[MONDAY MINUTE] Liquid Courage Without the Alcohol? The Rise of Dry Dating & Functional Beverages

Alcohol has been part of society for thousands of years. Also, likely because of its ability to trigger a release of dopamine…leading to feelings of confidence and impulsivity (thus increasing the likelihood of initiating contact with individuals you find attractive), alcohol has been part of the mating process for an equally lengthy period. However, driven by a wide range of factors…from increased health consciousness to evolving attitudes towards the drinking culture that dominates social settings, many are choosing to leave the “beer goggles” at home and embark upon their romantic adventures with a clear head. But this rise of dry dating got me thinking about beverage innovation possibilities…and it seems increasingly obvious the evolving adult nonalcoholic category should be “swiping right” on the market opportunity. Because arguably with the right combination of dopamine-boosting and aphrodisiac functional ingredients, a little “liquid courage” could be replicated without alcohol…saving you from those butterflies fluttering in your stomach.