Introducing Glow Getter: The First True Functional Social Tonic Built for the Night

A 21+ zero-alcohol seltzer blending functional hops, Alpha GPC, L-Theanine, and PurTea Green Tea Extract, crafted to elevate social ritual without compromise.

The beverage industry is in the middle of a seismic shift, and Glow Getter arrives at exactly the right moment to meet it. Glow Getter is a first-of-its-kind Functional Social Tonic: a 21+ zero-ABV sparkling beverage that doesn't ask you to choose between feeling good and having a great time.

Bursting with grapefruit and tropical citrus, Glow Getter delivers a crisp, refreshing taste with bright flavor notes that awaken the palate and keep every sip light, clean, and energizing. This is not a juice. It is not a wellness shot. It is not a mocktail. It is a category of one.

 

The Market Is Ready. The Moment Is Now.

The functional beverage space is one of the fastest-growing sectors in consumer packaged goods. The U.S. functional drinks market generated nearly $48.5 billion in revenue in 2024 and is projected to reach $78 billion by 2030, a compound annual growth rate of 8.3%. Globally, the functional beverages market is forecasted to approach $450 billion by 2034. Consumer preference is shifting from empty calories to beverages that actively support wellness, mood, and lifestyle, and Glow Getter is purpose-built for that future.

What's more, the non-alcoholic beverage category is experiencing its own surge. Purchases of non-alcoholic beer alone grew 22% from December 2023 to November 2024. This isn't a niche trend, it is a fundamental reordering of how Americans drink and socialize.

 

Gen Z Is Rewriting the Social Playbook

No generation is shaping this shift more decisively than Gen Z. Forty-three percent of Americans believe Gen Z is spearheading the sober-curious movement, and the data backs it up: 65% of Gen Zers plan to drink less in 2025, with 39% committing to a fully alcohol-free lifestyle, not just for Dry January, but year-round.

Gen Z consumes roughly 20% less alcohol per capita than Millennials or Boomers, with approximately half of Gen Zers aged 21+ in the U.S. having never had an alcoholic drink. Their reasons are rooted in health consciousness, social values, and a desire for intentional living, not abstinence for its own sake.

This generation isn't opting out of the social ritual, they are demanding a better version of it. When products are marketed as aligned with the sober-curious lifestyle, 43% of Gen Z and 33% of Millennials say they are more likely to buy. Glow Getter doesn't just tap into that sentiment, it was engineered to lead it.

 

The Product: Function Meets Ritual

Glow Getter was created for evenings that deserve intention. The room is buzzing, the playlist is dialed in, and conversations stretch effortlessly into the night. By blending botanical hops with modern functional ingredients and light natural caffeine, Glow Getter delivers a social experience that feels familiar, without alcohol. It keeps the ritual, removes the compromise, and lets the night unfold naturally.

Each can of Glow Getter is powered by a precise functional stack:

25 mg of Hops ,  The botanical backbone of Glow Getter. Hops deliver the familiar herbal complexity of a craft beer without a drop of alcohol, providing a grounding, relaxing effect that sets the social tone.

Alpha GPC ,  A premium choline compound that supports cognitive clarity and mental sharpness, so you're present, engaged, and at your best all night long.

L-Theanine ,  The calming amino acid found in green tea, L-Theanine promotes a state of relaxed focus, smooth, steady, and clear. No jitters. No edge.

PurTea Green Tea Extract ,  A clean, light source of natural caffeine paired with powerful antioxidants. PurTea delivers sustainable energy that complements rather than competes with the other functional ingredients.

Flavor Profile: Glow Getter arrives in a grapefruit and tropical citrus expression, bright, bold, and energizing. Every sip is crisp and refreshing, with flavor notes that awaken the palate and keep the experience light and clean.

 

A Platform Built for Retail & Distribution

Glow Getter is more than a product, it is the launch platform for a new beverage category. The Vibes platform answers a critical unmet need at both distribution and retail: a credible, premium, functional non-alcohol social beverage that earns shelf space in the alcohol section, the functional aisle, and the better-for-you cooler.

The platform launches with three hero SKUs, each featuring a distinct functional profile for different moods, occasions, and consumer needs:

Glow Getter (Hops):  The social tonic. Botanical hops, Alpha GPC, L-Theanine, and PurTea, grapefruit tropical citrus. The night out, reinvented.

Ketones SKU:  Precision energy and metabolic performance. Built for the consumer who demands more from every sip.

Kava SKU:  Ancient relaxation, modern format. Smooth, grounding, and perfectly engineered for wind-down occasions.

With many more SKUs in development, the Vibes platform is positioned to grow with category demand, offering retail buyers a scalable, expandable set of functional non-alcohol solutions that serve multiple dayparts, consumer occasions, and placement opportunities.

 

“Glow Getter keeps the ritual, removes the compromise,

and lets the night unfold naturally.”

 

A Word from the Founder

“Glow Getter is going to shape how people enjoy beverages. For years, people have been searching for a functional product that does not knock you out for four hours or leave you feeling off. They want something that actually supports them in the moment, whether that is the speech at a wedding, the late dinner where the conversation runs deep, or the night where you just need to show up as your best self. Glow Getter was built for exactly that. It gives you the clarity, the calm, and the confidence to be fully present, without the compromise. We believe this is the beginning of a completely new social ritual, and we are just getting started.”

Matt Abate, Founder, Vibes Beverage Platform

 

Why Glow Getter. Why Now.

The convergence of the functional beverage boom, the sober-curious movement, and Gen Z's cultural authority has created a white space that no brand has fully captured, until now. Glow Getter is not simply a non-alcoholic option. It is not a wellness drink with a social angle. It is a purpose-built social tonic: functional by design, social by nature, and intentional in every detail.

As 49% of Americans actively try to drink less and Gen Z rewrites what a great night out looks and feels like, Glow Getter gives the market a product that belongs in the moment, credible, delicious, and genuinely functional.

Glow Getter. For evenings that deserve intention.

 

Media Contact- Jason Croxford