Ease, comfort, and pleasure are what millennials, those members of the high-anxiety “Doom Generation,” really want — and capitalism is into it. A new beverage called Recess is a case study in where those desires meet. Bubbles? Yes. CBD? Check. Sans-serif block font? Yeah! A knowing, nudging, creepily on-point Instagram presence? Obviously.

Recess is a sparkling water infused with CBD (government name: cannabidiol), a nonintoxicating hemp extract that is said to act as a pain reliever, anti-anxiety, anti-inflammatory and chillifier. The drink also contains adaptogens, ephemera from the neverland of is-it-food-or-not that are supposed to reduce stress and improve memory, focus and immunity. Their efficacy is without definitive evidence, but both CBD and adaptogens are decidedly a thing in functional health and wellness — and their marketing.

Recess is headquartered in New York City and made in the Hudson Valley (it was formulated in Beacon and is produced in Fishkill). The company was founded and is still owned by a millennial named Benjamin Witte, who previously worked in tech marketing in San Francisco.

In the era before the commodified wellness movement, this kind of drink would have been tucked into the dimmest refrigerated corner of the spookiest health-food store, not in high demand at $29.99 for a six pack. (The company has since caught up, but Recess says that a few weeks after its October start it had 4,000 back-orders.) Now, the mania for CBD (and the vague curiosity about adaptogens) means that Recess — the matte, sunset palette of the cans as appealing as a luxury lip gloss or free candy or a toy car — has lit up the shifting aspirations of the middle and upper classes of millennials.