Why Millions of Americans Are Quietly Giving Up Alcohol. And What They Take Instead.
Drinking in America is at the lowest level in Gallup’s 87-year record. But nobody stopped wanting the warmth. The real story is three brain chemicals, and a formulator who found a smarter way to get them.
The warmth, the ease, the glow. A new generation is getting the feeling without the drink.
You know the moment.
You walk into the party. Coats on the bed, music a little too loud, a circle of people you half know. Someone hands you a glass, and twenty minutes later the change arrives. Your shoulders drop. The jokes land. Conversation stops feeling like work.
Here's the question almost nobody asks: what actually just happened in your brain?
Because whatever it was, it wasn't the taste. And once you understand what that twenty-minute warm-up really is, you'll understand why millions of people are walking away from alcohol without giving up a single one of those nights.
The numbers are hard to ignore. Only 54% of Americans now say they drink, the lowest Gallup has ever recorded since it began asking in 1939. Among adults under 35, it's down to half. Yet talk to anyone who cut back and you'll hear the same thing: they don't miss being drunk. They miss what the first glass did for them.
Keep that distinction in mind. Everything that follows hangs on it.
You Were Never Chasing the Drink. You Were Chasing Three Molecules.
Go back to that moment at the party, one glass in. That shift you feel isn't "alcohol." It's your own brain releasing three specific chemicals:
These are the three molecules of social connection. And here is the part that changes how you'll see every drink you ever poured: alcohol doesn't build any of them.
It borrows them.
Alcohol quiets inhibition and floods the reward system for a few hours. Then the bill arrives. The same chemicals it borrowed dip below baseline, and you feel the repayment as flatness the next day. The short fuse. The 3am wake-up. You pay for the night, plus interest. Call it what it is: a serotonin debt.
And the debt compounds while you sleep. Alcohol fragments the deep sleep that was supposed to restock tomorrow's mood chemistry, so you wake with less than you started with. It dehydrates your skin, taxes your liver, and over the years it quietly accelerates aging in the brain and body. The glow it hands you tonight, it collects back with interest. Every time.
"That's why I created BLISS — not for the market, but for myself." — Shawn Wells, MPH, RD, Biochemist & Formulator of BLISS
Why the "Alcohol Alternatives" Haven't Solved It
Maybe you've already tried the alternatives. The non-alcoholic beers. The botanical seltzers. The "social tonics" with beautiful cans and mysterious ingredient lists. Some of them taste wonderful.
Now read the label. Notice anything missing?
The doses. That's the category's quiet secret: a 25-calorie can physically cannot carry clinically meaningful doses. Most functional drinks hide their actives inside a "blend," no amounts shown, because what fits in a pleasant-tasting drink is a fraction of what the published human research actually used.
You get a lovely ritual and a nice glass in your hand. The feeling itself rarely shows up.
One man decided to solve this properly. He was unusually qualified to try.
The Formulator Who Couldn't Feel It
Shawn Wells, MPH, LDN, RD, CISSN, FISSN
Biochemist · Registered Dietitian · Formulator of BLISS
- Formulated 1,000+ supplements and functional ingredients
- 40+ patents filed across the supplement industry
- Selected Affron® saffron at its clinically studied 28mg dose
- Hand-selected every ingredient, form, and dose in BLISS
Shawn Wells is one of the most credentialed formulators in the supplement industry. He has also battled serious health challenges of his own, and learned the hard way that understanding the biochemistry of joy on paper isn't the same as reliably feeling it.
"I had all the biohacks, all the formulas, all the knowledge — and yet, that deep, resonant joy felt just beyond reach." — Shawn Wells, MPH, RD
So he asked one precise question: if the feeling people chase with a drink comes from serotonin, dopamine, and acetylcholine, what does the published human research say actually supports those pathways, at what doses, and can they work together in one formula?
Years of formulation work later, his answer became BLISS, built with Mindvalley, the transformation company trusted by 20+ million students worldwide.
BLISS by Mindvalley States
BLISS is a social-euphoria neurostack: five branded, patented ingredients plus a standardized citrus extract, four of them at the exact doses used in published human trials, working together to support the neurochemistry of mood, social ease, and conversation.*
- Supports a bright, balanced mood*
- Promotes calm, confident social energy, no alcohol required*
- Supports verbal fluency and being fully present*
- No hangover. Non-habit forming. Nothing to recover from.
Powered by patented, clinically studied branded ingredients
Full Doses, Fully Disclosed
This is where BLISS breaks from the beverage category. No proprietary blends. No hidden math. Five of the six actives are branded, patented ingredients, and four of the six are at the exact doses used in published human trials. Read this the way a formulator reads a label:
Affron® Saffron · 28mg Emotional Warmth
One of the most clinically studied saffron extracts, at its studied dose. Human trials on Affron® consistently show support for a positive, balanced mood.* Feels like: a gentle warmth. Conversations feel easier, laughter comes more naturally.
