My mindless scrolling on the good ole’ gram came to a grinding halt when I caught sight of an illustrious and relatable lifestyle brand that was real, hyper playful, and nostalgic of the 90s. When I found out Bonbuz was redefining how we engage and what we choose to drink in social settings, I knew I needed to get my hands on a bottle. As a college student who attended one of the top ten party schools in the U.S, it wasn’t long before I yearned for a state of equilibrium in my life and in my glass as well. So naturally, I slid into their DMS to get the deets.
Meet Fay Behbehani (on the other side of the screen), the wild child founder of Bonbuz, who makes me feel less alone in craving a conscious cocktail. Tired of feeling like she was abnormal and boring for choosing an alcohol-free path, she decided to “create a new paradigm around drinking culture by promoting health-forward and functional alcohol-free beverages for people who want to be wild and unapologetically themselves.” I soon learned Fay and I are social butterflies by nature without the need for any external substances. Although conventions state that alcohol is the most common tool we use to transcend the ordinary, Fay decided that daytime drinking and nightlife ritualizing had to change to create a new way to cheers – one that ended with high vibrations, lucid sensations, and zero limitations.
At a yoga and meditation retreat in 2018 in NorCal, Fay craved a spiritual glow-up that would serve her highest being after feeling like a shell of herself for so long under the influence of alcohol. During an intention-setting seminar, she decided she was ready to tweak the recipe of her life and challenge the status-quo by creating a functional social spirit that would be alcohol-free and full of energizing compounds that harness the power of plants and natural stimulants to provide uplifting and therapeutic brain-boosting benefits without the harsh hangover. In other words: a pleasure buzz without the fuzz. A bottle of boozeless delight if you will.
This social elixir is packed with amino acids, nootropics, and balancing adaptogens that lifts your spirit instead of bringing them down. Count me in. When I first took a sip of Bonbuz my tastebuds were delighted by the vibrant and delectably citrusy and bitter notes, the kisses of ginger and hints of Rhodiola give it an earthy tone, and it was rounded with Chinese 5 spice. I sipped and boy did I savor. I felt elated after and after speaking with Fay, I learned why. Bonbuz is made with natural serotonin-boosters like 5-HTP, a nutrient that improves our mood. By the time I only had a few sips left, I felt uplifted and calmer thanks to ginger root and Rhodiola Rosea that reduce stress and help restore our body to balance. I was also amazed that Bonbuz integrated vitamin b’s for skin, hair, and nail health. Talk about a trifecta. Finally, a drink to relieve the overwhelming stressors of today’s modern world (and hey, there’s a lot).
To my joy, we’re now seeing the rise of the wellness economy as a result of a change in consumer preferences in the food and beverage space which has specifically affected the alcohol arena. This is not a trend, it’s a movement being led by those who want to consume less alcohol, sharpen their self-awareness, and experiment with alternatives. As total sales of alcohol are expected to decline by 8% this year, the non-alcoholic liquor category is expected to grow by 7.1% annually between 2018 and 2022. The space is controlled by a few of the first movers, but that number is rising steadily with the alcohol-free spirits sector poised for the greatest future growth. Friends, the spirit alternative category is here and it’s set to dominate.
“Without alcohol, you get to be yourself, and truly tap into deepening your relationships, sexual prowess, EQ, and peak physical performance,” says Fay. For someone like myself who has never enjoyed alcohol, I now have the chance to re-identify who I have always been but couldn’t fully explore before, which is a very exciting adventure. This amplification of sober self-expression is what Bonbuz is all about. Not sure about you but I’ve made my New Years Resolution early this year. I’m heading into 2021 hangover-free and ready to break the boundaries with Bonbuz in my cup. See ya later sedation nation.
Bring in the New Year with High Vibes and Zero Toxicity
$HAMPAGNE
2 oz Bonbuz
1 tsp sugar or agave
stir+ top with cold soda
garnish with lemon peel twist
