Act Naturally: Ghia Expands in Whole Foods, Wegmans
The non-alcoholic aperitif brand is making a much-anticipated leap into the natural channel next month, as it launches in over 100 Whole Foods Market stores in 12 states and in 43 Wegmans Food Market locations in Western New York.
Since joining the brand as COO in July, Joy Chua-Schwartz, who met Ghia founder Melanie Masarin in college, says her work has primarily involved setting strategic priorities and “building a foundation to allow us to accelerate our growth.” Soaring consumer interest in adult non-alcoholic (ANA) drinks has shifted the category out of specialty retail and into the mainstream, as evidenced by Ghia’s placement at Target within Sèchey’s curated non-alc set earlier this year.
“In many ways, natural is the perfect fit for us,” said Chua-Schwartz. “It just took [the] natural [channel] a little bit longer to embrace this category, and [to] know where to merchandise it.”
The latter is an “evolving” challenge for both retailers and ANA brands, Ghia’s COO acknowledged. At Whole Foods, 4-packs of Ghia Le Spritz (SRP $20) will be stocked in the wine section, with select stores carrying individual 8 oz cans. At Wegmans, the packs will slot in the premium non-alcoholic shelf within the beer set.
Mainstream retail also presents an opportunity for more substantial promo activity, specifically around Dry January: for the first two months of 2024, all four flavors of Spritz will be available at 330 Whole Foods stores at a discounted price.
Along with giving consumers more places to buy Ghia, the company is also supplying them with new products, the latest being Le Fizz. The bitter aperitif, packaged in a 750ml glass bottle and priced at $20 each, is being positioned as a shareable, premium “occasion” beverage for adults, a tactic that fellow Whole Foods brand TOST has used to positive effect.
Even with expansion in mind, don’t expect a deluge of distribution announcements over the coming months, Chua-Schwartz noted. With a roster of 24 beer and wine DSDs across 30 states – along with triple-digit growth on Amazon Prime – Ghia is “happy for now” to go deeper rather than further.
“There are so many shiny objects around us, and I think we have to be very focused on how we want to grow this brand and this business, and make sure that our focus is on not just building a brand, but building a beverage business,” she said. “Those two things are sometimes like competing priorities, so we have to make sure that we’re focused in terms of what we’re prioritizing and spending our time and money on.”
100 Coconuts Lands in Whole Foods, Harris Teeter
Premium coconut water maker 100 Coconuts has landed its products in over 230 Whole Foods Market locations nationwide. As part of this distribution expansion, the natural channel retail chain will carry the brand’s best-selling Pure Coconut Water, as well as its +Pineapple and +Mango varieties.
“As the only Black-owned coconut water brand on the market, we take pride in our authenticity, sustainability and commitment to delivering a product that stands out in a crowded marketplace,” said Gregory Lowe II, founder and CEO of 100 Coconuts, in a press release. “This launch represents a key milestone for our brand, allowing us to reach more consumers in key regions.”
Additionally, the brand has locked in a deal with N.C.-based Harris Teeter, a move it says marks a key milestone in its mission to bring 100 Coconuts’ natural coconut water to more consumers across the country.
100 Coconuts’ expansion comes amid a period of heightened consumer demand for coconut water. In the two-week period ending Sept. 21, the segment increased dollar sales growth 17%, up from 14.1% for the four-week period, according to the latest analysis of NielsenIQ data by Goldman Sachs Equity Research.
GROUNDED Hops the Pond
GROUNDED, the West London-born brand producing clean plant-based protein shakes, has made its stateside debut with a launch in Whole Foods Market. Consumers can shop the brand’s Plant-Based Protein M*lkshakes at 158 WFM locations across the California and New York regions.
Founded in 2016, GROUNDED claims to be the fastest-growing protein beverage brand in the U.K., growing at five times the category average. Available in two varieties – Chocolate and Mint Chocolate – each 490ml carton has 20 grams of protein and is crafted with organic sunflower protein, pea protein, coconut cream and organic raw cane sugar.
The brand is seeking to reach the “vast number of American consumers in the natural grocery channel [who] are extremely well-educated in their food choices” and understand the importance of using real, whole ingredients, said co-founder Gabriel Bean in a statement.
Waterdrop Drops into Wegmans
Continuing with its omnichannel approach, sugar-free microdrink maker waterdrop has locked in distribution at all Wegmans locations, according to a LinkedIn post by Alexandre Ruberti, the brand’s general manager for the U.S.
Wegmans has brought in the brand’s Microlyte product, an electrolyte drink designed for during and post-exercise, in Blueberry, Grapefruit and Berry flavors. According to the retail chain’s website, the product carries a SRP of $11.99 per 12-serving box.
Poppi Goes Nationwide with Walmart
Austin, Texas-based prebiotic soda maker Poppi is growing its presence in mass retail giant Walmart, with the chain expanding the brand to all 4,300 stores nationwide (a 79% rise in store count), as first reported by Beverage Business Insights (BBI).
The distribution expansion marks an even larger gain in total facings, with Walmart now displaying anywhere from seven to 36 facings of the CSD, depending on the store. Product will be shipped direct rather than through DSD partners.
Additionally, earlier this week Poppi announced a partnership with the Los Angeles Lakers as the team’s official soda, marking the brand’s first professional sports affiliation. The collaboration will include activations on and off the court, including virtual signage during select broadcasts, integration into theme nights at Lakers’ home games and co-branded social features.