Five Lessons Brands Can Learn From The Functional Beverage Boom

The functional beverage market is booming – to a projected $208 billion by 2024 . If the term “functional beverage” sounds new, that’s because it is. The recent legalization of cannabis across much of the U.S., the proliferation of CBD hemp products, the rise of (mostly) sober millennials in search of delicious mocktails , and growing health consciousness among increasingly savvy and epicurean consumers has carved a space for drinks that generate a (health beneficial) buzz beyond sugar and alcohol.

Source: Five Lessons Brands Can Learn From The Functional Beverage Boom