CBD Drinks: The Functional Beverage Trend Shaping the Future of Refreshment

As consumer lifestyles continue to evolve, one drinks trend has moved from niche wellness circles into the mainstream: CBD drinks.

Once found mainly in indie cafés and health-led concept stores, CBD beverages are now appearing in grocery chillers, workplace fridges, bars and premium hospitality settings. This shift shows a wider move towards mindful refreshment, functional ingredients and lifestyle-first wellbeing.

So what’s behind the rise of CBD drinks? And what can food & drink brands learn from the space?

What Are CBD Drinks?

CBD drinks are beverages infused with cannabidiol (CBD), a naturally occurring compound derived from hemp. Unlike THC, CBD has no psychoactive effect, meaning it doesn’t produce a “high” and is legal in the UK when produced within regulatory guidelines.

Common formats now include:

Sparkling CBD sodas
Botanical CBD seltzers
Alcohol-free CBD serves and mixers

Positioned around feelings of balance, calm and clarity, they sit comfortably next to kombucha, adaptogen blends and no and low alcohol offerings as part of a wider interest in wellbeing without self-sacrifice.

Why CBD Drinks Are Growing

Wellness in Everyday Rituals

Consumers increasingly want functional benefits within the products they already enjoy rather than as supplements or behaviour change. A sparkling drink that also supports a calmer headspace fits well here.

The Moderation Mindset

Younger consumers in particular are choosing to drink less alcohol, and CBD drinks offer a credible premium option for social occasions without the effects of alcohol.

Taste-Led Innovation

Early CBD formats sometimes tasted medicinal. Today’s leading products are flavour-first and design-led, using bright fruits, botanicals and light carbonation to appeal to mainstream tastes.

Retail & Hospitality Adoption

Major supermarkets and forward-thinking bars and venues are now listing CBD drinks, helping normalise the category and increase trial.

Lifestyle Appeal

Modern packaging, vibrant brand worlds and balanced messaging have helped position CBD drinks as a lifestyle choice rather than a niche wellness supplement.

The Active Consumer

Blending calm, focus and gentle re-energising effects, CBD drinks are becoming the wellness choice for today’s active, health-minded consumers.

When Consumers Choose CBD Drinks

Emerging consumer occasions include:

Occasion	Role
Mid-afternoon	A reset without caffeine
Post-work transition	A wind-down without alcohol
Social moments	A premium alcohol alternative
Creative or desk time	Calm focus without stimulation
Evening	A gentle unwind ritual

This occasion-driven behaviour is where the category gains real traction. It’s not simply about CBD but about when and why people are drinking.

Market Size & Direction

While the CBD drinks space is still emerging, its role within the broader functional beverage market is becoming clearer.

Industry reporting places the UK functional drinks market at around £178m, with CBD beverages forming a growing and visible share of that segment. As retail distribution expands, formulations improve and consumers become more familiar with CBD as an ingredient, steady growth is expected.

Regulatory clarity will continue to play a part, but overall momentum and consumer interest remain positive.

Key Considerations for Brands

Brands performing well in this space tend to:

Focus on great taste first, benefit second
Communicate clearly and responsibly
Avoid medical claims and jargon
Show transparency around CBD content
Use natural ingredients and contemporary design
Educate without overwhelming

Retailers and operators see strongest uptake when CBD drinks sit alongside premium soft drinks, no and low alcohol options and functional beverages rather than being separated as “wellness products”.

A Brand to Watch

A standout in the UK CBD drinks landscape is INTUNE. Their flavour-first sparkling sodas, low-sugar recipes and confident design have helped place CBD in modern social and everyday drinking occasions, showing that flavour and experience stay central in functional beverage innovation.

Explore their range:
INTUNE CBD Drinks

Final Thought

CBD beverages are not a wholesale replacement for existing categories, but they are broadening consumer choice and signalling a shift towards mindful enjoyment, balanced living and functional refreshment.

For brands, this is not just about CBD. It’s a cue to think differently about occasion-based innovation, lifestyle alignment and flavour-led wellbeing.

Why This Matters for Food & Drink Brands

The rise of CBD drinks isn’t just a category story. It’s a sign that functional flavour, mindful occasions and modern wellness cues are reshaping how consumers drink. The brands that respond early will be best placed to grow in the next wave of refreshment.