Zembrin® Sceletium · 25mg Hero Ingredient · Calm Confidence
A patented extract of a South African botanical used traditionally for centuries, at the clinically studied 25mg dose. Research on Zembrin® shows support for calm alertness and cognitive flexibility, with measurable changes in brainwave activity during mental tasks.* Feels like: the mental chatter quiets. Relaxed and alert at the same time.
enfinity® Paraxanthine · 100mg Clean Social Energy
The main metabolite of caffeine, isolated. The alertness and drive of coffee, studied in human trials for memory, attention, and focus.* Feels like: energized to engage, not wired.
Synapsa® Bacopa · 320mg Conversational Fluidity
A patented Bacopa extract studied in human trials at 300–320mg for memory, attention, and processing speed — the acetylcholine side of the social equation.* Feels like: the right word arrives when you need it. Stories land.
CurcuPrime® Tetrahydrocurcumin · 250mg Emotional Smoothing
A highly bioavailable form of tetrahydrocurcumin, a key active metabolite of curcumin. Supports a healthy inflammatory response in the brain and long-term neural health.* Feels like: the rough edges soften.
Citrus Extract · 50mg (20% nobiletin = 10mg) Cognitive Clarity
A citrus extract standardized to 20% nobiletin, a flavonoid studied for neuroprotective properties and healthy circadian rhythm support. This one is a long-game ingredient.* Feels like: part of why week three feels better than day one.
What to Expect, and When
Different ingredients work on different clocks. Here's the honest version:
within hours Zembrin®, enfinity® paraxanthine, Affron® supply the calm alertness, clean energy and warmth you take it for before a dinner.*
with daily use Affron® (full effect) and Synapsa® Bacopa build the mood baseline and the verbal recall the research measured over weeks, not minutes.*
months CurcuPrime® and nobiletin support long-term brain and neural health.*
This is why the 3-bottle option exists. Not as an upsell trick, but because half the formula is designed to compound.
See the research behind these numbers
- Kell G, et al. affron® a novel saffron extract (Crocus sativus L.) improves mood in healthy adults over 4 weeks in a double-blind, parallel, randomized, placebo-controlled clinical trial. Complementary Therapies in Medicine. 2017;33:58-64. doi:10.1016/j.ctim.2017.06.001
- Chiu S, Gericke N, et al. Proof-of-concept randomized controlled study of cognition effects of the proprietary extract Sceletium tortuosum (Zembrin) targeting phosphodiesterase-4 in cognitively healthy subjects. Evidence-Based Complementary and Alternative Medicine. 2014;2014:682014. doi:10.1155/2014/682014
- Terburg D, et al. Acute effects of Sceletium tortuosum (Zembrin), a dual 5-HT reuptake and PDE4 inhibitor, in the human amygdala and its connection to the hypothalamus. Neuropsychopharmacology. 2013;38(13):2708-2716. doi:10.1038/npp.2013.183
- Downey LA, et al. An acute, double-blind, placebo-controlled crossover study of 320 mg and 640 mg doses of a special extract of Bacopa monnieri (CDRI 08) on sustained cognitive performance. Phytotherapy Research. 2013;27(9):1407-1413. doi:10.1002/ptr.4864
- Stough C, et al. The chronic effects of an extract of Bacopa monniera (Brahmi) on cognitive function in healthy human subjects. Psychopharmacology. 2001;156(4):481-484. PubMed 11498727
- Xing D, Yoo C, Gonzalez D, et al. Dose-response of paraxanthine on cognitive function: a double blind, placebo controlled, crossover trial. Nutrients. 2021;13(12):4478. doi:10.3390/nu13124478
- Yoo C, Xing D, Gonzalez D, et al. Acute paraxanthine ingestion improves cognition and short-term memory and helps sustain attention in a double-blind, placebo-controlled, crossover trial. Nutrients. 2021;13(11):3980. doi:10.3390/nu13113980
- Gallup. Drinking rate among U.S. adults, 2025 and 2026 Consumption Habits surveys. news.gallup.com
The Math No One Puts on the Label
| A Night of Drinks | Social Tonic Seltzers | BLISS | |
|---|---|---|---|
| The feeling | Borrowed, repaid with interest tomorrow | Mostly ritual; doses rarely disclosed | Supported at published clinical doses* |
| Dose transparency | N/A | Blends, rarely full doses | 6 clinically studied actives, every mg on the label |
| The next morning | Hangover, low mood, lost day | Fine | Clear, nothing to recover from |
| Cost per occasion | $30–60 out | $12–17 (3 cans) | ~$2.30 per serving |
| Habit profile | Tolerance builds | Varies | Non-habit forming |
"I used to have a bar in my house for entertaining. I replaced it with BLISS. My guests have more fun, conversations go deeper, and nobody wakes up feeling terrible the next day. It's changed how I host." — Vishen Lakhiani, Founder of Mindvalley, co-creator of Mindvalley States
Mindvalley, the company behind States, has been featured on CNN, CBS News, Forbes, Fast Company and SUCCESS.
