Welcome! First off, we believe you’re wonderful. For reals. It’s why you’re here. We’re excited to work with you and help spread the magic and love of Humm Kombucha. At Humm, it’s pretty regular for us to be there when somebody gets their very first taste of kombucha. Now we’re putting that somebody in your hands. Your vibe and attitude help shape that body’s experience. The energy we put into Humm Kombucha demos and events has a ripple effect on both our community and on our business. We’re all connected. Smile, laugh and most importantly have fun. You are helping build momentum around a healthy, delicious beverage that’s taking the world by storm.
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Table of Contents Pg. 6-11 All about the wonderful world of Humm. Pg. 12-25 Let’s learn about kombucha. Pg. 26-35 Getting kombucha to the people.
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The Humm Story Humm started in 2OO8
The company grew quickly
as a conversation between
and quirkily. People loved
two friends in Bend, Oregon.
the quality and variety
Future Humm founders
of flavors. All the stuff that
Michelle and Jamie
made them feel good was
were chatting, laughing
just a bonus. ln just 5 short
and drinking Michelle’s
years, Humm had taken
homebrewed kombucha,
its small kitchen operation
a recipe she’d learned from
to a national, and now
her mother-in-law and had
international scale.
spent years perfecting.
Wonderful world of Humm
Jamie and Michelle shared a
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The homebrew was like
dream of bringing kombucha
nothing Jamie had tasted.
to the masses, and every day
The healthy qualities, full of
since brings them closer to
probiotics and antioxidants,
the fulfillment of that dream.
made them feel exuberant.
Thanks for choosing Humm
lf they could be this happy
Kombucha. We look forward
and feel this great, why not
to building a long-lasting
share it with the world?
partnership with you.
2009-11
•
Michelle & Jamie deliver gallon jugs of kombucha door-to-door in Bend, Oregon
•
Kombucha Mama gains local cult following. Retailers from WA, OR, CA and CO start calling!
•
Kombucha Mama opens 1st Street brewing facility in Bend, Oregon
2014 •
The Humm brand is launched
•
Opened 3,000 SQF brew facility in Bend with first kombucha tap room in the world
Wonderful world of Humm
2015
8
•
Official kombucha of the Seahawks
•
Humm available in 2,000 locations
2016 •
Built a 44,000 SQF certified facility
•
By the end of the year Humm was available in 5,000 locations in all 50 states
2017 •
BevNet Rising Star Award & Best New Product - Hopped Grapefruit
•
Humm available in 11,000 locations
TODAY
Projected to add 5,000 new points of distribution
•
Launched 40oz bottles August 2018
•
Launching two new flavors with 5 grams of sugar/serving: Ginger Juniper & Raspberry Hops
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Wonderful world of Humm
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Humm’s Core Values Optimism Seeing the endless possibility of goodness that exists in all of the world.
Partnership Growing relationships knowing that the sum is greater than it’s parts.
Healthy Business What we create is energetically and financially sustainable.
Quality Exceptional consistency
Wonderful world of Humm
in product and service.
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Consumer Education
A key element of the job is teaching people about kombucha. Right now, 80% of the US population still hasn’t heard of the stuff. So, your #1 job
is to change that. The more people who know about it, the more people who are likely to try it. The more people who try it, the more people who will buy it and start feeling good. That’s the whole purpose.
80%
5%
15%
Purchased
Of the 20% who are 77% only know a little bit about it. Or have only heard of it. We have work to do.
5% 18% 36% 41%
of people in the US are familiar with kombucha
Never heard of it
I know a lot I know a fair amount I know a little about it I’ve only heard of it
*Awareness & Usage Study 2018
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Learn about Kombucha
aware of kombucha,
Never Purchased
20%
How is Humm Kombucha made? 1
Make Sweet Tea (Tea & Sugar)
Learn about Kombucha
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5 14
2
Add Kombucha Culture
4
Add Juice, Spice and Probiotics
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Serve it Cold Anytime
Ferment Sweet Tea
Carbonate and Bottle
Kombucha Process Variations Authentic 100% craft brew based kombucha
Blended Kombucha blended with water or juice
8% kombucha
26% kombucha
Mystery
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Learn about Kombucha
Shelf stable products that are labeled as kombucha
Brand Ambassadors Field Guide
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Why buy kombucha? Digestive and immune system health continue to be the key drivers for
kombucha purchase. However, experience is becoming more important.
81%
68%
57% 32%
Experience/ Recommendation
Energy
Other
*Awareness & Usage Study 2018
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Learn about Kombucha
Health
Why in the world do we love this stuff? The beautiful benefits of kombucha.
