Emergen-C has partnered with Summer House star Carl Radke's Soft Bar to launch the 'Drink of the Summer,' featuring two signature mocktails infused with the brand's Multi-Benefit Support formula. 'Hello Summer' blends Emergen-C Orange with citrus botanicals and house-made Fuji apple soda, while 'Stay A While' pairs Emergen-C Raspberry with berry syrup, rum-free spirits and basil for a berry-forward finish.
The launch responds to growing demand for functional beverages, with 65% of U.S. consumers drinking them at least every two weeks, rising to 80% among Gen Z. The tasting experience debuts August 11 at Soft Bar, Radke's Brooklyn-based non-alcoholic cocktail concept, with guests receiving recipes to recreate the drinks at home throughout the summer season.
Emergen-C shows how immune-support brands can extend beyond powder packets through experiential partnerships with culturally relevant people and brands.
Image Credit: Emergen-C/Soft Bar
Why This Trend Is Growing
- Functional Mocktail Culture
- Non-alcoholic cocktails infused with vitamins, botanicals, and wellness ingredients create space for beverage brands to merge social drinking rituals with everyday health positioning.
- Sober-curious Experiences
- Alcohol-free bar collaborations are turning moderation into a lifestyle experience, opening new avenues for brands to connect with Gen Z and wellness-focused consumers.
- At-home Recipe Extensions
- Branded drink recipes that move from tasting events into home preparation expand product relevance beyond single-use formats and strengthen seasonal consumer engagement.
Industries Being Reshaped
- Functional Beverages
- Immune-support powders and supplements are evolving into ready-to-mix lifestyle products that compete within social, premium, and experiential beverage occasions.
- Hospitality
- Non-alcoholic bars and cocktail venues provide cultural testing grounds for wellness brands seeking credibility in modern social drinking environments.
- Consumer Health
- Supplement brands are finding growth potential in partnerships that reframe daily health products as enjoyable, shareable, and occasion-based experiences.
