Spraga, a kombucha brand, intends to position this drink beyond the alternative choices market, making it part of consumers' daily consumption options. The company believes kombucha has the potential to stop being confined to specialized shelves and start integrating people's regular choices.
Filipa Roque, global marketing manager at Spraga, is responsible for explaining the brand's strategy to achieve this goal. Her vision is to lead the transition of kombucha to mass consumption, expanding the drink's target audience.
Kombucha, traditionally associated with a more health-conscious and alternative choices consumer profile, now faces the challenge of establishing itself as an accessible and attractive option for the general public. Spraga wants to be a pioneer in this massification process.
