Why is Erewhon so important?

What I experienced during my visit was nothing short of a candy store for a CPG and Beverage Geek like myself.   I discovered new ingredients like lions mane mushrooms intended to support mental function and mood.  I discovered new categories and brands such as non-alcohol spirits and a brand called Optimist.  Innovative can branding from brands like Ghia (non alcohol apertif).  New Kombucha brands, new RTD coffee brands, new latte brands and flavors, new tonics, functional water….  I haven’t met the buyers at Erewhon yet (PS Erewhon Buyer DM me) but they are clearly on the cutting edge of function, form and packaging.   I don’t have enough room to talk about the dairy categories. 

This is why Erewhon is so important.  Nearly every brand in this store is a start-up, driven by a story about health and wellness for themselves, family or friend.  They have an idea, make a discovery and bet the farm on trying to develop a proof of concept for their brand at Erewhon.   The proverbial “needle” can be found in the Erewhon “haystack”.  If you are a major beverage brand or company, you NEED to understand what is going on with beverage at Erewhon.  Understand what functions, ingredients and brands will define the future trends of the beverage industry.