Business
Kombucha. Love it or hate it, it's here to stay. The cult-favorite, probiotic heavy beverage has taken the industry by storm in the past five years. Focusing on their wellness properties, many brands have found their audience in health-minded individuals who are seeking a unique beverage experience. But this is just the tip of the iceberg for the market. Enter hard kombucha. Meeting at the intersection of wellness and alcohol, hard kombucha has quickly become a fan favorite. This week on Beyond the Shelf, we spoke with co-founder of Boochcraft, Adam Hiner. He shared with us his experience launching California's first hard kombucha brand, as well as consumer's reception of this fast-growing market.