Euphorics – a mysterious functional drinks concept, coined by US brand Kin, that promises mood-altering, stress-reducing effects as an alternative to the poisonous buzz provided by alcohol.
I’d first heard of it last October via renowned F&B investor and entrepreneur Giles Brook, who said that a “mood enhancement [non-alcoholic drink] that gives you the highs of alcohol but without any of the negativity” is on the way and could be one of the next big UK trends.
And, earlier this month, it effectively arrived with the introduction of EDI (The Endorphin Dealer Institute) – the world’s first global laboratory dedicated to distilled ‘endorphin’ spirits.
Launched in London on March 1st, EDI are pioneering a new category of functional, alcohol-free premium spirits, with their debut product – Spirited Euphoria – a uniquely molecular blend of hemp, nootropics, cannabidiol (CBD) and adaptogens, designed to give the consumer an uplifted and relaxed feeling.
