a h D R c A u H b m o k O T T E S
F F O E TAK
While still a small category relative to hard seltzers, alcoholic kombucha is poised for growth in the years ahead, reports IWSR.
ith the better-for-me beverage movement continuing to gain momentum both globally and locally, alcoholic kombucha (or hard kombucha) looks set to gain traction in the health and wellness space. According to global liquor research analysts IWSR, the US is set to be the driving force for hard kombucha in the short to medium term – with volumes expected to more than double by 2023. But other markets, such Australasia and the UK, will provide pockets of growth as more brand owners – including a number of brewers – explore the category.
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SO WHAT EXACTLY IS HARD KOMBUCHA? Regular (or soft) kombucha is a 200-yearold fermented drink made with sweetened black or green tea and SCOBY, which stands for symbiotic colony of bacteria and yeast. It is often blended with fruit 12 THE SHOUT NZ – SEPTEMBER 2021
juice and its probiotic properties are said to assist in gut health and reduce inflammation (amongst other claims). All kombucha contains a small amount of alcohol (less than 0.5% ABV) as a by-product of the fermentation process, but it is still classified as a non-alcoholic beverage. To get the additional alcohol content in hard kombucha, extra sugar and yeast are added to extend the fermentation process in order to create an alcoholic beverage. “While hard kombuchas are alcoholic, they still benefit from the halo effect of the perceived health benefits [of regular kombucha],” says Brandy Rand, COO Americas at IWSR. “Many brands play upon this by highlighting their probiotic properties, as well as wellness-friendly ingredients such as enzymes, organic acids, vitamins and minerals.” TAKING ON THE MARKET With hard seltzers dominating the betterfor-me beverage category, Rand says new
entrants into the category are driving the diversification of hard kombucha through innovation. “[Such as] innovative flavour combinations, differing levels of alcoholic strength and fresh packaging formats – from the slimline cans favoured by hard seltzers to regular cans and bottles traditionally used by beers,” she says. IWSR says hard kombucha typically shares many ‘favourable’ characteristics with hard seltzers. They are both typically low in calories, sugar and carbohydrates, as well as often being organic, non-GMO and gluten-free. Rand says many brand owners call attention to these properties by packaging their hard kombuchas in the slimline, single-serve aluminium cans that are already strongly associated with hard seltzers. But in order to target their own category of consumers, Rand says hard kombucha brands are releasing products with fewer calories and lower carbs, “allowing them to compete more directly and effectively with hard seltzers”.