In the pursuit of rapid expansion, the urge for many companies is to sacrifice the principles of responsible growth for profit margins. Upstart and even stalwart beverage companies create products without considering the “too-much, too-fast” impacts. In the zeal to introduce caffeine-laden drinks or high-sugar concoctions contributing to health crises, the narrative of unchecked growth echoes with every bottle uncapped and every can cracked.
Botanic Tonics, which sells and distributes kava-forward, plant-based tonics and capsules under its feel free brand, is highly attuned to growing quickly AND growing responsibly. The company began selling their popular kava and leaf kratom tonic in late 2020 and has since expanded its product line and retail presence across the country. Botanic Tonics experienced rapid growth in 2023 expanding to nearly 15,000 retail store locations after only three years in selling to stores. Most of these locations are independently owned convenience stories.
In October 2023, Botanic Tonics announced its first ever corporate convenience store partnership, officially bringing its hero product, feel free CLASSIC, a combination kava and kratom product, to Circle K store locations in Arizona and Nevada. The deal with Circle K added over 600 locations in the Southwest.
In recognition, Botanic Tonics recently achieved #1 ranking in the Supplements and Shelf Stable Energy Beverages categories for the year ending December 31st, 2023 from NielsenIQ Brand Rank.
The company achieved significant sales and distribution milestones that drove the #1 ranking according to industry tracking from NielsenIQ’s Byzzer™, including:
- Dollar sales increased 286% compared to last year
- Unit sales increased 258% since last year
- Distribution points increased 135.7% since last year
- Total velocity increased 63.8% since last year
This success is not based on one-off transactions but carefully planned growth.
As Botanic Tonics continues to grow its own vertically integrated Good Manufacturing Practice-certified production, distribution, and sales model, success must be balanced with an eye on responsible growth. The company understands that long-lasting success is established through sustainable profitable business practices, product integrity, and importantly, trust amongst consumers. Together, these are the ingredients of long-term prosperity and positive societal impact. Here are three areas Botanic Tonics considers for responsible growth:
Botanic Tonics also supports industry advocacy. The company is a founding member of the Global Kratom Coalition, a coalition of kratom industry leaders, manufacturers, and scientists and seeking to advance regulation, science, consumer safety and education. The company also supports the Kava Coalition, an alliance of kava consumers, experts, and industry leaders committed to advancing kava education, advocacy, and choice. Working closely with these organizations, Botanic Tonics aims to not only participate, but drive the industry forward through active, research-based advocacy.
Botanic Tonics backs research and science, benefiting the company and industry. Botanic Tonics strongly supports scientific research on its products’ ingredients to enhance understanding and establish evidence-based regulations that prioritize consumer safety. Botanic Tonics also supports the Global Kratom Coalition and their recent participation in the Kratom Symposium bringing together top thought leaders and researchers from around the world. The company is continuously pursuing further clinical trials, academic and scientific research, and consumer research to inform product development and understanding of the products they sell. By advocating for collaboration with the scientific community, Botanic Tonics aims to ensure that consumers have access to accurate information and products that meet rigorous standards for quality and safety.
Botanic Tonics honors the global culture and traditions of kava. Used traditionally for recreation and wellness, kava is the most sacred and profitable crop for Vanuatu farmers. Based on his experience with the plant, Botanic Tonics founder, JW Ross, sought to create a product that gave him the same productivity enhancement, mood lift and calm as he had experienced during his travels in the South Pacific and Southeast Asia. Today, one of the core beliefs of Botanic Tonics is a commitment to supporting small, individual farmers who grow and harvest kava the same way they’ve done for centuries.
To be certain, there are other ways in which Botanic Tonics seeks to be a responsible player in the industry. In areas such as sustainable product manufacturing, stakeholder wellness, and fostering a positive workforce, the company believes in and supports the long-term viability from these and other positive principles. The company continually implements new approaches and processes to help the business and its customers.
As Botanic Tonics plans to expand distribution and product innovation, its guiding principles including harnessing science and safety to help people live better lives will remain front and center. Botanic Tonics believes these long-term success ingredients will help the company grow quickly AND responsibly.