Premium water brand Voss has introduced its first flavored line extensions. Packaged in Voss’ cylindrical glass bottles, Lemon Cucumber and Tangerine Lemongrass joined the brand’s subset of sparkling waters.
The new flavors debuted at the recent 2015 National Association of Convenience Stores (NACS) show. In a video interview filmed at the event, BevNET spoke with Voss CMO Ken Gilbert about the company’s foray into flavored waters.
“We have really good convenience store business, and our business has been growing quite substantially,” Gilbert said. “And we believe that flavored sparkling [water] is going to be big in convenience stores.”
Gilbert noted that the NACS show, while primarily attended by C-store executives, also has representatives from the grocery channel, in the crowd, making it a good venue for introducing the new products.
He also discussed Voss’ decision to go with two flavor offerings that are uncommon within the sparkling water category.
“Before we started this, we thought about where Voss would want to live in the flavored sparkling arena,” Gilbert said. “And we did some exercises with consumers, and what they told us was that they didn’t expect that Voss would introduce a flavored sparkling like others. They expected us to have a combination of flavors. They expected us to have flavors that also implied health or some other type of an emotional experience.”
Watch this video to hear more from Gilbert about the new sparkling waters, including why Voss decided to use a glass package for the drinks, the brand’s appeal as a “treat” for consumers, and how Voss continues to evolve from being a brand primarily sold on-premise to one that is more universally available.