Kendall Jenner Buys Into Calm

The supermodel takes a stake in TRIP as the functional drinks category grows up

Kendall Jenner has added a second drinks business to her portfolio, and this one is designed to slow you down rather than start the party. On Monday, British functional beverage brand TRIP announced Jenner as a shareholder and its new global ambassador, giving the calm-focused label one of the biggest platforms in celebrity culture.

The numbers explain the timing. TRIP, founded in 2019 by a husband-and-wife team, says it is on track for roughly 200 million dollars in revenue this year and expects to double that figure in 2027. For Jenner, who built 818 Tequila into a category player, the move puts her at both ends of the modern drinks occasion: the cocktail and the wind-down.

The Rise of the Outcome Drink

Jenner is arriving as the industry redraws its own map. The old borders between soft drink, mocktail, supplement and cocktail are dissolving, and TRIP sits deliberately in the middle of them. The brand markets itself as an alcohol alternative yet openly encourages mixing, even suggesting a gin serve on its own website. Co-founder Liv Ferdi has said the crossover began organically, with customers and bar partners folding TRIP into cocktails before the company ever planned for it. Flavour development now leans into the behaviour, with Elderflower Mint nodding to a Mojito and Blood Orange borrowing the bitters profile of a Negroni.

Analysts have a name for the wider shift. NielsenIQ calls it the outcome beverage: drinks expected to deliver energy, focus, mood or recovery rather than simply refreshment. In a May 2026 NIQ survey of more than 2,000 consumers, 67 percent said functional benefits mattered when choosing non-alcoholic drinks, and spend per buyer in the functional category rose 12 percent over the latest measured year, more than double the pace of beverages overall.

Function Meets Flexibility

TRIP’s case rests on versatility. Each US can carries 120 milligrams of magnesium, 30 percent of the daily value, alongside lion’s mane and ashwagandha. Numerator data supplied by the brand suggests 49 percent of TRIP drinkers reach for it across multiple occasions, against 28 percent for soda and 27 percent for sparkling water. The same can works at the afternoon slump, the evening wind-down or inside a cocktail, a fluency the industry has taken to calling zebra striping as drinkers alternate between alcoholic and non-alcoholic serves across a single evening.

The caveat is built into the promise. NIQ’s research suggests consumers are losing patience with vague wellness language and increasingly want familiar ingredients, clear dosages and brands they trust. Ferdi’s own view is more direct still: taste is what drives the repeat purchase.

Jenner gives TRIP reach that money struggles to buy, and Ferdi has said the partnership allows the brand to meet a far larger audience far faster. Whether calm becomes the next energy-drink-sized category will be decided long after the campaign imagery fades, one refill at a time.

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