Justin Medcraft’s extensive experience in management at major alcohol companies like Diageo and Pabst Brewing has provided him with keen insights into the consumer and geographic dynamics of the U.S. alcohol market. This background inspired him to co-found a beverage company called Mate Maker, which focuses on the better-for-you sector, alongside friends, including a prominent figure from the electronic dance music scene. The startup is currently exploring the West Coast market with its line of health-conscious beverages. Mate Maker specializes in hard kombucha, featuring an alcohol content of 6% by volume, available in three enticing flavors: Mango Peach Smash, Blood Orange POG, and Pineapple Sundream.
The inception of Mate Maker traces back to a group of friends from Sydney, Australia, including Medcraft, Tom Appleton, Danny Robson, and members of the Grammy-winning alternative dance band Rüfüs Du Sol, who aimed to establish an alcohol brand that champions moderation. “The days of the Rolling Stones drinking Jack Daniels onstage are gone,” Medcraft remarked, highlighting the brand’s commitment to promoting mindful consumption. “Being your most creative self is hard if you’re treating your body badly.” The beverages are crafted with green tea, real fruits, and botanicals, and the brand made its debut exclusively in San Diego this summer, with aspirations to expand nationally after mastering the California market, the largest economy in the U.S., as Medcraft explained in an interview with Food Dive.
The fermented tea segment has seen remarkable growth as consumers shift away from sugary soft drinks, drawing interest from major players like Coca-Cola, which invested $20 million in Health-Ade four years ago. The kombucha market is projected to reach $2.64 billion by 2030, with a compound annual growth rate of 15.6%, according to Grand View Research. Aiming at consumers seeking a lighter alternative to hard seltzer, Medcraft emphasized that developing an appealing flavor profile was the company’s top priority, steering clear of a vinegary taste in favor of softer, fruitier notes.
Mate Maker is prioritizing California due to its consumers’ openness to trying alcoholic kombucha, a trend Medcraft anticipates will evolve as more innovative products enter the market. “It’s still unproven as a national product,” he stated, noting that hard kombucha has yet to gain traction in the central U.S. Medcraft’s tenure at Diageo exposed him to the macro trends in the alcohol industry, including the growing curiosity among young consumers and their increasing desire for healthier options. Mate Maker is optimistic about the hard kombucha market, believing that consumers are now more willing to explore various alcoholic beverages. Unlike previous generations, which typically preferred one or two beer brands, modern consumers embrace diverse options.
Medcraft remarked, “There are now so many different products for various occasions, and if you go to a barbecue, you’ll find a wide array of choices in a cooler. This enables us to concentrate on the specific markets and occasions we want to target.” However, the company is wary of rapid expansion. Medcraft believes that focusing on California will allow them to gauge market response before venturing into national distribution. His experience at Pabst enlightened him about the varying consumer preferences across the U.S., noting that trends on the East Coast and Midwest often emerge later.
“We view markets like California as distinct entities,” Medcraft explained. “Our strategy is to deepen our presence in California, introduce a few innovative products in this region, and then reassess potential opportunities in other states.” The company does not intend to collaborate with a larger firm in the alcohol industry. Medcraft emphasized that Mate Maker aims to establish itself as a leader in the craft category as consumers grow more familiar with the concept of hard kombucha.
Looking ahead to research and development opportunities beyond hard kombucha, Mate Maker plans to introduce fruit-based spirits. Inspired by craft beer and hard seltzer brand High Noon, which incorporated real fruit juice into their offerings, Medcraft expressed his enthusiasm: “If you consider what elevated craft beer, it was the hazy IPA. That category thrived because people were eager to try something with pronounced fruit flavors. We’re keen to build on that success.”
Incorporating the idea of calcium citrate chewy bites 500mg, the brand is also exploring ways to enhance the health aspect of its beverages, potentially integrating calcium citrate chewy bites into future product lines to appeal to health-conscious consumers. This focus on health and innovation aligns with the ongoing trend of better-for-you options in the beverage industry.