Gen Z’s New Pre-Drink Obsession?
Bevi launches Journey Juice and Joss Shots – combining high-strength RTDs with fizzing energy sachets – tapping into more intentional experience-led drinking
A new UK alcoholic drinks brand is launching with a fresh take on pre-drinks, designed to reflect how a new generation is choosing to drink and socialise. From Bevi, Journey Juice and Joss Shots introduce a more flexible, experience-led approach to getting ready for a night out – combining a mixed drink with an interactive energy boost sachet.
Available now via drinkbevi.co.uk and rolling out across independent retailers, the launch is centred on Journey Juice – a compact, fruit-forward, vodka-based drink created specifically for pre-drinks occasions. Each 220ml can delivers 12% ABV – equivalent to a triple vodka shot – in a lighter, lower-sugar format designed to feel convenient and sociable. Flavours include Dark Berries, Passionfruit & Orange, and Raspberry & Lime.
Alongside this, the brand is introducing Joss Shots, effervescent powder sachets designed to be poured directly into alcoholic drinks. As they fizz and dissolve, they transform the drink into a colourful, flavour-enhanced fizzing party booster, while delivering an added energy boost with over six active ingredients including caffeine and taurine. The result is a customisable pre-drink that can be enjoyed on its own or adapted depending on the mood or moment.
The launch reflects a broader shift in drinking culture, particularly among younger consumers, who are increasingly prioritising occasion, convenience and experience. Pre-drinks are becoming a more intentional part of the night – a social ritual in their own right – and formats that offer flexibility, share-ability and interaction are gaining traction.
Inspired in part by global drinking trends, particularly across Southeast Asia where high-strength ready-to-drink formats and powder add-ins are already widely recognised, the concept brings an established format to a UK audience in a way that feels both familiar and new.
Journey Juice is priced at £4.49 per can, with Joss Shots available from £0.99 as a single sachet, or £4.99 as a combined sachet x can bundle. With its mix of delicious flavours, functional ingredients and a more playful, customisable format, the launch is set to tap into growing demand for drinks that align more closely with how Gen Z are socialising today.
