After its original owner shut down the business last year, Oregon-based beverage maker Good Wolf relaunched in January with new ownership and a new vision for the probiotic tonic brand.
That new vision has arrived as the company debuted a refreshed visual look online this month, relaunching the products in 12 oz. slim cans with reformulated drinks. The updated product line adds electrolytes and adaptogens to the drinks and removes added sugar. However, the refreshed look no longer features a USDA Organic certified label.
The makeover also introduces a fourth flavor – Marionberry – which joins existing Hibiscus Bloom and Pina Colada varieties. The brand’s Ginger Lemon flavor, meanwhile, has been updated with a new on-trend citrus to become Ginger Yuzu.
In January, Good Wolf owner and brewer told BevNET he wanted the rebrand to invoke a “craft beer” feeling and the new cans appear to present a more relaxing message to consumers, swapping out the tagline “Wild & Bubbly” for a colorful cartoon wolf mascot and repositioning the drinks from a “Probiotic Tonic” to a “Probiotic Refresher.”
The updated drinks are available online direct-to-consumer and the brand is sold in retail in the Pacific Northwest including New Seasons, Market of Choice, Natural Grocers and Whole Foods locations in Washington and Oregon.
