NEWS IN BRIEF

Tickle Water enters adult beverage market positioned as cocktail mixer

Tickle Water is developing more flavors to appeal to adults, the company said. Pic: Tickle Water

Tickle Water, a flavored sparkling water brands for kids, has expanded its distribution to wine and spirits stores to capture an adult audience after the company noticed an organic evolution of the brand’s adoption by millennials.

The sparkling water brand was launched in 2016 targeting kids with the goal of spreading the message that water can be “fun and delicious,” CEO and founder Heather McDowell previously told BeverageDaily.

However, the brand has gained popularity among health-conscious parents and other adults looking for a better-for-you beverage option.

“My first goal was to create a trusted, healthy water brand for kids. But I must say, it’s very exciting to also appeal to adults looking for the perfect clean-label drink when they are on the go or a refreshing, zero calorie mixer for a ‘skinny’ after work cocktail,” McDowell said.

Tickle Water is now available in the mixer aisle in 106 Total Wine locations and 13 Crown Wine & Spirits stores. The sparkling water brand is stocked in some office buildings in New York City, the company said.

Additionally, the company is working on adding new flavors to its current line-up of green apple, watermelon, grape, and natural to better appeal to adult palates, McDowell said.

Tickle Water has a SRP of $1.29 to $1.49 per eight-ounce can and is free from sugar, sodium, preservatives, and artificial sweeteners.

The brand can also be purchased nationwide through Amazon and Jet.com and is found in over 500 stores in the Northeast US through distribution with KeHe, UNFI, and DSD distributors. 

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