Pulp Culture is the creation of the duo Brendan Brazier, a former athlete, author and vegan advocate, and Mark McTavish, a craft brewing pioneer. They have developed four hard juices named for the effect they have on the drinker; their Hustle product for example provides “an uplifting buzz to support an active lifestyle” and “pairs well with running trainers”. While some may be reluctant to incorporate alcoholic beverages into their fitness routine, the brand says the drinks are aimed at consumers looking to “incorporate ‘better for you’ decisions in all areas of their lives.” The “better” qualities of the drinks are that they are wild-fermented, contain “6 billion” probiotics, zero sugar and are blended with medicinal herbs and superfoods.

The hard juice brand taps into the success of other healthier alcoholic beverages such as hugely popular hard seltzers like White Claw. With a 2019 survey showing that three in ten Americans were making healthier food choices than they were the year prior, the drink’s lower sugar content and aspirational marketing lures consumers striving to be their best selves.

While reducing overall alcohol intake has been a priority for US drinkers in recent years, alcohol sales have risen throughout the lockdown, with consumers spending more on average on what they’re drinking, resulting in a possible “premiumization” of the drinks market. With Pulp Culture at a premium price point compared to hard seltzers, this puts them in a good position to attract customers willing to spend a bit more on their lockdown libations, all while keeping up their health goals.

Ellie Barber is a senior behavioural analyst at Canvas8. She has worked across the UK, US, Europe and Asia to unpick consumer behaviour for some of the world’s largest brands – finding herself on rooftops with Russian teenagers and eating hot pot with Shanghai’s streetwear community. When she’s not doing that, you can find her singing at weekly choir practices or attempting Ottolenghi recipes.