Jiant Hard Kombucha has just received some giant news. The beverage company, which crafts a line of hard kombucha as well as a newly debuted line of hard tea, secured $2.3 million in its latest round of seed funding.

Natureza Growth Partners led the funding round with involvement from G5 Capital. Jiant will use the seed money to expand its national distribution footprint, invest in additional marketing, add to its portfolio of products, and grow its team.

In 2019 Larry Haertel Jr. and Aaron Telch launched Jiant as “a-better-for-you alcohol company dedicated to sourcing the highest quality organic ingredients…” The duo has already grown its brand’s distribution into major retailers such as Whole Foods, Krogers, Trader Joe’s, and Sprouts across California, Colorado, Connecticut, Massachusetts, New Jersey, New York, Rhode Island, Texas and Utah.

“We’re thrilled to partner with Natureza and G5 on this next phase of growth,” stated Larry Haertel Jr., Jiant co-founder. “Building a business is hard — having supportive and value-add investors who understand alcohol and the three-tier system, such as Natureza and G5, makes a huge difference.”

The team at Natureza Growth Partners is equally as excited about its investment. “Jiant is only beginning to scratch the surface of the massive opportunity we collectively see in alcohol. Consumers are increasingly looking “beyond beer” and “beyond seltzer” for alternatives that are light, crisp, and sessionable; hard kombucha and hard tea are primed to be significant categories in this segment, and Jiant is quickly becoming a leading player in both,” insisted Fernando Gentil, Managing Partner of Natureza.

Jiant Hard Kombucha is available in 4 year round flavors and 2 seasonal varieties. Flavors include The Original (Passionfruit & Elderflower), Gingerly (Ginger & Lemongrass), Hicamaya (Grapefruit & Hibiscus), Guavamente (Guava & Mint) as well as Cool Beans (Coffee & Blueberry) and Taco Tuesday (Pineapple & Jalapeño), both of which are seasonal. The beverages contain 120 calories and an ABV of 5%. According to the company, they are “thoughtfully crafted with high-grade green tea, sustainable honey, fresh-brewed botanicals and real fruit.”

Kombucha is a fermented beverage brewed with tea and a SCOBY, or a symbiotic culture of bacteria and yeast. The fermentation process gives kombucha its signature tangy taste and effervescence. Kombucha is thought to have originated in Northeast China, where it was consumed for its healing properties. The drink has a history that dates back as far as 220 B.C.

Last month Jianti launched a new line of hard teas. The teas come in three flavors including Keemun Black Tea with Raspberry and Mint, Pu’er Tea with Blood Orange and Grapefruit, and Oolong Tea with Mango and Lime. All three varieties contain an ABV of 5%, 100 calories, and only 1-2 grams of sugar per 12 ounce can. Jiant Hard Tea is sold in 8-can variety packs.

Jiant co-founder, Aaron Telch, said of the company’s hard teas, “We’ve found inspiration and creativity using tea in a similar way a craft beer brewer might use hops: to create layers of flavor and aromatics.”

Jiant is planning to expand into additional markets this year and has already put together a team of experts to help. The company has hired Sean Durham as its VP of Sales. Durham is the former National Accounts Manager for Stone Brewing as well as, most recently, Flying Embers Hard Seltzer. Andrew “Mac” MacLeod has also joined the team as its Sr. Director of National Accounts. MacLeod comes with well over a decade of experience from New Belgium Brewing and, before that, Coca-Cola.

“Word-of-mouth marketing has driven a lot of our success to date which is really a testament to the strength of the brand, liquid, and team. However, we’re excited to see what we can do with a few more arrows in our quiver,” said Haertel.

Congratulations and good luck to the team at Jiant as they continue to aim high.

Shirani Jayasuriya
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