Kanna and euphoric drinks: inside the mood category
Euphoric drinks are nonalcoholic beverages built around mood-associated botanicals like kanna, made for people who want a social, upbeat ritual without alcohol. The category sits somewhere between adaptogenic drinks and zero-proof spirits, and it has moved quickly from niche tinctures to lattes, tonics and drink mixes. Here is what kanna is, how these drinks come together, and where brands need to be careful with what they say.
What is kanna?
Kanna is the common name for Sceletium tortuosum, a low-growing succulent native to South Africa. It has a long history of traditional use by the Indigenous San and Khoikhoi peoples, who chewed, brewed or fermented the dried plant. Today it is usually sold as a powdered extract, and it shows up in capsules, teas, tinctures and, more and more, in drinks.
The plant contains a group of alkaloids, the best known being mesembrine, and those compounds are what product developers focus on when they talk about kanna. People look to kanna for a relaxed, sociable lift, the kind of mood they might otherwise associate with a glass of wine at dinner. That description is the heart of the category's appeal, and it is also exactly where the regulatory care begins, which we cover below.
What makes a drink "euphoric"?
"Euphoric" is a marketing category, not a regulatory one. In practice it describes drinks that pair a mood-associated botanical with supporting functional ingredients and a flavor system designed for slow sipping rather than chugging. Common building blocks include:
- Kanna as the anchor ingredient and the reason the drink exists.
- Adaptogens such as ashwagandha or rhodiola, which people associate with stress balance. Our guide to adaptogenic drinks goes deeper on these.
- L-theanine, an amino acid found in tea that is associated with calm focus.
- Calming botanicals like lemon balm, chamomile or hibiscus, which add flavor and a sense of ritual.
- A ritual format: a warm or iced latte, a sparkling tonic, a small shot or a powder you stir into water.
The format matters as much as the ingredient list. A euphoric drink is often replacing an evening cocktail, so it needs to feel like an occasion in the glass.
How do you formulate a kanna drink that tastes good?
Like many botanical extracts, kanna brings bitter, earthy notes, and the supporting botanicals usually add more of the same. Good formulation starts with three decisions:
- Extract and dose. Kanna extracts differ in how they are made and standardized, so the supplier's specification sheet matters. Consistent raw material is what makes batch two taste and perform like batch one.
- Flavor masking. Warm spices, vanilla, cocoa, coffee and citrus all do a good job of rounding off bitterness. Fat and body help too, which is why lattes are a forgiving format. Our own brand, Ritual Euphorics, is built around adaptogenic kanna lattes and electrolyte blends, so this is a category we live in every day.
- Format and processing. A powder in a stick pack (a single-serve tube-shaped packet) keeps the botanicals dry and stable and lets you launch at a low MOQ, or minimum order quantity. A ready-to-drink (RTD) version has to survive heat processing such as hot fill or retort, which can shift both flavor and botanical content, so it needs stability testing before launch.
What are the rules for kanna drinks and mood claims?
With euphoric drinks, the words on the can matter as much as what is inside it. A few principles every brand should know:
- No disease claims. Language like "treats anxiety" or "relieves depression" is off limits for foods and dietary supplements alike.
- Format changes the rules. Conventional beverages and dietary supplements are regulated differently, including which ingredients they can contain and which claims they can make. Whether a given botanical belongs in a conventional drink or a supplement format is a question to settle early.
- Marketing counts as labeling. Your website, social posts and retailer sell sheets all carry the same responsibility as the label itself.
Who is buying euphoric drinks?
The audience overlaps heavily with sober curious drinkers: people cutting back on alcohol, people who never drank much but still want a social ritual, and people who want something special at the end of the day that will not affect tomorrow morning. Euphoric drinks also attract the wellness shopper who already buys adaptogenic coffee or functional mushrooms and is curious about the next step.
That mix of shoppers shapes the brand. Euphoric drinks tend to win when they look and feel like an adult beverage, with grown-up flavors, considered packaging and a clear occasion such as dinner, a party or winding down. They tend to struggle when they read like a supplement label in a can.
How do I start?
If you have a kanna or mood drink concept, start with a clear picture of your customer, your format and how you plan to talk about the product. Our paid discovery process works through those questions before formulation begins, so the drink you develop is one you can actually sell. To talk it through, book a call with Nicolas and the team.
