Purity Brewing Company has launched a range of authentically slow-brewed ‘pure’ kombucha drinks, called Pure Booch. This is a pivot for the company, launching a new product into a category outside of the beer market. It also highlights the way brands are exploring established ‘wellness’ concepts and ingredients and stretching them into new spaces.

Authentically slow brewed Pure Booch is low in sugar, naturally flavoured and free from preservatives, and is available in four flavours – Original, Ginger and Lime, Cranberry, and Grapefruit. Pure Booch is raw and unpasteurised, with live cultures and bacteria – a unique selling point differentiating from other Kombucha brands.

Demand for Kombucha has been growing (and predicted to continue to grow) as a healthier alternative to sugary drinks and is reported to have wide-ranging health benefits although most of these claims lack scientific evidences.

Brands diversifying into a new category after a solid 18 year tradition of brewing alcohol is a brave move, however, there are natural skills and knowledge shared between the products. This new product launch will help introduce the brand to a new audience, more focused on products with associated health-benefits.

This is interesting on several levels. It is a reflection of the growing power of the wellness category for consumers – super-ingredients and established product ideas, like Kombucha or turmeric, have rapidly stretched from the health food margins into mainstream categories – even brewing. This is also a great example of why brands drive most of the interesting innovation in the world of FMCG. Purity is combining insights and needs analysis along with technical capability to disrupt the category and offer something different. Only brands invest in innovation and marketing in a way that potentially unlocks this kind of growth opportunity. Kombucha will not be for everyone, but there is an established audience already out there who might be interested in it and Purity have created an innovative offer in a crowded market to try and access it. This is to be commended.

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