By: William Jones

Chicago’s wellness culture is changing, and it’s happening fast. Across the city, from River North offices to Logan Square creative studios, people are looking for ways to unwind that don’t rely on alcohol or a next-day recovery plan.

Into that new shift steps Jubi Brands, the Bedford Hills–based company bringing plant-powered clarity to the Midwest with a fresh take on functional wellness.

Jubi prides itself on using traditional botanicals on a clean, modern formulation. Its lineup, most notably the Kava Chill Shot and Lion’s Mane Clarity + Energy Shot, is meant to appeal to a growing number of professionals who want to feel good without added stimulants, sugar crashes, or anything artificial.

The Midwest Wants a Different Kind of “Wind Down”

Chicagoans are settling into new routines that feel good without the usual trade-offs of drinking culture. That shift’s opened the door for gentler options like Kava, a centuries-old root with a reputation for helping the mind unwind without intoxication, and Lion’s Mane, long appreciated for supporting steady focus.

Jubi brings both botanicals into simple, portable shots meant to blend into real life: during an after-work lakefront walk, a quick breather between meetings, or a chill evening with friends.

Chief Marketing Officer Matthew Delmore says the goal isn’t to overhaul anyone’s routine, just to make calm and clarity easier to reach. And as Jubi establishes its presence in the Midwest, he’s been looking into how Chicagoans can use these products for their own lives, something he talks more about in the conversation below.

In your opinion, what’s driving Chicago’s interest in non-alcoholic alternatives?

Matthew: Honestly, I think people just want to feel good without paying for it the next morning. Chicago has this incredible sense of community and a very active spirit. It’s a city where people work hard but also care about showing up for their friends, their families, and their hobbies. When you’re juggling all of that, having a way to unwind that doesn’t derail tomorrow becomes a pretty appealing idea.

Also, and this isn’t limited to Chicago, but there’s a growing awareness of how alcohol fits into people’s lives. A lot of folks here are looking for something gentler, something that helps them simmer down after a long day without feeling like they’re stepping out of themselves.

Why did Jubi choose the Midwest for expansion?

Matthew: The Midwest is very honest about what works and what doesn’t. We think people here don’t follow a trend just because it looks good online. They instead look for options that fit their routines and support the way they move through everyday life — and that’s the kind of client we’re after as well.

How do you explain Kava to someone who’s never tried it?

Matthew: I like to say that it feels like the exhale your body has been waiting for. It eases that mental tightness you might not even realize you’ve been carrying around, but it doesn’t make you feel out of it or dulled.

I also like to point out, naturally, that our Chill Shot in particular is one of the best ways to get that real Kava feeling in a way that’s clean, quick, and portable. You can take it before dinner with friends, after a stressful meeting, or during one of those evenings when you just need a reset.

Photo Courtesy: Jubi

And what about the Lion’s Mane Clarity + Energy Shot?

Matthew: That one is all about consistent, collected focus. Our customers tell us they feel more alert, more clear-headed, but without that twitchy, buzzing sensation that comes with a lot of caffeine. It’s essentially a smoother type of energy that lets you think clearly.

When we created it, the idea was for something that supported the mind without contributing to the frantic pace a lot of us already live in. We really don’t need one more thing that sends us bouncing off the walls. This is about feeling steady and sharp.

How do you see people using Jubi products day to day?

Matthew: A lot of people take the Lion’s Mane shot in the morning to start their day off on the right foot. Others reach for the Kava shot at night when they are winding down or creating a little transition between the busy part of their evening and the restful part. It really depends on the person.

Also, we hear a lot of people pairing them: Lion’s Mane to stay sharp during the day, Kava to ease back down at night.

What makes Jubi different from other functional beverage brands?

Matthew: The name of the game for our company is honesty. We’re very clear about what ingredients we use, with no hidden elements in the formula or confusing labels, and all of our products are manufactured in facilities that follow GMP guidelines.

Really, everything we make is born out of a desire to help people feel balanced. We want our clients to have zero doubts about our processes and full confidence in our goal to serve them. When something is made with intention, people can tell.

Relaxation As a Routine With Jubi Brands

As more people in Chicago are rethinking what it means to unwind, Jubi Brands offers an accessible alternative that seeks to accompany how people live: busy, social, and intentional. The brand is carving out a new lane of wellness that’s both modern and timeless in equal measure, and for a city that prides itself on balance, its arrival couldn’t be better timed.