Dry Announces New Distribution in Club, Mass, C-Stores, Limited Test at Starbucks

Dry Soda Co. has announced significant strides in the distribution of its sparkling beverages. The company, which in June launched a brand revamp — dropping the word “soda” from its labels — secured new placement in several retail channels, including club, mass and convenience, and is in the midst of a test with Starbucks, which is the carrying the brand’s Cucumber and Vanilla Bean varieties in its San Diego cafes through December.

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In a press release, Dry stated that its products are now available in over 1,000 Target and Target Cafe locations across the country and that it also picked up new distribution in Aplus/Sunoco and Holiday convenience stores. The company has also made new headway in Costco, where its limited-edition Vanilla Bean variety is sold in 12-packs of cans in the club giant’s Northwest U.S. locations.

“To see mainstream channels like c-stores, club and foodservice embrace a premium craft beverage like DRY speaks volumes about what the market is asking for, and we’re honored to partner with retailers to help them understand the demands of modern consumers,” Sharelle Klaus, founder and CEO of DRY Soda Co., said in the release.

Dry Sparkling’s limited run at Starbucks follows that of another premium carbonated soft drink brand: in August, Sipp announced the availability of its products at 93 Starbucks locations throughout Southern California.

The new distribution continues upon a big year for Dry, which added placement of its sparkling drinks in Safeway grocery stores nationwide, helping to propel a 60 percent increase in combined U.S. growth across all channels in 2015, according to the company.

The packaging revamp may have played a role in new sales and distribution for Dry. In an August interview with BevNET, Klaus said that the company wasn’t “communicating what DRY was as accurately as we would have liked,” and because its products are “much less sweet than most sodas” sparkling is a better descriptor for them.

Here is Dry’s press release in full:

Seattle, WA – Dec. 7, 2015DRY Soda Co., tastemakers of gourmet sparkling beverages, today announced expanded distribution with key retailers nationwide in the Warehouse/Club, Traditional Grocery and Convenience Store channels. New strategic partnerships include a limited edition holiday run of Vanilla Bean 12-pack cans in Costco stores in the Northwest, placement of Cucumber and Vanilla Bean single bottles in San Diego Starbucks locations through November and December, and new distribution in Aplus/Sunoco and Holiday convenience stores in Q4 2015. The brand also secured distribution in more than 1,000 new Target and Target Cafe stores across the U.S.

“When I started DRY 10 years ago, I was determined to create a truly new category of sparkling beverages,” said Sharelle Klaus, founder and CEO of DRY Soda Co. “DRY began as an idea to create a clean, delicious sparkling option that was fit to sip on its own, pair with a fine meal, or mix into a cocktail. To see mainstream channels like c-stores, club and foodservice embrace a premium craft beverage like DRY speaks volumes about what the market is asking for, and we’re honored to partner with retailers to help them understand the demands of modern consumers. We’re grateful for the support of our retail partners and loyal fans who believed in our products early on, and those who have been instrumental to our success in such a competitive category.”

In addition to these new announcements, DRY Soda Co. expanded its footprint across multiple channels in 2015, including new distribution in Safeway locations nationwide, all Giant Eagle stores, more than 150 Ingles Markets, 300 Aplus/Sunoco convenience stores, 200 Holiday convenience stores and more.

The company experienced significant YOY growth in 2015, reporting a 60 percent increase in combined U.S. growth across all channels. According to recent SPINS data, DRY Sparkling ranks first in growth and growth contribution in the Craft Soda/Sparkling beverage category across traditional, natural and specialty retail channels. The company is also growing nine times faster than the Carbonated Beverages subcategory, and seven times faster than the Sugar Sweetened Beverages subcategory.

DRY Sparkling beverages designed to taste beautiful. They are ideal to sip from a champagne flute, pair with a great meal, or mix into a cocktails. Unlike other sparkling beverages that have heavy or overly-sweet flavor profiles, DRY Sparkling is crisp, well-rounded and refreshing. The full line currently includes eight botanically-driven flavors: Blood Orange, Ginger, Vanilla Bean, Rhubarb, Lavender, Juniper Berry, Cucumber and Rainier Cherry.

DRY Sparkling is available nationwide at Kroger, Target, Safeway, Whole Foods Market, Amazon.com and more. The line of premium sparkling beverages is available in 12 oz. sleek aluminum cans, 12 oz. glass bottles and 4-packs, as well as new 750 mL Celebration Bottles in select flavors. For more information, paring ideas and craft cocktail recipes, please visit www.drysparkling.com.

ABOUT DRY Soda Co.

Founded in Seattle, Wash., DRY Soda Co. creates sparkling beverages for people seeking culinary experiences in their everyday lives. The full line is available in eight flavor-forward, crisp, unexpected varieties: Lavender, Blood Orange, Rhubarb, Vanilla Bean, Juniper Berry, Rainier Cherry, Ginger, and Cucumber. With a clean ingredient panel and sophisticated flavors, DRY Sparkling is worthy of gourmet food pairing and premium mixology. For more information, visit www.drysparkling.com.