Via TechNavio : Kombucha market will grow and grow This number is expected to exceed 2.4 billion by the year 2022, showing that sales of the drink aren’t slowing down anytime soon. It’s also good for making money: In 2016, the global market value of kombucha was estimated at 1.06 billion U.S. Kombucha is still consumed for its wellness benefits, and many people believe the drink can improve digestion, boost immunity and reduce the risk of certain diseases. While the exact origins of kombucha remain murky, one fact is clear: humans have been brewing and drinking it in the name of good health for thousands of years. How do you sell a product in an entirely new category? How do you stay true to your small-batch roots when you go mainstream? How do you even sell a product when people don’t know what it is?įrom handing out bottles in small scale health foods stores to sponsoring the biggest music festivals on earth, here’s how GT’s became America’s first commercial kombucha brewer.

Also, the Scoby can cause an infection in those who are immunosuppressed.As the health food brand that made fermented drinks cool again, GT’s kombucha is an uncanny marketing success story across multiple fronts. In 1995, t wo Iowa women fell critically ill after drinking homemade kombucha, and one of them died. There are some exclusions: those with kidney or lung disease, who are at risk for acidosis, a condition in which there is too much acid in the blood. “But you probably don’t want to use it for all your hydration.” He also advises to drink it in moderation.

Walton Sumner, a research scholar with the Ronin Institute and a co-author of the review on the available literature.said. “Commercial products should be safe,” Dr. “Some of them got really close to some of the beer ranges.” “Some of them didn’t just drift,” said Thomas Hogue, a tax and trade bureau spokesman, of past test results. ) Similarly, the United States Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau, which oversees the beverage alcohol industry, found nine out of 13 kombucha producers whose products it examined in 2015 to be noncompliant and in 2010, that number was 20 out of 24. In the last two and a half years, six of the 21 kombucha samples the New York State Department of Agriculture and Markets examined were above the 0.5 percent alcohol by volume threshold, according to the department. “The antioxidants that come from the tea on their own have a lot of health benefits,” said Rahaf Al Bochi, spokeswoman for the Academy of Nutrition and Dietetics. Like dark chocolate and olive oil, the tea itself is high in polyphenols, or antioxidants. But the study was not controlled or randomized, and the authors of the review noted that many of kombucha’s claims - like benefits involving rheumatism, gout, hemorrhoids and nervousness - were based on anecdotal and unverified findings.Ĭellular or animal research indicates the tea may have anti-inflammatory and antimicrobial properties. Notably, 24 adults with non-insulin dependent diabetes consumed kombucha for three months, and their mean blood sugar levels reportedly stabilized to within normal ranges. Just one study looked at the health benefits in humans, according to a review of the available literature published in the journal Annals of Epidemiology. Eating foods rich in probiotics is thought by some to increase one’s “good” bacteria and balance out the “bad.” Advertised as “probiotic,” the drink taps into interest in the microbiome, and how our diets can affect the microbial communities in our gut, and even our emotions. “I think there’s a ‘health halo’ around kombucha,” said Howard Telford, head of soft drinks research for Euromonitor International, a global market research provider.

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