Trends
A New Night-Out Ritual
Feel Free Tonic is fast becoming the drink of choice for people who want to skip alcohol without settling for plain seltzer. Part kava, part kratom, the earthy two-ounce shot promises a mellow buzz no bartender can mix.
And as we can see from our data at Rising Trends, searches for the topic "feel free tonic" has grown exponentially in the last few years to reach 18,000 estimated searches per month on Google.
TikTok Lights the Fuse
Videos of first-time tasters—like this shaky “whoa, I feel warm” reaction on TikTok—are racking up millions of views and propelling the tonic into pharmacies and corner stores nationwide. The hashtag #FeelFreeClassic now sits at 65 million views, putting the brand squarely in front of Gen-Z and millennial consumers.
- Watch the viral sip: https://www.tiktok.com/@brutamerica/video/7532209945559829773
- Explore the hashtag stream: https://www.tiktok.com/discover/feel-free-classic-tonic-reviews
Google Searches & Shelf Space Surge
According to Similarweb, searches for "Feel Free side effects" have tripled since July. On the retail side, NielsenIQ data shows Feel Free topping the "functional beverage" chart for eight straight quarters, edging out powdered greens and canned protein shakes (Reuters).
This surge in functional beverages reflects a broader shift in consumer preferences. For a comprehensive overview of emerging drink trends, including prebiotic sodas, adaptogen-infused beverages, and protein drinks, explore our analysis of gut-brain functional beverage trends and other food industry innovations.
Retail buyers are stocking up because the numbers look glossy—and because the product's $8–$9 price tag per shot delivers premium margins.
The Appeal—and the Caveats
Wellness bloggers hail Feel Free as “liquid courage for the sober-curious.” Doctors, however, warn that kratom exists in a legal gray zone, leaving buyers without clear dosage rules. The Guardian recently spotlighted users who now “can’t start the day without it” and flagged concerns about dependency (Guardian).
Takeaway for Brands & Retailers
- Niche plant stimulants can leap from health-food aisles to mainstream shelves almost overnight—if social video lights the fuse.
- Transparency around ingredients and responsible-use guidance will be essential as regulators take notice.
- “Functional fun” beverages are eating into both energy-drink and non-alcoholic cocktail territory; expect copycats.
The Open Question
Will regulators, retailers, and revelers ultimately agree on what “feel free” should legally feel like? The answer could shape the next wave of functional beverages—and the rules that govern them.
