UK’s Fastest Growing Soft Drink Brand Is CBD-Infused TRIP

The beverage grew sales 522% and is a star on social media.

March 16, 2023

ALEXANDRIA, Va.—With year-over-year growth of 522% according to NielsenIQ Soft Drinks Total Market Value Sales report in February 2023, the CBD company TRIP has become the fastest-growing drink brand in the U.K., Bdaily News reports. Major retail stockists in the U.K. including Waitrose, Sainsbury’s, Boots, Ocado and Holland & Barrett.

The brand grew at more than twice the rate of the-second fastest-growing brand (compared with other brands with over £500,000, or around $600,000, in sales the year before), according to the site.

Founder Olivia Ferdi described the year’s achievements as “a special milestone for us, showing how far TRIP has come in our mission to destigmatize conversations about mental wellbeing and rework misconceptions about CBD, helping millions prioritize their health.”

The brand has 88% market share in CBD drinks in the U.K. and generated 50 million impressions on TikTok and Instagram in January 2023.

The most recent data in the U.K. shows that in 2019, 16-to-25 year-olds were the most likely to be teetotalers, with 26% not drinking alcohol. Since about half of Gen Zers have tried a CBD drink, the demand for TRIP, and the category it’s in, will only continue to surge, reports Forbes. Although the exact benefits of CBD remain unclear, it’s reputed to have a calming, soothing effect that could make it a replacement for alcohol in certain situations. A writer for Refinery29 tried the CBD beverage and reported, “I’ve been wanting an alcohol-free alternative for a while now. …  After just a few sips, the overactive, worrisome part of my brain is dulled a little and I feel myself relaxing.”

In February 2022, NACS Magazine explored all things CBD in “What’s New With CBD?