Herbs, her economy, night economy, alcohol-free socializing create a "health and wine bureau" big business opportunities

Speaking of social, what was the first thing that came to your mind? Barbecue beer? A cocktail? Or a glass of whisky? What if I told you that a herbal functional drink would make you happy with your friends? Will you try? Kin Spritz, a soft drink launched by non-alcoholic adult beverage brand Kin Eurphorics, a non-alcoholic herbal functional drink that can be enjoyed during social time, has become Foodaily's "New Daily Product" from January to February.
why is a drink with a puzzle and herbal ingredients the target wine? Women, night economy, alcohol-free, herbs... What business opportunities do these market hot keywords combine to create? Photo Source Pixabay Herb Drinks Instead of Wine What kind of magic drink is this? First of all, when it comes to herbal drinks, what do you think? Traditional packaging like a drug? "Obvious" functionality but not so "delicious"? Is it attest to the fashion pursued by young people? Herbal drinks have long been a popular part of Foodaily's daily new tasting community, illustrating the industry's interest in herbal functional drinks.
but herbal drinks have been cold in China's consumer market.
's time to think: Who are our target consumers? What is the consumption scenario and what is the consumer demand? What is the product form and carrier... And Kin Spritz's distinctive sparkling herbal drink completely upends our impression of herbal drinks.
addition to the "functional sense" of herbal ingredients, there is also a bubble full of "fashion sense".
Kin Spritz is a bubble functional drink with noobiomic ingredients (including GABA, tyrosine, 5-HTP, cytophosphocholine), adaptive (Red Sky) and plant ingredients (fur, dragoncholine and licorice), a sweet citrus flavor, mixed with a rich hibiscus and a light ginger flavor.
alcohol-free, even if you enjoy it at night, and you won't regret it the next day.
the application of bubble elements, highlighting the fresh and refreshing texture, is a whole night of joy.
in the functional composition, the most noteworthy is the rose red sky, this adaptive application.
has been shown to reduce cortisol, which relieves stress and helps sleep.
addition of other noobial ingredients also enhances the stress-relieving function of beverages and helps the brain develop.
the drink doesn't add classic puzzle ingredients, such as CBD or other cannabis extracts, it also has the ability to compete directly with cannabis drinks.
, it's also a social drink that claims to be alcohol-free.
Kin promoted a healthy and active lifestyle and observed a new generation of young consumers became less dependent on alcohol, they began to conceive of a healthy social drink that could replace alcohol.
more consumers are eager to relax and rest better without alcohol, some of the noobie ingredients that relax the brain are widely known, according to a Mintel study.
, Kin chose to add noobie ingredients such as Red Sky and GABA to the drink as an alternative to the relaxed pleasures of alcohol.
interesting feature is the addition of bubble elements.
in our consciousness always feel that herbal functional drinks because of their powerful functionality, there will always be some taste inferior.
but the addition of bubble elements reflects the importance of taste and taste more fully, which adds a lot to its social attributes.
of course the packaging is also refreshing, unlike the original bottle packaging, it chose the style of the can, with colorful colors.
packaging broadens the drinking scene and allows you to drink anywhere, anytime.
the unique health and social dilemma of designing a nightlife social scene that focuses on women's health creates an opportunity for Kin Eurphorics.
Mintel, the number of non-alcoholic beverages on the U.S. menu increased by 46% from 2015 to 2019.
also in China, we also see young people who are "not cold" about high levels of alcohol, and who are well aware of the health effects of alcohol and thus tend to "alcohol-free socializing".
, what can a healthy drink instead of alcohol socialize? Jennifer Batchelor, founder of the Kin Eurphorics brand, has found business opportunities in his own experience.
she tried to find a good product that would help relieve stress, but the recommendation from local market staff turned out to be a bottle of wine.
this is a surprise opportunity for Batchelor, which is so valued for his health.
many women like to have two drinks with friends at night in order to relieve stress, but the next day they always feel dizzy and unable to concentrate.
way to relieve stress is not desirable.
