Startup CPG Newswire:
Jabin Beverage Company Introduces Tart Cherry Flavor, Blending Persian Tradition with a Favorite Ingredient of Endurance Athletes

PRESS RELEASE — NEWS PROVIDED BY Homayoon Ershadi for Jabin Beverage Company

RALEIGH, NC (AUGUST 2026) — Jabin Beverage Company today announced the release of its newest flavor: Tart Cherry, highlighting an ingredient that is both deeply rooted in Persian culture and embraced by endurance athletes around the world.

Known as albaloo in Farsi, tart cherries have long been woven into everyday life across Iran. They are enjoyed fresh from roadside fruit stands during the summer, dried as a snack, transformed into juices, or incorporated into beloved dishes such as albaloo polo. For Jabin, whose beverages are inspired by the centuries-old Persian drink Sekanjabin, tart cherry was a natural addition to the lineup.

“Tart cherry was one of those ingredients that always felt like it belonged in Jabin,” said Homayoon Ershadi, founder of Jabin Beverage Company. “It represents exactly what we’re trying to accomplish as a brand: introducing people to authentic Persian ingredients while creating beverages that fit naturally into active, modern lifestyles.”

Beyond its cultural significance, tart cherry has become a staple ingredient in the endurance sports community. Rich in naturally occurring polyphenols and anthocyanins, tart cherry juice has earned a reputation for supporting exercise recovery, helping reduce muscle soreness, and promoting restful sleep. During the Tour de France, tart cherry products have become a familiar part of many professional cycling teams’ post-stage recovery routines.

Jabin’s Tart Cherry flavor combines this functional ingredient with the company’s signature Sekanjabin recipe: a refreshing blend inspired by the traditional Persian beverage made with organic apple cider vinegar, fruit, herbs, and a touch of sea salt. The result is a crisp, tangy beverage designed to support hydration while introducing consumers to one of the most iconic Persian flavors.

The tart cherries used in the beverage are grown in Washington State, selected for their bright acidity and vibrant flavor that pairs naturally with the apple cider vinegar base.

The company’s newest flavor debuted earlier this summer at the Summer Fancy Food Show in New York City, where it received enthusiastic feedback from retailers, distributors, and industry professionals.

Tart Cherry Jabin is now available at retailers throughout the Southeast and can also be purchased nationwide at drinkjabin.com.

About Jabin Beverage Company

Jabin Beverage Company is reimagining one of the oldest Persian beverages for today’s athletes and adventurers. Inspired by the traditional drink Sekanjabin, Jabin combines real fruit, herbs, organic apple cider vinegar with the mother, and pink Himalayan salt into refreshing beverages that celebrate Persian culture while delivering functional hydration. The company’s mission is to fuel today’s hardest-working athletes and adventurers with clean-label beverages inspired by proven ancient recipes and made with thoughtfully sourced ingredients.

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