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Byron Bay’s Kombucha Brewing Co. Source: supplied.
Kombucha the cure-all magic brew, the ancient Chinese drink, the hipster libation turned possible billion-dollar global industry is going through a transition.
A transition from the inevitable hype over a new product and kombucha brands sprouting up at every corner, to a market consolidation where some Australian brands have already attracted the likes of Coca Cola and big businesses, some are innovating to keep playing the game, and some eventually may not survive.
It’s survival of the fittest.
Except independent small-to-medium kombucha companies say the ‘fittest’ brands, at the end of the day, might be making a product that could be better classified as a ‘kombucha-style’ drink with questionable levels of live bacteria.