# Hibiscus-Only Water Brands Noah Wunsch Recently Launched the New 'Ruby' Beverage By Grace Mahas | Published 2021-03-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ruby-beverage References: [giakuan-dot-yamm-track.appspot](https://giakuan-dot-yamm-track.appspot.com/Redirect?ukey=19xSMt5a2pD22dv51m454JC0zkLFR-jLjjuJizw9Bsqk-210827080&key=YAMMID-27579749&link=https%3A%2F%2Fmailtrack.io%2Ftrace%2Flink%2F8773e31c505d1d70ede685046e79b6d20e931949%3Furl%3Dhttp%253A%252F%252Fruby.fun%252F%26userId%3D1589872%26signature%3D27a8bed0a4a39d4d) Noah Wunsch, ex-Sotheby's Global Head of eCommerce and a previous executive at The Paris Review, recently luanched a new line of zero sugar, zero-calorie, organic, and fair-trade hibiscus water brand dubbed 'Ruby.' Commenting on the motivation behind the brand, Noah stated: “I’ve always had a ravenous sweet tooth, and it was leading to these insane crashes, so I began researching food and beverages that have zero sugar but are naturally sweet. Immediately hibiscus stood out to me as a wonderful alternative, as it’s packed with health benefits and its tart flavor profile is underserved for our palettes.” Ruby will be available at Whole Foods Market, through Amazon Prime, and directly to consumers through the brand's online platform. Image Credit: Ruby ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 68% | Activity: 88% | Freshness: 10% - 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 ### What Makes This Trend Stand Out - **Hibiscus-only Beverages:** There is a growing trend for zero sugar, zero calorie, organic, and fair-trade hibiscus water as a healthy, naturally sweet beverage alternative. - **Natural Sweeteners:** Consumers are increasingly interested in beverages that offer natural sweetness from sources like hibiscus instead of artificial sweeteners. - **Direct-to-consumer Brands:** Ruby's direct-to-consumer platform gives the brand the ability to build customer relationships and gather valuable data to inform future innovation. ### Sectors Adopting This - **Beverages:** The beverage industry has an opportunity to innovate with new, healthy alternatives that offer unique flavors and zero sugar. - **Retail:** The rise of direct-to-consumer brands like Ruby gives retailers the opportunity to reevaluate their traditional distribution models and explore alternative channels. - **E-commerce:** The success of Ruby's online platform highlights the importance of e-commerce in the modern business landscape and provides opportunities for growth and innovation. ## Related on Trend Hunter - [Sparkling Hibiscus Flower Water](https://www.trendhunter.com/trends/sparkling-hibiscus-flower-water.md) - [Wellness-Focused Hibiscus Beverages](https://www.trendhunter.com/trends/aza-hibiscus-tea.md) - [Grapefruit-Flavored Adaptogen Drinks](https://www.trendhunter.com/trends/ruby-red-grapefruit.md) - [Honey-Infused Organic Waters](https://www.trendhunter.com/trends/honey-infused-organic-water.md) - [Delicious Hydration-Focused Beverages](https://www.trendhunter.com/trends/healthy-botanical-beverage.md) - [Revitalizing Botanical Beverages](https://www.trendhunter.com/trends/botanical-infusions.md) - [Boldly Flavored Sparkling Waters](https://www.trendhunter.com/trends/new-waterloo-sparkling-water.md) - [Hydration-Driven Fruit Beverages](https://www.trendhunter.com/trends/belvoir-farm.md) - [Social Good Alcohol-Free Drinks](https://www.trendhunter.com/trends/sarilla-hoppy-hibiscus.md)