Smiling Wolf creates ‘feel good’ alcohol-free RTDs
Non-alcoholic ‘spirit’ brand Smiling Wolf has entered the ready-to-drink (RTD) space with four functional cocktails made with a ‘feel good blend’ of nootropics.
Smiling Wolf has designed the range to ‘redefine the way consumers socialise’.
The four 0.5% ABV premium cocktails, which consists of G&T, Mojito, Aperitivo Spritz, and Negroni, seek to deliver the full cocktail experience ‘without alcohol, crash or compromise’.
Steve Wilson, head of innovation at Smiling Wolf, said: “We’re premiumising the functional drinks category by creating cocktails that deliver both taste and effect.
“Our mission is simple: keep the vibe, without the consequences. These are the drinks that help people feel a good buzz, focus and stay social – all while fitting into modern wellness-led lifestyles. Consumers no longer want to choose between fun and wellbeing. We believe the future of drinking is about feeling good and having it all.”
Each 250ml can uses the brand’s signature blend of natural nootropics and vitamins, which consists of L-arginine, L-theanine, L-glycine, caffeine and B vitamins, all designed to boost consumers’ mood by promoting relaxation, smooth energy, stress reduction and focus.
The G&T expression is juniper-forward, crafted with five imported botanicals and a ‘big squeeze’ of lemon, while the Aperitivo Spritz is made with 18 Mediterranean herbs and bitters topped with sweet soda for a ‘distinctly Italian experience’.
For the Mojito, the brand has brought together fresh mint and vibrant citrus with warm oaked vanilla and a touch of spice, while the Negroni is described as complex and bittersweet, with Mediterranean herbs, savoury botanicals and a hint of orange.
Demand for functional, mood-enhancing drinks is said to be accelerating across the UK, reflecting a broader shift in how consumers think about health, emotion and consumption.
The Functional Drinks Collective’s Mood Enhancing & Functional Drinks Insight Report, published last month (October), found 89% of UK adults say they are interested in their health and wellness, with 79% saying they find drinks that can support functional or mood enhancement appealing.
Among alcohol drinkers, 79% said they are likely to try functional or mood enhancing alternatives, and 73% said they would find them appealing.
Interest is particularly strong among younger adults, with 91% of 18- to 34-year-olds saying they are open to functional drinks, while 80% say that if they’re cutting down on alcohol, it’s important an alternative still offers mood-enhancing benefits.
Meanwhile, 64% of UK consumers overall – and 86% of 18-34s – say they are willing to pay more for a drink with functional benefits than for a standard non-alcoholic option.
With this in mind, 41% of UK consumers said it would encourage them to visit the on-trade more often than they currently do if pubs, bars and restaurants offered functional of mood-enhancing drink options, while a third (33%) of consumers believe that having a choice of functional or mood-enhancing drink options available will enhance their social experience when they visit these venues.
Smiling Wolf’s range has therefore been designed with this new generation of drinkers in mind.
Retailing at £3.80 (US$5) per can, the drinks are available via Smiling Wolf’s website, Amazon and more than 60 independent stores nationwide.
Smiling Wolf is also available in a number of on-trade venues including The River Cafe, Sexy Fish, The Artesian, Inception Group, and Nightcap Group venues.
Earlier this year we explored whether functional beverages could boost the tonic and mixers sector.
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