The Beetroot Juice That Doesn't Taste Like Beetroot

If you've ever tried beetroot juice, you probably know the problem.

Beetroot is famous for its nutritional properties, its beautiful deep-red colour and its naturally occurring nitrates. But it is also famous for something else: that strong earthy, muddy aroma and taste.

For many people, this distinctive beetroot flavour is so powerful that they find it difficult to drink beetroot juice regularly — no matter how healthy it may be.

But there is a different kind of beetroot juice. Georgia's Natural Organic Beetroot Juice has a noticeably lighter aroma, a naturally pleasant sweetness and a smoother, more approachable taste. So why does it taste so different? The answer is fascinating.

The "Earthy" Taste Has a Name: Geosmin

The characteristic earthy aroma of beetroot is strongly associated with a naturally occurring compound called geosmin. Geosmin is a volatile molecule with an exceptionally strong sensory impact. It is responsible for the familiar "earthy" or "dirt-like" character associated with beetroot — even when the beetroot has been thoroughly cleaned.

In fact, research has shown that beetroot can produce geosmin internally. It isn't simply a case of the plant absorbing a "soil smell" from the ground. Researchers found geosmin in beet plants grown under sterile conditions, supporting the conclusion that beetroot can produce the compound itself.

This is why simply washing beetroot more thoroughly doesn't necessarily eliminate its characteristic earthiness. And this is where things become particularly interesting.

Not All Beetroots Are the Same

One of the most important discoveries in beetroot flavour research is that geosmin levels vary considerably between beetroot cultivars. Researchers have compared different beetroot varieties grown under different conditions and found that some varieties consistently produce more geosmin than others.

In one study, researchers found a strong cultivar effect on geosmin concentration and concluded that characteristic geosmin levels can be associated with particular beetroot genetics. Another field study found that genotype was responsible for a much larger proportion of the variation in geosmin concentration than environmental factors — with a repeatability of about 0.90 for geosmin, indicating a very strong genetic component.

In simple terms: different beetroot varieties can naturally taste different. Some are naturally more earthy. Some can be naturally more delicate. And some can have a much more pleasant balance between sweetness and earthiness.

Sweetness Matters Too

The second half of the flavour equation is natural sweetness. Beetroot contains naturally occurring sugars, particularly sucrose, which contributes to its sweet taste. Research identifies geosmin and sucrose as two important components of the characteristic sensory profile of beetroot.

This means the perception of beetroot juice is really a balance:

Earthiness (Geosmin) vs. Sweetness (Natural Sugars)

A beetroot with a less aggressive geosmin profile and a pleasant natural sugar balance can therefore be dramatically more enjoyable to drink.

And This Is Where Georgia Matters

Georgia's Natural beetroot is grown organically in the midlands around the Tbilisi region of Georgia. We believe this combination of carefully selected beetroot, the local growing environment and organic cultivation contributes to the distinctive flavour profile of our juice — the combination of beetroot genetics and the environment in which it is grown.

Why Organic Cultivation Is Part of the Story

Georgia's Natural beetroot is organically grown. Organic cultivation does not automatically mean that a beetroot will have a better taste — it would be too simplistic to say that organic beetroot is always sweeter or lower in geosmin.

However, research specifically comparing beetroot genotypes grown under organic conditions has demonstrated significant genetic differences in total soluble sugars, nitrate, betalains and phenolic compounds. More recent research also found differences in the nutritional and phytochemical profiles of organic and conventional beetroot, including differences in sugars, nitrate and polyphenols.

For Georgia's Natural, organic cultivation is part of our farm-to-bottle philosophy: start with good soil, carefully grown beetroot and good agricultural practices — then let the natural character of the beetroot come through.

Then Comes the Most Important Step: Processing

Even excellent beetroot can lose some of its natural character if it is processed aggressively. Traditional high-temperature processing can affect the colour, flavour and nutritional composition of vegetable juices. Research on beetroot juice has demonstrated that thermal processing can reduce certain bioactive compounds, including betalains.

There is also research specifically examining geosmin in beetroot juice, finding that processing can reduce geosmin levels substantially — by as much as 56–60% under certain conditions. This tells us something important: processing can change the aroma profile of beetroot juice. But more heat isn't necessarily better. The goal should be to achieve the required food safety and stability while treating the juice as gently as possible.

Georgia's Natural Uses Vacuum Pasteurisation

This is one of the important differences in the Georgia's Natural process. Our beetroot juice is vacuum pasteurised. The purpose is not to "cook" the beetroot juice into submission — it is to provide controlled pasteurisation while helping us preserve the juice's natural character.

So the Georgia's Natural philosophy is simple: start with good beetroot, grow it carefully, process it gently, and let the natural flavour speak for itself.

Why Does Georgia's Natural Taste Better?

The answer is probably not one thing. It is a combination of factors:

1. Beetroot Genetics — Different cultivars naturally produce different levels of geosmin and other flavour compounds.
2. Natural Sugar Profile — Natural sugars, particularly sucrose, contribute to pleasant sweetness and help balance earthy characteristics.
3. Georgian Growing Conditions — Location, climate, season and growing conditions influence beetroot composition.
4. Organic Cultivation — Our beetroot is organically grown, reflecting our focus on natural cultivation and raw-material quality.
5. Careful Harvest and Raw-Material Selection — The quality of the beetroot going into the bottle matters just as much as what happens inside the processing plant.
6. Vacuum Pasteurisation — Our controlled processing approach is designed to maintain product safety while preserving as much of the juice's natural character as possible.

The Result: Beetroot You Actually Want to Drink

Instead of an overpowering earthy smell — a lighter, fresher aroma. Instead of an aggressive beetroot taste — a naturally pleasant sweetness. Instead of needing to force yourself to drink it because it is "good for you" — a juice you can actually enjoy.

And that may be one of the most important differences of all. It's the one you actually enjoy drinking regularly.

From the Georgian Soil to Your Glass

Georgia's Natural Organic Beetroot Juice starts with organically grown beetroot from the Tbilisi region of Georgia.

• No added sugar
• No preservatives
• No artificial colouring
• No artificial ingredients
• Never from concentrate
• Bottled at source

Just carefully grown beetroot, turned into juice and processed with care. Naturally rich in nitrates. Naturally rich in colour. Naturally pleasant to drink.

Georgia's Natural Organic Beetroot Juice — the beetroot juice for people who don't like beetroot juice.