New Brew

What New Brew does

New Brew, operated by The Plant Program Incorporated (a Delaware corporation), is a direct-to-consumer functional beverage company that sells non-alcoholic "euphoric seltzers" formulated with a standardized blend of 125mg kava root extract, 25mg broad-spectrum kratom leaf extract, and 30mg caffeine from green, black, or oolong tea per 12oz can. The company markets five flavor SKUs (Variety, Yuzu, Berry, Mango, Guava) in a 12-pack format to adults 21+ seeking mood-altering, social-relaxation effects without alcohol, cannabis, or impairment, and also sells branded merchandise including hoodies, trucker hats, and t-shirts. The core technology is a low-dose broad-spectrum botanical formulation that maintains the plants' natural alkaloid composition (0.08% 7-hydroxymitragynine by volume, within naturally occurring levels), manufactured by a GMP-certified partner with mandatory post-production third-party lab testing and American Kratom Association (AKA) compliance.

The business model is predominantly direct-to-consumer via a Shopify-powered storefront at drinknewbrew.com, priced at $68 per 12-pack with a Subscribe & Save subscription option at $54 (20% recurring discount) and free shipping on all US orders. Distribution is extended through the AirGoods wholesale marketplace for B2B buyers and a store locator for physical retail, governed by formal Commercial Terms of Sale. The company serves two primary customer segments: mindful adult consumers (21+) using the product for social relaxation and functional beverage occasions, and retail/wholesale partners reselling to compliant markets. The total addressable footprint is materially constrained by kratom-related regulations, with shipping unavailable to Alabama, Arkansas, Indiana, Rhode Island, Vermont, Wisconsin, San Diego County CA, Denver CO, Sarasota County FL, Jerseyville IL, Union County MS, and Franklin NH.

New Brew runs an active multi-channel marketing operation spanning TikTok, Instagram, LinkedIn, a content/blog with ingredient education and FDA regulatory commentary, paid Google and Meta campaigns, and a 25%-off first-order newsletter capture flow. The company is privately held with 1–10 employees and no disclosed institutional funding, suggesting a bootstrapped early-stage operating model that is actively expanding SKU surface area, channel mix, and brand-building content despite capital and regulatory headwinds.

Name

New Brew

Legal name

The Plant Program Incorporated

Website

https://drinknewbrew.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

New Brew is a direct-to-consumer functional beverage brand selling non-alcoholic seltzers that combine kava root, broad-spectrum kratom leaf extract, and green tea caffeine, marketed to adults 21+ seeking social relaxation and mood-altering effects without alcohol or impairment.

Ownership category

akta.pro rank

Product category

Functional Non-Alcoholic Beverages

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)

akta.pro secondary industries

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD), Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH)

Keywords

• Functional beverages
• Non-alcoholic seltzers
• Botanical seltzers
• Kava kratom drinks
• Euphoric seltzers

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales - Seltzers: Direct sales of euphoric seltzer beverages in multiple flavor varieties (Variety, Mango, Guava, Berry, Yuzu) through 12-pack format. Both one-time purchases and subscription/recurring delivery options available.
2. Product Sales - Merchandise: Sales of branded merchandise including hoodies ($40), trucker hats ($16), and t-shirts ($29).
3. Wholesale/Distribution: B2B wholesale sales to retailers through AirGoods marketplace platform. Governed by Commercial Terms of Sale between The Plant Program Incorporated dba New Brew and commercial purchasers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

New Brew (The Plant Program Incorporated) sells a line of non-alcoholic "Euphoric Seltzers" formulated with 125mg kava root extract, 25mg broad-spectrum kratóm (Mitragyna Speciosa) leaf extract, and 30mg caffeine from green tea per 12oz can. Products are sold as 12-packs in five flavors (Variety, Mango, Guava, Berry, Yuzu) via direct-to-consumer e-commerce with a 20% recurring subscription discount, alongside branded merchandise (hoodies, hats, t-shirts).

