Drink Ruella

functional & wellness

Danielle Dahoui created Drink Ruella 30 years ago in a large glass cauldron, just a few hours before opening the doors of her first Ruella bistro, in September 1996. It was an enchanted birth, free from rules and guided only by instinct, by the spirit of ancestral witches, with a touch of Pernambuco, a hint of Rio de Janeiro and another dash of French taste… Dahoui kept blending the ingredients and watched a drink come to life with a vibrant personality, bold flavors, a luminous color, the aroma of freshly bitten fruit, a plural soul, feminine strength and an absolutely unique character.

It surprises with an explosion of flavors that is both spicy and refreshing, with its provocative blend of ginger, lemon and pomegranate — a fruit that symbolizes love and fertility — balanced by a hint of bitterness that brings a pleasurable finishing touch.

For three decades, Drink Ruella has captivated people of all ages and cultures — clients and friends from different backgrounds, beliefs and lifestyles, from 18 to 70 years old, across Generations X to Z, and of all genders and styles.

The alcohol-free Drink Ruella is an invitation to explore new horizons and open new portals. Dahoui took the alchemy even further, blending mushroom tinctures, roots, herbs, guaraná and ginseng to create a delicious boost of energy — without the hangover. Made with vegan and organic ingredients, with no preservatives and naturally sweetened.For the curious and for mixologists, it is also a playful invitation to experiment, with countless possibilities for creating new drinks. It can be mixed with tonic water or light beer, sparkling wine, white wine, used in clericots, or combined with vodka, gin, sake, rum, bourbon and cachaça — giving life to irresistible and innovative new creations.

Perfect for the wellness market, it brings energy and vitality through 100% natural ingredients.

Cosmopolitan by nature, Drink Ruella can be enjoyed in bars, restaurants, parties, happy hours, gatherings, at the dining table and, of course, at home — in the quiet pleasure of simply being yourself.

For some time, Dahoui has dreamed of launching this drink, but some ideas need to wait for the right moment. And that moment has arrived! Today, both the Brazilian and international markets are seeing a growing demand for ready-to-drink and alcohol-free beverages, creating space for original, sophisticated products with a strong identity. And that is exactly where Drink Ruella comes in: a product with a personality of its own and the potential to explore new paths within the food service industry, in Brazil and around the world.

Dahoui brought together wonderful partners for this journey: BRUNHOLI, which developed the alcoholic version of Drink Ruella; LBMH, responsible for the functional alcohol-free version; and D.BRAND, a business boutique focused on Brand Experience, bringing its extensive expertise to the commercial and operational side of the project. The launch will also be supported by leading professionals in press relations, PR and social media.DRINK RUELLA will have its avant-première in Paris, at Maison Bazzar, on September 29 and 30.

Its official launch is planned for early 2027 in São Paulo, with online sales and availability in selected venues — gradually making its way across Brazil and around the world with its “Art of Celebrating Life.”

Later on, 10+ additional versions of Drink Ruella will gradually be launched, always 100% natural, organic and vegan:

℘ 1st — DRINK RUELLA Functional, Alcohol-Free — 750 ml bottle
℘ 2nd — DRINK RUELLA with Alcohol — 750 ml bottle
℘ 3rd — DRINK RUELLA Functional, Alcohol-Free, Protein-Infused and Carbonated — 355 ml slim can
℘ DRINK RUELLA with Alcohol, Carbonated — 355 ml slim can

And, gradually, the remaining versions will follow:

• RUELLA ENERGY DRINK — natural, protein-enriched — 355 ml slim can
• RUELLA KOMBUCHA — with probiotics — 355 ml slim can
• RUELLA TEA — functional, relaxing and fiber-enriched, designed for bedtime — 355 ml slim can
• RUELLA SODA — functional, fiber-enriched and sugar-free — 355 ml slim can
• RUELLA BEER — functional, protein-enriched and alcohol-free — 355 ml slim can
• RUELLA SPARKLING WINE — functional, with alcohol — 355 ml can
• RUELLA VERMOUTH — 1 L bottle, developed for cocktails
• RUELLA LIQUEUR — 1 L bottle, with digestive herbs, developed for cocktails

To learn more and follow the journey as it comes to life, follow us:

https://linktr.ee/ruella

@drink.ruella

@bistrosruella

@chefdahoui

SOME MARKET DATA

NON-ALCOHOLIC BEVERAGES — 2023 TO 2026

℘ According to CISA / Ipsos-Ipec data in Brazil:

• Non-alcoholic beverage volume: 649.9 million liters (2023) → 885 million liters projected for 2026 — an increase of more than 36% in three years
• Brazilians who say they do not drink alcohol: 55% (2023) → 64% (2025)
• Among Generation Z and Generation X, abstinence rose from 46% to 64% over the same period.
• Non-alcoholic beverages are growing by 13% per year, compared with 1% for alcoholic beverages
• The overall non-alcoholic beverage market in Brazil has grown by 7% per year over the past five years

WELLNESS IN BRAZIL — 2023 TO 2026
℘ According to the Global Wellness Institute

• Brazil: US$96 billion (2022) → US$125.4 billion (2026) — equivalent to 5.78% of the country’s GDP
• Brazil is the largest wellness market in Latin America and the 11th largest in the world
• Global market: US$6.3 trillion (2023) → US$6.8 trillion (2026) — an increase of 7.9%
• Global projection: US$9.8 trillion by 2029
• Average annual growth of the sector (2019–2025): 6.2%, above global GDP growth of 4.7%
• Both Generation Z and Generation X are increasingly prioritizing wellness — at more than twice the level of the previous year — with wellness representing 25% of global spending

If you’d like to be part of this journey, get in touch with Dahoui!

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Drink Ruella – EN

Drink Ruella

functional & wellness