# DJ-Backed Hard Kombuchas Diplo Partners With JuneShine to Launch Permanent Vacation Flavor By Grace Mahas | Published 2022-05-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/permanent-vacation References: [juneshine](https://juneshine.com/?dddd)  [JuneShine](https://www.trendhunter.com/trends/frome-dating-app), the popular [hard kombucha brand](https://www.trendhunter.com/trends/juni), recently joined forces with Grammy Award-winning artist, songwriter, DJ, and investor Diplo to launch a delicious new flavor dubbed 'Permanent Vacation.' The new addition is the third installment of the 'JuneShine's Passion Project Series.' As with other beverages from the lineup, the new flavor boasts only 5g sugar, 100% organic ingredients, and 6% ABV. “Permanent Vacation is inspired by my life—never ending planes, trains, buses, clubs, [festivals, parties and concerts](https://www.trendhunter.com/trends/sprinter-palm-springs-pack) with as much time spent with my kids and taking care of myself in between... I wanted a flavor that tasted like the times when I'm best able to unwind—on a beach with my family drinking out of a fresh coconut. I drink JuneShine because it doesn't weigh me down and lets me stay in permanent vacation mode," commented Diplo. Image Credit: JuneShine ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 58% | Activity: 79% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - 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 ### Key Themes Behind This Trend - **Hard Kombucha:** The increasing demand for low-sugar, organic, and gluten-free alcoholic drinks promotes the market growth of Hard Kombucha beverages. - **Celebrity Alcohol Partnerships:** Collaborations with celebrities create unique alcohol flavors and increase brand recognition and sales. - **Passion Project Series:** Offering exclusive, limited-edition beverages creates hype around the brand and encourages consumers to try new flavors, leading to repeat purchases. ### Where This Applies - **Alcoholic Beverages:** Alcoholic beverage manufacturers should invest in producing low-sugar, organic, and gluten-free drinks, as they align with health and wellness trends and attract health-conscious consumers. - **Music and Entertainment:** Partnerships with musicians and other celebrities to produce unique and exclusive alcohol flavors can promote new product releases and increase brand recognition. - **Beverage Marketing:** Marketing campaigns that highlight exclusive, limited-edition beverages can generate excitement, encourage trial, and lead to repeat purchases among consumers. ## Related on Trend Hunter - [Fiber-Enhanced Kombuchas](https://www.trendhunter.com/trends/june-shine-x-belliwelli.md) - [Refreshing RTD Kombuchas](https://www.trendhunter.com/trends/kombucha-cocktails.md) - [Peachy Hard Kombuchas](https://www.trendhunter.com/trends/jiant-hard-kombucha.md) - [Purpose-Driven Hard Kombuchas](https://www.trendhunter.com/trends/citrus-safari.md) - [Jalapeno-Spiked Hard Kombuchas](https://www.trendhunter.com/trends/jalapeno-hard-kombucha.md) - [Snow Cone-Flavored Kombuchas](https://www.trendhunter.com/trends/flavored-kombucha.md) - [Hard Kombucha Variety Packs](https://www.trendhunter.com/trends/kyla-hard-kombucha.md) - [Fruit-Forward Alcoholic Beverages](https://www.trendhunter.com/trends/fruitforward-alcoholic-beverages.md) - [Nostalgic Hard Cherry Limeades](https://www.trendhunter.com/trends/hard-cherry-limeade.md)