For decades, the British night out has come with an unspoken trade-off: fun now, consequences later. From greasy fry-ups to electrolyte sachets lined up on kitchen counters, rituals designed to soften the morning after have long been part of the social contract. But a new generation is reshaping what it means to go out — and how to feel the next day. Enter Nashi, a new wellness-focused drink made from 100 per cent Korean pear juice, now positioning itself as a fresh ritual for modern socialising.
Launched in London in 2025, Nashi arrives in a recyclable 250ml can and contains just one ingredient: premium Korean pear juice. No additives, no artificial extras, no complicated formulation. Its appeal lies in its simplicity — a natural, flavourful drink intended to sit comfortably alongside a night out rather than serve as a last-minute rescue.
The idea draws inspiration from a long-standing Korean tradition, where pear juice has long featured in social culture. While often referenced informally in conversations about balance and wellbeing, Nashi reframes the drink not as a remedy but as part of a more intentional approach to going out. It is a subtle but significant shift. Rather than embracing excess and seeking a cure, today’s twenty- and thirty-somethings are increasingly interested in moderation, wellbeing and sustainability — without sacrificing connection or enjoyment.
Behind the brand are sisters Taya and Lucy Jackson, whose own lifestyles reflect the balancing act many young professionals now navigate. Taya, a former consultant and international athlete, first encountered Korean pear juice while living in Australia. She noticed how embedded it was within social rituals there — not as a trend, but as something quietly normalised. Curious about its absence in the UK, she brought the idea back to London and introduced it to Lucy.
Lucy, a PhD graduate, AI specialist and marathon runner, quickly adopted the habit herself. What began as a personal routine soon turned into a shared one, as friends began asking where they could buy the same drink. Spotting a clear gap in the UK market, the sisters decided to build the brand themselves.
In a crowded wellness space dominated by powders, pills and pastel branding, Nashi’s proposition is deliberately pared back. The drink contains only Korean pear juice — prized for its naturally sweet, crisp flavour and nutrient profile — and comes in a ready-to-drink format designed for convenience. The 250ml can fits neatly into a handbag, fridge shelf or gym kit, making it easy to incorporate into an evening routine.
Packaging also plays a role in its positioning. Unlike smaller pouches or single-use formats that dominate parts of the functional drinks sector, Nashi is sold in a fully recyclable aluminium can, aligning with environmentally conscious consumers seeking lower-impact options.
The timing feels apt. Across the UK, younger drinkers are reassessing their relationship with alcohol. While pubs and bars remain central to social life, there is growing interest in mindful drinking, alcohol-free alternatives and rituals that allow people to maintain energy for early meetings, gym sessions or weekend runs. The old binary — all-in or abstain — is giving way to something more nuanced.
Nashi slots into this cultural shift neatly. It does not position itself as anti-alcohol, nor does it promise miracle effects. Instead, it frames itself as a small act of balance: a simple addition to a pre-drinks routine that feels aligned with contemporary priorities around health and productivity.
Since launching, the brand has built its presence primarily through direct-to-consumer sales via its website, alongside availability on curated food marketplace DELLI and a growing number of independent stockists. Customers can subscribe for a discount on their first order, with next-day delivery available — a model that speaks to digitally native consumers accustomed to convenience.
The sisters are clear about the philosophy underpinning their venture. “We don’t think you should have to choose between the pub and the gym, the dinner party and the early meeting, or the night out and the morning after,” they say. “Nashi is about finding your balance and feeling good, whatever your plans.”
In many ways, the drink reflects a broader shift in British food and lifestyle culture. Wellness is no longer confined to green juices and silent retreats; it is increasingly woven into everyday habits. If previous decades celebrated indulgence as rebellion, today’s young professionals are carving out a different form of freedom — one that allows for spontaneity without sacrifice.
Whether Nashi becomes a staple in fridges across the country remains to be seen. But its emergence signals something larger: a redefinition of nightlife culture, where intention matters as much as indulgence, and where the morning after is considered part of the experience, not an afterthought.