Health and wellbeing drink phenomenon, Captain Kombucha has appointed Smoking Gun to handle its public relations account as it seeks to grow market share in the UK.

As part of the new partnership, the Manchester-based agency will handle consumer and trade media relations for Captain Kombucha, to support retailer distribution and the launch of a new wave of NPD.

Winner of best new organic product at last year’s Natural and Organic Product Show, Captain Kombucha is gaining market share in this growing category as it wins the hearts and minds of kombucha lovers all over the country.

Organic, vegan and gluten free, with no preservatives, artificial colours, flavours or sweeteners, the probiotic drink is made from tea, kombucha probiotic culture and sugar that evaporates during fermentation.

Having previously worked with Captain Kombucha’s UK distribution partner, Bravura Foods, Smoking Gun came highly recommended, after it successfully delivered national media coverage and corporate profiling opportunities for the brand earlier this year. The agency has a wealth of experience of building FMCG and retail brands to drive sales and support customer advocacy.

Managing director of Smoking Gun, Rick Guttridge, said of the win:

“More than 250,000 people took part in Veganuary this year; a record high that shows there’s more consumer appetite for vegan and health products than ever before. And, as you might expect, the media are taking note.

“In the UK alone, the market for kombucha is predicted to reach $126.2 million by 2020*. Our wealth of experience and expertise in the retail and wellness markets, combined with rapid growth in the category, presents an opportunity to deliver fantastic results that maximise business impact.”

James Hudson, UK director at Captain Kombucha, said:

“The decision to appoint Smoking Gun was an easy one, as they understand our market, our objectives and our business. We have ambitious plans for the coming year, particularly with a series of new product launches in the pipeline - and we’re keen to maintain our position as the leading voice in a rapidly expanding market. We’re excited to see where this partnership can take us.”

For more information, visit www.smokinggunpr.co.uk

*MICROMARKET MONITOR RESEARCH REPORT: Kombucha Market - Global Forecast to 2020