TRIP, a fast-growing CBD-infused wellness beverage company, has raised $40,000,000 in a new funding round led by Coefficient Capital, with participation from celebrity investors including Joe Jonas, Alessandra Ambrosio, Paul Wesley, and Ashley Graham. The company is co-founded by Olivia Ferdi, who has positioned TRIP as a premium lifestyle brand at the intersection of functional beverages, mental wellness, and modern consumer health.

Rather than competing directly with traditional soft drinks or energy beverages, TRIP is building a category around stress-relief, mood regulation, and non-alcoholic alternatives, becoming part of a broader shift toward wellness-driven consumption.

---

The Rise of Functional Wellness Beverages

Consumer demand for alternatives to caffeine, alcohol, and artificial drinks has surged in recent years, driven by health-conscious purchasing trends. Market data shows:

• The functional beverage category is projected to surpass $200 billion globally by 2030
  
• Non-alcoholic and “sober-curious” drink sales have grown over 30% year-over-year
  
• CBD beverages alone are expected to exceed $6.5 billion in market size by 2032
  
• Nearly 40% of Gen Z consumers report reducing alcohol consumption for mental-wellbeing reasons
  

TRIP sits squarely at the intersection of these trends: it appeals to consumers seeking performance without stimulants, relaxation without alcohol, and flavor without artificial additives.

This shift represents more than changing taste - it reflects a cultural movement toward beverages that carry functional purpose, not just social appeal.

---

A Product Designed for Lifestyle Integration

TRIP’s portfolio includes CBD-infused drinks, calming blends, and supplement-based wellness formulations. While the brand is consumer-facing, its strategy is built on multi-channel distribution:

• Direct-to-consumer subscriptions
  
• Retail partnerships across Europe and the U.S.
  
• Hospitality and café distribution
  
• Corporate wellness and workplace ordering
  

This diversification allows TRIP to operate as both a consumer lifestyle brand and a scalable FMCG product with repeat purchasing cycles.

What makes TRIP’s positioning unique is that it leverages wellness not as a niche, but as an everyday habit category - positioning its product next to sparkling water rather than on specialty supplement aisles.

---

A Strategic Shift: Beverages Are Becoming a Behavior Platform

Most beverage companies compete through branding, flavor, cost, or distribution leverage. TRIP is betting on something deeper: ownership of consumption behaviors tied to emotional regulation.

A drink becomes a routine when it provides predictability, not novelty. When a beverage is consumed to unwind from work, reduce anxiety, or replace alcohol during social events, it shifts from being a product to being a habit driver.

This is where long-term defensibility emerges. If a brand becomes the default choice associated with relief, focus, or relaxation, switching away is not just switching a flavor - it’s switching a coping mechanism.

For founders, the lesson is that the most valuable consumer brands no longer sell products - they sell behavioral anchors. Companies that can shape daily rituals create defensibility far beyond price or packaging. TRIP isn’t just selling a drink; it’s selling a role in a consumer’s emotional lifecycle, which is far harder to displace.

---

A Market Ready for Large-Scale Wellness Alternatives

Several macro shifts strengthen TRIP’s timing:

• Workplace burnout and stress-related health issues continue rising globally
  
• Younger consumers increasingly choose non-alcoholic experiences
  
• Beverage spending is shifting toward premium, wellness-tied products
  
• CBD regulation is stabilizing in mainstream markets, making distribution easier
  

At the same time, legacy beverage incumbents are struggling to innovate in health-centric categories. Soft drink consumption per capita has declined in major markets, while wellness beverages continue double-digit growth.

This creates a landscape where challenger brands can capture disproportionate share before dominant beverage players pivot.

---

Strategic Investors Signal Retail and Cultural Expansion

TRIP’s investor lineup is strategically aligned with both commercial scale and cultural influence:

• Coefficient Capital specializes in scaling consumer brands through data-driven growth models
  
• Celebrity investors provide cultural access across entertainment and digital fandoms
  
• The mix positions TRIP to accelerate distribution through retail, partnerships, and influencer-driven ecosystems
  

This round suggests strong confidence in TRIP’s ability to expand internationally and capitalize on the rising functional beverage economy.

---

What’s Next for TRIP

With $40M in fresh capital, TRIP plans to:

• Scale U.S. and EU retail distribution
  
• Introduce new product lines centered on mood, sleep, and stress
  
• Expand partnerships with wellness and hospitality brands
  
• Invest in regulatory navigation and compliant formulations across markets
  
• Strengthen direct-to-consumer growth through subscription models
  

The long-term ambition is to position TRIP as a mainstream alternative to alcoholic and stimulant-based beverages, not a niche CBD product.

---

Why It Matters

Consumer brands win when they align with cultural shifts, not temporary trends. TRIP is part of a generational change in how people drink - not just what they drink. As health, stress relief, and mental well-being continue to drive purchasing behavior, brands that offer functional utility rather than indulgence are poised to lead the next wave of beverage innovation.

TRIP appears to be building for that future.