Mitra 9 envisions itself as the Budweiser of the burgeoning kava and kratom beverage market, positioning itself to capitalize on the rising demand for nonalcoholic, wellness-oriented drinks. Co-founder Dallas Vasquez was inspired to enter this niche after an encounter at a Florida kava bar, where patrons were sipping on earthy, bitter concoctions. The experience sparked a vision: creating a more palatable, canned version of kava and kratom beverages that could rival premium options found in grocery aisles.
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Kava, traditionally consumed in the Pacific Islands for its calming properties, and kratom, a Southeast Asian botanical with stimulant and sedative effects, form the cornerstone of Mitra 9’s product lineup. The company offers kava-based drinks in flavors like Lemonade and Orange Dreamsicle, alongside kratom-infused seltzers in seven variants, including Raspberry Lime and Watermelon. These drinks are not only designed to be flavorful but also to cater to consumers seeking clean-label alternatives that foster relaxation without the aftereffects of alcohol.
Launched in 2021 following an eight-month R&D phase that involved product testing in Fort Myers, Florida, Mitra 9 rapidly garnered attention. By October 2023, the company had secured $2 million in investor backing, allowing for national expansion. Now operating out of production facilities in Florida, Illinois, and California, the brand has plans to extend its reach, including partnerships with alcohol retailers like Total Wine & More.
Vasquez sees Mitra 9 filling a unique time slot in consumers’ daily routines: the afternoon. As people move away from morning coffee and evening alcohol, he positions Mitra 9’s drinks as an alternative that supports relaxation and mental clarity during this “in-between” period. The hard seltzer boom, according to Vasquez, has plateaued, signaling a shift towards nonalcoholic alternatives like sparkling water. In this evolving landscape, he believes Mitra 9 can stand out with its functional, “better-for-you” qualities.
However, the road to becoming a household name has not been entirely smooth. The company faces regulatory hurdles, particularly with kratom. While kava is relatively free from FDA oversight, kratom occupies a murkier legal space. Classified by the FDA as an “unsafe food additive,” it is banned from inclusion in conventional foods but permitted in medicinal contexts in certain regions. Some states, like Florida, allow kratom sales to those over 21, which opens doors for partnerships with major alcohol distributors such as Anheuser-Busch and Molson Coors.
Health concerns further complicate Mitra 9’s expansion. The FDA issued a warning in 2002 about the potential for liver toxicity from kava, especially when combined with anxiety medications. Kratom, on the other hand, has been criticized for its addictive potential, with some medical professionals raising alarm over the lack of standardized production guidelines. The American Kratom Association (AKA) has called for FDA oversight to weed out bad actors in the marketplace and ensure consumer safety, arguing that current vendors often make misleading therapeutic claims or sell dangerously potent kratom products.
Mitra 9 attempts to navigate this landscape by working with regulatory experts and emphasizing transparency through clear product labeling. Despite these challenges, Vasquez is optimistic about the future, seeing regulatory clarification as a pathway to broader acceptance and ultimately, a global presence.
Positioned as a premium product its four-pack of 12-ounce cans retailing for $30, notably higher than most hard seltzers Mitra 9 aims to establish a reputation for quality. Vasquez has his sights set beyond beverages, hinting at a broader product ecosystem that could include gummies and powder sticks. These offerings would diversify price points and product formats, giving consumers more ways to enjoy kava and kratom.
In the rapidly changing landscape of wellness beverages, Mitra 9 is carving out a unique space, blending tradition with modern consumer preferences, and striving to be more than just another option on the shelf it seeks to lead a cultural shift.