23 / 90
Background
•
Fermented tea: Naturally rich in probiotics and healthy acids
•
4 ingredients: Tea, Water, Sugar, and SCOBY
WHAT IS KOMBUCHA?
•
SCOBY = Symbiotic Culture of Bacteria & Yeast
•
Most brands brew “raw”,
contain some level of alcohol
•
Enjoyed for thousands of years to promote HEALTH!
•
150 years of research, mostly international
•
Improved digestion, immunity, energy, metabolism
•
“Makes me feel good”
•
Naturally low in calories and sugar, effervescent and DELICIOUS!
•
Kombucha has a unique composition:
•
Acetic acid ferment (like vinegar)
•
Plethora of organic & amino acids
•
Low pH (typically 2.9‐3.5)
•
Residual sugars
•
Complex sediments
•
Natural carbonation
Background
•
1995: First to market, GT’s Kombucha
•
2000’s: Steady growth with new brands
•
2010: Voluntary withdrawal of kombucha
HISTORY OF COMMERCIAL GROWTH
•
Alcohol thought to be >0.5% ABV
•
Reformulated brands came back
•
Since 2010: HUGE GROWTH
•
+30% growth in natural channel
•
+50% + growth in grocery channel
•
~$600M in 2015
•
Growth BEYOND kombucha
•
2014: KBI formed
•
40 founding companies, now 120
breweries
•
90% of commercial bottles on shelves
•
WE NEED AN APPROPRIATE & FAIR
STANDARD!