# Calming Magnesium Mocktails Derek Brown and Natural Vitality Unite to Create the CALMtails By Kanesa D | Published 2024-02-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/derek-brown References: [cocktailsdistilled](https://cocktailsdistilled.com/2024/02/24/upscale-your-no-alc-cocktail-into-a-calmtail-with-derek-brown/) & [positivedamageinc](https://www.positivedamageinc.com/)  Renowned bartender Derek Brown, celebrated for his innovative approach to mixology, is experimenting with the concept of [sober cocktails](https://www.trendhunter.com/trends/dry-and-dirty) through a new marketing campaign that introduces a new dimension of functionality. As the author of 'Mindful Mixology,' Brown has joined forces with wellness company [Natural Vitality](https://www.trendhunter.com/trends/mocktail-sorbet-bars) to integrate the brand's 'functional' ingredient into his cocktail creations. The collaboration aims to showcase the versatility and health benefits of incorporating Calm Magnesium into cocktail recipes, offering consumers a refreshing alternative to traditional alcoholic beverages. In a [YouTube](https://www.trendhunter.com/trends/sides-coffee) video demonstration, Brown showcases how to create his Rent is Way Too Highball cocktail, which combines Calm Magnesium Cherry with invigorating ingredients such as sour cherry juice, lime juice, and ginger beer. The Calm Magnesium can be purchased on the Natural Vitality website. Image Credit: Derek Brown ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 59% | Activity: 71% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Wellness Cocktails Revolution:** An emerging trend in mixology focuses on incorporating functional ingredients to create alcohol-free beverages with added health benefits. - **Functional Ingredient Integration:** Mixologists are experimenting with integrating wellness-oriented ingredients like Calm Magnesium into their cocktail recipes to enhance functionality and appeal to health-conscious consumers. - **Sober Mixology Movement:** The rise of sober mixology highlights a shift towards non-alcoholic beverage options that prioritize both taste and well-being in the cocktail industry. ### Sectors Adopting This - **Beverage:** The beverage industry is ripe for disruptive innovation opportunities with the growing demand for wellness-focused, non-alcoholic drink alternatives that cater to health-conscious consumers. - **Wellness:** The wellness industry stands to benefit from the trend of incorporating functional ingredients like Calm Magnesium into products, offering new avenues for holistic health and well-being solutions. - **Hospitality:** In the hospitality sector, there's potential for disruptive innovation by embracing the sober mixology movement and creating unique experiences that cater to consumers seeking alcohol-free options without compromising on taste or enjoyment. ## Related on Trend Hunter - [Wellness Tincture Mocktails](https://www.trendhunter.com/trends/tincture-mocktail.md) - [Functional Non-Alcoholic Cocktails](https://www.trendhunter.com/trends/aplos-cocktails.md) - [Calming Sparkling Beverages](https://www.trendhunter.com/trends/trip-x-calm-wild-strawberry.md) - [Mental Well-Being Beverages](https://www.trendhunter.com/trends/cucumber-mint-mindful-blend.md) - [Mood-Boosting Mocktails](https://www.trendhunter.com/trends/skinny-mocktail.md) - [Spicy Canned Mocktails](https://www.trendhunter.com/trends/canned-mocktails.md) - [Ready-to-Serve Canned Mocktails](https://www.trendhunter.com/trends/mocktails-uniquely-crafted.md) - [RTD Sparkling Adaptogenic Beverages](https://www.trendhunter.com/trends/mingle-mood.md) - [All-Natural Alcohol-Free Mixers](https://www.trendhunter.com/trends/good-cocktail-co.md)