The pattern of popular drinks for young people in the new era is undergoing great changes. On the one hand, Chinese young people are replacing Baijiu with low alcohol liqueur, and on the other hand, Generation Z in the United States has launched a "sober social" trend - non-alcoholic or low alcohol drinks are becoming a new choice. In this trend, a non-alcoholic beverage brand called Br ē z has emerged as a rising star, generating $28 million in revenue in just one year and covering over 2000 stores across the United States. 

What is its secret?

Br ē z will go public in 2023 and achieve a revenue of $28 million by the end of 2024. It has produced 800000 cans of beverages and has over 2000 retail stores, demonstrating its strong momentum.

Cannabis based beverages have become the new favorite of capital. 

With the wave of marijuana legalization sweeping across North America, the market for its derivative products has exploded. In 2023, the global cannabis beverage market has reached $1.5 billion and is expected to exceed $5 billion by 2027. Br ē z has stepped into this trend. However, there are significant legal differences among different states in the United States: California and Colorado allow the free sale of recreational marijuana, Texas only allows medical low THC products, while Idaho completely prohibits it. Br ē z had to "seize every opportunity" in 33 legal states and adjust its formula and marketing strategy for different markets. Now, different series of Br ē z can be purchased in 33 states across the United States through the brand's official website.

The traditional use of marijuana often comes with issues such as difficult dosage control and social stigma, but Br ē z addresses these pain points in the form of beverages. The sour and refreshing lemon elderberry fruit flavor, the slightly sweet taste of agave nectar, and the packaging design resembling ordinary sparkling water make it easily blend into gatherings, offices, sports and other scenes.

Market data confirms its success: sales of cannabis drinks in the United States surged by 40% in 2023, and functional carbonated water containing THC was the most sought after by Generation Z. Br ē z's "low-dose strategy" is particularly clever - it can meet consumers' needs for relaxation and socialization while avoiding the feeling of loss of control caused by excessive intake.

Compared to traditional marijuana use, alternative drinks that go beyond alcohol not only have precise dosage, but also social attributes and lower risks. According to BDSA's market report, alcoholic beverages are always tied to the scene, with Br ē z mainly appearing during social gatherings, creative work, or relaxation moments after exercise. In 2023, sales of marijuana beverages in the United States surged by 40% year-on-year, with functional carbonated water containing THC being the most popular among young consumers.

The Br ē z brand specializes in canned functional beverages, with core ingredients including federally legal cannabis extract (THC and CBD) and organic shiitake mushrooms. Each can contains 2.5 milligrams of THC (psychoactive ingredient) and 5 milligrams of CBD (relaxing ingredient), which can bring a slight sense of pleasure while avoiding the risk of hallucinations, meeting the needs of young people who are "slightly intoxicated but not out of control". In addition to cannabis components, Br ē z also contains 25mg of organic lion's mane mushroom extract, enriching its functional properties. It is not only a relaxing drink, but also a functional product that can enhance concentration.

Br ē z has also put in a lot of effort in packaging design. The rainbow effect design and simple smiling face pattern convey a youthful and friendly brand tone, making the product look no different from ordinary drinks and cleverly downplaying the negative associations brought by cannabis products.

Brands are still cautious in their marketing actions on social media, using precision marketing as a growth driver. The brand did not blindly pursue exposure in the mass market, but chose to establish partnerships with small and medium-sized KOLs in the fields of healthy lifestyle, functional beverages, and cannabis culture.

With the continuous increase in global acceptance of cannabis, functional cannabis drinks are likely to become the next explosive growth category. BR Ē Z has proven that with precise product positioning, compliant ingredient ratios, and exquisite brand building, it is entirely possible to occupy a favorable position in this blue ocean market.