Launched in 2018 by Jen Batchelor and supermodel Bella Hadid, the brand uses nootropics, adaptogens and functional mushrooms to create an elevated state of mood.
The key to success for the brand has been its focus on two key areas: firstly, its appetite to continually experiment and innovate with functional ingredients; and secondly, going beyond being a simple alcohol-free drink to become a lifestyle brand with 178k followers on Instagram.
Jen Batchelor sits down with BeverageDaily and reveals how she’s combined her entrepreneurial mindset with her studies in Ayurveda – the system of medicine developed in India more than 5,000 years ago which promotes the balance between body, mind, spirit and environment.
Introduce us to Kin Euphorics!
Kin Euphorics is the first brand of non-alcoholic beverages to utilize nootropics, adaptogens, and functional mushrooms as a way to boost mood, calm the mind, and promote overall more conscious connection across a multitude of social rituals.
We formally launched at the tail-end of 2018 after two years of building our community to 10,000 strong by hosting grassroots-style tasting events where we piloted our first offerings of very experimental plant-based psychotropic tonics across NYC, LA, and Miami. From these live R&D efforts, High Rhode and Dream Light (our first two base spirits) were born.
Our products are now available just about everywhere from my favorite independent retailers like Mother’s, Gelson’s, Erewhon, and Wegman’s to nationwide outlets like Target, Vitamin Shoppe, and Sprouts (by far the best natural retailer for discovering emerging brands, in my opinion) to regional institutions like HEB in Texas (an iconic win for us as Kin is an Austin-based brand) as well as liquor stores like Total Wine, BevMo, Specs, and more.
Who’s your target market?
Kin’s goal is to deliver tools that help just about anyone to feel good.
We focus on quality ingredients and nutritional profiles that cater to healthy lifestyles, so it’s also for anyone looking to maintain a wellness routine both physically, nutritionally, and mentally.
The latest data coming out of Dry Jan is fascinating - we’ve seen a major surge in loyalty among 45+, pretty evenly split male/female.
While we are excited to have the lion’s share of awareness among Gen Z, we’re still figuring out how to build sustained relationships with these guests amidst rapidly shifting interest and value props.
Tell us about the functional ingredients in your drinks, how you selected them, and what their role is?
One thing I can say for Kin is we don’t really discriminate when it comes to ingredients - so long as they can be sourced consistently for quality and efficacy we are going to experiment with them once we determine they fit the bill for a functional goal.
In terms of areas we’ve intentionally stayed away from: cannabis, alcohol obviously, and what has recently come to be known as ‘gas station heroin’ (ie kratom or other known addictive ingredients like it).
What we are known best for is our selection of functional mushrooms, adaptogenic herbs, and nootropics which range from plant-based to lab-derived that specifically help to balance the endocrine system to lower stress in a perceptible way.
How we land on what ingredients to use is based strictly on what feeling we are trying to elicit and what mechanisms (mental, hormonal, digestive) are at play when working with the system to support a specific mood.
To do this, I drew from my training in integrated medicine and Eastern traditions specifically Ayurveda and Traditional Chinese medicine, herbal medicine, the psychology of trauma and addiction as it relates to pleasure while tapping into the exciting space of therapeutic psychotropics and nootropics - ingredients largely designed by neuroscientists aiming to support cognitive function and untapping the potential of our brains, which we know is still very unchartered territory even with today’s modern technology and tools.
We use adaptogens like ashwagandha, reishi, saffron, Schisandra, and Rhodiola rosea. Adaptogens are nature’s antidote to stress and each of them plays a unique role whether it’s helping combat oxidative stress, environmental, or emotional, they are miracle workers. They help your body keep its cool and find balance, especially when life gets a little wild. Nootropics like GABA and 5-HTP are the secret sauce for clarity and mood elevation - they are like a little pep talk for your brain. Functional mushrooms like reishi and maitake.
And then there are the botanicals - flavors like hibiscus and Schisandra berry - which not only bring that vibrant pop of flavor but awaken the senses and promote overall wellness.
Our newest creation, Matchatini, is one of the best examples of the way we marry Eastern tradition with Western biohacking to deliver more than just a drink but rather an invitation to live a truly vibrant life. It’s a dreamy matcha spirit that’s creamy, calming, and grounding. Matcha provides a clean energy lift, antioxidants, and maca root sparks that inner fire, AlphaGPC for cognition, CoQ10 for heart health, and maitake mushroom for mental balance.
Ultimately, they’re not just alcohol substitutes - they’re a celebration of the things that make you feel truly alive. We choose our ingredients to enhance everything you already are, inside and out.
