#17 - MFI: Healthy Hard Teas, K-Pop Collabs & Sippable Fashion
September 1, 2025
Welcome to Edition 17, where the beverage world is getting more personal, playful, and premium than ever before. We’re diving into a world where your tea comes with an athletic endorsement, your bubble tea has a K-pop star’s seal of approval, and your tequila is now a fashion accessory. From traditional herbal drinks getting a modern makeover to coffee creamers packed with functional benefits, the lines between wellness, convenience, and culture are blurring beautifully. Ready to sip on what's new? Let's get started!
1. Sippable Status Symbols: When Your Drink is an Accessory
The line between beverage and lifestyle accessory has officially been erased. Kendall Jenner's 818 Tequila brand is leading the charge with its "818 Minis," clippable miniature tequila bottles designed to be worn and seen. This is fashion-infused marketing at its finest, transforming the act of carrying a drink into a statement of style and tapping directly into a social media-savvy generation that loves to share its lifestyle.
References: 818 Minis website
2. The Guilt-Free Buzz: Alcohol Gets a Wellness Halo
The low and no alcohol trend is getting a serious health and wellness makeover. We're seeing zero sugar hard teas like Crooked Tea, co-founded by an NFL veteran, to appeal to a health conscious crowd. Mainstream brands are also leaning into this, with products like VK Soda putting "zero sugar" and "low calorie" claims front and centre, while the word "vodka" takes a backseat. It's all about framing the buzz as a healthier, more permissible choice.
References: Crooked Tea, VK Soda website
3. The Home Barista, Upgraded: Functional Add-Ins
Your morning coffee is now a customisable wellness ritual. The DIY trend has evolved from simply making drinks at home to enhancing them with functional boosts. We're seeing seasonal, health-conscious creamers from brands like Bulletproof designed to support metabolism and energy. The real innovation comes from add-ons like Scooter's Coffee's new Protein Cold Foam, a topper that lets you add a 13-gram protein kick to any cold drink, turning your daily coffee into a high-performance beverage.
References: Bulletproof Pumpkin Spice Enhanced Creamer, Scooter’s Coffee Protein Cold Foam website
4. Nostalgia in a Cup: Cereal, Spice & Everything Nice
Brands are tapping into our fondest memories with nostalgic flavour profiles. Dunkin' is blurring the lines between breakfast and coffee with its new Cereal N’ Milk Latte, capturing a beloved childhood taste in a grown-up format. This trend is also heating up for the autumn season, with brands like Alani Nu launching dessert-inspired pumpkin cream energy drinks that evoke the comforting, nostalgic feelings of fall.
References: Alani Nu Pumpkin Cream, Dunkin' Cereal N’ Milk Latte website
5. The Ultimate Collab: When Two Worlds Collide
Partnerships are getting smarter and more targeted than ever. We're seeing luxury collaborations like Glenfiddich x Aston Martin, creating exclusive, collectible whiskies for a niche market of high-end consumers. On the other end of the spectrum, iconic brands like Malibu and Dole are teaming up to create the perfect ready-to-drink piña colada, combining two complementary flavours that consumers already love into one convenient package.
References: Glenfiddich x Aston Martin Formula One Team, Malibu and Dole website
6. Boutique is the New Big: Niche Sodas Shine
Forget mass market flavours; the future is boutique. Small-batch, premium soda brands like Rockaway are winning with unique, seasonal flavours like Lime Mint, packed with natural electrolytes and minimal calories. At the same time, traditional international brands like WALOVI are rebranding their herbal drinks with sleek, minimalist aesthetics to capture a modern, global audience, moving from the medicine cabinet to the mainstream.
References: Rockaway New Lime Mint Flavour, WALOVI Natural Plant Beverages website
That's a Wrap
This edition proves the beverage world is ripping up the rulebook! It’s a place where the buzz is now just as important as the beverage. From stunt flavours built for headlines to DIY kits designed to go viral, it’s all about sparking a conversation. We're living in a landscape of clever crossovers, where beauty and fitness are shaken together, fast food giants are serving wellness, and ancient traditions are getting a modern twist. It's all designed to keep brands exciting, relevant, and perfectly in step with our constantly evolving world.