How Modern Beverage Brands Market Themselves as Antidotes to Stress, Anxiety and Sickness

Quenching thirst and tasting great are no longer enough

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Modern life is stressful for millions of Americans, and this was true even before the pandemic made everything more difficult. Trouble sleeping, burnout at work, anxiety over finances, social media-incited envy and self-doubt (listen to Olivia Rodrigo’s “Jealousy, Jealousy”)—all of it adds up, making each day demanding.

Many beverage brands, being the astute observers of culture that they are, have noticed and are positioning their products as tonics to help people overcome their problems and prevent illness.

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