MOJO KombuchaSuccess Case Study
MOJO Kombucha was founded in 2009 by Australian entrepreneurs Anthony and Sarah Crabb in the backyard of their house. By 2018, the company was selling products through a nationwide network of approximately 4,000 distributors.
Australian entrepreneurs Anthony and Sarah Crabb founded the start-up company Organic & Raw Trading Company in 2009 in the backyard of their home in Adelaide, and began producing the MOJO brand of kombucha, a mildly alcoholic fermented tea drink. Initially, they sold MOJO Kombucha solely at health shops and farmers' markets. Although MOJO Kombucha contains small amounts of alcohol (0.5- 1.15% ABV), it is positioned as a functional beverage, or an alternative to mainstream non-alcoholic beverages.
- MOJO Kombucha benefited as a result of a strong demand for less-sweet functional beverages.
- Unwavering commitment to product authenticity and quality helped build customer loyalty.
- Focusing on sustainable packaging options would appeal to those consumers for whom renewable packaging holds importance.
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MOJO has enjoyed remarkable growth since its humble beginnings
The brand's acquisition is a testament to its potential
The sugar content of non-alcoholic beverages is under increasing scrutiny
Quality-seeking consumers look for specific markers of authenticity
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