TRIP became the UK’s fastest growing soft drinks brand earlier this year and is now the first drinks brand to be in the Sunday Times 100 top 5 businesses.
TRIP grew at a compound annual growth rate of +263% over the last three years. TRIP has been hailed as the “drink of the summer” by consumers and Press, as demand for drinks to refresh and unwind during the heatwave see sales spike.
Fuelling this growth are significant and sustained changes in consumer behaviour. NHS statistics show that younger people are increasingly reducing their alcohol consumption with 38% of 16-24 yr olds saying they ‘haven’t drunk in the past 12 months’. At the same time 1 in 2 Gen Z have now tried a CBD drink as they seek to benefit from its calming effects without the hangover (Source: KAM Media and Drinkaware).
TRIP is capturing this trend and has been the brand to foster mass adoption of CBD as millions of people have their first experience of CBD with TRIP products. Amazon has begun publishing how many units products sell per month, and despite TRIP not being able to advertise on Amazon due to CBD restrictions, TRIP Elderflower Mint sells over 3,000 units per month which is equal to the best-selling Red Bull product on Amazon (Source: Public Amazon unit sales Jun ‘23: TRIP Elderflower Mint 12x250ml 4k+ units per month. Red Bull Classic 12x250ml 4k+ units per month)
The other reason people are turning to TRIP is a renewed focus on mental health among the chaos of everyday life. Managing day-to-day stress is increasingly front and centre of people’s minds – the ‘anxiety’ hashtag has 29.7B views on TikTok. TRIP garnered over 50M impressions on TikTok & Instagram in January alone.
TRIP’s highly engaged online community converts to offline sales as TRIP achieved 88% CBD market share*. Source: Nielsen IQ Soft Drinks Category. This phenomenon was picked up in The Grocer’s recent ‘Focus on Soft Drinks’ which highlighted how viral content from brands like TRIP and Prime energy has resulted in cans flying off the shelves as their communities fuel intense demand.
This summer TRIP’s largest ever brand campaign sees TRIP continue to invest in educating consumers about CBD and driving awareness of the category and its benefits. TRIP is celebrating ‘CBD and Summer Days’ with a multi-million £ marketing campaign created in partnership with the iconic British photographer Rankin.
TRIP co-founder Olivia Ferdi said “Being featured in the Sunday Times Hundred top five fastest growing brands is credit to the incredible support we receive from our community every day, we wouldn’t be here without them! The TRIP team has done such an amazing job with our mission to destigmatise conversations around mental wellbeing and ensure that plant powered wellbeing is accessible to all, and this growth is testament to that.”
TRIP has been a viral sensation, drawing in millions of fans, and attracting the most organic search traffic of any CBD Drinks brand globally (source: SEMRUSH) and has the most social following & engagement of any CBD brand globally on social media channels.
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