Spindrift Reveals Packaging Refresh, Transitions “Seltzer” to “Sparkling Water”

SpindriftComparisonSpindrift has unveiled its new look.

This week the sparkling beverage brand shared its new packaging refresh – featured across its soda and carbonated water product lines – with BevNET ahead of its upcoming rollout into stores and foodservice outlets next month.

In a press release, Spindrift founder and CEO Bill Creelman said the revamp came out of the company’s ongoing efforts to “communicate our unique use of real fruit in our package design.”

The new labels place Spindrift’s fresh-squeezed fruit front and center, which company CMO Strick Walker said “simplifies the process so that consumers can immediately understand what’s inside the package.”

The update also showcases a transition from seltzer to “sparkling water,” as well as new messaging around “real-squeezed” where “fresh-squeezed” once stood.

Creelman and Walker recently discussed the switch to sparkling, the new emphasis on “real” and the qualitative market research that went into the revamp on a episode of the BevNET Podcast.

“There’s such a void of real ingredients in the [sparkling water] category that consumers are really responding to the real fruit option,” said Walker.


Creelman would also touch on Spindrift’s completion of a $7.2 million capital raise at the top of 2016, saying the funding has gone towards expanding the brand’s footprint in foodservice, the buildout of its leadership team, and “the articulation of a disruptive message.”

“It would be much easier to tow the line that the more established brands have taken and so by going in an alternative direction we need to be able to fund that,” he added.

Along with its growing presence in foodservice retailers, Spindrift is sold at Target, Trader Joe’s, Costco, and Whole Foods, among other specialty grocers.

The company’s press release can be found below:

WALTHAM, M.A. – (July 19, 2016) Spindrift, America’s first and only line of sparkling beverages made with real squeezed fruit, unveils new packaging that conveys their core mission of “real.” Their new look of “real” will roll out to stores and foodservice partners beginning in August 2016.

“Spindrift was founded six years ago, on one simple idea: take fresh juice, squeeze it and make the single best sparkling beverage possible,” said Bill Creelman, CEO and Founder of Spindrift. “We were the first to directly challenge the market with fresh ingredients and with so much evolution in category, it is now more important than ever to communicate our unique use of real fruit in our package design.”

Spindrift’s new design shows consumers exactly what makes them different—real fruit in every beverage. The visual artistry on the new labels puts fruit at the forefront of the packaging, with beautifully rendered watercolors against a pure white backdrop, as well as utilizes the colors of the each of the fresh squeezed fruits inside. Spindrift’s message is simple – real fruit plus bubbles plus water – and the new design delivers it perfectly.

“The sparkling water space is full of confusing concoctions and devoid of real. People have 45 seconds to choose their beverage while looking at a wall of options, and we are excited to have such a simple proposition,” said Strick Walker, Chief Marketing Officer of Spindrift. “The new design simplifies the process so that consumers can immediately understand what’s inside the package.”

Spindrift beverages are found at Target and Trader Joe’s nationally as well as select Costco, Whole Foods and specialty grocery outlets.