Compact high abv RTDs meet customisable energy sachets in a new pre-drink format
UK drinks brand, Bevi is launching with two new products and a focused proposition: to build the no. 1 Gen Z-native and founded pre-drinks brands designed around how young adult consumers are really drinking today. The new products, Journey Juice and Joss Shots are available to buy individually or as a combo, via www.drinkbevi.co.uk, as well as multiple independent stores across the UK.
The launch comes as the alcohol category faces mounting pressure, with slowing growth often attributed to Gen Z drinking less. However, recent data suggests the issue is less about participation and more about relevance, with younger consumers engaging selectively with formats that better fit their occasions and expectations.
Rather than competing across all drinking moments, the brand is built specifically for pre-drinks, focusing on convenience, value and immediate occasion fit. The approach reflects a broader shift in behaviour, with Gen Z consumers increasingly defining the moment first and then choosing products that match it. Bevi is introducing a modular system combining RTD cans with an attachable energy and vibe boosting powder sachet.
RTD Cans | “Journey Juice”
Journey Juice is a ready-to-drink, vodka-based pre-drink designed specifically for the pre-night-out occasion. Lightly carbonated and low in calories per unit of alcohol, each can delivers a “triple vodka shot” (12% ABV) in a compact, easy-to-carry format – combining strong alcohol content with light, fresh, fruit-forward flavour. Positioned as a high-impact, great-value pre-drink, it’s designed to “set the tone” for the night and kick-start the social moment.
- 220ml ready-to-drink cans designed for pre-drinks occasions
- Priced at £4.49 for a solo drink (220ml, 12% abv), and available in three delicious flavours: Dark Berries; Passionfruit & Orange and Raspberry & Lime
- Available in multipack format
- Low sugar and low-calorie formulation
Powder Shot Sachets | “Joss Shots”
Joss Shots are effervescent powdered sachets designed to be poured into an alcoholic drink, where they fizz and dissolve to create a colourful, tasty energy shot. Each sachet contains over six active ingredients – including caffeine, taurine and many more active ingredients – delivering a fast-acting energy rush and “vibe boost”. In simple terms, it’s like an energy drink in powder form, reimagined as an interactive, ritual-led drinking experience.
- Attachable powder shot sachets, designed to pair with the cans
- Priced at £0.99 for a single sachet and £4.99 for a Journey Juice and Joss Shot combo
The hybrid format reflects wider shifts in consumer behaviour, with younger drinkers increasingly comfortable with function-led, occasion-specific formats seen across categories such as energy and wellness.
Bevi was founded in 2024 by Josh Hillier and Will Diaz, with the concept shaped by exposure to global pre-drinks cultures and high-strength RTD formats – particularly across popular backpacking destinations in Southeast Asia. The business raised over six figures in early funding, with the largest contribution coming from the founders, and has already secured distribution in more than 50 independent stores, with big ambitions to expand into wider retail this year. Many investors were in the Gen Z category also, showcasing interest and relevance.
Josh Hillier Co-Founder of Bevi said: “The industry and societal narrative is that Gen Z doesn’t drink, but we know that to be untrue. What’s really changed is how they choose to drink. There’s a growing convergence of function and alcohol – a concept we call ‘functional intentionality’ – where people are more mindful about how, when, and why they drink. Pre-drinks is one of the most enjoyable and social moments in the night, yet it’s been largely overlooked by legacy brands in terms of innovation. We’ve built Bevi specifically for that occasion – making it simpler, higher value, and more aligned with how our generation really drinks and socialises.”
Will Diaz, Co-Founder of Bevi adds: “‘Journey Juice’ is a recognised Gen Z term, and ‘Joss Shots’ format is already familiar to hundreds of thousands of young consumers who have been backpacking across Southeast Asia. Inspired by that global ritual, we’re bringing a proven, non-Western format to a new market – one that reflects how younger consumers are already choosing to drink and socialise. We aim to lead the convergence of functional drinks and alcohol, aligning with a more intentional, culturally connected way of drinking.”
The brand will initially launch through a targeted rollout in South West London, with a focus on independent retail, social-led marketing and building rate of sale ahead of wider expansion.
