At the birth of every premium or functional beverage is a dreamer—someone who feels the need to fill a gap in the market for a particular concoction that goes beyond basic thirst-quenching.
It takes time and patience to put together the recipes and to design packaging that both delight taste buds and draw attention on supermarket shelves. Individuals might be inspired by anything, from a passed-down traditional recipe of ancient herbs and little-known berries to a desire to serve a previously unmet need in a liquid medium.