SquareRut kava bars have been operating successfully in Austin, TX since 2011 and currently are the only establishments in the entire State of Texas where you can purchase and enjoy kava beverages. Given the growing success of the first two locations, Square Rut Kava Bar - Barton Springs LLC ("SquareRut Barton Springs") was established in 2015 to operate the latest addition to the SquareRut family – the flagship store that will be located on Barton Springs Road less than ½ mile away from the famous Zilker Park.
Kava (also known as piper methysticum) is a tall shrub in the pepper family that grows in the South Pacific. For thousands of years, island cultures have used kava as a folk remedy for its medicinal properties and consumed kava both recreationally and in ceremonial settings. In the United States, kava beverages now make up a small but growing portion of an emerging segment of functional beverages referred to as relaxation drinks.
Kava has been known to evoke feelings of happiness and relaxation and is reported to help with stress, anxiety and insomnia. The kava beverage is often used as a substitute for alcohol because of its sedative and muscle-relaxant effects.
According to a report published by IBISWorld in 2014, the relaxation drink industry has rapidly gained momentum as consumers increasingly look to functional beverages to help them unwind, relieve stress and achieve mental and physical relaxation without using alcohol. Already a $150 million industry in the US as of 2014, the relaxation drink industry is projected to continue growing at 12% per year over the next five years and is expected to be worth $263 million by 2025.
The relaxation drink industry has seen significant developments and gained a great deal of attention from the professional investment community and popular media in recent years. There has been extensive coverage of the positive effects of relaxation drinks and the robust development of the industry in leading publications such as the Wall Street Journal, Bloomberg Business, Forbes and Huffington Post.
Relatedly, in the 2014 World Beverage Innovation Awards, a fast-growing relaxation drink startup by the name of NOA Potions won top honors in the best premium drink category with its anti-stress drink named NOA Relaxation. The Swedish startup beat out a formidable array of multinational companies, including Del Monte, Pernod Ricard, Coca-Cola, Nestlé, Arla Foods, Carlsberg and Evian. Earlier this year, NOA Potions launched an equity crowdfunding campaign that raised $180,000 in the first 3 minutes of going live. The campaign ultimately raised $1,095,318 from 191 investors in less than one week.