— A fraction of the sugar of soda
— Beneficial probiotics that aid the digestive system
Learn about Kombucha
— Antioxidants to help boost your immune system
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Humm is the only kombucha for the whole family. Picky son? Yoga nut aunt? Quirky neighbor? Our mission is to make delicious kombucha that everyone can enjoy, because health and happiness go hand-in-hand. We help folks feel good from the wee ones to the cane carriers. There’s a little something for everyone.
Wellness At Humm, we encourage balance. Wellness in all forms, from health to happiness.
Taste Humm’s delicious flavors are proof anyone can enjoy health benefits and great taste together under one cap.
Accessibility Learn about Kombucha
Kombucha is for everyone, so we work to make Humm accessible in more places to more people.
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Wellness Advantage We’re all looking to get both healthier and weller. Wellest? Well, here’s something for everyone.
2 Billion Probiotic Cultures† ††
Raw Kombucha
(never from concentrate)
Antioxidants
Learn about Kombucha
Vegan
Dairy Free
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†at time of bottling ††contains a trace amount of alcohol
Taste Advantage We are the world’s most drinkable kombucha. There is a flavor for every taste.
I have to say, I was so delighted to have finally found the best tasting kombucha on the market, hands down. How the heck do you do it? -Hector Delaguila - hello@humm.com
I’ve tried a few kombucha drinks since the health benefits are so wonderful, but I’ve always had to drink them in “sessions” because the taste wasn’t that great or it was too strong. I saw Humm at Target, so I decided to give it a try. Oh my, where has this delicious drink been my whole life? -Nicole Souskek - hello@humm.com
-Shawn Waller - hello@humm.com
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Learn about Kombucha
Most kombucha, I must say, usually tastes very much like vinegar. Congratulations and a job well done Humm! Your brew is by far the most flavourful kombucha I have tasted.
Get to know this cast of characters. Humm checks all the boxes for kombucha, making it accessible to all walks of life.
Brand / Flavor
Organic
Probiotics Craft Brewed Kombucha
Learn about Kombucha
Third-Party Verified Non-Alcoholic Sugar Acurately Labeled
= verified
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x = unknown
Learn about Kombucha
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How to know if your demo went swimmingly. #1 I got invited to the holiday party!
Me and the store manager are buds now. The staff speaks kombucha and together we improved Humm’s in-store dominance. Err, presence. HOW? USE SOME PIXIE DUST:
Hang new POS and shelf talkers. Decorate the place with happiness. Take samples to each and every staff member. Even the visiting fridge repair guy. Restock the shelves. Report low inventories. Dance a little bit.
#2 My high school math teacher is proud.
I accurately reported relevant and valuable information to my team. Sometimes in love notes.
Kombucha to the people
HOW? SOME LITTLE THINGS ARE BIG THINGS:
Keep a tally of customer interactions. Keep accurate counts of Humm inventory before and after demos. Share any recurring feedback from shoppers with our team.
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#3 I made it rain kombucha.
I met my goals. I made a positive impact at the store. I built it, they came. I crushed sales and made some new Humm fans. HOW? USE SYSTEMS, YO.
Utilize coupons effectively. Know the “5 Steps to a Sale” guide (next page). Keep your 5 key selling points (page 32) handy and know when to use them. Encourage a “7-day challenge” (back cover).
#4 The student became the teacher.
I learned something new and shared knowledge with my team to help improve our demo stats next time. HOW? SHARING IS CARING:
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Kombucha to the people
Write down questions when you don’t know the answers. Share wins and ideas that worked and those that didn’t. Own the areas of the store with the most foot traffic. Seek out recommendations for other stores to stock Humm. Host a demo!
5 Steps to a Sale #1 Create rapport. Create a space where a prospective customer or client doesn’t feel like you’re only interested in trying to sell them something. In fact, it absolutely shouldn’t be. Find an authentic ice breaker or conversation starter that creates a sincere interaction, however minimal. Might be as simple as commenting on a college T-shirt. Show interest in the customer and the conversation will flow.
#2 Talk about kombucha. Make the conversation a general one about kombucha, not specific to us. Ask them what they know about kombucha, what their personal experience has been. Maybe if they know how it’s made. These are great ways to get them talking about the product and interested in
Kombucha to the people
what you have going on.
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#3 Yes inspires yes. Find somewhere they’re already on board. “Do you like strawberries?” “What about spicy flavors?” “Do you look for healthy beverages?” “Do you think the sun might come up tomorrow?” Once they’re in a positive mindset it’s easier for them to start talking about Humm.
#4 Now talk about Humm. Now you can (finally!) start talking about Humm. Highlight our products’ amazing characteristics and flavor profiles. Talk about your favorite flavors. What you love about Humm. From the kombucha to the culture, try to tie the conversation back to their interests. Keep them engaged. Find their favorite with lots of samples!
