"I mean it. The sense of zen is real after this drink."
CBD drinks are becoming a popular option for Gen Z as they become increasingly conscious about their lifestyle.
TikTok is flooded with influencers promoting ‘calming beverages’ infused with CBD or Magnesium, offering an alternative to alcohol for relaxation.
With more young people embracing a ‘sober curious’ lifestyle, alcohol-free options are booming.
Leading the trend is TRIP, a brand gaining traction as influencers showcase their pastel-coloured cans bought via TikTok Shop.
@xkellywongx said: “You won’t find it cheaper in the supermarket.
“I’ve seen so many people talking about TRIP and how good they are for mindfulness. I’m really needing that at the moment because I’m feeling stressed.”
Another influencer, @smmwithhollymae, said:
“If you don’t know about TRIP… you need to get to know.
“I mean it. The sense of zen is real after this drink.”
TRIP offers chic flavours like Blood Orange Rosemary, Cucumber Mint, Peach Ginger, and Lemon Basil. The brand’s social media presence also includes mocktail recipes, adding to its appeal.
When it comes to CBD drinks, Jaspreet has tried one, telling DESIblitz:
“I had a CBD iced tea once and it was actually really nice.”
This was echoed by Ravleen*: “Yeah, I tried one a few months ago, and I’d probably try them again just to see if different brands hit differently.”
But despite the claims CBD drinks have calming effects, Kasim is sceptical:
“I’m curious to see if they do anything or if it’s just a placebo.”
Beyond drinks, TRIP sells sleep drops, CBD gummies, and Magnesium powders.
Despite starting small, it is now the UK’s sixth-largest carbonated drinks business, fuelled by the “TikTok made me buy it” phenomenon.
In January 2025, it was the top-selling drink on the platform.
Celebrities including Ashley Graham, Paul Wesley, Millie Mackintosh, and Sophie Haboo have also endorsed the brand.
TRIP co-founder Olivia Ferdi said: “We started TRIP to help people find calm, and the response has been incredible.
“We’ve gone from being the 600th biggest soft drink company to the 6th in just a few years—and this is just the beginning!”
This shift aligns with changing drinking habits.
Research suggests Gen Z sees Dry January as outdated, with 20% having quit alcohol entirely.
A study by Greene King found that a fifth of 18 to 24-year-olds are teetotal—12% higher than the national average.
On noticing a shift in drinking habits, Ravleen said:
“More people are opting for non-alcoholic options, and it’s not seen as weird anymore. There’s less pressure to drink, and people are not relying on alcohol to have a good time.”
And if not drinking, her alternatives are mocktails or kombucha.
Meanwhile, Jaspreet stated: “A lot of people are moving away from heavy drinking. I think we’re all getting tired of the hangovers, to be honest.
“If I’m at a bar, I’ll go for a non-alcoholic gin and tonic or something.”
Norwich leads as the UK’s most sober city, with 26% of residents not drinking.
Portsmouth follows at 20%, while Southampton (17%), Liverpool (14%), and Leicester, Wolverhampton, Cambridge, and Birmingham (12% each) also have high numbers of non-drinkers.
More than 80% of people believe their friends and family would support their choice to stay sober.
One-third say there are now better alcohol-free options for nights out, and one in four feel less pressure to drink.
This is the case for Jaspreet: “Yeah I already have, it just wasn’t doing anything for me anymore.”
Andrew Gallagher, brand and marketing director at Greene King, said:
“There’s no doubt that the UK drinking culture has seen a notable change in recent years.
“Pubs are more than just a great place to enjoy a drink and perfect for socialising with family and friends all year round, whether you’re drinking or not.”
For Kasim and Ravleen, they wouldn’t ditch alcohol completely but it is an option they like having.
Kasim said: “I don’t think so, at least not right now but if I ever felt like it wasn’t serving me I’d reconsider.”
Ravleen added: “Cutting it out wouldn’t be a huge lifestyle change, but I like the option now and then.”
Loading ...