Individual experiences vary. BLISS supports normal, healthy mood and social ease. Most people notice effects within 1 to 2 hours, and consistent daily use compounds over 2 to 4 weeks.*
How People Use It
Two capsules, once a day. That's the whole protocol. Daily users take it in the morning and let it raise the baseline: easier mornings, smoother conversations, more patience by evening. For occasions, it's the 1-to-2-hours-before ritual, taken the way you'd once have poured the first glass early. It stacks with ZEN if you want deeper calm alongside it.
→ Try this at your next dinner: take BLISS 1 to 2 hours before you walk in, then pay attention to one thing only: how at-ease you feel as the room fills up. That's the fast-acting side of the formula (Zembrin, paraxanthine, saffron) doing its job.*
If you take medication, particularly antidepressants (SSRIs/MAOIs) or anti-anxiety medication, talk to your healthcare provider before use. BLISS is for adults 18+.
The Questions Everyone Asks
Will I actually feel it?
Yes, and here's the honest version: it builds. Most people notice the first effects within one to two hours, and they taper gently, with no crash. And because several of the ingredients compound with regular use, week three tends to feel better than day one.*
Is this going to make me feel "buzzed"?
No. BLISS is not intoxicating and it doesn't impair you. What people describe is warmth, ease, and words coming more naturally. You stay clear-headed and present. That's the point.*
Can it really replace alcohol at social events?
Many customers use it exactly that way: the 30-minutes-before ritual instead of the first glass. Some still drink occasionally. Others found they simply stopped reaching for it. And if you don't drink at all, BLISS isn't about alcohol. It's about reliable access to your own social ease.
Is it safe to take every day?
BLISS is non-habit forming, and four of its six ingredients are used at the exact doses from published human trials. One serving of two capsules per day. If you take antidepressants (SSRIs/MAOIs) or anti-anxiety medication, check with your doctor first: bring the ingredient list on this page and ask specifically about saffron and Sceletium (Zembrin) alongside your prescription. Not for use during pregnancy or nursing without consulting your physician. Adults 18+.
Can I take it with my morning coffee?
Paraxanthine is what your body turns caffeine into, so treat BLISS like a strong cup: most people are fine, but if you're caffeine-sensitive, skip the coffee on BLISS days. The label advises against use with caffeine or other stimulants if you're sensitive.
Who is BLISS NOT for?
If you're chasing a buzz or an escape, this will disappoint you. BLISS doesn't intoxicate, numb, or take the edge off a bad day the way a drink does. It supports the sober version of your social self. People who want to check out won't like it. People who want to show up usually do.*
What if it's not for me?
You can return your order within 60 days of purchase for a refund. See the refund policy for how returns work.
The Feeling, Without the Bill
A single cocktail out costs more than a week of BLISS. Pick your supply:
Not for you? Email support@mindvalleystates.com with your order number and return your order within 60 days of purchase for a refund. Return shipping is not refunded. Refund policy
- 60 capsules · 30 servings
- 5 patented branded actives + citrus extract
- Every dose published
- Buy once or subscribe, cancel anytime
- Third-party tested
- 60-day returns
No subscription required. Subscribe only if you choose, cancel anytime.
PayPal and all major cards accepted at secure checkout · Ships from the US · International shipping available · Prefer the full details? See the product page
How do I take it?
Two capsules with water, once a day. Morning for a daily baseline, or 1 to 2 hours before social time.
When will I feel it?
Most people notice the first effects within 1 to 2 hours. The mood baseline compounds over 2 to 4 weeks of daily use.*
Is it safe?
Non-habit forming, 100% vegan, third-party tested, every dose published. If you take SSRIs/MAOIs or anti-anxiety medication, check with your doctor first. Adults 18+.
Not sure BLISS is your state? Take the 60-second quiz →
Picture two versions of your next Friday night. In one, you take the edge off the old way, and Saturday pays for it. In the other, you walk in warm, sharp, and fully yourself, and Saturday morning still belongs to you. Same party. Same you. Different chemistry.*
Whether you drink less now, quit years ago, or never started, the want was never really about alcohol. It was about your own chemistry, and there is finally a serious, fully-disclosed way to support it.*
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
