At the 2017 Natural Products Expo West in California, Humm Kombucha introduced one of its newest kombucha flavors—'Hopped Grapefruit.' True to its name, the new kombucha beverage boasts the flavor of grapefruit citrus, plus additions like cascade and citra hops, which helps to give the hoppy qualities of beer to the fermented, probiotic-rich health drink.
At the same time craft beer culture is expanding around the world, many conscious consumers are also looking for healthy, flavorful drinks. The convergence of these movements has given rise to beer-inspired kombucha beverages like this one from Humm Kombucha, and others like the HoneyMoon Brewery, as well as other unique hybrids, such as Postmark Brewing's Blondebucha, which is a beer-kombucha blend.
Hoppy Citrus Kombuchas
Humm Kombucha's 'Hopped Grapefruit' Introduces a New Flavor Pairing
Trend Themes
1. Beer-kombucha Hybrids - Consumers are looking for healthy, flavorful drinks, and hybrid concoctions like beer-kombucha blends present opportunities for new taste experiences and brand differentiation.
2. Hop-infused Beverages - The addition of hops to non-alcoholic beverages like kombucha is a growing trend that presents opportunities for new flavor profiles and potential health benefits.
3. Craft Kombucha - As the market for kombucha continues to grow, craft breweries and artisanal beverage makers can tap into this trend by creating unique, flavor-forward kombucha blends.
Industry Implications
1. Craft Beer - Craft breweries can expand their product lines and reach new consumers by incorporating kombucha and other non-alcoholic, health-oriented beverages into their offerings.
2. Health Food - Health food stores and natural products retailers can increase their market share by featuring kombucha and other fermented, probiotic-rich drinks with unique flavor profiles.
3. Beverage Manufacturing - Beverage manufacturers can innovate by incorporating hop-infused flavors into a variety of non-alcoholic drinks, particularly in the burgeoning market for low- or no-alcohol beverages.