‘Superfood’ mixer targets health-conscious millennials

Nov 26, 2018by Melita Kiely

New “smart” mixer Drgn, made with “superfoods” including turmeric and ginger, is targeting health-conscious millennials looking to enjoy alcohol as part of a balanced lifestyle.

Now available in the UK, Drgn Turmeric Superdrink is available from Sourced Market at an RRP of £1.85 (US$2.40) per 250ml can and for retailers from Wholegood. Additional ingredients of the inaugural citrus-flavoured turmeric-infused drink include black pepper, ginseng, electrolytes such as magnesium, calcium, sodium and potassium, amino acids and fructose. Each can contains 80 calories. The brand claims its ingredients boast properties such as supporting normal liver function, while the vitamins, electrolytes and amino acids can help reduce fatigue and help hydration. The idea for the brand was established in 2012 – the Chinese Year of the Dragon – and was inspired by a “work hard, play harder” ethos. Vishal Sodha, CEO and founder of Drgn Global, said: “There is a growing demand for natural beverages that appeal to different occasions and Drgn aims to fill this gap in the market. “Thanks to the versatility and functionality that Drgn boasts, this super drink is not only a great alternative for non-drinkers seeking natural, exciting refreshments, it is also an innovative ‘smarter mixer’. Perfect for those looking for a more mindful drinking experience.”