Humm Kombucha's five most popular flavors—Mango Passionfruit, Hopped Grapefruit, Blueberry Mint, Coconut Lime, and Pomegranate Lemonade—are now available in large-format bottles from the brand. The brand's first-ever 40-ounce bottles are ideal for bringing people together, or providing kombucha lovers with more of a refreshing drink that has the potential to last beyond a single serving.
The new 'Humm-ongous' bottle provides consumers with five servings of kombucha that can be enjoyed as-is out of the bottle, mixed into a smoothie or cocktail, or served as a refreshing non-alcoholic option at a party.
Several beverage brands across different categories are now experimenting by exaggerating packaging sizes as a way of challenging consumer assumptions about a product and encouraging people to come together and share with one another.
Why This Trend Is Growing
- Large-format Bottles
- The trend of exaggerated packaging sizes is on the rise, and large-format bottles offer an opportunity for sharing and convenience.
- Non-alcoholic Beverages
- There is a growing trend towards non-alcoholic drink options, and companies can capitalize on this by offering refreshing, kombucha-based drinks in oversized bottles for sharing at parties.
- Kombucha Flavors
- Offering a variety of bold flavors and tastes in the kombucha market can be a way to differentiate a brand and capture the attention of consumers seeking refreshing, healthy drinks.
Industries Being Reshaped
- Beverage
- The beverage industry can incorporate the trend of large-format packaging and non-alcoholic options with bold flavors like kombucha to capitalize on the sharing and health-conscious trends.
- Event and Entertainment
- Event and entertainment industries may benefit from offering non-alcoholic, kombucha-based drink options in large-format bottles for guests who prefer to abstain or want to consume non-alcoholic drinks between alcoholic choices.
- Packaging
- The packaging industry can innovate large-format bottles designed for different occasions and groups, encouraging consumers to buy more and share with friends and family.
