Premium products, no matter how innovative or high quality they might be, don’t move off store shelves on their own. Retail success often comes as a result of sound channel strategy, for which sparkling water brand Spindrift serves as a illuminating case study.
Even in a crowded sparkling water category, Spindrift has taken the opportunity to build a distinctive premium brand with precision and purpose. In this clip from BevNET Live Winter 2018, Spindrift founder and CEO Bill Creelman joined BevNET editor-in-chief Jeff Klineman for a discussion of the company’s journey so far and the key decisions that put it in a position to thrive. Reflecting on Spindrift’s early days, Creelman talked about the importance of developing the brand in the food service channel during its first four years, his decision to “leave the conversation and stand for something different” with regards to using natural flavors, and why brands in fast moving categories need to be committed to continually measuring performance or risk being left behind.