US beverage brand Kombrewcha has launched a 3.2% ABV fizzy fermented tea, aiming to be a healthier alternative to high-calorie cocktails, beer and wine.
While the naturally-occurring alcohol found in kombucha has been minimised by brands in the past, Kombrewcha decided to embrace the alcohol and position the brand as a recreational beverage, not a functional one.
Kombrewcha uses all natural ingredients: organic black tea, organic cane sugar, organic yeast, a symbiotic culture of bacteria and yeast, finished with organic fruit.
The range is available in four flavours: original, berry hibiscus, lemongrass lime, and royal ginger. The packaging has also been given a colourful refresh.
Kombrewcha CEO Garrett Bredenkamp said: “We decided to up our alcohol content to really push ourselves into social occasions, while still keeping a low ABV. We are keenly aware that sessionable drinks are leading the way amongst health-conscious consumers and at 3.2% ABV, we are giving consumers a way to socialise without compromise.”
Marketing director Kristina Marino added: “For today’s consumer, living a healthy lifestyle is just as important as spending time with family and friends, but the beverage industry has yet to catch up. The options are limited when you want to grab a drink, but you don’t want to drink-drink. We designed Kombrewcha for those moments.”
Kombrewcha has joined forces with Whole Foods in both New York City and Miami as its launch retail partner and the products are available in four-packs of 12 oz bottles for $9.99. It will also roll out at select bars and restaurants.
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