Denver Broncos quarterback Russell Wilson (still not used to that yet) is launching a line of…um…well, drinks that somehow combines a hydration beverage with non-fungible tokens, or NFTs, and are targeted to not-necessarily-athletic Gen Z imbibers.
Man, that’s a lot to unpack.
Local Weather comes in four fruit flavors and features a base of coconut water spiced with pink Himalayan salt. Interesting...
It’s selling point is the inclusion of nootropics, also known as “smart drugs,” which are said to boost brain performance, enhance focus, and provide other cognitive benefits. Local Weather's nootropics include ashwagandha (Indian ginseng by any other name) and the amino acids L-theanine and L-tyrosine.
Wilson’s partner in the enterprise is A.J. Vaynerchuk—digital media specialist, head of VaynderSports, and self-described “professional coin pusher”—who says that in May, Local Weather will offer a limited number of NFTs to “grant holders” who buy into Local Weather early. (Aren’t all NFT’s a limited number?) No word on how to do that, so we’ll wait.
“The NFT component coupled with our social channels will allow us to craft something everyone needs, desires, and loves,” he told trade publication BevNet. “We’re here to change the game. Period.”
The company says Local Weather will be just the thing Gen Z needs—not kidding—to keep gaming, making TikTok dances, playing pickleball, roller skating, and painting.
All well and good, and we wish them luck.
But we notice a few things are missing from their enhanced salty coconut fruit drinks, the big one being caffeine, also a nootropic.
The ginseng may be good for a few minutes, but to really keep focused on the task at hand, 150 mg of clean, all-natural caffeine, such as the amount found in the Kill Cliff line of Ignite beverages, or even 25 mg of the same clean caffeine found in the Energize x Recover line helps participants in whatever activity they may be consumed by stay in the game longer and with more focus.
Kill Cliff also has electrolytes, B-vitamins, and NO sugar.
Kill Cliff fuels your body for your next adventure, no matter if its booting up a game, choreographing a dance number, or crushing it at the gym until every fiber of your body is wonderfully swole. In which case, switch to an Energize x Recover with just enough clean caffeine to get you home—25 mg—but also those delightful B-vitamins and electrolytes to keep things perking, with NO sugar.
By the Way…
It’s Wilson’s second attempt to market a beverage. The last brand, Reliant Recovery Water, never recovered from poor sales.