Making the beverage ingredients the front of label callout ( nod to RxBar) https://t.co/6YTkwsp3Nr

From hard kombucha and functional beer to alt-drinks and the rise of teetotalism, Big Alcohol is under siege from health-conscious consumers and upstart brands alike. What’s driving this shift and what does it all mean? Let’s take a look.

Shrubs

Michael Dietsch

Take, for example, posca. Originally a medicinal tonic used in Greece, posca was a drink made of sour wine or vinegar, mixed with water and flavoring herbs. Roman soldiers and members of lower social classes drank it as an everyday beverage. (Members of higher social classes, of course, drank wine.) Water of the time was ofte... See more