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As non-alcoholic cocktails grow in popularity, one sparkling water brand sees an opportunity.
Kathy Maurella, chief marketing officer for Waterloo Sparkling Water, said the Texas company is turning to limited-time releases to expand its reach in the $8.2 billion ready-to-drink mocktail market.
Waterloo Pomegranate Released Acai This fall we’re bringing back our seasonal Spiced Apple for a limited time. With the launch, Waterloo introduced mocktail recipes designed around taste, including a pear martini-inspired cocktail. Negroni And ginger fizz.
Earlier this year, Waterloo made its summer debut. mocktail Made with various types of carbonated water sommelierWith a taste inspired by the following piña splice and Mojito. Maurella said it took the company two years to perfect it.
“Our research has shown that Waterloo ends up being used as a mixer,” said Maurella. “This has allowed us to identify trends in consumer drinking less frequently and leverage the insights to meet consumer expectations.”
She added that Waterloo did not believe it. mocktail Considering the health benefits, it is a trend and we will continue to launch products in that category.
According to Maurella, Waterloo prides itself on understanding consumer tastes and desires. Seasonal releases give you the opportunity to experiment with new flavors.
“We conduct brand tracking research every six months, and what we see very consistently is the demand for multi-sensory, richly flavored sparkling water that brings a unique flavor profile to the category,” Maurella said. “We want to make sure it’s unique enough but close enough to home to still give consumers what they expect from a specific flavor profile.”
Sparkling water continues to grow as consumers ditch sugary sodas for healthier sodas.
According to Fortune Business Insights, this category is expected to grow at a CAGR of 12.4% to reach $108 billion in value by 2032. According to Maurella, this category represents about two-thirds of households.
Waterloo debuted in grocery stores like Whole Foods in 2017. The beverage is aimed at consumers looking for a better alternative to soda that offers a high-quality taste without any sugar or calories. Retail sales last year were $173 million, according to Nielsen data cited by Waterloo.
The company currently offers 15 flavors, including Black Cherry, Lemon Lime, Orange Vanilla, and Ginger Citrus Twist.
Maurella said Waterloo has many repeat consumers because they feel less guilty about having drinks throughout the day. This gives brands greater leverage in conveying flavor, she said.
“At the end of the day, the biggest purchase driver is taste, even before the nutritional benefits.” maurella said. “For us, it’s important to track what’s driving the category but do it in a unique way and bring energy to the table.”
