TRIP is redefining calm.
What’s happening: The London-based functional beverage brand raised $40M at a $300M+ valuation, gaining backing from Coefficient Capital and celebrity investors including Joe Jonas and Alessandra Ambrosio.
With $100M in revenue this year and distribution through 10K US and 50K global retail locations, the company plans to double sales by 2026 as it accelerates US expansion.
Reformulated. Sitting at the intersection of alcohol alternatives and functional wellness, TRIP creates drinks designed for relaxation. Shedding its CBD roots, it pivoted to magnesium-based bevs, electrolyte mixes, and supplement gummies — avoiding regulatory hurdles while seizing a broader opportunity in mood-boosting beverages.
Keep calm. Leveraging celebrity backers, influencer marketing, and strategic partnerships, TRIP frames relaxation as aspiration, allowing consumers to choose balance over burnout. Partnering with meditation app Calm, it offers free trial memberships with every can.
No chill. Following the energy and gut-health drink booms, a new battleground is emerging: beverages that deliver balance. Competitor Recess recently raised $30M while also pivoting from CBD to mood-based formulations. Combining focus and energy, magic mind secured $12M for its time-released caffeine x nootropic shot.
Punchline: Positioned between stress and sobriety, TRIP is selling a vibe. And with consumers chasing calm, it might be the next billion-dollar category.
