Channel Check
Looking for a reason why powerhouse NY distributor Big Geyser might have kicked Glaceau brands to the curb? While we’ve never liked the propensity to roll Vitaminwater in with the rest of the still water numbers, this is a pretty good indicator of why that happened — it’s dropped like a stone in recent years. And while Smartwater is still on a big growth curve, so is the entire category. For an operator like Big Geyser, there are plenty of premium waters who could fill up the trucks — particularly for New York’s sophisticated consumers.
SPOTLIGHT CATEGORY
Still Water
SOURCE: Symphony/IRI Total food/drug/c-store/mass.
52 Weeks through 11/30/14
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