Finding Harmony in Functional Beverages
Functional beverages are revolutionizing the beverage industry, offering more than just hydration and flavor for consumers. These innovative drinks, enriched with beneficial ingredients, are gaining popularity among consumers seeking health and wellness effects from their beverages. Functional beverages go beyond tradition by incorporating ingredients that provide specific health benefits. From energy drinks to fine-crafted tonics, elixirs and wellness shots, these drinks feature ingredients like adaptogens, vitamins, minerals, herbs, antioxidants, and yes, cannabis.
Harmony Craft Beverages considers cannabis a functional beverage ingredient for two primary reasons: First, we believe that the power of the plant can and does offer consumers great wellness benefits. Second, we believe that the future of the cannabis beverage market lies within that larger sales channel, and that as legalization and normalization around cannabis beverages continues to grow, the traditional hospitality and retail channels will become valuable opportunities for cannabis beverages and brands.
The Current and Future Trend: Cannabis
Cannabis beverages are at the forefront of functional beverage innovation. CBD-infused beverages have gained traction for their potential therapeutic benefits, such as anxiety relief and pain management. Meanwhile, THC-infused beverages offer a unique way to experience the psychoactive effects of cannabis in a controlled and measured manner, appealing to consumers seeking alcohol-free recreational experiences. These innovative trends demonstrate the versatility and adaptability of cannabis beverages in meeting consumer demands.
And as this category grows, regulatory changes are paving the way for new opportunities with this category, like how Delta-9 THC beverages are taking a toehold nationally and side-stepping traditional retail channels by going to market direct-to-consumer.
The Future is Functional
We know that regulatory considerations will play a crucial role in shaping the future of many kinds of functional beverages, including and beyond cannabis-infused drinks. Brands must adhere to evolving regulations surrounding ingredients, marketing and labeling to ensure compliance and consumer safety, and Harmony Craft Beverages’ unique position on functional beverages helps us help your brand across the supply chain.
From adaptogens to vitamins, and from probiotics to herbal extracts, navigating the complex regulatory landscape for functional ingredients can be a challenge. Ingredients that are subject to FDA oversight must be mindful of all labeling and claims, GRAS (generally recognized as safe) status, New Dietary Ingredient notifications, and other quality and safety issues must be carefully minded and detailed each step of the way – and Harmony Craft Beverages can help support, streamline and service these complex need.
Looking to the future, the cannabis beverage category and the broader functional beverages market hold immense potential – even more so when positioned together. We look forward to helping grow and shape these categories with you at Harmony Craft Beverages. Reach out to start the conversation.
