POURING WITH PURPOSE: The Future of Kombucha in the On-Trade
Not all fizz needs alcohol. And increasingly, not all soft drinks need to feel like an afterthought. Kombucha, once the preserve of the health food aisle, has quietly evolved into one of the most exciting categories in the drinks industry.
Fermented, complex and textural, today’s best kombuchas are now crossing into sommelier territory – designed not just for sipping, but for pouring with intention.
This shift also couldn’t be better timed. Across the on-trade, we’re seeing guest behaviours change. The rise of no- and low- alcohol consumption is well documented, but beneath it sits something I believe is more nuanced; diners want drinks that carry depth, narrative and a sense of ritual, even when they’re not drinking alcohol. Kombucha, with its roots in fermentation and its structure shaped by tannic tea leaves, offers a compelling solution.
FROM GUT HEALTH TO GASTRONOMY
Kombucha’s wellness halo still holds relevance – rich in probiotics, polyphenols and gentle aciditty, it continues to support the health-conscious positioning that made it a fridge staple for the OG drinkers. Its probiotic content can aid digestion and support the microbiome, making it an ideal option to pair with food. Today’s discussion around kombucha, though, is a little less about detox and much more about dining.
Where kombucha is gaining real ground is in its flavour architecture. Made using green, black or oolong teas, fermented with live cultures over time, it develops a natural acidity, subtle tannin and often a vinous complexity that echoes pet-nat or skin-contact whites. As such, producers are leaning into this – fermenting in French oak, bottle-conditioning for a fine mousse, and focusing on single-origin teas with terroir-like attention.
This is no longer a category of flavoured soft drinks. It’s a category of layered, gastronomically versatile ferments, that deserve their place on the list. Not under the soft drinks banner, but in their own arena. I think a ‘ferment’ section, or perhaps a ‘crafted and cultured’ area would hold its own on any drinks list.
ADOPTING THE RITUAL OF WINE
For restaurants, one of the biggest challenges in the no- and low-alcohol space, is delivering options with the same level of formality and flavour as wine. De-alcoholised wines, for the most part, fall flat when it comes to mid-palate body and, at times, have a cloying nature that just doesn’t feel right. Kombucha, by contrast, brings body from tea tannin, freshness from acidity and a natural liveliness from its fermentation process.
Producers like REAL and L.A. Brewery are leading the way here, with listings at prestigous fine-dining eateries that also have extensive and respected wine lists. I’m talking Michelin-starred venues like Hakkasan and Frog by Adam Handling.
For daytime dining and working lunches, the proposition becomes even more compelling. Kombucha is dry enough to be paired with savoury food, elegant enough to be served in stemware, and sophisticated enough that guests won’t feel like they’re missing out on something special. For restaurants, the margin uplift compared to a soda is significant. It’s not just a guest win, but a commercial one too.
ON-TAP AND ON-TREND
The rise of fruit-forward beers like Jubel and Shandy Shack laid the groundwork for kombucha’s taproom potential. These drinks re-educated guests and operators alike that a low-ABV, high-flavour drink could sit alongside lager and IPAs.
Now, kombucha is moving into that same space. New York City tap room Bridge and Tunnel Brewery have hooked up kombuchas to serve alongside their extensive list of craft ales. Brands like You + I Kombucha are fermenting in French oak and packaging in 30L kegs – ready to be served through beer-style taps. The result is a living, unpasteurised product that offers all the theatre of a freshly poured beer, but with no alcohol, low sugar and a health-led halo. For venues, the GP is pretty good, but for guests, it offers something that bridges the gap between soft and serve.
This is particularly powerful in hybrid or all-day-drinking venues, such as cafes, brasseries but also at long-format sports venues like cricket or rugby, when a zebra striping option adds some moderation and balance to a long drinking day.
APPLICATIONS ACROSS THE MENU
The opportunity here is not to replace the wine list, but to broaden it. Kombucha and sparkling teas can be used as...
Non-alc aperififs: Served in flutes, styled like pet-nat.
Food pairings: Integrated into tasting menus or multi-course flights.
Low-sugar soft alternatives: Replacing juice-heavy options at brunch or lunch.
On-tap serves: Offering speed and sustainability in high-volume service.
Wellness-led upsells: For guests seeking gut-friendly, feel-good drinks that still feel premium.
With smart menu architecture and a few staff training touchpoints, kombucha can become a high-margin hero; supporting your business and enriching the guest experience.
BRANDS TO WATCH
