“Mullered, sloshed, plastered, hammered…” As the drinks market continues to turn in the direction of greater moderation, perhaps it’s time to mourn the passing into history of some of Britain’s most colourful expressions: the ones we use to describe those who are “three sheets to the wind.” (There’s another one).
But fear not: Kanna is coming. It’s supposed to be mood-altering, like alcohol, albeit in a very different way. So, chances are, we’ll get to invent a new set of outlandish phrases to describe its effects. A plant native to South Africa, Kanna is botanically known as Sceletium tortuosum. The ingredient has already inspired a number of product launches in the US. Including Myce and Kamello. Both marketed as mood-supporting alternatives to alcohol.
Food and beverage intelligence company Datassential says Kanna is “a natural psychoactive and empathogenic herb known for improving mood, reducing stress, and promoting relaxation. With 17% awareness and 38% interest, Kanna is appearing in neighbourhood bars, nightclubs, and outdoor events.”
If those awareness levels are borne out, they suggest the likes of AB InBev and Molson Coors will be keeping a keen eye on the progress of Myce and Kamello. (Although, in the UK, one hurdle Kanna products might have to navigate is being classified as a ‘novel’ food which would subject them to a lengthy regulatory process).
Drinks media platform The Daily Pour commented, Kanna “has been used for generations by indigenous Khoisan communities for its calming and mood-boosting properties. Today, it is finding a new audience in Western markets as brands look to create alcohol-free drinks that help people unwind and socialise.”
“As well as benefiting from the NOLO (no- and low-alcohol) phenomenon,” says Drayton’s Byron Beatty, “Kanna-infused products are looking to exploit the market shift away from drinks that provide a buzz, towards drinks designed to calm anxious minds and help them switch off.”
Consumers, it seems, are looking for more of a fuzzy, empathetic feeling than a buzzy one.
The Daily Pour again: “Kanna contains compounds called mesembrine alkaloids, which researchers believe may interact with the body’s serotonin pathways involved in mood and stress response. While research is still developing, studies have explored its prospective effects on stress, anxiety, mood, and cognitive function.”
Ben Dando, Managing Director of the successful UK CBD drinks company Goodrays, commented: "The Kanna story and development of other key functional ingredients such as CBD, magnesium, lions mane, and ashwagandha show how quickly the beverage landscape continues to change with functionality at the forefront. CBD is the second largest subcategory in functional with Goodrays consistently outperforming the other brands in the category. Emerging ingredients like Kanna are great to see, but they still have a long way to go. However, the functional landscape in the UK is still one-tenth the size of the US, offering ample room for growth. The brands that win will differentiate on brand, build trust and loyalty, and retain customers over time, growing their brand and the functional category."
Fuzz-bombed? Chillmaxed? Kanna’d? One thing’s for certain: no matter how the drinks market changes, Britons will be able to find a fun phrase to describe it.