A Bristol-based fermented drinks company has hiked its prices 429 percent in a stance against Black Friday. Counter Culture, which makes kombucha – a drink made by brewing tea, sugar and water – says its radical “anti-sale” is a bid to discourage purchases this weekend.
The Bedminster-based firm has increased the price of a case of 24 cans of its popular drink to a whopping £227.21. The idea, according to boss and co-founder Tom Smart, is to raise awareness of the carbon cost of Black Friday and Cyber Monday.
He claims that last year, an estimated 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries.
He said: “As demonstrated by our business name, we believe in doing things differently. We think Black Friday has gone too far and encourages over consumption which our planet cannot afford. We’re in a privileged position to create consumer goods which taste nice. We think our customers will be just fine without indulging in our drinks for a few days.”
Counter Culture was set up by Mr Smart and Harry McDowell after they decided to have a break from alcohol during the pandemic. The company has donated 51% of its shares to non-profit organisations and is aiming to raise £1m to help support social and environmental initiatives.
The business is based at On Point Brewery near East Street, with drinks available in can or on draft at On Point’s taproom, while also in pubs, bars and taprooms across Bristol.
Mr McDowell said last year: “Experiencing a can of beer has become so much more than just drinking the liquid inside. Like most craft beer brands, we too see our can as a canvas; we’re just opting for a different drink inside that happens to be non-alcoholic.”
Counter Culture’s anti-sale runs for four days through to Cyber Monday. If anyone dares to shop, all proceeds will go to the company’s climate charity partner Soil Association.