What's Happening?
Kendall Jenner has joined TRIP, a UK-based non-alcoholic calming drinks brand, as a global ambassador and equity shareholder. TRIP specializes in canned beverages infused with ingredients like magnesium, ashwagandha, lion's mane, and L-theanine, positioning
itself within the rapidly expanding functional drinks market. The company, founded in 2019 by Olivia Ferdi and Daniel Khoury, is projected to achieve $200 million in revenue by 2026. Jenner's involvement is described as a natural extension of her being a long-time customer, rather than a typical endorsement deal. This move follows her previous ventures in the beverage industry, including her tequila brand, 818 Tequila, and her sister Kylie Jenner's foray into ready-to-drink vodka sodas and electrolyte packets. TRIP has gained significant traction, with over a billion social media impressions and widespread availability in major U.S. retailers such as Target, Whole Foods Market, Walmart, and CVS.
Why It's Important?
Kendall Jenner's investment and ambassadorship highlight a significant trend in the U.S. beverage market: the surging popularity of functional and calming drinks. This sector is now the fastest-growing functional beverage segment in the U.S., surpassing categories like gut health and protein. This shift reflects a broader consumer focus on mental well-being, with Gen Z consumers, in particular, prioritizing it over weight loss. The involvement of high-profile celebrities like Jenner can significantly accelerate brand growth and consumer adoption, influencing purchasing habits and market trends. TRIP's success, with its projected $200 million revenue, demonstrates the substantial economic potential within this niche. The brand's dual positioning as a refreshing drink and an alcohol alternative also taps into a growing demand for non-alcoholic options, impacting the wider beverage industry and potentially leading to increased competition and innovation in this space.
What's Next?
TRIP plans to launch a new global campaign featuring Kendall Jenner, aiming to further expand its market presence and brand recognition. The company is targeting a doubling of its revenue in the year following 2026, indicating aggressive growth strategies. This partnership is expected to solidify TRIP's position as a leader in the calming drinks category and could inspire other functional beverage brands to seek similar celebrity collaborations. The continued emphasis on mental well-being by consumers suggests that the functional beverage market will likely see further innovation and diversification. Retailers will likely continue to expand their offerings of adaptogenic and nootropic-infused drinks to meet this growing demand, potentially leading to more shelf space and marketing efforts dedicated to these products. The success of TRIP could also encourage more traditional beverage companies to enter or acquire brands in the functional drink space.
Beyond the Headlines
The rise of adaptogenic drinks and celebrity endorsements in this sector points to a deeper cultural shift towards holistic wellness and stress management. Consumers are increasingly seeking products that offer perceived health benefits beyond basic nutrition, driven by factors such as increased awareness of mental health and the influence of social media. The emphasis on 'calm in a can' reflects a desire for convenient solutions to everyday stress, moving beyond traditional relaxation methods. This trend also highlights the evolving role of celebrities as not just endorsers but also as investors and active participants in brand development, lending credibility and reach to emerging wellness products. The success of brands like TRIP could also lead to increased scrutiny from regulatory bodies regarding health claims made by functional beverage companies, ensuring transparency and scientific backing for their ingredients and purported benefits.
