Rogue Beverages capitalises on growth of functional wellness category

Boutique beverage company Rogue Beverages enjoyed a massive year of growth in 2020 and is looking to continue that momentum in 2021 by increasing awareness of the functional wellness category.

Globally people are becoming more mindful of the ingredients they are consuming and are seeking out products with functional benefits. Rogue Beverages has tapped into this growing demand with its two wellness tonic ranges SHOJO and VITONIC, which are derived from all natural, proven functional ingredients that support health and wellbeing.

Rogue Beverages has two ranges of functional wellness shots. The first is called SHOJO, which has been inspired by established Asian remedies. SHOJO is sold in two flavours; the first is Turmeric, which has anti-inflammatory properties, combined with B Vitamins to support metabolic function and reduce tiredness, as well as Vitamin C to support immunity. The second contains Red Ginseng, which improves cognitive performance, combined with B Vitamins that support neurological function and reduces fatigue, and Vitamin C to support immunity. 

The second product range is called VITONIC, which is based on Indigenous Aboriginal and Maori botanicals with natural functional benefits. VITONIC is also sold in two flavours. The first, Kakadu Plum and Acacia Tonic which contains prebiotics to help with gut health and boosts immunity with its high natural concentration of Vitamin C. The second flavour is NZ Boysenberry & Kawa Kawa Tonic, which is high in anthocyanins to assist in managing lung health, supports pain relief, and reduces fatigue.

Myles Davis, Co-founder, and Director of Rogue Beverages told C&I that both brands have been developed in conjunction with high profile nutritionist Nikki Hart, containing ingredients that are supported by peer reviewed scientific papers that substantiate their functional benefits.

The functional wellness category is estimated to be worth around US$68 billion globally, and wellness tonics are a rapidly emerging product category in Australia.

This is evident through Rogue Beverages’ success in 2020, where through a new distribution partnership with Quality Food World, the business recorded a 450 per cent growth.

“The petrol and convenience channels are extremely important as we see both SHOJO and VITONIC as convenient products for health-conscious, on-the-go consumers living busy lives,” says Davis.

“Our partnership with Australian distributor Quality Food World has supported the business to be able to service customers nationally, with annualised retail sales expected to reach $1.7 million in 2021.”

Rogue Beverages was founded by three highly experienced senior executives, Paul Fitzgerald, Sean Cunial and Davis, who have a combined 70 years of global beverage industry experience.

“Our mission is to challenge the industry’s status quo by accelerating the introduction of new global trends to the market,” says Davis.

“Leveraging our background, we aim to bring retailers genuine innovation that creates new segments within the beverage category and delivers incremental growth and margin” 

“Our team has a passion for wellness and for giving consumers what they want, not what’s convenient. This creates bespoke opportunities and solutions that are often overlooked by big, multinational corporations and allows us to pursue rapid innovation.

“We’re looking to partner with innovative retailers that can see the emerging trend of immunity boosting products.”

For more information contact the Rogue Beverages team on

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