In the long run, a reputation management plan should be in place, should something like this occur again.The kombucha products covered by this class action settlement include several varieties of GT’s Classic Kombucha, Classic Synergy, Enlightened Kombucha and Enlightened Synergy products. This information was once again gleaned from a third party, a grocery store clerk.
It turns out that the new shipments of kombucha need to stay refrigerated at all times to prevent the alcohol content from rising.
It was clear fans were frustrated by no information, or even a response from GT’s regarding its disappearance. There was not a single response from a GT’s Kombucha page admin. With more than 13,000 fans on Facebook – GT’s most loyal consumers – there were hundreds of posts on GT’s discussion board about the product gone missing from the shelves. This is the one that would make any social media manager cringe. Within days of it going missing from grocery shelves, GT’s Kombucha should have written a statement that addressed the issue, clearly posted it on its website and distributed the statement to media. There was no information available on GT’s website regarding the mysterious disappearance of the drink. Address the problem – online and offline.What the company should have done in its mini-crisis: Thousands of GT’s Kombucha lovers nationwide were all left hanging out to dry, without the quenching, organic, healing elixir to sip during our hot summer days. This was a clear concern for people who drank it for the health benefits, and especially women that were pregnant. During shipment, the product was unrefrigerated, which caused the alcohol content to rise. Consumers found out through the grapevine that the elixir’s alcohol content was mislabeled. The worst part was there was no information made available to the public regarding its disappearance. When I asked a grocery store clerk what happened, she said there were labeling issues and she didn’t know when it would be available for purchase again. She’s still living today.Īs we transitioned into summer this year, GT’s Kombucha mysteriously went missing on supermarket shelves. Dave, GT’s founder, created his blend to help his ailing mom battle with breast cancer. It’s been used as a healing tonic for centuries across several cultures worldwide. So, what is kombucha, you may ask? It’s a Chinese tea that contains live microorganisms, essential nutrients, probiotics, amino acids, antioxidants and polyphenols that contribute to overall health and wellness.
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