Alex and Steve Michaelsen saw the opportunity to create functional beverages specifically for online streamers and they launched Leisure, a beverage brand boosted by minerals, adaptogens and nootropics. The brand's "hydrating wellness-ade" is available in three flavors (Citrus, Berry Lavender, and Mango Ginger) and they focus on delivering what the brand calls Holistic Refreshment, which "focuses on revitalizing the mind and body to make the most out of every day with functional and natural ingredients that hopefully inspire a more optimistic outlook on life."
The brand speaks to the next generation of creators with streetwear-inspired accessories and NFT art. There are 4,567 unique Leisure Creature tokens that will help to fund the Creators and Doers Grant for the purposes of providing funding, mentorship and support to creators.
Streamer-Targeted Beverages
Leisure's Functional Beverages Support Creativity & Wellness
Trend Themes
1. Function-based Beverages - The rise of functional beverages with specific purposes is a trend that businesses can capitalize on by creating beverages tailored to specific demographics, such as streamers.
2. Holistic Wellness - Consumers are increasingly seeking products that offer holistic wellness benefits, creating potential for businesses to provide products that cater to a more conscious consumer mindset.
3. NFT Art - NFT art is a growing trend for brands to explore, allowing business to connect with digitally-savvy consumers in unique and interactive ways.
Industry Implications
1. Beverage Industry - The beverage industry has the opportunity to innovate by creating functional drinks with health and wellness benefits tailored to specific demographics, such as online streamers.
2. Digital Art Industry - The digital art industry is a growing market and businesses can capitalize on the trend by exploring NFT art, offering consumers unique and interactive experiences.
3. Creative Grants - By providing creative grants to support and foster creators, businesses can tap into the growing demand for products and services that give back to the community.