The functional beverage market is currently one of the fastest-growing segments in consumer goods, with industry projections estimating the sector could reach $100 million over the next decade. Jason Pickle, president of Volunteer Botanicals, noted that modern consumers are actively shunning traditional alcohol and sugary soft drinks in favor of products that offer tangible benefits like sustained energy or stress relief. The company is positioning its new brand—featuring varieties such as Luminous Lion and Blissful Bear—at the intersection of this lifestyle shift.
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Volunteer Botanicals launches Inner Wild to target the sober-curious
As U.S. alcohol consumption continues a steady decline, Tennessee-based Volunteer Botanicals is pivoting toward the wellness sector with the release of Inner Wild. The new line of functional beverages aims to capitalize on the surging demand for adaptogens, mushrooms, and botanicals that promise specific physiological effects without the hangover.
Inner Wild products utilize the company’s proprietary Rapidose technology, which converts botanical extracts into water-compatible ingredients. The beverages are built on a base of mineral-rich water sourced from Blue Spring Living Water to ensure a premium foundation. The lineup includes specific blends designed for different daily needs: Luminous Lion focuses on cognitive energy using lion's mane and cordyceps, while Opulent Owl targets relaxation through kava and L-theanine. Blissful Bear rounds out the selection with hemp-derived THC and CBG. The drinks are currently available online and in retail locations across Tennessee, North Carolina, South Carolina, Alabama, and Georgia.
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