潜水简介：
- Brew kombucha博士在全国各地的全部食品商店提供的罐装中包装其产品，according to Beverage Industry.The kombucha, the first to be introduced in cans, is available in four flavors: Clear Mind, Love, Mint Lemonade and Ginger Turmeric.
“Our new packaging makes it convenient to bring your favorite drink to the beach, festivals, parks, mountains, hiking, and everywhere we like to go," Matt Thomas, founder and chief executive officer of Brew Dr. Kombucha, said in a statement cited by the beverage publication. "Aluminum cans are more readily and frequently recycled, not to mention easier for consumers of all ages to enjoy.”
Brew Dr.’s canned varieties are available in four-packs of 12-ounce cans that retail for a suggested retail price of $11.99.
潜入洞察力：
Walk into almost any grocery or health foods store and you’re bound to see a bottle of kombucha in the cold section. In fact, Errol Schweizer, executive global grocery coordinator for Whole Foods,told ForbesKombucha在其商店的冷藏功能饮料货架空间中的三分之一占用。
人们倾向于为其健康益处而闻名的发酵茶饮料，而且趋势表现出没有放缓的迹象。全球Kombucha市场是projected to hit $1.8 billion by 2020.
通过饱和的市场，公司需要找到一种差异群众的方法。一种方法是通过遗留品牌获得，他们希望利用致力于益生菌消费的千禧一代市场。百事可乐acquired sparkling probiotics beverage maker KeVitain 2016 and Peet’s Coffee was part of a $7.5-million Series BRevive Kombucha的回归资金last August.
Another way is to make a brand look different. Although Brew Dr. Kombucha is already in Whole Foods stores nationwide, its choice to sell a canned version of its product is a unique marketing move that not only makes the drink look different, but it sets it up to be taken to a bigger swath of venues. In places such as beaches, festivals and bars where cans are either mandatory or preferred, this Oregon-based brew will have a leg up on its competitors. On the other hand, the inability to reseal cans may cause the brand to lose some fans who are fond of sipping on their kombucha throughout the day rather than drinking 12 ounces in one sitting.
In addition, while kombucha is customarily distributed in glass, Brew Dr. runs the risk of lowering its prestige by becoming a canned beverage which is normally associated with cheap beer, soda and high-sugar energy drinks. The fact that the company is not one of the major players in the industry may make it harder to convince consumers to trade in their glass bottles for a canned version because they are already unfamiliar with the quality the brand produces. Glass also provides another level of transparency that a can simply doesn't offer.
不过，因为kombucha上诉to millennials who are prone to snacking in-between meals和are continuously searching for better-for-you foods and drinks that focus on gut health and food as medicine, Brew Dr. may stand a chance. Aluminum cans, when used in large volumes, is generally cheaper than glass, for both production and shipping. This new packaging may become economically beneficial to on-the-go consumers who are looking for a cheap and healthy drink to tide them over. Plus, having a more commonly recycled material — about55％的铝罐头目前正在回收，只有34％的玻璃容器 - 将有助于品牌吸引对环境和可持续性意识的消费者的精神。
虽然它仍有多么成功的是，这个罐装KOMBUCHA在长远来看，啤酒博士的好消息是对整个饮料有很多兴趣，人们会挑选罐头有很大的机会从架子上起来至少给它一个尝试。
