UK drinks brand Bevi has launched with two new products as it looks to establish itself as the leading Gen Z-focused pre-drinks brand in the UK. The business is entering the market with Journey Juice and Joss Shots, available individually or as a bundle through Drink Bevi’s website and selected independent retailers nationwide.
The launch comes as alcohol brands face growing scrutiny over Gen Z’s drinking habits, though Bevi argues the issue is one of relevance rather than participation, with younger consumers increasingly favouring formats tailored to specific occasions.
Targeting the pre-drinks occasion exclusively, the brand has built its proposition around convenience, value and occasion-led functionality, and is introducing an innovative modular system combining RTD cans with an attachable energy and ‘vibe boosting’ powder sachet.
Journey Juice is a vodka-based RTD positioned for the pre-night-out occasion, with each 220ml can delivering 12% ABV – equivalent to a “triple vodka shot” – in a compact, lightly carbonated format. The range is available in Dark Berries, Passionfruit & Orange and Raspberry & Lime, priced at £4.49 per can, with multipacks also available.
Joss Shots are effervescent powder sachets designed to be added to alcoholic drinks, dissolving into a flavoured energy shot. Each contains more than six active ingredients, including caffeine and taurine. The sachets retail at £0.99 each or £4.99 when bundled with Journey Juice.
Bevi said the hybrid format reflects wider consumer demand for function-led, occasion-specific products, mirroring trends across adjacent energy and wellness categories.
Founded in 2024 by Josh Hillier and Will Diaz, the business was inspired by high-strength RTD and functional drinks formats popular in Southeast Asia. It has raised more than six figures in early funding and secured distribution in over 50 independent stores ahead of launch.
“The industry and societal narrative is that Gen Z doesn’t drink, but we know that to be untrue,” said Josh Hillier, co-founder of Bevi. “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.”
“‘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,” Will Diaz, co-founder of Bevi, added. “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.”
Bevi will initially roll out via a targeted launch across South West London, supported by independent retail partnerships and social-led marketing ahead of wider expansion.
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