthetic Appeal: Trip's sleek, pastel can design and social media mocktail recipes contribute to its trendy and aesthetically pleasing image, appealing to social media-driven consumers.
UK Market Success: Trip has become the sixth-largest carbonated drinks business in the UK in just a few years, demonstrating rapid growth and market penetration.
Celebrity Backing: A-list celebrities like Ashley Graham and Rosie Huntington-Whiteley have publicly supported Trip, further boosting its brand image and credibility.
Dry January "Outdated" Perception: Research cited in the article suggests Gen Z views "Dry January" as outdated, as many are already adopting longer-term or permanent sobriety, indicating a deeper shift away from traditional drinking culture.
Increased Sober Options & Acceptance: The article notes a broader trend of increased options for sober socializing and a decrease in social pressure to drink, making alcohol-free alternatives like Trip more appealing and socially acceptable.
Key Takeaway:
Trip's viral success highlights the growing power of social media, particularly TikTok, in driving beverage trends, and the significant shift in Gen Z's drinking habits towards "sober curious" lifestyles and functional, alcohol-free alternatives that promote wellness and relaxation.
Main Trend:
Trend Name: "Sober Curious" Gen Z
Description of the Trend ("Sober Curious" Gen Z):
"Sober Curious" Gen Z describes the trend of young adults from Generation Z actively questioning and reducing their alcohol consumption, exploring sobriety or near-sobriety as a lifestyle choice. This trend is driven by a desire for health and wellness, mindfulness, and a shift away from traditional drinking culture, leading to the embrace of alcohol-free alternatives and a redefinition of social norms around alcohol.
Consumer Motivation:
Health and Wellness Focus: Gen Z is highly health-conscious and prioritizes physical and mental well-being. Reducing or eliminating alcohol aligns with these health goals.
Mindfulness and Mental Health: There's an increased focus on mindfulness and mental health among Gen Z. Alcohol is often seen as detrimental to these values, while alternatives like CBD drinks are perceived as promoting relaxation and calm.
Desire for Authenticity and Control: Gen Z values authenticity and being in control of their choices. Choosing sobriety or mindful drinking can be seen as an authentic and intentional lifestyle decision.
Financial Consciousness: Alcohol can be expensive. Opting for alcohol-free alternatives can be a more budget-friendly choice for younger consumers.
Social Media Influence & Trend Adoption: Social media trends and influencer endorsements play a significant role in shaping Gen Z's lifestyle choices, including the adoption of "sober curious" practices and trendy alternatives like Trip.
What is driving the trend:
Increased Health Awareness: Gen Z is growing up in an era with heightened awareness of health risks associated with alcohol and the benefits of sober lifestyles.
Mental Health Focus: Open conversations around mental health and well-being are more prevalent among Gen Z, leading to a greater consideration of how alcohol impacts mental health.
"Wellness Culture" Dominance: Wellness culture, emphasizing self-care, mindfulness, and healthy living, is a dominant force influencing Gen Z's lifestyle choices.
Social Media & Influencer Marketing: Social media platforms and influencer marketing amplify trends and normalize alcohol-free lifestyles, showcasing appealing alternatives like functional drinks.
Shifting Social Norms: Social norms around alcohol are evolving, with less pressure to drink and greater acceptance of sobriety, particularly within younger generations.
Motivation beyond the trend:
Beyond immediate drivers, the underlying motivation is a redefinition of social connection and self-expression for Gen Z. They are seeking social experiences and personal identities that are not centered around alcohol. "Sober curiosity" allows for alternative forms of socializing and self-care that align with their values of health, mindfulness, and authenticity, moving beyond traditional alcohol-centric social norms.
Description of consumers article is referring to:
Age: Primarily Gen Z (18-24 year olds are specifically mentioned in the research, but the trend likely extends to slightly older Gen Z as well).
Gender: Not explicitly specified, likely relevant across genders within Gen Z, as health and wellness trends and "sober curiosity" are not gender-specific. Influencer examples in the article include both female and male-presenting individuals.
