03/03/2022 The alcohol-enhanced probiotic drink is expanding the categories of RTDs and becoming a star in the low alcohol segment. Hard Kombuchas is the buzzed version of Kombuchas and they are taking over the U.S. market.
Attracting a new wave of drinkers and outpacing the craft beer category, Hard Kombucha has emerged as a robust category in the market. Its market size in 2020 accounted for US$144380 million and has been projected to grow at a CAGR of 42.4% by 2026 (Source: 360 Research Reports). As per the report, North America has bagged the highest market share in the global market of Kombucha. Appealing to the health-conscious consumers today, Hard Kombucha was first launched in 2010 in the U.S. but could not record an exponential growth at that time. In 2020, it recorded a huge hike in sales and there has been no stopping since then. The volumes of this category are expected to double by 2023 with the demand principally dominated by the U.S. Several beverage companies are exploring this category and rolling out a range of these alcoholic probiotics to be aligned with the strong competition.
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How is Hard Kombucha different from Kombucha?
A sweet, fizzy, and fermented beverage, Kombucha is made from tea, sugar, bacteria, and yeast. The sweetened green or black tea is fermented with SCOBY (Symbiotic Culture Of Bacteria and Yeast) which breaks down the sugar and releases friendly probiotic bacteria.
The presence of enzymes, organic acids, vitamins, and minerals makes it a healthy drink. Often associated with wellness drinks, they are low in carbs and sugar and are gluten-free. They also help in digestion, inflammation, and controlling weight. On the other hand, Hard Kombuchas have alcohol present in them due to the extended period of fermentation and the presence of live active cultures and yeast. Hard Kombucha contains acetic, lactic, glucuronic, and butyric acids and has an alcohol level ranging between 1% to 7%. They are often infused with different flavors during fermentation including strawberry, orange, ginger, etc. which make them alluring to consumers.
Is Hard Kombucha Really Healthy?
The question that Hard Kombucha producers usually face is “Are Hard Kombuchas a healthier option?” In spite of being alcoholic, hard kombuchas benefit from the halo effect of the perceived health benefit of kombuchas. However, due to the presence of alcohol they can not be deemed healthy. The probiotics that are produced from fermentation cannot withstand a higher ABV and thus lose the ability to survive in a high-alcohol environment. The healthy property of the Kombucha is mostly attained by these probiotics. However, the absence of these probiotics does not make it a completely unhealthy drink and lets you reap the benefits of the different acids and polyphenols, the naturally occurring nutrients in plants.
What is the Rage about Hard Kombucha?
With an increasing concern for low-alcohol beverage consumption and a growing per-capita income, the growth of hard kombucha has been great. With the prevailing trend of holistic health, the demand for rich probiotic drinks has already been high and that has mostly driven demand for their alcoholic counterparts. With the fermentation process, the hard kombucha produces an alcohol content of 3 to 5 percent naturally, creating a probiotic concoction that is often enhanced with spices, fruits, or herbal additives. The presence of low ABV makes it a preferred alternative to artificially flavored RTDs and beers. They have a calorie content ranging between 85-150 calories per can, which is often less than the number of calories in one serving of lager, cider, or wine that has calories between 100 to 160. Hard Kombuchas are naturally low in carbs and sugar and are gluten-free. Not just this, they are usually placed in the organic and wellness drinks category encompassing the two macro trends of natural and functionality products. The hybridization, colorful unisex packaging, and trend-forward flavors have boosted the image of hard kombuchas amongst a wide range of consumers.
Hard Kombucha Brands To Look Out For
As the demand for Hard Kombucha keeps increasing, these brands are coming up with a great variety of flavors and quirky packaging.
JuneShine
Image Source - JuneShine
Brewed sustainability, JuneShine is a hard kombucha brand that is brewed with organic ingredients - green tea, honey, fruit juice, spices, and jun kombucha base which is also known as SCOBY. The flavors are smooth and come in a variety of six options.
Flavors - Blood Orange Mint, Honey Ginger Lemon, Acai Berry, Hopical Citrus, Midnight Painkiller, and Grapefruit Paloma
Alcohol Content - 6%
Quantity - 12 fl oz. per can
Price - $2.75
Kombrewcha
Image Source - Kombrewcha
Made with organic ingredients and low ABV, this quirky hard kombucha brand was founded in 2014 in Brooklyn. Now a part of the Anheuser-Busch family, it comes in a revamped packaging in a variety of four flavors with low ABV.
Flavors - Berry Hibiscus, Blood Orange, Ginger Lemon, and Mango Pineapple
Alcohol Content - 4.4%
Quantity - 12 fl oz. per can
Price - $3.49
KYLA Hard Kombucha
Image Source - KYLA Hard Kombucha
Gluten-free and vegan, KYLA is light and refreshing alcoholic kombucha brewed in Hood River, Oregon. It comes packed with low sugar, calories, and carbs, and is filled with kombucha cultures. It comes in two different series of flavors KYLA Original and Sunbreak Series. The Original contains 4.5% ABV while the Sunbreak Series contains 6.5% ABV.
KYLA Original
Flavors - Ginger Tangerine, Hibiscus Lime, Pink Grapefruit, and Berry Ginger
Alcohol Content - 4.5% ABV
Quantity - 12 fl oz. per can
Price - $2.50
Sunbreak Series
Flavors - Lychee Lemonade, Peach Tepache, Sunset Trio, Lavender Lemonade, Pineapple Ginger Colada, and Coconut Crush
Alcohol Content - 6.5% ABV
Quantity - 16 fl oz.
Price - $5.99
Boochcraft
Image Source - Boochcraft
California-based hard kombucha brand, Boochcraft produces plant-based kombuchas that are made with real and organic ingredients. They do not use any artificial flavors, purees, concentrates, or preservatives and that’s how they try to keep it real. Their high-alcohol kombucha is handcrafted and brewed with utmost commitment to quality and taste. They also follow fair trade practices and offer 4 different kombucha segments comprising of a minimum of 3 different flavors in each.
Core
Flavors - Apple Jasmine, Ginger Line, Grapefruit Hibiscus, Lemon Maple, Orange Pomegranate, and Strawberry Lemonade
Alcohol Content - 7% ABV
Quantity - 12 fl oz
Seasonal
Flavors - Passionfruit and Blood Orange, Spiced Pear, and Watermelon Chilli
Alcohol Content - 7% ABV
Quantity - 12 fl oz
Heirloom Series
Flavors - Peach, Kiwi, Sangria, and Tangerine
Alcohol Content - 7% ABV
Quantity - 22 fl oz
Liquid Art Lab
The Boochcraft’s innovation playground, this is a limited release of hard kombuchas by Boochcraft
Flavors - Black Apple Hibiscus, Blackberry Sage, Blueberry Juniper, Coconut Mamaki, Mayan Spiced Coffee, Passionfruit Blood Orange, Pineapple Vanilla Chai, and Strawberry Rhubarb
Alcohol Content - 7% ABV
Quantity - 16 fl oz
Jiant
Image Source - Jiant Kombucha
Hard Kombucha with a soft touch, Jiant is a better-for-you alcohol company that sources the highest quality organic ingredients to deliver superior gluten-free beverages. Their hard kombuchas are crisp and refreshing and are thoughtfully crafted with gree tea, sustainable honey, freshly-brewed botanicals, and real fruit. It comes in a variety of 4 flavors.
Flavors - Original, Hicamaya, Guavamente, and Gingerly
Alcohol Content - 5% ABV
Quantity - 16 fl oz. per can
Price - $5.19
Article by Shreya Kohli, Beverage Trade Network
Header Image Source - Jiant Kombucha
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