8th Wonder taps into adaptogen trend
Another new brand at BevNET Live using tea as a base was Denver-based 8th Wonder, which is looking to bring 'superfood' teas featuring on-trend 'adaptogenic' ingredients including ashwagandha and ginseng to market in 2016.
Ashwagandha, the flagship herb of Ayurveda (a system of medicine with historical roots in the Indian subcontinent), has steadily been gaining traction in the US market in recent years, with consumers embracing its wide-ranging body of health benefits, which include supporting stress, cognitive function, sleep, metabolic wellness, adrenal function, sports performance, and more.
According to botanical expert Chris Kilham, aka The Medicine Hunter , adaptogens are claimed to reduce stress, both mental and physical. “To put it simply: Adaptogens help you adapt.” Key herbs on his list include: Ashwagandha, Eleuthero , Holy Basil, Maca, Panax Ginseng, Rhodiola Rosea, and Schisandra.