Income: Not explicitly stated, likely spans across income levels within Gen Z. Trip's availability in supermarkets and TikTok Shop suggests accessibility to a broad range of consumers.
Lifestyle: Health-conscious individuals, those interested in wellness and mindfulness, digitally native and influenced by social media trends, those seeking alcohol-free alternatives for social situations, and those who are part of the "sober curious" movement.
Conclusions:
The "Sober Curious" Gen Z trend is significantly impacting the beverage industry, as evidenced by the viral success of Trip. Gen Z's shift away from traditional drinking culture, driven by health consciousness and social media influence, is creating a booming market for alcohol-free alternatives like functional and "calming" beverages. Brands that cater to this trend by offering appealing, wellness-focused options and leveraging social media marketing are poised for success.
Implications for brands:
Alcohol-Free Alternatives are a Major Opportunity: Brands should recognize the significant market opportunity in alcohol-free alternatives, particularly beverages that cater to the "sober curious" movement.
Focus on Functionality and Wellness: Highlight functional benefits like relaxation, mindfulness, and stress relief in marketing and product development for alcohol-free beverages.
Social Media is Key for Gen Z Marketing: Leverage social media platforms like TikTok and influencer marketing to reach Gen Z consumers and drive trend adoption.
Aesthetic Appeal and "Trendiness" Matter: Design visually appealing products and marketing campaigns that align with social media aesthetics and create a sense of "trendiness" to attract Gen Z consumers.
Embrace "Sober Curious" Messaging: Align brand messaging with the "sober curious" movement, promoting mindful consumption and alcohol-free lifestyles as positive and aspirational choices.
Cater to Flavor and Variety Preferences: Offer diverse and appealing flavor profiles in alcohol-free beverages to meet Gen Z's desire for variety and exciting taste experiences.
Implication for society:
Potential Shift in Drinking Culture: The "sober curious" movement and Gen Z's embrace of alcohol-free alternatives could lead to a broader societal shift away from traditional drinking culture and towards more mindful and health-conscious social norms around alcohol.
Normalization of Sobriety: Increased visibility and social acceptance of sobriety and alcohol-free lifestyles could reduce stigma and create a more inclusive social landscape for non-drinkers.
Growth of Wellness Industry: The trend further fuels the growth of the wellness industry, with functional beverages becoming a significant category within the broader wellness market.
Potential Health Benefits: Reduced alcohol consumption, particularly among younger generations, could lead to positive public health outcomes and a decrease in alcohol-related health issues.
Implications for consumers:
Wider Range of Social Beverage Choices: Consumers, particularly Gen Z, will have a broader and more appealing range of social beverage options beyond alcohol, including functional and alcohol-free alternatives.
More Socially Acceptable Sobriety: Choosing to be sober or drink alcohol-free beverages will become more socially acceptable and even trendy, reducing social pressure to drink.
Focus on Healthier Lifestyles: The trend encourages consumers to prioritize health and wellness in their beverage choices and adopt more mindful consumption habits.
Potential for Misleading Marketing: Consumers need to be discerning about functional beverage claims and marketing, ensuring they choose products with genuine benefits and avoid over-reliance on them as quick fixes for stress or health issues.
Implication for Future:
Continued Growth of Alcohol-Free Beverage Market: The alcohol-free beverage market, particularly in functional and "calming" categories, is projected to continue its rapid growth trajectory, becoming a mainstream segment of the beverage industry.
Innovation in Alcohol Alternatives: Further innovation in alcohol-free alternatives will likely emerge, with brands exploring new ingredients, formulations, and functional benefits to cater to evolving consumer preferences.
"Mindful Drinking" Mainstream Adoption: "Mindful drinking" and "sober curiosity" are likely to become increasingly mainstream concepts, influencing broader consumer behavior and social norms around alcohol consumption.
Integration of Wellness & Socializing: Socializing and wellness will become increasingly integrated, with alcohol-free beverages playing a key role in creating social experiences that are both enjoyable and health-conscious.
