I, for one, try to avoid evil at every opportunity.  Perhaps that’s why I was drawn to Adina Beverages, whose slogan is “Drink No Evil,” and specifically their newest line of drinks: Adina Holistics.

I’ve been a fan of Vitamin Water for a long time, but I can report that I’ve now found a healthy and great tasting alternative when I’m in the mood for something different.

Using the notion of “drinking no evil” as a mission statement of sorts, Adina set out to create a beverage that taps into the growing consumer acceptance and enthusiasm for holistic and natural health.

The Holistics line bases its healthy outlook on the 5,000 year old tradition of Ayurvedics, and is infused with an impressive variety of herbs and vitamins that include anti-oxidants, blood pressure stabilizers, and exotic sounding ingredients such as “eleuthero root extract, ashgwandha root extract, astragalus root extract, ginseng extract, and reishi mushroom extract.”

The drinks were designed through a decidedly sustainable business model to benefit the company’s triple bottom line: profit, people, and planet.

People

Adina is a socially minded enterprise. Their coffee drinks, Natural Highs, are certified Fair Trade. Adding an additional $0.20 to the cost of the drink translates into $1-$3 more for workers’ daily wages in the developing world who harvest the 100% organic coffee—making the difference for the workers between struggling and a sustainable lifestyle.  Demonstrable Fair Trade practices are transparent at every step.

Planet

Holistics are USDA Certified organic, meaning Adina “prohibits the use of many harmful additives in every step of the process including synthetic fertilizers, genetically modified organisms and non-organic feed for livestock,” according to their website.

The interplay of benefits to the consumer, environment, and international workforce makes Adina pretty special in the competitive market of juices, flavored water, and energy drinks.

Profit

Marketing the drinks with an all-natural health strategy has capitalized on a growing consumer trend and piqued significant interest.  Even with the additional cost of certified organic ingredients, Adina was able to keep the price of Holistics to around the $2 price point, on par with other drinks in the category.

While not the cheapest selection, studies demonstrating a growing percentage of consumers willing to pay more for products that are healthy, organic, and produced by companies with green and socially responsible practices.  Currently Adina is a couple of $$million business and growing.

Taste

So all that is well and good, but how does it taste?  By all reports, overall, very good.  Of the flavors sampled, our make shift taste-test group concluded that the flavor is pleasantly mellow and not overpowering. Like Vitamin Water, the subtle flavor and smooth texture prevents an unpleasant corn-syrupy residue that lingers after drinking more sugary, artificial beverages.

Whether Holistics actually restored our balance is yet to be determined, but they certainly feel healthful and are very refreshing. Of the available flavors, the Mango Orange Chamomile was a favorite.

The pleasant and attractive glass bottle features a distinctive, whimsical monkey. The bottle is also apparently pleasant and attractive enough to be reused many times as a water bottle after our taste test.

The Adina Holistics flavors currently available are “Honey, Lemon Aloe”, “Mango, Orange Chamomile”, “Blackberry Hibiscus”, “Peach Amalak”, “Grapefruit Goji”, “Pomegranate Acai”, and “Honey Eucalyptus.”

Learn more at www.adinaworld.com and find out where you can find the beverages.