Vodka Soda Brands

Part
01
of three
Part
01

Vodka Soda Brands Part 1

Cutwater Spirits was launched in 2016, while Pickers Unplugged and Boulevard Beverage Co. were launched in 2019. The spreadsheet contains all the information regarding the requested brands.

CUTWATER SPIRITS

  • Cutwater Spirits was launched in 2016.
  • It is distributed in 36 states currently. These include Kansas, Louisiana, Maryland, Massachusetts, and New York.
  • The price per pack is $16.99.

PICKERS UNPLUGGED

  • Pickers Unplugged was launched in 2019.
  • It is distributed in Tennessee, Arkansas, Georgia, Illinois, Florida Panhandle, Illinois, Kansas, Kentucky, Louisiana, Michigan, Mississippi, New York, North Carolina, Ohio, Oklahoma, South Carolina, Wisconsin, and Wyoming.
  • Flavor options available include Tangerine, Raspberry, Cranberry Lime, and Grapefruit.
  • The price per pack is $11.99.

BOULEVARD BEVERAGE CO.

  • Boulevard Beverage Co. was launched in 2019.
  • It is distributed in Boise, Idaho Falls, Sun Valley / Ketchum, Idaho Twin Falls, Vancouver, Washington, Northeastern Oregon, and Western Wyoming.
  • The price per pack is $12.99.

RESEARCH STRATEGY

Based on the request we looked into the websites of each vodka soda brands and were able to find all the required information except for market shares. Our first approach to find market shares of these brands was to look for press releases and annual/quarterly reports on the corresponding brands' websites, but there were no annual reports accessible.

We searched for this information in press releases. While information such as profits, forecasts, and beer sales were accessible, they did not contain any data that gave market share perspectives. Our next approach was to look for this data in websites that provide statistical data such as PR Newswire, Forbes, and National Beverage Corporation. The information we found was only about beer.

The market shares or sales for each of these brands were not available to the public due to the relatively recent development of the brands. Some of these product lines have also just recently launched such as Pickers Unplugged and Boulevard Beverage Co. We then looked into databases such as Zoominfo and Crunchbase, but no information about these brands was available. The reason for this may be that since the products are very recent, financial information on the product category might have not been released to the public.

CALCULATIONS

For the price given per 4pack, we divided by 4 to approximate the price per can.
Part
02
of three
Part
02

Vodka Soda Brands Part 2

NATRL was founded in 2016 by Paul Meehan and the brand sells over 1 million cases each year. Deep Bay Spirits was founded in 2017 by Kevin Albrecht and the brand positions itself under the tagline "Perfect Simplicity". Two Brothers was founded by Jason and Jim Ebel and launched its first product in 2018. All relevant information has been documented in columns F-H of the attached spreadsheet.

VODKA SODA BRANDS

1. NUTRL

  • Origin: NUTRL was founded by Paul Meehan in 2016.
  • Health claims: NUTRL was created based on the needs of health-conscious drinkers, providing them with locally brewed distilled vodka soda. The company claims that its products are free from sweeteners, flavors, artificial colors, contains no carbs with 100 calories per can.
  • Distribution points: Products are available throughout the United States and Canada.
  • Price per can: $2.90 per can.
  • Flavors available for the brand: NUTRL Vodka Soda flavors include pineapple, cranberry, grapefruit, lime, and lemon.
  • Tagline: "No Carb Vodka Soda".
  • Additional key messages: Nütrl Vodka Soda is considered to be "unique in the ready-to-drink beverage category." While most vodka brands contain artificial flavors and sweeteners, Nütrl Vodka Soda is made from natural lemon juice and carbonated water.

Montage of recent Instagram/Facebook images posted

  • Facebook: Their recent post focuses on its NUTRL 7 Vodka soda. The post reads — "Ready for MORE?! Introducing our new NÜTRL7 Vodka Soda mixed packs with our Black Raspberry, Blackberry and Black Cherry flavors!"
  • Instagram: Their recent post is a pic of 'The mixed pack' containing NUTRL 7 Vodka Soda.

Messaging Hierarchy

Market share / Sales:


2. Deep Bay Spirits

Montage of recent Instagram/Facebook images posted

  • Facebook: The brand's most recent post was on "Daydreaming about all the Deep Bay we’ll be enjoying this long weekend."
  • Instagram: Recently, the brand posted a pic of two of their cans — Vodka Soda Lime flavor and Gin Soda Citrus Mint flavor.

Messaging Hierarchy

Market share / Sales

  • Market share / Sales — N/A

3. Two Brothers

  • Origin: Two Brothers was established by Jason Ebel and Jim Ebel in 2016 and launched their first product in 2018.
  • Health Claim: Two Brothers claims their products have no added sugar, no carb, no gluten and contains only 95 calories. Two Brothers Vodka Sodas are "clean, crisp and refreshing".
  • Distribution points: The products are currently available in the Chicagoland area.
  • Price per can: $2.5 per can and available in 4 packs of 12-ounce cans for $9.99.
  • Flavors available: Two Brothers' flavors include Meyer lemon, mango pineapple, and blackberry lime.
  • Tagline: "Follow Your Passion. Drink Ours."
  • Additional key messages: Two Brothers Vodka Soda was launched with distinct features that set it apart from its competitors. One such feature includes its products being made from "100% real vodka".

