Fijian kava will hit Coles Supermarkets shelves across Australia from next month, making a significant leap into the country’s “low/no” alcohol alternatives sector, valued at more than $US11 billion ($F24b)in 2023. Health and wellness products distributor Calmer Co.
International Ltd this month unveiled what it said was “a groundbreaking development for its natural product line, which will feature its 50ml Taki Mai kava-shot and 150g FijiKava Noble Kava.
“This introduction of a ready-to-drink kava product in Australia caters to the escalating demand for alcohol alternatives, a sector currently valued at over $US11 billion ($F24.3b) in 2023,” the company stated.
“The 150g FijiKava Noble Kava product expands upon the 2022 introduction of the 50g packs of the same product following the Australian Government’s kava pilot importation trial.”
Another major announcement from Calmer Co. reported that the FijiKava Instant 150g is a best-seller on platforms such as Amazon.com (US) and www.fijikava.com.au, with daily sales exceeding $US3500 ($F7,741) .
Calmer Co. chief executive officer Anthony Noble highlighted the success of the collaboration in making kava more widely accessible to Australians and expressed his gratitude for the partnership with Coles.
“The Taki Mai kava-shot is an extremely exciting new product for us,” he said.
“It is amazing to see just how healthy the kava-shot is with only five calories; it is sure to be a hit with those who like me, are watching their weight but still wanting to relax and socialise in a healthy way this summer.”
The company also announced a 70 per cent surge in e-store sales for the month of November 2023.
“The marketing strategy has been extremely well targeted, and we have seen increasing sales order volume and increasing basket value across the month,” Mr Noble said.
Calmer Co has also initiated shipping to New Zealand, citing “promising early-stage demand”.
