(Last Updated: Nov 13, 2014 at 10:17 AM)
We’ve seen a variety of pickle juice products come to market, but none have made it past the initial buzz to become anything more than a novelty product. While there’s obviously a big taste hurdle to overcome for a product like pickle juice, looking at Stu’s Sour Elixir makes us wonder if its predecessors' biggest mistake was in how they branded and positioned their product. What Stu’s Sour Elixir is lacking -- and we mean this in a good way -- is that in-your-face-trying-so-hard-to-be-a-sports-drink look that most other pickle juice products have used. Instead, this is clean and chic, with a 2 oz. black bottle with a text-only design that utilizes white as its only color; it definitely says “premium.” Inside the bottle, you’ll find something that’s potent in flavor and indeed tastes like pickle juice. Given that it’s made with only water, distilled vinegar, sea salt and spices, the flavor makes sense. Stu's tagline of “clean. pure. performance.” -- which the company has placed out of the way on the side of the bottle, sums it up quite nicely. Given the taste and the use occasion of this product (sports/hangover recovery), it makes perfect sense to try and push this into a shot-sized bottle (knocking it back quickly is certainly one approach to consuming the product). Overall, packaged pickle juice still feels like a niche, but we really like the approach to this product, both in its packaging and execution.