MOJO Kombucha – Success Case Study

MOJO Kombucha was founded in 2009 by Australian entrepreneurs Anthony and Sarah Crabb in the backyard of their house. By 2018, the company was selling products through a nationwide network of approximately 4,000 distributors.

Australian entrepreneurs Anthony and Sarah Crabb founded the start-up company Organic & Raw Trading Company in 2009 in the backyard of their home in Adelaide, and began producing the MOJO brand of kombucha, a mildly alcoholic fermented tea drink. Initially, they sold MOJO Kombucha solely at health shops and farmers' markets. Although MOJO Kombucha contains small amounts of alcohol (0.5- 1.15% ABV), it is positioned as a functional beverage, or an alternative to mainstream non-alcoholic beverages.


– MOJO Kombucha benefited as a result of a strong demand for less-sweet functional beverages.

– Unwavering commitment to product authenticity and quality helped build customer loyalty.

– Focusing on sustainable packaging options would appeal to those consumers for whom renewable packaging holds importance.

Reasons to buy

– Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Companies mentioned



Organic & Raw Trading Company

Table of Contents

Table of Contents


MOJO has enjoyed remarkable growth since its humble beginnings

The brand's acquisition is a testament to its potential


The sugar content of non-alcoholic beverages is under increasing scrutiny

Quality-seeking consumers look for specific markers of authenticity




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