The rise of functional occasion drinks

01 Apr 2026
HRC and Pub - Future of Drinks Stage
Panel Session , Trends and insights

Functional occasion drinks are having quite the moment - and it’s not just hype. With consumer interest in wellbeing at an all-time high, and 79% of UK adults saying they’d try drinks that support goals like relaxation, focus or better sleep, the category is moving from niche curiosity to serious commercial opportunity. A panel of experts will cover this fast growing segment and what it means for drinks producers, retailers and venues. Expect smart insights, commercial takeaways and a clear-eyed look at why functional drinks are reshaping what - and how - we drink. A perfect session for anyone wanting to understand the next growth engine in the low, no and beyond-wine landscape.

Speakers
Jo Lynch
Jo Lynch, Account Director - KAM
Jonathan Fraser-Prinn
Jonathan Fraser-Prinn, Director of Bars - The Alchemist
Oliver Bedwell
Oliver Bedwell, Design Director - PB Creative
Moderator
Laura Willoughby MBE
Laura Willoughby MBE, Co-Founder - Club Soda