Scaling PiQi Water Kefir with Strategic Marketing & Sales Support
Relish has been working with PiQi Water Kefir, a fast-growing functional drinks brand since October 2024. What began as support in shaping a clear marketing direction quickly evolved into a broader strategic partnership spanning sales planning, rebrand delivery, and ongoing business growth support.
Over the past year, PiQi has achieved 300% growth, expanded nationwide distribution, and firmly established itself within the premium wellness drinks category.
When we began working together, PiQi had strong product foundations and a clear mission rooted in wellbeing, gut health, and natural fermentation—but needed support to:
- Define a structured and scalable sales strategy
- Align sales activity with rapid growth ambitions
- Prepare for a brand refresh to reflect their evolving positioning
- Build systems and clarity to support fast-paced growth
Strategic sustainable growth
The business was moving quickly, and the key challenge was ensuring growth remained strategic, sustainable, and true to the brand’s values.
Outsourcing sales to Relish frees up founders
As retail interest was growing in the brand very quickly, it was important to have a clear sales strategy so that the business could be proactive and grow in a sustainable way. Relish helped by:
- Developing a clear sales plan
- Becoming a much needed extension of the Sales Team enabling Aksana to focus on the overall business plan
- Implementing sales systems and processes to ensure smooth running of the sales activity
- Regular meetings/coaching sessions to review and adapt and plan
Rebranding to reflect the premium positioning
A key milestone was supporting PiQi through a full rebrand and repositioning phase to reflect their premium positioning; supporting their launch strategy across multiple channels and helping with the roll-out into trade. The refreshed brand has played a major role in unlocking new distribution.
Implementing sales strategies to manage rapid growth
As the business scaled rapidly, ongoing strategic sessions focused on:
- Decision-making support during high-growth phases
- Prioritisation across marketing, sales, and operations
- Building structures and processes
- Supporting leadership confidence in scaling challenges
This ensured growth remained intentional rather than reactive.
Over the course of the partnership, PiQi has achieved:
- 300% year-on-year growth
- Nationwide distribution across premium and independent retail
- Placement in leading retailers including Whole Foods Market and Abel & Cole
- Expansion into independent farm shops and health stores across the UK
- Listings in premium hospitality & wellness venues including The Newt (Somerset) & Ragdale Hall Spa
PiQi’s success is rooted in strong values
Aksana, the founder of PiQi, has been a constant source of inspiration throughout this journey. Her commitment to quality, her integrity, and her unwavering belief in building a brand rooted in real wellbeing values have been central to the company’s success.
Working alongside a founder so dedicated and aligned to purpose has been a privilege, and it’s been incredibly rewarding to see PiQi grow into the brand it deserves to be.
This partnership demonstrates what’s possible when strong product foundations are matched with clear strategy, structured execution, and consistent support during scale. PiQi’s growth story is still unfolding and I for one am super excited what the future holds for them.
