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Justin Medcraft’s nine years in management roles at alcohol giants Diageo and Pabst Brewing gave him valuable insight into the consumer and geographic dynamics of the U.S. alcohol space.
It drove him to co-found a beverage company in the better-for-you category called Mate Maker with the help of some friends — including a leader in the electronic dance music industry. The beverage upstart is testing the market in the West Coast with a line of better-for-you beverages.
Mate Maker produces hard kombucha products containing 6% alcohol by volume. It is available in three flavors: Mango Peach Smash, Blood Orange POG and Pineapple Sundream.
The story of Mate Maker began with a group of friends from Sydney, Australia — including Medcraft, Tom Appleton, Danny Robson and members of Grammy-winning alternative dance band Rüfüs Du Sol — who wanted to create an alcohol brand that promotes moderation.
“The days of the Rolling Stones drinking Jack Daniels onstage are gone,” Medcraft said, emphasizing that the brand wants to promote mindful consumption. “Being your most creative self is hard if you’re treating your body badly.”
The drinks are brewed with green tea, real fruits and botanicals, according to the brand. It debuted exclusively in San Diego this summer, with plans to eventually scale nationally, but not before the brand can first master the state with the largest economy in the U.S., Medcraft told Food Dive in an interview.
The fermented tea space has grown significantly as consumers shift away from sugary soft drinks. The growth has attracted the interest Coca-Cola, which invested $20 million in Health-Ade four years ago. The kombucha category is projected to be worth $2.64 billion by 2030, posting growth at a compound annual growth rate of 15.6% according to Grand View Research.
Aimed at consumers looking for a light alternative to hard seltzer, Medcraft said crafting an appealing flavor profile was the company’s top priority. It wanted to avoid a vinegary flavor, opting for a more soft, fruity taste.
Mate Maker is focused on California because its consumers are currently more likely to try alcoholic kombucha, something the company expects will change as more unique offerings enter the space.
“It’s still unproven as a national product,” Medcraft said. “If you think about the middle of the country, hard kombucha isn’t even on the radar there.”
Shooting for craft success
Medcraft said his time at Diageo clued him into the macro trends in the alcohol space. These include the growing curiosity young consumers approach beverages with and the increasing desire for better-for-you options.