3.
CRAFT MARKET
Primed for
INNOVATION &
Growth
44% Want to try craft
soda.5
Drink craft sodas for distinctive
flavors. Boots Beverages are the
very definition of distinctive 540%
Think sodas with natural ingredients
are healthier than those made with
artificial sweeteners. Good thing
we’ve got natural flavors to spare.6
57%
4.
what does the
market look like?
As the CSD giants face dire health straits in the 21st
century, All-natural and craft sodas have seen ever
increasing popularity2,6, as their mix of nostalgia and
healthier ingredients are attracting younger consumers.
Craft sodas represent a healthier alternative for young
parents looking for a more premium non-alcoholic
beverage, as well as to be drank on special occasions by
themselves or as a high-end mixer.5
Does the market
have potential?
Absolutely4,5. Craft soda’s market potential has yet to
be fulfilled - ⅔’s of consumers still have not sampled
craft sodas. Many of those consumers (almost half)
are interested in trying craft soda. Unfamiliarity of
brands and the wide variety of flavors hinder people
from giving craft soda a chance. However, natural
ingredients are driving trial across the country. 53%
say they’d buy natural versions of their favorite soft
drinks.5
5.
While the overall CSD
market is expected to
decline through 2020,
naturally sweetened and
craft sodas are seeing
exponential growth.6
who buys craft
soda?
Expected Growth
Families with children: typically age 25-345
Frequent grocery stores and mass
merchandisers
Driven by trial
Drink with meals and on special occassions
Spend more weekly on groceries than
population-wide average3
7.
boots beverages
‘Boots’ Kristen, for whom the
brand is named, had a keen
focus on quality and
craftsmanship in the early days
of localized bottling. The
caramel apple doesn’t fall far
from the tree.
We like to keep things in the
family. Today, Mark Kristen,
President and CEO, ensures
Boots Beverages are crafted
from the finest ingredients,
using pure cane sugar and
natural flavors.
Brand order (Layout). Dewberry Soda,
Coconut Cream Soda, Sarsaparilla Root Beer,
Cinnamon Red Hot Soda, The Ultimate Caramel Cola,
Strawberries ‘n Cream Soda, Orange Boots Dromsicle
Soda, Lucky Ginger Brew, Lemon Meringue Soda,
Caramel Apple Soda
Placement. Grocery, Liquor store, C-store,
Independents, On-Premise
8. Sources
1. Jones, Greg - Grocery Retailer with H-E-B (2016,
April 29). Craft Soda Basket Ring [Telephone
interview].
2. Five Star Soda. (n.d.). Retrieved March, 2016, from
https://fivestarsoda.com/
3. Simmons OneView (2016, April 20). [Craft Soda
Target Market Spending Trends]. Unpublished raw
data.
4. Reeds Inc. (2016). 10-K Report. Retrieved from
http://reedsinc.com/investors/sec-filings/
5. Sisel, E. (n.d.). Carbonated Soft Drinks: Spotlight on
Natural/Craft - US - June 2015 (Rep.). Mintel.
Retrieved February, 2016, from academic.mintel.com/
display/716550/.*
6. Sisel, E. (2015, August 11). Three in five Americans
agree carbonated soft drinks made with natural
ingredients are healthier. Retrieved February, 2016,
from http://www.mintel.com/press-centre/food-and-
drink/three-in-five-americans-agree-carbonated-soft-
drinks-made-with-natural-ingredients-are-healthier
*Distilled, analyzed and summarized in accordance with Section 1.5 of the
Mintel User Agreement for a project conducted as a part of a course.
