In a move that will give Spindrift a deeper presence in the New York metro area, the sparkling water company today announced a long-term distribution deal with DSD giant Big Geyser.
Although Big Geyser counts several different seltzers and flavored waters among its portfolio, COO Jerry Reda told BevNET Thursday that “there is nothing like Spindrift” in the distributor’s product set. Low-calorie and made with real fruit juice, Spindrift, he said, is a serious competitor to the stagnating big soda business.
“We feel that Spindrift may very well be the future of the carbonated soft drink business,” Reda said. “Coke and Dr. Pepper are not exactly setting the world on fire right now. But there is a serious point of difference with Spindrift.”
Spindrift has previously been available in New York, but much of its distribution has come through on-premise channels in cafes, bakeries, and restaurants, said the company’s founder and CEO Bill Creelman. The Big Geyser partnership signifies a major commercial push which comes after increasing demand from buyers in the city, he told BevNET.
The partnership officially begins on August 25 and will cover all five New York boroughs as well as Westchester, Putnam, Nassau, and Suffolk counties.
“New York is a very challenging market with a lot of competitors, but it’s never experienced a sparkling water with real ingredients,” Creelman said. “Big Geyser gives us that reach we need.”
Spindrift, Creelman said, has developed a team to work with Big Geyser on driving consumer awareness, including a social media campaign. According to Reda, a major appeal of Spindrift was the drink’s “cult-like following” which includes a very active social media community of consumers.
Creelman founded Spindrift in 2010 as a healthy alternative to soda. The company has more than 30 employees and also has distribution through retailers such as Trader Joe’s, Whole Foods, Target, and Costco.