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Genie Drinks rebrand

Genie Drinks is rebranding and moving its trio of kombuchas from glass bottles into cans.

The redesign will encompass all elements of the brand, including its packaging, website and social media presence.

As part of the rebrand, its three kombucha SKUs – Fiery Ginger, Dry Apple and Crisp Citrus (renamed Sweet Citrus) – will be repackaged into 330ml cans.

Its probiotic Live Sodas will also undergo a redesign, but they will continue to be packaged in glass bottles.

The changes were intended to increase rate of sale and distribution and grow market share by “radically shaking up the brand’s on-shelf presence”, it said.

It comes as part of its strategy to become “market-leader of the burgeoning adult softs and kombucha categories”, it said.

The move was also “a significant step in fulfilling the company’s goal to be 100% sustainable and 100% ethical”, it said. 

Genie Drinks was “on a mission to provide consumers with a genuine alternative to the traditional sugar and sweetener-filled soft drinks that dominate the soft drinks category”, said co-founder Alex Webster.

“Our rebrand has been undertaken to powerfully communicate our unique offering in the market to consumers and stockists,” he added.

It comes as the adult soft drinks category is booming, with Brits splashing an additional £86.5m across the category over the past year [Kantar 52 w/e 4 October 2020].

The move follows a raft of new kombucha launches into the category.

In May, Teapigs moved into RTDs with a trio of kombuchas: Original, Ginger & Lemongrass and Peach & Mango.

Last November, Sushi Daily partnered with rugby player Jonny Wilkinson’s No 1 Living brand to create a duo of limited-edition kombucha drinks.

Chef and food writer Hugh Fearnley-Whittingstall recently teamed up with Equinox Kombucha to launch a four-strong range of drinks under his well-known River Cottage brand.

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