The centerpiece of the celebration is an immersive pop-up shop located at 21 Greene Street in SoHo. Following an invite-only preview featuring music by AMRIT and a live set by the band Cannons, the doors open to the public on June 19. Visitors can sample the company’s signature fermented beverages and farmer cheese, customize smoothie cups, and receive branded merchandise. The SoHo location will specifically mirror local energy, offering smoothies designed to reflect the city’s current sports and cultural climate.

Beyond New York, the Morton Grove-based company is expanding its footprint with coordinated activations across Chicago, Miami, and Los Angeles. These events range from beachside pilates sessions at Chicago’s Oak Street Beach to public sampling stations at the Santa Monica Pier. According to CEO Julie Smolyansky, the initiative aims to bridge the gap between longtime customers and new audiences by highlighting the versatility of kefir, a probiotic-rich superfood that has anchored the company's growth for four decades. The brand currently maintains a global presence, distributing its fermented dairy products throughout North America, the Caribbean, and the United Arab Emirates.