MOJO KombuchaSuccess Case Study

MOJO KombuchaSuccess Case Study

  • GlobalData
  • August 2020
  • Retail
  • 16 pages

Report Description

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.

Reasons to Buy

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

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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

Success Stories

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