Drinking habits are changing. Sales of wine and spirits have slowed as more people reexamine their relationship with alcohol, trading nightly pours for beverages that align with wellness-minded lifestyles. The shift has given rise to an entirely new category of drinks: functional, flavorful, and designed as much for how you’ll feel tomorrow as for how you’ll feel tonight.
From Sonoma, a region best known for its vineyards, comes one of the most compelling entries in this movement: Goodmellow, a hemp-infused sparkling water founded by Brandon Hanson, whose family established Hanson of Sonoma distillery. Drawing on his background in craft spirits, Hanson has reimagined what an evening ritual can look like: something that feels celebratory, yet light, refreshing, and mindful.
“People are drinking less, but still want to feel something,” said Hanson. “They still want that moment to unwind with friends, but they’re looking for options that won’t leave them foggy the next day. We created Goodmellow for people like us, who want to vibe, connect, and enjoy a drink without regretting it the next day. It’s functional, flavorful, and easy to love. This is the next evolution of social drinking, rooted in local Sonoma craftsmanship and designed to help people mellow out and connect.”
Goodmellow is not a replacement for wine, beer, or cocktails, but it occupies a similar space: a small luxury, a way to mark the close of a day or the beginning of a gathering. The difference lies in what follows. Instead of alcohol’s heavy finish, Goodmellow offers a crisp lift—a gently euphoric effect from hemp-derived THC, paired with calming adaptogens and botanicals. It’s less about altering the mood dramatically and more about enhancing the sense of doing something good for yourself. Hanson envisions Goodmellow as another tool in the “celebration toolkit”—a way to mark a moment, reward yourself, or simply take the edge off, without compromising the next day. It’s social without being loud; mellow without being sleepy.
The timing couldn’t be better. Across the U.S., wine and spirit sales are plateauing as more consumers adopt a “mindful drinking” mindset. NielsenIQ data shows that younger generations, in particular, are cutting back on alcohol in favor of functional beverages—drinks that deliver a sensory experience alongside wellness benefits. From kombucha to CBD sodas, the category is booming. THC beverages, once a niche item, are projected to multiply in market share over the next decade, with analysts forecasting an industry worth well over $100 billion by 2032.
Where Perrier or LaCroix may refresh, Goodmellow adds a layer of pizzazz—a touch of indulgence without the guilt. Low in calories, made with organic agave, and offered in flavors like Grapefruit Habanero, Strawberry Hibiscus, Meyer Lemon Elderflower, and White Peach Tea, it feels closer to a crafted cocktail than a canned seltzer. The Sonoma connection is evident too: many of the fruits and botanicals are sourced locally, carrying the imprint of the region into each can.
The rise of brands like Goodmellow underscores a generational pivot: people still want to relax, socialize, and savor, but they want options that support rather than sabotage their well-being. Where wine might once have filled the glass at a dinner party, and beer at a summer barbecue, beverages like Goodmellow are now sliding naturally into the mix. They appeal to the sober-curious, the calorie-conscious, and the simply curious—anyone who enjoys a little indulgence but prefers to skip the alcohol. The gentle effect makes it just as fitting for a lazy Sunday afternoon as it is for a rooftop gathering. For those who enjoy the ritual of “having a drink,” but not the consequences of alcohol, this sparkling water creates a new category, one that is bright, flavorful, and distinctly Sonoma.
Photos courtesy of Goodmellow