Two years after its launch, prebiotic soda line Vina is rolling out a new brand identity and formulation that leans into flavor, the company announced today.
Announced as the initial release from former Juice Served Here co-founder Alex Matthews’ Los Angeles-based creative agency HERE Studio, Vina was formally unveiled in January 2020, having spent several years in development from its original conception as sparkling apple cider vinegar-based drink. Introduced in five flavors — Honey, Lemon Ginger, Orange Turmeric, Raspberry Lime and Tart Cherry Rooibos, each featuring juice and 1 oz. of organic apple cider vinegar per 12 oz. can — Vina launched at 100 Whole Foods Market locations in the Southern California and Rocky Mountain regions, with additional DSD service in Southern California through Hi-Touch and LA Distributing.
Yet over the course of the last 24 months, while HERE was turning heads with its award-winning tepache line De La Calle!, Matthews said that with Vina “function did not win over flavor, specifically with ACV.” In contrast, Vina’s new message is “super simple” and built around the tagline of “Soda With Smarts,” highlighting the symbiotic relationship between brain and gut health. In a press release, Dr. Cynthia Kerson, Vina’s “Chief Smarts Officer and mind-body expert,” called the product “both multifaceted and hyperfunctional” in how it addresses both physical and mental wellness.
Vina’s proprietary blend of essential trace minerals (Magnesium, Chloride, Boron and Lithium) and prebiotics “work together to enhance our fans’ microbiomes and brains,” Matthews added, all while ticking the boxes of fiber, low sugar (5 grams per serving, with stevia added), low calorie and certified organic. The revamped product is available in 12-unit cases of 12 oz. cans ($33.99 MSRP) in Ginger Fizz, Cherry Pop, Grapefruit, Lime Lemon and Pomegranate, each with 25 calories and 3-5% juice per can. According to the brand, the 1 oz. of ACV has been “lowered significantly.”
Matthews had touted Vina’s appeal within foodservice last year, and QSR will continue to be part of the brand growth strategy developed alongside national broker Presence and sales parenter Touch Agency, he said today. Natural grocery and special retail channels will also be the focus for the next 12-18 months, with the product now available on drinkvina.com and in Southern California at all Erewhon and Whole Foods Market locations, with Amazon set to follow in February.