I recently noticed a new development in the wellness space, and it’s not your typical collagen powder or mushroom tincture. It’s the rise of the pre-alcohol drink, a new category of functional beverages consumed before the first sip of alcohol, not after. And despite Gen Z’s reputation for drinking less, this category is about to come to life.

At first glance, it might seem paradoxical. Gen Z is widely described as the most sober-curious generation yet, supposedly ditching binge culture in favor of mental clarity. But, and I’ve said it before, I don’t think Gen Z is necessarily drinking less; they’re just drinking differently. The rise of BuzzBallz’s popularity for the Gen Z demographic is proof enough of that because, well, why? Seriously. I tried one of those buzzy balls once in college, and it tasted like a fluorescent syrupy mess whipped up in the sticky depths of a frat house party.