China market opportunity within the niche drinks category of kombucha.
Remedy is an Australian Kombucha brand that uses the traditional method of making kombucha, which involves the natural fermentation of sweet tea using wild and healthy bacteria and yeasts. RedFern Digital was approached to help Remedy investigate their China market opportunity within the niche drinks category of kombucha.
RedFern analyzed current and future category growth through interviews with key industry leaders, desktop research, in-depth competitor studies, focus group sessions and online and offline channel analysis. As kombucha is still a relatively new category in the China market, we also referenced the relative growth of other niche drink categories such as RTD tea, better-for-you beverages, naturally healthy beverages, etc., and looked at how other brands have approached introducing and establishing new concepts to the traditional Chinese beverage industry. We identified key brand and product unique selling points for Remedy, and created a localized branding and market entry strategy.