After a lifetime of partying and socializing, CEO and entrepreneur Justin Wolf realized that alcohol was not worth it, and resolved to leave it behind. His journey away from alcohol and towards a more sober lifestyle, led him through a deep journey of self discovery: therapy, abstinence, and even psychedelic therapy. Once he had returned to his natural baseline, he began to explore alternative, natural substances that could help to shift his consciousness without the downsides of alcohol. “The ritual of drinking is core to the human experience and it’s not going anywhere,” said Wolf, “but it’s time to end alcohol’s stranglehold over that ritual.”
It was not long before he stumbled into a beach hut while on vacation with his wife, where he would discover Kava Root and Kratom leaf, two plants that would change the course of his career. After months of testing and experimentation, Justin and his two brothers went on to develop New Brew – the non-alcoholic beverage that is taking the country by storm. Branded a “Euphoric Seltzer,” New Brew uses the combination of kava root, kratom leaf, and caffeine to provide an adult drinking experience that can serve as an alternative option to both alcohol or even coffee and energy drinks.
The Historical Significance of Kratom and Kava
Kratom (mitragyna speciosa) and kava (piper methysticum) are naturally-occurring plant medicines that have been a staple of social life in their regions of origin for a very long time. Kratom has been used for hundreds of years by people in Southeast Asian countries, typically in the form of raw leaves brewed into a strong tea. Kratom tea is enjoyed as a productivity tool as well as for natural pain relief. Kava root has been a centerpiece of social life in Polynesia for thousands of years, an agent of kinship and community highly valued for its ability to calm nerves and reduce inhibitions. It is typically made by grounding and pulverizing the roots of the kava plant and mixing with water.
Kratom and Kava have become increasingly popular in the US over the last 20 years but very few companies make the plants accessible in the form of an enjoyable, light beverage. “New Brew fits right into the ceremony of drinking that we all partake in one way or another. After drinking New Brew, you feel a little more connected to yourself but you retain your judgment and clear thinking and do not become sloppy or impaired. It makes you better at whatever it is you are doing whether that’s working, exercising, socializing, or connecting with loved ones,” says Wolf.
As Kratom and Kava are new to many American consumers, New Brew puts a very strong effort towards educating on the benefits, guidelines, and even potential drawbacks of its natural ingredients. New Brew is an adult drink made for ages 21+ because it has real mood-altering effects. The company advises its customers to drink responsibly and mindfully, sipping slowly to assess their tolerance. It is not recommended to mix New Brew with alcohol or to consume more than 2 cans in a day Similar to coffee or alcohol, New Brew can be habit-forming and should only be consumed in moderation and on occasion by informed adults. Those in recovery or practicing a 100% sober lifestyle should avoid New Brew, said Wolf.
Advocacy and Future Plans
Wolf explained how a huge part of his business endeavor is advocacy. “We’re very active, working with the top scientists and legal minds and other like-minded brands in the space to make sure that we protect the plants and keep them available to people, while giving them the information and tools to use them safely and responsibly,” said Wolf.
New Brew has great plans to expand in 2024, as a new company they have already launched various flavors. New Brew describes the flavors as “Citrus, with bright flavors and deep roots, Berry, offering a light and refreshing balance of sweet and tart, and Mango, which balances a hint of tropical sweetness with the warm touch of organic ginger.”
The Wolf brother’s innovative drink is rapidly growing in popularity in their home state of California, and now in Texas where they are expanding their retail presence. New Brew is also available online at drinknewbrew.com. You can follow New Brew on Instagram @drinknewbrew and learn more about how to use Kava and Kratom responsibly on their website. “We’re going to be expanding pretty rapidly over the next year. So people can look forward to seeing it, everywhere from grocery stores, convenience stores and liquor stores to restaurants and health food outlets,” said Wolf.
We’re excited to share that we’ve partnered with New Brew to offer our SOFX community an exclusive 25% discount on their remarkable non-alcoholic beverage. Use the code SOFX25 at checkout to apply your discount.