Waterloo Sparkling Water Sees Opportunity in the Growing Nonalcoholic Cocktail Trend
As the trend of nonalcoholic cocktails continues to gain momentum, Waterloo Sparkling Water is seizing the opportunity to expand its reach in the $8.2 billion ready-to-drink mocktail market. Kathy Maurella, the chief marketing officer of the Texas-based company, revealed that they are focusing on limited-time launches to cater to the increasing number of consumers opting for alcohol-free alternatives.
This fall, Waterloo introduced Pomegranate Açaí and brought back the seasonal favorite, Spiced Apple, for a limited time. To complement these new flavors, the company also launched nonalcoholic cocktail recipes inspired by classic drinks like pear martinis, negronis, and ginger fizzes.
In a strategic move earlier this year, Waterloo collaborated with sommeliers to create summer mocktail varieties of its sparkling water. These flavors, inspired by piña coladas and mojitos, were meticulously crafted over two years to ensure the perfect blend.
Maurella emphasized that Waterloo’s focus on mocktails is not just a passing fad but a reflection of consumer preferences for healthier options. The company plans to continue innovating in this category to meet the evolving demands of their audience.
With a keen understanding of consumer tastes, Waterloo regularly introduces seasonal launches to experiment with unique flavor profiles. Maurella highlighted the importance of balancing uniqueness with familiarity to deliver on consumer expectations.
Sparkling water has been on the rise as consumers shift away from sugary sodas towards healthier carbonated alternatives. The category is expected to grow at a compound annual growth rate of 12.4% and reach a value of $108 billion by 2032.
Since its debut in 2017, Waterloo has garnered a loyal following among consumers looking for a guilt-free soda alternative. With zero sugar or calories, the beverage offers a range of 15 flavors, including Black Cherry, Lemon-Lime, Orange Vanilla, and Ginger Citrus Twist.
Maurella emphasized the importance of flavor as the primary driver of consumer purchase decisions. Waterloo’s commitment to delivering high-quality flavors has resulted in a strong base of repeat customers who enjoy the beverage throughout the day.
Looking ahead, Waterloo remains dedicated to tracking market trends and bringing innovative energy to the sparkling water category.