Back in March, Austin, Texas-based kombucha company Live Kombucha announced that it was planning to launch of a new line of sparkling drinking vinegars. The line debuted later that month at the Natural Products Expo West trade show in Anaheim, Calif. but it has only recently gone into production. Last week BevNET caught up with company founder Trevor Ross in New York City at the Summer Fancy Food Show to discuss the line extension.
As one of a handful of brands in attendance at the show representing the emerging drinking vinegars space, Ross said Live’s drinking vinegars will target the “sweet spot” between the brands playing up the beverage’s functional benefits and others that have focused more on flavor.
“We want that to be what catapults this into the new category that we think it’s going to be,” Ross said.
Ross also discussed Live’s recent completion of a $2 million capital raise from Boulder Investment Group Reprise (BIGR), saying the funding will go towards the company’s marketing and promotion efforts.
“We’re going to use the capital for a myriad of things, most of which is marketing and promotions so we can get the product out there and into people’s hands,” Ross added. “Once they try it, they buy it.”