Montage of recent Instagram/Facebook images posted

  • Instagram: The brand's most recent post is a pic that reads, "It’s Monday. It’s okay if your head’s still a little in the clouds. #followyourpassion (incredible photo taken by one of our favorite local photographers)"
  • Facebook: The brand's most recent post is about 'Thirsty Thursday'. The post reads, "It’s Thirsty Thursday! How are you celebrating?"

Messaging Hierarchy in the Can is as follows: [S20]

Market share / Sales:

  • Sales: In 2015, Two Brothers sold over 35,000 barrels of beer, which was an increase of 15% from the previous year. In 2017, the year-over-year volume growth reduced to 0.5% with sales of over 42,000 barrels.

RESEARCH STRATEGY

While we were able to locate the necessary information on the brands NUTRL, Deep Bay Spirits, and Two Brothers from various sources that include the company website, social media platforms, industry reports, and media articles, data pertaining to the market share/sales of their vodka soda products was not readily available. To find information on the market share/sales of the three brands (NUTRL, Deep Bay Spirits, and Two Brothers), we began our search by looking through their websites, press releases, market reports from industry-specific websites such as BevIndustry and articles from media websites such as Forbes. An extensive search through these channels provided us with information on the annual total sales of NATRL, in terms of the number of cases sold, and Two Brothers, in terms of the number of barrels of beer sold. There was no information on vodka soda sales for all three brands.

We then expanded our search to include financial reports and statements made by executives of these brands. Since all three brands are private companies, there is no financial information made available to the public. We then further extended our search to include third-party profiler websites such as Crunchbase, Hoovers, ZoomInfo, Bloomberg, and Owler. An extensive search through these databases provided no information on the market share, market size, growth, or sales of the listed vodka soda brands.

Therefore, in the absence of the desired information, we have utilized the available data to pull together related information on sales for NATRL and Two Brothers. There was no available sales information for Deep Bay Spirits products. The reason for the lack of information on Deep Bay Spirits sales could be due to the recent establishment of the company (2017) and might have chosen to not disclose its early sales to the public.

Part
03
of three
Part
03

Vodka Soda Brands Part 3

Vodka Soda comes in flavors such as cucumber, orange, lime, grapefruit, and strawberry. Prices of vodka soda range from $2.49 to $6.99. We have summarized the information of the vodka soda brands under investigation on the attached spreadsheet.

SOCIAL LITE VODKA SODA

  • Social Lite Vodka delivers a clean taste and does not contain any sugars nor artificial ingredients.
  • Social Lite Vodka products are available in areas such as Alberta, British Columbia, Ontario, New Brunswick and South Carolina.
  • The approximate price of a can of Social Lite Vodka is $2.49
  • Social Lite comes in flavors such as lime ginger, blood orange, lemon cucumber mint, and field strawberry.
  • A social media montage of the product is available here.

MONACO VODKA SODA

  • Monaco Vodka Soda is a anti–cocktail, delivering an experience of sparkling soda water, two shots of Monaco Vodka and natural flavors.
  • The approximate price of a can of Monaco Vodka is $6.99
  • A social media montage of the product is available here.

DURHAM DISTILLERY VODKA SODA

  • Durham Distillery products are available in areas such as Georgia, Michigan, New Jersey, and Illinois.
  • The approximate price of a can of Durham Distillery Vodka is $3.75
  • There is only one flavor type which is cucumber flavored Vodka Soda.
  • A social media montage of the product is available here.

RESEARCH STRATEGY

In order to address the request, we scanned through the official websites of the companies that manufacture the vodka soda brands. We were able to find all the required information from the official websites of the companies except for market shares or sales. The market shares or sales for each of these brands were not available to the public due to the relatively recent development of the vodka soda industry. Some of these product lines have also just recently launched such as Durham Distillery vodka, which is not yet a year old, so logically less information will be available.

To find the market shares our first strategy was to look into the websites of the respective brands for press releases and annual/quarterly reports, but annual reports were not available. We then scanned through the news updates scetion of the official websites of the companies as well as press release. From the press releases, information such as revenues, forecasts, other product sales were available, but they did not contain any information that provided insights into the market share or sales in the vodka soda category.

Our next strategy was to find information such as market size, market shares of the vodka soda category by checking websites that give statistical information like PR Newswire, National Beverage Corporation, and Market and Markets. Most of the information found was related to the beer category. The information that was available regarding the vodka soda category was global and not specific to the brands. We also looked into databases such as DB Hoovers and Crunchbase, but no direct statistics were available. Then we looked into business and financial information websites such as Financial Post, Forbes and Wall Street Journal. We came across information that mentioned metrics such as revenues, and sales of products such as beer and hard liquor. These articles did not provide enough information on sales and market shares of the vodka soda category. The reason for this may be that since the products are very recent, financial information on the product category might have not been released to the public.

In our final strategy we made efforts to find the market shares of these brands by trying to triangulate the values based on the existing information, but still, there was not enough metric data to evaluate the market share since the market size of vodka soda for each of these brands were not available. Therefore, we have included all the information we were able to find regarding the brands on the attached spreadsheet.
Sources
Sources

From Part 02