Fermented Beverage to Replace Carbonated Drinks, Ediya's 'Kombucha'

[Asia Economy Reporter Choi Sunghye] The global outbreak of the novel coronavirus disease (COVID-19) has brought many changes across the economy, culture, and society. In particular, interest in health has increased more than ever, and health drinks are gaining significant attention in the beverage market.

Among them, the natural fermented drink 'Kombucha' is emerging as a healthy beverage alternative to carbonated drinks. Kombucha has a unique refreshing sensation and a sparkling wine-like throat feel due to the carbonation produced by beneficial bacteria during fermentation. In the United States, global carbonated beverage companies such as Coca-Cola and Pepsi are already producing related products. Coca-Cola invested in Health-Ade Kombucha to develop a low-sugar kombucha brand, while Pepsi acquired Kevita, a vinegar tonic and kombucha company.

The kombucha trend has also been blowing through the domestic beverage market since last year. Influencers frequently mention kombucha on social networking services (SNS) such as Instagram, and food and beverage companies are consecutively launching kombucha products. Ediya Coffee, for the first time among coffee brands, released two flavors of 'Ediya Kombucha' RTD (Ready-to-Drink) products, 'Peach Mango' and 'Green Grape Lemon,' last year. After the launch, 50,000 bottles were sold within two months, receiving a strong response from consumers, and monthly sales have steadily increased by more than 10% compared to the previous month since this spring.

Riding on the steady increase in kombucha sales, Ediya Coffee will hold a promotion on the ‘Ediya Members’ app starting from the 28th. For one week from the 28th, customers who purchase tea products at Ediya franchise stores nationwide and collect stamps will be entered into a draw to receive a 1,000 KRW discount coupon for Ediya Kombucha, given to 50,000 customers. Additionally, on ‘Ediya Order,’ which allows customers to order drinks in advance before visiting the store via the app, a 1,000 KRW discount will be applied to the first 1,000 customers who pay 5,000 KRW or more with a BC Card.

An Ediya Coffee official said, “Various alternative products are continuously emerging in the carbonated beverage market, which was once dominated by drinks like cola and cider,” adding, “Ediya Kombucha is especially popular for its great taste, and many customers visiting our stores are seeking it out.”

This content was produced with the assistance of AI translation services.