Better-for-you beverage brand Remedy Drinks is taking to the streets its mission to win over kombucha haters with the launch of the Booch Redemption Tour – a bold new campaign fronted by AFL personality Brendan Fevola.

Designed to challenge perceptions and turn ‘booch’ haters into believers, Fevola will lead the tour on the Booch Bus – a travelling taste experience journeying from Melbourne to Yarrawonga, where his own redemption story began on the country footy circuit.

When Remedy rolls into town, Aussies are invited to sample the kombucha range and put their preconceptions to the test. Fevola will lead the tasting experience to encourage sceptics to reconsider their stance.

Polarising drink

The campaign is driven by a compelling consumer survey undertaken by Remedy, detailing polarising views on Kombucha in Australia. Key insights include:

More than half of those surveyed (56%) said they’d never tried Kombucha, but 85% said they’re open to being converted.

The percentage of Australians who have never tried Kombucha rises steadily with age – with 73% of those surveyed in the 65+ category yet to try it, compared to 50% in the 18-24 range.

More than 30% of those surveyed would be more willing to try Kombucha if they better understood the health benefits.

Remedy Global Chief Marketing Officer Kerrie Wade says the Booch Redemption Tour is about “breaking down barriers and giving people a fresh perspective, inviting kombucha sceptics to be brave, keep an open mind, and be pleasantly surprised.”

“We know many Australians think kombucha isn’t for them – but we’re confident that once they taste Remedy, they’ll think again,” she said.

Booch Redemption Tour

The tour launched at Flinders Street in Melbourne on Friday 1 May, before travelling to Bendigo, Shepparton and Yarrawonga.

Fevola’s strong ties to regional Victoria make his return on the Booch Bus tour especially fitting.

“I still have a great connection with the people of Yarrawonga, so this is a great opportunity for me to give something back to the region,” Fevola said.

“While I know the locals are pretty set when it comes to their beverage choices, I’d encourage everyone to get behind Remedy’s Booch Bus Tour to try something new. They might just be surprised.”