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UK drinks brand Bevi has launched with two new products aimed at the pre-drinks occasion, as it targets Gen Z consumers with a modular alcohol format combining ready-to-drink cans and energy-style powder sachets.

The launch includes Journey Juice, a 220ml vodka-based RTD available in three flavours, and Joss Shots, effervescent sachets designed to be mixed into drinks to add caffeine and other functional ingredients.

Journey Juice is positioned as a pre-night-out drink with 12% ABV and low sugar and calorie content per unit of alcohol. It is priced at £4.49 per can and comes in Dark Berries, Passionfruit & Orange and Raspberry & Lime variants.

Joss Shots are priced at £0.99 per sachet or £4.99 when purchased with Journey Juice. Each sachet contains ingredients including caffeine and taurine and is designed to dissolve in alcohol, creating what the company describes as a 'vibe boost' energy effect.

Bevi says the products are designed specifically for pre-drinks, rather than competing across broader drinking occasions. The format reflects what it describes as a shift in Gen Z behaviour towards more selective, occasion-led consumption and hybrid functional drinks.

Founded in 2024 by Josh Hillier and Will Diaz, the company has raised over six figures in early funding, much of it from the founders, and says it is already stocked in more than 50 independent stores in the UK. Further retail expansion is planned for later this year.

Hillier said: “The industry and societal narrative is that Gen Z doesn’t drink, but we know that to be untrue. What’s really changed is how they choose to drink. There’s a growing convergence of function and alcohol – a concept we call ‘functional intentionality’ – where people are more mindful about how, when and why they drink."

"Pre-drinks is one of the most enjoyable and social moments in the night, yet it’s been largely overlooked by legacy brands in terms of innovation. We’ve built Bevi specifically for that occasion – making it simpler, higher value and more aligned with how our generation really drinks and socialises.”

Diaz added: “'Journey Juice' is a recognised Gen Z term, and ‘Joss Shots’ format is already familiar to hundreds of thousands of young consumers who have been backpacking across Southeast Asia".

"Inspired by that global ritual, we’re bringing a proven, non-Western format to a new market – one that reflects how younger consumers are already choosing to drink and socialise. We aim to lead the convergence of functional drinks and alcohol, aligning with a more intentional, culturally connected way of drinking.”

Both products are available individually or as a combined bundle via the company’s website and selected independent UK retailers. Bevi will begin with a targeted roll-out in South West London, focusing on independent retail and social media-led marketing before scaling distribution more widely.