The Spraga kombucha brand has officially launched in Portugal. This initiative marks the beginning of its European expansion and includes plans to establish a production facility to supply various markets across the continent.
Entering the Portuguese market is part of a strategy that positions the country as the brand 's European operational hub . The investment is expected to create more than two dozen jobs in the initial phase. It aims to support distribution to markets such as Spain, Germany, the United Kingdom, and the Czech Republic.
The investment is also linked to the personal experience of the company's CEO, Nick Izmaylov. He moved to Portugal with his family after the start of the war in Ukraine, the country where the brand originated. During the presentation event, he highlighted the role that Portugal could play in the development of the project. “ We don't see Portugal just as a place to live, but also as the hub of Spraga's business in Europe ,” he stated. “ We are building a unit here that will produce kombucha not only for the Portuguese market, but also for export .”
Bet on kombucha
Spraga is betting on kombucha – a fermented tea-based beverage – as an alternative to traditional drinks. The unpasteurized product preserves the probiotics resulting from the natural fermentation process. It is produced with 100% natural ingredients, including organic tea, organic cane sugar, and SCOBY (symbiotic culture of bacteria and yeast). The beverage is certified organic, vegan, gluten-free, and low in sugar, with no artificial colors or preservatives.
The range arrives on the market with four flavors: Original, Ginger & Lemon, Pomegranate, and Apple & Pear. These flavors are designed to appeal to both regular kombucha consumers and a wider audience looking for alternatives to soft drinks.
An alternative to soft drinks
For Niki Greg, the category's growth is linked to changing consumer habits. " There's a clear shift towards healthier choices and more conscious beverages, often without alcohol ," she stated. The company aims to transform kombucha into a daily beverage. " We want kombucha to move beyond being a niche product and become a natural alternative to soft drinks ."
The brand aims to position itself in the mass consumption segment, seeking to democratize access to this fermented beverage and bring it closer to a wider audience. For the CEO, the goal is to build a lasting brand. “ Spraga was not created to be just a passing trend. We want to build a solid company, with quality, strong processes and a long-term vision ,” he emphasized.
In Portugal, the drink is already available at select points of sale, including Intermarché, E.Leclerc and El Corte Inglés supermarkets. The recommended price is €2,49 per bottle. The company plans to progressively expand its presence in national retail over the coming months.
