Moment

Moment is a functional beverage brand marketed specifically as a “meditation drink.” It is part of a growing cohort of mood-altering beverages that utilize adaptogens and nootropics to provide physiological relaxation without ethanol.

Unlike brands targeting high-energy social occasions, Moment focuses on personal downtime and mental wellness. This highly specific occasion-based targeting illustrates the concept of daypart-customization within beer-adjacent-categories, showing how non-alcoholic brands are capturing new consumption moments that traditional alcohol cannot easily access.