The Future of Spirits Is Functional: How 2XL Swagger Brands Are Redefining the Alcohol Industry

In today’s evolving beverage landscape, consumers are demanding more from their drinks than ever before. They want beverages that taste great and support their lifestyle—drinks that energize, calm, hydrate, or enhance their mood. While the functional beverage market has exploded with options like collagen water, kombucha, and adaptogenic teas, one segment has lagged far behind: spirits.

That’s why Robert Tushinsky, founder of 2XL Swagger Brands, created something the industry had never seen before—vodka-based liqueurs with functional benefits, expertly crafted to bring swagger, sensuality, and a wellness-forward mindset to your glass.

The Rise of Functional Beverages—But Where Are the Spirits?

A 2024 study by Dig Insights shows that 77% of Americans drink functional beverages weekly, and nearly a quarter consume more functional drinks than regular ones. These beverages are packed with added vitamins, botanicals, and adaptogens that offer benefits like increased energy, better focus, improved immunity, or digestive support.

And yet, traditional alcohol brands have been slow to adapt.

While the rest of the beverage industry surges forward, spirits remain stuck in old narratives—legacy, taste, and tradition—ignoring consumer demand for drinks that do more. NielsenIQ reports that functional beverage sales hit $9.2 billion in 2024 alone, but almost none of that innovation has touched the spirits aisle… until now.

Meet the First Functional Liqueurs: PinkKitty® and EasyRhino®

PinkKitty® and EasyRhino® are not your average drinks. These premium, vodka-based liqueurs are infused with carefully selected botanicals traditionally associated with energy, confidence, and sensuality:

• PinkKitty® contains Avena Sativa, Maca, and Damiana

• EasyRhino® is made with Ashwagandha, Muira Puama, and Epimedium

These herbs have been used for centuries in wellness practices around the world—and now, they’re available in a sleek, modern bottle designed to elevate your night out or spark a night of passion.

Each sip offers not just bold flavor, but a bold feeling—turning a simple cocktail into a complete experience.

Wellness and Indulgence Can Coexist

Consumers are no longer choosing between health and hedonism—they want both. As the Dig Insights report revealed, today’s drinkers want beverages that:

• Offer natural ingredients they can trust

• Support energy, immunity, and gut health

• Serve as a convenient alternative to vitamins

• Fit into different moods and moments throughout the day

This is where PinkKitty® and EasyRhino® shine. They’re not marketed as supplements, but as luxurious, fun, and functional alternatives for socially conscious consumers who want more from their spirits.

Functional Spirits: A Category of One

Robert Tushinsky didn’t just create new liqueurs—he created an entirely new spirits category. As a lifelong wellness advocate, he saw an opportunity no one else did. Inspired by his father’s homemade fruit infusions (once shared with Sony executives and Hollywood icons), Robert fused heritage and innovation to launch the first spirits with purpose.

These aren’t wellness drinks pretending to be spirits—they’re award-winning, regulation-compliant alcoholic beverages that deliver bold flavor, elevated experience, and botanical benefits without compromise.

“Most brands are still selling alcohol the same way they did 20 years ago,” says Tushinsky. “We’re not. We’re giving consumers what they want: something sexy, functional, and unforgettable.”

Why Functional Alcohol Is the Future

Functional spirits like PinkKitty® and EasyRhino® aren’t just keeping up with trends—they’re ahead of them. As consumers continue to embrace wellness lifestyles, they’re looking for ways to integrate those choices into every part of their lives—including how they celebrate, connect, and unwind.

According to Dig Insights, the most appealing benefits in a functional drink include:

• Immunity-boosting properties

• High protein or herbal content

• Vitamins and antioxidants

• Probiotics and adaptogens

• Low sugar and calorie counts

PinkKitty® and EasyRhino® deliver on this demand while keeping the party spirit alive—making them a smart choice for consumers who want their cocktails with a side of swagger.

Ready to Sip the Future?

PinkKitty® and EasyRhino® are more than liqueurs—they’re a lifestyle. Whether you're celebrating a birthday, planning a date night with a twist, or just upgrading your bar cart, these spirits bring both pleasure and purpose to every pour.

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