#5 Take action. How do you turn a kombucha skeptic into a Humm lover? Give them a reason to get into us. One great way to turn them on is the “7-Day Challenge.” Ask them to try a bottle a day for a week and see how it treats them. Share your own stories about feeling great with Humm. You’ll soon find it’s
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Kombucha to the people
easier than you thought to make people Humm fans for life!
Flavor Popularity by Region Northwest
North Central
Northeast
1. Coconut Lime 2. Blueberry Mint
1. Strawberry Lemonade 2. Blueberry Mint
1. Pomegranate Lemonade 2. Blueberry Mint
Kombucha to the people
Nor-Cal 1. Coconut Lime 2. Pomegranate Lemonade
Mid-Atlantic
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1. Blueberry Mint 2. Mango PassionFruit
Southwest
South Central
Southeast
1. Blueberry Mint 2. Coconut Lime
1. Coconut Lime 2. Blueberry Mint
1. Blueberry Mint 2. Strawberry Lemonade
Getting to Know the Kombucha Shopper Health Seeker
“Health is about optimizing what I consume.”
This person is looking for the most bang for their buck... nutrient bucks that is. So make sure you tell them about all 7 nutritional benefits of Humm!
Sugar Avoider
“Health is about avoiding what’s bad for me.” This person wants to make sure that they are not putting unwanted substances into their body. Make sure to highlight the low sugar content, and that it’s a certified USDA Organic product!
“Health is about what my body can do.” The active types want to know how they can do more. Tell them! Humm gives you energy and can help give you momentum to tackle the next great thing.
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Kombucha to the people
Active Lifestyle
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Top Selling Points #1
Humm contains antioxidants and 2 billion probiotics at the time of bottling.
#2
Humm contains a fraction of the sugar of soda.
#3
Humm uses only Organic high-quality ingredients.
#4
Humm is authentic kombucha, not from concentrate, brewed in Bend, Oregon.
#5
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Kombucha to the people
Humm is the most drinkable kombucha on the planet. Not sour or vinegary like you might expect from other brands.
FAQ What is kombucha? Fizzy, bright and noted for its probiotics and antioxidants, kombucha is a lightly-effervescent drink made by combining sweet tea with bacteria and yeast. The result is a sometimes sweet, sometimes tangy and always a delicious beverage.
Does your kombucha contain probiotics? Yes. At the time of bottling, each 14 oz bottle of Humm Kombucha contains 2 billion probiotic cultures. Our kombucha contains the Bacillus subtilis strain which is a Non-GMO probiotic.
Is Humm Kombucha non-alcoholic? Yes. Humm has developed a proprietary kombucha fermentation process and kombucha cultures which improve flavor consistency while maintaining a live, raw, delicious non-alcoholic beverage that is well below Kombucha to the People
the 0.5% alcohol by volume (ABV) level prescribed by the TTB. Our kombucha is not 100% free of all alcohol, therefore we disclose on our label “contains a trace amount of alcohol� to notify those consumers who may have allergies or other concerns.
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Is Humm Kombucha pasteurized? Nope. Our kombucha is live, raw and unpasteurized.
Is there caffeine in Humm Kombucha? Yes. Our kombucha contains 14 mg of caffeine per 8 oz. serving. By comparison, a typical cup of green tea contains 35 mg of caffeine per serving and a cup of coffee has around 95 mg of caffeine.
Does Humm contain added sugar? Sometimes. Because our product undergoes a natural fermentation and remains raw and alive, the sweetness (residual sugars) varies slightly from batch to batch. To ensure our finished product meets the consistency our fans and consumers expect, and to be sure the kombucha in the bottle matches what’s on the label, we add organic fruit juices and organic cane sugar as needed.
Is Humm safe to drink if it is left out of refrigeration? Yes, but please keep our product refrigerated while not drinking because it is a perishable product. Our kombucha will not ferment when unopened at room temperature. However, those conditions will cause a slow die-off of the beneficial bacteria and probiotics, as well as negatively impact the carbonation profile. Because our kombucha is an alive and perishable product with organic juices, we strongly recommend that our kombucha be refrigerated at all times while not being consumed.
The taste! Try one and see for yourself.
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Kombucha to the people
What makes Humm Kombucha different from the other kombuchas?
Seven Day Challenge A fun way to encourage sales and help people find their favorite Humm.
Kick it off. Pour yourself some Humm Kombucha. Find a favorite. Feel free to mix flavors and enjoy!
Seven days of happiness. Enjoy a glass of Humm Kombucha 7 days in a row. Any flavor, any combination. Otherwise, don’t change anything else about your lifestyle habits.
How’d it go? Reflect on how you feel. What sort of changes and positive effects are a’happenin?
Share the fun. Encourage someone you know to take the challenge, too.