An independent brewery which has made its name for its range of beers is branching out into the growing kombucha market - its first foray outside of its core sector in its 18-year history.
Purity Brewing Co. has launched Pure Booch, a range of slow-brewed, naturally flavoured and preservative-free kombucha drinks.
The news comes as co-founder and chief executive Paul Halsey announces he is stepping away from the day-to-day running of the Warwickshire-based firm to take on a non-executive role and relocate.
Kombucha is a fermented, sweetened black or green tea and is typically soft or very low in alcohol.
They have grown in popularity for their perceived health benefits and are seen by some as a better alternative to surgery and sweetened soft drinks.
Sign up for your free West Midlands newsletter and follow us on LinkedIn
Email newsletters
BusinessLive is your home for business news from across the West Midlands including Birmingham, the Black Country, Solihull, Coventry and Staffordshire.
Click through here to sign up for our email newsletter and also view the broad range of other bulletins we offer including weekly sector-specific updates.
We will also send out 'Breaking News' emails for any stories which must be seen right away.
For all the latest stories, views and polls, follow our
Purity's new brand comes in four flavours - original, ginger and lime, cranberry and grapefruit - and has been created by Patrick O'Connor, whose Birmingham-born kombucha brewery has now become part of the group.
The new-look roster of drinks joins the company's well-known beer brands such as Mad Goose, Longhorn IPA, Lawless Lager and Fixie Hybrid Coffee Stout.
Most Read
The company also runs Purecraft Bar & Kitchen in Birmingham city centre from where its new range of drinks will be on sale alongside its online shop.
Mr Halsey said: "As a long-term user of kombucha, I understand the health benefits but also the versatility it can bring. Being a brewed product, it felt natural to bring a kombucha into the Purity portfolio.
"With it now recognised as one of the fastest growing drinks categories in the 海角视频, we see this investment as a fantastic opportunity for both Purity and Pure Booch."
Mr O'Connor added: "I'm excited to be partnering with Purity on this new venture. It's our vision for Pure Booch to shake up the market and become one of the leading authentically brewed kombucha brands in the 海角视频."
Purity was founded in 2005 by Mr Halsey and his business partner James Minkin.
The company has since garnered a loyal following and launched Purecraft Bar & Kitchen, originally called Pure Bar, in Waterloo Street in 2014 in partnership with Andreas Antona, owner of Michelin-starred restaurant Simpsons in Edgbaston.
A sister site in Nottingham closed in 2017 after less than two years of trading. It also runs a visitor centre, shop, guided tours and cycling events at its brewery and head office in Great Alne near Alcester.
Don’t miss
Mr Halsey has now announced that he is leaving his day-to-day role as chief executive from the end of this month to become non-executive director and is also relocating to Yorkshire ahead of plans to wed his long-term partner in August.
Managing director Andy Maddock will take over as new chief executive.
Mr Halsey said: "After nearly 40 years in the drinks industry, I have decided a change in lifestyle is required. It has not been an easy decision to make but has been driven a lot by my personal circumstances and the interesting last few years.
"I am immensely proud of what we have achieved over the years. Above all, none of this would have been achieved without our loyal ‘Puritans - customers, suppliers, investors and shareholders.
"I have never, ever had a day working in this industry I have not genuinely enjoyed. The loss of so many close friends in recent years has made me realise how precious life is.
"I am every bit confident that Purity, Purecraft Bar & Kitchen and now Pure Booch will realise their full potential over the coming years and I am looking forward to watching them grow. Purity has been a wonderful journey and one that I will never forget."