At the recently held 2013 Summer Fancy Food Show in NYC, we had a chance to catch up with Ariel Glazer, who, along with Honest Tea co-founder Barry Nalebuff, recently launched KomBrewCha, a new line of low-alcohol kombucha products. Following a chance meeting in — of all places — China, Nalebuff and Glazer, who had previously been an entrepreneur selling hummus and pita in Portland, Maine, began building the brand about a year ago with the intention of creating a unique product that could be positioned as alternative beverage for both beer and kombucha drinkers alike.
Utilizing Honest Tea’s discontinued kombucha line as a guiding point, the beverages contain 2 percent alcohol and come in five flavors: Original, Lemongrass Lime, Mango Passion, Blackberry Hibiscus and Royal Ginger. Packaged in longneck, clear 12 oz. glass bottles, the drinks will retail for about $2.99. Although the young company had, as of the show, yet to gain a retail presence for the brand, KomBrewCha brought on Dan Cavanaugh, the former VP of sales for Honest Tea, with the aim of building distribution via beer houses.
Watch this video as we chat with Glazer about the genesis of KomBrewCha, why he chose to get into the kombucha business, as well as who the company views as its target consumers, and the reaction that the brand received at the Fancy Food Show.