Vermont-based Upstate Elevator has entered the functional beverage market with what it claims is the first dual kanna-and-kava drink line — a three-SKU collection of zero-proof spritzes and sodas that positions the brand squarely in the expanding alcohol-alternative category, competing alongside THC seltzers, adaptogenic tonics, and kava-only formats.
Two SKUs are on shelf now: the Pink Grapefruit Uplift Spritz and the Blackberry Zinger Unwind Soda, both available direct-to-consumer at upstateelevator.com and beginning a phased rollout to select retail partners nationwide. A third variety, Lychee Blood Orange Uplift Spritz, is set to join the lineup later this month.
The Formulations
Each can is 0% ABV, THC-free, and made with organic ingredients and no artificial additives or preservatives. The Pink Grapefruit Uplift Spritz delivers 50mg of Zembrin® kanna — a patented, clinically studied extract of Sceletium tortuosum — alongside 20mg of noble kava root extract and 90mg of L-theanine, at 40 calories and low sugar. The Blackberry Zinger Unwind Soda shifts the ratio toward kava, providing 100mg of kava extract with 15mg of Zembrin® kanna and 90mg of L-theanine, targeting an evening relaxation occasion. The distinction between mood-lifting and wind-down profiles within a single line reflects a formulaic strategy increasingly common in the functional beverage sector, where brands segment by occasion rather than ingredient alone.
Upstate Elevator is primarily known as a premium cannabinoid brand — selling CBD and THC products across its Vermont home market and select other states — but the kanna-kava launch signals a deliberate diversification beyond the hemp channel, which has faced heightened regulatory uncertainty over the past year. Dylan Raap, Founder and CEO of Upstate Elevator, acknowledged that headwind directly: "The hemp industry has experienced significant change and uncertainty the past year, but our commitment to innovation and quality remains constant. Our new kanna & kava drinks allow us to explore new botanical ingredients and create a functional beverage experience that gives consumers more options while staying true to the craftsmanship and standards they expect from Upstate."
Why the Timing Matters
The launch arrives as alcohol-alternative beverages are one of the fastest-growing segments in the broader non-alcoholic drinks market. Kava, in particular, has graduated from niche wellness bars to mainstream retail, with brands such as Recess, Kin Euphorics, and KAVA Social commanding growing shelf space at natural and specialty grocers. Kanna remains a less-saturated botanical, primarily known in the nootropics and mood-supplement space, which gives Upstate Elevator a potential differentiation point in a category where kava formats are multiplying.
The new beverage line also complements Upstate's recently introduced kanna-and-kava gummies, suggesting the company is building a full multi-format functional wellness portfolio anchored on these two botanicals. For foodservice buyers and retail category managers, the 0% ABV, THC-free positioning simplifies compliance considerations compared to hemp-derived THC beverages — a practical advantage as alcohol-alternative shelf sets continue to evolve across natural, grocery, and on-premise channels.
Operators and buyers tracking the functional beverage trend can find additional context in our coverage of the non-alcoholic drinks category and the kava and adaptogen segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
