Counter Culture

Smart founded Counter Culture after selling biotech startup Ziylo to Novo Nordisk in 2018. The motivating observation was practical: the alcohol-free options available in most social settings were too sweet, thin, or limited in character, and kombucha offered genuine complexity as an alternative.

Kombucha is made by fermenting tea using naturally occurring cultures of bacteria and yeast, which produce a lightly tangy, naturally carbonated drink. Counter Culture ferments organic green tea and presents the range as carbonated sodas in 330ml cans across five botanical and fruit flavour combinations. Every product is organic, vegan, gluten-free, and sweetener-free.

The ownership model is among the brand's more distinctive features. Charities hold 51% of Counter Culture's shares, making them majority stakeholders in any acquisition scenario. Separately, 5% of every sale is split between Alcohol Change UK, the charity that runs the Dry January campaign, and BillyChip, which converts financial donations into a form of secure currency for people experiencing homelessness. Operations are carbon-neutral through a Planet Zero partnership.

Label artwork comes from Bristol artist Marta Zubieta, whose designs engage with broader societal themes rather than the botanical-and-pastel aesthetic common to much of the premium kombucha market.

Distribution is primarily direct through the brand's own site, with wholesale accounts available for hospitality venues. Counter Culture sits at the considered end of the kombucha category, aimed at Dry January participants and sober-curious drinkers who want genuine complexity alongside a clear ethical framework.