Kava Product Distribution Soars: FijiKava Up 170%, Taki Mai 59% in Coles
The Calmer Co. International Limited has significantly expanded the distribution of its flagship kava products in Coles supermarkets, reflecting growing consumer appetite for natural relaxation alternatives to alcohol.
- Taki Mai Kava-shot distribution increased by 59% to 797 Coles stores
- FijiKava Instant Kava distribution surged 170% to 801 Coles stores
- Products remain unique as shelf-stable, ready-to-drink kava options in Australia
- Company now covers 67% of Australian retail channel with Coles and Woolworths
- Strong consumer demand driven by wellness and alcohol alternative trends
Expanding Footprint in Australian Retail
The Calmer Co. International Limited (ASX: CCO) has announced a remarkable expansion in the retail availability of its kava-based products within Coles supermarkets across Australia. Since their launch in early 2024, the company’s flagship offerings, the Taki Mai Kava-shot and FijiKava Instant Kava, have seen distribution grow substantially, with the former now stocked in 797 stores, up from 500, and the latter in 801 stores, a leap from just 300.
This growth, representing increases of 59% and 170% respectively, underscores the rising consumer interest in natural, functional beverages that promote relaxation and serve as alternatives to traditional alcoholic drinks. The Calmer Co. has positioned itself as a pioneer in this niche, offering the only shelf-stable ready-to-drink (RTD) kava beverages currently available in Australian supermarkets.
Meeting Consumer Demand for Wellness Alternatives
The surge in distribution aligns with broader consumer trends favoring wellness and natural products. Kava, a traditional Pacific Island beverage known for its calming properties, is gaining traction among Australians seeking healthier lifestyle choices. The convenience of RTD formats like Taki Mai Kava-shot appeals to shoppers looking for quick, accessible relaxation options without the downsides of alcohol.
Founder and CEO Zane Yoshida highlighted the significance of this expansion, stating that it validates both the brand’s strategy and the category’s long-term potential. The company’s success in securing shelf space in a major supermarket chain like Coles, alongside ongoing efforts with Woolworths, now covers approximately two-thirds of the Australian retail market, a notable achievement for a relatively new entrant.
Strategic Positioning and Market Leadership
The Calmer Co.’s approach combines traditional kava benefits with modern consumer-friendly formats, including powders, shots, and capsules. While the company’s products are not yet available in certain northern regions of Australia, its growing presence in key markets signals strong momentum. The firm’s supply chain, spanning from farm to shelf, supports its ability to meet increasing demand both domestically and internationally.
As the company continues to build brand awareness and expand distribution, it remains focused on innovation within the natural relaxation category. The current growth phase sets a foundation for potential new product launches and further retail partnerships, positioning The Calmer Co. as a leader in an emerging segment of the beverage industry.
Bottom Line?
The Calmer Co.’s expanding retail footprint signals a promising future for kava as a mainstream alcohol alternative in Australia.
Questions in the middle?
- How will The Calmer Co. translate expanded distribution into sustained sales growth?
- What competitive responses might emerge from traditional beverage companies?
- Could regulatory or regional restrictions limit further market penetration?
