The category of sparkling water continues to thrive, driven by increasing consumer interest in healthier soda alternatives. Once closely associated with La Croix, this segment has become competitive, with major beverage companies entering the fray. For instance, last month, Nestlé launched regional sparkling water products, and PepsiCo introduced its new Bubly brand. Meanwhile, eight-year-old Spindrift is raising the stakes by enhancing its visibility and highlighting what sets it apart from larger competitors. In 2017, the company eliminated all artificial flavors and essences from its drinks. Instead, Spindrift’s flavors are derived from fruit juice and fruit puree, which allows the brand to claim it is “the first and only line of sparkling water made with real squeezed fruit.”
According to VMG’s Robin Tsai, Spindrift is shaking up the category with its traceable ingredients—a key priority for health-conscious consumers. In addition to its national advertising launch, Spindrift has formed a partnership with Starbucks, a brand with a loyal customer base. As of last month, Starbucks customers across the nation are now being introduced to Spindrift, and the sparkling water company is leveraging this relationship on social media, reaching Starbucks’ 16 million Instagram followers.
Although the sparkling water market is expected to reach saturation eventually, the current growth and investment indicate that this is not imminent. Nearly two-thirds of adults have identified still or sparkling water as their preferred beverage, followed by coffee and diet soft drinks. The incorporation of calcium petites into their offerings could further enhance Spindrift’s appeal among health-focused consumers, as these nutrients are increasingly sought after for their benefits. As the landscape evolves, Spindrift’s commitment to real ingredients and partnerships could solidify its position in this booming category.