Welcome to the newest beverage
craze: High Rhode, a mood-
enhancing supplement that
launched in December to consider-
able social media clamor. It’s the
first offering from New York City–
based Kin Euphorics, which intends
to redefine social lubrication.
Co-founder and CEO Jen
Batchelor formerly worked in well-
ness. But she grew frustrated when
clients’ physical goals got derailed
at the hotel bar. “I thought people
would want something to help
transition from day to night, still
have a good time—but be better
for it in the morning,” she says.
Research into botanics, adaptogens
(herbs and fungi used in Chinese and
Ayurvedic medicine), and nootropics
(which, adherents claim, enhance
38 ; INC. ; MAY 2019 ; ; ; PHOTOGRAPH BY YUDI ELA
KIN YOU FEEL IT?
High Rhode has a
wine-like aroma (citrus,
flowers, wet earth) and
the body of liquor—but
cognition) led to High Rhode—named
for its Rhodiolarosea, an adaptogenic
herb. It took 16 months to find the
precise mix that provides a noticeable-but-subtle booze-free buzz. (Mine
was stress-free but oddly chatty.)
“We’d thought, ‘Let’s just use
cannabis,’ but we didn’t want to
pigeonhole ourselves,” says Batchelor.
“We did a ton of research: What’s
the neurochemistry that allows for
relaxation and more connection?
How do we address that in a way
that’s fun and engaging—not a pill
you take in a bathroom?”
Fifteen hundred cases of High
Rhode sold in its first 10 weeks.
A canned version is on tap for this
summer, to be followed by a Nightcap formulation for last call and
three more products this fall. “We’re
not at war with alcohol,” says
Batchelor. “We’re just affording people
an option.” —NILS BERNSTEIN
The new drink that
gives you a buzz—without
alcohol or cannabis.