# Fellow Talk | Why We're Drinking Differently (And What Comes Next)

_Fellow Talk · Fellow Talk · Published 2026-08-03 · Source: https://fellow.partners/insights/fellow-talk-why-we-re-drinking-differently-and-what-comes-next_

In this Field Notes episode, we’re joined by Dan D’Souza, co-founder of MUUSH, to explore how changing attitudes towards alcohol, sugar and wellness are reshaping the drinks industry.

In this Field Notes episode, we’re joined by Dan D’Souza, co-founder of MUUSH, to explore how changing attitudes towards alcohol, sugar and wellness are reshaping the drinks industry.

Dan shares the story behind MUUSH, why functional drinks are gaining momentum and what consumers now expect from the brands they choose. We also discuss the importance of taste, the risks of overclaiming health benefits, the growing demand for better non-alcoholic options and why social spaces still matter in an increasingly digital world.

A candid conversation about building trust, creating meaningful consumer rituals and playing the long game when launching a new drinks brand.

For the chronically curious, this is Fellow Talk.

Listen: https://open.spotify.com/episode/6SJbB5UPEeO89tGjUyM78M?si=0Xqced4wSraGqOgPr0cQoA