A Strategic Retail Partnership with Herban Flow to Expand Access to Premium Functional Beverages

23rd State, a leading provider of wellness-oriented beverages and innovative functional drinks, is thrilled to announce a new retail partnership with Herban Flow — a rapidly growing functional- and non-alcoholic beverage retailer — to bring our offerings to consumers through Herban Flow’s distribution network.

This partnership signals a major milestone in our mission to broaden access to high-quality, wellness-driven beverages to Florida, and aligns with Herban Flow’s commitment to providing customers with curated, mindful beverage alternatives.

Why This Partnership Matters

Meeting the Rise of Functional & Non-Alcoholic Beverage Demand

In recent years, there has been a growing shift toward functional drinks, alcohol alternatives, and wellness-focused beverages. Consumers are increasingly looking for products that support well-being, relaxation, and mindful living — all without the downsides of traditional alcoholic options.

Herban Flow has emerged as a pioneer in this space. Originally founded with the intent to offer non-alcoholic beer, wine, spirits, herbal and functional drinks to people who are sober-curious or simply seeking healthier alternatives, Herban Flow has built a loyal customer base in St. Petersburg and beyond. 

By partnering with Herban Flow, 23rd State is positioned to tap into this growing market, offering customers access to wellness-oriented beverages through a trusted retail brand that shares our values of quality, transparency, and mindful consumption.

Expanding Reach Through a Curated, Trust-Driven Retailer

Herban Flow is not a typical liquor store — it’s described as “St. Pete’s go-to functional and non-alcoholic bottle shop.” I Love The Burg The business combines retail and education: staff guide both newcomers and seasoned functional-beverage customers through their selection of THC and functional drinks, mushrooms, herbal-infused beverages, non-alcoholic beer and wine, offering a friendly, knowledgeable, and stigma-free shopping experience.

Herban Flow currently operates multiple locations and has built a reputation not only on its product selection, but on its commitment to community, wellness, and accessible alternatives. That's So Tampa

For 23rd State, this makes Herban Flow an ideal partner: their existing infrastructure, audience, and brand values amplify the reach and credibility of our products among consumers looking for mindful beverage options.

What the Partnership Will Deliver

Under this partnership:

• Retail distribution — Beginning December 2025, select 23rd State products like Fresh Press will be available for purchase through Herban Flow’s retail stores and online ordering services (where applicable).

• Expanded product categories — Customers will be able to access 23rd State’s full line of wellness and functional beverages — from mood-boosting and relaxing drinks to energy-enhancing and sleep-supporting formulations.

• Curated customer experience — Leveraging Herban Flow’s expert staff, customers will receive personalized recommendations based on their lifestyle goals: whether they’re new to functional drinks, exploring non-alcoholic alternatives, or seasoned in the wellness beverage space.

• Educational outreach — Both brands will collaborate on content and community outreach to educate customers about the benefits of functional beverages, mindful consumption, and making informed choices.

This collaboration ensures not just greater distribution, but also a thoughtfully curated, accessible, and transparent retail experience for customers.

23rd State & Herban Flow — Shared Vision

Commitment to Wellness, Mindful Drinking, and Community

Herban Flow was founded by individuals committed to sobriety, health, and alternative social rituals. According to a profile on the brand, one of its goals is to offer “alternatives to alcohol,” supporting individuals looking to maintain a healthy lifestyle without sacrificing social connection.

This vision aligns closely with our mission: to craft beverages that enhance well-being, support balance, and provide mindful alternatives to conventional drinks.

A Growing Demand for Quality, Ethical, and Transparent Beverages

Consumers today are more conscious than ever — seeking products that deliver transparency in sourcing, functional benefits, and ethical production practices. Partnering with Herban Flow allows us to meet customers where they already trust and shop, amplifying reach without compromising on values.

Quotes from Leadership

“We couldn’t be more excited about joining forces with Herban Flow,” said Leah Kollross, Founder of 23rd State. “This partnership represents a natural alignment of mission and values — our goal has always been to provide functional, high-quality beverages that offer an alternative to traditional drinking. By teaming up with a retailer like Herban Flow, known for its commitment to wellness and community, we can reach more people who are looking for mindful, purposeful consumption.”

