Hot off rumors of a potential exit, sparkling water maker Spindrift debuted its latest flavor innovation this week: the Cosnopolitan. 

From the name, you can likely guess what’s in the can – a zero-proof cranberry and citrus seltzer that tees up a Sex and the City joke like it’s Little League for culture writers – and it’s another notch in the belt for the mainstream breakout of the NA sober curious trend.

The Cosmo isn’t Spindrift’s first attempt at reframing its juicy sparkling waters as a mocktail (it added the Nojito in late 2022) but it does reflect the company doubling down on its efforts to become a brand for adult drinking occasions; and we’d include its actually boozy Spindrift Spiked line, which has been fighting to win stake in the hard seltzer set, as part of that strategy.

But Spindrift is just one of many emerging brands trying to extend its platform into mocktails without actually extending its platform in the traditional ways, like new sub-brands or specialty lines.

BevNET Insiders can access the full analysis to understand how others are attacking the category from all angles.

In these last few weeks of the year, lots of independents are seeing exits (watch this space), including Seoul Juice. The Los Angeles-based Korean pear juice drink maker, which bills itself as the first-of-its-kind in the U.S. and touts over 400 mg of potassium per 12 oz. bottle – has been acquired by FoodStory Brands, a company best known for creating CPG brands around popular IPs like Paramount’s Yellowstone and Teenage Mutant Ninja Turtles.

• We’re gathering more details on the deal from Seoul Juice founder Luis Manta, who created the brand in 2016 while a college athlete. 
• So far, we know the brand (supported by a revamped package design) is gearing up for major retail launches in the new year. 
• College athletics remains a focus, with Hanna and Haley Cavinder aka The Cavinder Twins coming onboard as head of partnerships in 2023.

🤔 The rebrand (which followed a prior makeover in 2022) seems poised to give the brand a stronger identity within the nebulous plant-based hydration category where names like Vita Coco and Lemon Perfect have enjoyed recent growth

• Think: Callouts to its three simple ingredients (water, Korean pear juice concentrate, lemon juice concentrate) and its electrolyte payload.

Stay tuned to BevNET for more details.

The grind is real. And fun as heck. Exhausted, but buoyant, the hosts recap Nosh and BevNET’s just-concluded winter events and specifically highlight the three pitch slam competitions and how each respective winner successfully communicated the traction and potential for their brands.

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