Borjomi launches U.S. push built around gut health

By AI, Created 3:40 PM UTC, May 22, 2026, /AGP/ – Borjomi is expanding into premium natural chains in New York and Los Angeles and launching nationwide on Amazon as it tries to move beyond diaspora retail and into the mainstream U.S. market. The brand is centering the rollout on a gut-health message and a new campaign platform, “For People With Guts.”

Why it matters: - Borjomi is trying to turn a heritage mineral water brand into a U.S. functional beverage player. - The move targets a wellness category where gut health is already a major consumer interest. - The expansion gives Borjomi broader visibility in premium retail and e-commerce, two key paths to scale in the U.S.

What happened: - Borjomi is accelerating its U.S. expansion beyond ethnic retail and into premium natural chains in New York and Los Angeles. - The brand is also rolling out nationwide on Amazon. - The launch centers on a campaign platform called “For People With Guts.” - Borjomi is positioning the brand around natural mineral water and beverages that support how the body feels, not just hydration.

The details: - Borjomi describes itself as a volcanic mineral water brand with more than 135 years of heritage. - The water is naturally sourced from deep volcanic springs. - Borjomi says the mineral profile includes naturally occurring bicarbonates that are associated with digestion and gut balance. - The brand’s taste is intentionally sharp and distinct, reflecting its source and function. - The U.S. portfolio includes Borjomi Mineral Water, Borjomi Aromati, and Limonati by Borjomi. - Borjomi Mineral Water is a sparkling natural mineral water. - Borjomi Aromati is a sparkling natural flavored water. - Limonati by Borjomi is a sparkling 100% natural lemonade. - Each product is powered by Borjomi mineral water. - The campaign uses hip-hop music and dance to make the gut-health story more culture-forward and shareable. - The campaign was developed and produced by Odysseus Arms. - M&C Saatchi USA created the slogan “For People With Guts.” - Ivane Matchavariani, CEO of IDS Borjomi Georgia, said the United States is a strategically critical market and a natural next step in the company’s global expansion. - Matchavariani said Borjomi’s research with Ipsos showed strong consumer traction around gut health and record-high Trial Index scores for the concept. - Vakhtang Antadze, Borjomi’s marketing director, said the goal is to make gut health clear, relatable and culturally engaging.

Between the lines: - Borjomi is taking a different approach from many wellness brands that either stay clinical or avoid gut health altogether. - The company is leaning on heritage and natural sourcing to give its functional claims credibility. - The campaign framing suggests Borjomi wants to build brand meaning, not just sell individual SKUs. - The U.S. rollout appears designed to test whether a culturally driven wellness message can move a legacy European brand into mainstream functional beverage competition.

What’s next: - Borjomi is aiming to build a scalable and profitable U.S. business. - The company says success in the U.S. could strengthen its global footprint and support expansion in other markets. - The brand will likely use premium retail, Amazon and the new campaign to build awareness among U.S. consumers beyond its existing diaspora base.

The bottom line: - Borjomi is betting that gut health, functional benefits and a bold cultural platform can help it break out in the U.S. beverage market.