Regulatory Landscape Evolution: The regulatory landscape around CBD and functional beverages may evolve as these categories grow, potentially leading to stricter guidelines for health claims and labeling.
Consumer Trend:
Trend Name: "Mindful Mocktail Culture"
Detailed Description: Consumers, especially Gen Z, are embracing a "mindful mocktail culture" where sophisticated, flavorful, and functional alcohol-free drinks are becoming the new norm for socializing and relaxation. This trend moves beyond basic non-alcoholic options, emphasizing crafted mocktails and beverages with added wellness benefits as desirable social choices.
Consumer Sub Trend:
Trend Name: "TikTok-Fueled Trends"
Detailed Description: This sub-trend highlights the significant influence of TikTok and social media platforms in driving beverage trends, particularly among Gen Z. Products that go viral on TikTok, often through influencer endorsements and aesthetically pleasing content, can experience rapid surges in popularity and market success, as seen with Trip.
Big Social Trend:
Trend Name: "Wellness-Centric Socializing"
Detailed Description: Society is shifting towards "wellness-centric socializing," where social gatherings and leisure activities are increasingly focused on health, well-being, and mindful experiences, rather than solely on alcohol consumption. This trend reflects a broader societal value shift towards prioritizing health and wellness in all aspects of life, including social interactions.
Worldwide Social Trend:
Trend Name: "Global Sobriety Movement"
Detailed Description: The "sober curious" movement and the trend towards reduced alcohol consumption are not limited to specific regions but are part of a global sobriety movement. Consumers worldwide are increasingly questioning traditional drinking habits and exploring alcohol-free lifestyles for health, wellness, and personal reasons, leading to a global demand for innovative alcohol alternatives.
Social Drive:
Trend Name: "Seeking Calm & Connection, Alcohol-Free"
Detailed Description: This social drive encapsulates the desire for calm, relaxation, and genuine social connection without relying on alcohol. Consumers are seeking beverages and social experiences that promote mindfulness, reduce stress, and foster authentic connections, with alcohol-free options becoming increasingly appealing as a way to achieve these goals.
Learnings for brands to use in 2025:
Social Media Virality is Achievable & Powerful: Brands can achieve rapid growth and market success by leveraging social media, particularly TikTok, to create viral trends and engage Gen Z consumers.
Functionality & "Calm" are Key Selling Points: Highlighting functional benefits, especially those related to relaxation, stress relief, and mindfulness, is highly effective in marketing to the "sober curious" demographic.
Aesthetics & "Trendiness" Drive Social Media Shareability: Visually appealing product design and marketing content that aligns with social media aesthetics are crucial for driving organic sharing and influencer endorsements.
Influencer Marketing is Essential for Gen Z: Collaborating with relevant social media influencers is a highly effective way to reach and persuade Gen Z consumers in the beverage market.
"Sober Curious" Messaging Resonates Deeply: Brand messaging that embraces and normalizes "sober curiosity" and alcohol-free lifestyles will resonate strongly with the target demographic and contribute to positive brand perception.
Strategy Recommendations for brands to follow in 2025:
TikTok-First Marketing Strategy: Develop a marketing strategy that prioritizes TikTok as a key platform for reaching Gen Z, focusing on creating engaging, shareable content and leveraging TikTok Shop for direct sales. How: Create short, visually appealing video content showcasing product benefits, flavor profiles, and lifestyle integration. Partner with relevant TikTok influencers for sponsored posts and product reviews. Utilize TikTok Shop for direct-to-consumer sales and promotions.
"Calm & Mindfulness" Product Positioning: Position beverages explicitly as promoting "calm," "relaxation," and "mindfulness," emphasizing functional ingredients like CBD and Magnesium and their stress-relief benefits. How: Incorporate "calm," "mindfulness," and "relaxation" messaging into all marketing materials and product descriptions. Highlight functional ingredients and their scientifically-backed benefits for stress reduction. Design product names and packaging that evoke a sense of calm and tranquility (e.g., pastel colors, nature-inspired imagery).
