Medahuman Founder Adam Feldheim on What To Drink When You Choose Not To Drink – Drinks International
As modern as the term may sound, functional drinks are nothing new. Energy drinks, isotonic sports drinks, and probiotic yogurt are familiar to most people, and how long have people been drinking coffee and tea?
In recent years, in the wake of wellness trends, a new breed has emerged with adaptogens, nootropics, and health benefits proudly worn on their sleeves.
These functional drinks appear to be the sort of retro-futuristic ideal of what the drinks would become straight out of an ’80s sci-fi, but given both the breadth and youth of the category, they are. difficult to place, apparently with a foot in the health food. driveway and another in the liquor cellar.
Adam Feldheim launched the functional wellness drink brand containing CBD, Medahuman in 2019 with sights on the bar world.
“I identified early on that there was a really good opportunity for CBD behind the bar in the hospitality industry,” says Feldheim.
“After the past two years, I would say that no one knows more about stress anxiety than people who work in the hospitality industry, and so many bartenders were also the first to adapt to this proposition. and its benefits. I will regularly teach bartenders about the product, I found that they were the best brand ambassadors and would recommend my products to their guests.
“When I launched the brand, there were fewer opportunities in retail than in hospitality due to regulatory uncertainty. Within the hospitality industry, we first got into Annabel’s and there was certainly a halo effect with subsequent partnerships.
“We have found that customers of prestigious and upscale bars, restaurants and hotels in London are the primary players in this emerging category. Many of them were already incorporating wellness supplements into their daily diets, so we recognized that a drink with these same types of ingredients would be adopted, and this was confirmed by strong sales performance across companies like Chiltern Firehouse, The Ivy Brasseries, The Langham Hotel, The Berkeley Hotel and The NoMad Hotel.
“The bars we partnered with were also chosen based on the creativity of the teams menus and we loved seeing how the bartenders use our drinks as a new tool in their toolbox and come up with innovative new functional cocktails to The well-being.“
In a recent survey by the Portman Group, it was revealed that more UK drinkers than ever are cutting back and up to a third of Britons regularly choose low-alcohol or non-alcoholic options that provide a real drink opportunity. functional.
“Functional drinks are a great answer to the question of what to drink when you choose not to drink, they present a new way to increase non-alcoholic consumption,” says Feldheim.
“Covid has also been a positive catalyst as more consumers are now consciously making healthier choices. Over the last few years we’ve obviously also seen the growing trend to avoid products high in sugar and calories, so the trend is certainly our friend in that there is a growing appreciation for healthy alternatives not just to at home but also when you go outside. “
We are only at the start of a new category of innovative and elevated soft drinks that are destined to reshape many cocktail menus.
“I think we can expect to see a lot of innovation in the functional drink category as there is a growing awareness of the ingredients and their benefits. I would say that in many ways this is the perfect remedy for the stress, anxiety, and hectic lifestyles that many people are experiencing today.
“As the market matures, people will be looking for new ways to fit it into their daily diets, so we have some exciting things in the works for 2022.”