BEVERAGE CASE STUDY
New Alc Division Team at Spindrift
Spindrift® Beverage Co. is the maker of the first sparkling water made with real, squeezed fruit. Founded in 2010, Spindrift celebrates simplicity, transparency, and the superior taste that only real ingredients can deliver. Spindrift works directly with farms to source the best-tasting fruit for its products. Spindrift products are free of added sweeteners and unnatural flavors, made of sparkling water with real squeezed fruit. The result is light, bright, and flavor-rich beverages that taste just like the fruit they're made with. Spindrift® sparkling water is available nationwide and new Spindrift® Spiked is available in select markets. The company donates to environmental not-for-profits through its membership to 1% For the Planet. Spindrift is headquartered in Newton, Mass.
Challenge
Spindrift was entering a unique growth stage with its decision to expand into the alcohol beverage category. Due to the regulatory nature of alcoholic beverages, the products could not be sold through the same distributors the company had relied on to grow and scale their flagship non-alc products. Furthermore, the skills and experience required to sell alcoholic products vary from non-alc. It presented both a unique opportunity and challenge for talent to cross-sell both products to retailers. To succeed in this highly competitive market, they needed to build out a sales team to help scale their new spiked line.
Solution
ForceBrands engaged with Spindrift’s HR and senior sales team to develop a growth strategy that entailed creating and hiring six new roles that included senior key account managers, regional distribution managers, and sales directors. ForceBrands supported these hiring efforts with a five-person recruiting team and an assigned, dedicated project manager. ForceBrands filled all six roles in a timely manner. ForceBrands sourced and hired talent that bridged the gap between the alc and non-alc universe to collaborate and sell as a more holistic team.
of Alphabet Village and the subline of her own road.