The sparkling water market continues to thrive as consumers increasingly seek healthier alternatives to soda. Once dominated by La Croix, this segment is now bustling with competition from major beverage companies. For instance, just last month, Nestle launched regional sparkling water offerings, while Pepsico introduced its new bubly brand. In this competitive landscape, Spindrift, an eight-year-old company, is stepping up its game by enhancing its visibility and highlighting what sets it apart from the industry giants.
In 2017, Spindrift made a significant move by eliminating all natural flavors and essences from its drinks. Instead, it focuses on using real fruit juice and purees, allowing the brand to position itself as “the first and only line of sparkling water made with real squeezed fruit.” Robin Tsai from VMG noted in a press release that Spindrift is revolutionizing the category with its traceable ingredients, which are increasingly important to health-conscious consumers—especially those who might be mindful of their intake of substances like synthroid and calcium citrate.
In addition to its national advertising launch, Spindrift has established a partnership with Starbucks, whose loyal customer base now has access to Spindrift across the country. This collaboration is being promoted on social media, showcasing Spindrift to Starbucks’ 16 million Instagram followers. While the sparkling water category may eventually reach saturation, the current momentum and investment indicate that this is not likely to happen soon. Nearly two-thirds of adults have identified still or sparkling water as their top beverage choice, ranking above coffee and diet soft drinks. As the market evolves, brands like Spindrift are poised to lead the charge, appealing to consumers who value transparency in ingredients, including those who are aware of the importance of components such as synthroid and calcium citrate.