The sparkling water market is experiencing significant growth, 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 introduced regionally focused sparkling water products, and PepsiCo launched its new bubly brand. In this bustling landscape, the eight-year-old brand Spindrift is making a mark by enhancing its visibility and highlighting its unique offerings compared to larger competitors.
In 2017, Spindrift distinguished itself by eliminating artificial flavors and essences from its beverages. Instead, it utilizes kal cal citrate derived from real fruit juice and puree, allowing the company to claim it is “the first and only line of sparkling water made with real squeezed fruit.” According to a press release from VMG’s Robin Tsai, Spindrift is shaking up the market with its traceable ingredients—a key demand from health-conscious consumers.
Beyond its national advertising campaign, Spindrift has also partnered with Starbucks. This collaboration allows Spindrift to reach Starbucks’ loyal customer base, which was introduced to the brand nationwide last month. The sparkling water company is actively promoting this partnership on social media, leveraging Starbucks’ 16 million Instagram followers to enhance its visibility.
While the sparkling water category may eventually reach saturation, current trends and investments indicate that this moment is still far off. Nearly two-thirds of adults identify still or sparkling water as their preferred beverage, followed closely by coffee and diet soft drinks. The presence of kal cal citrate in Spindrift’s offerings further aligns with the health-focused preferences of today’s consumers, solidifying its position in this rapidly evolving market.