The cooperation between both companies represents more than just a business arrangement — it embodies a shared commitment to wellness, education, and accessibility.

What This Means for Consumers

For customers of Herban Flow and new visitors alike, this partnership means:

• Greater access to a broader range of functional beverages, including mood-supporting, energy-boosting, and relaxation-focused options.

• Expert guidance at point-of-sale: Herban Flow’s knowledgeable staff can help customers select products aligned with their preferences and goals.

• A chance to explore mindful alternatives to alcohol without sacrificing flavor, social experience, or quality.

• A seamless retail experience — whether shopping in-store or online — with trusted customer service and delivery (where available).

In short: whether you’re wellness-curious, sober-curious, or simply looking for better beverage choices, you’ll soon be able to find our products in Florida, through a partner who understands and supports your journey.

How This Partnership Fits into Broader Trends

Industry-wide, the demand for functional, non-alcoholic, and wellness-oriented beverages is growing. More consumers are seeking alternatives that support mental health, relaxation, energy, and overall well-being — without the hangover, side-effects, or dependence associated with alcohol.

Retailers and brands alike are responding — building curated storefronts, investing in educational outreach, and creating beverage offerings that align with modern lifestyles rooted in wellness, balance, and conscious living.

By partnering with Herban Flow, 23rd State becomes part of this broader movement — helping to shape the future of responsible beverage consumption.

About Herban Flow

Herban Flow is a functional and non-alcoholic bottle shop originally founded in St. Petersburg, Florida, with the mission of offering customers meaningful beverage alternatives. Their product mix includes non-alcoholic beer, wine, and spirits, as well as herbal-infused beverages, functional drinks, and lifestyle-oriented options. St. Petersburg Chamber of Commerce

Herban Flow goes beyond retail: their store operates as a tasting bar, a space for education, and a community hub — offering an approachable, stigma-free environment for exploring alternatives to alcohol and traditional social drinking. 

Her mission aligns around supporting health, sobriety, and mindful consumption, making it an ideal partner for beverage brands focused on wellness and purposeful living. 

Looking Ahead — The Roadmap for 2026 and Beyond

As part of this partnership, [Company Name] and Herban Flow are planning several initiatives to maximize the reach and impact of their collaboration:

• Rollout Phases — Starting [Month/Year], [Company Name] products will be introduced in select Herban Flow retail locations and online; expanded availability to occur nationwide (or regionally, as applicable) over the following months.

• Educational Events & Tasting Sessions — Together, both brands will host virtual and in-person events to introduce customers to the full product line, provide education about functional beverages, and encourage mindful consumption.

• Digital Marketing & Content Collaboration — The partnership will include coordinated marketing efforts: joint campaigns, blog posts, social media content, and community outreach to raise awareness and support informed customer choices.

• Customer Feedback & Iteration — Both companies will collect feedback from customers to refine product offerings, retail placement, and educational content — ensuring continuous improvement and alignment with consumer needs.

These next steps reflect a shared commitment to long-term growth, community engagement, and providing consumers with meaningful beverage choices.

Why This Announcement Matters — For Media, Retailers & Consumers

For media outlets, this partnership offers a compelling story: a wellness-driven beverage brand aligning with a respected functional-drink retailer to respond to shifting consumer preferences toward mindful, alcohol-free living. It ties into broader lifestyle, health, and culture trends — making it relevant for coverage in health, lifestyle, food & beverage, and business media alike.

For other retailers, this move demonstrates how strategic partnerships can expand reach and bring wellness-oriented products into mainstream distribution — opening doors for further collaboration.

For consumers, this announcement offers real, tangible value: more access to carefully crafted beverages, delivered thoughtfully, and supported by retailers who understand their wellness goals.

Final Thoughts

The partnership between [Company Name] and Herban Flow represents a meaningful step forward in redefining what beverage culture can look like. It’s about more than just drinks — it’s about choice, balance, wellness, and community.

As we embark on this new chapter, we invite you to join us: explore our products, try something new, and embrace mindful consumption that supports your lifestyle and well-being.

Stay tuned — big things are coming.

For more information, visit [Company Website] or Herban Flow at herbanflow.co.