Exploring New Options & Perspectives in the “Healthy” Category

I recently came across an early phase product at ABInBev called Kombrewcha. As the name suggests, Kombrewcha is a version of Kombucha (the popular fermented tea-like drink that has taken the “healthy” consumer community by storm, promising to improve gut health and more) produced to have higher alcoholic content.

“EVER HEARD OF HARD KOMBUCHA? PROBABLY NOT. THAT’S BECAUSE WE ARE THE WORLD’S FIRST. LET US EXPLAIN: TO MAKE OUR HARD KOMBUCHA, WE TAKE TRADITIONAL KOMBUCHA – MADE WITH TEA, WATER, SUGAR, ORGANIC YEAST, AND SCOBY – AND BREW IT TO 3.2% ABV. THE RESULT IS A REFRESHING, DELICIOUS, ALCOHOLIC BEVERAGE THAT’S GLUTEN FREE, ORGANIC, AND LOW IN SUGAR. AKA: THE PERFECT BREW TO SOCIALIZE WITHOUT COMPROMISE.”

If I think about any of the other prominent alcoholic options in this category, the examples that come to mind are largely of the Skinny varietal- mixers and alcoholic beverages that have less sugar, are lower in calories, and frankly don’t taste as good.

For me, and for many other consumers, a glass of wine, a martini, or a margarita are all treats, indulgences. Whether I am celebrating a happy success or the completion of a long day, I want to savor the drink and the experience of unwinding or celebrating. While I consider myself a health-conscious individual, and value the healthy options in most other categories, in these moments calorie count is not top of mind. Instead, I am more concerned with achieving the satisfaction that I derive from a rich flavor profile, as well as the other positive effects of alcohol.

Despite this resistance, Kombrewcha doesn’t come across to me in the same way. Because Kombrewcha is essentially emphasizing a component of Kombucha that already exists, it doesn’t feel like one of the other alcoholic options you find in the “healthy” category. I would liken Kombrewcha more to a cider or a cocktail with natural/organic ingredients.

Reflecting on what consumers hope to feel through an experience, particularly when it comes to F&B and luxury products (in the case of some wines), is crucial to understanding what will attract them to a new offering and what will turn them off. I’m interested in exploring the organic and biodynamic wine markets further to understand the impact of that production strategy on flavor, how the products are marketed to consumers, and how consumers are responding to the product. I would like to explore the idea of adding a “healthy” property to wine as opposed to stripping it of ingredients that are part of its core composition, as a way to add value and appeal to the health-conscious consumer.