Free entrance: first come, first seated

Functional occasion drinks are having quite the moment - and it’s not just hype. With consumer interest in wellbeing at an all-time high, and 79% of UK adults saying they’d try drinks that support goals like relaxation, focus or better sleep, the category is moving from niche curiosity to serious commercial opportunity.

In this data led session Camille Vidal and Laura Willoughby will cover this fast growing segment and what it means for drinks producers, retailers and venues. Including details on:

• The fast-growing consumer need states (revive, unwind, energise, focus, sleep)
• Why younger drinkers are accelerating the rise of function-led occasions
• What the data tells us about where the market is heading - and where the real value sits
• The literacy gap: curiosity is high, confidence low… so how do we build trust around ingredients and claims?
• How retailers, hospitality and wine-adjacent brands can catch the wave, not chase it

Expect smart insights, commercial takeaways and a clear-eyed look at why functional drinks are reshaping what - and how - we drink. A perfect session for anyone wanting to understand the next growth engine in the low, no and beyond-wine landscape.

Research: https://joinclubsoda.com/product/functional-drinks-research/