KLEOS Mastiha Spirit, a Greek aperitif made from mastiha—a resin traditionally used in Greek cuisine—has secured shelf space at Whole Foods Market. The spirit is positioned around mastiha's digestive properties, marking a significant entry point for functional beverages in the mainstream retail wellness space.
According to the brand, mastiha contains compounds that target Helicobacter pylori, the bacterium associated with peptic ulcers, gastric cancer, and acid reflux—positioning the spirit as both aperitif and digestif. This wellness positioning reflects growing consumer demand for beverages that combine enjoyment with functional health benefits, particularly around gut health and digestive support.
The brand is launching its rollout in Southern California, with plans to expand to Illinois and Texas. KLEOS is the first Greek woman-owned spirit brand to reach Whole Foods shelves, according to the company. The brand emphasizes its light botanical profile and functional positioning within the broader wellness-focused spirits category.
Why It Matters
The placement reflects Whole Foods' continued interest in functional beverages and niche spirits with heritage positioning. As consumers increasingly seek spirits with claimed health benefits, brands like KLEOS are capitalizing on traditional ingredients with modern health messaging. Mastiha's documented effects on Helicobacter pylori and digestive wellness position it within the growing functional ingredient space, alongside adaptogens and other botanicals marketed for gut and gastrointestinal support.
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Written by FBM Publications Editors
