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Welcome to Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe. This week is simply juiced up. We’re looking at weird things in the world of beverages – spicy rosé and the high-low allure of boxed natural wine and a sparkling water that asks you to stop and smell the wildflowers – not to mention a new It-Girl on the mushroom tincture scene, and a collab that bottles up the essence of effortless Copenhagen street style and delivers it directly to your closet. Sit back, I’ll be your guide.
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Have We Reached Mushroom Saturation? Fruiting Bodies Proves That Not All Tinctures Are Made Equal…
I’m no stranger to the countless number of mushroom tinctures, beverages, and edible inventions on the market. In fact, I’m perhaps too familiar, thanks to my inbox and my interests – and often jaded by brands that feel overprocessed, overpriced, and unnecessary.
Fruiting Bodies is not one of those brands. Instead, the products they’ve designed – alcohol tinctures made using 100% fruiting bodies (AKA, the mushroom’s cap and stem) – emphasize the importance of traceability and transparency in the newly saturated world of medicinal mushrooms. Many mushroom brands make extracts from mycelium, the web of fungal fibers that produce the fruiting body of the actual mushroom. Unless this mycelium has consumed all of its grain substrate, these extracts have a high starch residue – meaning you’re getting more grain than you are cordyceps, or reishi, or lion’s mane. And don’t get me started on how many brands are creating tinctures from mushrooms harvested, dried, and stored in warehouses for an indeterminate amount of time to be shipped overseas.
The mushroom industry needed a farm-to-table, quality-oriented, and dosing-minded revolution, and Fruiting Bodies is leading the charge with organic mushrooms cultivated and grown in the US. Chaga sustainably harvested from northern Maine? Talk about a pastoral dream. You can read more about their high-tech extraction methods, third-party clinical trials and dosing, and bioavailability, or you can just get high on their supply – start with some Cordyceps Chocolate ($18) and the seven-mushroom Synergy Blend ($49), add on the trio of single tinctures ($123) if you’re already hooked-on-shrooms.
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Things Are Getting Weird In The World Of Wine
Because orange wine wasn’t interesting enough…
Heartbeat Rosé is the answer to the question: how do I drink a spicy margarita AND a dry rosé, at the same time? This is not a question that I personally have asked, nor one that I seek to answer, but perhaps it’s right up your alley. Heartbeat takes fresh peppers, ferments them into “pepper wine,” and then blends this…liquid…into their California rosé. It seems like something you have to taste to believe, or at least to begin to wrap your mind around. Buy a bottle. I won’t judge. (It’s not in my nature.)
For something less insane but just as provocative: a boxed natural wine brand named Big Naturals. Yes, really. A few weeks ago, I waxed poetic about the renaissance of boxed and canned beverages made more mature. Natural wine feels like the natural pinnacle of this moment – why wouldn’t it be pioneered by a brand so suggestively named? Shop the Great Big Set for the brand’s Grenache and Picpoul wines, grown and made in Paso Robles with just the grapes and nothing else. Each box boasts the equivalent of four bottles of wine and is 100% recyclable. There’s no catch.
My Footwear Of Choice Gets Ten Times Cooler With The Nordic Touch, from $120
This week, Ganni joined forces with New Balance to launch a capsule of sneakers that draws on the allure of a Scandinavian street style classic: New Balances with a feminine dress, preferably midi or maxi. The capsule is impeccable, but the emphasis is on “capsule” – I’m yearning for a larger launch from the two brands. Only a few sizes remain in each style, so if you’re blessed to have absurdly small feet, get to shopping.
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Before We Part
A few last things. If you didn’t get enough wine news this week, look to The Waves, a first-of-its-kind ecommerce platform designed to help you discover the world’s best natural wines, hand-picked by James Beard Award winning sommeliers. Each bottle on the site is organically farmed and produced at a small scale with minimal intervention, free of 70+ chemical additives. Personalize a subscription to start discovering at your own pace. And, coming soon, your new go-to gift: a 3-pack curated bundle, grouped by style and taste preference.
Vuori’s proprietary BlissBlend, an innovative fabric made from 75% sustainable materials that delivers a superior stretch, weightless performance, and softness that gets better with every wash, is officially available to seriously upgrade your athleisure wardrobe. Shop it now and you’ll never go back.
Aura Bora dropped its latest bizarre-but-wait-that-sounds-good flavor: Blueberry Wildflower ($33 per 12-pack). Think chamomile extract and blueberry (because those are the only ingredients, aside from carbonated water) for a flavorful and simultaneously relaxing sip.
Kindred Black’s approach to slow beauty merges sustainable glass packaging and sourcing practices with intoxicating limited releases – as good for the environment as they are for your beauty routine. The brand just launched its newest micro-batch: Rapture In Shadow, a moody, aphrodisiac perfume made with wild-foraged black damania to score a seductive transition from Summer to Fall.
Happy shopping. Email me directly – zoe@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
