The kombucha market in Spain is one of the markets that has experienced meteoric growth in recent years, consolidating itself as the most dynamic in Europe, with sales volume growth of 580% between 2020 and 2022, with Viver being the brand with the highest growth in the last year.
To consolidate this success, the Murcian group AMC signed a strategic alliance with Viver Kombucha from Granada to manufacture and market this beverage throughout Europe. The objective is none other than to lead innovation in one of the fastest-growing categories in the world and to spearhead its international growth alongside the continent’s leading retailers.
In this way, Viver Kombucha adds its production quality to the innovation capacity and commercial network of AMC Natural, European leader in refrigerated juices, gazpacho and natural vegetable drinks, with presence in more than 70 European supermarkets and commercial presence in the five continents. This is why both companies will work together to transform the Granada plant into the largest kombucha production center in Europe.
According to Antonio Muñoz Beraza, CEO of AMC Global: “Our innovation team has been understanding the category for years and developing differential proposals that bring added value to our customers; our goal is to be a European benchmark in this category as well and we are delighted to do so in partnership with talented entrepreneurs such as Viver”..
Finally, the co-CEO and co-founder of Víver Kombucha, Raúl de Frutos, added: “Thanks to the alignment of a dynamic and agile team such as that of Viver with years of experience in traditional organic kombucha formulations, together with the innovation work being developed by AMC’s highly qualified team, we have a product offering that was unthinkable for the category until now”.
