How Spindrift drives impactful innovation

Highlight Spark: What It Takes to Drive High-Impact Innovation

Automated Webinar Transcript

Alex Maxwell:

Hello everyone, and thank you for joining us at Highlight Spark, an event for product innovators and renovators. I'm Alex Maxwell, a research director on the Highlight customer enablement team. And I bring my background in sensory and consumer science from my experiences at Nestle, Purina, Danone, and Anheuser-Busch to support the incredible research our customers are doing here at Highlight.

Today's session is all about high impact innovation, and there's no better guest to speak on that than Jon Silverman, Senior Vice President at Spindrift Beverage Co. Spindrift is one of the most compelling category disruptors in beverage today, known for using real squeezed fruit and bringing fresh thinking to a saturated market.

Jon, thank you so much for being here with us.

Jon Silverman:

Thanks, Alex. It's great to be here.

Alex:

So let's begin with a little background. Jon, would you mind sharing about your personal career path and what your experience at Spindrift has been like so far?

Jon:

Yeah, thanks. I started out in food. I was in the restaurant world in culinary school for a while, and then I had a long run at Williams Sonoma.

I spent some time overseas with Williams Sonoma working with many great European family-run companies that were making products for Williams Sonoma.

Then I spent six years at an environmental company called Grove Collaborative. We made personal care products, shampoos and laundry detergents focusing on clean products. Then I joined Spindrift about two and a half years ago. It's been a continuation in my career path, focusing on real ingredients.

Alex:

Amazing. So it sounds like a lot of your past experiences have brought you to this point. Spindrift is described as a category disruptor, and we're wondering how did Spindrift make that massive impact that it has within this very saturated category?

Jon:

Being a category disruptor is both fun and challenging. Our founder, Bill, previously had a beverage company, and realizing the impact of real squeezed fruit sparked the foundation for Spindrift. We started out with a slightly sweetened soda and have now evolved into a shelf stable, sparkling water business.

Alex:

You’ve mentioned flavor a lot and how it's been a true driver of how Spindrift differentiates itself from competitors. One of the things Spindrift is known for is the steady stream of new flavors. Why do you think it's challenging for some companies to move quickly while innovating?

Jon:

The beverage industry has narrow windows of opportunity for presenting new products. Retailers only have key slots a couple of times a year for product pitches. Companies must identify their core channels and plan accordingly.

Alex:

Do you have a specific example of how consumer feedback led to a product launch or a change?

Jon:

Absolutely. Before we launched Nojito, we considered calling it 'lime mint,' but realized it evoked a mojito reaction from consumers. Our research showed significant enthusiasm for the name 'Nojito'.

Alex:

That's really insightful. What have you learned while launching products in different categories?

Jon:

There are significant differences in customer engagement in the alcohol category because of the three-tier system in the U.S. We’ve found consumer insights to be crucial in this space, as the motivations for purchasing beverages can vary greatly.

Alex:

What are the priorities once a brand secures a retail partnership to ensure long-term success?

Jon:

Once you get shelf space, the real work begins. How do you broadcast your message as a brand? You need to invest in the retailer’s promotional activities and drive a narrative with the consumer.

Alex:

Can you tell us a bit about how Spindrift works with farmers and suppliers to source your ingredients?

Jon:

Our ethos is "proudly made the hard way". We focus on building strong relationships with our farmers and ensuring sustainable practices. We aim for traceability from farm to can and continually improve our processes.

Alex:

How is Spindrift thinking about sustainability as a differentiator?

Jon:

We conduct lifecycle analyses and look for continuous improvement in minimizing our carbon footprint. Partnerships with organizations like Kiss the Ground allow us to support regenerative agricultural practices.

Alex:

With the current macroeconomic pressures, what advice can you give to brands navigating uncertainty?

Jon:

Diversification and optionality in sourcing is vital. It’s important to maintain meaningful relationships with suppliers while being open to evolving strategies based on market changes.

Alex:

One last light-hearted question: What is your personal favorite flavor of Spindrift?

Jon:

I really enjoy our ginger ale. It strikes the perfect balance of refreshment and flavor.

Alex:

I love the grape flavor, too! Thank you for such a rich conversation and for sharing your insights on innovation, execution, and brand values.

Jon: Thanks for having me, Alex. Enjoy the rest of Highlight Spark!