Growth keeps bubbling up for sparkling water, so for the second edition of Category Close-Up, a video series available exclusively to BevNET and NOSH subscribers, we’re taking a deep dive into the market trends and dynamics — as well as the innovative brands and products — that are currently shaping the sparkling water category.
The show begins on Tuesday, October 13 with Expert Analysis. In a discussion led by experienced specialists from across the industry, we’ll go beyond the headlines to examine the mechanics that are driving the category forward, from investment activity to changes in the retail landscape to the impact of product innovation and the influence of rapidly changing consumer preferences.
In this episode, BevNET Managing Editor Marty Caballero will be leading an exploration of a category that has captured the imagination of both major multinational strategic brands and new beverage startups alike: sparkling water. Over the course of one hour, we’ll provide the context, detail and data to understand how sparkling water and seltzers has become an over $3 billion beverage segment, from examining how recent moves by Coca-Cola, PepsiCo and other large manufacturers are impacting the top end of the market, to how retailers are building the set on-shelf and the rise of a new generation of seltzer startups. Along with tracking sparkling water’s ascent, the discussion will also draw insights on its future, from unlocking the potential of e-commerce and convenience store channels to how the category is grappling with sharp declines in food service related to COVID-19.
Marty’s guests include:
- Neil Kimberly, Chief Strategy Officer, Essentia
- Geoff Rifkin, Senior VP of Sales, Dynamo Specialty Distributing
- Janica Lane, Managing Director, Consumer Investment Banking, Piper Sandler
- Larry Levin, EVP of Market & Shopper Insights, IRI
- George Daines, Global Category Merchant, Beverage, Whole Foods Market
Following our Expert Analysis panel, we’ll shift perspective to hear directly from the brands and entrepreneurs that are actively processing these major categories at retail on Product Showcase. Marty will be joined by Taste Radio Producer Ray Latif to interview a range of sparkling water brand leaders, each allotted 5-7 minutes to discuss product strategy and new product information.
On Product Showcase: Sparkling Water you’ll hear about the latest innovations and updates from brands including:
- Icelandic Glacial
- Ugly Drinks
- Waterloo Sparkling Water
- Nestle Waters North America
Category Close-Up: Sparkling Water will kick off with Expert Analysis on Tuesday, Oct. 13 at 3 p.m. EST, followed by Product Showcase on Wednesday, Oct. 14 at 3 p.m. EST. And make sure to check in later this month for Category Close-Up: Ice Cream, featuring Expert Analysis on Oct. 27, followed by Product Showcase on Oct. 28. All future shows can be discovered through our Content Calendar.
Both shows are available live and for replay to BevNET and NOSH subscribers. If you’d like to dive further into our coverage of sparkling water and other beverage categories, as well as access our future Category Close-Up shows, subscribe today.