CBD soft drink brand TRIP has partnered with British radio host Roman Kemp in a move to raise awareness for Dry January.
The Dry January initiative was first launched in 2013 by charity Alcohol Change UK, with an estimated 9 million participants going alcohol-free this month.
According to IRI, the CPD drink has become the fastest-growing soft drink brand of 2023.
Wellness expert and co-founder of non-alcoholic CBD drink brand TRIP Olivia Ferdi believes that it’s possible to take the edge off without reverting to our normal drinking habits: “CBD can be an exciting part in how we socialise. Fed up with compromising on flavour or feeling? Functional drinks can now help you unwind without the next day hangxiety.”
Roman Kemp said: “Have you recently been affected by that dreaded word… hangxiety? Well, you don’t have to feel like that, that’s why I’m sticking with TRIP. A non-alcoholic drink that still gives me that relaxation and feelings of unwinding without the horrible aftermath and only 24 calories.”
Kam Meida, Nielsen, revealed that 50% of Generation Z have consumed a CBD drink as an alternative to alchol. It also found that Trip has an 88% share of the CBD drink market.
The product is available from national wholesalers including Bestway, Dhamecha, Central Supplies and Millennium.
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