After shutting down operations last year, Portland, Oregon-based probiotic tonic brand Good Wolf has relaunched under new ownership.
Good Wolf announced the relaunch last week alongside a refreshed website featuring Hibiscus Bloom, Ginger Lemon and Pina Colada flavors in 12 oz. cans, but products have been back on the market for several months according to the brand’s new owner, Nathan Keane.
The tonics are available in about 75 stores across Washington and Oregon, including New Seasons, Market of Choice, Natural Grocers and Whole Foods locations which carried the brand prior to its shut down, as well as select independent grocers and cafes, Keane said.
Originally launched as a water kefir in 2016 by natural foods broker Keenan Smith and Goldenbrew Tea founder Danny Sheller, Good Wolf rebranded as a probiotic tonic in early 2020 and had been growing its retail and corporate keg businesses when the pandemic hit, creating an insurmountable setback for the startup. In May 2022, Smith announced he was shutting down the business and was seeking a buyer for the brand.
Good Wolf was acquired in July by husband and wife team Nathan and Casey Keane, with aid from Nathan’s father John Keane, for an undisclosed sum. The duo previously launched kombucha brewery Kardia, but Nathan said Kardia has now ceased operations and that they have “put all our eggs into the Good Wolf basket,” and are focusing on building from the foundation Smith had established.
Smith announced the acquisition on LinkedIn this fall, stating that he would assist in the transition but would not stay with the brand long term.
Since then, the company has hired a full-time sales and event lead and is working with various contractors and consultants.
According to Nathan, while the company previously sought to compete with nationally distributed kombucha brands at a competitive price point, creating cash flow issues, he’s aiming to operate as a localized premium brand, increasing the SRP to $3.79 per can while dropping relationships large distributors UNFI and KeHE in favor of a direct model through partnerships with RNF and DPI.
“So the growth is going to be a little bit slower, but it’s a little bit less risk,” he said.
Beyond retail, the cans – as well as a 24 oz. bottled Spiced Apple flavor – are available online for pickup at Good Wolf’s Portland brewery; deliveries and national direct-to-consumer shipping are expected to begin in the fall. Keane added that the company is also maintaining the keg business for offices and other on-premise accounts.
The company is also working on a brand refresh, including new labels featuring illustrations that will aim to invoke a “craft beer” feel, Keane said. The products will also be reformulated to feature added adaptogens, such as Lion’s Mane, and to replace the added cane sugar with concentrated apple juice. Keane said he hopes to have the revamped products available by this summer.