Go Kombucha eyes premium market with rebrand
Go Kombucha, has unveiled new branding and labels as it looks to establish itself in the fine food sector as a low-alcohol alternative to wines, beers and ciders.
The London-based fermented-drinks-maker said it wanted to be seen as a “high-end option” for consumers looking to lower their alcohol intake in both the on- and off-trade.
Owner Gary Leigh told FFD that he hopes the rebrand will reinforce the brand’s credentials as an authentic product as more producers join the kombucha market.
“Kombucha has grown in popularity in recent years which is great,” says Leigh, “but the multi-nationals are jumping on the bandwagon so there is a danger of the category being cheapened.”
The producer worked with London design agency Colt to complete the £12,000 rebrand which extends across the entire product range including its 750ml bottles of Green Sencha and Red Pu-Erh (RRP £5.99), and the smaller 250ml of China White, Yunnan Gold and Darjeeling Black (RRP £2.29).
It features new white labelling on clear glass bottles which Leigh describes as “modern and trendy but with a Chinese influence” to reflect the drink’s Asian heritage.
“We see our Kombucha as an alternative to alcohol. It’s unpasteurised and has that fermented wine-like mouthfeel,” said Leigh, adding that the Red Pu-Erh is “cider-like” and China White is reminiscent of a champagne or prosecco.
Go Kombucha will be unveiling the rebrand at this year’s Speciality & Fine Food Fair, along with a new website launching in October. The brand will be looking for a distributor at the trade show.
This story appeared in the September issue of Fine Food Digest. You can read more on the digital edition here.
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