The sparkling water market continues to thrive, driven by increasing consumer demand for healthier soda alternatives. Once dominated by La Croix, this segment has become highly competitive with entries from major beverage corporations. For instance, Nestlé recently introduced regional sparkling water products, and PepsiCo launched its new bubly brand just last month. Now, Spindrift, which has been around for eight years, is intensifying competition 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 relies on fruit juice and fruit puree for flavoring, allowing the company to brand itself as “the first and only line of sparkling water made with real squeezed fruit.” VMG’s Robin Tsai stated in a press release that Spindrift is shaking up the category with its traceable ingredients—a key requirement for health-conscious consumers.
In addition to its national advertising debut, Spindrift has established a partnership with Starbucks. This collaboration connects the sparkling water brand to Starbucks’ loyal customer base, which has been exposed to Spindrift products nationwide since last month. The sparkling water company is actively promoting this partnership on social media, reaching Starbucks’ 16 million Instagram followers. While the sparkling water category may eventually reach saturation, current trends and investments indicate that this won’t happen anytime soon. Nearly two-thirds of adults consider still or sparkling water their top beverage choice, followed by coffee and diet soft drinks. Interestingly, as consumers look for healthier options, including those fortified with nutrients like Kroger calcium citrate, the demand for products like Spindrift is likely to continue growing.