# Purpose-Driven Hard Kombuchas Jiant's Citrus Safari is a Nod to Its Jerry the Jiant Jiraffe Mascot By Laura McQuarrie | Published 2023-02-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/citrus-safari References: [bevindustry](https://www.bevindustry.com/articles/95633-jiant-citrus-safari) & [drinkjiant](https://drinkjiant.com/home)  Citrus Safari is the sixth hard kombucha from beverage brand Jiant and it pays tribute to its mascot [Jerry the Jiant](https://www.trendhunter.com/trends/the-pathfinder) Jiraffe. With this beverage, the brand will be donating 10% of proceeds to The Somali Giraffe Project, which is on a mission to conserve and protect Somali giraffes. This light and easy-drinking hard kombucha, like others from the brand, boasts refreshing effervescence and real, simple ingredients to deliver a drink that "tastes like what a good time feels like." This seasonal hard kombucha is a [limited-edition beverage](https://www.trendhunter.com/trends/synergy-wildflower) that's bursting with yuzu, mango and a touch of hops. Hard kombucha is popular among those who want to enjoy an alcoholic beverage balanced with health benefits. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 28% | Activity: 54% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Purpose-driven Beverages:** Beverage brands are creating purpose-driven beverages to attract socially conscious consumers and support social causes through their sales. - **Limited-edition Seasonal Products:** Brands are launching limited-edition seasonal products with unique flavor combinations to appeal to consumers who enjoy experimenting with new tastes. - **Effervescent Alcoholic Drinks:** Brands are creating effervescent alcoholic drinks like hard kombucha, which provide a refreshing and light drinking experience for consumers who are health-conscious. ### Sectors Adopting This - **Beverage Industry:** The beverage industry can develop a range of purpose-driven drinks to attract socially conscious consumers and support various social causes. - **Alcoholic Beverage Industry:** The alcoholic beverage industry can develop more low-alcohol, effervescent drinks like hard kombucha that promote a healthier drinking experience for consumers concerned with their health and fitness. - **Socially Conscious Branding:** Various industries can incorporate socially conscious branding to promote products that support various social causes and attract consumers who align with the same values. ## Related on Trend Hunter - [Spicy Pomegranate Kombuchas](https://www.trendhunter.com/trends/seasonally-inspired-hard-kombucha.md) - [Peachy Hard Kombuchas](https://www.trendhunter.com/trends/jiant-hard-kombucha.md) - [Snow Cone-Flavored Kombuchas](https://www.trendhunter.com/trends/flavored-kombucha.md) - [Jalapeno-Spiked Hard Kombuchas](https://www.trendhunter.com/trends/jalapeno-hard-kombucha.md) - [Nostalgic Hard Cherry Limeades](https://www.trendhunter.com/trends/hard-cherry-limeade.md) - [Tropical Fermented Beverages](https://www.trendhunter.com/trends/health-ade-guava-dragon-fruit.md) - [Peachy Yuzu-Forward Kombuchas](https://www.trendhunter.com/trends/jarr-peach-yuzu.md) - [Sessionable Canned Kombuchas](https://www.trendhunter.com/trends/koe.md) - [Collaboration Green Mandarin Kombuchas](https://www.trendhunter.com/trends/momo-kombucha-and-natoora.md)