Move over hard seltzer, a new, non-carbonated line of boozy water is shaking up the alcohol industry.

Move over hard seltzer, a new, non-carbonated line of boozy water is shaking up the alcohol industry. After noticing a lack of hydration-friendly, ready-to-drink cocktails in the alcohol industry, Jake Vogel and PJ Loughran knew there was a better way to appeal to health-conscious drinkers. The two especially wanted to meet the needs of low-ABV consumers who aren’t keen on bubbles and want an option besides wine when they want to drink. Enter Funny Water. A low-proof, non-carbonated RTD cocktail offering fresh spiked water flavors like cucumber mint, sweet-savory citrus, and watermelon. According to Loughran, “The goal of Funny Water is to encourage better habits over a long day—keep that buzz going, but allow your body to keep up with hydration and iron.” In the last two months, Funny Water has sold out of inventory four times, signaling that it could become a major competitor in the RTD cocktail space. Still, Vogel and Loughran note that Funny Water isn’t promoted as “healthy,” rather a more mindful (and responsible) approach to drinking. YPulse research shows a sobriety shift is happening among young consumers in an effort to become more healthy overall, and Funny Water is one example of how brands are meeting them in the middle. (Forbes)