By Robert Theodorow, Founder of Generation NA
When I first opened Generation NA, I wasn’t focused on functional drinks, but over the past two years, this category has exploded and has made the non-alcoholic space more approachable for everyone.
The exciting thing about functional beverages—drinks with ingredients like kava, kanna, CBD, and functional mushrooms—is that they appeal to a wide range of customers, not just the sober community.
Many of our customers come in looking for something beyond just flavor, and we now offer a variety of experiences—calming, focus, energy, sleep-aid, pain management, and more.
What our customers are into
Right now, our staff and customers are especially into kanna drinks, with Curious No. 9, Bodhi Bubbles, and Botanical Brewing at the top of our recommendations. Kanna, a plant from South Africa known for its mood-boosting effects, has been described by some as “nature’s MDMA.” It’s a noticeable experience, especially with that subtle behind-the-eyes feeling. I think this is what many alcohol drinkers are truly after—something to help them unwind and socialize. Kanna delivers on that and more.
Our younger customers, in particular, have embraced functional beverages as they look for alternatives to alcohol—not necessarily all the time, but many are clearly aiming to reduce their alcohol intake. Functional drinks make that goal easier to achieve.
The cult favorite
Our most popular offering is our adaptogenic slushie, which we craft fresh every week and serve on Saturdays. Last week’s flavor was Cinnamon Toast Punch, featuring milk from nostalgic breakfast cereals. Customers can “choose their own adventure” by adding functional toppings like hemp-derived THC, CBD, kava, l-theanine, or functional mushrooms. These slushies (made with zero-proof spirits) have developed almost a cult following, with people traveling from all over the Midwest just to try them.
I often tell customers they can enjoy the best of both worlds—feel great now without feeling awful later. We have the technology.
