These bros scaled their home-based kombucha biz into a specialised store at Sunway Pyramid

If coffee, tea, and sodas have been the longstanding stalwarts of the beverage world, the newcomer shaking things up would be kombucha. 

Over recent years, kombucha has quickly become a choice drink, especially for those who are more health-conscious. The drink has become readily available in grocery and convenience stores, as well as most upscale cafes. 

One business that takes it to the next level is The Elixir. This local brand has its very own standalone kombucha store in Sunway Pyramid, a high-traffic mall. 

Behind the business are brothers Jarrel and Darren. Originally from Melaka, the two moved to KL after high school and have been living in the big city for more than a decade. 

The two never studied F&B-related courses, though. Darren studied actuarial science, while Jarrel did International Business & Marketing. 

So how did these two brothers end up opening a specialty kombucha store in Sunway Pyramid?

Finding the fizz 

It started with the discovery of kombucha. The duo actually found out about kombucha when it was relatively new in Malaysia. 

At the time, the brothers’ gut health had been poor. For one, Jarrel shared that whenever he ate, even when he ate supposedly healthy food, he would have issues the next day. This was a clear indication that his digestion was not good. 

Things took a turn for the worse when he started working out. It wasn’t the exercise that he was struggling with, it was the way his body dealt with protein drinks. 

“My tummy just doesn’t process it well, and basically what goes in just goes out,” he explained. “I believe that my body was not absorbing the protein.”

And that defeated the purpose of eating anything nutritious. It’s not about what goes in, it’s about what actually gets retained. 

“No point eating all the good things and then it passes right out. What a waste of money right?” Jarrel mused.

Facing this issue, the brothers began researching and decided to test out kombucha, which is known to be good for gut health. 

But the thing about kombucha is that it’s usually quite sour and acidic—a flavour that Jarrel did not like. And from their market research, many were on his side. 

One common feedback they heard was: “I know it’s healthy but I just can’t bring myself to drink it.”

“So that’s when we thought let’s do things differently,” Jarrel and Darren determined.

Brewing up the elixir 

With their discovery of kombucha’s benefits, The Elixir got its start in 2021. The idea was to give Malaysians a way to consume probiotics with a smoother, easier-to-drink product that wasn’t too sour.

The journey began as a home-based project, where the brothers would brew small batches that they would sell to people. From there, they conducted their first pop-up store in Desa Park City, Waterfront. 

“That time, we had like a super small chiller fridge and it was black with no lights in there,” they recalled. “It was hardly visible but it was a good start because people were curious about what’s in the fridge.”

Their flavours managed to catch some attention, and from then on they began to have repeat purchases. 

The brothers also started reaching out to cafes here and there to carry their products. 

“And of course we started consuming the drinks too to better our digestion,” Jarrel said. “As of now, my digestion, compared to back then, has gotten so much better and I can say that I feel much more energetic, healthier, and I can absorb my nutrients better.” 

“I can better fuel my body to take on my active lifestyle.”

This is the kind of improvement that the brothers want to bring to others’ lives. 

Prior to The Elixir, they were both working day jobs. For some time, Jarrel was working on The Elixir as a side business while managing his day job. But he decided to quit his job, realising that he had too many things on his plate. 

Strongly believing in their product and mission, the brothers decided to go all in with The Elixir.

Getting that foot traffic

Ask any retail entrepreneur, and you’ll know that malls are typically a more expensive option compared to shoplots, pop-ups, and other kinds of physical presence. However, the benefits they bring are plenty, such as increased foot traffic. 

Noticing that no other local kombucha brand has an outlet inside a mall, the brothers decided to pursue it, launching The Elixir inside Sunway Pyramid. 

Opening in such a high-traffic mall wasn’t easy, and it certainly wasn’t cheap. But The Elixir has been working hard to make the most with their premium location. 

Brewing the booch

The Elixir offers a wide range of flavours. From the standard “tea” series, they have eight varieties plus a seasonal flavour that is changed every three months or so. 

“We use pure fruit juices that give them their special aroma and flavour profile, brewed to perfection,” Jarrel proudly shared.

The bestseller is Blushing Melon, comprising pink guava and watermelon. Other popular options include Emerald Ember (cherry, red orange, and grape) and Lychee Burst (pomegranate and lychee). 

Aside from the regular kombucha, they also offer something unique—pure coffee-based kombucha. They claim to be the first in Malaysia to offer this, and from our research, that does seem to be true. 

These kombucha are said to be very rich in flavour and packed with probiotics. The Elixir currently has five varieties of coffee kombuchas, with the bestseller being the Apple Hazelnut. 

The brothers believe that their unique flavours is what sets The Elixir apart from other kombucha brands in the market. But more than fellow kombucha brewers, the business is also competing with every single beverage brand in the mall. 

“You’re competing for the same tummy,” Jarrel pointed out. “If they buy a drink, they most likely won’t get another to sip while window shopping.”

To stay competitive, The Elixir actively works on their customer service, talking to each and every customer to better understand their taste buds and preferences. Plus, they always have some samples for them to try if they are unsure.

“Plus, we also have a recycling programme to encourage reducing waste,” Jarrel added. “We incentivise them to come back and pass our bottles back to us instead of throwing them away. With each bottle they recycle, they get something in return such as discounts.”

Envisioning the future 

Recently, The Elixir launched their own online store and website, theelixirmy.com. This marks a new milestone for the growing business. 

Looking ahead, they hope to open a few more outlets in other popular malls to make their brews more accessible to people. 

“That’s the idea for now but it may or may not change,” Jarrel mused. “We will see how it goes.”

Featured Image Credit: The Elixir