Influencer Collaboration & Seeding Programs: Implement robust influencer marketing programs, focusing on collaborations with Gen Z influencers who embody wellness, mindfulness, and "sober curious" lifestyles, and seed products strategically to generate organic buzz. How: Identify and partner with relevant micro- and macro-influencers on TikTok and other platforms. Develop influencer briefs that emphasize key messaging around functionality, taste, and trendiness. Seed products to influencers for organic reviews and social media mentions.
Final sentence (key concept) describing main trend from article:
"Sober Curious" Gen Z is driving the rise of trendy "calming beverages" like Trip in 2025, with social media virality, influencer endorsements, and a focus on functionality and mindfulness defining success in this rapidly growing alcohol-free market.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands should fully embrace the "Sober Curious Gen Z" trend to thrive in the 2025 beverage market by:
Social Media-Centric Brand Building & Viral Marketing: Prioritize social media, especially TikTok, as the primary channel for brand building and marketing, focusing on creating viral content and leveraging influencer partnerships to reach and engage Gen Z consumers effectively. How: Invest in TikTok marketing expertise and content creation. Develop engaging video formats (challenges, tutorials, lifestyle integrations) that showcase product benefits and trendiness. Actively participate in relevant TikTok trends and conversations.
Functionality & Wellness-Focused Product Development & Messaging: Develop and market alcohol-free beverages that explicitly emphasize functional benefits related to relaxation, stress relief, and mindfulness, using ingredients like CBD and Magnesium and clearly communicating these benefits to health-conscious consumers. How: Invest in R&D for functional beverage formulations with scientifically-backed ingredients. Develop clear and concise messaging that highlights specific functional benefits and target consumer needs (e.g., "Trip: Unwind after a long day"). Use packaging and branding to reinforce the "calm" and wellness aspects of the product.
Trend-Driven Innovation & Aesthetic Design: Continuously innovate with new flavors, formats, and product extensions within the alcohol-free and functional beverage space, ensuring product design and marketing aesthetics align with current social media trends and Gen Z visual preferences to maximize appeal and shareability. How: Monitor social media trends and consumer preferences closely for flavor and format inspiration. Invest in visually appealing packaging and branding that is "Instagrammable" and "TikTok-worthy." Launch limited-edition flavors or collaborations to maintain trend relevance and generate ongoing buzz.
Final Note:
Core Trend:
Name: Sober Curious Gen Z
Detailed Description: The growing movement of Gen Z consumers embracing "sober curiosity" and actively seeking alcohol-free alternatives, driven by health consciousness, mindfulness, and evolving social norms around alcohol consumption.
Core Strategy:
Name: Socially-Driven Functionality & Trend Adoption
Detailed Description: Brands must adopt a strategy centered on leveraging social media for viral marketing, emphasizing functional benefits related to calm and wellness, and continuously adapting to Gen Z trends to succeed in the alcohol-free beverage market.
Core Industry Trend:
Name: Alcohol-Free Beverage Revolution
Detailed Description: The beverage industry is undergoing a revolution driven by the rapid growth of the alcohol-free sector, with functional and "calming" beverages leading the charge and reshaping consumer drinking habits, particularly among younger generations.
Core Consumer Motivation:
Name: Seeking Calm, Wellness & Social Connection, Alcohol-Free
Detailed Description: Consumers are primarily motivated by the desire to achieve calm, enhance their wellness, and maintain social connections without relying on alcohol, seeking alcohol-free beverages as a positive and trendy way to fulfill these needs.
Core Trend Summary: The "Sober Curious Gen Z" trend is transforming the beverage market in 2025, requiring brands to prioritize social media marketing, functional benefits, and trend-driven innovation to capture the attention of young, health-conscious consumers seeking alcohol-free alternatives. Brands should achieve this through social media-centric brand building, wellness-focused product development, and trend-driven aesthetic design.
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