As a startup beverage in the relaxation category, Taki Mai is highly unique. Taki Mai offers the opposite effect of an energy shot: it calms and soothes. Its active ingredient is kava from Fiji, where kava is a revered and time-honored tradition. Branding is based on cues that communicate “authentic Fiji,” including tapa print designs, rustic fonts and colors that connote the simple, unaffected ways of Fiji. This differentiates and defines the brand, so it is not merely another relaxation beverage, but one that comes from a place – Fiji – where relaxation is part of the culture. Initial roll out is in 1,500 doors by Q2.