How does the ‘buzz’ compare to drinking alcohol? And how should consumers approach dosage?
This is a great question and one that can be highly subjective depending on what you’re trying to achieve. What we noticed early on was that most of us were using supplements or tinctures successfully to support mood in our daily task-oriented lives but couldn’t follow that same practice at the bar or in our recreational lives which we saw as a huge disconnect.
For example, I know so many folks who take a B complex for sustained energy in the morning, maca pills to boost libido, passionflower or lavender to relax, but then when they got to the bar, the options were tequila, wine, or beer-flavored ethanol. Last I checked, drunk is drunk, and having too much of that one ingredient could set you up for mood roulette with very little control over how you actually feel (emotional, angry, tired, or worse).
We really wanted a better, smarter buzz, something that could give us a perceptible elevation in mood but didn’t rob us of our agency. That truly is the common denominator for all Kin drinks: to help us feel relaxed, present, grounded, and optimistic. If those effects make you happy, then you’re like a lot of our loyalists who say Kin works a lot like a natural antidepressant, as it does personally for me.
Many of our guests report a gentle warming sensation, their shoulders relax, and they feel noticeably aware of their surroundings in a way that makes them breathe easier. It’s remarkable what these ingredients are capable of at the right doses.
Rhodiola rosea, for example, has scientific studies (mostly on athletes and high performers) that suggest that taking this ingredient consistently allows for more oxygen to be absorbed by the brain, think more clearly, and have more stamina for both physical and mental activities. In our experience, that translates to a feeling of presence in a social setting, less freneticism, and more engagement.
Ultimately the kind of euphoria that we are aiming for is about bearing well within yourself, not being disassociated from your lived experience—feeling energized yet calm, joyful yet grounded.
Unlike alcohol, which can largely be numbing and depress the system, even Kin’s most calming of tonics are not working to sedate or intoxicate you in any way.
You’re stocked in Target, Sprouts, Erewhon, BevMo, Equinox, Westside Market, Wegmans and more. But as a drink doing its own thing rather than fitting into a pre-existing category - where on shelf are you positioned?
Where we sit on shelves today varies by store and the goal of the retail buyer.
We try to work with them to share case studies of what’s worked well to both serve a guest who are actively coming into the store seeking Kin and especially those who are discovering us for the first time.
Context is key. We find that having single-serve cans placed strategically in a cold case - whether that case is housing beer or RTD cocktails, sodas, or even energy drinks- that the guest is way more likely to trial the brand and come back seeking our multi-packs wherever they happen to sit on a shelf.
At Target, we sit between wine and other mixer-type products which works well for them as they look to provide healthier options for folks specifically looking to elevate their social drinking habits.
At Erewhon, they have such a steady flow of folks looking for functional beverages, so they tend to place us in the cold case next to THC drinks and low-sugar kombuchas as well as in the non-alcoholic spirits section so that we really wrap our arms around the box which is great visibility for us given how Kin straddles both value propositions.
Do you find that some people are a little scared or intimidated by this kind of beverage?
Sometimes yes; but I think even the mass consumer is becoming super versed in the types of ingredients we use, especially after COVID.
They seem more relieved than anything when they see that we don’t contain ingredients that are elicit and explicitly go against what they are seeking, so for them it’s more about what we don’t contain (CBD, THC, alcohol, added sugars, etc) that drives them and then what we do contain becomes part of the exploratory journey.
Something really cool happened early on in our inception that helped us see we were onto something - being the first beverage on the market to marry principles & ingredients from Eastern traditions together with those from Western biohacking culture was a big risk.
A lot of folks advised us early that these worlds clashed too hard, but we knew from a functional perspective they synergized so well for our purposes we couldn’t deny them - besides, what better way to bring them together than through the ritual of drink! Well, it turned out that doing that brought WAY more people into the fold than just choosing one side of the fence.
Our biohackers were turned on to plant-based psychotropics just as easily as our herbal enthusiasts fell in love with the effects of nootropics on the mind when dosed the Kin way. Both camps loved that we were not phoning it in; we were using these ingredients in novel ways that worked in ways they’d never seen, so it led them to expand their own mindset of how and why they should be used.
That said, education is a must-do for us and truly the heart of what we do. We love helping our guests familiarize themselves with our ingredients and know how to choose their fighter when it comes to our range.
Our goal is to offer transparent, engaging communication that breaks down the science behind our formulas, showcasing their tangible benefits in enhancing mood, focus, and overall well-being. Collaborations with trusted experts like Dr. Andrew Weil further reinforce this, helping to build credibility and bridge the gap between curiosity and confidence. By making the complex approachable, we empower consumers to discover a new way to celebrate and connect.
