Magic mushrooms: the next big thing in beverages? The shroom boom is in full effect. Many US consumers have readily embraced adaptogenic mushrooms – known for boosting immunity, relieving stress and other health benefits. Now these functional fungi are sprouting up across the beverage category, which is in the midst of an innovation explosion. Here’s why a mushroom-based beverage just might end up in your refrigerator soon. The beverage category is becoming a veritable forest full of mushroom lattes, coffees, seltzers and energy shots. Adaptogenic mushrooms are in vogue right now. So is beverage innovation and exploration. The younger generations’ willingness to seek out and try functional, non-alcoholic beverages (including those laced with CBD) is driving the creation of a flurry of new products, all vying to become the next big thing.