This article is part of the September 2021 Spotlight US series, "How consumers are wrestling with 2021's uncertainties." Read more
Health-Ade kombucha is a very popular US brand with one of the most desirable audiences for marketers.
“The best part about our consumer is that it is typically that more health-conscious, tech-savvy, up-with-the trends consumer,” Shray Joshi, Health-Ade’s head/digital and growth, explained at a “Consumer Engagement” online event held by Brand Innovators.
Such a reality feeds into a common assumption concerning kombucha – namely, that its fanbase is primarily drawn from health junkies and hipsters. And...