Sprouting With Company: WithCo’s National Grocery Launch
Seven months after hitting Target stores nationwide, WithCo Cocktails has found more company in the grocery channel. This week, WithCo – or With Company – announced it is rolling out nationwide at Sprouts Farmers Market stores.
The Nashville, Tenn.-based mixer brand has steadily grown its retail footprint over the past six years via independent grocery relationships and through an East Coast presence at CVS. WithCo’s six SKU line of clean ingredients, fresh juice and botanical-forward non-alcoholic mixers will all be sold at the natural retailer.
“As a company dedicated to healthier beverages, working alongside retailers who share our commitment to clean, high-quality products is our top priority,” said Joshua Ellis, WithCo founder.
At Sprouts, WithCo products will land on-shelf between the retailer’s Innovation Set display and Beer and Wine aisles. According to Ellis, WithCo’s dual-placement approach at Sprouts, specifically in their Innovation Set, will help grow brand awareness among new audiences and customer demographics.
“This partnership is a cornerstone of our retail expansion efforts, aligning perfectly with our goal of gaining a stronger foothold in the market,” said Ellis. Each bottle makes 10 cocktails and carries an MSRP of $12.98.
The brand’s portfolio includes an Agave Margarita (Agave Nectar, Fresh Lime Juice, Orange), Ellis Old Fashioned (Madagascar Vanilla, Angostura Bitters, Orange, Cinnamon), Ginger Mule (Ginger Root, Fresh Lime Juice, Angostura Bitters), Paloma (Fresh Grapefruit, Fresh Lime Juice, Salt), Bouquet (Lavender, Fresh Lemon Juice, Dried Rose Petals and Buds) and Hey Girl (Cucumber, Fresh Mint, Fresh Lime Juice).
Illicit Elixirs Heads Into Brick and Mortar
After launching online at Walmart and Amazon, functional beverage brand Illicit Elixirs is entering the physical world of retail through a handful of new distributor partnership including Summit Spirits & Wine (Nevada), Lipman Brothers (Tennessee), Webb & Gerritsen (Minnesota and Wisconsin) and Tenace Incubation Food & Beverage Distribution (Southern California).
“Having a solid footprint in the locations that truly believe in our kind of brand was an important part of who we chose to work with as distributors,” said John Valiton, Illicit Elixirs co-founder, in a press release. “Each partner has a strong understanding of what consumers in their respective markets are looking for in their beverage options, and we feel confident that the rapid transition from e-commerce to in-store is indicative of people looking for a fun and playful beverage brand that is also serious about providing functional benefits.”
Illicit currently sells four fruit-forward flavored sparkling beverages: Let’s Party Peaches, Watermelon Lime Thirst Trap, Late Night Fruity Call and Vegas Debauch-A-Berry. Each beverage contains “DopaJoy,” the brand’s proprietary mix of functional ingredients including vitamins, amino acids and antioxidant aimed at supporting dopamine production.
Fever-Tree Plants Even Deep Whole Foods Roots
In more mixer category news, Fever-Tree announced it will launch its Cocktail Mixer line at select Whole Foods Market stores across the country. The new line rolled out in April with Margarita, Mojito and Espresso Martini varieties. Fever-Tree cocktail mixers are available in 750 mL bottles for $7.99 each. Whole Foods already carries a selection of the brand’s tonics, gingers, and sparkling flavored soda products.
“With the addition of Fever-Tree’s new mixers to Whole Foods Market stores, we’re giving shoppers even more options for them to enjoy their drinks how they like it,” said Kalene Phinney, VP national accounts, in a press release.
Oatly Goes All In To The Midwest
Oatly’s retail presence in the midwest is about to ramp up following the announcement of a new distribution partnership this week with regional, family-owned grocery chain Meijer. The brand’s Original and Full Fat chilled oat milks are now in the fridge at all 265 Meijer locations and its 32 oz. shelf-stable Original and Barista Edition cartons are also on-shelf in the center store.
In a press release, Oatly North America president Mike Messersmith said the expansion will help the brand reach new consumers in regions where it has not yet fully established itself.
Sprouts Slots In Shroomi
Functional mushroom shot maker Shroomi announced a slate of new distribution this week including a nationwide launch at Sprouts, Thrive Market, New Seasons Market, and Raley’s. The brand’s four shot SKUs – which include Mandarin Turmeric Focus Shot with Lion’s Mane, Pomegranate Mint Energy Shot with Cordyceps and Yuzu Ginger Immunity Shot with Chaga Mushroom – retail for about $4.90 per 2 oz. bottle. The company also recently introduced a new line of functional mushroom infused coffees.
Odyssey Ramps Up Midwest Presence
Functional mushroom beverage brand Odyssey is expanding its presence in Michigan and Ohio through two new distributor deals according to an announcement this week. In Ohio, Odyssey has teamed up with Heidelberg Distributing to reach over 9,000 new stores including both chains and independent accounts. Additionally, the company signed on with distributor John P. O’Sullivan Distributing to enter the Michigan market.