Introduction

I’m going to assume that you’re probably already aware that kombucha has exploded in popularity around the World in recent years. Globally, you have seen that sales have surged, with Thailand’s Consumers that are now driving sales of craft kombucha. As these Consumers are becoming more health-conscious, Thailand’s sugar tax on soft drinks has also led to a change in drinks buying behaviour: People are now actively looking for natural alternatives to sugary drinks, and kombucha has risen in popularity as a healthy and refreshing drink option. With this growth, the craft kombucha market has also been expanding, with small, artisanal kombucha brewers such as us here at KombuchaWOW!, popping up all over the country.

We started as a craft kombucha producer here at out kombucha Phuket headquarters in Chalong. Now, almost three years later, we’re continuing now as a larger operation who still produces the same artisanal kombucha flavours – but in much larger quantities per week!

Year on Year Growth of Kombucha in Thailand

According to a report by ResearchAndMarkets, the Thailand kombucha market is expected to grow at 7.5% from 2020 to 2025. This huge growth can be attributed to a number of factors, including the increasing awareness of the health benefits of kombucha and the growing demand for natural and organic beverages such as craft kombucha and jun.

The report also states that the increasing popularity of kombucha in the country is driven by the younger generation (18-35), who are more health-conscious and willing to try new and innovative products.

In fact, this shift in younger consumer’s drinking behaviour is not unique to Thailand, as similar trends have been observed in other countries around the world. For example, a report by Euromonitor International found that globally, there has been a decline in the consumption of traditional sugary drinks amongst these younger consumers. They would prefer to shun commercial sodas, whilst adopt healthier beverage options such as craft kombucha and other functional and organic beverages. These buying decisions are also substantially-driven by younger generation’s wider sustainability and healthier lifestyle choices and beliefs.

Craft Kombucha Brewers in Thailand: A Case Study

KombuchaWOW!, based in Chalong, Phuket, is a leading craft kombucha brewer in Thailand, known for our all-natural, hand-made kombucha. With a commitment to using as many locally-grown Thai ingredients and promoting sustainability, we set ourselves apart from corporate commercial kombucha producers.

KombuchaWOW! offers a variety of craft kombucha lines, including flavours such Apple Pie kombucha, Mixed Berry, Passionfruit Ginger, Mango Passionfruit, and Phuket Blue kombucha (which is made with lemons, ginger, and blue spirulina). Each flavour is carefully crafted using Thai ingredients sourced from local Thai farmers, including fruits which may be considered “ugly”.

“Ugly” fruits are those that do not meet strict cosmetic standards for appearance – which means grocery store chains would likely reject them as Consumers wouldn’t buy them. However, this ugly fruit is still perfectly delicious and nutritious – and by using them, KombuchaWOW! not only supports local farmers, but also reduces food waste and promotes sustainability: A win for everyone.

Sustainability is at the forefront of our brewing operations, and this is reflected in our use of glass bottles instead of plastic. We also like to collect and recycle a good proportion of our Customers’ glass bottles. But that’s not all, KombuchaWOW! goes above and beyond in our efforts to reduce their impact on the environment. Here are three additional ways we hear at KombuchaWOW! Are promoting sustainability in our commercial kombucha Phuket brewery:

Energy Efficiency

KombuchaWOW! has implemented energy-efficient systems and technology in our brewery to reduce our energy usage and carbon footprint. World’s getting hotter: We want to do our bit.

Composting

KombuchaWOW! has a composting program in place to convert the spent tea leaves and fruit pulp from our craft kombucha brewing process into rich compost, reducing waste and promoting soil health.

Renewable Energy

KombuchaWOW! Is investing in renewable energy sources such as solar panels to power our brewery, further reducing our carbon footprint and promoting sustainable energy practices.

Being a craft kombucha brewer, we’re dedicated to producing delicious and high-quality artisanal kombucha, but only with sustainability at the heart of our Phuket kombucha operations.

Kombucha Consumer Trends: Hard Kombucha In Thailand

In addition to the growing demand for healthier and natural beverages, the hard kombucha trend is also gaining popularity in Thailand. Hard kombucha, which is kombucha with added alcohol, has become a popular choice among consumers looking for a healthier alternative to traditional alcoholic drinks. While it’s debatable whether or not alcoholic kombucha is a healthier drink to standard beers etc, what cannot be debated is the popularity of hard kombucha drinks category.

However, with the stringent and draconian Thailand brewing laws, alcoholic craft kombucha made by independent Thailand kombucha brewers like KombuchaWOW! isn’t an easy beverage to get commercial production licenses here in 2023.

Craft Kombucha Thailand: Prices

The prices of kombucha in Thailand vary depending on the brand and the quality of the ingredients used. On average, a bottle of craft kombucha can cost anywhere from THB 60-150 (USD 2-5), while a can of hard kombucha in Bangkok or Pattaya can cost around THB 100-200 (USD 3-7). You can expect Phuket kombucha prices to be around the same at around THB 120-150, with a 250ml bottle of KombuchaWOW! to be THB 120 on average.

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Conclusion: Craft Kombucha In Thailand Findings

The craft kombucha scene in Thailand is growing, with more and more artisanal and handmade kombucha brewers emerging in the country. With the growing demand for natural and healthier beverages, kombucha has become a popular choice among consumers, especially among the younger generation (18-35), who are shunning traditional soda choices and preferring to seek out low-sugar organic and authentic drinks. Kombucha Phuket numbers for these drinkers is rising, and Phuket kombucha producers such as KombuchaWOW! are able to adapt and change to these sales demands and changing consumer tastes.