Kin Euphorics

USA

Kin Euphorics is a New York-founded functional drinks brand, established in 2017 by Jen Batchelor and Matthew Cauble, producing a range of non-alcoholic euphorics built around adaptogens, nootropics, and botanicals. The brand launched its first product, High Rhode, in 2018, positioning itself as a pioneer of what it calls the euphoric category: alcohol-free social drinks formulated to support mood and mental clarity rather than replicate the effect of alcohol. Supermodel Bella Hadid joined as co-founder and partner in 2021, and the first product co-created with Hadid, Kin Bloom, followed in 2022.

The range is organised into two functional orientations: Rise products, intended for daytime energy and focus, and Rest products, aimed at evening wind-down. Key functional ingredients across the range include Reishi mushroom, GABA, L-Theanine, and 5-HTP. For anyone exploring what to drink instead of alcohol beyond conventional AF beer or spirits, Kin Euphorics occupies a distinct space: its products are not designed to mimic wine or spirits, but to offer a standalone social ritual grounded in what the brand describes as brain care. The range currently spans eight variants, from sparkling ready-to-drink formats to more spirit-adjacent pours.

Kin Euphorics is venture-backed, with investors including Canaan Partners and Perennial. Distribution is primarily direct-to-consumer through the brand's own site, with broader retail expansion underway in the United States. The brand ships internationally, and sits firmly in the premium bracket. The science behind mood-focused AF drinks is still emerging, but Kin Euphorics has been among the most visible brands making that case since its founding.

At a Glance