Kombucha is one of the more unexpected success stories in American beverages. Until about a decade ago, few had ever heard of it and most people drinking kombucha were brewing it themselves using borrowed bacterial cultures. Now, the fizzy tea has gone mainstream and is growing faster than almost any other drink in the United States. mIn 2017, sales of kombucha at retail reached roughly US$375 million, up over 40% from the year before and over nine times what they were in 2010. Despite turning in these consistently impressive growth rates, kombucha remains a relatively immature category with plenty of room to grow.
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