Is Dry the New Drunk? 2025 Says Yes

So, buckle up, because whether you’re sipping on Nice Tea, exploring Amsterdam-style cannabis cafés, or wrapping up Dry January 2.0, there’s no slowing down in 2025.

Mood-Altering Shots: The Next Big Thing in Wellness

Move over, alcohol alternatives. There’s a new wave of health-focused shots taking over, and they’re not here to mimic your Friday night gin and tonic. Instead, these mood-boosting drinks are carving out their own space in the booming health and wellbeing industry, riding high on the Cali-sober movement.

Unlike traditional alcohol-free drinks, these shots—like the UK’s Moju or US-based brands such as Magic Mind and Botanic Tonics—are marketed as health supplements. Think of them as the magnesium tablets of the beverage world: functional, fast-acting, and totally normal to grab off the shelf.

Here’s why this trend is catching our attention:

1️⃣ It’s an add-on, not a replacement: Consumers are buying these alongside their usual drinks or wellness habits, creating endless opportunities for brands to innovate.

2️⃣ The supplement angle works: As they’re positioned as health boosters, these products are getting mainstream acceptance, much like vitamins or herbal remedies.

3️⃣ They meet the moment: In a world of endless distractions, these drinks promise focus, relaxation, or energy to fuel work, exercise, and even socialising.

We’ve got our eyes on brands like Leilo, Magic Mind, Karuna Kava, and Mitra9, who are leading the charge. Could this be the drink format of the future?

🌿 Microdose of the Month - Introducing Kanna

Meet Kanna, your new plant-powered sidekick for squishing stress and boosting your mood.

This indigenous South African herb has been used for centuries as a natural remedy, and it’s finally getting the spotlight it deserves in the wellness and microdosing world.

🌿 The Perks: Kanna is celebrated for its stress-reducing, mood-enhancing, and even social-lubricating effects 💦. It’s believed to work by interacting with your brain’s serotonin levels, giving you a dose of good vibes without the overstimulation of alcohol.

💊 How to Dose It: Kanna comes in powder, capsules and even teas. Just a pinch or a small dose is enough to kickstart the chill.

⚖️ What to Know: Kanna is legal in many places, but make sure to check your local laws. And if you're on antidepressants, consult a doctor before adding this to your routine.

After all, it’s a serotonin powerhouse, so better safe than sorry.

Feeling frazzled or just need a little mood upgrade? Kanna might be your ticket to calm & clarity. It’s like a hug for your brain, no hangover attached.

Introducing Nice Tea: The Future of Social Drinking

You may already know Sara Budhwani, the visionary behind Happy Tea, which we featured in our third newsletter. Now, she’s back with an exciting new launch: Nice Tea, a sparkling functional beverage set to transform the way we socialise.

Designed to give you all the feel-good vibes of alcohol without the hangovers, Nice Tea is the smarter, healthier choice for modern socialising.

What’s in the bottle?

Nice Tea’s debut blend, Social Butterfly (available in March 2025), combines science-backed adaptogens, mood-enhancing vitamins (B1 & B3), and calming botanicals like panax ginseng and thyme. These powerful ingredients work together to mimic the mood-lifting effects of alcohol - minus the brain fog, neurotransmitter depletion, or regretful late-night texts.

✨ Why Nice Tea?

• Relax your mind without losing clarity.

• Elevate your mood and make meaningful connections.

• Sharpen your presence and enjoy the moment fully.

Sara’s mission is to redefine how we socialise, and Nice Tea is just the beginning.

Snippets - High

California has legalised Amsterdam-style cannabis cafés, allowing dispensaries to offer on-site cannabis consumption alongside coffee and food to boost tourism and the legal cannabis market. Read about it here.

Marijuana legalisation in Canada has not increased employee cannabis use during work hours, highlighting the need for workplace policies that focus on impairment rather than past use. Read about it here.

Scientists at University College London are trialling the psychedelic drug DMT as a potential one-dose treatment to reduce alcohol misuse, aiming to disrupt harmful reward patterns and rewire the brain’s motivation system. Read about it here.

A U.S. surgeon general's warning on alcohol’s cancer risk may accelerate declining alcohol use among younger adults and open growth opportunities for cannabis companies, with analysts predicting more major corporations could diversify into hemp-based THC beverages. Read about it here.

A UK study using data from the Medical Cannabis Registry found that cannabis-based treatments improved quality of life, anxiety, sleep, and IBD-specific symptoms for patients with inflammatory bowel disease, though further trials are needed to confirm causation. Read about it here.

Snippets - Dry

Nearly half of Americans plan to drink less in 2025, with 65% of Gen Z leading the sober-curious movement, as demand for alcohol-free options continues to grow across stores, bars, and restaurants. Read about it here.

American Airlines has introduced new alcohol-free mocktails, health-conscious dishes, and wellness initiatives like guided stretching videos to help travellers stay healthy and refreshed in 2025. Read about it here.

UK Supermarket Aldi has added two new 0% RTD cans to its lineup as demand for alcohol-free drinks soars, with over 20,000 units sold since launch and Zerozecco sales up nearly 190% year-on-year. Read about it here.

Channel 4’s new documentary, “Alcohol-Free Booze: Is It Worth It?” hosted by Denise Van Outen, explores what goes into alcohol-free drinks, their health claims, and whether they’re worth the hype. Watch it here.

Thanks for riding the wave with us this month! 🌊

2025 is shaping up to be a year of bold brand moves and smarter consumer choices. Whether you’re doubling down on Dry January, experimenting with new wellness trends, or just dry-curious, we’re here to keep you inspired. Catch you next time! 💫