Australia-based The Calmer Co is redefining the low-to-no alcohol (NOLO) beverage category with its kava-based drinks, offering a unique combination of relaxation benefits and a healthier alternative to traditional alcoholic beverages. By leveraging the natural calming properties of kava, the company is positioning itself at the forefront of the second generation of NOLO drinks.
What is Kava?
Kava, derived from the roots of a plant in the pepper family, contains kavalactones, active compounds known for their calming and relaxing properties. While traditionally consumed in the Pacific Islands as a ceremonial drink, kava has faced regulatory challenges in several markets due to its intoxicating effects when consumed in high doses.
Despite these challenges, The Calmer Co has successfully expanded into markets including China, Hong Kong, Thailand, the United States, Australia, and the Pacific Islands, focusing on educating consumers about kava as a safe and functional alternative to alcohol.
A New Wave in the NOLO Category
Kava-based drinks represent a departure from the first generation of NOLO beverages, which typically involved removing alcohol from beer, wine, or spirits. According to The Calmer Co CEO Anthony Noble, kava drinks introduce a functional element to the category by providing therapeutic benefits such as:
Relaxation
Anxiety reduction
Improved sleep quality
Unlike traditional NOLO beverages, kava offers a natural active ingredient that mimics the relaxing effects of alcohol without its negative health impacts.
Consumer Appeal and Market Potential
The Calmer Co has focused heavily on marketing kava drinks as a healthier, modern alternative to alcohol. In markets like Australia, the concept of a relaxing drink at the end of the day has resonated strongly, aligning with growing health-conscious trends.
By shifting from nutraceutical formats like capsules to beverages, the company has made kava more accessible in terms of price point and consumer perception. Noble explains, “The beverage format removes the stigma of ‘popping a pill’ and makes kava a more approachable option for everyday use.”
Overcoming Regulatory and Market Challenges
Despite its potential, kava faces regulatory hurdles in some markets, including Singapore, where its sale is prohibited. However, The Calmer Co has navigated these challenges by tailoring its marketing strategies to align with each region's regulatory landscape and consumer preferences.
Education has been a key pillar of the company’s strategy, focusing on:
Informing consumers about kava’s safety and benefits.
Highlighting its role as a natural alcohol alternative.
Emphasising its therapeutic effects for relaxation and sleep.
The Future of Kava-Based Beverages
As the NOLO category continues to evolve, kava-based drinks are poised to carve out a significant niche by combining functional benefits with consumer-friendly formats. By bringing kava "back to its roots" in a modern beverage format, The Calmer Co is setting the stage for broader adoption in health-conscious markets.
With its innovative approach, The Calmer Co exemplifies how culturally rooted ingredients like kava can be reimagined to meet contemporary consumer needs, creating a bridge between tradition and modern wellness trends.
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