Relaxation Drinks Surge as Energy Boom Cools

Neuro, Just Ice Tea and Nowadays are launching calming beverages and gum as consumers look past caffeine-heavy energy drinks.

Updated on Nov. 6, 2026 in Tea

Relaxation Drinks Surge as Energy Boom Cools

Live Poll

Do you drink energy or relaxation beverages to manage your daily energy?

Neuro launched an "after-hours" gum containing 125 milligrams of ashwagandha per serving, while Just Ice Tea launched Awaken, a cold brew tea with 120 milligrams of caffeine, with cans rolling out nationally at Whole Foods. Nowadays, a $100 million THC beverage brand, also launched Unwind, a relaxation drink now sold nationwide in Walmart.

Why it matters

Founders are developing relaxation beverages in response to the caffeine-heavy energy drink boom, a shift that is reaching shoppers at major national retailers. The trend signals that functional drink makers see demand beyond stimulants.

Neuro's after-hours gum contains 125 milligrams of ashwagandha per serving, and Just Ice Tea's Awaken cold brew teas contain 120 milligrams of caffeine. Neuro grew 1,737 percent to No. 195 on this year's Inc. 5000 list, and Bloom Nutrition's energy drinks account for most of its revenue.

The players

Neuro

A two-time Inc. 5000 honoree and nine-figure business that is now expanding into relaxation products alongside its energy offerings.

Just Ice Tea

A cold brew tea brand launched by serial entrepreneur Seth Goldman after Coca-Cola shut down Honest Tea, now introducing its Awaken line nationally.

Nowadays

A $100 million THC beverage brand that has launched Unwind, a relaxation drink now sold nationwide at Walmart.

The details

Neuro's gum delivers calm and focus through ashwagandha, and Unwind is packed with magnesium and L-theanine. Just Ice Tea was launched by serial entrepreneur Seth Goldman after Coca-Cola shut down Honest Tea.

Earlier this year: Bloom's CEO described the energy drink category's growth as "out of control."
Last month: Nowadays launched its Unwind relaxation drink.
This week: Neuro announced its after-hours gum, and Just Ice Tea's Awaken launched at Whole Foods.
By 2030: Functional beverages are expected to exceed $300 billion in sales.

Roadmap

The launches extend a run of fast-growing functional beverage brands on the Inc. 5000 list, with Neuro's 1,737 percent growth earning it the No. 195 spot. Founders are now pivoting from caffeine-heavy energy drinks toward calming products as the category matures.

Shoppers can now find calming options like Unwind at Walmart and Awaken at Whole Foods alongside traditional energy drinks. The new lineup gives consumers more choices for relaxing rather than stimulating throughout the day.

The takeaway

Reading ingredient labels helps consumers compare caffeine and calming ingredients like ashwagandha, magnesium and L-theanine before choosing a drink. Pairing a relaxation product with mindful timing can match the intended effect.