After suddenly finding herself surrounded with people talking about pears, writer Lizzy O’Riordan decided to investigate the alleged hangover preventer.
Sometimes, in life, the most unlikely products become cool. A few years ago, it was very chic to be spotted carrying a reusable water bottle. Now, bizarrely, it’s the height of style to own a brick phone. And, as this writer wandered through a very trendy drinks shop in leafy South London recently, it became clear that the list of voguish items has expanded again, this time to include pear juice.
Much like the other items on that list, pear juice doesn’t naturally scream à la mode. But judging by the size of the display, and the unprecedented number of pear-themed emails landing in my inbox, it can’t be denied. The pear, specifically the Asian pear, is in. But why? And how is the fruit getting tangled up in the alcohol industry?
Recently there has been a spate of brands – Prepear, Nashi and Seoul Tonic – creating pear-based drinks designed to be consumed before alcohol. Marketed as pre-drinking beverages, they are pitched as a way to prevent a hangover; the idea being that the enzymes in the fruit help speed up metabolism, allowing the body to process alcohol more efficiently.
As Taya Jackson, co-founder of Nashi, the pear juice brand that soft-launched last summer, explains: “Nashi pears naturally contain compounds that support the body’s ability to process alcohol more efficiently, which is why pear juice has traditionally been enjoyed before drinking rather than after.”
As for why the trend has taken off now, there’s a myriad of explanations. In part, Jackson says, it reflects a growing appreciation for Asian ingredients in the UK. This is true of drinks trends, with the Fentimans Market Report anticipating the rise of “nuanced, regionally rooted and inventive pan-Asian fusions” in 2026. Additionally, the shift is visible in food retail as well, with Ocado launching a dedicated online Korean aisle and adding 20 new products to meet demand.
Compounding this, and perhaps more importantly, the pear juice trend aligns with the nuances of modern wellness culture. Consumers increasingly want to imbibe while still feeling like they are taking care of their bodies.
This, says Priya Pankhania, founder of Prepear, was the inspiration behind her launch in 2023. On its genesis, she explains: “As I approached 30, I noticed a frustrating binary in the UK market: you either didn’t drink or you accepted a write-off the next day,” neither of which appealed to her.
At the same time, she adds, “we were watching mid-strength grow alongside low & no alcohol”, a pattern that suggested people still wanted to drink, just without the aftermath.
The link to Asian flavours fits naturally too, given the long-standing association between the region and wellbeing in the consumer imagination. Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, which has just debuted a Nashi Pear Gin, notes: “Asian pear is traditionally associated in Korea and Japan with hydration and functional benefits, which resonates with UK consumers seeking smarter, health-conscious options.”
Ultimately, the sudden influx of pear juice brands speaks to a wider shift in how people are thinking about drinking, where wellness doesn’t mean extreme abstinence. As Pankhania puts it: “The era of hyper-optimised, restrictive wellness feels like it’s reached a tipping point. People are fatigued by the extreme and the constant demand to be perfect.
“Culture is cyclical, and we’re seeing a resurgence of late-night energy, but people are returning to the dancefloor on their own terms.”
Likewise, Jackson adds: “There’s a clear move away from the binge-drinking culture many millennials grew up with and towards moderation, mindfulness and choice. It’s not about restriction or guilt; it’s about enjoying alcohol on your own terms and feeling good the next day.”
The extent to which any Asian pear type actually prevents hangovers is, of course, disputed. Some consumers swear by it; others remain unconvinced. But from a purely trend perspective, the emergence of these products clearly reflects a deeper evolution in wellness culture, one that is moving away from extremes and towards balance.
For the record though, a solo test from this Drinks Retailing team member, found positive results – and the tester felt very smug and responsible in the process too.
