Carpe Diem, the health drink launched this year by Red Bull founder Dietrich Mateschitz, has partnered with online grocer Ocado to give away 10,000 samples.
The deal marks the brand's first promotional activity and is part of a £1m spend.
Ocado will distribute sample bottles of Carpe Diem's herbal tea-based Kombucha drink to customers with a proven interest in healthy and premium products.
Press and poster ads featuring the strapline 'Drinking with purpose' will break in the summer, while further sampling will target lifestyle events across the UK.
The UK campaign has been adapted from work by Austrian ad agency Rock.
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