It’s being touted as a “disruptive” innovation. We’re not so sure fermenting fruit is anything particularly new (isn’t that what wine is?), but here’s how Brendan Brazier and Mark McTavish describe their new product, “Pulp Culture:”
It uses 100% raw, fresh juice that naturally ferments over three months with the help of Mother Nature and nothing else. Called “wild fermentation,” the result is a zero-additive, zero-sugar, bone-dry beverage with 6 billion naturally-occurring probiotics, organic acids, vitamins, and 4.9% ABV. The final touch is blending in fermented, nutrient-dense super fruits and performance-boosting botanical adaptogens. Long story short, say goodbye to hangovers and the alcohol status quo.
“The ambitious folks I know are committed to high-performance living and are, of course, meticulous about what they put in their body,” says Braizer. “They would never eat anything without reading the full list of ingredients and understanding how they were processed. Yet, when it comes to alcohol, they lower their standards or remove them altogether.
“I wasn’t willing to compromise, so I hadn’t consumed alcohol in 14 years before discovering natural fermentation and tasting 101 Cider’s one ingredient drink (just apples). The simplicity and elegance of the solution inspired me to get involved (and start drinking again)!” he adds.
Mark McTavish, CEO and Co-Founder, explains:
“When wild fermented beverages are enjoyed mindfully and in their natural form, they deliver the best buzz on the planet. Beyond the alcohol itself, you’re getting the full spectrum of active components that combine to create a coveted “entourage effect.”
“Until now, consumers have had limited or no access to this category of “full spectrum” adult beverages, aside from making them at home. We decided it was time to do better, put function first, and deliver the healthiest drinking experience to our consumers, whether it’s a Hustle before the gym or a Restore after a big meeting.”
The packaging is bright and colorful, and each of four juices touts a particular benefit — “Think,” “Hustle,” “Restore,” and “Relax.”