The functional beverage market is undergoing a seismic shift, and the founders behind the hit THC-infused drink brand Nowadays are at the forefront of the movement. Justin Tidwell and Anthony Puterman have officially announced the launch of Unwind, a new functional relaxation beverage that abandons the intoxicating effects of THC in favor of adaptogens and nootropics. Debuting simultaneously across 1,000 Walmart locations and via TikTok Shop, Unwind marks a strategic evolution for the duo—a pivot from the cannabis-infused “buzz” to the mainstream “calm” category.
Key Highlights
- Strategic Pivot: Founders Justin Tidwell and Anthony Puterman are moving away from the THC-beverage space to capture the broader, mass-market functional wellness sector.
- Retail Scale: Unwind is launching aggressively with immediate availability in 1,000 Walmart stores, signaling strong retail confidence in the functional beverage category.
- Science-Backed Ingredients: The beverage distinguishes itself by utilizing magnesium L-threonate and L-theanine to promote cognitive health and stress reduction.
- Omnichannel Distribution: In addition to physical retail, the brand is leveraging the TikTok Shop platform to engage a younger, digitally native audience directly.
From THC Disruption to Functional Calm: The Evolution of Unwind
For the past few years, the beverage industry has been defined by the “California Sober” trend—a movement driven by consumers looking to reduce alcohol intake through cannabis-infused alternatives. Nowadays, the flagship brand of Tidwell and Puterman, successfully capitalized on this by offering a low-dose THC drink that mimicked the social experience of alcohol. However, the launch of Unwind suggests that the founders see a larger, more sustainable opportunity in the functional space: products that offer tangible physiological benefits without the regulatory complexity or psychoactive properties of cannabis.
The Science of ‘Functional Calm’
What sets Unwind apart from the sea of sparkling waters and “relaxing” sodas currently flooding the market is its precise formulation. The beverage focuses on two primary compounds: magnesium L-threonate and L-theanine.
Magnesium L-threonate is a specific form of magnesium that has been studied for its ability to cross the blood-brain barrier, making it uniquely effective for supporting cognitive function and reducing stress. Unlike cheaper, standard forms of magnesium, this variant is premium-tier, suggesting that Tidwell and Puterman are positioning Unwind as a wellness supplement rather than just a flavored water. When paired with L-theanine—an amino acid famously found in green tea known for inducing a state of calm alertness—the drink is designed to help consumers “unwind” without the grogginess associated with traditional sleep aids.
This formulation strategy highlights a growing consumer demand for “smart” beverages. Modern shoppers are no longer satisfied with empty calories or vague promises of relaxation; they are looking for functional beverages that provide measurable physiological effects. By grounding their brand in specific, research-backed ingredients, the founders are tapping into the “biohacking” trend that has moved from niche health forums to the grocery store aisle.
The Walmart Playbook: Scaling Wellness for the Masses
Launching a new brand in 1,000 Walmart stores is no small feat. It is a bold move that underscores the viability of the functional beverage category. While many beverage startups choose a slow-burn strategy—starting in boutique health food stores or coastal urban centers—the Unwind strategy is built for scale from day one.
This partnership with Walmart indicates that the “functional calm” category has reached an inflection point where it is no longer just for early adopters. By securing shelf space in the nation’s largest retailer, Tidwell and Puterman are betting that mainstream America is ready for a drink that does more than quench thirst. It is a calculated gamble on accessibility, aiming to capture the everyday shopper who is looking to manage their daily stress levels during a lunch break or while grocery shopping.
Digital-First Integration: The TikTok Shop Factor
While Walmart provides the physical footprint, the decision to launch on TikTok Shop demonstrates a sophisticated understanding of modern retail dynamics. Functional wellness products often rely on social proof and educational content. TikTok’s algorithm is uniquely suited to tell the story of why magnesium L-threonate matters. By utilizing creators to explain the benefits of the ingredients, Unwind can bypass traditional, expensive ad campaigns and instead foster direct-to-consumer relationships. This dual-channel approach—physical presence in Walmart for mass awareness and TikTok Shop for digital community building—is the blueprint for the next generation of CPG (Consumer Packaged Goods) success.
The Future of the ‘No-Buzz’ Beverage
As the founders move forward with Unwind, the industry will be watching closely. The success of this launch could signal a broader trend: a move away from psychoactive alternatives and toward functional, non-intoxicating “wellness beverages.” If Tidwell and Puterman can replicate their Nowadays success in this new category, they will have effectively proven that the biggest market in the beverage industry isn’t just about “feeling something,” but about feeling better.
FAQ: People Also Ask
1. Does Unwind contain any THC or cannabis-derived ingredients?
No. Unwind is a non-intoxicating, functional beverage. It contains no THC, CBD, or other cannabinoids, allowing it to be sold in mainstream retail channels like Walmart.
2. What is the specific benefit of Magnesium L-threonate in this drink?
Magnesium L-threonate is highly absorbable and is uniquely capable of crossing the blood-brain barrier, which aids in supporting brain health, improving sleep quality, and promoting a sense of calm without the laxative effects common with other magnesium forms.
3. How is this brand different from Nowadays?
Nowadays was a THC-infused beverage brand designed to offer a light “buzz.” Unwind is a functional, non-intoxicating beverage designed for wellness and stress management.
4. Where can consumers purchase Unwind?
Unwind is currently available in 1,000 Walmart stores nationwide and can also be purchased directly online through the TikTok Shop.
