By: Haley Bosselman By: Haley Bosselman | May 18, 2022 | Food & Drink People
In 2017, Jen Batchelor saw the future of the way we revel and co-founded Kin Euphorics. Bottling and canning adaptogens, nootropics and botanicals for a brain powering combination, the wellness beverage line preceded the current no-ABV spirit boom with options like the gently caffeinated Kin Spritz and Lightwave, a perfect cap for tranquil evenings.
On May 18, Kin Euphorics expanded their lineup with the rosé-inspired Kin Bloom, a dreamy beverage that also serves to elevate your moods, ease inflammation and reduce stress. Ahead of the launch, Modern Luxury caught up with Batchelor to learn all about Kin Bloom, working with co-founder Bella Hadid and the power of being mindful drinkers.
You co-founded Kin Euphorics in 2017. How has it been to see your brand’s surge in popularity?
It's been an exhilarating ride. I see these legacy incumbent brands bending to fit the category we created seemingly out of thin air just trying to keep up. Meanwhile, every day there seems to be a new beverage touting the euphorics ingredient stack or value proposition. It's super flattering and ultimately very good for the millions of folks who deserve better drinking options around the world.
It’s almost as if you foresaw the coming boom of nonalcoholic spirits and drinks. What makes Kin Euphorics distinguishable in this market?
It was definitely inspired by the future we wanted to see for ourselves as social beings and, more immediately, for our celebratory moments. It was always strange to me that we soak in alcohol (a widely known depressant) during what are meant to be our most joyful of rituals. There was just a very obvious energetic disconnect to me there, so the idea for Kin came from very real, very personal pain points of my own that I clearly was not alone in feeling.
I also think the innovation we brought to the market was one that was the opposite of opportunistic, which was key to the magic. If we were playing to a trend, like some of these other drinks do, we would've missed the plot entirely. We were feeling the seismic shift in our own lives and could never have imagined what else the world had in store that would make us all more mindful of what we were putting in our bodies.
Why do you think millennials favor to be mindful drinkers and why is Kin Euphorics the perfect response to that?
It’s so wonderful to have more than just another seltzer option. Millennials are coming off a generation of DGAF'ers. Gen X was a generation that didn't have much to stress about, the 90's were pretty chill overall. Then here come the millennials: in our most formative years, we were hit with our country's worst terror attack on domestic soil, an economic crisis to rival the Great Depression and now a global pandemic while we're all trying to step into "adulting.” I think alcohol was an easy escape from those things during college, but it quickly took its toll. We have an opportunity now to course-correct so we can live our best lives and as the generation that also trailblazed a place for clean food and clean beauty— why wouldn't we want the same from our drinks?
Kin is the only truly functional adult beverage designed by neuropharmacologists, endocrinologists, herbalists, mixologists and food scientists together wanting to help deliver a feel-good tonic that is also sexy and delicious to drink. Millennials want their gluten-free cake and they want to sip it too. Putting it mildly, Kin's got the goods. I wouldn't make anything I wouldn't drink myself on the daily so I think our loyal customers really feel that and then feel very proud to share what's working for them with all their friends.
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You are expanding Kin Euphorics with the addition of a mood-boosting, aphrodisiac flavor, and you’ve previously said you don’t think the answer to stay on top of customers’ minds is to constantly roll out new products. Why is Kin Bloom the right next step for your brand?
We were very intentional with the development of this product. In many ways, our range was complete. We had the opening ceremony covered with High Rhode and Spritz (for social elevation) and our nightcaps (or mellowers) in Dream Light and Lightwave. The next one in the line had to serve a unique purpose right in between those transitional book ends. And, as a new requisite, it had to appeal to all palettes.
Kin Bloom doesn't amp you up, just as it doesn't wind you down, per se. It's the ultimate energy enhancer and our first take on an all-day rosé. It's also our first masstige offering (to borrow a term from the beauty world). Bloom is an accessible luxury that tastes great, feels great and even makes your skin sing with every sip (schisandra is great for collagen and skin resilience and elasticity!). It's also cooling to the system. I drank this religiously when I was pregnant to keep my rosacea in check.
Particularly for Kin Bloom, how do you ensure your products offer a functional purpose while still tasting good?
That's easy. We use a proprietary process, also borrowed from the world of premium skin care, that allows us to preserve the integrity of the functional ingredient while tempering the bitter nature of some of the herbs we use. Think of what would happen to a plate of arugula when you drizzle it with olive oil. The bitterness is masked and then you can add spices and citrus to make the parts of the arugula you want to stand out really sing beautifully versus a dry handful of greens. It's kind of like that.
Bella Hadid just last fall joined as a co-founder and partner. How would you describe your partnership?
Our partnership is all play. We love creating together and imagining a world where Kin can fit into any aspect of your intentional lifestyle. She helps me keep the embers burning for that future-world vision and also honors my love for the scientific and decidedly nostalgic. She's a true artist, I respect and admire her process so much. We're really lucky to have her passion and keen eye on this love labor of ours when she's not being whisked around the world for much more glamorous pursuits.
What is your favorite way to drink Kin Bloom?
Chillllled to perfection and in the longest stem glass I can find. The color is dazzling, it really makes me feel like I'm in St. Tropez basking away.
What else is essential to know about Kin Euphorics?
We covered so much ground! I think what I want people to really take away from this is that there's no right or wrong way to love Kin. The important thing is to demand more from the connective experiences in your life, and often that starts with healing the connection we have to ourselves. When we get clear and honor our conscious mind, the pursuit of personal pleasure can take on an energy all its own— one that unlocks our highest potential and gives us back our precious minds. Now, that's LUXURY.
This interview has been edited.
Photography by: Courtesy Kin Euphorics