January 10, 2019
“Not tired, not wired.” That’s how a new, non-alcoholic, decaf drink called Recess will make you feel after just a few sips—or so says the eponymously named start-up company that produces it out of New York’s Hudson Valley (and markets it out of New York City).
According to a report by The New York Times, the new beverage checks every box for Millennials: Bubbles? Yes. CBD? Check. Sans-serif block font? Yeah! A knowing, nudging, creepily on-point Instagram presence? Obviously.
The news outlet notes that the drink is a sparkling water infused with CBD (government name: cannabidiol)—a non-intoxicating ingredient that is said to act as a pain reliever, anti-anxiety, anti-inflammatory, and “chillifier.”
It currently is available in three flavors—Pom Hibiscus, Peach Ginger, and Blackberry Chai—and, in addition to the hemp extract, it contains what the company calls “adoptogens,” among them:
- American ginseng to help customers focus and improve memory;
- L-theanine, to reduce stress with the help of green tea; and
- Schisandra to boost immunity and promote a balanced state of mind.
And who better to target the drink at Millennials than company Co-founder and CEO Benjamin Witte, an age 29 entrepreneur who previously worked in tech marketing in San Francisco.
“We canned a feeling,” whispers the copy on the Recess website. The site uses phrases like “the unlikely friendship we’re here for” and, regarding a sample pack, “for those who fear commitment”—“channeling the half-embarrassed self-aware sincerity that defines the Millennial mood,” according to the Times.
The site, social media, and product all read, “Calm Cool Collected,” an apparent mantra and marketing tagline in the soothing lexicon of self-improvement. The cans of Recess, are tinted in palliative pastel colors of pink, peach, and purple; with minimalist typography reminiscent of such popular brands as Casper and Allbirds.
For those discerning shoppers who are seeking a healthful alternative to mineral water, sparkling water, seltzer—and yes, just plain water—Recess offers a rare alcohol-free, caffeine-free, and almost sugar-free experience.
Research contact: @benwitte