“People aren’t looking to get wasted anymore — they are health conscious and they care about their image. They don’t want to be that drunk person on Instagram; they don’t want the calories or the hangover. They’re looking for what I’m looking for.”

With the Brooklyn-based Kin, 35-year-old Batchelor is aiming to create a new category she calls "euphorics" and, in the process, to bring the wellness trend into the bar scene. Her timing is smart: Nearly half of regular wine drinkers, including two-thirds of Millennials, say they're trying to drink less alcohol, mostly for health reasons, accordin... See more