MOJO KombuchaSuccess Case Study

MOJO KombuchaSuccess Case Study

Aug 2020 GlobalData Retail16 Pages Price :
$ 995
MOJO Kombucha - Success 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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Table of Contents
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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