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The “sober-curious” movement is reshaping how people unwind and it’s giving rise to an industry projected to reach $60 billion by 2030.
Kin Euphorics CEO, Jen Batchelor, grew up watching her father distill alcoholic spirits underground in Saudi Arabia. She loved the ritual, the gathering, and the chemistry of creation. She saw how something as simple as a drink could bring people together, but also saw how alcohol often dulled the very connection it was meant to create.
Years later, she started experimenting with different elixirs in her NYC kitchen. She shared them around friends and family and people couldn’t get enough. Over time, recipes were perfected, leading to the creation of an entirely new drink category: the “social tonic,” a blend of adaptogens (for balance), nootropics (for focus), and botanicals (for flavor). Kin was born.
Today, the company is a category leader in sales at retailers. They are the leading premium brand at Target, outselling all competitors combined, the company says.
Image credit: Kin Euphorics
Kin is growing fast, with $11 million in net revenue in 2024 and expecting double-digit growth in 2025. A freshly inked contract in hand with the country’s largest wine and spirits distributor, Southern Glazer’s, they are expected to start the new year with $10 million in fresh retail expansion revenue while doubling growth with their existing channel mix.
Kin’s products are a ‘high priority’ for today’s adults
Millennials and Gen Z are redefining what it means to “go for a drink.” According to Gallup, 48% of adults under 35 do not consume alcohol today. A McKinsey report calls Gen Z “obsessed with wellness,” with 56% ranking fitness and health as a “very high priority.”
That obsession has spilled into every corner of consumer culture, especially the $1.5 trillion global wellness economy. But this opportunity has only been tapped by a select few, and Kin Euphorics is positioned to lead. They were the first brand to coin and create the “euphoric” category: functional, non-alcoholic drinks designed to make you feel better in every sense.
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