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Cultivating Deeper Connections in a Disconnected World
In a world wired for distraction, it's is about beverages that bring us back to each other—whether it’s mood-boosting elixirs, sonic-aged spirits, or functional sips designed for connection.
Willy Harris
April 10, 2025
What is this about?
In a world where surface-level interactions dominate, Joyning signals a future focused on fostering deep, authentic connections. Beverage brands are leading the way, whether it's non-alcoholic spirits, wellness elixirs, or functional ingredients; the focus is on products that stimulate experiences that nurture relationships and enhance well-being.
Why is it interesting?
The Joyning movement embraces the moments that bring us together or help people reconnect with themselves, from Sylva's sonic-aged non-alcoholic spirits elevating the alcohol-free experience to Sumadori Bar in Tokyo leading the charge in socialising the flexible drinking experience. Squier's Elixirs blends cannabis and functional ingredients to create energy-boosting. These alcohol-free beverages infuse fun and functionality into everyday drinking. At the same time, Domma's Deseo takes functionality a step further by helping women reclaim pleasure during menopause with wellness shots designed to enhance sexual desire and balance hormones.
So what?
These brands are not just meeting consumer demand—they're changing how we think about connection, pleasure, and inclusivity.
How might brands design products and experiences that encourage consumers to build deeper, more joyful connections in a world craving authentic connection?
Just Imagine…
A mid future…
…Where Cann Beverages creates an at-home digital cannabis mixologist machine, offering personalized service and drinks to match.
A mid future…
…Where Pabst Blue Ribbon releases a zero-alcohol brew infused with terpenes and THCP to deliver the hoppy taste of beer with an added creative social spark.
A far future…
…Where Animal Crossing helps connect players based on their real-world neighbourhoods, transforming virtual bonds into real-world connections by sending out sponsored beverage packs for adults to enjoy their favourite drinks together.