For better nights that don’t steal from tomorrow.
Good Measure is a coalition of producers, operators and investors, reorganising the drinks and social economy so that what's better for business is also better for planet, body and mind.
Drinking in 20yr decline
NA drinks +22%
54% adults drink
Gen Z going sober
8 pubs close weekly
Drinking in 20yr decline NA drinks +22% 54% adults drink Gen Z going sober 8 pubs close weekly
88% distrust green claims
2.3x certified growth
$1.57T impact investing
9,368 B Corps
95% want IRL events
88% distrust green claims 2.3x certified growth $1.57T impact investing 9,368 B Corps 95% want IRL events
1 in 2 lonely
sober gatherings up 92%
3x more people have no close friends
39% Gen Z plan fully dry
Board game events up 700%
1 in 2 lonely sober gatherings up 92% 3x more people have no close friends 39% Gen Z plan fully dry Board game events up 700%
We’re more connected than ever. And more alone.
Over the past thirty years, life has reorganised itself around efficiency, convenience and screens.
We can reach anyone, anywhere, instantly.
But the moments that actually bring us together have quietly disappeared.
At the same time, we care more than ever. About what we consume. How it’s made. What it does to our bodies. What it does to the world.
But the systems around us haven’t caught up.
The Problem
Drinking culture is broken.
Consumers
If you want to drink less, or differently, your options are limited to sugary mocktails, watered-down "wellness" brands, or just not joining in. The drinks industry still treats moderation as an afterthought and sobriety as absence. A whole generation has noticed. Gen Z are drinking less than any generation before them, not because they don't want to socialise, but because what's on offer doesn't reflect how they want to live. The formats, the tempo, the serves, the social rituals. None of it has moved. People haven't stopped wanting to come together. The drinks and the occasions just haven't caught up.
Small Brands and Makers
The people actually creating new drinks and social products face a market built for incumbents. Distribution is controlled by a handful of players. Shelf space is pay-to-play. The route to market rewards volume, not innovation. If you're a maker with a genuinely better product, a functional ingredient, a new format, a smarter serve, the system makes it almost impossible to reach the people who actually want it.
Hospitality
Venues know their customers are changing but don't have the tools or the supply to respond. The back bar hasn't evolved in decades. Staff aren't trained to sell beyond the usual categories. Non-alcoholic options are an afterthought, tucked at the bottom of the menu. Meanwhile footfall is shifting. The occasions people want, lower tempo, more intentional, built around quality not quantity, don't fit the economic model most venues were designed around.
Investment and Financial
The drinks industry is a trillion-dollar market undergoing a structural shift. Moderation, functional beverages, and new social formats are growing categories, but capital still flows overwhelmingly toward legacy brands and line extensions. There is no credible platform connecting the emerging consumer, the independent brand, the forward-thinking venue, and the investor. The opportunity isn't in backing another beverage. It's in building the infrastructure for what drinking culture becomes next.
The Opportunity
Three Forces
Three forces are converging. Separately, each one is reshaping consumer behaviour. Together, they define a new standard for how we come together and what we consume when we do.
Wellbeing
We are becoming far more intentional about what we put into our bodies. Cleaner ingredients, better formulation, smarter choices. Consumption is moving from indulgence toward intention, not as punishment, but as care.
Connection
In a world of digital immersion and rising isolation, shared physical experiences matter more than ever. The places and occasions that bring people genuinely together are gaining cultural and economic value. Connection is the scarcest resource.
The Planet
We increasingly expect the things we enjoy to respect the systems that produce them. Regenerative sourcing, transparent supply chains and lower-impact production aren’t nice-to-haves. They’re becoming the baseline.
These three things reinforce each other. What’s better for the planet is often better for the body. What brings people together well tends to be more intentional about what’s served and how. Care scales.
No single brand can solve this.
This only works as a system.
The System
An ecosystem for what’s next.
Good Measure is not a brand, product or campaign.
It is a system.
A coalition that aligns the people and businesses shaping how we come together and what we consume when we do.
An ecosystem for what’s next.
01 The Standard
A clear, credible definition of what “good” looks like across sourcing, supply chains, formulation, and the way occasions are designed. Not a vague badge. A mark with criteria that mean something.
02 The Platform
A shared layer connecting producers, venues, cultural partners and institutional buyers. Shared knowledge, shared activation, shared distribution. An ecosystem, not a directory.
03 The Capital Engine
Aligned investment into ventures that meet and advance the standard. Curated deal flow for investors. Clearer pathways to funding for founders. Portfolio-level strength through collaboration, not isolated bets.
Credibility drives demand. Demand attracts capital. Capital enables scale. Scale reinforces the standard.
The Mark
Made with care.
Shared with purpose.
The Good Measure mark signals that a product, producer or venue meets a credible standard across four dimensions:
Sourced responsibly — regenerative or verified low-impact practices
Transparent from source to shelf — traceable, honest supply chains
Formulated with care — health-conscious, clean-label, intentionally made
Designed to connect — occasions that bring people together well
The full framework is available to founding partners. These are not loose principles. They are criteria — hard enough to matter, simple enough to scale.
The Coalition
Built for builders.
Good Measure brings together producers, operators, investors and institutions who share a conviction: that the way we come together and what we consume while doing it can be better — for us and for the world.
Not spectators. Builders.
Founding producers. Aligned investors. Hospitality partners. Cultural institutions. The circle is forming.
Shape what comes next.
A curated group of producers, operators and investors defining the standard and building the coalition from the inside. This is where it starts.
Join Us
This isn't built for you. It's built with you.
Get in touch.
Good Measure is built by the people who believe in it. Whatever brings you here, we'd like to hear from you.