Emergen-C Partners with Soft Bar to Push Functional Beverages as Summer Staple
Event summary
- Haleon’s Emergen-C partners with Carl Radke’s Soft Bar to launch 'Drink of the Summer' campaign.
- Two signature mocktails featuring Emergen-C will debut at a tasting event on August 11, 2026.
- Emergen-C aims to capitalize on growing demand for functional beverages, with 65% of U.S. consumers drinking them biweekly (EY Consumer Beverage Survey, March 2026).
- Soft Bar is a Brooklyn-based concept specializing in non-alcoholic cocktails and wellness-focused drinks.
The big picture
Haleon’s move aligns with the broader shift toward functional beverages, where consumers increasingly seek health benefits alongside refreshment. The partnership with Soft Bar targets a key demographic—Gen Z and Millennials—who are driving demand for non-alcoholic, wellness-oriented drinks. This strategy positions Emergen-C as more than an immune support supplement but rather a lifestyle accessory.
What we're watching
- Market Expansion
- Whether Emergen-C can sustain momentum beyond summer by embedding itself in everyday wellness routines.
- Consumer Adoption
- The pace at which functional beverages displace traditional refreshments, particularly among Gen Z and Millennials.
- Brand Differentiation
- How Haleon leverages this partnership to distinguish Emergen-C in a crowded wellness beverage market.
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