Spindrift Expands Product Line with New Iced Tea Launch

Spindrift, a prominent name in the sparkling water market, has introduced a new product line: Spindrift Iced Tea. Founded by Bill Creelman in 2010, Spindrift has become the second-largest brand in the unsweetened sparkling water category, following La Croix. The company is now led by Dave Burwick, a seasoned executive with past leadership roles at The Boston Beer Company and PepsiCo.

The launch of Spindrift Iced Tea comes after extensive development efforts spanning three years. This new product line incorporates real brewed tea and real squeezed fruit, distinguishing it from traditional sweet teas available in the market. The iced tea line is a part of Spindrift's Ventures Lab, aimed at exploring new beverage options using natural ingredients.

Spindrift's strategy has focused on targeting health-conscious consumers, particularly Gen Z and millennials, who are increasingly opting for healthier beverage choices. The company initially built its brand through strategic partnerships with grocery retailers like Trader Joe's, Whole Foods, and Costco. This methodical approach allowed Spindrift to effectively reach its target audience.

In addition to the iced tea launch, Spindrift is expanding its sparkling water offerings by introducing three new flavors: cherry, yuzu mandarin, and ginger mule. The brand's focus on health and variety reflects broader trends in the beverage industry, where there is a growing demand for better-for-you products.

Despite its success in the non-alcoholic segment, Spindrift previously ventured into the alcoholic beverage market with Spindrift Spiked, a hard seltzer that was discontinued in August after four years. The company cited the significant investment required to sustain an alcohol business, as well as the healthier growth opportunities within its non-alcoholic offerings, as reasons for the discontinuation.

Since Gryphon Investors acquired a majority stake in Spindrift last year, the company has experienced renewed energy and investment in brand building. Spindrift aims to expand its market presence by increasing physical availability and enhancing brand awareness through advertising efforts. The company continues to innovate within the non-alcoholic beverage space, leveraging its strong brand identity and commitment to real ingredients.