Bristol based fermented drinks company, Counter Culture Drinks is fighting the absurdity of Black Friday with something radical: an anti-sale.

The carbon cost of Black Friday and Cyber Monday is staggering. In 2023, an estimated 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries alone. To highlight this they are discouraging purchases this Black Friday weekend by raising all their prices by 429% resulting in some of the most expensive kombucha on the planet.

Tom Smart, CEO and co-founder of Counter Culture, said: "As demonstrated by our business name, we believe in doing things differently. We think Black Friday has gone too far and encourages over consumption which our planet cannot afford. We're in a privileged position to create consumer goods which taste nice. We think our customers will be just fine without indulging in our drinks for a few days."

The anti-sale runs for four days through to Cyber Monday. A case of 24 cans of their kombucha is listed on their website for a mere £227.21. If anyone dares to shop, all proceeds will go straight to their climate charity partner Soil Association to fund real change.

ENDS

About Counter Culture Drinks

Counter Culture Drinks is a Bristol-based fermented drinks company. We create adult softs for youthful minds because we believe dry doesn't have to mean boring. Brewed at our carbon neutral fermentary in Bristol, we wrap our sparkling light kombucha in bold artworks by local artists that explore societal trends and provoke debate.

Our purpose is supported by our three Cs: Charity, Culture & Climate. We believe in them and our whole business is built around them. We've unconventionally donated 51% of our shares to non-profit organisations and it’s our ambition to raise £1m+ to help support these social and environmental initiatives.

To find out more about us, visit https://www.counterculturedrinks.com

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