, the market needs a functional drink that is alcohol-free but helps women relieve stress, relax and improve sleep at night.
, Batchelor turned women's aspirations into reality, developing the Kin range of non-alcoholic beverages and trying to increase consumer focus, composure and creativity.
-alcohol range focuses on women's nightlife and promotes an active and healthy lifestyle.
founded in 2018, we have focused on the nightlife scene, targeting women and advocating a positive embrace of health.
product line includes three series of ready-to-drink Kin Sprit, Social Moments High Rhodes, and Bedtime Drink Dream Night, which improves sleep quality and social interaction from the inside out by adding ingredients that promote brain health, such as herbs and GABA.
, the product is non-alcoholic and creates a sense of security for women.
In addition to the bubble-based beverages described above, the "drink before bed" theme drinks also through the addition of red sky, puzzle elements, reducing the irritation of bubbles, enhance the function of assisted sleep.
the design of the bottle packaging also makes the drink more textured.
's bed-time drinking range, of course, is not only Kin Eurphorics looking for the right market gap, they also have their own unique marketing strategy.
given that they have precisely identified their target population and consumption scenario - women's active and healthy nightlife.
, they chose a number of co-working spaces, whole health clubs, and music festivals frequented by young people.
even opened different experience spaces for different products: at the end of 2019, Kin opened a sleep-themed temporary space in Brooklyn called Moon Rise Studio to combine the launch of Dreamlight.
is equipped with a sprayer and has several clusters of fabric on the walls that look like clouds.
to match the consumption scene, Kin Eurphorics hosted a selection of events at the villa, including disco dances, comedy nights and workshops.
even recently planned to move their headquarters to townhouses and position it as a community hub.
addition, Kin is actively expanding its sales channels.
not only do they sell their products online, they also have more than 75 wholesale partners, including more than 40 restaurants and bars across the United States, helping more consumers experience a healthy and positive social environment.
same time, Kin sells through multiple retail channels.
chinese women's nightlife also contains business opportunities? First, survey data show that more than 90% of young women in China can't refuse to go to bed late.
are they all going to bed late? Going to bed late seems to have become the norm for young women in China.
the latest figures from china's White Paper on Young Women Staying Up Late to Save Themselves show that more than 90% of young women in china choose to go to bed after 11 o'clock, or even 47% after 0 o'clock.
they're either running for work, learning to recharge, taking care of family and kids, or a gathering of friends, and everyone has their own reasons for not going to bed early, and that brings with them a consumer scene that deserves attention.
drinking hurts, but the fun of socializing at night can't be less than when many women mention their evening drinks, they always mention fine red wine, or a good beer at a party with friends.
a glass of red wine at night, the joy of the beer he held up while socializing.
the day after drinking, the negative effects of alcohol on the body are a headache.
, Kin-like nightlife drinks seem to be essential.
as today's young people become more health-important, the demand for non-alcoholic social drinks is worth the attention.
can solve the health problems caused by going to bed late? The health hazards of staying up late can't be ignored.
emotional, physical, and the most cherished skin conditions of women are extremely damaged.
the day after going to bed late, he was inattactive, unresponsive, and depressed.
long-term late sleep caused by decreased immunity, daytime drowsiness, prone to headaches.
, skin waxy, dry has also become a difficult problem that women must face, so how to help themselves has become a hot topic of concern to young women.
latest figures from Ere iClick show that 70.6 per cent of women choose a balanced diet and 43 per cent choose to eat health products or tonics.
even more surprising is that more than 96 per cent of young women choose expensive skincare products to help themselves in the face of skin damage caused by going to bed late.
of course, as the trend of staying up late to sleep has intensified, many industries have begun to develop products around the concept of late sleep, such as sleep APPS, sleep aids and so on.
in the field of food and beverage, it is still mainly health food and tonic ingredients, and the beauty effect of food is still in its infancy.
young women with such a large base stay up late, a single category of food is far from meeting their needs.
focus so much on these groups of women who can't refuse to go to bed late, designing something refreshing to meet a subdivision is what Kin Eurphorics has inspired us.