Product overview

New Brew is a direct-to-consumer beverage company offering a line of non-alcoholic 'Euphoric Seltzers' powered by ancient plants. The core product portfolio consists of five botanical seltzer flavors (Yuzu, Berry, Mango, Guava, and a Variety 12-Pack containing all flavors), each containing a standardized blend of 125mg kava root extract, 25mg broad-spectrum kratrom leaf extract, and 30mg caffeine from green/black/oolong tea. The company also sells merchandise including hoodies, trucker hats, and t-shirts. New Brew operates a subscription model offering 20% savings on recurring orders and sells exclusively through its e-commerce platform, with US-only shipping due to regulatory restrictions on kratrom in certain states and counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Variety 12-Pack A 12-pack of New Brew euphoric seltzer featuring all five flavors (Yuzu, Berry, Mango, Guava, and one bonus flavor), each can containing 125mg kava root extract, 25mg broad-spectrum kratóm leaf extract, and 30mg caffeine from green tea; sold as the brand's flagship discovery pack with free shipping.
• Yuzu 12-Pack A 12-pack of New Brew's Yuzu flavor, a tart and bright citrus seltzer with a light finish, formulated with 125mg kava root extract, 25mg broad-spectrum kratóm leaf extract, and 30mg caffeine from tea.
• Berry 12-Pack A 12-pack of New Brew's Berry flavor, a crisp and refreshing seltzer described as light and floral with a touch of sweetness, made with 125mg kava root extract, 25mg broad-spectrum kratóm leaf extract, and 30mg caffeine from tea.
• Mango 12-Pack A 12-pack of New Brew's Mango flavor, described as a juicy, ripe, and tropical seltzer that is the brand's most loved variety, made with 125mg kava root extract, 25mg broad-spectrum kratóm leaf extract, and 30mg caffeine from tea.
• Guava 12-Pack A 12-pack of New Brew's Guava flavor, a ripe, fragrant, and naturally sweet tropical seltzer that is refreshing without being heavy, made with 125mg kava root extract, 25mg broad-spectrum kratóm leaf extract, and 30mg caffeine from tea.
• New Brew Black Hoodie Unisex-fit branded hoodie with shape-keeping seams and a roomy front pocket, priced at $40; available in sizes S-2XL.
• New Brew Trucker Hat Snapback trucker hat with high-quality embroidered New Brew logo, breathable mesh back, and adjustable fit, priced at $16.
• New Brew T-Shirt Unisex t-shirt made from 100% organic cotton with a clean, classic fit, available in Natural, White, and Black colors, priced at $29.

Quantifiable outcome

• 0.08% 7-OH content (within naturally occurring levels vs concentrated isolates in competitor products)
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• American Kratom Association (AKA)coreOthersNew Brew complies with standards set forth by the American Kratom Association (AKA) for third-party lab testing of active ingredients. This compliance ensures products meet industry safety and quality standards.
• GMP-Certified Manufacturing PartnercoreTechnology or IntegrationProducts manufactured by GMP-certified (Good Manufacturing Practice) manufacturing partner. Each batch is lab tested after production for safety and potency consistency. Ensures standardized product quality across all batches.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the New Brew online store. Handles order processing, payment processing, and customer data management. Privacy policy and terms reference Shopify's platform infrastructure.
• AirGoodscoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform for larger retail orders. New Brew product page links to airgoods.com/u/new-brew for wholesale purchasing. Governed by Commercial Terms of Sale.
• Kava Suppliers (Vanuatu)coreOthersKava root sourced from Vanuatu, South Pacific - traditional origin region. Ethical sourcing relationships maintained with suppliers to ensure highest quality botanicals.
• Kratóm Suppliers (Indonesia/Thailand)coreOthersKratóm leaf sourced from Indonesia and Thailand, Southeast Asia - native origin regions. Responsible sourcing maintained with ethical supplier relationships to ensure quality botanicals.
• Global Kratom CoalitionminorOthersReferenced as a resource for consumer education on kratóm. Industry advocacy organization supporting responsible kratóm use and regulation.
• Kava CoalitionminorOthersReferenced as a resource for consumer education on kava. Industry advocacy organization supporting responsible kava use and awareness.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• De Soi: Non-alcoholic aperitif brand built around botanical actives and the sober-curious moment; compete for the same occasion and shelf space in retail.
• TRIP: CBD-infused sparkling beverages positioned as a calmer alternative to alcohol; similar D2C subscription model and target demographic.
• Ghia: Non-alcoholic botanical aperitif targeting the same alcohol-substitution occasion; comparable D2C-plus-retail mix and botanical-ingredient sourcing narrative.
• Hiyo: Functional sparkling seltzer with mood/calm positioning; closest comparable on format (RTD seltzer cans), distribution (D2C + retail), and effect-based brand promise.
• Three Spirit Drinks: Functional botanical 'social' drinks built from plant extracts with mood-effects claims; comparable on premise, formulation approach, and target occasion (mindful drinking).
• Recess: Adaptogen-infused sparkling beverages sold via D2C subscription and retail; comparable format (cans/12-packs), channel strategy, and 'effects you can feel' framing.
• Kin Euphorics: Direct peer in the adaptogenic / functional sparkling beverage category founded around the sober-curious consumer; closest 1:1 in positioning, channel mix, and brand storytelling.
• Mati Drinks (Kava Brand): Kava-based functional beverages from a recognizable kava-root brand; direct ingredient overlap with New Brew and similar 'social tonic' positioning.

Emerging players

• Aplós: Broad-spectrum hemp/cannabinoid beverages positioning as a non-alcoholic alternative; adjacent ingredient philosophy and competing for sober-curious shelf.
• Aura Bora: Herbal sparkling waters positioned with botanical actives; comparable flavor-forward functional RTD format though without the kava/kratom regulatory exposure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/drinknewbrew
• Instagraminstagram.com/drinknewbrew
• TikToktiktok.com/@drinknewbrew

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Brew