Fruit Juice Gets A Posh Makeover

Kippreport:

High-end juices are the new wine, says trendwatching.com. Monavie is an ultra premium line of alcohol-free juices that could easily be confused with wine.

Utah-based MonaVie offers both juices and concentrated gels made from 19 different fruits, all chosen for their healthful properties. First among them is the Brazilian acai berry—widely considered a health-promoting superfood—accompanied by apricot, aronia, acerola, lychee, wolfberry, bilberry and of course grape, to name just a few.

Pricing is very high-end, indeed, at about $40 per 750 ml bottle of juice. MonaVie is currently sold on a person-to-person basis in the US, Canada, Brazil, Australia, New Zealand, Singapore and Japan, with plans to expand further around the globe. With Ramadan nearly upon us, quick thinking Gulf distributors might want to make a call.

Monavie is just the latest in juice brands upgrading into wine territory – what Springwise calls ’snobmoddities’. The move is a reaction to wine’s move into juice country (Tetra Pak boxes of wine), juice makers are now differentiating between grape varieties.