6 Trends You’ve Never Heard Of (That Might Explode)

**Sam Parr** (0:00)
All right, Sam, today I got six trends that I'm watching that I want to tell you about. My spidey sense is tingling on these trends, and I just need somebody to talk to, and you're my guy.

**Shaan Puri** (0:08)
How masculine of you to say that it's tingling. I love that.

**Sam Parr** (0:12)
My spidey sense is throbbing right now. I'm gonna call my doctor after this.
All right, first one. Alcohol is in the gutter. So I sent you this tweet. So it says Spirit Inventories are soaring. And it shows Campari and a bunch of other Spirit brands that honestly I don't know how to pronounce because they're front of French. But basically from 2011 to 2025, there's this up and to the right trend. It's basically a measure of inventory as a percentage of sales. And so it goes from like what used to be under 20% to, in some of these cases, like 60%, 70%, 80%. It's a crazy, crazy rise. And this lines up with, I guess, my lived experience in our social circle, our age group. Drinking ain't cool anymore. Being healthy is cool, and drinking isn't cool.

**Shaan Puri** (1:11)
What are you going to learn that when you see me do something health-wise, you should just expect that it's going to be popular in three years? I gave up booze in 2013 or 14, I think 14 So, yes, I didn't actually think this was going to be that popular. I did not think that this was going to be a trend, but we actually wrote about this. My old company, The Hustle, had a newsletter called Trends, and we wrote about the rise of non-alcoholic beer. It was actually Steph Smith, who we all know is an amazing person, very smart. She pitched me this idea, and I was like, I don't buy it. I think this is insane. I really don't believe it, but go ahead, write the article.
And so a lot of people have been calling this. And I actually, even though I'm sober, I did not think that this was going to be as real as it is.

**Sam Parr** (1:55)
And so I think there's an interesting question, which is, I don't think people fundamentally just become better behaving over time. I think they substitute.

**Shaan Puri** (2:04)
Yeah, they're just using drugs.

**Sam Parr** (2:06)
Yeah, so what's the substitute, I think is the interesting question, right? So you had non-alcoholic beers. We had, I think, the guy from, what is it called? Athletic Brewing Co. on the podcast.

**Shaan Puri** (2:15)
Yeah, they're awesome.

**Sam Parr** (2:17)
We, you know, Kins Beers. There's been all these like startup brands that are in the non-alcoholic space. But then you have just substitutes, straight substitutes. So weed, it's probably a winner. Where else have people gone? Where are people getting the behavior? What jobs to be done were done by alcohol that are now being done by something else? Like, is it literally just TikTok scrolling, right? Like people are literally just not going out because they're at home on their phones. And when you're not going out, you're not drinking as much.

**Shaan Puri** (2:45)
What I'm noticing in my life is, so I can never tell if I only hang out with people who don't drink because I don't drink, or if it's like truly popular or less popular. But, Zin, I mean nicotine, some type of like non-smoke nicotine, so vaping, I mean, although none of my friends vape, but everyone does do some type of like Zin. The second one is the rites of psychedelics. So, I have just a crazy amount of friends that are regularly, and I mean like every six months, doing some type of like journey that they call it, which I think has like a different set of issues. But then, I think like exercise, to be honest. Like it just seems like more people are like into exercising.

**Sam Parr** (3:26)
Have you seen this company called Ultra? I think they're kind of like a Zin type company. So, Ultra, founder in 2025, which is last year, just raised $11 million to scale non-nicotine focus pouches. So, they basically take in the nicotine thing, but they're branding it as like a focus tool. And they've already sold 1 million cans in 6 months and claims the position number one amongst nicotine-free pouches globally. While Zin dominates the nicotine pouch market, Ultra is targeting a different segment. High performers who want cognitive enhancement without addiction. It's a $16 can. Their round is led by blah, blah, blah. I think Austin Reif maybe is in this or he was definitely...

**Shaan Puri** (4:06)