From Whakatāne to Global Shelves: The Sparkling Success of Wai Mānuka

What started as a conversation over kombucha at a New Year's Eve barbecue has turned into one of Whakatāne's most exciting business success stories.

Local entrepreneur Joe Harawira has taken Wai Mānuka from the Eastern Bay to some of the world's biggest markets, with the premium non-alcoholic beverage now gaining traction in New York and Tokyo, and attracting interest from China.

"I was at a barbecue with a few friends, and I hardly drink alcohol. That evening I was drinking pineapple kombucha. I took one sip and thought, 'Man, someone's got to do a better job – at least make something that tastes like what the label says,'" Harawira said.

"I remember voicing my concerns to all of my friends there, and we came up with the idea that night of creating a premium mānuka honey beverage with global potential."

That simple idea has grown into a business now selling in dozens of stores across New York City.

"We're now moving out of an emerging brand stage into a growth stage," he said.

"After 12 months of targeting these high-end retail stores, we're in 85 stores right now and on track to be in 150 by the end of the year."

The company is also preparing to manufacture just outside New York, making it easier to supply customers across the United States.

Harawira believes the secret ingredient isn't just mānuka honey, it's the story behind the brand.

"I think the story is the anchor for the brand."

"It's a celebration of our culture, our people and this beautiful place."

He said that's something even the world's biggest beverage companies can't easily copy.

"If Coke could launch a sparkling mānuka honey beverage tomorrow, they still couldn't launch a Wai Mānuka, and it wouldn't have the same emotional connection because there's a deep fondness for New Zealand and our culture globally."

Despite the growing international success, Harawira said New Zealand remains at the heart of the brand.

"For us, New Zealand is a really important market because it is the provenance."

He believes there is still plenty of room to grow at home, with opportunities around events, weddings and even Matariki celebrations.

Wai Mānuka is currently in 85 stores and on track to be in 150 by the end of the year. IMAGE // Wai Mānuka

Harawira said anyone wanting to build a business needs a purpose that keeps them going through the inevitable challenges.

"You have to have a vision that is bigger than yourself."

While the journey hasn't always been easy, he said the rewards make it worthwhile.

"It's a rewarding journey. You're going to meet some great people, and you're going to be challenged in ways that you would never have expected."

The company's international momentum has been recognised closer to home, with Wai Mānuka recently named a finalist in the Emerging Exporter to the USA category at the American Chamber of Commerce (NZ) Success & Innovation Awards.

The award recognises new and high-growth New Zealand exporters that have demonstrated imagination, entrepreneurship and success in the United States market.

Harawira said being named a finalist strengthens Wai Mānuka's credibility and is expected to help open more doors as the company continues expanding in the United States.

"Historically, many of the major winners have been tech companies, so it's awesome to see a consumer brand recognised," he said.

For a business that began with a conversation over kombucha at a Whakatāne barbecue, Wai Mānuka's journey shows how a local idea, backed by a strong story and plenty of determination, can find its place on the global stage.