TRIP, the UK-founded calming sparkling beverage brand, is projecting $200 million in revenue for 2026 and carries a $550 million valuation as it rolls out its largest marketing campaign to date — a move that underscores how quickly the functional non-alc segment is maturing into a serious retail and supply-chain story.
The brand has named supermodel Kendall Jenner as Global Ambassador and equity shareholder, with pop artist Joe Jonas and Gen-Z creator Madeline Argy also taking equity positions. The multi-talent "Calm in the Chaos" campaign is live across US and UK television, out-of-home placements from Times Square to Hollywood Boulevard, and bespoke TikTok and Instagram content — putting real media weight behind a brand that has moved well beyond specialty-natural origins.
Retail Velocity & Distribution Footprint
TRIP is now the fastest-growing sparkling drinks brand in the US year-to-date, according to SPINS data tracking multi-outlet sales. The SKU lineup is available nationwide at Target and Whole Foods Market, placing the brand squarely in the mainstream off-premise channel alongside legacy sparkling water and energy competitors. That kind of planogram presence at two of the country's top natural and mass-channel retailers signals genuine depletion pull, not just distribution placement. For wholesalers and distributors managing growing non-alc portfolios, TRIP's shelf velocity at those accounts makes it an increasingly credible line to carry.
Founded in 2019 by Olivia Ferdi and Daniel Khoury, the brand has expanded across Europe and North America in under seven years. Its low-calorie, magnesium-and-botanical sparkling format positions it at the intersection of the better-for-you beverage movement and the alcohol-alternative occasion — a route-to-market that spans traditional grocery, natural retail, and on-premise hospitality. TRIP has also built a meaningful DTC business, and the brand generated more than one billion global impressions across Instagram and TikTok in the past year, ranking among the most searched beverages on TikTok Shop globally.
Category Tailwinds
Calming drinks have emerged as the fastest-growing functional beverage category in the US, outpacing gut health, protein, and hydration segments, per SPINS. US consumers now rank mental wellbeing as their top health concern after weight management, according to Toluna survey data — a macro signal that should inform distributor portfolio decisions heading into 2027 planning cycles. The category dynamic mirrors the early trajectory of the energy drink and RTD segments, where functional positioning drove trial before broad three-tier distribution locked in velocity.
Co-Founder and CEO Olivia Ferdi framed the celebrity partnerships as an authenticity play rather than a straightforward endorsement buy. All three talent were existing customers before taking equity stakes — a structure that aligns incentives and gives the brand credible word-of-mouth at a scale that paid media alone cannot manufacture.
For distributors evaluating non-alc portfolio additions heading into 2027, TRIP's dual US-UK commercial footprint, mass-channel retail presence, and demonstrated social commerce traction represent a differentiated profile. The equity-shareholder model with high-profile consumer talent also reduces long-term marketing cost dependency — relevant for a brand at this revenue stage still scaling its supply chain.
The SPINS figures cited are based on Sparkling Beverages Total US MULO data for brands with prior-year sales above $500,000, through the week ending July 12, 2026.
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.
