Functional + Effect is the next wave of non-alcoholic. We help you build it.

Functional + Effect™ is the category name The Brand Accelerator trademarked for drinks built around how they make you feel, using botanicals such as kava and kanna.

Douglas Fulton has spent his career at the beginning of new categories rather than chasing them. We help founders and beverage companies build Functional + Effect brands on a foundation that can scale.

WHAT WE WORK ON TOGETHER

• Choosing the effect, the ingredient and a promise a shopper understands in seconds

• Formulation partners, co-packers and label approval

• A dual path: a non-alcoholic version and the same drink with an effect, two lines of revenue that lower the risk

• Pricing, distribution and retail for a category buyers are still learning

• Building for where the rules are going, not where they were

WHY NOW

Hemp THC drinks opened the door, but the rules are still unsettled. Douglas expects that to take until about 2028. In the meantime, the growth is in Functional + Effect: drinks with botanicals such as kava and kanna that distributors and retailers are already looking at.

QUESTIONS

What is a Functional + Effect beverage?

A non-alcoholic drink made to deliver a feeling, such as calm or lift, from botanicals like kava and kanna, not only refreshment or added vitamins.

Do you work with large companies as well as founders?

Yes. Douglas also advises boards and leadership teams of established beverage companies entering the category.