The art of selling a feeling

With the Brooklyn-based Kin, 35-year-old Batchelor is aiming to create a new category she calls "euphorics" and, in the process, to bring the wellness trend into the bar scene. Her timing is smart: Nearly half of regular wine drinkers, including two-thirds of Millennials, say they're trying to drink less alcohol, mostly for health reasons, accordin... See more

Entrepreneurs looking to enter the market have an opportunity to re-write the rules. This means focusing on the end consumer — marketing and delivering direct to her. It also means creating better beverages and new spaces/contexts for drinking. Today’s customer wants something that’s enjoyable, conscionable, and just a bit healthier.

Recess, a line of CBD and adaptogen infused sparkling water, “canned a feeling.” Their website explains front and center that they’re “an antidote to modern times.” This is not a drink, it’s a state of mind.