Kin Euphorics feels more like a lifestyle brand than a simple non-alc beverage. Tell us more…
Thank you for this, first of all. We never entered the game to simply make drinks, we wanted to create a safe & inspiring platform for people who were trying alcohol moderation for the first time or were at least curious to explore their relationship with alcohol for whatever reason.
To start, we knew inspiring a whole new way to revel was going to require creating a world, visuals & language, that could help people not just see that it was possible but to be properly invited to live this way for more than just a happy hour. Our positioning had to span from wellness to a premium top-shelf drinking experience.
Still, we didn’t want to be so disruptive you didn’t know how or where to enjoy our products. All of those things required a balance of great design, a language system that inspired a community feel, and a brand ethos that attracted cultural tastemakers.
We felt that if we could be something people could identify behind or at least be intrigued enough to try, then the benefits themselves would keep us in their lives forever.
Bella helped turn an even younger audience onto these benefits, reiterating the mission of reducing stigma around mental health, and addiction, and stressing that living an alc-free lifestyle could still be sexy and fun. That was a big part of our invitation to the world, to do you unapologetically. We’ve never been too shy to take on a tall task.
Our branding reflects this ethos, with a sophisticated yet playful aesthetic that resonates with a community of like-minded individuals seeking meaningful experiences. By aligning with the growing wellness movement and celebrating the art of social connection, we aim to redefine what it means to raise a glass and celebrate life, sans alcohol.
You’ve got 178k followers on Instagram. What’s been your strategy on this platform?
Our Instagram is a visual manifesto—a harmonious blend of product stories, guest testimonials, and vibrant graphics. It’s where our aesthetic comes to life, inspiring and engaging our community while telling a cohesive story.
It serves not only to connect our community across shared interests and ideals but also as a 2-way communication tool. We use it just as much to solicit feedback on new and emerging SKUs as we do to share updates and inspire new ways of living Kin consciously.
What does January look like for Kin Euphorics?
January is always a transformative month for Kin and a great time for us to check in with new and old friends as the category evolves to see how tastes are changing, what’s new, and what’s next.
This particular year, coming off its recent launch, we are claiming in the name of Matchatini. As our first spirits launch in 4 years, this SKU has a ton of meaning for Kin and some significant backing from folks we admire so we don’t intend for it to be a flash-in-pan moment. January is a great time for us to plant our flag in the ground and let the product speak for itself from there.
Do you enjoy a peak in sales in January?
We do. We’re already setting record sales in retail (up 90%+) compared to last year, which is exciting to see. January has always been a powerful moment for Kin as more people lean into the intentions of Dry January. It’s a time when consumers not only actively seek alternatives to alcohol but healthier ways to live their lives at large, and our offerings align perfectly with both.
What do you think will be trending in alcohol-free in 2025?
I’m bullish on functional cannabis. I know that’s strange to say given how far away we’ve stayed from CBD and THC as a brand but I’m seeing a tide shift around low-dose offerings that, like Kin, have chosen to weave in smart functionals that elevate mood in specific ways. I see that this is working both online and in the on-premise environment which is fun, it’s still a nightmare to navigate from an operational and marketing perspective but those that can do it are finding it super lucrative and it seems that the guests are enjoying it also!
What’s your favorite Kin Euphorics product and why?
A nightly Lightwave is a non-negotiable for me as is a daily Spritz. Honestly, Spritz is my go-to fight off the scaries drink, whatever burnout or blues I’m feeling Spritz has a knack for whisking them right out of my hair and it feels so good to have a consistent buddy in the mental health department. Of course, you’re only as good as the quality of your sleep so Lightwave is also a staple in my routine. It’s not only my favorite wind-down but also my favorite sparkling flavor experience. At the risk of betraying my go-to’s, I also have to say Matchatini is the best thing I’ve ever tasted, probably ever.
What inspires you on your journey in the alcohol-free category?
My journey in the alcohol-free category has been shaped by a deep desire to foster connection without compromise. Growing up in the Middle East, my father’s passion for crafting homemade spirits turned our home into a hub for community gatherings. It taught me that drinks have the power to bring people together, but I also witnessed the unintended consequences that often come with alcohol.
Later, as I navigated the balance between work and social life, I found myself searching for a way to connect that didn’t leave me feeling drained. Drawing from my studies in Ayurveda, I began experimenting with herbs and tonics that supported my well-being while enhancing my mood. For me, wellness isn’t a one-size-fits-all solution - it’s a toolkit of practices and ingredients that help us show up as our best selves and give more of that energy back to the world.
That philosophy inspired the creation of Kin, a way to redefine how we gather, celebrate, and elevate each other.
