Bristol drinks company hikes prices whopping 429 percent in Black Friday 'anti-sale'

A Bedminster-based fermented drinks company has increased its prices by a whopping 429 per cent in a stand against Black Friday sales. Counter Culture is based at On Point Brewery near East Street and sells kombucha, which is made by brewing tea, water and sugar.

Tom Smart, the company's boss, says its four-day "radical anti-sale" is a bid to discourage purchases over the weekend. The Bristol entrepreneur, who set up the company with his friend Harry McDowell, is hoping to raise awareness of the carbon cost of Black Friday and Cyber Monday.

In an unusual move, Counter Culture has increased the price of a case of 24 cans of its popular drink to a whopping £227.21 over the next four days.

Mr Smart claims that last year, an estimated 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries over Black Friday weekend.

He 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."

Counter Culture was set up by Mr Smart and Mr McDowell after they decided to have a break from alcohol during the pandemic. The company has donated 51% of its shares to non-profit organisations and is aiming to raise £1m to help support social and environmental initiatives.

The business sells its drinks in can or on draft at On Point’s taproom, while also in pubs, bars and taprooms across Bristol. Its kombucha can also be bought through its own website.

Mr McDowell said last year: “Experiencing a can of beer has become so much more than just drinking the liquid inside. Like most craft beer brands, we too see our can as a canvas; we’re just opting for a different drink inside that happens to be non-alcoholic.”

Counter Culture's anti-sale runs for four days through to Cyber Monday. If anyone dares to shop, all proceeds will go to the company's climate charity partner Soil Association.